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LET THE LIGHTNING IN; SUNSHINE NET HOLDS AD RIGHTS TO TEAM
Published December 7, 1995
The "unique" partnership between the Sunshine Network and the Lightning is profiled this morning by Gene Yasuda in the ORLANDO SENTINEL. The cable sports network paid for the rights to the Lightning's "entire sports portfolio," and provides Lightning sponsors with "one-stop shopping, by offering a menu of advertising options, including radio, broadcast TV, cable, stadium signs and promotions." By having the chance to buy all Lightning sponsorships from one vendor, advertisers can "lock out competitors from supporting the team." Such situations are rare, as most teams already have sold their sponsorship opportunities to several vendors. Karin Fazzio, coordinator of FL promotions and event sponsorship for GTE Mobilnet, said "one-stop shopping" can also save money for advertisers. Fazzio: "When you have three or four people trying to sell sponsorship properties to you, odds are they all have their own agenda and you end up paying more." For the team, the deal "generated instant revenue" before its inaugural season. Lightning VP Gerry Helper said when they signed the deal, the team was still new. Helper: "We didn't have much of a staff, let along the sponsorship sales force. Sunshine had a better staff that could do a better job." The deal includes profit-sharing, with a split once sponsorship sales exceed a certain amount (ORLANDO SENTINEL, 12/7).