• What Marketers Can Learn From The NBA Finals
    No industry needs to leverage real-time marketing quite like sports, an industry where unpredictable events can happen at a moment's notice. Their fans are always connected and engaged, whether they are sharing their reactions to key game moments on social media or checking on their fantasy team ranking.
  • Don't Rain On Our Parade!

    Last month in this space, I alluded to some of the ongoing conversation that suggests that a political agenda at “The Worldwide Leader” is in part to blame for a viewership downturn that may have precipitated ESPN’s recent workforce reduction. Both the spin doctors in Bristol and their detractors have each been quick to confront this assertion by sharing contradictory survey results. In one corner (dare I say, “the left corner?”) is ESPN, citing research that shows that sports fans do not consider their coverage to espouse a liberal bias, whereas I’ve also seen a recent survey that showed ...

  • The Sports Solution To Brands' Live Video Woes
    After a serial killer used Facebook Live to broadcast his confession, having used their video platform to share footage of himself murdering an elderly man, many marketers were left asking: Do we really want to be on the live bandwagon right now?
  • Like A Runaway Money Train, NBA Jersey Ads Are Here To Stay
    When the defending NBA champion Cleveland Cavaliers signed a deal with Goodyear last week to have the company's Wingfoot logo on Cavs' jerseys beginning next season, it raised a lot of eyebrows and upped the ante on advertising in pro sports.
  • What Sports Can Teach Marketers About Audience Insights
    For anyone tuning in to an NBA game during the playoffs this year, the endless stream of three-point attempts being launched is ample evidence of how the use of analytics has revolutionized the game over the last few years. Less obvious, but just as impactful, is the role big data has had in behind the scenes efforts of sports franchises. Filling millions of empty seats takes a huge amount of audience data, as well as a deeper understanding of consumer mindset, and sports teams are extremely aggressive in adapting new technologies in an effort to both better understand and more ...
  • A Tipping Point For The Era Of Custom Content
    One hundred audience-facing jobs weren't the only things lost, with the recent bloodletting at "The Worldwide Leader." We've heard for years in other verticals, that marketing to "the segment of one" is a fast approaching reality.
  • Logo Placement On Vehicles Just The Tip Of The Iceberg For Motorsports Sponsors
    This Memorial Day weekend, if your eyes can keep up, you'll see more logos flying across your television screen than, perhaps, during any other weekend on the calendar. That's because all told among the Indianapolis 500, NASCAR's Coca-Cola 600 and the Monaco F1 Grand Prix - 95 or so racers with their vehicles covered in logos - will log more than 43,000 miles in high-octane competitive motorsports action.
  • Post NFL, Shawne Merriman Doing Lights Out Business
    There are countless stories about pro athletes who cannot handle life as productively when they leave the playing stage as when they were in the spotlight. Shawne Merriman is not one of those stories.
  • Should Promotion Of 'Young Stars' Really Be Baseball's Differentiator?
    Longtime followers of this post know that when it comes to baseball, I'm kind of like the old Sy Sperling, Hair Club for Men commercials, where he implored, "I'm not just the hair club president, I'm also a client."
  • The Raiders Are Gonna Need A Place To Crash For A While. Why Not Mexico?
    Now that the dust has settled on the Raiders' move to Las Vegas and the gold glimmer has worn off a bit, one thing is clear about the relocation - the short-term consequences are bad for everyone.
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