This assignment was for an Event Management class at Full Sail University. I researched local companies in the area of Portland, Oregon. I researched national brands with local distributors such as PepsiCo for a Gatorade sponsorship.

1. Event Management - Sponsorship Assignment
Student Name: Levi Leitma
Selected Festival: Pure Portland
Read the instructions for this assignment on the FSO platform before completing this
template.
Company Research:
Refer to the instructions for the requirements of this section.
Research: Properly cited & referenced research to support each company is necessary. A minimum of
three (3) per company is required.
Company #1: Monetary support from a large national brand with a headquarters or
regional office within 50 miles of the event site. AVOID: food, beverage or media related
businesses.
Name of the company:
Company Description:
Location:
NIKE Inc.
“Nike, Inc. is an American multinational corporation that is
engaged in the design, development, manufacturing, and
worldwide marketing and sales of footwear, apparel,
equipment, accessories, and services.” (Nike Wikipedia,
n.d.)
Beaverton, Oregon (7.5mi to Portland, OR)
What is the connection to the
festival that you selected?
Nike is an athletic and outdoor company that would make
sense for this type of event.
What is the connection to the
target audience of the festival
that you selected?
The target audience was noted to have an active lifestyle
and like to travel to outdoor destinations. They own
outdoor gear and shop a REI. These target markets may
overlap into Nike’s brand name exclusivity and target
market.
What other events have they
supported locally or nationally?
Rose City 5K Run-Presented by Nike in Portland (5/12/22)
Presenting Sponsor (Rose City 5k run-presented by Nike,
n.d.)
What is their reputation in the
news? Is there any news about
them that would impact the
impression of the target
audience positively or
negatively?
“Nike Launches Podcast About Athlete Mental Health, Will
Feature Karl-Anthony Towns, Laurie Hernandez” this “aims
to destigmatize the conversation around asking for mental
health resources” (Dye, 2022). They have a lawsuit
currently with StockX’s Vault NFT service. They are
“add[ing] claims of counterfeiting and false advertising to
the current trademark-infringement lawsuit against
StockX” (Dolmetsch, 2022). Overall, I believe Nike’s
reputation is positive especially in Portland due to the fact
that they will be sponsoring a run in 2 days’ time with
presenting rights.

2. List two competitors within the
same industry category that
you would explore as your
second and third options if
your #1 is unable to come on-
board.
I would choose Adidas because it is another national brand,
REI, another large brand located in Kent, WA, and/or
Columbia Sportswear Co. because it is another Portland,
OR company in the same outdoor industry as Nike
(Madhav, 2021).
Company #2: Beverage Sponsor – Water, Sports Drink, Soft Drink, Flavored Water, etc.
Name of the company and
location:
PepsiCo.
Portland, Oregon
Which specific beverage would
be requested?
Gatorade
Where do they sell that
beverage locally?
Sold primarily through Columbia Distributing in Canby,
Oregon (about 20-25miles from Portland) towards business
and in many gas stations, grocery stores, Walmart, and
Target to mass audiences.
What is the connection to the
festival that you selected?
Gatorade is a sports drink and the target market in the
middle of July will need ways to rehydrate from the sun.
What is the connection to the
target audience of the festival
that you selected?
Gatorade is a sponsor of Outside, Inc., an outdoors
enthusiast magazine company which falls under the target
audience psychographics.
What other events have they
supported locally or nationally?
Nationally: “Gatorade sponsors many events and
organizations including the NFL, PGA, NBA, WNBA, and the
Association of Volleyball Professionals. In addition the
company sponsors Major League Baseball, Major League
Soccer, Major League Lacrosse” (IAC Publishing, 2020).
What is their reputation in the
news? Is there any news about
them that would impact the
impression of the target
audience positively or
negatively?
Gatorade has a mostly positive reputation in the news.
Most news articles are about the new Gatorade Fieldhouse
in Mississippi (Bakken, 2022), or sports related news.
List two competitors that you
would explore as your second
and third options if your #1 is
unable to come on-board.
Powerade, Bodyarmor
Company #3: Media: A local publication or radio station
Name of the publication or
radio station?
Portland Tribune (Portland Tribune Homepage, n.d.)
If radio: What is the format of
the station? (ie. adult
contemporary, news talk)
If radio: Who is the listenership
of the station? (Who listens to

3. the station?)
If a publication: What is the
main focus of the publication?
(ie. daily news, the arts, local
college paper)
The primary focus of this publication is daily news.
If a publication: What is the
frequency of the publication?
(ie. daily, weekly, quarterly,
semi-annually)
Weekly (Portland Tribune, 2020)
If a publication: Where is it
distributed? Who is the
readership? (Who reads the
publication?)
It is mostly distributed in the Portland Metropolitan Area.
(Portland Tribune, 2020)
What is the connection to the
festival that you selected?
This publication was chosen because Nike’s fun run is
posted in this publication who was my primary monetary
sponsor. (Redden, 2021)
What is the connection to the
target audience of the festival
that you selected?
With Nike’s fun run posted in this publication, this feels like
a connection could be made with an overlapping target
audience. Those who would run the 5k may be interested
in a hiking, biking, and outdoors type day.
What other events have they
supported locally?
Portland Regional Spelling Bee (Geddes, 2007)
What is their reputation in the
news? Is there any news about
them that would impact the
impression of the target
audience positively or
negatively?
The paper leans left-center with a slight moderate liberal
bias with a high factual reporting (Portland Tribune-
MediaBiasFactCheck, 2020). This may impact some of the
right leaning people in the area. While Oregon as a whole is
a right leaning state, the major metropolitan areas such as
Portland, Salem, and Eugene Oregon are all Right leaning
(Live election results: 2020 Oregon results, 2020).
List two competitors within the
same media medium that you
would explore as your second
and third options if your #1
does not come on-board.
The Oregonian and The Bulletin
Company #4: Monetary support from a small local business with no more than two
locations in the area. AVOID: food, beverage or media related businesses, to include
restaurants.
Name of the company:
Company Description:
Location:
Artemisia (Artemisia - Portland, OR, n.d.)
“We make exquisite terrariums and natural perfume
blends, but our specialty is providing an experience for you
to create your own designs. Plants and natural materials
are innately beautiful-we hardly need to do anything to
them at all. Just spending time in their presence brings out

4. the artist in all of us.” (About-Artersium, n.d.)
Located in Portland, Oregon
What is the connection to the
festival that you selected?
Artemisia is a company that makes terrariums which
coordinates with the outdoor theme of hiking, biking, and
kayaking. This could be something for the guests to
experience and bring home a part of the event with them.
What is the connection to the
target audience of the festival
that you selected?
This connects with the outdoor theme of the event and
may attract a younger crowd that the newspaper may not
reach. These are people that are into nature and taking
care of the environment. Actual artemisia is a plant which
also goes with the green and outdoor life of the target
audience.
What other events have they
supported locally?
None
What is their reputation in the
news? Is there any news about
them that would impact the
impression of the target
audience positively or
negatively?
Positive Yelp reviews but mostly unknown. (Artemisia -
Portland, OR, n.d.)
List two other local businesses
that you would explore as your
second and third options if
your #1 does not come on-
board. (Remember – avoid F&B
and media)
Next Adventure is an Outdoor Gear and Apparel Store in
Portland (Home Page: Next adventure, n.d.). Andy and Bax
is a military surplus store in Portland that sells everything
for living in the outdoors. (Andy and Bax, n.d.).

5. References:
About-Artersium. Collage with Nature. (n.d.). Retrieved May 11, 2022, from
http://www.collagewithnature.com/about
Andy and Bax. Andy and Bax is your one-stop destination for all your Military Surplus,
Whitewater Rafts, Boating Equipment, Outdoor Clothing, and Camping Supplies. (n.d.).
Retrieved May 11, 2022, from https://www.andyandbax.com/
Artemisia - Portland, OR. Yelp. (n.d.). Retrieved May 11, 2022, from
https://www.yelp.com/biz/artemisia-portland-2?osq=mom%2Band%2Bpop%2Bstores
Bakken, B. (2022, May 6). The Gatorade Fieldhouse is ready to play. DeSoto County News.
Retrieved May 10, 2022, from https://desotocountynews.com/desoto-county-sports/the-
gatorade-fieldhouse-is-ready-to-play/
Beverages in Oregon and Washington. Columbia Distributing. (2022, May 2). Retrieved May
10, 2022, from https://www.coldist.com/
Dolmetsch, C. (2022, May 10). Nike Escalates Feud with StockX, Says Site is Selling Fake
Shoes. Bloomberg.com. Retrieved May 10, 2022, from
https://www.bloomberg.com/news/articles/2022-05-10/nike-escalates-feud-with-stockx-
says-site-is-selling-fake-shoes
Dye, N. (2022, May 10). Nike Launches Podcast about athlete mental health, will feature Karl-
Anthony Towns, Laurie Hernandez. PEOPLE.com. Retrieved May 10, 2022, from
https://people.com/sports/nike-launches-new-podcast-athlete-mental-health-will-feature-
karl-anthony-towns-laurie-hernandez/
Geddes, R. (2007, May 28). Tigard teen goes out during semifinals of National Spelling bee.
https://joomlakave.com. Retrieved May 11, 2022, from
https://pamplinmedia.com/component/content/article?id=87352
Home Page: Next adventure. Home page | Next Adventure. (n.d.). Retrieved May 11, 2022, from
https://www.nextadventure.net/
IAC Publishing. (2020, April 3). Who does gatorade sponsor? Reference. Retrieved May 10,
2022, from https://www.reference.com/business-finance/gatorade-sponsor-
7a0c3cf5a2ff7159
Live election results: 2020 Oregon results. POLITICO. (2020). Retrieved May 11, 2022, from
https://www.politico.com/2020-election/results/oregon/
Madhav. (2021, July 25). Top nike competitors & alternatives 2022. SEOAves. Retrieved May
10, 2022, from https://seoaves.com/top-nike-competitors-alternatives/
Portland Tribune Homepage. Pamplin Media Group - Home. (n.d.). Retrieved May 11, 2022,
from https://pamplinmedia.com/

6. Portland Tribune-MediaBiasFactCheck. Media Bias/Fact Check. (2020, July 10). Retrieved May
11, 2022, from https://mediabiasfactcheck.com/portland-tribune/
Redden, J. (2021, May 10). Rose City 5k run set for downtown on May 20.
https://joomlakave.com. Retrieved May 11, 2022, from https://pamplinmedia.com/pt/9-
news/508044-406470-rose-city-5k-run-set-for-downtown-on-may-20
Rose City 5k run – presented by Nike. Portland Business Alliance Module Pages. (n.d.).
Retrieved May 10, 2022, from https://community.portlandalliance.com/events/details/rose-
city-5k-run-presented-by-nike-536770
Wikimedia Foundation. (2020, December 29). Portland Tribune. Wikipedia. Retrieved May 11,
2022, from https://en.wikipedia.org/wiki/Portland_Tribune
Wikimedia Foundation. (2022, May 3). Nike, Inc.. Wikipedia. Retrieved May 10, 2022, from
https://en.wikipedia.org/wiki/Nike,_Inc.