End of the Day, Live Events Make Sports, Brands, King…

November 5, 2009 by Joe Favorito · 1 Comment 

The debate has gone on for several years as to what the value of the live event is with regard to sports. In this age of instantaneous, multimedia applications with hundreds of applications, why do we need to watch anything live or be there in person for it? After all we can google, youtube or TiVo any event and watch it when we want to watch it, right? Yes that is true, and the options do present those challenges to event marketers, teams and brands.

From the Mayors to the Players…MLB incorporates giving back and service into every message…

October 30, 2009 by Joe Favorito · 1 Comment 

Its the time old tradition…the Mayors of a city betting the obligatory food items and jersey exchanges for the big game. You see it everywhere every year and its cute, it gets coverage and its part of tradition. However not in baseball this year. The Mayors of Philadelphia and New York…Michael Nutter and Mike Bloomberg…changed a the wager from the traditional to the productive, and instead of exchanging cheese steaks and cheesecake only they will exchange working on a community service project in the other city. The idea fits perfectly in line with MLB’s continuous ties to giving back that have played out across the playoffs and the World Series in every city games have been played, from assisting with veterans to improving the lives of the impoverished. Even the on field awards ceremonies have highlighted community service, as evidenced by Derek Jeter winning the Clemente Award for his work Thursday night and the Detroit Tigers Curtis Granderson being honored with the Marvin Miller Award for his community work on Friday. Since the All-Star game, MLB has gone above and beyond to tie all their major projects at major events to bigger causes, whether that’s player programs or a partner like Bank of America rebuilding houses in St. Louis, and then using all their media…print, TV, digital, to promote the good works. In these challenged times it is a very smart play for the league to take not just a leadership approach, but a leadership approach that is properly messaged so that everyone watching is getting the positive story on all fronts (Terry Lefton’s SBJ piece this week had great insight into the ideas). Looking for negativity will take a great amount of work this time of year for baseball, as all efforts have been effectively pushed toward a positive outlook on the field and the good works off it. A very well constructed and clearly delivered and consistent message for a sport that appears to again be putting many of its larger issues behind itself and is making a strong play for its game, its partners and for its fans, to tell positive stories and merchandise those good ideas effectively.

Racing’s Biggest Day Tries To Breed A Brand

October 26, 2008 by Joe Favorito · Leave a Comment 

It is the largest purse in sports, but most casual sports fans when asked about horse racing know only the Triple Crown, and then only in a year when horses like Big Brown take the sportlight in the spring.  So into that issue steps the Breeder’s Cup, which for 25 years has had the opportunity to try and distinguish itself in a crowded fall sports calendar and without a home.  The matchup between Big Brown and Curlin would have brought more eyeballs and attention, but Big Brown’s injury a few weeks ago ended that drama, and Curlin’s upset loss Saturday put even more of a damper on the drama,  yet by finding new partners and ways to extend the brand outside of the two day event, the Breeder’s Cup did make considerable strides in growing its presence this year and looking to the future.  By building out more promotable events, strategically looking for “dark” periods to make announcements about drug testing, future venues, and the depth of field, and educating the public on the value and spectacle of the event over a period of month’s not weeks, the marketers have been able to extend the interest window internationally, regradless of the on track performances.  Now do you need buzz with the bets horses running?  Of course that helps.  But in planning and mapping and finding news, The Breeder’s Cup this year made some great strides, and has really positioned itself better for its next 25 years as a brand.