A winning match: businesses that sponsor sports teams and associations benefit themselves and the community.

• Author: Grenn, Ben

"In biblical times, it might have been known as "you reap what you sow."

Sponsoring or advertising at local sporting events or with teams and associations is just one way businesses can help make their own companies successful and get something in return for those dollars they spend.

"I'm a sports enthusiast," says Able Body Shop Owner Ryan Cropper. "Naturally, I am going to advertise in a sporting venue. We get tremendous feedback from our customers who appreciate the fact that we support sports teams."

Of course, that type of advertising is somewhat of a gamble.

"People tend to rally around winning teams. If we do advertising for a team that was performing poorly, then surely attendance would drop and fewer people would see our efforts, Cropper said. "It does have a domino effect."

Among the local sports teams that Able Body Shop sponsors is the Alaska Aces Hockey Club, a semi-professional team, based in Anchorage, which is a member of the East Coast Hockey League. (Ed. Note: at press time, the Aces were atop the West Division standings of the National Conference and had the best record in the entire ECHL league).

Able Body Shop has signage along the boards at the Sullivan Arena, where the Aces play their home games.

"And we have signs close to the penalty boxes, too," said Cropper. "That's a focal point of the scene."

GIVING BACK

Not all sports advertising is seen as trying to get the most out the almighty dollar. Besides trying to drum up business for your company, there are other reasons for advertising.

"I feel it's a way to give back to the community, which gives back to you," said Cropper, who has been a sponsor of the Aces for the past three years.

The automotive repair business also supports the North Star Pee Wees (youth hockey), Boys and Girls Club soccer teams and women's hockey teams.

"I like to change around the advertising dollars," said Cropper. "We probably spend between $30,000 to 40,000 a year on sponsoring local sporting teams. It's a way of helping out in the community. That's the nice part about doing this."

Jinnie Nims, marketing officer for Denali Alaskan Federal Credit Union, echoed many of the same thoughts as Cropper.

"We hope by advertising for sports teams it fosters good will and a relationship will develop between us and the players, families and the community," said Nims.

"We haven't done any scientific surveys to see how much our advertising has impacted those teams that we sponsor, but we have had good...