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John Rowady

Member since March 2010 Contact John

Articles by John All articles by John

  • How To Turn A Non-Endemic Sponsor Into A 'New Endemic' Sponsor in Marketing: Sports on 05/05/2015

    The conventional thinking in sports business is that there are two main classes of sponsorship. The first class, endemic sponsorship, traditionally refers to the core group of brands on which a sport relies. These are the brands directly invested in the success of the sport - manufacturers of hard goods, mostly - Adidas, Honda, Birdhouse Skateboards, etc. You know them well.

  • The Masters: Corporate Hospitality, Relationship Building, And The Value Of Just Being There in Marketing: Sports on 04/07/2015

    In sports business, we always eye the future. What new tech will get more fans through the turnstiles? What's the next trend in mobile viewing? How can we use social media to better engage fans during broadcast? There's nothing in our industry that isn't ripe for change, except for one event - the Masters Tournament.

  • The Key To MLS Success? Striking A Balance in Marketing: Sports on 03/03/2015

    Last year at this time, I wrote an article for MediaPost about Major League Soccer's significant growth. The focus was on how the league's increasing success in attracting world-class talent earlier in their careers and developing domestic players through the Homegrown program, has improved the quality of the players on the field each year, ultimately, driving up the league's rights value and popularity.

  • The Reign Of Real-Time in Marketing: Sports on 02/03/2015

    Only two days removed from Super Bowl XLIX and there are a few things we all learned: Pete Carroll made the wrong call, Tom Brady solidified his legacy, and more brands than ever are making a bigger push to join the online, real-time conversation on social media.

  • The College Football Pay-off  in Marketing: Sports on 01/06/2015

    It is safe to say college football fans have entered 2015 more excited than ever before. Why? Because the college football gods had heard for years their cries and moans, and finally answered. This was the year that a playoff would finally crown the best team in the nation. After suffering through the BCS, and computer calculations of which was the "supposed" best team in the nation, the college football-crazed masses would now have a fair and logical end to their season.

  • Legalized Sports Gambling? A Sure Bet in Marketing: Sports on 12/02/2014

    Last month, NBA Commissioner Adam Silver added a new job title - "New York Times" columnist - to his already impressive resume. In a surprising move, and perhaps a stroke of PR genius, the association's newest leader penned an op-ed in support of the federal legalization of sports gambling. The piece marked Silver as the first commissioner of the major four American sports to publicly support the legalization of sports gambling. It also furthered his case as the most forward-thinking leader in sports.

  • Adapt Or Die in Marketing: Sports on 11/04/2014

    In the business world, if you don't change faster than the pace of external change, your business will cease to exist. Or as Brad Pitt's character in the movie "Moneyball" put it, "Adapt or die."

  • How The NHL Is Finding Tough Love  in Marketing: Sports on 10/07/2014

    With the NFL in full swing and post-season baseball heating up, consider this your friendly reminder that the NHL season returns tomorrow. After suffering a lockout during the 2012-13 season, the league is getting back on solid footing, and setting its sights on growth. In honor of the 97th season of play, here are a few things that the second-oldest of the big four sports leagues is doing right to expand its reach.

  • The Fantasy About Growing A Sport In The U.S. in Marketing: Sports on 08/05/2014

    While football, at all levels, is too far entrenched in the culture of American sports for anyone to reasonably isolate individual causes for the NFL's astronomical growth, it's no secret that fantasy football has been instrumental in turning casual fans into avid ones - and moreover, avid fans into rabid ones.

  • A Hot Summer For The NBA And NHL in Marketing: Sports on 07/01/2014

    In 1994, Sports Illustrated published an issue entitled "Why the NHL is Hot and the NBA is Not." The issue and its cover are one of the most memorable, because of how it accurately captured the momentum of two different sports. Last month, Sports Illustrated decided to bring the cover back, this time proclaiming that both the NHL and the NBA were "hot," and they certainly weren't wrong.

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