SBD/10/Sports Industrialists

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  • DORNA, THE SPORTS WORLD'S ONE STOP SIGNAGE SHOP?

         Yesterday, THE SPORTS BUSINESS DAILY talked with Jerry
    Cifarelli, senior VP at Dorna USA.  Dorna specializes in
    sponsorship promoter services and is best known for AdTime, the
    revolving courtside signage system seen in the NBA, MLB and the
    AVP.  Just this week, Dorna announced the sale of their signage
    system to three universities:  DePaul, Wake Forest and the
    University of Hawaii.
         DAILY:  Is your move into college venues a part of a bigger
    move for Dorna to tap into the college market?
         CIFARELLI:  At this point, we have our signage system in 15
    NBA arenas and next year, the expectation -- assuming baseball
    resumes as normal -- is to be involved with 15-20 baseball teams.
    We feel, from a signage position, we have a dominant position in
    the professional sports scene.   Logically, the next step for us
    is to really pursue the college marketplace.  We've had an
    involvement with UCLA and USC for the past couple of seasons on
    both a signage and a marketing relationship and we are now, this
    year, really pursuing more opportunities in college.
         THE DAILY:  What do college sports offer to sponsors that
    pro sports do not?
         CIFARELLI:  I don't know if college sports necessarily
    offers something different than pro sports.  If you're going to
    compare NBA vs. college basketball, the NBA is obviously
    substantial in the television signage end of the business and in
    most cases college basketball does not offer the extensive
    television exposure that the NBA might.  However, a lot of these
    schools, regionally and locally have tremendous appeal.  In many
    of these towns and cities, there are no allegiances to pro clubs.
    So, the signage gives these sponsors and advertisers another
    opportunity to be involved.
         THE DAILY:  Is there any fear of a backlash of over-
    commercializing college sports?
         CIFARELLI:  We're relying on the universities and the
    schools to make those decisions.  We're really offering our
    signage technology to these colleges and it's up to them to
    decide how many advertisers they want to display on these units.
    On our system, you can display up to 40 advertising messages and
    certain colleges are saying, 'I'm going to limit it at 10, or
    limit it at 6.'  I think each school will determine what's in
    their best interests.  It's not a Dorna decision.
         THE DAILY: How many college arenas do you think you will be
    involved with in the next couple of years?
         CIFARELLI:  We hope to announce an agreement with a college
    representative.  We want to work with somebody as a partner to
    assist us in really developing the college marketplace, from both
    a marketing and a signage standpoint.  We hope at some point that
    we have a relationship with 75 universities, so that we can then
    offer to national advertisers an opportunity to be involved with
    75 schools by dealing with Dorna and another company.
         THE DAILY: What is the potential of the college market?
         CIFARELLI:  Revenue-wise, I'm not sure if it will ever be
    bigger than the professional teams.  But there are opportunities
    and we're just looking to maximize them by  trying to offer a
    professional-look for these colleges.  The key for us is to try
    to get involved with a large number of universities.  At the
    college level, we would probably need 30 or 40 clubs to have a
    substantial enough package for a national sponsor.
         THE DAILY:  What technology is Dorna developing to tap into
    other sports, like hockey?
         CIFARELLI:  We already have technology for hockey.  We hope
    to [tap into the NHL market], and we currently have a system that
    we tested last year at the NHL All-Star game at Madison Square
    Garden, and it works very well. At some point in time we see
    ourselves on the field for every sport, or on the court, or on
    the ice.  Whether it is football or hockey or baseball or
    basketball, we'd like to think that any sport that's played,
    they're going to rely on the signage system that we own.
    

    Print | Tags: MLB, NBA, NHL, People and Pop Culture
  • EXECUTIVE TRANSACTIONS

         The CFL has named JEFF GILES its COO.  Giles will start
    December 1 and concentrate on expansion (CFL)....WILLIAM CLYMOR
    was named CEO & Chair of Carlyle Golf (WALL STREET JOURNAL,
    11/10)....Prime Ticket Exec Producer PATRICK MCCLENAHAN has been
    promoted to VP of Programming and Production (Prime Ticket).
    ...CBS inquired whether DOUG FLUTIE would be interested in
    broadcasting college football bowl games after the CFL season
    (BOSTON GLOBE, 11/9).
    

    Print | Tags: CBS, CFL, People and Pop Culture, Viacom
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