Kukla's Korner Hockey
Panthers Trying To Create Sponsorship Market
by Paul on 03/25/09 at 06:34 PM ET
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from Jeremy Mullman of AdAge,
The National Hockey League’s Florida Panthers may be a sports franchise, but the team’s ownership is increasingly behaving like a media conglomerate in its efforts to woo and retain sponsors amid a tough sports-business environment.
Sunrise Sports & Entertainment, which owns the Panthers and their arena, has taken over the team’s radio and TV-broadcast sales, set up shop in social-media hubs such as MySpace, Facebook, Twitter and YouTube, and even upgraded digital signage around the Bank Atlantic Center in an attempt to create a one-stop shopping portal for sponsors.
The SSE Media Network, which formally launched this month, comes at a time when sports teams are struggling with cutbacks from major sponsors—such as automakers and financial institutions—creating intense competition for those that are still able to spend. In that climate, SSE is betting that the combination of increased impressions via the new platforms and one-stop shopping will give it an advantage over less-integrated competitors.
Filed in: NHL Teams, Florida Panthers, Hockey Related Stories | KK Hockey | Permalink
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