Puma : a sponsorship case study

• Autor(a) principal: Vasconcelos, Tomás Garcia Pestana de
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/16839
• topic: Sponsorship marketing; Football club sponsorship; Puma; Reference group; Global vs local brand; Marketing; Patrocínio; Futebol; Grupos de referência; Marca global vs local; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This case study provides an overview of the sporting goods retail industry and the main players in the market and presents a decision-making moment from the Head of Sports Marketing Teamsport in PUMA regarding the company’s strategy for the year 2013, revolving around the pursuing one of the world’s leading football teams in order to get a sponsorship deal, or on the other hand it is better for the brand to make smaller deals with more teams with a smaller dimension. In the football, or soccer, environment, it becomes important for brands to use, in the way of sponsorship, teams and athletes as reference groups for their final consumers. In the sporting goods retail industry, brands try to use opinion leaders and their media visibility to increase the merchandising sales, create a relationship with the consumers and leverage their position against the rivals, which is precisely what this case study is about. In the teaching notes there are some frameworks that may apply for this subject, as well as a proposed case resolution.