In this class, you will develop a sponsorship proposal, customized for your targeted for-profit organization (e.g., Hyundai). In this proposal, you will discuss how the images of the sports property (e.g., FIFA) are compatible with those of the prospective sponsor (e.g., Hyundai). Once done, you can produce an image-fit radar chart, an indispensable element to be included in your proposal.
Q1: Identify the name of your chosen Sport Property (5 points)
answer- Los Angeles Dodgers and my chosen prospective sponsor is In-N-Out Burger
Q2: Identify the name of your chosen Company’s name. Please make sure to
choose a for-profit organization (5 points)
Q3: (Image fit) Identify the four image descriptors that you consider best describe
the Property (10 points)
To identify the image descriptors, you should interview major stakeholders (e.g.,
fans) of the Sports Property. Based on the interview data, you could identify the best
four images that best represent the Property. For the current exercise, however, you
may choose arbitrarily the four descriptors which you believe best
characterize the property. Image descriptors can be nouns or adjectives. The FIFA
owns the following descriptors – global, leader, multi-cultural, and excellence.
Chosen Property: Los Angeles Dodgers
Q4 (10 points): Some of the descriptors above may represent the Property extremely
well whereas others might only moderately. Use checkmark () to indicate how much
you believe each descriptor represents the Property on a scale of 1 (weakest) to 7
Q5 (10 points): Evaluate the chosen Company using the same descriptors. Indicate how much each descriptor represents the Company on a scale of 1 (weakest) to 7 (strongest).
*Tip: I recommend that you identify IMAGES (descriptor) that are superior for the
Property and inferior for the Company. Only then can you argue later that the
positive Property images will be transferred to the Company through sponsorship.
Q6 (20 points): (Creating “Sponsor-Property Image Match Radar Chart”) Open a blank Excel Worksheet; create a table as shown below then enter data as collected for Q5 and Q6.
Q7 (20 points): What do you learn from the graph? Discuss your findings.
Q8 (20 points): What (activation) idea do you have to improve or strengthen a
lacking image of the Company?
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