NCMC Sponsorship Bulletin – Issue
2 December 6, 2004
Movies as Sponsors
The world was abuzz after Steven Tyler of Aerosmith (www.aerosmith.com)
sang the National Anthem at the Indianapolis 500 a few years ago. When he
replaced the words, “…and the home of the brave” with “…and the home of the
Indianapolis 500” he had intended to pay homage to one of the premier sporting
events in the history of our nation and perpetuate his “bad boy” image (Frankly,
I prefer to watch Liv Tyler). Although I was not offended, many were. The
memory of this rendition of our national song has pretty much faded, but one
thing that the history books on the Indianapolis 500 will mention forever is
that Aerosmith, that year, as a primary sponsor of driver Jeff Ward. That’s
right a rock band sponsored an Indy 500 racer.
I’m not saying that you should start targeting rock bands,
but it doesn’t hurt to ask, does it?
However, one idea that has potential is to target movie
studios. These organizations budget huge amounts of marketing and advertising
dollars to hype movies and get the people into the theaters. A carefully timed
sponsorship of a race car in a huge event, such as a NASCAR race or the
Indianapolis 500 could inform millions of people around the world. And, just
because they enjoyed the 500, they might be more disposed toward product loyalty
to that movie the next time they check in at the theater. All you have to do is
show them the huge payback they would get that is regularly reported by Joyce
Julius and Associates on the value of race sponsorships. But don’t stop there,
why not a concert or even a large nightclub or, of all things, another sports
team such as the Indianapolis Colts that a few years ago sponsored a midget ride
for one of my clients Johnny Parsons III. Why did they do it? To ensure that
the Colts were viewed as involved members of the Indianapolis community. That
little midget looked pretty cool sporting the Colts blue color and white
horseshoe. The fans took notice.
It is later than you think. Check out this link to NCMC
services and products:
http://www.insmkt.com/sponsorsearch.htm
2005 Sports . Order Now and get the
FactBook Disk for only $99.00
http://www.insmkt.com/ssf.htm
Already Sponsored? Leverage your Position
http://www.insmkt.com/spnonsorbuild.htm
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