Pro Bowl NEW YORK >> The NFL and Hawaii will begin negotiations this month to keep the Pro Bowl in Honolulu, with the state hoping to cut its price while making the all-star game part of an expanded marketing plan.
extension
in works
The NFL is resisting the state’s
request to pay a lower subsidyBy Curtis Eichelberger
Bloomberg NewsThe Pro Bowl is scheduled for Aloha Stadium through 2005. NFL executives will propose a three-year extension at the league owners meeting in Phoenix on March 23-26.
Both sides want to establish a year-round marketing relationship and agree they must do a better job promoting the game, with no plans to move to another site. The state, however, wants to reduce the $5 million annual subsidy it pays the league, a cut that the most popular sport in the U.S. opposes.
"They have no understanding of the power of the NFL," said Jim Steeg, the league's senior vice president of special events. "Companies pay millions to use our logo. They've had it for 24 years and haven't taken full advantage of it."
Rex Johnson, executive of the Hawaii Tourism Authority, said the state wants to use its NFL relationship to lure more business travelers for conventions and other meetings.
"The goal is to tie the two most visible brands in sports and vacationing together," he said. "It's a week-long celebration now, and we want to make it into a year-round event."
This year's Pro Bowl drew 18,000 out-of-state visitors to Hawaii, up from about 16,000 last year, according to a survey by Johnson's office.
Those visitors spent $23.8 million on products, services and entertainment, accounting for $2.32 million in state tax revenue, the survey said.
The NFL, in turn, uses the resort location to try to convince players to play. Many of the players' wives and children see the game as a great winter vacation.
Even with the boost in business surrounding the game, though, the state said the subsidy is too high, and Johnson said it must either reduce the cost or find a sponsor.
The current agreement calls for Hawaii to pay the NFL $5.38 million next February and $5.75 million in the final year of the contract. The money pays for sending NFL players and administrators to the game and other league expenses.
"We're not going to give them money back, but we may change the ways we make the money," Steeg said. "They haven't taken advantage of things like novelties and concessions and advertising on the stadium."
In a related matter, Hula Bowl executive director Dick Schaller said the college all-star game will remain on Maui next year. There had been speculation that the game would be moved back to Oahu because of sagging attendance and the Hula Bowl's partnership with the Pro Bowl.
Hula Bowl
National Football League