FAU’S Schnellenberger Sinks His Teeth Into Activation

April 18, 2008 by Joe Favorito · Leave a Comment 

PR Move of the Day: The ability for athletes and coaches to participate in sponsorship activation is key for any partnership, but this week Florida Atlantic University football coach Howard Schnellenberger took that activation to a new level, agreeing to get his teeth whitened as part of a promotional campaign with FAU sponsor SmileXpress (as reported by Sarah Talalay on her sports business blog). Obviously FAU, which continues to improve under legendary coach and needs creative marketing to battle for the sponsorship dollar with area powerhouses like Miami, Florida, Central Florida, and Florida State, scored some big points and nice dollars with this one. Hopefully if they land a cosmetic surgery or weight loss center the coach will be able to pick and choose his spots of participation.

It Seemed Like A Good Idea…The Start-Up Business of Sports…

March 7, 2008 by Joe Favorito · Leave a Comment 

It is looking like another idea that has its base in a very noble concept…spring football in football rich states with athletes who have four year degrees…may soon be biting the dust.  The All America Football League went through a variety of very public miscommunication steps this week, and from most accounts the concept will not get off the ground this spring.  Having now lived through a very public sports start-up that has built brand name in a new sport (The International Fight League in Mixed Martial Arts), I offer up some very basic tips for those looking to launch.  Also, as a colleague once pointed out, name the last start-up sports league that has actually turned a profit for its investors….outside of the main names…NFL, NBA, NHL, NASCAR, MLB. select minor league baseball leagues…we cannot think of one (including MLS, WNBA, AFL, Dew Tour, Crocs AVP Tour, WTA, ATP etc. etc.)  What does that say?  It aint easy.