As many of you know, my consulting practice includes anumber of NBA teams that I began working with during my tenure at the NBA. Oneof those teams is the New Orleans Hornets and as such I have traveled to NewOrleans on numerous occasions in the past year. While my consulting activitieshave not focused on sponsorships per se, I am involved in identifying andmaximizing revenue streams.
While I applaud therestoration efforts of the city, state and the league (the 2007 NBA marketingmeetings were held in New Orleans and the 2008 NBA All-Star weekend will takeplace there in February), I feel that the rest of America — myself included —has done little to help rebuild the city or jump-start the economy.
For many Americans,Hurricane Katrina and its aftermath are yesterday’s news, a sad and unfortunatedisaster. This is a sorry fact and inexcusable for a country like the UnitedStates.
We all need to pitch in andhelp one of the great cultural and historical cities regain its prominence.
Many of us, however, aregeographically and/or financially limited in what we can do. I suggest thefollowing sponsorship and activation program in the form of an open letter to apotential corporate partner to team with the Hornets (or expand to the entireNBA).
Because Americans eat outnumerous times each week, I am targeting the quick-service-restaurant or thepizza segment as the most viable corporate partnership for the proposedendeavor described below.
Dear corporate America:
Recent trends in sponsorship activities have shown that while there is still a greatemphasis on ROI, the return on objective (ROO) is growing in importance. Thefragmentation of the American media market has led to some media leadersstating that it is more important for sponsorship to make an impression than itis to count impressions.
As a sport marketer whobelieves in making an impression as well as in ROO, ROI and in driving trafficback to the franchisees, I offer you the following concept for yourconsideration.
Tom Cruise as Jerry Maguiresaid it best: “Help me help you.” Therefore, I suggest that a QSR or pizzachain form a partnership with the New Orleans Hornets (which could be extendedto the NBA) to help America rebuild and re-energize New Orleans.
This can be done bycreating a New Orleans-style po’ boy sandwich or a pizza featuring menu itemsand ingredients (such as spices, andouille sausage, etc.) native to New Orleanscuisine. Such a sandwich or pizza might appeal to your regular customers andmotivate them to make an additional visit for something new.
The sponsorship alsocontains a cause-marketing element that may appeal to consumers who have nevervisited the sponsoring restaurant. I would suggest that the QSR or pizza chaindonate 25 cents (call it a “French Quarter”) for every sandwich or pizza sold.
This “French Quarter” wouldbe donated to the rebuilding efforts in New Orleans and managed by the NewOrleans Hornets Community Investment Department. Hornets players and NewOrleans residents could be featured in the campaign to generate awareness andto remind us about the needs of the people of New Orleans and their rebuildingefforts.
A national campaign couldalso be activated in all 30 NBA markets with local community relationsdepartments and an NBA spokesperson in each. A percentage of the dollarsgenerated in those other 29 NBA markets could remain in those markets for localrebuilding projects; the remainder of the “French Quarter” charitablecontribution would be sent to New Orleans.
Imagine the potentialimpact of such a program! Americans could all help rebuild New Orleans by doingsomething they typically do every week (eat out). And the QSR/pizza restauranthas a cause-marketing effort that also has the potential to drive incrementaltraffic to its franchisees while demonstrating a sense of civic responsibilityand national pride that is rarely produced in sponsorship activities outside ofthe Olympics.
In February 2008, duringthe NBA All-Star weekend in New Orleans, representatives from the QSR/pizzachain and Hornets players (or the respective NBA team delegates if thesponsorship is extended leaguewide) could participate in activities that wouldput the funds to good use not only through construction projects but byrebuilding peoples’ lives.
I believe the result can bea win-win-win sponsorship.
One, the QSR/pizza chainwould have an effective cause-marketing platform that would attract nationalinterest and publicity and drive traffic to the franchisees.
Two, purchasers of thesandwich could feel that they are trying a new product while contributing to animportant cause.
And, three, New Orleansresidents could feel that someone cares, that they are not forgotten and thattangible help in the form of those “French Quarters” is on the way.
We can all help NOLA andrebuild it bit by bit. Or in sandwich terms, foot by foot.
Author’s note:
I’ve used the QSR/pizza chain to illustrate this concept, butI am in no way limiting the concept to that specific or industry. Big-box homerepair and supply, grocery stores (which might elect to use theirvendors/suppliers in this endeavor), beverage companies and electronic storesare welcome to use this platform to extend their reach.
I would welcome feedback from readers in any field ofendeavor, including potential corporate partners who may see an opportunity fornational reach and impact and the value in such an approach and who may care tooffer any suggestions or thoughts for consideration.
Please let me hear from you.
Bill Sutton (wsutton@bus.ucf.edu) is a professor andassociate director of the DeVos Sport Business Management Program at the Universityof Central Florida and principal of Bill Sutton & Associates.
