Collaborating in the Same Market

About a week ago, Dave Cutler shared this great composite of pictures shared by all four Boston area teams on Instagram and Twitter:

Now in this case, the rallying cry is #BostonStrong, showing solidarity and support one year after the Boston Marathon bombing. However, this got me thinking that there is probably a lot more opportunity for teams in the same to collaborate. With the exceptions of New York and some California cities, for the most part, local fans support the one local team in each sport. While the teams do compete for share of wallet, there are plenty of initiatives, particularly around community outreach where collaboration can and should be more encouraged. And this is another area where the proliferation and reach of social media makes a unified campaign easier to execute and more viral in nature.

If you are reading this, let me know what other collaborative efforts you have seen teams in the same market execute, or perhaps any ideas of new ways this could be done.

UPDATE: Here are some more examples that were shared with me on Twitter.

The San Jose Sharks supporting the Golden State Warriors as both teams face opponents in LA (thanks @mahoney):

The Lakers and Galaxy supported the local success of the Kings when they won the Cup (thanks @LisaMBregman):

2 thoughts on “Collaborating in the Same Market

  • April 24, 2014 at 9:06 pm

    I think this idea is antiquated now. In this day and age of labour mobility, each sports market has a significant number of fans who are not from the area and still support the team(s) of their home towns.

    Plus, as society gets busier and busier, and content more readily available, the “every sport” fan has given way to sports fans that follow 1-2 sports avidly and might have a passing interest in others.

    Further, it’s rare that all of the teams in a market get full support all year round. Rather, 1-2 teams in any given market become “trendy” over the others.

    So I would contend that an intra-market cross-sport campaign does not bring in new fans whose loyalties are outside of the market, does not bring in fans to new sports, and at best might benefit non-trendy teams incrementally. The only benefit to the trendy teams is really only the potential to share the cost of a marketing campaign with others, but there are better ways to accomplish the goal of lower marketing costs.

    The exception of this would be a common social cause where the teams can share in the goodwill. But that’s more to do with the situation (i.e. post 9/11 or cancer awareness) than civic pride.

  • April 26, 2014 at 7:16 am

    You’re right in that many people in market are fans of out-of-market teams due to various reasons, but I strongly suspect that in a market with one team per sport, if you could take fans of another local team vs. the general local market, or even a matching demographic target, you will still WAY overindex when you look at fans of the other local teams.

    I agree with you more if you are trying to execute a cross-team sales initiative, which teams are in general less likely to do because you do compete locally for discretionary spending of casual fans. The best cross-team ideas to me are more community driven, like the Boston Strong example. And even the “#BeatLA” example is more about local support vs. a regional rival, which definitely resonates when you are living in that market.

    Thanks for the comment!

Comments are closed.