viagra 25mg reviews 2013 prednisone 0.5 mg tab nexium cpr 40 mg buy cialis bangalore safe generic viagra mylan generic viagra buy prednisone cod clomid 150 mg ervaringen cialis 20 generico lexapro 10 mg wiki dosis diflucan 150 mg nolvadex online order buy diflucan 150 mg strattera 40mg capsules order Cialis Jelly 10 lisinopril ratiopharm 10 mg generic med synthroid viagra generico efeitos metformin 500 mg nebenwirkungen wellbutrin retard 300 mg antidepressants citalopram 20mg levitra comprar online buy prednisone 5mg 75 mg viagra generic viagra comprar generico order bactrim antibiotic viagra generico efeito generic daily cialis cialis 10 mg tabs nexium 160 mg propranolol bijsluiter 80mg kamagra beograd online viagra tesco buy generic levitra dangerous cipro forms online buy levitra 30 pills nexium 20 mg kaufen prednisone online cheap cialis tabletas 20 mg levitra brand online bijsluiter lexapro 10 mg viagra generic cheapest levitra generic dose viagra 100mg bericht lexapro online ny buy levitra ups 100mg clomid worked propecia generic walgreens wellbutrin 150 mg effective generic wellbutrin anchen 3 generic meltabs viagra xenical meridia online clomid twins 150mg levitra buy toronto buying dapoxetine celebrex online pharmacy viagra generico resolve levitra 10 mg 8 comprimidos 20mg cialis directions nu doxycycline 100mg bactrim fast cheap wellbutrin generic target kamagra online cheapest levitra 30 mgs dinamarca online lexapro zoloft 25 mg insomnia prednisone online dog buy clomid dallas increase lexapro 10mg generic finasteride propecia zithromax liquid buy zovirax iv 250mg buy viagra brazil diflucan tablet 200 mg korea generic viagra erythromycin dosage 500 mg cialis 20mg doctissimo augmentin 1000 mg xr highest mg buspar buy 50mg clomid levitra 20mg achat alli orlistat 60 mg 150 cialis dapoxetine buy walmart generic synthroid viagra 100mg pills strattera generic when clomid 50mg bula comprar kamagra online zithromax 250mg tabs clomid 125 mg kamagra manchester buy lexapro 10 mg price cialis 20mg teilen buy viagra gta 36 hour cialis online cialis split 20mg zithromax 1000mg iv levitra 20 mg orodispersible generic viagra reputable propecia cheap buy mg of bactrim viagra gel online buy viagra hcmc viagra 100mg nl bula zovirax 50 mg doxycycline canada 20 mg generic viagra sydney viagra mastercard generic buy periactin lisinopril 10 mg take valtrex generic pregnancy buy bactrim overnight is generic viagra buspar 15 mg tablets viagra online ny sibutramina 15mg xenical shop levitra 5mg cialis penang buy cipla cialis 5mg medicamento lasix 40 mg vendita cialis generico prednisone china cheap zoloft 250 mg dosage buy levitra mg cialis medicine 5mg buy uk kamagra bayer 20 mg cialis 200 cialis 20mg viagra uk 500mg kamagra 100mg malay two 5 mg cialis existe xenical generico india viagra 100mg cheap dubai viagra buy cialis denmark order bactrim cheap buy cialis venezuela cialis 20 mg interactions zithromax azithromycin 500 mg purchase bactrim online viagra buy tesco cialis 20mg philippines notice viagra 100mg order celebrex canada buy doxycycline dubai drinking 20mg lexapro clomid 100mg daily cialis singapore online wellbutrin overdose 900 mg cipro 500 mg pill cialis online info buy nolvadex generic 25 mg topiramate wellbutrin bactrim 480mg 5 mg viagra enough 30 mg strattera online nexium 40 mg vademecum ic propranolol 40mg prednisone 5 mg alcohol oklahoma online viagra 60 mg propranolol anxiety levitra 10 mg indicaciones cialis 20 mg prostatectomia kamagra pills 50 mg cialis 40 mg bulk synthroid online cheapest 150 viagra medicine lisinopril 10 mg pfizer viagra online buying cialis vietnam generic valtrex buy viagra produce sordera lexapro 20 mg weight generic cialis colombia generic lexapro problems viagra 50mg information buy levitra walmart tratamiento lexapro 10 mg bisoprolol 5mg viagra 0.5mg propecia results cialis daily 5mg lexapro 40 mg cipro online purchase viagra 50 100mg 900 mg wellbutrin xl fda generic cialis levitra tablets buy lexapro cheap xenical online review prednisone buy online about zoloft 50mg xenical 120 mg priser brand cialis generic generic medication propecia clomid 50mg men viagra price online durata viagra 100mg liquid clomid online viagra cheap fedex taking 2 2.5mg cialis cialis 20 mg discoun generic line viagra lasix dosage mg viagra consultation online viagra 100mg tabs cialis 0 5 mg cheap viagra substitutes zoloft 100 mg erowid amoxil manufacturers generic bactrim f generico cialis paypal buy lisinopril eg 5 mg prednisone 5mg info generic lexapro side fungsi doxycycline 50 mg lisinopril 40 mg walmart augmentin 375mg tablets 8000 mg viagra cipro mg 20mg levitra erection cheap cialis wordpress dosage cialis 20 mg clomid order canada kamagra 25 mg cialis 20 mg halbieren buy doxycycline injections metformin 850mg augmentin 625mg frequency zovirax 200 mg dosage viagra 100 mg 8 tabletten existe viagra generico buy zithromax 250 mg propecia 1mg 84 xenical generic available cialis generic fast generic cialis authenticity viagra no.1 200mg levitra 20 mg 3 free cialis tadalafil buy iene viagra online cipro 750 mg 14 tablet order sertraline zoloft augmentin 500 mg cost buy nolvadex safely 80 mg prednisone dogs cialis 10mg forum cialis generic 60 mil metformin 500 mg 48 93 bactrim 400 80 mg roche viagra dosage 50 mg generic doxycycline hyclate buy 4 dose zithromax tablet clomid 50mg viagra da 100 mg buy zithromax brand inexpensive generic cialis buy viagra pretoria 100mg viagra taking 2 white viagra online zovirax generic brand viagra 100mg buying kamagra online europe tratamiento diflucan 150 mg order viagra 100mg online cialis tadalafil using 200 mg viagra acquisto cialis generico 600 mg celebrex viagra strength mg nolvadex tamoxifeno 10 mg generic valtrex india bactrim mg info cialis online reputable online cialis risks generic levitra quality celebrex generic 100mg cheap zithromax uk 100mg fake cialis buy clomid quick augmentin 875 mg bid buy zithromax 4rx 2 25mg of viagra prednisone ten mg clomid 100mg overweight penjual clomid online buy dapoxetine singapore prednisone 6 mg india viagra online posologia clomid 50mg mg of zoloft augmentin 625 mg prescription chinese 800 mg viagra thuoc cialis 20mg cialis 5mg rezept nexium 20 mg tabletten generic work levitra cialis 20mg faq order prednisone canada valtrex 500mg wiki buy metformin 500mg generic viagra wien generic lexapro identification fungsi lasix 40mg zoloft dose 250 mg lasix online pharmacy 20 mg levitra viagra clomid 200 mg 100mg zoloft dosage buy levitra chennai levitra 10mg bayer diflucan 200 mg day buy cialis 40online cheap nolvadex 20mg generic viagra work viagra schweiz online xenical 120 mg preis buying viagra shanghai pregnant 500mg metformin bfp 100mg clomid cialis 40mg overnight viagra online gefahr preise levitra 20mg prednisone dog mg 30 mg lexapro breastfeeding cialis 30 mg dosis propranolol la 40mg cheap quality viagra amoxil 500 mg cost cheap generic strattera wellbutrin xr 100mg lisinopril generic zestoretic about doxycycline 100mg buy viagra cardiff cialis generico foro lexapro generic coming lisinopril 30 mg 3762 buying 40mg cialis viagra for buy acquistare cialis 5 mg cialis cheap 200 mg generic viagra egypt cialis 200mg reviews generic synthroid cost cheapest propecia us prednisone 40 mg tablets prednisone 80mg eye tetracycline online uk cipro 500mg bula erythromycin 400 mg acne pastillas levitra 10 mg Levitra 20 mg Buy lexapro 5 mg prise cheap viagra walmart lexapro 10mg appetite pill zoloft 50 mg synthroid 0.2 mg get cytotec online prednisone 5mg ears stopping 50mg zoloft generic viagra comparisons priligy generico foro viagra 150 mg notizte xenical oral buy nexium generic image wellbutrin generic bupropion generic cialis names review online viagra generic cialis review teva hydrochlorothiazide 50 mg canada cialis 20 mg lexapro 20 mg controlled buy super viagra diflucan 100mg synthroid 75mg lasix 40 mg posologie levitra 20 mg viagra diflucan 150 mg globul tetracycline to buy ontario online cialis buy bactrim viagra online buy lexapro online 20mg prednisone 50 mg bid generic levitra 25 mg prednisone ratiopharm 5 mg 12.5mg of zoloft cheapest viagra 800mg online viagra advice xenical 120 mg 42 celebrex online coupon prague buy viagra amoxil 500mg paypal cheap cialis black getting wellbutrin online viagra acquisto online finasteride propecia 5mg nexium generic name order nolvadex cheap prednisone 40 mg m2 brazilian generic viagra cialis online utah 80 mg propranolol effects 1cheap generic cialis doxycycline 100mg tekenbeet farmaco cialis 10 mg buy propecia lloyds cialis generico 100 nebenwirkungen kamagra 100mg viagra jelly cheap cipro 250 mg harnwegsinfekt cialis online prodaja augmentin 125 mg prospect buy clomid discount generic med lexapro wellbutrin 300 mg price viagra canada orders 20mg lexapro dangerous panotile cipro 1 0 mg zoloft 50 mg wiki fake generic propecia metformin 500 mg online prednisone online order strattera bipolar 2 disorder priligy generico online cialis tadalafil generico lisinopril 20 mg overdose cialis 20 mg fiyat cialis 10 mg wirkungsdauer viagra 100 mg pdr splitting 20mg cialis viagra 50 mg etkisi levitra 10mg vidal propranolol online pharmacy buy viagra moscow acquisto cialis generic 150 mg wellbutrin sr 120 mg viagra price xepasone 5mg prednisone online apotheke levitra buy generic cialis generic levitra 2.5mg valtrex online cheap 40mg cialis effect generic levitra suppliers levitra price 20mg Levitra pill order viagra online sample amsterdam buy levitra cialis 5 mg preisvergleich cialis 5 mg cheap cialis generic version order Cialis 120 cytotec online philippines starting lexapro 2.5 mg buy phenergan suppositories cipro online buying cialis 40 mg kaufen cipro xl 500 buy medicamento levitra 10 mg canova 50mg viagra buy lasix mumbai purchase nolvadex online nexium astrazeneca 40 mg buy antibiotic bactrim legitimate cialis online propecia order canada buy clomid 100 levitra 10 or 20 mg buy doxycycline 100 online viagra 50 mg 2 tablet generic propecia dubai ordering zoloft nexium 20 mg prospect cipro 500 mg endikasyonu 5mg cialis daily cost viagra 100mg veterinary prednisone buy wellbutrin hcl generic diferenca viagra generico doxycycline 100mg cmd kegunaan nexium 40 mg generic viagra flavored cialis generico soft cialis lady 20mg cialis online al buy 5 day zithromax buy viagra nigeria cialis 200 mg tadalafil 100mg viagra last lisinopril 40 mg images cialis 5 mg opinion buy clomid emedzone amoxil 100 mg piqure levitra generic review viagra online rush 100mg viagra instructions buy clomid mexico cialis 20mg malaysia levitra 20mg jenapharm cheapest lexapro online
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 1043 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?