Suppose you are the Director of Sports and Entertainment Marketing for Pepsi:
4) Acting as the Director of Sports and Entertainment Marketing for Pepsi answer the four questions below:
a. What is one sport property (not an athlete) that you would recommend Pepsi sponsors? Why do you think
this property would be a good fit for Pepsi? (5 pts.)
b. What are five specific objectives you would have for Pepsi’s sponsorship of the property you mentioned in
4a? That is, what would you hope to accomplish through this sponsorship (5 pts.)
c. What are five key pieces of inventory you would negotiate into this sponsorship agreement for Pepsi? Why
do you think these are the most important inventory items you should negotiate into the deal? (5 pts.)
d. Describe two ways you would activate/leverage this sponsorship for Pepsi using the specific inventory you
mentioned in question 4c (5 pts.)
5) Using the source models we discussed in class who is one athlete that you feel
6) As the Director of Sports and Entertainment Marketing for Pepsi you have also been asked to give a
presentation on influencer marketing. Specifically, you should discuss what influencer marketing is and how
Pepsi could benefit from using influencer marketing. Then you should make a recommendation for who Pepsi
should use in an influencer marketing campaign and what you would ask the influencer to do for Pepsi (i.e.,
how would this be activated). Note: the influencer you choose does not necessarily have to be an athlete. (10
pts.)
7) Now suppose you work for Coca-Cola. Describe in detail two different ways you would ambush Pepsi’s
sponsorship that you described in question 4. Be specific/detailed with your ambush marketing
strategies/recommendations (10 pts.)

Sample Solution