Marketing Case Study: Milwaukee Franchise

The rise in popularity of professional sports over the last century has brought financial gain and stability to many facets of the economy. Whether it is a new franchise, stadium, or the signing of a big-name player, these activities bring attention to a region or group and influence often comes as a result of that attention. Money brought into an area from ticket revenue, hotel bookings, merchandise sales, and other businesses are impacted financially when a stadium is built. The economic influence a stadium brings to a local economy is a positive one. Many factors come into play when anticipating the construction of a new stadium.

This session focused on the Toronto FC and how they market with a focus on the risks they recently took in their marketing campaign. To begin, Chris Shewfelt spoke about the history of the Toronto FC, from their 8 year slump without making it to the playoffs, to their most recent win. The Toronto FC has always tried to market in very different ways to make themselves stand out. At the very first soccer game, the ticket was a Toronto FC scarf which the crowd then held up during the national anthem. This became pivotal to Toronto FC games, because to this day people still wear scarves to the game and hold those scarves up high. Additionally, their most recent marketing campaign was pretty risky as it was based on the assumption that the soccer team would make it to the finals, which was not definite. The Toronto FC began with feeding content across all channels such as TSN. They then leveraged their partners for marketing purposes. Budweiser was the primary partner utilized, aiding in the creation of the Red Anthem commercial which connected the fans to the players and the game. TFC then had a viewing party, and although it was cold outside people still showed up. They then made sure that their players

The past 20 years have witnessed a massive transformation of professional sports stadiums in North America and the rest of the world. In the United States and Canada alone, by 2012, 125 of the 140 teams in the five largest professional sports leagues, the National Football League (NFL), Major League Baseball (MLB), National Basketball Association (NBA), Major League Soccer (MLS), and National Hockey League (NHL), will play in stadiums constructed or significantly renovated since 1990. This new construction has come at a significant cost, the majority of which has been covered by taxpayers. Construction costs alone for major league professional sports facilities have totaled in excess of $30 billion over the past two

Twenty years ago the United States started their first men’s soccer league. The Major League Soccer (MLS) started out in 1996 with 10 teams and has continued to grow the sport of soccer and the league currently has 20 teams. On the other hand, women’s soccer started a league after the U.S. women’s national team won the World Cup in 1996, but they failed to bring in revenue for the federation. The women are now on their third league and are starting to bring in the same sales as the men. Currently, when it comes to the national teams, the women are bringing in money for the federation while the men are losing the federation money, because they are not winning as many games as

It has faild to reach the fan base they wanted, and the MLS (soccer league) was close to be being shut down due to lack of fans and lack of income.

The Houston Dynamo, founded in 2005 in Houston, is an American professional soccer club that has gained popularity within the past few years through an increased interest in soccer on a national level. The explanation of the team’s name derives from the meaning of the word Dynamo- “someone who never fatigues, never gives up.” In 2006 and 2007 the Houston Dynamo were the MLS Cup winners. Five years later during their 2011 season, the Houston Dynamo moved from the Eastern Conference to the Western Conference. They ended their season standing at second place in the Eastern Conference. Recently the Dynamo have tried to make a comeback from their outstanding two years back in 2006. As of 2013 the Houston Dynamo

The last benefit is somewhat detached from the first two. It is what I would call a circular effect. The more the American Outlaws grow, the more passion there is. The more passion there is, the more the team feels valued and does better. The better the team does, the more fans will join. The American Outlaws website puts it like this, “The more the fan base is united, the greater the fan presence, the more passionate the atmosphere, the more strengthened the sport is. This leads to better results on the field and growth of support of soccer. This is the goal of The American Outlaws (The American

American soccer is ruined for ever! The MLS is short for Major League Soccer which is a league in the United States of America. It is a new league as it is only 23 years old. It was founded on December 17, 1993. It bases off from colleges where there is a super draft every year, you can be put in into if you want to but there is usually not a lot of players in the selection as most of the better players go play off to play in the better leagues like in England or go train with youth clubs. This is why I believe that the MLS is a retirement home for old soccer players and will most likely be one for the rest of soccer history in the U.S.

For decades, the National Football League has entertained Americans. Through this organization, football has quickly become one of our nation’s greatest pastimes. With exploration of the league, expansion teams are becoming a more popular idea. Which means, not only us, but also our brothers across the pond may soon share our excitement every Sports Sunday in the very near future. Although this would be the NFL’s first international team, it would not be their first international game. Exploration into the United Kingdom has come with some logistical problems but with NFL executives having board meetings regularly, there is a possibility to have a team in London as early as 2022.

In the general external environment there are seven factors which affect an organization. One of the areas is the economic segment. The USFL was in the United States economy and they had success with relatively good television ratings. However, mismanaging money in the form of signing players above the salary cap with the owners money caused league owners to be in debt and unable to pay for their teams which led towards the leagues decline. The demographic segment affected the decision to move the league to the fall or keep it in the spring. The league would need to evaluate what time to play the games and when during the year to appeal to the majority of the population and the most ideal age group. The USFL was on the rise by putting teams in more places such as Boston. The Boston Breakers played at Boston Universities’ field which was right by the highway. This location provided advertising for the team because people would drive by the stadium every day. During the beginning the USFL was rather popular among the societies it was in and by getting popular players the league was entertaining fans. The attitude of the fans changed when there was a proposed move to the fall because they enjoyed being able to have football in the spring. This attitude change can negatively affect the sociocultural segment with the USFL. A global segment could possibly have helped the USFL if they decided to do business in a new global market such as starting a team in Canada. This would expand the market for the USFL even more. In the technological segment the USFL was trying to get more of their games on popular developing stations on television. By broadcasting the games on television and using advertising the hope was to draw in more fans. Last the legal segment proved to be the ultimate decline for the USFL. The

The National Football League (NFL) is looking to expand its brand name. As American fans and statistics will clearly show, football is far and away the most popular sport in the states. The National Football League is looking to expand it 's fanbase and globalization within the NFL can create steady growth for the sport. More specifically, the NFL is looking to move to Europe. The NFL league officials have been pushing hard for a full time franchise to relocate into the European Market, becoming the first NFL franchise to call the city of London home. NFL fans, however, are not too happy about the idea of moving a popular American sport to a country and community that is difficult to

This directly impacts the projected NPV of the project as almost 95% of the cash flows are derived from this boost in sales. In addition to the financial support, remodeling the Stadium location also fits well with their business strategy. Some of the key supporting evidence includes a high percentage of the target market in the trade area at 42% of college educated adults, and a population with the highest median income of the group at $65,931. Most important to Target however, would be the maintenance of their brand. As a company that places a high value on the image of their brand, revitalizing a lagging store would both keep their presence in the local area and potentially draw more customers to an upgraded location. The final decision would be to accept the project under no budget constraints, but not issue new debt or equity to achieve it.

The article titled “Better than London” discusses the expansion of the NFL to London, and the implications involved with this. While the NFL has been located in the United States for around 87 years, they are now expanding its company to London, England, making it its first overseas expansion into the European market (Vrentas, 2014). This expansion has seemed optimistic, and the NFL’s strategy for expansion seems to be going well, however, they are starting to realize some of the implications involved with this (Vrentas, 2014).

Using customer satisfaction surveys would be a great market research tool for Dyer to use to identify the types of new programs his customers are looking for. Diversification in NOCO’s target markets is another avenue for Dyer to explore to expand his business. Consumers in Colorado are very interested in soccer. Is there enough interest to warrant developing adult soccer teams? Is there a market for toddler soccer training? What about a childcare program for younger kids so parents can watch older kids compete in the tournaments? Dyer needs to hit the pavement in his community and in the neighboring communities to get first hand feedback from the demographics he is targeting. In order to increase awareness of his business in the towns adjacent to Fort Collins, Dyer could host recruiting events in Loveland, Longmont and Greeley. With the information he gathers at those events he could consider the viability of bussing new customers to Fort Collins or offering camps outside his home base. This type of market development could be instrumental in growing NOCO into the recognizable brand that Dyer wants it to be.

As the partial (50%) owner of The Crescent City Bar and Grill, located in New Orleans, Louisiana, I am in part responsible for the initiation and monitoring of all sales promotions adapted by this establishment. Currently, Jake, the other partial (50%) owner, has created a new happy hour sales promotion, which applies significant discounts to patrons during the happy hour from Monday thru Friday. There are several objectives a business might expect when any sales promotion is employed, such as boosting profits, maintaining the patronage of loyal customers, attracting a new target market, increasing community awareness of the business, introducing a new product to consumers, or even as a means