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Event sponsorship: This service is designed to acquaint marketers with the latest sponsorship opportunities available. To have your karting-related event listed, please e-mail or fax the following information on letterhead: Event name, dates, location, types or levels of sponsorships available, contact name, phone, fax and e-mail address. There is no charge to have an event listed. E-mail address: karting@msn.com. Fax: 630-653-2637.

Sponsor Search
A Glossary of Sponsorship Terms

Spon.sor.ship n.

A cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property.

Sponsorship is evident everywhere in motorsports. From the individual racers… to major race events… to shows… to charity events… sponsorship plays a major role. Many different terms are used in sponsorship and the following is a definition of those terms:

Ambush marketing

A promotional strategy whereby a non-sponsor attempts to capitalize on the popularity/prestige of a property by giving the false impression that it is a sponsor. Often employed by the competitors of a property’s official sponsors.

Business to business sponsorship

Programs intended to influence corporate purchase/awareness, as opposed to individual consumers.

Category exclusivity

The right of a sponsor to be the only company within its product or service category associated with the sponsored property.

Co-sponsors

Sponsors of the same property.

Cross-promotion

A joint marketing effort conducted by two or more Co-sponsors using the sponsored property as a central theme.

Event marketing

Promotional strategy linking a company to an event. Often used as a synonym for “sponsorship.” The letter term is preferable because not all sponsorships involve an event.

Hospitality

Hosting key customers, clients, government officials, employees and other VIP’s at an event. Usually involves tickets, parking, dining, and other amenities, often in a specially designated area.

In-focus coverage

Amount of time sponsor identification is visible to the TV viewing audience during an event broadcast.

In-kind sponsorship

Payment (full or partial) of sponsorship fees in goods or services rather than cash.

Licensing

The right to use a property’s logos and terminology on products for retail sale. (Note: While a sponsor will typically receive the right to include a property’s marks in its packaging and advertising, sponsors are not automatically licensees.)

Media equivalencies

Measuring the exposure value of a sponsorship by totaling the coverage it generated and calculating what it would have cost to buy a like amount of ad time or space in those outlets based on media rate cards.

Media sponsor

TV and Radio stations, print media, outdoor advertising companies provide either cash, or more frequently advertising time or space to a property in exchange for official designation.

Option to renew

Contractual right to renew a sponsorship on specified terms.

Perimeter advertising

Stationary advertising around the perimeter of an arena or event site, often reserved for sponsors.

Premiums

Souvenir merchandise, produced to promote a sponsor’s involvement with a property (customized with the name/logos of the sponsor and the property).

Presenting Sponsor

The sponsor that has its name presented just below that of the sponsored property, i.e., “The Kroger Classic presented by Fifth Third Bank”.

Primary sponsor

The sponsor paying the largest fee and receiving the most prominent identification.

Property

A unique, commercially exploitable entity.

Right of first refusal

Contractual right granting a sponsor to match any offer the property receives during a specific period of time.

Signage

Banners, billboards, electronic messages, decals etc., displayed on-site and containing sponsor ID.

Sole sponsor

A company that has paid to be the only sponsor of a property.

Sponsor

An entity that pays a property for the right to promote itself and its products or services in association with the property.

Sponsor ID

Visual and audio recognition of a sponsor, e.g., sponsor name /logo on particular clothing, equipment, etc.: in property’s publications and advertising; public address and on-air broadcast mentions.

Sponsee

A property available for sponsorship.

Sponsorship

The relationship between a sponsor and a property, in which the sponsor pays a cash or in-kind fee in return for access to the exploitable commercial potential associated with the property.

Sponsorship agency

A firm which specializes in advising on, managing, brokering or organizing sponsored properties. The agency may be employed by either the sponsor or property.

Sponsorship fee

Payment made by a sponsor to a property.

Sports marketing

Promotional strategy linking a company to sports (sponsorship of competitions, teams, leagues, events, etc.).

Supplier

Official provider of goods or services in exchange for designated recognition. This level is below official sponsor, and the benefits provided are limited accordingly.

Title sponsor

The sponsor that has its name incorporated into the name of the sponsored property, e.g., The Mobil Cotton Bowl Classic.

Venue marketing

Promotional strategy linking a sponsor to a physical site (sponsorship of stadiums, arenas, auditoriums, race tracks, etc.).

Article courtesy of the IEG’s Complete Guide To Sponsorship. IG Inc. can be reached at 312-944-1727.

Event sponsorship

This service is designed to acquaint marketers with the latest sponsorship opportunities available. To have your karting-related event listed, please e-mail or fax the following information on letterhead: Event name, dates, location, types or levels of sponsorships available, contact name, phone, fax and e-mail address. There is no charge to have an event listed. E-mail address: karting@msn.com. Fax: 630-653-2637.

EVENT SPONSORSHIP OPPORTUNITIES

HSDA Indy Go-Kart Challenges. Date: Fall, 2000
Volunteer chapters of the Huntington’s Disease Society of America will hold fun, family events at local tracks across America this fall to raise money in the fight against Huntington’s Disease. Various sponsorship levels are available. Contact: Lauren Kalter @ 1-800-345-4732 x14 or e-mail: lkalter@hsda.org.

Championship Enduro Series. Dates: April-November, 2001
Sanctioned by the IRA, this is one of the premier racing series in the USA. Their schedule includes events at Road America, Gateway International, Grattan, GingerMan, Blackhawk Farms and others. A variety of sponsorship levels are available. Contact Dave Larson at 847-395-2398.

Burris Circle Tour. Dates: March-September, 2001
Now sanctioned by the IRA, this is Midwest oval track racing at it’s finest. Events in 2001 will be at two tracks: Joliet Memorial (Illinois) and Lake Geneva (Wisconsin). A number of sponsorship levels are available. Call John Nuttall at: 630-355-8714.

Superkarts USA (SKUSA) 2001 Tour. Date: 2001 Season
Shifter kart racing presented by Ohio-based Superkarts USA has become one of the most popular forms of kart racing in the USA. The 2001 season will feature Formula C, S1, S2, Formula 80, Junior and Senior 80cc classes. Various sponsorship opportunities are available. Contact: Jim Murley @ 614-369-4226.

INDIVIDUAL OR TEAM SPONSORSHIP OPPORTUNITIES

Individual or team sponsorships: If you or your race team are seeking sponsors, we offer paid advertising space for that purpose. Cost: $1.00 (US$) per word, minimum 25 words, minimum run: 3 months. Please see the classified order form and check the box marked SPONSOR SEARCH. This is a secure site so your credit card information is protected. All advertising must be pre-paid in US funds. We accept Visa, MasterCard or American Express. E-mail to: karting@msn.com or fax to: 630-653-2637.

Place your sponsor search advertisement

Advertise your personal sponsorship desires here!

Kart Marketing Group, Inc.
Post Office Box 101
Wheaton, IL 60189 USA
Telephone: 630-653-7368
Fax: 630-653-2637
Email: karting@msn.com

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