Assessment Task 1 Potential Sponsor Identification

Description of Task

The Australian Football League (AFL), AFL New Zealand (AFLNZ) and the Gaelic Athletic Association have just announced a women's International Rules series to be played in Australia in 2024 and 2026. As host organisation, the AFL has all marketing rights to the event.

AFL CEO Gillon MacLachlan has just appointed you as General Manager, Commercial Operations for the event. Your task is to identify three potential naming rights sponsors for the event.

Your report should:

1. Examine and discuss the role of branding and sponsorship in the generation of revenue for sport organisations and events
2. Identify criteria for identifying suitable naming rights sponsors
3. Identify three potential sponsors and the rationale for pursuing a partnership with them

The rationale should reflect some combination of the following:

• The potential sponsor's market positioning
• Shared brand attributes between AFL, the series, and the potential sponsors
• Potential sponsor's target market and (if relevant) secondary market
• Potential sponsor's existing sponsorships (if any)
• Size of sponsor's business, location(s) of its operation and ability to fund sponsorship
• What possible benefits does the sponsorship provide each potential sponsor?

You must include a Schedule of Benefits, the level of investment (how much it will cost the sponsor in