Earlier this summer, the Amway name became part of New York Mets baseball history.
Mets Second Baseman Robinson Cano stepped up to home plate at Citi Field and hit not one, not two, but three home runs in a single game, helping to secure a 5-2 win against the San Diego Padres.
As Cano swung his bat for the third dinger of the game—a first for the 36-year-old—the Amway name was visible on the wall behind home plate.
That means it was visible for fans at the stadium who likely will always remember the moment. It was visible for viewers watching the game live on TV. And it was visible when clips of the milestone moment aired over and over again on ESPN SportsCenter, MLB Quick Pitch, MLB Central, local CBS, NBC and ABC affiliates and in the social feeds of countless fans.
Parallels between business, sports
For Rajneesh Chopra, vice president of sales for Amway North America, Cano’s third homer was just as much a win for Amway as it was for Cano and his team. Having the Amway name behind Cano highlighted the value Amway finds in sponsorships with sports organizations.
“The sports teams represent energy, they represent a community, they represent a strong willpower to succeed and, most importantly, they represent leadership,” Rajneesh said. “I can draw a lot of parallels between that and our Independent Business Owners and leaders.”
Amway Business Centers: A gathering place
That’s part of the reason the company opened its first business center in North America at Citi Field, providing a space for IBOs in the area to gather, shop, test products, see demos, participate in trainings, hold meetings or entertain prospective team members and customers.
“Our goal is to create experiences, to create engagement and to drive better success for our IBOs and leaders who come and use the center,” Rajneesh said. “I believe there’s always going to be a place for people to come in and be a part of that community of positive, like-minded people.”
The Amway Business Center at Citi Field welcomes 10,000-12,000 visitors each month. In 2018, the center sold $15.9 million in products and that number is expected to reach $17 million in 2019.
But Dilayna Ventura, physical presence manager for Amway North America, said the primary role of the centers is not product sales, it is supporting IBOs in their business-building efforts.
“Like baseball, the Amway business requires a lot of collaboration, a lot of teamwork,” Dilayna said. “That’s what we’re all about: Collaborating and partnering with the IBOs to help them be more successful.”
And IBOs in the New York area love having that connection to the New York Mets, she said.
“There is always a buzz at the center when the Mets are playing,” she said. “It gets super busy, there are a lot of crowds and the IBOs get really excited, especially when they’re bringing their guests—it builds on that brand reputation.”
The business center is expanding on that connection next year by sharing advertising time on the expansive marquee board outside the stadium that can be seen by traffic from all directions and planes taking off and landing at LaGuardia Airport.
The business center is also undergoing renovations to provide a dedicated space for new Amway IBOs. “We want to make sure that we’re not only welcoming them and making their sign-up experience very exciting and fun, but also providing guidance on how to get started,” Dilayna said.
Teamwork is key
Cano will undoubtedly never forget his first three-homer game, but it took effort by his entire team to get the W that day. Rajneesh said the Amway business is no different.
“It’s the will to succeed as a team, not necessarily as an individual, that’s very representative of the Amway culture,” he said. “Our IBOs build communities, or teams, and it’s the success of those teams that actually make the leaders more successful.”
To learn more about the Amway business or its products, visit the websites for Amway US or Amway Canada. To learn more about the Amway Business Centers, visit the websites for the one in New York City or Buena Park, California.