The 'Your Name Here' Championship.
Please send your check for $10 million to ZANZICO and we will get your company as a sponsor for Tiger Woods. That should work, right?
The answer for many companies is NO! Many times companies throw enormous sums of money at the latest and greatest athletes or sporting events just to get an association link to that entertainment icon. The key factor is relevance.
Sports Marketing done in the right way is very effective. The key is knowing where you fit in and what message you are trying to communicate to the audience. Having been fortunate to work with some of the major names in the industry of sports (being in NASCAR's backyard helps), we have many contacts to build the perfect program to achieve your goals and objectives.However, we would never tell you to spend all your marketing investment on a sponsorship.
All marketing dollars should have the support for strong retail activation programs. Why get your message out to millions if you don't have the support system to turn them into actual customers?
