It's Your Call!

August 5, 2009 | Volume 8, Issue 5
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  IT'S YOUR CALL!
  Rhinos charge forward with new naming-rights promotion
CONTACT

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NSF Alumni Association
Rich Randall
Senior Account Executive
Rochester Rhinos
[email protected]
 
ORGANIZATION
Rochester Rhinos
 
PROGRAM TITLE
"Your Name Here"
OBJECTIVES
As some are experiencing a decline in sponsorship deals, the Rochester Rhinos of the United Soccer Leagues First Division (USL-1) are "bucking" the trend.

To continue their ongoing mission of serving the community and to coactively receive monies from current sponsors, the Rochester Rhinos created a unique and unprecedented naming-rights promotion for their stadium.
 


The Rhinos had 328 official entries when the drawing took place
 
PROGRAM DESCRIPTION
Unveiled by Rhinos owner and CEO Rob Clark, the promotional plan provided individual season ticket holders and corporate sponsors the chance to name the Rhinos' stadium for the 2009 season.  Participants received one opportunity to be selected for every $1,000 they spent in the form of season tickets or corporate sponsorship.  There was no limit to the number of entries for each participant (as long as $1,000 was spent per entry).  Season ticket holders and sponsors who already paid in-full were entered into the drawing as a thank you in response to their devoted loyalty. 
 
MEDIA
The club formally introduced the promotion via an afternoon press conference at the Strathallan Hotel in downtown Rochester. Soon after, the Rhinos' promotion garnered national attention through multiple news outlets and Internet blogging sites.
 


Webster, NY-based automobile dealership group, Marina Motors, won the stadium naming-rights
 
PARTNER
Stokes and Visca, the official accounting firm of the Rhinos, assisted with the promotion. The details of their assistance were not disclosed.
 
RESULTS
The Rhinos' execution and follow through was a great success.  The media coverage the club received was unparallel to any other promotion implemented before.  Rhinos' account executive, Rich Randall commented, "After the official announcement, it was a great feeling fielding calls from around the country."  Although financial implications cannot be disclosed, they had 328 official entries when the drawing took place.

The stadium name was unveiled through a random drawing during halftime of the Rhinos' 2009 season home-opener against the Montreal Impact.  The winner of the "Your Name Here" promotion was Marina Dodge automobile dealership in Webster, NY who chose the name "Marina Auto Stadium".
 
LOOKING AHEAD
Looking ahead to the 2010 season, the Rhinos prefer to have a committed naming rights sponsor for a longer deal as it brings stability to the club. However, the Rhinos will use this promotion as a creative building block for what is to come in 2010.
 

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