As AFL Shutters For ‘09, The af2 Model Continues On…

December 29, 2008 by Joe Favorito · Leave a Comment 

As the AFL shut down its season in ‘09, one of the things that was missed in the reporting is that the smaller market version af2, which works with but is not the same model as the AFL, will continue on. How in this economy could that be possible, especially since the larger AFL had the equity partnership of ESPN, the larger markets, the fan friendly protocol and solid outside growth over the last few years.  The difference is really in market size and cost structure, and the fact that perhaps af2 is really the niche of niches for pro sports in select markets.  As minor league baseball flourished and even grew during the MLB shutdown, and minor league hockey did well during the NHL shutdown, it could be that af2 will serve the indoor need for the core fan without AFL being around.  While the AFL needed larger markets and the costs associated with it to deliver ROI for TV and national partners, af2 is all about the small markets and being that big fish in the small sea.  By keeping costs at a minimum and developing the local partnerships, af2 may be able to grow in ways they hadn’t before.  Now can they go back and tell the regional and local personality stories and business stories that gave AFL bigger life?  Without the strategic communications investment that the AFL made that will be difficult, but by having a good amount of core athletes with good stories, af2 could have potential at very low cost, and could even be a small market appeal that regional brands may partner with, ala minor league baseball.

MLB, Howard, Take Fans Behind The Scenes In The Video Game World

November 2, 2008 by Joe Favorito · Leave a Comment 

The Phillies Ryan Howard is probably still celebrating the Phils World Series title from this past week, but the folks at mlb.com gave fans an even better look at the star this past week, working with Playstation to create a great viral video that takes fans behind the scenes of the making of the video game.  The piece scored points on a number of levels for MLB…first it showcased a star coming out of the Series at a time when his casual value to the sports fan may be at its highest…it gives fans an inside, off the field look at one of its biggest stars in an unusal environment, it gave gamers a cool “inside” looks into game creation, and it married it all together on a great digital platform, combining the story with the video on mlb.com at a time when traffic coming off the Series may drop a bit.  Great timing, great opportunity, well hit piece that keeps the baseball beat going into the offseason.    

The New Superstars Competition…Kobe vs. Joey Gathright Jumping Over Cars?

April 21, 2008 by Joe Favorito · Leave a Comment 

As both the Lakers make their playoff run and the Royals continue their surprising start, we take a look at the glories of YouTube past and present to see the potential for a new kind of one on one competition, ala ABC’s legendary series “The Superstars.” (although it may be just a virtual one but one that could afford some unique branding oppts).  It is car jumping, as we have seen recently with the Lakers star Kobe Bryant  ”jumping” over a speeding car online last week. While the authentic YouTube stunt of Royals outfielder Joey Gathright  has been documented since 2002, when the athletic outfielder became one of the first internet legends by jumping over a stationary car, Bryant’s stunt, real or virtual obviously drew more attention.  So the next level of “challenge” occurred Friday on ESPN, with Gathright challenging Bryant to an offseason car jump.  Nice move by the young outfielder looking to make his own stake, a smart move to issue the challenge whether it plays out or not…hopefully there will be a Bryant response and some trash talk after the Lakers season ends that could play out in a nice branding opportunity as well as some new media hijinx in the summer, so long as no one actually tries the competition this time.