While most of the world views the Silicon Valley for its high tech innovation and nearby Sonoma for its wines, there is no doubt that a great deal of sports branding and innovation is continuing to flourish in the region as well. While it is true the Oakland .s remain challenged for a new stadium (although GM Billy Bean.s Moneyball approach to the business of baseball was certainly innovative) and the Oakland Raiders remain a struggling piece for the NFL, the areas other franchises, both big and small, are certainly viewed as leaders in many areas.
At the top of the list is Silicon Valley Entertainment and the San Jose Sharks, led by Kevin Compton. SVE, which was profiled this week in Forbes, has taken a leadership position in finance, digital promotion, brand execution and fan development in the NHL, quickly making the Sharks leaders not just in hockey branding, but in sports innovation as well. Couple that with their work with Scott Coke.s Strikeforce MMA promotion (which aired on CBS last Saturday), easily the second-most successful and well run business in Mixed Martial Arts behind the industry leader the UFC, and you have two brands that have solid footholds not yet as leaders, but as strong challengers and innovators in their respective sports, sharing business expenses and building brand equity. Then you have one of minor league basebal.s most successful year-round operations, the Fresno Grizzlies not that far away. The Grizzlies, the San Francisco Giants AAA affiliate, have made their.I Hate The Offseaso. promotion, which gives the casual fan a reason to follow the team with video, promotions and special events throughout the winter, is always one of the strongest examples of brand building in the sport year-round.
Also in the area is the Golden State Warriors, whose challenges on the court have forced them to be more aggressive in their branding, social media outreach and community relations year in and year out. The Warriors are always noted for their approach to finding alternative media, from college and h9gh school reporters to bloggers and ethnic media, to make sure that every possible part of their fan base remains engaged and that the team stays relevant on and off the court. Event the Raiders, for their front office challenges, this week announced that they will broadcast games in Navajo, as a tribute to their Native American fan base. Is it larg. Not sure. But by reaching out to do the broadcasts the Raiders have identified a niche to cultivate and see if it leads to new opportunities.
End of the day is winning importan. Of course. However building smart businesses around on field success and making sure fans are engaged and cultivated and partners are receiving value is just as important in these challenging times. So if you are looking for a region that is leading the way in a diverse group of sports, from MMA to the big leagues, look no further than Northern California for leadership.
