SBJ/September 3 - 9, 2001/Marketingsponsorship

INSIDE THE DEAL

THE DEAL:

Pulte Homes Corp. signs sponsorship deal with theWashington Capitals.



ESTIMATED VALUE:

$125,000-$150,000



LENGTH:

Two years



DEAL MAKERS:

Rick DiBella, Washington division president, Pulte Homes; Declan Bolger, senior vice president of business operations, Washington Capitals; Chris Hudgins, director of sponsorship partnerships, Washington Capitals; Kevin Morgan, vice president of ticket sales, Washington Capitals.


KEY ELEMENTS:

Rotating dasherboard sign (one of six positions), on-camera side

Two 30-second spots on radio broadcasts of all Capitals game on WTEM-AM flagship and Capitals radio network

Rights for Pulte to use Capitals logo in advertising

Opportunity for Capitals to distribute promotional materials at Pulte showcase homes

Title sponsorship of "Pulte Move of the Game" promotion, which upgrades tickets for two fans at every Capitals game

Pulte Homes Night at one game, including tickets for 150 employees

Full-page, four-color print ad in game program

Eight season tickets


BACKGROUND:

The initial meeting between the two companies was arranged by Howard Bomstein, president of The Bomstein Agency, the ad agency for both Pulte and the Capitals. The two entities share an agency as well as a common target market (adults 25-54) and an area of geographic strength (northern Virginia).


ANALYSIS:

Not only is this Pulte's first move into sponsorship, but it's the company's first significant nontraditional media buy in the Washington market. Pulte hopes to tap into the Capitals' base of about 12,000 season-ticket buyers, which has an average household income of $93,000, one of the highest among NHL clubs.

The deal could give Pulte a point of distinction in the competitive home-building business, but this will come only if the elements are leveraged well. Pulte would be wise to lean on its advertising agency again for help in using the rights. A good place to start would be developing a Capitals-themed promotion to get consumers to visit Pulte homes. If this deal doesn't result in a few sales, then it's a high price to pay for a night of employee entertainment.


Alan Friedman (alanf100@excite.com ) is the founder of Team Marketing Report.

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