Sports...maybe not.

As It Turns Out, It Is Not All About Sports

On several occasions over the past few months I have tried to provide information on how sports can and is making a difference in not only high school athletic departments, but also for high school athletes.  But, it seems that there is more to marketing than meets the eye; particularly at the high school level.

Having spent more than 40 years in the sports business, on one side or another, I always seem to focus on what I know and what I have been familiar with all these years.  Oh, I realize that there are other real world things happening out there; but it took a recent deal right in my own back yard to give me a jolt about marketing in general.

Our team at The Sports Marketing Company focuses primarily on how to help high schools generate revenue to offset costs for specific needs, such as scoreboards, signage, etc.  We have talked with several school districts about how they might be able to generate revenue for the district by placing advertising on school buses.  This expansion of advertising revenue opportunities takes me back to a sales call I received back in the early 80’s when I met with a company that wanted a license (I was the Director of Marketing for the PGA at the time) to put advertising in the bottom of the cups on golf courses as well as on the flag poles.  I am afraid I am too much of a purist and pretty old fashioned... and I elected to pass on that option.  The money was nice, but not enough to force advertising on golfers, regardless of their feelings about advertising.

But, recently a Plano, Texas hospital has agreed to pay the City of Plano $1 million over five years in a sponsorship deal that will allow the hospital to place limited advertising at more than a dozen city facilities.  Texas Presbyterian Hospital Plano will be able to place signage, decals and receive other valuable consideration at four of the city’s recreation centers.  There are more than a million visits annually at just the city’s rec centers, so certainly there is ample opportunity for consumers to be made aware of the hospital’s name.  In addition to the recreation centers, the hospital will receive the benefit of recognition by name on decorative landmarks at parks, libraries and other facilities.  And, finally, the city’s website and television channel will feature Texas Presbyterian Hospital Plano with logo identification and recognition.

All for only a million dollars.  Is it worth it? Who knows, is any advertising and marketing ever worth what one pays?  Only time will tell.  But, a city with a population of approximately 275,000 will provide many chances for those consumers to see the hospital’s name over the next five years.  This is a great example of the kind of broad thinking that might be beneficial to the city and the hospital; as well as the citizens of Plano over the next few years.  Anytime money can be generated to the city from outside tax payers, it is a good thing for those of us who write the checks at the end of the year.

This is a great example of the public-private partnership marketing opportunities available for other local governments and school districts.  We would love to help in evaluating advertising and marketing opportunities for your school, or school district.