Georgia Tech And Adidas Sponsorship Proposal
Georgia Tech and Adidas Sponsorship ProposalSponsorship ProposalGeorgia Tech and Adidas
Georgia Tech and Adidas Sponsorship ProposalMarch 3, 2016Adidas AmericaDonation Committee5055 North Greeley AvenuePortland, OR 97217To whom this may concern,The Georgia Tech Athletic Association is a Division I NCAA collegiate athletic programthat has been a gem in collegiate sport for over 100 years. We are looking to energize theGeorgia Tech brand to excite our fans, but also maintain our sense of tradition. Due togrowing competition in the ACC and NCAA we would like to raise our brand to higherlevels than those of our competitors. Adidas can provide us with these exact services, andwe believe our expectations will be exceeded. Our pursuit of excellence over the yearshas led us to do extraordinary things in our sporting programs, and we would like to seeAdidas come alongside our program and help us to accomplish even greater feats.Below is our sponsorship proposal, listing ways that this partnership will help raiseawareness to Adidas sense of tradition, excellence, and conscious efforts to create asustainable life cycle for its products. We believe that Georgia Tech shares these samevalues and have put forth our best efforts to provide opportunities for Adidas to gain asmuch, if not more benefit than Georgia Tech through this sponsorship. Georgia Techwould like to ask for 1.5 million per year to help Georgia Tech and Adidas cometogether to show America how truly excellent these sport organizations are. We arelooking forward to participating in this process with Adidas and are excited to see whatcomes of this partnership.Sincerely,Mike BobinskiGeorgia Tech Director of Athletics
Georgia Tech and Adidas Sponsorship ProposalGeorgia Tech Athletic AssociationOverview“I’m a Ramblin’ Wreck from Georgia Tech and a hell of a engineer.A hell of a, hell of a, hell of a, hell of an engineer.” This can be heardthroughout the city of Atlanta, erupting from 55,000 fans at BobbyDodd Football Stadium, or bursting through the doors of HankMcCamish Basketball Pavilion. The Georgia Tech Institute ofTechnology was originally founded in 1888. The Georgia Tech Athletic Association is currentlya Division I NCAA program, and members of the Atlantic Coast Conference. Mike Bobinski isleading the Georgia Tech Athletic Association as its Director of Athletics. Georgia Tech finishedwithin the top fifty for the Capital One Cup, a measure of a school’s athletic programs as awhole.Brief History Georgia School of Technology first opened its doors in 1888 In 1893 Georgia Tech formed its first sports and football team Watts Gunn was first Georgia School of Technology student to win the NCAA individual golf championshipGeorgia School of Technology wins its first national championship in football in 1929First official school mascot was created in 1930, a Ford Model A Sports Coupe by thename of the Ramblin’ WreckThe name of the school is changed to the Georgia Institute of Technology in 1948Georgia Tech joins the ACC in 1978Men’s baseball team appears in first of three College World Series in 1994Men’s basketball team earns trip to the NCAA championship in 2004
Georgia Tech and Adidas Sponsorship ProposalMain VenuesMajor Sports Facilities Bobby Dodd Football Stadiumo Originally built in 1913 and named Grant Fieldo Renovated in 2003 to seat 55,000 fanso Contains thirty two executive suites and the President’s Box.McCamish Basketball Paviliono Opened in October 2012o Seats approximately 8,600 fansRuss Chandler Baseball Stadiumo Reconstructed in 2002o Capacity of 4,157Merchandise VenuesGeorgia Tech has a unique partnership with Barnes andNoble, allowing the college to open a state of the artbookstore paid for by Barnes and Noble. The book storewas given a touch up and renovated in 2011, giving thestore an attractive and appealing look. Inside the Barnesand Noble student book store is a section called theTechnology Store. This is where students can purchasetheir technological necessities required for their classes.
Georgia Tech and Adidas Sponsorship ProposalSpecial EventsNIRSA ChampionshipsGeorgia Tech will be hosting the NIRSA Championship Series RegionalBasketball Championship at the Campus Recreation Center March 4-6,2016. Universities from over ten different states will be sending their clubteams to come and compete in pool-play to try and earn a position in thefinal rounds of bracket play to compete for first place in this collegiateclub team tournament.Aer Lingus College Football ClassicTo kick off the 2016 football season, Georgia Tech will be taking on theFighting Irish of Notre Dame in the Aer Lingus College Football Classic.This is a special event held in Dublin, Ireland at Aviva Stadium onSeptember 3, 2016. This is an extremely exciting event giving both teamsthe opportunity to make their mark opening day on foreign soil.NCAA 2016 Swimming andDiving ChampionshipMarch 17-19, Georgia Tech willbe hosting the NCAA nationalchampionships in swimming anddiving at the Georgia TechAquatic Center. The country’sbest swimmers will be competingto bring a national championshiptrophy home for their university.
Georgia Tech and Adidas Sponsorship ProposalFan Demographics Over 25,000 studentsare currently enrolledat Georgia Tech Georgia Tech isestimated to have thesecond largest fanbase in the ACC Over 1.5 million fansacross Americansupport Georgia TechAttendance StatisticsBobby Dodd Football Stadium Average attendance of 48,000 fansSold out three games during the2015-2016 seasonMcCamish Basketball Pavilion Average attendance of 7,300 fans pergameIncreased attendance by over 50% in2014, fourth highest jump in NCAARuss Chandler Baseball Stadium Average attendance of 1,200 fans pergameIncreased fan attendance of 5% dueto three recent College World SeriesAppearances
Georgia Tech and Adidas Sponsorship ProposalMedia CoverageGeorgia Tech Athletics are covered by these local and national media outlets 106.7 FM News Radio680 AM Sports RadioGT Gameday streamingFox Sports SouthESPNSocial Media Coverage Facebook: Over 100,000 followersInstagram: Over 25,000 followersTwitter: Over 36,000 followers
Georgia Tech and Adidas Sponsorship ProposalCompatibilityGeorgia Tech and Adidas strive towards similar organizational standards and goals that helpmake both of these establishments great. Adidas’ efforts to hold tight to the tradition of itsfounder Adi Dassler creates an atmosphere of pursuing excellence that would complementGeorgia Tech’s deeply rooted traditions of pursuing greatness. Another quality instilled inAdidas is its commitment to customer satisfaction. Through Adidas’ high standards for products,customers are rarely let down by what Adidas provides to its consumers. With the recentrenovations to athletic facilities across the campus, both organizations side by side would createa high quality experience for all fans to enjoy and appreciate. Adidas and Georgia Tech alsoshare a common interest in sustainability. Adidas has been steadily raising sustainabilityawareness through its “Sustainable Footprint” campaign. Georgia Tech has recently beenassigned to a campaign that’s goal is to create more sustainable cities. With these goals alignedAdidas and Georgia Tech can help to educate customers on the importance of living asustainable lifestyle.TraditionAdi Dassler founded Adidas in 1949 to pursue one goal; to provide Germany’s Olympic athleteswith equipment that would give them a competitive edge over their competition. This sense oftradition and pride has become the backbone to the hard work put forth by Adidas and its effortsin creating new and better products for its customers. Georgia Tech has a similar sense oftradition and pride. For over fifty years the Ramblin’ Wreck has led the football team onto thefield, and Georgia Tech’s fight song is over seventy years old. These are just a few examples ofhow Georgia Tech and its fans have dug deep into its roots and maintained traditions for almost acentury. Pairing both organizations respect to tradition can provide fans with not just memories,but a lifestyle full of traditions.
Georgia Tech and Adidas Sponsorship ProposalExcellenceAdidas is dominating the sports market and the reason is excellence. Adidas provides not only aconsistent product that meets customer’s needs, they also exceed expectations by providingfashionable gear, at affordable prices. Adidas is constantly providing their sponsored teams withnew uniforms with unique looks specific to the organization they are serving. Similarly GeorgiaTech is continuously updating their facilities to provide both players and athletes with the bestfacilities, but not sacrificing education. Georgia Tech takes pride in its academic integrity andefforts to encourage student athletes to excel on and off the court. Combining efforts betweenthese two organizations can provide experiences and products for fans that simply can’t be beat.SustainabilityAdidas has made great steps in improving their environmental footprint through their“Sustainable Footprint” project. This project allows customers the opportunity to recycle Adidasproducts, rewarding the customers who recycle their shoes. Adidas is doing its part to try andraise awareness to the importance of living a sustainable lifestyle. Likewise Georgia Tech placesa heavy emphasis on recycling by providing recycling filters atevery athletic facility on campus. Not only does Georgia Techencourage recycling, but it is also involved in a 12 millionproject to build a blueprint for sustainable buildings foremerging cities to follow when constructing new buildings.While both companies push for improving sustainability on alarge scale, combining the efforts of both organizations willprove to be extremely effective.
Georgia Tech and Adidas Sponsorship ProposalTarget MarketsGeorgia Tech’s two largest target market are students ranging from 18-24 years old, and middleclass families located in Atlanta. These two groups of Georgia Tech fans are crucial to thegrowth of the Georgia Tech brand. Providing Georgia Tech student athletes, and students with anexcellent facilities, apparel, and experiences will create loyalfans. Adidas has been providing college students with fantasticgear to provide students an opportunity to represent theiruniversity. Middle class families can come to Georgia Techathletic events and experience some of the greatest collegesport traditions in America at an affordable cost. By offeringthis experience at a price that is in range of middle classfamilies, this has grown the population of Georgia Tech fansover the years. Adidas has applied the same concepts ofaffordable costs to their apparel lines, allowing middle agefamilies to provide equipment for their children’s sportingneeds. Also providing middle class families the opportunity topartake in the efforts to help make Atlanta a more sustainableplace to live will demand an appreciation for the Georgia Techand Adidas brand.Sponsorship PackageIncreased Sales Opportunities Section in Barnes and Noble bookstore specifically for Adidas apparelBuild walk in merchandise stores at all three major sports facilitiesOffer students and season ticket holders with an online discount code for Adidas productsRaffles for fans to win an Adidas merchandise packBuild standalone Adidas apparel store on campusAdidas will be able to obtain information about theirconsumers through the surveys required to fill out toparticipate in raffles. Walk in stores are proven to producehigher sales than regular merchandise tent, providingthese specifically for Adidas apparel will draw fans in towander and make a selection from the large variety ofproducts. Also by providing students and season ticketholders with a discount code, this should help boostinternet sales by steering these consumers from otherbrands.
Georgia Tech and Adidas Sponsorship ProposalIncreased Brand Awareness Suites will be named the “AdidasVIP Boxes”Official sponsor of all athleticuniforms and apparelPremier stadium signageRadio advertisements on local radiostationsSignage in every athletic facilityOffer discount on concessions if youlike and Adidas social media pageOffer opportunities for students to be Adidas ambassadorsBy providing students and fans with only Adidas specific apparel and changing the suites intothe “Adidas VIP Boxes” will help fans become familiar with the excellent products and servicesthat Adidas can offer them, even outside of Georgia Tech merchandise.Improved Community Images Dedicate one game each season for fans to participate in the “Sustainable Footprint”projectProvide Adidas equipment to the local YMCA’s to promote physical activityOfficial sponsor of all the Georgia Tech Athletic Associations charitable eventsSpreading awareness of the Sustainable Footprint project with help raise awareness of Adidasstrong emphasis on its environmental impact. Bins will be set out at one football and basketballgame a season, and fans who bring in their old shoes to be recycled through the program willreceive a coupon code to Adidas online store, and few lucky fans will receive a prize of a 100 tothe Georgia Tech merchandise store. Also Adidas will donate basketballs and other assortedneeds to local YMCA’s to promote a healthylifestyle for the children of Atlanta. Byraising the efforts to provide services thatserve the local community, Adidas will riseabove its competitors as an organization whocares for the people they are serving.
Georgia Tech and Adidas Sponsorship ProposalTotal Package Value: 1,800,000Adidas Investment: 1,500,000Impact MeasurementIncreasing SalesThrough this partnership, Adidas will see an increase in both physical sales, and online sales.Adidas should also see an increase in customer response information. The following processeswill be implemented to calculate the success of the sponsorship: Calculate total sales and the new Adidas specific merchandise storesCompose data on the increase in online sales through the use of Georgia Tech discountcodesIncreasing Brand AwarenessThis sponsorship offers the opportunities for the Adidas brand to grow even stronger than italready is. Determining the awareness of Georgia Tech fans is crucial to this process. Thefollowing means will be taken to determine the success of increasing brand awareness: Conduct surveys with students waiting in line to enter into the student section at gamesOffer discount on concessions to all fans who fill out an Adidas awareness surveyCollect data on new social media interactions between Georgia Tech fans and Adidassocial media pagesCompile data from Adidas student ambassadorsCommunity ImageThe community surrounding Georgia Tech will become more aware of programs that Adidasoffers. Actions will be implemented to ensure that this partnership raises the community’sknowledge of these programs. The following steps will be taken to quantify that data: Count number of fans who donate shoes to be recycled at gamesConduct surveys on campus asking students about familiarity with Adiads’ charitableactsCollect surveys conducted by the YMCA’s to calculate the raise in awareness of Adidas’local services to the community
Georgia Tech and Adidas Sponsorship Proposal Main Venues Major Sports Facilities Bobby Dodd Football Stadium o Originally built in 1913 and named Grant Field o Renovated in 2003 to seat 55,000 fans o Contains thirty two executive suites and the President’s Box. McCamish Basketball Pavilion o Opened in October 2012 o Seats approximately 8,600 fans Russ Chandler Baseball Stadium
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