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