Islanders look back and to future From the Field of Marketing Rebrand conveys MLS’s confidence Statues, schooling and ‘HD on steroids’ From the Executive Editor Agents, firm seek bankruptcy protection Cartoon: All the king's horses … Ryder Cup a ‘crowning moment’ ADs unsure what new freedom will cost Nets prep for playoffs minus mainstays
SBJ/August 13-19, 2012/FranchisesPrint All
Photo by:GETTY IMAGES
The Broncos in July announced that the team had agreed to a deal with Buick and GMC to make local dealers official partners. Manning, who in March signed a five-year $95 million deal with the Broncos, had already been appearing in commercials for Buick nationally when the club announced its agreement, which includes players wearing Buick patches on their practice jerseys.
Kellogg declined to reveal any details of the club’s new partnerships with DirecTV and Papa John’s, but he said the Broncos had been in
The Broncos said signing Manning helped secure deals with Papa John’s and DirecTV.
“They were a part of ongoing business efforts, but Manning really helped,” Kellogg said. “It was very much on our radar screen as we were pursuing [Manning], who he had relationships with, and it had us reaching out.”
Kellogg didn’t say if the Broncos were in talks with any other sponsors of Manning’s. Such sponsors include Sony and Wheaties.
“There are several companies that Peyton works with that we don’t, and the vast majority of our partners don’t have an endorsement deal with Peyton,” Kellogg said.
Kellogg had no comment on Manning’s contract and what restrictions, if any, he had in signing deals with sponsors.
The Miami Dolphins have generated nearly 5,000 sign-ups during an initial launch phase of a new consumer loyalty effort called The Fin Club, powered by New York-based startup CrowdTwist.
The Dolphins hope to reward loyal fans of the team, which has missed the playoffs of late.
Photo by:GETTY IMAGES
Points can then be redeemed for rewards, many of them not available for general purchase, such as a chance to run out the team flag during player introductions at a Dolphins home game, interviewing players as a “Finsider Reporter of the Day,” or hosting a business meeting in the team’s locker room.
After CrowdTwist developed a client base primarily around consumer and lifestyle-oriented brands, the Dolphins deal represents its first major sports pact. The Fin Club, accessible through the Dolphins.com official site, will be promoted through team-controlled outlets and at Sun Life Stadium.
Other teams across the four major U.S. sports leagues have sought to develop similar loyalty programs to measure and develop fan affinity, working with competing outlets such as Fortress GB. CrowdTwist executives say their platform fully measures and blends online and offline activity that often have been separate data feeds. The Fin Club program has also been integrated with the point-of-sale network at Sun Life Stadium.
The CrowdTwist system also uses a proprietary scale that measures the level of spending and the social media influence individual fans in the Fin Club program have on others. That segmentation of the audience provides the Dolphins a level of insight into consumer behavior and fan psychographics that it did not have.
“We’re thinking about loyalty in a very holistic fashion,” said Irving Fain, CrowdTwist chief executive and co-founder. “The basic idea is look at every single touch point with the team, offline and online, in a totally comprehensive way and then be able to perform an extensive amount of analysis on that data.”
Financial terms of the partnership were not disclosed, but the deal is described by team and company executives as a licensing structure in which the Dolphins pay for access to the technology platform. Club officials are looking to quickly get a user base well into five figures, and perhaps six figures, by early in the NFL season.
The Dolphins have made the playoffs just once in the last decade, creating softer ticket demand than in many other NFL markets and a heightened need to engender fan loyalty. But team executives said the CrowdTwist program would have begun even if the Dolphins were perennial contenders.
“This is something we would have done regardless of record,” said Claudia Lezcano, Dolphins senior vice president and chief marketing officer. “What we’re after is a true best-in-class program that really rewards fans for what they’re already doing.”
Editor's note: This story is updated from the print edition.
Now that Robert Pera has created a billion-dollar public company, the next thing he wants to do is buy a professional basketball team. But Pera’s desire to buy the Memphis Grizzlies puts him and his company, Ubiquiti Networks, in the spotlight during a time when Ubiquiti is mired in controversy and has seen its stock price fall more than 60 percent since early May.
The stock drop has caused people to question whether Pera, 34, can afford the team, as the NBA investigates his personal and business background as well as his financial status.
“I think we’re looking at some short-term irritation, and it’s irrelevant to our long-term goals.”
Ubiquiti Networks’ Robert Pera
Photo by:VICKI THOMPSON / SILICON VALLEY / SAN JOSE BUSINESS JOURNAL
The Grizzlies announced on June 11 that Pera had agreed to purchase the team from current owner Michael Heisley, subject to approval from the NBA board of governors. Pera said he could not discuss his efforts to buy the Grizzlies since the deal is ongoing.
The NBA is going through an extensive vetting process that will look into everything from Pera’s business associates, to his family, to his financial situation. That will include Ubiquiti’s recent controversies, such as an acknowledgement that the company’s products were illegally sold into Iran.
Ubiquiti makes a variety of wireless equipment, such as antenna systems for broadband Internet, and sells primarily into developing and emerging markets. It has recently expanded its product line to include items such as surveillance video systems and systems to control lighting and electricity being used in office buildings.
NBA officials will “look into [the Iran issue], they’ll question it,” said SportsCorp. President Marc Ganis, who advises on team deals. “They don’t want a front-page New York Times story six months from now about how an ‘NBA owner sold products to terrorist organizations,’ by way of example. They’re going to want to understand what [the Iran case is] before they sign off on it.”
The NBA process also will include an evaluation of Pera’s finances. The Grizzlies’ purchase price has been pegged at $350 million, and the team has been losing money.
Pera has a 63 percent stake in Ubiquiti, according to regulatory filings. That stock was worth $2 billion as of May but has dropped to $800 million.
Ubiquiti went public in October at $15 per share, and that price rose to nearly $36 before it started crashing in May. As of Aug. 10, it was trading at just below $9.
Despite the stock drop, the company is profitable: Its third-quarter revenue, announced in May, rose 79 percent, from $51.2 million to $91.7 million. It posted net income for the third quarter of $27.9 million, an increase of 114 percent from the year before.
While Pera appears on paper to have plenty of capital to buy the team, there have been conflicting media reports in that regard. One report said Pera has a net worth of $200 million. Other reports say Pera is looking for partners on the deal.
The Iran issue was one of the first controversies to hit Ubiquiti. The company uses a network of distributors to get its products to customers, and in its filing to go public it disclosed that two of its Middle East distributors had sold products into Iran. The filing said Ubiquiti’s executives originally did not know this was a problem, as the company “lacked sufficient familiarity” with export laws due to “the “inexperience of our management team in these matters.”
Even after putting policies in place to prevent products from being sold into Iran, the company acknowledged its distributors still sold there for a period of time and Ubiquiti “overlooked emails” that showed the sales were happening, according to the Securities and Exchange Commission filings.
The U.S. Office of Export Enforcement issued the company a warning letter and did not impose any financial penalties.
“We already have full disclosure with the government,” Pera said. “They worked with us to put procedures in place [to prevent it from happening again] and issued a warning letter. So in our eyes, it’s a concluded, closed matter.”
In addition to problems with its distributors in Iran, Ubiquiti has faced controversy in China. It has accused an ex-distributor there of counterfeiting its products and won a preliminary injunction against it last month in U.S. federal court.
“In some ways [the controversies] have helped the company,” Pera said. “They’ve exposed our weaknesses. To use a sports analogy, we have a fantastic offense, which is our engineering team that creates tremendous growth and profitability. Now it’s our defense that we’re improving.”
Diana Samuels writes for the Silicon Valley/San Jose Business Journal, an affiliated publication.