FS Sports's List: Marketing & Sponsorship

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"April 17, 2012

A new infographic from Zintro answers the burning question of which social network you should use for business.
Facebook or Twitter? LinkedIn or Google+? Find out which network suits your needs below."

"He believes Reebok needs to take the initiative and go that extra mile to delight consumers with what is contemporary and unique. Under his direction, Reebok has been credited with many firsts and has successfully maintained the brand leadership in an increasingly competitive market space. "

Sep 1, 2011

IMG Sports & Entertainment President George Pyne on the importance of college sports and how he is tapping the market for his clients."

March 28, 2012

For years the value of secondary media rights has been in question. Could the money be spent with traditional advertising and marketing…is it more of a vanity play…is there significant damage when a name changes to the team…does the next brand to take a title waste too much time in undoing the old name in the mind of the public…and for certain sponsor benefits, is there really great value in being on a backdrop and does it translate into sales or recognition etc etc."

April 5, 2012

With its seemingly endless season, its three plus hour games and its sometimes strange rules and never ending parade of stats, baseball has long been a punching bag for the fast and loose generation. While other sports like cricket and even football have sought to find ways to speed up the game, baseball’s traditions take precedent and the season goes on at its own pace. It is certainly a challenge for the powers that be to find ways to effectively engage a get it done yesterday generation.

March 27, 2012
PATRICK MOONEY

MESA, Ariz. – Two years ago, Lou Piniella had one reaction when reporters told him about Ozzie Guillen’s latest move: “What is Twitter?”

The White Sox manager at the time needed less than 24 hours to pick up more than 7,000 followers. Once Piniella found out messages are limited to 140 characters, he dismissed the idea with a laugh line: “Ozzie needs more space than that.”

March 28, 2012
By Chris Coles

Sponsorship allows brands to reach and influence a significant audience of followers, supporters and fanatics of a team or sport. A survey of fan's attitudes to sponsors showed that a third of NFL fans are 'more likely to recommend a product/service to a friend of family member' if they are an official sponsor of the NFL. However, in an increasingly busy and crowded landscape, successful Sponsorship needs to move from merely plastering a company logo on a team shirt or stadium advertising board. In short, connecting with people is at the very heart of a successful Sponsorship.

"Published March 12, 2012

Shamrock Sports and Entertainment has signed a three-year deal with the Boston Athletic Association to handle marketing and sponsorship development for the group’s events and programs, including the Boston Marathon."

"October 20, 2011

Make no mistake, Twitter recognizes that sports social media is an integral part of its appeal, and it has published a guide for college and professional sports promoters on best practices for keeping fans engaged."

"Published November 7, 2011

During the rest of the week, Bucs and Ravens players use their iPad playbooks to watch video of upcoming opponents and study new plays. Just before game time, it's back to the technology from the day of leather helmets: paper and loose-leaf binders."

Published April 2, 2012
Nike has signed a sponsorship agreement with Rio 2016 and the Brazilian national team, scoring a major corporate victory in the race for market share in fast-growing Brazil.

Published March 26, 2012
Sponsors continue to voice concerns over clutter as sports properties carve up categories and make it ever more difficult to stand out to consumers.

Published March 19, 2012
By John Ourand & Austin Karp, Staff Writers

SportsBusiness Journal looked at the average age for select championship events over the last four years and found that almost all league championships fell within the 25-54 demographic. The ability to pull in that younger audience is, arguably, the primary reason why sports rights cost so much.

Published March 12, 2012
Coca-Cola is in the final year of its groundbreaking 13-year contract as an NCAA partner, but it’s not acting like a brand that’s pulling back.
If anything, Coca-Cola is going deeper into the digital and social media space with its Coke Zero brand during March Madness.

Published March 12, 2012
UPS will break its March Madness ad campaign this week with spots that tie Christian Laettner’s famous game-winning shot against Kentucky in the NCAA tournament to the company’s logistics theme.

Company has built a powerful presence in media research

Published January 2, 2012
By Terry Lefton, Staff Writer

The way ESPN’s Ed Erhardt recalls it, his marketing and sales team had been trying for years to convince manufacturers of men’s grooming products that their products needed to be featured on the all-sports network. With few exceptions, there was general reluctance. The prevailing thought was that women bought health and beauty aids for their significant others, and those women were better targeted elsewhere.
Four to five years later, nearly every ESPN media platform has ad buys from the likes of Procter & Gamble, Unilever and Dial. P&G went strong into sports with brands such as Head & Shoulders, as did Dial’s Right Guard, Unilever’s Dove Men + Care and Axe brands.

Published September 26, 2011

Forty-five years ago there were 70 teams playing in the big four professional sports leagues (NFL/AFL, MLB, NBA, NHL). Today, with expansion and with the advent of MLS, that number has doubled. Add the myriad high-profile minor league, college and junior clubs, and the potential for clutter in the marketplace becomes much more obvious.

Published August 29, 2011

Texas A&M’s 12th man. Citizenship in Red Sox Nation. These are just two ways that sports organizations have succeeded in strengthening the connection with their fans.
It is understood that avid fans contribute more to a team’s revenue than their less-avid counterparts. Not only do avid fans spend more money on team-related purchases, but broadcasters and advertisers pay a premium to reach these avid fans and connect them to the products and service they offer.

Published June 20, 2011
It’s still important to allocate dollars to both traditional print and electronic media outlets in a marketing campaign.