Univ. Of Texas Stadium Sees Increased Ad Revenue Amid Expansion

Expansion Of UT's Football Stadium Could  Provide Additional Sponsorship Opportunities

The Univ. of Texas (UT) athletic department said that advertising revenue at the school's D.K. Royal-Texas Memorial Stadium "has grown from $570,000 in 1993 to $10[M] in 2008," according to Sandra Zaragoza of the AUSTIN BUSINESS JOURNAL. UT Senior Associate AD Chris Plonsky: "Sponsorship has grown exponentially since the mid-1980s when marketing opportunities were limited to radio and program ads." Plonsky said that "one major reason sponsorship revenue has grown is UT's revenue-sharing agreement with IMG College Sports." Plonsky: "What we found is outsourcing (marketing sales) is extremely beneficial." Zaragoza notes the stadium currently is undergoing a renovation, and sports media buyers at Austin-based ad firm GSD&M Idea City said that sponsors "could expect even more bang for the buck with the buzz surrounding stadium improvements resulting in greater media coverage and increased exposure for in-stadium signage." Plonsky said that the stadium's expansion, which includes the 80,000-square-foot north end building, "may facilitate additional marketing opportunities such as interactive displays, kiosks and signage." Longhorn Sports Network VP & GM Scott Willingham: "Everyone wants to be on the video board, but we try to limit our inventory." Willingham said that video board space "typically goes to large corporate sponsors ... starting at about $250,000." Willingham added, "We turn down a lot of sponsors." Zaragoza notes one of UT's and Longhorn Sports Network's "newest efforts is an advertising-sponsored 'playbook,' which will be given free to fans at each game" and includes a roster, conference information, articles and ads (AUSTIN BUSINESS JOURNAL, 7/25 issue).

EVERYTHING'S BIGGER...: In a separate piece, Zaragoza reports the expansion at the north end of the stadium, which already is the "largest in Texas," coupled with "additional bleacher seats in the south end zone will add 10,000 seats, bringing capacity to 100,000 seats." The north end expansion includes 47 suites, "almost 2,000 club seats and about 2,400 chairback seats." The 47 suites lease for an "average of $62,000 annually plus the cost of season tickets per person" and are "all taken." UT said that a waiting list includes "about 20 people or companies" (AUSTIN BUSINESS JOURNAL, 7/25 issue).