The power of efficient markets should allay concerns that digital media disruption will kill the business of sports content publishing -- or any content publishing for that matter. So long as there are still siblings who crave stories about Brett Favre's latest drama or whether the Red Sox are a big bat away from making a playoff run, there will be vibrant and expanding sports content markets.
Among the most popular items is a Wilson Jumbo Tennis Ball (11" diameter), mainly used by those seeking autographs. They went for $40 each last year, and Wilson estimated it sold 8,000 (that's $320K to you and me). Those buyers, like the U.S. Open's marketing partners, will be back again, flashing plenty of green.
Sports marketing is usually defined as sponsorships or endorsements of sports events and athletes. It is a powerful way of associating a brand with stories -- equity in marketing terms -- that consumers are interested in and passionate about. But could there be more to it than that?
Too many of us don't go far enough in providing a holistic profile of that audience, that can add significant value to a sports marketing relationship. From our vantage point, it confounds me that too many of us rely, sometimes exclusively, on reach and frequency, while stopping short of assessing potential engagement levels and appropriate audience fit.
In many ways, sports has proliferated into a lifestyle, one that reaches people in all corners of the globe. A driving force behind the impact of sports is the power of great creative. Creative is our new currency.