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Sales and Sponsorships. Kelly Bonau Angela Horton. Chick Fil A Bowl. 4 Ingredients of Selling with Chick Fil A Bowl Commercial. Process of identifying customers Getting through to them Increasing their awareness and interest in your product or service - PowerPoint PPT Presentation
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Sales and Sponsorships
Kelly BonauAngela Horton
Chick Fil A Bowl
http://outsports.com/jocktalkblog/2012/08/01/chick-fil-a-bowl-and-kickoff-games-should-end-acc-sec-and-espn-should-pull-out/,
http://www.youtube.com/watch?v=51rCPCn_7bc
4 Ingredients of Selling with Chick Fil A Bowl Commercial
• Process of identifying customers• Getting through to them• Increasing their awareness and interest in your
product or service• Persuading them to act on that interest
(McKelvey, 2012)
4 Lesser Known Strategies for Selling
• Benefit Selling• Aftermarketing• Up-Selling• Eduselling
http://www.cartoonstock.com/directory/t/ticket_sales.asp
(McKelvey, 2012)
NFL Ticket Commercial
http://www.youtube.com/watch?v=xvpu900Fk4w
Fan Cost Index• Two adult average price tickets• Two child average price tickets• Four small soft drinks• Two small beers• Four hot dogs• Two programs• Parking• Two adult-size caps
https://www.teammarketing.com/btSubscriptions/fancostindex/index
FCI- NFL vs. MLB
http://www.linfieldnational.com/MLBEvent.aspx, http://www.nfl.com, https://www.teammarketing.com/public/files/2010_MLB_FCI.pdf, https://www.teammarketing.com/public/files/2010_NFL_FCI.pdf
Average Ticket Parking Fan Cost Index
Cowboys $110.20 $75.00 $617.80 Jets $114.64 $25.00 $598.56 Colts $85.34 $20.00 $462.34
Average $76.47 $25.92 $420.54 Titans $62.95 $5.00 $367.79 Browns $54.51 $20.00 $332.02
Jaguars $57.34 $15.00 $310.28
Average Ticket Parking Fan Cost Index
Red Sox $52.32 $27.00 $334.78
Cubs $52.56 $25.00 $329.74 Cardinals $30.14 $10.00 $216.56 Average $26.74 $12.24 $194.98 Braves $17.05 $12.00 $157.69 Padres $15.15 $4.00 $120.60
Diamondbacks $14.31 $10.00 $115.24
FCI- NBA vs. NHL
http://en.wikipedia.org/wiki/National_Hockey_League, http://www.nba.com, https://www.teammarketing.com/public/files/2010_NBA_FCI.pdf, https://www.teammarketing.com/public/files/2010_NHL_FCI.pdf
Average Ticket Parking Fan Cost
Index
Knicks $88.66 $30.00 $505.64
Lakers $95.25 $15.00 $488.98
Heat $60.50 $35.00 $380.00
Average $47.88 $13.35 $287.85
Wizards $24.52 $10.00 $186.08
Grizzlies $23.18 $10.00 $173.72
Average Ticket Parking Fan Cost
Index
Maple Leafs $115.96 $18.64 $572.32
Canadians $86.44 $19.44 $474.44
Average $54.25 $14.19 $313.68
Predators $51.04 $10.00 $288.67
Lighting $37.73 $10.00 $226.93
Stars $29.68 $20.00 $222.68
Ticketing Options and Plans
Cleveland Browns Memphis Grizzlies
http://atlantablackstar.com/2012/06/11/memphis-grizzlies-sold-to-billionaire-robert-pera/, http://www.nba.com/grizzlies/sites/grizzlies/files/media/mg_season_flyer_1213_10-game.pdf
Advertising and Signage
http://www.prosportsblogging.com/2010/10/27/mlb-on-tv-reaches-new-low/, http://strangeharvest.com/stadium-seat-mosaics,
http://introtoadvertising10.blogspot.com/2010/06/advertising-at-stadiums.html
Promotions
http://stlouis.cardinals.mlb.com/schedule/promotions.jsp?c_id=stl&y=2012
Naming Rights
http://en.wikipedia.org/wiki/File:Adelphia_Coliseum.jpg, http://www.shopapt.com/partners/titans.htm, http://www.hark.com/collections/fvmvywsltq-tennessee-titans-cheers
• 1999- 15-year deal reached with Adelphia for $30 million naming agreement of stadium (Isidore, 2002)• 2002- Adelphia went bankrupt (Isidore, 2002)• Remained “The Coliseum” until 2006• 2006- 10 year deal with Louisiana-Pacific (known as LP) for $30 million ("Titans change stadium," 2006)
Super Bowl Advertising and Commercials
• Huge audience for sponsorso Super Bowl XLVI averaged 111.3 Million viewers
• Most-watched event on TV
• Total cost for a 30 second spot is between $3.7 and $3.8 Million
http://www.google.com/imgres?num=10&hl=en&biw=1280&bih=666&tbm=isch&tbnid=Tncvf1P28KzDUM:&imgrefurl=http://www.superbowladsforgeeks.com/2012/02/budweiser-clydesdales-super-bowl-2012.html&docid=R5qfWYOZCNpSgM&imgurl=http://2.bp.blogspot.com/-vRsSuh6XU2c/Ty
(Horovitz, 2012)
Bridgestone Super Bowl Commercial
http://www.youtube.com/watch?v=LetCUzYa2Vg&feature=BFa&list=PL7803B63957FD28E8
Factors involved in choosing Athletes for Sponsorships
• Successo Amateur athletes (swimming and gymnastics) Consider career ending
injuries and retirement• Social Media Popularity• Deal Length• Morals Clause• Q Scores
(Urbach, 2012)
Q Scores• “The recognized industry standard for measuring
consumer appeal of personalities, characters, licensed properties, programs and brands.” ("Q scores")
• Peyton Manning is top rated active athlete (Vomhof Jr., 2012)
Highest Paid Athletes10. Peyton Manning 9. Cristiano Ronaldo $10 Million $22 Million8.David Beckham 7. Phil Mickelson
$37 Million $43 Million6. Kobe Bryant 5. Roger Federer
$32 Million $45 Million4. LeBron James 3. Tiger Woods
$40 Million $55 Million2. Manny Pacquaio 1. Floyd Mayweather
$6 Million $0
http://broncotalk.net/2012/08/40651/broncos-news/peyton-manning-exquisite-in-broncos-third-preseason-game/, http://www.facebook.com/Beckham, http://www.inquisitr.com/tag/lebron-james/, http://www.alashock.com/2012/08/floyd-mayweather-released-from-jail.ht
("Highest paid athletes," 2012)
Tiger Woods
http://www.brandchannel.com/home/post/Tiger-Woods-Nike-Tag-Heuer.aspx, http://stateofthebrand.com/?p=497, http://www.nysportsjournalism.com/tiger-gillette-cut-ties-122410/, http://www.google.com/imgres?um=1&hl=en&sa=N&biw=778&bih=610&tbm=isch&tbnid=RUIw02
Michael Jordan• Official retirement in 2003
• Remains best-known and most-liked pro athlete
• Recognized by 89% of fans
• Positive Q-Score of 43%(Vomhof Jr., 2012)
http://www.stack.com/2010/12/11/never-before-seen-video-of-michael-jordans-workout/
#WinFromWithin
http://www.youtube.com/watch?v=-XA94HhUbLo
Gatorade• Gatorade Victory Lane• Endorses Jimmie Johnson and Matt Kenseth• Official sports drink of the NBA, AVP, PGA, MLB,
and MLS
http://www.pepsico.com/brands/gatorade-brands.html
(Mickle, 2012)
Gatorade Commercial
http://www.youtube.com/watch?v=k4q6muVH6FE
Olympic Sponsors
http://usa.visa.com/personal/visa_brings_you/visa_is_everywhere/olympics.html, "Our Team. Our Sponsors. No Substitutes". Sports Business Journal, Vol 15 (Issue 14), Page 44.
Visa and Olympics• “Go World” Campaign
o Universal human truth: removing borders, barriers and boundarieso Familiar voice of Morgan Freeman
• “The Olympics are in Visa’s DNA”
• 60 sponsored athletes(Mickle, 2012)
http://corporate.visa.com/newsroom/media-kits/olympic.shtml
“Go World”
http://www.youtube.com/watch?v=p9PZV1e9jks
Missy Franklin• 2012 Olympics
o 100 m backstroke- GOLDo 200 m backstroke- GOLDo 4x200 m freestyle- GOLDo 4x100 m medley- GOLDo 4x100 freestyle- BRONZE
(Reed, 2012)
• Amateur athlete- someone who competes in sports for personal satisfaction and not for monetary gain ("Maintaining amateur status")
http://a.abcnews.com/images/Sports/ap_missy_franklin_jp_120803_wg.jpg
Missy Franklin Interview
http://www.youtube.com/watch?v=7sVXLJX1NBA
What are the pro’s and con’s of going pro? Going to college?
What would you do???
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