The team's marketing strategy this year is to find new sponsors and get businesses involved with the Rays in innovative ways. It looks to be working.
By JEFF HARRINGTON
Published May 4, 2004
Results on the field are disappointing so far. But when it comes to signing corporate sponsors, the Tampa Bay Devil Rays are enjoying their hottest streak since their inaugural season in 1998.
On Monday, the Rays added Volvo as a corporate sponsor, the seventh major newcomer to its corporate lineup since January. The Volvo pact follows agreements with Checkers, Boston Market, Delta Air Lines, Nestle, Dodge and Bidville so far this year.
"There's probably 15 to 18 more partnerships that are in discussion," said David Auker, Rays' senior vice president of business operations. "We had a meeting with (marketing vice president) John Browne this morning. ... He even commented that, "We had a heck of an April and we're going to have a heck of a May."'
Auker credits the corporate uptick to an array of factors: a big-name coach in Lou Piniella, players fans can relate to such as Rocco Baldelli and Carl Crawford, and a desire to be part of the action before the Rays become a contender.
He pointed out those happy companies who partnered with the Tampa Bay Buccaneers before their Super Bowl win or with the Tampa Bay Lightning before they turned into one of the elites of professional hockey.
"You want to get in there before (a team) is good," he said.
The Rays have more than 100 corporate sponsorships currently, up to 25 of them considered major.
The team won't discuss the financial terms of any sponsorship deal except to acknowledge that companies are paying less now than six years ago. Before the Rays' first season, companies were paying on hype and high expectations. After the reality of mediocrity set in, they weren't willing to pay as much and some didn't want to pay at all.
Many of the original sponsorships were four- or five-year deals. Verizon and PrimeCo Wireless' successor Verizon Wireless were among those that did not re-up with the Rays. First Union (now Wachovia) walked away as the Rays' official bank after the ball club decided to refinance its chief loan through Major League Baseball.
Last year, the focus inside the Rays' marketing clubhouse was on renewals. Up to 80 percent of sponsors renewed at some level.
This year, the focus turned to finding new sponsors and getting the businesses involved with the baseball team in innovative ways. And it paid off.
Checkers, for instance, is offering a "Big Ray Combo" meal as part of its new partnership.
Volvo's deal includes hosting a "ride and drive" day, allowing prospective buyers to run vehicles through a road course in Tropicana Field's parking lots. The automaker also will be featured on Rays television broadcasts and display a new Volvo S40 inside the Trop.
