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Chrysler Jeep sports sponsorship Proposal

Chrysler Jeep sports sponsorship Proposal. Executive Summary Megan McGinnis. Background Information. Chrysler Group owned 11.5% U.S. Market Share in 2013. Behind GM, Ford and Toyota. Sold more than 1.8 million vehicles in 2013 for a revenue of $72.14 billion.

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Chrysler Jeep sports sponsorship Proposal

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  1. Chrysler Jeep sports sponsorship Proposal Executive Summary Megan McGinnis

  2. Background Information • Chrysler Group owned 11.5% U.S. Market Share in 2013. • Behind GM, Ford and Toyota. • Sold more than 1.8 million vehicles in 2013 for a revenue of $72.14 billion. • Made up of seven different brands. • Jeep is second best performing brand behind Dodge. • Market vehicles on image, not features. • Spent $35 million on sports sponsorships in 2012 according to IEG.

  3. Selected Partnerships $1.3 Million $3.7 Million

  4. SEC Sponsorship Assets • FB Conference Championship Game • Two (2) :30 jumbotron ads • One (1) experiential marketing booth • One (1) entrance/concourse sign • One (1) :60 TV spot • One (1) coupon on back of tickets • Twenty (20) tickets to the game • Men’s Basketball Tournament • One (1) experiential marketing booth • One (1) :30 jumbotron ad • One (1) :60 TV spot (championship) • Two (2) TV spots (semi-finals) • One (1) entrance/concourse sign • Five (5) tickets to each game FEE: $1,300,000

  5. Final Four Sponsorship Assets • One (1) experiential marketing booth • Two (2) concourse/entrance signs • One (1) static scoreboard sign • Five (5) tickets to each game • One (1) :60 courtside rotational sign • One (1) :60 TV spot during championship • One (1) :60 TV spot during each semi-final • Four (4) :30 jumbotron ads • One (1) ID in official program FEE: $3,700,000

  6. Jeep Target Audience • Male • Affluent • Active Lifestyle • College Degree • Interested in Purchasing SUV • Likely to Own New Cars

  7. Key Supporting Data Points • College Football • 68.5% Male • $64,400 Median Household Income • 23.5% more likely to have college degree • 28% more likely to participate in outdoor activities • College Basketball • 68.6% Male • $62,568 Median Household Income • 13.5% more likely to have college degree • 15% more likely to participate in outdoor activities

  8. Key Supporting Data Points • College Football • 55.7% own at least one new vehicle • Those planning to buy SUV in next year are 25% more likely to be CFB fan • College Basketball • 54.9% percent own at least one new vehicle • Those planning to buy SUV in next year are 30% more likely to be CBB fan

  9. College Football Fit Score

  10. College Basketball Fit Score

  11. Rejected NASCAR Fit Score

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