There are many examples of sport's sponsorship tactics, and when they are actually utilized, it's called activation. People use that term for creating the tactics that make sponsorship come alive, and it's expressed in the form of the following questions. How do you activate the sponsorship and what activation tactics are you planning to use? The activation can run from conventional advertising, such as signage in and around the field and consumer promotions, to a variety of tactics and strategies, such as consumer marketing campaigns, product sampling, product placement and packaging, sponsor exhibits, interactive kiosks, corporate hospitality tents, merchandising, point of purchase displays, celebrity endorsements, celebrity appearances, social media, gaming, creation of games, mobile pop-ups, community events, branding on the teams, on vehicles, any kind of branding on equipment, post-season awards, logo placements, on-seats, on-cups, speaking engagements. Consumer brands are the largest spenders on sponsorship. If you take a look at the largest US rights spenders, you will see that cars, telephones, wireless providers, beer, and sodas ranked in the top 10. Sports equipment and shoes are also right up there. People think about the negotiations as being all important in sponsorship, but actually what happens after the contract is done, which can take up to a year, is really the most important. How you activate is way more important than the original contract because you need to build the consumer engagement. Otherwise, the money has not been spent well, and usually that requires even greater spending on media in order to ensure that the consumer knows all about the original expense of the sponsorship. In sports marketing, sponsorship is a transaction between the rights holder, a team, venue, event, individual organization, and the brand seeking the benefit from the use of those rights to enhance some part of the existence. In the United States in 2016, almost $16 billion are spent in sports sponsorship spending, which dwarfs the $2 billion in spending in entertainment sponsorship, the next closest. So, if your brand thinking about sponsorship, you want to consider which sport, which type, meaning athlete or event or venue, you want to consider. Do you want a one-off or a recurring sponsorship? Do you want the geography to be local, regional, national, or even global? What size of contribution do you want? Also, as a brand, ask yourself what your objective is. Is it awareness? Keeping a competitor out? Obtaining partnerships with retailers? Is it building trust with consumers or with clients? How much do you want to spend? How will you measure success? Think about how long you wish to tie resources to this concept because it takes intense resources to activate at all time. The number one question is, what do you hope to accomplish? Prioritize your answers, figure out your methodology for measuring the success of the goals at a timeline, and then decide how to answer the rest of those questions.