Rick Welts
Mindful Marketing
October 5, 2007 | by Noah on the writeup.. Jay on the Video | Permalink
Rick Welts, president of the Phoenix Suns basketball organization, can be credited as partially responsible for making the NBA what it is today. In 1982, Rick, inspired by a Cracker Jack old timers baseball game, began to seek corporations to sponsor the NBA, which at the time was not the product that it is today. This search resulted in what is now called All-Star Weekend, a corporately sponsored weekend celebrating the storied history of the NBA, and rejuvenating the ABA tradition of the Dunk Contest. The resulting works established Rick as one of the innovators of the new brand that would become today’s NBA.
When asked for sports marketing advice, Rick speaks poignantly enough to merit block quotes.
“All the marketing in the world can only do one thing, which is shine a brighter light on your product. Now if the product can’t hold up to the scrutiny, it’s not a good idea.” And that scrutiny, Rick says, takes place in nothing short of a “fishbowl,” observed by a media far-evolved from the generally supportive beat reporters of the past. Rick has succeeded at his post, supporting one of the finest and most exciting franchises in
the country.
“People forget what makes them happy,” says Rick. “If you’re happy going to work each day, it’s probably a good start.”
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THERE ARE 2 RESPONSES TO THIS INTERVIEW
Steve Says:
October 5th, 2007
Another great interview. I like what he said about all the marketing in the world can only shine a light on your product. So many retailers spend more money on the “box” than the “product inside.”
kelly G Says:
October 5th, 2007
Nice to read about the person responsible for bringing the “All Star Weekend” and “Slam Dunk” contest to the NBA! How could you go to work unhappy with Rick’s attitude? Sounds like a man that works hard to keep things fresh. For those of us that enjoy the NBA … thank you!
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