SBJ/January 7-13, 2013/In Depth

Survey results: Sponsorship

Rate your title sponsor’s level of involvement and activation.
Outstanding. My title sponsor is the envy of every other tournament................... 56%
Good. They usually activate more than they’re required to................................... 18%
Solid. My title sponsor does everything they’re expected to, but I wish they’d
do more................................................................................................................... 10%
Lacking. My title sponsor underactivates their sponsorship, and there’s little
to no emphasis on local activation...........................................................................15%
Responses: 39

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Which of these outcomes best demonstrates that a sponsor has been fully committed to activating the sponsorship?

Attendance by the top executives of the title sponsor.............. 65%
Attendance by the title sponsor’s invited guests...................... 49%
Solid investment in hospitality................................................. 32%
Contributing to the operations of the tournament.................... 24%
New business generated for sponsor........................................ 22%
Pro-am involvement................................................................. 22%
Pre-tournament promotions...................................................... 19%
Solid investment in advertising................................................ 19%
Note: Respondents could make three selections.
Responses: 37
Comments by respondents:
— I also look at the proper dedication of human resources toward the effort in a timely manner.
— Assets committed to the tournament and a year-round [use] of the tournament property to meet objectives.

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