NBA Teams | Sports Marketing & PR Roundup

Want A Piece of The Cavs? Invest In the Bench…

With all the LeBron James news and the talk of skyrocketing ticket prices, ample TV appearances, out of control franchise valuations and all else round the Cavaliers, it will be interesting to see who the smart, calm head identify as key engagement opportunities around the LeBron return. Will brands try and tie up Kyrie Irving even more? How about Anderson Varejao, there flamboyant, international star soon to be a free agent?  Do you roll with the ever-improving Tristan Thompson, or a rookie like Andrew Wiggins, with lots of upside? They all will surely get their fair share.

However a guy who could be an even better bet for brand stability is someone who won’t even put on a uniform. New head coach David Blatt.  The skeptical may say Blatt is being thrown into a pressure cooker which could quickly spit him out, with wasted time and wasted money for brands.  Very, very doubtful. Blatt, for the right brands, would be the safest investment this side of LeBron. Why? Teams now are investing more and more in the long term culture of an organization more than the quick fix. Blatt comes to the Cavs before LeBron as a global commodity; a successful basketball lifer who has a reputation for getting the respect of his players around the world, and one who gives that respect back. He is multi-lingual, multi-national and has turned very turbulent situations around in places like Russia and Israel, all the while keeping strong ties and respect with the hierarchy of NBA coaching circles. While Erik Spoelstra was somewhat of an unknown quantity outside of coaching circles when he took over the Miami Heat and gained LeBron, Blatt is a known international commodity who could become a coaching star regardless of the performance of his returning superstar now.

So what type of brands invest in a coach new to the NBA? Some will depend on his level of comfort doing things outside of his given duties. The goal is to win with the Cavs and focus there, but that doesn’t mean opportunities can’t arise. The low hanging fruit are apparel companies who can dress Blatt as he becomes a TV fixture during games. There are international brands on the business side like law firms and even law and tax firms that now spend dollars against having a key spokesperson with little public effort; it would be much more behind the scenes entertaining and talking hoops. Educational businesses could benefit from a well-traveled American who speaks several languages, and that is just the start. Yes, the choices have to be wise and incremental, with a look to the future as the team evolves.

The future should include a carefully picked coach as well as his superstar players,  and if you are a brand looking to find a spot in the hubbub, grabbing its affordable rising star on the bench, might be a safer bet than grabbing one on the floor.

Cavs Win In Social With LeBron, But Heat Haven’t Lost…

We went to the folks at MVP Index to take a look at the LeBron effect is early on in social, and to debunk the myth that Heat fans evaporated…here ya go

What impact can one man have on a brand? Ask the Cleveland Cavaliers. LeBron James’ decision to pick his first team over the Miami Heat seems to have had an invigorating effect on a sleepy sports brand in social media.

 The Cavs, with a Twitter amplification rate of 0.86, could definitely use a boost. That boost was provided in earnest when  James took his talents and his 213.27 amplification rate to Cleveland. On the day Sports Illustrated dropped the story of James’ return home, Cleveland’s mentions went from 15  per hour on July 8 to a staggering 3,118 mentions per hour on the day of Decision II. An even larger change is seen in their retweet rate. On July 8, the Cavs were seeing a retweet rate of 14.54 retweets per hour, and on the day of the decision their hourly retweet rate reached 6,202.35 per hour.

The changes weren’t just on Twitter, either. The Cavaliers’ Facebook account also experienced some dramatic changes. 23,259 more people were “talking about” the Cavaliers on July 12 than they were on July 11. That is a 96% increase in people interacting with the Cavaliers’ Facebook account in one day. They also experienced positive changes in their comment rate (307%), Like Rate (77%), and Share Rate (75%) over the same time period.

What about their reach? Before his decision on July 11, the Cavaliers’ Twitter account 336,967 followers. As of July 12, the Cav’s have 370,421, a 9.92% increase in their followers. On Facebook, the Cavs had 1,700245 likes before the decision, and on July 12 they stand at 1,773,792 likes. The Cavaliers gained 73,547 likes in just over one day due to the decision.

How do fans react when their star leaves? We can’t speak for everyone, but it’s widely assumed that the Miami Heat fans are “bandwaggoners.” An account named NBA Legion stated that the Miami Heat had lost 300,000 followers in a tweet that earned 29,585 retweets. That’s a really interesting story, and were it true, we would have seen some real data that backed up the bandwaggoner claim. It’s just not true. The Heat actually have increased their following by a marginal 1,393 people, bringing their Twitter fan base to 2,671,454.

The Cavaliers can gain more than just NBA Titles with the reacquisition of LeBron James, they now have an opportunity to resurrect their brand in social media. The immediate impact LeBron James has on a brand is impressive, but what will really be interesting to watch is Cleveland’s ability to continue growing and engaging with their fans at a steady clip. With LeBron’s added reach and influence, they can capitalize on their revitalized fan base and win sponsorships, move merchandise, and increase ticket sales.

Djokovic Scores In China…

It was a good week to be Novak Djokovic. Historic Wimbledon run with great health, getting some rest before heading to the US to start the hardcourt season and the run up to the US Open. It’s also a good week to be a business partner. In addition to all the exposure  UNIQLO received for his patch on his pristine white uniform, his technology partnership with the PlaySight brand will get him a tracking system of his very own on his court in Monaco, and now he can tell everyone in China about it as well.

Djokovic whose popularity was immense in China because wins in the ATP  Shanghai Masters, and his fourth China Open in 2013 has been missing from the social media landscape because of the lack of access to Facebook and Twitter in the country. However this past week his partnership with social media agency the Mailman Group dropped him back on Weibo, ensures that his connection with his Chinese fans is maximized. Coming on the heels of Wimbledon the re-activation is key for some expanded ROI for his partners, and serves as a great entry point to the massive Chinese fan base.

It’s also a great win for tennis in China, which has grown in popularity with the success Li Na has enjoyed on the WTA Tour, and the increased marketing presence of both the ATP and the WTA across the country. Mailman’s proprietary technology, KAWO, gives brands digital access to China’s 618 million Internet users by repurposing and automating existing social media content onto Chinese channels. The effective use of the global social space by Djokovic, something not every elite athlete has, will be a boon to his growing brand popularity in key points in Asia as the hardcourt season kicks into gear, and tennis goes more front and center in the US. Novak has always been known for his timing on the court, and for his brand partners, re-engagement in China was perfect as well.

Best Practices: Amplifying The Message

The latest in Tanner Simkins q and a’s is with industry veteran Michael Neuman.

Michael Neuman is the Managing Partner of Scout Sports and Entertainment.  We recently caught up with the Amplify Sports and Entertainment for a discussion on career advice and developing trends.  Neuman’s brief bio is provided after the Q&A

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

Michael Neuman: I launched Scout Sports and Entertainment in 2010 as the in-house sports and entertainment consultancy at Horizon Media.  Horizon is the largest independently owned media agency in the world.  Our role is to provide strategic counsel to our clients who invest heavily in sports and entertainment content to develop deep, emotional bonds with their target audiences.  We sit at the intersection of sports media and sports marketing, a powerful and pivotal point where brand and consumers come together with frequent momentum

FCP: Why sports?

MN: The passion is unrivaled, people WANT to see and feel it live.  It’s the ultimate “must see” TV and live event programming.

FCP: Describe your leadership style?

MN:  Empowering, inclusive, incorporating, passionate, caring and invested

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

MN: Brand curated content and the use of social media to flame the fires of good work.  AB’s Up for Whatever campaign around the Super Bowl was simply brilliant

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

MN:  Doug Verb my first boss, hired me out of college.  Treat all people with upmost respect and understand what motivates them.  John Floegel when I worked on the McDonald’s business for teaching me the art of politics and Jonah Kaufman (McDonald’s owner operator) for teaching me the importance of metrics and speaking the language of your audience

 FCP: What is your biggest regret?

MN: I wouldn’t change my life at all, I’m doing exactly what I set out to do and have worked with some of the industry’s greatest people.

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

MN:  In athletics, the mental edge is the differentiator between good and great.  In business, start earlier.  Once you zero in a career, start building experience and a network base.  The industry is super competitive and amassing relevant experiences earlier will be the differentiator

 FCP: What was the last book you read?

MN: I’m reading “Leaders Eat Last” now

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

MN:  If you truly want to work in the business of sports, you must be 130% committed to do whatever it takes to catch your first break.  The hardest part is getting the shot, it’s no different than the career minor leaguer getting called up in September.  Most fans don’t know this player probably spent the last 10 years in the minors.  There must be an irreversible commitment to succeed and on your own team, you need everyone on board including family, friends and your entire network.  Persistence and determination are omnipotent

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Neuman is the Managing Partner of Scout Sports and Entertainment, a Division of Horizon Media, Inc. Prior to joining Horizon, he was cofounder and president of Amplify Sports and Entertainment, LLC, a marketing consulting agency created to help brands harness the power of strategic sponsorship and maximize the impact of athlete and celebrity driven campaigns. Prior to launching Amplify, Neuman was Senior Vice President, Group Account Director with STRATEGIC (formerly Strategic Sports Group), where he provided strategic consulting services for sports and entertainment partnerships. Neuman previously held senior positions with Paragon Marketing Group (HALO Sports), Arnold Communications, and Global Television Sports, Inc.

Pony Up; SMU Joins The Beer Wagon

It is no secret that colleges of all sizes, especially those mid majors not in the top five power football conferences, have to continue to scramble for revenue to be self-sustaining. To do that, they have to continue to look for partners big and small who can effectively integrate into media opportunities and get the ROI that is needed to justify an effective spend with limited discretionary resources. For years one of those big spend platforms in professional sports has been alcohol, specifically beer, a category that for a long time has been minimalized by the NCAA and many of its member institutions unless the message was all about anti-drinking campaigns. Sales in campus at events? Relatively nonexistent since the national drinking age went to 21. College sports and beer didn’t mix.

However that appears to be changing, as schools carefully go through the minefield and test the waters to see f beer sales and college sports can safely exist. The latest school to make the leap into the suds business was Southern Methodist University, which announced this week it  will sell beer at football games this fall, following strong sales and no negative feedback from sales at their men’s hoops games at Moody Coliseum this past year. SMU now becomes  one of several dozen universities that have looked to alcohol sales to boost crowds and make money. Kansas State and West Virginia have been on board, while the University of Texas began a pilot program in February for beer and wine sales at sporting events.

There is solid money to be made by beer sales for colleges that need the marketing and the concession help.  The sales are controlled, carefully monitored and will probably be shut down at any hint of trouble.  Even in micro amounts, the dollars that can be brought in can boost revenue for schools that are running at a deficit or have tapped out of ROI on existing sponsors. Will beer sales lead to relaxed beer advertising as college sports becomes more and more of a big business and the landscape adjusts to less of a feel of a quaint event? Maybe, but the colleges and universities can augment their pouring beer partner with added awareness programs to share with the underage student body.  The ironic thing is that beer sales at certain events off campus or in suites at most arenas have rarely if ever been off limits. On campus where students are present there was a growing prohibition, but certainly not at events where elite boosters or faculty have been involved.

Some may wonder what will be next once beer is in the door. Will wine be ok? What about hard liquor, once off limits for professional sports but now more than OK with almost all professional events. Gaming? Colleges have started to seriously look at lottery revenue, and there are scores of games played in and around casinos every year, which is OK for the NCAA, so why not a bigger opportunity with the controlled environment of the lottery. The colleges need the money, and there is a long track record of success and savvy marketing, not excess.

This is not to say that out of control underage drinking is not a problem in some places. It is also not to say that selling some beer will be the quick fix for all financial woes the colleges are going through with athletics. SMU equated larger crowds to the fact that beer was sold at hoops games last year. In fact, if they sold Bud and Larry brown hadn’t produced a winner and an exciting season in the American Athletic Conference, how many extra people would have come out just because there was a place to get a drink? Not many.

For those schools with mega-crowds, the added sales can be pretty extraordinary even in a controlled environment. For adults attending any event, it provides an option that is mature and defensible. It is not bacchanalia, it is smart business. Let’s see how many follow suit and open the taps, for the beer and for the revenue.

Brand Hoopla: Five Star Basketball

As part of our ongoing series with Columbia University ad the Full Court Press blog; grad student Tanner Simkins spent some time with various marketers and newsmakers in and around sports business. With school ending and the camp season getting started, Tanner talked with Leigh Klein, steward of the legendary Five Star brand.

For over 20 years, Leigh Alan Klein has echoed in the world’s next wave of basketball talent. As CEO and Co-Owner of Five-Star Basketball, he has bridged elite young prospects and tier-one coaching. Five-Star has a long list of iconic player alumni including Moses Malone, Patrick Ewing, Michael Jordan, LeBron James, Kevin Durant, and more. The Five-Star pedigree claims even more basketball legends serving as coaches like Hubie Brown, Rick Pitino,  Bob Knight, John Calipari, and the list goes on. Recently, we sat down with Coach Klein for a discussion on general development news and his work with Five-Star. (A detailed biography for Leigh Klein is provided after the Q&A.)

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Full Court Press: Five-Star attracts the best basketball talent at its camps. How have you been able to remain the premiere camp in the country for so long?

Leigh Klein: The success of the camp continues to be rooted in the teaching of the game. We consider Five-Star the last bastion of teaching and it’s more important now than ever before with the sport evolving to a continual season (high school to club).

FCP: You are able to bring together basketball’s greatest coaches, scouts, mentors, and motivators to help with the camps – what’s the dynamic like working with so many great basketball minds?

LK: The link is the insatiable desire that each of these incredible people bring to contribute to the game in some way shape or form. They will not and do not quit without adding something that makes basketball better. They recognize that the Game is bigger than any individual and feel compelled to contribute to it and give back to the current and future generations.

FCP: How would you describe your leadership style?

LK: My objectives in leading are to provoke thought/build the IQ of the individual. The macro is the big picture and the micro are the choices along the way.

FCP: I imagine you have heard some great speeches over the years from visiting coaches – what stands out as the greatest/most moving speech?

LK: The most powerful story I ever heard at camp was from Coach George Raveling. It’s a true story about him as a young assistant coach and of a kid that he constantly crossed paths with along his way to work. The individual begged for his time and attention and George constantly shunned and pushed it off to the next day and then the next day. The kid one day decided to take his own life. Without question it moved me and stuck with me as a constant reminder that the only thing that really matters – is people. You can never be too busy to help a person.

FCP: What does it mean to you to have such a long list of alumni?

LK: We are so fortunate at Five-Star to play a role in the development of so many great players that we encountered as high school kids whether it was Michael Jordan, LeBron James, Kevin Durant, Chris Paul, Kyrie Irving and on and on, to see how these kids worked to reach their goals is incredible. For me, I’m just the caretaker of the legacy started by my father, Will Klein and his long-time partner, Howard Garfinkel as well as all the incredible contributors who left their impact on basketball and Five-Star Camp. Guys like Hubie Brown, Chuck Daly, Mike Fratello, Bob Knight, Rick Pitino, John Calipari and on and on, made the coaches and players they encountered better. Five-Star was the vehicle but the credit really show go to the incredible people who came through and made basketball better!

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

LK: I just read Influencer: The Power to Change Anything by Kerry Patterson and it’s as good a book as I ever read. I believe it will help me be a better person, better father as well as give me great strategies to implement with our team at Five-Star.

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

LK: Versatility is the most important skill, for players and for aspiring sports professionals. Continue to add to your skill set. Look how the NBA has evolved, in the past five years,  we have seen the rise of video coordinators into coaching. We have seen the emergence of analytics both into coaching and in team management. Lastly, you see, those who were once sports agents now play prominent roles as team presidents and general managers. Versatility!

You have to grind. There are no shortcuts to success. If you can’t embrace the grind, then the industry is not for you. Lastly, learn how to sell. Selling is critical in every aspect. Selling yourself, selling your ideas….if you can sell, there will always be a job for you.

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For the past two decades, Leigh Klein, Five Star Basketball CEO and Co-Owner, has been responsible for the development of the world’s leading basketball instructional brand, Five-Star Basketball Camp. Coach Klein has directed Five-Star’s Instructional Video/DVD Series and has edited five books. He co-founded the Five-Star Foundation where he remains the Vice-President.

 

 

What Next, Clippers?

The speed and price of the Los Angeles Clippers potential sale this week pointed two key facts; there are more billionaires in the world than there are sports franchises for sale, and the most important part of any transaction is not a valuation or a sticker, tis what someone in the market will pay for the asset. Steve Ballmer’s speed to beat others to become an NBA owner this time around proved that point.

Earlier in the week a lot of the talk had been about the potential brand damage the entire Sterling mess had brought to the franchise. However even before the sale there was little evidence that the madness had actually brought more value to the Clippers brand off the court than ever before, should the right owner be found and a sale go through. Sponsors who threatened to walk came back in the door, upper management was stabilized with the help of the NBA, and the support of the players and the coaching staff following Adam silver’s moves had given all a sense that justice in some form was being meted out, and the business of the LA Clippers was as sound, if not sounder, than ever before.  Now the a $2 billion price tag where exactly is the Clippers brand going forward, especially given the flux of their co-tenants the Los Angeles Lakers, and the ever-fluid state of the NBA from a personnel standpoint.

On the court the franchise obviously has some of the most marketable stars in North American sport in Chris Paul and Blake Griffin. They have paid handsomely for a coach in Doc Rivers and have added the pieces they saw as needed to move the club to one level for now, but it is a level still short of an NBA title. They sell tickets in a building where they are a tenant, they bring in brands which are solid but not overly cutting edge, they draw a bit of a national audience but still not a massive one, and their presence outside the US in the scope of the NBA is still behind that of brands like the Knicks, the Lakers, the Bulls, the Heat and even teams like the Rockets, the Nets and the Mavericks. They are not currently, but will soon, be in a position to set up a better structured and more lucrative TV deal, but that is still a bit off in the distance.

The big question from a brand standpoint right now can be addressed in the time and effort Ballmer as an owner will put in to changing a culture even further. Many have said the organization outside of ownership was progressing into being more aggressive and cutting edge, but will more changes be coming as the former Microsoft head now evaluates staff and brings in new and different faces to continue to accelerate the face of the Clippers?

There has even been some talk of the new life the team has received, coupled with the new name recognition amongst casual fans because if the issues with ownership and the marketable stars they have may even push the longstanding but in flux Lakers brand as the most marketable in Southern California. That really, really remains to be seen. Fans are loyal and tribal and won’t jump ship that fast, and the market certainly is big enough for both clubs to survive and thrive. One looks to new York, where the Nets have certainly grown as a brand in Brooklyn, but the Knicks from a business perspective have not suffered in any substantial way yet, and have generated even more offseason buzz than Brooklyn with all the talk of what Phil Jackson may be doing for the long term. Now none of that talk has translated into anything substantial in terms of wins and losses for the Knicks, who missed the playoffs and are still coachless, but it has continued to keep them well in a basketball conversation throughout the spring, and the revamped Madison square Garden remains a prime destination for hoops fans from around the world, despite the rise of the Barclays Center and tis main tenant a river away.

The interesting question around LA may be more of what the Lakers can do to right their ship than what the Clippers are doing to ramp up theirs. LA has a solid business and marketing mind in Jeannie Buss, but who ultimately makes the business calls may not be in her capable hands right now, although it would be a solid move forward for the team. The brand is certainly not suffering in terms of sales or recognition yet, and it takes several bad years, not one, for loyalty to wane. The vastness of the market can certainly support both teams having filled buildings and viable brands, and a little extended completion on the business side is certainly not a bad thing.

In the end the real intriguing part of the Clippers sale if and when it goes through to be final, will be to see how innovative, fresh and forward-thinking the team will be. What will brands put a value on when they are looking to gain entry into the NBA, and what will the team do to continue to now accelerate the buzz not just in the marketplace but nationally. The new owner has said he will stay in LA, but does that mean the Staple Center? Does Anaheim come back into the mix as it has before? And what happens with TV rights and other manageable assets? All will be interesting to watch as yet another successful business man enters the field of pro sports looking to make his mark and rearrange the furniture in a house that was recently shaken to its core, but one with a very solid foundation.

The games off the field in LA will be just as interesting as the ones on the court.       

Sixers To Camden, Sorta, It Almost Happened Before…

This almost sorta happened once before, in 1993. The Philadelphia 76ers and their owner Harold Katz were embroiled in a dispute with their arena partners, the Philadelphia Flyers and their owner Ed Snider. The battle was over the new home of the teams, as the CoreStates Spectrum was quickly running out of its once very useful life. A state of the art facility was needed, the question was, would it be one or two? For years, the Sixers had played second fiddle to the Flyers in their shared home, with the offices staying in the bowels of Veterans Stadium. Priority dates, media and fan events always went to the Flyers. Now the Sixers wanted equal time.

When deadlines came and past, Katz had had enough. His brand, he felt, was damaged as being second fiddle, so the two teams would go their own ways.  A partnership was formed to bring the Sixers probably about six miles, across the Delaware River into their own facility right by the new amphitheater and close to a to be built minor league ballpark as part of a massive revitalization of the Camden waterfront. Governor Jim Florio, up for re-election, was a big backer of the plan, and off the owner would go, breaking ties with the Flyers and the city for a new state-of-the-art basketball specific facility just north of the Walt Whitman Bridge. The logic was that thousands of sports fans commuted from new Jersey every day, an those who were on the Pennsylvania side knew their way past Camden to get to the Jersey Shore, so the Sixers would not be leaving, and in many ways they would be a little closer to an affluent New Jersey fan base. The owner would have what he wanted and what he felt was needed for a brand; a home they could control of their very own.

It never happened.

Katz picked the wrong face in Trenton to support, as Christie Todd Whitman bounced Florio, denounced the plan as a tax payer burden, the team when back to the negotiating table and hatched a better deal than they had with the Flyers, and shortly after that Katz surprisingly sold the team to a group that included Comcast and Snider and the current massive South Philly sports complex that now exists had the anchor tenants it has today, albeit with the Sixers now back under different ownership and headed on the business side by Scott O’Neil. The minor league stadium, Campbell’s Field, was built and has housed the Atlantic League Riversharks for over a decade with some level of success and the New Jersey Aquarium was added as well, but the NBA in downtrodden Camden? No way.

So this week the Sixers to Camden talk perked up again, albeit on a different level. With the team having their D-league team in Delaware, a spot to anchor and build from in South Jersey could be a good fit.  It would not be a new arena, but a practice facility which would be a potential great new draw for recruiting players as well as doing entertaining for legions of fans on non-game days in New Jersey

After years practicing at St. Joe’s Fieldhouse, the team began to practice in rented space at the Philadelphia College of Osteopathic Medicine in West Philadelphia in 1999. The possible move comes after plans to construct a training center at the Philadelphia Navy Yard, fell through in April, and left the team looking for alternative sites that made sense.

From a brand standpoint, the move could be a good one; a controlled multi-use facility that expands the marketing reach of the team just a bit farther into New Jersey, a state without an NBA franchise since the Nets bolted across two other rivers to Brooklyn. It helps also forge some additional cross-promotional ties potentially between the Sixers and the Devils, New Jersey’s NHL franchise (although the Flyers do train in New Jersey as well, in Voorhees), which is also owned by Josh Harris and overseen by O’Neil. The days of having a gym with a few weights to placate your athletes are long gone. Training facilities are now multi-use, multi-media hubs and home away from homes with little expense spared to keep athletes happy, trained and treated well.

Is all this just posturing and more importantly who fits the bill for the new facility, which would join Campbell’s Field between the Ben Franklin and Walt Whitman Bridges? It would seem to be very much a privately-funded project with a break on land that is unused and some great tax breaks, but it would probably not be a mega-moneymaker for the cash strapped and crime ridden city. It would be an emotional boost, and hopefully help seed some small jobs for residents and get young people involved more in basketball and education-related programs in the city, which could have a nice long-tail effect for some of the kids and the families in the community.

In the end it is always hard to figure out the real economic effect new stadia, let alone practice facilities, can have on a community. However by engaging Camden, the Sixers are showing smart marketing and good community responsibility as they work hard to re-build and re-brand a franchise that has been on the downswing and is now looking to fight its way back up, just like that city across the river.

In Addition To A Pair of Hoops Titles, UConn Wins The Merch Battle…

As stellar as a brand the University of Connecticut has, the trials and tribulations of winning and losing can take their toll. A rocky football season and a men’s hoops program that was in transition could have meant a long winter in Storrs for those not on the Geno Auriemma bandwagon, but Kevin Ollie’s squad rallied from a near-knockout first round against St. Joe’s to take a March madness title of their own, giving UConn an early start to spring with a pair of hoops titles.

The business side at University of Connecticut never really seemed to slow down though. The school executed a full-on rebrand with Nike at the outset of the 2013 football season, and by the time the basketball nets were cut down in Dallas and Nashville, dual national championship merchandise proudly bearing the new Husky logo was furiously being manufactured and shipped.

In fact, in a five-day stretch from March 31 to April, 4 UConn and licensing partner IMG College’s CLC unit,  reviewed 659 pieces of artwork for product. From the wider perspective of March Madness (March 1 to April 4) and factoring in gear for the individual men and women’s titles as well as dual Champion’s merchandise, there were 1,121 approvals, according to Kyle Muncy, assistant athletic director of trademark licensing and branding.

UConn is familiar with the frenetic excitement of a national basketball championship “hot market.” The men’s team has won four titles in the past 15 years, while UConn’s women are unsurpassed in college basketball history with a record nine championships. This year’s pair of title victories came a decade after the Huskies became the only school to accomplish the dual championship feat.

Also factoring into strong sales is the unexpected success of a men’s team absent from last year’s tournament. Additionally, technology advances now make it easier to get product out to consumers faster across a number of categories such as memorabilia.

Within 15 minutes after each title win, Fanatics had more than 350 products bearing the Championship logo available, Muncy said. Wincraft was stocking dual-champions product in the UConn bookstore a day and half following the women’s win over Notre Dame to go 40-0. That meant pennants, bumper stickers, decals and flags were also on sale for the Victory parade through Hartford.

All 13 Bob’s Stores in Connecticut had rushed in more than 100 different pieces of dual champions’ product from their local screen printer, selling out within a day. Meantime, Fanatics also reported that the Dual Champions product – its logo designed by CLC – was UConn’s top seller.

Major championship licensees included Boelter Brands, Box Seat Clothing Co., Champion Custom Products, Fathead, Fanatics, Gear for Sports, Highland Mint, Nike, Mounted Memories, Rawlings, WWRD (Waterford Crystal), and Wincraft.

So the winning wasn’t just on the court for the Huskies this winter, it ended up also being in the merch lines, making their business partners on the apparel side winners as big as the basketball teams.

Thanks to colleague Andrew Giangola for providing some of the details for the post.

Why Mayweather Is Money…

For those ‘Rocky” fans, the business side of Floyd Mayweather is a lot like the image of Apollo Creed before he takes on “The Italian Stallion.” Pick the venue, but the flowers for the Mayor’s Wife, create the package for your challenger and collect the big pay day in the best suits. Control the brand image. Just don’t lose.

And although Argentinian Marcos Maidana isn’t quite the Latino “Rocky,” he nearly did what 45 other fighters couldn’t, taking the fight to Mayweather before losing a 12-round majority decision at MGM Grand arena. Regardless, the champ and all the piece around him went on to a mega payday and the close result will soon be a memory.

What won’t be forgotten is again the way Mayweather and his team carefully orchestrated every aspect of his fight, from ticket and TV sales to fighter purses, venue choices and every marketing deal in and around the bout. Nothing was left to chance, and all came back to the man they call “Money.”

Mayweather is in the middle of a six-fight deal with the Showtime network and is supposed to fight again in September. He has almost 7 million Twitter and Instagram followers, more than 4.1 million likes on Facebook, and a social networking team so that he is in constant contact with his fans. He negotiates all deals for its promoted fighters, receives all revenues generated by his fighters and then pays fighters, other promoters (if it is a co-promotion), and other expenses (operating costs toward the promotion) out of the revenue generated. The result is something that few single sport athletes can achieve; net worth of close to a billion dollars with all aspects of the brand coming back to its owner.  It is the rarest of opportunities that comes to an elite boxer who understands the business; even tennis or golf, where success is based on the individual; still have to negotiate a course, the field or the draw. Boxing it’s one on one. Even the UFC, with all its power, is still controlled by Zuffa Inc. Elite MMA athletes can do really well, but when they go to the UFC, like in a team sport, there are certain elements that get negotiated away.

Now of course the issue becomes what happens if Mayweather loses a fight? Does much of that brand equity built up immediately fly out of the ring? Some might, but because of the longevity of his career and the guaranteed TV money that comes win or lose, the Mayweather gravy train continues on. Besides, who doesn’t like a comeback after a surprising loss?

Is the Mayweather model an anomaly or a new trend in fight sports? Right now there are others Pacquaio, Dela Hoya, who can control a good part of the marketing pie, but Mayweather is the one who appears to want, and have total control, something which can be very, very difficult to duplicate should another mega-star come along early and maintain the brand power for such an elongated tome. For sure he has his critics, but it is hard to argue with his success in business or the ring. Apollo would be proud.

We talked Mayweather on CBS this past Saturday as well, here is a link to the clip.