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

2. 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

3. 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

4. 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)

5. 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

6. 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

7. 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”

8. 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

9. 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)

10. 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

11. 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