class project

1. Brittney Kunder - May 1 2021
Final Sponsorship Proposal
UGA and SmartWater

2. 3 on 3 Girls Basketball Tournament
• Hosted by UGA Women’s Basketball Team
• Saturday June 12th starting at 8am
• Stegeman Coliseum; Athens, GA
• 300+ Attendees
• 14-18 Year Old Girls
• 16 Teams in Bracket Style Tournament

3. • May 8, 1886, Dr. John Pemberton
fi
rst served
Coca-Cola in Atlanta, Ga.
• Around 200 brands around the world - including
SmartWater
• Vision: craft the brands and choice of drinks
that people love, to refresh them in body &
spirit. To create a more sustainable business
and better shared future that makes a di
ff
erence
in people’s lives, communities and our planet.

4. Target Market

5. Sponsorship Elements

6. Tournament programs will be available for purchase, inside patrons will
fi
nd a cutout
ticket to
fi
ll out with personal information. Patrons will be able to trade ticket into
SmartWater Bar for a free bottle of the newest product of the SmartWater lineup. Patrons
will also be able to purchase SmartWater products to consume during the event.
Activation Locations - SmartWater Bar
New Product
Alert!
*2 locations near concessions

7. Activation Locations - SmartWater Walk-in
Photo Credit: Apadana Faradid on Pinterest
A fun interactive display for attendees to walk through to learn
about the product.
30ft Interactive Display!
Features:
• How SmartWater is manufactured
• Facts about SmartWater
• Bene
fi
ts of drinking SmartWater
• Tips on consuming more
SmartWater

8. Activation Locations - SmartWater Dunk Table
Attendees of the event can participate
in throwing mini basketballs to try and
‘dunk’ a team member of the UGA
women’s basketball team
O
ff
ers a fun way to engage with the
UGA team and their fans

9. Objectives and Solutions
• Increase Brand Awareness
• Introduce New Products
• Community Involvement
• Strengthen Partnership
• Equality in Sports
• All signage,
fl
yers, media content, etc… will display
sponsor’s name
• SmartWater Bar will have all products available
(including new) for purchase
• The tournament was made to give girl athletes a stage
to showcase their talents. Coca-Cola is a believer in
Women athletics and encourages the community to be
involved as well.
• Coca-Cola and UGA have had over 50 years of
partnership, including SmartWater into this event
would strengthen the partnership once again.
• Sponsoring this tour shows the commitment to
equality in the sports industry.
Objectives
Solutions

10. Financial Terms and Length
Photo Credit: Woody Marshall
• Coca-Cola and UGA have over 50 years of
Sponsorship- No end in site
• SmartWater sponsorship will be for
Tournament Event only
• Advertisement promotions for event will
take place from February - June
• SmartWater will provide beverages for
players of the event,
fi
nance own interactive
displays, and naming rights worth $8,000
• UGA will publish and
fi
nance for all
advertisements and signage

11. Evaluation
While this event gives SmartWater the capability to attain
customer activations and enhances their brand image, the
impact on the community is further more. The
tournament gives local female athletes the chance to
perform on a big stage. Friends and family will be able to
watch on as well as the invited college recruiters.
SmartWater can show their commitment and be a leader
in the overall equality when it comes to the sports
industry.

12. References
Desjardins, J. (2019, August 26). How Americans Make and Spend Their Money, by Age Group. Retrieved
from https://www.visualcapitalist.com/how-americans-make-and-spendtheir-money-by-age-group/
Hoffman, C. (2018, February 18). N.B.A. All-Star Weekend 2018: 22 Creative Ways Brands Celebrated
Basketball's Best. Retrieved from https://www.bizbash.com/production-strategy/experiential-marketing-
activations-sponsorships/media-gallery/13482807/nba-allstar-weekend-2018-22-creative-ways-brands-
celebrated-basketballs-best
Thomas, J. (n.d.). 20 Brand Activation Ideas. Retrieved from https://blog.bizzabo.com/brand-activation-ideas
Versfeld, M. (2020, January 23). Coca-Cola Commits $1M to First-Generation Students. Retrieved from https://
news.uga.edu/coca-cola-first-generation-students-2020/