Chrysler Jeep sports sponsorship Proposal

Report
CHRYSLER JEEP SPORTS
SPONSORSHIP PROPOSAL
Executive Summary
Megan McGinnis
Background Information
• Chrysler Group owned 11.5% U.S. Market Share in 2013.
• Behind GM, Ford and Toyota.
• Sold more than 1.8 million vehicles in 2013 for a revenue of
$72.14 billion.
• Made up of seven different brands.
• Jeep is second best performing brand behind Dodge.
• Market vehicles on image, not features.
• Spent $35 million on sports sponsorships in 2012 according
to IEG.
Selected Partnerships
$1.3 Million
$3.7 Million
SEC Sponsorship Assets
• FB Conference Championship Game
• Men’s Basketball Tournament
• Two (2) :30 jumbotron ads
• One (1) experiential marketing booth
• One (1) experiential marketing booth
• One (1) :30 jumbotron ad
• One (1) entrance/concourse sign
• One (1) :60 TV spot (championship)
• One (1) :60 TV spot
• Two (2) TV spots (semi-finals)
• One (1) coupon on back of tickets
• One (1) entrance/concourse sign
• Twenty (20) tickets to the game
• Five (5) tickets to each game
FEE: $1,300,000
Final Four Sponsorship Assets
• One (1) experiential marketing
•
•
•
•
booth
Two (2) concourse/entrance
signs
One (1) static scoreboard sign
Five (5) tickets to each game
One (1) :60 courtside rotational
sign
• One (1) :60 TV spot during
championship
• One (1) :60 TV spot during each
semi-final
• Four (4) :30 jumbotron ads
• One (1) ID in official program
FEE: $3,700,000
Jeep Target Audience
• Male
• Interested in Purchasing
• Affluent
SUV
• Likely to Own New Cars
• Active Lifestyle
• College Degree
Key Supporting Data Points
• College Football
• 68.5% Male
• $64,400 Median Household
Income
• 23.5% more likely to have
college degree
• 28% more likely to participate
in outdoor activities
• College Basketball
• 68.6% Male
• $62,568 Median Household
Income
• 13.5% more likely to have
college degree
• 15% more likely to participate
in outdoor activities
Key Supporting Data Points
• College Football
• 55.7% own at least one new
vehicle
• Those planning to buy SUV in
next year are 25% more likely
to be CFB fan
• College Basketball
• 54.9% percent own at least
one new vehicle
• Those planning to buy SUV in
next year are 30% more likely
to be CBB fan
College Football Fit Score
College Basketball Fit Score
Rejected NASCAR Fit Score

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