visa credit card for students philippines visa credit card instant approval interest free transfer credit cards australia o interest credit cards balance transfer good credit card apr rates track icici credit card application status online transfer credit card balance to someone else poor credit loans credit card cash advances explained anz platinum card review cfib credit card rate chart amazon storing credit card information best visa credit cards with rewards list of ge capital retail bank credit cards recurring credit card authorization form intuit guaranteed cash loans for bad credit marriott premier credit card uk pay jcpenney credit card with gift card bad credit loans no fees upfront pay barclay credit card bill online virgin pay as you go credit card credit card bank of america payment best cash rewards credit card 2012 online loan application south africa how do i redeem icici credit card reward points walmart mastercard credit card american express platinum credit card wiki bank of america credit card travel insurance paypal credit card processing time pc credit card number rbc cathay pacific visa platinum card balance transfer credit cards for average credit rating hdfc credit card interest rate details land bank visa card rewards points delta skymiles credit card deal capital one credit card services login hdfc bank loan against credit card interest rate credit union credit card consolidation loan instant virtual credit cards interest free credit cards for 24 months best way to get approved for a credit card with bad credit nationwide credit card offers for existing customers starwood preferred guest credit card offer best 0 intro apr credit cards three contract credit limit icici credit card offers on mobiles bank of america world mastercard credit card with worldpoints rewards and paypass how to create apple id without giving credit card details marriott credit card authorization forms accept credit cards online square hbc mastercard contact zero percent balance transfer credit cards chase british airways credit card capital 1 credit card payment address citicard aadvantage credit card login american airlines aadvantage credit card login department store credit cards usa capital one secured card credit limit increase uk walmart credit card login canada free credit card icons set city bank credit card payment statement amazon chase credit card services get a virtual credit card instantly credit score needed for a best buy credit card wells fargo business credit card cash advance make a discover credit card payment best indian credit card to use in usa best credit card offers usa bad credit loans direct lenders canada chase credit card cash advance pin permohonan credit card bank rakyat hdfc credit card approval process which credit card offers no balance transfer fee credit card fees for small business apply online credit card axis bank credit card balance transfer calculator excel how do i get a credit card machine 0 balance transfer and purchase credit cards sbi credit card application form online best rewards credit cards with no annual fee where can i buy a visa prepaid credit card chase 2 cash back credit card best airline rewards credit cards 2011 balance transfer credit cards canada belk credit card requirements title loans online texas when was the first credit card issued in the united states i want to apply for a hsbc credit card can you get cashback on a walmart credit card visa credit cards for students delta credit card reward miles best secured credit cards to rebuild credit 2011 united chase credit card payments mbna credit card canada phone number apply for discover card with bad credit direct cash advance lenders online us credit card chase credit card travel notification icici credit card credit card deal quick and easy payday loans bad credit mastercard credit card uk cherry credits cards price how do i pay jcpenney credit card online low rate credit card australia can i get a capital one credit card after bankruptcy discover student credit cards review citibank credit card apply online in india the best credit card to have now low rate credit card balance transfer australia short term loan bad credit history how to get approved for a credit card with no credit history velocity rewards credit card comparison sample dispute letter to credit card company international credit card indian railways getting my first credit card uk southwest credit card promotion 2 free flights icici credit card settlement noc credit card application no credit history staples business credit card application status air miles canada credit cards comparison how do i get a business credit card if i have bad credit gap visa credit card customer service phone number college student credit cards with bad credit best international credit cards for students jetstar credit card fees can you refinance auto loan with bad credit biller code for commonwealth bank credit cards low rate credit card westpac is it easy to apply for a walmart credit card all of these are types of credit except credit cards.installment loans.mortgages.bonds hdfc credit card customer care phone number bangalore air mile credit cards canada mastercard prepaid card payday lenders uk 2012 credit cards with no application fee for bad credit master credit card mobile credit card processing for blackberry torch easy store credit card to apply for how can i apply for payoneer mastercard credit card number and cvv number apply for credit card hsbc bank unsecured credit card bad credit ok unsecured credit card bad credit guaranteed approval capital advance payday loans visa credit card applications instant approval chase credit card virtual account numbers what is credit card security code mastercard prepaid visa credit card offers anz debit visa card disney visa card holder discounts capital one small business credit card rewards online virtual terminal credit card processing uk toys r us gold card free iphone credit card processing virgin atlantic american express mbna credit card login discover credit card car loans credit cards 0 interest on purchases credit cards with no credit checks instant approval 0 balance transfer no fee credit card offers american express credit card approval process credit card number and cvv generator pay best buy credit card online prepaid credit cards walmart paypal old navy visa card login halifax visa card protection best credit card processing for very small business pay off credit card debt planner online payday loan lenders reviews icici instant credit card charges personal loan with bad credit and no job standard chartered credit card customer care toll free credit cards applications online india loan shop online payday loans credit card number verification online best credit card deal uk zero percent interest credit card offers activate my ge credit card online accept credit card payments mobile rbs credit card services contact address secured credit card bad credit bank of america does capital one have a prepaid credit card credit card business process diagram apply for staples business credit card pay standard chartered credit card bill axs post office credit card travel money best credit card apps for iphone 4 chase credit card balance transfers offers visa credit card application instant approval amex credit card promotions philippines natwest student credit card after graduation company credit card policy free online cash loans no paperwork home depot canada consumer credit card credit card payoff calculator uk best buy credit card customer service phone number top 5 credit card issuers uk walmart credit card status online airline credit card promotions unsecured bad credit personal loans instant decision find pre approved credit card offers how to get a credit card today and use it today free government credit card debt relief mastercard credit cards for fair credit credit card numbers generator with security code online cash advance payday loans credit card frauds rbi secured credit cards for bad credits credit card reader app for iphone uk hdfc credit card limit information best 0 credit cards usa best credit card for rewards canada credit card numbers list with csc best new credit cards offers staples credit card business walmart credit card application status online visa unsecured credit cards for bad credit credit card reward offers 2012 best us credit card to use in canada which credit card for balance transfers quick cash loans for unemployed how to set up credit card payments on ebay barnes and noble credit card information stolen the best credit card in the world hdfc gold credit card travel offers wells fargo credit card payment plan credit card rate increase letter consumer credit card protection act 2009 new direct payday loan lenders uk credit card rewards canada capital one prepaid credit cards coast capital credit card login westpac black credit card review chase credit card promotions 2013 credit card machine hire south africa guaranteed credit cards australia hdfc credit card statement credit cards with low interest rates for students hudson bay company lost credit card apply for credit card instant decision hsbc online credit cards average us personal credit card debt cash advance online columbus ohio credit card debt relief programs legitimate wells fargo unsecured credit card reviews icici virtual credit card india payday loan uk direct lender canadian credit cards with travel medical insurance difference between hbc credit card and hbc mastercard hdfc credit card payment online through hdfc debit card average credit card rate uk alaska airlines bank of america credit card customer service getting a credit card best first time credit card for students manhattan standard chartered credit card customer care number how to pay hdfc master credit card bill cash advance credit card fees chase lowest interest rate credit card canada virtual credit card business model business credit cards best rewards programs halifax clarity credit card foreign exchange rate short term loans online uk how do i get a credit card if i have no credit score secured no credit check credit cards how to apply for a mastercard prepaid prada credit card holder easiest credit card to get in canada 2012 prepaid gift credit cards with no fees hsbc gold credit card promo best rated travel credit cards 2012 student credit card bad or no credit how to get verified on paypal without a bank account or credit card business credit limit calculator hdfc offer credit card holder using prepaid visa credit card online citibank credit card business best no fee transfer balance credit cards credit card machine for taxi cab halifax student credit card online apple iphone 4 credit card swipe ?3000 loan bad credit instant decision online credit card payment calculator excel real credit card numbers with cvv and expiration date 2013 register halifax credit card online miles and more credit card switzerland are visa debit gift cards reloadable credit card charges abroad nationwide advantages of accepting credit cards online credit cards after bankruptcy discharge 2013 what bank offers credit cards for bad credit best american airlines credit card 2012 travel reward credit cards for average credit how do cash advances on credit cards work free virtual credit card usa discover credit card payment sam;s club hdfc credit card help desk chennai icici instant credit card statement online loans with monthly payments in canada mastercard credit card number example reputable direct cash advance lenders how to calculate interest charges on credit card balance walmart and international credit cards sample visa credit card number format pay icici credit card bill online through other bank who has the best student credit cards sear credit card pay bill how to get approved for a credit card with little or no credit pc financial credit card balance how do i remove credit cards from ebay dbs black card amex corporate credit cards definition citibank platinum credit card review india best buy credit card apply in store credit card visa number hacked can i use discover credit card in canada best site to compare credit cards chase sapphire credit card interest rates best balance transfer credit cards australia 2012 applying for a secured credit card with bad credit american airlines credit card 50000 miles best credit cards rewards 2012 mbna credit card canada instant approval credit cards with very bad credit history free online credit card payment processing business credit card offers prepaid visa cards that can be used internationally set credit limit virgin mobile how to get the best credit card rate payday loans no credit check guaranteed acceptance compare icici platinum and titanium credit cards simmons first credit card limit hsbc best buy credit card login test credit card number generator credit cards for bad credit no processing fee calculate credit card interest per month smartphone credit card terminal natwest black credit card terms and conditions tesco clubcard credit card online how to increase credit card limit chase credit cards for low income earners with bad credit how to get free real credit card numbers what credit card has low interest rates payday loans no fees no credit checks department store credit cards credit score visa debit card application form pdf icici credit card customer care number nagpur sbi debit visa card registration hsbc credit card balance transfer deals horizon credit card number rbs credit card services address barclays credit card cash advance charges santander paypal credit card login starwood preferred guest credit card bonus points visa credit card fraud insurance visa credit card canada wikipedia standard chartered credit card customer care number noida online payday loan lenders no brokers how to consolidate credit card debt how to apply credit card maybank kwik fill / red apple credit card application mbna launches new rate for life credit card hdfc bank credit card login hsbc credit card offers sri lanka credit card settlement letter frisco tx credit card machines uk citibank credit cards apply online india what is balance transfer in sbi credit card get free virtual prepaid credit card fast payday loans direct lender loan with bad credit and no job i need to get a credit card fast virtual international credit card india can you use prepaid visa credit cards online capital 1 credit card sign in credit card travel points offers american airlines platinum credit card benefits best 0 purchase credit cards citibank credit card application online in india sites like magnum cash advance walmart credit card phone number canada best points credit card canada 2011 best 0 apr credit cards balance transfers pay best buy rewards credit card online standard chartered singapore student credit card sears citibank credit card online login hbc zellers credit card login get a credit card with bad credit score sbi mastercard debit card credit card search engine uk compare credit card rates south africa priceline credit card review 2013 reduce credit card interest rates uk is it easy to apply for target credit card virgin credit card contact details hdfc gold credit card application form credit card promotions hong kong real fake credit card numbers cvv2 credit card comparison site malaysia negotiating with credit card companies to reduce debt uk walmart credit card canada customer service best 0 balance transfer no fee easy to get unsecured credit cards no deposit can you use visa prepaid credit cards online sbi credit card offers on flight booking 2013 citibank credit card application form sample credit card rewards best value tesco online credit card helpline visa debit cards wikipedia citibank transfer credit card balance how to calculate credit card interest charges should i use my tesco credit card abroad types of hdfc credit cards in india credit limit citi student cards tesco prepaid credit card ireland get credit card bad credit rating best bad credit personal loans credit card no credit check canada business credit cards with bad personal credit bank of america credit cards customer service united mileage plus credit card comparison standard bank british airways credit card easy department store credit cards to apply for free virtual credit card to verify paypal using student loans to pay off credit card debt uk credit card market analysis bank of america credit card processing fees credit cards - compare credit card offers at creditcards.com paypal virtual credit card generator comenity pay lane bryant credit card short term cash loans for unemployed cash loans uk no bank account can;t pay sallie mae student loans credit card points miles blog sbi credit card online payment link good secured credit cards to rebuild credit chase bad credit credit card fake credit card number and cvv generator hsbc discover credit card apply for american express credit card uk is closing a credit card account bad for your credit score my black card visa apple support credit card declined how to get a rbc visa debit card bank of america travel rewards credit cards business loans based on credit card sales low limit credit cards canada chevron credit card complaints credit card number generator with security code and expiration date what;s the best credit card for bad credit calculate credit card interest on balance small business and credit cards how to negotiate with credit card companies to payoff home depot credit card services customer service personal loan bad credit instant decision best 0 balance transfer credit cards 2013 capital one credit card login to pay bill chase wireless credit card machines mbna credit card canada credit cards with no credit check needed what rental car company accepts prepaid credit cards walmart visa debit gift card rewards credit cards uk credit card applications pdf citi american airlines credit card credit card services online natwest bank of ireland credit card balance transfers interest free balance transfer credit card australia hdfc credit card application status by reference number hdfc gold credit card eligibility criteria chase credit card travel rewards what is the best credit card for bad or no credit using visa debit cards in india instant online cash loans in cape town benefits of paying off credit card debt citibank mastercard credit card login 0 credit cards for bad credit tips on how to pay off credit card debt 0 credit cards transfer balance secured visa credit cards canada college student no credit credit card credit card interest free offers credit card interest charges refund balance transfer credit card offers westpac how to get lower interest rates on credit cards canada best buy credit card login hrs prepaid credit card in canada holiday inn express credit card authorization form best cashback credit card for gas best cashback credit card on the market can you get a secured credit card with bad credit credit card offers for students with no credit hdfc credit cards online apply best travel credit card uk american airlines credit card no annual fee marriott reward credit card difference between secured and unsecured credit card apply for citibank credit card india sbi platinum credit card credit limit nilson report credit card fraud
Home All Articles Are the Cubs Leading a New Era in Baseball Sponsorships?

Like Shoot to Thrill - An AC/DC Tribute on Facebook!

An authentic tribute of AC/DC that covers the best of the Bon Scott era and the best of Brian Johnson's material

Who's Online?

We have 883 guests online

Atom RSS

Are the Cubs Leading a New Era in Baseball Sponsorships? PDF Print E-mail
User Rating: / 3
PoorBest 
Articles & Opinion
Written by Kurt Hunzeker   
Thursday, 09 August 2007 06:54

A Biz of Baseball Original ArticleYears from now, when sports business practitioners look back at 2007, will they recognize the “tipping point” of a new era in sports marketing?

Time will tell, but I believe an ideological shift in marketing philosophy gained acceptance and momentum this year on Chicago’s North Side.

While advertising on outfield fences is as much a baseball tradition as hot dogs and keeping score, the Chicago Cubs’ historic ballpark, Wrigley Field eschewed the traditional signs hawking beer, financial services, insurance providers and the like, and instead grew ivy to cover its outfield perimeter.

Other ballparks employed this clutter-free strategy; keeping its outfield fence clear of corporate branding (see: Boston’s 95-year-old Fenway Park).

But with the recent new ballpark construction boom, and its accompanying expansion of revenue-generating amenities, teams in older venues had to find new ways to level the “business operations playing field.”

Wrigley Field lacked what other ballparks had in spades – available space.

Until recently, Wrigley lacked any exterior, static fascia signage, let alone the latest LED technology, which virtually increases available advertising space exponentially. But this year marked the start of something Cubs’ management avoided since the ballpark’s opening in 1914 – allowing a sponsor to place its logo on Wrigley’s outfield fence.

The Cubs’ new partnership with Under Armour signals a fundamental change in what is considered sacred.

Wrigley is Wrigley because it takes fans, visitors and tourists alike back in time to baseball’s past – intimate, grandstand seating, and a singular focus on the game itself, free of advertising clutter.

But baseball in 2007 cannot survive without corporate partnerships (and the same is true for any sport). Teams sell sponsorship and advertising space based primarily on the number of views or impressions a particular item generates, and on-field signage is the most visible and sought-after pieces of inventory teams have in their sales arsenal.

While other teams generated millions of dollars in advertising revenue from on-field ad panels, the Cubs could not. The team had to level the “business operations playing field”…and help defray the added $300M payroll it added this past off-season.

Tradition be damned; the Cubs had to generate new revenues.

And Under Armour jumped at the opportunity.

(Select Read More to see the rest of this original article)

When the Boston Red Sox created a limited supply of advertising space on the Green Monster, Under Armour grabbed one of the two available slots to promote its brand to a captive audience all season long. Once the Cubs made Wrigley available, Under Armour seized the opportunity to tie-in its brand with one of sports’ fabled franchises (and promote the recently-signed, company endorser, Alfonso Soriano).

It makes sense that the relatively-new performance apparel company, founded in 1996, partnered with two of baseball’s historic franchises and placed its brand on the walls of sports’ two oldest existing venues. This brand association translates equally well for both sides of the partnership – Under Armour adds “tradition” and “timeless” to its name, and the Cubs and Red Sox gain “fresh” and “innovative” tags to their brand.)

The Cubs-Under Armour partnership is a clear win-win for both sides.

Since Wrigley’s outfield area is clutter-free, Under Armour has complete control of a high-visibility, viable advertising vehicle positioned in front of sold-out, captive crowds all season long. This does not even take into consideration the millions of fans tuning into nationally-televised broadcasts on WGN).

The Cubs add a significant revenue stream that was not on the books last year. Couple this with Wrigley’s outfield bleacher expansion and new LED displays added throughout the ballpark, and the Cubs are inching closer to leveling the “business operations playing field.”

So an idea that was once thought sacrilegious, now becomes a major revenue source for the Cubs. In an effort to find and maximize its revenue potential, what “space” will teams utilize next?

Three years ago, Major League Baseball tried to brand bases with “Spider-Man 2” logos as part of a partnership with Columbia Pictures and Marvel Studios to promote the superhero sequel. Public backlash absolutely destroyed that idea; deeming bases and other items in-play “are sacred to the integrity of the game.”

From a potential sponsor’s point-of-view, I would not place a high amount of value on bases-as-marketing-vehicles. Fans at the game could not see it (too small), and unless camera angles gave consistent bird’s-eye views of the top of each base, the number of impressions would be minimal at best. The only way a team could convince me to buy advertising space on a base is if I could change the color of the entire base, making it really stand out to consumers inside the ballpark and those watching at home (think UPS and the color brown).

I am of the mindset that all teams regardless of sport MUST find new revenue sources both inside and outside their home arena, ballpark and stadium. Similar to any other business whose value grows with adding new consumers, maximizing its available inventory and managing its expenses, sports properties need to utilize everything at its disposal, even if it means acknowledging that tradition and “what worked in the past” has no place in today’s sports business culture.

Whether they intended to or not, the Cubs and Under Armour set the precedent for other teams to follow.

The day is near when an innovative sponsorship executive sells Scott’s or Miracle-Gro to an exclusivity agreement for the actual playing surface (either the entire field, foul territory or the sidelines), complete with Scott’s/Miracle-Gro’s logo designed into the grass for all fans (at the game and at home) to see.

The day is near when basketball teams place dasherboards around the court’s perimeter, not only providing them with new revenue streams, but a physical security buffer between players and trash-talking and trash-throwing fans.

The day is near when Windex adds static cling decals to a hockey rink’s plexiglass.

I do not want team uniforms to turn into NASCAR fire suits, but I would not object to a single sponsor adding its logo on a sleeve.

That day will come soon as well.


Kurt Hunzeker is a staff member of the Business of Sports Network. He is the former editor of the Team Marketing Report, and the founder Sparts Marketing (www.spartsmarketing.com), a sports-centric design and consulting firm where sports, art and marketing fuse together to create award-winning campaigns, unique brand identities and innovative sponsorship platforms.

He, as well as all other authors on The Biz of Baseball can be contacted through the Author Profiles page.

 
 
Banner

Poll

Should MLB Force Jeffery Loria to Sell the Marlins?