ANC Sports Enterprises said its first “concert within a game” promotion with an NBA team was a success, and that it plans to run the promotion with other NBA franchises.
Purchase, NY-based ANC Sports designed the “concert within a game” program to significantly increase incremental ticket sales and sponsorship revenue for professional sports teams. The program, which brings music and professional sports together for one evening, has become a model the Boston Celtics will use in the future to draw new fans and sponsors to exciting NBA action, according to ANC Sports.
“Our vision to combine the NBA and other sports properties with up-and-coming musical performers was designed to benefit the team as well as the recording artist,” Mark Lev, executive VP-sales and marketing, said in a statement. “Teams will see increased ticket sales, new sponsors and a rock star energy surrounding their games, while the emerging artists will have the opportunity to expand their fan base and play in larger venues. It’s a winning formula for both sides.”
The Jan. 14 event at the FleetCenter combined a Celtics-Atlanta Hawks game with a performance by recording artist Gavin DeGraw, and drew a sellout crowd of 17,600. DeGraw performed his hit single I Don’t Wanna Be at halftime, and then performed for an hour after the game.
The Boston event was sponsored by Verizon Wireless and local radio station WXKS-FM, and was promoted on the WXKS-FM and Celtics’ Web sites.
ANC Sports will feature DeGraw again on Feb. 16 at Contnental Airlines Arena, East Rutherford, NJ, when the Sacramento Kings play the New Jersey Nets. ANC said they have yet to secure a sponsor for the event.
The promo was tested last season at FleetCenter during a Boston Bruins (NHL) game, and will be offered to Arena Football League and NBA teams, ANC Sports said.
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