CHRYSLER JEEP SPORTS SPONSORSHIP PROPOSAL

Executive SummaryMegan McGinnis

Background Information• Chrysler Group owned 11.5% U.S. Market Share in 2013.• Behind GM, Ford and Toyota.

• Sold more than 1.8 million vehicles in 2013 for a revenue of $72.14 billion.• Made up of seven different brands.• Jeep is second best performing brand behind Dodge.

• Market vehicles on image, not features.• Spent $35 million on sports sponsorships in 2012 according

to IEG.

Selected Partnerships

$1.3 Million

$3.7 Million

SEC Sponsorship Assets• FB Conference Championship Game• Two (2) :30 jumbotron ads• One (1) experiential marketing booth• One (1) entrance/concourse sign• One (1) :60 TV spot• One (1) coupon on back of tickets• Twenty (20) tickets to the game

• Men’s Basketball Tournament• One (1) experiential marketing booth• One (1) :30 jumbotron ad• One (1) :60 TV spot (championship)• Two (2) TV spots (semi-finals)• One (1) entrance/concourse sign• Five (5) tickets to each game

FEE: $1,300,000

Final Four Sponsorship Assets

• One (1) experiential marketing booth• Two (2) concourse/entrance

signs• One (1) static scoreboard sign• Five (5) tickets to each game• One (1) :60 courtside rotational

sign

• One (1) :60 TV spot during championship• One (1) :60 TV spot during each

semi-final• Four (4) :30 jumbotron ads • One (1) ID in official program

FEE: $3,700,000

Jeep Target Audience

• Male• Affluent• Active Lifestyle• College Degree

• Interested in Purchasing SUV• Likely to Own New Cars

Key Supporting Data Points

• College Football• 68.5% Male• $64,400 Median Household

Income• 23.5% more likely to have

college degree• 28% more likely to participate

in outdoor activities

• College Basketball• 68.6% Male• $62,568 Median Household

Income• 13.5% more likely to have

college degree• 15% more likely to participate

in outdoor activities

Key Supporting Data Points

• College Football• 55.7% own at least one new

vehicle• Those planning to buy SUV in

next year are 25% more likely to be CFB fan

• College Basketball• 54.9% percent own at least

one new vehicle• Those planning to buy SUV in

next year are 30% more likely to be CBB fan

College Football Fit Score

College Basketball Fit Score

Rejected NASCAR Fit Score