Racing Back To The Top…

February 14, 2010 by Joe Favorito · 1 Comment 

As one looks for continued signs of resurgence in sports marketing…record viewership for the Super Bowl and the Winter Olympic Opening ceremonies, more global sponsors building activation platforms, increased and more diverse ad spending dollars being but forth from ‘09…perhaps one should look to racing as a bell weather.  Yes it is true that “The Great American Race,” the Daytona 500, will just beginning NASCAR’s season this weekend, and that the aggressive new launch of IRL is still a few weeks away, but there are continued positive signs which are showing that racing, one of the the industries hit hardest in the recession the last few years, may be returning to form in terms of viewership, attention and brand awareness. NASCAR has started awareness campaigns in theaters across the country, designed to promote the personalities of the sport, has enhanced their digital presence and begun a more intense program to get their faces out to the widest possible audience going into the season.

End of the Day, Live Events Make Sports, Brands, King…

November 5, 2009 by Joe Favorito · 1 Comment 

The debate has gone on for several years as to what the value of the live event is with regard to sports. In this age of instantaneous, multimedia applications with hundreds of applications, why do we need to watch anything live or be there in person for it? After all we can google, youtube or TiVo any event and watch it when we want to watch it, right? Yes that is true, and the options do present those challenges to event marketers, teams and brands.

The Lance Brand Lives Strong…

October 8, 2009 by Joe Favorito · Leave a Comment 

There is perhaps no other athlete who can so dictate the rise and fall of his or her sport over the long term than Lance Armstrong. Yes TV ratings rise and fall with Tiger Woods on golf, but the weekly coverage of the sport, along with events and brand activation, do continue. Michael Phelps raised swimming to a new level in Beijing, but even with Phelps in a non-Olympic year the draw to the sport for casual fans is still limited. However with Armstrong, the sport of cycling exists for the casual fan. Without him it does not. Now are there other compelling stories to be told amongst professional cyclists, ones that casual fans and those who train and cycle recreationally would care about? Yes. Are there lots of brand dollars spent on cycling abroad? Absolutely. But for the eyeballs, and probably for many brands in North America, a race without Armstrong’s presence is almost irrelevant. So for an elite athlete to carry the sport on his shoulders is both a great responsibility and a great opportunity. Many will debate the exposure role David Beckham played with MLS in this country, and whether the brands that came in and the exposure was good or bad for MLS. Our feeling is it was good and probably could have been better if he played more and included more of his teammates in the broader scope of exposure. However with Lance Armstrong, the ancillary exposure for the sport, and the ability to drive interest and perhaps create other stars that feed off the Armstrong has great potential. Some recent examples of the power of Lance. First was Live Strong Day earlier this month, a viral and grassroots campaign which was a call to action for service and activation around Armstrong’s charity work. The results are hard to measure in the short term, but the global exposure and the ability to do positive philanthropic work through the influence of Lance Armstrong is massive. The second recent piece is Armstrong’s just announced deal with Anheuser Busch, a departure from traditional fitness brand partnerships, but one that speaks volumes as to the unusual drawing power of an elite athlete (Barry Janoff took a good look at the deal on his site). So what does it all say about cycling? Simple. If Lance continues to “Live Strong” as a viable brand that can draw eyes and dollars there remains the chance that brands and fans can be drawn in and then captured by the competitive nature of the sport. After all, who can’t relate to bike riding? However the sport itself, and the teams and athletes involved, must make a concerted effort now to make that play to a larger audience and feed off the Lance wave. Like in so many sports, the assumption that a positive wave will live on the competitive nature of the sport to a mass audience is a mistake. The NFL has seen other football leagues come and go, and even in a niche sport like MMA, the UFC brand is what carries, not the sport itself. So spending the time to cultivate, nurture and convert those fans for cycling must happen now, before the Armstrong window closes. However if that doesn’t happen, there is one fact that will remain… The impact of one man to move the needle up and down from a brand perspective may never have been stronger than with Lance Armstrong and cycling, whether it is a dollar, television, brand or even philanthropic perspective.

Can The NHL Postseason Grow On The Casual Fan?

April 16, 2009 by Joe Favorito · Leave a Comment 

The NHL postseason begins in earnest this week, falling at a good time after the Masters, just ahead of the NBA playoffs, before the NFL Draft and following the hype of opening day for baseball. It also helps to have many of the major markets where hockey has a strong brand presence…New York, Chicago, Boston, Washington, Detroit and Philly especially…all playing with intriguing matchups. The new digital platforms the NHL has pushed so hard to create and offer to fans (as reported in Sports Business Journal this week) also draw more brand attention, so the opportunity to capture the casual fan, especially in major markets seems to all be in place. However one of the more fun promotions, taken to a new level with a charity component, was also rolled out this week in nine NHL markets, the beard-a-thon (Terry Lyons not only profiles the project but joins in with a call to action from Boston in his blog). The Beard-A-Thon, supported online, in print, in arena and on TV will create some fun video as teams advance, and most importantly will both support the charities in local markets AND potentially give rival teams a chance to promote together, something which is a disconnect in many league-driven campaigns across all sports. While all the St. Baldricks promotions that teams have done over the years are worthy efforts, this one literally has the chance to grow on the fan base and the media over the six weeks of playoffs, and will hopefully raise funds and awareness as well as casual fan interest for those who normally miss the day in, day out routine of the NHL season. Nice job by Cenergy on concept and deliverable, with some interesting potential brand ties over time for the promotion.

From The Snip to the Sips…March Madness Activation Gets Going…

March 10, 2009 by Joe Favorito · Leave a Comment 

Whether you are looking for a vasectomy or recreating a classic moment with the help of a popular energy drink, there will be no shortage of activation campaigns on all levels as Selection Sunday comes into view. Darren Rovell reports that last year’s promotion by an Oregon urologist for vasectomies has gained steam this year and may even be copycatted across the country, while Barry Janoff in his blog goes into great detail on Vitamin Water’s promo where fans can send in videos recreating great NCAA moments, as well as the programs by longtime partners like AT and T and Coke. Even partners like Sheraton hotels are offering up March Madness discounts at regional sites, with all trying to cash in on the male demo and the mania that starts when the ball goes up next Thursday at noon. The biggest challenge during the NCAA’s is to find ways to activate with the core fan of the successful university that moves on, while finding ways at retail and online to have all casual fans participate in brand building which leads to the Final Four. Sometimes the smaller brands which pick to activate around regional sites may be able to catch lightning in a bottle, while the longtime NCAA partners have the chance ti build on product affiliations and annual programs that gain strength over time. Either way, for the marketer looking for that elusive male demo, March Madness is here and the activation game is in swing.

March Madness of A Different Kind: Baseball Maximizes WBC Opportunities…

March 8, 2009 by Joe Favorito · Leave a Comment 

Any sports fan in North America looks excitedly to the NCAA Tournament in March, as there are few, if any, annual events which gives us more of a true sense of endless possibilities that can occur than March Madness. Partners, even in a slow economy, looking to capture that key demo will line up for collegiate activation programs and work through CBS to get their brands exposed to the mass audience, even if they “underdog” lasts only the 48 hours from first to second round. But we all love our brackets. In light of that, Major League Baseball, and now baseball on a more global scale, has sought to create its own version of March Madness with the World Baseball Classic. Now as cynical sports fans and media, it is very easy to shoot holes in the WBC…not all the stars, is it meaningful etc etc…however as John Rowe wrote in Sunday’s Bergen Record, the Classic is becoming a celebration of global baseball, with some powerful dollars and now even more regional branding and activation than in the first go-round. Terry Lefton in the Sports Business Journal summed up all the regional activity, which gives brands who like the baseball mix…consistent gameday experiences, a worldwide base of over 30 million fans, access to the Latin and Asian markets plus a strong North American presence…a headstart and even more ROI on their local, regional and national buys. Now is baseball effected by the economy? Of course. But the WBC as a global platform every four years presents itself as a unique brand opportunity, and even in its first few days with some major upsets, has provided lots to build on from both the practical and the emotional side with brands. Another version of March Madness, and a good compliment to hoops.

The Next Version of Virtual Signage…It’s All In (Or On) The Head…

February 19, 2009 by Joe Favorito · Leave a Comment 

Wednesday’s New York Times had a very intriguing piece about the latest space to have edgy brands look for marketshare and buzz…on people’s shaven heads. The opportunities actually exist in sports for some type of guerilla opportunity that could also be fun and more than a little intriguing for the right brands. For several years, smart marketers have looked to golf and tennis to pick off players with patches and a temporary tattoo for select tournaments, getting some solid impressions for upsets or for playing top players. Boxing had its run with Golden Palace on the back of a boxer or too, only to see the fad fade (literally) in messy sweat. But what about using fans, or looking to a brand like the AVP, where skin is in….or swimming…do convey a strategic message, and why not look to brand, literally not just a one off but an entire tournament or a draw? And maybe its not words that could smear…maybe its a logo or a distinct color, or even a product such as a sunscreen that could be worn or even tanned or airbrushed on to the skin? We have seen the creativity with lamp black for football and baseball, so maybe a whole side of an infield? Now of course it gets tacky, can spin out of control and hurts some value of mainstream and long-standing brands who build over time. But maybe this compliments a long term brand or helps intro a new product, and is part of an entire digital campaign over time for creativity? Could bring another level of branding to branding so to speak. Just something to think about as brands do look for unique ways to upsell, get buzz, garner PR and make events their own with fans and athletes alike.

The UFC Experience Picks Its Spots To Build Brand

February 4, 2009 by Joe Favorito · Leave a Comment 

Even with the down economy, Super Bowl weekend continues to be the biggest weekend in Las Vegas. More fans flock to the desert to bet and enjoy the atmosphere than go to the site of the game, and the group that has capitalized on that Super Bowl weekend experience more than anyone is the UFC. Say what you want about MMA, the experience remains akin in brand to what the WWE is to their fans and to what Daytona is to NASCAR, and as much as the mainstream media try to downplay it, the core audience remains strong while the casual fan will still watch. The latest convert was the LA Times Kurt Streeter, who attended not even a UFC fight, but the recent Affliction event in Anaheim, and was blown away by the crowd and the power of Russian heavyweight Fedor Emelianko . Even if the Affliction/Fedor fight was not UFC, it was still good brand awareness for the sport, and as George Willis pointed out in the New York Post Friday, the UFC event in Vegas between George St. Pierre and BJ Penn was perfectly timed, well orchastrated and fed into the weekend in Vegas seemlessly. Will MMA ever replace a great boxing match or move further into the mainstream worldwide? My guess is no. But second tier sports can learn a great lesson from the UFC. They have cultivated their core audience very well and speak directly to it wherever they go. That keeps the mainstays sated and gives the casual fan enough interest to attend and drive numbers to a very solid place. The fly in the UFC’s ointment? A Bloomberg report last week that Station Casinos is near default. If true, then the UFC might have to spend less to push the fringes of its brand and not expand as quickly to questionable markets without a large cash flow. Still the times when Zuffa needed the Station money to stay afloat are past. At the end of the day it is still the UFC experience which is the only durable brand in the sport that consistently delivers a demo and revenue, and by conquering Super Bowl weekend in Vegas, the UFC brand will stay solid with their core in tough times.

Nets Make An All-Star Push To Remain Relevant…

January 31, 2009 by Joe Favorito · Leave a Comment 

How does a brand which is not necessarily always top of mind find ways to remain relevant in a very crowded marketplace? Ask the New Jersey Nets.  In a season that has been somewhat less than expected in terms of on-court performance, and has seen questions raised about the team’s long-anticipated move to Brooklyn, the Nets continue to squeeze every possible opportunity to remain brand relevent.  This week the team put out a CEO Challenge, with companies literally competing  against each other in five on five basketball with a chance to gain a free partnership with the Nets next season.  It is the latest in a series of ways which the team has tried to connect with the casual fan and business partner who might not have a daily reason to be exposed to the value of Nets basketball.  Also on the brand relevance side was the teams’ push to assist  guard Devin Harris as  an all-star.  The task to garner All-Star selection amongst the media is not easy, especially for an underachieving team that does not gain great national TV exposure.  However by creating and then pushing a fun viral campaign and working both through the media, with fan votes and behind the scenes, Harris will be part of the East team in Phoenix in a few weeks. Now does Devin Harris as an all-star help the team in brand relevance in the marketplace?  Hard to say for sure but there is certainly no downside in the effort, and it gives the Nets, having a young, new All-Star, something else to talk about with their partners and fans.  Juxtapose the position of the Knicks, which had coach Mike D’Antoni downplaying the potential of David Lee as an All-Star across the river, and you can see how much the Nets seem to be more interested in selling the sizzle and the current brand relevance in the marketplace.  With little to no push, Lee, despite having All-Star numbers, did not make the team.  The Nets push with Harris is reflective of all they try to do to make the brand fresh, and in down times that effort becomes even more important.  Both the CEO Challenge and Harris’  selection were All-Star moves for the franchise on the brand side.

Globies Continue To Find Ways To Refresh Their Brand…

January 16, 2009 by Joe Favorito · Leave a Comment 

Like the circus, or really any “touring” sports brand from tennis to golf to the PBR…or even an annual “show” like the Radio City Christmas Spectacular, the Harlem Globetrotters must find new and innovative ways to engage fans, find new audiences and keep their brand top of mind when one of their teams makes their annual city by city stops.  Part of that is smart advertising, part smart marketing, but a big part is innovation and doing the “little” things that set them apart and get them noticed in advance of city stops or off the sports page and into the mainstream where the casual sports fan or the family member will see and remember them.  There were two good instances this week of the Globetrotters doing a little extra to grab that recognition.  First, as reported in Media Post on Friday, was the announcement that the entire team will wear 44 jerseys on Tuesday as a tribute to President-elect Obama being the 44th President.  The second, as reported in NY Sports Journalism.com, is their partnership with IHOP which will give them great promotional exposure and provide added value for all attendees.  Do either of these come across as game changers for the brand?  Well as stand-alone events, no.  However they continue to give people reasons to identify with the Globies when they are not in market, while showing business partners and all in the sports and entertainment world that even in a slow economy, they are finding ways to be progressive and keep looking forward.  In a marketplace where today many feel that cutbacks and inertia are a sign of progress, the Globetrotters are spinning forward, and thats a good thing.

Next Page »