Bowling Green State University Athletics
CGAC Announces Formation Of Gund Sports Marketing
July 24, 2001 | Football
July 24, 2001
DETROIT, Mich. - The Cavs/Gund Arena Company, which operates and manages the NBA's Cleveland Cavaliers, the WNBA's Cleveland Rockers and Gund Arena, announced the formation of a new division called Gund Sports Marketing. The announcement was made Tuesday (July 24) by James C. Boland, President and CEO of the Cavs/Gund Arena Company.
Additionally, Chris Fuller was introduced as Vice President, Collegiate Marketing, CGAC, at the Mid-American Conference's annual football media day in Detroit. The introduction was made by Jim Kahler, Senior Vice President, Sales and Marketing, CGAC, to whom Fuller will report.
Gund Sports Marketing (GSM), designed to bring added value to athletic partners, launched Tuesday with multi-year agreements to serve as the corporate marketing rights holder for Bowling Green State University, as well as Miami University. GSM will operate those two projects in their respective markets under the titles of Falcon Sports Marketing and RedHawk Sports Marketing.
GSM already has a business relationship with the MAC, representing the league in all its corporate sales and marketing endeavors. GSM will form new partnerships with colleges and properties that will prove valuable to CGAC.
"Our goal is to bring the full value of our resources and experience to each of our partners," said Boland. "We have enjoyed a terrific relationship with the Mid-American Conference, and look forward to building more partnerships in the future."
The seeds for what is now Gund Sports Marketing were planted in March 2000, when the MAC held its post-season men's basketball tournament in Gund Arena. The event was very successful and served as the catalyst to extending the CGAC's relationship with the MAC. In October 2000, CGAC announced an agreement with the conference to form MAC Properties. Under the terms of the three-year agreement, MAC Properties oversees all marketing and corporate sales for the MAC, including securing sponsorships for the conference's 23 men's and women's championships, acquiring advertising support for the MAC football and basketball television packages and title sponsorship of the MAC men's and women's basketball tournaments. Both basketball championships are played at Gund Arena.
After serving as the marketing arm of the entire conference, the CGAC found that there was the opportunity to represent individual schools in marketing and sponsorship endeavors. That led to the formation of Gund Sports Marketing.
The philosophy that drove the formation of Gund Sports Marketing was to expand the Gund "brand" from professional sports into collegiate athletics, offer the quality and service synonymous with the Gund name to a new set of business partners, and extend many of the quality services that CGAC already provides in representing the Cavs, Rockers, and other events in Gund Arena and diversify its partnerships.
Gund Sports Marketing will first look to develop long-term partnerships with college properties offering a variety of services including: evaluation of sponsorship inventory and packaging, sales representation, branding and consulting services. Additionally, Gund Sports Marketing will explore partnering with companies and/or products that are trying to access the collegiate athletic marketplace.
Frequently Asked Questions
What is Gund Sports Marketing?
Gund Sports Marketing is a division of the Cavs/Gund Arena Company (CGAC), the privately held entity that owns and operates the Cleveland Cavaliers of the NBA and the Cleveland Rockers of the WNBA. The CGAC is also responsible for the operation of Gund Arena and many of the concerts, family shows and other events in the building.
Gund Sports Marketing (GSM) is designed to bring added value to the athletic programs of collegiate partners. GSM already has a business relationship with the Mid-American Conference, and will form new partnerships with college properties that will prove valuable to GCAC.
Why was it created?
The philosophy driving the formation of Gund Sports Marketing is:
What services will GSM provide?
The services include sponsorship and advertising sales, ticket sales strategies, branding and promotional efforts. As GSM's portfolio increases, other services could include the creation and management of new collegiate events and outsourcing solutions for group ticket packages. CGAC has outstanding relationships with the corporate community in Northeast Ohio and throughout the Midwest.
What is its business strategy?
Gund Sports Marketing will first look to develop long-term partnerships with college properties offering a variety of services including: evaluation of sponsorship inventory and packaging, sales representation, branding and consulting services. Additionally, Gund Sports Marketing will explore partnering with companies and/or products that are trying to access the collegiate athletic marketplace. Our goal is to bring the full value of our resources and experience to each of our partners.
How did this come about?
In March of 2000, the Mid-American Conference (MAC) held its post-season men's basketball tournament in Gund Arena. The event was very successful and served as the catalyst to extending the CGAC's relationship with the MAC. In October 2000, CGAC announced an agreement with the conference to form MAC Properties. Under the terms of the three-year agreement, MAC Properties oversees all marketing and corporate sales for the MAC, including securing sponsorships for the conference's 23 men's and women's championships, acquiring advertising support for the MAC football and basketball television packages and title sponsorship of the MAC men's and women's basketball tournaments. Both basketball championships are played at Gund Arena.
After serving as the marketing arm of the entire conference, the CGAC found that there was the opportunity to represent individual schools in marketing and sponsorship endeavors. That led to the formation of Gund Sports Marketing.
Does MAC Properties still exist?
Yes. MAC Properties is the branded joint venture between the Mid-American Conference and the CGAC. Gund Sports Marketing has also launched individual partnerships with Bowling Green State University (Falcon Sports Marketing) and Miami University (RedHawk Sports Marketing).
Does GSM currently have any other collegiate partnerships?
Gund Sports Marketing is currently providing consulting services on a naming rights project for the renovated E.A. Diddle Arena at Western Kentucky University.
Who will run Gund Sports Marketing?
CGAC has hired Chris Fuller as Vice President Collegiate Marketing to drive the formation of this new business unit. Chris has 10 years of collegiate sports marketing experience with the University of North Carolina, ACC Properties and The FANSonly Network. Chris will report directly to Jim Kahler - Sr. Vice President Sales and Marketing - and will be supported by CGAC's senior management team.
Gund Sports Marketing has recently added three members to its staff. Greg Hulen will serve as the general manager of Falcon Sports Marketing, located in Bowling Green, Ohio. Troy Hartmann will serve as the general manager of RedHawk Sports Marketing, and Katy Mey will be the office assistant for GSM in Cleveland.
(Source: Cavs/Gund Arena Company press release)
