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

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Proposed Fiesta Bowl Sponsorship for GM (exercise)

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

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