After discerning key marketing insights from Dr. Tyler and Dr. Cobbs' Know Rivalry research lab, and with consideration of MLS’s unique ability to deliver brand awareness at a league and club
levels through the ownership model, students will identify several local markets that
present strong fan interest in rivalries and could pay off greatly for a
smart new sponsor. With the Heineken Rivalry Week program currently in use as a benchmark, students will apply the case theory to prospect a new
food-at-home sponsorship category. The case provides an engaging and differentiated narrative to team students ways in which they can apply MLS rivalry research in a responsible way, to sustain the
best parts of fans’ passions while leveraging a new partner to promote the
narratives of MLS rivalries.