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Home Depot Weighs its Olympic Role
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  1. Home Depot Weighs its Olympic Role Jessica Althoff, Katie Hermes, Kevin Hollinger

  2. Sponsorships • Olympics/ Paralympics: • Leading Employer • Since 1992570 athletes • 194 medals • NASCAR • “Official Home Improvement Warehouse” • Tony Stewart - #20 car • Rookie of the year 1999 • Cup Series Champ 2002 • Nextel cup champ 2005

  3. Sponsorships • NFL • “Official Home Improvement sponsor • Local clubs: • Atlanta Falcons, Denver Broncos, Tampa Bay Buccaneers, Washington Redskins • ESPN • Presenting sponsor of College GameDay

  4. Benefits • NASCAR: • Total Exposure time: • 734 hours, 17 minutes and 17 seconds • Mentions: • 13,285 times • Olympic Rings: • represent achievement, credibility and going for the gold

  5. In Store Sponsorship Advertising • Tony Stewart Pop Machines • Tony Stewart Cardboard Cut-outs • Employees wearing NASCAR /Olympics pins, hats, shirts, etc…

  6. Sponsorship Merchandising • Appeal to adults • Accessories • Shirts, hats • Appeal to kids • NASCAR toys • Shirts/jerseys

  7. Using NASCAR To Attract Customers • Tony Stewart Showcase Cars • Make appearances at Home Depot Stores • “Get a picture taken of you with Tony Stewart’s car!” • Customers come to see the car, and stay to shop

  8. The Financial Side • Athletes work 20 hours a week, get paid for 40 hours • $65 million spent on sports sponsorships in 2007 • Profits dropped 66% in Q1 2008 • 15 stores will be closed, 50 new stores canceled