Racing’s Biggest Day Tries To Breed A Brand

October 26, 2008 by Joe Favorito · Leave a Comment 

It is the largest purse in sports, but most casual sports fans when asked about horse racing know only the Triple Crown, and then only in a year when horses like Big Brown take the sportlight in the spring.  So into that issue steps the Breeder’s Cup, which for 25 years has had the opportunity to try and distinguish itself in a crowded fall sports calendar and without a home.  The matchup between Big Brown and Curlin would have brought more eyeballs and attention, but Big Brown’s injury a few weeks ago ended that drama, and Curlin’s upset loss Saturday put even more of a damper on the drama,  yet by finding new partners and ways to extend the brand outside of the two day event, the Breeder’s Cup did make considerable strides in growing its presence this year and looking to the future.  By building out more promotable events, strategically looking for “dark” periods to make announcements about drug testing, future venues, and the depth of field, and educating the public on the value and spectacle of the event over a period of month’s not weeks, the marketers have been able to extend the interest window internationally, regradless of the on track performances.  Now do you need buzz with the bets horses running?  Of course that helps.  But in planning and mapping and finding news, The Breeder’s Cup this year made some great strides, and has really positioned itself better for its next 25 years as a brand.  

Breeders Cup Takes The Lead In Racing Proactivity…

August 3, 2008 by Joe Favorito · Leave a Comment 

For the second Friday in a row the sports world had substantial off-field news thrust out…last week it was the unexpected resignation of AFL Commissioner David Baker and this week came the late Friday announcement that the Breeders Cup has banned steroids from all its races, again taking a stronger leadership role in horse racing.  While the timing for both announcements was dictated by the fear of rumors getting out following board meetings, the tone of both announcements was extremely well placed and has legs beyond the 24 hour news cycle.  The move by the Breeders Cup differs in that the word is extremely positive for a sport that has had its clouds over drugs in the past.  It takes a dirty word in any sport…steroids…and immediately states the clear position of the organization as to the consequences for anyone tainting the two richest days in sports with cheating.  The fines are clear and not shrouded in loopholes, and the results should be positive (no pun intended) for the event to lure partners who may have been on the fence, media who still look towards horse racing with a skewed vision and fans who always wonder about the legitimacy of a sport where gambling is prevelant.  Given the extensive race card and coverage that Saratoga gets this time of year, the coverage of the Friday announce was not as sparse as it could have been in other times of the year, and the ability to retell the announcement by officials going forward at the Haskell (where Big Brown will run) and through the Breeders Cup’s ESPN partnership should extend the window and get the word out clearly before the 25th running of the event at Santa Anita in the fall.  Well worded, well positioned announcement  by a group that is taking a much stronger public leadership position in a sport that is holding its own with potential to grow.

Classics Changin With the Times…Tennis Mag and The Sporting News

June 11, 2008 by Joe Favorito · Leave a Comment 

Two hallmark publications recently announced changes in either staff or format that will look to invigorate a pair of the  keystone brands in sports publishing through a big digital play.  First last week, digital authority Dave Morgan, founder of TACODA and Real Media, announced that he was taking over as  chairman and partner in the Tennis Company, owner of Tennis.com, Tennis Magazine and SMASH.  Morgan talked extensively about the move and his vision in his online spin blog, detailing what he sees as the digital place for a sport which (outside of the IBM work with the Grand Slam events) has lagged behind most sports in effectively using online promotion to grow to both the casual pro fan and the grassroots player.  Then today came the lengthy New York Times piece by Douglas Quenqua on the Sporting News summer re-launch, with a big digital play pointed at the hard core and casual fan.  In both instances, longstanding, somewhat staid but very visible publications in sports are embracing the digital space to activate with both current fans and to find new ones, and will try to use the power of the traditional names to lure new dollars with a digital play.  It is a very smart move for both brands to make the push into the space and try to grab some of the digital audience.  Whether it will hold market share on the print side and drive traffic to their sites…as publications like the New York Times, Sports Illustrated and ESPN Magazine have done well recently…remains to be seen.  But new and fresh, in the same breath as “well written” (especially longform pieces) are concepts which may be able to bring the best of both worlds to a pair of name brands that deserve to both stay and grow with sports fans.

Managing Expectations And Handling Adversity…

June 8, 2008 by Joe Favorito · Leave a Comment 

With Big Brown’s loss in the race for the Triple Crown on Saturday, publicists, madia and brand managers were left scrambling to find ways to fill voids, justify dollars spent, and re-jig lineups that were anticpated for the coronation and history that would have come for all involved with a Triple Crown winner.  The prep to take advantage is always important in business., but seizing the moment for sports is so much trickier becuase of the human element.  Therefore, being ready for both the sunny day and prepping for the rainy one are so key in finding ways to get exposure and ROI.  The expections, and the managing of those expectations, are really the key to being a good sports marketer or publicist.  Many of these points on managing expectations were handled really well in former MLB player Doug Glanville’s op-ed piece in the New York Times.  Glanville does a great job on how the assumption of winning and then living up to those expectations, is handled by media and athletes.  The spin of failure…how sponsors like UPS and Hooters, who rolled the dice with Big Brown, will handle the next phase, and what horse racing can do not to lose all that momentum, will be interesting to follow in the next few days.  Having the umbrella ready for the rainy day is more important than dealing correctly with the win, and making sure that all properly take pause to be messaged and that brands have gotten back what they invested prior to the unpredicatable results, are so important in the process, since marleters and publicists never have control over the ultimate result of a game, race or competition.  For example, Edelman PR did a great job in seizing the moment of a world record late at night in last week’s Reebok Track and Field Championships in New York, getting Usain Bolt to every media opportunity possible following his world record finish. Another great piece of spin was offered up by  legendary boxing promoter Don King, waxing positive on how boxing can benefit from the recent MMA success, in a piece in Sunday’s Daily News…both come from seasoned pros ready to take advantage of opportunites..the biggest challenge on the rainy day is finding ways to look through the adversity and create the unforseen chances.

MLS Spins Properly On Altidore…while Big Brown plays Its Hooters

June 6, 2008 by Joe Favorito · Leave a Comment 

Another education point for the casual soccer fan occurred over the past few days, with Red Bull New York selling young star Jozy Altidore to Villarreal of La Liga for a record $10 million transfer fee.  Now many casual fans just getting to understand the professional soccer side in the United States would liken this to the Yankees selling Joba Chamberlain to the Japanese League in many ways…a young, marketable star who adorns more than a few billboards around New York playing for a team now just doing all the right things to grow the brand in the marketplace, suddenly cast aside for the almighty dollar.  Now although an argument can probably be made that the move strikes at the heart of MLS’ biggest obstacle, building homegrown stars, the spin and clarity with which the team and the league put on the move took away a great deal of the sting and made the move sit well with the followers of the sport and all those who have invested heavily in MLS.  By talking about the money that can be spent on player development through the transaction, the record price (which again proves that Americans are developing world-class players) and the fact that Altidore was struggling on a team that needed help in other areas and he was looking to find a way to move, MLS scored a well planned and well explained plus with the move across the board. 

Racing To Find Answers To Economic Issues…

May 25, 2008 by Joe Favorito · Leave a Comment 

As gas prices soar, business looks for ways to use economies of scale and look for even bigger bank for a more limited dollar, brands, teams and athletes have to be more conscious than ever to look ahead for the clouds on the horizon and address the very real concerns of their fans and partners BEFORE they become a major issue.  Now more than ever, being creative and proactive can be most important.  With two mega races this weekend, NASCAR’s Coca Cola 600 in Charlotte and the IRL’s Indianapolis 500, there were a few pieces that showed that proactivty and perhaps some answers to the real concerns of fans and brands that are worth a read.  On the NASCAR front, there have been several pieces in recent days on how the gas crunch is beginning to effect fans attendance and spending patterns, and some of the measures that tracks are taking to help ease that burden, while on the Open wheel side, there was a great piece in the New York Times on Indy driver Sarah Fisher and her real issues when sponsors depart and how her team can compensate.  These pieces show both sides of the economic equation…how the athlete can be effected by the economy and what he/she has to do to address it, and what the league or brand has to do when the fan is being so adversely effected.  Both show insight, give solutions and have the opportunity to spin so that all see the brands are thinking proactively in a looming crisis situation.  Good lessons for all.  Also on the ROI front, the data company Joyce Julius released a solid piece of info this week on which sponsors are getting the most return from spending on drivers with TV exposure, with Dale Jr. leading the way.  Good read for all those who often wonder how to correctly monitize brand exposure through TV. 

A Big Brown Delivery By UPS Scores Solid Points, while NASCAR goes “Mad Money” in Charlotte…

May 22, 2008 by Joe Favorito · Leave a Comment 

PR Move of the Day:  We have to give a lot of credit to UPS for seizing the opportunity to both activate and grow their brand in so many ways through their sponsorship with Big Brown, especially in this two week period leading up to the Belmont Stakes.  Obviously the move right at Derby time made great sense for the brand and seemed to be a natural fit (although many times those “natural” fits fall by the wayside when the partner does not activate properly), and perhaps it was out of the norm for UPS’ sports activation (in many ways it is similar to the Postal Service’s timely sponsorship of Lance Armstrong…big money spent on a sports property outside of the normal sports genre that paid dividends for a very traditional and conservative brand).  UPS is capitalizing in many ways…by granting unique access to loyal workers, and this week by giving $10,000 to a fund for horses in the name of Eight Belles.  Did it have to be done?  No way. Did it get UPS some solid points and gratitude in the horseracing community?  Probably.  Did it get the brand some great publicity in a time when maybe the focus would be on horse and not sponsor?  Absolutely.  Smart move, right messaging for the brand, relatively small amount of dollars that had direct return on the investment.  Perfect activation, with more to come by one of America’s most underrated activation brands.

A Star, Big Money, International Appeal, No Language Barrier and Controversy…”The Sport of Kings” Rides A Big Brown Comback…

May 19, 2008 by Joe Favorito · Leave a Comment 

The beauty of the racetrack is unmistakable.  Anyone who has ever spent a summer late morning and afternoon at some of the world’s great sporting venues never forgets it.  However a sport that seemingly had everything…money, international interest, drama, great branding, gambling, majestic athletes…lost its way through mismanagement and the ability to keep up with the changing times, to say nothing of the large investment needed to raise and breed horses and find the proper venues to run them and show profit.  Recently things have begun a changin…a tragedy, a charismatic athlete and all the drama that leads to a once in a lifetime event may align the moon and the stars for the sport to make a comeback on the PR and marketing side. The drama of Big Brown’s win at the Kentucky Derby, combined with the tragedy of Eight Belles, gave the sport ample coverage of every kind leading up to Saturday’s Preakness.  Then Big Brown’s win, combined with some good positioning by the NTRA (nice job to explain positioning in Bill Rhoden’s Sunday New York Times piece with Alex Waldrop)  and solid activation by Big Brown’s sponsor UPS, took the opportunity to another level.  Now the sport gets to ride two weeks of anticipation, activation and hype to the Belmont Stakes, and has the added opportunity of an invigorated Breeders Cup (and its 25th anniversary) to continue to build across the summer and into the fall.  The importance of star power, as John Rowe pointed out in Sunday’s Bergen Record  has now arrived, as has the influx of strong foreign investors and companies (a great entree for non American brands looking to activate in the United States) and American innovators like billionaire Jess Jackson (interesting piece in Friday’s WSJ on his role in breeding for the future of the sport) . If the NTRA can continue to position the drama, and give good counsel on the positioning of the sport, the beauty and majesty of the “Sport of Kings” may be a story to watch for marketers this summer.

New Activation Partnerships, New Crossover Stars…In An Olympic Year…WNBA Tips Off Strong…

May 18, 2008 by Joe Favorito · Leave a Comment 

Many times over the past dozen years marketers have looked at the WNBA as somewhat of an enigma.  Clearly the breakthrough leader in women’s sports, the league has enjoyed strong support with a product that has become better every year.  Still the mainstream interest has been up and down depending on the year, and with local ownership the league now has to hope that each team has staff savvy enough to activate and build stars by market.  This summer however it looks like the WNBA future is bright as ever, due to smart, new cutting edge partnerships, the momentum of an Olympic year and some solid crossover stars that can continue to appeal to make the great game of BASKETBALL, not just women’s basketball, a popular go-to sport year round for interest and activation.  Some of the reasons for the bright future are outlined in Mel Greenberg’s overall piece in the Philly Inquirer  , Kurt Streeter’s great profile of rookie star Candace Parker in today’s LA Times, Dave Weekley’s story in the Charleston Gazette Mail that tells local fans all the ways they can follow the Detroit Shock’s rookie star Alexis Hornbuckle, the New York Liberty with a local star in Rutgers’ Essence Carson, and mutiple stories on the WNBA McDonald’s partnership which not only includes activation online and in market but gives the worldwide brand logo placement on the front of many WNBA jerseys.  Tie that in with the fan program Discover Card does with the league, some very strong online spots (head of officials Dee Kantner has a  blog that will give basketball fans a different look at the game) , and there are many, many reasons why the league can grow from all aspects this summer.  A couple of push points to really put it over the top…local stories…the league must push the local teams to find and tell every possible story across all mediums, including taking advantage of every opportunity in the digital space…that local momentum needs to be there to show everyone strength in a cumulative fashion.  The other point is talking about basketball.  Many times women’s sports get caught up in the uniqueness of being just that…a women’s sport.  However the level of crossover appeal and athleticism now for the WNBA is even bigger because it is good basketball that appeals to all hoops fans.  Riding the great success the NBA is having into June won’t hurt, and talking about great hoops, with a solid leader like Donna Orender, is a very smart move.