Miami Herald

Can Vancouver The Brand Be The Biggest Olympic Winner?

February 7, 2010 by Joe Favorito · 2 Comments 

There has been much talk about Lindsey Vonn’s suggestive Sports Illustrated cover, Stephen Colbert’s great sponsor play, “The Flying Tomato” worrying about snow, Heather Mitts being a klutz and the Jamaican Bobsledders missing the cut, but can Vancouver the city and the region be the biggest winner in this year’s Winter Olympics? The coming events have not had the hype or hysteria that others Olympics have had, probably because of the lack of big name American stars and less promotional dollars, as well as the fact that this will be the first Olympics since the crash of the financial markets. The Winter Olympics are also never the huge casual fan draw that the Summer Games are, but they are still the first Games in North America since Salt Lake City, and may be the last ones for some time to come.  So can a city known for its beauty and with a well established resort as a host (Whistler) find a way to push itself into the consciousness of the American sports fan, the global sports fan, and with that the branding and event world with a successful games? Could the region be a great example as to how established areas, in addition to emerging ones like Sochi for 2014, use the Games to grow and thus justify all the cost spent competing to host a global competition?

Mallards Make Access Something To Quack About…

August 12, 2009 by Joe Favorito · Leave a Comment 

The sanctity of the lockerroom before game time is probably viewed as the last piece of quiet for coach and player. Media access ends, most staff are out and teams can focus on the task of being a professional athlete. However as teams strive to find more ways to give fans and brands more and more ROI, even that sanctity can reach a compromise. The latest move in ultimate access is being offered up by the Quad City Mallards of the International Hockey League, who will allow access certain VIP seats lockeroom access as close as 30 minutes before game time, along with other exclusives for their elite season ticketholders. The Ice Row seats, a first for hockey, is probably one that can be emulated in other sports at the minor and collegiate level, and seems like a natural for sponsorship as well. As always there must be buy-in from the coach for such close game access, and both union and media rules would probably prohibit such close in lockerroom access at the highest levels, but for a franchise looking to be innovative the 30 minute rule is an interesting one, and it will be interesting as well to see whatever prohibitions will be looped in (cell phone cameras shooting chalkboards could be a small issue or Twitter reports on injured players), but the idea gets points for innovation, access and the potential of a nice sponsor return. Nice try by the Mallards to continue to offer more, and drive relevance and interest in the offseason, a brand building exercise that is wrote in minor league baseball but is now just moving to a new level in minor league hockey.

Are The Blackhawks The Model Franchise?

May 26, 2009 by Joe Favorito · Leave a Comment 

This week in New York The Sports Business Journal will award it’s Sports Business Awards for 2008. The nominees in 15 categories are all more than deserving, and in many ways are very reflective of the leaders who will help innovate and lead the industry thro9ugh the continued tough times and into the future. Many on the list read like the usual Who’s Who, but as with many things SBJ does, there are a few surprises. One brand on the list few could have predicted less than two years ago falls under both executive and team of the year…The Chicago Blackhawks. Under the leadership of John McDonough and Rocky Wirtz, the franchise has become a model for outreach and innovation, with one of the best stories coming in Monday’s Chicago Tribune, which pointed out how the team has not only rebuilt its core base of hockey fans, but has cultivated new fans in both the female and African American communities. In a sport that sometimes struggles to grow outside its borders for the casual fan, the Blackhawks have gone above and beyond in customer service, brand building, community relations and communication to the media and to the fans that it is OK to check out hockey. Now of course winning helps, and the team started turning the corner just as the brand builders hot their stride, but in this economy, winning and giving a fans the reason to invest in both dark and bright days have to go hand in hand, and the Blackhawks played both sides of the brand development card to make sure that a storied but sullied franchise was returned very quickly to its rightful place among elite brands. There is a simple rule of effective communication…listen twice more than you speak. The Blackhawks new leadership listened to everyone…old and new fans, returning and emerging brands, league and television partners, grassroots and professional organizations…and have created a brand that may be the sports gold standard for years to come.

Blazers Grow With Hanukah Promo…

December 26, 2008 by Joe Favorito · Leave a Comment 

Appealing to the core fan is always important and pretty simple for brand and fan development.  Yet at this time of year it always seems that most teams will do Christmas or overall holiday promotions and will overlook those of the Jewish faith celebrating Hanukah.  Now it wouldn’t make sense to do Hanukah promotions in arears where there is not a group that would be able to appreciate or support the effort, but in most major cities Hanukah promotions would seem to be a natural, especially since the celebration takes place of a series of days and nights.  Last year the Portland Trailblazers, as they rebuilt their relationships in their community, introduced Hanukah night to moderate success.  This year they expanded the event eventhough the team is doing considerable better, and the result was more coverage and good will created for the team and the brand.  It was a very smart way to connect with core supporters of the sport, have some fun, sell some tickets and even introduce many not familiar with the celebration to a great tradition.  Good move by Portland, and a celebration which can be copied and expanded by most looking to connect with a core fan base and reach out to diverse communities.

Caps May Have Found Innovation In Experiential…

December 14, 2008 by Joe Favorito · Leave a Comment 

Now it may have happened by accident, but an interesting development this past week for the Washington Capitals actually gave a front office staffer a few seconds of a lifetime on ice close to game time, and could unleash a new round of experiential marketing for teams and fans going forward, especially for the minors.  An injury and a late arriving backup forced the Caps to petition the NHL to have a third goalie, that being web programmer Brett Leonhardt, off his computer and into uniform for warmups until Simeon Varlamov could arrive from minor league Hershey.  Now Leonhardt had played in college and had actually worked out with the Caps in some practices, but whose to say a team couldn’t give a relatively competant fan a chance as a coach for a half inning, a batting practice pitcher or a chance to skate a shift on game day outside of the regular prep.  It again gives the fan a chance to have that ultimate experience, is totally sponsorable and would gain media play and in this day of looking for every ounce of justification of dollars, could help lure a new brand or two, especially in markets just below the top rungs.  Does it create distraction or a circus mentality?  Perhaps.  But so did mic’ing coaches, guest ballboys and fans sitting courtside at one point.  But by filling a dire need, the Caps may have opened a door and it will be interesting to see if any brand can walk through.

NASCAR Bucks The Economy, Brings Drivers, Brands and Messages to the Apple…

December 5, 2008 by Joe Favorito · Leave a Comment 

With all the talk of inflation, recession and the economy, even on a day when the Big Three are pleading their case to Congress for help, NASCAR continues on as the leader in the brand activation space.  As they have for several years, the motor sports industry leaders bring drivers, cars and media to New York for their season ending announcements, sponsor meetings and awards, and find every way to again have their biggest assets…their drivers…tell their stories to both ardent followers and casual fans through the media and in person at a series of wide ranging, high energy activities.  Whether it is Jimmie Johnson mugging for the cameras in Central Park or meeting the fans at the Hard Rock Cafe, or Dale Jr. featured again on Yahoo.com, there is never an absence of activity when NASCAR comes to the Apple.  Even with all the media coverage, the brand remains very mindful of the economy and the state of spending and need for more ROI for its partners.  Gone is the traditional lap around Manhattan with the drivers, replaced by more spread out fan-friendly activities…talks about the future spending of the sport and candid assessments for solutions by industry leaders temper enthusiasm, but also show great leadership.  In the current economy, NASCAR was able to use the week to show the media, its fans in the area, and most importantly both Madison Avenue and Wall Street that all invested in Nascar on any level have a group that is looking for answers, but still knows how to activate against the dollars already spent and those currently in play for the future.   The week remained a well messaged, highly active party, while showing fiscal responsibility and temperment needed.

Cleaning Up A Plax Mess…

November 30, 2008 by Joe Favorito · Leave a Comment 

Even the best of seasons can have their bumps, and the New York Giants proved again this weekend why having everyone on message, pulling the same way, and working together from top to bottom and vice versa will avoid issues with the media, and give the media the right amount of accurate and consistent information possible.  Such is the case in the Plaxico Burress saga.  The Giants troubled wideout accidentally shot himself with his own gun at a night club in New York on Friday night allegedly, while the team was in Washington prepping for a crucial Sunday game with the Redskins.  The response from the Giants was well thought out and effective…a well written statement including concern for the player, yet at the same time acknowledging that this could be a potential police matter and that the facts were still coming in, and deferring to authorities.  Working in lock step with the NFL, the Giants did not run and hide or make off the cuff comments…the spokespeople from the team, including players like Kevin Boss, spoke clearly and consistently, relayed the same sentiments and avoided lots of the he said she said stuff that people can get mixed into in a media frenzy.  Now the Giants did have the “benefit” of having a player they already knew was not playing (Burress was injured), having the team already in closed circles in a Washington hotel and having a reputation of always trwating the media well all playing in their favor.  Still, the opportunity for inconsistentcy and feeding the rumors with inflammatory statements always exists, but the way the Giants handled the situation again shows the class and professionalism of a well run well messaged organization.  

Phelps Doesn’t Lose Rosetta Stone In The Translation

November 11, 2008 by Joe Favorito · Leave a Comment 

My friend and colleague David Schwab came up with a great example of product placement and a home run for both an endorser and an edosee on his stellar First Call blog recently.  The story shows the true value of messaging clients, providing a compelling visual for a product and just plain old luck that a newsperson or emcee just happens to follow through on helping get the “plug” in.  The story, as detailed in the blog, involved the Rosetta Stone translation method with endorser and Olympian Michael Phelps and his appearance on “The View” with Whoopi Goldberg.  Phelps found a way to work in the product at the right time, and it went so well as the two chatted that Goldberg gave the product not just an endorsement but encouraged the audience to purchase and use the product.  For a promotion that was questioned coming out of the box as to what the fit was, the Rosetta Stone/Phelps relationship seems to be one of the better angled and better pitched ones for an Olympian coming out of Beijing, and for an untraditional partnership it appears to have delivered some of the most tangible results to date. 

George Foreman Grill Uses US Open Platform For A Knockout Pitch…

September 10, 2008 by Joe Favorito · Leave a Comment 

The recently completed US Open has been a tremendous marketing and PR platform for most of its larger sponsors who have the ability to activate in multiple ways in the months leading up to the event.  American Express, Canon, Olympus and Chase all create multi-level partnerships both at retail and in strategic spots regionally and nationally to make the Open…the only annual championship held in New York at the same time of year eavery year…the financial and activation bonanza that it is.  However in addition to the top-level long term partners, a number of additional brands have been able to step up with very unique campaigns to grab their own level of activation and exposure as part of the Open limelight.  Case in point is the George Foreman Grill.  Although at first glance the grill may be disconnected to the tennis world, the brand found a very unique way using print, digital and a celebrity endorser (Monica Seles) to tell their story of good eating habits and healthy living through their product on a day (the second Thursday of the Open) where most of the sponsors have completed activation.  What made it even more compelling was they were able to execute without using the product namesake (world champion boxer George Foreman) in the “Knockout The Fat” promotion.   Well placed, unique execution, good sponsor awareness to cut a niche in a mega event.

Blazing A Startup Sports Brand Trail Correctly…

September 6, 2008 by Joe Favorito · Leave a Comment 

The passion and enthusiasm and the dollars involved in getting a new brand off the ground, or re-establishing a staid one, are so important in phase one of a launch.  However in sports, like in an entertainment or a restauraunt or any other start up launch, tempering enthusiasm, living within budget, connecting to the community around you and growing in effective stages (especially in today’s economy) are also key elements that often get lost in the shuffle.  The UFL, the IFL, the WUSA, the ABL, the New Jersey Gladiators, the AAFL are just some examples of recent startup ventures that had the best of intentions and a lot of the money but missed on some of the key elements in order to complete long term success and vision.  Now into the fold comes the NLL Boston Blazers.   Already the Blazers appear to have hit on many key elements needed for success…unique, well funded promotions, an understanding of the market, an arena that has interest in them as a tenant, a sport that is “perceived” to be hot, and owners who are both passionate and fiscally responsible about the product.  There is no doubt that Boston is a lacrosse town, and the Blazers have made the right first steps in the community to build market awareness.  Whether that can translate into financial success in a region that has had more than its share of onfield success lately, or whether that success at first is even needed, remains to be seen.  But at first glance the Blazers have pushed the right buttons and could follow the successful stories of franchises in the NLL like Philly and Denver who have done well both in fan perception and at the box office.  So long as the path they blaze remains slow, steady and responsible.

Next Page »