ESPN | Sports Marketing & PR Roundup

Patterson Award Hits 10 Years Of Goodwill…

It certainly has been a topsy-turvy week for sports; from the Derek Jeter swan song and Rutgers starting their Big 10 life to the off-field mess that continues to plague the NFL, both good and bad have taken over the headlines in various degrees.

So into that mix in the Garden State this past week on the good side was the official 10 year announcement of the winners of the Steve Patterson Award by the Robert Wood Johnson Foundation. The Patterson Award was established in 2005 by the RWJF in honor of the late Steve Patterson, the former UCLA basketball star, NBA player and Arizona State basketball coach. Patterson’s belief in the practice of using the power of sports philanthropy to make a difference in various communities inspired the creation of this award.

This year’s winners were the Tiger Woods Foundation, Jays Care Foundation and Harlem RBI and were honored at a September 18 ceremony at RWJF in Princeton, N.J. With the two baseball-related winners in Jays Care Foundation and Harlem RBI, no other sport has received more Patterson Awards than baseball.

Some facts on the three winners:

The Jays Care Foundation is the charitable arm of Canada’s only MLB team, the Toronto Blue Jays. Established in 1992, the foundation has grown exponentially from a regional focus in Toronto to investing in children and communities from coast-to-coast. Their mission is to create equal opportunities for kids in need across Canada by removing barriers to sport and education. Foundation programs such as Field of Dreams and Grand Slam Grant provide funds to children and their communities to learn and play in a safe environment as well lead happy and healthy lives. Other foundation programs include Rookie League, Home Run Scholars and Jays Care Community Clubhouse.

Harlem RBI: Harlem RBI’s goal is to provide inner-city youth with opportunities to play, learn and grow. They use the influence of teams to impact and inspire children to recognize their potential and realize their dreams. Harlem RBI has grown to aid more than 1,500 boys and girls annually since its founding in 1991. The program provides youth with year-round sports, educational and enrichment activities. Youth are first exposed to Harlem RBI through its summer baseball program. Program components include Rookie League, REAL Kids, TeamBuilders, TeamWorks, Legends and Social Work. When they graduate from the program, Harlem RBI youth are expected to be resilient young adults and embody DreamList attributes, which include being physically healthy, high school graduates, college graduates, work-ready, teammates and more. Since 2005, 97 percent of Harlem RBI seniors have graduated high school and 94 percent have matriculated at college.

The Tiger Woods Foundation : Founded by Tiger Woods and his father, Earl, the Tiger Woods Foundation has affected millions of students by providing advanced educational opportunities with a focus on STEM education. Of the foundation’s numerous initiatives, one of its flagship programs, the Tiger Woods Learning Center, provides scholars in grades 5-12 with college-access programs focused on science, technology, engineering and math. Interactive classes allow these students to identify the importance of attending college and exploring potential careers. Through the Earl Woods Scholarship Program, students receive a $5,000 scholarship, which is renewable for up to four years, as well as a dedicated mentor. Specialized internships are available to students in the program, which help prepare them for life after college. Since 2005, the foundation has distributed more than $80 million and an astounding 100 percent of Earl Woods scholars have graduated with a bachelor’s degree.

While other years have shown maybe a little more diversity in winners, pairing groups like Tony Hawk and the San Francisco 49ers, the results do not diminish with baseball leading the way for the 10th year of the awards. All have the same focus; use sport as a tool to better society, no matter what the price tag. That message is amplified even more by the dollars that RWJF puts behind the program annually, a key part of giving back not just to sport but to the positive messages it sends across the state in calls home. After all that is probably the best way philanthropy can be used tied to sport, an overlay of international, national and local partnerships, marrying legacy programs to those that youth can relate to today. All those efforts were summed up on a nice September day in the heart of Big Pharma country, with the results resonating far beyond Princeton. Beautiful program, beautiful effort, beautiful rewards, and a beautiful legacy for all involved to show how winning in sport goes way beyond the playing field. Role models like these are the ones we need.

Making Tailgating History…

One of the more documented stories going onto the college football season was the dilemma many colleges were having in engaging their students throughout the mega-experience of Saturday Game days. Millennials don’t take well to five hour long rituals for the most part, they would rather games, and all around it, be fast and easy. Still for its issues, the college game day experience remains a tradition that now alumni of a certain age are engaging their kids with; a little less drinking, a little more throwing the ball around and mixing with friends who also may have kids. A good way to spend a Saturday. Looking to build on that tradition, and engage those families, are a whole host of brands who may seem unconventional to the experience but nonetheless want to hit families who may be less die hard and more casual supporters of alma mater.

One of those new partnerships is with the HISTORY, not exactly your dyed in the wool college football Saturday brand partner. HISTORY this week announced a partnership with IMG to bring the All-American Tailgate Tour to six university campuses. The cross-country tour is big on big, so don’t expect them this year at Colgate or Oberlin. The Tour will stop at Auburn, Florida, Florida State, Ohio State, Michigan and Texas, bringing the “Ultimate Smoker and Grill,” an 80-foot long grill serving up special HISTORY BBQ delicacies. Fans will also get the chance to screen HISTORY TV content from hit series such as Top Gear, American Pickers® and Swamp People and take home HISTORY merchandise. They will also look to partner with brands who engage across their shows and who may also desire that affinity with families on the college map, doing on-campus sampling events with KEURIG and other partners who are a natural fit. Less Jack Daniels, more Jack Daniels barbeque sauce. Less Girls Gone Wild, and more of Moms Feeding The Kids.

The cross promotion makes good sense to build brand loyalty for programs that young families may want to follow when they leave the parking lot, and it ties those programs not just to the families, but even to alma mater as well. It is a great way to engage in and around the game day experience and have a little leave-behind afterwards as well. What else could be added in down the road? Celebrity drop-ins, live activation programs around the shows for families who had engaged during the tailgates, and of course lots and lots of video and good clean fun. It makes great sense for HISTORY, and helps build another tradition around college football for those with disposable income and some time to slide along on a Saturday, especially when some millenials may be heading back to the dorm at halftime.

Nice brand extension for the channel, and a smart use of new resources for the schools.

Golf, Tennis Take Their Annual Bite Of The Apple…

The perception is, if you want to succeed on Madison Avenue fully, then you need to bring the game to those making the decision. Every team sport, as well as air racing, triathlons, hot dog eating, even surfing, have tried to show the value of their product by coming as perilously close to Gotham as possible at least every few years. Formula 1 will try it again in a few years…NASCAR, for its mega success, still scratches its head with the closest race a few hours away at “The Tricky Triangle” at Pocono, and the same goes for Indy Car. You can bring the personalities, the drivers, the noise for special events, but to experience the event, you still have to go just that much further, and that much further makes a big difference for a distracted media and advertising and brand activation business that sometimes doesn’t like to leave the confines of the Big Apple. We really like you, but until you can come to our house we can’t really have a full relationship.

That’s why tennis’ biggest event, The US Open, with its most widespread brand activation platform, kicks off within eyeshot of Broadway, at the Billie Jean King National Tennis Center in Queens. Meanwhile a huge event for golf, the annual Barclays, took its turn this past weekend with Manhattan as the backdrop at Ridgewood Country Club in nearby Paramus.  Ridgewood served as a not too subtle reminder for the PGA that big brands and even bigger dollars lurk just across the Hudson, and it is a very easy ride to bring those who spend the dollars of brands to see the stars.

For sure, elite courses like Trump National and Bethpage Black and Winged Foot have served golf very well from a business perspective. It is a once a year stop that can bring golf close to the office, and while decision makers visit over the weekend, can serve as a reminder to how close all the activation opportunities that come with the golfing clientele can come to Manhattan. It is a strategy that can and will work well as a marketing tool for the sport; one that other sports who aren’t so close to New York City can try to replicate, but still may fall short. Yes you can do junkets to close in and far off events to capture the experience of the live event but having the event so close to home makes it just that more memorable, and provides just that more of an opportunity for brands to cozy up and spend those large discretionary dollars.

It is a model the USTA has played so well for years, using their two week window to raise millions to fund the game across the country at the grassroots level, and although this short week at The Barclays won’t be the huge windfall that the US Open is for tennis in the same location every year, it sure goes a long way in helping grow the game of golf on the corporate level, and with that growth comes a spillover to help the game expand. That is smart business, and why The Barclays gives golf a strategic advantage that didn’t exist just a few years ago, bringing the game as close to the seat of business as it ever has been.  That value, in a time when ROI is placed at a higher value than ever before, is immeasurable, and helps the perception of success for the business of golf, become much more of a reality for all involved.

Mixing Sports and Broadway…

Below is the latest q and a by Tanner Simkins, this one with sports marketing legend Tony Ponturo (who I have had the honor to personally work with on four projects in recent years).

We sat down with sports marketing legend, Tony Ponturo, to discuss his role as producing partner for Broadway productions like Bronx Bombers, Lombardi and Magic/Bird and how theater and his longtime career in sports marketing play together. He and producing partner Fran Kirmser also recently acquired the rights to the life story of Joe Louis for film and stage, and have numerous other projects in the pipeline, including bringing Lombardi to the screen in the next few years.

Full Court Press: After a heralded sports business career, how was the transition from marketing executive to Broadway producer?

Tony Ponturo: I graduated with an economics degree but quickly realized that wasn’t for me.  I always wanted something that had both a creative and business dynamic.  I gravitated to sports marketing because it quenched both the creative and business side.  Just like how marketing is the business of sports, producing is very much the business of entertainment.  After building credibility with my sports marketing career, the transition into Broadway was natural.

FCP: Any crossover between the two?

TP: It’s really no different than how we did it at [Anheuser-Busch], but this time it’s a show.  The important question to answer is how to use the mark.  For example with Bronx Bombers, using the Yankee logos, official uniforms, etc added necessary value to the production.  Without this authenticity, consumers can easily see through it and lose interest.

FCP: Any development or trends you are closely watching?

TP: I am intrigued by the growth of fantasy sports.  It has created a new dialogue away from following your local sports team.  Now there is interest and passion at many levels for many reasons.  There will be continued efforts to capture this revenue in new and creative ways.

FCP: Any tips or advice for the aspiring sports professional?

TP: Reputation and trust are big things in business that get overlooked. Always keep those in mind while getting experience. Don’t have a high bar; get in anywhere as along as there is a focused path.  Impatience is the biggest barrier; don’t overlook a sense of direction & foundation.  Good people rise to the top wherever they are.

FCP: What is your favorite book?

TP: I enjoy reading historical biographies like of the Kennedy family for example.  I appreciate these real life stories and their practicality.

Sports and marketing executive Tony Ponturo’s name and reputation have been synonymous with quality, innovation and attention to brand detail for over 30 years. First in the advertising world, then in a landmark career at Anheuser-Busch, Tony Ponturo has been responsible for some of the most influential partnerships that have shaped the sports and entertainment landscape as we know it today.

Following a six year stint in the New York advertising business, Ponturo spent 26 years at Anheuser-Busch in St. Louis, MFCPouri, leading a team that built one of the most iconic sports and event marketing brands in the world. He joined AB in 1991, and until his departure in 2008, served as the President and CEO of Busch Media Group and the Vice President of Global Media, Sports and Entertainment Marketing of Anheuser-Busch Inc. Ponturo managed over $700mm in media, sports and entertainment properties per annum and oversaw broadcast exclusives for the Super Bowl and the FIFA World Cup, as well as multifaceted relationships with the United States and International Olympic Committees. He helped vastly expand Anheuser-Busch’s leadership stake in the sports business, carving official beer sponsorships with Major League Baseball, the National Basketball Association, the National Hockey League, Major League Soccer and NASCAR in North America, as well as landmark international deals with Formula One Racing and the English Premier League in soccer. Anheuser-Busch also increased its position in the local and regional areas of sports sponsorship, securing scores of team and event partnerships during this time as well. Brand growth was also not limited to sports, as the Academy Awards, Grammy Awards and the Golden Globe Awards all became key activation and sponsorship elements of the Anheuser- Busch family. As a member of the Anheuser-Busch Strategy Committee, Ponturo also served on the Board of Directors of both Anheuser-Busch, Inc. and Anheuser-Busch International, Inc, playing an integral role in developing the brand’s successful corporate media and sports structure.

His latest ventures have him balancing his passions in both sports and entertainment. He is a producer of Broadway hits and Tony Award winning shows such as the 2009 revival of “Hair” and the original musical “Memphis,” which opened in the fall of 2009. Along with the creative vision of entrepreneur and Producing Partner Fran Kirmser, together Tony and Fran negotiated the first time ever NFL and NBA marketing partnership deals for Broadway for productions Lombardi and Magic Bird. Both the NFL and the NBA trusted Kirmser Ponturo with their trademarks and provided, in addition to marketing support, an authentication to the creative process.

 

Smaller School Tries To Make Bigger Impact…

It certainly doesn’t have all the grandeur and expectations that Rutgers move to the Big 10 this fall has, but another New Jersey school with bigger aspirations for its brand, and its football team, will make a “Big’ move this fall. Monmouth University will make the switch in football from the Northeast Conference to the Big South Conference in the hopes that more eyes, more scholarship dollars and hopefully more donations and other ancillary benefits, come upon the mid-major Jersey Shore school.
Now there was a time when the only football talked about in West Long Branch was the Giants; who trained at the school for a brief period of time. Fall afternoons were spent more on a soccer pitch and football was a distant memory; not something the school had room or reason to do. However that all changed in 1993 when coach Kevin Callahan arrived with the goal of starting football from scratch, and the plan has evolved over the years to the point where the school can now look bigger for its gridiron glory.
Monmouth’s home stadium, 3,100-seat Kessler Field will undergo a $15 million renovation and expansion that is supposed to start after this season and be ready for 2015, as the school adjusts to football life against larger scholarship schools that play in the Big South and are amongst the best on the FCS level. Coastal Carolina, with head coach Joe Moglia pouring a good deal of his own money into the program from when he was head of TD Ameritrade, has become a national power on the FCS scene, and other schools like Liberty University are not that far behind. The league brings bigger expectations, more scholarships and perhaps more of a national identity for Monmouth as college football continues to get bigger and bigger from a sports business perspective.
Now the move to the Big South won’t suddenly push the Hawks into the College Football Championship game in a few years. That usually isn’t the goal with an upgrade like this, especially in the crowded media corridor in the Northeast. Few private schools ever find bright like success at the highest levels of college football; where state schools and their larger budgets and followings rule the roost. What this move does is make Monmouth highly competitive (with additional scholarships to recruit) on the level that they want to be at. It probably also opens the door for some ancillary sponsor opportunities, hopefully some additional ticket revenue and buzz around the school, and the ability to showcase its school brand for general students in a wider area in some key states where population is growing and Monmouth may not yet be a household name. There is also the payday specter down the line for more elite FCS schools. Better recruits and a better league mean that top tier schools; even a Rutgers; could look your way when doing scheduling out of conference. Those chances to play up to a higher level rarely result in wins, but they do result in a nice guarantee check coming back to help balance the overall athletic budget, and once again gets the school some great brand exposure.
Does this move to the Big South for football come with some risk? Sure. There is cost in upgrades and travel which were less of an issue when staying in the smaller and cost controlled Northeast Conference, but the benefits of playing in the local league vs. one with higher aspirations were also limited. There is also the question of what, if any, the other Big South schools have in common on the academic or even the social side with Monmouth. That is probably less of an issue since the move is only for football, which means the core sports for the school remain with their local rivalries.
In the end, the buzz and hopefully the dollars and even the media exposure seem like a good gamble for the West Long Branch school. There has always been some solid local support on all levels for the Hawks and the program they have continued to grow, a growth which has matched well with how the school has evolved on all levels. This fall, it kicks off a new challenge on the gridiron; one which has a nice upside as their coaches, alumni and student-athletes dream bigger and try to stake their own slightly expanded claim in the growing business of college football.

Tailgating Gets More Customized…

It’s almost tailgate time on hundreds of colleges across the country, and a relatively new brand is ready to jump into the fray with a pretty unique contest.

Schwan’s is a one of the national brands IMG College has brought to multiple school properties, with some assistance from Learfield Sports in lining up key schools.  They are now kicking off a pretty cool online platform at  TailgateAtYourPlace.com  The contest highlights Schwan’s Consumer Brands’ Red Baron®, Freschetta® and Tony’s® pizzas….and has some compelling features for fans.  The new Web site is billed as a one-stop shop for all things tailgating this fall football season, including entertainment tips for hosting game-day tailgate festivities, unique college football content and trivia, recipes, contests and games with more than $150,000 in prizes. Additionally, Red Baron®, Freschetta® and Tony’s® pizza brands will have special promotional packaging tied to the sponsorship program, set to run from Aug. 1, 2014 through Jan. 10, 2015. 

The greatest part of the contest doesn’t stop with winning; the brand will customize the online tailgate to the loyalty of the winner. A Commodore in Knoxville wants no part of orange; that’s ok.  A Buckeye going to Ann Arbor? All your stuff is OSU styled, no Maize and Blue anywhere near. The attention to detail shows that the company is willing to go the extra mile to deliver not just any experience, but THE experience, to the winning consumer.

The universities included in Schwan’s Consumer Brands football sponsorship are Arkansas, Georgia, Michigan, Vanderbilt, South Carolina, Tennessee, Auburn, Florida, Illinois, Missouri, Minnesota, Mississippi, Alabama, Kentucky and Ohio State.

TailgateAtYourPlace.com will offer pizza lovers timely tips as the football season kicks off, as well as content to get them in a college football spirit.  Fans encouraged via a full social platform to visit daily for chances to win prizes; more than $150,000 in daily and monthly grand prizes will be awarded. Prizes include five monthly sweepstakes of $10,000 cash, a home-entertainment makeover and a kitchen makeover.  Consumers earn sweepstakes entries by playing the Instant Win Game and earning bonus sweepstakes entries by visiting areas on the site.

Not a bad way to build loyalty and expose millions of casual fans to the brands’ newest investment; the ever-growing big business in and around college football.

“Hyper-Local” Gets Another Digital Shot…

It certainly wasn’t the greatest week for Gannett, with their news of the virtual shuttering of their long form national sports platform “Sports on Earth” and the spinning off of their newspapers. However for the local sports fan, a new offering on the digital Gannett platforms could provide a nice option for additional coverage of college, high school and special event sports throughout the state, an area which news 12 and Verizon Fios have covered to various levels of success on broadcast TV, bit one which has seen a loss of hyper local coverage with the loss of an entity like MSG Varsity.

The new offering is called “Jersey Sports Rant,” and it will be hosted by longtime area voice Joey Wahler, who consumers in New York may recognize from places like MSG Network and News 12, and have heard on WFAN and WCBS radio for years.  The digital offering  debuts Monday. Aug. 18, streaming live video Monday through Thursday from 6:30 to 7:00 p.m. Wahler will host the show from the new Asbury Park Press newsroom in Neptune, bringing in personalities with Jersey ties via digital connection, and in some cases in person. The audience will be asked to interact with the show through social media platforms and by a live chat box on the screen. Consumers can access the show live or through a daily archive on Gannett’s five New Jersey newspaper websites: app.com (Asbury Park Press), mycentraljersey.com (Home News Tribune/Courier News), courierpostonline.com, dailyrecord.com and dailyjournal.com, giving some great added value to those news site’s subscribers, and helping to give the Gannett papers statewide a more unified presence in the local sports conversation.

The goal of “Jersey Sports Rant” is to provide a state-specific platform to discuss the sports news of the day; from Rutgers and the Big 10 to minor league baseball to the casino industry to high school sports, with a mix of coverage and discussion about the professional game as well. In addition to being a nice addition to the news sites, it can provide much-desired video that can drive traffic, and in theory, brands and dollars back to fund the project. This works in many smaller markets, can it work in a large market like New Jersey?

While not venturing outside the studio at first, the show will look to spread its wings with event content and news of the day as well; making it much more than a stagnant “talking head” with calls just coming in. Video and guests can drive conversation and engagement, something which sometimes gets lost in New Jersey sports as the talk is controlled by the professional sports across the rivers in Philadelphia and New York.

Will “Sports Rant” find an audience to make it viable and desirable to advertisers? That will take time to build, but studies do show that the consumer today loves hyper-local engagement and unique content. In this crowded environment it may be a challenge, but it is one that Gannett looks like it is willing to take on as it tries to find new ways to engage its subscribers and grow its base.

Let the story pitching begin.

A Hall Of An Opportunity In Springfield

If you are fan of inductions, then late July and August is your time. Two weeks ago the Baseball Hall of Fame had one of their biggest weekends ever with massive attendance and media exposure. Last weekend the Pro Football Hall of Fame served as the unofficial kickoff of the NFL season with their Hall of Fame weekend, and in just a few weeks the College Football Hall of Fame will open its doors in Atlanta for the first time. While all these Halls celebrate great largely American sports heroes, this weekend the one Hall in North America that is truly global will do its induction, the Naismith Memorial Basketball Hall of Fame in Springfield, Mass.

The 2014 class is no less notable than those going in baseball or football the past few weeks; it  includes David Stern, and former players Alonzo Mourning,  Sarunas Marciulonis and Mitch Richmond, along with NCAA championship-winning coaches Nolan Richardson and Gary Williams and the pioneering women’s  team from Immaculata University. A great mix of stars from almost every corner of the U.S. and around the world. The Hall is located in Springfield, hard by one of the busiest corridors in the U.S. and not that far from Boston or New York. Yet for its location and its global designation, the Hoop Hall seems to get lost in the mix at this time of year; making it a great opportunity for brands and partners looking to maybe find a little diamond in the rough for promotion in a long, hot and busy summer.

Maybe it’s because the Hall is not tied to an actual time of year when hoops is top of mind; like baseball or football are. Maybe it’s because it is August and even those who are passionate about seeing such inductions may be suffering from a nostalgic hangover, for whatever the reason, it seems like there is missed opportunity abounding in Springfield. Basketball is the second-most popular game in the world; the All-Star cast going in is certainly worthy of large media coverage, and those returning to the Hall each years for its ceremony rival the returnees in any sport. The NBA and the national wires will do their part to get the stories told, but in terms of buzz and glitz and glamor basketball on the rarest of rare occasions misses the boat this weekend.

Can there be more that could be done? Sure. While none of the Halls are officially aligned with their respective pro leagues, their support is always welcomed and appreciated, so bringing more social media presence and technology to the induction in Springfield through the NBA and even FIBA partners would help. Maybe there should be more of an in-market presence for the inductees to take the Hall experience more on the road; Team USA just finished up its practice sessions with more to come, could Springfield have been a place where they came around the induction weekend? Does the ceremony have to be at a time of year when hoops is so far off in the distance? All of those questions have probably been addressed and answered by the powers that be, but the Basketball Hall of Fame weekend should be a must attend for media, brands interested in the game and fans, much like baseball and football induction weekends are.  The building is a grand tribute to a great game, as are its inductees. Finding the best way to shine a brighter light on the weekend is the challenge, one which companies should be looking at probably closer than they have in the past as a great entrée into basketball.

In The Social Space, The Heat Remain Hot…

Before any trade movement happened, the entirety of the NBA waited with baited breath on one event: the decision of LeBron James. Everyone in the sports world knew that once LeBron picked his destination, that the shakeout would be swift and violent. Now that the smoke has cleared, what did it all mean in terms of NBA Teams’ social media presence? Our colleagues at MVP Index took a look, and while the Cavs gained, the demise of the Heat seems greatly exaggerated thus far. Are the Heat in retreat?

In short: no. Miami still reigns supreme in the MVP Index’s rankings of NBA teams. They maintained their seat atop the social media mountain by staying the course and by having built such a solid global following that has stayed loyal, which is great, but probably not surprising news, for brands and partners in South Florida. Since LeBron vacated his throne in Miami, the Heat’s Facebook likes and Twitter followers have increased by over 413K and 28K respectively. If you’re wondering what those numbers look like compared to the rest of the league; the Heat gained the most Facebook likes in the entire NBA followed by Chicago, Cleveland, LA Lakers and San Antonio. Twitter, however, is an entirely different story. The Cleveland Cavaliers hold the title for the most Twitter followers gained since Decision II with over 75K. The next four teams in that category are the Lakers, Bulls, Heat and Knicks.

MVP INDEX TOP 10 NBA TEAMS

Miami Heat

Los Angeles Lakers

Boston Celtics

Chicago Bulls

San Antonio Spurs

Oklahoma City Thunder

Golden State Warriors

New York Knicks

Portland Trail Blazers

Los Angeles Clippers

 

TRENDING UP

Sacramento Kings + 5

Cleveland Cavaliers +4

Portland Trail Blazers +3

Memphis Grizzlies +3

Los Angeles Lakers +2

Chicago Bulls +2

Denver Nuggets +2

Minnesota Timberwolves +2

Golden State Warriors +1

Dallas Mavericks +1

Socially, Cleveland has made some serious strides. In addition to those over 75K new Twitter followers, the Cavs also gained over 240K Facebook likes. Additionally, they gained the most followers of any NBA team on Instagram at over 91K. They also more than doubled their monthly Facebook shares with an increase of over 13K. Overall, the Cavs moved up 4 spots on the MVP index to the 12th slot. In just over 3 weeks after the decision, that’s some significant movement. It will be interesting to watch the rest of the league to see how social strategies change and how fans react to see who will end up with the top spot as deals like the one for Kevin Love play out, and more importantly, how teams perform once training camp gets started in October.

One thing that is pretty clear though; social followings, unless there is something catastrophically negative occurring; remain tough to rock once built, and are still challenging to grow unless the social space is combined with real time results in games. That combination remains king; for LeBron and everyone else.

Yogurt Takes A Dip Into Colleges; Hummus Next?

Hummus and Yogurt, smart brand fits for the college marketplace, and both now have really started their engagement through athletic branding.

This week, Chobani announced a 17 school partnership through IMG College to engage with colleges through athletics on a broad platform; from digital and game promotions to health awareness campaigns, sampling and access to athletes. The launch schools include Florida, Georgia, Michigan, Ohio State, Oregon, Texas, UCLA and several others, and more comes at a great time since the NCAA’s rule change allowing universities to serve student-athletes unlimited meals.  Yogurt as a healthy choice makes great sense, and Chobani taking the broadest activation platform with some large programs is a great next step. It certainly won’t be the mega-deal for income that beer will be as more schools start opening up the taps at games, but from a messaging and branding standpoint the yogurt play hits on many levels.

Then there is  hummus, growing as fast as any in the snack food category. Major brands are investing millions in the chick pea snack, combined with their own crackers and pretzel brands that fans are accustomed to, and dropping in various flavors to make hummus as appealing and healthier than your standard nachos or other dips on game day.  The growth at retail in large ethnically diverse metropolitan areas has been tremendous, and now the key hummus brands are looking to extend more into sport by dipping crackers into various partnerships. Last winter Olympian Tim Morehouse and his quest to bring of all sports, worked with the Sabra brand to create a “Fencing In The Cities” program as a way to promote active lives for young people in urban areas, and Sabra was a great fit. The brand has also partnered with the NFL to be the official dip of the league, but investing and activating at the level to break through with one of the most elite platforms on the planet can have its challenges. So how about hummus on the college level?

Like yogurt, hummus plays well on college campuses as a snack alternative. It can fit really well with student-athletes at the training table and can have much more of a cost-effective activation at mid-major schools. Maybe not Michigan, but how about Harvard-Yale to start?  For schools looking for great messaging and healthy lifestyles with brands looking to break through in snacks, hummus could match yogurt as a great fit.

Let the healthy dipping begin.