Cougars Cub Club: Burger Bell

8 Pages Posted: 21 Oct 2008

See all articles by Sherwood C. Frey

Sherwood C. Frey

University of Virginia - Darden School of Business

Lauren Mishner

affiliation not provided to SSRN

Multiple version iconThere are 2 versions of this paper


Burger Bell is in the midst of discussions regarding the sponsorship by Burger Bell of the Cougars Cub Club. Negotiations are nearly complete, but eight issues remain before the contract can be signed. This case, together with its companion case, "Cougars Cub Club: Charlotte Cougars" (UVA-QA-0661), offers the opportunity for a one-on-one negotiation experience in which differences in priorities provide the basis for creating mutual value. In addition, there are issues that can be classified as congruent as well as those that are unavoidably distributive. As a result, debriefings can focus on both the creation and the claiming of value.



Cougars Cub Club: BURGER BELL

In July 2004, Dana Ferguson, a representative of the 30 Burger Bell franchisees in North Carolina, was optimistic that Burger Bell and the Charlotte Cougars were ready to reach a sponsorship agreement for the Cougars Cub Club. Several months of discussions had demonstrated a clear fit between the two organizations and solidified each side's commitment to the deal. Eight issues, however, still needed to be resolved before a contract could be signed. It was essential that Cub Club promotional materials and souvenirs printed with the sponsor's name be produced in time for the holiday gift-giving season. Ferguson was anxious to settle the last few details.

Cougars Cub Club

The Cougars Cub Club was the official kids' club of the Charlotte Cougars for children 14 years of age and under. Membership kits cost $ 15 and included a miniseason ticket plan, a special Cub Club hat, ball, ticket lanyard, and membership card. The miniseason ticket plan consisted of 10 predetermined dates and permitted friends and family to join Cub Club members at those games for only $ 5 per guest.

On Cub Club dates, the upper-level seating in left field at the Charlotte Cougars' stadium was transformed into a kid's zone. Bright orange Cub Club signs flanked the designated sections. The sections were filled to the hilt with children wearing their special member hats and the children's friends and family. The group created quite a spectacle, and anyone at the stadium or watching on television quickly learned what the Cub Club was all about. There was also a carnival-like atmosphere on the concourse of the Cub Club area, with face-painting, discounted hot dogs and other ballpark food, and baseball-related games.

. . .

Keywords: Advertising, negotiation

Suggested Citation

Frey, Sherwood C. and Mishner, Lauren, Cougars Cub Club: Burger Bell. Darden Case No. UVA-QA-0662, Available at SSRN:

Sherwood C. Frey (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States


Lauren Mishner

affiliation not provided to SSRN

No Address Available

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