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Group work (10 min.): How would you set prices if you managed the Toronto FC? Remember the Escalator! Price hikes threaten to push consumers off escalator.

Published byPhilip Booth Modified over 8 years ago

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Presentation on theme: "Group work (10 min.): How would you set prices if you managed the Toronto FC? Remember the Escalator! Price hikes threaten to push consumers off escalator."— Presentation transcript:

1 Group work (10 min.): How would you set prices if you managed the Toronto FC? Remember the Escalator! Price hikes threaten to push consumers off escalator Emphasize other features of the product

2 On Sponsorships in Sports Define “Sponsorship” in Sport. What can be sponsored? Why sponsor? Why being sponsored? Why not?

3 FIFA Fan Fest Sponsorship

4 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?

5 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

6 Official Partners ONLY Official partners of the 2006 FIFA World Cup™ www.adidas.com www.avaya.com www.budweiser.com www.coca-cola.com www.conti-online.com www.deutschetelekom.com www.emirates.com home.fujifilm.com www.gillette.com www.hyundai-motor.com www.mastercard.com www.mcdonalds.com www.philips.com www.toshiba.co.jp www.yahoo.com

7 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).

8 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? Manchester United

9 Discuss Endorsements: Sub- category of Sponsorships Beckham as endorser: Beckham  Opportunities  Threats

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