Jordan Scores Major Points in Brand Awareness with Basketball Sponsorship

Best Practice Summary

Subway® restaurants in Jordan sponsored a basketball team at a local school to increase brand awareness in a
relatively new market. The six week sponsorship included banners, uniforms, awards and flyers.
What problems or challenges can this Best Practice help you overcome?
Sponsoring a local sports team is a great way to increase customer traffic to your restaurant. There are many ways to
carry out sponsorship of a team, which will need to be determined between the organization and the franchisee.
Who Can Use This Best Practice? Which Market-Type Can Use This Best Practice?
A team sponsorship can benefit individual Franchisees or entire Development Agent territories in all market levels.

How to Implement This Best Practice

1. The Development Agent office worked with the local school on an agreement to sponsor the basketball
team.
2. Once the agreement was in order the Development Agent office provided the school with the following:
a. Banners to be placed during the games
b. Uniforms for the players
c. Subway® novelty items to use as awards for the team
d. Coupon flyers to hand out during the games.
3. The banners were positioned during each game for a period of six weeks.
Costs:

School Sponsorship JOD$300 (US$424)

Banners JOD$140 (US$198)

Fifteen Uniforms JOD$67.50 (US$95)

Awards (Subway® Novelties) JOD$100 (US$141)

Flyers JOD$70 (US$99)

Total JOD$677.50 (US$957)

Best Practice Results

Number of Restaurants Using Best Practice: All three restaurants in Jordan participated in the basketball team
sponsorship.
Key Indicator Changes (On average per week):
• Sales increased from JOD$2,312 (US$3,266) to JOD2,565 (US$3,624)
• Units increased from 680 to 795
• Customer Counts increased from 495 to 566

02/2008
 Jordan Scores Major Points in Brand Awareness with Basketball Sponsorship

• Food Cost decreased from 42% to 38%

• Productivity decreased from 5.0 to 3.2
• Average Ticket decreased from JOD$4.67 (US$6.60) to JOD$4.53 (US$6.40)

How long did this Best Practice run for? The sponsorship began in October and ran for eight weeks.

Additional Information
Recommended steps for local team sponsorships –
1. Decide on the team and type of sponsorship you would like to conduct
2. Contact the local youth baseball commissioner or Town Counsel to organize the sponsorship
ƒ If you know someone of the team, or a coach, request a contact name from them
3. Contact an approved vendor to order the materials you will need to supply
ƒ Subway® Logoed T-shirts $7 to $11 USD (Item# 105025 to 105051 size specific)
ƒ Subway® Logoed Banner from Poster Display approximately $25 USD
(www.subwaybanners.com)
ƒ Review the current Vendor Guide which can be found on the Marketing page of Subway
Partners™ in the Promotional Tools link.
4. Supply the team with the materials
5. Note each game on your calendar to be prepared and attend
6. Always have your SUBWAY® banner on hand to display at games

02/2008
 Jordan Scores Major Points in Brand Awareness with Basketball Sponsorship

Testimonials
“It was great to see the team wearing our logo and playing, this was very new in Jordan for them.” – Mohammad
Omar, Development Agent

Best Practice Author

Submitted by: Joseph Tabet, Regional Director in Middle East and Africa
Location: Jordan
Number of Restaurants Owned (or Overseen): 3 restaurants
DA (or ADM): Mohammad Omar

02/2008