SBD/Issue 232/Franchises

Packers See Increase In Corporate Sponsorships From Last Season

Murphy Says Lottery Deal Is Way For
Team To Tap New Revenue Stream
The Packers have been "able to increase corporate sponsorships" for the '09 season despite the economy, according to Mark Kass of THE BUSINESS JOURNAL OF MILWAUKEE. Packers President & CEO Mark Murphy said that the team "had to work hard to renew sponsors and add new business." Murphy: "We are projecting that we will be slightly up. We've tried to be flexible and work with companies. We know that some of our sponsors are struggling. We've worked with them and figured out ways to get value out of our relationship." Kass notes the Packers in FY '09 recorded net income of $4M, a drop from $23.3M in FY '08, and the $4M total was the "lowest level of net income the team has seen" since its $295M renovation of Lambeau Field in '04. Murphy: "There is no question that the economy impacted us last year. It is hard to say what one thing caused us to be down in local revenue last year. There was the (Brett) Favre (trade) situation, the fact that we were in a terrible recession or that we had a losing record. I think all three contributed." But Murphy added he thinks the team will "have a good year from the business side" this year. Murphy also said the team's deal with the Wisconsin Lottery is a "way to open up other revenue streams." Murphy: "It is a good partnership. Beyond the revenue potential, I think it is a good way to partner with the state." Meanwhile, Murphy said the team is "working on" selling patches on its practice uniforms. Murphy: "Everyone is a little behind and we are continuing to work on it. I think long term it will be an asset for us." And Murphy said plans for Lambeau Field renovations or growth around the stadium are "really still in the planning stages." Murphy: "The concept is to grow on the initial success of the original renovation. The idea is to bring even more visitors to the area. It is hard to put a timetable on it. One of the things that I look at is to try and position ourselves to be ready when we come out of this recession" (THE BUSINESS JOURNAL OF MILWAUKEE, 8/14 issue).

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