Leveraging Red Sox/Yankees Sponsorship via Integrated Sales Promotion



: Will Norton
: $10
: Jan 1, 2016
: May 1, 2017
: MCC-00517
: Digital PDF
: 12 pages
: 7 pages


With over $57B spent globally on corporate sponsorship in 2015, marketers continue to leverage the pervasive power of sports and entertainment to address targeted business objectives. In North America, beverage companies have long been at the forefront of brand sponsorship, tapping into both the equity of sports teams and purchasing power of high-traffic stadia to drive B2C and B2B value. This case examines one of the most powerful rivalries in all of sports from the lens of a regional water brand, Poland Spring®. Provided with a real-world set of objectives, marketing assets, and sales promotion tactics, students are challenged to activate the Red Sox v. Yankees regional rivalry across a variety of touchpoints. Focusing on the primary objective of driving retail sales, students will construct creative, realistic, and on budget sales promotion campaigns that leverage, insights explored within the case study



Sales Promotion Sponsorship Activation


Sport Marketing Sport & Sales Promotion Sport Sponsorship
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