FULL TILT POKER BLOG

Posted by Editor | Filed under Andy Bloch, Good causes, Howard Lederer, Taylor Barton, Uncle Tilty

It’s difficult for me to write about the nice things that many of my friends at Full Tilt do with their time and money. Because I work for Full Tilt and this Blog appears on is site I worry that readers presume that I have to write these stories, or a purpose of the Blog is to make the site and its representatives look like upstanding citizens.

This Blog has no “official agenda.” Not only do my bosses rarely tell me what to write, but I’m pretty sure they rarely read it. When I write about the good deeds of people like Rafe Furst and Daniel Horowitz, it’s purely because these stories are meaningful to me (or Shauna) and I hope that they will be meaningful to you.

And now, I am worried about protesting too much. So, to tell you a nice story about some things Andy Bloch, Howard and Suzie Lederer, and Uncle Tilty have done, I will start by telling you the fake version of events.

THE FAKE VERSION

To gain wide acceptance of online poker, and then to compete with other poker sites, Full Tilt has recognized the marketing strength of allying itself with the sports world. As a result, Full Tilt’s marketing department has worked since the company’s infancy to develop relationships with sports teams and sports figures.

No venture is out of bounds for at least initial consideration. If you can imagine it, Full Tilt has considered it: sponsoring UFC fighters and events, purchasing race horses, purchasing naming rights to a sports arena, acquiring a professional sports franchise. In each instance, a veritable army of PR experts and accountants have evaluated the costs and returns.

According to studies conducted by Full Tilt’s investment bankers, the greatest potential for return-on-investment is auto racing. (It’s not a coincidence that former WSOP Commissioner Jeffery Pollack developed the marketing skills so expertly put to use in poker from his work with NASCAR.) Furthermore, because of the competition in acquiring marketing rights and preferred signage with premier racecar drivers, the marketing plan called for Full Tilt to hire a series of scouts who would cultivate relationships with up-and-coming drivers, getting more signage for less money and building relationships that can pay off as the drivers become stars.

This was how Full Tilt poker came to sponsor Taylor Barton, a 25 year old NASCAR driver from Las Vegas. Barton, who has been racing since he was five years old at his father’s Las Vegas Mini Gran Prix track, currently competes in the K&N Pro Series, a regional NASCAR proving ground. Full Tilt’s scouts concluded that Barton has what it takes to graduate from regional races to NASCAR Nationwide or even Sprint Cup.

Other than Taylor Barton wearing the Full Tilt logo on his racing suit and displaying it on his car, none of this is true. Here is how it really happened.

THE REAL STORY

In 2009, Suzie Lederer brought Andy Bloch to an art auction for the Boys and Girls Clubs of Las Vegas. Howard and Suzie have long been supporters of BGCLV. Andy devotes a significant portion of the time when he’s not making money to figure out where to give it away. One of the items up for bid was a $25,000 sponsorship package donated by racecar driver Taylor Barton of Taylor Barton Racing.

In 2009, Taylor Barton became the spokesman of all Boys and Girls Clubs of Las Vegas. Like the Lederers, Taylor has a long and close relationship with BGCLV. Because his parents both worked long hours when he was a young boy, Taylor started going to Boys and Girls Club for recreation when he was eight years old. As Taylor developed his racing skills – first on his father’s track, then in Go-Karts, the Semi-Pro Legends division, the Pro Legends division, and then in regional NASCAR competition – he remained devoted to his family and BGCLV. To help the organization raise money, he donated a $25,000 space on his car for sponsorship, with the proceeds going to BGCLV.

What Andy Bloch got for his $25,000 donation was six months of advertising space on the hood of Taylor Barton’s car. He put the Fulltiltpoker.net logo on that space. When the six-month sponsorship expired, Heather Estus, the sponsorship lead for Boys and Girls Club, contacted Howard and Suzie Lederer to see if they would pick up the rest of the sponsorship for 2009. (Estus subsequently started Seven & Company, providing strategic advice on sponsorship, cause marketing, and fundraising, with clients including Taylor Barton Racing, Full Tilt Poker, and Boys and Girls Clubs.) Howard and Suzie agreed, which put Fulltiltpoker.net logo on Taylor Barton’s car for the rest of 2009.

During the winter, Uncle Tilty met Taylor at a party hosted by the Lederers and was immediately drawn to him. “You’re going to be something great,” Uncle Tilty told him, “I believe in you.” Says Taylor, he “treats me like a long lost cousin.” With Uncle Tilty’s blessing, Fulltiltpoker.net became Taylor Barton’s main sponsor for 2010.

Through this accident of Andy Bloch, Howard and Suzie Lederer, Uncle Tilty, and Taylor Barton all colliding on the way to do something nice for Boys and Girls Clubs of Las Vegas, a marketing and business relationship developed. For Taylor, the future looks bright. He recently he tested with Roush Fenway Racing in North Carolina, finishing 1/10th of a second behind one of their top Sprint Cup Drivers. He also met with Kyle Busch while in North Carolina to discuss plans for next year.

And it looks Full Tilt will be along for the ride

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2 Responses to “How to Build a Better Race Car – #1135”

1. Bobhopeso Says:
   August 20th, 2010 at 5:26 pm

   Thanks for the story, I like both the fiction and non-fiction. I enjoy watching nascar while playing full tilt. Thanks again Mint Jelly, you are definately my favorite scribbler.

   Ps I saw “The Grand” recently, have you seen it? Funny poker mockumentary.

2. bobhopeso Says:
   September 18th, 2010 at 4:20 am

   Gonna miss ya Michael. We’re gonna miss your stuff…a lot. Thanks again Sir.

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