• New Year's Resolution: Don't Let Big Data Kill Storytelling
    It happens all the time in sports marketing - planners and buyers craft intricate media plans to reach the exact right consumer, using sports as the unparalleled platform of interest that it is, but they lose them in the messaging. In any vertical, but especially in sports, it's important to not only reach consumers on the correct channel, but to tell the correct story for that channel as well. If you're reaching Gen Y women in the Midwest who love college football with your media, but you aren't reaching them with your story, you've missed the point.
  • Why Every CMO Should Spend The Holidays Playing Video Games
    Every year marketers look for the next big, untapped frontier of opportunity. We want to introduce our brand to a group of people large enough and passionate enough to buy our products before our competitors get there first.
  • NFL Ratings Signals The New Media Order
    The big sports media story for 2016 has been the decline in TV ratings for the NFL. They will likely pick up over the remainder of the season, but it is clear that there is something going on with America's football watching habits. There are no shortages of theories why the game seems to have lost some appeal.
  • Dwayne 'The Rock' Johnson Rocks Movies, Marketing, Military
    If you want to build a successful career that crosses many lines and encompasses demographics across the board, it should be rock solid, as in Dwayne "The Rock" Johnson.
  • Athletes Making A Social Media Impact
    If as the saying goes, "There's no crying in baseball," shouldn't we hold athletes from all sports to the same standard? Only, I want to take this mantra one step further-to social media.
  • Wish I Had This When I Was A Kid-Huge Potential For Ivy League Sports Marketing
    This being election day, I am going to resist the urge for political commentary, and strive to provide a needed diversion. In fact, the only political connection to today's posting will be a couple of interesting statistics about the Ivy League, from which one-third of all United States Presidents including the past four, and both of the major party candidates in today's Presidential contest hold a degree. And while Ivy League graduate success as professional athletes has paled in comparison to that of other major conferences, I couldn't help but chuckle when Chicago Cubs outfielder Dexter Fowler, asked last week ...
  • Establishing A Legacy - Lessons From The Tiger Woods Rebrand
    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.
  • Turner Sports Learns NBA Lessons From ESports, And Vice Versa
    Even as Turner Sports embarks this week on its coverage of the 2016-17 NBA season, it is expanding its role in eSports and, in particular, with the eLeague, which it launched earlier this year in partnership with global sports and entertainment management firm WME | IMG.
  • Wear Your Heart, Not Your Sponsor's Logo, On Your Sleeve
    Remember a simpler time when jerseys were just jerseys, not Pinterest boards for big-money brands to pin their logos? It seems that time is quickly passing us by.
  • Sports Marketing's Magic Bullet: Creating 'Two Percent Moments'
    A mentor and former boss once framed a wonderful metaphor in urging me and others in our organization to strive for greatness. He spoke of creating "two percent moments." It's something that all sports marketers should think about in designing the most impactful activations and touch points, but, as I'll elaborate on, only if done in a pragmatic and customer-centric way.
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