Bradford's Arrival Helps Boost New Rams Season-Ticket Sales

The excitement around the arrival of No. 1 draft pick Sam Bradford has translated into increased ticket sales for the Rams, as the team’s new season-ticket sales were up 300% over the year-ago period as of Aug. 26.

Renewals also were “a little bit ahead” of the same period last year and trending “slightly ahead” of the league average, according to Rams Exec VP/Sales & Marketing & CMO Bob Reif.

In addition, Bradford has helped the Rams extend their reach into Oklahoma, where Sooners fans are eager to continue tracking the progress of the Heisman Trophy winner.

Reif noted there was “an Oklahoma presence” for every open practice at training camp, and more than 800 fans drove the 500-plus miles from Oklahoma City to the Edward Jones Dome for the Rams’ Aug. 14 preseason opener against the Vikings.

MainGate Inc. President & CEO Dave Moroknek, whose company handles the Rams’ online merchandise sales, said 35% of orders for Bradford-related merchandise are coming from Oklahoma. Rams preseason games aired in Oklahoma City and Tulsa, allowing the team to run ticket sales and marketing spots in those markets. But Reif said NFL regulations prohibit the team from marketing outside their home DMA during the regular season, restricting the team’s efforts to target Bradford’s college fans to the one-month preseason slate.

BRINGING HIM ALONG SLOWLY: While the Rams hope Bradford will be a prominent part of the franchise for years to come, you won’t see him in any major marketing efforts anytime soon.

Both the Rams and his representatives at CAA are seeking to manage expectations while letting him develop on the field. “He really is the de facto face of the franchise, there's just no doubt about it,” said Reif. “But the key in all this is he asked us to treat him as a rookie, just like every other rookie.” With many new faces this season, the franchise has de-emphasized individual players in its marketing efforts. But the Rams have not completely ignored their star rookie.

“His face is on schedule cards and his face is on the side of our building with graphics that we put up, but along with our other key players -- Steven Jackson, James Laurinaitis, the people that are the future of this team,” Reif said.

The Rams also have put Bradford in front of fans and sponsors at meet-and-greets, starting with a crowd of more than 300 stakeholders, sponsors and suiteholders in St. Louis the day after he was drafted. “

Because of Sam,” Reif said, “in the month of June this year we did 33 events in the city of St. Louis that engaged the public. In 2009, we did three events. There is so much more opportunity to engage the public and such a high interest in the Rams.”