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SPORTS PUBLICITY, MARKETING & BRAND BUILDING IN A NEW AGE: WITH JOE FAVORITO
We are coming up on Daytona for NASCAR’s start; the IRL is looking to rebrand and re-emerge yet again, Formula 1 is looking to find its place in the U.S. and even the niche sport of drag racing is trying to rebuild. So as the economic times start to recede and sponsor dollars are becoming …
Can a brand try to own New Year’s Eve, or at least the eyeballs turning to “The Crossroads Of The World.” Planet Fitness certainly gave it a shot. The New Hampshire-based chain, one of the largest and fastest-growing franchisors and operators of fitness centers in the United States, known more for its fun commercials, …
Yoshi Okamoto is sports entrepreneur who has vast experience in both the United States and Japan. Born and raised in Japan, Yoshi is the first Japanese businessperson to work full-time in the US professional sports, namely the MLB (A, AAA minor teams and Minnesota Twins), NHL (Anaheim Mighty Ducks), and the NBA (Brooklyn Nets, then …
The NBA has built their full slate of Christmas Day games into a marketing bonanza in recent years. Teams wear custom jerseys unveiled weeks before and available for purchase, brands use the four game platform to ramp up their new advertising campaigns for the first quarter. The film industry packs in promotions for their latest …
Not too long ago The Professional Bull Riders (PBR) was one of the “it” properties, growing and engaged, with a passionate core of fans whose devotion was NASCAR-like. Expansion was all the rage and the slope was ascending up. However in recent years the property has plateaued, and although still strong on key markets, it …
Of all the mediums available today, live television remains the biggest crapshoot. Mic’s left on, poor lighting, wardrobe malfunctions, human frailty, all exposed to millions in a second and captured and shared forever. There is no editing or reclaiming when live is live. The latest and best example occurred Sunday night when talk show …
The Mailman Group came out this week with their most influential sports brands on Weibo (which if you don’t know is the Chinese equivalent of what Twitter is elsewhere), and it points to the rising level of casual engagement in global sport that a curious and engaged Chinese audience is following. It is certainly not …
There are few more memorable moments in sports and entertainment than when a record is set. No matter how big or small, shattering a milestone is the perfect measurement tool for success, and there remains no yardstick bigger for records than to make or break The Guinness Book of World Records. The validation is well, …
Several years ago at The Ivy Sports Symposium, several marketers were asked to look into the future and describe what would be the ultimate in fan engagement. It was just after the launch of X Box Live, which was just beginning to change the way immersive gaming and fan interaction was being conducted, but limited …
One of the great opportunities in working in global sport is that it brings together so many different cultures and traditions and puts all together in places from the playing field to the classroom. From curling to hockey, bobsled to basketball, there is a drive to succeed whether that is in a results-based competition or …