sponsorship | naming rights
Anheuser-Busch had been a long-time sponsor of the St. Louis Rams and already enjoyed 99% un-aided brand awareness. Thus, AB was seeking experiential value to justify the increase in rights fees. TAG leveraged existing Rams assets and created new elements to align their marketing strategy with Bud Light as their NFL centric product, offering mass appeal. Bud Light was featured at retail with Rams marks combined with experiential offers (player meet and greets, coin toss); The Official Bud Light Tailgate, a free pre-game tailgate was created for fans offering them unprecedented access delivered by AB. The activation continued inside the Edward Jones Dome on game day with St. Louis’ largest sports bar The Bud Light Party Zone. The sports bar became one of the highest trafficked areas in the stadium featuring unique AB experiences catered to the fan including the Sunday Ticket and fantasy football features. When AB was looking for a fresh concept to accommodate a different demographic and align with their premium brand, TAG created The Budweiser Signature Club. The Budweiser Signature Club was a 300 person, all-inclusive club that had both loge boxes and luxury stadium seating. This created a country club atmosphere amongst members while exposing Budweiser's premium brand to C- Level clientele.
In 2005 TAG was retained by the St. Louis Rams to create a sustainable revenue model and transform the business from an operations driven organization to a sales and marketing driven organization. At the time the Rams were 31st in the league in revenues, under TAG’s strategic execution plan the Rams rose as high as 21st in multiple NFL revenue categories without having achieved a winning season throughout the engagement. The Audible Group created a Chief Marketing Office responsible for all revenue aspects of the business, reporting to ownership and establishing the following departments to maximize revenue: Sponsorship Sales/Service, Ticket Sales/Service and Broadcast/Media Creation/Sales. In 2009-2010 TAG oversaw the refurbishment of the Edward Jones Dome to ensure the improvements would drive revenue in key areas of the business; including Premium Seating, Catering/Concession and Merchandise. When TAG began the engagement, the Rams were valued at approximately $220 million; in 2010, the Rams sold for $750 million; with the recently completed move to LA the team is now valued at more than $3 billion.
ABC | ESPN : $101 Million
TAG negotiated a 6 year $101million exclusive worldwide television agreement between the Indy Racing League (including the Indianapolis 500) and ABC/ESPN, inc. The deal included worldwide distribution to more that 200 countries and 300 million households.
media rights-new model
TAG established the Rams Broadcast Network (RBN) to create and distribute Rams content. RBN was the foundation for a content strategy which enabled the team to differentiate its value proposition to corporate partners. The Rams boasted the largest distribution network of any NFL team which included multiple local broadcast partners (FOX, CBS, NBC), cable operators (Charter), regional sports networks (Fox Sports), outer market affiliates across 9 states, apps across multiple devices, video on demand, the Rams own social media networks, and the NFL's distribution platforms.
Pro Player : $50 Million
Apparel manufacturer Pro Player was seeking a seat at the table in the competitive NFL and MLB apparel licensing space. TAG sold a strategy for Pro Player to name the former Joe Robbie Stadium home of the NFL’s Miami Dolphins and MLB's Florida Marlins to increase their brand awareness and thus elevate the brand with both leagues and the retail apparel industry. TAG then aligned Pro Player with Miami Dolphins and Florida Marlins players to endorse the brand and further re-enforce the connection they were seeking with the NFL and MLB. Within 12 months, Pro Player acquired both their NFL and MLB apparel licenses selling their product in the retail market. Additional exposure was garnered for the brand as Pro Player hosted a Super Bowl, multiple World Series games, NFL Playoff games and several Orange Bowl games…all nationally televised.