| A | B |
|---|
| sponsor | Organization that sponsors a sports entity |
| sponsee | Event/athlete that receives financial support from a sponsor |
| recognition | Company sponsor entity for |
| in-kind | Can sponsor with technical support |
| team | Carolina Panthers ex. of |
| title | Wachovia sponsors annual pro golf championship |
| presenting sponsorship | BOA sponsors hole #5 in tournament |
| free gifts | Fans benefit from sponsorship by |
| bartering | Another name for in-kind sponsorship |
| products | sponsorships increase public awareness of the sponsor's |
| market share | sponsorships help increase sales and |
| financial support | The entity needs the sponsor for |
| audience | potential target market |
| interdependent | parts of the event triangle are |
| audience, entity and sponsor | 3 integral parts of the event triangle |
| celebrities becoming walking ads | increase in sponsorship can be attributed to |
| elimination of tobacco ads | major reason sponsorship has grown |
| MLB | 1st major sport sponsored by corporations |
| Continental Tire Bowl | Title sponsorship |
| exclusivity | Guaranteed to be the only sponsor |
| logos | Exclusivity allows sponsor to use |
