Green Bay Packers Flashcards
1
Q
What the Packers Corporate Sales department does
A
- The corporate sales team handles sponsorship sales, premium sales, game and fan development
- Sponsorship Sales / Service
- Premium Sales / Service
- Game & Fan Development – incl. A/V
- Roles on game day
- Ex. Return to Titletow
2
Q
How the Packers sponsorships are used by corporations
A
- Measure of success
- Partnership goals
- They are used to become “DVR proof”, connect with fans on a different level, allow engagement on multiple channels, also offers a level of legitimacy.
3
Q
Measure of success
A
- Objectives for partnerships with sports properties
- Best practices / partnership models
- Specific challenge / product / message
- Timing
4
Q
Partnership goals
A
- Enhance fan experience
- Engage (with) Packers fans
- Deliver solutions to packers marketing problems
5
Q
Important elements for the Packers in marketing
A
- Fan experience, connecting with the right partners, offering digital content, keeping fans engaged
- Branding vs engagement
- Fan experience
- In stadium experience
6
Q
Branding vs engagement
A
- Trend away from traditional awareness campaigns
- Engagement via multiple channels
- Authenticity
7
Q
Fan experience
A
- Stadium development
- Tundra tailgate zone
- Fan engagement
- Video boards
- In stadium exclusives
- Checks and balances
- Stadium development
8
Q
In stadium experience
A
- Connectivity
- Video boards
- Official reviews
- Replays
- Home field advantage
- Fantasy updates
- Ingress / egress
9
Q
challenges in sponsorship sales
A
- Hyundai signed a four-year deal to become the NFL’s official auto sponsor “valued” at between $100-140M.
- But Hyundai gets “little direct advertising exposure during NFL games” on Fox, CBS and NBC.
- Instead the brand’s opportunity is “largely limited to promotional consideration on NFL-owned properties.”
- Hyundai and its dealers are “allowed to use the NFL logo in their promotions and the logos of all 32 NFL teams as long as they’re shown as a set.”
