Apply the relevant prompt to sports marketing concepts to contemporary, real-time, issues in the marketplace. Assessment will be based upon thoroughness, completeness, depth of thought, uniqueness of thought, analysis/synthesis, application, and professionalism. Research, think critically, immerse yourself, in depth analysis, and use evidence to form conclusions. Understand the process and the situation from all sides and apply it to the marketing/branding perspective.
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Case Study #1
Sports Marketing (MKTG 430)
XFL: Room at the Table or Football Monopoly?
After conducting appropriate supporting research, please answer the following:
1. What marketing, branding, and/or advertising strategies is the XFL using to establish its
identity? What is the league’s identity? How does this differ from the general approach of
the NFL? Please support your conclusions with appropriate information (including
relevant statistics). Moreover, please detail examples which illustrate the concepts that
2. Based on the XFL’s history, as well as figures regarding the popularity of football
(relative to other sports) in the US, is there an opportunity for the league to succeed
domestically? Internationally? What has changed in the last twenty years, with consumers
and/or society, that would indicate future performance of the league? Will the NFL
maintain a monopoly on football? Please use supporting information when forming your
3. Considering the XFL’s current marketing and branding processes, what would you do
differently? Speak to the effectiveness of the league’s consumer segmentation, brand
identity, promotional strategies, etc. Please use statistics and other supporting information
to bolster your conclusions.