• MARKETING: SPORTS
    Tennis Marketing Spend Continues To Score
    When asked to name the Big Five sports in the U.S., many fans list the NFL, MLB and NBA, with the NHL and NASCAR vying for the fourth and fifth spots (and MLS soccer coming up fast).
  • MARKETING: SPORTS
    Finding A Bone During The Dog Days
    We've all participated in the annual rite of passage that is brand planning sessions for the upcoming year. You know the drill -- cross-functional agencies and brand managers sitting together in a room with one big calendar.
  • MARKETING: SPORTS
    Marketing In The Era Of The Modern-day 'Joe Hardy'
    I'm not old enough to remember the original production, but someone should produce a 21st century adaptation of the 1950s era musical, "Damn Yankees." For those unfamiliar with the original, the basic plot line of the show, which was adapted from the novel, "The Year the Yankees Lost the Pennant," concerns a long-suffering Washington Senators baseball fan, who agrees to sell his soul to the devil to come back as Joe Hardy, a young phenom who will deliver an elusive title. In the original show (spoiler alert), Hardy has an ethical change of heart and negates the deal at the ...
  • MARKETING: SPORTS
    Fox Sports 1: Coming To Play
    Launching a new sports channel is not for the faint at heart. With the juggernaut of ESPN, few, if any, can take a serious run at capturing market share, although expanding the market could be in the cards. Success is about time and money in the network-building business, and how quickly a new network can convert programming into audience, ad dollars and subscription revenue. This month, Fox Sports 1, formerly the Speed channel, will become a new, 24-hour sports network in approximately 90 million homes across America. Its message to sports-crazed audiences is about getting back to "fun" and not ...