NBA Packages It’s Messages Home and Abroad…

November 29, 2009 by Joe Favorito · Leave a Comment 

As we move firmly into the winter season and toward the Olympics in Vancouver, NFL Post season, the BCS, and even pitchers and catchers in the distance, it is a good time to remind ourselves of the consistency of branding that is so important to deliver the correct message year round, and there is perhaps no brand that does that better than the NBA. Take a look at the last few weeks, as people start to think more and more about hoops. The NBA announces a larger push to grow the game of basketball globally by naming Heidi Uberroth the first President of NBA International, makes a splash with growing basketball in India, brings teams to London and international teams like Maccabi Tel Aviv to New York, ramps up its partnership with the NCAA to push playing hoops in the States and now rolls out a continued expansion into smaller markets with a revamped D-League (nice piece by Darren Rovell on the D-League this week). Across all those global platforms is the same message…basketball, no matter what level…is good business. It gets kids involved, it showcases products and brands, it is a great social event, it can bring large scale events to small markets and it is the same whether you are in Mumbai or Milwaukee. And there is one brand that is all things basketball…and that brand is the NBA. Are there issues in a challenged economy? Yes. The WNBA flagship Sacramento Monarchs folding this week is a problem. Attendance and sponsorship sales in some markets are a problem. However over all, the image that all partners are pulling in one direction to grow the sport and to use all the elements and power of the NBA to position that growth in so many places is very impressive and remains the model for all sports. That message is very clear…grow the game, and use teamwork to do it…and the brand grows with it.

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.

A Devil of a Branding Problem…

October 12, 2009 by Joe Favorito · 1 Comment 

There is arguably no team in the NHL that has produced a higher quality on ice product over the last 15 years than the New Jersey Devils. The level of play and professionalism in the business of hockey that the team has displayed is arguably second to none not just in hockey for that matter, but in all of team sports.

Lack of Heisman Hype A Missed Opportunity For Colleges and Brands…

December 20, 2008 by Joe Favorito · Leave a Comment 

Maybe it is the “economy,” maybe college football in its push to become more streamlined and protective has dulled creativity, and maybe there are just too many other ways to promote brands on college campuses these days, but it appears that the grassroots and creative ways that schools used to hype Heisman Trophy and All-American candidates are dead.  A look at the official Heisman site shows still pictures, a brown background and a total of three press releases in the past year…a search for the three finalists does not turn up one promotion close to last year’s student driven Booty’s For Booty campaign for the former USC star.  There were no large scale consumer promotions in New York or anywhere else promoting Heisman week like there have been in years past.  Lack of spending?  probably.  But that doesn’t mean that the stories that could be created by college promotion and sports communication offices couldn’t have brought attention to some athletes who maybe would have found their way onto blogs, newspapers and even TV and radio with creativity and forethought.  The Gordie Lockbaum, Joe Dudek, and Joey Harrington promotions where worthy athletes were pushed to great exposure appear to be a thing of the past.  Hopefully there are some enterprising young media relations and promotions people who see the opportunity in promotion and brand building going forward and find ways to make Heisman Hype fun and effective, both for exposure and cost, once again.  Lack of a large budget means challenges the creative spirit, and the creative spirit is what should drive innovative promotion, not the other way around.