SBD/December 7, 2011/Franchises

Ravens Will Look To Boost Eastern Shore Fan Base With $200,000 Marketing Campaign

Ravens trying to capitalize on exclusive marketing rights to Eastern Shore
The Ravens "plan to put more than $200,000 into a new marketing campaign next year aimed at planting their black and purple flag in the sands of Maryland’s Eastern Shore and southern Delaware," according to Alexander Jackson of the BALTIMORE BUSINESS JOURNAL. Starting with a Ravens "Beach Bash" event in June in Ocean City and "extending through the summer, Baltimore’s team plans to bring players, cheerleaders and beer specials oceanside." It will be the "first time the Ravens have done extensive marketing on the other side of the Bay Bridge." The team is trying to capitalize on an NFL agreement that gives the Ravens exclusive marketing rights to the Eastern Shore." Ravens VP/Corporate Sales & Development Mark Burdett said that the team is "on the hunt for sponsors and already [has] snagged Miller Lite as a partner in its beach weekend promotion for five years." Delaware has "just under 900,000 residents -- and those who are football fans root for a mix of teams from the Eagles to the Redskins to the" Steelers. The Ravens have the "exclusive marketing rights to Delaware's lower two thirds," and Jackson notes having "exclusive marketing rights means the Ravens can bring a parade to town or run a Miller Lite promotion at bars there" while other teams cannot (BALTIMORE BUSINESS JOURNAL, 12/2 issue).
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