Sharks Exec VP/Development Matt Levine spearheads the
organization's assessment and commercialization of new
business ventures. In '91, Levine helped implement the
"Sharks & Parks" program, a grassroots youth hockey endeavor
that has since been licensed by the NHL nationally in
conjunction with Nike. Last November, Levine and the Sharks
introduced "S.J. Sharkie's Think Tank," a teaching module
aimed at fourth through sixth graders on the Sharks' Web
site at www.sj-sharks.com. Think Tank poses problems in
geography, health, science and math -- focused around the
Sharks and the NHL -- which can be downloaded from the site.
Levine called Think Tank an extension of the Sharkie brand
and estimated the front-end investment in the education
program to be "roughly" $100-125,000. Over the next three
weeks the Sharks will begin offering Think Tank on CD-Rom,
retailing for approximately $31, and targeted at elementary
school teachers throughout CA.
WHAT'S NEXT: Plans are for Think Tank to expand by this
fall to include K-8th graders. Levine said the Sharks also
are looking to develop other industry segments to parallel
Think Tank and will make presentations to advertisers on
potential segments. One example is using S. J. Sharkie to
explain the "ins and outs" of the supermarket business.
Levine will work with the Internet "partners" on honing the
segments' material. Levine said he uses the term Internet
"partner" because "we're looking for people who can see a
way to integrate what we develop into the way they do their
business. It will become more than just an advertising tool.
It will become part of their marketing program." The team
has had talks with an airline and a publisher about
sponsoring a Think Tank segment. Levine added the venture
could be profitable if the team secures 2-3 Internet
partners. Levine: "We are redefining what a sports
franchise's marketing potential can be. As we look at the
economics of sports ... we're going to have to do more than
the norm in order to have to compete with enormous player
costs, which are of great concern to us" (THE DAILY).
