The Business of Sports January 26, 2010, 6:02PM EST

Pro Bowl...or Pro Bore?

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In Australia, Melbourne Park is undergoing a $333 million renovation to solidify future Australian Opens beyond 2016; the year's first Slam attracts more than 600,000 spectators annually to Melbourne. The biggest beneficiary of the improvements is Margaret Court arena, which will receive a retractable roof and increased its capacity from 1,500 to 7,500. The publicly funded renovation will also lead to improvements to Rod Laver and Hisense arenas; officials report the first stage of the project is scheduled for completion in time for the 2015 event.

The PGA Tour, meanwhile, announced just last week that the Farmers Insurance Group signed a one-year deal to title sponsor the PGA Tour event in San Diego. Industry sources revealed the Tour was seeking $3 million to $3.5 million for the 11th-hour deal, which includes ads during CBS and Golf Channel telecasts and whatever last-minute signage can be erected on the course and locally. The Tour will discuss a longer commitment with the insurance company, which has been busy settling wildfire-related claims in San Diego, after the tournament's conclusion.

While the specter of Tiger Woods will hang over the South Course at Torrey Pines—he's won the San Diego event three times—he won't be part of the promotions for the new Nike Victory Red STR8-FIT Tour fairway woods being released this week. Nike claims that the new $299 woods were "designed with input from all 13 U.S. golf stars who promote Nike's golf products," and plays up the involvement of 2009 U.S. Open champion Lucas Glover. Annual revenue at Nike Golf fell 11% last year to $648 million after peaking at $725 million the year before, according to industry data cited in the Wall Street Journal.

Another number to watch this week—how many times his PGA Tour peers are asked questions about the absent Woods in the Torrey Pines press room.

5. Five Creative Ticket Promos

5. AmericanAirlines Arena.

To celebrate its tenth anniversary this past December, the arena hosted a sit-in contest. Participants had 24 hours to sit in every single arena seat for the chance to win the ultimate prize of four tickets to every AmericanAirlines Arena event for one year.

4. Washington Capitals.

In an effort to keep the Verizon Center "red" for their playoff series against the Pittsburgh Penguins, Capitals owner Ted Leonsis told his sales staff not to sell tickets to Pens fans. The team blocked telephone ticket sales originating from Pittsburgh area codes. Unfortunately for Leonsis, the Penguins took two of four at the Verizon Center, including the decisive game seven.

3. JetBlue.

In recognition of the Dodgers re-signing Manny Ramirez, who wears uniform number 99, team sponsor JetBlue (JBLU) offered $99 "Manny Fan Fare" flights out of Los Angeles. JetBlue creates similar flight promotions every time they sponsor a new sports team.

2. Memphis Grizzlies.

Mired in futility (before this season, at least) the Grizzlies offered 2009-2010 season ticket packages tied to the team's lottery position in the NBA Draft. Because the Grizzlies landed the second pick in the Draft, select ticket packages were sold for $2 per game, totaling $82 for the season.

1. NLL Minnesota Swarm.

After drafting Zack Greer third overall in the National Lacrosse League draft, the Swarm signed their rookie to a unique, incentive-based contract. Greer's salary will be tied to ticket sales. The more tickets Greer helps sell in his fan club's section, the more money he makes.

Rick Horrow is a leading expert in the business of sports. As CEO of Horrow Sports Ventures, he has been the architect of 103 deals worth more than $13 billion in sports and other urban infrastructure projects. He is also the sports business analyst for CNN, Fox Sports, and the Fox Business Channel. Karla Swatek is vice-president of Horrow Sports Ventures and co-author of Beyond the Box Score: An Insider's Guide to the $750 Billion Business of Sports (February, 2010).