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Volume 25 No. 84
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Starwood's Dana Rosenberg Details How Company Leverages MLB Sponsorship

Starwood Hotels & Resorts VP/Global Partnerships Dana Rosenberg highlighted some of the sports-related partnerships of Starwood and its Starwood Preferred Guest loyalty program during a presentation at the '16 Intersport Brand Engagement Summit. Rosenberg sparked a lot of conversation on social media when she said that the top 2% of the company’s clients drive 30% of its profit, and that if one of those top clients leaves, it takes 60 more clients to fill that void. It highlighted the importance that many companies place on catering to their biggest spenders. (Check out some of the reaction by searching the Twitter hashtag #SBJEngage.) Sheraton and SPG are the official hotel and loyalty program, respectively, of MLB. Sheraton hotels include free access to MLB TV. Sheraton and SPG also receive digital exposure, including integrated placement on team schedule pages. Sheraton and MLBAM worked on a plan to develop content series for '16 objectives. SPG members can also bid to participate in MLB events like the Home Run Derby through the SPG Moments program. Starwood has been a partner of the U.S. Open tennis tournament for seven years. SPG and Westin share the partnership. Working with the USTA, Westin has created a digital plan before and during the Open, and Westin also receives on-court and TV exposure. SPG members also have a chance to attend event at SPG's luxury suites or courtside seats.