Getting An Added Fix Of Fall Football…The UFL Or…The Lingerie League?

May 30, 2009 by Joe Favorito · Leave a Comment 

With the AFL gone and the AAFL never started, the quest for NFL alternatives to fill the void continues on. While most agree that the talent level for the secondary football gap between college and the NFL is there…and the CFL has done a good job of trying to assume that role…the model that is financially and socially viable remains a mystery that even the NFL with NFL Europe could not solve. . So now we move to the fall and the launch of the once-delayed, several times evolving four team United Football League, while the once tried, well pitched and curiously positioned Lingerie Football League has also garnered its own position. the question is…can the UFL find an audience, and would anyone really care…brands or fans…about the LFL? While many have snickered, the UFL has pushed ahead and has done a good job of stealing enough headlines, signing media deals and positioning itself as a serious alternative or addition to the college and NFL audience. The coverage it has received, from AP to the Sports Business Journal to the markets where teams will be, certainly creates the air of legitimacy, and all the executives have done a great job of looking forward and staying on message. Now whether fans will show up…the price point is right…sponsors will sign on and media will cover remains the literally million dollar question. Many “good ideas” have come and gone in the recent economy, and even mainstream well established brands have taken a hit. However one thing is for sure, the people behind the UFL are pressing on and showing the confidence in an idea that helps in an uncertain climate, and look like they will create a platform that brands and fans may lean on as a cost effective alternative once the ball goes in the air. On the other side is the Lingerie Football league, which has done a great job of marketing itself and gaining mainstream business and some sports press by pandering to male dominated media. Media outlets from si.com to cnbc have given the league concept some play, and although the numbers of 8,000 guys showing up, TV partners signing on and “celebrity owners” have yet to materialize, the credit has to go to whomever built the PR plan and catered right to the male demo with which the league is looking to go to. Whether the concept gets off the ground and actually gets brands to sign on seems like the longest of longshots, but the buzz generated is certainly worthy of any startup brand. In the end which will last longer? For those looking to grow the sports marketing space the answer is probably both, although the UFL will certainly open more doors for the long term.

As AFL Shutters For ‘09, The af2 Model Continues On…

December 29, 2008 by Joe Favorito · Leave a Comment 

As the AFL shut down its season in ‘09, one of the things that was missed in the reporting is that the smaller market version af2, which works with but is not the same model as the AFL, will continue on. How in this economy could that be possible, especially since the larger AFL had the equity partnership of ESPN, the larger markets, the fan friendly protocol and solid outside growth over the last few years.  The difference is really in market size and cost structure, and the fact that perhaps af2 is really the niche of niches for pro sports in select markets.  As minor league baseball flourished and even grew during the MLB shutdown, and minor league hockey did well during the NHL shutdown, it could be that af2 will serve the indoor need for the core fan without AFL being around.  While the AFL needed larger markets and the costs associated with it to deliver ROI for TV and national partners, af2 is all about the small markets and being that big fish in the small sea.  By keeping costs at a minimum and developing the local partnerships, af2 may be able to grow in ways they hadn’t before.  Now can they go back and tell the regional and local personality stories and business stories that gave AFL bigger life?  Without the strategic communications investment that the AFL made that will be difficult, but by having a good amount of core athletes with good stories, af2 could have potential at very low cost, and could even be a small market appeal that regional brands may partner with, ala minor league baseball.

The Best Positioned League For The Downturn? MLS.

December 24, 2008 by Joe Favorito · Leave a Comment 

As most of the larger and higher profile leagues, and even some of the minor ones, slashed staff and cut below the line excess, one league that held ground, and may be able to gain marketshare with promoion and brand building, was Major league Soccer.  Michael Lewis on the Big Apple Soccer blog had a good look at why and how MLS was able to keep the status quo for staff and could be poised to reap the benefits when the economy swings back.  Soccer remains the world’s most powerful game, and even with the excess spending that has gone on in the Premier League, the game is still adapting and growing in this country on the professional level.  MLS has done a great job of slowly building their model and not overspending.  With the New York Red Bulls making it to the MLS Cup this year, the team pushed MLS into some solid coverage with the casual fan, which will hopefully translate into more interest as Red Bull park opens next fall. MLS has also done a great job of being innovative and introducing sponsors into major sports with effective promotions and added value (VW’s sponsorship and game jersey deal with the DC United being a good example), and that too may benefit more as brands look more for ROI.  Now will some of the fringe spending go away?  Yes.  But of all the major sports, MLS and the NBA in the U.S. have the best grassroots base at this time, and MLS is already used to being lean and mean…a prospect the other big brands…MLB, MFL, NBA, NHL and NASCAR…have all learned pretty quickly.

Mets Ownership Puts Smart Spin on Madoff Losses

December 19, 2008 by Joe Favorito · Leave a Comment 

As much as the numbers in the Bernard Madoff Ponzi scheme are almost beyond comprehension by most on the street, what is understood and appreciated by fans are owners communicating messages directly to their patrons…ticket buyers, media and sponsors.  This week, following a presser to introduce new closer Francisco Rodriguez, New York Mets CEO Jeff Wilpon took the time to address the questions of his families’ massive projected loss in the scandal, and assure all that the team, its new stadium and its  fans are on solid ground.  Especially since the scandal doesn’t directly relate to team business, Wilpon could have followed the cue of many others in his situation, brushed off a no comment or referred to ongoing litigation as a curtain to hide behind.  Instead he addressed the questions head on and confidently, and in a time of financial uncertainty for many teams, spoke through the media directly to the fans that the team is OK.  It was the latest in a series of smart positioning moves for the franchise since October,  with the Mets coming out first on positive stadium moves,  community events, ticket sales numbers and even player signings and media opportunities before their crosstown rival Yankees.  now the naming issue with CitiField remains a hot button right now, but even on that issue the team spoke  as one and clearly communicated their position, however popular or unpopular it is.  In these days of  lessening discretionary income, the Mets are clearly being aggressive and effective in speaking to their fans on a regular basis, and are telling a story that even in tough times the fans and business partners will appreciate.  That they are forward thinking, unified and making the best business decisions to grow the brand for the long term.

UFC Continues To Grow Its MMA Marketshare With Mainstream Brand building…

December 17, 2008 by Joe Favorito · Leave a Comment 

A year ago the UFC continued to build its brand pretty much as it had before…by appealing to traditional MMA and fight fans with a smattering of the mainstream...a good part of the mainstream pitches were left to two principal competitors at the time, the IFL and ProElite, which forged mainstream TV deals and some pretty strong branding ties.  Now that those two brands have faded into bankruptcy and with no traditional strong contender in site in the MMA world, the UFC is growing its marketshare even more, and the latest examples are  a deal with Topps for trading cards and a mall/book tour with athletes pushing new UFC product. Although for mainstream sports, both deals are pretty much old hat, for the UFC they are strong statements to show that the sport of Mixed Martial Arts, although still limited in mainstream audience, is gathering up key followers at a time when most sports are slacking off.  Now there will always be a stigma with the sport, but from a branding standpoint the UFC has taken what little market they didn’t have and has now grown their share…a smart move in a down economy and one that shows that they are more savvy than sometimes media and competitors give them credit for.

AFL Tries To Hold It Together As Messages Conflict At The Team Level…

December 10, 2008 by Joe Favorito · Leave a Comment 

One of the biggest challenges in a crisis is getting all spokespeople on the same page.  Regardless of the message, releasing the bigger picture information, positively or negatively, and having that information be consistent is a great show of solid planning.  Such was the recent case with the WNBA and the demise of the Houston Comets.  The information was released with one voice and one message through the league and the team at the same time, and showed a solid plan and unity amongst spokespeople even in the bleakest of situations for a sports entity.  The last few days the Arena Football League has faced an even bigger crisis…one of suspending play for an entire season as it reorganizes.  It has been a bizarre few months for the league, going from the unexpected resignataion of Dan Baker and the folding of one of its best franchises from a business standpoint, the New Orleans Voodoo, to this week’s feeding of the rumor mill.  Now the league has put out the correct broad statements with regard to action or inaction going forward, all tempered with the correct mix of guarded optimism while a final plan to play or not play is arrived at.  The real issue has come at the team level, where some like the Orlando Predators are conducting business as usual and looking forward and supportive, while others like Kansas City speak out about shutting down and suspending operations.   While none of these decisions and statements can be made in a vacuum, the conflicting messages do not help the league at this crucial time, and it shows the lack of consistentcy that many second tier sports often face.  The great experience and planning at the league level doesn’t always translate down to the team level, and the result is more distractions as the course of business plays out.  Now the hope is that the league comes out at the right time with a strongly worded, forward thinking statement with the correct media access to explain the new business plan.  Until that time, the league office remains trying to almost fight as the teams scramble for position, positively or negatively, feeding a rumor mill which will only do the brand more harm than good.  Hopefully out of the solution is a more streamlined and cooperative and forward thinking group at the team level, which will match the level of competence and proactivity the league offices have put forward in growing the AFL into a recognizable and to this point very worthy brand.

AFL Holds Ground, Stays Focused Amidst Turmoil

October 15, 2008 by Joe Favorito · Leave a Comment 

On Saturday the independent AFL news, the fan site of the Arena Football League, had a very upbeat piece about how the league could continue to rally as the number one fan-friendly sports league, even in questionable economic times.  There were solid features about the Philadelphia Soul open tryout in Pittsburgh, and the Tampa Storm running offseason promotions…event the New Orleans Voodoo had items about upcoming open tryouts and other fan activities.  Then today comes the sudden news that the VooDoo were closing up shop effective immediately , along with the dreaded “unconfirmed sources” saying that other teams will follow.  As the AFL looks for a new commissioner and decides whether or not to consolidate its ownership structure, the move today could send shockwaves for a league perceived as solid and with a great reputation for delivering to its fans and partners.  Now although it is very curious that the team, not the league would make such an annoucement, the league officials stuck to their plan today, speaking with one voice and looking forward, as well as leaving open the possibility that the issue with the VooDoo is not yet done.    It was a smart move to not overreact and send a mixed message to potential investors, while supporting the owners of the VooDoo. It also lends anyone to believe that the move was an offshoot of other goings-on with regard to consolidation of ownership and is not a signal that the league is in trouble financially.  Curious, unexpected to the casual fan, but by avoiding the he said, she said backbiting that usually goes on in a public forum, the AFL scored some points for its fans with hopefully brighter days ahead. 

Expecting The Unexpected: AFL Handles David Baker’s Resignation

July 27, 2008 by Joe Favorito · Leave a Comment 

With another successful Arena Bowl on tap (featuring two good markets in Philly and the Bay Area), expansion possibly to Europe, improved ratings on TV and more market by market coverage, the AFL should have had a love fest this weekend in New Orleans for a sold out Arena Bowl.  As a matter of fact, longtime comissioner David Baker said as much on Mike and Mike this past Friday morning.  He was well messaged, hit all his points and for even the causal fan the outlook of the AFL from it’s top man seemed bright.  As we know in sports, things sometimes are not as they seem, and later in the day Baker surprisingly resigned from his post, throwing the league into immediate uncertainty and clouding what would have been a bright weekend.  As is consistent with a solid PR team, the AFL handled the crisis in stage one very well.  Baker immediately spoke to the biggest voice (AP’s Barry Wilner)  which got the AFL message out as positively as possible in an unusual situation.  Throughout the weekend all interviews from players to coaches to broadcasters, have spoken about nothing but the positives and the future of the AFL and Baker’s legacy and have deftly avoided questions of the timing of the announcement and what else could have gone into it.  Ironically the timing has probably played in the AFL’s favor…late on a summer Friday after a series of pressers where there was no indictation of an issue.  The board also acted correctly in naming associate comish Ed Policy into a governance role and giving Baker the ability to leave his post after Sunday’s game.  Now where the speculation and rumors go from here is anyone’s guess.  However in keeping all interested parties on message, getting the correct message out to the fans and the media and keeping everything focused on the athletes and the teams and minimizing distraction, the AFL scored big points in the news cycle.

NASCAR Grades Itself At The Halfway Point And Continues On The Activation Highway…

June 4, 2008 by Joe Favorito · Leave a Comment 

With Dover taking place this past weekend, the long NASCAR season reached its halfway point, and the industry leader in sponsorship activation, brand building and diverse media attention took pause on its own site to grade the sponsorship winners and losers of the first half of the season.  The report is even more interesting because of the place where it is posted…NASCAR took the time to show not just the happy news, but also spun a look which activations and brands have not passed muster.  It is a very good read into what has worked and why with the kings of activation.  Also on the NASCAR front, another good read came from last week’s Brandweek, with Steve Miller profiling the partnership between Kyle Busch and Pedigree Dog Food to work with animal rescue groups…great activation to a visible sponsorship with a socially responsible spin, a winner on all counts….Busch should also get some solid coverage this weekend when he travels to three tracks to race over the weekend, a great proactive push by the NASCAR PR team which will get the driver, the brand and the tracks additional mainstream coverage in a very crowded sports weekend with the Belmont Stakes, The NBA Finals, and The NHL Finals.   

AFL Scores With More Hits…And Athletes Take A Drink Of The Beverage Market

May 2, 2008 by Joe Favorito · Leave a Comment 

With NFL Europa gone, the AAFL never starting, spring football done, CFL not yet on the sked and the draft now over, those who love football now have only to turn to the Arena Football League to tide themselves over until an outdoor game gets going.  Seeing that void, the AFL has done a solid job both in market and nationally (working with the teams and Dan Klores Communications) to identify and drive some nice additional coverage for the brand in the last few weeks.  Some of the latest hits included a solid score on the front page of the New York Times sports ection this week on the value the New Orleans Voodoo is affording to the community in the post-Katrina time, a Men’s Health piece with Dallas Desperados ironman Will Pettis, and a series of pieces on USS Cole survivor and Colorado Crush lineman Charrod Taylor.  All of these are examples of the brand going beyond the game to tell the personalities of their athletes to a larger audience…all the while building stars and finding ways to enhance the AFL and its partners.  Nice job by the AFL to fill the football jones void.

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