Ambush Marketing and Sponsorship

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Exclusive sponsorship rights

Contract agreement for sole provision of goods/services for a sport/event

Infomercial

Lengthy commercial resembling a television program

Services

Intangible activities performed by others for money

Contract

Enforceable written agreement

Licensing

Agreement allowing one company to use another's trademarked property

Endorsement

Approval by a reputable external source

Sport/event entity

Athlete, team, league, or event on various levels

Cross-promotion

Celebrity endorsing multiple products or products for another company

Brand

Combined impressions and experiences associated with a company, good, or service

Licensee

Company manufacturing and selling products using trademarked property

Slogan

Easy-to-remember phrase

Sponsor

Exchange money, goods, or services for public recognition

Guarantee

Fee paid by a licensee to use trademarked property

Federal Trade Commission

Government regulatory agency enforcing antitrust laws

Tangible item

Item capable of being touched, smelled, tasted, seen, or heard

Branded product

Item featuring only the manufacturer's logo

Copyright

Legal protection of original works and intellectual properties

Logo

Name and/or symbol used by a business

Return on Investment

Net profit divided by investment, indicating ad/campaign success

Ambush marketing

Non-sponsoring business associating with an event to gain recognition as a sponsor

Branding

Ongoing decision-making process about the use of brands

Licensor

Organization or company holding rights to trademarked property

Advertising

Paid non-personal presentation of ideas, goods, or services

Royalties

Percentage of sales paid by a licensee to a licensor

Sport marketing

Planning and executing sports ideas, goods, and services to create exchanges

Retailing

Providing a product directly to the ultimate consumer

Sponsorship

Provision of financial or other support to an entity in exchange for public exposure

Letter of agreement

Short document outlining terms of arrangement between two parties

Testimonial

Statement by a user proclaiming benefits of a product

Trademarked property

Symbol, design, or word used to identify a good or service

Partner

Term frequently used for sponsor

Image

The way something is viewed

Social media hijacking

Using someone else's social media to distribute own messages

Exploit the sponsorship

Utilize all promotional avenues to gain brand recognition with a sponsored entity

Celebrity endorser

Well-known person who promotes a good or service


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