SBJ/September 3-9, 2012/Marketing and Sponsorship
Firm extends corporate perks to schools’ fans
Published September 3, 2012, Page 12
After a couple of trial runs went well earlier this year, Las Vegas-based Fandeavor formally launched last month, selling game-day experiences at four colleges: Southern California, TCU, Arizona State and UNLV.
While Fandeavor intends to move into the professional leagues at some point, Ellingson and Curtis have found enough early success to make them think that the college space was the right place to launch.
Ellingson, who ran business development for Zappos, and Curtis, a software developer and engineer, found financial backing from a couple of familiar faces. Zappos CEO Tony Hsieh has provided funding from his VegasTechFund, and
They did trial runs with the Las Vegas Invitational college basketball tournament last winter and a Real Madrid soccer exhibition in Las Vegas last spring, selling sideline access locally in the Vegas market. Feedback from fans was strong enough that they moved forward with the concept.
In the last few months, Ellingson has been meeting with universities and their rights holders to acquire the rights necessary to offer these game-day experiences at college football and basketball games.
“It’s what we’re doing already with our corporate partners,” said Mike Kohler, general manager of the IMG College property at Arizona State. “It’s just being packaged and sold differently to the fans.”
Typically, Fandeavor pays a promotional fee to the rights holder, like an IMG College or Learfield, and Fandeavor shares the revenue from its sales with the rights holder.
Packages range from $250 to $500 for two people. A base package would include tickets in the stadium’s lower level, a stadium tour, apparel from the home team and pregame hospitality. The “ultimate” package at the higher price would include those elements plus sideline access before the game and an appearance on the stadium’s video board.
The company continues to seek more assets to include in the packages. At Southern Cal, Fandeavor is now offering tours of the new McKay Athletic Center with its game-day assets. It also is exploring the possibility of a quick handshake with a coach on the sideline just before the game, but those experiences are the toughest to acquire.
The chief challenge for Fandeavor, Ellingson said, is coming up with enough experiences during the game to build more value into the packages.
“At some schools, it’s more difficult to get sideline passes than other schools. Each place is different,” he said. “You have to understand what the fan wants, and how the experience at ASU might be different than the experience at TCU.”