SBD/Issue 238/Franchises

Carolina Blue: Bobcats Look To Revamp Image With Campaign

Bobcats To Switch Team's Primary
Color From Orange To Blue
The Bobcats are launching a new marketing campaign under the theme "Elevate" that includes billboards, radio, TV ads and a new Web site as part of a focus "on building an entirely new image,” according to Erik Spanberg of the CHARLOTTE BUSINESS JOURNAL. The campaign, via Charlotte-based Boone/Oakley, "emphasizes a commitment to improving the Bobcats’ on-court performance while also stressing a growing connection with fans and the community.” The Bobcats will move from orange to blue "as a primary color for the franchise,” and by ’08-09, blue will be the “main color used in team apparel, marketing and elsewhere.” Bobcats Arena will also “sport a cleaner look this season.” All the changes are “aimed at establishing the Bobcats as a franchise with deep Carolina roots while paying homage to the region’s affection for no-frills tradition similar to what can be found in college basketball” (CHARLOTTE BUSINESS JOURNAL, 8/31 issue).

GOOD CHARLOTTE: In a Q&A with CHARLOTTE OBSERVER's Leigh Dyer, Bobcats President & COO Fred Whitfield said of the team’s search for an arena naming-rights partner, “We’re going out looking for the right corporate partners that can afford, No. 1, to be involved that long with a substantial amount of money; and No. 2, share the same core values with us. And we feel confident we’ll find that in the not-too-distant future.” He added of the support in Charlotte, “It’s been exciting to watch us finally start to create some scarcity with our tickets and completely sell all of our floor seats out for the coming season. It’s exciting to see that people are willing to pay full-market value for our product” (CHARLOTTE OBSERVER, 9/5).

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