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The America's Cup is the preeminent international sailing competition. Since the cup was first awarded to the United States in 1851 for winning a race around the Isle of Wight in England, it has been up for perpetual international competition. The purpose of this project is to assess the marketing strategies implemented for the 35th America's Cup which took place in Bermuda in June of 2017. Through qualitative and quantitative research I discovered the strengths and weaknesses of the current marketing strategies in addition to identifying opportunities for future Cups. While attending the 35th America's Cup in Bermuda I was able to conduct long interviews with several c-level executives of the America's Cup Event Authority as well as conduct a survey with attendees of the Cup. Analysis of this data allowed me to determine effective consumer awareness practices, ideal consumer involvement techniques, experience design, optimal marketing tactics, and strategic branding. I was also able to identify critical goals that the current Event Authority Management have set that embody their vision for future America's Cups. The ultimate objective of this research is to propose marketing strategies that will expand the influence of the America's Cup and transform it into an iconic and widely known sporting event in the United States. In previous years there has been very limited marketing invested in building awareness for the America's Cup so I plan to identify components that have brought them success in the past and then recommend new strategies and tactics that will successfully build awareness and increase viewership. These elements will then be able to be integrated into a marketing strategy and experience model for future America's Cups.
ContributorsHeisler, Alexandra Morgan (Author) / Gray, Nancy (Thesis director) / Lee, Christopher (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The NFL has a positive history sending teams across the pond to play a “London Series”. These games began in the 2007 season and have since increased popularity and buzz for the NFL as a whole in the London and UK market. Many conversations have occurred and spanned years of speculation of a possible franchise being relocated to London to allow American football fans in the UK market to have their own team as opposed to a few games a year. Because of the massive success of the international series for the NFL and the success that other leagues have seen with having a team outside of its home country, there is an argument for the NFL
to not only move a current franchise to London, but rather to create a brand new NFL franchise in London. Therefore, the objective of this proposal is to give a detailed amount of evidence to support the development of a new NFL franchise in London and provide the proposal for a possible franchise in the London market. The following describes instances of NFL franchises relocating and the effect of the decision.
to not only move a current franchise to London, but rather to create a brand new NFL franchise in London. Therefore, the objective of this proposal is to give a detailed amount of evidence to support the development of a new NFL franchise in London and provide the proposal for a possible franchise in the London market. The following describes instances of NFL franchises relocating and the effect of the decision.
ContributorsKish, Natalie Ann (Author) / Lee, Christopher (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor, Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all, it bands together entire communities with their passion for the game. American sports leagues such as the National Football League, National Hockey League, Major League Baseball, National Basketball Association, and many more, have all revolutionized the way that businesses view marketing though a user friendly, interactive, marketing tool with a universal reach.
ContributorsMarker, Sierra Kamalani Akiko (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05