Boxing

My friend Jay died Monday…

August 10, 2010 by Joe Favorito · 8 Comments 

On Monday coming home on the train I got an email from my colleague Rich Sandomir of the New York Times who asked me if I had heard Jay Larkin died.  It was so very sad news.  Jay was one of the few mentors that I had…I learned more from him in a little over a year about learning to manage people and grow  business at the now defunct International Fight League than I had in countless years at Madison Square Garden or other stops.  He was a legend in boxing, a gentleman and a Brooklyn native with a killer instinct and business savvy that as he put it, made Showtime a strong Avis to HBO’s  Hertz. More importantly, he was a devoted father and husband who knew when to have a good time and when to work.  He helped bring professionalism to the most brutal of sports, and he always spoke his mind.

A Kinder, Gentler UFC?

July 24, 2010 by Joe Favorito · 1 Comment 

The UFC has been a textbook example of brand growth using both the digital and traditional space in the past five years, even getting profiled by Mashable on their social media platforms. They have followed a playbook first se (and then abandoned) by boxing and then by the WWE in using traditional TV and media as the driver for large gate pay-per-view events and following that with a very unique experience in-arena. It has been a solid run for the UFC and their fans, who are more fans of their brand probably trhan the overall sport of Mixed Martial Arts.  Still with all the success, the UFC model still has not brought in many new sponsors outside of brands like Bud Light and Harley Davidson, who came on several years ago and gain the great benefits of partnerships overall with Spike TV.  The UFC continues to go to new markets with one-off success, and always returns for the bigger name shows to Las Vegas for experiential weekends.  The company talks about more overseas expansion and continues to do well in the gaming and product sales area, so what’s next?  how does one gain more mainstream exposure, not in news coverage but in consistent larger viewership and gate, and does the UFC need another company to step up as a legitimate, consistent international competitor?  Is the market big enough?

New real estate in sports brands expands…

June 5, 2010 by Joe Favorito · 2 Comments 

As the scramble to get the best value for sponsorship dollars, as well as added eyeballs for products and services, continues on in a challenged economy, two brands took a leap step forward in the New York sports marketing scene this week.

Boxing Does What Boxing Does Best and Worst…Builds Buzz For The Big One…

May 4, 2010 by Joe Favorito · 1 Comment 

Saturday night in Las Vegas we again saw both the best and the worst of what brands find both intriguing and infuriating…an engaging fighter calling out his best possible opponent for his next fight with little to no assurance the “Fight of the Century” will ever happen.  Floyd Mayweather Jr., who has become the boxing marketing and branding machine that Oscar de la Hoya was in his prime (and which he turned into Golden Boy Productions with his partners), continues to grow in stature and flamboyance.  His opponent, Manny Pacquaio, continues to be the guy who can make the other half of perhaps boxing’s biggest pay day.  Still, the fits and starts, deals and postponments, hype and hoopla, that have surrounded the much-anticipated matchup have both confounded and intrigued not just the boxing fan, but the casual sports fan and many brands looking to reach that male demo. In years past, the deal for the fight, no matter how mercurial the opponents or how at odds promoters were, always seemed to get done.  The demand for th sport and for the dollar just became to great. However today we live in different times.  The consumer can easily be pulled in other directions until or if the fight becomes reality, the economic issues of boxing give those looking for elite events a large pool from which to choose from, and the fighters themselves are actually more distracted with issues outside the ring than ever before (Pacquaio is currently running for elected office in his home of the Philippines, which is also effecting the possible date for the fight).

Eastern Michigan Combines The Business of Sport, Creative Marketing To Bring Attention and Promotion…

December 5, 2009 by Joe Favorito · Leave a Comment 

It’s not a new idea, but it is another twist on a smart, cost efficient and creative practice. Eastern Michigan University announced this week they are working between the athletic department and their business school to have students create and compete against each other, American Idol style, to come up with an effective marketing and ticket selling campaign for their men’s and women’s hoops programs. now in past years schools like Slippery Rock University has taken over the marketing of a minor league baseball team for a season, and major brands have invested in competition amongst grad schools to develop and then implement branding campaigns, but EMU is giving it a little more glitz and a better reward (cash and other opportunities). Even without the prizes, the idea is a very smart one for a mid-major school in a state that is short on cash and is full of folks looking for a chance to be positive in these tough times. EMU can use the creative minds of the students…the first adopters, the passionate entrepreneurs looking to shape a brand…and put those ideas to work in a fun and creative marketing and branding exercise. The idol-like atmosphere will generate some buzz, as will the prizes. At the end of the day maybe none of the ideas will be earth-shattering, and the fact that the finals will be tested at halftime of a hoops game with fans giving their choice for best idea may make it a bit of a crapshoot. Perhaps the best idea will be a combination of several of the presentations or perhaps there will be a whole season full of worthwhile idea. Perhaps there will be none. The most important thing is that EMU is working with the resources they have, recognizing a need both in the community and in the athletic department to rally, and finding a creative solution that involves all parties. Whether it works to sell tickets or not is not the most important thing. What should be watched and copied is the creative spirit of the students involved and the staff that had the ability to implement the contest.

Tough Choices But Clear Messages For Northeastern, Hofstra football programs…

December 4, 2009 by Joe Favorito · Leave a Comment 

The late fall has brought yet more cold reality to mid-level college football in the Northeast with two longtime programs, both in the same league but both private schools in very crowded markets lacking a huge rush of on-campus support. Those programs, Northeastern and Hofstra, were both wiped from the slate of the Colonial Athletic Association in the past three weeks. It is another reflection of tough economic times for sports that need to show ROI for colleges…Northeastern cited more of a lack of additional funding as opposed to support, while Hofstra went more of the road of lack of funding, interest and return for the Long Island school. End of the day the fact remained for both…and could be true for several other schools in the Northeast…football at the former 1-AA level does not increase revenue and in many cases with exposure is limited does not effect enrollment so in tough times the focus can now go elsewhere. While disappointing for supporters and more importantly for athletes and support staff, both schools took similar and somewhat effective tactics in breaking the news. They waited until the season was over, thereby avoiding the potential for sentimental groundswell and negative media coverage. They both provided ample amounts of data on cost benefit for the program, along with a longtime study on feasibility and where those dollars could go. They spoke as one voice…president and athletic director…and both spoke with remorse and understanding for the student-athletes. They did not hide in a statement, but faced the media and anyone who had questions when the decision was made. They also worked to pick the right time and date so as to minimize the news cycle and get the University focused on the business at hand. Now did the cloak and dagger plan by both Universities cause “shock” amongst athletes and coaches and alumni not involved in the day to day? Yes as expected. Was there the understandable emotional heat leveled at the decisionmakers and did they take such heat well? Yes they did. Were their answers well thought out and conveyed effectively? Yes they were. ironically, the loss of mid level football in the Northeast is not the tragedy it would be in markets where college football is king. ironically in many of those markets…especially in the south…Universities are adding football program to move to 1-A and find new revenue sources. However in the Northeast, college football is very much an afterthought in a crowded marketplace at a time when most private schools have solid enrollments…enrollment numbers which in other years may have been boosted by the value of an additional 100 male students coming to play football. End of the day, both schools made a tough choice but spoke effectively with one voice, minimized the newscycle and set the stage to move on as positive as possible. At a difficult juncture, both Universities should earn points for their effective communication of a tough message.

History Channel Pawns Off A Great Promo For Upcoming Fight Night…

November 10, 2009 by Joe Favorito · 1 Comment 

The linking of pawn shops and boxers may not have always been a positive experience, but this week, as part of the promotional campaign for the title bout between Miguel Cotto and Manny Pacquiao, “Pawn Stars” and boxing will share equal billing. That is because The History Channel, working with Top Rank and the Leverage Agency, came up with a very unique cross promotion for the History Channel’s new Vegas reality show which featured the lives of a family of Pawn Brokers and debuts at the end of the month. The “Pawn Stars” logo, series stars and even a sweepstakes will be interwoven into the HBO pay per view broadcast this Saturday night, giving the show a platform in a demo that fits and giving the fight a unique promotional platform in and around Vegas. Media Post’s David Goetzel had an indepth look at the cross promotion, which will also be woven into all of Top ranks advance media buys for the night. In addition to being an interesting media play for both properties, the move fills canvas space and distressed inventory and will also lure casual fans…those who may enjoy reality TV and may not watch a professional fight…into the promotion or the pay per view market. The replay of the fight on HBO at a later date can also benefit from promotion on “Pawn Stars” when it airs later in the month, another way in which a somewhat unconventional but very practical and cost efficient cross branding exercise can work. Now could some see it as a step down for the canvas signage that usually or used to appear at top fights? perhaps. But in a day where everyone is looking for bang for the buck, the championship fight and its reality TV cousin could be the first in a long line of similar ties ins with the reality show and key athletic events in their demo.

Getting An Added Fix Of Fall Football…The UFL Or…The Lingerie League?

May 30, 2009 by Joe Favorito · Leave a Comment 

With the AFL gone and the AAFL never started, the quest for NFL alternatives to fill the void continues on. While most agree that the talent level for the secondary football gap between college and the NFL is there…and the CFL has done a good job of trying to assume that role…the model that is financially and socially viable remains a mystery that even the NFL with NFL Europe could not solve. . So now we move to the fall and the launch of the once-delayed, several times evolving four team United Football League, while the once tried, well pitched and curiously positioned Lingerie Football League has also garnered its own position. the question is…can the UFL find an audience, and would anyone really care…brands or fans…about the LFL? While many have snickered, the UFL has pushed ahead and has done a good job of stealing enough headlines, signing media deals and positioning itself as a serious alternative or addition to the college and NFL audience. The coverage it has received, from AP to the Sports Business Journal to the markets where teams will be, certainly creates the air of legitimacy, and all the executives have done a great job of looking forward and staying on message. Now whether fans will show up…the price point is right…sponsors will sign on and media will cover remains the literally million dollar question. Many “good ideas” have come and gone in the recent economy, and even mainstream well established brands have taken a hit. However one thing is for sure, the people behind the UFL are pressing on and showing the confidence in an idea that helps in an uncertain climate, and look like they will create a platform that brands and fans may lean on as a cost effective alternative once the ball goes in the air. On the other side is the Lingerie Football league, which has done a great job of marketing itself and gaining mainstream business and some sports press by pandering to male dominated media. Media outlets from si.com to cnbc have given the league concept some play, and although the numbers of 8,000 guys showing up, TV partners signing on and “celebrity owners” have yet to materialize, the credit has to go to whomever built the PR plan and catered right to the male demo with which the league is looking to go to. Whether the concept gets off the ground and actually gets brands to sign on seems like the longest of longshots, but the buzz generated is certainly worthy of any startup brand. In the end which will last longer? For those looking to grow the sports marketing space the answer is probably both, although the UFL will certainly open more doors for the long term.

Cash For Gold Nights A Winner For All?

May 11, 2009 by Joe Favorito · Leave a Comment 

Recently a friend hosted a “Cash For Gold” party with another friend who was a jewler. The party is the new level of what used to be tupperware, jewelry buying, lingerie buying, makeup or AMWAY parties…the host does the legwork, invites friends for some drinks and snacks and the salesperson, usually a her, pitches her wares and makes some nice sales. So in today’s economy, with jewelers hurting and looking for new opportunities, why now have in-home parties where people get rid of their unwanted stuff. Ed McMahon hawked Cash4Gold during the Super Bowl for those who didn’t remember? With that type of in-house promotion in mind, why wouldn’t teams looking for new promotions that can even assist fans, and their local jeweler, start Cash For Gold nights? Jewelers have always specialized in local sports promotions, Valentine’s Day, hidden diamonds, cash machines, wedding proposals etc., so this event would create visibility, real cash, potential foot traffic into a store, and give a team, especially a minor league team, some new revenue and exposure. For those with larger audiences, maybe even a consortium of jewlers, and use a voucher in lieu of cash on the spot? Maybe even get player involved with moving some bling, with a portion going to charity? The Lakewood Blue Claws are apparently gonna give it a try with a local partner, but for a continuing promotion that can actually give cash back, a Cash For Gold night could be a traffic getter and a money maker for distressed inventory in a down economy.

Finding The Positives…

May 8, 2009 by Joe Favorito · Leave a Comment 

Even with Selena Roberts’ A-Rod book grabbing headline and now trumped by Thursday’s Manny Ramirez disaster, the NHL complaining about lack of coverage on Versus and the controversy of the Coyotes going Chapter 11 , and a point shaving scandal brewing at the University of Toledo, there remains the positive news and the feel good stories that those who work on the communications and marketing side still have to find ways to push to the forefront. The two most recent ones were the triumphs of two great underdogs over the weekend, Mine That Bird in the Kentucky Derby and Manny Pacquaio’s stunning upset of Ricky Hatton. For two downtrodden sports, horse racing and boxing, the two events within six hours of each other showed that the interest of the North American fan in the story of the underdog remains high, and how with a mass audience on a large stage, those sports can be swept back to the top of the sports world in a second. Now just as quickly they can be lost again without the proper messaging, planning and marketing spend, but with the two week buildup to The Preakness and the tremendous money and marketing dollars HBO puts into its elite boxing events, the possibility for continued growth, new brands and mainstream exposure remains high. Eventhough it is greatly diminished, horse racing, like baseball, remains the handful of sports found somewhere in most newspapers every day. On that same note, the lure of elite boxing still carries a star power unlike any other sport, especially for the casual sports fan who can still remember elite heavyweight fights and the intense loyal group that follows the sport. So rather than dwell and pile on the negative of the last three days, we look forward to seeing how boxing and horse racing can show the rest of the sports world that comebacks are important and even necessary to grow audience and create excitement, even in the darkest of days.

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