Franchises Turn To Higher-Quality Products For Game Giveaways

By William Cooper, Staff Writer

Falcons, Browns Working With Synergy5 To Create Promotional Products

NFL teams and sponsors are being more judicious in their in-stadium promotional giveaways this season, opting for quality over quantity. "Teams are not going to do a giveaway unless there's a compelling reason on behalf of their sponsor or unless they can find something that really resonates with their fans and speaks to one of their own team initiatives, whatever that may be," said former Panthers exec Kyle Caddell, whose Synergy5 company is the promotional products partner for the Browns, Ravens and Falcons. Companies that do decide to participate in giveaways have been intently focused on doing it right. For example, Caddell said AAA Mid-Atlantic in putting together its giveaways for the Ravens has been "exceedingly diligent on every detail you can imagine -- how they roll things out, what they look like, where they’re giving them away, what kind of product." Caddell said the Falcons this season "spent a fair amount of time researching all the various alternatives in a way that two or three years ago" they would not have. As a result, the team is offering a recyclable grocery bag sponsored by Publix at one game this season. Ticketmaster is also joining the fray, as it is sponsoring a giveaway of Browns eye black at this Sunday's game, while SpongeTech, which has deals with six NFL teams, has a plan in the works to provide fans in the Browns' infamous "Dog Pound" with a pet bath sponge. Given the increased scrutiny on corporate spending and the necessity for companies to deliver on the sponsorship dollars they do spend, it is even more imperative that they reach fans by providing a quality product. Caddell: “If you’re going to be involved in sports, then you better activate well and you can’t miss."

FOCUS ON VALUE: Teams also are being more value-conscious. Bears Senior Dir of Sales & Marketing Chris Hibbs, whose club offers a giveaway as part of a game-entitlement package that includes sponsors getting their branding on game tickets, in cup-holders and other rights, said team officials consider "what's exciting, what fans like, what they can use" in choosing their products. Hibbs said of giveaways, "Sometimes they just become trash and that's not valuable for the fans or the sponsor. ... We've made a commitment to our fans that part of the gameday experience at a Bears game is getting something of value when you walk in the doors." The team tries to offer products that fit the marketplace, including gloves and a scarf that Chase sponsors, which Hibbs says has been a particular hit. Hibbs: "The fans love it. They flock to them. The fact that you see them around town, with the big Bears and a Chase logo on them, that's meaningful to the sponsor."

PROTECTED BY THE SHIELD: For the most part, companies appear to be maintaining their interest in spending money on the NFL, and promotional products in particular. Caddell attributes this continued interest to the league's vaunted standing in the sports landscape. "People are not running from the NFL because of the economy," said Caddell. "They may have less money to run to it with, or they may have less money to activate their deal with, but there’s been no pullback from the NFL that I have seen." McArthur Towel & Sports VP/Business Development Philip Welp, whose company is doing towel premiums for a variety of NFL teams, agrees with that sentiment. Welp: "Teams and sponsors still see value in them, so I’d say our premium business is about steady with last year." This is also true for the Chargers, who despite being one of several teams that face the likelihood of blackouts this season, have received a comparable number of commitments for giveaways to a year ago. Chargers Dir of PR Bill Johnston in an e-mail said the team has "found creative ways to maintain our sponsorships and build new ones" en route to securing what he characterized as a "strong commitment for this season." Other teams have also maintained their numbers, as Hibbs said the team's game-entitlement packages that expired this offseason were swiftly renewed. "What attracts them is a chance to break through some clutter," said Hibbs. "Where maybe in a different sports league or a different venue you might be one of many, many sponsors and it's difficult to grab the attention of the consumer, if you have game entitlement for a Bears home game … you've got ownership and you're capturing certainly the 65,000 people in the building."

TAKING ADVANTAGE OF ECOMONIC CLIMATE: As a result of this ability for companies to directly reach 60,000-plus consumers with giveaways, Caddell feels NFL teams that are "well-positioned are going to take advantage" of the current economic climate. "Companies are going to still spend money, they’ve still got to grow their business," said Caddell. "They’re going to spend money in less places, so they’re going to be more diligent where they spend it. They’re going to spend it with their best options."