Brand Agassi Has Tremendous Value For A Different Generation

November 9, 2009 by Joe Favorito · 1 Comment 

He came of age with the “Image Is Everything Campaign” eventhough his best tennis was years ahead. He came back from the bottom to be a successful professional, and even without a formal education made education is legacy in his hometown. Yes now that Andre Agassi writes an honest accounting of his life and career, a life which not many people on the inside would dispute as being controversial, many tennis lifers have seen to push his accounts to the side and shame him. Shame Agassi? Shame on them. In reality, Andre Agassi’s brand should be stronger today that at almost any point in his Hall of Fame tennis career. He is a role model for the serial athlete and has emerged as being sincere and creating life changing experiences for a new generation of children, not serial athletes. What the Agassi brand stands for today is what most successful people should aspire to…admitting ones flaws and looking to make the lives of those around you better with the success you have had. Agassi admitted drug use. Given the culture of athletics in the ’80’s…a time pre WADA and all glamour? Would that be surprising, especially for a rock and roll lifestyle that individual sports like golf or tennis lead professionals to? Not at all. As a matter of fact, most who followed Agassi’s career at that stage would probably not have been surprised at that time about the usage. What the Agassi brand should be remembered for and what it could be going forward is for resilience. A resilience and rededication to a career and a spirit to sincerely give back that is not just rare in athletes, it is rare in most high net worth individuals. Now one can be assured that Andre Agassi does not need more endorsement dollars, nor would he probably court the spotlight. However if there are brands looking for a role model for where America is today…a country on the rebound and dedicated to growing a generation, one may not look farther that Andre Agassi. He reinvented a career and a life and has come out as a man that not just had a Hall of Fame athletic career, but may be in a philanthropic Hall of fame at some point as well. Not a bad role model for today’s challenged times.

Garden Growing New Partners, Ideas Again…

October 27, 2009 by Joe Favorito · Leave a Comment 

It has been tough times in recent years for patrons of “The World’s Most Famous Arena.” The lack of on court success, a slowing economy, an aging building and a weak public perception had caused a good deal of the shine to come off of Madison Square Garden and perhaps lower the perceived standard of excellence the building and the organizations housed in the building had long held. However, steadily it appears that perception, consumer confidence and new and innovative promotional partnerships may be returning the business of MSG back to where it had resided for so long, in the upper echelon of sports and entertainment marketing and branding in the world. The announcement of a long rumored renovation, the ever improving on-ice play of the New York Rangers, an enhanced outreach through digital media and an ever-growing unified community presence for all the Garden brands have led the uptick in interest and buzz as the NBA season approaches this week. On the business side, a just-announced landmark airline deal with Delta Airlines, complete with Garden icons Mark Messier and Willis Reed filling the captains outfits, new entertainment sponsorship plans, and brand extensions to other Garden-related properties are all contributing to an uptick in interest, new best practices for partners and a more entreprenurial overall atmosphere than has been seen in some time above Penn Station. Now can all go sour with bad teams on the court and on the ice? It certainly won’t be a positive. However what is being seen is the aggressive ability to effectively tell good business and branding stories to all constituents, much like the cross river rival Nets have been doing so well, and that sort of business buzz can help insulate partners if the athletic performance falters. Even with problems on the athletic side, all the moves are smart and solid and send great messages to partners that the Garden is more than willing and ready to solidify and create new business than ever before.