8/14/2019 Jordan Scores Major Points in Brand Awareness With Basketball Sponsorship

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Jordan Scores Major Points in Brand Awareness with Basketball Sponsorship

02/2008

Best Practice Summary

Subway restaurants in Jordan sponsored a basketball team at a local school to increase brand awareness in a

relatively new market. The six week sponsorship included banners, uniforms, awards and flyers.

What problems or challenges can this Best Practice help you overcome?

Sponsoring a local sports team is a great way to increase customer traffic to your restaurant. There are many ways to

carry out sponsorship of a team, which will need to be determined between the organization and the franchisee.

Who Can Use This Best Practice? Which Market-Type Can Use This Best Practice?

A team sponsorship can benefit individual Franchisees or entire Development Agent territories in all market levels.

How to Implement This Best Practice

1. The Development Agent office worked with the local school on an agreement to sponsor the basketballteam.

2. Once the agreement was in order the Development Agent office provided the school with the following:a. Banners to be placed during the gamesb. Uniforms for the playersc. Subway novelty items to use as awards for the teamd. Coupon flyers to hand out during the games.

3. The banners were positioned during each game for a period of six weeks.Costs:

School Sponsorship JOD$300 (US$424)

Banners JOD$140 (US$198)

Fifteen Uniforms JOD$67.50 (US$95)

Awards (Subway Novelties) JOD$100 (US$141)

Flyers JOD$70 (US$99)

Total JOD$677.50 (US$957)

Best Practice Results

Number of Restaurants Using Best Practice: All three restaurants in Jordan participated in the basketball teamsponsorship.

Key Indicator Changes (On average per week):

Sales increased from JOD$2,312 (US$3,266) to JOD2,565 (US$3,624) Units increased from 680 to 795 Customer Counts increased from 495 to 566

8/14/2019 Jordan Scores Major Points in Brand Awareness With Basketball Sponsorship

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Jordan Scores Major Points in Brand Awareness with Basketball Sponsorship

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Food Cost decreased from 42% to 38% Productivity decreased from 5.0 to 3.2 Average Ticket decreased from JOD$4.67 (US$6.60) to JOD$4.53 (US$6.40)

How long did this Best Practice run for? The sponsorship began in October and ran for eight weeks.

Additional Information

Recommended steps for local team sponsorships

1. Decide on the team and type of sponsorship you would like to conduct2. Contact the local youth baseball commissioner or Town Counsel to organize the sponsorship

If you know someone of the team, or a coach, request a contact name from them3. Contact an approved vendor to order the materials you will need to supply

Subway Logoed T-shirts $7 to $11 USD (Item# 105025 to 105051 size specific) Subway Logoed Banner from Poster Display approximately $25 USD

(www.subwaybanners.com)

Review the current Vendor Guide which can be found on the Marketing page of SubwayPartners in the Promotional Tools link.

4. Supply the team with the materials5. Note each game on your calendar to be prepared and attend6. Always have your SUBWAY banner on hand to display at games

8/14/2019 Jordan Scores Major Points in Brand Awareness With Basketball Sponsorship

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Jordan Scores Major Points in Brand Awareness with Basketball Sponsorship

02/2008

Testimonials

It was great to see the team wearing our logo and playing, this was very new in Jordan for them. Mohammad

Omar, Development Agent

Best Practice Author

Submitted by: Joseph Tabet, Regional Director in Middle East and Africa

Location: Jordan

Number of Restaurants Owned (or Overseen): 3 restaurants

DA (or ADM): Mohammad Omar