Promo - February 2009 - (Page 23)

Sports Marketing many american sports fans dismiss pro soccer as a slow, low-scoring game, and regard women’s pro basketball as a second-class sport to the men’s game. But in the minds of U.S. marketers, these sports are on a fast track because of the grassroots support giving them momentum. Youth soccer leagues and girls’ basketball are flourishing, and those sports, along with non-mainstream entries like pro lacrosse, are effectively competing for marketing dollars with the traditional powerhouses of pro football and baseball. Right now, the financial future across all sports looks flat. The growth rate has declined to 1.8% from 14.7% in 2008, according to sponsorship services provider IEG. Even so, that means opportunity. By sponsoring “smaller” sports, marketers can reach niche audiences for modest investments. “It’s all about value,” says Tom George, senior vice president of athlete and property marketing for sports marketing agency Octagon. “Sports that demonstrate they can deliver that value will do well in difficult times.” Octagon is focusing on top-tier athletic properties, but George says that even non-mainstream franchises can play: “They do deliver a niche efficiently.” One such franchise is the Women’s National Basketball Association. It has a rising profile based on family appeal and a core fan base of young women. And it offers “a fully integrated media asset platform that companies can use to reach a very compelling audience,” according to WNBA Commissioner Donna Orender. The WNBA has added HewlettPackard, the California Milk Processor Board and an unnamed pharmaceutical company to its sponsorship roster for next season, according to Orender. But she acknowledges that some companies are not as quick to open their checkbooks. “Their budget process is a little slower than in recent years,” she says. Worse, the league lost its Houston Comets franchise in December because of the owner’s financial issues. And that wasn’t the only non-mainstream sports franchise to suffer a personal foul. The Arena Football League suspended its 2009 season so it could reorganize. On the positive side, Orender says there are several markets where pro“When we launched the Tundra, we wanted to go after people who use their vehicles as a tool,” he says. Ford Trucks saw a similar opportunity in its Professional Bull Riders (PBR) sponsorship, comprising 34 events this year in the Built Ford Tough series. Ford’s research indicates that 46% of Ford F-series pickup owners watch or attend bull-riding events. “They’re the sweet spot for sure when it comes to full-size pickup customers,” says Ford Truck Marketing Manager Doug Scott. The action in the indoor National Lacrosse League reflects the intensity of its young, blue collar fan base that also has an affinity for NASCAR. spective owners are set to establish WNBA franchises. And the league has a new eight-year TV deal and attendance averaging nearly 8,000 per game. The WNBA has signed more than 20 corporate supporters including Adidas, McDonald’s, Nike and Toyota. Toyota participates in a community relations program with the WNBA and its parent National Basketball Association called “Toyota Project Rebound,” which funds refurbishment of YMCAs and learning facilities. “It’s just a way to give back to the local communities,” says Toyota spokesman Chad Harp. Like everyone else, Toyota is evaluating all of its sports sponsorships. “Everything is being looked at heavily,” Harp says. But that doesn’t include its support of the National Bass Anglers Association. Toyota set up ride-and-drives at bass fishing tourneys to introduce its Tundra truck to prime consumer targets. Ford also perceives bullriding arenas as great showcases for its F-150s and Super Duty trucks. Ford and Fenway Sports Group, which recently became exclusive sponsorship agent for PBR, foresee great growth potential. “PBR becomes a complement with partnerships we have in place with other blue-chip brands,” says Brian Corcoran, Fenway’s chief operating officer. Corcoran says Fenway is looking to tap partnerships it has with the Boston Red Sox, and is in preliminary talks about PBR with companies in the beer, soda, home improvement and consumer electronics categories. PBR appears on the Versus cable network and buys telecast time on NBC and Fox, lending it mass-market credibility. In light of market conditions, Fenway’s “modest activation” entry packages include ad inventory on Fox and NBC along with arena signage, according to Corcoran. “Where there’s a correction going on in corporate America, there’s a correction going on in the marketplace,” he says. There’s a strong crossover between PBR and fans of NASCAR, which has achieved a national following beyond its Continued on page 24 Promo / WWW.PROMOMAGAZINE.COM / February 2009 23 http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - February 2009

Promo - February 2009 Contents Editor's Note A Bitter Pill Moving the Pictures Exclusively Yours Smart Mart Web Watching Tell Your Friends Commentary Second String Q&A: Shop Right Cover Story: Game On! Game On! Resource Center The Agency Center Testing... Testing... Index of Advertisers

Promo - February 2009

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