• MARKETING: SPORTS
    CrossFit's Secret Of Success: Crowd Culture
    The 2016 CrossFit Games Open competition just wrapped up another successful year. It is on to the regionals and then the finals for the elite competitors. However, that is not the whole story of the The Open. The real action is what happens at the affiliate level - the grassroots and how it embodies a new type of branding.
  • MARKETING: SPORTS
    Pumping Up Bodybuilding With Marketing, Transparency
    If your vision of bodybuilding is Charles Atlas, Lee Haney and Arnold Schwarzenegger in "Pumping Iron," Richard Jalichandra is here to tell you that you don't have the entire picture.
  • MARKETING: SPORTS
    Sports Content For Young Fans: Why It's Important, And What Big Media Can Learn From Dude Perfect
    Many millions of adults today probably remember their first Little League game, or their first time tying on a pair of cleats, or participating in any other sort of sport. Today, various studies examining the participation of young fans between 6 and 17 in organized sports teams put the total number of young fans as low 21.5 million and as high as 28.7 million, and that number only continues to grow. This statistic does not even account for those who start before the age of six. Indeed, 60% of boys and 47% of girls are already on teams by their ...
  • MARKETING: SPORTS
    Build It And They Will Come? A Cautionary Tale Of 3 Cities
    In today's era of citizen journalism and constant feedback loops on social media, it's easy to lose oneself in the constant chatter that passes judgment on every front office move. This has taken on multiple dimensions of late, where the aforementioned "front office moves" go beyond trade deadline and waiver wire transactions to leave promotional activations right in the cross-hairs of fan commentary.
  • MARKETING: SPORTS
    A Primer On Rio: Global Event Strategy And Protecting Your Investment
    The Games of the XXXI Olympiad begin in Rio de Janeiro in slightly more than 157 days. I know this because there's a giant countdown clock positioned on Copacabana Beach that says exactly as much.