The Raptors are a "huge hit with big business," writes Peter
Hadekel in an extensive piece in today's MONTREAL GAZETTE.
Although "there have been rumors" the ownership group is "short
on money and that some partners want out," corporate sponsors and
advertisers "are clambering to get on the bandwagon." Raptors
Owner John Bitove Jr. discusses some of their corporate support,
from a C$20M naming rights deal with Air Canada to a C$35M
sponsorship deal with Ford Motor of Canada. Support also comes
from AST Computers, Sears, Bell Canada, Shoppers Drug Mart and an
"unprecedented" deal with Molson and Labatts, where the breweries
will split the team sponsorship. Bitove: "We said, 'Look, we
want both of you involved because you're such great marketing
partners. So what we propose is to split the game.'" Hadekel
notes the fact that "rival breweries were willing to split the
business illustrates how much they covet NBA exposure" (MONTREAL
GAZETTE, 9/18).
THE SHOW MUST GO ON: The "how and why" of marketing a sports
franchise in the Vancouver area is the focus an piece by Howard
Tsumura in Sunday's Vancouver PROVINCE. The central theme to
team operations are: "make money by fielding not only an
entertaining and competitive team, but also by turning each game
into a fan experience." Tsumura examines minor league baseball,
roller hockey, soccer, NHL, CFL and NBA teams (Vancouver
PROVINCE, 9/17).
