Crains New York - August 12, 2013 - (Page 17)

BUSINESS OF SPORTS REPORT INSIDE The List New York area’s professional sports teams PAGE 19 ‘We hope to do something never done before at this size and scope’ —Mary Pat Augenthaler, the NFL’s vice president of events, Page 18 Pro soccer gains NYC foothold With two area teams and a third coming, leagues are banking on city’s fan base about $300 on tickets to a Red Bulls game and a four-pack of tickets to the New York Cosmos, a team that began play this month at Hofstra University. He also bought a Cosmos jersey and jacket. And in 2015, should the newest team, the New York City Football Club, play in a BY HILARY JOHNSON stadium close to his home in Rego Park, Queens, so much the better, Raymond Kimmelman-DeVries is Mr. Kimmelman-DeVries said. one of soccer’s newest fans, and “I have to figure out where I’m among its most enthusiastic. going to go,” he said. “But it’s great The 37-year-old construction to be part of New York City soccer manager turned to right from the start.” the sport in March Mr. Kimmelmanafter getting “fed up,” DeVries is just the he said, with basetype of soccer fan ball’s slow pace and whom the organizaNew York Red Bulls lengthy games. Soctions behind the Red Bull Arena cer’s athleticism, 90teams, Major League Opened: 2010 minute matches and Soccer and Cosmos Cost: $200 million international vibe co-owners Seamus Capacity: 25,000 “caught me in a way O’Brien and Sela New York City FC that something hasn’t Sport, are hoping to Estimated cost of caught me in a while,” attract. They are betproposed stadium: Mr. Kimmelmanting big, given soccer’s $340 million DeVries said. current also-ran place Capacity: 25,000 The only question in the pantheon of is which New YorkU.S. sports, not to New York Cosmos area soccer team, mention the headache Estimated cost of among two conof building stadiums. proposed stadium: tenders,and soon to be But they’re hoping $400 million three, he will support. that the city has Capacity: 25,000 Sources: MLS, New York Cosmos See SOCCER on Page 18 So far, he has spent istockphoto IF THEY BUILD IT... Marketers eye big score from Super Bowl parties Event planners step up their game as businesses look to sponsorship windfall BY MATTHEW FLAMM Players and fans are not the only ones who will experience something new in the Meadowlands next February when the Super Bowl is held for the first time in an open stadium in a cold-weather region. Party planners will also be performing feats of endurance as they attempt to work their magic amid the traffic and crowds of New York. Organizers of perennials like DirecTV’s Celebrity Beach Bowl and the Maxim Super Bowl Party say they have started their preparations at least six months earlier than usual, partly to deal with logistical challenges unique to the city. But placing the biggest marketing event of the year in the media and advertising capital has also raised the bar for performance—while offering the chance of a windfall in publicity and sponsorship dollars. “Nothing is bigger than New York,” said Ben Madden, president of Maxim, the once-mighty young men’s magazine that garners significant ad revenue from its signature annual event. “We’ll have to take it up to another level in terms of the kind of party we throw.” Adding to the pressure is competition from Manhattan’s formidable nightlife scene, as well as the presence of so many top advertising and marketing executives, who will be able to check out firsthand how their dollars are being spent. have to adapt events designed for New York is also the capital of the likes of Florida and Texas to the high rollers; having the densest urban environNational Football League ment in the country. championship game on DirecTV, for instance, SUPER BOWL’s their turf means a bigger needed a location that expected crowd looking to get past could hold an 88,000economic benefit to the New York the velvet ropes. As a resquare-foot tent, be acmetro area sult, Mr. Madden expects cessible to trucks bringthere to be more events ing in 1 million pounds of during the week leading up to Sun- sand and be convenient for celebriday’s game—rather than just the ties taking part in Beach Bowl or traditional Friday- and Saturday- Super Saturday Night, when the night spectaculars—and more tent turns into a nightclub. postgame parties. The satellite-TV giant chose See SUPER BOWL on Page 18 At the same time, organizers $600M August 12, 2013 | Crain’s New York Business | 17

Table of Contents for the Digital Edition of Crains New York - August 12, 2013

IN THE BOROUGHS
IN THE MARKETS
THE INSIDER
SMALL BUSINESS
BUSINESS PEOPLE
OPINION
STEVE HINDY
GREG DAVID
REAL ESTATE DEALS
REPORT: SPORTS BUSINESS
FOR THE RECORD
CLASSIFIEDS
NEW YORK, NEW YORK
SOURCE LUNCH
OUT AND ABOUT
SNAPS

Crains New York - August 12, 2013