Oracle’s Giant Purchase in San Francisco

First, read Chapter 1: Intro to Team Sports Marketing.

Then read the article, Oracle Buys Naming Rights to the San Francisco Giants' Waterfront Park.

  1. What is Oracle seeking to do in the minds' of Giants fans by buying naming rights to their ballpark?
  2. What is sponsor activation? Is Oracle's name on the ballpark enough to activate Oracle's brand in the minds of Giant fans?
  3. How can Oracle increase fan engagement?
  4. What should the Giants do for Oracle to show them their ROI?

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