Pro Sports Music Contests

I attended a Bulls game last week, and it struck me that they’re still playing the same songs as in the Jordan days. Alan Parsons Project for the home team. Pink Floyd for the visitors. AC/DC during breaks to get the crowd pumped. Maybe the occasional top 40 pop song. It’s not just the United Center, it’s the entire NBA. They all have the same soundtrack. All music is borrowed. And it’s not just the NBA, it’s all sports.

Occasionally stadiums play a campy team song from the days before rock and roll. “Bear Down, Chicago Bears.” Or “Let’s Go Go-Go White Sox.” When they do, the entire stadium sings along with pride.

Fans want their own songs. That’s why this week’s free idea is for professional sports teams' marketing departments. Hold a contest among local bands to write original music for your team and players, and fund studio time for the winners.

Imagine it. White Sox closer Bobby Jenks runs to the mound to a song about Bobby Jenks running to the mound. Blackhawk phenom Patrick Kane scores a goal and a song about Kaner trumpets from the speakers. Devin Hester pumps up the crowd before a kick return to a song about Hester breaking ankles and getting away. Suddenly the stadium is awash in its own culture.

Besides enhancing the in-person experience, the contest itself is an irresistible marketing opportunity. To start, let fans vote which songs are put into stadium use or make an eventual album. This participation in the formation of their team’s culture will deepen fans’ devotion. Every band will mobilize their fan base to promote their song. By promoting the song, they promote the team. And don’t forget the songs themselves. When fans begin to sing along, they’ll be singing about the team. Marketing this sneaky is borderline immoral.

The musicians get plenty out of the contest, too. Exposure. One of the things I learned running Green St. Records is that up-and-coming bands are happy to work for free if it gets them new fans. This contest delivers new ears. Another lesson, the only difference between many local bands and what you hear on the radio is time in the studio. With studio time, this contest will be the much-fabled big break for winning bands.

But here’s the best part. The full cost should be easily passed on to corporate sponsors. Maybe Scion? Pepsi? Plenty of companies have their fingers in the music scene and would be thrilled to sponsor this type contest. One of the major record labels might even be interested. With such low overhead, sponsorship revenue will likely exceed cost.

So if it’s good for teams, it’s good for bands, and it’s good for sponsors, there’s no reason not to hold team-specific music competitions for local bands. I look forward to singing about the players I’m watching.

Until next week,
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Jonathan Rozen