Your company is highly recognized as an established agent group that represents athletes in different sports. The company is also responsible for events, television shows, and finding sponsors. You have also recognized the world over in sports, media and fashion and events. The company’s operations in over 30 countries and a wide pool of the leading sporting figures and fashion icons makes IMG Company the ideal company for sponsoring events. It is also critical to mention the company’s ability to stage live events as well as branded entertainments every year. The company is a leading producer and distributor of entertainment and sports media. Similarly, the company specializes in training, developing leagues, media, sports organization, and licensed brands. Having a strong portfolio of companies engaged in partnership opportunities for different events, clubs, and leagues as well as media properties gives you an upper hand over competitors. IMG’s posters also have the capabilities to allow companies to connect with their customers through the most passionate ways.
From the above introduction, it is critical to draw to your attention the upcoming Super Bowl event scheduled for February 2 nd , 2019. The event is expected to draw significant participants and spectators creating an opportunity for the company to capitalize on its strength by sponsoring the event. The Super Bowl is a leading event in the US and your participation will highly enhance the current market standing while enhancing revenue growth, publicity and brand name. High expenditures by the participants will have a significant effect on the bottom line of the company. The event has created significant opportunities for companies that have previously sponsored the Super Bowl
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Why the Super Bowl LIII
The growing importance of Super Bowling as a sporting event and a leading sport in the US has attracted the attention of companies that would like to capitalize on the sport for publicity. The event that pits the National Football Conference against the American Football Conference is one of the largest single-day events in the world. It draws high television ratings with statistics showing significant growth in the TV audience. The Super Bowl generates high advertising g revenues for the National Football League. According to Statista.com, advertising revenues for the event in 2017 was 419 million. Similarly, consumers regard the commercials generated by the event as entertainment with a quarter saying that the commercials create awareness of the different brands advertised during the event. Statista.com (2017) further estimates that consumer-related spending during the Super Bowl will be over $15 billion in 2018.
The site projects that the average consumer was planning to spend $82 during the Super Bowl. The expenditure targets items like food and beverages, furniture, television, apparel, and accessories as well as decorations. Similarly, some of the expenditures will be used to place bets on the game. 2017 statistics show that $138.48 million was spent in casinos in Nevada. The publicity generated by the Super Bowl and the high expenditures during the events are some of the motivating drives to sponsor the event. IMG will benefit from advertising revenues in addition to marketing some of its activities. Similarly, it will gain from establishing strong partnerships and target a new revenue stream.
Super Bowl LIII
The Super Bowl is a significant event in the US attracting an audience that is willing to pay high prices for seats. The face value of a Super Bowl ticket is close to $3,000 and the secondary market offers the same at even higher prices. Television viewership of the Super Bowl is astounding. It is the most watched TV program in the US each year. Not only does Super Bowl outshine other sports like NHL, NBA or the Stanley Cup, it also dwarfs other non-sporting programs. Television viewership during the Super Bowl attracts different companies that would like to increase their brand awareness and counter the influence of their competitors. The Super Bowl provides an opportunity for marketers to create awareness and to increase their sales volumes during the event. The ads during the sporting event create complementarity in the brands while enhancing consumption. Retailers, for instance, experience the highest sales in times when shoppers buy products that will be consumed in other key sports broadcasts. The context of the majority of the ads is usually not related to sports and therefore creates complimentary returns for companies that try to outsmart their competitors.
The Super Bowl LIII marks the 5 th sporting championship that will be decided at the Mercedes-Benz Stadium. The other events received significant television coverage but none will be like the Super Bowl. Going by recent statistics from the StubHub that the Super Bowl LII was the best selling sporting event in the US for 2018 it is expected that Super Bowl LIII will even experience higher sales.
Sponsorship Options
There are three options that IMG can use to sponsor the event. The first option is the Gold Sponsor Package which involves partnering with NFL. At this stage, the company will explore available options in sponsoring the event despite having significant experience in other events. This package presents an opportunity for IMG to invest a small proportion of financial resources. A silver sponsorship is another option and is ideal once the company is aware that sponsorship activities work best for the company. The advantages of the package include increase brand exposure while enhancing sales revenues. Platinum sponsor package limits sponsorship of an event to a single sponsor. It is ideal for headline sponsors and can create brand exposure during the event. To succeed in becoming a platinum sponsor one must participate in the sponsor selection process
The following table shows the prices for the listed sponsorship package for the Super Bowl LIII. The company should select the desired package and sign this proposal as a confirmation of acceptance. Similarly, feel free to seek further clarification of the event. A proposed budget is also attached to this proposal together with a sponsor fact sheet and event communication plan.
Some of the activities that can be performed by the company include media coverage, exclusivity, image association publicity, trade incentives, product sampling, and signage rights, networking, merchandising and the use of brand personalities for advertising activities.
The key issue that IMG must consider include the availability of funds, the tangible and intangible benefits, the benefits of sponsoring the event, the value of the sponsorship, other potential sponsors, the possibility for a formal agreement and managing the relationship. The objectives of the company must also be met. The event must also promise high commercial benefits. IMG has significant advantages over other competing companies since the experience and a strong brand name gives it an edge over competitors. Similarly, there is a good fit between the company and the event and the entire team knows what to do to make the event a success.
Sponsor Fact Sheet
Name of the event: Super bowl LIII
When: February 3, 2019
Where: Mercedes-Benz Stadium
The Super Bowl will be held in February 2019 at the Mercedes-Benz Stadium with the event expected to attract a high number of participants and spectators. The 53 rd Super Bowl will be the third in Atlanta with the other two being held in 1994 and 2000. The event will be the first at the Said Stadium following its official opening in 2017. The event will be preceded by pre-game events including entertainment in downtown Atlanta. Some of the events include the Super Bowl experience, Super Bowl live and the Super Bowl opening night. The event will be broadcasted by CBS. Entertainment will also be held at the halftime show and the lead-out programs will also be premiered by the CBS.
The audience for the events include participants, celebrities, spectators, corporate and consumers. The event will draw people from the city and other localities. The audience is expected to come from different parts of the US with television viewership reaching a more audience than any other sports.
The event is expected to be sponsored by several organizations. Such will be an opportunity for the companies to showcase their products and to interact with competitors. Similarly, companies will interact with their customers thus boosting their loyalty and bottom line. It is expected that the event will attract companies from different sectors including sports, financial, healthcare, hospitality and manufacturing.
Sponsorship Tiers
One Presenting Sponsor $160,000.00
The sponsor will be acknowledged as the Platinum Sponsor. Sponsor will have signage and banner at the stage, welcome audience, sell ticket, additional media time, tent chains and tables, a full package for advertising its products
Ten Supporting Sponsors $25,000.00 will enjoy the silver package and fewer media coverage. There will also be twenty Gold sponsors $10,000.00.
Budget
| Name | Price | Total |
| Gold | 10,000.00 | 200,000.00 |
| Silver | 25,000.00 | 250,000.00 |
| Platinum | 160,000.00 | 160,000.00 |
References
Born, J., & Acherqui, Y. (2013). A Re-Examination of the Super Bowl Stock Market Predictor. SSRN Electronic Journal . doi: 10.2139/ssrn.2294049
IMG. (2018). About IMG – IMG Events. Retrieved from http://imgevents.com/about-img/
Matheson, V. (2010). Economics of the Super Bowl. North America Association Of Sports Economists. Working Paper Series, Paper No. 10-01 .
Nelson, T. (2016). Minneapolis Super Bowl netted $370 million, the report says. Retrieved from https://www.mprnews.org/story/2018/05/29/was-super-bowl-super-economic-analysis
Stephens-Davidowitz, S., Varian, H., & Smith, M. (2017). Super returns to Super Bowl ads?. Quantitative Marketing And Economics , 15 (1), 1-28. doi: 10.1007/s11129-016-9179-0
