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Got Game? Get Sports Merchandise
February 08, 2008
Sports memorabilia can add value and emotional cachet to any program
By Marc Boisclair
At last spring's conference for the National Coalition of Black Meeting Planners, Pittsburgh Steelers fan Marilyn Dice was delighted to auction off a ball from her team's 2006 Super Bowl victory. Opening bid: $125. Final price: $175. The event coordinator for student support services at the University of Pittsburgh was floored, though, when a commemorative (non-game) ball from the 2007 Super Bowl sold alongside it for more than four times the price.
"At first, we didn't think anybody was interested," says Dice. Wrong. Two attendees, noting the autograph of winning Indianapolis Colts coach Tony Dungy, launched a frenzied bidding war. Opening bid: $175. Final price: $875.
The new owner's game plan: Secure losing Chicago Bears coach Lovie Smith's signature as well, for a truly memorable—and valuable—piece of pigskin. Says a still-dazed Dice: "I enjoy football but had no clue about the value of these pieces."
Fan Appreciation
Indeed, sports memorabilia can spark interest and enthusiasm for an event, whether as a motivational tool or a special VIP thank-you. "You're seeing it a lot more with large companies now," says Alan Baum, president of Inside Sports & Entertainment Group in New York. "It's mass-marketed and not as hard to find, and there's a lot of excitement that goes along with it, especially with college sports."
That popularity as an incentive element should come as no surprise, given the motivation and loyalty that come with being a sports fan. "Memorabilia romances and helps differentiate a program from other rewards," says Dave Peer, vice president of client services for Chicago-based Hinda Incentives. "It doesn't represent a huge portion of redemptions, but it definitely adds a lot of sizzle," he adds, citing items tangible—such as game balls, signed hockey sticks, or an autographed photo of Muhammad Ali—and experiential. "There's any number of fun things worth considering at the high end of the spectrum, like tickets to the NCAA Final Four, Super Bowl or Masters Golf Tournament," he says.
That said, there are caveats. For starters, planners need to know their audience. "We do a lot of travel programs with athletic-themed events for construction businesses, from the guys who do the work to the CEOs running the company," says Michelle Burdick, a merchandise buyer with Motivational Excellence Inc. in Schaumburg, Ill. "When we bring in a sports icon to give away signed balls or programs, it's a sure bet they're going to love that."
Gwenna Brush takes a similar tack as a posh way to say thanks. "I'll reserve a luxury box at a Dallas Cowboys game and bring my clients there, and boy, do they remember it," says Brush, president of the Maxcel Company, an incentive travel firm. "It's a great strategy when it comes to loyalty, especially in a bid situation."
It's also important to think about the group's demographics, says Peer. "Affluent women, for example, can be very interested in specific sports and players, particularly tennis and the LPGA tour. You just need to fine-tune the memorabilia and related events to their specific interests."
The Real—and Right—Deal
For the uninitiated, locating the right memorabilia can prove challenging enough, never mind verifying it, then justifying the purchase budget-wise. "Authenticity and reliability of supply are critical—there are so many fakes out there," says Peer, who recommends using reputable dealers such as Steiner Sports for both security and bang for the often stretched buck. "They will film the athletes signing their stuff and catalog the proof, which means they can charge top dollar for its authenticity," he says. "Their clientele are fine with paying for the awards as long as, in their minds, it's authentic and a good value."
There is another way to acquire memorabilia. "I was working with a pharmaceutical company and my direct contact wanted an autographed St. Louis Cardinals baseball for his boss," says Sherry Johnson, director of national accounts for Tempe, Ariz.–based ADI Meetings & Incentives. "So I went down to the stadium, where we were doing an event anyway, hung out with all the 10-year-old boys and talked up the security guard." Eventually, Johnson met a player and persuaded him to get the team's signatures. "I ended up in the locker room with everyone signing a ball," she says. The kicker: Her client had a former college roommate who actually played with the Cardinals. "He was kind of testing me to see if I'd come through," says Johnson. "I did, and his boss was thrilled."
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