SBD/June 22, 2012/Marketing and Sponsorship

Dodgers, Galaxy Team Up For Cross-Promotion Ticket Sales Partnership

The Dodgers and MLS Galaxy this week are "teaming up in a bid to bring on board the other club’s fans, offering discounts and special offers to sweeten the deal," according to Sam Mamudi of MARKET WATCH. In a partnership that is the “first such team-up between the clubs," the Dodgers and Galaxy will “host nights for each other at their stadia." The Dodgers said that this marks the fourth year the franchise has “teamed up in such a way with a local sports outfit, and the results have been positive -- 63% of those who bought tickets for similar promotions last year were new Dodger ticket buyers.” The Dodgers in the past have "offered similar promotions” with the NHL Kings which, like the Galaxy, are owned by AEG. The Dodgers in previous years also “have teamed up for similar deals” with USC, UCLA, the Clippers and MLS club Chivas USA. Saturday night will be “Dodger Night at the Galaxy’s Home Depot Center, and there will be an L.A. Galaxy Night at Dodger Stadium on July 30.” The cross-promotion “will see discounted tickets to Saturday’s Galaxy game for Dodger fans, as well as a unique co-branded Dodgers and Galaxy scarf for the first 500 buyers.” Galaxy night at Dodger Stadium “will see special ticket -- and concessions -- offers, a limited signed photograph of Galaxy and U.S. soccer star Landon Donovan and a pre-game autograph session with Galaxy players” Mamudi notes this type of cross-promotion is “rarely used in other cities, where franchises from different sports often consider themselves rivals for sponsorships and ticket sales" (MARKETWATCH.com, 6/22).

KICKING AROUND IDEAS: The L.A. Galaxy said that it “received more than 8,000 entries” for the fan competition to design the team’s third jersey. ESPN.com’s Patrick Dorsey noted it is now “down to five finalists” which were chosen by the Galaxy, adidas and sponsor Herbalife reps “with voting open through Friday.” The winner “gets to watch his or her kit on the field next year, in about five MLS games, plus international friendlies” (ESPN.com, 6/21).
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