Matching The Brand And The Athlete Not A New Challenge…

August 19, 2010 by Joe Favorito · 2 Comments 

Recently writer Michael Sokolve had a piece in the New York Times about the issues today’s iconic athletes have from a public perspective. Sokolove’s argument is that today’s greatest on field athletes…Tiger Woods and LeBron James included…needed to tell the world themselves how great they were to build a public, and very lucrative persona.  The iconic athletes of the past, he argued, let their achievements and those around them judge success in the public sector, and the need for self-gratification on achievements was not needed.  While it is easy to make that assumption, it is hard to say how the elite athletes of the past would have adjusted to the media trends and demands of today, and conversely, how today’s elite athletes would have done with different, and sometimes less, pressures of past generations.

Nike’s Buzz Rides The Tiger Wave…

April 10, 2010 by Joe Favorito · 1 Comment 

Years ago I heard author Stephen King speak at my alma mater, Fordham University.  He was asked, who does he write his books for.  His answer was simple…”I write for all those people who slow down on the road to look at accidents.” The goal, King said, was to appeal to some part of the curiosity in all of us, no matter how bizarre.  We all have a casual interest in the shock value…it creates water cooler talk, and leads to buzz, no matter how long or short.  It draws eyeballs and interest, and whether there is substance in the subject or not, it brings events, stories, even brands top of mind. Thought provoking, and appealing to a commonality no matter how bizarre, works.  It is why reality TV works, it is why certain “celebrities” bereft of any talent other than being strange or mean or bizarre, suddenly grab the international consciuousness.  In many ways, the provactive is what the Nike brand has been built on over the year.  It has always encouraged us to be different, to strive for success, to win, to just do it.  So it should come as really no surprise that this week Nike was first to the table and the airwaves with their support of Tiger Woods, and it should also have come really as no surprise that the brand rolled out a very provactive, very different spot using Woods and the voice of his late father Earl.  The result?  Exactly what the Nike brand would have wanted.  Great buzz not about Woods’ play or their support, but about the messaging and the positioning of the piece. Story after story, download after download, podcast after opinion, all talked about the ad.  Not about Woods’ play or recent trangressions.  They talked about the ad.  If Nike couldn’t get their support of Woods on the pristine green of Augusta, they could sure get it on the airwaves and online, and Nike, even as much as Woods comeback, became the story leading into the Masters.  That is what brands who are successful do so well.  They seize a moment and choose a positon that is just enough away from the norm as to generate buzz.  now whether that buzz is positive or negative sometimes doesn’t matter. If the product is quality, the casual fan will look to sample, and that consumer will make the decision if the steak is worth buying for the sizzle.

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.

Woods Takes The Next Step, But The Biggest Brand Question For Golf Remains Unanswered…

February 20, 2010 by Joe Favorito · Leave a Comment 

Friday Tiger Woods spoke…he controlled the message, he got his points out, he was serious and he addressed all the groups he needed to address in a statement. Another stage in the comeback is complete for him.  He did not have the long, drawn out presser with reporters, especially those who cover him in his sport, in the room and he avoided distractions and forced the media to cover just what he and his brand needed them to cover. he was true to what he has always done in the better of times, he controlled the message and the access.  Just as he would drive reporters to his website for comments and news, now he drove them to another ballroom in Ponte Vedra to listen while pool reporters asked a few questions to him and to his assembled group.

Sports Books Worth Reading And Giving From 2009

December 20, 2009 by Joe Favorito · Leave a Comment 

I will be the first to say I am not a strong critic, nor do I read every book out there. However I do read a great deal and try to figure out what are the books that teach me something, even of some of the most public of figures, that I didn’t know before and what can I take away from this that can apply to work, personal life or friends, colleagues or family. Also, what do I think are just really well written stories. So below I have highlighted a list of some of the books I have gotten to and enjoyed, and others may enjoy too. Some are on most people’s lists…some are a little more obscure, but all are well written and have great value. I also have to admit I have not read Bill Simmons’ book or Chris Ballard’s on the NBA, or the Agassi book or my friend Jon Wertheim’s book on tennis this year. That is my bad, but that’s what the holidays are for. These are also in no particular order, other than Marty Appel’s name started with A and thats the first one I thought of. Feel free to send along other suggestions to me at fatherknickerbocker1@yahoo.com

Can The Paralympics Be A Marketing Platform For Brands?

December 15, 2009 by Joe Favorito · Leave a Comment 

As we head toward the Vancouver Olympics and continue to immerse ourselves in the Tiger Woods train wreck, it is interesting to look for other opportunities where a brand like Accenture can potentially look to re-invest the millions just pulled away from Woods. Is the Paralympics an opportunity for Accenture or other brands looking to partner with great stories? This past week’s Sports Illustrated had an amazing dual tale of two Paralympic stories from Beijing…Marin Morrison and Nick Scandone…who not only epitomized the Olympic spirit of overcoming great odds, but were also phenomenal athletes themselves before disease (brain cancer and ALS) got the better of their bodies, but not their minds or spirit. Wertheim did a great job of capturing the spirit of the Paralympics…full crowds of everyday people who could not get into the Olympic games, athletes from all over the world overcoming great challenges to succeed, yes to win, but also to compete, all great examples of what sport is supposed to be all about. The event did receive solid media coverage but was not the media extravaganza that the regular Olympics are, and as such suffered from branding exposure that is growing but nowhere near what it could be. Could a brand or brands, with a great integrated marketing campaign, turn its focus to the Paralympics? There would be no shortage of stories…they would get great appreciation from a loyal global following, they would have a created media platform to tell their story as to “why,” and they would be a leader in the branding world as one of the first all-in sponsors of Paralympics. The athletes are solid players in social media. They are well spoken, come from varied backgrounds and are appreciative for the coverage and the ancillary dollars that could come in. The have a wow factor just for what they are able to achieve as individuals and as a group. They could also be a platform to again educate a public that is still skiddish at watching people with disabilities. Given the advanced technology that now comes along with replacement limbs and rehabilitation, could there even be an education and inspiring science component built in? Tech companies, pharma, insurance, military…all have the potential to line up, as well as rising brands looking for a non traditional splash.

Getting Past Tiger…Finding Athletes Who Get It…

December 7, 2009 by Joe Favorito · Leave a Comment 

Tiger’s infidelity…Serena Williams nails a record fine for threatening to nail a US Open lineswoman…the Florida Panthers’ Keith Ballard takes out his teammate, goalie Tomas Vokoun, with a tomahawk chop to the head…so this is what we watch and who we want our athletes to be?

Eastern Michigan Combines The Business of Sport, Creative Marketing To Bring Attention and Promotion…

December 5, 2009 by Joe Favorito · Leave a Comment 

It’s not a new idea, but it is another twist on a smart, cost efficient and creative practice. Eastern Michigan University announced this week they are working between the athletic department and their business school to have students create and compete against each other, American Idol style, to come up with an effective marketing and ticket selling campaign for their men’s and women’s hoops programs. now in past years schools like Slippery Rock University has taken over the marketing of a minor league baseball team for a season, and major brands have invested in competition amongst grad schools to develop and then implement branding campaigns, but EMU is giving it a little more glitz and a better reward (cash and other opportunities). Even without the prizes, the idea is a very smart one for a mid-major school in a state that is short on cash and is full of folks looking for a chance to be positive in these tough times. EMU can use the creative minds of the students…the first adopters, the passionate entrepreneurs looking to shape a brand…and put those ideas to work in a fun and creative marketing and branding exercise. The idol-like atmosphere will generate some buzz, as will the prizes. At the end of the day maybe none of the ideas will be earth-shattering, and the fact that the finals will be tested at halftime of a hoops game with fans giving their choice for best idea may make it a bit of a crapshoot. Perhaps the best idea will be a combination of several of the presentations or perhaps there will be a whole season full of worthwhile idea. Perhaps there will be none. The most important thing is that EMU is working with the resources they have, recognizing a need both in the community and in the athletic department to rally, and finding a creative solution that involves all parties. Whether it works to sell tickets or not is not the most important thing. What should be watched and copied is the creative spirit of the students involved and the staff that had the ability to implement the contest.

Loving The Comeback…Phelps, Watson, Armstrong…Even LeBron…

July 29, 2009 by Joe Favorito · Leave a Comment 

One thing the American sports public loves, especially in challenged times, is the art of the comeback. Even the biggest star, once shown with feet of clay, somehow moves up the popularity and sympathy list, when he or she starts the road back or finally gets toppled. Like the evil Mafia dons turned benevolent dictators, we seem to soften images, and often times brands are there to take advantage of the return to popularity as the once iconic become iconic again. Now does it “just happen?” No. Obviously the commitment from the athlete has to be there, and there has to be a solid marketing plan behind the brand reinvention, but with the commitment from both the athletic side and the business side, the re-image can sometimes be more popular than the original. Three cases in point from recent weeks. First Tom Watson. His unlikely run at the British Open, one where Tiger Woods again slumped, helped re-engage fans in the possibilities of what-if, even when he fell off the lead on the final day. Watson’s partners, which included Adams Golf, had a nice bump, and eventhough TV numbers were not record, his unlikely run gave the event some sustainability and probably re-energized his brand for a slightly older demo, as well as connecting him to many newer golfers for the first time. Second, Lance Armstrong. Eventhough there was the public falling out over the final days with teammate and eventual winner Alberto Contador over the timing of the team Radio Shack announcement , Armstrong again went through an amazing brand re-invention during his amazing Tour de France run. He twitters, embraced fans, softened a once hard image, avoided the pratfalls of the doping world and connected with the fickle French fans like never before, giving the sport and his brand going forward another huge boost. Third Michael Phelps. With his marijuana episode in the rear view mirror, the folks at Octagon have repositioned Phelps as the athlete America loves while most of us are jumping again into summer swimming pools. Even better for the future of swimming, Phelps actually lost a race this week, to German Paul Biedermann,a swimmer using a soon-to-be-banned swimsuit, which sets him up for even more watercooler talk going forward. Last is LeBron James...although with little damage really, James NBA playoff antics, and the mystery of the dunk film from this summer, showed some chinks in the LeBron armor, just small ones, which probably made him just that more interesting at this stage of his career to draw in even the small group of casual fans who may not have been that interested in all his positive work over the last few years. Now where can these brand re-inventions go in the future? A lot of it is up to the athlete, but with Phelps already looking ahead to 2012 and Armstrong back on the top of his racing game, the different demos that they speak to and the brands they engage should have some nice pop. For Watson, it may be more quiet endorsements and speaking around his golf, but all will be positive in the slightly older demo he speaks to, and for LeBron…how high can one go? After all, the elusive NBA title still awaits, after his upcoming Nike-sponsored world tour. We do love the comeback.

Fragmentation In Niche Sports Proves To Be A Killer…

July 3, 2009 by Joe Favorito · Leave a Comment 

Speaking with one voice, whether it is to a business partner, the media, or to fans is always important, especially in the alphabet soup of niche or second tier sports. With the limited dollars and eyeballs available for the casual fan, splitting the marketplace with alphabet soup of organizations usually leads to confusion and can ultimately drive partners on to a platform which is much more simple to understand. The latest example of split markets being a killer is in indoor soccer, which despite the huge success the outdoor game is seeing in the US, just fell further off the roadmap this week. Last year the Indoor game split into two “leagues,” both of which struggled for any kind of existence in far-off marketplaces, and despite the local success of teams like the Milwaukee Wave and the New Jersey Ironmen (who were in two different leagues by the way) the sport is on the verge of extinction. Another sport teetering but doing better with some unity is lacrosse, where the National Lacrosse League extended commissioner George Daniel this week, sending a positive message to all involved. Still, lacrosse, indoor and outdoor, needs to be presented as one platform to be an effective tool, but at least in their case the sport has a platform of success to build on. Indoor soccer has hurt itself with divergent forces for the indoor game, forces which told the sports world they were too fragmented to present a unified front, and in the end, all suffered. Would having one unified league have worked? Perhaps. But with the alphabet soup presented last winter to fans, media partners and business partners there was no chance of survival in an already tight marketplace. Hopefully the indoor game can be resurrected and lifted by the continued success of the outdoor product, but with too many cooks it will be next to impossible to deliver.

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