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    Pfizer MLS

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    brazil213
    Pfizer is the world's largest pharmaceutical company based in New York City. It has sponsored Major League Soccer since 2014, with the goal of associating its brand with the excitement of soccer globally. The sponsorship provides extensive media exposure for Pfizer and research shows this can help improve customer and fan perceptions of the company. Pfizer evaluates the sponsorship using agencies to track media references and assess changes in consumer opinions and the sponsorship's impact on the business.

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    Pfizer MLS

    Uploaded by

    brazil213
    87 views2 pages
    Pfizer is the world's largest pharmaceutical company based in New York City. It has sponsored Major League Soccer since 2014, with the goal of associating its brand with the excitement of soccer globally. The sponsorship provides extensive media exposure for Pfizer and research shows this can help improve customer and fan perceptions of the company. Pfizer evaluates the sponsorship using agencies to track media references and assess changes in consumer opinions and the sponsorship's impact on the business.

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    Pfizer is the world's largest pharmaceutical company based in New York City. It has sponsored Major League Soccer since 2014, with the goal of associating its brand with the excitement of soccer globally. The sponsorship provides extensive media exposure for Pfizer and research shows this can help improve customer and fan perceptions of the company. Pfizer evaluates the sponsorship using agencies to track media references and assess changes in consumer opinions and the sponsorship's impact on the business.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    87 views2 pages

    Pfizer MLS

    Uploaded by

    brazil213
    Pfizer is the world's largest pharmaceutical company based in New York City. It has sponsored Major League Soccer since 2014, with the goal of associating its brand with the excitement of soccer globally. The sponsorship provides extensive media exposure for Pfizer and research shows this can help improve customer and fan perceptions of the company. Pfizer evaluates the sponsorship using agencies to track media references and assess changes in consumer opinions and the sponsorship's impact on the business.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Pfizer Incorporated (NYSE: 

    PFE) is a pharmaceutical company, ranking number one in sales in


    the world. The company is based in New York City, with its research headquarters in Groton,
    Connecticut.

    Pfizer is named after German-American cousins Charles Pfizer and Charles Erhardt (they were
    originally from Ludwigsburg, Germany) who launched a fine chemicals business, Charles
    Pfizer and Company, from a building at the intersection of Harrison Avenue and Bartlett Street
    in Williamsburg, Brooklyn in 1849.

    Pfizer Major League Soccer

    The relationship between major brands and soccer is now firmly established. Brands crave the
    exposure that being associated with a major soccer club, player, competition or organizations can
    bring, and everyone in the latter group either wants or needs the money that brands will pay to
    sponsor them. Because there’s big money and long numbers involved.

    The sponsorship deal will be global, allowing Pfizer to benefit from the major league’s
    worldwide appeal.

    The Business of Soccer

    With a heritage in the sport dating back more than 14 years, and commitments ranging from
    grass roots community programs to the official sponsorship of the major league soccer, Pfizer
    will become synonymous with soccer.

    But what does the pharmaceutical giant get in return for this commitment?

    Will the sponsorship change people's perception of Pfizer?

    Our sponsorship of the Pfizer Major League Soccer will give us the chance to associate Pfizer
    across the world with the excitement of top flight soccer. Our research shows that this powerful
    emotional association can help make customers and soccer fans feel more positive about our
    business.
    In terms of pure media exposure, the sponsorship must deliver. But how else do you
    evaluate the media coverage?

    When you take on a global sponsorship like Pfizer, you will need a rigorous scientific approach
    to evaluate it. You will use two external agencies to monitor the sponsorship. One tracks visual
    and verbal references to the Pfizer Major League across global media so that we can quantify our
    exposure and scrutinize changing media trends. The other evaluates consumer opinions of our
    sponsorships and the impact on our business.

    What are the direct returns on investment from the sponsorship?

    In addition to the global brand benefits, Pfizer will also generate direct commercial return.

    Major League Soccer has a rising global fan base. How does this benefit Pfizer?

    Major League Soccer is beginning to be recognized in the global market, with more countries
    screening games. This global reach and popularity will help achieve the business goal of being
    the top pharmaceutical company in the world. Pfizer Major League Soccer increases the brand
    awareness globally and, importantly, in markets where our brand is still growing such as the
    Middle East and Asia.

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