SAINTS TO RETURN TO NEW ORLEANS, BUT CAN MARKET SUPPORT THEM?

The New Orleans Saints, which were forced to play a road-warrior NFL schedule this season after Hurricane Katrina devasted Southern Louisiana in late August, have announced they'll return to New Orleans and the Superdome for the 2006 season.

And while that's good news for football fans in the Crescent City, the question of whether New Orleans, one of NFL's three smallest markets prior to the
hurricane, can support a pro sports franchise moving forward remains.

"New Orleans' population has been shrinking steadily for nearly 50 years, so fan base is declining," said Ray Clark, founder and CEO of Dallas-based The Marketing Arm, a network of experiential marketing services agencies specializing in sports and entertainment.

"Plus, the number of corporate sponsors in the New Orleans market has been declining. Before the storm, there were three or four Fortune 1000's in New Orleans. There's a serious concern about whether the city can support the Saints — in terms of attedance and, more importantly, in terms of corporate support."

While the Saints are committed to playing in New Orleans next season, NFL Commissioner Paul Tagliabue has said that it's too early to talk about 2007.

"It's possible that this is a compromise," said Clark. "Saints owner Tom Benson may have agreed to return to New Orleans for a year with the understanding that the NFL would allow his franchise to relocate after the 2006 season."

For additional comments and insight on the NFL's announcement to return the Saints to New Orleans, contact Chris Anderson at 214.259.3290 or visit www.TheMarketingArm.com.