Globies Race To Keep Growing The Brand…

November 21, 2009 by Joe Favorito · 1 Comment 

It is not easy trying to remain relevant with national brands for the travelling road show. There are less performances of the circus, less ice shows, less boxing matches, less LPGA events, less AVP events, less, less less. When you do not have consistent brand relevance in a market and are out of sight for all but one week a year, the ability to keep an event fresh and top of mind when discretionary income, and with that partner value, can be hard to explain is making the “tour” even more difficult to sustain. So what does a touring brand do? You try and find national platforms that give the product year-round life, so that when the event does make its annual stop into down there is something to draw the casual fan. One group that continues to do it well is the Harlem Globetrotters, and their latest attempt at large and long-term branding relevance is with their participation in CBS’ Amazing Race. The Globies, who have two players, Flight Time and Big Easy, participating in the reality show this season, have used the show to keep the brand fresh for the casual fan, and even build a little momentum for the upcoming start of their next multi-city, multi-week tour which begins during the Holidays. Are the guys playing hoops? No. But like the use of “Dancing With the Stars” for other athletes, The Amazing Race and the publicity around it gives the brand watercooler talk at a time of year when the team would not be top of mind and would be struggling to find a way to connect even with their strongest of supporters. The brand has also used various levels of social media to piggyback off the push “The Amazing race” does every week to drive viewers to the show, and has created a positive partnership that could serve as a template for getting Globetrotter branding into even more properties. There was a time during their heyday when team spokespeople were part of multifaceted marketing campaigns, cartoons and special year round, and that brand value for the Globetrotters is now returning in more creative communication and brand platforms that are looking to tie with a group that has recognition with casual sports and entertainment fans. Does it matter if the Trotters pair wins TAR this year? No. It mattered more that they stayed in the race and on the show long enough to drive interest and draw more eyeballs to the brand. By making it to this stage they have achieved their goal and have helped forge a bridge to when the season tips off, which is a win for their brand and all their partners.

Grey Cup, MLS Cup Go Head To Head In November Against…NFL?

November 23, 2008 by Joe Favorito · Leave a Comment 

It is the Sunday before Thanksgiving in the United States.  The beginning of rivalry week in college football, with OSU-Michigan and BYU-Utah having already taken place.  College hoops is well underway, and the NFL is…well the NFL.  NASCAR is putting a ribbon on a season, the NHL is solving problems in local markets so most sports fans, even the casual ones, are looking to watch NFL or move their sports mentality indoors until pitchers and catchers take us back outside in February.  So into that mix comes two very marketable, very viable championships…the MLS Cup in LA, featuring a major market (New York) for the first time, and the CFL Grey Cup, with a good east meets west matchup.  Unfortunately given the time, both highly marketable and interesting events may get lost in the casual sports shuffle on this busy Sunday afternoon.  Why? 

Winning Matters: Ask the Red Bulls

November 15, 2008 by Joe Favorito · Leave a Comment 

With a large, diverse cultural base and one of the most fervent grassroots soccer communities anywhere, Major League Soccer had hoped since it’s start that the New York franchise would be one of the cornerstones for driving the growth of professional soccer in the United States.  After all, the only piece that the defunct North American Soccer League had working in a positive direction was its New York franchise, the Cosmos.  However the then-Metro Stars now Red Bulls have always struggled both on and off the field to attach with fans, get media attention or build stars.  Even with a far superior outreach this year, the initial coverage has been a very steady increase,  but still nowhere near the coverage of any of the other local teams both on and off the field of play.  However into the fray pops a huge upset playoff win agianst Houston last week, and the Red Bulls, now one win away from the MLS Cup Championship game.  The unexpected playoff run, in a city that hast seen one championship since the Yankees in 2000, comes at a great time for the club and for MLS, as now all the pitching and good will the team has built with the media over the course of the season is ready to pop.  It also comes at a time where the Red Bulls are finishing a stadium of their own, Red Bull Arena, and it gives them a great chance to tell the league story of affordability in a time where discretionary dollar is lacking.  Some of the examples of the key storytelling where in Saturday’s New York Times, where Harvey Araton went through the value plan for the Red Bulls, USA Today, and in the Bergen Record, where Stefan Bondy had a solid profile on the young fans who have been following the club around for years, usually in anominity.  Now does any of this happen without the improbable playoff run?  No.  However it is a very good example of building contacts, having the right story lines in place and being able to strike when the moment arises.  Being prepared for the sunny day in tough times, is just as important as rainy day prep, and the Red Bulls have scored big time this week in taking advantage.