La Sol & Jet Blue

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Final project for my professional sales class at USC in 2009

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La Sol & Jet Blue

  1. 1. Strategic Partnership JetBlue Airways Pedro Strada Sponsorship Account Executive Los Angeles Sol April 22 nd 2009
  2. 2. <ul><li>Product: Los Angeles Sol Soccer Franchise </li></ul><ul><li>Buyer : Mark Rogers, Southwest Region Marketing Manager, JetBlue Airways </li></ul><ul><li>Buying Style : Expressive </li></ul><ul><li>Buying Decision: New-Task Situation </li></ul><ul><li>Hot Buttons </li></ul><ul><li>Expanding consumer base on West Coast, LAX </li></ul><ul><li>Competitive Advantage </li></ul><ul><li>Service </li></ul><ul><li>Objective: Compose a five-year customized sponsorship package </li></ul>The Scenario
  3. 3. Who Are We? WPS is the highest level women's professional soccer league in North America (Note Card) <ul><li>7 Teams </li></ul><ul><li>Future Growth </li></ul><ul><li>World Stars </li></ul><ul><li>(Note Card) </li></ul>
  4. 4. Los Angeles Sol <ul><li>Owner: AEG Worldwide </li></ul><ul><li>Venue: Home Depot Center </li></ul><ul><li>Broadcast Partner: </li></ul><ul><ul><li>Fox Soccer Channel and FSN West </li></ul></ul><ul><ul><li>80 million U.S. homes </li></ul></ul><ul><ul><li>6 Nationally televised Sol games in 2009 </li></ul></ul><ul><li>Founding WPS Partner: </li></ul><ul><ul><li>Puma </li></ul></ul><ul><ul><li>SUM </li></ul></ul>
  5. 5. Competitor Comparison LA Galaxy - Opened 1996 Chivas USA - Opened 2004 LA Sol - Opened 2009
  6. 6. AEG Family 17 Sports & Entertainment venues   11 sports franchises (Note Card)!!!!
  7. 7. In Good Company <ul><li>“ Together, we have turned dreams into reality by creating some of the best live entertainment experiences in the world. In turn, our partners have unique opportunities to take advantage of powerful, highly visible, highly effective, once-in-a-lifetime marketing initiatives.” - AEG </li></ul>
  8. 8. Demographic Reach 70% of Ticket Sales account for family purchases
  9. 9. A Parallel Fit <ul><li>Customer Relationship </li></ul><ul><li>Value </li></ul><ul><li>Premium Experience </li></ul>
  10. 10. Customer Relationship
  11. 11. Value <ul><li>Avg Ticket Prices </li></ul><ul><li>Family Packs </li></ul><ul><li>Mini Packages </li></ul><ul><li>Lowest season tickets in sports… </li></ul><ul><li>Compared to Jet Blue Fares </li></ul>
  12. 12. Experience <ul><li>Inflight vs. Ingame </li></ul><ul><li>Cutting Edge </li></ul>
  13. 13. Proposal <ul><li>Cost: $500,000 </li></ul><ul><li>Exclusive Airline Sponsor of LA Sol for 5 year term </li></ul><ul><li>Exclusive rights to Jersey Signage </li></ul><ul><li>Jet Blue Signage on Jumbotron, HDC Main Concourse, Field LED Board, and outer perimeter of HDC </li></ul><ul><li>50 Player Appearances </li></ul><ul><li>Designated JetBlue Luxury Suite @ Home Depot Center </li></ul><ul><li>Exclusive rights to in-game promotions, give-aways and events </li></ul><ul><li>Exclusive rights as LA Sol Sponsor on Fox Soccer Channel </li></ul><ul><li>Designated JetBlue seating section </li></ul>
  14. 14. Offer (Cont.)
  15. 15. IMC <ul><li>Big IMC Push for JetBlue adding LAX. Now in LAX, Burbank, Long Beach </li></ul><ul><li>Print </li></ul><ul><li>TV </li></ul><ul><li>In-Game </li></ul><ul><li>On-Site </li></ul>
  16. 16. Cost Benefit Analysis
  17. 17. Competitive Advantage <ul><li>JetBlue vs. Southwest </li></ul>
  18. 18. Premium Client Service <ul><li>Sol servicing JetBlue </li></ul><ul><li>Attentive Staff </li></ul><ul><li>Outings </li></ul><ul><li>Quarterly meetings </li></ul><ul><li>Audits </li></ul>

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