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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. 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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Group work (10 min.): How would you set prices if you managed the Toronto FC?

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  1. 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?

  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.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

  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?

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

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