Seminole Tribe Bets on Panthers

The Florida Panthers have secured a half million dollar sponsorship deal with the Seminole Tribe of Florida. The Tribe has several gaming properties in the state and have partnered with the Florida Panthers to “present” an entire season of NHL Hockey to the Miami area.

There has always been a bad taste between professional sports and gambling, just ask Pete Rose! However, the National Hockey League has no prohibition against sponsorship by a gaming entity as long as they do not operate sports books. Even so, the Panthers are walking a thin line in the opinion of some.

On the business side of things, it appears to be a win-win situation as the Seminole Tribe has secured prominent rights for their hot-pink insignia to appear on all advertising, print and broadcast media.

As a professional marketer, I can tell you that this deal probably isn’t half bad for the Seminole Tribe. On a per impression basis, $500,000 of paid advertising probably wouldn’t get them as far as this sponsorship. This, of course, depends on the number of fans that are drawn to the games and the television and news coverage that the team gets in its relatively small market.

In addition, the team appears to be holding post game parties at the Coconut Creek Casino which is one of the Seminole Tribe properties. The post-game parties will probably drive some traffic to the casino and once you are in the doors, casino marketers are artists at making you stay!

The Panthers are winners in this deal with the $500,000 added to their coffers, along with some “special” casino incentives, I would assume. However, as the NHL tries to break back into the main stream sports entertainment scene in America, some have argued the association with a gaming facility will curtail this attempt.

I say “Good for the Panthers!” They have a business to run and the Montreal Canadiens have been associated with Molson Breweries for decades…what’s so different?

Source: Miami Herald