It is now your time to step into the shoes of the Visionary Sport and Entertainment team advising Ontario Airlines on a potential naming rights spornsorship agreement with the Buffalo Bills.
Steve Steel has tasked Visionary S&E with crafting a naming rights proposal with an annual value of $7,000,000 that he could then bring to the Bill’s corporate sponsorship department (as a starting point for negotiations). The Proposal should fulfill the following objectyives:
1. Accelerate sales opportunities – from both new and existing leads – among fliers in the Western New York market.
2. Build a bond with Bills fans that allows for data capture through team channels (email, social media, web, etc).
3. Transfer the passion fans have for the Buffalo Bills to the Ontario Airlines brand, establishing a loyalty airline that lives synonymously with Bills fandom.
4. Does not exceed an average annual value (AAV) of $7 million per year over the life of the agreement
5. Maximum term of five (5) years.
In a powerpoint presentation to Steele, you will construct a proposed naming rights package that leverages available team and stadium assets to accomplish the stated objectives above, working from the rate card in Exhibit 1 that lists available asstes with pricing.
The presentation should first outline the assts you chose to include, and why, and how those assts achieve the stated objective for the brand. Then, careful consideration should be given to the collection of assts as a whole, and how this package of assts would be activated over the span of a typical Buffalo Bills calendar year, to the benifit of Ontario Airlines.
