• Tennis Channel's Its Inner Serena Williams
    When the French Open Grand Slam at Roland Garros takes over the tennis world for the next two weeks (May 22 - June 5), it will be without some of the game's biggest names - Roger Federer and Caroline Wozniacki out due to health, Maria Sharapova due to her drug-related suspension - but it will have the biggest draw in the sport: Serena Williams.
  • It Started With Pong
    Competition is universal.
  • Building The Perfect Beast: Cracking The Code On Digital Sports Video
    It seems that every sporting goods company, sports property or activating brand has become a broadcaster. Much to the chagrin of the bean counters, digital video has gained in importance as a compliment to the traditional media mix rather than as a disruptive substitute. In other words, to shift dollars significantly out of one medium to feed the jones for video is to leave your most engaged target, wanting for more.
  • Best Practices In Experiential Marketing -- Making Brands The Event
    We have a saying at our agency that goes, "Don't just take brands to the event, make brands the event." The first time you read it, it can feel like the sort of silly too-clever marketing lyricism that most people roll their eyes at when it comes from anyone but Don Draper. But the truth is, there's a good deal of sincerity behind it. Today's consumers - call them millennials, if you really, really have to - value doing over owning. That is a conclusion reached time and time again by esteemed publications and universities alike.
  • Leverage Women's Sports To Create Brand Connections
    Advertising Week Europe has come to a close, and I was fortunate to have the opportunity to participate in a discussion with some of the sharpest minds working in the world of marketing and sports today. As part of a panel called "Do We Really Believe 'This Girl Can'?," we discussed the evolving relationship between women and sports, where marketers can fit into the equation to support female athletes, and how they can leverage women's sports and fitness culture to create connections for their brands.
  • Is Stephen Curry Shoe Salesman The Next Michael Jordan?
    People looking for the next Michael Jordan, who won six NBA titles with the Chicago Bulls and is regarded as the best NBA player of all time, have generally gone with the just-retired Kobe Bryant and the still dominant LeBron James.
  • Defining The New Breed Of Athlete
    If you looked up the definition of an athlete, there wouldn't be an image beside it. Why? Because athletes come in all shapes and sizes and no single person embodies the term. Every sport is different in its demands, with each requiring its own set of physical and mental challenges, but it's not just those aspects that define an athlete. We're in the digital age, where what constitutes a sport isn't as black and white as it was 20 years ago. Gaming has arrived and with it, the gaming athlete.
  • A Plea for Making 'Resonance' The Top KPI In Sports Marketing ROO Measurement
    Thinking back to a particularly stressful meeting early in my career, I still hear our CEO ripping the account lead at our agency for gleefully boasting about the extensive reach of one of our campaigns. "You can't eat impressions," he bristled. "I don't care how many people are seeing this, I want to know if it's really selling anything."
  • The Power Of Tribes In Sports
    Tribes were best explained in author Seth Godin's 2008 book of the same name, when he described them plainly as "any group of people, large or small, who are connected to one another, a leader, or an idea." By this definition, everyone you know is a participant in countless tribes. You, yourself, could be a member of a political tribe, a Game of Thrones tribe, an office tribe, a Villanova Wildcats tribe, Pittsburgh Steelers tribe, or a Bruce Springsteen tribe. Even brands can be members of tribes, if they remember the rules of engagement.
  • CrossFit's Secret Of Success: Crowd Culture
    The 2016 CrossFit Games Open competition just wrapped up another successful year. It is on to the regionals and then the finals for the elite competitors. However, that is not the whole story of the The Open. The real action is what happens at the affiliate level - the grassroots and how it embodies a new type of branding.
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