Ponturo, Vanderbeek Sit For Interviews At SBJ/SBD Conference
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Ponturo Feels Confidence Coming
Back For Corporate America |
Former Anheuser-Busch VP/Global Media & Sports Marketing Tony Ponturo yesterday said one benefit coming out of the economic recession is, "We are going to become more marketing objective based." Ponturo: "We are going to do a better job connecting the assets that we have to what brands are trying to accomplish." Ponturo, now with Ponturo Management, was interviewed on the first day of the SBJ/SBD Sports Facilities & Franchises conference. During the session he spoke about changes in the sports sponsorship process that have been brought about by the economy. "There are a lot more chefs in the kitchen," he said. "There is procurement and multiple financial officers. There are even boards getting involved today. They don't want long-term marketing commitments made that would impact their long-term spending. So you have to convince them, as well." But he did feel that confidence is coming back to corporate America and the U.S. sports consumer. Ponturo: "We are starting to feel we can start moving forward. People are spending money. They are going to games and buying some reasonably expensive tickets. It's a slow roll. People don't want to get ahead of their spending. But marketers are going to want to stay as aggressive as they can under the circumstances." The challenge for today's sports properties is defining the value that comes out of any sponsorship, he said. "We have to be able to say, 'Here is what we deliver and here is the value,'" Ponturo said, likening it to a consumer buying a home or car today. "You don't want to overpay, you want to pay what makes sense. You don't want to pay more to a manufacturer because they are having trouble with their business." Looking back at his career, he said that maintaining exclusive advertising rights around the Super Bowl for 20 years was one of his proudest accomplishments. "I knew if I ever got that call that said, 'Oh, we let Miller into the Super Bowl,' well, then I could keep right on walking," he said. Asked if the new ownership of A-B InBev feels the same way about Super Bowl exclusivity, he said, "I don't know." In addition, he called the naming-rights deal for the new Busch Stadium in St. Louis a personal high point. "It was the right thing for the company to do," he said.
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Vanderbeek Discusses Economy,
Nets Move To Brooklyn |
THE DEVIL MADE ME DO IT: Opening the afternoon session was a one-on-one interview with Devils Owner Jeff Vanderbeek, who concentrated on the opening of Prudential Center and the impact it has had. He began by commenting on the impact sports has on people during tough economic times saying somewhat jokingly, “A lot of people just wanted to get out of their day-to-day misery," citing the fact the team sold out 90-95% of their upper bowl tickets. Vanderbeek then spoke to the fact that ticket sales for renewals were going well thus far, up to about 80% now, which is where they finished last year. He touched on the possibility of the Nets needing to use Prudential Center saying, “We welcome the Nets with open arms." Vanderbeek added he does not consider the Nets competition. Making Prudential Center a destination was of importance as well, said Vanderbeek, so several new restaurants are in the works as a way to attract fans either before or after games. He closed by commenting on the health of the NHL, saying it is "very strong." Vanderbeek: "There is no business, forget sport, which after a work stoppage of a full year posted record attendance and record revenue for four straight years."
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