The name of the team may not jump off the page, but the Texas Legends’ partnership strategy sure will catch your attention.
The team, based in Frisco, is the G League affiliate of the NBA’s Dallas Mavericks. Playing in one of the most crowded metropolitan sports markets in the country, the Legends know that while their broad reach might not be as large as the Cowboys and the Mavericks or the Stars and Rangers, their local reach is exceedingly impactful.
And for the last few years, they have been leaning into that.
Britney Wynn, VP of media relations for the team, credits the G League and the flexibility provided to its member teams.
“The biggest difference on the partnership side between the NBA and the G League is the flexibility we have when it comes to being more creative. We don’t really have set partnerships or levels because everything we do is as custom as possible for the partner we are working with.”
This type of flexibility has led to the team having a different jersey for every home game and even one of their partners building a practice court for them.
“I can honestly tell you that this works better than anything else we do. These networking events get you clients. If you to host a networking event, they will come.” – Britney Wynn on what she tells other G League teams when it comes to successful partner strategies.
One of her favorite activations this year is the evolution of the team’s partnership with Legacy Plumbing. The local Frisco plumbing company was looking to change it up after four years of running a similar promotion. With the goal of the new activation having more of an impact on the community, Wynn and Legacy came up with what they called the “Mission of the Month.”
“Mission of the Month” is an extension of Legacy’s own internal program, except in this situation, the Legends have used their platform to expand the collection of items that will go to different charities to the three networking events they have every month for their premium clients.
Not only have the aforementioned networking events become an opportunity for partners like Legacy to activate, but they have also become a fundamental part of what the Legends can offer that is different from other teams in the area and an example of the culture that owner Donnie Nelson has built around the team.
“Donnie brought the team to Frisco to honor the true legends in the community (hence the name). Whether it was on the philanthropic side or on the business development side, he wanted to use the team solely for giving back purposes.”
— Texas Legends (@TexasLegends) November 9, 2018
Instead of just being a place where partners can activate, Wynn and the team at the Legends have turned the team into a conduit not only for positive social change, but positive business change — all at a price that is the most reasonable in the area and in an experience that is family friendly.
“The whole mindset behind the game is to make it somewhere where people can come and do business in a way you can’t find anywhere else. A lot of our smaller partnerships come in because we’re affordable and we’re family friendly. They will bring their kids and their clients will bring their kids; because of the kid zones on either end of the court, they will be able to talk business while the kids are playing.”
This mindset has spilled over to the networking events, such as a three-times-a-month program the Legends have set up for premium clients that will see them host a breakfast and a lunch at the arena and a happy hour at a partner’s restaurant or location.
They have even built out an executive event series that brings together high ranking executives from their partners in unique ways once a quarter. Their last event was held at a partner’s Mercedes-Benz dealership and was aptly called “Cigars and Cars.”
As for retention rate because of the approach, Wynn said: “I don’t know the exact percentage, but it is pretty high.”
While these initiatives may be hard work for the Legends staff, the events are cost-effective additions to packages that end up being a win-win for everyone involved.