FOX Sports Arizona general sales manager Ed Olsen talks about the value of live, local sports and the importance of in-game messaging in this profile in the Phoenix Business Journal.
Profile: Ed Olsen, Fox Sports Arizona
Phoenix Business Journal - by Mike Sunnucks
Phoenix generally isn’t one of those sports towns where fans live and die with their teams. That’s usually reserved for places such as Philadelphia, Pittsburgh and Boston.
But Ed Olsen is one of the folks in the Valley whose job thrives or withers based on how Phoenix’s professional and university sports teams are performing.
Olsen is general sales manager of Fox Sports Arizona — the News Corp.-owned regional sports cable network that televises games of the Arizona Diamondbacks, Phoenix Suns, Phoenix Coyotes, ASU football and basketball, and other college sports. FSAZ also broadcasts some highlight and review shows produced by the Arizona Cardinals.
The hometown sports network does well when the local teams are performing well, but faces challenges when they’re not.
Olsen came to FSAZ from Cox Communications Inc., where he also sold advertising. As part of his current job, he often is at games and events promoting FSAZ, hosting advertisers and courting potential clients.
“Depending on the time of year, I will take in as many as 10 to 12 games each month,” he said.
Olsen said he’d like to see more loyalty to the hometown teams at local games instead of seeing the plethora of Dallas Cowboys, Los Angeles Lakers or Detroit Red Wings fans there. His loyalties lie mostly with ASU, his alma mater.
He said FSAZ sets itself apart as an advertising vehicle because of its affiliation with local teams and the option of in-game marketing, such as sponsoring a scoreboard, highlight or segment associated with a team or game.
“Our in-game messaging opportunities are a tremendous asset to clients,” said Olsen, who been with FSAZ for more than a year.
He said his sales approach is mostly about working out a business and marketing plan for potential clients that works for them and FSAZ.
“Live, local sports affords advertisers a venue to reach a passionate and engaged audience,” he said. “The affiliation alone creates customer loyalty and gives you instant credibility with the consumer.”
Up close
Education: Bachelor’s degree in broadcast sales and management, Arizona State University
Family: Four children: Danny, 30; Jessica, 27; and twins Melissa and Ashley, 22
Pet: Kona, my beloved yellow lab
Radio Stations: Sports-talk or iPod
Hometown: Born and raised in Phoenix
Residence: Tempe
The job
Biggest challenge right now in advertising: Probably the economy, coupled with the significant shifts in the viewing habits of the television user.
Are you seeing signs of improvement?
There has definitely been some improvement. That being said, I think all industries are adjusting to what will be a new normal, where you see less dramatic fluctuations in both growth and decline in the economy. I think the real differentiator will be who can provide effective messaging opportunities within their content.
How long you were at Cox:
13 years. I started out as an intern, then worked in traffic, sales support, sales and ultimately sales management.
Favorites
Local team: Arizona State University Sun Devils
Local mascot: I would say Sparky … but I really like the Suns Gorilla.
Sports events on your bucket list: Another Sun Devil Rose Bowl; a home football game at Notre Dame; a Final Four; and the Masters
No comments:
Post a Comment