Sports Sponsorships Bring Exciting Dividends for Organizations

(February 2002 PCC Monthly Luncheon)

Panelists:

• Rob Gallas
  Sr. VP of Mktg & Broadcasting
  Chicago White Sox
• Jim Sofranko
  Executive Director of Marketing and New Business Development
  Chicago Blackhawks
• John McDonough
  VP of Marketing and Broadcasting
  Chicago Cubs

Left to right: Gallas, Sofranko, McDonough, Boden

Rob Gallas
Senior Vice President
Chicago White Sox

As the senior vice president of marketing and broadcasting for the Chicago White Sox since 1989, Rob Gallas has focused on promoting fan-oriented programs, especially kids and families.

This year Gallas has focused on the center field hitting section being re-done, creating a larger, more retro center field concourse, renovating the club level and offering more upscale food, catered by Levy Catering.

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The White Sox organization is looking for ways to make the park as user-friendly as possible, realizing that they are competing for people’s time and dollars.

“We try to stay as entertainment-based as we can,” said Gallas. “We do 12 fireworks shows a year and have added special celebrity nights like an Elvis night and a Jimmy Buffet night this year. We have kids days, dollar admission days, an opportunity for autographs, and offer an opportunity for the kids to run bases.” He invited those attending to send him promotional ideas.

More than 500 requests are received annually, which can be overwhelming, therefore localized requests are considered first. Those wanting sports memorabilia should contact Chicago White Sox Charities and ask for Christine Makowski or Barbara Davidson.

As for player appearances, “The Sox play 81 days a year in Chicago, with 20 days off. They prepare for each game, which makes it hard to do appearances,” said Gallas. “It is easier to book ex-players through our speakers’ bureau.”

Gallas would like to see more control over the web as a marketing tool.

Jim Sofranko
Executive Director of Marketing and New Business
Chicago Blackhawks Hockey

Currently, Jim Sofranks oversees corporate sponsorship, season and group tickets as well as merchandise sales, the strategic development of the team’s website and interactive marketing strategy.

Although the Blackhawks have had four unsuccessful seasons and no real superstars were among their draft picks, Sofranko said management knew they “wanted to bring back the roar of the stadium and the passion of the fans. Bringing on Brian Sutter as the new coach, with his intensity and discipline, we began the new season with the theme of roaring back.” With what he described as “Jeopardy-ish tactics,” the team now has the third or fourth best record in hockey.

“The fans want to see a winner,” said Sofranko. “It doesn’t matter who. Despite the economic setbacks that followed September 11th in particular, we are doing better at the box office. Winning makes that happen.”

Until the last five to seven years, not many give-aways were available. Normally a marketing partner like Miller Brewing would have a green hat night for St. Patrick’s Day, putting their logo on a hat, but recently marketing efforts have become more aggressive and venues like student promotions – offering half price tickets – and family nights are being held.

“It is harder to promote anything now – post September 11. There is more inventory than demand, making it tougher to do marketing. We need to focus on this being a team sport,” said Sofranko. “This doesn’t guarantee having super stars. Tony Avanti is one; although he’s not a Sosa, it helps.”

The Blackhawks channel has been created to get the message out. About 54 percent of all tickets are purchased on the Internet. “We see seats open and we make a decision,” said Sofranko. “Traffic is up 50 percent from last year. It won’t be too long until we have the ability to get coverage and watch games on television.”

John McDonough
Vice President of Marketing and Broadcasting
Chicago Cubs

John McDonough became the director of sales and promotions for the Chicago Cubs in 1983. Working his way up the managerial ladder, he became the vice president of marketing and broadcasting for the Cubs in 1991. Since that time he has pioneered and orchestrated the first Beanie Baby promotion in professional sports, one of baseball’s greatest marketing successes, became the architect of the celebrity “guest conductor” 7th inning concept, commemorating broadcasting legend Harry Caray, and has guided the club’s path to their18 highest attendance figures in the 23-year history of the franchise. In his 19th season with the Cubs, he was also the man behind the creation of the Cubs Convention.

According to McDonough, “Contrary to popular belief, winning is paramount. Twenty years ago, the neighborhood around the ballpark was gentrified. After a 39-year drought, in 1984 the Cubs won the division. Marketing became more aggressive. We market Wrigley Field and Wrigleyville as a great destination and we market the 75 or 80 year-old broadcasting legend. We got Sammy Sosa from the White Sox, who averaged 60 home runs over the last few years. The climate at the field is like starring in All My Children.”

McDonough explained that, although they play to houses that are at 93 or 94 percent capacity in April and May and near capacity during the summer, they still use every ounce of creativity and try to stay away from anything anyone else does. The Beanie Baby promotion, for example, has been hugely successful.

He said they believe in print ads, but put a little money into radio advertising. In February, for example, he said team management is taking out four full page ads in the Daily Herald, Tribune and the Sun-Times.

According to McDonough, the group is loyal to their players and have forged a strong relationship with former players, whom they hold reverently in high regard. He lamented, “The Greg Maddox debacle was a disaster. He was one of the greatest pitchers around and we let him get away.”

As for procuring celebrity players for events, “our season is limited,” said McDonough. “We have more former players in the area.” For memorabilia, contact Rebecca Poloranis.

As for getting a job in the business, he discourages those interested from going to the minor leagues first. “Most affiliates just don’t know their stuff.”

Corporate sponsorships, as foreseen by McDonough, may not be a long way off. Although they are the only facility without signage, he believes “corporate logos on uniforms may not be far off.”

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