Corporate Sponsorship Information
At Q Sports our primary goal
is to connect our athletes with appropriate companies/organizations who
will help them defray some of the costs associated with competing at the
world class level. Once a relationship has been established we then
attempt to maximize the athletes' media/public exposure in order to promote
their sponsor. |
Listed below are some FAQ's (frequently
asked questions) about sponsorship.
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Aren't the athletes supported by the US Olympic Committee
or a sport federation of some sort?
Yes, some of them do receive some funding from the USOC and/or their
sports governing body. For example, with our speedskaters, the USOC
and US Speedskating provide a tremendous amount of support for these and
many other athletes. The skaters receive benefits such as ice time, coaching,
stipends, guidance, support, equipment, travel and a world-wide competition
schedule - all of which they are very grateful to have. Without U.S. Speedskating
most skaters could not compete on an international world class level. Unfortunately,
the fact is, it simply isn't enough. Most skaters are forced to squeeze
in full or part time work to make ends meet. US Speedskating (and virtually
all sports governing bodies) allows, and encourages, skaters to seek individual
sponsors. However, between full time training, school and work most skaters
have little time, or aptitude to do so. That's where Q Sports comes in.
We seek out sponsors for our athletes to help augment the support they
receive from their sports governing body (if any). Our goal, is to
provide the athletes with as much support as possible so that they may
concentrate on fulfilling their athletic potential.
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What sort of things have the athletes already done to
promote sponsors?
Q Sport Athletes...
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...have appeared on/ in just about every major
TV station, magazine and newspaper you can imagine, and many your can't.
Here's a sample listing:
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Television:
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The Today Show
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The Early Show
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Good Morning America
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Fox and Friends
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The Tonight Show
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The Late Show with David Letterman
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Late Night with Conan O'Brien
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Rosie O'Donnell
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Dateline
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MSNBC
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CNN
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sports - ABC Wide World of Sports, NBC Sports, CBS Sports, ESPN, ESPN2,
Outdoor Life Network, TNT, US Olympic Gold
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Magazine:
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Newsweek
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Time
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Us Magazine
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People
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Teen People
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Sports Illustrated
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ESPN Magazine
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Self Magazine
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Sports Illustrated and Sports Illustrated for Kids
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Women's Sport and Fitness
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NY Times, Chicago Tribune, LA Times, USA Today and hundreds of other
regional and local newspapers
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...have provided significant logo exposure at
these athletic competitions:
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The Olympic Games
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The World Allround Championships, The World Sprint Championships, The World
Single Distance Championships
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World Cup competitions throughout Europe, Asia, and North America
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National Championships
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America's Cup Series and other US based competitions
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ESPN X Games
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numerous inline skating competitions throughout the US
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...have been utilized in marketing and advertising
materials...
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Appeared in television commercials
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Featured on corporate web sites
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Appeared at trade shows at sponsor booths
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Performed numerous speaking engagements
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Included their sponsors logo on their own marketing
materials, resumes, and web pages
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What can the athletes offer to my company in return for
our support?
First and foremost, our athletes immediately provide your company,
product or service an association with the Olympic
Games and the endorsement of an Olympic athlete (except
our skysurfers).
"The Olympic Rings are the most recognized symbol - commercial or
noncommercial - in the world."
-Sponsorship Research Intern'l
London, July 18, 1996
In addition to their endorsement of your products, the athletes can
also provide the following:
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Logo Exposure: Note the various logos on the athletes pictured on
this page. The skaters can provide logo exposure on:
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uniforms
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training clothing
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equipment
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travel bags
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casual clothing
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athlete posters and marketing materials
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Personal Appearances - Your athlete can be scheduled to make appearances
on your behalf at:
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corporate functions - trade shows, conventions, sales meeting
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charity events
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other events your company may sponsor
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skating clinics
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Use in Marketing
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print, television and radio advertising
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sales brochures and promotional literature
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posted on your website
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commercials, infomercials and custom video productions
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Internet Exposure - sponsoring one of our athletes entitles your
company to additional logo exposure and hot links on the Q Sports website
and your athlete's personal home page.
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Public Speaking - your athletes can also be scheduled to perform
appropriate public speaking engagements
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How is an agreement with the athlete typically structured?
Sponsorship agreements typically contain three
sections: general terms, sponsor needs and athlete compensation.
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General Terms - includes specifications such as
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Agreement length - typically two years with the sponsor granted the "right
of first refusal" for renewal of the agreement.
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Exclusivity- in most cases your product will be defined as the only of
its kind that the athlete will endorse during the term of the agreement.
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Definitions of your product or services.
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Sponsor Needs - includes details such as:
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logo placement
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how you plan to utilize the athlete in marketing or advertising campaigns
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personal appearances you'd like the athlete to make
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any other way you'd like to utilize the athlete
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Athlete Compensation - generally includes:
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product support - what product(s) you will provide to the athlete and how
they order/receive the product
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retainer fee - athletes are typically compensated from a few hundred to
a few thousand dollars per month
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media incentive - Unlike sponsoring an event, where television and media
coverage can largely be predetermined, individual athlete sponsorship is
much more dynamic. A combination of the athlete's competitive accomplishments
and their personality / media appeal largely determines their media exposure.
Therefore, to minimize your risk of prepaying for "unknown" media coverage,
and to incentives the athletes to seek media exposure, most Q Sports agreements
include bonuses to the athlete when he or she appears on TV or in print
with your logo. The larger the circulation exposure the larger the bonus.
It is the responsibility of Q Sports to track the media appearances.
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performance bonus - most agreements also include some form of bonus when
the athlete performs well at important competitions.
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What companies has Q Sports worked with before and what
kind of deals were set up?
We're not at liberty to discuss the details of specific contracts, nor
would we discuss the details of your arrangement with anyone else. However,
here are some of the companies we have structured sponsorship arrangements
with:
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Academy of Country Music Awards
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American Chiropractic Association
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American Latino Media Arts Awards
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America Online
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Bank of America
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Big Bear Mountain Premium Spring Water
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Bio Foods - Balance Bar
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California Angels
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Casio
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Center for Disease Control - Anti Smoking
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Clif Bar
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Danskin
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Diamond Nuts
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Disney
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Dow Chemicals
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Equal Employment Opportunity Commission
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Fiesta Broadway - LA
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Fig Newtons
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Florida Marlins
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Gap
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General Mills
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Health South
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Hilton Hotels
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Home Depot
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Kraft/Nabisco
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K2 Corporation
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Lucent
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Major League Soccer
|
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McDonald's
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Miami Heat
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National Arthritis Foundation
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NBC
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New York Stock Exchange
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New York Yankees
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Nike
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Novell Inc.
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Oakley
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O.C. Tanner
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Office Depot
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Orlando Magic
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Pearl Izumi
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Pfizer
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Power Bar
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San Francisco Giants
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Seattle Mariners
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Special Olympics
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TVM
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University of California - San Bernardino
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University of North Carolina - Greensboro
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US Congressman Joe Baca
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USANA
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Visa
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Wisconsin Gas Company
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Yahoo
|
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OK, I'm interested. Where do we go from here?
Great, and thanks for your interest. Give us a call or send an
email. Let us know which athlete or athletes you're interested in and how
you might like to utilize them. Once we've had a chance to discuss it Q
Sports will draft a proposal for your review.
email: QSports@Yahoo.com
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What do you address in the proposal?
Generally our proposals address three broad categories of sponsorship
objectives for businesses considering our athletes:
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broad corporate objectives - image based
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marketing objectives - brand promotion, increase sales
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media objectives - cost effectiveness, reaching target markets
Research suggests that "Exclusivity", "Increase Brand Awareness", "Reinforce
Image", "Cost Effectiveness" and "Increase Sales" are the primary objectives
of corporations engaging in sponsorship.* We directly address each of these
issues.
*Wilson (1997) The Cyber-Journal of Sport Marketing,
issn:1327-6816
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It sounds interesting, but I have more questions.
Give us a call or send an email. We look forward to hearing from
you.
email: QSports@Yahoo.com
Q Sports International
www.qsports.net