PGA Tour - Subway Sales Proposal (SPM 215)

27
PGA Tour Sponsorship Proposal Kevin Agresto Dan Gorman Alex Tavernier Kyle Thweatt Max Winter Derek Wohlfarth

TAGS:

description

Project for Sales in Sport class, which is a part of the Sport Management curriculum at Syracuse University. My group acted at the PGA Tour looking to sell a title sponsorship to Subway. Project was created in April 2012.

Transcript of PGA Tour - Subway Sales Proposal (SPM 215)

Page 1: PGA Tour - Subway Sales Proposal (SPM 215)

PGA Tour Sponsorship Proposal

Kevin Agresto Dan Gorman Alex Tavernier

Kyle Thweatt Max Winter Derek Wohlfarth

Page 2: PGA Tour - Subway Sales Proposal (SPM 215)

Executive Summary

• Title Sponsorship

– Official PGA Tour event with namesake

• Corporate Sponsorship

– Official restaurant

– Catering right of first refusal

• Civic Engagement

– Commitment to giving back

Page 3: PGA Tour - Subway Sales Proposal (SPM 215)

About the PGA

• Elite men’s professional golf tour in the world• Includes PGA Tour, Champions Tour, and

Nationwide Tour• Mission

– Expand domestically and internationally– Commitment to integrity– Generating revenue for charity

Page 4: PGA Tour - Subway Sales Proposal (SPM 215)

About the PGA

• Contribution to charitable causes• Not-for-profit organization• Donated over one billion dollars to help more

than 2,000 charities

PGA Tour CommissionerTim Finchem

Page 5: PGA Tour - Subway Sales Proposal (SPM 215)

Subway Needs

• Strengthen overall brand• Expand global reach• Engaging in local communities• Catering and non-traditional• Overall healthy, not health food

Page 6: PGA Tour - Subway Sales Proposal (SPM 215)

Title Sponsorship

– Identified with an official PGA Tournament, as official sponsor

– Usage of Tour logo– Multi-channeled marketing opportunities– Physical event advertising– VIP passes and tent– Profit from event to charity

Page 7: PGA Tour - Subway Sales Proposal (SPM 215)

Corporate Sponsorship

– Official Restaurant of the PGA Tour– Multi-channel advertising platform

• Online and physical event

– VIP and Pebble Beach Pro-Am– Catering Right of First Refusal

Page 8: PGA Tour - Subway Sales Proposal (SPM 215)
Page 9: PGA Tour - Subway Sales Proposal (SPM 215)
Page 10: PGA Tour - Subway Sales Proposal (SPM 215)
Page 11: PGA Tour - Subway Sales Proposal (SPM 215)
Page 12: PGA Tour - Subway Sales Proposal (SPM 215)
Page 13: PGA Tour - Subway Sales Proposal (SPM 215)
Page 14: PGA Tour - Subway Sales Proposal (SPM 215)

Benefits

• Title and Corporate Sponsorship– Increased brand exposure– Premium hospitality opportunities– Civic Engagement

Page 15: PGA Tour - Subway Sales Proposal (SPM 215)

Demographics of the PGA

• Nearly 41,000,000 fans age 16 and older• 2.5 million total fans 16 and older attended

events• 40,000,000 TV viewers• 1,000,000 Online viewers• 231,000 Mobile viewers

(Sports Fan Market 2010)

 

Page 16: PGA Tour - Subway Sales Proposal (SPM 215)

Demographics of the PGA

• Attendance:16-34: 34%35-49: 23%50-64: 29%

• TV Viewer:16-34: 21%35-49: 25%50-64: 29%65+: 25%

• Online:16-34: 50%35-49: 15%50-64: 21%65+: 14%

• Mobile:16-34: 58%

(SBRnet)

Page 17: PGA Tour - Subway Sales Proposal (SPM 215)

Global Expansion

• Subway’s start• State of the QSR industry• Comparable to the Tour• 23 percent of PGA is non-American• More than half of top 50 is non-American• Golf and Rio 2016

Page 18: PGA Tour - Subway Sales Proposal (SPM 215)
Page 19: PGA Tour - Subway Sales Proposal (SPM 215)
Page 20: PGA Tour - Subway Sales Proposal (SPM 215)

2009

Page 21: PGA Tour - Subway Sales Proposal (SPM 215)

PGA Tour Events in the United States

2012

Page 22: PGA Tour - Subway Sales Proposal (SPM 215)

Vision of Partnership

• Foster a long-term, successful relationship• Coca-Cola as a common partner• Enhancing public image through community

involvement

Page 23: PGA Tour - Subway Sales Proposal (SPM 215)

Civic Engagement

• PGA Tour is tax-exempt, not-for profit organization

• Over 2,000 charities and more than one billion dollars donated

Page 24: PGA Tour - Subway Sales Proposal (SPM 215)

Civic Engagement

Page 25: PGA Tour - Subway Sales Proposal (SPM 215)

Financials

• Title Sponsorship– Five year, 4.5 million dollar deal

Year Naming Rights

Advertising Space

Affiliation with PGA Tour

Hospitality Tent

Pro-Am Spots

1 $500,000 $300,000 $70,000 $20,000 $10,0002 $500,000 $300,000 $70,000 $20,000 $10,0003 $500,000 $300,000 $70,000 $20,000 $10,0004 $500,000 $300,000 $70,000 $20,000 $10,0005 $500,000 $300,000 $70,000 $20,000 $10,000

Page 26: PGA Tour - Subway Sales Proposal (SPM 215)

Financials

• Corporate Sponsorship– Five year, 750,000 dollar deal

Year Affiliation with the PGA Tour

Advertising Space

VIP Passes and Pro-Am Spots

Catering Rights

1 $70,000 $60,000 $10,000 $10,000

2 $70,000 $60,000 $10,000 $10,0003 $70,000 $60,000 $10,000 $10,000

4 $70,000 $60,000 $10,000 $10,0005 $70,000 $60,000 $10,000 $10,000

Page 27: PGA Tour - Subway Sales Proposal (SPM 215)

Together, anything’s possible

http://together.pgatour.com/players/

PGA Tour Video on YouTube