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Cases focused on marketing strategy, tactics, and implementation within the crowded sport marketplace, featuring subject areas such as sponsorship, CRM, ambush marketing, and brand positioning.


Coca-Cola vs. PepsiCo –– A “Super” Battleground for the Cola Wars?

Two beverage rivals, one Big Game: should Coca-Cola engage in a Super Bowl ambush of NFL Official Sponsor Pepsi and, if so, what should they do?

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Managing Official Sponsorship Rights in the Face of Ambush Marketing

The Canadian Olympic Committee must quickly decide how to address two ambush marketing campaigns before the Sochi Winter Olympic Games.

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Branding Legendary Olympic Stature: Michael Phelps’ Swimwear Decision

Which swimwear endorsement option will best position Michael Phelps’ brand toward long term “iconic” status?

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Corruption & The World’s Game - A Sponsorship Dilemma

When corruption and scandal rocks the optics of FIFA’s official sponsorship program, an international brewing company must decide between proven business results and a bold new path.

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Trophy Time: Can a CRM Campaign Make the Difference for Dinn?

Can CRM help stimulate sales in the highly commoditized trophy business?

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Banking on Baseball

Sponsorship rights fuel national and local storytelling via Bank of America's #MLBMemoryBank campaign

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Dow Chemical & Olympic Brand Fit

Dow Chemical and The Olympic Games: a "carbon" fit, or bad for business?

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What's in a Name: Ontario Airlines' Stadium Naming Rights Deal

An airline CEO looks to package Buffalo Bills stadium naming rights assets in an attempt to jump-start a fading brand.

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PUMA's Basketball Re-Entry: Sure Shot, or Destined to Fail?

Analyzing Puma Basketball's re-launch and evolved brand positioning.

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The PGA Tour's "Live Under Par" Brand Pivot

The PGA Tour's strategic shift from "These Guys Are Good" to "Live Under Par"

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Mastercard's Athlete Endorsement Strategy

Analyzing the process behind athlete endorser selection through the lens of Mastercard’s sponsorship portfolio

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Coinbase Sports Sponsorship

Utilized at the 2022 National Sports Forum Case Cup Competition, Coinbase and the NBA dive into sponsorship activation.

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The Rebirth of the XFL

Analyzing the process behind launching an emerging sports league through the lens of Vince McMahon relaunching the XFL in 2020, with exclusive insights from some of the key stakeholders.

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Leveraging Rivalries in Sponsorship Activation

How can understanding rivalry enhance corporate partnerships?

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