Steiner Sports Continues to Grow
New York, NY
Sports Collectors Digest: Collecting Autographs - By the time Brandon Steiner was 8 years old, he was balancing his mother's checkbook, paying the bills and doing grocery shopping.
A single mother with three young sons, Steiner's mother ran her own business-every thing from beauty shops to car shops. I was always involved in helping her. She always explained to me how to get the customer, he recalls. She was a real marketer, She took me under her wing.
The chairman of Steiner Sports in New Rochelle, N.Y, says that's how he learned at such a young age how to make a buck. He always had a vision that he would some day have his own company.
That the business would involve his childhood heroes came as a surprise.
I could own a business that makes hangers or license plates, said Steiner, who was working as an assistant manger of the Hard Rock Cafe in Manhattan in the mid 1980s when he decided to use the contacts he was making at the restaurant with professional athletes to open a marketing firm.
And so in 1987, with $4000 in savings and a passion for sports, he launched Steiner Associates. He began scheduling appearances for athletes such as Lawrence Taylor and Keith Hernandez. Teaming with his new wife Mara, he has grown the business into Steiner Sports Marketing and Steiner Sports Memorabilia.
With 70 employees, the company has deals in place to create sports collectables with Major League Baseball, the NHL, USA Soccer and the USTA. For example, Steiner teamed up with the USTA to rip up the old court at Louis Armstrong Stadium in order to create Great Moments collectible plaques.
Using auditors from Arthur Anderson to authenticate baseball items as part of MLB's authentication program, Steiner's motto is The Steiner Seal Means It's real.
The 42-year old Steiner grew up in Brooklyn and had also opened two retail stores. Hall of Heroes, in which the company sells its merchandise. One store is located in Roosevelt Field on Long Island, while the other is in New Roc City in New Rochelle, near the company offices.
The Long Island store will be featuring an appearance by Roger Clemens, and Steiner says people may call 516-739-0580 for details.
In addition, the company has opened an ice cream store called Last Licks where it also sells memorabilia and has had autographs signings with such legends as Yogi Berra, Ralph Branca and Bobby Thomson.
Steiner has 50 exclusive signing agreements with athletes, including Derek Jeter, Mia Hamm, and Franco Harris. Besides autographed merchandise, Steiner offers products such as Star Lights, which is a image of athlete that is illuminated from within in a frame.
Steiner's products are also found at Toy R Us. In addition to exclusive signing agreements with athletes, Steiner also has a contract in place with the American Express membership rewards program whereby cardholders may redeem points for Steiner merchandise.
Part of his work with the athletes is connecting them with corporations for promotions and speaking engagements.
Steiner says he has worked with some of the greatest athletes and has learned a tremendous amount from them. Behind all the talent is dedication, which he says cannot help rub off on others. That has helped to drive him to the point he is at today.
Steiner Sports revenue is about 70 percent collectables and 30 percent marketing, and some of the top athletic clients include Jeter, Hamm, Mark Messier, Harris, Branca, Thomson and Berra. Fans can also meet All- Star athletes and receive authentic signed merchandise at Steiner Sports Fantasy Series. Steiner says he believes their lines of products are special.
It's been fun, he said. I know it's a happy day when someone comes up to me and says, I collect Steiner.
He said there is a lot of pride in the brand and the he realizes what he does is not the most important thing but that if someone can hang one or two things on their wall and have it becomes a remembrance, that is what it is all about for him.
Our whole company is based upon a magical moments, Steiner said. It's been a good run. It's been fun.
About Steiner Sports
Steiner Sports Marketing, Inc. is a part of Omnicom Group Inc. (NYSE: OMC) www.omnicomgroup.com. Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. Steiner Sports Marketing is a full service sports marketing and event company that leverages the power of sports to build successful marketing programs for a diverse group of clients. Steiner currently maintains relationships with over 5,000 athletes.
