How To Keep The Olympic Athlete Fire Burning? Partner Winter and Summer Together…

February 28, 2010 by Joe Favorito · 1 Comment 

Over the next few days and weeks the debate as to who the biggest marketing “winners” from the Olympics will be played out…Shaun White, Apollo Ohno, Lindsay Vonn, Julia Mancuso, even Shani Davis…will all appear on the watch list, make the TV rounds etc etc. with all the requestite experts chiming in.  Then spring comes and we are on to baseball, soccer, NASCAR…the faces we see, hear and relate to every year and find a strong allegiance to.   The Olympians, despite their powerful platform and their inspiring stories, seem to get tucked away until the next cycle. Is there a way to find a link to keep that cycle going, thus keeping these great stories engaged and top of mind even if their biggest stage is still four years away in Sochi?  For one idea, we can look to Michael Phelps. Many thought it strange that Subway, and even in some NBC promos, linked Phelps to the goings-on in Vancouver.  However he is a transcendant athlete, away from his season and exposure point, and is link to the games raised the tide and perhaps got the Vancouver Games a little more buss going in.  Prior to the Games, USA Wrestling, obviously in their transition time between Beijing and London, found ways to cross-promote with the USA Women’s Hockey Team, using some of their marketing and branding muscle to get the team some additional exposure while they were a bit dormant.  So with the Winter and Summer Games in two year cycles, why can’t a winter sport find a summer sport to work with and share marketing and star building power during the complete four year cycle?  Could swimming work with spped skating to cross promote athletes?  How about Beach Volleyball working with skiers? BMX and snowboarding?  The athletes have a common ground.  they understand the rigors of training and get the Olympic lure.  The Federations struggle when they are not front and center during the games to find ways to promote their athletes.  Why not partner to work together on platforms and for brands that would give great return for summer and winter?

A Cause Worthwhile…Athletes, Pols Step Up To Battle Childhood Obesity

February 16, 2010 by Joe Favorito · 1 Comment 

Big time sports and entertainment events draw big time advertising dollars. We all are more than familiar with the amount of sponsorship spent on Super Bowl, Olympic and NBA All-Star ads these past few weeks, and the payoff in exposure brands got with the largest TV audience of all-time for the Colts and the Saints last  Sunday. One of the biggest categories that support those events is snack foods.  People loved watching those Doritos commercials, and loved chowing down on bowls of the stuff as they were watching the game. The tailgate, the junk food, are all very much a rite of passage surrounding the great American sporting event.

Is President Obama Losing His Sports Jones?

December 18, 2009 by Joe Favorito · 3 Comments 

One of the smarter moves President Barack Obama used during his campaign to lure the interest of the casual voter was to introduce his athletic side and interests into his platform discussions. It started with shooting baskets with Sports Illustrated’s Scott Price, while discussing his background in and affinity for basketball. He threw out a first pitch and donned his beloved White Sox cap; he played more hoops with the University of North Carolina on another primary stop, analyzed NCAA brackets, talked BCS and hit some golf balls for fun. Meanwhile Senator Hillary Clinton looked uncomfortable talking baseball, Senator McCain, despite being an avid outdoorsman, stopped in at a NASCAR event but took his private time hunting away from the cameras, and Vice Presidential candidate Sarah Palin regaled us as a hockey mom. None were as effective with the casual male sports fan as President Obama, and that feeling resonated with a male audience who may not have followed his campaign closely before. It made him much more “one of the guys.” He shoots hoops and likes baseball and talks about it all very comfortably. Did it lure some votes? Probably. Did it detract at any point? No way.

An Olympic Sized Communication Issue…

October 10, 2009 by Joe Favorito · 2 Comments 

The best organizations have well thought out and effective communications plans, often times built around the most simple of ideas. Knowing how to effectively communicate messages internally, building consensus amongst key leadership, speaking with one voice, knowing your constituents and addressing their needs, or at least acknowledging their needs, and then making sure that media are communicated to in an effective and consistent manner are all hallmarks of effective internal and external communications, whether you are a large public corporation or a small business or not-for- profit. That basic checklist makes all feel at least listened to and engaged, and makes those “on the inside” feel like they are part of the process. That checklist also helps in challenging times, and usually gives senior leadership a chance to see issues coming or find ways to address upcoming issues more effectively than when operations happen in a vacuum. With those thoughts in mind, it is very troubling to see the problems that the United States Olympic Committee has gone through recently, with many of the problems stemming from a lack of effective internal and external communication. This is not about Chicago 2016’s failed Olympic bid either. The 2016 group actually had a good communications plan to get their messaging out to the people and the media, and few ever questioned who the leadership was or what they were trying to accomplish. Bid head Pat Ryan was available and presented the best possible picture the group had for the Olympics. Why Chicago wasn’t selected is another issue that has less to do with how the message was communicated than what the message was. However the USOC problems, which have now led to the potential dismissal of senior leaders Larry Probst (who received a vote of confidence from the USOC board Friday) and Stephanie Streeter, seem to be more about communication in the decision making process than anything else. The Chicago Tribune’s Phil Hersh detailed the issues the USOC has dealt with in a piece this week. In the past, the USOC had effective communicators like Daryl Seibel and Mike Moran making sure that messages were conveyed and taking the temperature of those both internally and externally to make sure that leadership could help address and make informed decisions. However recently, many media have wriitten about the inaccessability of top leadership throughout a critical period, and the lack of communication to the USOC constituents, the National Governing Bodies which run the individual sports. This lack of effective internal and external communication has brought the USOC to where it is today…with an external perception of crisis and an internal perception of chaos and call for change. Now could all of this been avoided if there was more basic contact internally, and with a regular flow of media contact externally? Unsure, but one thing is for sure. When building consensus in times of crisis, the easiest way to do it is to make sure there is always a free flow of information up and down the chain of command all the time. Without that free flow, leadership can be viewed as being out of touch with the day to day, which leads to loss of confidence and can slow down the decision process. Also without free flow, senior leadership can often miss key messages or problems amongst the rank and file, and those little problems are often the ones which can end up causing major distractions and become large scale issues for leadership, especially in challenging times. So what will happen with the USOC going forward? An organization which such a wealth of experience and positives amongst its rank and file now has the opportunity to re-trench, re-position and re-define itself with new leadership at a time when people want to see its heros Olympic-sized again. With the right leadership, people who are effective internal and external communicators as well as smart businesspeople, the USOC could end up being in a better position for the new world of sports and entertainment than it has ever been before so long as leadership learns the lessons of its recent missteps and communicates them effectively.

Brand Jeter…

September 12, 2009 by Joe Favorito · Leave a Comment 

September 11, with thoughts of a day of service and reflection proposed by President Obama, may be turning the corner from negativity and grief to positive action (although we should never forget and many need to and still should morn the loss on that day). However on Friday night we were again reminded as to how sports can help be a salve on wounds, and take us to places we never thought we could get to emotionally. Case in point, Derek Jeter. MLB, through their Day of Service and Rememberence initiative, and their announcement of giving back to veterans, created a very nice platform for transition for fans on 9/11, and tied it into the red hats worn by all players. However the person who helped New York turn the corner was Jeter, who broke Lou Gehrig’s Yankee record for hits on 9/11, and gave all a reminder of what brand leadership by example is all about. Brand Jeter is not flashy…there is little digital marketing and splash to it. It has solid, longstanding promotional partners who build very effective programs around his persona…Nike, Ford and Gillette…and his “Turn Two” Foundation does more works of service quietly than publicly in many cases. Still the Jeter brand is one of control, and effective control. In a time where many athletes try to build and expand brands into something they are not, or try to attach themselves to products just for the dollar or for the buzz, the Yankee captain and his business team have remained steady, the quality which many brands in and out of sports should aspire to. Of course Jeter’s onfield longevity and consistency play a key role in that, as does his soft spoken nature. But it could be very easy for Jeter as a brand to try and grab more edgy sponsorships or lend the name to a quick payday. Thus far there has been no need, and as an athlete leadership brand, the bet is that the position will stay the same….and now he has even given us a reason to look back fondly on 9/11…for sports anyway.

Can Soccer Take Advantage Of Its Big Kick?

June 26, 2009 by Joe Favorito · Leave a Comment 

Within a 24 hour period this week, the brand value sport of professional soccer in the United States took a huge jump. First came the coups of ESPN scooping up the Premier League from virtually bankrupt Setanta Sports, followed by the US’ stunning 2-0 win over Spain in the Confederations Cup, followed closely by Steve Nash’s second annual grassroots soccer fundraiser in a New York park, along with the Sports Business Journal piece that WPS is doing better than expected. From the grassroots to the professional, all seems to be going well. Now is there a way for some brand, or a series of brands, to take the good news, tie it in a package and use it as the latest, and strongest, all-encompassing boost for a sport that was already well positioned going into the recession (because of their structure and cost cutting measures) but now has a variety of platforms that are highly visible to attach to? We shall see. Of course Confederations Cup final against Brazil still remains, but the continued interest of Nash (who will be part of the ownership group for MLS Vancouver) as an ambassador with both the world class pros he brought to New York and with his NBA friends, plus a steady women’s product gives the sport another boost while others are struggling. However for brands who have held back on investment waiting for the economy to turn or the right opportunity to invest in, maybe this weeks series of events for soccer will get them a well placed kick for new activation and partnerships.

A Presidential Sports Brand.

May 2, 2009 by Joe Favorito · Leave a Comment 

Last January, with Scott Price’s Sports Illustrated piece on then-candidate Barack Obama, we wondered if other candidates would take to sports to try and pull in the casual male voter who may not really be interested in politics but would put a guys guy in the White House. Price’s piece was followed by the now well known series of sports-themed shots and pieces about the President, while the other candidates never really looked to sports as a catalyst. John McCain golfed a bit and ventured to NASCAR races, and then-Senator Clinton never even looked to young women as a way to garner the support of young athletes. Since the election, the play with sports and the President has continued, as was outlined in the Wall Street Journal this week. Is it a smart idea? It is because it seems very genuine and not forced, and in these challenging times will probably give those on the fence on the issue of popularity a few more reasons to buy the President some time. Now he is no more of a sportsman than President Bush was, although his favorite swaps basketball for baseball. But if the President can help motivate young people to address childhood obesity and keep us all active, then maybe his legacy will be as much about healthy bodies than a healthy economy, or maybe one can lead to the other. Presidential Nike’s anyone?

More Major Moves For The Minors…

February 17, 2009 by Joe Favorito · Leave a Comment 

Even as pitchers and catchers report in the States for Major League Baseball, our master marketers in the minors continue to be innovative and find ways to keep their local brands active, alive and relevant to the consumer, their partners and the media. Aside from the host of promotions announced taking off on the ARod and the Michael Phelps issues the past few weeks, there was the Fort Meyers Miracle, who immediately jumped on the story Julio Osegueda, the college student who questioned President Obama last week about benefits and then said he wanted to be a DJ or an announcer, and hired him to broadcast the Miracle’s home opener. Ben Hill broke the story on MILB.com, which has since made it to NPR and a host of other news organizations, garnering the Miracle great exposure outside of the market. Throw in the Lancaster Barnstormers, who turned their field into an ice rink (reported by Brian Gainor) for their season subs, and thats a great set of activation and brand growth in the minors that any innovator should take note of.

Is There A Doctor In The House…Individual MD’s Step Up Branding…

January 27, 2009 by Joe Favorito · Leave a Comment 

We have all seen the doctor “tips” usually affiliated with sports medicine sponsorships with teams and leagues.  The obligatory in-arena and on-air quick factoids on injury “sponsored by” have been around for years.  However it seems like the indicidual doctors have looked to sports more as a way to more directly reach the consumer on their own.  Maybe its the affordability of space, the need for individuals to stand out more as the competition for the health dollar gets more competitive or media and brands looking to create more one on one contact between a fan base that needs to exercise and is more health conscious these days, but the doctor as brand is on the rise, especially on the recreational side.  Some examples include the Florida Panthers afternoon game sponsored by dentist Dr. Larry Kawa, a new “X-Ray Vision” column in the New York Daily News by two prominent New York sports doctors, and a new website with expert information directed to the active recreational athlete, Sportsmd.com.   In each case the doctor, not the health care group or his own group, is stepping out on his or her own as the expert, and marketing to the sports fan directly.  It is not unlike other professions which work direct to consumer through sports, and could be a new larger revenue stream for teams and brands as they look for new money away from the traditional advertiser.

Audi Steps Forward With A Super Push…

January 22, 2009 by Joe Favorito · Leave a Comment 

As we enter the two weeks leading up to a Super Bowl which will be less hype and more cautious with excess spending, it was good to see the New York Post report that Audi is making an aggressive push to seize market share and hype with a series of spots leading toward the Super Bowl, married with dealer and online activation.  Audi is a brand that defines luxury, and as so, will be one of those that will stick to its core audience and will look to cutting edge, elite plays to still grab those looking to spend, even if they are limited.  Also on the value side, the brand known for customer appreciation is able to take the spots and subliminally let their past buyers know that the brand is still strong and fresh…that reinforcement through a Super Bowl campaign is smart, becuase since Audi knows its buyers are investors in their product, they will bank on the campaign as a bridge to future poisitive times when the economy rebounds and the consumer needs to buy.  To get a smart effective buy for the game and the lead-up and leverage that against future purchases can work for brands, and hopefully Audi will be the first of many who will look to make a confidence buy and brand play as the game approaches and confidence is beginning to be restored.

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