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Sreesha Vaman said on April 24th, 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.

Russell Scibetti said on April 26th, 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!