The document is a sponsorship assignment for an Atlanta music festival called ATL Hustle. It researches four potential sponsor companies and provides details about each. The companies researched are: Red Bull, Coca-Cola, radio station 96.7 The Beat, and local coffee shop Refuge Coffee. For each, the document outlines their connection to the festival, target audience, previous event sponsorships, and any current news that could impact perception. The goal is to secure sponsorships from companies that have strong ties to the festival's music genre, location, and target demographic.

1. Event Management - Sponsorship Assignment
Student Name: Tara Souders
Selected Festival: ATL Hustle
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: Properlycited&referencedresearchtosupport eachcompanyisnecessary. A minimumof
one (1) per company isrequired.
Company #1: Monetary support from a large national brand with a headquarters or
regional office within 50 miles of the event site.
Name of the company and
location:
Red Bull
976 Brady Ave NW #400, Atlanta, GA 30318
What is the connection to the
festival that you selected?
Red Bull has a direct link to music and specifically in the
hip-hop genre. They have their own music academy that is
a workshop and lecture series for aspiring music makers
(Red Bull Music Academy, 2020). Red Bull is heavily into
the music industry for smaller artists to get recognition. “In
addition to the annual Academy, RBMA presented citywide
festivals, stages, club nights, workshops and other events
in more than 60 countries each year” (Red Bull Music,
2020).
What is the connection to the
target audience of the festival
that you selected?
Red Bull has a target audience of males and females
between the ages of 16 to 30 years old according to
Swapnil Jadhav (Jadhav, 2017). These people are students,
working professionals, athletes, and sports enthusiasts.
What other events have they
supported locally or nationally?
Locally, Red Bull had its own music festival in November of
2019 that celebrated Atlanta’s music scene (Red Bull,
2020). Not only did the festival feature diverse hip-hop
artists but it also included art exhibits, panelists and parties
(Oswell, 2019). Red Bull is known for sponsoring extreme
sports events like cliff diving, climbing, snowboarding, and
skateboarding, but they also sponsor dance competitions
and music festivals, all found on their events page (Red Bull
Events, 2020).
Are they currently in the news
(local or national)? If so, what
did you find? Would that news
impact the target audience’s
Red Bull is currently in the news nationally for cancelled
events due to the coronavirus. This wouldn’t necessarily
give the target audience a negative view of the company
because they aren’t the only company/brand canceling
events. A lot of news also came up about Red Bull’s

2. view of the company
negatively?
sponsorship in F1 racing. A Racer named Igor Fraga was
recruited to join Red Bull’s junior racing program which will
give him experience to win big titles in the future (F1,
2020).
If the answer is yes to the
answer above, what are the
competitors that you would
explore to reach out to? (A
listing is appropriate)
Monster
Rockstar
Company #2: Non-AlcoholicBeverage Sponsor – Water, Sports Drink, Soft Drink, Flavored
Water, etc.
Name of the company and
location:
Coca-Cola
1 Coca Cola Plaza NW, Atlanta, GA 30313
Where do they distribute that
beverage locally?
Coca-Cola’s Corporate offices/headquarters is located in
Atlanta. They distribute it right in Atlanta.
Which specific beverage would
be requested?
Coke and diet coke would be requested
What is the connection to the
festival that you selected?
According to Sponsorship.com, Coke is the 5th most active
sponsor of music and they say that non-alcoholic beverage
companies are 3.8 times more likely to sponsor music than
the average of all sponsors (Chipps, 2020). Since the
festival is hosted in Atlanta and will celebrate artists from
the area, Coca-Cola will have a personal connection to the
area and its people.
What is the connection to the
target audience of the festival
that you selected?
Brandon Gaille reports that soda consumption is consumed
more in nonwhite populations than Caucasian populations,
which would fit the target audience of the festival (Gaille,
2015). The article also says that, “Half of Americans aged
18 to 34 say they drink regular soda. This age demographic
and men in general are also slightly more likely to consume
soda than their counterparts” (Gaille, 2015).
What other events have they
supported locally or nationally?
Locally, Coca-Cola sponsors many events like filmfestivals,
parades, food festivals, etc. with the World of Coca-Cola
being right in the city (World of Coca-Cola, 2020). They’ve
also sponsored entire events like the NBA, NCAA, and the
Olympic Games (Coca-Cola Company).
Are they currently in the news
(local or national)? If so, what
did you find? Would that news
impact the target audience’s
view of the company
negatively?
A lot of articles mentioning Coke are coronavirus related.
Stocks are falling, shortages may be an issue, and Warren
Buffet joked that he’s drinking more coke to avoid catching
the virus. All of these are negative due to the corona virus
and can’t be avoided. These articles may affect the
audiences view of Coca-Cola as negative because they
aren’t doing as well as they should. The Warren Buffet joke
could be negative and positive because people could see it

3. as disgusting, or they would agree and purchase more Coke
instead. He was quoted saying, “"I'mdrinking a little more
Coca-Cola actually, that seems to have warded off
everything else in life” (Mohamed, 2020).
If the answer is yes to the
answer above, what are the
competitors that you would
explore to reach out to? (A
listing is appropriate)
Pepsi
Company #3: Media: A local publication orradio station
Name of the publication or
radio station?
96.7 The Beat
If radio: What is the format of
the station? (ie. adult
contemporary, news talk)
Hip-hop and R&B, Atlanta news, breakfast club, rumor
report
If radio: Who is the listenership
of the station? (Who listens to
the station?)
275 million listeners every month and 146 million fans
through social media (The Beat ATL, 2020). Males and
females between the ages of 18 and 34 who are African
American or Hispanic listen to hip-hop radio (RBR-TVBR,
2016).
If a publication: What is the
main focus of the publication?
(ie. daily news, the arts, local
college paper)
N/A
If a publication: What is the
frequency of the publication?
(ie. daily, weekly, quarterly,
semi-annually)
N/A
If a publication: Where is it
distributed? Who is the
readership? (Who reads the
publication?)
N/A
What is the connection to the
festival that you selected?
This is a local radio in the Atlanta area that primarily plays
only hip-hop and R&B. This radio station attends event that
have a similar demographic to them. They will attend DJ
Envy’s Car Show in July as well as Young M.A.’s show in
May (The Beat, 2020).
What is the connection to the
target audience of the festival
that you selected?
The target audience of late teens and early 20’s is perfect
for the radio station since they have a similar target
audience. The festivals target audience also subscribe to
streaming services which could entail that they subscribe
to the radio as well. They also stay up to date with hip hop
and rap news so they may very well listen to the radio for
this news.

4. What other events have they
supported locally?
Special DJS from the radio station have attended or
performed at the Atlanta Hip Hop Day Festival (Martel
Sharpe, 2019). They’ve also hosted at the festival as well.
Are they currently in the news
(local or national)? If so, what
did you find? Would that news
impact the target audience’s
view of the company
negatively?
Aside from their own news updates, no.
If the answer is yes to the
answer above, what are the
competitors that you would
explore to reach out to? (A
listing is appropriate)
Hot 107.9
Radio 105.7
Company #4: Monetary support from a small local business with no more than two
locations in the area.
Name of the company and
location:
Refuge Coffee
Clarkston and Atlanta, Georgia
What is the connection to the
festival that you selected?
This would be a great local event for Refuge coffee to
sponsor due to their support of refugees and providing a
safe space for them. They want to give back as a company
and so their tie with helping refugees would tie in with
helping local artists as well.
What is the connection to the
target audience of the festival
that you selected?
40% of daily coffee drinkers are aged 18 to 24 while 54%
are aged 25-39 (Quain, 2019). This perfectly fits into the
festivals target market of late teens, early 20’s, and early
30’s. Many of these people depend on coffee in their daily
lives, especially as college students. These people may also
be active shoppers at Refuge Coffee as its main location is
10 minutes out of Atlanta.
What other events have they
supported locally?
They hold their own event called the Refuge Coffee Run to
bring the community together and support their mission of
employment and job training (Refuge Coffee Co., 2020).
Are they currently in the news
(local or national)? If so, what
did you find? Would that news
impact the target audience’s
view of the company
negatively?
CNN wrote an article about Refuge Coffee in 2019 about
how unique their business is. They interview the founder
and refugees who are now employees at refuge coffee.
This gives the company a positive impact to its target
audience as they are a truthful business who actually helps
the local community along with refugees. Because of them,
Clarkston is now called “the most diverse square mile in
America” (Dawson, 2019).
If the answer is yes to the
answer above, what are the
competitors that you would
Spiller Park Coffee
East Pole Coffee Co.
Condesa Coffee

5. explore to reach out to? (A
listing is appropriate)

6. References:
RBR-TVBR. (2016, December 14). Hip-Hop, Consumers and Retail. Retrieved from
https://www.rbr.com/hip-hop-consumers-and-retail/
Chipps, W. (n.d.). Sponsorship Spending On Music To Total $1.4 Billion In 2015. Retrieved
March 18, 2020, from https://www.sponsorship.com/About-IEG/Press-Room/Sponsorship-
Spending-On-Music-To-Total-$1-4-Billio.aspx
Coca-Cola Company. (n.d.). Coca-Cola Sponsorships. Retrieved March 18, 2020, from
https://www.coca-colacompany.com/news/coca-cola-sponsorships
Dawson, C. (2019, March 26). Refugees and Americans find community -- over a cup of coffee.
Retrieved from https://www.cnn.com/2019/03/06/us/iyw-refuge-coffee-serves-clarkston-
trnd/index.html
F1. (2020, March 16). Red Bull Junior Teamrecruit ex-F1 Esports racer Igor Fraga: Formula 1®.
Retrieved from https://www.formula1.com/en/latest/article.red-bull-junior-team-recruit-ex-f1-
esports-racer-igor-fraga.6cmFmS1cDovxICAewaaKgM.html
Gaille, B. (2015, August 10). 39 Interesting Coca Cola Demographics. Retrieved from
https://brandongaille.com/39-interesting-coca-cola-demographics/
Jadhav, S. (2017, March 10). RED BULL MARKETING STARTEGY. Retrieved from
https://www.linkedin.com/pulse/red-bull-marketing-startegy-swapnil-jadhav/
Martel Sharpe | on October 09, 2019. (2019, October 27). DJ Scream, Young Dro, OJ Da
Juiceman, and more entertain thousands at the 9th Annual Atlanta Hip Hop Day Festival: The
Atlanta Voice. Retrieved from https://www.theatlantavoice.com/articles/dj-scream-young-dro-
oj-da-juiceman-and-more-entertain-thousands-at-the-9th-annual-atlanta-hip-hop-day-festival/
Mohamed, T. (2020, March 15). Warren Buffett joked that he's drinking more Coke to avoid
catching coronavirus | Markets Insider. Retrieved from
https://markets.businessinsider.com/news/stocks/warren-buffett-joked-drinking-more-coke-
fend-off-coronavirus-2020-3-1028996796
Oswell, K. (2019, December 16). Red Bull Music Festival Atlanta Celebrates the City's Essential
Music Scene. Retrieved from https://www.redbull.com/us-en/red-bull-music-festival-atlanta
Quain, S. (2019, January 28). What Is the Target Market for Coffee? Retrieved from
https://smallbusiness.chron.com/target-market-coffee-71600.html
Red Bull. (n.d.). Everything You Need To Know About Red Bull Music Festival Atlanta 2019.
Retrieved March 18, 2020, from https://www.redbull.com/us-en/music/event-series/red-bull-
music-festival-atlanta

7. Red Bull Events. (n.d.). Red Bull Gives You Wings. Retrieved March 18, 2020, from
https://www.redbull.com/us-en/events
Red Bull Music Academy. (n.d.). About. Retrieved March 18, 2020, from
https://www.redbullmusicacademy.com/about
Refuge Coffee Co. (2020, February 18). Join Us For The Refuge Coffee Run. Retrieved from
https://www.refugecoffeeco.com/stories/refuge-coffee-run/
The Beat ATL. (n.d.). Advertise. Retrieved March 18, 2020, from
https://thebeatatl.iheart.com/advertise/
World of Coca-Cola. (n.d.). Atlanta Events │ World of Coca. Retrieved March 18, 2020, from
https://www.worldofcoca-cola.com/plan-your-visit/atlanta-trip-planning/atlanta-events/