Ole Miss revs up rewards program Labor & Agents: George's sponsors stay Pepsi takes over as NBA sponsor Beacons deliver the message World Congress: Setting the scene 5 Questions: VenueNext CEO Plugged In: Rishi Nigam, Americrown The Lefton Report: NFL and daily fantasy What marketers can learn from baseball Bright House joins Orlando City roster
SBJ/March 24-30, 2014/FranchisesPrint All
Ruckus Wireless has signed a three-year deal to become a founding partner of the San Jose Earthquakes’ new stadium, scheduled to open next March in time for the start of the 2015 MLS season.
An industry insider pegged the deal at mid-six figures annually.
With the deal, Ruckus will provide free in-stadium wireless service for the fans at the yet-to-be-named venue. The company also gains the designation of official wireless infrastructure provider of the Earthquakes.
Ruckus will provide free wireless service at the team’s new stadium.
Rendering:SAN JOSE EARTHQUAKES
Earthquakes President Dave Kaval said the club met with five other companies as well in its search for a wireless provider and sponsor. The deal with Ruckus, which is based in Sunnyvale, Calif., developed over a series of meetings over the last four months before it was finalized last week.
“We really felt that Ruckus had the best technology,” Kaval said. “They’ve proven it over the last two years in their partnership with the city of San Jose.”
In March 2012, Ruckus was selected by the city to create an outdoor Wi-Fi network for San Jose’s business district area. The network, which was installed six months later, also supports parking meters, digital parking guidance signs, traffic signals and video surveillance.
The Earthquakes deal was executed directly between Ruckus and the team’s corporate sponsorship division, without agency involvement. Among other deal points, Ruckus will receive stadium signage, tickets for club seating, and use of the Earthquakes’ marks.
The Earthquakes, who currently play their games at 10,000-seat Buck Shaw Stadium at Santa Clara University, did not have an existing agreement with a wireless provider.
Rob Mustarde, Ruckus vice president of marketing, said the company’s patented BeamFlex antenna technology provides consistent connectivity for smartphones and tablets in high-density locations such as stadiums. Among other sports facilities where Ruckus currently provides wireless service are Real Salt Lake’s Rio Tinto Stadium; Time Warner Cable Arena in Charlotte; Imtech Arena in Hamburg, Germany; and two stadiums hosting FIFA World Cup matches this year in Brazil: the Estadio Nacional de Brasilia and Arena Octavio Mangabeira.
The Toronto Raptors’ rise in the standings is paralleling, if not fueling, off-court gains being made by the club this spring — with additional strides expected in the coming weeks.
The resurgent Raptors have already sold out more games than in all of last season.
Photo by:GETTY IMAGES
Gate revenue is up 7 percent for the season, in part because of an average 2.5 percent increase in ticket prices. But the club also had posted 17 sellouts on the season as of last week (with eight home games remaining), compared with 14 for all of last season.
“We are selling better-quality seats,” said Dave Hopkinson, chief commercial officer for Raptors owner Maple Leaf Sports & Entertainment.
Television viewership for the team, the NBA’s only Canadian club, spans the country and is up 25 percent to an average of 150,000 viewers a game for broadcasts on TSN and SportsNet, Hopkinson said.
Sponsorship revenue also is on the rise. The club benefits from playing in North America’s fourth-largest market and leveraging corporate deals from its fellow MLSE-owned teams, the NHL’s Maple Leafs and MLS’s Toronto FC.
“There is a lag in sponsorship, but we have moved up from 11th in the league last year to seventh in the league this year in sponsorship revenue,” Hopkinson said.
Much of the success for Toronto this season has come since December, when the team traded away Rudy Gay to Sacramento as part of a seven-player trade. It’s a deal that revamped the Raptors’ roster, coming at a time when the team was 7-12 on the court. Since then, the Raptors have gone 30-17, surging to the top of the Atlantic Division and surpassing last year’s 34 victories with a month to go in the season.
It’s created talk of not only playoffs but also next season in Toronto. To date, the Raptors have sold 500 new full-season-ticket packages for next season, and they expect that number to grow as they package this year’s anticipated postseason appearance with the marketing of next year’s season tickets.
“We are very pleased,” Hopkinson said. “The number [of new fulls] last year was inconsequential.”
The activity comes as the Raptors are set to complete their rebranding efforts: A new logo and new team colors are expected by April 1.
The effort stems from MLSE President and CEO Tim Leiweke, hired last year, working to overhaul the Raptors franchise since coming to Toronto. The initiative has included Toronto-born rapper/entertainer Drake being added as a team ambassador.
Leiweke, speaking last week at the 2014 IMG World Congress of Sports, said a name change was even in his early plans for the club. “Yeah, I don’t like Barney the dinosaur,” Leiweke said, “but I got outvoted.”
Hopkinson would not disclose any specifics about what will be seen in the weeks ahead other than to say, “We are into the home stretch in making some final decisions on the team’s feel and logo.”