WNBA

The Mascot Fills A Bigger Branding Role…

February 17, 2010 by Joe Favorito · 2 Comments 

So it’s the middle of winter and you have no idea who your players are…or you are having a terrible season and the trade deadline looms and you need to keep your brand fresh and identifiable.  What to do?  The mascot. Now more than ever, with brands looking for more ROI, fans looking for personal engagement and athletes time limited, the value of having a fun, interesting and marketable mascot is higher than ever.  Ben Hill’s blog on milb.com points out dozens of minor league teams that trotted out nascot’s for Valentine’s Promotions or other teams that have unveiled new or updated mascots during the last few weeks to keep their brand top of mind with consumers.  The New Jersey Nets worked not a player, but their mascot, into a Super Bowl commercial, while NHL teams are trotting out mascots while their players are away or off during the Olympic break.  Now that it is so important to engage the entire family, older alumni may not always work as a compelling interraction, and the ability to have mascots in multiple places works as a fund rasier and a brand awareness tool.  It is true that many major market or more established brands (the Knicks, the Rangers, the Cowboys, the Dodgers) have never embraced the mascot theme, instead relying on the power of their brand and all the pieces around it to drive interest.  However for those really needing relevance, the investment in picking the right looking mascot and then marketing him, her or it appropriately, has become as valuable as any other brand campaign and one that is not taken lightly.

Be It Snow or “Sol,” Niche Sports Continue To Struggle To Build Brand

February 4, 2010 by Joe Favorito · Leave a Comment 

Even as we move to some of the most lucrative, buzz-filled and highly anticpated events of the year in the next few weeks…Super Bowl, Daytona 500, Vancouver Olympics, NBA All-Star Game…the struggles for second tier and niche sports continue.  This past week, the Los Angeles Sol, arguably WPS’ most successful franchise in year one, folded despite leading the league in attendance.  Then a story in Wednesday’s New York Times pointed out the financial struggles of one of the world’s biggest niche sports…The Iditarod…which has now lost a great deal of its sponsorship and its television contract. While not seemingly linked, both losses show that especially in challenging times, the need to over deliver on brand value is bigger than ever, and the idea that even the most loyal investors will continue to put dollars into an event on an emotional or passionate buy are long gone.  The Sol’s problems are endemic of any start-up league or brand. Despite a solid product and a significant one year investment, the parent company did not see brand growth in the future and decided to cut its losses without finding a buyer in the marketplace.  The troubling thing is that the team is perhaps in the most marketable area, in a soccer-specific stadium and with marketable stars.  Like the recent demise of the Houston Comets and Sacramento Monarchs of the WNBA, both franchises that seemingly had all the outer appearances of success, ownership made the bold decision to cut losees and move on.  What does this say for the future of WPS?  Chalking the loss up to churn would be OK if it wasn’t in the second largest media market in the country.  The question will be answered over the course of this summer, when soccer mania heats up with the men’s World Cup.  Seeing if WPS gets some of the halo effect with brands is going to be very important to see if the league grows, or if it sets, just like it’s Sol.

MLK Day A Missed Branding Oppt. For Sports?

January 18, 2010 by Joe Favorito · Leave a Comment 

Monday is a National Holiday honoring the late Dr. Martin Luther King Jr.  It would seem a perfect time…NFL in full postseason, NBA and NHL gearing up for All-Star, college sports pushing ahead, the Olympics on the horizon, the holidays in the distance…for a brand or an organization to take ownership of the weekend, especially in the area of community service and philanthropy. Yes, the NBA does do a good job of playing during the day and looking at projects that serve the spirit of Dr. King well.  Yes, some NFL teams like the 48ers are doing community service events Monday.  However, as brands look to be more community oriented and find opportunities to partner on community programs that give back, there remains no national push.  Maybe it should not be the professional teams or leagues, who would find it hard to muster full support on a Monday in January.  Maybe it should be the NCAA or High Schools that should find a brand to turn the day into one where young athletes and coaches each give back in their community. Maybe it should be the announcement of a mentoring program by each or any of the leagues, with some kind of tie to Dr. King’s spirit. Maybe it should be MLS, coming off their draft and meetings last week, or the PBR, who just started, or tennis or golf, both looking for more diversity. It just seems like with the issues of elite athletes today, and the obvious need for brands to connect to the community, that this mid-January weekend would be a prime spot to reflect, connect and reenergize the spirit and influence that athletes can have, especially young people looking for role models on any level.

Liverpool Again Shows Value Of Premium Real Estate….

September 17, 2009 by Joe Favorito · Leave a Comment 

It is perhaps the last clean piece of real estate on the sports landscape…the jerseys of the four professional teams in North America. A practice which is well accepted globally, brand advertising on the front of jerseys, still is off limits in the States with the NHL, NFL, MLB and the NBA as well as in the college ranks. Even minor league baseball and hockey have stayed away from jersey branding to date. Yet with Liverpool’s record announcement of jersey branding this week, following Manchester United’s deal with AON earlier this year, can the pro leagues here hold off much longer? The test marketing has been there now…MLS has integrated jersey sponsorship into their branding campaigns effectively, the WNBA has taken on the issue with success, the upcoming UFL season will have helmet sponsorship, and now the NFL with practice jersey signage (the value Spongetech received for being on the front of the Bengals jersey for the HBO series “Hard Knocks” in the preseason was a good testament to tasteful and effective) and the NBA (with the Nets being first in the signage pool) has followed suit. With so many teams now effectively using alternative jerseys, throwback jerseys, commemorative patches, and other new licensed product, can jersey signage be far away in the States? One thing the leagues have done, even in these challenged times, is still build a demand for that space by not letting be sold to the first bidder. The leagues are also best at protecting marks and doing the long term planning for their on-field and on-court look, so any decision will be carefully placed and effectively marketed and messaged to the consumer. Perhaps the first move will come as part of a media package when the next major TV and digital rights deal is negotiated by one of the four leagues. Perhaps it will be a mega brand which will try a buy-in all at once for an entire league, hence keeping the uniformity (no pun intended). Maybe it will be the start of a patch program which has been done effectively in tennis and golf for years. One thing is for certain, when teams look at the amount of money Liverpool pulled in for their sponsorship, the discussion has had to have been rekindled again. As brands cut back in hospitality, they need to find creative ways to support their programs through effective exposure, and at some point the virgin jersey space will become the next big option.

Deciding When The Envelope Has Been Pushed Too Far

April 9, 2009 by Joe Favorito · Leave a Comment 

A few recent instances have come up which show when sports or entertainment brands can test the waters to see what is acceptable for their fans and more importantly, their business partners. First was the UFC. CEO Dana White has done a phenomonal job of building that property to as close to mainstream as MMA may ever get, especially in a down economy where discretionary dollars will still go to the main four team sports, as well as NASCAR and soccer, in North America. Still, the UFC, with their great TV partner in Spike, have carved a niche with sponsors like Bud Light and Harley Davidson among others. Not huge spends, but very smart ones to access the demo and the UFC experience. Then last week, White went off on a video rant, aimed at a journalist, with profanity and anti-gay comments. It was premeditated, well thought out and then posted on the UFC website. Totally unprofessional and uncalled for and damaging to the brand for casual fans. Now White did recant some of his comments the next day after they received strong criticism, but there was no outcry from most MMA fans or from their brand partners, at least publicly, so perhaps the shock value outweighed the brand damage and the UFC got some edgy headlines with an edgy leader that they enjoy and can benefit from. Still it was way over the edge for a sport looking to be mainstream and poor leadership. Next comes a very interesting Yardbarker blog by the WNBA’s Chantelle Anderson on what the public perceives as sexy and what is not. It is a very well thought out post by a young female athlete and really oputs into perespective what can be edgy and damaging to a brand for women and what can be more acceptable, garner attention and be mainstream. Then Media Post today has an interesting piece on the letter writing campaigns around a too sexy Burger King commercial, aired during many sporting events, which is promoting a kids meal. Again, it is suggestive but not risque, but it caught the eye of a special interest and advocacy group during a sporting event which may make other groups sit up and take notice, and in these challenged times could create a problem for Burger King with the discretionary dollar of conservative families. So here we have a CEO dropping F Bombs and living to fight another day, we have a subtle mix of cartoon characters with a national popular brand being called on the carpet, and we have a top athlete wondering where the middle is. If you are a property, you hope you are smart to make sure partners stay in line but still speak to your clientel, and have leaders who are savvy enough to tow the line and still give your fan base what they want. End of the day, if the ticket buyers and the advertisers remain happy and engaged, then the envelope remains in a good spot. It is when the push becomes a distraction that the crisis management begins.

Leveraging Sports When The Primary Business Suffers…

January 4, 2009 by Joe Favorito · Leave a Comment 

Matt Futterman in Friday’s Wall Street Journal had an interesting look at what happens when the ownership groups of franchises have their primary business suffer large losses, and how it can effect their secondary business…which in many cases can be a franchise.  The crazy situation with the San Diego Padres sell off due to a divorce settlement, is one of the more extreme problems that can arise when owners financial issues off the field effect performance and brand of the franchise.  The bottom line is that franchises and those who run and sell them, should always look to how the brand can best fit the assets of the owner, whether that is creating more ROI for the local car business that owns the minor league baseball or hockey team, or finding ways that Quicken Loans can best benefit from the Cleveland Cavaliers and Arena ownership.  Ironically, one of the brands that has best integrated its franchises into its daily business work is Cablevision.  For all the heat that the Dolan Family takes for the Knicks, Rangers and MSG, their brands…from community events to discounts for tickets and merch for cable subscribers…are working hand in glove with most Cablevision properties.  As a result, the teams have temendous added value to the overall business of the company, even away from the obvious arena and television benefits.  The teams have also looked to find aggressive revenue areas using the Cablevision assets and draw casual fans even the the slowest of times, which makes the brands very important to the business success of Cablevision when times can get tough and cuts have to come.  So the question remains…how does a sports brand find ways to not be “the play thing” of ownership that is concetrating on more mainstream businesses?  By understanding the needs of the core business of ownership…in the community, among its employees…and then developing ways to show strong value through the assets of the team…community relations programs, digital partnerships, in-arena announcements, employee programs…can help make the sports brand even more valuable and more relevant to those in the main business who are not enamored with the high cost and public issues which come with the sports brand.   Sometimes the internal ROI and cross brand communication to the decision makers at the core business is even more important than the external.

The Goalie Mask, The Bases, The Batting Helmet? The Next Place for ROI?

December 7, 2008 by Joe Favorito · Leave a Comment 

As teams and brands struggle to find more unique places to generate buzz and sponsor interest, and as the last four major sports in the United States still try to keep uniforms clean of advertising for team branding, new options for expermentation will abound.  This weekend, Gary Smith, the co-author of Saving Face, the history and uniqueness of the hockey goaltender mask, was asked about the space on the goalie face as a creative license or a branding opportunity.  Earlier this year the Tampa Bay Lightning tried with some success (and great creativity) to use the masks of goalies Mike Smith and Olaf Kolzig as advance publicity for the movie Saw V , which was produced by Tampa owner Oren Koules.  The masks were eventually raffled off for charity and while some media questioned the commercial viability of the images, the result got buzz for a brand that can struggle.  Several years ago MLB did a deal with Marvel to make the bases in stadia look like webs as a promo for Spiderman, and were vilified by the press.  The result was good buzz for a one shot promotion for Marvel and a one-time test for MLB.  So the question remains, how do you find space that is tasteful enough with an ROI that is valuable in a shrinking marketplace.  Alternative uniforms work for the big four, so maybe there are one-offs that can be created for charity and sponsor buzz?  Advertising on jerseys is OK in the rest of the world where the team brands may not have that stigma, and the minor leagues can look for unique ways to brand and get exposure, so why can’t the majors?  Does it cheapen the product?  Do the brands have to stay clean?  can you do funky branded batting helmets for one game?  It all comes down to dollars and planning, and what the sponsor believes will be worth the return.  Saw V was a good test for the NHL…will be interested to see what comes next on the faces of our favorite goalies.  

Athletes Hands On Involvement Making A Difference In The Business Plan…

August 6, 2008 by Joe Favorito · Leave a Comment 

There is always much debate over athletes establishing themselves as a brand, and what the viability is of “brand athlete” when he or she is injured or not performing well or moves from city to city.  Some great examples on building a brand as an athlete regardless of consistent athletic success are people like Jerome “Big Dog” Williams, who parlayed a journeyman NBA career into a series of businesses, investments and charitable endeavors or even Bob Uecker, who played a somewhat subpar MLB career into acting, announcing and endorsements.  The ability to think beyond the game days, to network with executives and fans when an athlete is an a favorable position in a market, to ask questions and to have an understanding of his or her value at that given moment are all keys to building out success.  In many cases, except for the top athletes, the days of getting a check for a straight  endorsement are gone.  So to make up for the void, a number of digital ventures have popped up with athletes taking lead roles in branding and developing as well as looking at the b to b and social networking aspects of what value each athlete would hold both in his community and amongst his peers.  The first is WePlay, the social networking and brand building site developed by CAA, which now has the second round of funding to expand the site and its ability to brand athletes (with some select athletes showing the savvy to reinvest in their brands themselves).  The second platform that is buolding out is ProPlayer Connect, a b to b and athlete to athlete connection where savvy athletes building their brands can connect with the business and fan marketplace for business opportunities and advice beyond their careers, and where companies looking to work with athletes beyond the game can source candidates.  Both are great examples of the new leverage beyond the field the athlete has at their fingertips, and how smart business plays can and hopefully will fulfill athlete and business partner concerns with very streamlined connections and opportunities going forward.    

The Player Blog…some good ones

August 1, 2008 by Joe Favorito · Leave a Comment 

I spent the last few days in various places with my colleague Josh Rockoff of Strike Interactive and the two topics that came up frequently were the growth of online gaming and the value of athlete websites, or with the second topic, the problems therein.  While most athletes, like most brands, feel that the outreach to the fan or the building of one’s own “brand” is essential, there are few that actually do it right.  One reson is the limit of an athletes time to come up with compelling content on a regular and consitent basis.  The other is that many times the sites are manned by others “ghosting” for the players, and the sites often come across as contrived with little insight into the athlete.  That is what the fan wants…not the happy go lucky thoughts of the athlete…the insight into what makes up the person, the slice of life of training camp or behind the scenes that gives the athlete character.  Does it have to be controversial?  No.  Is it always compelling?  No.  But thoughts of what goes on inside the clubhouse or the mind of the athlete…or what the athlete does away from the field…makes him or her more marketable, more interesting and easier to like and understand during the lean times.  Some blogs…like the Washington Wizards’ Etan Thomas’ blog on Huffington Post last year…were great.  But for whatever reason they suddenly stopped.  Same with Diana Taurasi’s blog…great insight into the WNBA and the famale athlete and then nothing.  Are some athletes paid to blog?  Sometimes, especially by the more commercial sites.  However the commitment to be consistent and work with someone to give the fans insight takes time and dedication but a precious few athletes…but those athletes will reap off field dividends in the long run.  Five blogs worth checking out…in baseball, Curt Schilling’s blog, even in an injury riddled year, gives fans insight of both on and off the field…another baseball blog worth reading on espn.com is the Tigers Curtis Granderson (will be interested in seeing the take on yesterday’s trade), while Donovan McNabb’s posts from training camp are also pretty good…the best remains Gilbert Arena’s blog on nba.com…even in the offseason he keeps the fans engaged with his offcourt happenings and otjher thoughts both in and out of basketball…especially for those rising athletes or those schools or smaller market teams looking to get more digital exposure, identifying athletes and coaches and helping push their personalities through the blog or simple websites remains a great opportunity to grow marketshare and bring in some extra dollars while identifying with a very hungry fan base…a little effort can reap a lot of benefit. 

Give Them Liberty.

July 19, 2008 by Joe Favorito · Leave a Comment 

With all the choices of leasure time activity in a major market during the summer, the WNBA is always challenged to find ways to attract the casual fan.  However this weekend, there will be a spectacle worthy of near record numbers, brand exposure and good will.  The Liberty will play the Indiana Fever outdoors at Arthur Ashe Stadium in Queens on Saturday night.  All the elements of the game…the build-in of the court, the first practice, the fan festival around the game, the additional sponsorship…have been pitched and placed perfectly, ranging from multiple local and regional stories in publications which coverage can be hit and miss on, to a great visual piece in USA Today.  The followup visuals and trade pieces coming out of the game will also garner great ancillary exposure and will get the WNBA, already enjoying a banner season, even more attention going into the Olympics.  Well planned, well pitched and well placed, even going against a Yankees home game, the AVP Crocs event in Brooklyn and the great David Beckham playing at Giants Stadium, all in the same day.

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