MKT-4330 Lecture Notes - Lecture 5: Mercedes-Benz Stadium, Naming Rights, Georgia Dome
Document Summary
Differentiation trying to differentiate their brand from other companies in their area and trying to build their fan base. Leveraging capabilities need to have some reason to leverage themselves in that area b. Sales channel/showroom they want to utilize the venue as part of their sales channel. Network access gaining access to the business of the team or venue. Banks in naming rights deals want to gain interest on the naming rights but also want your players as customers iii. Reinvests revenue want a company who reinvests the revenue back into the partnership versus giving it back to the shareholders c. Brand exposure want company with a lot of exposure and brand awareness. Ad dollars find companies who have large advertising budgets and who spend a lot of money on ads. Corporate hospitality needs to be important to company. Look for companies who already invest a lot in hospitality.
