zoloft at 150 mg doxycycline 10 mg 100 mg phenergan comprar viagra genericos cheapest levitra online metformina 850mg clomid liquid cialis online periactin generic cyproheptadine order cheap kamagra viagra 100mg red propranolol 10 mg alcohol cheap 84 cap xenical viagra sales cheap zithromax 500mg italy propecia generic 1mg buy synthroid 150mg zoloft anxiety levitra 10 mg kullanimi levitra orodispersible 30mg generico viagra farmacia augmentin 250 mg 62 5 generic clomid online viagra generic rx doxycycline hyclate 500 mg find generic lexapro kamagra cheap paypal 40mg cialis cheap hyclate doxycycline 100mg cialis online accessrx xenical 120mg germany generic cialis ranabaxy synthroid 0.025 mg cialis disount 5 mg effetti viagra 100 mg order zithromax online 120 mg viagra 200 mg of doxycycline lisinopril 3759 i 5 mg buy canadian levitra cialis 20mg fta 4 viagra generic best viagra professional 100 mg medicamento lasix 20 mg 36 hour cialis mg buy viagra qld generic priligy 30 mg using 80mg cialis viagra online netherlands 40mg strattera erowid cialis 100mg lexapro 5mg ibs 100 mg cialis viagra cheap store generic lexapro constipation brown viagra 150mg celebrex 25 mg cialis and mg generic cialis 30mg buy diflucan dosage lexapro 10 mg to 20 valtrex 1000 mg dosierung clomid 100mg cd29 lexapro mexico generic siti viagra online buy doxycycline horses viagra generico 25mg taking 2 10 mg cialis augmentin 1000 mg fiyat 2011 prednisone 200 mg kiwi propecia online cialis online beograd viagra cheap 20mg buy orodispersible levitra doxycycline generic walgreens 1000 mg of augmentin strattera 60mg night lexapro anxiety 5mg online generic viagra there generic propecia cheap valtrex generic synthroid 0.125 mg cialis 2.5 vs. 5 mg cipro generic manufacturer synthroid dosage 0.075mg prednisone dogs order prezzo viagra 100 mg bactrim generic suspension cheap kamagra 150mg buy zithromax capsules prednisone 50mg price order cialis telephone cialis 200mg or100 lupin generic lisinopril prospecto celebrex 200 mg prix augmentin 500 mg buy dapoxetine hk order hydrochlorothiazide 25 mg viagra online utah medicamentos genericos cytotec viagra 50 mg coupon .01 mg synthroid doxycycline succinate 25 mg 25mg of cialis cheap 5mg. cialis cheap lexapro order 40 mg celexa wellbutrin erythromycin online bestellen fungsi xenical 120mg buy cipro prescription lexapro 10 mgs tetracycline 250 mg uses cialis generique 40mg 10 viagra 25 mg cheap lisinopril 10 mg indicaciones viagra generica 25 40 mg levitra professional valtrex 1000 mg online opiniones cialis generico cheap buspar online 150mg sr wellbutrin kamagra online paypal 20 sildenafil 100mg viagra prednisone prescription online nolvadex 10mg pct xenical 120 mg x 252 .99 augmentin 600 mg inj zoloft 50 mg tired priligy originale online lisinopril 10 mg watson cialis 40mg 60mg buy viagra weekender 100mg clomid unprescribed taking 20mg lexapro purchase Levitra 10 mg cytotec 200 mg notice 2.5 mg levitra reviews augmentin goi 250mg cheap viagra qatar generic cialis bestellen buy doxycycline 50mg metformin 500 mg zydus generic viagra description 25 mg di zoloft viagra online paypal buy augmentin 875 generic lexapro effectiveness ordering zoloft online cheap lexapro online cialis tablets 20mg usage cialis 5mg paypal cialis online 20 mg cialis break cialis generico culiacan cheap levitra tablets doxycycline bp 100mg buy cialis store buy nolvadex mastercard viagra versus generic buy nolvadex online amoxil 500 mg ml lexapro dosage 7.5mg cialis 20 mg kullananlar ondoes levitramakeagenericline levitra levitra 10 mg fiyati propecia 5mg order shemale, generic cialis tomei viagra 50mg buy cialis online prednisone 20 mg information viagra online brisbane doxycycline 25 mg 20 mg brand cialis viagra 100mg pharmacy xenical 120 mg gelules generic viagra studies propecia buy lithuania phenergan generic price tadalafil cialis 20 mg clomid online europe cheapest viagra generic 450 mg wellbutrin kamagra 100mg einnahme generic augmentin dosing buy cialis bulk nexium 20 mg uputstvo order viagra us cialis perfect generics zithromax buy cheap generic wellbutrin pharmacy pret celebrex 200 mg order viagra cheap viagra brisbane prednisone 200 mg dosage prednisone 10 mg instructions cheap viagra india viagra online belgium cialis 5mg pricing buy vegetal viagra cialis tadalafil 80mg buy viagra 800mg clomid serophene buy online viagra seized zoloft 50 mg cost lisinopril cost 5 mg prednisone 10mg generic cialis 20 mg bijwerkingen buy viagra saigon viagra 50 mg bijsluiter cialis 10 mg usa buy viagra tiger viagra online eua buy propranolol online online consultation propecia glucophage 850 mg faydalari cialis 5 mg citalopram doxycycline online canada kamagra uk 50mg buy levitra medicaid priligy 30mg malaysia celebrex 100mg tablets viagra 100 mg efectos viagra 100mg usage viagra online quality wellbutrin 150 mg cost need buy viagra canada generic viagra viagra generic dosage propecia cheapest buy valtrex generic acyclovir buying viagra beijing cialis 20mg forsale buy doxycycline 150 mg canadian generic cialis viagra 10 mg stopping 10mg prednisone buy cialis c20 nexium 40 mg daily achat generic cialis viagra spray buy 60 mg nolvadex dia viagra online price female cialis 20mg kjpe cialis 20 mg lexapro 20 mg forum order viagra professional augmentin 625 mg wiki xenical 120 mg costo prednisone 20mg espanol obat levitra 20 mg cialis 5mg oad cheap cialis marbella nolvadex generic name cialis 20 mg pris lisinopril 10 mg g 101 medication lisinopril 10 mg cialis 100mg hinta augmentin suspension 457 mg recensioni cialis generico medco generic cialis propecia london buy levitra 20 mgs. buy viagra berllino strattera dosage 60 mg buy cialis switzerland buy levitra london philippine cialis online viagra 100 mg review there generic valtrex zoloft versus generic cialis 5mg wiki doxycycline 100 mg wsw celebrex cost generic augmentin 500 mg pret fake viagra online celebrex 200 mg coupon 2.5mg cialis price cialis generico caracteristicas buy cheap viagra 32 cialis 20 mg indications buy synthroid uk 100 mg clomid ovulation augmentin 625 mg beipackzettel nexium 40 mg costo harga clomid 50mg cytotec cp 200 mg nexium 40 mg oral cialis tablets online obat lisinopril 5 mg 10mg cialis take phenergan buy online lasix tablets 20mg clomid 50mg 2011 aanbieding cialis 5mg generic viagra 600mg 300 mg of zoloft buying xenical online buy levitra sydney drug generic viagra astrazeneca nexium 40mg valtrex generic purchase doxycycline hyclate 500mg cialis 25 mgs 20 mg lisinopril augmentin 625 mg anwendungsgebiete glucophage xr 1000 mg buying generic valtrex genuine levitra online nexium generico precio viagra 500 mg predam cialis 20mg cialis 2.5 mg clomid generic 50mg online viagra inc propranolol hcl 10mg viagra 100 mg billig viagra 200mg reviews kamagra cheapest online online propecia cheap lexapro 30 mgs prednisone 50 mg 6 days buy zithromax 250mg buy viagra online 350 cialis 5 mg suficiente prednisone taper 20mg canada levitra online zoloft de 25 mg buy viagra onlinereviews nexium de 10 mg generic viagra pakistan levitra 5 mg wirkung generic cialis secure celebrex 200mg ibuprofen lexapro generic alcohol prednisone pack 10mg cialis 10 mg etkisi lisinopril 5 mg shape spray cialis buy online cialis 10 mg buy cipra cialis clomid 100mg gemeos generic of valtrex lisinopril usp 10 mg buspar 30 mg zoloft mg doses kamagra 200 mg viagra 10mg cena buy dapoxetine priligy viagra overnight online tetracycline wolff 250 mg cialis 15 mg cheap levitra sale dapoxetine cheap uk prospect strattera 60 mg cialis 20 mg boite cost nexium 40 mg cheap pharmacy cialis acyclovir 500mg valtrex online 5omm viagra cheap cialis site price cialis 80 mg legal clomid online generic viagra 26 cialis xenical 15mg amoxil 400 mg pill nexium 20mg preisvergleich doxycycline 100mg kopen kamagra 100mg pris valtrex 500 mg posologia metformin 500 mg gpo generic cialis 2.5mg doxycycline generic equivalent cheap branded viagra generic metformin online viagra buy philippinen viagra 100mg costco buy strattera 25 mg vegetal viagra cheap strattera generic cheap online lisinopril erfahrungsberichte cialis 10mg viagra generic walmart valtrex generic cvs online viagra uk levitra 20mg vardenafil levitra generic tadalafil buy cialis europe cipro 500mg 5ml cheap lisinopril hydrochlorothiazide bali buyn cialis viagra now online 6online pharmacy propecia lisinopril 80 mg hypertension buy kamagra forum levitra 10mg chewing cialis tadalafil 2.5 mg nolvadex 10 mg pct lasix iv backorder viagra sample order nexium 40 mg pregnancy buy propecia america cialis 40mg day clomid 50mg effects 50 cent generic viagra synthroid 0.125mg buy cialis re nolvadex online legit buy cialis bali propranolol 10 mg indicaciones lisinopril 40 mg generic 50 mg viagra online generic levitra coupons lexapro generic names levitra 20mg docmorris nexium 40 mg argentina buying viagra london prednisone 20 mg shingles clomid triplets 50mg 150mg zoloft dosage viagra 150mg srilanka discount viagra 150 mg buy strattera 80 mg buying 4 250mg zithromax propecia . 25 mg eod generic celebrex canada bijsluiter kamagra 100mg 25 mg of strattera viagra buy istanbul buspar generic form zovirax 200mg dosing edmonton generic levitra buying 5mg propecia 10mg prednisone lot 150 mg viagra generic options propecia prednisone 10mg price split cialis 20 mg buy levitra 20 pills strattera oral order zovirax online consultation teva wellbutrin generic cialis marke 20mg phenergan 25mg ml cialis 20mg asda cialis 5mg buy clomid buy nhs clomid nolvadex online cialis maxman 1800 mg buy viagra onlineforum discount nexium online augmentin tab 375 mg cialis online japan strattera 18 mg ndc synthroid dosage 0.125 mg buy bulk cialis viagra 100mg tablets 4 propecia cheapest escitalopram 10 mg lexapro cipro 500 mg daily buy clomid cheap zithromax suspension generic propranolol 4mg bought doxycycline online uk cheap kamagra viagra buy site viagra 150 mg tablets cialis generic 10mg glucophage 500mg buy clomid za free 20mg cialis cialis .at online farmacie online augmentin lisinopril 40 mg tabl kamagra 100mg discount amoxil 500 mg generic lasix 20 mg uses levitra 10mg erfahrungen propranolol 10mg forum lisinopril 40 mg 4214 v prednisone 10mg purchase cialis tablets 5mg online nexium cheap buy zithromax 500 mg kamagra soft 100 mg diflucan pill buy generico viagra efeitos metformin 500 mg preis lexapro 10 mg pharmacy xenical online sale generic viagra bali cialis generic 20 mg priligy buy europe buy doxycycline thailand cipro 500 mg fiyat buy zithromax 1gm kamagra canada 50mg kamagra 50mg now nexium samples online online kauf viagra 1.25mg propecia generic cheap cialis 2.5
Home

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 677 guests online

Atom RSS

Interview - Dean Bonham - Sponsorship & Marketing PDF Print E-mail
User Rating: / 11
PoorBest 
The Biz of Baseball - Interviews
Written by Paul Swydan   
Sunday, 24 September 2006 12:00
The Dean Bonham InterviewThere are few people who have been more influential in the sports sponsorship and marketing solutions arenas than Dean Bonham. For the past 18 years, The Bonham Group has been at the cutting edge of sports business world, negotiating more than $2 billion in sponsorship contracts, over half of which Bonham has negotiated personally. Based in Denver, The Bonham Group list of clients boasts companies at the top of the Fortune 500 - IBM, Dell, FedEx, Miller Brewing Company, Target, Verizon – but also many of the sports worlds top organizations, including several baseball clubs. In addition, he has negotiated deals for corporate behemoths like Coca-Cola, Pepsi, Ford Motor Company, Budweiser, and AT&T.

Among his noteworthy accomplishments in baseball was serving as the lead negotiator for US Cellular and Petco Food Supplies as they closed deals with the Chicago White Sox and San Diego Padres for the naming rights to their ballparks. Bonham and his associate Don Hinchey write a sports business column for the Rocky Mountain News that is nationally syndicated. Bonham himself has been quoted or featured in the Denver Post, Washington Post, New York Times, Sports Illustrated, Forbes, Sports Business Journal, and he has been a guest on Fox News, CNBC, CNN’s Moneyline, and ABC’s Nightline.

Bonham was traveling abroad at the time of this interview, but was gracious enough to take time out and speak with The Biz of Baseball about both his experiences and why MLB is on the path to success, amongst other things.

Bizball: You have experience as the President of an NBA franchise. After seeing the top of that mountain, what made you want to venture out on your own to work on sports marketing as a consultant and negotiator?

Dean Bonham: In the late 1980s, when I was President of the Denver Nuggets, sponsorship evaluation and packaging were in their infancy—very seat-of-the-pants.  Reliable metrics were virtually non-existent.  I was frustrated by the lack of a more scientific approach, and I wanted something that would help me accurately measure the value of my sponsorship assets so I’d have a solid basis for negotiating with sponsors.  I figured others in my position would need this too and that turned out to be the case.    

Bizball: At what stage in their purchasing process do companies come to the Bonham Group? Do you generally work with people that have already made the decision to become involved with sports marketing, sponsorships, etc, or do you find that Bonham is contacted when companies are still in the exploratory stage and need some convincing?

Bonham: Companies approach The Bonham Group for advice throughout the marketing cycle.  Occasionally, they’ll approach us in the development phase of a major campaign to solicit our counsel on how to strengthen their programs.  At other times, they’ll contact us after they’ve made a decision to move forward on a sponsorship but are unsure how to proceed for maximum impact and effectiveness.  We’re most often retained after a deal has been implemented to measure its effectiveness against the companies’ strategic objectives and their cost/value ratio parameters.  

Bizball: Has the overall economy in the US impacted how companies are approaching their sponsorship budget, and if so, how?
Dean Bonham quote
Bonham: Advertising and marketing budgets (of which sponsorships are an important part) took a hit in the wake of 9/11 and the recession that followed, but they have rebounded nicely since then.   Successful corporations recognize that marketing is a beast that must be fed in good times or bad.  

Bizball: You have a system for evaluating sports properties called the "TBG Property Analysis". What are the different factors that go into such an evaluation and how does a baseball property differ from other properties?

Bonham: The TBG Property Analysis is a trademarked and proprietary process that we developed to itemize, appraise and package a property’s major sponsorship assets to enable them to deliver maximum value to the sponsor and revenue to the property.  It requires both art and science.  A baseball team is analyzed much like any major sports property, inventorying and valuing the assets, with special attention paid to the team’s status in the community as an important civic asset.  

Bizball: How do you view the current MLB sponsorship market?

Bonham: I’m bullish on MLB sponsorships.  The league and its sponsors have rolled out some top-notch material in the last 7 or 8 years and this is just the tip of the iceberg.  The “Memorable Moments” deal with MasterCard and DHL’s “Delivery Man” promotion are good examples, as was the sponsor activation around the All-Star Game in Pittsburgh this year.    The key thing is MLB is focused on delivering value to its partners and that’s a recipe for mutually-beneficial results.  

Bizball: You boast the Arizona Diamondbacks, Cleveland Indians, Colorado Rockies, San Diego Padres, and the Branch Rickey Award among your baseball clients. Have your experiences with these organizations been similar in nature? What kind of things have you handled for each?

Bonham: We did a sponsorship summit for the Diamondbacks, showing their sponsors how they could work more effectively with each other and understand how they could enhance the value of their relationships with the team.  We helped the Rockies document the value they deliver to their top 10 sponsors.  We also did a sponsorship analysis for the Branch Rickey Award to help the organizers understand the value of their sponsorship assets.  For the Indians and Padres, we did market research on fans and attendees, gauging their attitudes towards a number of key issues.  Interestingly, the Padres hired us after we sat on the other side of the table from them while representing Petco Pet Supplies on the naming rights for Petco Park.

Bizball: So many teams have new ballparks now that will not need remodeling or tearing down for years to come. You have said in the past that selling the naming rights to an already existing stadium is worth less than that of a new one. Are there areas where the reverse is true?  
    
Bonham: Generally, no.  In the hypothetical cases where it could be true (Fenway Park or Yankee Stadium), a valued tradition trumps commercial interest.

Bizball: How can teams gain additional revenue from their parks in a sponsorship sense?

Dean Bonham Quote - Keep a Creative Eye Bonham: New sponsorship inventory is often found when teams keep a creative eye open.  Alternatively, teams can package existing inventory in new ways to create additional value.  Of course, revenue opportunities abound in the case of ballpark renovations or additions.  

Bizball: Is there a new frontier in the naming rights business for existing stadiums/ballparks, and if so, what is it?

Bonham: There is a new frontier in facility naming rights, and it entails going above and beyond the customary exposure and hospitality benefits and integrating the sponsor in such a way that its key constituencies (fans, clients, prospects, employees) have an opportunity to interact with the company, the team and the facility in unique, exciting and mutually-satisfying ways.   That’s the general idea; if I get more specific, I’ll have to charge you (or kill you).  

Bizball: Of the ten most valuable naming rights deals, only one is for a MLB team (Minute Maid Park). What makes MLB parks less valuable to sports marketers?

Bonham: Many of the major markets – Boston, LA, Chicago & New York – haven’t had new ballparks built during this span.  Only the White Sox built a new park during this time and did not name it initially.  As for
US Cellular Field the value overall, baseball’s TV deals and media are much more regional than the NBA and NFL deals.  Also, NFL stadiums and NBA/NHL arenas are more flexible venue as to the events they can potentially host.  New ballparks are designed for baseball and there is no demand to host other events of great value.

Bizball: In 2004, you said that this era could be very well defined as the golden era of baseball. What led you to that conclusion and do you still believe that two years later?

Bonham: Several reasons cause me to be enthusiastic about baseball’s potential: the great strides the game has made toward institutionalizing labor peace; the recognition that the steroid issue had to be dealt with to ensure the integrity of the game; and the centralization and amplification of baseball’s major marketing functions under the auspices of the commissioner and his able staff.  

Bizball:
On the other hand, you have also stated that you believe MLB's economic model is flawed. Why do you believe that?  

Bonham: I’ve changed my mind on this, primarily as a result of the changes within MLB.  First and foremost is the change in the relations between MLB and the Players Association—they’re much less adversarial now.  The luxury tax and the expansion of revenue sharing are also helping to level the playing field and there are prospects for continued improvement.  In short, MLB is dealing with the problems in a proactive way and that bodes well for the future.  

Bizball: Some MLB executives have stated that they have innovated on the marketing side more slowly than other leagues due to their reliance on tradition. One way that MLB stepped out of the box this year was with the World Baseball Classic tournament. Do you see this as an event that MLB can sustain, even grow, in subsequent years? What would you have done differently from a sponsorship and/or media perspective?

Dean Bonham Quote - MLB Sleeping Giant Bonham: Baseball was always a sleeping giant from a marketing perspective.  The giant actually woke up 8-10 years ago and recognized that to compete in today’s crowded sports marketplace, it has to identify how tradition and the game’s many inherently attractive qualities can blend with innovation and more aggressive marketing to solidify and expand the game’s appeal.  The World Baseball Classic was a giant step in this direction.  The WBC automatically broadens the game’s global platform, with the potential for gaining millions of new fans (and a share of their discretionary income) for MLB.  Having said that, the tournament and its related marketing and promotion are brand new and naturally lend themselves to refinements, some of which are undoubtedly already underway.   

I look for MLB organizers to focus on a variety of things: how they can make the games and their results more accessible worldwide; how they can link interest in the WBC players back to their MLB clubs; and how they can make baseball’s unique equipment (bats, gloves, uniforms) status symbols around the globe.

Bizball:
One of the basic principles of sports marketing is to cater to the fans, yet many Major League Baseball teams do a poor job marketing to their fan base. What teams do you think do a better job than others? What fundamental marketing tactics could most teams use to better their situation?

Bonham: All our clients do a good job, of course.  The Colorado teams also score well in this area, and they are repaid with loyal support in a relatively small market.  Other teams that seem to have a good handle on marketing to their fan base, and I’m not restricting myself to MLB teams, are the Minnesota Wild, the Los Angeles Angels, the Seattle Seahawks, the Dallas Mavericks and the Houston Rockets. The common denominators seem to be a committed management group and an appreciation for the “little people” in the marketplace.  

As for tactics that can help, I’ll give you two.  One is market research, which can tell you what you’re doing right and what you’re doing wrong.  Sometimes the answers aren’t pretty; but if you want to improve, you need to hear them.  I’m also big on fan forums.  These are a form of market research; but if done right, they can also provide a team with excellent creative input.  
    
Bizball: Lastly, any discussion of MLB and its business operation has to touch on Major League Baseball Advanced Media and its flagship site, MLB.com. What is your overall view of MLBAM?

Bonham: MLBAM is a remarkable success story that’s come a long way in six years.  MLB showed a lot of
Dean Bonham Quote - MLBAM is remarkable foresight in putting it together and Bob Bowman has done an outstanding job of nurturing it in the formative stages and in growing the business.  It’s been a big part of the awakening of the sleeping giant in terms of recognizing the change in how fans access and consume sports media.  The initial problems with technology appear to have been mastered and the periodic disputes and resulting friction over property rights are a natural result of the shakeout in the development and financial ramifications of the new media.  I see a huge revenue upside.


  • Interview conducted by Paul Swydan
  • Edited by Maury Brown

To read other interviews on The Biz of Baseball with the likes of Jayson Stark, Ken Rosenthal, Stan Kasten, Marvin Miller, Bowie Kuhn, Bob Costas, and others, select the Interviews navigation element to the left on any page.  

This interview is copyrighted. For republication information, please contact The Biz of Baseball.

 
 
Banner

Poll

Should MLB Force Jeffery Loria to Sell the Marlins?