Can Soccer Take Advantage Of Its Big Kick?

June 26, 2009 by Joe Favorito · Leave a Comment 

Within a 24 hour period this week, the brand value sport of professional soccer in the United States took a huge jump. First came the coups of ESPN scooping up the Premier League from virtually bankrupt Setanta Sports, followed by the US’ stunning 2-0 win over Spain in the Confederations Cup, followed closely by Steve Nash’s second annual grassroots soccer fundraiser in a New York park, along with the Sports Business Journal piece that WPS is doing better than expected. From the grassroots to the professional, all seems to be going well. Now is there a way for some brand, or a series of brands, to take the good news, tie it in a package and use it as the latest, and strongest, all-encompassing boost for a sport that was already well positioned going into the recession (because of their structure and cost cutting measures) but now has a variety of platforms that are highly visible to attach to? We shall see. Of course Confederations Cup final against Brazil still remains, but the continued interest of Nash (who will be part of the ownership group for MLS Vancouver) as an ambassador with both the world class pros he brought to New York and with his NBA friends, plus a steady women’s product gives the sport another boost while others are struggling. However for brands who have held back on investment waiting for the economy to turn or the right opportunity to invest in, maybe this weeks series of events for soccer will get them a well placed kick for new activation and partnerships.

Deciding When The Envelope Has Been Pushed Too Far

April 9, 2009 by Joe Favorito · Leave a Comment 

A few recent instances have come up which show when sports or entertainment brands can test the waters to see what is acceptable for their fans and more importantly, their business partners. First was the UFC. CEO Dana White has done a phenomonal job of building that property to as close to mainstream as MMA may ever get, especially in a down economy where discretionary dollars will still go to the main four team sports, as well as NASCAR and soccer, in North America. Still, the UFC, with their great TV partner in Spike, have carved a niche with sponsors like Bud Light and Harley Davidson among others. Not huge spends, but very smart ones to access the demo and the UFC experience. Then last week, White went off on a video rant, aimed at a journalist, with profanity and anti-gay comments. It was premeditated, well thought out and then posted on the UFC website. Totally unprofessional and uncalled for and damaging to the brand for casual fans. Now White did recant some of his comments the next day after they received strong criticism, but there was no outcry from most MMA fans or from their brand partners, at least publicly, so perhaps the shock value outweighed the brand damage and the UFC got some edgy headlines with an edgy leader that they enjoy and can benefit from. Still it was way over the edge for a sport looking to be mainstream and poor leadership. Next comes a very interesting Yardbarker blog by the WNBA’s Chantelle Anderson on what the public perceives as sexy and what is not. It is a very well thought out post by a young female athlete and really oputs into perespective what can be edgy and damaging to a brand for women and what can be more acceptable, garner attention and be mainstream. Then Media Post today has an interesting piece on the letter writing campaigns around a too sexy Burger King commercial, aired during many sporting events, which is promoting a kids meal. Again, it is suggestive but not risque, but it caught the eye of a special interest and advocacy group during a sporting event which may make other groups sit up and take notice, and in these challenged times could create a problem for Burger King with the discretionary dollar of conservative families. So here we have a CEO dropping F Bombs and living to fight another day, we have a subtle mix of cartoon characters with a national popular brand being called on the carpet, and we have a top athlete wondering where the middle is. If you are a property, you hope you are smart to make sure partners stay in line but still speak to your clientel, and have leaders who are savvy enough to tow the line and still give your fan base what they want. End of the day, if the ticket buyers and the advertisers remain happy and engaged, then the envelope remains in a good spot. It is when the push becomes a distraction that the crisis management begins.