sildenafil citrate 100mg tab prices ibuprofen and alcohol generic viagra on line eutirox 75 levothyroxine sodium flagyl 500 mg without prescription isoniazid side effects medication canadian neighborhood pharmacy review doxazosin 2mg for prostate stanozolol steroids for asthma cialis reviews 20 mg cheap kamagras from india silagra 100 mg in albania duphalac lactulose solution laxative temovate scalp application letter lynoral tablets with keyboards is silagra legal in us can i crush clahymedi tablets xenical reviews orlistat viagra ordering from india levofloxacin 500 mg for sinus infection buy betnovate n voltaren gel usa combivent inhaler medication side effects aviane side effects levonorgestrel cheapest finasteride on the web zyvoxid prospects toprol xl generic name diclofenac sodium voltaren side effects cost of lisinopril without insurance doxazosin mesylate side effects in women effexor sale mexico aspirin ingredients label doxylamine succinate 25 mg glipizide dosage information cialis on line ordering budesonide side effects medication and alcohol danazol side effects endometriosis stilnox 10mg romania vicodin vs percocet vs oxycodone cialis for daily use free trial renagel prescribing information extenze commercial infomercial bob how long does cialis 5mg last buy sildenafil citrate metazole 5 mg robaxin dosage for horses cefaclor 250 mg capsule side effects candian pharmacy 24h trileptal 300mg 5ml januvia and pancreatic cancer risk betnovate n cream uses cialis preise rocaltrol 0 5 mcg melatonin painkiller pastillas cialis for sale vancouver lipitor and diabetes in men orderpharma topix hazard otc tenormin hydroxyzine hcl 25 mg tablet for anxiety reviews antibiotics online xalatan generic cost ebay cialis generic dapoxetine uk alcohol and cialis nexium vs aciphex medication altace generic ramipril buy real cialis online cialis for sale in phoenix az order cialis phone dicyclomine 20 mg tablets ic morphine sulfate side effects how much does it cost for amo kamagra uk next day delivery primox muscle men tank how much does viagra cost in canada ampicilina 500 mg injectabil prospect toradol 10mg dosage buying antibiotics online from canada medicinenet page boils minoxidil 5 solution walmartmirapex list pills get you high how to take megalis 20 tablet adhd meds online bystolic coupon copay sominex side effects doctor hardon definition of love aldactone 100 mg side effects lynoral online cabgolin medicine shoppe arthritis hip exerceses carprofen for dogs for sale irbesartan drug class mobicox side effects lowest price cialis fluoxetine without rx erection pills at walmart licodexon obat sakit amoxicillin canada benazepril 20 mexican valium no prescription canadian sources for sialis best price propecia in uk brand levitra cheap cytoxan side effects treatment licodexon dexamethasone decadron advair duskus with no prcription sotalex 80 side effect of perkinil tablet comparison viagra tablets for men plavix clopidogrel 75 mg side effects keflex for uti treatment levofloxacin antibiotic for sinus infection eszopiclone tablets 2 mg trazodone overdose treatment fasigyn dosage coumadin levels inr bupropion 300 mg no prescription cialisis generico en usa suhagra 100 discount los angeles pravastatin sodium 40 buy viagra 10mg online where to buy accutane cloridrato de ciprofloxacino laxifen medicinal mushrooms ritalin vs adderall high generic tadalafil review sky pharmacy online drugstore fentanyl side effects fentanyl patch side effects actos medication how to make your dick bigger fluoxetine capsules side effects bull 100tablets cholesterol lowering foods tretinoin gel over the counter elocon online pharmacy uk licodexon dexamethasone side amlodipine besylate norvasc algodones pharmacy online lamictal medication generic names evista 60 mg coupon viagra prezzi e confezioni is mupirocin ointment over the counter cialis generico dallindia insurance quotes online comparison primox tablets for toddlers sominex side effects to the liver viagra shipping to china motrin 800 side effects buy leukeran 2mg arimidex for sale us cardura 8 mg dailycasodex cialis tabs amermycin capsule machine synthroid vs levothyroxine thyroid confido side effects arimidex breast cancer treatment tadalafil cheapest online price india cialis in adelaide what is prednisone used for tinidazole 500mg dosage cheap propecia canada medrol dosepak side effects methylprednisolone proviron side effects mesterolone side trusted rx pharmacy how much does viagra cost per p orlistat shortage where to buy malaseb wipes viagra blogs buy clomid online with fast shipping clomiphene for men side effects lamictal and alcohol use zyvoxid spcc next day viagra indomethacin 50 mg capsule and male potency best place to buy viagra online forum cvs pharmacy cost for 50 mg viagra ranigast 150mg generika logo philippines cefixime paypal dalacin c 300mg capsule epogen dosing chart rocket launch today watch live warfarin coumadin side effects bruising fluconazole and alcohol mentat himalaya phamacy online no prescription voltarin us pharmacies for lasix non presription real viagra pfizer antabuse alcohol reaction lopid medication gemfibrozil orderpharma ukraine xlpharmacy scam report viasek sildenafil viagra eye products terramycin viagra for sale in fresno ca fluoxetine hcl 10mg reviews edrugstore md cialis fastest viagra uk delivery yasmin aga khan images order cialis from canada pharmacy allegra dosage metrotab facebook law mebendazole cvs donepezil hcl classificationdormidina purchase levothyroxine no prescription american drugstore online canesoral for men piadas italian street food duphaston symptomes grossesse pillsdiscountrx ru buy viagra online in ca usa chlamydia symptoms men infected terramycin for cats directions propecia from canadian pharmacy cipla field albuterol inhaler dosage chart ventolin dosage for infants clavamox from canada fastest online cialis restonite 10 mg sleep aid didi ki suhagraat levaquin antibiotic canadian drugstore no prescription pharmacy technician letter continuing education uroxatral vs flomax discussion groups in the classroom phexin capsule wardrobe insurance companies in florida bupropion hcl 150mg xl watson hong kong pharmacy finasteride 1 mg cheapest toprol xl generics buy finasteride 1 mg online mobicox for dogs macrobid and pregnancy tests bisoprolol hydrochlorothiazide obetrol adderall official viagra children motrin recall 2015 wholesale viagra pills donormyl 15mg cefabiot cefuroxima presentacion mirtazapine dosage for dogs flexeril 10 mg cyclobenzaprine dosage pharma plus canada generic plavix usa lanoxin dosages viagra with dapoxetine canada comprar cytotec en usa types of cialis lergigan 25mg benadryl buy dapoxetine singapore strattera no script xylocaine jelly 2 for hemorrhoids therapy dogs for sale torsemide equals how much lasix reliable site to buy cialis omnicef side effects cefdinir eldepryl dosage of tylenol ornidazole side effects can i take ibuprofen with buspar viagra ordered from united states medicinenet com doctorsmedicpillsmedicstar slimex reviews pcos glucophage and pregnancy antivert vertigo medication tadalafil worldwide prazosin minipress 2mg venlafaxine er 75mg rhinocort aqua nasal spray directions where can i buy onofin pills alphagan p eye drops birth defects with ondanstron buy quetiapine ampicilina mexapin ampicillin canada canadian pills sleep online plavix side effects plavix lawsuit whoesale levitra pills cockapoo puppies for sale in georgia depakote er 500mg medication side effects india kamagra anastrozole 1 mg men toprol xl medication generic no perscription pharmacy neurontin pain relief extenze free sample packs zithromax capsulesno prescription dostinex india keftab vs keflex side provigil medication for adhd viagra uk suppliers online tetracyline no presp switching from prednisone to cortef vegalis 20 mometasone furoate ointment 0.1 uses bactroban 2 ointment uses milnacipran generic drugs order viagras online pay by e check cuvarlix capsules 120 mg vyvanse pulmicort respules generic substitute xalatan 0.005 levothroid side effects levothyroxine 100 stromectol over the counter azithromycin for sale online cuckold definition slang faded aleve pain medication coupon where to buy fluoxetine online ortho tri cyclen lo purchase online sildenafil citrate 100mg for sale betneval lotion crafters seroquel side effects in elderly augmentin antibiotic shopping google searchviagra fanegada en metros cubicos albendazole over the counter uk buy perrigo mometasone furoate cream proventil inhaler viasek 50mg anavar cealis 5mg trimetabol solution staffing zestril generic form prednisolone eye drops side effects lexapro vs celexa drug mailorder cialis alzytec 10 mg melatonin reputable pharmacy in canada cuantas pastillas cytotec para abortar online pain meds relafen 750 mg tab binozyt antibiotic side buy pills online with no prescription ordering cialis 5mg online best viagra online tetracycline dosage for dogs sildenafil citrate medication atosil tropfen phenergan dosage for adults methocarbamol 750 mg street value risnia syrup bottles leconfield house curzon street london cozaar generics sildenafil citrate tablets 100mg side effects prednisone and alcohol side effects doxycycline dose for chlamydia rui liquidex dosage rapidtabs wikipedia insurance quotes for small business zantac for infants when to give ivermectin for humans over the counter taldinafilo best seller tablete ieftine emag ropinirole 1 mg tab sol canada vigra suppliers buy periactin no prescription cardizem side effects lexapro withdrawal symptoms side effects forum cialis sublingual cheap ert 100 blue pill cayotec pillola abvorto vidalista 60 reviews tantalum oxide resistivity remeron antidepressant vs lexapro buy progynova 2mg tabletspromethazine retino ac gel use uroxatral side effects bph prostate prednisone medrol dosepak side effects viamedic com vfw store locations buying viagra100brand fromcanadaonline glucovance medication drug evista and breast cancer risk trileptal dosage for bipolar disorder clavimox with no preciption viagra generic for sale flexeril side effects medication amikacin injection dose buy generic valtrex no prescription cheap cialis in california cheap viagra without a script low cost viagra canadian pharma voltaren gel coupon can you inject buspirone qsymia reviews sotalex tablettablet prednisone treatment for dogs buy xenical online cheap lisinopril side effects heart health chlamydia discharge pictures in women fedx viagra overnight tylenol 3 information zovirax cream for cold sores myambutol adverse reactions to shingles kamatra sumatra volcano polarmeds comcast customer how to get around mobicip order viagra gold online buy pct online viagra on the net diclofenac sod ec sureway transportation company curatane effects urinary inderal for anxiety and depression buy doxycycline without perscription nexium side effects medication paypal furosemide online aldara side effects hair loss lantus patient assistance program clindamycin side effects medication sotalex medication for depression glipzide without prescription alli online shipping mupirocin cream 5 mail order canada buy bupropion next day vera bradley fabric by the yard camping noord holland best price for real viagra parcopa carbidopa levodopa medication pharmacies in windsor ontario canada generic cialis 2 5 baclofen medication for alcohol abuse treatment megalis 20 best erection pills for men buy tretinoin cream usp comprar viagra femenina paginas seguras actavis codeine aspirin vs ibuprofen for toothache buy viagra online india women seeking men craigslist pills that work like viagra soft tab cialas canada pharmacies top best tamsulosin 0.4mg capsules for men rollbox toolbox talks viagra without perscription cheap diamox side effects acetazolamide diamox best online pharmacy origional cialis 20 mg buy clomid reviews drugstore canada free shipping 5mg generic cialis in australia amermycin 100mg zoloft cialis 40 mg benadryl dosage for dogs itching online parmacy flomax medication for kidney stones biaxin side effects wellbutrin side effects forum priligy buy online usa kemadrin injection molding fluconazole for dog ear infection coumadin and alcohol dose buy indian viagra flomax by mail costco hours of operation gas station no prescription viagra online canada comparison generic cialis prices omnicef side effects antibiotics in dogs celexa for anxiety medication angela ginseng for women citrate of magnesia remeron for sleep problems fentanyl withdrawal symptoms drugs microzide hydrochlorothiazide 25mg tablets para que sirve la ciprofloxacino buy finasteride zolpidem 10mg overdose valtrex dosage treatment tramadol hcl 50 mg info valtrex order in canada cialis 10mg or 20 mg free trial cialis purchase alli online today cialis vs viagra levitra dynamogen syrup movie zyvox prices generic for bystolic 10 mg eurax cream walgreens levoxyl and weight loss tizanidine hcl 2mg used for generic viagra from england meds delivered overnight pastillas para abortar en usa yasminelle tablets at walmart pfizer stock prices history purchase levothyroxine 125mcg lisinopril medication for high blood pressure yasmin online aus sinoemet for sale canada can i buy viagra in hk etodolac 300 mg capsule tar hong kong viagra clavamox for cats upper respiratory infection echo cialis nitrazepam prospect capital corporation irbesartan 150 mg tablet order allopurinol pills canada thalidomide victims united states doxycycline monohydrate 100 mg ramicomp genericon attendance clopidogrel bisulfate 75mg tabs
Home All Articles Are the Cubs Leading a New Era in Baseball Sponsorships?

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

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

Who's Online?

We have 455 guests online

Atom RSS

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

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

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

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

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

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

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

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

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

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

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

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

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

And Under Armour jumped at the opportunity.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

That day will come soon as well.


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

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

 
 
Banner

Poll

Should MLB Force Jeffery Loria to Sell the Marlins?