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Advertisers get incentives to stick with Marlins


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Advertisers get incentives to stick with Marlins

 

By Sarah Talalay

South Florida Sun-Sentinel

Posted April 9 2006

 

 

Thanks to the Marlins' payroll purge, advertisers are getting better deals this season on television and radio broadcasts.

 

Hollywood attorney David W. Singer is delivering the legal disclaimer on WQAM (560-AM) again this season. He's also sponsoring the pitching report and is getting ad time on remaining Panthers broadcasts. He considered dropping his media buy when the team traded off most of its stars.

 

"I considered it, but then QAM showed me they were willing to work with me and assuage my concerns the product wasn't what it was," said Singer, who is also returning to FSN Florida broadcasts with more airtime, although not the disclaimer.

 

"I assume they will take a ratings hit this year with the casual fan, but the hardcore fans will be listening and will be watching," Singer said.

 

At Dolphin Stadium, however, where the Marlins host their home opener against the San Diego Padres on Tuesday, team officials say corporate sponsor revenue is up and several new companies, including Gillette, Napa Auto Parts and Benihana, are partnering with the team for the 2006 season.

 

"We're pacing ahead of where we were this time last year," said Brendan Cunningham, Marlins senior director of corporate sales. "The corporate community understands about the cyclical nature of sports ... The casual fan tends to jump on and off the bandwagon. The corporate community, they run businesses, they make decisions based on return on investment."

 

HouseWall Garage System, for example, is spending more this year with the Marlins.

 

"At first we were caught blindsided, but the management at the Marlins sat with us and reworked our deal," said Michael Dagen, HouseWall CEO.

 

Dagen said the Weston-based company stuck with the Panthers during the NHL lockout and believes it should support its local teams. This year, the company is sponsoring the Marlins Community Corner, where giveaways and promotions are held at the stadium.

 

"We're spending more money, we doubled what we did last year, but we're getting a lot more," Dagen said. "It's a gamble. Everything to do with sports marketing is a gamble."

 

M.O.S. Imaging Systems, of Miami Lakes, had a small sponsorship package last year, but signed a much larger three-year deal as the team's "Official Document Solutions Partner" this season, said Luis Gonzalez, the company's president.

 

"Even though everything tells you they are not going to do well because of the team, we're very excited about the direction they're going in, with the manager and the ball team," Gonzalez said. "We had some hesitation, but when we did our research, we feel the Marlins are here to stay in South Florida ... The bottom line is they're still a Major League Baseball team. There's only 30 of them."

 

FSN and Sun Sports, which are both airing Marlins games this season, are anticipating a roughly 20 percent drop in ratings, said Cathy Weeden, vice president and general manager of both networks. In 1998, when the Marlins were dismantled following the 1997 World Series, ratings dropped 28 percent on FSN, then known as Sports Channel, network officials said.

 

"The good news is South Florida has always been a very strong viewership for baseball on television," Weeden said. "All teams are cyclical in what they do."

 

Joe Bell, general manager of WQAM, said his station has offered advertisers more to entice them to stay.

 

"Sales are not as strong as they were a year ago," Bell said. "I think we'll sell a lot more advertising during the season. I think people are waiting to see what kind of product they put on the field."

http://www.sun-sentinel.com/sports/basebal...-sports-marlins

 

It is important that advertisers keep on board with the team. WQAM and FSN Florida have to be commended for their ability to be flexible. The Marlins continue to add sponsors, but WQAM and FSN pulled enough strings to keep their big name clients on board this year with larger packages, even if it means less money than it would have been in previous years. This is another reason why the Marlins will like to stay in South Florida, the corporate base supports them even though the team is limited by the lease to Dolphins Stadium to what it can sell to corporate clients.

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thanks for the info cape...just throwin out an idea...but would it be possible for a Native American tribe or corporate sponsors to give the marlins a loan towards a stadium? i mean i know its far fetched...but i would think it would be great publicity for a tribe or corporation to help out the cause...take one for the team if you will

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thanks for the info cape...just throwin out an idea...but would it be possible for a Native American tribe or corporate sponsors to give the marlins a loan towards a stadium? i mean i know its far fetched...but i would think it would be great publicity for a tribe or corporation to help out the cause...take one for the team if you will

 

anything is possible :whistle

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Guest markotsay7

thanks for the info cape...just throwin out an idea...but would it be possible for a Native American tribe or corporate sponsors to give the marlins a loan towards a stadium? i mean i know its far fetched...but i would think it would be great publicity for a tribe or corporation to help out the cause...take one for the team if you will

 

Wow, you know, I'd never even thought of that. As it is the Marlins have a huge deal with Micasoukee. The Seminole Hard Rock is close to the stadium. I remember a couple years ago an Indian tribe sponsored the Padres' entire season. I suppose it's a possibility with the cash cow that is gambling...I wonder if that's an avenue that's been explored.

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Sycuan sponsored the Padres in San Diego. Was controversial inside MLB because Sycuan wanted to get a bit more of the Padres at PETCO Park. I believe they originally wanted to buy naming rights as well, but PETCO won them after a stink by MLB.

 

Pittsburgh Penguins and Isle of Capri are also looking to deal:

http://www.thepittsburghchannel.com/news/8352471/detail.html

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