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The Latest Niche Sport Goes Down…RIP AVP

August 15, 2010 by Joe Favorito · 1 Comment 

Late Friday afternoon, after most of the business world was done for the August week, came the release that the AVP had closed its doors.  Despite the success of the Olympics, the marketability of its mature stars, the work of former head Leonard Armato and current head Jason Hodell to build interest and following as a lifestyle sport, the end came in mid-season.  It was not for a lack of committment by those running the business, or by its players or its fans.  The AVP had even scored a big victory in January by keeping beach volleyball as an NCAA sport, and a flood of new sponsors…KFC, Nivea…had come on in recent months.  So why did the AVP join the ranks of the AFL, the IFL, the MISL, the USL,  the AAFL and so many other niche leagues?  It is more a reflection of the continued issues in the economic climate which still has yet to recover.  If major sports that have massive audiences, long term media partners, and major brands behind them are struggling to find ROI, then the smaller guys are still the first and the easiest to go.  For all the spending that is done at the highest levels of sport…World Cup, NASCAR, the four major sports in the North America, and even now in MLS…the decision makers can still point to millions, not thousands, who will see the product and the brands that are associated with them. While it is true that there are smaller brands looking to activate against a core audience, you still need major exposure to generate the kind of revenue needed to support and sustain an organization for the long run.  The AVP was also burdened with the problem of facility…each week a new stadium had to be built and configured in a new site to make the sport run well.  It would be like moving a golf course or tennis courts from one place to the next each week.  very, very expensive and very cost prohibitive.

The Voice of the Fan Gets Louder, Even at 9 a.m. on a Saturday

August 14, 2010 by Joe Favorito · Leave a Comment 

There are certain preconceptions that people, especially mainstream media, have about bloggers and those who are heavily engaged in fantasy sports , and well, many of them  may be true.  They hide behind a computer screen and never face those who they criticize…they live in their parents basement and  use the written word as a cry out to all who have wronged them in the past…they have little or no knowledge and only exist to grab some fame with outlandish and unsubstantiated rumors and on and on.

NASCAR to the New York area…why not?

August 8, 2010 by Joe Favorito · 1 Comment 

The sport of racing, be it horse or auto, has always been very friendly to the Garden State. From legendary Raceway Park and Wall Stadium to the Meadowlands and Monmouth, local fans looking to get their fix of fast cars and horses have never really had to go far.

What Value Global Events? Ask Spain…

July 16, 2010 by Joe Favorito · 1 Comment 

As the world moves on and experts look back on what value the World Cup brought to the African continent, perhaps they should look no further than the now reigning champion, Spain. Steadily over the last few years, the Spanish athletic programs across the board have transformed the Iberian Peninsula into a world power, whether that be in sports like golf and tennis or soccer and basketball.   Why?  Probably a number of factors but two of the most important are facilities and exposure, both of which are the fruits of Spain’s ability to host and then effectively leverage the World Cup and the Olympics.  Those two events ten years apart, World Cup in ‘82 and Olympics in ‘92, provided a platform to the world and to young athletes  on the benefits not just of top level competition, but also of they ways sport can be a social unifier.

Spectacle Du Jour…The Red Bull Air Race

June 22, 2010 by Joe Favorito · 1 Comment 

The stunts and events that take our breath away always draw lots of buzz and interest when they come to town…tractor pulls, NASCAR, you name it.  They have the daredevil quality that surpasses generations, and can draw large crowds for events.  The latest was in New York this past week, the worldwide Red Bull air race. The event featured New York as a panoramic backdrop, lots of thrills and chills over New York Harbor, got great press and buzz for the always viral Red Bull brand, and out itself up as “the sport of the future.”  Ticket prices were at a premium as people gazed skyward onSsaturday and Sunday as the daredevil pilots rocked and rolled all over the eater and between the logoed pilons at speeds of over 200 miles an hour.  Like another “race of the future,” the now defunct Rocket Racing League, the Red Bull Air Race series seems to have it all.  Thrills, chills and a great atmosphere.

Remembering Our True Heros…

May 28, 2010 by Joe Favorito · Leave a Comment 

This past week ESPN.com’s Jeff Bradley had a very touching story about Colonel John McHugh, a lifelong friend united through sport who was killed recently in Afghanistan. As we head through Memorial Day weekend, it is important to remember not just those men and women in the Armed Services but those in civil service who are defending us each and every day.  Four years ago, we had the rare opportunity to take several of our MMA fighters, as well as NFL great Sean Landeta, out into the Atlantic and ride in with them over several days on the USS Wasp as part of Fleet Week.   It was amazing to see and be reminded how much sports connects these young people to home every day, and how much they appreciated being remembered and treated in a very special way.

Bubblewrap’s Stunt Gives Jeter Some Protection…

May 7, 2010 by Joe Favorito · 1 Comment 

Promoting Bubblewrap, the airfilled plastic that protects millions of items each year, is certainly not an easy task.  It is kind of like finding a way for the media to do a positive story about brown paper bags or toilet paper…everyone uses them, they serve their function, but there is usually nothing newsworthy about them.  However the folks at the Saddle Brook, New Jersey company went the old fashioned way this week to get some ink…with a very timely PR stunt.  What did they do? They jumped on the Sports Illustrated jinx, took an off day for the Yankees and seized the opportunity of the team’s trip to Boston this weekend to come up with a way to get some ink.

Remembering an Isles Forfeit, Sidd Finch, and now a Pirate’s Booty…April Fools

April 1, 2010 by Joe Favorito · 1 Comment 

Maybe it’s because we have all become too politically correct, or maybe it’s because there is sooo much time spent on trying to be the most techno-savvy we can be that the simple, grassroots and fun promotions aren’t as fun or “interesting” as they once were.  For whatever reason, even with all the opportunities available to promote through new media, the “stunt” is becoming more and more of a lost art.  April 1, aka April Fool’s Day, was always one of the best points where media, teams, athletes, could look for ideas that were able to capture the imagination and even if for a few minutes give people pause and some fun. One year the New York Islanders pretended to forfeit a game and save their travel time to the Minnesota North Stars…then there was the legendary Sidd Finch, created by George Plimpton and the folks at Sports Illustrated.  Those were just one or two of many over the years.  One brand has seized the opportunity, although more tongue in cheek, to use April 1 as a platform for sports promotion and to have a little fun.  Pirate Brands announced that the New York Mets have “traded” star third baseman David Wright to…well, the Pirates.  The press release and all the great digital platforms around it went out on the 31st, and generated some fun buzz and great images for the move, which was essentially a dry announcement about Wright joining the company’s board and getting an equity stake with the group (although they will be creating healthy snack alternatives for kids and will work with Wright’s Foundation).  Still, they made something that was not much into something, using the April Fools platform.  Great spin, nice visuals, and it took the day for what it is suposed to be, lighthearted engagement in a very unique way.

For All The Segmenting and Shrinking, Broadcast TV is Still King For Big Events…

February 9, 2010 by Joe Favorito · Leave a Comment 

Maybe it was the bad weather that blanketed much of the Middle Eastern states, or the rain that hit the Western United States.  Maybe it was the allure of a quarterback who has been able to flourish as a marketing maven for brands like Oreo and Direct TV despite being in a small market.  Maybe it was because America wanted to see a team from a devastated region rise higher than the flood waters did that tragic August day.  Maybe it was because we wanted to see Betty White and Chevy Chase again.  Maybe it’s because football is really America’s game. Whatever the reason, it doesn’t matter.  The record crowd that tuned in…made even more amazing in this 30 second, HULU infused, Twitter possessed world…showed once again why we love sports as a release, and why the industry and the medium used to show it…broadcast TV…remains king to brands.

Are The Colts The Model NFL Brand?

January 23, 2010 by Joe Favorito · 1 Comment 

Jon Wertheim’s great piece on Colts owner Jim Irsay this past week in Sports Illustrated has stirred a bit of a debate as to whether the Indianapolis Colts could now be the model franchise for the NFL.   Without the flash and dash, and the oversized suites and prices, of the Dallas Cowboys, or the tradition and big market cache of the New York Giants, or even the celebrity buzz of the Miami Dolphins, the Colts have hit on a number of areas…community, tradition, consistency, even social media growth, that has somehow landed them near the best in show of the NFL. Now do they have a national footprint overall in terms of licensing and branding or even PR?  No. What they have done is an amazing job of one of the first rules (and one of the most forgotten rules) of solid brand growth: take care of your core.  They have steadily made themselves the NFL team of choice of the Midwest, through grssroots outreach, consistent branding and a proven commitment to company success.  Then they have the second piece:  The breakthrough star that transcends the sport.  Maybe when you have Peyton Manning you don’t have to seek out Good Morning America or Dancing With The Stars, his marketing team does that for you. But from Oreos to direct TV, manning is as marketable a face and personality as there is in sports today. They have consistency of brand. If you live in Indiana, you know who the owner is, the president is, and who the coach is.  If someone leaves they are replaced by a person who fits the system, and the system works.  That is a rarity in today’s system of immediate gratification.  The colors and the logo remain the same. No third uniform or color helmets.  the Colts, through Baltimore and Indy, have remained the same. They are consistent with the media. No flash, no games, no innovation.  The Colts provide what they need to, service the media and stay consistent with their policies. They speak with one voice. Whether its Irsay the owner or president Bill Polian, everyone pulls from the same script.  less drama, more progress that way. Lastly, even by being traditional, they found ways to embrace social media, connect with fans outside the stadium, and drive interest and revenue through a solid, and consistent web 2.0 campaign.  “My Colts” is not a flashy program, but it provides information, access, and special features that many teams should follow.  Not huge bells and whistles, but it is a program that gives fans what they want and in return they draw a following.

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