Competitive Edge - Sports & Entertainment Marketing News

Why the organization behind ‘Got Milk’ is leaning into sports marketing


When most people think of sports drinks, they think of Gatorade, Powerade, or other colorful beverages that commonly appear in the hands of athletes in ad campaigns. The milk industry wants to change that.

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Discussion Questions:

  1. Who is The Milk Processor Education Program?
  2. Why do you think they invest in marketing?
  3. What is the difference between the marketing of sports and marketing through sports?
  4. Why do you think MilkPEP invests in sports marketing?
  5. What is positioning?
  6. What is differentiation?
  7. How does MilkPEP use sports marketing to position its brand?
  8. How does MilkPEP use sports marketing to differentiate its brand from other competing “sports drinks” in the marketplace?
  9. According to this story, what is one example of how MilkPEP has “leaned into” sports marketing?
  10. Based on what you learned from this story, have the organization’s sports marketing efforts been effective?
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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