February 1, 2010

I'm going to talk to the specialist today ... Sports Sales.

I've been doing this for a while, and a good friend of mine who is the head of marketing for an NFL team (unfortunately not in the Super Bowl), told me something that has stuck with me since he said it.

"Sports sales is about three things -- access, association, exclusivity." That's all.

ACCESS: You can sell access that they can't normally get -- sideline passes, coach's "Chalk Talks," team receptions, locker room visits.

ASSOCIATION: Their brand gets directly tied into the popular local team. Instant cred.

If the association is marketed well, it can be a home run.

EXCLUSIVITY: Be the "official" whatever of the team ... or the broadcasts. Standing out from competitors.

Face it, selling sports with numbers is hugely inefficient ... even buyers admit it. Focus on those three things and you will be more successful