Case Analysis Anne O’Dell Washington Redtails Case Analysis Anne O’Dell

Economic Factors Team is Privately held Currently worth $1.5 billion (3rd wealthiest in NFL) NFL equally splits following profits TV Contracts Commercial & Merchandise Some Sponsorship Deals Profits not split equally Stadium Box Seats: local team keeps 100% of revenue Gate Revenue (tickets sales): local team 60% | visiting team 40% NFL Projected Revenue for 2014 Season is $10 Billion Split evenly between 32 teams = $312,500,000

Demographic Scan 2009 Survey of Team Fans 2013 Survey of NFL Fans 32% older than 55 28% younger than 35 56% male Racial makeup said to mirror that of the region 2013 Survey of NFL Fans 39% older than 59 60% male 76% white $35,000 - $75,000 average income Team not attracting younger demographic

Cultural Scan Don’t know the culture of the organization Board & Executive Director Statistics: Owner is white male, 49 years of age Ownership group 3 of 3 are older white males Vice Presidents & Executive Directors: 7 white males 2 black males 1 white woman (Foundation Director)

Cultural Scan continued Cultural Elements & Values Encouraging Participation Local & Regional Pride Community Identity Social Activities (tailgating, watch parties, wearing costumes, etc.) Social Media Team Cheerleaders Influencing Leisure Trends Popularity of Football Season Elements Influencing Artistic Offerings None

Cultural Scan continued How has organization responded to technology culture? Embraced it Internal Political Factors: Don’t know External Political Factors: Owner & Ownership Group are politically well connected Maintaining name of “Redskins” has not been a liability for them so far Congress has officially sent letter recommending name change Team has recently been cleared to sue 5 Native Americans

Cultural Scan continued Other “X” Factors Currently last in their division (again) 3 Wins, 8 Losses so far this season Still have huge, dedicated fan base Probably the only professional team in the DC region that does not have mostly “Fair Weather Fans”

SWOC Analysis Strengths Weaknesses Opportunities Challenges Cultural Products Dedicated fan base Lucrative Long standing traditions Traditionally a losing team Offensive & alienating name Owner is in denial about offensiveness of name Change name & expand into younger, wealthier demographic Improve image Majority of current fans do not want name changed Pressure is building to change name

SWOC Analysis Strengths Weaknesses Opportunities Challenges Pricing Military offers Season or single tame tickets available Seasonal tickets cost $690 - $1390 (or call for pricing) Package deals Parking prices for standard vehicles are $46 & $57.50 List individual game ticket prices on team website Not everyone can afford season packages Individual tickets are cheaper on other sites (start at $7)

SWOC Analysis Strengths Weaknesses Opportunities Challenges Place (Access) FedEx Field seats 79,000 241 private suites HD video screens Parking for buses & RVs Has disabled access Metrorail accessible Parking tickets can be purchased ahead of time Can be difficult for people to drive to because of traffic, road construction, or getting lost Not sure Other professional teams inside the city are easier to access

SWOC Analysis Strengths Weaknesses Opportunities Challenges Promotional Efforts Strong presence on radio, social media, and TV Multiple deals with other businesses Tries to appeal to women through social issues Military focus Name and fans are not welcoming Owner seems insensitive Not all efforts seem sincere Does not try to appeal to younger demographic Team doesn’t win much Could be more inclusive of other demographics Offer family plans/kids discounts Can’t alienate current fans NFL culture Recent issues of violence involving NFL players from other teams Team needs to win