Leveraging Rivalries in Sponsorship Activation

: K.Sloan, B.D.Tyler, J.Cobbs
: $6
: Jul 1, 2023
: Aug 25, 2023
: MCC03822
: Digital PDF
: 10 pages
: 0 pages

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. 

Sports Marketing Sports Sponsorship Consumer Behavior Fan Rivalry

Sports Marketing Sports Sponsorship Applied Sport Market Research