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?

Beware Sponges Filled With Cash…And Other Lessons…

March 16, 2010 by Joe Favorito · 1 Comment 

Last year the brand of choice to fill displaced inventory on television and in stadia around the country was Spongetech. Their giant signs were splashed acroos all of MLB, their patches showed up on the NFL’s “Hard Knocks” show on Bengals jerseys, they appeared along the dasher boards at Madison Square Garden. Spongetech, and their pre-soaped sponges, appeared to be the cure-all for every team salesperson.  They helped balance budgets and create some buzz and all appeared grand.

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.

Rangers’ Dad Trip Great Access and InSite Into The Team…

January 19, 2009 by Joe Favorito · Leave a Comment 

It is a program that is growing in the NHL, and if it continues to go well may be copied by other leagues more often…the New York Rangers, like a few other NHL teams, picked a road trip and had the players’ fathers accompany them for a little bonding and giveback.  Now many teams will disappear into a “team building” opportunity during the long season…an unscheduled trip to Disney, bowling, a movie…but few times are the media and the fans given insight into such private moments.  However the Rangers, took a more public step in explaining the reasons and benefits of inviting the fathers along on a recent road trip, and by doing so gave the fans a look into the private lives of many of the players, especially those who are younger and don’t get much everyday exposure in a crowded media market.  Now each sport does create those special bonds between father and son over the long period and long hours on the road through the development time of young pro players, but hockey has a pretty unique isolation…with baseball probably the only sport similar in the U.S…where young players leave home at a very early age and much of that bonding time can be lost.  This special trip is a smart one to help the players have that special time at a great point in their careers,  and by letting the media and the public in for some glimpses, builds added human interest into a very long season.  Nice access, great story lines, great break from the everyday for the NHL.

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.

NHL Sends A Great Global Execution Message…

October 8, 2008 by Joe Favorito · Leave a Comment 

When looking to stage the excitement of a product in a new environment, leagues will often take the cautious approach and go with preseason exhibitions or friendlies.  More recently both MLB and the NFL have taken the strides to play regular season games around the world, which is usally a better representation of product, and sends the messages to business partners and those in market that they are taking the fan experience seriously.  Teams often balk at the regular season problem, which can result in loss of gate and disruption of schedule in many cases.  However the NHL set some great examples on how to approach the global game this week, and even sent some messages to the Premier League as they take their action globally in the future, as the story in the Mirror pointed out this week.  Was it an inconvenience to the teams to make the trek for the extended period?  Yes.  Did it build brand for the league?  Yes. It it keep the teams away from local media coverage in a time of year where sports have become pretty quiet during the week and media budget constraints did not permit travelling? Yes.  However the brand building, merch oppts and good will, especially combined with quality competition, will probably play in the NHL’s favor as they look to gain brand abroad in hockey friendly and emerging markets with the casual fan.  Kudos to the NHL for getting a good global play and positive reviews.

Avery Strikes A Pose…Geico Patches Things Up

June 27, 2008 by Joe Favorito · Leave a Comment 

PR Move of the Day: Knowing the athlete for any team, league or brand takes time.  It takes time to know to both ask the right questions and listen to what they are saying to correctly build a strategy that makes sense for a unique pitch to work.  The New York Rangers hit on a great one that has now come full circle, by listening and then using the correct resources available to place and then merchandise NHL star Sean Avery…as a summer intern at Men’s Vogue Magazine.  The story has had legs for several months, and even developed a little controversial spin when Avery was hurt during the playoffs, but the piece that ran in this month’s issue was a classic case of taking the time to know and understand a player, and take some comments that he had made and grow it into a long lead, well thought out, well delivered PR push that extended the Rangers brand well past the NHL Finals.  The piece is also great because it takes an NHL tough guy and put him in a very different light, talking about style and fashion and future plans in a way few male athletes ever do.  The whole campaign was a  textbook example of what you can do with a little imagination, a good ear, a knowledge of the athlete and the time to plan and execute  an opportunity off the playing field.

Creativity Points: Shaq’s Horsin’ Around With Vitamin Water, Fresno Griz’s With Mylie Cyrus

April 29, 2008 by Joe Favorito · Leave a Comment 

PR MOVE OF THE DAY: We are always in awe of the ability of minor league teams to react and activate with some fun promotions, usually much quicker than their major league counterparts. Another example arose last night, as we got an email from the AAA Fresno Grizzlies, who announced that this Wednesday night will be Hannah Montana “Ride Your Kids Coattails” Night. In addition to the pop star makeovers and music, any parent who brings an award their child had won to the ballpark will get an additional discount on tickets, in honor of the job former pop star Billy Ray Cyrus has done riding the stardom of his daughter. It is perfect timing, not too edgy, and hopefully gives the Grizzlies some exposure and sales. Very well done.

Knicks Take A Bite Out Of The Bottom Line To Give Back

April 15, 2008 by Joe Favorito · Leave a Comment 

PR Move of the Day: The New York Knicks have not had an easy time of it from any angle this season, but through the on-court problems and public struggles the fans have remained loyal, and to recognize that the team will take a sizeable hit financially Monday night and offer free food to all in attendance to the sellout game with the Boston Celtics. Now while there are many that will say that this token gesture is just that, but for those in the business who realize the financial cost that the team will absorb in the name of season-ending goodwill should see this as a smart move that can bring some long term change, and help soften the non-playoff season for one of the NBA’s most valuable franchises. Finding ways to generate good will in the nation’s toughest media market is never easy, but credit has to go where credit is due, and the Knicks brand deserves credit for pushing the idea through on a night where they could make some good season-ending revenue. This is really the second long-thinking and solid move by the Garden in recent weeks…two weeks ago, the Rangers announced the righting of what many deemed a dead issue by announcing the retiring of two NHL Hall of Famers from the past, Harry Howell and Andy Bathgate. Many teams tend to focus on the current generation at the expense of a past that current fans cannot relate to, and hence may not be as big a draw. But the team here should great reverance for tradition, and will create some special memories for current fans, by making asure these two legends also get their due. Nice job also by the Rangers PR staff in finding the right way to break the story, with longtime New York Post hockey writer Larry Brooks getting first crack at it.