Let’s face it, most of us consider casino marketers as an attention grabbing bunch. When Golden Palace Casino sponsored a known streaker to run riot (and naked) at the 2004 and 2006 Olympics with “GoldenPalace.com” adorned on his chest, the sports industry was shocked, but casino players were glad the general public had finally caught a glimpse (so to speak) of the desperate measures casinos would go to in order to attract business.
While Golden Palace’s publicity stunts may be fondly remembered now, members of the sporting industry are making sure that their games aren’t turned into folly due to attention seeking casinos. The Chicago Cubs, a professional baseball team in Illinois have taken a stand against Horseshoe Casino, who unsuccessfully attempted to cash in on the team’s success. The Chicago Sun Times has reported that the Cubs have installed new billboards on their pitch, in order to block out a Horseshoe Casino advert which was gaining free TV exposure due to its positioning.
The casino advert is located on a building near the Cub’s stadium, but unlike other buildings which cash in on the baseball team’s TV exposure, the building’s owner, Tom Gramatis, doesn’t pay a percentage of profits to the Cubs. In order to avoid the Horseshoe Casino, which allegedly paid $1.2 million for the ad spot, and any other advertisers Gramatis signs up, hogging free advertising space, the Cubs have now erected a blank billboard, which completely blocks out Gramatis’ building.
Speaking to the press, spokesman Peter Chase told reporters that the billboards will remain in place whilst they “evaluate marketing opportunities”. Chase also suggested that it’s important the Cubs protect their “brand” and “value” for their “corporate customers”. Unsurprisingly, both the Horseshoe Casino and Tom Gramatis have declined to comment on the Cub’s new bleachers. The swift way that the Cubs have handled the incident may hopefully mean that casino marketers will be put off cashing in and taking advantage of other sports events.
