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A quick burst of useful information from ADC Partners.
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Usable Newsables on Sports Business and Marketing
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Hey <<First Name>>:

Well, we hope you find some useful information in this, the first of what will be regular series of e-newsletters from us. We know you're busy, so we promise to keep things short, informative and enjoyable.

Hope you like it! Please let us know if you have any suggestions for future versions. 

Andy & Dave
Last month we featured a couple of blog posts related to cities. First, it's no secret that the Olympic Games are facing some enormous challenges. So we took it upon ourselves to offer the IOC an out-of-the-box solution for some of the troubles that ail the Games, including their unsustainable Host City model. That post clearly got us thinking about cities, specifically those that are considering sponsorship as a means to generate new revenue (which are increasing in number). We provided sponsorship-seeking municipalities some perspective and suggestions designed to help them find success from their programs. 
Alan Ledford, President of MountainStar Sports Group and the El Paso Chihuahuas (MiLB Triple-A) is a baseball lifer who’s helped launch two of Minor League Baseball's most successful franchises. Here are his five thoughts in under 140 characters about what goes into positioning a new team for success: 
  1. Consider market viability earliest: population, econ health, employment, density of corporations, competition from other entertainment.
  2. Hire smart. Essential for any organization but critical for start-ups/relo.  Skills can be taught, attitude is innate. 
  3. Obviously, venue is key. Specifically, perception of location, ease of access, public transportation, availability of parking. 
  4. Who are your community stakeholders? What’s the level of interest by political, business and community influencers in supporting team?  
  5. Create perception of demand, then the reality. PR & grassroots outreach will be critical to sell your team's vision and generate demand.
It's probably the most common question we get from sponsors: "How much should we spend on activating our rights?" While the rule of thumb is $1 in activation for every $1 in rights, research from IEG and Performance Research indicate that active sponsors are currently spending $1.80 on activation (the chart below breaks down sponsor activation funding.) As the cost of rights continue to climb and sponsors increasingly focus activation on digital channels, expect that number to decrease.
A few of the people we're following on social media right now.... Marketing Charts graphs may be simple to look at, but we can't tell you the number of times we've discovered a useful nugget of information in their feed... New England Patriot Martellus Bennett, who uses his platform as a professional athlete to push his real passion: serving as the Creative Director of Awesomeness at The Imagination Agency... ABC News' White House Correspondent Jon Karl, who trained for reporting on Presidential politics by being Dave's college roommate for 4 years...  
Some of the recent sports and sponsorship deals we're keeping an eye on:
Lastly, a couple of shout outs to friends and colleagues:
  • Kudos to Tom Hunt and his team at DC United for bringing Audi on board for title sponsorship of the MLS team's new stadium.
  • Shout out to Kenneth Cortsen for completing his Doctorate in Sports Management at Aarhus University and the University of Northern Denmark.
  • Congrats to Becky Armendariz on her promotion to Senior Director of Community Engagement at Banner Health.
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