AIMS
- 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
