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- American Express hosted the hydro-interactive tennis experience as well as the PIVOT NBA video experience. Considering the 5 principles of property-brand association, what factors about Amex will facilitate the transfer of affinity from passionate tennis/basketball fans to the brand?
- What did Kumho, a tire company, do to manufacture relatedness with the NBA?
- Why didn’t Kumho just put a big sign on the scoreboard at the Knicks game? Among other factors, how does street value of a sponsorship play into this decision?
- Each of these sponsorship activations were instances of live marketing. Why are sponsors turning to these types of campaigns?
- Did you notice any discount offerings in these top 10 digital sports sponsorships? Why do you think this is?
These questions relate to Chapter 13 of Team Sports Marketing: Affinity Transfer Model. Kamar Aiken Jersey