Remaining financially relevant as the only publicly owned team in the NFL may become tougher for the Green Bay Packers in the coming years. Packers president and CEO Ed Policy is well aware of this and plans to find ways to increase revenue without diminishing Lambeau Field’s mystique.
The organization struck up a new sponsorship deal with Emplify Health earlier in the offseason to christen the previously unnamed football field in Titletown “Emplify Health Field.” It was the first domino to fall in the organization’s attempt to generate revenue in a way that balances modern branding culture with respect for history.
Green Bay’s deal with Emplify Health will help, but it won’t be the only venture the Packers dive into. Policy noted earlier this offseason that they have no plans to sell the naming rights to Lambeau Field, but more recently suggested that the stadium will be hosting more events.
“We are focusing on having more major events — non-Packers games at Lambeau Field,” Policy said, via NBC 26’s Kelly Hallinan. “They’re good for us. They do generate revenue, but they’re also great for our community and for the regional and local economy.”
There’s a fine line between cramming in events to make money while also treating Lambeau Field as one of the hallowed grounds remaining in sports. Policy has taken a good first step.
The Packers don’t have the resources that every other team in the NFL has because of their ownership situation. Policy discussed some of those advantages and the need for Green Bay to be more creative and aggressive.
“For example, a team can sell 5 to 10% of their equity without giving up any controlling interest in the team,” he noted, “and they could raise more money than we have in our capital reserve fund in just a matter of months.”
Policy said it’s as though every other team has access to an ATM the Packers don’t have.
The Luke Combs concerts on back-to-back nights in May were a big hit. Combs was the first artist to perform concerts on back-to-back nights in Lambeau Field history. Just shy of 93,000 people showed up over the two days.
While concerts are in the cards for the future, Policy mentioned that college football games, like the Notre Dame-Wisconsin game set for September, and Premier League soccer matches will be major targets for the Packers.
“We do want to focus a little more on college football games and premier soccer games,” Policy said. “They’re just a little bit easier on our field and easier for the field to bounce back from. But we will host concerts from time to time. We’re very pleased with the Luke Combs concert.”
In a league that’s ever evolving and constantly finding ways to rake in more money, this will have to become the norm for the Packers. If it bothers any fans that other sporting events will take place more regularly at Lambeau Field, they shouldn’t waste energy on frustration. It’s a way for the Packers to stay financially relevant and offers the community as more of a tourist attraction. Also, there won’t be five or six sporting events at Lambeau beyond Packers games each year. The number will be even smaller than that and won’t detract from the stadium’s history.
Quite frankly, Policy doesn’t have a choice. Each time he discusses these matters, he places the importance of the community, the stadium, and the Packers at the forefront. It will be a juggling act.
Would you rather have the Packers host events like Notre Dame-Wisconsin in September a couple times a year, or would you rather see ticket prices for Packers games continue to climb? Landing events like this generates revenue, and they also help Policy and Co. avoid having to price out dedicated fans and season-ticket holders.
It’s not going to be foolproof. Policy and the rest of the braintrust will have to go with the flow in upcoming years as different trends unfold. For now, adding more events at Lambeau Field should be viewed as nothing but a win-win for all parties involved.
