| A | B |
|---|
| sponsor | a business, person or organization that finances a sports or entertainment entity. |
| sponsee | the entity (event, sport, athlete, entertainer or venue) that receives money or product from the sponsor. |
| sponsorship | the financing of a sports or entertainment entity by a business in return for recognition affiliation. |
| event triangle | consists of the audience, entity, and sponsor |
| audience | the potential target market |
| Event definition | Clearly and precisely defines the event and leaves no misunderstandings. |
| Sponsor benefits | Details all benefits the sponsor will be receiving |
| Sponsor obligations | Details what is due the entity |
| Ambush marketing | when a company does not pay the fee to be an official sponsor but uses techniques to make the public believe the company is an official sponsor. |
| leveraging | Makes the sponsorship more successful |
