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League Sponsorship

League Sponsorship. Sport Sponsorship and Advertisement. League Sponsorship. Outline ： Team sponsorship League sponsorship Case study- national team sponsorship Case study- FedEx NFL sponsorship. Strengths Close association Fan loyalty. Weaknesses Risk of failure (even relegation)

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League Sponsorship

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  1. League Sponsorship Sport Sponsorship and Advertisement

  2. League Sponsorship Outline： • Team sponsorship • League sponsorship • Case study- national team sponsorship • Case study- FedEx NFL sponsorship 体育赞助与广告

  3. Strengths Close association Fan loyalty Weaknesses Risk of failure (even relegation) Limited geographic reach (usually) Alienating non-fans Sponsorship of Individual Teams 体育赞助与广告

  4. Strengths patriotic pride national reach no competition Weaknesses Infrequency of appearance Risk of failure Sponsorship of National Teams 体育赞助与广告

  5. Strengths Geographic coverage Large number of games Weaknesses No connection with fans Potential conflict of interest with clubs Sponsorship of Leagues 体育赞助与广告

  6. Case Study: Nationwide • Successful World Cup with England • 4-month build-up + 5 weeks in Japan-Korea • 41% of UK population recognise Nationwide as sponsor of England team 体育赞助与广告

  7. Nationwide’s Integrated Campaign • Exploited papers, TV, radio • Launch of ‘Come on England’ flag • FA web site heavily branded • Players involved • Branch networks exploited 体育赞助与广告

  8. NFL Case Study 体育赞助与广告

  9. Situation • FedEx extend its brand to five major operating companies (the most prominent of which are FedEx Express & FedEx Ground) • While this allowed FedEx to offer an expanded range of services, the brand was still associated with express shipments via air • As a result, FedEx was looking for dynamic promotional programs that would reinforce its leadership position and promote FedEx Express and FedEx Ground 体育赞助与广告

  10. Sponsorship Objectives • Primary objectives for the NFL sponsorship include: • To enhance brand image by creating an experience with the FedEx brand • To provide a dynamic leveraging platform for our primary operating companies—i.e., Express and Ground • To provide a world-class customer hosting experience that will further relationships with existing customers, new prospects and key influencers • To generate revenue (direct, influenced and promotional) • To positively impact employees 体育赞助与广告

  11. Solution • Our first step was to develop an umbrella theme and integrate it throughout the entire program • Identify our reason for being and create a position we can “own” • Provide focus and credibility • This umbrella theme needed to reflect the business needs of FedEx • Reinforce the brand’s leadership position • Introduce FedEx Express and FedEx Ground • The umbrella theme needed to be relevant to football fans 体育赞助与广告

  12. Solution 体育赞助与广告

  13. Air & GroundAwards • Weekly promotion in nfl.com • USA Today campaign on Tuesdays/Fridays • Super Bowl press conference • Season-ending PR campaign • Segment Marketing • Field/Freight • Custom Critical • Inside Sales • Associations • Targeted Marketing • Open Houses • Pep rallies at key WSC locations • Outdoor billboards and local radio • International • Canada Super Box promotion • Customer Hosting • Benefits with 32 teams • Super Bowl, Pro Bowl • Official Draft Day event • Customer chalk talk program FedEx and the NFL • Advertising • ABC Monday Night Football promotion • USA Today season long promotion (supporting Air & Ground Awards) • Radio • NFL themed print ads • FedEx entitled TV show • FedEx Controlled Vehicles • FXTV • fedex.com • FedEx packaging in WSC locations • Shipping Services • League services • 32 Team services • Super Bowl ticket distribution • NFL Same Day Films • Specialized services for players (e.g. Passport) • Retail • WSC in-store promotion • WSC pep rallies • FASC in-store promotion • Employees • Internal communications • Incentive ticket program • Co-branded merchandise • Posters • Finders Keepers program • Internet • Presence on FedEx.com • Major promotion on NFL.com Integrated Sponsorship Program 体育赞助与广告

  14. Core Components • High-end hosting programs were created at all 32 teams, the Super Bowl and Pro Bowl • Many of the team deals included signage and in-stadium promotions 体育赞助与广告

  15. Core Components ABC Monday Night Football promotional program • The FedEx Air & Ground vignette aired at the start of the game followed by a FedEx commercial 体育赞助与广告

  16. Core Components FedEx/NFL themed outdoor billboards and bus advertising were secured in Atlanta, Cleveland, Houston, San Francisco, Chicago and Boston. • All creative leveraged Air & Ground messaging 体育赞助与广告

  17. Core Components Revenue generation • FedEx worked with the NFL and teams to secure their shipping business VIP customer appreciation program • FedEx provided customers with special “thank you” gifts FedEx employee programs • NFL themed employee posters were distributed throughout the company • A special line of FedEx/NFL merchandise was developed for sale to FedEx employees. 体育赞助与广告

  18. Core Components • Prominent Air & Ground season-long promotion • Season long promotion in which FedEx Express and FedEx Ground celebrated the NFL’s leaders on the ground (running backs) and through the air (quarterbacks) • Weekly fan voting via nfl.com determine Air & Ground award winners • Promotion culminated at the Super Bowl where the season’s top running back and quarterback were honored with FedEx Ground and FedEx Express awards • Supported by a season-long campaign in USA Today 体育赞助与广告

  19. Core Components 体育赞助与广告

  20. Core Components • High-profile NFL themed promotion at FedEx retail locations • FedEx Air & Ground NFL pocket schedules were distributed via our retail network during September • Also featured prominent in-store NFL scratch and win consumer promotion 体育赞助与广告

  21. Core Components 体育赞助与广告

  22. Core Components FedEx/NFL Air & Ground network television special • The NFL created and aired a FedEx entitled network television special • The show was hosted by Troy Aikman and featured top running backs and quarterbacks who excel on the ground and through the air • The 60-minute show aired on FOX on September 13, 2003 • FedEx Express and FedEx Ground branding/messaging were incorporated throughout the show FedEx VIP “Coach Talks” at 12 NFL games • During key match-ups in 12 NFL markets, we created NFL “Chalk Talks” prior to the start of the game for customers and sales hosts 体育赞助与广告

  23. Core Components FedEx “Open Houses” at NFL team stadiums in key target markets • The objective of these events is to create a truly VIP customer hosting experience for key customers and prospects in the market and to provide a showcase for all FedEx operation companies • Approximately 400 FedEx customers and sales reps attended each event FedEx “Rallies” at World Service Center locations in key target markets • The objective of these events is to bring the excitement of the NFL to FedEx World Service Centers and to drive incremental traffic to key World Service Center locations 体育赞助与广告

  24. So How Did We Do? • There are plenty of anecdotal results whereby we were able to develop closer customer relationships and demonstrate our service capabilities in a relaxed and focused atmosphere. But there are also “hard results” that contribute to the bottom line. For example: • Hosted over 12,000 guests through course of 2003 NFL season. • Generated over $4M in league/team revenue and millions more from direct mail marketing promotions • Hosted more than 200 customers at 2003 FEOB and generated nearly $10.0M in annualized incremental revenue 体育赞助与广告

  25. Things We Have Learned • Many important lessons have been learned as we grow and manage our portfolio: • Define your objectives early, tie all activation activity to them, and don’t be afraid to revisit them often • Enhancing the brand is too general - look for shared attributes, find a relevant communication platform, and incorporate ways to tell your story • Increase your commitment to research and measurement 体育赞助与广告

  26. Things We Have Learned • 4. Segment your sponsorships according to their role. No one sponsorship can deliver on all goals. Identify a sponsorship’s “reason for being” and determine how this impacts the overall portfolio objectives • 5. There is a price/value relationship of the property according to its role in the portfolio. Spend accordingly! • 6. Identify early where the leveraging money will come from. 体育赞助与广告

  27. Things We Have Learned • 7. Know what your competition is doing but do not overreact. A well thought out strategy is still relevant even when your competitor catches you off-guard. • 8. Be opportunistic. Listen and evaluate new proposals but stick to the objectives of the portfolio. 体育赞助与广告

  28. FedEx Sponsorship Objectives • The FedEx portfolio model consists of five distinct categories 体育赞助与广告

  29. FedEx Sponsorship Objectives • The results of our analysis revealed that our primary objectives were still relevant • Generate incremental revenue • Enhance the FedEx brand • Create unique hospitality experiences for our customers • Provide access to our employees and instill pride 体育赞助与广告

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