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When looking to stage the excitement of a product in a new environment.leagues will often take the cautious approach and go with preseason exhibitions or friendlies.?More recently both MLB and the NFL have taken the strides to play regular season games around the world, which is usally .better representation of product, and sends the messages …

Monday's Dancing with the Stars sa.AVP crocs legend and Olympic Gold medlaist Misty May Treanor suffer an achilles tendo.injury that forced her out of the competition and may end her long and highly successful beach volleyball career. The interesting thing, as David Schwab points out in the First Call blog, is that the injury may …

Maybe the most moribund franchise in North American sports, the Tampa Rays underwent one of the best turnarounds on the field in recent memory. As the accolades for the front office staff and players pour in as the playoffs move ahead, the downside of losing and lack of brandbuilding was still evident as the season …

As teams below the big three (plus NASCAR.search for non-traditiona.ways to tell their stories, identify audience and connect with the casual fan, the digital and the high school market are becoming of more and more value. This weekend the New York Red Bulls found a way to tie the two together by creating a high …

The fantasy sports space continues to grow expontentially with each passing season. While industry leaders like Rotohog.com get set to launch NBA games on NBA.com and the NFL fantasy space is great water cooler chatter each week, it is always interesting to see what the players…those who both play AND participate…can do in the space. …

The New Jersey Nets ar.always looking for ways to engage fans and take away objections when it comes to ticket purchasing and brand building.

Last year we bemoned the fact that schools had lost the creative edge when finding ways to promote their Heisman Trophy candidates, campaigns whic.went to great lengths to gain recognition for athletes like Holy Cross’ Gordie Lockbaum and Plymouth State's Joe Dudek in years gone by. However this year Texas Tech is one of the …

While the sports world takes a step back and looks at layoffs by the Charlotte Bobcats, newspapers decreasing the coverage of NHL games, aren.naming rights deals in question etc etc…NBA Commissioner David Stern continues to speak as the leader in a crisis situation, finding ways not just to spin issues, but to find the right …

Complacency in any successful brand i.commonplace, while innovating to make a brand more successful is always the challenge.

Credit Brian Gainor at the Partnership Activation blog