April Fools Stunt Number Two: Texas Motor Speedway, The Joke Is On Those Who Didn’t Do Their Work…

April 3, 2010 by Joe Favorito · 2 Comments 

So also in the mix during April 1, we had Texas Motor Speedway. For a sport which has always tried to balance fun and business, the folks at TMS certainly took a pop from some media who didn’t see the fun, or didn’t take the time to delve into, President Eddie Gossage’s ploy  saying Dallas DJ Terry Dorsey had accepted Gossage’s offer of $100,000 to legally change his name to TexasMotorSpeedway.com.”  The story was reported across the country, as media outlets ran the story, which came out on TMS letterhead, before Gossage admitted it was a fake, intended as an April Fool’s joke. Gossage  even boasted on his Facebook page that news of Dorsey’s name change was being mentioned by major media outlets. The outlets, which included print and TV, never took the time to see that Gossage had offered Dale Earnhardt Jr. $100,000 in ‘08 to drive in the IndyCar event at TMS, which Earnhardt declined, or that TMS on April Fool’s Day in ‘08 released a statement that it was adding a $900M “retractable roof that would be completed by 2011.  The track admitted the hoax as April 1 dawned, and even went so far as to create another viral video lampooning Tiger Woods’ recent interview in explaining away the prank.  It was a great ploy for TMS, which will have racing coming up in a few weeks, and a nice pop for NASCAR in a slow time of year, even though it rankled the media who were taken by the prank.

Can MMA Grow In The Garden? State, That Is.

January 7, 2010 by Joe Favorito · Leave a Comment 

There is still more than a little contention over how “hot” professional Mixed Martial Arts is as a sport.  One thing is for sure, the UFC as an experiential brand, is certainly very hot and very active for the men’s demo, and that experience was again in full force for their New Year’s weekend card, which again saw a sold out crowd in Las Vegas and put a cap on a record year for pay-per-view sales.

The Business of Baseball Never Sleeps…

December 16, 2009 by Joe Favorito · 1 Comment 

Maybe it’s because the World Baseball Classic pushed the World Series into November. Maybe its because the winter meetings came at a time this year when the rest of the sports world was Tiger-crazy and not much else was going on. Maybe its because baseball is doing as good a job of strategically stretching out its news over a longer period this year. Whatever the reason, the amount of information that is ongoing for the business of baseball seems endless, and for those involved in the branding of America’s pastime, its probably a good thing. Whether you are following the business of minor league baseball and the great things that so many teams do to stay relevant with offseason promotions, or are part of all the hot stove action going on, or are taking interest in the potential Hall of Fame candidates announced, or even getting ready to purchase tickets for the Sunday Night opener on ESPN, there is no shortage of daily information, news and notes for the baseball fan, ardent or casual. While virtually every other sport on the planet takes an offseason, baseball finds ways to stay relevant. Even on the competition front, as baseball finishes in North America games are starting in the Caribbean, and in 2010, in Australia with a new pro league. Is it overkill? Does it lose relevance? Strangely not. More importantly if you are involved in the branding business of baseball, the sport finds ways to stay top of mind, giving the brands that are involved on some level incentive to stay fresh and informed. While some may decide the actual season is too long, the fact remains that as a business and as an entertainment property, there may be no sport that feeds the sould of its core fan more than baseball, and in these challenged times, that’s a good thing for ROI.

MMA Takes The Big Stage To Try And Grow Audience and Interest…

November 7, 2009 by Joe Favorito · Leave a Comment 

The World Series is now over, the NBA and NHL seasons have begun their long stretches, college football is missing a compelling weekend matchup, the luster of the NYC Marathon is gone and the NFL is passing its midpoint. So into the mix when there is a lack of marquis events this weekend falls the sport of Mixed Martial Arts, which returns to CBS in primetime still looking for a challenger to provide any mainstream competition to the UFC. Can either capture the casual fan on a slow weekend? The CBS/Strikeforce show will feature perhaps MMA’s largest and most enigmatic star, Russian Fedor Emelianenko in a heavyweight bout at the Sears Center in Chicago. With nowhere near the mainstream hype that Kimbo Slice had during CBS’ earlier MMA test with Pro Elite, and without female star Gina Carano on the card, Emelianenko will have to carry the card and try to find a way to endear himself to a public and to marketers that appear to be even more agnostic to MMA as a whole than they have been in some time. Make no mistake about it, the UFC continues to be the number one experiential brand in the sport and maybe in all of fight sports, but the strides to add new partners and even build mainstream names other than the MMA vets that have grown in the past few years, continues to hold MMA back from jumping to a level of growing mainstream acceptance. Saturday night could be another chance to provide that move forward, even with a promotion in Strikeforce that is a great regional event but has not caught national acceptance with the casual fan.

The Quick On Vick…

August 18, 2009 by Joe Favorito · Leave a Comment 

As the endless stops and starts go along with Michael Vick, the two points that will matter to brands around the team and to fans who put down the cash for tickets and product are simple…will he continue to show remorse and work to improve his image and will he help the Eagles be a better team on the field and a better brand off it. Once again its way early to answer number two, but number one appears to have answered many of the questions to this point. Kevin Sullivan had a solid review of Vick’s “60 Minutes” piece on yahoo sports today showing that the athlete is taking all of this very seriously and is taking the time to listen and think about answers before letting them fly. Well dressed, well spoken, never caught off guard and he said all the right things. On the Eagles side, the press conference and all the actions since have shown unity to date. Owner Jeffrey Lurie, president Joe Banner, coach Andy Reid and all the players have pulled from the same playbook, speaking the same lines and acting in unison with support. There has been no split in ranks, all are well rehearsed and all are speaking the language of redemption at this point, a steady message which speaks to all listening that they are willing to give this athlete and this person a second chance, dog lovers and all. The most interesting question has been posed by Bob Ford of the Inquirer, which is why? Do the Eagles need the distraction or the test of talent to get them to the next level, and will it be worth it when every misstep is taken to a new level of scrutiny, even when the protests come. From an onfield brand standpoint that remains an interesting question. On the business side the first news cycle appears to be a positive and well communicated one, with some question remaining as to if and when Eagles top sponsors were pulled into the mix. However with no mass exodus on any front, the court of public opinion, at least for the first few days, appears to be leaning in the Eagles favor. There is also the notion, as was the case with some of the recent steroid revelations in baseball, that fans have almost become immune to scandal at this point. The Vick case has been well played out and even the casual observer now understands the plus and minuses, so how long will the controversy actually last? One news cycle over…another coming up, and a trip to New york looming for an exhibition game at the end of the month. The Eagles staff has now been through TO, problems with Donovan McNabb, the offfield issues with Andy Reid’s family and the tragedy of losing a top coach to cancer only a few weeks ago. Plus they have the comfort zone of the media controlled environment of the NFL, a plus that no other sport has. So can it play out quickly? No. Will there be brand damage? Not yet. Now if they can only execute on the field as they have executed off thus far.

Tennis Continues To Have An Empty Cup…While WTT Scores Locally.

July 14, 2009 by Joe Favorito · Leave a Comment 

Coming off of an epic Wimbledon for the second year in a row, it would seem that tennis, with all its global promotional arms, the power of the USTA and the other three Grand Slams, and some strong personalities would be poised to make a strong followup showing leading into the US Open Series. After all, this past week had the best team-based tennis event in the world…one that showed that the sport could be played not just as individuals or even as doubles partners, but in an event that fans could understand and experience and that each match would count for toward a season long finale, just like other sports. Yes that team format did deliver with some fun matches, a great digital play, a good experience on site for all and even some amazing press coverage. The only problem for the sport is the team format that got the exposure last week was Billie Jean King and Ilana Kloss long-running World Team Tennis entry, as opposed to the often-maligned and much forgotten Davis Cup brand. Here’s a look at both in the week that was. Once again Davis Cup, arguably one of the best on site experiences in sport, got lost again in the scheduling shuffle. The week fell after Wimbledon and at the same time as the women’s US Open, the NASCAR Chicagoland Sprint Cup Series, the run-up to the baseball All-Star game, UFC 100 and even the World Series of Poker. Add in that top American Andy Roddick couldn’t play because of injury and the limitations on travel budgets for most mainstream media, and the Davis Cup as a brand was lost in the shuffle on almost all points. Making things worse is the continued confusing schedule and the lack of any major brand activation in the early rounds and one of the best events in all of sport virtually disappeared. Now juxtapose that with WTT, which grabbed some great coverage in USA Today and the Washington Post (their Washington franchise was home last weekend), tied in charity events with some name players, and found enough squeaky wheels (Murphy Jensen) to effectively use social media to also drive some interest. Given a brands’ ROI, those aligned with WTT easily got more short term and lower cost exposure than those associated with the higher profile Davis Cup event for the week. Can Davis Cup ever go through a brand restoration? Tough to do unless the oft-talked about format change happens. If not, one of the legendary team sports could continue to fall behind a slightly slicker and more efficient cousin run by a legend who know how to make the game fun for new generations.

The Need For Spectacle To Draw Attention…CFL and UFL…

July 6, 2009 by Joe Favorito · Leave a Comment 

As we inch closer to NFL Training Camp, two interesting notes popped up again in the football world over the weekend, both showing what it will take for the casual fan to take notice of football outside of college or the NFL. The first was up north in the CFL, which incidentally has done a good job of rebranding itself and working with, not against the NFL in many ways. This past week, Toronto receiver Arland Bruce took the Ocho Cinco route by doing a “touchdown tribute” to Michael Jackson, complete with acting dead after a score. The move earned him not just the wrath of the league and probably his teammates, but got Bruce some great exposure on newsshows, blogs and YouTube during a week where football was nowhere near top of mind, and could draw those casual fans to watch some CFL over the next few weeks to see what antics are next for the “perfomance artist” turned wide receiver. The second move was the UFL saying again that if Michael Vick is available and free of legal trouble they would take him for their Orlando franchise. Again the piece drew the eyeballs of the media and the casual fan to the soon to be starting league at a time when people are still not thinking football, and got the league more exposure as they move toward their next steps. Any downside to entertaining Vick? For the UFL none at all. It will bring spectacle both positive and negative should it happen, and will give their efforts more relevancy for TV and fans than they would have without him. Placed in a slow media week it was a very good move, whether or not it pans out. While one was planned (UFL) and one was not (CFL) both drew attention through spectacle and got both leagues added attention that they need for casual interest. Will be interesting to see next moves on both.

Are The Blackhawks The Model Franchise?

May 26, 2009 by Joe Favorito · Leave a Comment 

This week in New York The Sports Business Journal will award it’s Sports Business Awards for 2008. The nominees in 15 categories are all more than deserving, and in many ways are very reflective of the leaders who will help innovate and lead the industry thro9ugh the continued tough times and into the future. Many on the list read like the usual Who’s Who, but as with many things SBJ does, there are a few surprises. One brand on the list few could have predicted less than two years ago falls under both executive and team of the year…The Chicago Blackhawks. Under the leadership of John McDonough and Rocky Wirtz, the franchise has become a model for outreach and innovation, with one of the best stories coming in Monday’s Chicago Tribune, which pointed out how the team has not only rebuilt its core base of hockey fans, but has cultivated new fans in both the female and African American communities. In a sport that sometimes struggles to grow outside its borders for the casual fan, the Blackhawks have gone above and beyond in customer service, brand building, community relations and communication to the media and to the fans that it is OK to check out hockey. Now of course winning helps, and the team started turning the corner just as the brand builders hot their stride, but in this economy, winning and giving a fans the reason to invest in both dark and bright days have to go hand in hand, and the Blackhawks played both sides of the brand development card to make sure that a storied but sullied franchise was returned very quickly to its rightful place among elite brands. There is a simple rule of effective communication…listen twice more than you speak. The Blackhawks new leadership listened to everyone…old and new fans, returning and emerging brands, league and television partners, grassroots and professional organizations…and have created a brand that may be the sports gold standard for years to come.

Nats Send Mixed Message, Isles Try To Clarify One…

April 20, 2009 by Joe Favorito · Leave a Comment 

As one season starts for a star-crossed franchise (the Washington Nationals) and one ended (The New York Islanders) it is interesting to look at the messages sent to fans by the actions of the team. This weekend, the Nats benched and fined one of their young, marketable players, Elijah Dukes, for showing up a few minutes late after attending a team-sponsored community relations appearance. While the question of zero tolerance for deadlines is left to management, the question of what message it sends to fans and to players is another issue. First, since it was a team-sponsored appearance, it shows a lack of connection between the business and personnel side, which in this economy, when teams need everyone understanding the bigger picture, is very troublesome. Secondly it now gives players who question the value of team appearances to opt-out for fear of team reprisals. Third it gives the media fodder to continue to pile on a sinking ship, at a time when Dukes work on and off the field should be highlighted. Fourth, it creates a distraction for all on both sides at a time when the team is struggling to gain fans, activate sponsors and come together on the field. Usually things like this can be handled back of the house and should not become public. Although we can’t say for sure what the history is, the message the team sent forth is problematic to all. Then there is the Islanders, who put forth owner Charles Wang to the media to talk about the future of the club as it gets the number one draft pick and tries to accelerate its position for a new facility on Long Island. Wang’s messages were not mixed at all, they were pretty clear and he delivered what fans wanted to hear. However sometimes a little too much clarity can also be problematic, as Wang called his present and home for the forseeable future, Nassau Coliseum, a dump, and said is he had to do it over again he would not have purchased the team. Unlike the Nationals issue, Wang stated fact that was the clear message of the organization with regard to the arena and the future of the team, and the organization should get credit for putting him out to speak to the media. Criticizing the current arena and second-guessing a decision at a time when you need to continue to build loyalty with fans is another issue as to when too much is said, but given the lack of candidness in sports today even that can’t really be faulted to a great degree. Good move and positioning by the Isles, problematic moves by Washington.

Subway Make Fresh Pitch With Little League…

March 29, 2009 by Joe Favorito · Leave a Comment 

The Subway chain has done a great job in recent years of finding ways to attack the demo they are trying to reach, whether that is through their team of athlete endorsers, NASCAR or even through their weight loss king, Jared. By going after those groups, Subway spoke right to the adult who chased fast food, and their affordable meals and “Eat Fresh” campaign resulted in some great brand building and awareness, not to mention sales growth. Now Subway will look to step up their pitch to a younger and family audience by expanding their partnership with Little League, this past week kicking off a promo tied to Little League Opening Day and continuing through the summer. The promotion will use some greats of the game, Bucky Dent, Fred Lynn and others, in key markets as part of a tour with celebrity signed and designed baseballs that will be auctioned off for Little League charities. The promotion will coincide with Little League’s 70th birthday, and comes at a time when local youth sports are growing in interest (and Little League is expanding internationally) but sponsorship for programs is struggling. By taking the message to the highly visible and well traffic’ed stops, the Subway brand and the connection to local youth is expanded, with a dash of celebrity thrown in. The promo then accomplishes a host of ideals, both raising funds, awareness and buzz for Little League, while giving Subway franchisees a little extra in a challenged economy for customers to choose their brand over the myriad of affordable chains available. Nice pitch for exposure and branding in a summer long program with a charity tie…a good win for all.

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