The Padres "plan to market a title sponsorship" to the
entire 2000 season and "are also seeking three presenting
sponsors" for next season, according to John Rofe of the
SPORTSBUSINESS JOURNAL. The team decided to create the
marketing opportunities "to offset what is expected to be an
eight-figure loss in signage revenue" under the terms of its
lease at Qualcomm Stadium, which take effect next season.
Padres Senior VP Mike Dee: "We've had to be creative. In
general though, this is just a bigger approach to some of
the things we've already been doing." Dee said that the
"primary outlet" for the four new sponsorships would be the
Internet and in-game public address announcements. The
sponsors "would also receive" signage behind home plate and
in-game promotional opportunities. Though Dee would not
reveal how much the sponsorships cost, a team source said
that the title rights "could go for" at least $1.5M,
"depending on how much it is integrated into the" TV and
radio presentation. The presenting sponsorship would cost
"about" $1M. The sponsorships are expected to "hit the
market" next week (SPORTSBUSINESS JOURNAL, 9/27 issue).
