L.A. Dodgers tap former Ravens exec as new COO
Major League Baseball team the Los Angeles Dodgers named Dennis Mannion as the new chief operating officer, according to the Los Angeles Business Journal
Mannion will be responsible for overseeing the Los Angeles Dodgers’ traditional business operations, including corporate sponsorships, ticket sales, retail operations, concessions, broadcasting and other revenue streams. He will also coordinate the club's integrated marketing efforts.
Mannion joins the Dodgers from the National Football League’s Baltimore Ravens, where he served as the senior vice president of business ventures for the team since December 1999.
His previous experience with baseball includes 16 years with the Philadelphia Phillies organization from 1982 to 1997. His last position held with the Phillies was vice president of marketing.
Mannion was also a senior vice president of Ascent Sports and an owner of the National Basketball Association’s Denver Nuggets and the National Hockey League’s Colorado Avalanche.
He has been part of two World Series—1983 and 1993 with the Phillies—an All-Star Game, an NHL Conference Championship and a Super Bowl with the Ravens.
WinmoEdge spoke with Camille Johnston, a Los Angeles Dodgers
company representative, about the team’s marketing efforts and its openness to strategic partnerships.
Johnston said that with 26,000 season ticket holders, the marketing team primarily utilizes outdoor, print, radio and television advertisements.
She said that in Mannion’s new role at the company, the team’s marketing tools won’t change, but that the concept may.
“We had 3.85 million fans here last year, so multiple marketing efforts are going on here as we try to reach 4 million fans— that’s the goal,” Johnston said. “We look to lots of different avenues for bringing people in.”
She said that building brand awareness is something that the Dodgers has always worked on and because the Dodgers leads the league in stadium merchandise purchases, its fans are constantly looking for new products with the Dodgers logo, which leads to brand recognition in the community.
“There’s in-stadium and out-of-stadium promotions, we work with corporate partners for retail activation and next year is the fiftieth anniversary since the Dodgers moved to L.A., so there will be lots of promotional and sponsorship opportunities,” Johnston said.
She added that she always welcomes proposals from agencies that are looking to create strategic partnerships or work with the Dodgers for sponsorship opportunities.
According to The List database, Irvine, Calif.-based Y&R has served as the Los Angeles Dodgers’ strategic and creative agency of record since 2006.
According to Nielsen Monitor-Plus, the team spent approximately $3.7 million on national advertising in 2006. About $2.6 million was spent on spot television, $700,000 was spent on local newspaper and $300,000 was spent on spot radio.
Sports marketing agencies should contact Mannion with ideas on how to create more of a brand out of the Los Angeles Dodgers and to help the team with its goal of bringing 4 million fans to the stadium. Come up with new ways to cross-promote the brand with big name events in California, or ways to put the brand on apparel, automobiles, et cetera.
Los Angeles Dodgers, Inc.
1000 Elysian Park Avenue
Los Angeles, CA 90012
Sergio Del Prado
Vice President of Sales & Marketing
Chief Operating Officer
Vice Chairman & President