Competitive Edge - Sports & Entertainment Marketing News

American Dairy Queen teams up with MLB in first sports league sponsorship


Major League Baseball and American Dairy Queen Corporation (ADQ), a leader in iconic treats and food, today announced a new integrated marketing partnership that brings together two beloved American brands this summer. To amplify this relationship, ADQ has also partnered with MLB All-Stars Tim Anderson, Cody Bellinger, Bryce Harper and Fernando Tatis Jr.

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Discussion Questions:

  1. What is an “integrated marketing partnership” as described by this news story?
  2. What is sponsorship?
  3. Why do you think American Dairy Queen would be interested in a MLB sponsorship?
  4. Why do you think this is the first time ADQ has invested in a sports league sponsorship?
  5. What is endorsement?
  6. According to this story, which MLB players are involved with this campaign?
  7. Why do you think ADQ selected those players?
  8. What do you think ADQ’s goals are for this campaign?
  9. How might this sponsorship help the company to reach those goals?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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