Full Sail 400 – Sponsorship Activation Visual Representations

This video was assignment #3 for Sports Marketing class in the SMMBS program at Full Sail University.

Nascar Marketing Today – Sports Marketing Assignment 1

This video is assignment 1 in Sports Marketing at Full Sail University for the Sports Marketing and Media Program.

Define revenue sharing in sports. You have 90 seconds!

It’s a new dawn, It’s a new day and a new logo and website design!

The new logo design for Pure Sports PR is very clean and precise.The colors are bold yet give the viewer a bit of breathing room in my opinion.  My goal with the continued evolution of this site is to provide a back seat opinion of what really happened behind the scenes in sports world related current events.  I hope you will follow the content as it will begin to grow as I begin traveling the homestretch in the Sports Marketing and Media Program at Full Sail University.

This is the Final Logo Design

Final Logo Design

It’s time for a mini-overhaul!

You may not know but this blog/website was designed for the Sports Marketing and Media Bachelor of Science (SMMBS) program at Full Sail University and many of my class assignments have appeared on. Actually that is pretty much the only thing that has appeared on it.  But now is the time!  Over the next couple of weeks we will be doing a mini-overhaul to make sure the site is more branded-centric towards me, LeRoy Rooks!  So sit back and start to watch the post as I have now made it a priority to begin blogging on the back side of PR in the Sports World.

Check out the logo’s.  These are first draft only, so let us know what you think.

Do you know what really happens in the clubhouse?

Do you know what really happens in the clubhouse?

It all starts somewhere!

It all starts somewhere!

Did you know they can change colors according to their environment.

 

Golfing With Gators Marketing Concept

With over 26 million people golfing every year around the globe there are sure to be extreme sports fanatics that would love to golf on the edge.  Have you ever tried golfing amongst one of the oldest living North American Natives?  “Golfing with Gators” is just that!  Golfing with Gators will be promoted mainly through social media because the venues are always changing so Twitter will allow the quick notes to venues, but the main new media toll will be Facebook.  Sit back and enjoy the marketing of the concept “Golfing With Gators!”

 

Golfing with Gators

The sports business platform that this assignment focuses on will be Golf.  Golf is a sport according to the National Golf Foundation where 95% of the sport is Male with an average Household Income of $75,000+.   With 65% play the game 20+ rounds per year.  With these few statistics I chose “Golfing with Gators” as my sports business for this assignment.

Website Photo:

This photo can be utilized in a website header because it shows the true nature of the adventure golf course the matches will be played on.  The setting is in rolling hills of Central Florida where every swing could end up causing more adventure.  I also gave the photo an antique finish to show the age of the game of golf.

Facebook Status Photo:

This photo is a great photo for Facebook because it shows three key elements of the Sports Business.

1)   The Golf Ball and Club – With over 26 million people playing golf annually everyone can identify with this little white ball with dimples and the driver that is a main piece of equipment in which $17 billion is spent annually on equipment and participation.

2)   The Sponsor – With corporate media sponsorships being a key ingredient in revenue generation this type of event is sure to gain the eye of a key showcase sponsor.

3)    The Gator – Every event should have a hook and playing golf in a cow pasture with Gators should be key to the extreme sports addict especially the male golfer who represents 95% of the key participation audience.

Twitter Photo:

The Golfing with Gators photo will no doubt get a second look with the Event Sponsor’s logoed ball being placed in the jaws of this North American native reptile.  It not only is intriguing but sure to get a look when the post starts hitting twitter, “Golfing with Gators.”  This is definitely one that will play off the very successful NCAA Athletic program that plays in “The Swamp” on Saturday’s in Gainesville, Florida.

Sources:

“Perfect Approach Media.” Perfect Approach Media. Demographic data is compiled from a variety of sources including the National Golf Foundation, Golf Digest and Golf Week., n.d. Web. 27 Aug. 2012. <wwwperfectapproachmedia.com/golfer-demographics/>.

Sports Media Presentation on ROI

The following presentation was about the investments made by the major players (NBC, FOX, CBS and ESPN) for the broadcast rights to NFL Football.

NFL MEDIA DEALS – Sports Media Presentation on ROI

Traditional Media Platforms in Sports Media Today

The below photo’s all show examples with commentary of traditional media rights for sports organizations.
1) The NFL along with NIKE has rolled out new uniforms for all 32 NFL teams for the 2012 season. This contract signed by the biggest name in sports apparel with the biggest name in football was worth around $1.1 billion dollars over 5 years. What does this mean for Nike? Some analysts have predicted an additional $500 million in revenue for the sports apparel giant.
The new Seattle Seahawks Uniform along side consumer apparel from the same team. The NFL holds rights to both of these items.

Seattle Seahawk’s Nike NFL Uniform

 

Seattle Seahawk’s Nike Consumer Apparel

 

2) The Amway Center is the current home of the NBA’s Orlando Magic and the Arena Football League’s Orlando Predators. The Amway Arena is a great example where the naming rights where sold to Amway in 2009 for a 10 year, $40 million dollar naming deal. This was a great deal for not only the NBA’s Orlando Magic to receive revenue from the naming rights but the City of Orlando, FL also receives part of the naming right revenue.

The Amway Center can accommodate over 18,000 fans for an NBA game and 19,000 fans for a center stage concert. The Sports Business Journal also named the Amway Center the 2012 “Facility of the Year”.

The Amway Center is Home of the NBA Orlando Magic in Orlando, Florida.

 

The Center Court is always a great place for sponsors to get there logo in front of the fans!

 

3) Broadcasting Rights are another example of traditional media rights. Fox Sports has a very strong history of working with NASCAR along side ESPN and Turner who also broadcast NASCAR. Fox Sports just finished an 8 year deal worth about $1.76 billion dollars.

The logo has become a mainstay in the NASCAR nation while the fans watch NASCAR on FOX TV check out the logo on in the upper right corner. Here is another great point of revenue generation where Coca-Cola paid for advertising placement.

The NASCAR on Fox Logo has become a mainstay with race fans everywhere.

 

Every segment of today’s media rights are up for sale.

 

Sources:

Amway Center | Home. (n.d.). Amway Center | Home. Retrieved August 19, 2012, from http://www.amwaycenter.com/

Huium, T. (2012, April 5). Nike’s New NFL Deal Bulks Up Its Sports Cred on the Gridiron – DailyFinance. Saving. Spending. Investing. Planning. Everything you need for a lifetime of financial decisions. — DailyFinance. Retrieved August 19, 2012, from http://www.dailyfinance.com/2012/04/05/nikes-new-nfl-deal-bulks-up-its-sports-cred-on-the-gridiron/

Mickle, T., & John, O. (2012, June 18). Fox making strong bid to keep NASCAR – SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global. SportsBusiness Daily. Retrieved August 19, 2012, from http://www.sportsbusinessdaily.com/Journal/Issues/2012/06/18/Media/Fox-NASCAR.aspx

THE GAME OF LICENSING AND THE UNIVERSITY OF FLORIDA

The Florida Gators Logo

In the world of collegiate sports the licensing of Colleges and Universities are big business.  The University of Florida (UF) Gators located in Gainesville, FL is a collegiate sports monster in this area.  The proposed budget for the University Athletic Association, Inc. (UAA) (the athletic realm of UF) in 2012 – 2013 has a projected revenue generation of over $97 million dollars in which $8.3 million is directed to multi-media rights and over $5 million annually is licensing fees alone. Over the past few years the licensing of collegiate products has never been more serious business in Gainesville.  Would you believe that now the Gator logo, one of the most recognizable logos in collegiate athletics today was only bringing in a little over $1.5 million in 2001 and in 2004-2006 that number jumped to around $2 million.  These numbers have showed a steady increase over the past ten years as the Florida Gators have remained a major competitor in NCAA competitions.  This year UAA has projected over $5 million in licensed merchandise revenue.  Kristi Dosh, a ESPN business reporter and author of the website “The Business of College Sports” claims the trends of growth could be dedicated to the effect of Florida playing and winning National Championships, and that could be.  But a more sensible reason for the increase in in revenue generation is the partnership that IMG College a division of IMG Worldwide which is an industry leader in entertainment and sports licensing and multimedia rights currently handles all property sales rights, which include television, radio, Internet, corporate partnerships and the licensing for Gator Athletics.

Just how strong is the Gator logo?

According to the Collegiate Licensing Company (CLC) a company that’s mission is to serve as the guiding force in collegiate trademark licensing.  The University of Florida ranked #3 on their quarterly report for the first quarter of 2012.  According the CLC website the current licensing royalty rate at 10% of retail sales We must understand the big business of licensing in collegiate athletics, when CLC was acquired by IMG Worldwide in 2007, CLC handled over 75% of the licensed merchandise sold in the $3 billion per year market. Which simply was a great way for IMG’s introduction to the business of college sports.

Licensing Fees are everywhere

With a logo as strong at the trademarked Gator logo there are licensing fees are on for everything associated.  For instance UAA is paid over $1.6 million in equipment contracts, which is why the Gators where Nike uniforms.  Sure they are very safe and much research has gone into the safety, comfort and appearance, but it is about revenue generation.  The NFL also wears Nike and over $1.1 billion over five years was paid for that opportunity.  Currently UAA has over 500 licensees that adhere to the strict requirements set forth by the University and it’s Licensee Manager (CLC) to insure the logo is always well represented and revenues are accounted for by the licensee.

Who is responsible for all these licensing ventures?

It all started when UAA began a partnership with Sun Sports (formerly Sunshine Network).  The University began to see the advantages of having a third party come to the table and be responsible for all the regional network operations which included programming, production, advertising sales, marketing and promotions and general media relations.  This allowed UAA to focus more on and the day-to-day operations of running a national acclaimed collegiate sports program and not worry about the media portion.  CLC was already handling all the collegiate licensed merchandise.  Then came along IMG College who basically made it a priority in 2007 after acquiring CLC and Host communications to “provide unparalleled expertise and resources to the collegiate market through our licensing and multimedia rights service,” according the IMG College’s website.  Last year IMG College gross revenue was over $21.5 million and that is just a percentage of what they took in because the bulk of the actual dollars taken in were deferred to the properties like UAA, which signed with IMG College.

How did UF become a licensing powerhouse?

It is pretty simple as Cathy Weeden, Associate Regional Vice President; Southeast Region of IMG College puts it. “We exploit them, but not in a bad way!”  In a video presentation presented to the Sports Media Students at Full Sail University in Winter Park, FL.  Weeden discussed how through building partnerships IMG College allowed a more aggressive approach to the media rights and licensing game for UF.  IMG would go out and simply do what it takes to get the job done and advances where made on and off the field.  We can take a look at the 2012-2013 Proposed Budget for UAA.  When UF signed on with IMG College around 2007/2008 it almost was an immediate turn around for revenue generation in licensing revenue dollars generated.  Remember the $1.5 million mark in 2001?  That number was steadily increased a small percentage until 2008 where it almost doubled to a whooping $3.75 million.  And this year they are on target to do right around $5 million as previously mentioned.

How does UF maintain successful licensing revenue generation?

The old adage “You can not lead a horse to water.” Has a profound meaning here.  UAA/UF has been very successful at winning in collegiate competition.  Whether it is the NCAA Championship in Football, Basketball, Baseball or Tennis.  The University Athletic Department under the direction of Jeremy Foley, Athletic Director focuses on the complete sports program and also on winning championships.  As Kristi Dosh shared with us earlier, she believes winning national championships creates more revenue for the university and according to her the two Championships by Football and Basketball caused a drastic increase in ticket sales during the 2006 – 2008 seasons.  When you look at the numbers closely, you cannot help but notice the reasons for the increase in revenue had to do with Tebow and a few National Championships. But in all reality Jeremy Foley, let IMG bring all the sand to his beach they wanted and under the direction of Cathy Weeden she exploited the Gator Athletic program to know end.  Which in turn allowed for the coaches and athletic staff focus on their nationally acclaimed program at hand and left all the media and sponsorship to the experts.

What will be the outcome for UF in the world of licensing?

It is pretty evident with the ever-changing landscape of the marketing of collegiate sports agencies like IMG College will continue to make it a competitive and lucrative marketplace.  And when you want to wear that officially licensed logo apparel with the orange and blue of the Florida Gators they (IMG COLLEGE) will ensure UF received their 10% license fee.  Go Gators!

References

2012-2013 Operating Budget. (2012). Gainesville, FL: University Athletic Association, Inc.

Dosh, K. (2011, July 11). Can We Measure the Effect of National Championships? . The            Business of College Sports. Retrieved August 13, 2012, from  http://businessofcollegesports.com/2011/07/11/can-we-measure-the-effect-of-national-championships/

Hoium, T. (2012, April 5). Nike’s New NFL Deal Bulks Up Its Sports Cred on the Gridiron –    DailyFinance. Saving. Spending. Investing. Planning. Everything you need for a lifetime of financial decisions. — DailyFinance. Retrieved August 13, 2012, from http://www.dailyfinance.com/2012/04/05/nikes-new-nfl-deal-bulks-up-its-sports-cred-on-the-gridiron/

IMG College. (n.d.). IMG College. Retrieved August 13, 2012, from http://www.imgcollege.com/about-us/imgc-history.html (

Licensing & Trademarks – GatorZone.com. (n.d.). University of Florida Athletics – GatorZone.com. Retrieved August 13, 2012, from http://www.gatorzone.com/licensing/

The Collegiate Licensing Company : CLC History. (n.d.). The Collegiate Licensing Company : The Collegiate Licensing Company. Retrieved August 13, 2012, from http://www.clc.com/clcweb/publishing.nsf/Content/history.html

Sail, Full (Director). (2012). Cathy Weeden [Documentary]. USA: Full Sail Online.

%d bloggers like this: