RESEARCH OF THE SPONSORSHIP POTENTIAL OF PGE ARENA GDAŃSK
Throughout the study, the marketing potential of the stadium and recommendations for the evaluation of sponsorship packages were determined. We worked on the project using our experience in costing and estimating media exposure values.
Profiling of target groups of events taking place at the stadium
Investigation of the geographical extent of the communication impact of events and the media value of the PGE ARENA Gdansk brand
Defining the media value of the Gdańsk brand exposure and identifying the media potential for the City of Gdansk related to publications about the Gdańsk Arena
Valuation of benefits for the Titular Sponsor Package, in relation to equivalent market benefits on the Polish market
Examination of the stadium's image and its comparison with other facilities of a similar type
Determination of the spontaneous sponsorship of the stadium by the PGE brand
TASKS
Valuation of benefits included in the package of the Titular Sponsor of Arena Gdańsk, using a cost method
Estimating the media value of the Titular Sponsor package by analyzing publications in the press, television, radio, and the Internet
Quantitative CATI survey on a sample of 1,000 adult Poles concerning the image, popularity and sponsorship of the stadium and similar facilities
EFFECTS
Recommendations for building sponsorship packages
Determination of the marketing potential of the stadium together with the communication range and image of the facility taken into account
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