In an effort "to better identify itself with the local
community and provide more promotional opportunities for its
core advertiser base," cable networks are "stamping their
brands on the sports events that run on their networks,"
according to R. Thomas Umstead of MULTICHANNEL NEWS, who
cites cable net execs as saying that the "added exposure"
from sponsoring a local event "benefits both" the net and
the local cable operator. The Sunshine Network in FL title
sponsors the Westminster Baseball Classic, a "high-profile"
local high-school all-star tournament, and the net is also
"talking to local leaders about putting its name" on the
football field in Miami that hosts the area's high-school
tournament. Umstead writes that associating a brand name
with a "high-profile event or arena can provide greater
publicity and marketing for a network above and beyond
traditional marketing tactics." Sunshine Network GM Jim
Liberatore: "When we renew our Orlando Magic contract, it
gets about three or four lines [in the local paper]. But
with our involvement of the [baseball] tournament, we'll get
at least six or seven articles out of it." Umstead also
notes Encore Media Group's "multimillion dollar" sponsorship
deal with Al Unser Jr.'s IRL car signed earlier this year.
Encore has "already received a sizable return for its
dollar" with the Unser deal, as company VP/Affiliate
Marketing Michel Champagne said that it has "generated more
than" $3M worth of promotion (MULTICHANNEL NEWS, 7/10).
