Assignment 4- Final Sponsorship Proposal.pdf

School Assignment for Tampa Bay Rays x Publix Sponsorship Proposal

1. Created By: Raynard Fuller | 10/26/2025
Tampa Bay Rays x Publix 

Sponsorship Proposal

2. •Founded: 1998
•Location: St. Petersburg, Florida
•Stadium: Tropicana Field (future relocation to Ybor City, Tampa
planned for 2028)
•Fan Demographics:
◦Age range: 25–54 (core group of active consumers)
◦Family-oriented and community-driven audience
◦Strong regional loyalty within Central Florida
•Media Reach:
◦2M+ social media followers combined
◦TV/Streaming: Bally Sports Sun, MLB.TV
◦Average attendance (2024): ~17,000 per game.



The Rays’ local community appeal and family-friendly image align
perfectly with Publix’s brand values of community, wellness, and
family engagement.
Introduction & Team Background

3. •About Publix:
◦Florida-based grocery chain known for health, convenience, and
community support.
◦Focuses on families, local sports, and healthy lifestyles.
Why It’s a Perfect Fit:
•Shared geographic base and regional pride.
•Overlapping demographics—middle-class Florida families who
value affordable entertainment and accessible health options.
•Both brands prioritize community engagement and youth
initiatives.
Target Sponsor: Public Super Markets

4. Included Elements:
•Signage:
◦Outfield wall banner (Publix logo visible on broadcast)
◦LED ribbon board rotations and scoreboard video spots
•Media Exposure:
◦15-second ads during radio/TV game broadcasts
◦Rays social media integrations (“Publix Player of the Game”)
•Print & Digital:
◦Inclusion in team newsletters, ticket backs, and mobile app ads
•Hospitality:
◦VIP Suite for corporate guests
◦Annual “Publix Family Day at the Trop” event
•Community Programming:
◦Joint Rays-Publix Youth Baseball Camps
◦“Healthy Game Day Meals” campaign featuring recipes and promotions.
Official Grocery Partner of the Tampa Bay Rays
Sponsorship Element

5. Concept:
For every Rays home run during the 2025 MLB
season, Publix will donate 500 meals to local food
banks in Tampa Bay.
Execution:
•Real-time scoreboard animation after each
home run displays updated meal totals.
•Publix logo displayed during each “Home Run
Harvest” highlight.
•Rays’ social media and post-game coverage
spotlight donation milestones.
Value to Publix:
•Positions Publix as a community champion.
•Generates organic earned media coverage.
•Creates emotional connection with fans, who
can also contribute via QR code donations.
“Publix Home Run Harvest”
Activation #1

6. Concept:
Publix sponsors a family-friendly fan zone at Tropicana
Field designed to promote healthy living and fun game-
day experiences.
Execution:
•Interactive games (batting cages, mini diamond for
kids).
•Publix-branded hydration stations and snack kiosks.
•Branded photo booth with Rays players’ cutouts.
•On-site Publix representatives distributing digital
coupons and giveaways.
Value to Publix:
•Direct consumer interaction in a positive, family-
focused environment.
•Opportunity for data capture and customer loyalty
engagement.
•Enhances Rays fan experience and brand goodwill.
Publix Fresh Play Zone (Fan Experience)
Activation #2

7. Concept:
Publix hosts seasonal sampling events at weekend Rays
games, offering fans a taste of their deli and bakery
favorites.
Execution:
•Pop-up Publix food stations inside Tropicana Field
concourse.
•QR codes for exclusive digital coupons and recipe
cards.
•Partnership with Rays digital channels for co-
branded content and influencer coverage.
•Social media contests (“Share your #TasteOfPublix
moment!”).
Value to Publix:
•Converts fan engagement into store visits and sales.
•Boosts brand perception as approachable, fun, and
local.
•Encourages online amplification through fan content.
“Taste of Publix” Sampling & Digital Engagement
Activation #3

8. Rays Objectives:
•Strengthen community
partnerships.
•Enhance fan experience with
meaningful local activations.
•Generate $500K+ in
sponsorship revenue annually.


Publix Objectives:
•Increase brand loyalty among
Rays fans.
•Drive store traffic and product
visibility.
•Reinforce Publix’s image as a
family and community-
oriented brand.
•
Sales Pitch/Objectives
By partnering,
Publix gains
authentic,
localized
engagement and
high-frequency
exposure
throughout the
baseball season
— both in-
stadium and
online.

9. Contract Length: 3 years (2026–2028 season)
Estimated Annual Value: $650,000

•Signage: $200,000
•Media/Advertising: $150,000
•Hospitality: $100,000
•Activations/Community Events: $200,000



Additional Incentives:
•First right of renewal for future stadium partnership (Ybor City
project).
•Co-branded community initiatives for CSR reporting.
Financial Terms & Contract

10. Success Metrics:
•Sponsorship ROI (attendance correlation, digital engagement, sales lift)
•Social media impressions & engagement rates
•Redemption of promotional offers
•Publix brand sentiment surveys among Rays fans
Expected Outcomes:
•15% increase in in-store visits during game weekends
•10% improvement in Rays fan brand recall for Publix
•Strengthened community goodwill and visibility
•
Outcome & Evaluation

11. Tampa Bay Rays Official Site
Tampa Bay Rays. (2024). Official Sponsorship Opportunities and Fan Engagement
Information.
https://www.mlb.com/rays
Publix Community Initiatives
Publix. (2024). Community Involvement and Sponsorships.
https://corporate.publix.com/community

Sports Business Journal
Murray, C. (2024). How brands leverage sports partnerships to drive engagement.
https://www.sportsbusinessjournal.com

MLB Sponsorship Trends
Major League Baseball. (2024). Sponsorship Revenue and Brand Activation Trends.
https://www.mlb.com/official-information/business

Event Marketer
Event Marketer. (2024). Case Studies: How In-Stadium Activations Drive ROI.
https://www.eventmarketer.com
Sources & References