Comments on: Interview With Tim Martin of Gallagher Sports

By: The Monday After: Attendance Summary, FC Dallas Jersey Sponsor and More « Footiebusiness

Sun, 27 Sep 2009 17:57:57 +0000

[...] categories and has negotiated tens of millions of dollars of sponsorship agreements. Click here for the [...]

By: Ben Berger

Ben Berger — Mon, 09 Mar 2009 01:39:58 +0000

Dan:

You ask an interesting question. I think most soccer fans accept the sponsorship as “part of the deal”. However, I have found that those that became fans of soccer thorough MLS, are far less receptive to the ideal of jersey sponsorships.

By: ibofightback

ibofightback — Thu, 05 Mar 2009 21:11:54 +0000

I agree, elsewhere in the sports arena where they’ve sponsored things like the Orange County Marathon or say AC Milan they’ve gone for a particular brand like Nutrilite. Same with fashion shows and Artistry.

What’s the female:male ratio like at Quake’s games? A bit difficult to have both Artistry and Nutrilite on the jersey! They also mentioned in the press conference that part of the reason for partnering with the Quake’s is the large hispanic community, which makes up a significant component of the market for the Amway business opportunity as opposed to the products. So I guess it makes sense from their perspective to go with the Amway brand overall and then do more specific marketing targeted to the product brands.

By: Dan

Dan — Thu, 05 Mar 2009 21:06:15 +0000

Any idea of what effect a jersey sponsor has upon sales of replica jerseys to the public? Obviously the Galaxy didn’t have a problem with Beckham, but that would appear to be a unique situation.

By: Ben Berger

Ben Berger — Thu, 05 Mar 2009 16:46:26 +0000

It is interesting (to me) that the shirt will say “Amway” instead of “Nutralite” The Sounders will have “x-box” on their shirts, not “Microsoft”

Amway does have a wider array of products out there than normally associated with the name, it is somewhat surprising that the shirt is not focused on that.

By: ibofightback

ibofightback — Thu, 05 Mar 2009 15:24:57 +0000

It seems to me that the interview itself lends credence to the importance of Amway doing deals like this with regards their brands. When asked whether “Amway’s product line” is a “good fit” for the Quake’s audience the response is -

I do not think that Amway’s products are necessarily a good fit for such a target,

What products are you talking about exactly? Mackarel in the comments talks about it being a “makeup seller”, which is partly true, Amway markets one of the world’s top cosmetics brands, Artistry. I think however the “target” for the Quakes deal is Amway’s Nutrilite and XS Energy drink products. Sports nutrition and Energy drinks clearly fit the bill as appropriate for the market segment.

Where these the products Tim Martin had in mind or was he, as I suspect, still in 1970′s Amway soap mode?

By: Mackarel

Mackarel — Thu, 05 Mar 2009 02:54:45 +0000

Some valid thoughts, but the idea of msm makeup seller being in every shot of the Quakes on each tv sportscast in San Jose doesn’t exactly fill me with joy.