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Around the Horn
July 2009
As teased in my last blog entry, we’re going Around the Horn this month with a few topics on the mind…
Major League Soccer
You didn’t necessarily hear it here first, but I’m predicting big success for MLS in the next few years. While the US National Team’s run to the Confederations Cup Final certainly helps the league’s profile within the States, their expansion plans are the key to my claim. The league is strategically adding cities and creating pockets of regional rivalries.
Take the 2010 expansion to Philadelphia as an example. Philly sits midway between New York and Washington, DC…homes of the Red Bulls and D.C. United, respectively. Similar geographic rivalries will be created in 2011, when their long-time rivals, the Portland Timbers and Vancouver Whitecaps, join Seattle Sounders FC in the Northwest.
Soccer, more than any other sport, feeds off of its rivalries…especially those that are within driving distance for the visiting supporters. With the added focus of international talent and a European stadium atmosphere, I believe the MLS is primed for success in the coming years.
Jersey Sponsorships
Heading into the 2009 WNBA season, Phoenix and LA both announced they had signed a jersey sponsor that would replace the team’s word mark. Now, instead of the Phoenix Mercury and LA Sparks, they’d look like the Phoenix Lifelocks and LA Farmers.
I must admit, I was not fond of this announcement when I first saw it on SportsCenter…but as I did some research and thought about it some more, it’s a very smart business move. Whereas the NFL, NBA and MLB have significant broadcast, merchandise and ticket revenues, the smaller leagues do not have as many opportunities. If you’re a lower profile league such as the NHL (which I include here primarily because of broadcast revenue limitations), WNBA, MLS, AFL (1 and 2), 3BA or minor league baseball…why would you not consider this option?
Considering this type of sponsorship comes with a half-million dollar price tag, it can make a huge impact on the bottom line. Besides, international soccer has been doing this successfully for years…come on America, get with the times.
One question though from the marketing side of the argument…how do you handle the photo archives if the jersey sponsor changes, will the sponsorship department allow marketing materials with the old sponsor on it.
Networking
I enjoy writing Walk & Talk and sharing my thoughts on the world of sports entertainment…but I really enjoy receiving emails from my readers, especially the ones who outreach for networking purposes. As you’ve read numerous times in this column, I’m big on networking. The sports community has a Pay it Forward mentality that comes into play often as careers are built.
Last month, I received an email from a student named Bryce at Eureka College in Illinois. His summer project is to help the Division III school increase their attendance and quality of game presentation at their thousand capacity gym. Bryce reached out asking for advice on how to go about building a successful program.
After a conversation about game ops and how it can apply on many different levels of sports, I recommended that he take a drive to nearby Chicago and check out the back of house operations at the WNBA’s Chicago Sky. I introduced Bryce to the Sky’s Game Director and now he has an opportunity to learn from a professional staff.
Because of a simple email outreach, Bryce put himself in a position to gain some great experience this summer and help raise the profile of Eureka College sporting events. It puts a smile on my face to know that with a brief phone conversation and a few emails, I was able to help Bryce expand his network and gain an opportunity to learn from the pros.
Pat Walker
President
Pat Walker Productions
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