SBD/March 12, 2012/Marketing and Sponsorship

Presbyterian Deal Shows Sponsors Sticking With Bobcats Despite Losing Record

Charlotte-based Presbyterian Healthcare on Friday became the first company to sign a Bobcats’ team sponsorship deal in addition to an endorsement deal with Owner Michael Jordan, and the re-signing of the hospital “gives the team an important corporate renewal during what has been a dreary season on the court,” according to Erik Spanberg of the CHARLOTTE BUSINESS JOURNAL. The Bobcats have the worst record in the NBA at 5-34, but, “so far, major backers are sticking with the franchise and Jordan.” Presbyterian by renewing the team partnership “keeps the naming rights to the Bobcats training facility,” part of the city-owned $265M Time Warner Cable Arena opened in ‘05. Other aspects include “providing medical care for all Bobcats players, coaches and employees, emergency treatment for spectators at all arena events and a community caravan co-sponsored by the team to treat the uninsured.” Team Exec VP and Chief Sales & Marketing Officer Pete Guelli said that sponsorship revenue in total “has increased 30 percent over the last three years.” Spanberg noted about “100 companies have corporate alliances with the team” (CHARLOTTE BUSINESS JOURNAL, 3/9 issue). In Charlotte, Rick Bonnell noted Presbyterian has held naming rights to the practice court for several years, and the Bobcats also announced Friday that “longtime team physician Dr. Glenn Perry would continue in that role under Presbyterian's new sponsorship agreement” (CHARLOTTE OBSERVER, 3/10).
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