Marketing Design Tactics for NFL Premium Experiences in Southern California

Sporting events comprise a major part of the hospitality industry, entertaining fans of all ages and promoting tourism worldwide, by bringing awareness and business to hosting destinations, as fans travel both near and far to see their favorite athletes in action. 2016 marked the return of the NFL to Los Angeles, CA – home of the Rams and the Chargers, who will be sharing the biggest stadium in the league when it opens in Summer of 2020. The Los Angeles Stadium and Entertainment District will be a new “must see” destination in Southern California, but both teams must first build the fanbases necessary to help make the project a success. NFL Premium Experiences are top-tiered seats that give fans the VIP treatment on gamedays. These products can help enhance the fanbase and significantly increase sales revenue, but the best way to market them must first be determined. Since the “hook” of a customer’s interest is a key factor to making a potential sale, an advertisement must make a significant impression at first glance. Studies have shown that technological approaches in marketing, such as the use of multisensory online experiences, can positively impact consumers’ reception to advertisements. Multimedia components, such as audio and visual stimuli, often aid information processing and presentation appeal. Therefore, the purpose of this study is to compare the effectiveness of design components (music and images) in e-mail advertisements for NFL premium products, and analyze how they affect fans’ responses (advertisement attitudes and purchase intentions) after viewing them.