By ALAN SNEL
LVSportsBiz.com
Those sports-loving union laborers in the hard hats in Las Vegas are playing with the big boys in the Stanley Cup playoffs when it comes to buying ads, purchasing a high-profile, on-ice advertisement near the center faceoff for the Golden Knights’ home playoff games this spring.
The Laborers International with the Nevada Contractors Association have purchased the ad spot on the ice for the postseason at T-Mobile Arena, said Tommy White, Laborers 872 local leader in Las Vegas.
White declined to say how much the on-ice ad costs. But typically, one of these prominent on-ice advertisements can cost in the $250,000 range for an entire post-season if a team plays all four rounds and reaches the Stanley Cup Finals. (Disclosure: Laborers 872 is an LVSportsBiz.com advertiser.)
White did say the Laborers will get a refund for any playoff rounds that are not played by the Golden Knights, the current Pacific Division leaders. The first-year team Monday clinched a playoff berth with a 4-1 victory over the Colorado Avalanche.
White said the Laborers snapped up the ad space for the playoffs after hearing Staples was not going to continue its regular-season, on-ice ad spot into the postseason. There are only four of these ads on the ice. The other three currently on the VGK ice at T-Mobile Arena are Toyota, City National Bank and Credit One Bank besides Staples.
“When the opportunity came to have an ad place in the playoffs, it was a fantastic chance for us,” White said. He noted Laborers union members enjoy sports and will take pride in seeing their union logo on the ice.
A Stanley Cup playoff team can generate millions of dollars in postseason advertisement revenues in addition to around $2 million per game in ticket sales, which can increase if the NHL team advances from round to round. LVSportsBiz.com published the Golden Knights’ playoff ticket strategy in an effort to steer postseason tickets into the hands of Golden Knights fans.
The Laborers 872 already pays for advertisements on the Golden Knights home ice boards and for TV spots on AT&T SportsNet Rocky Mountain, which has the broadcast rights to VGK games.
The union local, which is a big supporter of the $1.8 billion Raiders stadium project in Las Vegas, also has paid for sponsorships with the new Las Vegas Lights FC soccer team in downtown. The Laborer 872 bought a special 100-person seating section on the field with signage and awards a “hardest working man of the game” award to a Lights player at each game.
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