Robert Victoria, Chief Marketing Officer for Foxwoods Resort Casinos, is a firm believer in the benefits of utilizing sports marketing to introduce his brand to new consumers. Foxwoods already has several marketing deals with professional teams in Boston, New York, and New Jersey. In a recent Q&A with the Norwich Bulletin, the first question posed to him bluntly asked, “Is the casino seeing an impact from those sports marketing agreements?” To which he replied, “They’ve generated very positive feedback. The most popular seems to be the (WNBA) Liberty deal. I’ve gotten hundreds of notes on that one alone. It’s helping us build up our database of customers in western Connecticut and New York.”

Notes. It’s always nice to hear positive feedback from clients who enjoyed attending an event or hear that consumers saw your logo on an arena or jersey, but notes alone are not enough to prove to investors and prospective business partners that a company’s marketing spend is being used effectively. How much profit was made on each investment? Did the deal come through with the clients who were brought to the last game? Where’s the documentation for the IRS that the ‘unused’ tickets actually went unused and are a proper write off? Mr. Victoria is absolutely right – sports marketing is an incredibly beneficial tool to bring more exposure to your brand – but after the economic recession companies are more liable than ever for every dime spent and must assume the responsibility to prove to partners and consumers that every sponsorship is beneficial to their business’s growth and success. This is exactly that drives the need for ticket management systems like Spotlight TMS.