New real estate in sports brands expands…

June 5, 2010 by Joe Favorito · 2 Comments 

As the scramble to get the best value for sponsorship dollars, as well as added eyeballs for products and services, continues on in a challenged economy, two brands took a leap step forward in the New York sports marketing scene this week.

An Athlete Gets A “Feel” For A Brand…

October 18, 2009 by Joe Favorito · 2 Comments 

On Sunday, Jets kicker Jay Feely entered the record book for consecutive field goals made as a Jet, breaking a record held by Pat Leahy for over 20 years. Feely’s success on the field has been tremendous, yet his feel for using his stature in athletics in a major market to develop a long term vision for success may be even more impressive. As documented in several media outlets this past week, including Greg Bishop’s feature in the New York Times, the Jets kicker has been able to find ways using both social and traditional media to build his brand, and give both casual and diehard fans a little more insight into what he is all about. The result is an athlete who has a presence now in media where he feels well adjusted, well read and well thought out, in both the sports and the political world, and he has been able to use that exposure to build out a potential second career, not just when his athletic days end, but in the offseason when he has more time to focus on the long term. Although some will say it may be easier for an athlete who happens to be a kicker to have more free time to delve into other things (probably an unfair assumption as the special teams performers of the NFL may have the most tenuous place on a roster most times), the truth of the matter is that Feely’s work in looking into leadership roles, both in sports and in society and social media, and then parlaying that interest into a vibrant career is both rare and admirable. One must keep in mind that Feely does not have the flash and dash of Twitter success stories like Shaquille O’Neal or Chad Ochocinco, and his posts may be a little more cerebral and outward looking than most athletes. On the political side, he is not the lightning rod for controversy, but his thoughts have gotten him placement with Sean Hannity on a regular basis on FOX, and could lead to a larger role in the future. Will it lead to big time endorsements, even in the media capital of the world? No. However Feely’s work is a great example of an athlete understanding the limits of time in the limelight and using that time to effectively build his brand, whether that brand is in the media or in business. The fact that he has been able to embrace and understand the value of a social media platform as a communication device for thoughts makes it all the more impressive, and can give his career a kickstart for the longterm, even as he continues to kick for the green and white.

Under Armour, Cal Ripken Hit A Branding Homer

April 25, 2009 by Joe Favorito · Leave a Comment 

One of the most effective ways to grow brand remains at the grassroots level. The direct daily contact with the consumer still cannot be beaten by all the Facebook-ing, blogging and YouTubing that brands attempt, and even the high impact effect of mass media, both print and broadcast, still resonates only partly with what we use as consumers every day. All are parts of the picture, but going to direct to consumer for what they need remains king. Even better, when you can make a strategic tie to a local community, the positive impact for the long range goes up another notch. Such was the case this week when Under Armour, already a giant in the apparel business, announced a deal with Ripken baseball. The tie between the two brands hits on many bases. First, it ties two Capitol District brands together, the legendary Oriole and his business, with Kevin Plank’s DC success story, sending the message of two local guys again working together for a bigger good. Second, it seeds Under Armour product direct to a growing baseball community through Ripken Baseball, one of the most efficient and well run entities in the sport. Third, through Ripken’s global work, it can give Under Armour the potential international platform that they have been looking to grow. Lastly it sets Ripken’s brand apart from most others in the space, in grabbing the perceived “cool” in the youth market for Under Armour’s apparel. All the connections are smart, strategic and even in a slow economy, show that both the sport of baseball and the Under Armour brand continue to grow.

Edwards, Office Depot, NASCAR First Out Of The Box With Back To School Promo

August 8, 2008 by Joe Favorito · Leave a Comment 

With the summer over halfway gone, retailers are already pushing back to school sales as hard as they can.  However in the sports world, the Olympics focus and the start of NFL training camp, combined with the traditional August vacation stretch for many sports, seems to push the “Back To School” programs until later in the month, when we will see a rush of teams and brands getting with kids and local school initiatives.  However once again a NASCAR driver promotion is out in front and leading the charge with a retailer to get the Back To School theme top of mind.  This time its Carl Edwards and his market by market program with sponsor Office Depot, donating thousands of dollars of school supplies with backpacks to kids in advance of the traditional push.  The use of Edwards as a sincerely interested, well spoken athlete is a great score for the brand as well, and Edwards appears to be yet another of the NASCAR drivers who gets the message, embraces the message and delivers it.  The program yet again will expand NASCAR’s touch points beyond their core fan base, especially in the inner cities, and will resonate even more with the traditional fan.  Great timing, great story, great plan for business partner, league brand and athlete.