First Look podcast: Wal-Mart, 10th SBAs Wal-Mart goes big ServiceMaster joins MiLB sponsor roster Holograms produce real results in sports Logano driving off-track studio concept Lefton Report: Pepsi challenge Toyota first in-ice sponsor of Knights Etihad renews MLS deal, plans content More NBA teams sign jersey sponsors Emirates to sponsor USA Rugby series
SBJ/October 15 - 21, 2001/Marketingsponsorship
Bedol part of new Transfusion
Published October 15, 2001
Brian Bedol, one of the founders of Classic Sports Network, is teaming with a group of other sports marketers to form a new sports and entertainment marketing firm. The company is dedicated to the proposition that property development and management is a science unto itself.
Transfusion IP (for Integrated Properties) includes former MLB and Nike marketer Chris Bevilacqua, ex-NFL vice president of marketing and events David Newman and former Advantage marketer Jeff Jonas. They are the principals in an organization dedicated to the care and feeding of sports and entertainment properties.
Does that mean it's an incubator of sorts?
"No, because the implication there is we only develop new properties," said Bedol, who opened the doors in June as Fusient Media Ventures but has remained in a stealth mode until now. "We will build new properties and help further develop existing ones."
The concept is to acquire, own and develop properties and extend them unilaterally with cross-media plays, along with licensing and event extensions. Think of it as a holistic properties agency, as opposed to the many firms specializing in one end of the business, like sales, licensing, events or television.
Bevilacqua refers to it as "360-degree property management." Two of the firm's initial clients offer insight into what that means.
Dennis Publishing has hired Transfusion to develop electronic media extensions for the immensely popular Maxim magazine. The PGA Tour has retained Transfusion to develop properties for fan-development initiatives.
Bedol said the firm also is close to acquiring music and alternative-sports touring properties.