Case ID: KEL195     Solution ID: 30684

Sony FIFA Partnership Marketing Program Case Solution

Abstract

On April 6, 2005, Sony Corporation declared the marking of a worldwide organization program contract with the Fédération Internationale de Football Association (FIFA) and the coordinator of the FIFA World Cup. The agreement, which represented the primary worldwide advertising and correspondences platform for the Sony Group, would keep running from 2007 to 2014 with an agreement esteem (barring administrations and item rents) of ¥33.0 billion (around $305 million). This was an extremely noteworthy showcasing venture for Sony, since the cost of occasion sponsorship with publicizing was regularly a few circumstances the cost of the sponsorship rights: Hence, Sony was conceivably contributing a billion dollars or more on FIFA related promoting effort throughout the following quite a long while. Numerous Sony senior administrators were scrutinizing the arrival on venture (ROI) of the FIFA sponsorship opportunity.


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