SBD/6/Franchises

BILLS GO ON OFFENSIVE TO MARKET TEAM

     As the Bills prepare for their home opener this weekend,
Rick Maloney of BUSINESS FIRST OF BUFFALO examines the team's
"enhanced marketing approach" to promote both the club and Rich
Stadium in the Buffalo area, upstate NY, Ontario, and PA.
Maloney writes that the team is "expanding their pregame agenda"
by scheduling rock concerts; continuing a successful version of
the NFL Experience, which was started last year; and by offering
out-of-town rail service to the November 24 home game against the
Jets.  For the first time, the Bills are also tying in-stadium
sponsorships into fan services by dividing 80,000-seat Rich
Stadium into four quadrants.  Maloney writes seat back stickers
and signage for the sponsors -- Frito Lay, Sprint, Fleet Bank and
Miller/Molson Beer -- are being used to identify the four
sectors.  Stadium parking lots are also identified in a similar
way and the team is considering using such "identifiers" on
tickets next season (BUSINESS FIRST OF BUFFALO, 9/9 issue).
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