Coronavirus and the Future of Sports League Brands

Case Study 3 Sports Marketing (MKTG 430) Coronavirus and the Future of Sports League Brands Proper research prior to engaging in any marketing (business) task is critical. After familiarizing yourself sufficiently with one of the major sports leagues (not the XFL; NBA, MLB, NHL, NFL soccer), their response to coronavirus (actions for playing/suspending play; marketing/branding offerings, etc.), please answer the inquiries below. Remember, you will be assessed on the depth of your analysis, uniqueness of insights, research support underlying assertions, and synthesis/application of appropriate content. 1. What response did the respective sports league take during the initial stages of the coronavirus outbreak, especially relative to others? What effect did the actions have on the brand of the league (co-branding, sponsorships, consumer markets, community involvement)? Which marketing/promotions/branding elements were affected (identify these specifically), and how? 2. What measures has the league taken since (plans to resume play; alternative structures; complete cancellations)? How have these (or the absence of) affected the brand, the consumer/fan base, and the marketing strategy? How have the league, generally, and its member teams, specifically, adapted their marketing/promotions/branding strategy or content? Please provide examples from the marketing or promotions mix, and support your conclusions. 3. Is the league well-positioned to succeed after coronavirus? Why or why not? What marketing (branding) strategy would you suggest moving forward from here? Why? Please identify specific examples from the marketing mix or promotions mix, and support your conclusions.

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