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From 70 Thousand to 7 Million: Integrated Activation as a Driver of Sponsor and Property Reach

Gary Pasqualicchio, Norm O’Reilly, and Ed Elowson

For years, sport properties and corporate sponsors have struggled to develop strategies to activate their expansive partnerships, particularly those without high-ranking national media coverage. This case analyzes a successful, multilayered sponsorship activation tied to the 2012 retirement of Philadelphia Eagles star Brian Dawkins. The Eagles, in partnership with AAA and Marvel, created and promoted a unique weekend around Dawkins’ retirement that included a NASCAR race, an NFL Sunday Night Football Game, and a meet-and-greet with Dawkins; this weekend was marketed extensively across various modes of media. The partners’ goals were to engage 7 million regionally-based Eagles fans, not just the 70,000 fans who would witness Dawkins’ retirement ceremony inside Lincoln Financial Field during the game. This case illustrates how the partners came together to achieve common goals, using Dawkins’ image, presence, and positive affinity with Eagles fans. The case details sponsorship and activation trends, the activation ratio, and other examples of sponsorship activation tied to athlete retirement. The case asks students to take what they have learned about sponsorship activation and analyze the Dawkins retirement, discussing what was successful, what was not, and what could be done for future sponsorship activations in similar situations.

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Sponsorship Sales in Minor Sport: The Case of the 2013 International Triathlon Union World Duathlon Championships

Norm O’Reilly, Alana Gattinger, and Elisa Beselt

This case focuses on the sponsorship sales aspect of the 2013 International Triathlon Union World Duathlon Championships in Ottawa, Ontario, Canada. The case outlines the process of acquiring the right to host the event and creating/implementing a sponsorship sales strategy for the event. The case provides background on the sport of duathlon and the city of Ottawa’s capacity to host an international sport event of this level. This case recognizes that securing sponsorship is a major challenge that many small sport organizations and sport events face. Strategies are presented to show how these sport organizations can actively promote their offerings to overcome this challenge. Intended for graduate and undergraduate students in sport management, event management, and marketing, information for this case was obtained from interviews with event staff, secondary research, and documentation provided by the event organizing committee. It will be necessary for students to use critical thinking to provide feedback to the organizing committee about how they can target and acquire sponsors for the 2013 International Triathlon Union World Duathlon Championships.

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Costing Participation in Sport: The Best Option Dilemma of a Student-Athlete

Michael Alcorn, Gashaw Abeza, and Norm O’Reilly

Rebecca Griffin, a student-athlete, is coming off the best off-season training program of her 8 years as a rower. She is highly motivated knowing that a strong summer season could propel her to be both a major contributor to her university team in the fall and a contender to make it to the National Under 23 team. However, before she can pursue her athletic dreams, she needs to decide where she is going to row this summer and figure out if she can afford to pay for it. She needs to assess and consider the benefits and drawbacks of her summer rowing club options. Her considerations include club registration fees, travel, equipment, coaching, and competition entry costs for each, and how they will contribute to her career goals in rowing. Therefore, while working toward her goals, Rebecca must consider the affordability of her options, and make the best decision she can.

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Launching a National Sport Organization Loyalty Program: The Case of Club Hockey Canada

Norm O’Reilly, Denyse Lafrance Horning, and Ghazal Bandeh-Bahman

This case study presents seven challenges regarding the implementation of a National Sport Organization (NSO) loyalty program. Drawing on relationship marketing and sponsorship, the case traces the evolution of the Club Hockey Canada loyalty program, managed by Hockey Canada, a large and successful NSO. The case describes the following seven challenges for managers: resource allocation, process management, branding, rules and regulations for a key element of the program (i.e., Puck Bucks), risk management, sponsorship, and cost recovery. Targeted to upper year undergraduate and graduate students in sport finance or sport marketing, the case is based on information provided by Hockey Canada and secondary research. In completing the case, students will be able to learn about the seven challenges in building a successful loyalty program.

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Qatar 2022 World Cup: Designing a Context-Based Decision-Making Approach

Gashaw Abeza, Mads Quist Boesen, Norm O’Reilly, and Jessica R. Braunstein-Minkove

The case presents a challenging decision that the new Fédération Internationale de Football Association (FIFA) President faced with the Qatar 2022 World Cup. Specifically, the issues surround the agreement that the President signed a year after his election with Qatar Airways and the allegations made against the 2022 World Cup host country, Qatar, for human rights violations and state-sponsored terrorism. Right after the allegation was made against Qatar, the President formed an advisory group to help prepare him to make a rational decision on the case. You have been appointed as the members of the advisory board that is tasked with investigating and making recommendations on the President’s challenge of keeping his campaign promises of restoring FIFA’s image and raising more money for the federation.