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
    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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