MLB | Sports Marketing & PR Roundup

The Dr. James Andrews Brand…

Here is the latest q and a conducted by Tanner Simkins; this one with Dr. James R. Andrews the world’s leading physician and orthopaedic surgeon for sport-related injuries. He talks about building his business and brand in sports medicine…

Many regard Dr. James R. Andrews as world’s leading physician and orthopaedic surgeon for sport-related injuries. His treatment and evaluation of superstar athletes has positioned Andrews as the foremost sports medicine authority in the eyes of leagues and teams everywhere. We sat down with Dr. James Andrews for discussion on his experiences, injury prevention and treatment, modern medicinal advancements, and more. [A detailed biography of Dr. James Andrews is provided following the Q&A]

Full Court Press: You are widely described as the father of sports medicine – Early on, did you ever dream this would be you?

Dr. James Andrews: To be modest and with some humility that is an overstatement. The fathers of sports medicine we started with Herodicus back in the 5th century. For me to claim [that title] would be of boisterous. There have been a lot of people that were instrumental in developing sports medicine in the 50s 60s and 70s before the field really became known. These guys like Donald Donahue, for example, who took care of University of Oklahoma athletic teams; he was proclaimed a father of sports medicine. I trained with Jack Hughston who was also named a father of sports medicine. If people feel they have to say something like that about me: I would feel more comfortable being labeled as one of the fathers of modern sports medicine as we know it today. But, no I never dreamed about it. If you try to plan your life around establishing your reputation you are probably not going to be successful. In medicine you have to take care of patients on a day to day routine and at all levels. If you work hard enough you will be naturally rewarded with a good reputation. It’s not something you can think about as your goal or plan. Obviously we all have goals to be the best that we can be but I never dreamed or planned it – I just let it happen.

 FCP: What fundamental experiences drove your career to this point?

JA: This is a pretty simple answer. The keys to success, in general, and in sports medicine are availability and communication. If you can make yourself readily available to take care of patients, to do interviews like I’m doing today, if you can communicate on a down-to-earth level with patients then that’s really the two things that drive success.

FCP: You advise both college and professional sports teams. How did you develop this consultant side of your business?

JA: I started off taking care of high school athletes at all levels. I also worked at small colleges who didn’t have doctors to help take care of them. Places like Division II Division III, and other small colleges in rural Alabama that really had no medical care. I made myself available to them. As things grew, the kids I took care in high school like Bo Jackson, for example, all of the sudden were playing college ball where I continued to take care of them. The ones that were elite were playing pro sports like baseball, football, basketball or whatever and they came back to me because they knew me and valued my work. Particularly as you get in the pro ranks, players and teams that I work with pass their positive opinions of my work on to the next potential patient. It is sort of an athlete referral basis that started way back when I worked in high schools. We sort of grew up together. Key signature clients came to me when they saw my quality of work, and it grew from there.

FCP: All of this, plus you operate the Andrews Institute for Orthopaedics & Sports Medicine. What is the favorite part of your job?

JA: It is seeing athletes that you operated, treated or had some influence on continue with their playing careers and to be successful at them. For example, last night while watching SNF it was very pleasing to see players I previously operated on playing at a high level. Another example, this past week the Redskins were playing the Chargers, I had multiple players in the game and from both teams that I operated on. Seeing them all play at a high level was great, this was a real joy to see them compete and successful on and off the field.

 FCP: In your recent book, Any Given Monday, you lay out advice to for injury prevention in young athletes. What motivated your interest in this area?

JA: Around the year 2000 all of the sudden I noticed my exam rooms were filled up with young athletes in junior high or high school with adult type injuries. I began to wonder, Why is this young kid who hasn’t even reached half of his athletic potential in here with a rotator cuff tear, Tommy John elbow injury, or an ACL tear, for example? With the American sports medicine institute in Alabama we started tracking the injuries trying to figure out why the escalation of injuries was taking place. We learned that from the year 2000 on there was a nearly 7-time increase in youth sports injuries. These shocking findings are what first really got me into it. To be candid with you, we as sports medicine physicians and as orthopedics too, for the past 40-50 years time have largely focused on surgical techniques and advancements. There has not been much done or researched conducted on the injury prevention side. In the latter years of my career, it is a perfect time to lead the charge in this area of prevention and research of injuries particularly in youth sports. I simply had to do something about it. Since then, The American Orthopaedic Society for Sports Medicine [AOSSM] and the Andrews Research & Education Institute have been devoted to this field of research and that’s where the idea for the book came from. The point is to raise awareness on the escalation of youth injuries to athletes, coaches, parents, grandparents, and all those involved.

FCP: With new research, there’s a movement away from youth football and other impact sports. Is there any particular sport youth athletes should avoid? On the flip side is there a sport that stands out for healthy athletic progress?

JA: The first thing that has to be done is to make the parents aware of the potential injuries involved. We’re not trying to keep kids out of sports. Sports are a very important physical and social aspect of any child’s life. We are trying to promote ports in a healthy manner. Football, still leads the way relative to injuries in sports. I certainly don’t want to see football outlawed – we need better coaching, equipment, preseason physical exams, and we need to monitor fatigue. Fatigue is the biggest factor in injuries in any sport. Rules related to safety are also a priority. Coaching and referees at all levels are vital. Same with having a certified athletic trainer; these efforts are the difference between minor problems and major problems. We need them to identify head-to-head contact and prevent it. We can make football a safer sport. There is no sport that is perfectly safe. But, the benefits of sport far outweigh the negatives. I sure would hate to see the public get behind the demise of American football, I think that would be disastrous – we can still keep football out there.

FCP: What is your take on platelet-rich-plasma therapy, stem cells, biologics, and other alternative treatments? What is the distinction between these therapies and PED’s?

JA: The difference is that PED’s have a deleterious effect that goes along with their benefit. PED’s will always be banned or illegal for these negative effects. Contrarily, the biologics are there to enhance the healing process. These techniques can biologically treat existing injuries faster and better than ever before. Other than the a handful of elite professionals, the recovery time is very substantial for these major FCPues. So any increase in recovery is very significant. Overall, the two major advancements in sports medicine in my time was the noninvasive arthroscope [introduced in the 70s] and now this coming wave of biologics, stem cell therapy, gene therapy, tFCPue engineering, and the like. Robotic surgery is also coming. All of this isn’t here yet but it will be in the near future. We will never be able to use performance-enhancing pharmaceuticals because of their deleterious effects. These new therapies aren’t designed to provide an enhancement of performance at all. That’s not what it’s designed to be and they won’t be in that category.

FCP: Are there any other developments in sports medicine or sports training that you are closely following?

JA: Everyone talks about advancements in surgical techniques but the most unappreciated advancements come in the rehabilitation process with physical therapists. There have been many developments in pre-habilitation, which is done to prepare for any surgical treatment. Many times this is more important than the surgery and often is the real reason why athletes can get back to their sport, period. Things like rapid rehab and pre-rehab are great examples. This area of sports medicine does not get enough credit or attention.

 FCP: What’s your favorite book, sports related or otherwise?

JA: I do not usually read novels, but my favorite book is The Bible. I love the history related to the teaching of the bible. A personal hobby of mine is learning about history, you can learn a lot of history from reading The Bible.

 FCP: Any tips for aspiring sports professionals or athletes who may be reading this?

JA: FOCUS. I think there are a lot of keys to success, but for someone young they need to set their goals early and high, apply themselves and work hard. To me, its good to have a general background but you need to set your mind early on what to do. Many have the aptitude to succeed but mFCP the opportunity because of a lack of focus. A straight course to your goals is best.

 Dr. James Andrews is internationally known and recognized for his scientific and clinical research contributions in knee, shoulder and elbow injuries, as well as his skill as an orthopaedic surgeon. Dr. Andrews is a founding partner and medical director for the Andrews Institute in Gulf Breeze, Florida. In addition, he is a founding member of the American Sports Medicine Institute (ASMI).Dr. Andrews has been the mentor for more than 250 orthopaedic/sports medicine fellows and more than 45 primary care sports medicine fellows. Involved in education and research in sports medicine and orthopaedic surgery, he has made major presentations on every continent, and has authored numerous scientific articles and books. Dr. Andrews graduated from Louisiana State University in 1963, where he was Southeastern Conference indoor and outdoor pole vault champion. He completed LSU School of Medicine in 1967, and completed his orthopaedic residency at Tulane Medical School in 1972. He had surgical fellowships in sports medicine at the University of Virginia Medical School in 1972 with Dr. Frank McCue, III, and at the University of Lyon, Lyon, France in 1972 with the late professor Albert Trillat, M.D., who was known as the Father of European Knee Surgery. Dr. Andrews is a member of the American Board of Orthopaedic Surgery and the American Academy of Orthopaedic Surgeons. He has served on the Board of Directors of the American Orthopaedic Society of Sports Medicine, and served as Secretary of that Board from May 2004 to May 2005. He has served on the Board of Directors of the Arthroscopy Association of North America and the International Knee Society. He is Clinical Professor of Orthopaedic Surgery at the University of Alabama Birmingham Medical School, the University of Virginia School of Medicine, the University of Kentucky Medical Center, and the University of South Carolina Medical School. He has been awarded a Doctor of Laws Degree from Livingston University, Doctor of Science Degree from Troy State University and a Doctor of Science Degree from Louisiana State University.

At present, Dr. Andrews serves as Co–Medical Director for Intercollegiate Sports at Auburn University. He is Senior Orthopaedic Consultant for Intercollegiate Athletics at the University of Alabama. He is the orthopaedic consultant for the athletic teams of Troy University, University of West Alabama, Tuskegee University and Grambling University.

 

 

A Great American Journey Reaches Its End…

It is a tradition at almost every sporting event across the country, the pre-game singing of The Star Spangled Banner. It has been done via guitar, and choir, with simplicity and comic relief, and in some cases bungled beyond recognition. It is not an easy song to do, but it never ceases to bring a crowd of a few hundred or thousands to their feet to pause and reflect if only for a few seconds.  The National Anthem at sports events is as American as it gets.

The song has inspired many an athlete to feats of greatness once kickoff or first pitch comes, however there is another person making her way across the country to a date with history that Francis Scott Key’s melody has inspired as well. Her name is Janine Stange, and she has come to be known as “The National Anthem Girl,” in ballparks across the country. A Long island native, Strange will make history by completing her mission to sing the “Star Spangled Banner” in all 50 states in time for the 200th anniversary of Francis Scott Key penning the lyrics for the hallowed song on September 14, 2014., She ‘officially’ began her journey to all 50 states on July 3, 2012 at a Rays-Yankees game, and since then, audiences big and small have witnessed her journey, from Madison Square Garden and The Great American Ballpark, to NASCAR and PBR, NHL and Drag Racing.

To date  she has hit her notes in 43 states with the Tennessee Titans being her 50th state, prior to  a preseason game in Nashville on August 28 at 7:00pm CST.  Janine has also been invited to perform for MLB’s Detroit Tigers (Aug. 16), aboard the USS Missouri in Pearl Harbor (Aug. 22), and she will open the festivities of the 200th Anniversary for the Star Spangled Spectacular at Baltimore’s Ft. McHenry (Sept. 14).

At each stop on her largely self-funded journey (although she now has a not-for-profit to defray costs and raise awareness), Janine sets up a table after she performs and provides blank “thank you” cards for attendees to write messages to our deployed military and veterans. Each card goes into an Operation Gratitude military care package that is shared with trips around the world.

Ironically brands have not been part of Stange’s epic journey. One would think that an All-American brand like Chevy or even Cracker Jack with its new initiative, would find a way to tie to her trek to 50, and maybe beyond. To this point, she has forgone corporate assistance and is doing it for the challenge and the glory of paying tribute to Old Glory in a special way.  At a time when brands are looking for simple RPI and buzz, Stange’s trip seems like a novel one; one that is worthy of all the recognition she has gotten and a best practice on how simple ideas can turn into a road trip of epic, and historic proportions as she rounds the final turn toward Baltimore harbor next month. A nice sports philanthropy story to get August off to a bang.

Yankees, Prudential Create A Great Senior Moment

We have talked from time to time about the lack of activation in sport for one of the most vibrant and engaged audiences out there; seniors and baby boomers. It is a segment of the population that has vast consumer experience, knows how to activate in groups, has defined spending habits and in many cases a large amount of disposable time and purchases more high ticket items, like cars, more than any other segment of the population. They influence spending habits, young people, voting patterns and public policy. Yet for all the time sports looks to engage the young and the first adopter, the larger group (albeit sometimes with less disposable income) still goes largely ignored.

However in the last few weeks one innovative brand in a major market has created an opportunity to engage that audience directly, in the sport which has one of the oldest demographic group in professional sport in North America. WFAN-AM (660), the Yankees Radio Network and their brand partner Prudential are offering an opportunity to bring an older audience a chance to create  ”chapter two” in their careers with  their “Play by Play Challenge” contest.

One lucky winner will call a recorded inning at the WFAN studios with Yankees broadcaster John Sterling. The winner will also receive a tour of the Yankee Radio Network broadcast booth, a meet and greet with Sterling and co-announcer Suzyn Waldman and a tour of CBS New York Studios.

The contest makes great sense for Prudential, a financial services firm which understands the spending power of seniors, and also understands the time and interests of the demo. While finding a new “young” voice has been done tine and again, rarely has a franchise gone looking for a distinctive older voice; one which  may not be a staple in broadcasting for decades to come, but one which may be distinctive fun and appreciative of the effort. Sometimes we forget the legacy of seniors and the stories they can tell, especially with the memory of a lifetime of sports experience. While there is no doubt that young people would cherish the opportunity to jump in with the voice of the Yankees, there could be even more appeal, and a better ROI for the investing brand, by looking to older.

Smart move by the Yankees and their media partner, and for their brand for finding a unique way to cut through the clutter.

Best Practices, Team PR: Josh Rawitch

As we have mentioned before we would like to highlight some of the best of the best in communications and marketing more regularly with a short q and a. We start it off with Arizona Diamondbacks SVP, Josh Rawitch.

One of the most respected team communications executives in professional sports, Josh Rawitch is entering his 20th season in Major League Baseball and third as Sr. Vice President of Communications with the D-backs. In this role, he is responsible for the internal and external communication efforts of the organization, including baseball and business public relations, media relations, publications, social media, photography and fan feedback.

During his tenure with the D-backs, the team has garnered increased attention locally, nationally and internationally, as it has been featured in outlets such as Yahoo!, The Today Show, Good Morning America, Bloomberg and the New York Times as well as dozens of outlets during goodwill tours of Japan, Australia, New Zealand, Mexico and the Dominican Republic.

Rawitch joined the D-backs following 15 seasons with the Los Angeles Dodgers, where he was most recently the Vice President of Communications. At various points with the Dodgers, he oversaw the broadcasting and community relations departments. An early advocate of social media, the Dodgers became the first in Major League Baseball to create a program in which independent bloggers received media credentials and access to cover the team. Rawitch joined the Dodgers in 1995 in the Advertising and Special Events Department and spent parts of five seasons in the team’s marketing department before moving over to Public Relations in 2000. He left the organization for two seasons and helped to integrate MLB.com, the league’s official website, from an independently operated site to a profitable venture that now receives hundreds of millions of visits per season. During his time with MLB Advanced Media, Rawitch served as a daily beat reporter, covering the Dodgers (2001) and Giants (2002). He was the lone American journalist to cover the Caribbean Series, All-Star Game, League Division Series, LCS and World Series in 2002.

The Los Angeles native attended Indiana University, where he received a Bachelor’s Degree in Sports Marketing and Management with a minor in Business. He currently teaches Strategic Sports Communications at ASU’s Walter Cronkite School of Journalism and Mass Communication, and was previously an adjunct professor at USC’s Annenberg School for Communication for two years.

What is the biggest challenge you see in the communications business today, and how is it best overcome?

The biggest challenge I think we face is the oversaturation of messaging, which makes it hard for any message to carry the weight needed to truly stick or have an impact. The speed of the news cycle is incredibly fast and therefore, more and more mistakes are made because there just isn’t the time to fully report it – an issue with which many of my journalist friends admit they often struggle. The best way to overcome the first issue, I think, is getting creative in the way we share the message so that it has a stickiness that wasn’t required 10 years ago. As for the latter issue, I’m not sure how to fix other than being honest with those who share the news and accepting that mistakes are going to be made given the nature of the news cycle. Just being human and recognizing that we work with other humans is probably a big step toward overcoming any issue.

Who is the person you learned the most from in your career and why?

Due to the high turnover during my years at the Dodgers (and MLB.com), fortunately or unfortunately (depending on how you look at it), I’ve had almost 20 different bosses in 20 years in baseball, which is almost unfathomable. I’ve also worked under five different ownership groups, 10 managers and 8 General Managers, which has allowed me to learn the good and the bad from so many different people, it would be impossible to pick just one. That doesn’t even count some of my mentors in other departments and at other teams that I’ve leaned on for guidance. It’s a bit of a cliché, but I try to learn at least one thing from every person I come across – even if it’s something really minor.

What are you most proud of from a work perspective?

I’d like to believe that those I work for will say that I’m loyal and calm, even under difficult circumstances. I also believe that we were able to recognize early on the value of directly interacting with our fans/audience and utilizing newer platforms to do so (blogs, social media, etc.). But I think the thing I’m most proud of is the work the 30 MLB teams have done to raise more than $250,000 for Stand Up to Cancer in the last two years after seeing several of our colleagues affected by the disease.

Who do you learn the most from today?

Our President & CEO, Derrick Hall, has been a great mentor to me from my earliest days as an intern and just by watching him on a daily basis, I see what it takes to be a dynamic leader. He’s created a corporate culture that is extremely unique and I truly love working at the D-backs every day.

What has been your biggest disappointment?

I don’t really have any professional regrets, but I’ll continue to be disappointed until the day we win a World Series. Even though I may not have anything to do with how we play on the field, I watch it every year and truly want to know what it’s like to have that feeling that your franchise came out on top.

Who were a few of the people you enjoyed working with the most and why?

Most people I could name would not mean anything to those reading this, as they’re front office colleagues over the years that work hard and don’t really get much recognition. But of those high-profile people, I’d say that growing up listening to Vin Scully for my entire childhood (and now adulthood) and then working with him on a daily basis for so many years was a huge highlight because of his humility. The same goes for Joe Torre, whose baseball camp I attended as a kid and who understands people better than just about anyone I’ve met. Steve Sax was my favorite player growing up, so having him as a coach for a year with the D-backs and getting to know him was pretty cool. Luis Gonzalez is the best athlete I’ve ever worked with (and had him at both at the Dodgers and D-backs) but there are dozens of players who have come along, too, who treat everyone the same way regardless of their status and I’ve enjoyed each of those people quite a bit.

Who do you read or listen to regularly?

Admittedly, I’m addicted to my Twitter feed and probably read 10 articles a day from there on any number of topics. I try to read SportsBusiness Journal thoroughly each month and the Daily as often as possible. There are lots of sportswriters I like and respect and mostly I read biographies of accomplished people when it comes to books. I’ve got Sirius/XM in the car, so I listen mostly to news channels, the MLB channel and tons of music of every kind.

What is your biggest concern with the business of media and entertainment?

The fact that controversy and negativity is what generates clicks and drives the news cycle is definitely concerning, as I think there are far too many great stories out there that never get told because they’re seemingly not as attractive to a mass audience, but I’m guessing people in my shoes have been saying that for 25 years. I’d also say that the 24/7 nature of the industry makes it a challenge to achieve a semblance of work-life balance, but I think those of us in the industry knew what we were getting into and both accept and appreciate the lifestyle that goes along with it.

What’s the most positive change you have seen recently in business?

The access to information in real time is extremely exciting while the ability to watch/listen/read whatever you want, whenever you want, is obviously changing everything about the way we consume media and information.

What’s the thing that makes you stay focused and positive in your life?

My family is the most important thing and always keeps me grounded and happy, regardless of what may be happening professionally. Recognizing how fortunate I am to work in baseball and for this organization definitely keeps me focused, as I’m very aware that I get paid to do what tens of millions of people pay to do. I’ve always strived to be the best at whatever it was I was doing and I’ve known that if I slack off, there will be someone right there to take away this dream job and career.

Maui Jim Scores In Social

The eyeglass market is not an easy one to cut through in sports. Oakley, Ray Ban and others spend millions marketing, signing athletes and then creating custom product to engage fans and gain market share. However there are brands that can disrupt and find ways to cut through the clutter with some unique platforms.

Maui Jim is one. Named after the pet parrot belonging to one of the founders, with a bird  for the company’s mascot, the American-based manufacturer is certainly not a small spender or newcomer in the space, but they have found a way using lifestyle through select sports ties to engage and grow brand, especially in the past few years. Known for their UV-Ray blocking polarized lenses with an oceanic, sporty theme, the company has not looked to celebrity to spread their word in sport, they have gone to the power of the social engagement at large events away from professional sports.

Maui Jim sponsors the Rock-n-Roll Marathon series and then takes a deep dive not into sponsoring elite runners, but with the fans engaged along the route. They interact online with people at the race, set up a big screen TV with Tagboard and post photos live at the event using the hashtag #mauijim and then create video content to showcase the event and the runners. The result is that the Tagboard becomes am hourly destination not just for people on site, but for thousands following online from remote locations who can engage with those in and around the race. There are passionate runners, but also friends and family who follow along and build loyalty to the site for its information and its photos, an ultimately for the brand. Occasional promotions are factored in, but more importantly, Maui Jim becomes synonymous with the fun and the healthy lifestyle surrounding the massive road races and their party-like atmosphere.

 A similar trial was put forth this year at the College World Series in Omaha, Nebraska. College baseball is often overlooked as a property with value, but the College World Series is a crown jewel, a destination every year for thousands not just from the participating schools but from around the country looking for a warm weather celebration of the collegiate game. During the College World Series, Louisville Slugger Bats partnered with Maui Jim to put a Louisville Slugger bat at their booth and had fans try and find the bat via a scavenger hunt. The result was a win for both brands; it linked a longtime NCAA partner to a social consumer brand, and also gave Maui Jim a boost in awareness from fans who know the bat name but might not have known the lower key sunglass brand. The tags on the photowall doubled, and it unleashed the potential for a brand that knows the viral space to work with a bigger brand that is not competitive in the space to increase its bandwidth. While many large apparel brands do have lifestyle lines that include sunglasses, a beverage line could be ripe for a future partnership, much like Louisville Slugger was at the CWS.

So what does this show?  Smart nontraditional, cost effective thinking by Maui Jim does work to grow their brand awareness in a tight space. It doesn’t spend millions, but it can at least get ROI on millions of impressions that can resonate well away from their sponsored events. Their promotions are fun, interactive, have shelf life and can be shared, and that sharing, along with a database that is built when fans engage, can be just as valuable to their strategy as an elite athlete could. It is not a throw stuff against the “social” wall and see what works strategy; it is well thought out and reflects what the brand would like to achieve through engagement; awareness first, sales and loyalty second.

Somewhere down the line could there be a bigger Maui Jim push into sports? Maybe, but mainstream masses are not their market. They are quality, niche and lifestyle, and their programs, approach and execution reflect that, smart targeted spends to draw the buzz and the eyeballs, albeit ones behind some slick shades.

Owning The 4th…

As one goes through the sports calendar it is always interesting to note what the opportunities are that can still be “owned” or created by brands or teams. While the biggest days to still grab are those around the MLB All-Star Game next week, it is noteworthy that no one really has grabbed the opportunity to activate around July 4. Maybe because the day is such one of leisure and activity may be spread too thin, but the day is still one of the quietest news days of the year. at a time when activity is very high. From Indy Car at Pocono to NASCAR to the Wimbledon Finals to baseball, there are key goings-on in sport, and this year the spirit of World Cup abounds as well. Then of course there is Competitive Eating, the one “sport” that seems to captivate the day with its own “World Series,” the Nathans Hot Dog Eating Contest.

Is there an opportunity for July 4 to become a Youth or Casual Sports Day, or maybe even a day when “Sandlot Sports” or pickup games abound.  Maybe it is a call for activity along the lines of Michelle Obama’s “Let’s Move” campaign…a day where people should be active and promote their independent activities. Maybe it is the day where a summer-long initiative is launched. There are no shortage of local and national events to activate around on the Nation’s Birthday. It is a feel good day where a feel good brand or activity could rise up and take some of that slow news away. Competitive eating does a good job of grabbing the spotlight, so maybe a healthier activity could too. It’s all about the opportunity.

Have a great 4th!

Biz of Baseball Tech: MLB.com

Here is the latest stop-by done by Columbia alum Tanner Simkins. This one os with a fellow program alum, Jim McCloud at MLB Advanced Media. Tanner take a few minutes with Jim to talk about the biz of BAM.

Jim McCloud serves as the Vice President of Sponsorship Sales MLB Advanced Media. We sat down with Jim for a discussion on digital, landscape trends, and more. (A detailed biography of Jim McCloud is provided after the Q&A)

Full Court Press: For those who may be unfamiliar, tell us about you and your work with MLBAM?

Jim McCloud: I’m the Vice President, Sponsorship Sales at MLB.com.  I oversee the Midwest region selling nationally across MLB.com and all 30 club sites.  I also manage the relationships with the following clubs from a digital sales perspective the New York Mets, Philadelphia Phillies, Chicago Cubs, Chicago White Sox, Minnesota Twins, Milwaukee Brewers, St. Louis Cardinals, Texas Rangers, and Houston Astros.

FCP: What’s the largest obstacle when it comes to digital sales?

JM: The largest obstacle is the changing landscape of digital media.  The product we sell is a compelling product and we’re an innovative company which certainly makes my job easier.  However, with the shift in eye balls to mobile and people consuming our content in so many places we need to make sure that we are wherever the fan is whether that be on MLB.com, in our At Bat App, on social media, etc.  So we constantly need to monitor where the eyeballs are and make sure our strategy aligns with the consumption patterns of our fans.  What works today might not work tomorrow.

FCP: Describe your leadership style

JM: I’ve been fortunate to have a lot of great mentors who have taught me a lot about leadership and grew up playing sports through college.  So for me it’s important to have a team environment, where everyone trusts one another and pushes each other to get better.  Good thing is I’ve been at MLB.com for five years and have held numerous positions so while I’m hands on, I also give my team the ability and freedom to make decisions and am there to support them as they work through certain situations and obstacles that arise.  Since I’ve faced many of their challenges during my time at BAM I’m able to help work through certain issues.

FCP: What are some industry trends or developments that you are closely following?

JM: Mobile continues to dominate the digital landscape as it’s become the first screen for users.  However, no one has truly figured out the best way to monetize the medium given the limited amount of space, so we’ve been working to develop different ways to create value for our partners.  It will also be interesting to follow the launch of iBeacons in MLB stadiums this year as it’s another new technology that we will be experimenting with.

FCP: Who is someone you learned the most from? What did they teach you?

JM:  Bob Bowman is someone who has been a great mentor to me.  He’s been instrumental in my development and someone who has led by example.  He’s truly an innovator and what he’s been able to build at MLB.com speaks for itself.  Bob has challenged me since the day I stepped foot into BAM and has pushed me to think outside the box and has taught me to always move forward and innovate.  I’ll forever be grateful to him for the amount of time he’s invested in me and the opportunities he’s provided me.

FCP: What is your biggest regret?

JM: There are no real regrets thus far in my career as I’ve worked for two great companies in CBS Sports and MLB.com.  The mistakes I’ve made have all contributed to the progression of my career and for that I don’t regret anything.

FCP: If you go back, what would you tell you?

JM: If I could go back, I would tell myself to enjoy the moments from college and the time I spent with my teammates playing baseball.  Those are moments you take for granted and as you move on into the professional world and you have more personal and professional commitments, you think back to some of those days.  You don’t realize how much fun those days were and how valuable they were to shaping who you are.

FCP: What was the last book you read?

JM: Seal Team 6

FCP: Any tips for aspiring sports professionals who may be reading this?

JM: The biggest question is how do you plan to differentiate yourself from others?  Sports is a competitive field that many people want to work in and it’s those individuals that create their own luck that are the ones that break in and succeed. Networking, internships, and putting yourself in positions to display your skills, in my opinion are keys to getting an opportunity, then once your foot is in the door the rest is up to you.  The hardest part is breaking in so it’s those individuals that are resourceful and strategic that find a way in and succeed.

MLBAM (MLB Advanced Media) is a full service solutions provider delivering world-class digital experiences for over ten years and distributing content through all forms of interactive media. Our digital leadership and capabilities are a direct result of an appreciation for designing dynamic functionality for web, mobile applications, and connected devices while integrating live and on-demand multimedia, providing valuable products for millions of fans around the globe.

Majoring In The Minors: Rose Promo Hits A Homer

It was a well-placed, well timed stunt that only an Independent League franchise could pull off. There was Pete Rose back in baseball for a day at least. The Atlantic League’s Bridgeport Bluefish “hired” Rose last week to be their manager for a day, ceding power for a few innings from former MLB’ers Willie Upshaw and Butch Hobson, to draw some attention, talk baseball and tout some of his partnerships.

The result? The Bluefish doubled their regular attendance and drew national publicity, even if Rose kept his dress pants on as he patrolled the first base coaching box for a few innings.  He signed and posed for a fee, and gave the Indy franchise relevance outside of Fairfield County, Connecticut for a night. Now the “guest manager” idea isn’t that new on the Indy level. What is new is an Indy team taking a chance to have Rose come in and don the uniform with his ban from baseball still intact (Indy teams do operate outside of the MLB/MiLB system, but not wanting to ruffle the feathers of the commissioner’s office is still on the minds or owners on a host of touchy issues). In fat one of the great draws for Indy teams, outside of the inexpensive night of family fun and a level of play that is usually a bit higher than lower level affiliated clubs, are the former MLB’ers that usually patrol the sidelines, looking for an opportunity to break in as a manager or coach. Rose, if he was in good stead with MLB, might even be a prime attraction on a regular basis for an entrepreneurial Indy team.

Now the decision to have Rose come in in such a “formal” role was probably not made in a vacuum.  GM Ken Shepard weighed the pluses and minuses, rolled the dice and hit a homer for the organization, giving great added value to sponsors watching their discretionary spend and ROI and helping push fans to turn out on a Monday night when school is still in its final session to see a baseball legend on the field, one who rarely makes it to a ballpark these days.

For Rose, the night served as a great pulpit for him to talk about baseball, Bud Selig and his other promotions, including a new campaign for a sports website called Sportsbeep . It was a chance to again test the waters, with a large media contingent and see if the Hall of Fame pool might be open again.

Will it lead to other guest manager appearance for “Charlie Hustle?” Not sure if he will fit it in, but for a trial balloon for the Bluefish to bring in some fans who maybe will come back on another night, for sponsors to get an added bump, and for brand exposure in a crowded marketplace, the Rose Manager For The Day hit a homer.

Father’s Day Promo: The Simpler Are Sometimes The Best

A couple of years ago on a  Sunday morning  I was going to get bagels I heard New York Archbishop Timothy Dolan on “Ed Randall’s Talking Baseball” show on WFAN in New York talking about how the simplest of actions with his father, playing catch after work, were some of his brightest memories. Often times in big time sports and promotions it is the simple ideas that get lost as not glitzy or glammery enough, but with the right platform, can be the most effecting. Dolan’s thoughts thatmorning spurred one of those ideas.

 Several years ago I was approached by a colleague, Lance Laifer, to see if there was a way to create awareness for an anti-Malaria campaign he had organized, and do it through sport. The idea was simple, take a nerf basketball hoop and pass it around with a ball through Madison Square Garden, letting each person in the arena dunk the ball, and with each dunk a dollar would be donated to charity. At some point it was going to become a logistical nightmare, setting the world’s largest dunk record, but the event worked. It got exposure for the charity, and as the ball and hoop were passed around the lower seats, several NBA officials and even some players took notice. One was Dikembe Mutombo, who used the idea and the platform to continue to grow his own initiative to eradicate malaria in his native Congo by purchasing bedding nets. The link between the basketball net and the mosquito net was simple, and eventually led Laifer’s group to an association with the NBA, national exposure and fundraising, and a leadership position which has helped eradicate the problem of mosquito-born malaria in Congo and other parts of Africa. All from a simple, cost efficient plan to dunk a nerf basketball. But timing, part passion, part simplicity helped a small idea contribute in a big way.

Laifer has gone on to now solving pneumonia issues for kids in a big way, and is also helping scores of big name folks negotiate twitter through his company, all through looking at big issues and creating simple solutions one step at a time.

So now back to playing catch. Every year the Northern League St. Paul Saints hold the “World’s Largest Game of Catch” to kick off their promotional season. A simple act connects fans of all ages in a communal and promotable activity that links young and old, boy and girl, dad and son, mom and daughter. Timeless, simple, easy. So with all the charities, initiatives and campaigns out there, why hasn’t anyone latched on to a “Simple Game of Catch” as an easy promotion at the Major League level? Lots of teams do runs around the bases, sleepovers and giveaways, but a linked, simple game of catch can be an amazing communal experience either as a fund raiser or as a stand-alone promotion. problems with liability if Johnny gets hit in the head? Use a soft ball. Problems in moving it along? Like Laifer’s idea make it a nerf promotion that goes around the stands and finishes on the field. If the simple act of dunking a nerf hoop literally helped to change lives, then a simple game of catch could as well. Just an idea.

 And with that…Happy Father’s Day To All…

Yankees’ Hope Week Reaches A Milestone, And Keeps Growing…

This coming week will mark a five year milestone for the New York Yankees and their tent pole in-season awareness program, Hope Week. While all teams have a responsibility to give back to their fans year-round and the Yankees themselves have expansive foundations run by Mariano Rivera, Derek Jeter, Joe Girardi and many others, the New York Yankees have created quite the niche with Hope Week, and have found ways to expand it every year.  What sets Hope Week apart for the Yankees is the expansive connections each and every member of the organization makes with so many different organizations during the busiest part of the season. The plan, which ranges from visits to having various groups and organizations come to Yankee Stadium, takes every part of the organization and exposes the brand to a wide variety of stories that will have a cumulative ripple effect way beyond the initial meetings. It is Community Relations and outreach to the max, and as a result garnered exposure not just locally but nationally, with a full-length feature on the Today Show on Friday.

Does this mean the Yankees cram all their good will into one week? No. What Hope Week does is serve as a great example of what the value of sport and celebrity can do for so many charities and causes, and draws attention to all in one concerted effort. There is lots of follow-up, and lots of special events, the team and the players do prior and will continue to do after. However by focusing so many efforts in one week, it serves as a great reminder to all what the team can stand for in the community. Each year the event has grown, getting national attention even by The White House now,  and year five is serving as a great look back as well as a look into new ways to engage and build serving as a “Must Do” not just for baseball teams but for every elite team that wins a world title. Brazil should do a hope week for soccer in World Cup…the Clippers in LA. It should also not end with the pro teams. The most elite of college programs should do the same, and the USOC could handle as well. No the Yanks are not alone in bringing hope. What they have done first is really use the wide-ranging week, in midseason, to expand the brand and once again convey their leadership, this time off the field. Well done.