Description
Please read an article by Good Beer Hunting entitled: “Huddle Up – Breweries, College Athletics Try to Cash in with College-Branded Beers.” Download “Huddle Up – Breweries, College Athletics Try to Cash in with College-Branded Beers.”The assignment will focus on this article and require additional external research from you. The purpose of the assignment is to increase students’ awareness of news and issues related to sports sponsorship and provide an opportunity to dissect current sponsorship activity.
In this assignment, please put yourself in the shoes of a college athletics marketer and assess a partnership between a university and a brewing company. Please identify a specific existing partnership between a university and a brewing company (i.e., in your paper, you need to focus on and discuss a specific real-world sponsorship and not a hypothetical one). The article by Good Beer Hunting provides several examples of existing sponsorships from which you can pick, or you can come up with your own real-world example. A high-quality submission for this assignment will require an additional research on your end beyond the information conveyed in the article by Good Beer Hunting that you read.
Instructions:
The paper should be no more than five (5) pages in length and include a discussion of:
The pros and cons of the deal that you chose to focus on
The fit between the sponsor and the property
Suggestions for maximizing the sponsorship deal
Additional question: What are some ethical issues associated with beer sponsorships in college sports? As a college sports property, what strategies and solutions are you going to integrate to combat those issues? Strategies and solutions that you identify can be related to marketing activities or go beyond that.
When you are discussing the “pros” of the evaluated sponsorship deal, use the following categories to frame your ideas.
Benefits for the Property Benefits for the Sponsor
Financial Awareness
In-Kind Trade Image Enhancement
Media Product Trial/Sales Opportunities
Image Association Hospitality Opportunities
As part of your discussion explain whether a particular deal has the potential to provide the respective benefits to the property and the sponsor. A specific deal may not facilitate all the benefits for either party; in that case simply explain that in your opinion the deal does not provide a particular benefit.
Note: If you think there are no benefits associated with the deal, please provide an idea on what can be changed to create potential benefits and maximize the deal for the property or the sponsor.
Your discussion of the “pros” of the deal is not limited to the benefits listed above. There are likely other benefits that may be unique to a particular deal, which should be included in your discussion.
The discussion of fit should include an explanation of how (or whether) you think there is a fit between the property and the sponsor, and whether you think the fit between the property and the sponsor is or is not reasonable.
Offer specific suggestions on how you think the property and the sponsor can experience maximum benefit from the sponsorship deal.
Requirements
Length: Your paper should be no more than 5 pages in length.
Formatting: Double-spaced, Times New Roman, 12-point font, APA format.
Sources: Please include at least five sources to support your claims. You can include the sources provided to you in the module if you wish.
