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DIAMONDBACKS GENERATE FUNDS THROUGH CAUSE MARKETING AT CHASE FIELD

Arizona Diamondbacks baseball organization raises $30,000 during away baseball game for charity

CONTACT

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Catherine Herman
Director, Corporate Communications
[email protected]

ORGANIZATION

Arizona Diamondbacks

PROGRAM TITLE

"Sleepover at Chase Field"

OBJECTIVES

Most organizations recognize that philanthropy endeavors improve their image among consumers and will ultimately lead to an increase in their bottom line. This “hitting two birds with one stone” tactic of cause marketing has been seen for decades. But in recent times, cause marketing is becoming more relevant as organizations search every corner of their business for revenue opportunities.

With that in mind, the Arizona Diamondbacks have been proactive in finding ways to raise money for the Arizona Diamondbacks Foundation, the team’s charitable arm.  To further provide a family-friendly environment at the team’s home venue, Chase Field, the team created a “Sleepover at Chase Field” event. All proceeds from the event will benefit such issues as homelessness, indigent healthcare and child development programs. The child development programs include educational support and youth baseball field programs.

PROGRAM DESCRIPTION

Held on August 1-2, 2008, the third annual “Sleepover at Chase Field” allowed children across the state of Arizona to watch the Diamondbacks play the Los Angeles Dodgers on Chase Field’s magnificent and dynamic Daktronics-created LED video board. Following the game, a movie was played on the LED board as kids were able to swim in the pool area, play catch around the field and set up sleeping bags on the same outfield grass where their favorite players play. Approximately 300 children and adults participated in the annual event. Of those 300 in attendance, the United Mesa Fire Department hosted 30 kids from Sunshine Acres, a local non-profit organization that provides homes for children separated from their parents.

MEDIA

“Sleepover at Chase Field” utilized in-game promotions, flyers and mailers to targeted fans, along with the Diamondbacks website, weekly team shows, and calendar listings in Phoenix newspapers. The team also partnered with two local radio stations to run a two-week promotional campaign.

PARTNERS

Fatburger, Cold Stone Creamery, Garcia’s Mexican, Kraft, and Pepsi were the main partners for the event. The partners provided food, beverages and other commodities for participants, which were included in participants' registration fee. Additionally, the Diamondbacks broadcast affiliate, FSN Arizona, did their pre and post game show from The Sleepover, along with a live cut-in during the game broadcast.

RESULTS

By changing the event fee to $85 from over $100 in 2007 and providing $70 tickets for people in a group of 10 or more, the Diamondbacks were able to increase attendance and raise nearly double the amount of money from the 2007 Sleepover. “Our Sleepover is one of our most successful Foundation events,” said Amy Buchan, the Diamondbacks Community Affairs Director. “Who wouldn’t want to sleep on the grass of a Major League Ballpark and swim in the only pool in baseball? It’s an easy sell for us!” The 2008 Sleepover raised $30,000 in combined donations and event ticket sales.

LOOKING AHEAD

The Diamondbacks are looking to expand the annual event and raise more money every year in support of their local communities and its children.

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For over 13 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America.  The 2009 NSF Conference and Trade Show will be held January 26-28, 2009 at the Renaissance Glendale Hotel and Spa in Greater Phoenix.  Additionally, hundreds of NSF attendees and vendors rely on the NSF "Inner Circle" Membership Program as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.

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