Banking on Baseball
:
Will Norton
:
$6
:
Apr 1, 2018
:
Apr 1, 2018
:
MCC-01117
:
Digital PDF
:
18 pages
:
7 pages
Written in consultation with Bank of America's sponsorship marketing team, this case places students directly in the position of an agency partner tasked with activating a complex national MLB sponsorship contract. Armed with a typical agency brief and a set of compelling sport marketing assets, students are tasked with activating Bank of America's MLB sponsorship via the brand's #MLBMemoryBank campaign. Integrating insights about baseball, the banking category, and sponsorship best practices is a complex task, one that fosters a rich understanding of brand sponsorship pulled directly from the front lines of the sports industry.
