Title: Compare the reasons for using sponsorships vs. endorsements.
Course: Sports, Entertainment, and Event Marketing > Section: Exploring Sponsorship and Endorsements

Comparison should include

- the benefits of sponsorship to a company or organization, such as
  - increasing sales
  - introducing new products/services
  - enhancing company image
  - offering a nontraditional avenue to reach live audiences
  - offsetting costs
- the benefits of endorsements to a company or organization, such as
  - endorsement advantages (e.g., consumer identification with famous athletes or entertainers and winning teams)
  - disadvantages (e.g., controversial celebrities or negative publicity, expense, potential for consumers to doubt the sincerity of the endorser).

Process/Skill Questions:

- When would one use a sponsorship vs. an endorsement?
- How might sports, entertainment, and event companies use sponsorships?
- How can a sponsorship affect a company's image positively? Negatively?
- Why would a corporation want to sponsor the Olympics or another large-scale event?
- What are some of the advantages and disadvantages of having athlete or entertainer endorsements?
- What factors have contributed to the increase in sports, entertainment, and event endorsements in recent years?
- What is licensing?