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 lif.? 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 appea.that regional brands may partner with, ala minor league baseball.
Some other good reads…the LA Times had a good piece on USC QB Mark Sanchez and his role as a leader in the Hispanic community…the Washington Post's George Solomon wrote his last column on Sunday, a column which will be missed…with the MLB Network launching this week, Ad Age takes a look at why the network can be successful, even in a down economy…Media Post has a piece worth reading on HULU and its first year success and potential for growth…and the Detroit Free Press has a good piece on Amway's comeback, which has been seen through a series of sports-themed TV buys the last few weeks.?
