How to Create Sponsorship Inventory & Activation Out of Thin Air

How to Create Sponsorship Inventory & Activation Out of Thin Air
by Drew Mitchell – April 2014

After spending more than 8 years in the “Minor Leagues” (4 with Daktronics Sports Marketing and 4 with the Texas Legends), I have learned you can never have a shortage of creative inventory and thinking.  This is especially true in a competitive market space where you are up against all the big boys of the NBA, MLB, NHL, and NFL. You must be able to differentiate your property and the value of your brand with new, creative ways to drive value to a brand or sponsor. 

Where do you find new premium inventory?

When team owners annually increase revenue goals and you are already sold out of your premium inventory, what do you do? Where do you find new premium inventory that drives enough value to justify a major spend and attract the big sponsors?

Justin Cooper
Justin Cooper

Justin Cooper, Director of Group Sales for the Texas Legends suggests, “With major league teams the sponsorship opportunities provided are more black and white, while within the D-League (and other minor league markets), being creative is half the battle. Without creative and outside the box thinking, it’s hard to affect the transactions that big league teams are asking for.”

In my time at the Texas Legends, we have been nothing short or creative with our outside the box thinking. Most times, there is no box.

Creating visibility out of thin air

Case in point, last summer when we were brainstorming with one of our existing sponsors, KIA Motors America and Central KIA dealerships, we were challenged with coming up with a way to get them “Bigger and Better” inventory and provide a more commanding brand visible platform.

So, what’s the problem you ask? An existing sponsor is telling you that they want to spend more money with you and asking how they can spend it.

The problem was that we were sold out of premium court inventory: We had already sold the four court quadrants the NBA allows D-League Teams to sell. We had an already committed jersey sponsor. Our center court logo was the brand of a state in Mexico (Veracruz, MX), not the Texas Legends logo. So, I guess that was thinking outside the circle. But, surely we weren’t maxed out on premium inventory, right? How could we possibly find additional inventory to meet the sponsor’s need of “Bigger and Better” inventory and stand out along with our other top-tier sponsors?

Let’s hang a car!

The conversation was flowing at a nice Brazilian steakhouse with representatives from the Legends, Central KIA and regional KIA Motors. We were throwing out ideas, taking turns putting on the thinking cap and then as we scratched our heads, we looked at each other when….POOF…there it was. Just like out of thin air came the idea, “Let’s hang a car.”

Our KIA representatives looked at each other inquisitively as if they had misheard what was proposed. “Hang a car? As in a KIA?” It certainly would capture the attention of fans. What else could we do to build value?

  • We could create a season long activation and give the car away during the final home games.
  • We could capture leads for the sales team and enhance other marketing initiatives through media, digital and print.

The ideas started pouring in…from where? Out of thin air.

Fast forward…in a Kia

Eight months later, there was a beautiful KIA Soul hanging above center court inside Dr Pepper Arena. We received a challenge from a sponsor with specific goals (Bigger and Better). We created inventory that didn’t exist. We created one of the best activation ideas to be the first to suspend a car above the playing surface of a professional sports team.

Jon Bishop
Jon Bishop

“The advantage of selling a smaller sports property is the ability to help marketers target a specific group of people and engage them in an intimate and memorable way” adds Jon Bishop, Senior Director, Team Marketing and Business Operations for the NBA.

One thing I enjoy best about working in the minor leagues is that you are not limited on creatively thinking of new sponsorship inventory. The Legends have mastered this art after changing the way that many league executives think and what even a sponsor would imagine possible.

When it comes to your team or property’s inventory, are you maximizing all the potential areas of valuable inventory? Are you looking for those ideas that just may appear…out of thin air?

Bill Boyce NBA D-League Executive of the Year

Bill Boyce NBA D-League Executive of the Year

Bill Boyce has been a great friend and leader in the Baylor S3 community since the launch of the the Dallas Mavericks D-league team in Frisco. The Baylor S3 program selected Bill as one of our Chevrolet S3 Outstanding Board Members in 2012. We’re excited for him and certainly agree the League made an excellent selection!  

Below is the press release from the NBA.


TEXAS LEGENDS PRESIDENT BILL BOYCE NAMED

2013 NBA DEVELOPMENT LEAGUE TEAM EXECUTIVE OF THE YEAR

 

NEW YORK, June 12, 2013 – Texas Legends President Bill Boyce was today named the 2013 NBA Development League Team Executive of the Year, it was announced by NBA D-League President Dan Reed.  The NBA Development League Team Executive of the Year is determined by peer voting and teams are not allowed to vote for themselves.

“On behalf of the NBA D-League, I’m pleased to honor Bill Boyce with the Team Executive of the Year Award in recognition of the Legends’ impressive season in Frisco,” said Reed.  “Bill’s energetic and creative leadership in all areas of the business – ranging from innovative marketing partnerships, outstanding in-game entertainment, and deep community outreach in the Frisco area – has helped shaped the organization into one of the best in the league.”

Under Boyce’s leadership, the Legends entered into an historic marketing partnership with the state of Veracruz, Mexico, that was highlighted by “Veracruz Incomparable” being prominently featured on the front of the Legends jersey. The new multi-year agreement makes the historic state of Veracruz the first non-team city to have its name and slogan prominently featured on the jersey of a professional sports team. As presenting partner of the Legends, the team’s home arena is now called the “Veracruz Court at Dr Pepper Arena” with the Veracruz logo displayed on center court.  Additionally, Veracruz receives significant in-arena signage and television exposure throughout the Legends’ market through the team’s family of local television networks.

Boyce also was recognized for the team’s strong community presence, including its extensive local TV rights deals, which ensure that all Legends games are broadcast locally through a state-of-the-art, mobile production trailer. In addition, he also helped create innovative theme jersey nights to benefit local charities and entertaining game presentations, which have set new standards for the NBA D-League.

“It is a great honor to be named NBA Development League Executive of the Year,” said Boyce. “This award doesn’t represent one individual but the entire Legends family, including our players, coaches, business team, and, of course, our dedicated owners – Donnie Nelson, Evan Wyly, Sonny Xiao, and Eduardo Najera.”

Previous winners of the award are David Higdon (Bakersfield, 2012), Bert Garcia (Rio Grande Valley Vipers, 2011) and Jon Jennings (Maine Red Claws, 2010).

 

NBA Development League

The NBA Development League is the NBA’s official minor league, preparing players, coaches, officials, trainers, and front-office staff for the NBA while acting as the league’s research and development laboratory. Featuring 17 teams with direct affiliations to NBA franchises, the league offers professional basketball at an affordable price in a fun, family-friendly atmosphere. Thirty percent of players in the NBA at the end of the 2012-13 season boasted NBA D-League experience. In fostering the league’s connection to the community, its teams, players and staff promote health and wellness, support local needs and interests, and assist in educational development through NBA D-League Cares programs. Fans can watch all NBA D-League games on nbadleague.com

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