Competitive Edge - Sports & Entertainment Marketing News

Gaaaap! Latest rivalry in college football pits Aflac Duck against new nemesis, Gap Goat, representing the gap between what health insurance covers and what Americans are able to pay


Aflac, a leading provider of supplemental health insurance in the U.S., is kicking off its marketing campaign for the 2022-2023 college football season to shine a light on the gap between health insurance and medical bills. 

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Discussion Questions:

  1. What is the difference between the marketing of sports and marketing through sports?
  2. Which might this story represent?
  3. What is a rivalry?
  4. How do rivalries influence the business of sports?
  5. How do rivalries illustrate the concept of fandom?
  6. What is advertising?
  7. Why do you think Aflac wants to align with college football?
  8. Why do you think Aflac is introducing a new mascot as part of this advertising campaign?
  9. What is endorsement?
  10. Why do you think Aflac has partnered with Nick Saban and Deion Sanders for this 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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