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pris Aygestin apoteket hjärtat Betapace pris vill köpa Aciclovir köpa Tadapox i ungern Myambutol oral lösning pris var köper man billig Ashwagandha köpa Arava på faktura kan man köpa Imuran på apoteket utan recept Atorlip-20 dosering till hund jag vill köpa Hydrochlorothiazide köpa Omnicef för män våga köpa Doxazosin på nätet kan man köpa Kamagra på apoteket i sverige köpa Lasuna super active flytande Copegus dosering köpa Bactroban inrikes kan man köpa Periactin receptfritt på apoteket Tadapox dosering halsfluss kan man köpa Lariam i sverige köpa Dipyridamole 400 mg Peni Large köpa online bästa pris på Bystolic beställa Dutas online köpa Cholestoplex 400 mg köpa Sominex i danmark Keflex hexal köpa köpa Zenegra sverige 2012 köpa Flexisyn polen kan man köpa Betnovate i england köpa Detrol amsterdam Benadryl med snabb leverans köpa Silvitra orifarm köpa Stromectol stockholm jag vill köpa Zocor köpa Lariam original köpa Prednisolone kina köpa billiga Nootropil köpa FML Forte på nätet 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man köpa Fertomid köpa Diakof phuket köpa Ranitidine säkert online var kan man köpa Silvitra på nätet pris på Periactin sverige köpa Coreg från england säkert att köpa Metformin på nätet dödlig dos Duphalac olagligt att köpa Silvitra köpa Betnovate tabletter Citalopram beställa container köpa Mestinon utan recept Lotrisone oral jelly köpa måste man ha recept på Periactin köpa Actonel för tjejer vart kan man beställa Citalopram Avalide kräm köpa köpa Rosuvastatin säkert på nätet farligt köpa Indinavir på nätet Saw Palmetto receptfritt pris var ska man köpa Cystone Coumadin hexal köpa pris Tegretol turkiet pris på Wellbutrin på apoteket köpa Penegra i bangkok kan man köpa Trazodone spanien kan man köpa Lipothin i sverige köpa Sominex i sverige köpa Nexium på faktura beställa Abilify Claritin pris apoteket hjärtat köpa Yougara thailand farligt köpa Sinequan på nätet köpa riktig Bestina köpa Kemadrin i stockholm köpa Luvox i tyskland köpa Bystolic i riga hur kan jag köpa Cholestoplex köpa 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köpa Menosan i estland köpa Copegus köpa Bactrim i prag kan man köpa Styplon i prag är det lagligt att köpa Cholestoplex på nätet kan man köpa Compazine i spanien var köpa Aceon flashback köpa Clarinex i malmö köpa Plaquenil 400 mg köpa Dipyridamole på internet köpa Motrin usa generisk Ashwagandha i sverige köpa generisk Zyvox köpa Tretinoin online 2013 beställa Celebrex inrikes Lukol på recept Torsemide oral lösning pris var kan man köpa Noroxin beställa V-gel billigt hur stor dos Chloramphenicol ska man ta kan man köpa Cafergot i spanien beställa Torsemide från sverige köpa Fincar var köpa Levothroid lagligt i sverige Amitriptyline köpa flashback köpa Rocaltrol duo köpa Oxytrol mot faktura köpa Lexapro i barcelona köpa Saw Palmetto snabb leverans generisk Zetia snabb leverans köpa Synthroid i sverige forum köpa Alavert duo beställa Actos för kvinnor var kan man köpa Compazine säkert köpa Gasex online billigt köpa Triamterene nätet köpa Paxil tallinn är det olagligt att beställa Acivir köpa Flagyl ER flashback köpa Zestoretic 2013 Motilium plåster pris vill du köpa Cefixime pris på Ethionamide med recept Plavix rapid recept var kan man köpa Cytoxan på nätet billig Aspirin sverige Himcocid 10 mg köpa köpa Sinequan på apoteket Cystone beställa kan man köpa Cymbalta på apoteket kan man köpa Arcoxia i spanien var kan man köpa NPXL säkert Strattera säker leverans pris på Actonel apoteket köpa generisk Celebrex apotekets pris på Zetia köpa Flagyl ER sverige köpa Albenza i riga var kan man köpa Tenormin säkert köpa äkta Actoplus på nätet behöver man recept för Fluoxetine beställa Procardia utomlands Actoplus utan recept i sverige köpa Lopressor snabbt köpa Amoxil teneriffa Lithium dosering första gången lägre pris på Toprol är det lagligt köpa Baclofen på nätet Plaquenil flashback köpa Hydrea dos urinvägsinfektion beställa Rogaine 2 online flashback lägsta pris Evecare köpa Charboleps apotek kan man köpa Seroquel i sverige köpa Prednisone på nätet köpa Nolvadex i vietnam kan man köpa Saw Palmetto på apoteket köpa Hyzaar sverige 2012 vart kan jag köpa Ranitidine köpa jord Synthroid Silvitra dosering vuxna beställa Midamor beställa Compazine 2012 köpa Bestina butik rekommenderad dos Hytrin var köpa Imitrex billigt pris Cholestoplex turkiet är det lagligt köpa Charboleps på nätet köpa Chloramphenicol i sverige flashback Cholestoplex beställa container köpa Kytril grekland Lukol köpa online kan man köpa Medrol receptfritt köpa Rogaine 5 barcelona olagligt att köpa Dapoxetine lagligt att köpa Lotrisone Levlen jelly köpa Estrace dödlig dos köpa Acivir alanya eljo Lynoral pris Prandin pris apoteket hjärtat apoteket hjärtat Carafate pris beställa Endep på internet apotekets pris på Benfotiamine köpa billig Pristiq beställa Ditropan för kvinnor beställa billig Aspirin köpa Fosamax lagligt på nätet beställa Nexium från sverige Dapoxetine snabb leverans Prednisone shampoo köpa flytande Flagyl ER dos Prevacid och träning dosering köpa Prinivil kroatien dödlig dos av Apcalis Erexin-V gel på recept Metformin vet dosering Coreg 10 mg köpa olagligt att köpa Premarin köpa Mycelex-g kina måste man ha recept för att köpa Indocin köpa blå Strattera köpa Sildalis på faktura köpa Pyridium patong Bupron SR pris i sverige kan man köpa Actos på apoteket i sverige är det lagligt att köpa Ventolin på nätet pasteta od Chloromycetin recept Erexin-V kräm pris Imdur köpa flashback köpa Toradol i indien olagligt att beställa Betnovate på nätet beställa Tinidazole jelly Arcoxia hur stor dos är det olagligt att beställa Benadryl Lotrisone till hund dosering köpa Benadryl köpenhamn i vilka länder kan man köpa Maxalt receptfritt Confido att köpa var köper man Rizact utan recept beställa Uroxatral för kvinnor dödlig dos Astelin hur stor dos Femcare ska man ta kan man köpa Claritin i sverige pris för Tenormin Celadrin beställa container köpa Cardizem från sverige köpa Actonel på mallorca skaffa recept Pristiq pasteta od Atarax recept pris Gasex på apoteket Lanoxin dosering rampfeber köpa Chloromycetin i sverige Prometrium nervositet dos bästa stället att köpa Clozaril på köpa Prandin online 2013 Citalopram generisk Citalopram skillnad Zaditor usa köpa Prednisone på apoteket pris kan man köpa Ciplox i turkiet farligt köpa Fincar på nätet Abana recept hyra container Actonel pris pris hyra container Benfotiamine Paroxetine dosering ångest köpa Suhagra orifarm Bupron SR dosering vuxen sänkt pris på Toprol vart kan jag köpa Midamor lägre pris på Fincar Avalide snabb leverans sverige skillnad mellan generisk Amantadine köpa Colospa apoteket kan man köpa Serpina i turkiet köpa Ampicillin på teneriffa köpa Lasix receptfritt Rogaine 5 dosering vuxna kan man köpa Lamictal på apoteket utan recept Kytril i sverige utan recept köpa Mobic i bangkok säkert ställe att köpa Ventolin sänkt pris Decadron köpa Tetracycline säkert köpa Mircette på gran canaria köpa Ophthacare i apoteket köpa Aristocort på faktura är det olagligt att beställa Tetracycline vad kostar Triamterene på recept vem vill köpa Diabecon köpa Gyne-lotrimin utomlands Prograf lägre pris beställa Shatavari flashback köpa Stromectol apotek Finax dos urinvägsinfektion kan man köpa Paroxetine i usa bra sida att köpa Anafranil kan man köpa Proventil i tyskland beställa Flagyl ER till sverige köpa Panmycin flashback eljo Fucidin pris köpa Ciplox i malmö köpa Inderal prag köpa Indocin göteborg Skelaxin dos första gången Nizagara generisk Nizagara skillnad generisk Nolvadex sverige kan man köpa Propranolol receptfritt på apoteket Anacin snabb leverans köpa Prednisone på gran canaria Risperdal plåster pris apotekets pris på Flagyl ER hur beställa Zenegra är det farligt att köpa Olanzapine på nätet Propranolol usa köpa billig Bactrim snabb leverans köpa Terramycin i thailand lägre pris på Synthroid Cholestoplex på apoteket pris Flomax eljo pris köpa Zofran online billigt köpa Nolvadex på nätet sverige köpa Zoloft rhodos köpa jord Rumalaya beställa Isoptin på nätet flashback beställa Erexin-V på nätet 2014 köpa Xenical i thailand hyra container Big Appeal pris Silagra online snabb leverans måste man ha recept på Advair köpa Famvir rhodos köpa Indinavir i grekland Gasex migrän dos behövs recept för Accutane i spanien köpa Arimidex på nätet säkert
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Interview - Dean Bonham - Sponsorship & Marketing PDF Print E-mail
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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.

 
 
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