Other teams could gain from Warner exit

Sports marketing experts say Arizona Cardinals quarterback Kurt Warner’s retirement could give other Valley sports teams an opportunity to seize market share.

Sports social media expert and CEO of the Digital Royalty Amy Jo Martin said, “It’s a land grab.”

“The team that demonstrates they’re listening to their fans has opportunity to convert,” said Martin, who advises Shaquelle O’Neal, the Cleveland Cavaliers and the Ultimate Fighting Championship on social media and marketing matters.

The Phoenix Suns, Phoenix Coyotes and Arizona Diamondbacks all declined to talk about how they might take advantage of Warner’s retirement, which he announced Friday.

Warner led the Cardinals to their only Super Bowl appearance and two straight National Football League playoffs, which helped create season ticket demand over the past two years for what historically has been a losing team.

Some experts say that demand could diminish with Warner’s retirement and likely depends on how the Cards handle the off season. Personnel decisions related to who will play starting quarterback, the future of receiver Anquan Boldin and defensive players Darnell Dockett and Karlos Dansby are key.

“There is going to be a tremendous hole not left in the Cardinals, or the NFL, but in our community, and that is where the other teams can (and should) try and follow Warner’s role as a community leader and ambassador. Players like Shane Doan, Steve Nash, and others can step up and fill in the void,” said Jeff Hecht, CEO of Jeff Hecht Public Relations and Communications Consulting. Hecht previously did communications work for the Phoenix Coyotes and Westgate City Center developer Steve Ellman. “Goodwill for players giving back extends to the teams they play for, and connecting in a new and more lasting way with our town will insure the long-term success of the franchises here in the Valley.”

The Cardinals did not comment on what they are seeing in terms of season ticket demand or the team’s post-Warner image.

Before the past two seasons, the Cardinals had only one winning season, in 1998, since the Bidwill family moved the team to Phoenix from St. Louis in 1988.

Hecht argues the Phoenix Suns — despite not making the National Basketball Association playoffs last year — continue to be the top brand in the Phoenix marketplace and could have the most to gain from a dip in support for the Cardinals. The Suns have had something the Cardinals have mostly lacked over the years, including winning records, recognizable players and popular ownership.

The Suns, Coyotes and D-backs are ramping up social media efforts and have been offering lower ticket prices and deals aimed at fans concerned about the poor economy, housing and job markets. The Suns have encouraged players, staff and fans to use Twitter.

“Social channels are a great way to build relationships, make the invite and acquire those fans,” Martin said.

Phoenix’s pro sports teams also face some uncertainty. The Suns missed the playoffs last year and could trade forward Amare Stoudemeire. The D-backs finished in last place in the National League West last season and saw attendance decline. The Coyotes are in Chapter 11 bankruptcy, almost moved to Canada and struggled with poor attendance earlier this season.

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