pure viagra online celebrex dosage 200 mg generic surplus cialis cipro tablets 500 mg buy levitra 90 pills 20mg strattera overdose pastile cialis 20mg prednisone 5mg tabs cialis preis 20 mg remedio cipro 500mg synthroid generic ok 2 25mg of viagra cialis 5mg kokemuksia doxycycline 100mg cmd cialis 10 mg wirkungsdauer reviews generic viagra clomid online price buying viagra cvs propecia coupon online combine 2 cialis 5 mg lexapro 10 mg abbott buy viagra florida viagra online sample erfahrungen online viagra canada cheap propecia 10mg of prednisone buy viagra burnaby lexapro 5 mg anxiety 100 mg cialis tadalafil generic cialis dubai cialis generico comprar buy cheap nolvadex splitting 20mg cialis cost cialis 5mg buy liquid kamagra zithromax 200 mg 5ml generika viagra 100mg zoloft generic sertraline cialis 5.0 mg 50mg viagra stud 100 strattera 80 mg recreational buying clomid injection glucophage 1000 mg compresse zithromax buy generic viagra 50 mg forum synthroid online buy lexapro lundbeck cialis preis 5 mg 28x 5mg cialis generic valtrex pill viagra buy brand 5mg cialis urinate online kamagra review esidrex 25 mg hydrochlorothiazide lasix online canada Levitra 180 pills Buy priligy 30 mg buy cialis korea cheap cialis phillipines prednisone 10 mg online propranolol 40 mg cena cialis 5 mg miami tetracycline online kaufen valtrex 500 mg daily buy viagra brazil using cipro 500mg zithromax online canadian generic lasix 40 mg pastillas levitra 10 mg cialis ordering online drug nexium 40mg priligy cheap tadacip 20 mg tadalafil dividere cialis 20 mg generic valtrex manufacturer thuoc cialis 20mg lisinopril 40 mg white zoloft 50 mg wiki buy zithromax individual buy prednisone internet nexium vs generics taking 5 mg cialis cialis 5 mg prijs kamagra 100 online bestellen viagra 100 mgs cost comprar kamagra online viagra mg chart prednisone streuli 50 mg clomid online generic viagra generic dangers doxycycline hyclate buy zovirax cheap prices clomid 100mg progesterone purchase cialis 50 mg amoxil 500 mg tabletas 60 mg prednisone daily levitra 15 mg glucophage xr 750 mg buspar 10mg information buy generic zoloft buy viagra belgium pregnant 500mg metformin buy wellbutrin canada zovirax dosage mg nexium 4omg viagra 50 mg etkisi order cheap diflucan lexapro 10mg sleep teva hydrochlorothiazide 25 mg viagra nederland online amoxil 500 mg capsulas fungsi doxycycline 50 mg viagra generico farmacia erythromycin 500 mg tablet generic zovirax available strattera bipolar 2 disorder lexapro 10 mg opinie viagra online bluff generic cialis bombay viagra paypal 100mg dosage clomid 50mg cialis daily 10mg lisinopril 40 mg drug buy 60 mg nolvadex nolvadex 20 mg eod nexium 20 mg sobres generic cialis mexican buy cialis kamagra buy priligy buy clomid 25mg levitra for order diflucan 150 mg indications wellbutrin generic cheap generic viagra mycoxafloppin metformin 500 mg glucophage generic cipro 600mg viagra buyers canada cialis 5 mg tab 200 mg viagra online cialis 20 mg. dosage two 10mg lexapro prednisone mood disorder 30 mg lexapro breastfeeding prednisone 50 mg used 60 mgs of levitra cheap cialis 10mg levitra brand generic nexium 20 mg compensat generic lexapro better cialis 5 mg din india cheap viagra erythromycin gel online order propecia overnight generic cialis cheapest buy nexium buspar hcl 10mg iv lasix 500 mg zoloft and 25mg 300 mg zoloft buy nolvadex safely propecia online apotheke bactrim generic online amoxil 500 mg toothache cialis 50mg malaysia cialis dosage 800mg nexium 10 mg precio cialis online shopping viagra cheap express viagra online pharmacy xenical oral buy kegunaan zithromax 500mg 100mg viagra vierteln inderal propranolol buy generic black cialis lisinopril 10 mg safe xenical online pharmacy glucophage 1000 mg sr cialis 20mg philippines lasix online pharmacy viagra 100mg uk viagra árak 25 mg prednisone 50 mg infection tablett viagra 100mg generic zoloft better viagra online jakarta zovirax tabletter 800 mg nolvadex buy canada best generic buspar kamagra 50mg pills valtrex generic 1000mg viagra generic issues generika clomid 50mg tesco viagra 100mg effetti cialis generico cialis prix 10mg hydrochlorothiazide 12.5mg tab taking 150 mg clomid different wellbutrin generics mylan generic viagra pfizer viagra online doxycycline 75 mg 30 days cipro 30mg Levitra 90 pills Buy strattera 100mg cost prednisone 5mg use buy phenergan suppositories levitra 20 mg orodispersible tabletki cialis 5mg mg of zoloft viagra generic yet 0.5mg of propecia levitra pret online diflucan 100 mg generic viagra 100 mg precio thuoc lasix 40 mg 25 mg zoloft pregnant ordering generic viagra augmentin duo 125 mg propranolol 10 mg dawkowanie generic viagra 25 jual nexium 20mg lexapro 40 mg ocd zoloft 25 mg nausea viagra price 25 mg diflucan 100mg pret nexium 40 mg generic 2011 valtrex 500mg dosage bestil viagra online zoloft 50 mg ocd buy viagra kerala lexapro generic diahra tetracycline kapsul 500 mg 10mg lexapro heart prednisone 7.5 mg daily dapoxetine 90 mg viagra 25 mg ceny cialis 5mg discount buy online zithromax 1000 mg viagra cialis 20 mg instructions buy levitra online 7 erection lisinopril 10mg synthroid 0.150mg medicamento cialis generico china cialis 100mg remedio nexium 40mg cialis price 20 mg viagra generica online pzn viagra 100mg prednisone ratiopharm 5 mg nexium order canada buying clomid online levitra 20mg alberta cipro xl 500 buy 2 fois 5 mg cialis glipizide metformin 5 500mg generic cialis tabs kamagra 100mg chewable pet doxycycline 100mg alli 60mg orlistat xenical 120mg costs levitra generico prezzo hydrochlorothiazide 25 mg tabs to buy clomid 300 100 mg strattera high 2.5mg cialis without wirkungsdauer viagra 100 mg buy lasix prescription hydrochlorothiazide purchase online metformin hexal 500 mg 3 generic meltabs viagra levitra 20 mg confezioni zoloft 175mg valtrex order acyclovir nexium generic 30 pills augmentin 500 mg posologie amoxil bd 400 generico buy quality viagra nu doxycycline 100mg cialis 100mg kaufen lisinopril 10 mg w 929 strattera online kaufen clomid borderline fsh 10 mg cialis online online viagra paypall order levitra uk propranolol 40 mg dosage buy prednisone arthritis cvs generic valtrex kamagra gel buy wellbutrin sr100mg walmart doxycycline 50 mg viagra buy generic cialis shop online lexapro 30 mg dose viagra mexico generic 25 mg topiramate wellbutrin zoloft 50 mg high canada buy levitra lasix 40mg thuoc nolvadex 10 mg immagine viagra generico efeito synthroid levothyroxine buy apo propranolol 40mg bactrim 160 800 mg forum levitra buy viagra 100mg 4 erfahrungen viagra 100mg cialis 20mg valor lasix 500mg price online viagra experment cheapest 150 mg viagra vanzari viagra 50mg wellbutrin xr 150mg viagra generico melhor nexium 20 mg haitat celebrex 2oo mg levitra vardenafil generico propranolol 80 mg sr buy viagra chemist cialis 12 20 mg cheap generic strattera propranolol anxiety 80mg viagra sildenafil 25mg pfizer buy celebrex levitra two 10 mg generic zithromax 250mg viagra generic professional forum levitra 5 mg iene viagra online cheap kamagra uk zovirax 400 mg bula kamagra 100mg cenik about viagra 800mg buy lisinopril 40 kamagra 100mg brausetabs celebrex cheapest prednisone 50 mg bid xenical comprar generico doxycycline 40 mg capsules cialis y sordera buy cipla propecia color celebrex 200mg phenergan tabs 25mg buy wholesale viagra celebrex 200mg cheap levitra 40mg zithromax 1000mg wik generic viagra egypt doxycycline hyc100mg levitra tablets buy acheter cialis 10mg prednisone tabs 20mg levitra cheap cialis generic version cheap cialis paypal buy synthroid online doxycycline 500 mg india buy clomid legal levitra 40 mg online generic viagra austrlia levitra generico nome phenergan 10mg pregnancy buying propecia 20 mg cialis hard prednisone merck 20mg buy erythromycin acne lexapro order online tlilly cialis 100 mg where viagra online erythromycin generic name order Cialis 120 cialis 200 mg tadalafil 25mg viagra price buy nexium iv cialis 10mg us viagra order line lexapro 20mg reviews merck generics propecia wellbutrin online kaufen wellbutrin 150 mg precio propranolol hctz 40 25 mg nexium coupon 20 mg buy 1 diflucan pill levitra 5 mg opinioni cialis 40 mg deutsch kosten viagra 50 mg cheap cialis 50mg doxycycline 500 mg. viagra 100 vs 150 mg buy prednisone 1 mg generic synthroid cost amoxil 500mg alcohol buy xenical 84 capsules diflucan pill 150mg took 150 mg viagra metformin 500mg bristol xenical generic lexapro cost 20mg generic viagra instructions kamagra online europe celebrex 200 mg kapseln lisinopril 2.5 mg used generic viagra florida buy celebrex china prednisone 5mg ear cialis paypal online cialis online help generic medication propecia 20 mg lexapro vibramycin doxycycline 20mg xenical to buy viagra online indian best generic metformin mailorder 200 mg cialis levitra 10 mg pill buy 5 pcs cialis nexium cheap online viagra for buy buspar 7.5mg buy viagra moscow viagra online 150mg cheap viagra store viagra generico legale cheapest propecia us buy american viagra cheep generic viagra prednisone tablet 20 mg celebrex 200 mg kosten cialis online reviews lisinopril tabletas 40 mg cheap synthroid 20 mg of buspar natural viagra online metformin bipolar disorder doxycycline 100mg sunlight generico do lisinopril strattera generic alternatives zovirax 400 mg dosis levitra marke 20mg viagra online affidabile lexapro 5 mgs viagra vegeta 200mgl celebrex 200 mg precio viagra buying limit buspirone generic wellbutrin 2.5mg lisinopril online generic periactin buy viagra 100mg pfizer 12 20mg generic levitra viagra online paris 40 mg dosage cialis strattera mg available metformin abz 500 mg glucophage 500 mg clomid 200 mg daily nexium 10mg kaina lexapro 10 mg tablets discount levitra generic cost doxycycline 100mg tadalafil cialis 80mg cialis 20mg preise price lexapro 5 mg doxycycline mg acne 40 mg prednisone dog viagra 50 mg use cialis 100mg order diflucan 150 mg kaufen buy viagra now cialis 20mg online viagra online gefahr reichen 5 mg levitra augmentin generico bustine cheap online kamagra diflucan 150 mg tablet prednisone buy online generic viagra pdf cialis dosage 10mg viagra doctors online amoxil tm 500 mg cialis 5 mg cheapest Levitra 10 mg Buy doxycycline myy 100 mg black cialis 3000mg ic propranolol 40mg india viagra 100mg online cialis 20mg propecia generic substitute cialis 25 mg precio propecia 5mg break online order viagra prednisone dose mg kegunaan nexium 40 mg wirkt cialis 5mg order lasix drug buying kamagra bangkok order prednisone canada cialis order paypal really cheap cytotec metformin hcl 5mg
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 948 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?