Sponsorship packages
In 1999, Century 21 real estate broke new ground in sport sponsorship by becomeing the first real estate company to sponsor one of the four major professional sport leagues
indicative of the broadening range of unique products and service categories entering the sport sponsorship landscape
Century 21's sponsorship of MLB provides a good illustration of the benefits typically included in a league or team sponsorship package
as well the types of commitments the sponsoring company makes to the sport organization. benefits typically include the following
exclusivity in one's product or service category (e.g,century 21 became the only company that MLB could sign as a national sponsor in the real estate category)
"Official" designations:Leagues and teams offer multiple designations tied to the sport and to the sponsor's product or service category.
For instance, Century 21 became "the official real estate company of MLB" and an "official sponsor of MLB"(many sport organizations,embracing a relationship marketing mentality, today prefer the use of "official partner" designations).
right to utilize the sport organization's intellectual property in advertising and promotion campaigns.
For century 21 this included the right to use MLB's silhouetted- batter logo,
the logos of the Grapefruit and Cactus Leagues(MLB's spring training logos),
the logos of All-Star Game,leagues Championship Series, and World Series,
and the logos of all 30 team collectively(typically, the major professional sport league sponsorship departments do not have the authority,via their agreement with thier member teams,to grant national sponsors the right to utilize team logos on an individual team basis;such rights must be obtained directly from the desired team or teams)
Advertising support, in the from of complimentary print advertisement in MLB-controlled publications, such as the All-Star Game,League Championship Series
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