The recently completed US Open has been a tremendous marketing and PR platform for most of its larger sponsors who have the ability to activate in multiple ways in the months leading up to the event. American Express, Canon, Olympus and Chase all create multi-level partnerships both at retail and in strategic spots regionally and nationally to make the Open…the onl.annual championship held in New York at the same time of year eavery year…the financial and activation bonanza that it is. However in addition to the top-level long term partners, a number o.additional brands have been able to step up with very unique campaigns to grab their own level o.activation and exposure as part of the Open limelight. Case in point is the George Foreman Grill. Although at first glance the grill may be disconnecte.to the tennis world, the brand found a very unique way using print, digital and a celebrity endorser (Monica Seles) to tell their story of good eating habits and healthy living through their product on a day (the second Thursday of the Open) where most of the sponsors have completed activation.?What made it even more compelling was they were able to execute without using the product namesake (world champion boxer George Foreman) in the “Knockout The Fat” promotion.? Well placed, unique execution, good sponsor awareness to cut a niche in a mega event.
Another huge example of why sports marketing has become so powerful, even when companies are struggling but still need brand recognition, was the focus of a New York Times piece on Citi Group this week…the piece goes into detail on how a company which has struggled recently still can value their sports marketing play…the Times of London has another must read on how the purchase of Manchester City is just a small piece in the plan for Middle Eastern countries to grow their sports portfolio…the Miami Herald has a good look at all the perks sports organizations put into taking care of their elite athletes…and Karen Crouse in today's New York Times has a good look at the details of the Michael Phelps media journey, both the positive and the negative.
