PR pros have a keen sense of the value of a championship sports team to a community. Exciting and enormous windows of opportunity open.
PR pros have a keen sense of the value of a championship sports
team to a community. Exciting and enormous windows of opportunity
Nothing unifies a community like sports. Socioeconomic and other
differences melt away. A winning team lifts the morale and energy level
of every segment of the population.
San Antonians are the latest fans to feel like kings of the world as the
Spurs are the city’s only major league sports team and this is its first
title. The city has turned into one giant pep rally. Banners, signs and
car flags are ubiquitous. The synergy is mind boggling. From boardroom
to to playground, everyone has been talking about one thing - the
Economic impacts can be calculated on paper, but how do you assign a
value to other considerations, like media exposure and skyrocketing
community morale? Economists like to refer to such factors as a classic
’externality’ - a benefit to people who are neither buyers nor sellers.
A sports team is like a park or a museum in this regard, improving the
quality of life and enhancing economic development potential.
Media exposure is quantifiable, though you’d better stick a fresh roll
of paper in the adding machine. In addition to the US and Canada, the
NBA Finals were broadcast around the world in 199 countries in 40
Newspapers, magazines, radio, TV, cable, satellite and the Internet
enabled people to follow the games. The spotlight wasn’t limited to the
Spurs. Favorable messages were spread about a culturally-rich and
diverse city, featuring the Alamo and much more. This is welcome
exposure. San Antonio ranks as the nation’s 38th TV market, smallest
among the NBA’s 29 teams, and a world championship spreads the word as
no other means could.
Sustained media coverage produces powerful results: enticing families to
vacation in San Antonio. Motivating convention planners to schedule
meetings there. Prompting young professionals to consider job offers in
the area. Making out-of-town businesses more likely to purchase from San
It’s been a glorious ride. The Spurs have put the spotlight on San
Antonio and lassoed more positive PR than any high-budget campaign ever
Perhaps their triumph can now inspire achievement in other arenas.
Community spirit is like that of a sports team: when harnessed, it
unleashes extraordinary powers. This is a time for new possibilities in
the Alamo City. Confidence abounds - if we can do this, we can do