In an interview, several sports executives considered five areas of sport marketing and what they expect in 2010. According to Scott O'Neil, president, Madison Square Garden Sports, big and unique events with marquis properties will continue to sell for bigger dollars and increase their slice of the pie in 2010. Corporate partners will continue to look at short-term agreements with the focus on driving traffic to their locations, more relevant to activation, said Vic Gregovits, SVP of Sales & Marketing, Cleveland Indians. What is great about the next big thing, said Patrick J. McGee, Jr, president, ProVentures Sports & Entertainment Marketing, is that usually when major shifts occur, a certain climate must exist that the status quo is not enough. Pertaining to their business, Kurt Schwartzkopf, chief marketing officer, Denver Nuggets & Colorado Avalanche, thinks they will start seeing more teams take full control of their ticketing platforms, while embracing digital ticketing as the wave of the future.
Sport Marketing Quarterly, 2010, 19, 4-7, © 2010 West Virginia University Industry Insider Industry Insider: Sport Marketing Forecast The following industry leaders consider five areas of sport marketing and tell Sport Marketing Quarterly what they expect in 2010. The interviews were conducted by Jim Kadlecek, associate professor and chair of the Department of Human Performance and Sport Business at Mount Union College and Vice President for Industry Relations of the Sport Marketing Association. John Brody, Senior Vice President of Corporate Sales & Marketing, Major League Baseball Vic Gregovits, Senior Vice President of Sales & Marketing, Cleveland Indians Nancy Hill, President & CEO, American Association of Advertising Agencies Mike McGee, Managing Director, ANNIKA Brand of Businesses Patrick J. McGee, Jr., President, ProVentures Sports & Entertainment Marketing Scott O’Neil, President, Madison Square Garden Sports Kurt Schwartzkopf, Chief Marketing Officer, Denver Nuggets & Colorado Avalanche Ticket Sales teams and tournaments trying to “over deliver” to pro- vide the best possible experience to their fans. O’Neil: Big and unique events with marquis proper- Brody: Last year unequivocally was a time of great ties will continue to sell for bigger dollars and increase economic challenge for all people around the country their slice of the pie in 2010. and around the world. We were very fortunate as a Schwartzkopf: Big-ticket items such as club seats, sports property, not because of luck or because of pre- suites and some season seats continue to be a tough dictions, but because of preparation and commitment product for teams in the lower to mid rankings around to the fan, that we enjoyed the 5th best attendance mark all leagues—major and minor alike. The emotional in our history of over 139 years. That is people kind of spend is as great as the financial spend; however, econ- voting with their feet by saying in good times and bad, omy is king, and sometimes even the most passionate baseball is an important component in my life. We are fans just can’t afford to be a season ticket holder any very fortunate because of what we have in a product. longer until they are back to a strong financial position And why we were and will be able to continue to have at home. This makes the promotional campaigns, fans go to our ballpark, it is about affordability, it is group campaigns, and mini plans a critical product to about access, and it is about und
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