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Group work (10 min.): How would you set prices if you managed the Toronto FC? PowerPoint Presentation
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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. Define “Sponsorship” in Sport. What can be sponsored?

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slide1

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
On Sponsorships in Sports
  • Define “Sponsorship” in Sport.
  • What can be sponsored?
  • Why sponsor?
  • Why being sponsored?
  • Why not?
mastercard sponsors the fifa wc
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?
slide5
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 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
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
Discuss
  • 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?
discuss1
Discuss
  • Endorsements: Sub-category of Sponsorships
  • Beckham as endorser:
    • Opportunities
    • Threats