John Rowady

Articles by John All articles by John

• Establishing A Legacy - Lessons From The Tiger Woods Rebrand in Marketing: Sports on 11/02/2016
  

  It's hard to believe, but it has already been two decades since Tiger Woods took the sporting world by storm. As a young phenom, Tiger didn't just enter the game of golf - he took control of it - and singlehandedly elevated the popularity of the sport. He smashed through barriers and record books alike and brought an athletic approach to the game that would go on to change the way an entire generation thought about training for competitive golf.

• Batten Down The Hatches, DraftKings and FanDuel are Just Getting Started in Marketing: Sports on 10/06/2015
  

  It might surprise you that a cursory search for "DraftKings" or "FanDuel" on Twitter produces alarmingly few references to setting lineups, or depositing money, or discussing results of a previous week's contests. Instead, the prevailing topic of discussion is advertising exhaustion, with many users gleefully mocking the services' relentless marketing.

• ESports - Rated 'E' For Everyone in Marketing: Entertainment on 08/20/2015
  

  The term "eSports" - like the terms "millennial," "live-tweet," or "binge-watch" before it - is one whose usage no longer requires a definition. This isn't another article that implies that you need to have eSports defined in layman's terms for you before you continue reading. This is the article that knows that you, like millions of other Americans, already know about eSports.

• ESports - Rated 'E' For Everyone in Marketing: Sports on 07/07/2015
  

  The term "eSports" - like the terms "millennial," "live-tweet," or "binge-watch" before it - is one whose usage no longer requires a definition. This isn't another article that implies that you need to have eSports defined in layman's terms for you before you continue reading. This is the article that knows that you, like millions of other Americans, already know about eSports.

• 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.

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