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Marketing the America's Cup in the United States: Windfall Opportunities for Growth

Description

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…

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

“Marketing for a Better World:” Creating a Course to Equip Students with the Knowledge to Make a Positive Societal Impact Through Their Work

Description

Over time, the conversation around the topic of business has shifted from being a source of money and a place for hard-workers, to fueling capitalism and only making the world a worse place, in a cycle which we cannot escape. Marketing is included in this shift of conversation and perspectives.…

Over time, the conversation around the topic of business has shifted from being a source of money and a place for hard-workers, to fueling capitalism and only making the world a worse place, in a cycle which we cannot escape. Marketing is included in this shift of conversation and perspectives. People have begun to only see marketing as fuel for this capitalistic cycle, rather than a way in which we can break it. It has been established that, contrary to current beliefs, marketing has the power to have a positive impact on society and benefit the world (Better Marketing for a Better World, 2022). It’s up to the new generations of marketers to enact this positive and necessary change. Creating an academic course for students in the W. P. Carey School of Business at Arizona State University is a starting point for this change. This study aims to address the gap in education for business students, specifically in marketing, to understand how marketing can positively impact society.

ContributorsHague, Anna (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor)

Created2023-05

The NFL in London: A Franchise Proposal

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…

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.

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

The Impact of Social Media: Revolutionary Changes in Sports Marketing

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…

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

Lack of Sponsorship in Liga MX

Description

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors…

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors that are associated with the league. Recommendations are given for the league to acquire sponsors to help the league continue to grow and succeed.

ContributorsMims, Ambreiah (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor)

Created2022-05

Mims Final Project (Spring 2022)

Description

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors…

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors that are associated with the league. Recommendations are given for the league to acquire sponsors to help the league continue to grow and succeed.

ContributorsMims, Ambreiah (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor)

Created2022-05

Mims PowerPoint Presentation (Spring 2022)

Description

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors…

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors that are associated with the league. Recommendations are given for the league to acquire sponsors to help the league continue to grow and succeed.

ContributorsMims, Ambreiah (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor)

Created2022-05

Struggles and Solutions with Administration and Marketing in Adaptive Sports: A Marketing Plan For Ability360

Description

The purpose of this project is to analyze the marketing efforts of an adaptive sports organization and identify possible areas for improvement. We will be conducting this marketing analysis as developed by Jeremy Darlow. Once we complete an analysis, we provide recommendations for future marketing efforts at Ability360, the organization…

The purpose of this project is to analyze the marketing efforts of an adaptive sports organization and identify possible areas for improvement. We will be conducting this marketing analysis as developed by Jeremy Darlow. Once we complete an analysis, we provide recommendations for future marketing efforts at Ability360, the organization of focus.

ContributorsGuenther, Christian (Author) / Hall, Nathan (Co-author) / Lee, Christopher (Thesis director) / Ramella, Kelly (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of Community Resources and Development (Contributor) / Department of Management and Entrepreneurship (Contributor)

Created2022-05

Comparative Analysis of Entrepreneurial Potential Between Gaming Competition and Training in University Students

Description

This project analyzes aspects of ESports and gaming in relation to college/university students and college/university campuses. The specific focus of the project was establishing that there was an interest in additional Esports and gaming engagement on campus and then determining what manner of engagement was most desired by students. In…

This project analyzes aspects of ESports and gaming in relation to college/university students and college/university campuses. The specific focus of the project was establishing that there was an interest in additional Esports and gaming engagement on campus and then determining what manner of engagement was most desired by students. In order to discover the most popular form of Esports and gaming engagement for students, we held two events: a recreational ESports Competition and tutorials to teach students how to mod video games. After carrying out these events we established that an Esports Competition was a more popular form of engagement. However, we also established that both forms of engagement would be successful with proper marketing and execution.

ContributorsPeles, Joseph (Author) / Chan, Brennan (Co-author) / Rips, Joshua (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Information Systems (Contributor)

Created2022-05

Polar Hydration - Empowering Cold-Weather Adventuring | Founder's Lab

Description

Polar Hydration is a company whose mission is to combat the risk of dehydration in cold climates and inspire the adventurer within all of us. Through ASU's Founder's Lab and a partnership with NASA, we set out to take NASA patented technology and develop a business through gathering public interest…

Polar Hydration is a company whose mission is to combat the risk of dehydration in cold climates and inspire the adventurer within all of us. Through ASU's Founder's Lab and a partnership with NASA, we set out to take NASA patented technology and develop a business through gathering public interest and implementing a marketing strategy. Our product consists of a freeze-resistant hydration pack which uses insulation and electronics to actively heat its water contents and prevent freezing.

ContributorsManship, Jackson (Author) / Dinnan, Ryan (Co-author) / Davis, Katie (Co-author) / Stevens, Nathan (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Mechanical and Aerospace Engineering Program (Contributor) / School of International Letters and Cultures (Contributor)

Created2022-05

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