Competitive Edge - Sports & Entertainment Marketing News

Avocados From Mexico’s Taco Tip Off Program A Slam Dunk For Basketball Championship Fans

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 Avocados From Mexico (AFM), the No. 1 selling brand of avocados in the U.S, is teaming up with Mission® Foods, the leading tortilla brand in the U.S., for the second consecutive year for the return of “Taco Tip Off.”

The promotional program celebrates the college basketball season and championship and offers a full court advantage to boost avocado sales and increase basket size with Mission® brand pitas, taco shells and wraps. 

Click here to read the story at prnewswire.com.

Discussion Questions:

  1. What is sponsorship?
  2. Why would a brand be interested in sponsoring the NCAA as an official partner of March Madness?
  3. After reading this story, describe the Avocados From Mexico (AFM) basketball promotion.
  4. Based on information from this story, does it sound like Avocados From Mexico (AFM) is an official sponsor of the NCAA?
  5. As an official sponsor of the NCAA, what rights does a brand have from a promotions perspective that non-sponsors don’t have?
  6. What is ambush marketing?
  7. Is this promotion from AFM an example of ambush marketing?
  8. Is ambush marketing legal?
  9. Do you think ambush marketing is ethical?
  10. AFM did not advertise during this year’s Super Bowl for the first time in several years. Why do you think they made that decision?
  11. Why do you think AFM chose to launch a promotion during March Madness instead of investing in a Super Bowl marketing campaign?
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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