What’s New On The Isle…

July 20, 2010 by Joe Favorito · 5 Comments 

The New York Islanders have had their issues trying to build a new arena on Long Island, and continue to look to find unique ways to build brand and regain some of the poition in the New York hockey market that they enjoyed during their glory days.  That push is going to be made even more difficult by the on-ice and now-off ice promotion that the New Jersey Devils have been offering up to casual fans, and the always strong presence that the New York Rangers have always enjoyed. Still the Islanders own a very unique piece of fan real estate, the corridor from Queens east through Nassau and Suffolk counties, some of the most populous and affluent suburbs of any area.  So what is a team to do?

Can Selling Hope or Hype Keep The Big Apple’s Winter Franchises Bright?

April 12, 2010 by Joe Favorito · 2 Comments 

It’s another dark spring in New York.  Save for the Devils, there is no postseason at Madison Square Garden, the Izod Center or Nassau Coliseum, so the attentions and the dollars of the casual sports fan can shift fully to baseball, and maybe a bit to soccer as spring fully arrives.  Now the lack of postseason for the Knicks, Nets and Islanders, and now again for the Rangers, is always a cause for concern.  However as Don Nelson, now the winningest coach in NBA history, said once, you sell two things in pro sports…winning or hope…and for another year, the world’s largest media market will look to again sell hope…and a good amount of hype.  Will it work again?

Remembering an Isles Forfeit, Sidd Finch, and now a Pirate’s Booty…April Fools

April 1, 2010 by Joe Favorito · 1 Comment 

Maybe it’s because we have all become too politically correct, or maybe it’s because there is sooo much time spent on trying to be the most techno-savvy we can be that the simple, grassroots and fun promotions aren’t as fun or “interesting” as they once were.  For whatever reason, even with all the opportunities available to promote through new media, the “stunt” is becoming more and more of a lost art.  April 1, aka April Fool’s Day, was always one of the best points where media, teams, athletes, could look for ideas that were able to capture the imagination and even if for a few minutes give people pause and some fun. One year the New York Islanders pretended to forfeit a game and save their travel time to the Minnesota North Stars…then there was the legendary Sidd Finch, created by George Plimpton and the folks at Sports Illustrated.  Those were just one or two of many over the years.  One brand has seized the opportunity, although more tongue in cheek, to use April 1 as a platform for sports promotion and to have a little fun.  Pirate Brands announced that the New York Mets have “traded” star third baseman David Wright to…well, the Pirates.  The press release and all the great digital platforms around it went out on the 31st, and generated some fun buzz and great images for the move, which was essentially a dry announcement about Wright joining the company’s board and getting an equity stake with the group (although they will be creating healthy snack alternatives for kids and will work with Wright’s Foundation).  Still, they made something that was not much into something, using the April Fools platform.  Great spin, nice visuals, and it took the day for what it is suposed to be, lighthearted engagement in a very unique way.

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.

The Immediate Hope Of A Good Draft…And How It’s Used…

June 27, 2009 by Joe Favorito · Leave a Comment 

With the NHL and NBA Drafts happening withing 24 hours of each other, it was interesting to see all the subtleties and action that athletes and their agents, along with eams, quickly pulled together. A nice composite of the goings on before, during and then right after the draft was put together by Goodwin Sports Management in their Rookie Chronicles segments, which followed their three guys…Terence Williams, Patty Mills and DeMar DeRozan…as they got ready and then had their names called on Thursday night. The best thing was the unique perspectives from each athlete and how they got ready and then went through what really was a life changing experience that few can appreciate. The immediate Twitter reaction, and their response to questions, also showed the impact active players can make for a brand with fans in a 24/7 news cycle. The Knicks also offered up their picks and coach Mike D’Antoni for a chat with season subs, also a nice touch for a fan base that craves access and is being given a chance to connect for the top dollar the team demands. On the NHL side, the draft in Montreal took on a multilingual feel, with a number of teams, from Vancouver’s Roberto Luongo to Chicago’s Scotty Bowman speaking in French to the Canadian crowd as they made the picks for their teams, a nice touch to give the teams a bit more diversity and personality on draft day. However the best play probably came from the Islanders, who on one of the few sunny getaway days in June, managed to amass 10,000 fans at Nassau Coliseum for a draft party as they took the league’s number one pick and immediately built goodwill for a long-suffering and oft-ignored fan base. They not only made the popular choice in John Tavares, they had him messaged correctly and gave the fans all that they wanted to hear and experience in the draft…hope for the future. Well played out on the Island, across both leagues and into the digital space.

Nats Send Mixed Message, Isles Try To Clarify One…

April 20, 2009 by Joe Favorito · Leave a Comment 

As one season starts for a star-crossed franchise (the Washington Nationals) and one ended (The New York Islanders) it is interesting to look at the messages sent to fans by the actions of the team. This weekend, the Nats benched and fined one of their young, marketable players, Elijah Dukes, for showing up a few minutes late after attending a team-sponsored community relations appearance. While the question of zero tolerance for deadlines is left to management, the question of what message it sends to fans and to players is another issue. First, since it was a team-sponsored appearance, it shows a lack of connection between the business and personnel side, which in this economy, when teams need everyone understanding the bigger picture, is very troublesome. Secondly it now gives players who question the value of team appearances to opt-out for fear of team reprisals. Third it gives the media fodder to continue to pile on a sinking ship, at a time when Dukes work on and off the field should be highlighted. Fourth, it creates a distraction for all on both sides at a time when the team is struggling to gain fans, activate sponsors and come together on the field. Usually things like this can be handled back of the house and should not become public. Although we can’t say for sure what the history is, the message the team sent forth is problematic to all. Then there is the Islanders, who put forth owner Charles Wang to the media to talk about the future of the club as it gets the number one draft pick and tries to accelerate its position for a new facility on Long Island. Wang’s messages were not mixed at all, they were pretty clear and he delivered what fans wanted to hear. However sometimes a little too much clarity can also be problematic, as Wang called his present and home for the forseeable future, Nassau Coliseum, a dump, and said is he had to do it over again he would not have purchased the team. Unlike the Nationals issue, Wang stated fact that was the clear message of the organization with regard to the arena and the future of the team, and the organization should get credit for putting him out to speak to the media. Criticizing the current arena and second-guessing a decision at a time when you need to continue to build loyalty with fans is another issue as to when too much is said, but given the lack of candidness in sports today even that can’t really be faulted to a great degree. Good move and positioning by the Isles, problematic moves by Washington.

Turning Up The Preseason Heat In South Florida…

September 20, 2008 by Joe Favorito · Leave a Comment 

The month of September is usually the time for the winter sports pro teams to really start the hard push to get their brands top of mind again.  Especially given the added competition and the lack of disposable income, those teams on the downside in tough selling markets have to continually be more creative, more aggresive and show more value than ever before.  Case in point is the Miami Heat.  Sarah Talalay’s sports business blog this week point three big plays the Heat made this past week, addressing the casual fan, the young fan and the corporate client, each designed to get buzz and remind folks that even with a slow season last year, the Heat brand can deliver value on many levels.  The first piece highlighted the tryouts for the Heat senior dance team, the second talked about Dwayne Wade’s involvement with Pepperidge Farm’s goldfish brand to promote healthy lifestyles with kids, and the third detailed the Heat’s program where team members and performers create the Heat experience right in the workplace. All were innovative, timely and creative and as stand alones were great campaigns.  Combined they showed the concerted effort of the team to address issues head on and give fans a reason to support and patronize the team with their hard earned dollar.  Big points for the Heat for the effort, with more expected going into traing camp.