SCC Blog
Holiday Cheer In The World of Sports Business
November 30th, 2007
As the holiday season revs up, so does the sports marketing machine. Of course, there is no better time to entice consumers to tap into holiday budgets and buy tickets and team gear as the perfect holiday gift. Many promotions range from simple “holiday” ticket packages to combination gift packages that feature tickets, concessions AND merchandise.
This week’s post features a sampling of what types of promotions are being offered in the sports business world in an effort to generate revenue during the heaviest period of consumer spending in the calendar year.
RAYS HOLIDAY PACK
The Tampa Devil Rays (Major League Baseball) package includes tickets to three Rays games and a Rays baseball cap that features the team’s new logo. Specifically, the package includes: one Opening Day ticket, two vouchers for upcoming games and the Rays cap. They are offering the package for $39-59.
NEW YORK RED BULLS HOLIDAY PACK
The New York Red Bulls (Major League Soccer) Holiday Pack includes 4 tickets to the Red Bulls 2008 home opener at Giants Stadium. So, instead of tickets to multiple games, fans would receive 4 tickets to a single game…the home opener. As part of the package, fans also receive 4 Red Bulls’ long-sleeve t-shirts.
The team’s Website states that retail value for all included items is over $140, but the team is offering the package for just $90.
SOUTHERN ILLINOIS MINERS HOLIDAY SPECIAL
This holiday season the Southern Illinois Miners of the Frontier League are offering fans a holiday pack of 10 box seats for only $80. The 10 Game Holiday Pack offer is good for any 2008 Miners home game, excluding Opening Day.
Of the 10 games, fans can choose five weekday (Sunday-Thursday) games and five weekend (Friday and Saturday) games. Game choices are subject to availability, and seating locations may vary by game. Fans receiving the Holiday Pack as a gift have until Jan. 11 to select their games.
Obviously, minor league teams have more flexibility in the type of seats they can offer. In this case, offering box seats greatly enhances the overall appeal of the gift package.
BINGHAMTON METS “NEW YORKER” PACKAGE
From the team Website:
Hey B-Mets’ fans, are you having a hard time finding the perfect gift? This year we have the perfect holiday gift for any sports fan you might know. This package includes 4 tickets to the Double-A Yankees against the B-Mets, 4 hot dogs, and 4 Cokes, plus your choice of a NY Mets hat or NY Yankees hat.
So, the “New Yorker Holiday Pack” includes:
* 2 tickets to the game of your choice for the opening series against the Double-A Yankees (April 3rd - April 6th)
* 2 tickets to the game of your choice for the second series versus the Double-A Yankees (April 21st - April 23rd)
* 4 hot dog and a Coke voucher
* Your choice of either a NY Mets or NY Yankees ball cap
Total cost for this package is only $30! This is one of the better packages I’ve seen as it includes tickets, concessions and merchandise in a very affordable price category.
MANITOBA MOOSE HOLIDAY PUCK PACK
The Manitoba Moose, the AHL affiliate of the Vancouver Canucks, offer an annual “Holiday Puck Pack” that starts at $25. The package includes:
* A voucher for two tickets
* A parking voucher for one Manitoba Moose game
* A souvenir Manitoba Moose puck, plus a 15% discount at the “Off the Rack” Moose store
This package is unique in that it offers parking rather than concessions. In addition to including a merchandise item (puck), the package also offers a discount at the team store.
PURDUE BOILERMAKERS HOLIDAY PACK
From the University athletics Website:
With less than a week before the first regular-season games, fans can attend five Purdue University basketball games for only $40 by purchasing the Boilermaker Holiday Pack.
The Boilermaker Holiday Pack includes men’s games against Loyola-Chicago (Nov. 24), Texas Southern (Dec. 17), Wofford (Dec. 19) and Florida International (Dec. 29) and the women’s game against Wisconsin (Dec. 28).
Fans purchasing the Boilermaker Holiday Pack will receive a Holiday Card autographed by women’s head coach Sharon Versyp and men’s head coach Matt Painter.
“We’re thrilled to be offering this deal to our fans,” said Heather Hoesly, director of athletic promotions. “The Boilermaker Holiday Pack is a tremendous value that makes the ideal holiday gift for friends and family.”
The Purdue holiday pack offers a little different spin as it promotes more than one sports team by including tickets for both men’s and women’s basketball games. The package also includes autographed merchandise as a means for adding value to the package.
MIAMI DOLPHINS “PEPSI HOLIDAY PACK”
From the team Website:
Give the gift of the NFL for the Holiday season! See the always exciting matchup against the rival New York Jets on Dec. 2nd, the 1972 Perfect Season 35th Anniversary Celebration against the Baltimore Ravens on the Dec. 16th, or Chad Johnson and the Cincinnati Bengals on Dec. 30th.
The games will be big. The hits will be huge. And the value will be monumental.
Because we’re making it easier than ever to give the gift of a game - with the $99 Dolphins Pepsi Holiday Pack!
The Dolphins’ Pepsi Pack includes:
* 2 tickets to any of the December home games
* 2 hot dogs & 2 sodas
* A special Gameday magazine
Total cost on the package is only $99. What stands out to me when looking at this holiday package isn’t what is included in the package (tickets, concessions, game program) so much as the fact that they found a sponsor to partner on the promotion.
*** Questions for Classroom Discussion ***
1) Which of the packages would you be most likely to buy? Why?
2) Use the Internet to research whether any teams in your area are currently offering a holiday ticket package.
3) Could you implement a holiday promotion at your school?
4) Discuss how this story relates to your business or marketing class.
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