free credit report per year free credit report and credit check services - equifax icr services credit repair free credit report fraud get copy your credit report canada how do i putt a security freeze on my credit reports 72 hour latest credit repair system completely free credit report check check your credit history new zealand cic denied credit free credit report experian example credit report after bankruptcy free credit report anual annual credit report from equifax dispute credit report letter template paid civil judgement credit report credit report and score without membership credit report service best where can i get a free credit report once a year get free transunion credit report request 3 free credit reports annually what is fair credit fair credit reporting act of 1970 can get my credit reports free full credit report equifax how to correct incorrect information on your credit report safe get credit report online where is the free credit report annual s&p credit ratings investment grade authorized user credit card affect credit report credit report and credit score monitoring how to get your credit report by mail what are credit reports scores dispute transunion credit report mail free credit reports wiki website for free credit report unpaid medical bill credit report order free credit reports mail online credit report canada free transunion credit report update form letter to remove charge off from credit report online cash advance payday loan preferredpaydayloancom equifax how to read a credit report free 3 in one credit report and score free annual credit report how long does information stay on my credit report can get free credit report credit bureau can you get free credit report online canada long does bad debt stay your credit report texas how goes i get a free credit report without a credit card in canada free credit repair tips and letters name free credit report commercial original band credit report sign in how do i get a credit report on a prospective tenant how to report positive credit to credit bureau check deceased person;s credit report will checking tour own credit report lower your score my free credit report a year obtain free report business credit scores free credit report transunion companies annual credit report customer service phone number equifax free credit report canada online does the walmart credit card report to the bureaus federal reserve free credit report once government credit free credit report dispute item my experian credit report credit family life today conference collection companies credit reports credit report freeze equifax equifax credit report request pdf f-r-e-e that spells free credit report dot com baby lyrics business credit cards reporting personal credit business credit reference template credit monitoring services review consumer reports who are the guys that do the free credit report commercials the official free credit report government site how often can i view my credit report free credit report online no credit card uk there any truly free credit reports initial security alert credit report repair credit report history dave ramsey credit report free credit report.com commercial where can i get free credit reports once a year does checking my credit report affect my credit score how can a landlord get a credit report monthly credit scores and reports where to get your free credit report once a year most secure credit report credit bureau reporting protection equifax 3 1 credit report score equifax free credit report no credit cards free credit report commercial band is back suze orman best credit report phone numbers all three credit reporting agencies colorado free credit report equifax your credit report free annual equifax where can i get my credit report for free without a credit card how to remove items older than 7 years from credit report 3 report credit report credit auto repair jobs in dallas tx transunion credit report and score how often does equifax update your credit report equifax credit report sample building a better credit report should i remove closed accounts from my credit report info free credit report how do you get free credit score report credit report identity stolen credit repair lpn programs washington state get free credit report without membership free 3 in one credit report yearly get free credit report without credit card information three credit reports monthly government free credit report law aged credit repair leads for sale credit report.com band 3 major credit reports dispute credit report best way letter remove negative information credit report my once year free credit report free free yearly credit check report what is an employment insight credit report big three credit report companies what is nd on credit report credit card company report credit bureau long does dismissed chapter 13 stay your credit report how do you dispute an error on your credit report how do you obtain your credit report free copy best tenant credit report service totally free credit report without debit card required the credit union of nj how to dispute credit report error access to credit reports credit report definition charge off credit reporting agencies contact information letter credit agencies dispute report experian request credit report form how to remove bad things from credit report where to get free credit score in canada us government free credit report govenor free tri merge complete credit report with scores free credit report.com commercials lyrics reporting creditor harassment canada free credit score and report all 3 dispute incorrect info credit report free credit report commercial band 2010 major credit reporting agency true free credit report credit history report check importance monitoring your credit report credit report contact number how do i get my 3 credit reports free free credit report alert gov free credit reports government credit repair restaurant franchise start up costs sample equifax credit bureau report texas regulation consumer credit reporting agencies teachers federal credit union credit report what does a credit report contain articles working tax credit a 1 free credit report per year why would there be a security freeze on my credit report free credit bureau report usa what is a soft inquiry on a credit report when does your credit report get updated transunion credit report on tenant federal reserve system monthly report credit liquidity dispute date last activity credit report patelco credit union 2010 annual report navy federal credit union credit report one time credit report equifax contest credit report error first national credit bureau sparks nv dave ramsey credit report site reporting credit card complaints monitor credit report score free credit report search national credit bureau reporting agencies experian free capital report if denied credit free credit report uk experian new free credit report commercial 2014 3 in one credit report with score free credit report scores all 3 free credit report government site liquidation report to creditors how to remove items from your credit report how to read an equifax business credit report free credit report all 3 credit bureau certified credit reporting st cloud fl how to get your credit report updated quickly free credit report by mail canada free credit score and report from 4 bureaus free credit report by mail equifax equifax credit report promotion code 2011 government web site for credit report credit reporting act 2007 (act 726) obtain my credit report australia what is a state tax lien on my credit report shared national credit report 2009 how to repair bad credit report canadian credit reporting act ontario credit report codes r9 how do you remove items from credit report irs phone number to report identity theft credit report credit monitoring target how do you dispute something on credit report why can;t i get my free credit report how to clear inquiries off credit report check experian credit report again what does charge off mean in my credit report free credit report texas residents report loss citibank credit card fair credit reporting act free copy credit report how to get a sealed credit report consumer credit market report long before late payment removed credit report my free credit report score which is the best credit report service difference between credit score and report contact free credit report by phone get a credit report for free online where can i find a truly free credit report definition consumer guide fair credit reporting act how to get free credit score and report experian credit reports scores meaning how to challenge equifax credit report read credit report codes experian who are the three main credit reporting agencies credit report tenant free credit report freeze texas read credit report equifax does the free credit report guy speak english us government approved credit reports how do i get free credit report from transunion removal of judgements on credit reports three in one free credit reports bureaus remove satisfied judgment credit report order credit report mail view credit report online free without credit card how do i get a free credit report if i have been denied credit how to freeze credit report in texas credit report score one time payment gov site for free credit reports fix your credit score report experian credit freeze remove listed deceased credit report credit card companies report all three credit bureaus karma credit report free how to dispute items on your credit report online official free annual report fcra credit score h&r block loan advance three major credit reporting agency where to get your annual credit report free credit report 1-2-3 order my credit report by phone receive your free annual credit report every year fast payday installment loans online same day obtain credit how to get credit report on another person rewards canada credit card comparison credit report privacy credit report 1800 number collection agency reporting credit bureau 100 cash loan online no free trial credit report free annual credit report credit scores consumer reports no fee credit cards fixing errors credit reports free yearly credit reports how to get a bankruptcy off your credit report after 10 years personal information is wrong on credit report any dealer bad credit car loans guide letter requesting free annual credit report free credit report score government free credit report government annual bank america credit reporting department get instant credit report online remove old debt credit report yearly safe free credit report sites 609 free sample credit repair letters obtaining my credit report canada how can i run my own credit report american free credit report online how can i get a real free credit report understanding credit scores numbers free credit report dot com band wiki cancel true credit report account free annual transunion credit report summary of rights under the fair credit reporting act what is a good credit score in 2014 transunion credit report complaint how to free report credit score data online possible remove collections credit report credit report georgia residents how long does a paid judgment stay on your credit report get free credit report equifax transunion free report if denied credit how to report credit to equifax obtain credit report canada credit reporting lawyer credit repair oil security companies in houston tx purchase credit report fico score how to request something be removed from your credit report long does bad credit stay report get free copy my credit report canada credit agency report death credit suisse wealth report 2010 pdf does walmart money card report to credit bureaus long does civil judgment stay credit report cant get my free credit report online will foreclosure show on my credit report after bankruptcy how do i dispute information on my credit report how to read an equifax credit bureau report credit report credit scores & credit checks transunion how to get annual free credit report online does consumer credit laws fair credit reporting act protect you buy credit report experian factual data my credit report how do you dispute a charge on your credit report california credit reporting law definition consumer credit reporting agency equifax free credit report 1800 number where do you get your one free credit report per year credit report credit card free experian free credit report south africa annual credit report site real are you entitled to a free credit report each year review credit report transunion get free transunion after being denied my credit report credit card company credit report what is a factoring company account on credit report other credit reporting agencies what is a credit report what information is included in a credit report credit monitoring services consumer reports free credit report all 3 credit bureaus corelogic introduces new credit report solution top credit repair forbes 2000 companies 2011 view all reports free credit score report credit bureau non payment rent small business credit card payment options report stolen credit cards police bad credit history loans uk free credit report on line how to check my credit report online how long do credit card inquiries stay on your credit report how to does credit repair companies work credit report websites actually free free credit report all 3 bureaus score equifax how to remove a paid medical debt from credit report sample credit report equifax canada how to get a collection removed from credit report life lock credit report how to get your credit history report free credit report.com commercial golf best website to check credit for free online free credit report no credit card needed get my beacon credit report experian credit report format update current employer credit report 3 credit report agencies mailing address which company should i request my credit report from get equifax credit report only best credit repair list of fortune 500 companies 2012 free credit report full site how do i fix my credit report errors credit report consumer protection what's the best credit reporting agency how to get credit report by mail trade summary credit report example unofficial government free annual credit report change info my credit report how to put a lock on credit report provided federal law free annual credit report remove paid tax lien your credit report cash advance online direct lenders how long can negative info stay on credit report diy best credit repair software short sale vs foreclosure credit report bad credit credit cards balance transfer rebuild credit loans for people with bad credit letter to credit report disputing the best the best software for credit repair report unfair credit card fees your free once year credit report what is the best consumer credit reporting company credit hour to clock hour conversion free credit report.com lyrics all 6 annual free credit report government site put red flag my credit report reporting medical debt to credit bureau how do i get a free credit report for a business free credit annual report where do i get my free credit report annual where can i go to get a free copy of my credit report can you get a credit report on someone else did free credit report get new band capital one lost credit card reporting obtain your free yearly credit report every year often should you monitor your credit report bank of america credit reporting dispute annual online managing personal solutions credit reports sovereign credit risk report all 3 credit report and scores transunion background check employment credit report view credit report free without credit card how do i remove a paid tax lien from my credit report credit dvd repair software freeware 0% interest free credit cards how do i get a free credit card report free credit report consumer reports free government credit check report transunion credit freeze lift phone number where do i get credit reports annually for free where do you get the real free credit report all three credit report free citi identity credit report get safe secure credit report annual credit report request service number get free equifax debt report denied credit request your credit report letter best way to fix your credit report is one credit reporting agency better than another equifax free international credit report security freeze credit report free report business account credit union what is a civil judgement on credit report how to dispute credit report get free report canada without card credit score free credit scores reports all three bureaus how to report a non payment to a credit bureau free credit report government report good free credit report websites free online credit report australia official government website for free credit reports citi credit monitoring program refund understanding my transunion credit report what are the names of credit report agencies how do you get a free business credit report having late payment removed from credit report i need a copy of my credit report long does collection agency stay your credit report how do i view my credit report for free how to repair my credit report fast long does bad credit report last uk free credit report uk moneysavingexpert payday what is credit rating of twin cities power how to add employment history to credit report need help with credit report are free credit report really free credit report dispute letter template state of michigan free credit report what is good credit score to buy a car government mandated credit report free veda credit report new zealand after 7 years credit report removing disputes from credit report how to check what is on your credit report obtain credit reports tenants checking credit reports how long does collections stay on your credit report canada guaranteed credit repair freeware how to repair my credit report for free free credit report 3 bureau annual credit report equifax contact information for all reporting agencies credit scores i want my free yearly credit report what information remove kd my credit report template letter requesting removal credit report entries where to get a copy of my credit report for free how to get rid of hard inquiries on my credit report how do i sign up for target free credit monitoring authorization to obtain a copy of tenant;s credit report addresses three credit reporting agencies how to order a free credit report online legit way to get credit report credit report sample canada best personal credit repair software free annual credit report nj copy credit report best way get credit report personal personal credit reports uk true credit report telephone number mailing addresses for the three credit reporting agencies how to get all three credit reports and scores for free credit reporting bureaus phone numbers equifax credit report security freeze freeze all three credit reports how much does it cost to report to credit agencies incorrect information on credit report canada free credit report.com band wiki free credit report mail canada checking child;s credit report how to get a free credit report in canada online company has best credit report remove items credit report after 7 years calgary how to become a credit repair specialist how to see all 3 credit scores for free equifax free credit report canada phone number get free credit report american express adding consumer statement your credit report what is a good credit score rating range reporting delinquent accounts to the credit bureau dispute your credit report
Home Biz of Baseball - Interviews Interview - Dean Bonham - Sponsorship & Marketing

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 379 guests online

Atom RSS

Interview - Dean Bonham - Sponsorship & Marketing PDF Print E-mail
User Rating: / 11
PoorBest 
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?