Case Studies in Marketing

creating alignment to win

Rose Bowl
NFL Super Bowl, World Events

Articulating the Value

A community of 82 cities in the 2nd largest metropolitan media market in the US was locked out of competition for two of the biggest sports events in the world: Super Bowl and World Cup Finals – easily worth over $1 billion in local revenues. There was no alignment on message or strategy. For the past 6 years, cities and venues had competing interests that had soured bid offers.

Finding a message of value for the NFL, FIFA and the 82 cities was imperative for a successful bid.

Creating the Strategy

Working directly with community leaders, SAI designed a plan to communicate an innovative renovation that paid tribute to historic architectural elements. Community meetings resulted in overwhelming support. To fund the improvements, SAI worked with financial experts to design a unique financial mechanism so no cost would be borne by public funds. With the renovated stadium as key focus, we created alliances with Sports Council, LACVB, and World Cup Organizing Committee as well as City Council, and key business leaders.

SAI designed a bid package to win alliances with NFL owners, which included direct lobbying and a video with Ronald Reagan reprising his infamous on-camera lines "Let’s win one for the Gipper..." SAI worked directly with FIFA officials creating targeted communications to address their concerns. At the same time, we worked with business leaders to formulate a plan to utilize the events to raise money.

Realizing the Goal

Super Bowl and Final 1994 World Cup Soccer FIFA events were a resounding success. Super Bowl XXIV and World Cup Finals each generated an estimated $800 million in income to the region.

The Rose Bowl and Pasadena received a worldwide showcase, with millions in equivalent advertising, promoting tourism and business development. The niche event, Super Golf Challenge, which took advantage of the magnet of Super Bowl for corporate and athletic stars, became a proprietary tournament.

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