Articles by Weston All articles by Weston
- The Impenetrable $25 Billion NFL Brand in
Marketing: Sports on
12/15/2015
Nothing quite compares to the $25 billion brand, not the World Series, not the NBA playoffs, certainly not the Stanley Cup. While other brands may have more widespread awareness than the NFL, it is unlikely that their consumers - and their sponsors - are filled with such unwavering fervor and forgiveness as those of this all-powerful sports league.
- How Negative Publicity Can Deflate A Celebrity's Value in
Marketing: Sports on
08/18/2015
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!"
- A Win For Female Soccer Athletes in
Marketing: Sports on
07/21/2015
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.
- The Value Of FIFA - Will It Hold? in
Marketing: Sports on
06/17/2015
The sports world was rocked a couple weeks ago when the FIFA scandal broke out as the U.S. Department of Justice accused the international soccer governing organization of 47 counts of corruption charges, including racketeering, wire fraud, money laundering, and bribery. Much like valuing a person's right of publicity, a serious scandal can negatively impact a celebrity's brand value. FIFA's reputation has suffered a similar blow, also resulting in a reduction of the value of the FIFA brand's persona.
- Social Media Shorts for Sports: The Value of Snapchat in
Marketing: Sports on
05/19/2015
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.
- Female Sports Fans: A Home Run For Sports Brands in
Marketing: Sports on
04/21/2015
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.
- Beyond The Field Of Play: A Celebrity Athlete's Rights Of Publicity in
Marketing: Sports on
03/17/2015
Rights of Publicity (ROP) are defined as the inherent right of every human being to control the commercial use of his or her identity. And much like typical Hollywood celebrities, athletes can increase their personal brand value by capitalizing on their own celebrity status.
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