1. Aztec Sports Properties
Sponsorship Activation Strategies
San Diego Sports Consulting Project 2015
Michelle Gulino I Nathan Carpenter
Brooke Coleman IChase Cane I Brittany Stinocher I Joseph Traut
2. Executive Summary
1
With the continued growth in interest in college football and basketball, Learfield
Sports assigned us the task of breaking down three targeted sponsorship categories;
QSR, auto after market, and grocery. These categories represent the current top
priorities for Aztec Sports Properties. We were tasked with developing three
promotions and activation plans for each category. We had to make a compelling case
for sponsoring SDSU football and basketball.
To begin, we examined the San Diego market and created a competitive analysis
comparing San Diego State to the Padres, Chargers, Del Mar Racetrack, and San
Diego County Fair. Recommendations are made for extending the promotions
through digital media. On top of these recommendations we considered a major
sweepstakes span the entire seasons of Aztec football and basketball offering a
chance to win a grand prize.
Recommended Sponsors
• The top QSR recommended is McDonald’s, due to their high revenue opportunity
and the opportunitytheyhave withintheAztec fan base.
• The top recommendation for grocery is Sprouts due to Scarborough statistics and
highest potentialrevenue for both partners.
• The top recommendation for auto after market is Express Tire partnering with
Yokahama Tires.
Sweepstakes
• The sweepstakes is a double season-long sweepstakes that keeps fans engaged
during both football and basketball season with different questions and prizes
provided with an ultimate grand prize trip to Alaska.
Conclusion:
These recommendations and sponsors will help position Aztec Sports Properties and
San Diego State Athletics rise above their competition. The revenue that will be
generated through these sponsors will grow the company and provide them an
opportunity to compete in the big leagues.
4. 3
Recommendations // QSR
McDonalds
McDonald’s well-established brand coupled with the resources being invested in their fresh meat
campaign provides opportunity for growth in the Aztec fan base. McDonald’ has 117 locations in
the San Diego area. Only 1/5 of Aztec fans have been to McDonald’s in the last 30 days, which
leaves room for opportunity for McDonald’s.
79.4%
Of Aztec
fans like
fresh meat
BUT 21.2%
Subway
Of Aztec fans
have visited
McDonald’s in
the last 30
days.
Subway has a strong brand in the Aztec fan base, but are lacking in the breakfast category. They
offer breakfast foods, but need help attracting customers during that time of day. The way they can
do this is promoting their coffee through the Aztec fan base. Aztec fans are 148% more likely to
go to Subway for breakfast than the average San Diegan. 76,154 people that drink coffee are
Aztec fans. Subway’s struggle in the breakfast category provides a huge opportunity for them to
partner with San Diego State Athletics.
Starbucks
Starbucks numbers for Aztec fans during breakfast hours are
breakfast consumers are San Diego State fans, but only
10.4% of those fans have visited Starbucks during breakfast
in the last 30 days. This shows that Starbucks has room to
grow in the breakfast department and could benefit from a
partnership with San Diego State Athletics. Aztec fans are
16%
55%
12% less likely to go to Starbucks for breakfast compared to
Del Mar fans (55%) and County Fair Attendees (16%).
-12% Opportunity
5. Promotion// QSR
4
Buy $4.15
Sandwich
Get $1.29
Free fry
McDonald’s promotion is used to emphasize their new fresh meat campaign and drive
customers to their stores during the slowest times of their day. McDonald’s promotion is at lunch,
and the offer is to buy one gourmet sandwich and get a free small fry. The average cost of a
gourmet sandwich is $4.15 and the cost of a small fry is $1.29, which brings the profit margin to
$2.86. This will also incentivize customers to purchase a drink to complete their meal adding
between $1.99-$2.89. (Appendix A)
Buy $3.89
Sandwich
Get $2.20
Free coffee
Starbucks can take advantage of this sponsorship by having their breakfast sandwiches promoted
during the morning after a home basketball or football game and to continue for the next week.
The promotional deal is that if you buy a breakfast sandwich, you get a free hot or iced Grande
coffee. The average cost of a breakfast sandwich is $3.89, and the average cost of a Grande coffee
is $2.20 in turn providing a profit margin of $1.70. (Appendix B)
Buy $3.58
Sandwich
Get $1.50
Free coffee
Subway’s promotional time slot is during their breakfast time advertising their breakfast subs
and Seattle’s Best Coffee. The redeemable deal is that you can buy a 6-inch breakfast sub and get
a coffee for free the entire week after a home basketball or football game. The average cost of a
breakfast sub is $3.58 and a cup of coffee costs $1.50, in turn providing a profit margin of $2.08.
(Appendix C)
6. 5
Activation // QSR
Activation Plan
In-Game Promotion (Basketballand Football)
• 3-point cheer card for all Men’s & Women’s
Basketball games with tear off coupons at bottom of
card; card will be recycled in marked bins
• TD cheer card for all home Football games with tear
off coupons at bottom of card; cards will be recycled
in marked bins
• Back of cheer card will be used to promote featured
menu items or facts about new campaigns
• Cards will be sponsored by Xerox; Company logo
will be displayed on front of card
Aztec Radio Broadcaston AM KOGO 600
• One (1) :30 promotional spot to play during six (6) home Football and twelve (12) home
Men’s Basketball games
• One (1) :10 live mention during six (6) home football and twelve (12) home men’s basketball
games
On Site Tabling
• For an additional $1000 investment in
the QSR sponsorship, partner will
receive a guaranteed one (1) game
tabling (10x10) opportunity at both
#FillTheBowl and Aztec Village Expo’s.
OnlinePromotion on GoAztecs.com
• One :10 promotional spot during
streamed football and men’s & women’s
basketball games
Social Media
• SDSU Athletics official Twitter,
Facebook, and Instagram pages will be
utilized to drive traffic towards both the
promotion and SDSU athletic events
2.89M 678K 57M
8.59M 4.9M 35M
2.23M 39.4K 25M
23.7K 8,610 91,947
7. Revenue // QSR
6
Incremental Revenue
Conservative Moderate Aggressive
QSR Sponsor
Redemption
Rates**
10%
Redemption
15%
Redemption
20%
Redemption
$643,395 $896,077 $1,146,758
$78,325 $117,488 $156,651
$235,544 $353,316 $471,088
**The actual coupon ratefor Aztec fans according to Scarborough is actually 26.3%. These projected revenues show a range
of revenuesthrough different redemption rates.They range fromconservativeto more aggressive.
The partners incremental revenue was calculated through a long financial analysis based on the
number of locations there are in San Diego and an analysis of Scarborough statistics of Aztec fans.
The benefits for each of these sponsors to sponsor San Diego State Athletics include increased traffic
to their locations during slow times of the day and increased exposure within the Aztec community
during the #FillTheBowl and Aztec Village Vendor Expos, leading increased revenue for their
businesses.
8. Recommendations // Vendors & Grocers
7
Sprouts
Aztec fans already represent 33.6% of Sprouts customers . Although the number of
Aztec fan’s that shop at Sprouts is significantly lower than those who shop at Vons, we see
incredible room for growth through a vendor program with Sprouts.
Given Aztec fans are 50% more likely to
choose Sprouts while only 20% more likely
to choose Von’s, we recommend to utilize
the affinity for Sprouts that Aztec fans
possess by partnering for a vendor program.
Haggens Farmers Market
Haggens Farmers Market is a new addition to the Southern California Grocers category. Opening
six (6) new locations, previously belonging to Albertsons, Hagen’s is in a prime spot to become a
new partner. Seeing as the company is new to the San Diego area, they will be looking to grow
their market share. Partnering with an NFL team this early on, such as the Chargers, may be out
of reach for the company. Given the number of Aztec fans that are also Chargers fans, essentially
through a partnership with SDSU Haggens could infiltrate both target markets. Through the
right promotion, a partnership with Haggens could be mutually beneficial to grow Hagen’s
market share in San Diego Grocers and increase revenue for Aztec Sport Properties.
500,727
9. Recommendations // Vendors & Grocers
8
Vons
If Aztec Sports Properties were to partner with Vons, an undoubtedly phenomenal
sponsorship would be born. Research shows that 42 % of San Diego State University fans
already purchase groceries at Vons with 19 locations in San Diego County. With our proposed
sponsorship, the percentage of San Diegans shopping at Vons would increase to generate
more revenue for the grocer. Nielsen Scarb0rough research shows that if San Diego State
University partners with Vons, the partnership would draw in up to 4,040 new members to
Vons locations.
The Vendor Process
Aztec Sport Properties will approach Sprouts
with the Vendor program opportunity. This
partnership allows for Sprouts to cut
partnership costs by incorporating their
vendors. This gives Sprout’s vendors the
opportunity to market their products on a
larger scale at a lower cost. In doing so, each
vendor would invest a certain dollar amount
towards the Sprouts partnership allowing
Sprouts and each vendor to actively participate
with the Aztecs.
Vendors
$
$
$
$$$
Total sponsorship dollars
for Sprouts & SDSU
partnership
10. Recommendations // Vendors & Grocers
9
Suggested Vendors
83, 571
of Aztec fans shop for nuts
53,194
of Aztec fans shop for tortillas
41,126
of Aztec fans shop for salsa
11. Promotion // Vendors & Grocers
10
Grocer & Vendor Benefits
Sprouts and participating vendors will have numerous benefits, the three most prominent
including
Inside Access
Sprouts and participating vendors will be invited to host one (1) corporate event inside the
brand new basketball practice arena to open August 2015, as well as a hospitality suite at one
(1) home Aztec football game.
Aztec Village
Tabling opportunity at Aztec Village to showcase featured items and to promote their brand.
This would target community members, current students, families, alumni, etc. Number of
tabling events shall be agreed upon between Aztec Sports Properties and the partners.
#FillTheBowl
#FillTheBowl Expo is a similar premise as Aztec Village but for Men’s Basketball games. This
would take place in the Aztec Bowl in the area located immediately behind Vejas Arena. This
event would resonate with the current, long time, and community Aztec fans given the
history and relevance of the event. . Number of tabling events shall be agreed upon between
Aztec Sports Properties and the partners.
12. 11
Activation // Vendors & Grocers
Activation Strategy
In-Game Promotion (Basketballand Football)
• Two (2) video board displays of partner approved logo showcasing promotion for the
next Expo
• Public Address that will draw reasonable attention to promotion
Aztec Radio Broadcaston AM KOGO 600
• One (1) :30 promotional spot to play during six (6) home Football and twelve (12)
home Men’s Basketball games
• One (1) :10 live mention during six (6) home football and twelve (12) home men’s
basketball games
SignageVenueExposure
• Two (2) half column wraps in Vejas Arena
• One (3x9) sideline signs at Qualcomm Stadium during all Aztec home Football game
On Site Tabling
• Partners will receive a guaranteed at least three (3) game tabling (10x10) opportunity
at both #FillTheBowl and Aztec Village Expos.
OnlinePromotion on GoAztecs.com
• One :10 promotional spot during streamed football and men’s & women’s basketball
games
Social Media
• SDSU Athletics official Twitter, Facebook, and Instagram pages will be utilized to
drive traffic towards both the promotion and SDSU athletic events
13. 12
Revenue // Vendors & Grocers
Incremental Revenue
Conservative Moderate Aggressive
Grocer Sponsor
Redemption
Rates
4%
Redemption
8%
Redemption
12%
Redemption
$316,802 $633,604 $950,405
$295,243 $590,486 $885,730
No financialsdue to new entry in the market
**The actual coupon rate for Aztec fans is actually 19.83%, so these projected revenues show
conservative possibilities than what could actually be achieved.
In addition to the room for growth of Sprouts customers amongst Aztec fans, but
Sprouts would generate the largest amount of revenue as compared to Von’s.
Aztec Sports Properties would have a $260,000 sponsorship value with Sprouts while
Von’s would bring in a $250,000 sponsorship.
Due to the recent move of Haggens to the San Diego area from Northern California,
there is a lack of data regarding numbers. We are confident that they are still one of
the top three potential sponsors because of the fact that Haggens is new.
14. 13
Recommendations // After Market Auto
Express Tire
Express Tire is a well-established tire distributor within the Aztec community. This partnership
provides an exponential growth opportunity for Express Tire and Aztec Sports Properties. The tire
market for Aztec fans is very strong in being that 49.4% of Aztec fans have bought new tires in the
past 12 months. Aztec fans choose Express Tire only 3.4% of the time when they are purchasing
tires. However, when Aztec Fans choose Express Tire, they are not disappointed seeing as they
index at 178.
Aztec fans are 78% more likely to
choose Express Tire
Additionally, 39.4% of people that shop at Express Tire are Aztec fans, meaning there is a huge
opportunity for Aztec Sports Properties to promote this underrepresented auto after market.
Discount Tire
Discount tire is in a great position in the San Diego market but not amongst Aztec fans. Aztec fans
who W/A/L SDSU football or basketball make up over 116k of the 557k San Diegans who at buy
Discount Tire.
Approximately 1 in every 5 Aztec fans purchase their tires at Discount
Tire.
However, Aztec fans are 4% less likely than the average San Diegan to choose Discount
Tire as their point of purchase. Being that 25.4% of the 235k San Diegans who bought new tires
last year were Aztec fans our calculations indicate that Discount Tire could potentially reach over
39k additional people .
15. Recommendations // After Market Auto
14
Yokohama Tire Corporation
Yokohama Tire Corporation is well established in the tire market amongst Aztec fans; they work
in close ties to both Express Tire and Discount Tire. After conducting direct informal research with
both Express and Direct Tire, approximately 25% of all tires bought at either distributor are
Yokohama Tires.
Yokohama Tires
Express
Tire
Discount
Tire
Promotions // After Market Auto
Gift with Purchase
When a customer purchases four Yokohama brand tires, they will receive a promotional
“Nike Rise Up Aztec’s Reward Package” including:
(1)unisex NikeSDSU hat
(1) unisex NikeSDSUquarter zip pullover
(2) ticketstoa home footballgame
(1) SDSUgolf driver head cover
(1) SDSUbeach towel
(1) Aztec Athleticsevent calendar
$125 Value
*Cost to be incurred by partner
Due to the stipulation of the brand of tires being Yokohama, this promotion will drive traffic to
not only the distributor (Express or Discount Tire) but also Yokohama Tire Corporation.
= $605.00 The average cost of a set
of four tires
16. Activation // After Market Auto
In-Game Promotion (Basketballand Football)
• Two (2) video board displays of partner approved logo showcasing promotion
• Public Address that will draw reasonable attention to promotion
Aztec Radio Broadcaston AM KOGO 600
• Two (2) :30 promotional spot to play during six (6) regular season Football games
• Two (2) :30 promotional spot to play during twelve (12) regular season Men’s Basketball games
In VenueRecognition
• Express Tire, Discount Tire & Yokohama Tire Corporation will be significantly recognized with
other SDSU partners during Aztec Football, Men’s & Women’s Basketball home games. PA
announcement will draw attention to partners company name and promotional deal will appear
on video board slide
SignageVenueExposure
• Two (2) half column wraps in Vejas Arena showcasing partner’s and promotional deal
• Two (3x9) sideline signs at Qualcomm Stadium during all Aztec home Football games
Online Promotion on GoAztecs.com
• Advertisement impressions rotating site wide including homepage
Email Marketing(Sept- Mar)
• Partner and promotional deal will be featured in up to six (6) Aztec Newsletters
Social Media
• SDSU Athletics official Twitter, Facebook, and Instagram pages will be utilized to drive traffic
towards both the promotion and SDSU athletic events
Likes
23.7K 8,610 91,947
21.3K 21.8K 1.1M
21.9K 9,308 134K
1,496 ------ 561
15
17. Revenue // After Market Auto
16
Incremental Growth
Conservative Moderate Aggressive
Auto Sponsor
Redemption
Rates**
1%
Redemption
4%
Redemption
8%
Redemption
$344,977 $1,379,908 $2,759,816
$239,515 $958,078 $1,916,156
Adjusted
Redemption
Rates**
5%
Redemption
10%
Redemption
15%
Redemption
$285,105 $570,210 $858,015
**The actual coupon ratefor Aztec fans is actually 26.3%, so these projected revenuesshow conservative possibilitiesthan
what could actually be achieved.
San Diego Locations
Express Tire: 17
Discount Tire: 24
18. Recommendations // SCA Promotion
Seventeen
“Aztecs to Alaska” Contest
Alaska Airlines currently partners with Aztec Sports Properties, but due to statistical data
analytics, we would like to increase their corporate sponsorship through the creation of a
grand sweepstakes. In addition, we would like to use Aztec Sports Properties current
sponsorship with Courtyard Marriott to leverage a partnership with Marriot Hotels- Downtown
Anchorage for this contest; Marriot’s majestic downtown location in Anchorage, Alaska will
further entice Aztec fans and San Diegans alike to enter the “Aztecs to Alaska” contest.
On Average…
• 37,994San Diegans travel
to Alaska every 12 months
• 66.8% of San Diegans that
travel to Alaska are fans of the
Aztecs
For every 1 San Diegan, the SDSU
fan is 3 times more likely to travel
to Alaska
There will be two official sign-up periods for the contest, one before football season in August
and the other in December before Aztecs Basketball begins conference play. Those who enter
in August may win the grand prize, whereas those entering in December will only be eligible for
smaller prizes.
Potential entrants may sign up using a website URL frequently provided through radio and
social media advertisements, using #Aztecs2Alaska. Alaska Airlines, Marriot, and the SDSU
Aztecs respective images will be featured on web pages and social media throughout the
promotion. On this web page, provided by SCA promotions, entrants will be asked to enter
personal information as well as answer the questions listed below.
1. SDSU football record at conclusion of season
2. SDSU football total points scored in the 2015 season
3. SDSU basketball record at conclusion of season
4. SDSU basketball total points scored in the 2015-2016 season
*Entrants may gain a second entry if they tweet using the #Aztecas2Alaska @GoAztecs. For the
second entry, entrants will be prompted to register a second account through an SCA micro-
webpage embedded on GoAztecs.com
19. Recommendations // SCA Promotion
18
Grand Prize for Sweepstakes
If an entrant actually wins the grand prize, he/she earns the opportunity to take up to 11
friends on an all-expenses-paid trip to Anchorage, Alaska. Winners of the football
season will all receive a QSR coupon booklet, and those who enter exclusively for the
basketball season will win $10,000 in cash. Note that there can only be one winner of
the sweepstakes, and any tie breakers should be decided upon by Aztec Sports
Properties. Possible expenses for the trip include:
Airfare
*Winners of the football season receive QSR coupon booklet valued at a total of $500
**Winner of the exclusive basketball sweepstakes will receive $10,000 in cash
Total Value of Grand Prize = $72,383.70
Total Value of All Promotional Prizes Combined = $82, 838.70
According to SCA Promotions, the cost to run a promotion such as “Aztecs to
Alaska” is estimated around $4,500 to run the insurance policy and an
additional $7,500 for the micro0-website. Please see Appendix D for more
details on the quote.
Ultimately, the “Aztecs to Alaska” sweepstakes promotion will drive traffic and
raise awareness for the sponsors, as well as increase fan engagement and
enhance sponsorships for Aztec Sports Properties.
20. 19
Competitive Analysis
San Diego County Fair
The San Diego County Fair is
an event that one takes place
during one month of the year.
The duration is from June 5th
to July 5th.
San Diego Chargers
The length of the season for the
Chargers is approximately 4
months. There is still a decision
to be made whether the team will
be located in San Diego.
Del Mar Race track
The race tracks attendance
has decline over 1,000 people
within the last year.
21. Conclusion
Through our research in the QSR, Auto-After Market, and Grocery sector, we
believe that Aztec Sports Properties will be given the strongest and most ideal
opportunity to gain the most prevalent sponsorships. These sponsorships will
include Express Tire, Sprouts, and McDonald’s. Furthermore, our sweepstakes
will take advantage of our current sponsors while upselling Alaskan Airlines and
expanding relations with Courtyard Marriot. The sweepstakes shall also include
exclusive relationships with current/ future sponsors in the QSR market. These
promotions will be advertised through a mass media such as radio, social media,
in-game video promotions, and signage. With these new sponsors we will drive
traffic, and raise awareness in the greater San Diego area. Aztec Sports Properties
will be able to increase revenue and enhance fan engagement.
20
25. Appendix D
24
In communicationswith B.A. Riley at SCA Promotions, wehave compiled aninformal
quoteon thecost for the#Aztecs2Alaska Contest.
Insurance Policy: $4,500
This quote is on the basis that the grand prize would be valued at $100,000. We chose
this amount to give Aztec Sport Propertiesanidea of the maximum cost of insuranceif
this contest were implemented. Promo to run Aug 1 – Aug 31
Must correctlypredict each ofthe following to win:
1. SDSU football record at conclusionof season (including bowlgames if any)
2. SDSU footballtotalpointsscored in the 2015 season
3. SDSUbasketballrecord at conclusionof season (including post season, if any)
4. SDSU basketballtotalpointsscored inthe 2015-2016 season
Based on 50,000 entries
A person mayenter a max of 2 times(1 via micro-website, 1via twitter using
#Aztecs2Alaska)
Any ties are subject totiebreaker determined bySDSU. 1 prizepayout only from SCA.
*SDSUmay purchase additionalentriesinblocks of 5,000 at $450 per block if needed.
26. 25
Appendix D cont.
Micro-website: $7,500
Quotefor themicro-websiteembeddedinGoAztecs.com isbased on thefollowing
assumptions:
There would be six selectionsmade to completeanentry:
¾ SDSU footballwins (pulldown with optionsfrom 0 to 15)
¾ SDSU footballlosses (pulldown with optionsfrom 0 to 15)
¾ SDSU footballtotalpoints(pulldown with optionsfrom 0 to 1,000)
¾ SDSUbasketballwins(pulldown with optionsfrom 0 to 40)
¾ SDSU basketballlosses(pulldown with optionsfrom 0 to 40)
¾ SDSU basketballpoints(pulldownwith optionsfrom 1,500 to 3,000)
- Users would be required to register a separateaccount inorder tosubmit a second
entry at a later date(if they tweet #Aztecs2Alaska)
**Alternatively, wecould set it up so that all userssubmit twosets of predictionsonthe
same page**
- One month entryperiod.
- SDSU providesartworkfor website
-SCA hosts site, troubleshooting, and providesSDSUreport ofall entriesand
registrationinformationat conclusion
Contact Information:
Bill Allen (BA) Riley, III
SCA Promotions Inc.
214-860—3735 I BA.Riley@scapromo.com
