The Timbers are coming off their first MLS Cup title in '15 -- and first title in the club's 40 years of existence -- and while the championship may not result in a huge financial boon, it stands for something more to its execs. Timbers President of Business Mike Golub said, "Winning the Cup for us doesn’t have this immediate financial impact. What it really does for us is cement all of the positive things that have been happening commercially really since day one, and now allows us to build upon that even more.” Golub said there are few metrics that the club will see significant increases in as a result of its success last year. But the franchise is still riding a 90-game sellout streak, and already has a season-ticket waiting list that exceeds 13,000, as well as a renewal rate above 99%. There are few sponsorship categories still open, and all of its major assets such as kit and stadium sponsorship are locked into long-term deals that already make the club one of MLS’ highest sponsorship revenue generators. But while winning the MLS Cup might not result in a major increase to the bottom line, Golub said the benefits have been intangible and very welcome." Golub: "It’s very hard to quantity, but we’ve really felt this increased eagerness and desire to just dig deeper from our partners and our fans. They just want to invest more with us or do more with us, which is very exciting.” Golub pointed toward the rise in activation around the team in the run-up to the title game from a host of sponsors, including jersey sponsor Alaska Airlines, who helped the club award fans flights to Columbus for the final, and Daimler Trucks transporting a log to the game as well so mascot Timber Joey could continue the club’s tradition of having a slice of it sawed off following each goal.
FLY PATTERN: Alaska Airlines Manager of Market & Media Strategy Clint Ostler said the company’s ramped-up activation around the Timbers will continue into this season. Ostler: "When we first signed the deal (in '11), it was mostly just a naming rights and a branding kind of play, a way to show support to Portland, which we consider one of our hometowns. These last few years and now more than ever, we really try to leverage that relationship differently just because there’s so much buzz around the team and MLS.” Ostler said that it was perhaps too early to outline all of the plans for this year, as some are still being decided. One avenue the airline will take is around the a rebrand that rolled out earlier this year. Ostler said, "You’ll actually see it at (Providence Park) before you see it at the airport." Golub said that the club also will be doing more things in the community to try to match the level of support it has been getting, including letting fans interact with the MLS Cup trophy. Ostler: "We’re going to be treating the MLS Cup like the Stanley Cup -- we have a dedicated handler who gives it the white glove treatment, and we’ve designed a program around the cup itself -- we really want to make it very visible. The support we’ve been getting from this community has been staggering, and we want to make sure we show how incredibly appreciate we are of that.”
