• MARKETING: SPORTS
    Baseball, A Game Of Stats, Needs Better Numbers
    A new report from Forbes shows that while the top three most valuable sports franchises in the world are soccer clubs (Real Madrid, Manchester United, Barcelona), all 32 of the NFL's teams are in the top 52, led by the Dallas Cowboys at No. 4 overall (valued at $2.1 billion).
  • MARKETING: SPORTS
    Defending The Throne
    LeBron James' endorsement marketing has received a lot of attention over the last couple of months stemming from Magic Johnson's assessment that he is underutilized commercially. However, I'd argue that there are a number of contributing factors that go beyond a surface level perspective of this marketing equation. So, let's peel the onion back and take a look at both sides.
  • MARKETING: SPORTS
    Don't Drown In A Tidal Wave Of Information
    As one who makes a living in sports marketing research, the warp speed evolution of technology has opened myriad windows into the actions and attitudes of fans and other consumer constituents of vital importance to our clients. With the proliferation of media channels, greater use of databases for behavioral tracking, and of course, the ability to access, aggregate and analyze social media conversation, we are in a golden age where information rather than conjecture can lead to better strategic decision making.
  • MARKETING: SPORTS
    Why You Need To Listen to Your Fans
    Fans are the bread and butter of sport teams, but are organizations doing what they can to keep them happy and loyal? This is the question we sought out to answer in a recent study.
  • MARKETING: SPORTS
    Kryptonite For The DVR Fan
    I was recently on a plane during The U.S. Open, talking with a colleague about the status of the leaderboard when somebody turned to me, rather rudely, and asked me to stop talking. He then explained to me that he was recording each round and didn't want to know the status. His wife was embarrassed and apologized. It's likely that a similar situation has happened to some of you. I'll be transparent and admit that I've also tried to be that sports DVR guy, but I've found the whole concept of DVR and live sports to be futile. It's a ...