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The engagement of the fan with the athlete, whether it is onsite, online or in another area, is always the key component in activation and building in long term support for the brand, the team o.the athlete.

We have often mentioned minor league baseball in the U.S. as having some of the most innovative promotions that have really engaged fans and activated with partners in addition to being just fun. The best source for those promotions is milb.com, and now blogger Ben Hill has come up with the list of the best …

One of the smaller and seemingly missed controversies in Beijing was NBC's handling of openly gay diver Matthew Mitcham of Australia, whose gold medal in platform diving prevent a sweep of the event by the host country. It is either a sign of more accepting times, a sign that the Olympics is more accepting as …

There is probably no better league that handles crisis than the NFL. Because of the sheer violence of the game and the way the league is structured, the issues which can and do arise with athletes, both personally and professionally, are usually handled very well. Part is due to the stringent media policies the league …

Harley Davidson continues to expand its sports maketing base toward the mainstream while looking to find new ways to activate their brand away from the hardcore biker.

The 2008 minor league season brought us a number of innovative promotions and fun ideas, largely thanks to Ben Hill os MILB.com, who spends the year championing th.business of minor league baseball in the U.S. like no one else. As the minor league seasons finish, we looked back to the Huntsville Stars, who took the …

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 …

Yahoo Sports has led their section on Monday with an offseason, pre-Olympic friendly wager between the Cleveland Browns Braylon Edwards and Olympic hero Michael Phelps…with Edwards placing a bet with Phelps’ pre-Beijing that he would catch more TD's than Phelps would win gold. Such a bet, if real or contrived, has great opportunties for Edwards …

The passion and enthusiasm and the dollars involved in getting a new brand off the ground, or re-establishing a staid one, are so important in phase one of a launch. However in sports, like in an entertainment or a restauraunt or any other start up launch, tempering enthusiasm, living within budget, connecting to the community …

The question about every post-Olympics push is what opportunities are left to capitalize on when the world leaves the host country. While the Leverage Agency continues to sell the namin.rights for The Birds Nest and the Water Cube, marketers and local hosts look for the potential boon in tourism and historic significgtance in Beijing to …