MKT 829 Take Home Exam

The venue will host OverActive’s Call of Duty and Overwatch League pro franchises with esports events up to 40 nights a year. That means state-of-the art video to showcase the gaming action. But Hunter says the venue will host everything from music and awards shows to theatre and corporate events.“Anybody who performs, I think, will find the space desirable,” he said. “We’ve tried to create intimacy. We’ve tried to create flexibility.”The Weeknd, a star musician who has an ownership stake in OverActive, is also being
consulted. The budget for the overall project is said to be around $400 million for the entertainment venue and hotel. OverActive owns esports franchises in the Overwatch League (Toronto Defiant), Call of
Duty League (Toronto Ultra), European League of Legends (MAD Lions, playing out of Spain) and Counter Strike: Global Offensive (also MAD Lions).

**** To answer all questions, you must support all responses with secondary research that you cite in text APA

**** You can respond in point form

Although this project is in the early stages you will be acting as the Chief Marketing Officer who will be seeking Partners for this Venue that is highly focused on E-Sports Global Events To assist you with this take home exam I have posted A PowerPoint deck from MLSE that informs you of how MLSE as an organization strategically identifies and represents sponsorship/partnerships:

Below is how they define Sponsorship and Strategic Marketing Partnerships
Sponsorship: A company brand paying for association/visibility to be part of an event or
association with a team, league or event
Strategic Marketing Partnerships: Creating Valued and Dynamic Marketing Platforms that
provide solutions tailored to the unique business objectives of our partners to help drive their
business forward

TASKS

1. What does this Venue/ brand stand for (brand values)? A sports body should have a clearly defined brand and brand values. Some of its properties may also have brands and brand values. These brand values could be: courage, flair, endurance, friendship, strength, agility, fun, family. These concepts reflect strong, positive human values that are attractive to sponsors. They are why sport itself has appeal and attracts thousands of participants and many more followers and viewers. 10 Marks
2. What makes us compelling (brand positioning)? Given all the other sports bodies out there, and all the other worthy causes, what makes us (or our property) a compelling proposition to a potential funder? The answer to this question may be something like: because we (or our property) are the original, best, largest, fastest growing, newest, toughest, most appealing to youth, families etc. 10 Marks
   Sponsors receive many approaches from organisations each month, sometimes each week. If your organisation or proposal isn’t compelling, it won’t attract investment and sponsorship.
3. Define your Partnership Philosophy- see the PowerPoint “Take Home Exam” 8 Marks
4. On Slides 5 and 6 MLSE has defined their Partnership Objectives-
   Inform me of your 4 Partnership Objectives for this new Esports/entertainment venue. See slides 7 and 8- 12 Marks- How will you Drive Value?
5. Define 2 major consumer segments that you will be targeting this esports venue (Define by demographics, psychographics, usage behavior, benefits sought 10 Marks
6. Select 4 Brands/Corporations that main sponsors that you want to partner with include only those businesses you believe have the potential to afford to sponsor your property 20 Marks

Provide the names of the Partners- /Brands

Detail information about the brand- are they local or Global-Their products
, Their services

Explain why you believe they fit with this venue/and the prospective
consumers that will attend E-sports events

Identify the Partners 2 main target segments ( consumers) -Dem/Psych/

7. What will they get – for being a Partner? ( In exchange for the sponsorship dollars what will this Venue provide them)- benefits? See slides 9-22- for examples 20 Marks
Detail the sponsorship package offered. The package must focus on what value the funder will receive, and may include all or some of the following:

• Naming rights
• Rights to associate athletes with brands (a growing activity)
• Social Media
• Engaging Content-short and or long
• Streaming
• Event on-site recognition (banners, booths, sideline signage, field or playing surface signage, screen
  signage, banding on competitors, support crew or other personnel etc)
• Pre-event promotions (media launch, advertising, publicity, online competitions, Facebook page,
  Twitter campaign, website etc)
• Event promotions (sampling, booths, competitions, product sampling etc)
• Entertainment opportunities (special seating, hospitality, free tickets, car parking, meet the athelets
  session, celebrity guests etc)
• Public speaking opportunities
• Product placement
• Consumer promotion exclusivity
• Mobile phone content
• Merchandising rights
• Database access
• Online community building (Facebook page, Twitter campaign, competitions, push emails, ticket
  sales etc)
• Webcast rights (live stream or on demand)

Provide the following information in your response

• How much, $ based on secondary research do you believe you can request for each
  partnership?- support with secondary research that you cite in text APA
  All costs associated with the sponsorship should be listed:
• The sponsorship fee; what the sponsor must pay directly to the sport in exchange
  for the rights on offer
• Signage costs, logo costs, website costs etc. All the items associated with
  branding the sport, team, venue etc with the sponsor’s message

8. As discussed in class, throughout this semester, a common theme evolved -we
cannot separate sports from politics/global social cultural issues. Based on this how will this new Venue address injustices, inequalities, racism within the sports – esports? Provide 4 points that you as the CMO, will ensure that such issues will be addressed. Please see this link for an example 10 Marks https://www.mlse.com/news/mlses-commitment-to-address-systemic-racism-and-to-promote-social-justice

Solution

Venue brand value

Esports, formerly known as electronic sports, is a term used to describe how video games
have changed over the years since they respond to the needs of current generations. Years down
the line, the description of esports was expanded to include individual or team tournaments
conducted with a computerized format in a structured and organized environment. The Esports
industry has become a central component through esports events that the young generation has
recently enlarged. Therefore, this has become a foundation for researchers, and a prediction
model has been devised to identify whether some variables would predict or become
recommendations for esports events. But mainly, the extent of the event was prejudiced through
gender. To collect the necessary information, a feedback form was circulated, evaluated, and
consisting of measures derived from earlier studies throughout a nationwide esports tournament
held in Sevilla, Spain (Amor &Gomez-Tafalla2022). The SPSS software statistical program was
used to analyze all of the results. A detailed study of the data and a t-test for individual
specimens were measured first, followed by an independent variable and a dependent variable to
evaluate the dependence of the proposal’s three predictive variables… Please click on the Icon below to purchase the full answer at only $10

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