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I was curious to know if anyone whose company sponsors major sports teams in their markets has any solid data on whether the benefits have outweighed the costs associated. I know it is usually pretty expensive to do these but I wonder how many customers truly care that they've seen your name associated with "x" sports team. I realize advertising creates continued brand awareness but there obviously are many ways you can do that now a days without shelling out tons of money.

I know one sales rep who worked for us who wanted a race tracks business (NASCAR) and the owner of the track who owns many others wanted something like 180,000.00 per year in sponsorship money but only wanted to buy about 150,000.00 of equipment on a 3 year term. Completely upside down from the beginning so the company he was with turned it down and walked away.

"If any of my competitors were drowning, I'd stick a hose in their mouth and turn on the water." - Ray Kroc

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In the 80's and early 90's, I did some advertising with a local pro basketball team in Asbury Park.  We had a banner at all of the home games, got free tickets to all of the games, and was able network with many of the other sponsors.  We did this for about three years, the investment was modest, I thought the return was excellent from all of the new businesses I met.  However, I made sure I was at every home game. After 3 seasons the League folded, but I did get a basketball signed by HOF Rick Barry!!!

 

Art

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