• A Victim Of My Own Observations
    At the risk of being self aggrandizing, I'll submit that as a consultative marketing researcher, I've gotten pretty good at asking probing questions. I've also become a big proponent of loyalty marketing best practices and rewarding best customers. And while I've often espoused that sports marketers shouldn't make the mistake of ascribing their own behaviors, beliefs or experiences to that of their targets, two recent incidents have me questioning one of my fundamental beliefs about loyalty marketing.
  • The America's Cup And The Power Of The Live Event
    By this time next week, competitive sailing will likely have a legion of new fans throughout Illinois, Indiana, Wisconsin and Michigan. Thousands of Midwesterners and prospective sailing "nuts" will get their first taste of world class sailing as the America's Cup brings the Louis Vuitton America's Cup World Series to Chicago, a historic first on fresh water.
  • Logos On Team Jerseys: Here To Stay
    A recent sports marketing development is the decision by the NBA to allow small logos on player jerseys. The Philadelphia 76ers were the first to jump in with a deal with StubHub, the online ticket broker. There was some negative backlash, but not enough to make waves or give them second thoughts. The other major pro leagues (MLB, NFL, NHL) came out and said hey are not following, but it is likely just a matter of time until our beloved pro athletes are covered in logos or at least a logo. At look at why the NBA went this route ...
  • 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.
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