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Leveraging Rivalries in Sponsorship Activation
Leveraging Rivalries in Sponsorship Activation
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.
$6.00
Qty:
Author:
K.Sloan, B.D.Tyler, J.Cobbs
Product Number:
MCC-03822
Price:
$6
Format:
Digital PDF
Publication Date:
Jul 1, 2023
Case Study Length:
10 pages
Last Updated:
Aug 25, 2023
Teaching Note Length:
0 pages
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