Group work (10 min.): How would you set prices if you managed the Toronto FC?

Remember the Escalator!

Price hikes threaten to push consumers off escalator

Emphasize other features of the product

On Sponsorships in Sports

Define “Sponsorship” in Sport. What can be sponsored? Why sponsor? Why being sponsored? Why not?

FIFA Fan Fest Sponsorship

MasterCard sponsors the FIFA WC What in the organization’s marketing mix is

such a sponsorship engagement part of? What do you think are their strategic

objectives? Do you think a sporting event such as the

World Cup is a good context for achieving these strategic goals? Why/Why Not?

FIFA

Calls its sponsors “Commercial Affiliates” Currently divides them into the following 3

categories: Official Partners (global marketing rights) Official Suppliers (rights in the host country only) Licensees

Official Partners ONLY

Official partners of the 2006 FIFA World Cup™

www.adidas.com www.avaya.com www.budweiser.com www.coca-cola.com www.conti-online.com www.deutschetelekom.com www.emirates.com home.fujifilm.com www.gillette.com www.hyundai-motor.com www.mastercard.com www.mcdonalds.com www.philips.com www.toshiba.co.jp www.yahoo.com

FIFA restructuring

2007-2014: includes the flagship FIFA World Cups in 2010 and 2014

Classifies prospective marketing partners into three categories: six FIFA Partners (broad range of FIFA activities such as

competitions, special events or development programs as well as exclusive marketing assets).

six to eight FIFA World Cup™ Sponsors (rights are limited to the FIFA World Cup™ on a global basis. They consist of the right to category exclusivity, brand association, select marketing assets and secondary media exposure).

four to six National Supporters (category exclusivity, association, local marketing programs and domestic media exposure).

Discuss

How can you understand conceptually the reasoning for restructuring the sponsorship pillar around the English soccer team, Manchester United, the FIFA World Cup, and the FA cup?

Discuss

Endorsements: Sub-category of Sponsorships

Beckham as endorser: Opportunities Threats