MediaPost | Marketing: Sports

Teams To Play Big Role In Ticket Market

Fri, 14 Jun 2013 09:30:19 -0400

By leveraging big data and multiple touch points, they will be able to provide tailored deals to millions of buyers and sellers.

Transparency, Accountability And Accessibility As Mandatory Marketing Assets In An Era Of 24-7 Visibility

Tue, 11 Jun 2013 10:00:07 -0400

Perhaps it's an overstatement to suggest that American sports properties suffer from a crisis of confidence among their fans and target audiences. However, it has become apparent of late that some of the same sensitivities that U.S. corporations have had to battle in sustaining, rebuilding and managing their reputations over recent years have been amplified for the owners and stewards of sports properties. Those that embrace the reality that corporate reputations matter and are proactive in their protection of these reputations are headed in the right direction.

New York Ushers In A Bull Market For U.S. Soccer

Tue, 04 Jun 2013 09:46:00 -0400

Has soccer finally "arrived" as a major sport in the U.S.A.? I get asked this question all the time about the world's game. Thanks to our friends in the Big Apple and the UK, the answer may be "yes," sooner than later, as seen by the English Premier League's Manchester City and Major League Baseball's New York Yankees' recent purchase of an MLS expansion team for $100 million. The 75%-25% ownership split between the two legendary sports businesses (who certainly are no strangers to spending money), also includes plans to build a stadium for the team in Queens. That, alone, could cost approximately $400 million, according to New York Times articles. A New York-style, half-billion dollar investment in soccer signals to me a bull market.

How Griner, Diggins Will Change The WNBA Landscape

Tue, 28 May 2013 09:40:00 -0400

The WNBA on Memorial Day weekend began its 18th season of play. That's about 17 more seasons than some early prognosticators gave the NBA's sibling.

Levi's Puts On Its Big Boy Pants

Tue, 21 May 2013 10:30:03 -0400

Levi's' $220 million naming rights deal with the new San Francisco 49ers stadium in Santa Clara, opening in 2014, is a bold move for the brand.

Beware The Bells And Whistles, 'Proprietary' Research Methodologies Are Often More Sizzle Than Steak

Tue, 14 May 2013 09:15:03 -0400

As former MRA presidents who have worked on both the client and agency side of marketing research, my business partners and I have been around the block more than our receding hair lines would sometimes like to admit. But with the accumulation of all of this "scar tissue," it strikes us as amusing and potentially disturbing to see so much of the buzz in marketing research and sports sponsorship ROI assessment being attributed to purportedly new methodologies and unique panels of respondents. At the end of the day, the best research inevitably comes down to asking the right questions or observing the right behaviors in the right environment among the right people...and then effectively and rigorously analyzing those findings to frame actionable and informed strategic recommendations.

Tebow Time (Out)

Tue, 07 May 2013 09:43:02 -0400

A few years ago, I was asked by a sports trade publication my opinion on what the marketability of Tim Tebow would be as he entered the NFL. I stated that he would have difficulty gaining sponsors due to his outspoken beliefs. (Marketers shy away from anything polarizing when using endorsers.) Well, I was wrong on this one. Tebow Time was born, and his uplifting personality became infectious. Famously infectious to the point that Tebow transcended sport for the masses; sponsors signed him for appearances at events and in national advertising. It was like watching someone win the lottery.

Online Experience Drives Tourney Participation At Delaware Sports Complex

Fri, 26 Apr 2013 09:30:02 -0400

Near the shores of Rehoboth Beach, Del., stands a premier destination for traveling youth baseball and softball teams. The 95-acre facility at Sports at the Beach features 16 fields, 30 batting cages and dormitory accommodations for visiting teams. From March to November, ball clubs from all over the East Coast descend upon its bluegrass-sod fields to participate in weekend and week-long tournaments.

Giants, Yankees, BoSox Scoring On Social Media

Tue, 23 Apr 2013 10:00:03 -0400

Baseball fans are passionate, loyal and very protective of their game's perceived status as the "national pastime." But it turns out that some fan bases are more passionate and loyal than others.

Partnerships: Matchmaking 101

Wed, 17 Apr 2013 11:04:02 -0400

Spring is upon us and love is in the air, which in the sports marketing dating game means brands and prospective endorsers are looking to partner up.

4 Great 'Truths' To Consider Before You Embark On Marketing Research

Tue, 09 Apr 2013 09:33:03 -0400

Those who know me best realize that I can often be pretty direct. So, let me begin this month's post with a direct disclaimer that while I largely make my living conducting marketing research for brands involved in sports, I'm often one to suggest that a potential client not engage us for a particular study. That's not to say that I don't wholeheartedly embrace the myriad benefits of diving deeply into the mindset and behaviors of customers and other constituencies.

It Takes More Than Social Media

Tue, 02 Apr 2013 10:10:03 -0400

I think of quality social marketing as being a skilled socialite. The ability to start a conversation, comment and contribute thoughtfully separates the "life of the party" from everyone else. Social media is attractive to marketers for its low-cost approach to reaching and conversing with fragmented audiences, but it's time we move the strategy of digital marketing into its rightful place: alongside other important marketing tools, so that a conversation can become a call to action. Isn't real integration what we've being trying to achieve for decades? Social media can be the glue for your campaign, but needs to be utilized the right way in order to be effective.

Walking The Line Between Remembering And Marketing Jackie Robinson

Tue, 26 Mar 2013 10:00:03 -0400

Hollywood could not have scripted Mariano Rivera's retirement any better.

Mobile Madness: College Basketball's Digital Experience Grows

Fri, 22 Mar 2013 07:51:50 -0400

Nothing brings passionate and casual sports fans together quite like March Madness. Seven rounds of sudden-death, win-or-go-home basketball hold plenty of allure for diehard basketball fans. Office pools, alma mater bragging rights, and small-school Cinderella stories add to the storyline to make the NCAA men's basketball tournament one of the preeminent events in American sports.

Athlete Activation: Batter Up?

Tue, 19 Mar 2013 07:17:00 -0400

While Jay Z's bold comment may seem, to many, as run-of-the-mill, hip hop hyperbole -newsflash - for the younger generation, he's 100% right. And it's a dynamic that sports marketers have to take into account when deciding how to best align their brand with properties and athletes that amplify the message to their target audience.

What The World Baseball Classic Can Teach Us About 'All-Star Games'

Tue, 12 Mar 2013 07:04:06 -0400

As a baseball junkie, it's not a surprise that the advent and growth of the World Baseball Classic has been captivating theater for me as both a fan and sports marketer. There's something about the WBC's early March time frame that fills a real void. Football is on hiatus, and there's only so much pre-draft coverage that one can take.

It's True - Marketers Have Choices After The Super Bowl

Tue, 05 Mar 2013 07:30:58 -0500

Much like Chicago winters, the post-Super Bowl sports world can leave sponsoring brands cold and desperate for any ray of warmth. The indisputable fact is that when it comes to ratings, football is king. What happens to tune-ins between now and August when America's game kicks off? Brands need to develop a concise strategy around major upcoming sporting events to get the most return on their sponsorship/marketing dollars.

Can Lionel Messi Establish His Iconic International Brand In The U.S.?

Tue, 26 Feb 2013 06:41:18 -0500

Lionel Messi is regarded in most circles as the greatest soccer player in the world and, arguably, among the Top Five men ever to play the game.

Motor Sports Drive High Performance Of Immersive Digital Experiences

Fri, 22 Feb 2013 05:53:01 -0500

Perhaps no sport offers a more immersive experience for fans than motor sports. It overwhelms the five senses; from the sound and rumble of the engines to the smell of burnt rubber and high-octane racing fuel, the fan experience is wholly consuming.

CBS Is King Of The Mountain In 2013

Tue, 19 Feb 2013 07:09:06 -0500

In the age of DVRs and On-Demand viewing, sports are quickly becoming the last live drama on television. Great games are something that must be watched in real-time. What would the drama of a March Madness buzzer-beater mean on tape-delay?

At What Price Fame? Seeing Both Sides of A Sticky PR Challenge

Tue, 12 Feb 2013 08:03:06 -0500

For those of us involved in marketing football, the growing focus on player safety and the impact of concussions is ubiquitous. The NFL should be applauded for not hiding from the issue and putting its money behind the GE initiative. But as "news items" two and three above, suggest, research that my firm just recently conducted with over 1,400 football fans raises an interesting hypocrisy. Yes, we understand the dangers present in competing in sports at its highest levels. But, simultaneously, a sizable number of us would be willing to pay a significant price for a significant return.

Connecting Hyperlocal Efforts With Universal Brand Message

Tue, 05 Feb 2013 09:22:50 -0500

A more connected marketplace has made consumers and sports fans smarter and more sophisticated than ever before. This means there is a need to focus on building local relationships, regardless the size of your brand. Brands are now looking to their local affiliates to capture successes with a local audience. Yet, what can brands do to avoid losing sight of the big picture and risk appearing too fragmented?

How To Win The Long Game On Super Sunday

Tue, 29 Jan 2013 12:47:36 -0500

Super Bowl Sunday is not only the day we crown the NFL champion, but the biggest day in marketing, too. CBS has sold out its inventory that fetched roughly $3.8 million for 30 seconds of airtime. An expensive proposition even before you factor in production cost for the creative. Is it worth it? How can companies get the most bang for their huge investment?

Should 'The Digital Experience' Be Top Draft Pick For Online?

Fri, 25 Jan 2013 11:14:05 -0500

Marshall McLuhan's axiom - the medium is the message - has defined how Americans have experienced sports for the past century. Baseball was the sport of the transistor radio; its deliberate pacing made room for conversational story telling of America's pastime. The NFL was made for television - built around Sunday afternoon appointment viewing and breaks in the action for instant replay of big hits of gladiators on the battlefield.

Rookie Advertisers Make Noise On Super Bowl Sunday

Tue, 22 Jan 2013 07:13:46 -0500

This year's list of first-time Super Bowl advertisers includes Unilever's Axe, Gildan Activewear, SodaStream International, Wonderful Pistachios (Paramount Farms), AMC's "The Walking Dead" and two brands that could have upped the recognition factor among viewers even more by joining forces: Oreo cookies and the Milk Processor Education Program.

Best Spots of January

Tue, 15 Jan 2013 04:34:41 -0500

We are in the best month of the year for sports. The NFL Playoffs are in full bloom, the NBA is heating up, college football's elite have squared off in the big bowl games, and soccer's international awards have been handed out.

Things To Look Forward To In '13

Tue, 08 Jan 2013 08:25:37 -0500

It's the morning after the BCS Championship game, and if you are like me and soon to shake off the grogginess from last night's festivities, you may be in need of a pick-me-up. With the passing of bowl season (congratulate me; I achieved my goal of watching at least one series of each of the 35 games), I'm left with the painful reality that another year will pass without a Super Bowl for my Tennessee Titans and the fact that there's the better part of two months that we will have to wait until March Madness and the onset of formal baseball games. So it's back to business, and time for another one of those annual lists of things all sports marketers can look forward to in the year ahead.

Business Stories To Watch In 2013

Wed, 02 Jan 2013 07:03:26 -0500

The great year in sports, 2012, provided another year of progression in the sports business. In a society filled with DVRs and instant satisfaction, sports continue to thrive as the leading live and shared means of entertainment (especially with the rise of the second screen).

NHL Faces Permanent Penalty Shot From Fans, Partners

Wed, 26 Dec 2012 11:12:02 -0500

Earlier this year, it took an inept game-ending call by replacement referees during a nationally televised "Monday Night Football" broadcast to fast-track negotiations between the NFL and the NFL Referees Association and to get the real refs back on the field later that week.

A Rare But Consistent Winner In Marketers' Battle For Attention

Tue, 11 Dec 2012 03:21:24 -0500

Nary a day goes by that the marketing trade press doesn't include further doom-and-gloom evidence of how today and tomorrow's consumer is increasingly tuning out the proliferation of brand messages that inundate us every day in traditional media. DVR skipping of TV advertising is on the rise, print media for the most part is criticized for lacking the immediacy, instant access and breadth of online media. Even the more established online channels draw skeptical cries for being commercially over-run and infiltrated by the bias of "plants" and "shills."