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ISSUE 6 | September 2021
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What’s in a name: turns out A LOT BRANDS | BOB TURNER PORT has been a huge part of my life and set a pathway for success in business, relationships, and life in general. Not everyone is a sports lover but even those not enamoured with their sports team would be affected in some way by just the sheer presence and activity of sporting teams. Global organisations like Manchester United, Dallas Cowboys, the New York Yankees have had years of success on and off the grounds to build a following that sometimes goes beyond what might seem common sensical. When Ronaldo recently signed to rejoin Manchester United on what I consider an amazing amount of money, I read those sales of his new MU jersey almost paid for the transfer fee in less than a week. That is what I call consumer sports power. Growing up in Oakland, California, my sports teams needed to aggressively market their existence given the relatively small market compared to LA, Chicago or New York. The owner of the Oakland A’s, Charlie Finlay, opened my eyes to marketing of sport and the avenues he pursued not just to win but to own his ‘Home’ City. He was one of the key marketers of the 1970’s and some of his adventures were legendary like his team playing in White Kangaroo leather shoes, moustache competition for his players and one of my favourites, a cartoon rabbit that popped up out of the ground for the umpire to refresh his supply of baseballs VS the bat boy running out – that was boring to Charlie. When his team won the World Series and cemented their market, he presented every player with a diamond studded ring and the inscription – S + S = Success. The S + S was short for ‘Sweat + Sacrifice’. Charlie made inroads to making the city of Oakland – COOL, and this left the Oakland Raiders to market in a similar fashion to own the passion and support of their city, making the residents proud whether they won or lost. Sport has a way of breaking down barriers and opening opportunities, which is far more difficult for music or art. Sport is yearly and consumes great quantities of media space and thus attention from the general public. Venues like the iconic Sydney Opera House are great attractions and it identifies with the city but the sporting venues with multiple
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Lily Homes Stadium.
activity combined with media and attendance provide a different ball game. The key for venues is to make it easy to attend and an experience to match the sporting activity. When I coached the Canberra Cannons back in the early 1980’s we were fortunate to be one of the few teams to play at a venue that was more than a tin shed. The National Indoor Sports Centre at Bruce was plush but a mouthful to sell and promote. We needed to liven up the marketing of the venue to become an asset. We changed the name of the venue to ‘The Palace’ in all our marketing.
Jump on the band wagon The result was amazing and stimulated a rather sedentary Canberra public with full houses, despite the winter cold. Two years after taking this step, Tom Jones came to town for a concert at our venue. When his marketing said – ‘Tom Jones Live At The Palace’ I knew we had made it. Cities identify with their sport teams and corporates have proven over time they can successfully jump on the band wagon. The association is not only beneficial for the
corporate partner but the combined marketing power only helps to accelerate a team’s marketing and ownership of their city. When I first arrived in Australia to play basketball for the Shoalhaven Chas Tierny Tigers, I asked who or what is Chas Tierny. They were the local car dealer and combined with the team for a double win in the market to sell more cars and sell the Tigers at the same time. We took this type of association to another level with the Canberra Mazda Cannons and when it came to the Sydney Coca Cola Kings the benefit to both organisations was one of the best for over ten years. Coke had sponsored Leagues and/or events but had never sponsored a team. The opportunity we presented was great value and most importantly, the Sydney Kings and their partner Coca Cola were both willing to drive the association. The result on numerous occasions was the media often referring to the team as the Coca Cola Kings. The Kings needed that marketing assistance as they were a relatively new team, not a core sport and
its representation covered from Cronulla to Hornsby to Penrith. Blacktown City FC is now able to offer the same opportunity to a corporate with vision to back a team and Naming Rights to their home venue – Currently known as ‘Lily Homes Stadium’. Our city of Blacktown is one of the largest LGA’s in the state and to date has no sporting team they can call their own. Blacktown City FC sees an opportunity to become synonymous with the city. The goal is to earn a status so that when the population says Blacktown City they also consciously or sub-consciously mean Blacktown City FC. Our name says it all but more importantly we have the necessary ingredients of venue, competition status, history, coaching and a 68-year history of success on the field to achieve our goal. Blacktown City FC is determined to achieve that status and as the slogan says – Blacktown City – ‘Always Blacktown – Never Backdown’! Bob Turner is Executive Chairman at Blacktown City FC. Visit: www.bcfc.com.au
Panthers at full strength for finals ENRITH Panthers are virtually at full strength for the 2021 NRL finals series. The Ivan Cleary coached team tackle Souths in the qualifying final this Saturday at Townsville, 7.50pm kick off. The Panthers finished with 44 points, level with premiers, Melbourne Storm, on 44 points, but second on for and against percentage. The storm won the minor premiership. By finishing in the top four, the Panthers, get two chances, and cannot be eliminated from the finals this weekend. Apart from forward Scott Sorensen, with an injured wrist, the Panthers, are at full strength. The Panthers defeated Souths two weeks ago, their opponents, on Saturday. Coach Ivan cleary said in the post match press conference after the Panthers thrashed an under strength Parramata 40 to 6 on Friday, he is pleased with the squad on the eve of the finals. The 2020 runners-up are striving to go one better this year.
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Nathan Cleary.
Halfback Nathan Cleary, after missing five weeks with a shoulder injury, has found his groove the past three weeks. His passing and kicking game and running game has been in good rhythm since his return.
Cleary has topped the 200 points milestone three seasons in a row, a club record. The NSW State of Origin halfback has established himself as the NRL no.1 halfback.
Coach Ivan Cleary preferred not to rest players in the final game against the Eels. He praised the Panthers for having statistically the best defence after the premiership rounds. "I am happy we are the number one defensive team," Cleary said. "I was pretty happy with pur second half tonight against the Eels. "We fixed up a few things from our first half." Energetic winger Brian To'o, will play his 50th career game for the Panthers, versus Souths. After missing a month of footy, with ankle surgery, the powerful winger is in top form. The local junior debuted for NSW in this year's origin series. To'o scored a hat trick of tries in the win over the Eels in the local derby on Friday. The Panthers have been a model of consistency the past two seasons reaching the finals, playing an exciting style of attacking rugby league, combined with a strong defence.
