| There is a number that is indelibly linked to the multi- | | | | 2. Geography of market |
| billion dollar industry that is sports marketing today. | | | | 3. Type of business |
| The year 1984 remains the landmark year for the | | | | 4. Additional goals (client entertainment, prestige) |
| then still nascent industry. The commercial success of | | | | As far as possible, the campaign must be structured |
| the Summer Olympics in Los Angeles was coupled | | | | with clearly defined end goals. Using motorsports as |
| with acceptance in the corporate boardrooms that | | | | an example, it is possible to get a race-by-race |
| sports and business do mix. A very ubiquitous soft | | | | sponsorship deal which is more cost effective and |
| drink brand spent US$30 million on endorsements | | | | relevant to the specific markets you intend to sell to. |
| throughout the games, a figure which was exorbitant | | | | Similarly, backing a more accommodating new racing |
| at the time. | | | | team rather than a big name if you want to impress |
| Most significantly, companies who got involved | | | | customers. If you do fancy your company logo on a |
| experienced increased brand awareness regardless of | | | | sports team or sports personality, devise a complete |
| their team's performance. A HSBC-sponsored Jaguar | | | | marketing plan to make the most of the investment. |
| Formula 1 Racing team was mediocre on the race | | | | Consider level of exposure, target markets, |
| track, but still played a major role in building the | | | | activation plans and, of course, take your time to |
| bank's global brand. | | | | shop around. Sports marketing is still a very viable |
| A successful sports marketing campaign needs the | | | | industry and the best thing about it now is that |
| following to be considered: | | | | prices are dropping as more opportunities arise. |
| 1. Target demographic | | | | |