Lance Farino
Sports Marketing
Buffalo Bills Project

Buffalo Bills Organization
SPONSORSHIPS
The Buffalo Bills organization offers great sponsorship opportunities to those businesses looking to take advantage of western New York’s number one community asset. There has never been a more or better opportunity for individuals to align their business with the Bills organization. They welcome all businesses as proud partners of the Buffalo Bills and assure opportunities of growth are in reach. Customized packages are offered to help business owners create marketing strategies that help achieve their goals. The bills organization also offers a wide variety of sponsorship opportunities to its potential sponsors. Through home games, stadium signage, branding, media, and tickets and hospitality it is assured businesses will gain maximum exposure.
The Buffalo Bills organization has 8 main objectives of achievement for its sponsors: * Increase Sales * Enhance and Develop Your Brand * Drive Traffic * Build Your Profile in the Community * Reward Your Customers * Network With Other Partners * Target a Captive Audience * Entertain Prospects A significant sponsorship opportunity the Buffalo Bills organization offers to potential sponsors is at those individual events held as a benefit to the community. During this past summers training camp the bills held the “2010 Buffalo Bills Training Camp Picnic” a benefit for the Crestwood Children’s Center. Three different sponsorship opportunities were made available to sponsors. A platinum sponsorship ($2,000) included 25 complimentary tickets, food and beverages, and signage display at the event. The gold sponsorship ($750) included 12 complimentary tickets, food and beverage, and signage display at the event. And the silver sponsorship ($ 250) included 4 complimentary tickets, food and beverage, and signage at the event. The event was held at St John Fisher College and information was made available to sponsors through various websites, newspapers, and flyers. Just this past September the Buffalo Bills also held an Alumni Kickoff Event. The event brought back Bills alumni as well as 16 Hall of Famers for a three day celebrations. The three day event kicked off with the “Legends of the NFL” at the Seneca Niagara Events Center in Niagara, NY. Day two held the VIP Tailgate Party at Ralph Wilson Stadium which was followed by the home opener against the Miami Dolphins. The event concluded with a charity golf tournament at the 25 million dollar golf course, Seneca Hickory Stick Golf Club in Lewiston, NY. All sponsors of the three day event were given the opportunity to attend these events, as well as recognition for their contributions. Marcus Stroud a member of the Buffalo Bills held the “Le Moulin Rouge” this past March. The event was held as a benefit to The Children’s Healthcare of Atlanta Foundation. The purpose of the event was to raise money for those underprivileged children in order to create academic and athletic programs they can participate in. All sponsors received recognition by the Marcus Stroud Charity Foundation. The charity events listed above are just a few of the events Buffalo Bills organization has held in the recent year. Charitable events such as these are held frequently and present a great opportunity for sponsors to be recognized by the community and build a great relationship with the bills organization. The Buffalo Bills organization has created great relationships with the many different companies currently sponsoring the team. This has created many contract extensions as well as new sponsorship opportunities. Buffalo RV, a very successful recreational vehicle company based out of Buffalo, NY was so pleased with services they received from the organization as a sponsor they agreed to sign a three year extension from the original one year agreement. Bills fans receive special prices on propane, receive free refreshments and can use their dumping stations. With bills fans showing a great passion for recreational vehicle this is a great benefit for fans, Buffalo RV, and the bills organization The local car dealership North Town Automotive also agreed to remain as the team’s official and exclusive automotive dealer. North Town Automotive will be the title sponsor of exclusive Buffalo Bills television programming airing during the season. Also they will receive game day sponsorship of home games, signage and other promotional opportunities. North Town Automotive has been part of the community since 1970 and will greatly benefit the fans as well as its business. Another company just as pleased with the services they received as a sponsor of the bills organization is America’s top Canadian beer company Labatt Blue. Labatt Blue has been an official sponsor of the Buffalo Bills since 2004. In 2007 the company moved its headquarters to Buffalo, NY where they then signed an extension with the bills as the top beer sponsor. With the sponsorship Labatt Blue will keep the famous Labatt Blue Zone, receive signage, a commercial played on the scoreboard, and the opportunity to showcase “The Cold One”. They also receive merchandise rights as well as game day sponsorships. Labatt Blue has emerged as one of the Buffalo Bills top sponsors and plays a major role in the funding of the organization.\ Not only has the Buffalo Bills organization done a great job at keeping current sponsors pleased with their services, they have also created new relationships to build on with new partnerships. The bills recently announced a new partnership with Sanyo as the official electronics and HDTV provider of the team. The television sets at the club level seats in Ralph Wilson stadium were all replaced with Sanyo HDTV’s. Many of Sanyo products such as their 46 inch waterproof HDTV are showcased through out the stadium. They are also the official sponsor of bills practice jerseys with the Sanyo logo visible on the sleeve of each of them. The Bills have partnered with Sanyo because of the wide variety of environmentally friendly products they can offer the fans at Ralph Wilson Stadium. A new agreement was also reached between the Buffalo Bills and M&T Bank. As the “Official” bank of the bills, M&T Bank is the only bank permitted to use the bills trademark at Ralph Wilson Stadium as well as their logo on banking checks. A climate controlled seating area will be designated in the Southeast end of the stadium named M&T Bank Club. These seats are the only climate controlled seats offered in the entire stadium. Time Warner Cable also joined the party when the nation’s second largest cable television company agreed to a sponsorship deal with the Buffalo Bills. The “Time Warner Cable Business Class Club” a 450 seat luxury club at Ralph Wilson Stadium provides fans the opportunity experience Time Warner Cable’s wireless internet, digital phone, and high definition television services. The main objective is to reach out to potential business class customers by displaying the many different services offered. It should also be noted that the Buffalo Bills also have some form of partnership with the following companies: Verizon wireless, Tim Hortons, Pepsi, Tops, Xerox, Jet Blue, Peatec Energy, Visa, Toyota, Bud Light, Coors Light, Perry’s Ice Cream, New Area, Gatorade, American Red Cross, Bully Hill, Super Guarantee, Cook Moving System, Integrity Office, Adam’s Mark, Blue Cross Blue Shield, Sahlens, and Kaledia Health.
SWOT & PEST ANAYLSIS
STRENGHTS:
Young talent
During the 2010 NFL draft the Buffalo Bills selected C.J. Spiller with the 9th over all pick. C.J. Spiller out of Clemson University was the first running back taken in the draft. Spiller’s skill set brings a multi-dimensional player to the Buffalo Bills. He can beat opponents in the passing game as well as the running game. With a young struggling quarterback in Trent Edwards, Spiller’s playmaking abilities from anywhere on the field should allow for less pressure on the young quarterback.
Defense
Following the 2009 season the Buffalo Bills defense was ranked third to last in rushing yards allowed per game in the entire NFL. To address the issue the Buffalo Bills switched to a 3-4 defense and signed two key offseason free agents. Dwan Edwards and Spencer Johnson will both join the 310 pounder Marcus Stroud up front. The line backing corps is bigger and more explosive. Former defensive ends Chris Kelsay and Aaron Maybin have both moved to the outside linebacker positions which will provide a lot more size and speed. The inside linebacker positions have great experience with veterans Paul Posluszny and Andrea Davis.
The combination of an already talented secondary with the new changes made to the front seven should allow for more success in stopping the run game. The defense is yet to reach the elite rankings among the NFL, however things are moving in the right direction.
New Head Coach During the off-season the Buffalo Bills signed new head coach Chan Gailey. Gailey, who is known around the league for his offensive success, brings 16 years of coaching experience to the Bills. As the Dallas Cowboys head coach from 98-99 he lead his team to the playoffs and complied an 18-14 record. Gailey also served as offensive coordinator in Denver, Pittsburgh, Miami and Kansas City. From 2002-2007 Gailey was head coach of the Georgia Tech Yellow Jackets and lead them to bowl appearances in his first six seasons. After being announced as head coach of the Buffalo Bills, Gailey immediately hired five new coaches to his staff. Cutis Modkins offensive coordinator/running backs coach, Bob Bicknell tight ends coach, Joe D’Alessandris offensive line coach, Kevin Patullo offensive quality control, and Gill Smith as a defensive assistant. Gailey elected to keep secondary coach George Catavolos and defensive assistant Bob Sanders. The offensive minded coach will use his experience on many different levels to improve a struggling Bills offense. Look for the Bills offense to improve with Gailey as head coach.
WEAKNESSES:
Quarterback Since the retirement of Hall of Fame quarterback Jim Kelley, the Bills have yet to find a consistent quarterback. The most productive quarterback they have seen under center since Kelly has been Drew Bledsoe and even he struggled during his time in Buffalo. Their current roster consists of three very young Quarterbacks; starter Trent Edwards, back up Ryan Fitzpartick, and third stringer Brian Brohm. Third string quarterback Brian Brohm is entering his second year in the league and has only started one NFL game. He is young and talented but won’t see much action for the Bills. Back-up quarterback Ryan Fitzpartick is entering his 5th year in the NFL. He split time with starter Trent Edwards the last two years, but has yet to prove he is the man for the job. Starting quarterback Trent Edwards is entering his 4th year in the NFL and has started the most games for any quarterback in the Bills roster. Edwards is currently listed as the Bills starting quarterback, but has yet to reach his full potential. With a weak offensive line since he arrived on the scene, the Bills are hoping with the new offensive minded head coach Gailey, Edwards will turn into a solid starting NFL quarterback.
Offensive Line The offensive line of the Buffalo Bills has been one hit by injury and in-experience. Right tackle Cornell Green and center Geoff Hangartner are the only real experienced vets with a combined 14 yrs of experience. Left tackle Demtrius Bell, left guard Andy Levitre, and right guard Eric Wood are all entering their second years in the NFL. It is very evident the offensive line is lacking experience, which results in their inconsistent play and offensive struggles.
Team Depth The Buffalo Bills have been pretty consistent the last five seasons winning 5 or 6 games each year. Majority of the back-up players have little NFL experience which takes a toll on the starters, many times causing injuries. The Buffalo Bills need to improve their team depth in order to improve their record through out the season.
OPPROTUNTIES:
First-round draft picks NFL specialists predict the Buffalo Bills to win only 3-4 games during the 2010 season. This will result in a very high first round draft pick during the 2011 draft. With this pick the Bills can look to draft a young talented quarterback to replace the struggling quarterbacks on the current roster. Also with an early second round draft pick the Bills can draft a talented offensive lineman to beef up an inexperienced offensive line. It is very important for the Bills to use their early draft picks wisely to meet the needs of a struggling offense.
Offensive Coach With new offensive minded coach Chan Gailey taking over a struggling offense; the Bills will be given the opportunity to improve the points they score per game. Gailey has proven him self as a successful offensive coach. While at Georgia Tech his teams averaged just under 200 rushing yards per game and around 400 yards of total offence. While coaching in the NFL as either a head coach or offensive coordinator, he produced seven 1,000 yard rushers. Gailey has a great understanding of offensive game plans and can improve the Bills offensive output.
THREATS:
Weak Free Agent Class
Entering the 2011 season majority of the big free agent names will have already re-signed with their team or found a new home. With very few big name free-agents on the market, it will be hard for the Bills to offer a player the contract they are looking for. With a depleted salary cap, mainly because of current contracts and the large contracts their top draft picks will demand, the Bills will not land many free-agents following the 2010 season. Majority of the free-agents they will sign will be more role players that can possibly add team depth.
Questionable Quarterback Class One of the quickest ways to rebuild a team is to find a franchise quarterback, just as the Atlanta Falcons did with Matt Ryan. However this years draft does not seem to have a Matt Ryan like quarterback in it. Last years draft class was very strong at the quarterback position with names like Tim Tebow and Sam Bradford going in the first round. This left this years draft class of quarterbacks considerably weak. Jay Locker from the University of Washington would have been the first quarterback taken in the 2010 draft had he enter, however if the Bills do not receive a top three pick Locker will already be taken. After Locker many of the quarterbacks have NFL potential but do not appear to be an immediate impact type quarterback.
First Round Pick Pressure
The Bills will deal with the pressure and money that go with a top overall pick of the draft. Should they decide to select a quarterback; the pressure will be great to put him on the field immediately. It is very difficult to pay someone the type of money a quarterback would require, and have that player sit on the bench for a season. However, the Bills have to select a player worth a top overall pick. The Bills do need immediate help at offensive line, but they could not justify taking a lineman with a top overall pick with such a struggle at the quarterback position.
POLITICAL ISSUES:
Team Leaving Town Many rumors have surrounded the Buffalo Bills and a possible relocation to the City of Toronto. The Bills goal is to increase the focus on the northern market. One pre-season game and one regular season game are already being played in Toronto each year. Every Buffalo Bills game that has been played in Toronto has sold out, which has increased revenue and at the same time allowed Bills fans to not miss the game due to black out. The Bills are currently pursuing the option of playing a possible split season. Half the home games would be played in Toronto and the other half would be played in Buffalo. If this were to take place many Buffalo residents would become upset causing many issues through out the area.
Aging Owner The Buffalo Bills owner Ralph Wilson at the age of 91 is the oldest owner currently in the NFL. Wilson has flirted with the idea of a complete move of his team to Toronto, but has promised Bills fans he would keep the team in Buffalo. Wilson has been offered millions of dollars by brokers in Toronto to sell his ownership in order for a move to the large Canadian city, which he has rejected many times. Wilson has made it very clear he will not leave the ownership of his team to family upon his death based on tax issues. This is where a problem arises. When Wilson is no longer the owner, the Bills will be in desperate need to sell the team. With Blue Jays owner Ted Rogers, Maple Leaf Sports & Entertainment chairman Larry Tanenbaum and local power broker Paul Godfrey waiting with pockets full of cash it is most likely one of them will be the next owner of the Buffalo Bills and the team will be moved to Toronto. The only hope for the City of Buffalo and Bills fans is that someone local with the appropriate funds such as the Sabers owner would be willing to purchase the team.
ECONOMICAL ISSUES:
Struggling Ticket Sales With more than 70,000 manufacturing jobs being lost in western New York in the last 10 years, the city of Buffalo has lost more than 26,000 private sector jobs since 2000. Western New York’s unemployment rate as of July 2010 was just above eight percent. The struggling local economy, combined with loosing efforts the Buffalo Bills have occurred on the field have lead to struggling ticket sales. Based on early figures of the secondary ticket sales market, the Bills possess the least popular ticket currently in the NFL. A re-sale ticket to a home Bills game averages roughly $85, the lowest priced ticket on the market. The NFL released a report on the four cheapest games to attend during the 2010 season; three out of the four were Buffalo Bills home games with the average ticket price being between $45 and $55. The resale ticket market is not the only place that the Bills are seeing a struggle in ticket sales. Despite an increase in the average ticket price to attend a Bills home game, they still saw season ticket holder’s decrease. For the 2010 season the Bills sold an estimated 43,000 season tickets, down just about 11,000 from last year.
SOCIAL ISSUES: Sabers Taking Over in Buffalo During the early 90’s the Buffalo Bills were the face of Western, NY. Making four straight super bowl appearances from 1990- 1994, residents of Buffalo, NY were overwhelmingly proud of their football team. After the Bills made their last super bowl appearance in 94 things began to go down hill from there. Bills fans would encounter loosing seasons over the next decade. Slowly the Buffalo Sabers began to emerge as the team to watch in Buffalo. The Sabers are very competitive every year and are always in the hunt for the Stanley cup. The Buffalo Sabres have always been a popular team in the city of Buffalo, but with the Bills struggling so badly they have emerged as the team to follow.
TECHNICAL ISSUES:
Internet
With advances in technology occurring everyday many fans are using other methods to stay up to date with NFL games. The internet has become a very popular alternative method of Bills fans that many times are not given the opportunity to view the games on television due to local black out. Live internet streaming by internet sights such as ESPN 360.com give Bills fans the ability to follow the game with live play by play action. Other internet options include the team websites, NLF.com, ESPN.com, etc where fans can get game recaps and view highlights of the game. It is safe to say that advances in the internet have definitely contributed to the decrease in Bills ticket sales over the past few years.
NFL Sunday Ticket The NFL Sunday ticket offered by Direct TV gives NFL fans the opportunity watch every NFL game played during the entire season. The price of this service is roughly $300, way cheaper than a Buffalo Bills season ticket. With majority of Bills home games not available to the local viewers, some Bills fans have turned to the NFL Sunday ticket as means of watching the game. Not only can fans enjoy the NFL Sunday ticket in the comfort of their home, many local sports bars and restaurants also offer this program to their customers. This gives many Bills fans living in the area the ability to enjoy the game locally with out having to attend the game. With so many other means of viewing a Buffalo Bills game; it appears many of the fans that attend the game simply enjoy the live action and are loyal fans. The Buffalo Bills are not the only team affected by advances in technology, but with their organization struggling to fill the seats it has had a larger impact.