A Presidential Sports Brand.

May 2, 2009 by Joe Favorito · Leave a Comment 

Last January, with Scott Price’s Sports Illustrated piece on then-candidate Barack Obama, we wondered if other candidates would take to sports to try and pull in the casual male voter who may not really be interested in politics but would put a guys guy in the White House. Price’s piece was followed by the now well known series of sports-themed shots and pieces about the President, while the other candidates never really looked to sports as a catalyst. John McCain golfed a bit and ventured to NASCAR races, and then-Senator Clinton never even looked to young women as a way to garner the support of young athletes. Since the election, the play with sports and the President has continued, as was outlined in the Wall Street Journal this week. Is it a smart idea? It is because it seems very genuine and not forced, and in these challenging times will probably give those on the fence on the issue of popularity a few more reasons to buy the President some time. Now he is no more of a sportsman than President Bush was, although his favorite swaps basketball for baseball. But if the President can help motivate young people to address childhood obesity and keep us all active, then maybe his legacy will be as much about healthy bodies than a healthy economy, or maybe one can lead to the other. Presidential Nike’s anyone?

Global Branding: The Sun May Never Set on The Gillett Sports Empire…

November 5, 2008 by Joe Favorito · Leave a Comment 

As his Liverpool club heads toward the top of the Barclay’s Premier League standings, owner George Gillett continues to be a prime example of how sports ownership and branding will look as we move to be more global in the 21st century.  Foxsports.com ran the AP article which spells out not Gillett’s views on why or how his partnership with American owner Tom Hicks has flourished in the EPL, but why his Canadiens team has rebranded itself and is working with the people and how he is even looking to MLS for Montreal and to India for other opportunities.  The piece gives a rare look into what will become a global branding strategy for many large owners going forward…finding the plumb property in one sport and then use that brand to connect with emerging sports and  brands in other sports to create cross-exposure.  In Gillett’s case the cross exposure goes EPL-NHL-MLB-to potentially cricket and MLS, and would give him a first-ever sports branding opportunity on three continents simultaneously.  Now has this been tried with marriages between big brands like the Yankees and Manchester United before?  Yes and it hs failed.  However starting with one mega-brand and connecting to rising brands makes more sense for long-term growth, and Gillett’s model may be one to follow.

VW Continues To Look For “Capitol” Gains…

October 29, 2008 by Joe Favorito · Leave a Comment 

As many car brands look to reduce spending and streamline work in sports marketing, one of the more efficient brands in tough times, Volkswagen, continues to make a bigger strategic play in its headquarter maket of Washington, DC.  The German-engineered and gas efficient cars took a big first step into the market in the spring, becoming the jersey sponsor and primary activation partner for the DC United.  The activation on site and with dealers went well enough for the brand to take on additional partners, most notably the announcement of a deal with the Verizon Center and the Washington Wizards this week.  Although the clean jersey is still the rule in the NBA, the entry of VW into a Wizards partnership, while KIA does a massive activation in other markets with the NBA, is a smart one and signals that the tests that VW did with the United went well and can lead to bigger, more inclusive branding in the Capitol District, a city where green initiatives and international brands carry great weight, given the multi-cultural aspects of the city.  VW’s recent education initiatives also could tie nicely into sports marketing programs as well, so it will be interesting to see how/when VW increases their incremental involvement, especially in the Nation’s Capitol.

Browns Raise Interesting Questions With Regard To Political Activism

October 11, 2008 by Joe Favorito · Leave a Comment 

With Sara Palin set for Saturday’s puck drop in Philly, and NBA players like LeBron James, Greg Oden and Alonzo Mourning all speaking publicly in support of Senator Barack Obama this past week, it was interesting and noteworthy see the way the Cleveland Browns addressed the issue and opportunity of athletes in a football-crazed and swing state stepping up to support some candidates.  This week Brady Quinn and Joe Thomas took the big step to address the crowd in support of Senators McCain and Palin at an Ohio rally, and the opportunity that was seized could become a national play when the Browns and Giants meet this Monday night.  Even more interesting was the look inside the lockerroom that Brown coach Romeo Crennel and kicker Lin Dawson offered up in this week’s Akron Beacon Journal.   While Crennel in no way criticized his players, he did warn the team about letting political debates in the lockerroom being a distraction, and Dawson chimed in about this election being “quiter” than the past two in the lockerroom.  With such a close election it is more and more apparant that those who can move the casual voter…athletes, entertainers…may become more and more of a factor.  As we have said before, athletes should be supported for using their position of leadership to influence social change so long as they act responsible and are informed on their decisions by those who they trust.  It is not for everyone, as it is not for everyone in sociaty, to take a leadership stand.  However those who choose to do so should be supported for thier interest…it makes the athletes more interesting and more understood which will help build fan interest and can find ways to build brand and keep brand relevant.  The worry about political debate in the lockerroom also raises another question, as those who are in and around the athletic world see contstant debates over clothes, music, movies etc., all elements of intetest to the general public, yet those debates are rarely cautioned by those in authority.  It is interesting to see debate of the political or social nature singled out as being distracting in the lockerroom, as those kind of debates are probably the healthiest and probably the least volatile.  Kudos to the Browns players for stepping up responsibility and to the organization for addressing the issue publicly. 

Sarah Palin, NHL Combine To Grab The Casual Fan…

October 10, 2008 by Joe Favorito · Leave a Comment 

The NHL has come out firing and grabbed the attention of the casual sports fan and the business partner through a successful “NHL Rocks” campaign, well attended and competitive games in Europe, a sensational centennial campaign by the Canadiens and a rebirth of the Blackhawks brand in Chicago, all of which is overshadowing problems in small markets like Nashville.  The league will take another step to grab the casual viewer again Saturday night in Philly, when Governor Sarah Palin attends the Rangers-Flyers game and drops the first puck as part of a promotion to find the “Ultimate Hockey Mom.”  The move is a solid one for both sides…the Flyers get tremendous added exposure, as does the league and regardless of the reception the Governor gets, will now be tied to a potential Vice President for future endeavors.  The Republican ticket then gets to play the card that Senator Obama has played so well early on in the campaign, that of showing a solid connection to the average sports fan, so often a skeptical and reticent voter.  Should Governor Palin come off well Saturday it could score points and votes as well as buzz.  Who knows, with a Flyers win and a successful season (for her and the Flyers) she could become the good luck charm Philly has lacked since the late Kate Smith used to come in to sing “God Bless America” at the Spectrum in the ’70’s.  Well timed and solid play by both sides….smart for the NHL to pitch, smart for Palin to connect.

‘Zo Uses A Platform For Political Change…while a columnist lays out a platform for startup sports biz success or failure…

September 27, 2008 by Joe Favorito · Leave a Comment 

With the baseball playoffs getting ready, the NHL about to get started, college sports and the NFL in full swing, the Ryder Cup just finished, MLS going down the stretch, the WNBA going to its finals, NASCAR finishing its chase and the NBA ready for camp, there is probably no busier sports month than October.  Athletes from almost every sport will have some kind of forum with the media this month, and the sucesses and the failures will be very well documented in our 24/7 world.  So with the financial crisis and the election a little over a month away, we still see athletes who have a chance to use their platform to speak about social change reluctant to do so.  Many will advise athletes that their forum is not a place for personal issues.  However those who are socially conscious may get the support of their brands and their fans to speak their mind in a well informed and positive forum.  Granted, political interest among elite athletes may be lower on the interest scale than even it is amongst their peers, but one would think this election would garner more interest from elite athletes.  Maybe we will see that in the next month, and it will be interesting to see how athletes can become influencers in a very tight election.  We have seen some, like the Trail Blazers Greg Oden step up to coice support for Senator Obama, while we have also seen Senator McCain do the photo op. with many NASCAR drivers.  Where it goes this month remains to be seen.  However, one athlete who has never had a wont for a lack of an opinion did step up this week, and used his platform, promoting a new book and telling positive life stories, to chime in with college students to voice his support for Senator Obama:  Alonzo Mourning.  The former Heat star and Georgetown alum used part of his book tour on Florida campuses this week to endorse Senator Obama, and he used a well thought out and dignified public speaking platform to do.  It garnered his book tour extra publicity and could make a difference in a key state with the average sports fan and college student who may have been on the fence.  Now should every athlete take a stance?  No.  No one should ever be asked to step out of their comfort zone.  But many atheletes have a real social conscience and have views that can be well thought out and influential, and with the right guidence can influence social change. Nice move by Mourning to speak his mind in a thoughtful way and try and influence the young to get out and make a statement, regardless of which candidate they support.   

Chinese Takeout…what’s on tap after the media focus shifts…

September 4, 2008 by Joe Favorito · Leave a Comment 

The question about every post-Olympics push is what opportunities are left to capitalize on when the world leaves the host country.  While the Leverage Agency continues to sell the naming rights for The Birds Nest and the Water Cube, marketers and local hosts look for the potential boon in tourism and historic significgtance in Beijing to keep interest alive.  The Wall Street Journal took a look at the branding and tourism opportunities the Chinese government is pushing, while Mark Hyman in Business Week took a look at another group of athletes who this week are beginning to capitalize on their athletic prowess in Beijing…the paralympians (whose competition now begins on the heels of the regular Olympics). The quest for both groups to lure eyeballs and sponsor dollars is very similar, as both the tourism group and the Paralympians are following closely in the footsteps of megahit without the draw of the world’s media and attention.  Whether either group can seize opportunity on the coattails of the Olympics remains to be seen, and if they are successful could be a great model for post-Olympic success in 2010 and beyond.  The stories remain grand, but will the public and the media still want to hear them in comparison to the glory of Michael Phelps or Usian Bolt?

Hoopin It Up…Sarah Palin vs. Barack Obama

August 31, 2008 by Joe Favorito · Leave a Comment 

We have made mention and cited examples over the last few months as to how Senator Obama has made some very smart moves accentuating his athletic background, which will help the casual sports fan, not usually a group that rushes to the polls, identify with him.  It started with Scott Price of Sports Illustrated and has played out on numerous occasions during the primaries.  Ironically, Senator McCain, also quite a sportsman, although more an outdoorsman than a player, has not really played the athletic card to try and match the interest among sports fans, as he concentrates on other demos.  So along comes Governor Sarah Palin…sportscaster, basketball player and hockey mom…the answer to so many of the demos that have an interest in sports and had not seen any casual reasons to perhaps support Senator McCain.  Although obviously qualified in so many ways for the role, it will be interesting to see how the casual fan can react to a choice, even a subliminal one, with two sports-minded candidates on tickets now.  Newsday’s Neil Best has a good look at the Palin vs. Obama hoops “rivalry.”   

And The Winner Is…Goldklang Group Uses Six Teams To Start Election Bobble Buzz…

August 15, 2008 by Joe Favorito · Leave a Comment 

The straw polls for the Presidential elections will begin as soon as the upcoming conventions will end, and the sampling size and diversity of spin will give us so many takes on what is going to be a very hotly contested election.  However we leave it to Mike Veeck’s Goldklang Group, and their six minor league teams from Florida to Minnesota and points central and east, to leave the first bit of (bobble) head to head sampling to the fans.  Each team gave the fans a choice of a Senator McCain or Senator Obama bobblehead doll to pick, with the first to 500 declared the primary winner in the ballpark.  The results are listed on milb.com, along with the spin put on the overall “campaign.” Once again the minors generates tasteful buzz, get the average fan involved and get some extra ink, this time by aggregating teams for a fun, informal sampling of what could be coming this fall.  Nice job to pull off and be out in front again to the Goldklang Group.

Edwards, Office Depot, NASCAR First Out Of The Box With Back To School Promo

August 8, 2008 by Joe Favorito · Leave a Comment 

With the summer over halfway gone, retailers are already pushing back to school sales as hard as they can.  However in the sports world, the Olympics focus and the start of NFL training camp, combined with the traditional August vacation stretch for many sports, seems to push the “Back To School” programs until later in the month, when we will see a rush of teams and brands getting with kids and local school initiatives.  However once again a NASCAR driver promotion is out in front and leading the charge with a retailer to get the Back To School theme top of mind.  This time its Carl Edwards and his market by market program with sponsor Office Depot, donating thousands of dollars of school supplies with backpacks to kids in advance of the traditional push.  The use of Edwards as a sincerely interested, well spoken athlete is a great score for the brand as well, and Edwards appears to be yet another of the NASCAR drivers who gets the message, embraces the message and delivers it.  The program yet again will expand NASCAR’s touch points beyond their core fan base, especially in the inner cities, and will resonate even more with the traditional fan.  Great timing, great story, great plan for business partner, league brand and athlete.

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