CHRYSLER JEEP SPORTS SPONSORSHIP PROPOSAL Executive Summary Megan McGinnis.
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Transcript of CHRYSLER JEEP SPORTS SPONSORSHIP PROPOSAL Executive Summary Megan McGinnis.
CHRYSLER JEEP SPORTS SPONSORSHIP PROPOSAL
Executive SummaryMegan 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• Two (2) :30 jumbotron ads• One (1) experiential marketing booth• One (1) entrance/concourse sign• One (1) :60 TV spot• One (1) coupon on back of tickets• Twenty (20) tickets to the game
• Men’s Basketball Tournament• One (1) experiential marketing booth• One (1) :30 jumbotron ad• One (1) :60 TV spot (championship)• Two (2) TV spots (semi-finals)• One (1) entrance/concourse sign• 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• Affluent• Active Lifestyle• College Degree
• Interested in Purchasing SUV• Likely to Own New Cars
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