Business Finance Homework Help

To prepare for Session 6: Sponsorships, find an example of an athlete who monetizes their personal brand through a sponsorship that is ‘not a good fit’ in your opinion.

Requirements

1) The sponsorship needs to have been active within the last 12 months.

2) The athlete can not have more than 200’000 followers on any of their social media platforms.

3) You can not have used this athlete in a previous discussion.

Task

Describe the example in less than 200 words and post a link to the example.

Provide a rationale why the sponsorship is not a good fit — link to category fit and/or brand image fit.

Reply to one of your classmates’ examples that resonates with you. Each post can only have 3 replies.

Dj Uiagalelei – QB Clemson

164,000 Instagram followers

https://www.instagram.com/reel/CSFMR_XFyhL/?utm_medium=copy_link (Links to an external site.)

An example of an athlete that utilizes a sponsorship that I believe is not a good fit is Dj Uiagalelei of Clemson and his sponsorship fast food chain Bojangles. This sponsorship is a brand category fit because it is not a direct sponsorship related to Dj’s on the field play. I believe that it is not a good fit because as a rising athlete you are always working to promote a healthy style and encourage your fans to eat healthy. This shows a lack of commitment to his craft on the field. In Uiagalelei’s desire to promote a food brand category he should have made an assessment of a healthier food brand to show his loyal fans his commitment to keeping his body in top tier shape. A possible way he could rebrand to make his sponsorship better is promote a new lower calorie healthy menu option from Bojangles. By doing this he would still keep his partnership with a favorite restaurant of his, but he would represent a higher standard of commitment to his on the athlete brand. An example of a better menu option to promote would be one of Bojangles salads.

response: