• Sports Marketing: Is The U.S. Open Better With Federer At No. 1?
    In men's tennis, Roger Federer, Novak Djokovic and Rafael Nadal know the answer. And it became a bit less problematic for the first two with Nadal, who did not participate in the recent Summer Olympics, also withdrawing from the 2012 U.S. Open due to chronic knee problems.
  • London's Lessons
    As the sports world turns their collective attention from the London Summer Games to the start of the 2012 National Football League season, online video will continue to play a vital role in the way content is delivered to fans through innovative and engaging experiences. With a plethora of tools available for marketers, online video has certainly made the cut and deserves a spot on the team.
  • How To Sensibly Measure The Impact Of Sports Marketing Activation
    We rightfully spend a lot of time in the sports marketing business, defining and selling the unique touch points and entre to a valued and often elusive audience provided by aligning brands with athletes and properties. I've ranted previously in this space about how not enough of us take the time to go beyond simple GRP equivalencies and eyeball counting to evaluate sports marketing efforts. I've also acknowledged that to do this correctly isn't easy, yet I've also maintained that, done correctly, it can be quite insightful and value additive. So, as we get ready for the onslaught of back-to-school ...
  • No Spoiler for Brand Experience
    Whatever you do, be careful of spoilers. A warning typically uttered before the dramatic twist is revealed at the end of movies or TV shows, the spoiler alert has quickly become familiar to viewers of London's 2012 Summer Olympics. Due to the time difference and NBC's reluctance to air major events live during the day, many of the results for major events are being reported before the mass United States television audience is able to watch them. NBC knew this was going to be an expensive issue, but the backlash the network has received online, especially via social media, has ...