Wag The Dog
Posted by Tom Cordova on Nov 17, 8:52 AM
If the sponsorship being considered is official status with one of the stick and ball sports, let's say MLB, it would be smart to enlarge that sponsorship domain to include Latino, Asian or even all foreign language rights.
» Comments
Pursuit Of 'Value' Is Grounded In Shifting Values
Posted by Jon Last on Nov 10, 9:11 AM
» 2 Comments
Go Yankees! Or Phillies!
Posted by Robert Passikoff on Nov 3, 1:37 PM
It's the 40th pennant for the Yankees, so you'd figure their odds of winning a World Series would be pretty good. But that's just sports. Winning fan loyalty, on the other hand, is a little different.
» 2 Comments
Moneyball: Monetize Fantasy Sports
Posted by Scott Philp on Oct 27, 8:14 AM
The monetization funnel is key for fantasy's future. Just getting users to show up at the front door is not good enough in today's world. As a marketer, you need to make sure you are maximizing revenue by leveraging qualified users who are willing to spend money by moving them through your monetization cycle.
» 6 Comments
To Believe Or Not To Believe (That Is The Question)
Posted by Barry Janoff on Oct 20, 9:34 AM
The fact that Billy Mays is still on TV pitching such goods as Fix It, Jupiter Jack and Zorbeez by yelling, "THIS IS BILLY MAYS HERE!!!" months after his untimely death speaks volumes (pun intended) about the way consumers view his skills.
» Comments
Making Sponsorship More Effective And Consistent
Posted by Tom Cordova on Oct 13, 2:30 PM
Evolving beyond the CEO's favorite pastime to an important and expansive component of the integrated marketing mix, sponsorship now has its own bona fide trade organization, the International Sponsor Council.
» 1 Comments
Guilt By Association
Posted by Howard K. Brodwin on Oct 6, 9:37 AM
Just associating your brand with a sport can actually do more harm than good, especially with an audience that's smart enough to sniff out the hangers-on. So I ask, is this "guilt by association?" Is it okay to simply bring your brand to the people and let them decide if it fits? Is this sports marketing? Let me hear your thoughts.
» 3 Comments
I'll Have The Fish
Posted by Keith Ritter on Sep 29, 11:06 AM
As CBS, the USTA, the PGA Tour, and others have found out, people don't like to be force fed now that they've seen the whole menu. As an industry, it's our job to make sure the menu is interesting and everything on it is delicious since the fans love to eat!
» Comments
On A Wing And A Player
Posted by Barry Janoff on Sep 22, 10:20 AM
During these times of economic challenges, airlines are not flying as high, or as often, as they once did. But one area is seeing increased bookings -- sports sponsorships.
» Comments
Fantasy's Future Is Social
Posted by Scott Philp on Sep 15, 10:42 AM
Since the ubiquity of social networks, opportunities are now surfacing for new companies and developers to leverage social media tools to break into the fantasy sports market.
» 12 Comments
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- Barry Janoff is executive editor of NYSportsJournalism.com, a daily sports marketing site. He previously was the executive editor and sports editor at The Nielsen Co., where he wrote a weekly sports marketing column, "The Game." Janoff has been covering sports marketing for more than 25 years and has had articles published in "Entertainment Weekly," "The Sporting News," "Newsday," "San Francisco Chronicle" and in-flight magazines for American Airlines, United, Delta and USAir. Reach him here.
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