AlA Comparative Analysis of Promotional Campaigns between Competing Sports Organizations

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Compare and Contrast of Promotional Campaigns Between Competing Sports Organizations Objective The objective of this study is to compare and contrast promotional campaigns of competing sports organizations. This study will document incentivization tactics employed and how these tactics differ. As well, this study will examine how the incentives are communicated to the consumer and answer what is the ratio between price-based and non-price based incentives. Introduction For the purpose of this study the sports organizations chosen are those of Alabama college football teams at the University of Auburn and the University of Alabama. These two teams are long-time rivals in the Southeastern Conference and when the two play one another, it creates a great deal of competition and excitement in the Southern states. I. Auburn Tigers A visit to the Auburn Tiger's website reveals many promotional campaigns including the 'Kids Club Birthday Parties' which includes Birthday Party packages for all key sports at the University of Auburn. Included are 10 event tickets, 10 shakers, 10 hotdogs and drinks, 1 autographed item, 1 cookie cake, the kids name on the scoreboard, and PA recognition. (Auburn University, 2013) Another promotional campaign of the Auburn Tigers is reported on the University website to include Tiger Sport Camp including sport camp for all major sports at the University of Auburn. The Auburn fan is also able to subscribe to or download schedules directly from

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