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SBJ/October 15 - 21, 2001/Marketingsponsorship
Inside the deal
Published October 15, 2001
Gallery Furniture signs as an official sponsor of theHouston Texans.
$1.1 million to $1.5 million a year in promotional and sponsorship value
Jim McIngvale, co-owner, Gallery Furniture; Steve Rosner, partner, 16W Marketing; Jamey Rootes, senior vice president and chief sales and marketing officer, Houston Texans; David Peart, vice president corporate sales, Houston Texans
Championship Partner status
Scoreboard sign panel in both end zones
Ad space on rotational fascia signs (one minute per quarter) plus pre- and postgame exposure
Concourse sign panels (six)
Title sponsor of one of four entry gates with identification on exterior and directional signs
Concourse wall ad area (14 feet by 80 feet) adjacent to titled entry gate
Exclusivity in furniture retailing category
Use of suite (22 people) plus game tickets
Presenting sponsor of pregame show on English game broadcasts
Ad spots during Spanish-language radio game broadcast
Right to use Texans trademarks for promotional purposes
The deal started in August 2001 and runs through the end of the 2008 season. The signs will remain in place for virtually all events in Reliant Stadium. In addition to Texans football games, the stadium is expected to host more than 100 events that will attract 3.5 million spectators. (The other Championship Partner sponsors are Anheuser-Busch, Siemens, Reliant Energy and the Houston Metro Ford Dealers.) 16W Marketing represented Gallery Furniture in the contract negotiations.
A classic example of symbiotic marketing, to coin a phrase. In the bridge period of the deal before the team starts play, the Texans will rely on Championship Partners to promote the team and create a buzz for the new franchise. With Gallery Furniture, the team can tie in with the city's most visible marketer, McIngvale. His experience in leveraging sports promotions (Gallery has deals with the Astros and Rockets, among other local sports properties) assures that the Texans will get as much benefit from this deal as their partner. Everybody in Houston knows about Gallery Furniture, and this deal ensures that the Texans will soon achieve the same ubiquitous presence.
Alan Friedman (firstname.lastname@example.org) is the founder of Team Marketing Report.