SBJ/March 18 - 24, 2002/Marketingsponsorship

Inside the Deal

THE DEAL:

Bank of America signs with the WUSA Washington Freedom as an official supporter.


ESTIMATED VALUE:

$25,000-$35,000


LENGTH:

One year


DEAL MAKERS:

Brooke Hodges, senior vice president, community relations manager, Bank of America; Hilary Jones, director of marketing and sponsorship sales, Washington Freedom


KEY ELEMENTS:

Status as official supporter

Nonexclusivity in retail banking category

Player appearances for internal and external Bank of America events

One on-field board, in-camera view

One 30-second ad and billboard announcements during broadcasts of 12 Freedom games on Comcast SportsNet

Game tickets for client entertainment or employee event

Public-address and JumboTron board announcements


BACKGROUND:

Besides the Bank of America deal, new team sponsors for 2002 include Cabot Creamery, Discovery Sports Center and Maryland SoccerPlex, and Marriott. Returning sponsors are Baltimore/Washington Hyundai Dealers (exclusive automobile), Comcast SportsNet, Comcast and Nike.

John Hendricks, an investor in the Freedom and the chairman of the WUSA board of governors, is chairman and CEO of Discovery Communications Inc., the parent company of Discovery Channel, The Learning Channel and other cable network services. According to the team, Hendricks is a Bank of America client.


ANALYSIS:

The WUSA fared better than most start-up leagues in its first season, and teams should find a more receptive sponsor market with a year's success behind them. For the Freedom, this means more cash deals and fewer barter arrangements. Bank of America's successful Olympic-themed campaign puts it into the top tier of corporate sponsors, and the Freedom gains credibility from this deal.

The team misses an opportunity by not using Bank of America retail locations for distribution of team promo materials. New teams can't find their market just through traditional advertising and should leverage any sponsor tie-ins to cross-promote the team.

Alan Friedman (alanf100@earthlink.net) is the founder of Team Marketing Report.

Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug