My friend Jay died Monday…

August 10, 2010 by Joe Favorito · 8 Comments 

On Monday coming home on the train I got an email from my colleague Rich Sandomir of the New York Times who asked me if I had heard Jay Larkin died.  It was so very sad news.  Jay was one of the few mentors that I had…I learned more from him in a little over a year about learning to manage people and grow  business at the now defunct International Fight League than I had in countless years at Madison Square Garden or other stops.  He was a legend in boxing, a gentleman and a Brooklyn native with a killer instinct and business savvy that as he put it, made Showtime a strong Avis to HBO’s  Hertz. More importantly, he was a devoted father and husband who knew when to have a good time and when to work.  He helped bring professionalism to the most brutal of sports, and he always spoke his mind.

So We Now Move On…

July 10, 2010 by Joe Favorito · 2 Comments 

Stephen King was once asked who his audience is for his novels, and his answer was that he writes for everyone who slows down to look at accidents. It is the sense of spectacle that makes events, no matter how bizarre or contrived they sometimes seem, that draws everyone to them.  Case in point was the past week, or month, or year, and all the information, misinformation, rumors and talk about LeBron James and free agency, all of which came to a head with a huge audience on ESPN Thursday night.  So now that the world knows and is debating winners and losers, what is it that we really know today that we didn’t know yesterday about James’ move to South Beach?  Some thoughts…

Jets Take Some Unjustified Hard Knocks On Branding Decision…

March 26, 2010 by Joe Favorito · Leave a Comment 

It has rarely seen this much debate or buzz, the announcement of which NFL team is selected for HBO’s annual all access show “Hard Knocks.”  Last year, the selection of the wobegone Cincinnnati Bengals was met with more interest than concern.  So Thursday’s announcement that the New York Jets were selected  as this year’s all access candidate by the cable network was a little surprising, but nowhere near as surprising  as the fervor in media coverage regarding the announcement. Now the Jets, despite the  onfield successs by Rex Ryan and Company last year, have always been the NFL stepchild (a lucrative one yes) in the New York media market.  Save for the legendary 1968 season and 1969 Super Bowl, the Giants have always been the more secure, more streamlined and more upscale brand in the area, even in their darkest days.  The Jets have always been the renter in someone’s house, be it Shea (where their full set of seats were never in place until after the Mets finished) or Giants Stadium (where they always played second fiddle despite their best branding efforts).  Their hope for a site of their own on the West Side of Manhattan was lost in a vicious battle with Madison Square Garden and others in Manhattan, and the compromise of a shared new home which will be all Jets on their days, all Giants on theirs (eventhough the Giants practice facility is within a long punt of the stadium and the Jets is in distant Florham Park) will still be just that, a compromise.  The Jets battle to obtain seat licenses in a challenged economy has also been a struggle, while the Giants, although with a waiting list now exhausted, will fill the new home to the brim once again.  The Jets, much more than the Giants, remain the team that has to do more to grow image and gain casual support, both locally and even nationally.

Beware Sponges Filled With Cash…And Other Lessons…

March 16, 2010 by Joe Favorito · 1 Comment 

Last year the brand of choice to fill displaced inventory on television and in stadia around the country was Spongetech. Their giant signs were splashed acroos all of MLB, their patches showed up on the NFL’s “Hard Knocks” show on Bengals jerseys, they appeared along the dasher boards at Madison Square Garden. Spongetech, and their pre-soaped sponges, appeared to be the cure-all for every team salesperson.  They helped balance budgets and create some buzz and all appeared grand.

“Lombardi Mania” Coming To A Theater, A Screen or a TV Near You Soon…Not Soon Enough

March 12, 2010 by Joe Favorito · 2 Comments 

For a while I have been involved with the upcoming dramatic play Lombardi, which producers Tony Ponturo and Fran Kirmser will bring to Broadway in November.  The play is based on the best-selling book “When Pride Still Mattered” by Pultizer Prize-winning author David Maraniss, and is going to be a very intriguing mix of dramatic theater and the story of an amazing and engaging personality.  However Lombardi the play will not be alone.  HBO is working on a documentary on the career of the legendary coach and leader, and this week, a movie project was revived, now with ESPN involved, that will debut in 2012 starring Robert De Niro as Lombardi.  All three projects will have a different take…the film will concentrate more on the players and the glory fo the game, the documentary will recount the facts of his life through the eyes of those who knew him and the play will really tell a larger story about the ups and downs of a mercurial figure who overcame some early setbacks to be a success.

History Channel Pawns Off A Great Promo For Upcoming Fight Night…

November 10, 2009 by Joe Favorito · 1 Comment 

The linking of pawn shops and boxers may not have always been a positive experience, but this week, as part of the promotional campaign for the title bout between Miguel Cotto and Manny Pacquiao, “Pawn Stars” and boxing will share equal billing. That is because The History Channel, working with Top Rank and the Leverage Agency, came up with a very unique cross promotion for the History Channel’s new Vegas reality show which featured the lives of a family of Pawn Brokers and debuts at the end of the month. The “Pawn Stars” logo, series stars and even a sweepstakes will be interwoven into the HBO pay per view broadcast this Saturday night, giving the show a platform in a demo that fits and giving the fight a unique promotional platform in and around Vegas. Media Post’s David Goetzel had an indepth look at the cross promotion, which will also be woven into all of Top ranks advance media buys for the night. In addition to being an interesting media play for both properties, the move fills canvas space and distressed inventory and will also lure casual fans…those who may enjoy reality TV and may not watch a professional fight…into the promotion or the pay per view market. The replay of the fight on HBO at a later date can also benefit from promotion on “Pawn Stars” when it airs later in the month, another way in which a somewhat unconventional but very practical and cost efficient cross branding exercise can work. Now could some see it as a step down for the canvas signage that usually or used to appear at top fights? perhaps. But in a day where everyone is looking for bang for the buck, the championship fight and its reality TV cousin could be the first in a long line of similar ties ins with the reality show and key athletic events in their demo.

The Adaptability of The Shield…

September 9, 2009 by Joe Favorito · Leave a Comment 

It is one of the most closely guarded logos in the world…the NFL shield. Even with some of its tweaks over the years, the brands that stand with the NFL and its shield, and the programs they represent, have often been best in class, just as the league presents itself as one of the premier, if not the premier, sporting brand in the world. As we enter the NFL regular season, the first full one since the downward shift in the economy last fall and winter, it is interesting to note the continued support of brands and the diversity of decisions the NFL, its broadcasters and its teams are making to cope with the times we are in.

Brand Damage For Joe Buck? Life Is Easy, Comedy Is Hard…Or Is All PR Good PR?

June 18, 2009 by Joe Favorito · Leave a Comment 

Mine is not to debate whether Artie Lange should or should not have been on with Joe Buck on HBO this week. The question becomes was the buzz created by Lange’s obscenity-laced diatribes worth what a solid sports personality, Joe Buck, and a solid brand, HBO, were trying to do? The ratings showed that the show did very well…it was HBO, so there were no ads to worry about…the show certainly got more buzz for Lange than for the good pieces Buck had with Brett Favre and others, and the American mentality of watching a car wreck for fun goes on. Lange’s exposure went up…every blogger and sports media personality talked about him, and what was a very bland show with maybe no hope of return for Buck, gave him some spice and a second life. Does Artie Lange need now to come back to HBO? No. Does Joe Buck need to have a second shot, which may drive more interest to see if he can become a good host? Probably. Was Buck’s “brand” damaged because of the show? How? Are less people tuning in to watch Baseball on FOX because of it? Injured maybe, but not damaged. Probably more will just to see if he will react to the show. The damage will be if Buck gets dragged into name calling and doesn’t take the high road, which he assuredly will. It also created some buzz around his personality and maybe even a bit of an underdog mentality to see if the potential September show will get better. Rest assured HBO probably liked the numbers and the controversy…there was no running away from controversy or numbers when Buzz Bissinger and blogger Will Leitch from Deadspin squared off on Costas’ show last summer…so maybe to a lesser extent the controversy will drive a second show, which probably wouldn’t be bad for all concerned. Given Buck’s quality work and the quality of all HBO does, the opportunity to build a brand remains, despite the slow start.

Mets Ownership Puts Smart Spin on Madoff Losses

December 19, 2008 by Joe Favorito · Leave a Comment 

As much as the numbers in the Bernard Madoff Ponzi scheme are almost beyond comprehension by most on the street, what is understood and appreciated by fans are owners communicating messages directly to their patrons…ticket buyers, media and sponsors.  This week, following a presser to introduce new closer Francisco Rodriguez, New York Mets CEO Jeff Wilpon took the time to address the questions of his families’ massive projected loss in the scandal, and assure all that the team, its new stadium and its  fans are on solid ground.  Especially since the scandal doesn’t directly relate to team business, Wilpon could have followed the cue of many others in his situation, brushed off a no comment or referred to ongoing litigation as a curtain to hide behind.  Instead he addressed the questions head on and confidently, and in a time of financial uncertainty for many teams, spoke through the media directly to the fans that the team is OK.  It was the latest in a series of smart positioning moves for the franchise since October,  with the Mets coming out first on positive stadium moves,  community events, ticket sales numbers and even player signings and media opportunities before their crosstown rival Yankees.  now the naming issue with CitiField remains a hot button right now, but even on that issue the team spoke  as one and clearly communicated their position, however popular or unpopular it is.  In these days of  lessening discretionary income, the Mets are clearly being aggressive and effective in speaking to their fans on a regular basis, and are telling a story that even in tough times the fans and business partners will appreciate.  That they are forward thinking, unified and making the best business decisions to grow the brand for the long term.

Revisiting Politics and Sports…Obama, KJ…and Lindland?

April 20, 2008 by Joe Favorito · Leave a Comment 

One of the most elusive groups for those running for office…as well as those looking to advertise products…remains the male demo 18-34, which of course remains the sweet spot for American sports.  Therefore it remains interesting as we move toward the Presidential election that Senator Barack Obama continues to be the only candidate to use sports to try and reach that demo thus far.  This week’s HBO Real Sports With Bryant Gumbel piece again put the Senator in a very simple, understanding light to that demo, and gave him another chance to have the young male identify with him and then look closer to see if they agree with him on the issues. Unfortunately a chance to reach a larger part of this audience was lost this week when ESPN did not allow the Senator to do a podcast with Bill Simmons for ESPN.com, but once again he should should get points for realizing that the sports demo, and the brands associated with it, remain relevant and untapped.  Also along those lines, former NBA star Kevin Johnson continues to run a solid race and fight off critics in his run for Mayor of Sacramento.  The great thing about Johnson’s race thus far is that he has put his NBA celebrity status in the back window…there are no flashy slogams related to his career or shots of his great days with the Suns on his campaign website…he looks like the smart, hip urban professional that can make a difference in his community.  Using his NBA background to make connections and draw casual interest is great and will help him if he gets in office.  Not using it as the base for his campaign was very smart as well.  Also on the topic, former UFC star, Olympic silver medalist and current IFL coach Matt Lindland also made some noise this week by running for a local seat in his native Oregon.  Although nowhere near the level of committment that Obama or even Johnson will have, it is another great example of a local citizen/celebrity athlete comitting his time and effort for a greater good.

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