There was an interesting piece of advertising news today as Foxwoods Casinos announced a sponsorship deal with Madison Square Garden that will result in exclusive advertising on television broadcasts of the New York Knicks, the NHL’s Rangers and New Jersey Devils and the WNBA’s Liberty.
The multiyear agreement covers games on the MSG and MSG Plus cable sports
Surveys have found that the last five minutes of games have the highest ratings, with rating jumps of up to 25 percent.
“From a media standpoint, Foxwoods owns the last five minutes,” Gregson said.
That ownership will involve some sophisticated targeting of the audience. During the last five minutes of Knicks, Liberty and Rangers home games, Foxwoods’s name and logo will be shown on the scoreboard at MSG, on signs courtside and elsewhere in the arena.
And during broadcasts of those games, as well as home games for the Devils and the Islanders carried on a MSG network, the Foxwoods logo will be shown on the top or bottom of the screen, accompanied by an introduction from the announcer, and will be superimposed on the glass behind the hockey goals.
Robert Victoria, Foxwoods’ chief marketing officer, told the Associated Press the deal is worth more than $1 million.
The casino hopes that the new deal will help its market penetration in the greater New York City metropolitan area. About 10 percent of the casino’s customers now are from that area, Gregson said.
It’s an innovative way of determining when the casino’s message will be delivered.
Now, they just have to hope for few blowouts.
Or a bunch of late timeouts that will stretch those games to interminable lengths.
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