First, read Chapter 1: Intro to Team Sports Marketing.
Then read the article, Oracle Buys Naming Rights to the San Francisco Giants' Waterfront Park.
- What is Oracle seeking to do in the minds' of Giants fans by buying naming rights to their ballpark?
- What is sponsor activation? Is Oracle's name on the ballpark enough to activate Oracle's brand in the minds of Giant fans?
- How can Oracle increase fan engagement?
- What should the Giants do for Oracle to show them their ROI?