• How Negative Publicity Can Deflate A Celebrity's Value
    Media attention, especially social media attention, can bring enormous value to a celebrity. And when we talk about value, we're talking about endorsement value, because we've all quoted that famous line in Jerry Maguire to "show me the money!"
  • Gathering And Leveraging Market Intelligence
    If you're working in sponsorship for a major brand, here in the U.S. or abroad, you likely see upwards of 100 proposals per month. Our client's collective data shows that about 15 of those will be sports related. Maybe one of the 100 will be acted upon. For many brands, none of them will.
  • Who You Talkin' To?
    It wasn't that long ago that marketing research and consumer insights were largely afterthoughts in the world of sports marketing. Who needed research? Because most of us in the sports industry pursued career paths that closely aligned with our personal passions, we saw ourselves as the customer. We thought we knew everything.
  • Marketers, Take Note Of America's Cup
    As sports marketers, we're always in search of the next golden opportunity, platform, emerging sport, etc., for the brands we represent. We methodically dig for the perfect mix of the right league, sport, team, media, fans, etc., for which to give our client's stamp of approval. And when that rare opportunity comes in that matches the brand, with the right audience, with the right reach - and one with a currently uncluttered landscape - it's often times a no-brainer to dive right in.
  • Los Angeles Hosts World Games; Will 2024 Olympics Follow?
    While the U.S. Olympic Committee, politicians, businesses and citizens debate whether or not Boston should represent the U.S. when the International Olympic Committee selects in 2017 the city that would host the 2024 Summer Games, Los Angeles is hosting an event that organizers are calling the "single biggest event in the city since the 1984 Olympic Games."
  • A Win For Female Soccer Athletes
    Watching the final few minutes of the Women's FIFA World Cup was an exciting time for both the game of soccer and for female athletes. With the FIFA scandal still in our memory banks, U.S. soccer fans needed the win that the women's team provided. In fact the whole women's tournament was a welcome event for all soccer fans, distracting us from the likes of Sepp Blatter.
  • My Own Derek Jeter, All-Star Moment
    It's totally presumptuous for me to compare myself to Derek Jeter. I've been fortunate enough to meet him and his family and to provide some research assistance for his Turn Two Foundation, but any comparison should stop there ... almost. Last fall, I also stepped off a baseball field in the Bronx, and took off the only uniform that I've worn in my adult life, for the final time, with a heavy heart, albeit with little fan fare.
  • Mid-year Review: Are Sports Meeting Your Objectives?
    As we reach the mid-year point for 2015, a year already chock-full of incredibly memorable sports marketing moments, we offer some insights into how well American brands are meeting their objectives through sport sponsorships.
  • ESports - Rated 'E' For Everyone
    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 Boston 2024 Was Done In By Old-Time Marketing
    Boston 2024 just released their revised plan in an attempt to win support among Massachusetts taxpayers and politicians. While the new plan will be more honest than the 1.0 version, it is likely too late. The odds of the IOC picking Boston to host the 2024 Olympics are slim to none. In fact, most in the know think that the USOC may dump Boston for L.A. to meet the September deadline to file an application for an American city to host the games.
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