Opening panel: Industry Leaders Debate the Headlines of the Day

Wednesday, March 12, 2008 | 4:31 p.m. | By Patrick Kinmartin | Comments | Print

View A Slide Show From The Rapid-Fire Roundtable Panel

There was a palpable buzz in the ballroom at The St. Regis Resort as introductions were made for members of the opening panel — MLS Commissioner Don Garber, sports team owner George Gillett, Coca-Cola’s Bea Perez, Anheuser-Busch’s Tony Ponturo and Mark Steinberg, global managing director for IMG Golf. The discussion was lively from the minute the first topic, about the struggling economy’s impact on sports, was rolled out.

The issue: How might an economic recession affect sports?

The reason: The audience was asked to respond to the question and, among a range of varying answers offered, “moderately” received a 57 percent majority of the vote, while “greatly” was measured at 12 percent. Five percent said they believe sports is recession-proof.

The skinny: Agreeing with the general consensus of the panel that sports has the ability to weather the financial storm, Gillett said, “I think the sponsors and their economists are much sharper than the rest of us, and this is the time they‘ll really put the pedal to the metal.”

Said Steinberg, “People tend to look at this from the U.S.-centric point of view, but actually our international partnerships are larger than they have been in the past. The amount of business that is emanating from the Middle East is staggering.”

Greatest hit: Perez summed up the group sentiment on sports’ role during a national financial crisis when she said, “Going to the local baseball games, the local soccer games, that’s where consumers are going to want to take a break from the struggles of life.”

The issue: Is Congress more concerned than fans about performance-enhancing drugs?

The reason: Capitol Hill officials have become heavily involved in investigating drugs in sports in recent years in reaction to the claims of athletes like former slugger Jose Canseco that the use of performance enhancers is widespread.

The skinny: Garber said, “At some point, those checks and balances have done things that are better for the sport.”

Said Ponturo: “We’re very beholden to our shareholders. If you go past those things that are inappropriate, you will no longer be in business.”

Greatest hit: Steinberg, thinking about the fan perspective, said he thinks fans, and therefore the media, will continue to pay attention, because they “come to see the freak show element. I hope that’s not an indictment on our society, but I’m not sure it’s an element I think society wants to go away.”

The issue: How well has the NFL handled the New England Patriots Spygate scandal?

The reason: Six months after reports initially surfaced that the Patriots had spied on an opponent, the story remains well-covered by national media, particularly in the wake of recent attempts by Congress to get involved.

The skinny: Gillett, alluding to the current facts available about the situation, said, “All of us need to have further information before jumping to an opinion.”

Added Garber: “This is more about the ridiculousness of the issue than the integrity of Congress.”

Greatest hit: Gillett talked candidly about the presence of unrecognizable individuals — described by him as people who claim to be members of the media — carrying the latest in photographic technology in the pit areas at NASCAR races. Gillett said that in NASCAR circles, “there is a great deal of inquiry going on” as far as making sure that the sport stays clean and spy-free.

The issue: What effect will the continued growing use of digital video recording have on the sports advertising industry?

The reason: Audience members were asked whether they time-shift any of the sports they watch, or whether, as many people claim, sports is “Tivo-proof.“ The vote showed that 45 percent of the audience had recorded sports events to watch later.

The skinny: Perez admitted she did not believe the audience, saying “I’m one of those guilty people because I want to know what’s going on. (TiVo) enables us to watch everything instead having to choose when everything is going on at once.”

Ponturo said he believes “live sports are TiVo-proof,” but added that by placing products where they can’t be missed, such as on stadium signs, a sponsor can be sure that its product will be noticed. “If you have a Bud Light sign in left field at Shea Stadium,” he said, “you’re going to be on television.”

Greatest hit: Steinberg said golf has learned a lot from the way on-court and on-field advertising has become an essential strategy in marketing on the major sports level. “What we can deliver with product placement on the golf course is becoming a critical element,” he said.