PBA Inks Deal With Shamrock

by Bob Johnson 0

The Professional Bowlers Assn. has retained Portland, Maine-based Shamrock Sports and Entertainment to provide strategic marketing and sponsorship development services.

The joint announcement was made Monday by PBA Chief Executive Officer Geoff Reiss and Shamrock’s President and founder, Brian Corcoran.
“Re-defining what the PBA has to offer to marketers is fundamental to our success and represents a huge growth opportunity for us,” Reiss said. “Working with Shamrock will kick-start our ability to develop programs that will demonstrate that the PBA offers unparalleled value to its partners.

“The PBA has concluded Shamrock is the partner we believe will elevate the PBA brand. Brian’s record of success in other sports, including NASCAR, is exactly the kind of success story we plan to develop as part of our new relationship with America’s business leaders.”

Shamrock is a privately-owned sports marketing and sales agency led by Corcoran, a former NASCAR and Fenway Sports Group Executive. At NASCAR, Corcoran spearheaded efforts to land the largest sports sponsorship in U.S. history with the series entitlement of the NASCAR Nextel Cup Series, reported at $750 million, that later evolved into the NASCAR Sprint Cup Series.

“The heart of our business is developing profitable partnerships between brands and properties to generate excitement beyond what either could achieve on its own,” Corcoran said. “Shamrock is not in the business of sponsorship; we are in the business of creating strategic and mutually rewarding partnerships. Our goal is to optimize the assets of our partners and establish value in their brands.

“We don’t acquire rights, we activate rights,” he added. “We don’t buy impressions, we create experiences. We don’t showcase brands, we communicate brand values.”

Shamrock’s current client roster includes the Boston Athletic Assn., which conducts the Boston Marathon; Seaworld Parks and Entertainment; Richard Childress Racing; the Millrose Games and the Arena Football League, among others.

Shamrock’s immediate priorities are to enhance and extend the PBA brand through entitlement partnership programs and other initiatives.

Initially, Corcoran and Shamrock Executive Vice President Dan Gacetta will oversee the PBA partnership.

Bob Johnson

Bob Johnson has received more national writing awards than any other bowling writer — close to 70 over the course of his 40-year career. He began at age 16 as a staff writer and then assistant editor for the weekly Pacific Bowler newspaper in his native California, and within three years was writing feature stories for Bowlers Journal. He has written for the magazine ever since, except for a five-year span when he was hired as the founding editor of another magazine. He moved to Chicago in 2000 and spent 13 years in the Windy City, including five as Bowlers Journal’s Editor. In 1975, Johnson received the Robert E. Kennedy Award as California’s top undergraduate high school journalist. Five years earlier, on the lanes, he had shared the Bantam Division Doubles championship in the Orange County Junior Bowling Association Championships. Today, he continues to work full-time for Bowlers Journal as its Senior Editor, to write his popular “Strikes Me” column, and to edit Luby Publishing Inc.’s weekly business-to-business Cyber Report.