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Today:. More comments on pricing Framework for event management Exploring idea of sponsorship in sport. Most Common Pricing Strategy:. What the Market Will Bear. If hunches are wrong, results can be costly. What could be the result of an incorrect decision?.

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Today:

More comments on pricing

Framework for event management

Exploring idea of sponsorship in sport


Most Common Pricing Strategy:

What the Market Will Bear

If hunches are wrong, results can be costly

What could be the result of an incorrect decision?


Special Pricing Factors to Consider

User Segmentation

Pricing based on user group

Corporate/individual season-ticket holder

Single-ticket purchasers

Special groups

Student packages

[Un]bundling

Would any particular group be more sensitive to price change? Why?


Special Pricing Factors to Consider

Time and Place Smoothing

Time—bundled packages

Prime vs. non-prime time

Price scales in venue

Key factors—proximity, line of sight, and demand


Understand the Escalator!

Price hikes threaten to push consumers off escalator

What are some key pricing concerns for a new MLS franchise?


Moving consumers up the escalator

Heavy users

Light users

Medium users

Non-consumer sport and leisure fan

Non-consumer, non-sport and leisure fan


Events: Frameworks and Guidelines


Perspectives and issuesSome aspects to consider – all inter-related

  • Type and scale of events

  • Planning events

  • Human resources – events personnel

  • Marketing and forecasting demand

  • Budgeting and financial management

  • Sponsorship

  • Management and evaluation


Event Checklist

  • Objective – Why are you doing it?

  • Define your event with a mission statement

  • Know the rules and regulations that apply


Event Checklist

  • Target your event to the customer

  • Think about the personality

  • Develop Budget


Budget Items

  • Revenue

    • Sponsorship

    • Ticket sales

    • Merchandise

    • Media

    • Programs

    • F&B


Budget Items

  • Expenses

    • General and administrative

    • Talent

    • Production

    • Facility

    • Television

    • Sales and Marketing


Advertising

Media public relations

Advertising production

Design fees

Collateral materials

Direct mail

Sponsor costs

Entertainment

Post event parties

Photographer

Merchandise

Tents

Gifts

Sales and marketing expense


Budget Items

  • Cash Flow

    • Chart when the cash is due to come in and when the major payments have to out


Magic Bag

  • You have to create a sport event and develop identify the following:

  • Objective

  • Mission statement

  • Organizational structure

  • Target market

  • Personality


On Sponsorships in Sports

  • Define “Sponsorship” in Sport.

  • What can be sponsored?

  • Why sponsor?

  • Why being sponsored?

  • Why not?


FIFA Fan Fest Sponsorship


MasterCard sponsors the FIFA WC

  • 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

  • Calls its sponsors “Commercial Affiliates”

  • Currently divides them into the following 3 categories:

    • Official Partners (global marketing rights)

    • Official Suppliers (rights in the host country only)

    • Licensees


Official Partners ONLY

  • Official partners of the 2006 FIFA World Cup™

    www.adidas.comwww.avaya.comwww.budweiser.comwww.coca-cola.comwww.conti-online.comwww.deutschetelekom.comwww.emirates.comhome.fujifilm.comwww.gillette.comwww.hyundai-motor.comwww.mastercard.comwww.mcdonalds.comwww.philips.comwww.toshiba.co.jpwww.yahoo.com


FIFA restructuring

  • 2007-2014: includes the flagship FIFA World Cups in 2010 and 2014

  • Classifies prospective marketing partners into three categories:

    • 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

  • How can you understand conceptually the reasoning for restructuring the sponsorship pillar around the FIFA World Cup?


  • Endorsements: Sub-category of Sponsorships

  • Beckham as endorser:

    • Opportunities

    • Threats


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