One local company hoping to score a touchdown with its marketing plan this year is the San Diego Chargers.
The football team is celebrating the 40th year it has represented the city with home game promotions that include throwback uniforms, new stadium decorations and anniversary merchandise.
The seasonlong celebration may be the one constant for the team this football year.
The anniversary promotions are supported by the development of the team’s Web site, which over the last couple of years has turned into a useful marketing tool, said Bill Johnston, the team’s public relations director.
“It’s a growing opportunity for us that we’re just now starting to take advantage of,” he said.
– Promos PlannedFor Home Games
During every Chargers home game this season the team plans to unveil a new promotion. It started with the 26-player ring of honor revealed Sept. 10 at Qualcomm Stadium. The permanent markers honoring the franchise’s all-time best players located below the press level is similar to Texas Stadium, home of the Dallas Cowboys in Irving, Texas.
On Sept. 17, Doug Wilkerson, the 27th player, will be added.
Johnston said the season would be dedicated to the fans and their memories of past players, games, seasons and teams.
Johnston refused to discuss how much the team was spending on the anniversary season.
“We’re doing a lot of things that will rekindle those memories,” he said. “Some of those include allowing the fans to participate in two voting opportunities.”
Fans will select an all-time team and the Chargers’ greatest moments through the team’s Web site.
“Every home game we’re going to be showing video clips of various moments culminating with the list of top 10 being shown on Dec. 3, when we play the San Francisco 49ers,” Johnston said.
– Lightning BoltsMake A Comeback
The last time the Chargers played the 49ers outside preseason games was in the 1995 Super Bowl , following a season in which the team wore throwback uniforms. The Bolts will again don old uniforms when they face the Oakland Raiders in a night game Oct. 29 in San Diego. It will be nationally televised on ESPN.
The team had petitioned the league for over a year to wear the powder blue jerseys and white helmets during the regular season.
“It’s a pretty popular uniform,” he said, adding the Chargers are one of several teams currently in discussion with the NFL to wear multiple uniforms in the regular season.
“It’s something that has worked very well in other sports,” he said.
The team is also selling anniversary shirts, CD-ROMs and a book commemorating the anniversary season.
“This is a huge opportunity for us to celebrate 40 years in San Diego with all the people that have been with us for so many years,” he said.
