SPORTS NORTH CAROLINA - SportsBusiness Daily

Transcription

special advertising section
SPORTS
NORTH CAROLINA
Now playing in the Tar Heel state
sports & business ... a potent mix
October 13-19,
13-20, 2008
sportsbusinessjournal.com
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Sports North Carolina
Special Advertising Section
From its 300 miles of coastline to back country mountain highways, North Carolina’s sports opportunities for professional and amateur alike seem limitless.
North Carolina is all business when it’s time to play
On all levels and in most any sport imaginable, North Carolina is on the fast
track. Whether that means motorsports or basketball, golf or go-kart racing,
fishing or tennis, the odds are pretty good that you can find a great place to
play it or watch it in North Carolina.
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ccording to the North Carolina Division of Tourism, Film and Sports
Development (www.visitnc.com), on
average, 45 million annual visitors
generate more than $16.5 billion
across the state – and a decent portion of
that figure includes visitors coming to either
attend or participate in sporting events.
Naturally, the sports portion of those
numbers directly translates into impressive economic impact. For example, when
historic Pinehurst hosted the 2005 U.S.
Men’s Open a few years back, it generated
$124 million for the state’s economy in a
single week. The 2007 U.S. Open Women’s
Golf Championship, also held at Pinehurst, generated $60 million. And when the
Central Intercollegiate Athletic Association
(CIAA) held its popular annual basketball
tournament in Charlotte in early 2008, the
event generated more than $30 million
– double the amount of just two years ago.
Those are a few examples of how sports’
popularity can translate into economic
benefits. There are dozens of others in
North Carolina.
“Hosting sporting events today is big
business,” says Lynn Minges, executive
director of North Carolina’s Division of
Tourism, Film and Sports Development.
“Sports and related activities have certainly become one of the largest generators
of hotel room nights for many of the cities
and counties across the state.”
Minges says that North Carolina’s
prominence in sport and diversity in
venues and facilities clearly demonstrate
that it can deliver a positive experience to
a variety of organizations, conferences or
leagues. Of course, NASCAR, professional
sports (NFL Panthers, NBA Bobcats, NHL
Hurricanes) and the state’s 110 colleges
also bring plenty of national publicity and
fans to North Carolina.
“We get much attention and media from
OCTOBER 13-19, 2008
those sports teams and activities,” Minges
says. “But we also have great geography
and weather. We have beaches and mountains. Plus, we have the facilities at some of
our lesser-known places, and they can host
an amazing array of events.”
Minges explains that convention and
visitors bureaus (CVBs) and sports commissions across the state are looking to
throughout the year.” Another dedicated
Web site, www.sportsnorthcarolina.com,
can help organizations and entities plan
their events across North Carolina.
Minges points out that the North Carolina Sports Association (NCSA), a relatively new nonprofit statewide association,
is doing some great promotional work in
the private sector. The NCSA, dedicated to
supporting and fostering the development
of the sports industry in North Carolina,
is comprised of sports commissioners
and directors from the state’s CVBs and
regional tourism authorities. Speaking of
which, those CVBs – from places as large
as Charlotte, Greater Raleigh and WinstonSalem to smaller locales such as Alamance
County, Cabarrus County and High Point
– are also helping to build the sports
industry in North Carolina.
“Large cities in North Carolina no longer
can just recruit for conventions and other
The late Payne Stewart celebrates his 1999 victory
at U.S. Open at Pinehurst.
sports to generate added revenue streams,
so any efforts to boost the sports business
statewide are important.
For example, the state’s Division of Tourism, Film and Sports Development offers
a dedicated golf Web site, golf.visitnc.com,
to help local municipalities market their
facilities to organizations both in and out
of state. “We’re working on projects like
this to show support,” she says. “We also
produce a facilities guide, available for
free, and help local communities across
the state by sponsoring trade shows
The Carolina Hurricanes, who play at the RBC Center
in Raleigh, won the 2005-06 NHL Stanley Cup.
STREET & SMITH’S SPORTSBUSINESS JOURNAL
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non-sports events,” Minges says, adding
that in some communities, sporting events
represent as much as 50 percent of hotel
room nights sold. Also, Minges notes, in
this uncertain economy, sporting events
have continued to flock to the state and
bring record numbers of participants and
spectators.
“From large to small locales and venues,
sporting events go a long way toward filling hotel rooms and restaurants,” she says.
The growth of sports-related tourism also
Bank of America Stadium in Charlotte is home to the
NFL Carolina Panthers.
has leveled the playing field, so everyone
gets to participate, says Minges, adding that
smaller events and tournaments in amateur
sports such as soccer, softball and tennis are
critical future growth areas.
“One thing that makes North Carolina
a great destination is that apart from being
a great state for sports, we’re also a popular
place to vacation,” Minges says. “You can
play golf practically anywhere year-round.
You can bring the family. We have a great
climate, outdoor activities, entertainment,
heritage and culture across the state.”
Minges won’t get any arguments about
North Carolina’s friendly confines from the
Atlantic Coast Conference, as North Carolina is a hotbed of ACC (www.theacc.com)
action with four members – Wake Forest
University, the University of North Carolina, Duke University and North Carolina
State University – as part of the high-profile
conference. The ACC also calls North Carolina home, so to speak.
“North Carolina has been essential in the
history of the Atlantic Coast Conference,”
Sports NC continued on page 4A.
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expertly manicured greens. It’s a city where
cheering for the Panthers can be followed
by tubing along the shores of Lake Norman.
And where a day of whitewater rafting at
the U.S. National Whitewater Center can be
complemented with a stroll through an oakshaded park.
With world-famous public golf courses,
pro sporting events that bring fans to their
feet and adventurous attractions clamoring
for thrill seekers, it’s easy to see why Charlotteans enjoy playing so much. Of course, there
are plenty of visitors who have joined in the
fun, or are poised to experience all Charlotte
has to offer.
To meet that end, the Charlotte Regional
Visitors Authority (CRVA) created Visit Charlotte (www.charlottesgotalot.com). According
to Mike Anderson, the CRVA’s director of
sports, Visit Charlotte markets the Charlotte
region to sports tournaments and events,
manages the relationship while encouraging those organizations to bring their games
to Charlotte and maximizes the level of
experience the organizations, as well as their
attendees/athletes, have while visiting the
region.
“We’re pursuing event owners who might
be interested in holding events in the southeast, and North Carolina in particular,”
Anderson explains. “We can offer some of
the best hotels, athletic facilities and venues
located in the heart of the southeast region.”
Visit Charlotte will work with those
groups to make their event more than just
another tournament. “We focus on making
it special; how we can make visitors feel
more at home,” he says.
Apart from its southern hospitality, Visit
Sports NC continued from page 3A.
says ACC Commissioner John Swofford.
“Our conference was founded and has been
headquartered in Greensboro since May of
1953, and I think it’s served us well to have
our conference office in the center of the
league’s geographic footprint.”
Along those lines, among other tournaments and championships planned for the
state in upcoming years, the 2010 and 2011
Dr Pepper ACC Football Championship
games will be played in Charlotte at Bank of
America Stadium.
The ACC Men’s Basketball Tournament
was held in Charlotte last year at Time Warner Cable Arena, and in two of the next four
years, the tournament will be held in the
Greensboro Coliseum. Also, the 2009 ACC
Women’s Basketball Tournament (March
5-8) will be played in the Greensboro
Coliseum, marking the 10th anniversary
of the tournament in Greensboro. Other
ACC championships coming up in North
Carolina include soccer, golf and baseball.
In addition, the annual ACC Scholar-Athlete
Banquet will be held at the Sheraton Four
Seasons in Greensboro on April 15, 2009.
“The success of the four member schools
in the conference from the state of North
Carolina has contributed a great deal to the
history and image of the ACC, and numerous conference championship events have
been held in the state with tremendous success,” Swofford says.
Charlotte
Most Charlotteans like to play as hard as
they work, a fact that has shaped the city into
a place where mountain biking trails meet
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Wake Forest University
captured the 2007 NCAA
College Cup championship
with a 2-1 victory over
The Ohio State University
in the final game played
at SAS Soccer Park in
Cary, NC.
At right, the ACC Men’s
Basketball Tournament
was held in Charlotte last
year at the Time Warner
Cable Arena.
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OCTOBER 13-19, 2008
Charlotte will work with event owners in
securing specific hotel requirements, and
further try to help them partner with area
restaurants and attractions – whatever it
takes to make the event memorable.
“We’re focused on getting the key elements right,” Anderson explains. “We are
constantly trying to figure out what we
can offer to get people to our city.” In fact,
Anderson compares his job to that of a
“super concierge” for sporting events.
Visit Charlotte isn’t just about the city of
Charlotte, Anderson adds. If a sports group
calls Anderson and there isn’t a fit within
Charlotte, he will go out of his way to try to
offer other facilities and venues around the
region that may be more appropriate.
A sprinkling of what Charlotte has to
offer visitors (apart from the obvious, the
NFL Carolina Panthers and NBA Charlotte
Bobcats):
• U.S. Olympic-caliber athletes and
adventure seekers alike come to the
U.S. National Whitewater Center
(USNWC), which features the world’s
largest manmade whitewater river
with class III-IV whitewater. In addition
to the rapids, more than 5,700 square
feet of climbing surface, 11 miles of
running, hiking and biking trails and
extensive ropes courses complete this
outdoorsman’s paradise. An official
Olympic training site, the USNWC
(www.usnwc.org) hosts several amateur kayaking and canoeing competitions throughout the year. The Center
is equipped with an outdoor amphitheater and a fresh-market healthy
restaurant offering alfresco dining. For
OCTOBER 13-19, 2008
U.S. Olympic-caliber athletes and adventure seekers alike come to the
U.S. National Whitewater Center near Charlotte. At right, Time Warner
Cable Arena is home to the NBA’s Charlotte Bobcats as well as the site of
concerts and other entertainment events.
meetings, a 2,400 square foot conference center offers state-of-the-art audio/
visual equipment and Wi-Fi.
• The Charlotte area offers more than
40 public golf courses. The renowned
Ballantyne Golf Resort, named one
of the “Best Places to Play” by Golf
Digest, is home to the Dana Rader
Golf School, featuring a nationally
acclaimed team of PGA and LPGA
instructors. The Wachovia Championship (www.wachoviachampionship.com), recognized as one of the
premier events on the PGA Tour, has
been held at Charlotte’s Quail Hollow Club since 2003.
• Charlotte has 14,000 acres of parks
and 19 recreational centers, ranging
from playground sites to the 1,090acre Latta Plantation Nature Pre-
serve, with equestrian facilities and
the Carolina Raptor Center. Most
parks feature picnic areas, and many
have lake areas for fishing, lighted
tennis courts and athletic fields.
In addition to parks, Mecklenburg
County Parks & Recreation (www.
charmeck.org) operates a full service
Aquatic Center featuring a 50-meter
pool, a 25-yard pool with handicap
accessibility and a wide variety of
programs.
• State-of-the-art sporting facilities
draw many amateur and college
sporting events to the area, resulting
in an enormous economic impact.
Two significant events in particular have taken the city by storm in
recent years. Part Final Four and part
Mardi Gras, the CIAA Men’s and
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Women’s Basketball Tournament (see
related story, page 12) holds court
at Time Warner Cable Arena each
March. Also, the Meineke Car Care
Bowl, Charlotte’s collegiate football
bowl game, pits the ACC against a
Big East rival.
• Charlotte has a hockey heritage dating
back to 1956, when the Eastern Hockey
League’s (EHL) Baltimore Clippers
moved to the area. When the team
stayed in Charlotte, it adopted the
Checkers moniker (derived from the
hockey term “checking”). The team
has been providing affordable family
entertainment (www.gocheckers.com)
ever since.
• Charlotte is home to the NASCAR
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WRAL “triple threat” cross media platform ready to roll
Is North Carolina a great state in which to build a
media “triple threat” cross-platform that includes television, Internet and sports talk radio?
George Habel and the folks at Capitol Broadcasting
Company in Raleigh believe it is.
In this case, the Capitol Broadcasting strategy
involves melding the brand, credibility and personalities of a popular local TV station (WRAL-TV, the
Raleigh-Durham CBS affiliate), with the most popular
sports Web site in the Triangle area (www.wralsportsfan.com), and an exciting new sports talk radio station,
99.9 FM, The Fan (also available through streaming on
the Web site).
Habel is convinced it’s a winning combination, but
one that required some refining and developing before
the unveiling.
“We’ve been slowly, but surely bringing our strategy
together this year,” says Habel, vice president of the
Sports Group at Capitol Broadcasting Co, which also
owns the Durham Bulls and other media properties. “It
began when we put the sports talk radio station on the
air last fall, and now we’re building synergy between
the three properties.”
Naturally, Habel and Capitol Broadcasting believe
the idea is going to take hold because of the unique
sports fan base active in the Triangle area. “The
Raleigh-Durham market, between Duke, the University
of North Carolina and NC State, had a combined attendance of 1.8 million fans last year for the ACC universities. We have the NHL Carolina Hurricanes, minor
league baseball and soccer. It’s a huge sports market.
And this is the perfect region for a sports information
and marketing platform where three types of media
support each other and interact with fans.”
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If you consider that ESPN has made this type of
multi-platform strategy work on the national level,
there seems to be logic in making it work within the
state of North Carolina, where sports fans are as fanatic
as anywhere in America.
WRAL Web site.
“We’re looking to do this in a big way, but on a
local/regional level,” Habel says. “Our TV market is
ranked 28th, but if you consider the ACC schools and
overall attendance, I can argue that we’re a top 15
sports market. Sports is ingrained here – it’s very much
part of our lifestyle.”
Of the three properties, the TV station is clearly the
anchor, the brand that gives the TV/Web/radio platform its authority with sports fans. Along those lines,
for example, Capitol is putting more video from the TV
station onto the Web site, which already offers a load of
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local sports content.
Habel notes that covering sports in the RaleighDurham region is a special challenge, with NC State,
Duke and UNC being located there.
“We’re looking to do this in a big way,
but on a local/regional level ... Sports is
ingrained here – it’s very much part of
our lifestyle.”
George Habel
Capitol Broadcasting Company
“We work hard at our coverage,” Habel says. “And
because of those rivalries, there is plenty of controversy. The Fan is an important part of that part of the
equation. Audio clips, podcasts and blogs from the
radio station are found on the Web site.”
Habel adds that WRAL’s sports department delivers instant credibility to the effort as well as providing
plenty of video for the Web site. “The Web site holds
tons of information, including audio and video, and
the radio station handles the controversies with a lot of
energy and entertainment value.”
For local sponsors, Habel says, the triple-threat platform delivers a comprehensive, coordinated way to
have impact in the market.
“Most businesses, when they buy advertising,
purchase some spots on the radio, maybe a Web banner, etc.,” he says. “We’re combining the Web, radio,
TV and events all into a single package. We offer a
platform that takes local sports marketing to another
level.”
OCTOBER 13-19, 2008
NEXTEL All-Star Challenge, CocaCola 600 and the Bank of America
500. Nearby Lowe’s Motor Speedway
(www.lowesmotorspeedway.com)
hosts some of the hottest auto racing
events in the nation that attract more
than a million fans to the Charlotte
region each year. Visitors also can
jump into the driver’s seat at the
Richard Petty Driving Experience to
take in heart pounding laps around
the speedway.
• Finally, the Queen’s Cup Steeplechase (www.queenscup.com), inaugurated in 1995, is Charlotte’s annual
horse race held on the last Saturday
of every April. Thousands come to
see the most athletic thoroughbreds
compete at speeds of up to 30 miles
per hour. The new state-of-the-art
racecourse at Brooklandwood is
North Carolina Sports … Did you know?
• In 2005, Appalachian State University won the first-ever national championship
in football for a North Carolina college when it defeated Northern Iowa 21-16
for the NCAA Division I-AA title. Since then, the defending champion Mountaineers have won the I-AA title in both 2006 and 2007.
• Putt-Putt golf was invented in Fayetteville, NC.
• In the NC mountains, one of the longest golf holes in the world is the 17th hole
at Black Mountain Golf Course near Asheville. This hole is a Par 6 that runs 747
yards.
• Three hundred miles of the Appalachian Trail wind through North Carolina’s
mountains.
• The Gulf Stream makes its closest approach to land off the coast of North Carolina. This warm water current helps to make this one of the best fishing spots in
the Atlantic Ocean. The state hosts hundreds of fishing tournaments all across
the state.
considered to be one of the finest
steeplechase racecourses in the
nation by both spectators and horsemen alike. Sundress-clad ladies and
seersucker-sporting gentlemen can
be found enjoying the loads of festivities during the event’s six races.
Greater Raleigh
If you were to call Greater Raleigh a
championship destination, you would be
right on the mark. In fact, North Carolina’s
Capital City area has established itself as
one of the very best places in the nation
for championships of all types – NCAA,
collegiate conferences and N.C. high
schools. On top of that, Greater Raleigh
has emerged as one of the most popular
destinations in the U.S. for youth and
amateur sports.
“Our sports marketing efforts are
centered primarily on college sports, high
school sports and all types of national
youth and amateur competitions,” says
Scott Dupree, vice president for sports
marketing at the Greater Raleigh CVB,
which represents Raleigh, Cary and all of
Wake County. “Those are the markets that
have, over time, become the foundation of
our sports development plan.”
To emphasize Dupree’s point, the NCAA
The Richard Petty Museum, in Randleman, NC,
showcases the career of the King of NASCAR, from
the early “dirt” days to the present.
recently selected Cary as one of six cities
nationwide to serve as inaugural members in its “NCAA Championship City”
pilot program. This creative new program
features multiple hosting opportunities of
• Many Bassmasters fishing tournaments have been held in North Carolina on
Kerr Lake and other locations.
• The 2008 Carolina Women’s Billiard Classic, part of the WPBA (Women’s Professional Billiard Association) Classic Tour, was hosted in Durham in September.
The event consistently draws visitors to North Carolina host cities each year.
This year, Jasmin Ouschan won the Carolina Classic crown.
• Cycle North Carolina, the state’s annual cross state bike ride, generates up to $1
million in each community where bikers spend the night.
• Pinehurst Resort, in Pinehurst, NC, has been selected to host the 2014 U.S. Open
championship, which will be will be played on the No. 2 course from June 12-15.
Eight USGA championships, including two Opens in 1999 and 2005, have been
conducted at the historic No. 2 course at Pinehurst, which also hosted the 2008
U.S. Amateur in August. In 2005, the U.S. Open Championship generated more
than $120 million for North Carolina.
• The Pepsi Americas’ Sail, held in Beaufort/Morehead City in 2006, was a oncein-lifetime spectacular that gathered schooners, barques and barkentines for a
maritime celebration that showcased tall ships from around the world.
• The U.S. National Whitewater Center (www.charlottewhitewater.com) in
Charlotte, a world-class recreation and training facility, hosts Olympic-caliber
athletes and weekend-warriors alike. Set on 300 wooded acres along the scenic
Catawba River, the multi-use facility offers a climbing center, mountain-biking
and running trails as well as primitive campsites, all within 10 miles of downtown Charlotte.
OCTOBER 13-19, 2008
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7A
North Carolina Sports & Tourism: Plenty to talk about
Ask Lynn Minges about what’s going on in North
Carolina when it comes to sports, and you are likely to get
an earful. After all, Minges, executive director, of North
Carolina’s Division of Tourism, Film and Sports Development (www.visitnc.com), sure has plenty to talk about.
“For starters, North Carolina’s natural scenic beauty,
rich history and culture, vibrant cities and unique small
towns and villages and top-notch sports facilities have
distinguished us as a major destination for sporting
events, which are a key component of the overall tourism
industry in North Carolina,” Minges explains, adding
that tourism has grown into one of the state’s largest
industries.
When it comes to places to play, North Carolina offers
more than 1,100 facilities and venues, many of them world
renowned and world-class.
“We have everything from 74,000-seat pro stadiums to
tennis courts and little league fields,” she says. “We pride
ourselves on maintaining highly professional sites and
venues as well as world-renowned parks and recreational
areas.”
A small sampling of the North Carolina sports scene
includes:
Golfing Mecca
North Carolina boasts more than 500 golf courses,
sprinkled from the highest mountains east of the Mississippi to its Atlantic Ocean coastline. According to the
National Golf Foundation, North Carolina is one of the
five most popular destination states for golf travelers.
Built in 1895, Linville Golf Club was North Carolina’s first
golf course. James Tufts created Pinehurst in 1895 and
America’s first golf resort soon followed.
Tournament-wise, the 2007 U.S. Women’s Open Golf
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destinations for fresh and salt water sport fishing in the
world. From the Big Rock Blue Marlin Tournament, a
tournament fished by around 100 competitors in substantial cash categories, to the Rock Fish capital of the
world along the Roanoke River, North Carolina is a prime
destination for fishing events.
Fishing opportunities in North Carolina are everywhere. Whether fishing
for native brook trout in a cold mountain stream, largemouth bass in
a Piedmont reservoir, brawny striped bass in a river, trophy fish in the
Atlantic Ocean or even Bluegill in a local pond, North Carolina has it all.
Championship was held at the Pine Needles Resort in
Southern Pines. And for the first time, non-American
players outnumbered Americans. Nevertheless, Christie
Kerr, an American on the LPGA Tour, brought home the
championship title.
Another tournament, the Wyndham Championship,
is among the oldest events on the PGA Tour. Held in
Greensboro each year, the 2008 tournament was the 69th
renewal of North Carolina’s oldest professional golf event.
Because golf is such a North Carolina mainstay, the state
recently launched a new Web site – (golf.visitnc.com) to
showcase its vast golf offerings.
Fisherman’s Dream
With more than 300 miles of coastline and hundreds of
lakes and ponds, North Carolina is one of the marquee
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Amateur Sports Abound
The North Carolina Division of Tourism, Film and
Sports Development enjoys a unique relationship with
the state’s oldest nonprofit sports commission, the North
Carolina Amateur Sports (NCAS). This year, NCAS
hosted more than 13,000 athletes and 650 teams in the
22nd State Games of North Carolina, the largest multisport festival in North Carolina, and one of the largest
State Games programs in the United States.
College Sports Galore
North Carolina is home to 110 colleges and universities and is celebrated for its intercollegiate sports. It is the
headquarters of the Atlantic Coast Conference, located
in Greensboro, and host the ACC Men’s Basketball
tournament. Numerous NCAA sanctioned events occur
throughout the state on an annual basis.
Motorsports
What Green Bay is to football and New York is to baseball, North Carolina is to NASCAR motorsports. Many
NASCAR drivers and crews live near Charlotte, where
their race teams call home, and just north of the city is
Concord, where research, engineering, training and racing take place.
For more information on planning your event or trip to
North Carolina, visit www.visitnc.com.
OCTOBER 13-19, 2008
NC Sports Online
NCAA championships through 2012.
Dupree also notes that Greater Raleigh is
putting a major emphasis on soccer, which
generates more hotel room nights and economic impact in Greater Raleigh than any
other sport.
“We are positioning Greater Raleigh as the
top destination in the U.S. for youth soccer,”
he says. “And we are branding WakeMed
Soccer Park in Cary as the premier location
for collegiate soccer in the nation”.
Dupree says that one of the keys to
Greater Raleigh’s success is the professionalism and expertise of the region’s primary
host partners, namely North Carolina State
University, the RBC Center/Carolina Hurricanes, Capital Area Soccer League, the
City of Raleigh, the Town of Cary and the
USA Baseball National Training Complex,
among others.
Greater Raleigh has hosted a slew of
major events in recent years, including the
NCAA Men’s Basketball Tournament, the
U.S. Youth Soccer Southern Regional (184
teams), the USTA National Campus Championships, the PONY Softball Fastpitch
Nationals, a sixth consecutive NCAA College Cup (soccer) and the 2006 NHL Stanley
Cup Finals.
And there are more premier sporting
events on the way: the CASL visitRaleigh.
com National Soccer Series (with 1,000
teams), the Nike Cross Nationals Southeast Regional, the 2009 NCAA Women’s
Basketball Regional and the 2009 ACC
Tennis Championships, just to name a few
(for a complete listing of events, visit www.
raleighsports.org).
OCTOBER 13-19, 2008
Alamance County
www.visitalamance.com
Five-County Stadium
(in Wake County),
home to the Carolina
Mudcats (the AA Affiliate of MLB’s Cincinnati
Reds) opened its doors
in 1991.
“In addition to superb venues, another
key factor in Greater Raleigh’s growth as a
sports destination is our event resume, or our
track record of success,” Dupree says. “The
more events you host well, the more other
rights-holders will notice … and the more
your phone rings with new opportunities.”
Winston-Salem
Winston-Salem (www.visitwinstonsalem.
com) has much going for it when it comes
to hosting sporting events, but four things
in particular stand out.
For one, Winston-Salem hosted the prestigious Davis Cup quarterfinal matches
in both 2007 and 2008. In 2007, the U.S.
Davis Cup Team faced off with Spain
at the Lawrence Joel Veterans Memorial
Coliseum. The U.S. team, led by Andy
Roddick, won the match on its way to the
Davis Cup Championship. In 2008, the U.S.
team battled France, also winning.
Hosting the Davis Cup energized the
local volunteers, and the Winston-Salem
Entertainment-Sports Complex put this
event into the Top Ten of U.S. Davis Cup
attendance. The community was commended both years by the USA, Spanish
and French teams.
Two other recent developments, both
exciting new facilities, will inject even more
excitement into the Winston-Salem sports
scene.
First, there is the BB&T Soccer Park
(www.twincitysoccer.com), a state-of-theart, 14-field complex. The 60-acre athletic
facility, which has been in use since the
summer of 2006, is located on the DavieForsyth county border just off I-40.
“We believe BB&T Soccer Park is well
on the way to becoming one of the premier
athletic facilities of its kind in the southeast
United States,” says Pete Polonsky, president of Twin City Youth Soccer Association
(TCYSA), which owns the facility. Polonsky
singled out the work of Visit WinstonSalem in helping the TCYSA deal with the
Atlantic Coast Conference
www.theacc.com
Cabarrus County
www.visitcabarrus.com
Capitol Broadcasting
www.wralsportsfan.com
Charlotte
www.crva.com
CIAA
www.ciaatournament.org
Greater Raleigh
www.visitraleigh.com
High Point
www.highpoint.org
Insider Sports Marketing
www.insidersportsmarketing.com
Limerick Studios
www.limerickstudios.com
State of North Carolina
www.visitnc.com
UNC Charlotte
www.sportsmba.uncc.edu
Winston-Salem
www.visitwinstonsalem.com
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9A
UNCC Sports MBA
created to meet
North Carolina’s
sports expansion
In the 20 years since Charlotte moved
to a new level on the national sports scene
with the debut of the NBA’s Hornets, the
Queen City has emerged as the New South’s
hottest sports town. The NFL Carolina
Panthers play before sellout crowds at Bank
of America Stadium; the PGA Wachovia
Championship draws top players to the
spring tournament; a new downtown
arena is home to the city’s new basketball
franchise, the Charlotte Bobcats; the U.S.
National Whitewater Center hosts Olympic
training and trials; and the NASCAR Hall
of Fame is under construction in North
Carolina’s center city, cementing Charlotte’s
status as the nexus of the stock-car universe.
This pro-business, pro-sports city provided a fertile
environment for the University of North Carolina at
Charlotte to establish an MBA in Sports Marketing
and Management (www.sportsmba.uncc.edu) in 2006.
“Charlotte’s been known for a long time as a financial services center,” says Dr. Linda Swayne, director
of the Sports MBA Program and chair of the Department of Marketing in the Belk College of Business.
“UNC Charlotte responded by developing academic
programs in areas such as banking, real estate,
insurance and mathematical finance to provide a
highly-skilled workforce for those sectors.
“Now, as the sports industry matures into
a significant force in the region’s
economy, we’re poised to provide
the next generation of sports-business leaders through this
specialized MBA program.”
Now enrolling its third
cohort, UNC Charlotte’s
Sports MBA is thriving and providing students with
countless opportunities to learn from the experts in the
business of sports – in the classroom, at the track, on
the field and behind the scenes.
The Sports MBA student body, limited to 15 new
students each year, is a mix of newcomers straight out
of undergraduate school, early-career sports employees
looking for a leg up in the industry and professionals
seeking to transition into a new career.
In the first class, one student was a professional
baseball player for two years. Another had an internship with the Irish Greyhound Racing Board. There’s
a volleyball coach, a competitive cheerleader and the
former mascot for the Virginia Tech Hokies.
Their career aspirations are diverse. Some are interested in working with professional sports teams, others
in motorsports. One dreams of a job with the International Olympic Committee. Whether their interests lie
in sponsorships and licensing, marketing, or facility and event management, they have come to UNC
Charlotte for an academic program they believe will
give them an edge in the competitive sports-business
job market.
10A
UNC Charlotte’s Sports MBA – created to meet the burgeoning sports business marketplace – offers a student body mix of recent undergraduates,
early-career sports employees looking for a leg up in the industry and professionals seeking to transition into a new career.
“We’re thrilled by the diversity we see in our students, both from the demographic factors of gender
and ethnicity, but also from their academic and work
backgrounds and their areas of interest,” Swayne says.
“They each bring a unique perspective to the classroom, and they’re creating a culture that’s incredibly
supportive and collaborative.”
The UNC Charlotte Sports MBA is one of the few
sports-business programs in the country that combines an AACSB-accredited MBA curriculum with
dedicated coursework focusing on sports. Students in
the program can choose among three areas of emphasis: team sports; individual sports and event management; and motorsports.
“The first year of the program is comprised of a standard MBA curriculum
– finance, accounting, organizational
behavior and other topics,” Swayne
explains. “But even in
these traditional courses,
we are covering themes
and issues specific
to sports. The
second year of the
program allows
students to gain a depth of knowledge to complement
the skill sets and strategic thinking they develop in
the first year.”
Admission to the UNC Charlotte Sports MBA is
competitive and selective, according to Swayne. For
priority consideration, students need to apply by January 15. Applications are evaluated on factors including past academic performance, GMAT scores, work
experience and references.
The Belk College is supplementing the coursework
of the Sports MBA students with a wide variety of
career-development opportunities. Highlights include
participating in monthly networking breakfasts
with advisory board members and industry leaders;
shadowing the Sprint marketing team at the NASCAR
All-Star race at Lowe’s Motor Speedway; organizing a
Junior Olympics competition in cooperation with the
Charlotte Sports Commission; attending professional
conferences in New York; and volunteering at the
whitewater center.
The culmination of the UNC Charlotte Sports MBA
is a six-month professional internship that students
complete at the end of their program.
|
“Some universities have students participate in
internships between the first and second year of the
MBA program,” Swayne says. “We made a strategic
decision to place the internship at the conclusion
of our program, so the students have completed all
their coursework and provide the greatest benefit as
an intern. We also hope it will provide students with
the opportunity to transition directly into full-time
employment when they make a great impression as an
intern.”
The Belk College of Business began bolstering its
faculty expertise in sports business a few years ago,
anticipating the expansion of the curriculum with
the Sports MBA. In addition to Swayne, who has been
with UNC Charlotte since 1981, the resident faculty
in the program includes Richard Roundtree in sports
marketing and Craig Depken in sports economics.
While the UNC Charlotte Sports MBA was still in
the planning phases, Swayne and her colleagues in
the Belk College of Business gathered a powerhouse
board of advisors to provide input on the program’s
curriculum, internship program, career placement
and outreach activities. Chaired by Ray Bednar, sports
sponsorship executive at Charlotte-based Bank of
America, the board includes representatives from the
city’s professional sports teams and supporting organizations as well as local sports-business innovators
such as H.A. “Humpy” Wheeler, Carl Scheer and Max
Muhleman.
“Our board’s interest and enthusiasm in the Sports
MBA program has exceeded our expectations,”
Swayne says. “They have shown fantastic dedication not only to helping the students succeed, but to
enhancing the reputation and reach of the program
overall.”
Swayne concludes that the UNC Charlotte Sports
MBA program is a natural fit with the state’s flourishing sports industry.
“When it comes to sports, and the business of sports,
North Carolina has really matured in the past two
decades or so,” Swayne says. “Our program is a way
to meet a need and dovetail with that outstanding,
exponential growth. Of course, our graduates work,
and will work, for sports organizations in a variety of
places around the nation and even on a global level.
But we are part of the North Carolina sports landscape, and that means we are perfectly situated to
offer this exciting new program.”
OCTOBER 13-19, 2008
Softball is a growing sport within Burlington/Alamance County, which
together host about 100 softball tournaments annually.
Winston-Salem hosted Davis Cup quarterfinal matches in both 2007 and 2008.
expected influx of youth soccer players,
their families and fans. Also, collegiate
soccer events, including the Atlantic Coast
Conference, are expected to use BB&T
Soccer Park.
As evidence of the complex’s economic
clout, one recent weekend more than 2,300
players and their parents representing 156
teams from throughout the southeast participated in a tournament at BB&T Park.
This resulted in hundreds of hotel rooms
occupied and thousands of meals purchased.
Another unfolding development on the
Winston-Salem sports scene is Baseball
Downtown (www.baseballdowntown.com)
and the new Winston-Salem Ballpark. The
OCTOBER 13-19, 2008
team will continue to be a class A affiliate
of the Chicago White Sox but will have a
new name (currently the Winston-Salem
Warthogs) when it moves to its new home.
The $22.6 million stadium has a 192-foot
fully animated LED board, a video screen
in the scoreboard and seating for 5,500.
When completed in spring 2009, the park
campus will include stores, offices, residences and restaurants. The new ballpark
has Winston-Salem fans buzzing.
Kevin Terry, president of the WinstonSalem franchise (owned by Mandalay
Baseball), says he is looking forward to the
first pitch next spring. “This ballpark is
going to be one of the best in all of sports,
with ticket packages, suites, the all-inclusive club restaurant and so much more
available to fans,” Terry says.
Burlington/Alamance County
Burlington/Alamance County (www.visitalamance.com) offers a fantastic location
for sports championships and events. With
a variety of venues and a great selection of
accommodations, Burlington/Alamance is
centrally located in North Carolina, and easily accessible from Interstates I-40/I-85.
Nestled in the heartland of North Carolina between the mountains and the coast,
the Burlington/Alamance County area
offers history, cultural attractions, shopping
and recreational activities that include some
of the state’s best golf courses.
According to Robert Cox, vice president,
Burlington/Alamance County Convention
and Visitor’s Bureau, the primary sport being
played by visitors to Burlington/Alamance
is softball. For one, Burlington/Alamance
is home to the North Carolina American
Softball Association Hall of Fame.
“We host more than 100 softball tournaments annually,” Cox says. “We’ve enjoyed
a long relationship with the sport.”
|
The area is well-known for its outstanding softball and baseball facilities, Cox
adds, especially Burlington City Park, site
of many of the top softball tournaments.
Also, a new park, Springwood Park, has
opened recently in Burlington, and Cox
expects that new facility will further
enhance the softball reputation in Burlington/Alamance region.
Another Alamance County mainstay
is Elon University, located in Elon and
home to Rhodes Stadium and many other
recreational facilities that can be available
to the public, depending on the facility and
The Haw River paddle trail is among the scenic sports
opportunities in Burlington/Alamance County.
11A
CIAA delivers exciting basketball within a party atmosphere
For the past three years, the Central
Intercollegiate Athletic Association
(CIAA) has held a major party in
uptown Charlotte. Oh, by the way,
they hold a major basketball tournament in the Queen City, too. In fact,
it’s the third-largest hoop tournament
in the country.
“No doubt, the city and our marketing partner’s
Urban Sports & Entertainment Group (USEG) and
French/West/Vaughan (FWV) have helped the CIAA
transform our event from a basketball tournament to
a premiere social and sporting destination event,” he
adds.
Based on the economic and attendance figures, the
CIAA Basketball Tournament certainly has scored
major points with fans in terms of Charlotte being the
host city. For starters, there are as many parties taking
place, it seems, during CIAA tournament week as there
An athletic conference consisting of 10 historically
African-American colleges and universities, the CIAA
(www.theciaa.com) and its basketball tournament
(www.ciaatournament.org) really came into its own
when CIAA Commissioner and CEO Leon Kerry and
its Board of Directors (made up of the chancellors and
presidents of the 10 CIAA colleges and universities)
managed a change of venue to Charlotte starting back
in 2006 (the CIAA and Charlotte have since extended
their relationship through 2011).
Kerry will tell you flat out that moving to Charlotte
really unleashed the marketing power of the CIAA
Tournament, which involves NCAA Division II teams.
“Moving to Charlotte in 2006 took the CIAA and our
tournament to a new level,” Kerry says.
Indeed it has. It hasn’t hurt Charlotte either. Based
on the numbers from tournament organizers, the 2008
CIAA Tournament Week brought in an estimated $30.7
million to the Charlotte area, attracting about 181,000
fans in the process.
NASA is one of the employers looking for talent at the CIAA’s Career Expo.
Comedian Steve Harvey is just one of the acts who come to entertain
at the CIAA Tournament.
“North Carolina is a state known for great sports. In
fact, Raleigh, NC was the previous host of the CIAA
Tournament for six years where we experienced great
success prior to moving to Charlotte. The fact that we
moved to a new location within the same state with
tremendous success is a testament to that fact,” Kerry
says, noting that the CIAA is based in Hampton, Va.
“The Charlotte folks have a tremendous ‘can-do’
attitude,” Kerry explains. “They seem to always go
above and beyond with help on events surrounding the
tournament. From the citizens of Charlotte all the way
to the police chief, they have been dedicated to this
tournament from the beginning.”
12A
are slam dunks. Kerry, in fact, notes that the CIAA
Tournament is much more than basketball, serving as
a giant reunion for alumni and friends of Historically
Black Colleges and Universities (HBCU) as well as a
tremendous generator of corporate sponsorship and
scholarship dollars.
“Everybody has a basketball tournament. You’ve got
to do something different for people to come to yours,”
Kerry says. “That’s what we try to do.”
Thanks to Kerry’s and marketing partner’s Urban
Sports & Entertainment Group (USEG) and French/
West/Vaughan (FWV) persuasive efforts, the CIAA is
the only Division II conference with a national television deal, as he brokered a contract with ESPN in 2005
(the men’s and women’s finals are shown on ESPN
Classic as part of ESPN’s Championship Week).
For any sporting event, Kerry explains, the true measure of success is the quality of the fan experience, and
the CIAA Men’s and Women’s Basketball Tournament
delivers a prime example of how a quality fan experience is based on attention to detail and pride.
“The CIAA represents everything that is right
about today’s generation,” Kerry says. “It encompasses
relationships, fun and pride within its tournament. It’s
about ultimate camaraderie that draws fans from
across the country. That’s what separates the CIAA
from any other event of its kind.”
On the same level as fan experience, during Kerry’s
18-year tenure, corporate sponsor retention rate is an
amazing 92 percent. Overall, corporate partners have
|
enabled Kerry to secure $10.5 million in scholarship
money for the member institutions, and an additional
$23 million for other championships.
For 2009 through 2011, Kerry says the main goal is to
keep perfecting the CIAA’s tournament format and the
events surrounding it. For example, he says, the CIAA
will get right into games starting at 7 and 9 p.m. on
Tuesday, February 24 (the tournament, which for 2009
has a “Rock the Rim” theme, ends on Feb. 28).
“Starting a day later will help the kids out as far as
being in school,” he says. “Overall, we’re sharpening it
up, making the event even stronger, more focused.”
Even half-time festivities will change, as the focus
will be on more fan involvement, talent/performers
and other entertainment, Kerry says. Popular events
such as the Ford Fan Experience, the McDonald’s Step
Show (and Step Show After Party), Career Expo, High
School Day, McDonald’s Super Saturday and the PostTournament Party will continue to be part of the week.
“We will be showcasing corporate America and the
things they can do,” he says. “Last year, we generated
$2 million in scholarships. Basketball is our main product, but we can’t get enough scholarship dollars.”
Recently, the CIAA and the Charlotte Regional Visitors Authority (CRVA) announced that 24 Charlottearea hotels will reduce room rates by 15 percent and
waive minimum-night stay requirements during CIAA
Tournament Week.
“We realize these are tough economic times,” says
Kerry. “Any relief we can provide to CIAA fans and
alumni will help them focus on the fun and festivities
of the event.
“Our goal is to continue to grow the tournament,
and we do not want anything deterring our fans from
coming to Charlotte and having the time of their lives,”
he adds.
People at CIAA Week do exactly that. Kerry explains
that more people come and actually stay the entire
week, as opposed to the other tournaments, where people often leave when their team loses. You could even
say a family reunion happens and a basketball game
breaks out every once in a while, Kerry jokes, adding
that keeping track of the number of events, parties and
social gatherings is nearly impossible. A fan of what he
calls “ambush marketing,” there are CIAA posters and
The CIAA Tournament packs them in at Time Warner Cable Arena in
Charlotte.
advertisements throughout Charlotte and other North
Carolina cities. Even if a school is no longer part of the
CIAA, faithful alums still gather at the CIAA Tournament.
“If you went to school in the CIAA, you played in the
CIAA, and you want to see people you went to school
with, you’ve got to come to the CIAA Tournament,”
says Kerry. “Charlotte is the place to be in February.
We set the pace.”
OCTOBER 13-19, 2008
time of year. Burlington/Alamance also
has served as host to several ASA National
Championships and regional soccer events
and North Carolina State Challenge Cup
soccer.
The region includes some of the best
golfing in the state, NASCAR Whelen AllAmerican Series Racing at ACE Speedway
in Burlington and the Burlington Royals, the
minor league baseball team owned by the
Kansas City Royals. Other sports attractions/events include the Haw River paddle
trail, the USA South Spring Sports Festival
and the Mission Man Triathlon.
Cabarrus County
Located about 15 minutes northeast of
Charlotte, Cabarrus County (www.visitcabarrus.com), sits in the heart of NASCAR
Country, and is home to Lowe’s Motor
Speedway (in Concord). Apart from those
major infusions of fans on race weekends in
May and October, however, amateur sports
are the mainstay.
Kate Parker, sports marketing manager
for the Cabarrus County CVB, explains that
the organization manages more than 80
events annually, running the gamut from
international jiu-jitsu to baseball, softball,
wrestling and soccer on several levels,
including youth, AAU and cheerleading.
If you don’t count the massive Lowe’s
Motor Speedway, Cabarrus County’s
primary venue is the Cabarrus Arena and
Events Center, an SMG-managed facility,
also in Concord.
“SMG has done a great deal to bring in
business every weekend,” Parker says,
adding that the 2,300-seat arena (3,500 for
basketball) has hosted AAU/USA wrestling
and other key athletic competitions.
Cabarrus County also has a large soccer
complex, where the local soccer club hosts
several events a year, Parker notes, and base-
The Cabarrus Arena and Events Center, an SMG-managed facility, has hosted AAU/USA wrestling and
other key athletic competitions.
OCTOBER 13-19, 2008
ball, softball and basketball are huge in the
County, bringing in another 40-plus events.
Apart from hosting amateur events, like
the recent Team USA Baseball Tournament,
4,700-seat Fieldcrest Cannon Stadium is
home to the Kannapolis Intimidators, the
Single A affiliate of the Chicago White Sox.
Fieldcrest Cannon Stadium has six luxury
suites and also hosts annual collegiate preseason baseball games.
Parker would be remiss not to mention
Cabarrus County’s close connection to
NASCAR.
“Not only are we home to Lowe’s Motor
Sports destination North Carolina … At a glance
• Geographic location – Positioned nearly half-way between New York and Miami,
North Carolina is a great location right in the middle of the East Coast. Many
regions of the state are within 3-4 hours drives of Washington D.C., Atlanta and
Richmond.
• Mild, temperate Southern climate
• Great scenery – from the highest mountains in the East, to 300 miles of Atlantic
Coastline beaches, to vibrant, exciting cities.
• Experienced hosts – North Carolina has an excellent reputation for hosting firstclass events – U.S. Olympic Festival, Special Olympics World Games, both the
men’s and women’s U.S. Open golf tournaments were here for the third time in
June 2007.
• Robust Growth – North Carolina is one of the fastest growing states in the nation
– with about nine million residents, it has a large population base from which to
draw many sporting events.
• Excellent facilities – Collegiate, professional and private
• Experienced sports contacts – event organizers, college coaches, athletic trainers
Located just northeast of Charlotte (about a 15 minute drive) Cabarrus County is the heart of NASCAR
country and home to Lowe’s Motor Speedway.
Speedway, and the new zMAX Dragway @
Concord, but 90 percent of the race teams are
based within a 50-mile radius,” she says. “We
are the ‘racing side of Charlotte.’”
High Point
High Point (www.highpoint.org) calls
itself the “Home Furnishings Capital of the
World!”TM But that doesn’t mean it’s a place
for couch potatoes. Easily accessible at the I40 and I-85 intersection, High Point has some
exciting sporting events on the schedule for
2008 and beyond.
For one, the North Carolina Fall Invitational Swim Meet will be held in High Point
(Oct. 31-Nov. 2). In 2009, the National Senior
Amateur Hall of Fame Championship (June
23-26), the North Carolina/South Carolina
Beepball Association Tournament (July 2326), the High Point Swim Club 14 & under
Jr. Olympics (July 16-19), the High Point Golf
Swingers Golf Tournament (July 17-19) and
the USTA Junior Tournament (June 11-14) are
all scheduled to take place in High Point.
According to Marva Wells, sales manager
of the High Point CVB, High Point also
hosts a club-level junior soccer tournament,
which draws about 10,000 athletes and their
families.
• NASCAR Center – North Carolina is a major hub for NASCAR. It was not a surprise when NASCAR chose Charlotte to be the host city for the NASCAR Hall of
Fame set to open in 2010. With one of the most famous tracks in NASCAR, Lowes
Motor Speedway, and more Nextel Cup races than any other state – three at Lowes
– and with the majority of NASCAR teams headquartered nearby, Charlotte was a
natural choice.
• Good corporate base – The banking, pharmaceutical and technology companies
based in areas like Research Triangle Park and Charlotte are very strong supporters
of both big and small events. Charlotte is the second-leading banking center in the
United States, behind New York.
• International golf resort area – In addition to Pinehurst and Southern Pines, nearly
500 golf courses across the state are open to the public and host major events, including the Chrysler Classic at Greensboro Country Club and the Wachovia Classic
in Charlotte, both PGA TOUR events.
• Well-known universities – University of North Carolina, North Carolina State,
Wake Forest and Duke consistently are in the national championship hunt.
• Tournament Time – Two well-known college basketball tournaments are hosted
in North Carolina, the Central Intercollegiate Athletic Association (CIAA) and the
Atlantic Coast Conference tournaments (men’s and women’s) are often held in the
state.
• Airports – North Carolina has 74 publicly-owned airports and nearly 300 privatelyowned airports. Nine airports have regularly scheduled airline service; three are
major international airports (Charlotte-Douglas International Airport, Raleigh-Durham International Airport, Piedmont-Triad International Airport). Thirty-two of the
East Coast’s “million plus” population centers are within two hours’ flight time.
• Highways – North Carolina has one of the largest state-maintained highway systems in the nation, incorporating more than 78,600 miles of highways. It provides
same-day access to all Eastern U.S. markets. There are five major interstate highways that intersect North Carolina: I-26, I-40, I-77, I-85 and I-95.
• Rail Connections – North Carolina offers an extensive passenger rail network
throughout the state.
|
13A
“We’re mostly about furniture, but we’re
really growing in amateur sports, including
our USTA event next year,” Wells says.
While CVBs across the state work hard to
bring visitors into their communities, other
organizations work hard at making North
Carolina more appealing to fans once they
arrive, or making sure sponsors get the best
value for their advertising dollar.
High Point, NC, hosts a club-level junior soccer
tournament that draws about 10,000 athletes and
their families each year.
Leading Edge Visuals
for Major League Clients
The business of sports marketing
demands a high degree of creative
firepower, and nobody understands this
better than Mike Kelley.
A former creative director for ESPN
Regional, Kelley struck out on his own
in 1997 to create Limerick Studios (www.
limerickstudios.com), a post-production
and graphics/animation studio that could
serve the creative needs of the growing
sports market in Charlotte. Now Kelley is
armed with a shelf full of Addy and Telly
awards and a client roster that includes
SPEED Channel, NASCAR, the Carolina
Panthers, the Charlotte Bobcats, Raycom
Sports, the ACC and many others.
What’s the secret? “We never rest on
our laurels,” Kelley says of his team’s
approach. “No matter what we do, we are
committed to surpassing client expectations.”
Limerick Studios specializes in 2D/3D
motion graphics, editing, interactive
design and programming for CD and
DVD. In addition to post-production
work, the company develops new media
solutions such as streaming video as well
as innovative disc distribution vehicles
for business-to-consumer premium and
promotional use.
What Kelley loves most about his industry is the sheer variety of projects requiring technical know-how and creative
razzle-dazzle. This marks the fourth year
that Limerick has designed the 2D/3D
graphics package for the annual NASCAR
Series end-of-year banquets. From initial
concepts to the final presentation, the process takes up to eight months. Limerick’s
graphics are featured during the banquets
and also air on SPEED Channel and ESPN.
In the past year, Limerick also worked
with Raycom Sports to re-design their
on-air graphics package. In addition, they
created graphics for the ACC/SEC tournament held this past spring at Time Warner
Cable Arena.
Continuing to build on relationships
first developed at ESPN, Kelley looks
services to clients, including sponsorship
sales, sponsorship consulting, corporate
Limerick Studios, based in Charlotte, has an impressive client list that includes SPEED Channel, NASCAR, the
Carolina Panthers, the Charlotte Bobcats, the ACC, Raycom Sports and many others.
forward to future opportunities and challenges in helping sports clients navigate an
increasingly competitive landscape. “Audiences are more sophisticated than ever,
and it takes a smart use of technology to
break through the clutter and make your
brand stand out. It’s essential to be proactive and thinking ahead of the curve while
always keeping creativity at the core.”
Insider Sports Marketing
Chip Hutchinson, founder and president
partnerships, vendor negotiation, event
management and even event staffing.
One such effort is the Greater North
Carolina Pro-Am Basketball Summer
League (ncproam.com), which tipped off
on July 3 and ran until the Tournament
Championship game on August 11.
Thanks to NBA star Jerry Stackhouse
and his S.J.G. partners, Hutchinson says,
this “Rucker basketball league” (a wellknown summer hoop league in New York
City) of the south played on the campus
Since its launch, Insider Sports Marketing has provided services to clients, including sponsorship sales,
sponsorship consulting, corporate partnerships, event management and event staffing, especially with Minor
League Baseball.
of Insider Sports Marketing, (www.insidersportsmarketing.com) has an extensive
background in sports marketing, including
everything from sales to event management, special events to promotions. One
thing has remained constant in each of
these efforts: Hutchinson’s involvement in
sports sponsorship sales.
Firm clients include the Mid-Atlantic
Sports Network, Hampton Farms, St. Lawrence Homes, North Carolina Governor’s
Highway Safety Program and BB&T. For the
latter, BB&T turned to Hutchinson to create
the “BB&T Triple Play Giveaway.” Originally offered to just five markets in Minor
League Baseball during the 2006 season, the
promotion was so popular with executives,
branches and teams, that it grew into 23
markets during the 2007 season.
Also, since its launch, Insider Sports
Marketing has provided numerous
14A
|
of North Carolina Central University
provided great excitement for NBA, Duke,
UNC, NC State, CIAA and MEAC fans
from the Triangle area.
“Rarely do you have an environment
where you can see NBA players and current Duke, UNC and NC State players
playing on the same team twice a week
and admission was free,” he says.
Insider Sports Marketing continues to
focus on and develop local and national
sponsorship programs for Minor League
Baseball teams and leagues, such as the
South Atlantic League, including the
Greensboro Grasshoppers (who drew
440,787 fans alone in 2008). The South
Atlantic League, or “Sally League,” is a
Minor League Baseball league that operates mostly in the southeastern United
States, although it now has teams in New
Jersey and Ohio.
OCTOBER 13-19, 2008

SPORTS NORTH CAROLINA - SportsBusiness Daily

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