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.
Sports Marketing Sports Sponsorship Consumer Behavior Fan Rivalry
Sports Marketing Sports Sponsorship Applied Sport Market Research
