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- Title
ACE! How the Waste Management Phoenix Open Rose from the Ash Heap to become a Sponsorship Exemplar.
- Authors
McGinnis, Lee P.; Statz, Keevan
- Abstract
Waste Management leverages the PGA TOUR's "People's Open" in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to achieve desired results.
- Subjects
PGA Tour (Association); WASTE management; VALUE proposition; GOLF tournaments; ROSES
- Publication
Journal of Applied Sport Management, 2023, Vol 15, Issue 1, p27
- ISSN
2327-0179
- Publication type
Article
- DOI
10.7290/jasm158156