Marketing Assignment_Cristina Solorzano (1)

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Feb 20, 2024

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Sports and Entertainment Marketing Assignment 1. What have the NFL teams who won license agreements done so far to expand to their desired markets? You may pick a team or look at several teams. Last year, the Dallas Cowboys secured a license to expand their marketing into Mexico (Swanger, 2021). Mexico is the Dallas team´s highest-engaged international fan base. Now, a year later, the Dallas Cowboys scored a partnership with Mexico´s biggest media company, TelevisaUnivision. The partnership consists of a 3-year contract in which the media giant will broadcast all the Cowboy´s preseason games through 2024 and provide a gateway into possible Mexican partners and sponsors (Gehiken, 2022). Even though 18 teams were granted access to international markets, and more specifically 9 teams were awarded Mexico as a marketing area, only the Dallas Cowboys were the most productive in securing deals of this magnitude and scope in their international market. 2. How might MLB benefit by awarding international market licenses? Which markets are most appealing and why? Awarding international market licenses permits the league to access the already established fan bases in international markets and start profiting by providing direct services to them, such as televised games, media exposure, etc. Not only will this permit the MLB teams to gain profit from their established fanbase, but also gain exposure in different markets and with that, grow the international fan base. The most appealing markets for the MLB teams are Asia, Europe, and South/Central America (Williams, 2022). These markets are appealing as they already contain an established fan base and/or are the location of MLB training academies or talent farms for players in foreign countries that want to be able to play in Major League Baseball. The latter reason is one of the main drivers of MLB’s international expansion. In the past 60 years, the MLB´s international players have risen from 8% to 36% and growing (Giles, 2022). 3. Look at one of the recent league expansion franchises. How would you assess its success? When is league expansion a good idea and when is it not? Looking at the Dallas Cowboys, I would assess their success by a few key metrics: 1. Level of engagement that the new market produces 2. Number of new viewers/fans produced compared to the investment of the expansion (ROI) 3. Number of partnerships and sponsorship opportunities available in the market. A league expansion is a good idea when there is already an interest/established fanbase in that market and/or the sport is already popular in that market locally or internationally from other countries. A league expansion must start with an already established fanbase that will help the league with exposure and, down the line, the expansion of fanbase and support.

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