Takeaways from talking to team sales executives at SBJ’s National Sports Forum …
The conversation that struck me the most was on the long-simmering tension between revenue and nonrevenue staff. This is still so prevalent in sports, even outside the historical “business vs. personnel operations” divide. But this revenue vs. nonrevenue rub exists not just in those areas, but throughout an organization, and comes as more stakeholders must be aligned to execute agreements.
Departments within a team — communications, social, venue operations, marketing, grounds crew, team/player operations — do things their way, so it’s naturally difficult to get the groups aligned. We’ve seen the examples: The sales team closes a deal and alerts other departments after the fact. There is still the “us vs. them” division — “they sold the idea, but we have to execute and clean up the mess” mentality. There is no magic solution, but some organizations talked about changing the philosophy among department leaders, while others stressed honest collaboration before the sale; collaborating early and getting each department’s ideas around sponsorship assets and activation ideas; and use of critical soft skills rather than dictating.
What wasn’t mentioned? Embedding operations and marketing people within a sponsorship sales team to ensure what is sold can actually happen and be executed. The dream-state shared was no silos, and therefore no surprises. What are your best practices?
A NIGHT TO REMEMBER: Theme nights have been common for decades for moving tickets, especially groups. But the best activations also have tied in retail, concessions, content, sponsorships and game presentation, and more teams are including social and bringing on influencers. Successful theme nights were cited around cultural celebrations, collegiate/alumni events, cause-driven/community nights and career-specific designation, such as “Teachers Night.” Teams are designing experiences exclusively for the group, with special pricing and recognition during the game. They are also developing exclusive merchandise or other retail items tied to the theme, and even in-arena-only items, showing the uniqueness of the effort. Also, consider limited food and beverage items, and sponsor-supported menu items. One caveat: When considering theme nights around specific IP, such as “Star Wars Night,” be cognizant of all the work and approvals that go into that — contracts, licensing, restrictions, artwork approval — as it might not be worth the effort. Again, involve other departments early and often on theme nights.
AT YOUR SERVICE: Teams talked about focusing on service, service, service. With what season-ticket holders are paying and the challenges that come from the game experience, having attentive, professional service is such a differentiator. Do they know your name? And your habits, likes and dislikes? Can they help you quickly and politely to get what you need in a timely, welcoming way? It’s not just facility staff — the best account sales reps know all about their clients: their spouse and children’s names, ages and favorite players.
Teams also are working hard to understand why their fans are season-ticket holders in the first place, and what they want out of being one. Each fan is there for a different reason. Some want to be with family, and their game time replaces the dinner table. Some fans want the rush of the event experience and winning. How can teams have different approaches for fans looking to get different elements out of being a ticket holder? Also, teams need to understand the personal motivation of their season-ticket holders and work with them on that. Some season-ticket holders want to sell most of their tickets; some want to gift them; some want to have business partners use them; some want them for special family events. How can a team’s staff help their season-ticket holders achieve what they want? That will result in a more seamless renewal.
WHAT ELSE TO THINK ABOUT: In a world where every fan can buy a game ticket on the secondary market, what can teams offer that one can’t buy? That’s why teams are doubling down on season-ticket holder events and finding success in how they are targeted to certain fans. You know them all — meet the team, pre/postgame photo ops, etc. One team exec said the feedback on “meet-and-greets” before a game shows that they help a parent be a hero for their children. Another said a postgame free-throw shoot with team alumni or radio analysts is a great way to get teenagers engaged to come with their parents. Some teams see success with postgame “member mixers,” at which fans mingle, chat about the game and have another cocktail or two. Finally, the behind-the-ropes, strategy conversations, such as “Chalk Talk” or “Game Film,” about team building, drafting and on-the-field execution are huge among avid fans and very well attended.
What’s working in your market? Please let me know.
Abraham Madkour can be reached at amadkour@sportsbusinessjournal.com.
