Direct Line Blog

The high cost of rooting

Share this article:
Many people who are sports fans often grouse about the ever-skyrocketing cost of attending a live game, whatever sport it may be. If one brings their spouse and say, two kids, to any major league sporting event, the cost is likely to be well over $100.

The New York Giants are one of many teams who have embraced the concept of Personal Seat Licenses (PSL’s). PSL’s are a one-time payment for permanent control of a home game seat in a team’s stadium. In the Giants’ case, the purchase guarantees the owner’s right to purchase a season ticket, provides the purchaser with control of successorship of the tickets, a benefit now only available for direct family members. The PSL stays active on the condition that the season tickets are purchased annually.

The Giants recently had to engage in a delicate marketing strategy when it was announced some of the PSL’s at their new stadium, to be completed in 2010, would run upwards of $20,000, which caused much backlash and criticism among fans and the New York media.

One avenue the Giants used to market the new PSL’s was direct mail and e-mail. A letter mailed to current season ticket holders said the price of PSL’s was due to the $1.6 billion price tag of the new stadium, which the Giants are solely financing. The Giants said revenue from the PSL’s is needed to fund the construction, especially since they are not receiving any public financing to build it. In the case of many other recently built sports stadiums, voter-approved tax increases were used to partially fund the construction.

They also tried to convey sympathy about implementing the PSL’s. John Mara, the team’s owner, on the Giants Web site says, “We have spent months exploring our various options regarding the financing of the construction of the new stadium,” said Mara, “Given construction costs and NFL and lender requirements for paying down our debt, and after much thought and analysis, we decided this PSL program is necessary. All the net proceeds from the sale of PSLs will be used to fund construction of the new stadium.”

I think pointing out that the stadium will not be publicly financed, and conveying the idea that it was a gut-wrenching decision to implement PSL’s, can be a good marketing strategy for the team, in light of the fact some people will have to pay $20,000 just for the right to purchase season tickets.
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

4 Ways to Make 140 Characters Count

4 Ways to Make 140 Characters Count

Here's how to market a brand successfully in a Twitter bio.

It Ain't Easy Being a Green Marketer

It Ain't Easy Being a Green Marketer

If brands are going to talk the green talk, they need to be prepared to walk the green walk. This and other Earth Day-related musings.

Relevance Is the "Sole" of Finish Line's Remarketing

Relevance Is the "Sole" of Finish Line's Remarketing

How the athletic footwear retailer applied its email remarketing tactics to Facebook.