• Global Sport Sponsorship Trends - Actual Rights Fees Vs. Asking
    Whether it is real estate, grocery shopping or sports marketing, as buyers we all want to know that we are paying a fair price for that purchase.
  • Fox, Brands Ready To Kick Some Grass In FIFA Women's World Cup
    In 2011, Fox Sports Media Group secured the exclusive U.S. English-language rights to broadcast the FIFA World Cup, outbidding incumbent ESPN and other interested parties.
  • Social Media Shorts for Sports: The Value of Snapchat
    Your brand uses Facebook, Twitter, and Instagram, but what about Snapchat? It seems like once we master one social media platform, there's another one waiting to be downloaded. But Snapchat, which has been around since 2011, is gaining value as it is increasingly being used by Millennials. Sports brands should take notice of this, and many have indeed begun to include Snapchat as part of their social media marketing strategy.
  • Discovering The 'Secret Sauce' That Drives Greater Onsite Fan Engagement?
    The sports marketing world is fraught with numerous examples of "fire, fire, fire" implementation strategies, in contrast to the more recommended "ready, aim, fire" approach. Nowhere do we see this more acutely than in the pervasive topic of retooling the fan environment at sporting venues. It seems that nearly everyone is making significant investments in upgrades, improving broadband infrastructure to enable more consistent wi-fi capability and in developing interactive, social spaces that seek to enhance the fan experience, drive greater customer value and ultimately create a more differentiated live environment that compels greater attendance.
  • How To Turn A Non-Endemic Sponsor Into A 'New Endemic' Sponsor
    The conventional thinking in sports business is that there are two main classes of sponsorship. The first class, endemic sponsorship, traditionally refers to the core group of brands on which a sport relies. These are the brands directly invested in the success of the sport - manufacturers of hard goods, mostly - Adidas, Honda, Birdhouse Skateboards, etc. You know them well.
  • 'Why Are We Doing This?'
    If you are a marketing or sponsorship director at a company, you are most likely doing everything you can to avoid being asked the above question. You work your tail off to cover all the deal points and execute great partnerships with all kinds of sports properties, but deep down, you know you'll have to justify that spend.
  • NFL, Marketers, Fans Caught In The Draft
    Every day can't be your birthday, but for NFL fans, there are plenty of days in spring that provide gifts for the fall-winter 2015 campaign to come.
  • Female Sports Fans: A Home Run For Sports Brands
    If sports brands and teams want to win their licensing game, market to the female fan. And with the start of the baseball season, you can see the growing evidence that MLB teams are taking notice of the value a women's touch can bring.
  • Opportunities Abound in Sports-related Travel
    Last week, hundreds of thousands of Americans hit the road for three of the most iconic events on the sports calendar. Between the opening of the Major League Baseball season, the NCAA Basketball Final Fours and the Masters Tournament, the respective host cities reaped huge financial windfalls as local hoteliers enjoyed huge increases in occupancy and yield.
  • The Masters: Corporate Hospitality, Relationship Building, And The Value Of Just Being There
    In sports business, we always eye the future. What new tech will get more fans through the turnstiles? What's the next trend in mobile viewing? How can we use social media to better engage fans during broadcast? There's nothing in our industry that isn't ripe for change, except for one event - the Masters Tournament.
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