SBD/Issue 57/Sponsorships, Advertising & Marketing

Official Tanning Service Helps 'Skins To NFL-Leading Revenue

Redskins Raking In $30M Annually
In Sponsorship Revenue

The Redskins' sponsorship revenue is over $30M per year, "the highest in the [NFL]," according to Eric Fisher of the WASHINGTON TIMES, who writes the team is "stretching well beyond the traditional categories of sodas, fast food, beer, cars, athletic apparel and financial services." Redskins game promotions include the McDonald's Fan of the Game, Capri Sun Kid of the Game, Kodak Fan Photographer of the Game and Solar Planet Cheerleader of the Game. Redskins VP/PR Karl Swanson: "Are we looking for every way to make connections with sponsors and enhance our relationships? Yes. Do we tinker with relationships sometimes to find new avenues of promotion? Yes. None of that is really unusual." Solar Planet, in addition to being the team's official tanning services provider, also sponsors the Redskins calendar and appearances by the cheerleaders. Solar Planet Owner Scott Shortnacy: "This has been a fantastic association for us, and something we've worked on for some time. This is a great way for us to be even more credible than we already are." The Marketing Arm Chief Strategy Officer Chris Smith: "The activation of this type of marketing is tricky. Unless it really makes sense with your brand, it simply raises the level of clutter during a game. But you're certainly going to see it continue unless and until we see a real backlash from fans" (WASHINGTON TIMES, 12/4).

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