Best Practice in the Commercial Utilisation of Sports Assets: Lessons from the United States

Best Practice in the Commercial Utilisation of Sports Assets: Lessons from the United States

Room 101,
Foster Court, UCL
(Off Torrington Place WC1 opposite Waterstones Bookstore)

Wednesday 1st December 2003, 6pm-8pm

Given by:

Myles Gallagher, President: The Superlative Group


While there have been significant improvements in the commercial management of Britain’s football clubs in recent years, many business commentators argue that the application of best practice has been uneven and piecemeal, with most clubs heavily reliant on TV revenues (which can be unstable e.g. witness the impact of the collapse of the ITV Digital broadcasting deal for the Football League) and gate receipts (which are constrained by ground size). Comparisons are frequently drawn with practice in the United States where effective wider commercial exploitation of sports assets, for example through stadium-naming rights, is more advanced.

A sales and marketing leader with 20 years of experience in the sports world, Myles Gallagher opened his full service agency, The Superlative Group, Inc. in 1994. Gallagher directed the company’s sales efforts in securing and servicing leading corporations like Cintas, FirstEnergy, Procter & Gamble and General Motors. Properties clients include the St. Louis Cardinals, Cincinnati Reds, Cleveland Indians, Cedar Fair entertainment properties, Saint Louis University and Xavier University. Municipal partners include Miami-Dade County, City of Midland (TX) and Chicago Park District.

Gallagher successfully brokered a 30-year, $75-million Naming Rights of the Cincinnati Reds’ Great American Ballpark, which opened in 2003. While under contract with the Reds, Superlative established a Major League Baseball record when selling out 57 Luxury Suites in the new ballpark in just 37 days. Considered a visionary in the collegiate sports world, Gallagher convinced a small, private school in Xavier University to put a naming rights package before a prospective University donor and produced the largest naming rights deal of its kind for a 10,000-seat, on-campus arena (The Cintas Center) through premium seating and Naming Rights contracts funded nearly the entire cost of this $44 million arena.

Gallagher also served at International Management Group (IMG), responsible for driver endorsements and team representation, as well as the sales and marketing of Motorsports events. Prior to IMG, Gallagher served as the youngest brand manager in the tire industry while at Dunlop Tire Corporation.In this seminar Superlative Group Chief Executive Myles Gallagher, drawing on a decade of successful practice in the United States, discusses how the Superlative Group seeks to achieve maximum advantage for its clients in the utilisation of their sports assets. He outlines the wider challenges faced in marketing sports assets in the US. And concludes with an assessment of the potential for the successful transfer of US practice to the UK football industry.


  • John L. Crompton and Dennis R. Howard (2003) “The American experience with facility naming rights: opportunities for English professional football teams”, in Managing Leisure, Volume 8, Number 4, October 2003.

This is a public lecture to which all are welcome.


Sean Hamil

Football Governance Research Centre


Tel: 020-7631 6763

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