The Times They are A-Changin'

 
 
To view this as a web page, click here.
Selling It
 November 17, 2006
Volume 5, Issue 21
The Times They are A-Changin'
Sox3.jpg
 
 
  White Sox Strike Sponsorship Deal
with Nationwide Convenience Store,
7-Eleven, To Start All Night Games
in the 2007 Season at 7:11pm  
Contact:  Ryan Gribble
                  Manager of Corporate Partnerships
                  [email protected]
                  312-674-5394
 
Team: Chicago White Sox
 
Objective: The White Sox and 7-Eleven had two main objectives when pursuing the potential sponsorship:
 
1. The White Sox sought out to increase their annual revenue and re-invest it in the team.
 
2. 7-Eleven wanted to increase awareness and traffic to their stores in the Chicago area after purchasing  200 White Hen Stores, Chicagoland's largest convenience store chain.
 
Program Description:  7-Eleven will pay the team an average half a million dollars a year to become an official partner with the White Sox. 
 
Sox1.jpg
Moving away from  traditional sponsorship of giving away coupons at each game, 7-Eleven  brainstormed with the White Sox on how to incorporate the numerical values of 7-Eleven with the team.  White Sox Manager of Corporate Partnership, Ryan Gribbles came up with the idea to change the Monday through Thursday  game times from 7:05 to 7:11 pm and move the Friday night games up from 7:35 to 7:11.  The new game time will probably not inconvenience anyone and is a great way to insert the sponsor's name into fans' minds. The news media will have to say the game time is 7:11, which adds more publicity for the sponsor.
 
The partnership agreement will officially begin in April 2007 and includes in-park signage where 7-Eleven will place signs behind first base and  home plate, advertising and promotional give away cards for the first 25,000 fans at each home game and spots during local radio and television broadcasts.
 
7-Eleven gained sweepstakes and logo rights, season tickets and official  sponsor of the weeknight games beginning at 7:11pm.  The White Sox pocketSox2.jpg schedules will also be distributed at the local 7-Eleven stores.
 
7-Eleven will also be the exclusive sponsor of a Seasonal Fireworks Night at U.S. Cellular Filed during each season for the 3-year deal.  The sponsorship also includes a community donation program that would have 7-eleven make a contribution to White Sox charities for a double, stolen base or some sort of accomplishment of that nature.  
 
This unique sponsorship gives the White Sox the opportunity to generate resources and put it back into the team to improve the product on the field.

Media: The media coverage of this sponsorship was primarily published in the New York Times.  The team's radio and TV outlets will also be promoting the game time change.  7-11Sox.jpg

Partner: 7-Eleven signed a three year partnership agreement with the  White Sox to become a name behind the game time.

Results: The partnership will begin next season so the results of this sponsorship are not yet apparent, however 7-eleven is very happy with their investment and the global exposure that this deal has already received. 

The White Sox feel this is a win-win for everyone involved.  Gribble noted "our research shows that 1.4 million people visit a White Hen or 7-eleven on an average week and majority are White Sox fans, so 7-eleven is a pretty powerful sponsor to have and we are excited to partner with a business with such a large growing presence in the Chicago area."
 
Looking Ahead:   The White Sox and 7-eleven plan to execute all of the elements of the agreement and build a solid bond between the two organizations.  7-Eleven is also interested in taking this concept to other professional sports and franchises.
 
 
Click the logo for more information on
 The 2007 National Sports Forum
The NSF Salutes It's Sponsor:
 
bud_image.jpg
 Click the logo above to learn
more about Budweiser
The National Sports Forum
8419 La Mesa Blvd., Suite B
La Mesa, CA 91941
619.469.4101


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