L.A. Doesn’t Dodge The Chance To Build It’s Global Brand

March 14, 2010 by Joe Favorito · Leave a Comment 

The Los Angeles Dodgers, despite the messy divorce and internal politics going on with the McCourt breakup, remain one of the world’s premier sports brands.  The front office, led by Dennis Mannion on the business side, continues to cultivate new avenues to grow the brand of the team, not just its players, into a community that is tremendously diverse and is extremely fickle in it’s dpending of dicretionary income.  In addition, the Dodgers have a World Champion to compete with in hoops (the Lakers), and a highly competitive and success neighbor in the American League (the Angels), with one of the most forward thinking owners in baseball (Arthuro Moreno).  So what is a team to do?  Go East.  Below is our recent Huffington Post piece on the Dodgers trip to Taiwan, and its reasons, especially in a croweded marketplace. ..

The Military, Don Cherry and Ugly Jerseys Create A Hit In Kingston…

October 25, 2009 by Joe Favorito · Leave a Comment 

Much has been made of the NFL’s use of anniversary AFL jerseys this season. The created buzz and although luckily most of the Denver Broncos striped throwback socks won’t be at retail, the jerseys raised some extra interest. Whether that buzz is needed for the NFL to raise awareness who knows, but it certainly created a little more water cooler talk. However many other leagues and brands do need buzz, and one, The Kingston Frontenacs of the Ontario Hockey League, took three big steps this past week in helping a cause, identifying with a legend and creating some great exposure for the brand and for hockey in general. The Frontenacs hosted a Military Appreciation Fundraiser and brought in hockey legend Don Cherry on the same night, using Cherry’s appearance to move tickets and raise money for Soldier On, a charity which assists injured soldiers. However the team went one step further by creating a Cherry ugly jersey, looking like one of the legends, suits, and auctioned off each one, signed by Cherry himself, as an added fundraiser both online and in arena. The result…by creating a collectable, it was a “one time game used wear,” the team created buzz, and coupled that with a strong grassroots fundraiser that the community could rally around…to make this promotion another great example of how even in the smallest of markets a great idea promoted well can get national play.

Memorial Day Thoughts…Why Don’t Brands Activate More With The Military?

May 25, 2009 by Joe Favorito · Leave a Comment 

As Memorial Day is upon us here in the States, it is interesting to take a quick look at a group that is passionate, young, loyal, appreciative, athletic, budget conscious and enthusiastic, yet is among one of the most underserved groups for brands looking to reach the male demo and grow a fan base…the men and women of the military. While properties go after the recruiting side of the military for sponsorship, it remains a mystery as to why many brands looking for that young active male demo don’t go right to the bases and places where these loyal families and “captive” audiences sit. Armed Forces Radio and TV remains a very fertile and cost efficient ground for sports brands to reach a loyal audience, and bases are always looking for programs to keep the troops and their families busy and connected to mainstream America. More importantly, these groups, once discharged, remain very loyal to those who supported them while serving their country, with NASCAR-like brand buying and affinity. So why don’t more brands look to use sports to activate with the troops? Is it because of the perception of Red Tape? The lingering effects of the stigma of the Bush Administration? Neither are clear but for those brands who can figure it out, the captive audience waiting to attach to their products, services and even teams as potential viewers and ticket buyers, is huge. Now there are a number of strong programs that serve as one-offs for honoring military men and women once at the game to give them and their families a chance to attend events. Camoflage Kids is one great one, and on Memorial Day MLB will have a series of ceremonies at all games, but those are all outbound programs once these young people are on site. Brands should look to base activation programs, tied to sports, to really make a sound investment.