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Sales and Sponsorships Kelly Bonau Angela Horton
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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
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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)
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4 Lesser Known Strategies for Selling Benefit Selling Aftermarketing Up-Selling Eduselling http://www.cartoonstock.com/directory/t/ticket_sales.asp (McKelvey, 2012)
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NFL Ticket Commercial http://www.youtube.com/watch?v=xvpu900Fk4w
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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
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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 TicketParkingFan 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 TicketParkingFan 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
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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
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Ticketing Options and Plans Cleveland BrownsMemphis 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
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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
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Promotions http://stlouis.cardinals.mlb.com/schedule/promotions.jsp?c_id=stl&y=2012
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Naming Rights 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)
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Super Bowl Advertising and Commercials Huge audience for sponsors o 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=Tncvf1P28KzD UM:&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)
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Bridgestone Super Bowl Commercial http://www.youtube.com/watch?v=LetCUzYa2Vg&feature=BFa&list=PL7803B63957FD28E8
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Factors involved in choosing Athletes for Sponsorships Success o Amateur athletes (swimming and gymnastics) Consider career ending injuries and retirement Social Media Popularity Deal Length Morals Clause Q Scores (Urbach, 2012)
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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)
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Highest Paid Athletes 10. Peyton Manning 9. Cristiano Ronaldo $10 Million $22 Million 8.David Beckham 7. Phil Mickelson $37 Million $43 Million 6. Kobe Bryant 5. Roger Federer $32 Million $45 Million 4. LeBron James 3. Tiger Woods $40 Million $55 Million 2. 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)
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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
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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/
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#WinFromWithin http://www.youtube.com/watch?v=-XA94HhUbLo
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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)
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Gatorade Commercial http://www.youtube.com/watch?v=k4q6muVH6FE
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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.
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Visa and Olympics “Go World” Campaign o Universal human truth: removing borders, barriers and boundaries o 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
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“Go World” http://www.youtube.com/watch?v=p9PZV1e9jks
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Missy Franklin 2012 Olympics o 100 m backstroke- GOLD o 200 m backstroke- GOLD o 4x200 m freestyle- GOLD o 4x100 m medley- GOLD o 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
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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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