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Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
Proposed Fiesta Bowl Sponsorship for GM (exercise)
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Proposed Fiesta Bowl Sponsorship for GM (exercise)

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A group exercise from an Arizona State Sports Business MBA class, proposing the idea of a Fiesta Bowl title sponsorship to GM

A group exercise from an Arizona State Sports Business MBA class, proposing the idea of a Fiesta Bowl title sponsorship to GM

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  • 1. FIESTA BOWL Title Partnership Opportunity
    • Eric Habermas | Tiffany Mah | Leslie Reedy | Russell Scibetti
  • 2. Overview
    • Phoenix Region and the Fiesta Bowl
    • Fit with General Motors
    • Value of sponsorship
    • Unique activation opportunities
    • Hospitality package
    • Final thoughts
  • 3. Phoenix At A Glance
    • Fourth-fastest growing metro area
    • 13th-largest DMA
    • Second-ranked metro area for vehicle purchase in the contiguous U.S.
    US Department of Labor, Consumer Expenditure Survey, 2005
  • 4. Fiesta Bowl History
    • Distinguished 36-year history
    • Part of the BCS championship game rotation
    • Average attendance of 74,297 per game
    • Guaranteed to have two high-caliber teams
    • Located at the new U of P Stadium
      • 73,000-plus seats and 88 luxury suites
      • New Glendale area attractions
      • Large parking area for pregame activities
  • 5. National TV Ratings Almost 65 million total viewers! *2007 BCS Championship
  • 6. How It Fits With GM
    • Consistent with GM’s marketing strategy
    • “… focus more on product placement and big ticket live events, like sporting competitions.”
    • — GM spokeswoman Ryndee Carney
    • GM’s involvement with college programs
      • Class sponsorships at over 50 schools
      • GM marketing internship program
      • GM college graduate discount
      • Significant advertising in NCAA basketball
    • Yearly winter lull in car purchases
  • 7. The Terms
    • Four-year contract (2008-2011)
    • Includes five games
      • Fiesta Bowl in 2008, 2009, 2010 and 2011
      • BCS National Championship Game in 2011
    • $7 million per year ($28 million total)
  • 8. Title Sponsorship Benefits
    • Television broadcast
      • Ad spots
      • Graphics
      • Signage
      • Audio
    • Advertising spots in network programs
      • U.S. TV coverage — televised on the FOX Network
      • European TV coverage — televised on NASN
    • Radio broadcasts
      • ESPN Radio
      • University/Local team radio networks
    • News and editorial media coverage
      • Print
      • Television
      • Radio
      • Internet
  • 9. Title Sponsorship Benefits
    • On-site exposure
      • Signage
      • Video boards
      • Field equipment
      • Employee/volunteer clothing
      • Field/stadium logos
    • Pregame/Halftime/Postgame show
    • Ancillary events
      • Block party
      • Kick-off reception
      • Coaches dinner
      • Parade
      • College football’s biggest party
  • 10. Title Sponsorship Benefits
    • Collateral materials and merchandise
      • Tickets
      • Parking passes
    • Internet
      • Fiesta Bowl Web site
    • Advertising, mailings and publications
    • Image association
      • Access to Fiesta Bowl’s marks and logos
    • Promotions and activations
    • Hospitality
  • 11. Activation Opportunities
    • Family of brands throughout the event
      • Pregame
      • Halftime
      • Postgame
      • Play of the game
      • Scholar athlete
    • Can tie individual brands to each element
      • “ Pontiac Postgame Show”
      • “ Saab Scholar Athlete” with donation to each university’s general scholarship fund
  • 12. Activation Opportunities
    • “ GM for Life” halftime promotion
      • Entries gathered through test-drive participants at local dealerships
      • One individual chosen to compete live at halftime
      • Can win a new GM car by completing a challenge or “GM Vehicles for Life” by completing a more difficult and suspenseful challenge
      • Costs GM only one car every three years in exchange for tremendous publicity and increased traffic to GM stores
  • 13. Activation Opportunities
    • “ Top Tailgater” contest
      • Challenge and reward those GM truck/SUV owners that have turned their vehicle into the ultimate tailgating experience
    • “ Chevy Show” with This Is Our Country
      • Display the past, present and future models of Chevrolets, including Silverado, Tahoe, Corvette and the new Camaro — in conjunction with a Support Our Troops concert fundraiser
    • “ Driving Traffic” with Hot Button promotion
      • Reach a large audience and drive traffic to local dealers during historically slow months
  • 14. Activation Opportunities
    • “ Changing Gears” with Make-A-Wish
      • Pre-game vignette telling the story of the recipient and increasing awareness, Web site traffic and donations to the foundation
    • Additional promotional ideas for GM:
      • Award winners of GMMI contest during halftime; drive team onto field in Hummer
      • Offer rebate to current students, faculty, and alumni of winning team’s university during the next year
  • 15. Hospitality and Tickets
    • Ticket packages
      • Two luxury suites at stadium
      • 200 lower-level seats
      • 100 club-level seats
      • Four sideline passes
    • Hospitality
      • 50 18-hole golf packages at TPC Scottsdale
      • Two suites at the Phoenician
      • Large private tailgate area adjacent to stadium
    • Ideas for the use of tickets and hospitality:
      • As incentives to GM dealerships that meet predetermined sales metrics
      • As promotional materials in national ad campaigns
  • 16. The Fiesta Bowl Advantage
    • Why not the FBR Open?
      • Not the premier event in its sport
      • Lacks national appeal
      • No Tiger!
      • More party than sport
      • Lost in the “Super Bowl Shuffle”
    • Why not the NASCAR Nextel Cup event?
      • Not a premier event on the circuit
      • NASCAR TV ratings are down
      • Lacks glitter of Southern tracks
    • It’s a Fiesta!
      • Big-game tradition
      • Memorable finishes
      • Many national titles decided here
      • Part of BCS title game rotation
  • 17. 2011 GM BCS National Championship Game

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