SEE 3160 Johnson and Wales University Sponsorship Revenue for New York Yankees Capstone Hello, Please see the attached assignment! For this assignment you

SEE 3160 Johnson and Wales University Sponsorship Revenue for New York Yankees Capstone Hello, Please see the attached assignment! For this assignment you will completing this assignment as the Vice President of Corporate Sponsorship for the Yankees. I will also provide my school login information when I have a writer to allow you to go through to find information that may also help to complete the work but feel free to use the internet to. Please note you will NOT be recording any video. I will do this myself using this work. Sponsorship Negotiation Video
(100 Points)
Due Week 8, Sunday, Midnight ET
Purpose
To develop negotiation skills through the implementation of a positive communication strategy.
Description
Students will actively participate in the negotiation role of either the Director of Sponsorships for
Dunkin’ Donuts (potential sponsor) or the Vice President of Corporate Sponsorships for the New York
Yankees (property).
Negotiation Scenario:
Director of Sponsorships, Dunkin’ Donuts (Potential Sponsor)
As Director of Sponsorships you are responsible for heightening brand awareness and ultimately
increasing sales and for Dunkin’ Donuts. Annually, you are provided with a $5 Million Dollar budget to
spend on sponsorships with properties in the sports and entertainment industry. The objective of each
sponsorship deal is to find creative ways to market the diverse portfolio of Dunkin’ Donuts options to
your target market. You currently have sponsorship deals with the following properties: the New
England Patriots, Boston Red Sox, Boston Bruins and Boston Celtics.
As Director of Sponsorships, you have done a tremendous job of enhancing the Dunkin’ brand and
increasing overall sales within the Boston market. However, sales at Dunkin’ Donuts locations
throughout the New York City market have been done in the past two years. Mainly, due to the strong
presence of Starbucks in the NYC area. You aim to change this through strategic partnerships with New
York based sports teams.
You recently met with your first potential partner in the New York area, the New York Yankees. You
were impressed with both their extensive sponsorship inventory and creative thinking and have been
invited back to Yankee Stadium to negotiate the terms of the sponsorship deal with the Vice President
of Corporate Sponsorships for the Yankees.
Components to consider when negotiating the deal:



Sponsorship Budget – You have already spent $4.2 Million of your $5 Million sponsorship
budget allowance for the fiscal year. As a result you only have $800,000 to work with. Do you
want to invest all of this money in a sponsorship deal with the Yankees?
Sponsorship Activation – You want to ensure this sponsorship deal accomplishes your objective
of enhancing your brand presence and driving sales at Dunkin’ Donuts in the NYC area. How will
the Yankees be able to leverage the organization’s brand equity to help you accomplish your
objective? Think creative sponsorship strategies. Remember the organization will be accepting
your sponsorship dollars so it’s up to the Yankees to devise a strategy for sponsorship activation.
Sponsorship Measurement and ROI – You want to consider how the Yankees organization
intends on measuring the effectiveness of the sponsorship activation. You could potentially be
For additional help please contact the Online Education team at onlinehelp@jwu.edu or 401-598-4429
Sponsorship Negotiation Video
(10 Points)
spending a lot of money with the organization, how are they going to demonstrate you are
getting return on your financial investment? Think technology and analytics.
Vice President of Corporate Sponsorships, New York Yankees
As Vice President of Corporate Sponsorships for the New York Yankees it is your responsibility to
generate over $10 Million Dollars a year in sponsorship revenue. You have been able to accomplish this
goal in recent years by negotiating sponsorship deals with corporations like Toyota, Canon, Delta,
PepsiCo and Bank of America. However, this year you are in danger of not hitting your sponsorship
revenue goal of $10 Million. At this point in time you have only generated $9 Million and only have a
week remaining before the sponsorship deadline. As a result, you are desperately attempting to
cultivate partnership with new sponsors.
Recently, you met with the Director of Sponsorships for Dunkin’ Donuts. You had a very productive first
meeting and have invited him back to work on negotiating a sponsorship deal. He has expressed to you
that his remaining sponsorship budget is $800,000. Your charge is to create a creative sponsorship
proposal and activation plan that will impress your potential client and get him to sign the sponsorship
contract before he leaves Yankee Stadium. Your client’s objective is to enhance the Dunkin’ brand and
increase sales at Dunkin’ Donuts locations in the NYC area. You will use your impressive sponsorship
inventory to deliver a creative plan that will help Dunkin’ Donuts accomplish this objective.
Components to consider when negotiating the deal:



Sponsorship Revenue – As previously stated, your client’s sponsorship budget is $800,000. Your
objective is to get the offer to be increased to $1 Million so you can achieve your sponsorship
revenue goal of $10 Million.
Sponsorship Activation – How will you help Dunkin’ Donuts accomplish its sponsorship
objectives of increasing brand presence and increasing sales? Think about the Yankees extensive
sponsorship inventory (i.e. stadium, website, social media, hospitality opportunities, access to
fans) and how you will implement creative strategies for your client. Be prepared to provide
your client with examples of what the Yankees will do for Dunkin’ Donuts.
Sponsor Return on Investment – How will the Yankees measure the effectiveness of the
sponsorship? How can the Yankees organization demonstrate Dunkin’ Donuts is getting return
on their financial investment? Think analytics, social media and technology.
For this exercise, you will partner with a classmate on-line and record your negotiation to post on the
discussion board. One student will play the role of the Director of Sponsorships for Dunkin’ Donuts. One
student will play the role of the VP of Corporate Sponsorships for the New York Yankees.
Submission Instructions
Upload the video to the Week 8 Discussion Board ulearn. Please reference the user guide for recording
a zoom video.
For additional help please contact the Online Education team at onlinehelp@jwu.edu or 401-598-4429

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