• What This Year's Super Bowl Taught Us About Fan Engagement
    When 7-year-old Joseph Perez asked Tom Brady at Super Bowl LI Opening Night "Who is your hero?" he probably wasn't expecting the veteran quarterback to tear up in response. But in one of those moments that's just too good to be scripted, that's what happened.
  • Give Your Property Or Client A Brand Audit For Valentine's Day
    On a day where we are supposed to recognize and appreciate what makes our loved ones special, it strikes me that sports marketers should pause to do the same for their clients or properties. Hopefully, we all subscribe to the truth that a fundamental strategic function of sports marketing is to properly align brands and properties that "fit together."
  • Thinking About Experiential Marketing At Super Bowl LI
    We're now two days removed from the Super Bowl. The confetti has been swept away, the recaps have been capped and re-capped and capped again. With Tom Brady's legacy as the greatest quarterback of all time more or less sealed (depending on who you ask), much of the conversation has inevitably turned to the other grand and spectacular tradition of the game - the marketing.
  • Super Bowl Advertising: ROI Friend Or Foe?
    Ah, the Super Bowl-the annual arranged marriage between sports' most-viewed event and TV's single-most expensive ad slot. While brands are guaranteed an audience at least 10 times larger than any other televised event, the debate persists as to whether the current $5 million price tag outweighs the value, with costs continuing to grow year after year.
  • As Sports Consumption Changes, So Must The Measurement Of Sponsorships
    In LeBron James' career full of highlights, one play stands above all others: The Block. The basketball star's full-court chase-down and rejection of Golden State's Andre Iguodala in game seven of the 2016 NBA Finals helped the Cavaliers win their first-ever title, ending Cleveland's 52-year championship drought. The play has its own Wikipedia page. Even Iguodala recently tipped his cap to LeBron, calling it a "great play" and saying he hears about it all day on social media.
  • Reaching Consumers At Sports Festivals Is All The Rage
    Over the next six weeks, some of the biggest events in sports will take place: The NHL All-Star Game (Jan. 29), Super Bowl LI (Feb. 5), the NBA All-Star Game (Feb. 19), the Daytona 500 (Feb. 26) and NCAA men's and women's basketball March Madness.
  • Breathing Life Into The Stale Sports Activation Scene
    Have you experienced a fan festival or any number of sports activations taking place in and around the stadium? Chances are, if you've seen one, you've seen them all.
  • Beware Of Echo Chambers
    In today's world, we are inundated with incessant chatter, be it social media rants by friends, celebrities or athletes on Instagram or Twitter, or even special interest media outlets. By choosing to follow specific individuals, brands, or news stations, we are apt to surround ourselves with others whose opinions are similar to ours. These "echo chambers" can reverberate and reaffirm what we believe, and it's easy to lose oneself in the perception that these opinions are surrogate for those of a larger and more representative population.
  • Everything Is Content, Content Is Everything
    This week, 21 years ago, on Microsoft's website Bill Gates wrote an essay - we didn't call them blogs back then, did we? - with a headline destined for countless textbooks to come. Titled simply "Content Is King," Bill's essay asserted that, just like with broadcast and radio technology before it, money that would be made on the Internet would not be in the manufacturing of hardware - but, instead, in the creation of content.
  • Shaq Has The Blueprint For Building A Brand
    Some athletes when they retire take up quiet lives of solitude. Others begin new careers that, while successful, keep them far from the public spotlight.
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