Transcript Remember the Escalator!

Remember the Escalator!
Price hikes threaten to push consumers off
escalator
Emphasize other features of the product
Group work (10 min.): How would you set
prices if you managed the Toronto FC?
On Sponsorships in Sports
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Define “Sponsorship” in Sport.
What can be sponsored?
Why sponsor?
Why being sponsored?
Why not?
FIFA Fan Fest Sponsorship
MasterCard sponsors the FIFA WC
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What in the organization’s marketing mix is
such a sponsorship engagement part of?
What do you think are their strategic
objectives?
Do you think a sporting event such as the
World Cup is a good context for achieving
these strategic goals? Why/Why Not?
FIFA
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Calls its sponsors “Commercial Affiliates”
Currently divides them into the following 3
categories:
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Official Partners (global marketing rights)
Official Suppliers (rights in the host country only)
Licensees
Official Partners ONLY
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Official partners of the 2006 FIFA World Cup™
www.adidas.com
www.avaya.com
www.budweiser.com
www.coca-cola.com
www.conti-online.com
www.deutschetelekom.com
www.emirates.com
home.fujifilm.com
www.gillette.com
www.hyundai-motor.com
www.mastercard.com
www.mcdonalds.com
www.philips.com
www.toshiba.co.jp
www.yahoo.com
FIFA restructuring
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2007-2014: includes the flagship FIFA World Cups in
2010 and 2014
Classifies prospective marketing partners into three
categories:
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six FIFA Partners (broad range of FIFA activities such as
competitions, special events or development programs as
well as exclusive marketing assets).
six to eight FIFA World Cup™ Sponsors (rights are limited
to the FIFA World Cup™ on a global basis. They consist of
the right to category exclusivity, brand association, select
marketing assets and secondary media exposure).
four to six National Supporters (category exclusivity,
association, local marketing programs and domestic media
exposure).
Discuss
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How can you understand conceptually the
reasoning for restructuring the sponsorship
pillar around the English soccer team,
Manchester United, the FIFA World Cup, and
the FA cup?
Discuss
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Endorsements: Subcategory of
Sponsorships
Beckham as endorser:
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Opportunities
Threats