Valley PR Blog

Rattlers Ploy Brilliant or Desperate?

By Len Gutman on October 31st, 2007 In Hype!

In an unprecedented sports marketing move, the Arizona Rattlers have offered its fans a money back guarantee for the 2008 season. If the team does not make the playoffs, it will give season-ticket holders their money back.

“We are putting millions of dollars on the line,” said Rattlers managing partner Brett Bouchy. “However, we have full confidence in our new coaching staff, and look forward to returning to the playoffs in 2008.”

Only one problem: the team finished 4-12 this year and missed the playoffs by a long shot. So, is this the smartest marketing move in sports history or a financial fiasco waiting to happen?

I think it’s pure genius. This little ”PR Stunt” has landed the Rattlers national coverage and will surely keep the spotlight on the team all year. But it’s also not a bad financial decision. Say the team significantly increases its season-ticket holder base and the team makes the playoffs — everyone is happy. If they don’t make the playoffs, they give away a few million dollars — it’s really not a bad trade off. Fact is the team makes its money from TV deals and advertising and season-tickets are a small percentage of revenue anyway.

The real question is whether or not the team can get insurance for this like the furniture store in Boston that promised fans they’d get their money back if the Red Sox won the World Series. The four-store Jordan’s Furniture chain promised free sofas, chairs, dining tables and beds to customers who bought between March 7 and April 16 if the Red Sox won the championship. About 30,000 orders were taken during the promotion.

We know how that worked out!

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