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Rays shuffle names on sponsorship roster

The team keeps a heavy hitter, Anheuser -Busch, but Outback opts out, as the revenue lineup

By LOUIS HAU
Published March 22, 2006

is rebuilt.

ST. PETERSBURG - The Tampa Bay Devil Rays said Tuesday the team has secured a two-year sponsorship deal with Anheuser-Busch, keeping one of its most important corporate partners onboard as it rebuilds its threadbare sponsorship portfolio.

While the team unveiled a host of other agreements and renewals on Tuesday, it said it has lost key long-time sponsor Outback Steakhouse.

Rays vice president and chief sales officer Mark Fernandez said the team is close to reaching sponsorship pacts that will be announced in the coming weeks.

Once those agreements are signed, the Rays expect to realize a net gain in sponsorship revenue over 2005, Fernandez said, declining to provide specific details.

But several key sponsorship categories remain vacant, including banking, grocery and home-improvement retailing. A deal with MetroPCS adds a wireless carrier, but that agreement is only for a year.

Nonetheless, Fernandez, a former Arizona Diamondbacks executive who joined the Rays in December, said he has been encouraged by the response of Tampa Bay area businesses to the changes being made under new owner Stuart Sternberg.

"People are listening and asking us to come back and present more formal opportunities," he said. "We're having follow-up meetings that are really encouraging."

The Rays' previous pact with Anheuser-Busch expired at the end of the 2005 season and had been worth about $2-million a year, leaving a gaping hole. Beer sponsorship deals are typically among the most lucrative for professional sports franchises.

Fernandez declined to disclose the value of the new Anheuser-Busch deal, saying it was roughly "in the same neighborhood" as the previous agreement.

The pact will include a new Budweiser-branded deck at Tropicana Field to the left of the Batter's Eye Restaurant in centerfield, which will feature a bar, drink rails and cocktail tables.

The relatively short duration of the Anheuser-Busch pact could prove to be advantageous for the Rays. If Sternberg succeeds in improving the team's on-field performance and in expanding attendance, the team may be able to negotiate a more lucrative, long-term beer deal later.

Fernandez declined to comment on whether the Rays had sought a short-term deal, saying, "I anticipate them being partners for a long, long time."

Meanwhile, Outback informed the Rays this month that it decided to cut its sponsorship ties, a move that will close its restaurant location at the Trop, Fernandez said.

Outback exercised an opt-out clause included its six-year agreement, which wasn't due to expire until 2008. The pact, which was valued at about $245,000 a year, had included an outfield sign, a concourse sign, TV ad spots and fan promotions.

The Tampa restaurant chain has been closely associated with the Rays throughout the team's history.

Outback founders Bob Basham and Chris Sullivan were among the team's founding owners, but joined three general Rays partners in selling a combined 48 percent stake to Sternberg in 2004.

Outback's decision was unrelated to Basham and Sullivan's sale of their stakes, said Bobby Silvest, the company's sports marketing director. Rather, it was simply a matter of shifting priorities in its sports marketing efforts.

"We have a lot going on in Tampa," Silvest said. "As we look at our overall budgets . . . we had to make some changes, as every company does."

Louis Hau can be reached at 813 226-3404 or hau@sptimes.com

New sponsors announced Tuesday include MetroPCS, Cay Clubs Resorts & Marinas, Sanyo, Southeast Toyota Dealers, Bryant Heating & Cooling and Barry Motor Sports.

[Last modified March 22, 2006, 01:58:24]