Sports Marketing Voodoo

Change is Inevitable

2009-07-01T11:05:00.001-07:00

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Hello NFL on the Web

2008-07-31T11:21:00.000-07:00

For the first time the National Football League will stream live games online. This is a very big move by the nfl as it looks to create new income streams in the digital age. The nfl and Nbc will partner in ad revenue sharing. This is a step in the right direction because as of yesterday the Nfl was not capitilizing at all in marketing 2.o. I guess the big question was how to keep broadcasts off of video sharing sites as the league tightly guards alot of highlight clips. The next big move is to involve fans in diferent regions with each individual teams. Think about that fan in Florida that loves the Bears and is never able to attend a game at Soldier field. How do you keep the fan engaged. This is the space the NFL has a huge oppurtunity. So the league must figure out a way to not charge the fan directly for being engaged by making him pay for service but to realize if fans feel more engaged, then merchandise and other areas can see a drastic improvement in revenue. But so far definetly a step in the right direction.

Draft Day

2008-06-30T09:01:00.000-07:00

The night got off too a bang with the 1st pick Derrick Rose going to the Bulls. The Bulls made the right decision because of the need they had at point. Plus D Rose can come in immediately and produce at a high level. Overall, the draft was a bit more entertaining than past years. There were much more transactions. Some teams improved there stock while others did not. The teams that improved increased marketability. Especially if O.J Mayo does turn out to be the next Kobe, expect Memphis Grizzles sales to substantially improve. Portland also improved there already rising team with some acquisitions. The West will continue to be exciting next year! Which brngs more sponsorships and endorsement opportunities to the league and its players.

2008 NBA Draft Derrick Rose, No. 1
Uploaded by Grdgez

On a side note, top ranked High schooler Brandon Jennings may start a new trend by skipping college the freshman circus by going over seas to play. Some players do not want to attend college for the one year and I don't blame them. Why the restriction? You can be drafted straight from high school in baseball. I think the idea is great. You just have to ask yourself, will the athlete be better served going to college for a year or heading overseas. We are in an era where a middle to late first rounder can make more in Euros than the traditional dollar. Lets face it athletes want to be paid for their services, I read a report where the Big Ten made 177 million dollars last year. Shouldn't top athletes get a piece og the action?

In Game ads: The Good The Bad or The Ugly

2008-06-19T11:33:00.000-07:00

In a world where marketers are constantly looking for new and improved ways to spread awareness about their products,in game ads are set to increase drastically. You can't really blame marketers for wanting a piece of the actions when you have individual games going platinum. The game industry has grown so much over recent years. But consumers of the games say the jury is still out. You have some gamers that say the ads are fine as long as product placement is relevant. On the other hand gamers feels like the ads might slow the game down. Also there are questions whether the ads will raise prices. Some consumers also feel like they will buy less of the ads they see so in the coming what responses consumers will have. Consumers do have a lot of say so in the matter, probably more then they realize so marketers are definetly listening.

sports marketing =viral video craze

2008-06-13T12:29:00.000-07:00

Nike's latest ad has Kobe Bryant jumping over a pool of snakes in the new Nike Hyperdunk basketball shoe. Nike has not disappointed as usual. They continue pushing the envelope with their innovation and stay at the top of the sports marketing industry. The video has taken sports marketing to the next level. Also, you get a chance to see Kobe's human side. After all, he has taken a lot of heat over the past few years. Its good too see Nike back supporting the basketball star. Not to mention the shoes are selling well so I guess the viral video series is a hit among sports fans.

2008-06-03T09:12:00.000-07:00

Starting next season, your favorite basketball league will be implementing a fine for flopping. The obvious question is why!! Maybe you shouldn't have fifty year old referees running around, maybe you should have someone younger and doesn't have impaired vision. Flopping is a simple. I witnessed Shaq, yes 7 foot 300 plus pound Shaq Diesel get bowled over by a point guard dribbling to the basket. Yeah right, he started falling over as soon as the guard got within the camera scope, and started a patented fisher back slide across the floor. Quite comical I might add!! Just because your dribbling to the basket and theres contact doesn't mean jump back 3ft and act like you were violently knocked over. Your not actors in Hollywood, your ball players. Where is the integrity. I had to turn off the last spurs and hornets game due to excessive flopping on offense and defense. And then why should Rasheed get fined all this money for pointing out bad officiating. Now that the league has recognized flopping and the referee tim has been found guilty of fixing games, can NBA players get some of the money they got fined back.

Dropping the Ball(NBA CHRONICLES) PT.1

2008-05-29T09:49:00.000-07:00

The NBA has taken another hit towards its integrity Tuesday night when a game deciding foul was not called at the end of game 4. The NBA has issued a statement stating that a foul "should" have been called. As a result the Defending NBA CHAMPION SPURS have gone down 3-1. I don't have to tell you how hard the task of winning 3 straight in professional basketball is. More than likely this will not happen and the Lakers will be representing the West this year in the championship.

How do you explain this to "Pop" and the Spurs. Do you say hey we know you had a shot to win a fifth championship, but we dropped the ball? We all know Phil Jackson Zen like view on the the issue. He would justify things by simply stating in 1999 when the Spurs won, I stated that there should be an asterisk next to that because of the shortened season, so life found a way to balance itself out. A further point, what if Spurs "do" comeback to win 3 straight? Now you almost gotta question how much the league would be involved.

Maybe They Were Yelling B-o-o-o-o-sh!

2008-04-07T09:11:00.000-07:00

Perhaps the most unpopular president in American history was on hand for opening day in Washington D.C. to throw out the ceremonial first pitch at the brand new Nationals' stadium. George W. Bush is certainly not the first American President to throw out the first pitch. This tradition dates back to 1910 and the days of William H. Taft. Although this ritual was of the norm, the surprising factor was the reaction from the crowd of baseball fanatics. The mood of the masses shifted from nervous anticipation to instant disapproval. Our commander and chief received an overwhelming amount of boo's as he stepped onto the field sporting a Washington Nationals jersey.

George W. Bush is a former co-owner of the Texas Rangers and a known fan of the team. Yet, on this day he was sporting a different shade of red. Were the fans possibly worried that Bush might jinx their team and its new stadium? Or were these boo's perhaps politically driven? Needless to say the Washington Nationals' won their home opener off the bat of Ryan Zimmerman as he hit a walk-off home run to beat the Braves 3-2.

The underlining question remains: Could the negative reaction of a fan base out of the Washington D.C. area, a region where the president normally conducts everyday business be in bad taste for the team? Politics are not something I personally enjoying discussing as it seems to be a sensitive topic for the mass majority. However, whether one supports or opposes Bush was voiced in the form of jeers. On this day the crowd reaction sent a message not only to baseball fans but to the entire country.

Despite the pressure, GW delivered a fairly decent pitch before walking off the field to join sports analysts in the booth for commentary. The Nats are currently 3-4 and sit in third place in the NL East Division. The moral of the team seems to be down however as they have dropped 4-stright games. On the other end of the spectrum, the Presidential Election is just around the corner and the country appears to be anxious for the up-coming incumbent.

It would seem that D.C. loves their Nationals and their new stadium, yet they may not be dedicated members to the George W. Bush fan club. Who doesn’t love a good ole' country boy from Texas?
-DP.

Blueprint for Success

2008-03-24T08:53:00.000-07:00

I researched vigorously for a solid three hours. Two cups of coffee and a headache later I came up empty. I've always felt any data one might inquire about could be found on the information super highway, and I am a spectacular researcher to boot. However, I was able to gather very little negative press about this company and the products they produce. They are the leading supplier of athletic shoes, apparel, and sports equipment. The company employs over 30,000 people world-wide. Air Jordan, the greatest basketball player of all time has been lacing up his Nikes for over two decades.

Nike is not only the world’s most successful sports apparel brand, but a legit powerhouse who actively participates in the online environment. In this technology based era, the internet is the most prevalent platform for information. Therefore a division of individuals dedicated to objectively researching the conversations taking place about the brand, product, and name is vital to company achievement. The discussions may range from news about their specific industry or marketplace of operation, but more critically public opinions that may impact the company. This branch makes it their personal mission to observe and protect their association from negativity. So, what happens when a white boy from Orlando sustains an injury due to broken Nike footwear?

A week an a half ago I sprained my ankle while playing basketball with some friends. On the first play of the game I split the defense and drove the lane to only end up on the scorching concrete with the Florida sun beaming down on me. Sporting my favorite pair of Nike Shox (and one of Nike’s most popular shoes), I came down from my acrobatic lay-up (which i will have you know did go in the hole) to roll my ankle and break the bottom part of my right shoe (the shox). The next thing I know I'm shooting the breeze with a wonderful lady named Grace at check in at the Altamonte Springs, Florida emergency room. I checked in with the doc and he determined that my injury was a bad sprain, but not a break. He then reassured me that it would have actually been better if I broke my ankle because it would most likely heal faster and hurt less; thanks doc! After sharing these thoughts with me he proceeded to re-wrap my injury, give me an ankle brace, write me a prescription, and give me cute little doctors notes for school and work. I went home and practiced the art of R.I.C.E (rest, ice, compression, elevation) for seven straight glorious days only getting up to use the bathroom or take a shower. So, as one might imagine, I had plenty of free time on my hands. I began to inquire whether or not others have had a similar experience. I mean let’s be honest, my ankle was now sprained because my shoe, which I invested my money and piece of mind in, really let me down.

Don't get the wrong idea, I love Nike. I've been wearing Nike since i was in dippers. Seriously, my mom still has a ridiculous picture hanging in the living room of me when I was twelve in my Chicago Bulls Michael Jordan uniform decked out in Nike shoes and wrist-bands. I catch flack for it every-time friends come over to the house. I keep telling her it has to go.

Nike researches public opinion, and after extensive research of my own, it appears they may just be the blueprint for excellent brand monitoring. My efforts to seek out negative feelings towards the name was fairly unsuccessful. This does not mean I am the only one to sustain an injury while wearing Nike gear, yet it does prove that the company does a spectacular job of keeping their name clean throughout cyberspace. It is my opinion that any up and coming companies should look no further than Beaverton, Oregon and Nike headquarters for a winning model in the field of brand monitoring.

As for that white boy, well; he’s sending in his old pair of broken down shox in for a new *free* pair of kicks, heck of a PR move don’t cha’ think?
-DP.

Round 3: A Dying Breed

2008-03-07T09:13:00.000-08:00

Recently there have been talks of another rematch between two former legends of the boxing ring. Yet, a bout pairing the estranged 42-year old Mike Tyson and the brain-damaged 46-year old Evander Holyfield seems like a stretch for the sport. The two men have a checkered past, facing off twice in the 90's. Holyfield upset Tyson in the first match in November 96, yet most boxing fans remember these two names for the famous "Bite Fight." The two met again on June 28, 1997. Mickey Mouse Mike Tyson apparently made an executive decision to become a cannibal during the course of the fight. After taking bites at both of Holyfiend's ears, he took a small chunk that consequently ended up on the floor visible to ringside viewers and a paper-view audience worldwide. Iron Mike was disqualified and faded off into an oblivion, returning occasionally to make money and put on a "fight" if one could even call them that. The aging Holyfield was banned from boxing in 2005 because of "diminishing skills" despite the fact he passed several medical tests.

So why would anyone want to see a rematch between a couple of has-beens? Entertainment folks.. Obviously anyone who has observed boxing this past decade has seen a decrease in popularity. Don't get me wrong, I'm not knocking the sport, I'm not even knocking the match. I plan on ordering it on HD and having friends over for some beers.

As the popularity for MMA fighting has grown, the necessity for boxing has become scarce. The sport seems to be on it's death bed waiting for a pull of the plug. Boxing has clearly suffered with no emergence of new superstars, primarily in the Heavyweight division. Not to mention the most well known undefeated Welterweight Floyd Mayweather Jr. has recently joined World Wrestling Entertainment to challenge a 400-pound Big Show. The sport is simply lacking excitement. Therefore, why not bring two of the most controversial, most outrageous, but formerly popular figures the sport has ever known back together for Round 3.

Call me crazy, but I do not believe I am the only self-respecting individual who wants to see this match, for the pure "entertainment" factor. Boxing needs to set a date, this may be the one thing to resuscitate the sport. It just better last more than a few rounds.
-DP.

NHL: A Man's Sport

2008-02-22T08:24:00.000-08:00

Perhaps one of the most ghastly accidents in recent NHL history occurred on February 10th 2008 between Florida Panthers right wing Richard Zednik and teammate Olli Jokinen. "I felt like somebody stabbed me," Zednik said Thursday at his first news conference since the injury. Jokinen was upended and his skate swung up, slashing Zednik's neck. His carotid artery was sliced but not completely severed, and the blade missed his jugular vein. Zednik approached the bench immediately proclaiming the only thing going through his head was his four year old daughter Ella. According to the Panther's player "I remember thinking, Am I going to see her grow up?"

Hockey has always been one of the more violent sports, whether it be the fist fights, hard-checking into the walls, or accidental skate incidents such as this one. Zednik underwent surgery and was discharged from Buffalo General Hospital just a week ago. Apparently he wants to return to the ice as soon as possible telling several sources "I can't wait to get back and be with the guys." The 32-year-old offensive player bears a long red scar down the right side of his scruffy neck, courtesy of the surgery. The scar intersects the 1½ inch cut left by his teammate’s skate.

So what does a guy do to pass the time while laid up in a hospital bed? Besides spending time with his young daughter, Zednik spent much of his time shopping for cars on-line. Although a scary incident for all parties involved, the NHL has gained a substantial amount of positive attention. First off, the Panther's website has received more than 20,000 get-well messages for Zednik. In light of the fact that Zednik will be able to make a full recovery at the completion of his rehab, a video of the incident has been posted on-line, drawing over a million views.

It's unlikely that Zednik will return to the team this season, but the family man says he will be wearing a protective neck brace the next time he laces up his skates. Zednik's accident came roughly twenty years after the neck of Sabres goaltender Clint Malarchuk was slashed in a similar accident. Malarchuk recovered but later struggled with nightmares and flashbacks. Zednik wishes not to talk much about the incident, claiming to want to focus on his career and getting back to his team.
-DP.

They Say I Walk Around Like I Got an "S" on my Chest

2008-02-20T08:44:00.000-08:00

Recently the NBA All-Star Slam Dunk Contest has become bland and unoriginal. Let's face it, the days of Jordan/Wilkins have passed us and lately the event has showcased ordinary seen-that-before type dunks. Yet in 2008, a cape crusader from Orlando brought forth some of the most creative aerial assaults ever seen.

Not to take anything away from other contestants: Minnesota's Gerald Green, Toronto's Jamario Moon, and Memphis' Rudy Gay, but Orlando Magic 6-foot-11 Center Dwight Howard stole the show. "It's really for the big men," Howard said. "Everybody always says, big men can't jump and big men don't look good dunking. I just tried to add a little bit of my personality. With me being so tall, I knew it was going to be tough. I tried to play to the crowd and have fun." Dwight started things off with a dunk he had been practicing for two years. Standing on the baseline, he tossed the ball off the reverse side of the backboard, caught it with two hands, and after peering through the glass at the rim, dunked left-handed. Howard recieved perfect scores from three of the most prolific dunkers in the history of the sport: Dominique Wilkins, Julius Erving, and Darryl Dawkins.

Yet, it wasn't until the big man stripped off his blue Magic jersey to reveal the "S" on his chest that things really started to heat up. Before he proceeded, teammate Jameer Nelson placed a piece of tape on the court to mark where take-off point would be. Starting from mid-court, Howard got himself a running start and took off from inside the free throw line. Dwight jumped so high he was able to pretty much throw the ball in the hoop from well above the rim. The crowd erupted for one of the leagues youngest and most dominant centers. After his final dunk, the victor was up to the fans to decide. In a landslide Howard recieved 78 percent of the votes.

Safe to say, David Stern and the NBA are happy to have the Slam Dunk contest back in full swing. Even better, the league was able to market one of their premier players as the winner. Since his entrance into the league Dwight has proven to be one of the classiest individuals the NBA has ever seen. The basketball world awaits for him to repeat in 2009.
-DP.

The Destruction of Evidence

2008-02-15T08:26:00.000-08:00

The story of the 2007-2008 NFL season was the "pursuit of perfection" by the leagues "best" team, the New England Patriots. Led by the golden boy Tom Brady, and one of the leagues most talented wideout's Randy Moss, the unit went 18-0 until they were upset by the battle tested road warriors; the New York Giants. Putting aside the fact that Super Bowl XLII had one of the most exciting 4th quarter upsets in recent memory, and that Mercury Morris and the 1972 Dolphins are now able to sit pretty and remain the only undefeated team in NFL history, might the biggest story of the 2007-2008 season be the cover-up of a cheating scandal now known as "Spygate?"

On Thursday February 14th, NFL commissioner Roger Goodell met with Pennsylvania Senator Arlen Specter in Washington D.C. to discuss the destruction of incriminating evidence regarding the New England Patriots on the basis of illegal video-taping practices. Acknowledged and caught in their week one meeting (Sept. 9) against the New York Jets this season, the Patriots were fined $250,000, penalized a first round draft pick, and head coach Bill Belichick received a hefty $500,000 fine. Yet, the story on capital hill concerns the destruction of all the evidence. "I'm determined to go forward," said Specter, the ranking Republican on the Judiciary Committee. "You have answers and positions where (Goodell) is saying that with the destruction of tapes that, 'We did the right thing. We're absolutely sure." "Well, that is absurd, Goodell says things that don't make sense." Another thing bothering the Republican Senator is the fact that Goodell issued the penalties on Sept. 13, four full days before the Patriots even submitted the tapes and notes. Therefore a question is raised: Were Goodell and the NFL already aware of wrong-doing?

At the point in time in which the penalties came down on New England, Belichick admitted that he had been taping signals since he had come to the team in 2001, as he thought it was within the rules of the league as long as information was not used in the game at hand. The team reportedly handed over all notes and videotapes to league officials. On Thursday the commissioner told Specter that the evidence was destroyed for the simple fact that "There was no further use for it." Specter proclaims this "explanation" to be absurd and ridiculous. Another fishy activity was the fact that the evidence was destroyed on the Patriot home-front in Foxboro rather than the leagues New York Offices. With the evidence destroyed, Specter said there is no way to tell what advantage New England might have gained in the illegal taping practice.

The one individual that might be able to shed some real light on this topic is former Patriots video assistant Matt Walsh. Specter believes the NFL has not done nearly enough to offer legal protection to Walsh who has reportedly told several sources that he may indeed have embarrassing information about the team's taping methods. "Matt Walsh is an important guy, and they have made it so conditional," Specter said. He went on to say: "All they got to do is say, 'We're not going to sue you.' It is not a big deal." The Senator has spoken with Mr. Walsh several times in the past week and reports that he understands the hesitation to make his information public because of the legal repercussions.

Yet, until Walsh comes forward, or a new lead presents itself, it seems to me that the NFL is advocating the existence of a cheater. The destruction of vital information concerning Spygate is simply sketchy. Cheating is cheating, whether it be one game, or an entire season. Did the New England Patriots use illegal methods studying the signals of other teams in order to gain an upper hand. Did they win all 18 games this season using an honest moral compass? Better yet, were the 3 Super Bowl victories and a seem-able dynasty a Milli-Vanilli type re-run? Only time will tell ..
-DP.

NASCAR: Returns to its Roots

2008-02-13T09:33:00.001-08:00

Since the death of his father on the last lap of the 2001 Daytona 500, Dale Earnhardt Jr. has grown to be NASCAR's most popular restrictor-plate driver. The 2008 season has brought multiple changes for the sport, its sponsors, and the teams. The sport has implemented revisions in rules ranging from qualifying procedures, pit road rules, fuel cell size, engines, and even the final destination of the money collected from fining drivers. Yet, Dale Earnhardt Jr.'s departure from his fathers company, DEI (Dale Earnhardt Inc.) and arrival to Hendrick Motorsports has been the most publicized story of the 2008 season.

Junior decided to leave DEI at the end of the 2007 after a dismal season because he and Teresa Earnhardt could not come to an agreement on a common vision for the family business. "It is time for me to continue his legacy in the only way I know I can by taking the life lessons that he told me: Be a man, race hard and contend for championships," Junior said. "That's what I intend to do, and I feel strongly that I would have my father's blessing." Already the highest paid driver in the sport earning $20.1 million per year, Junior says it's not about the money. The boy with the golden legacy believes the vision for his father's company was forgotten somewhere along the line, which is the reason he demanded 51 percent of the company during contract negotiations at the start of the 2007 season.

Just like Tom Petty, Junior will be learning to fly this season, and although he knows the good old days may not return, a new era has arrived on the track. Earnhardt joins Jeff Gordon, Jimmie Johnson, and Casey Mears to form what has the potential to be one of the most dominant teams in the sports history.

On Saturday, in his very first appearance in the new No. 88 Chevrolet, Junior edged out Tony Stewart with a push from teammate Jimmie Johnson to get the checkard flag at the Bud Shootout. It seemed like pure magic, not only for the team, but for the sport as a whole. NASCAR knows if Junior wins, marketing him as the face of the sport will be cake. The sport has high hopes of regaining some of the attention it lost while Junior was struggling towards the end of his tenure at DEI. Saturday was Junior's first victory in Daytona since the 2004 Daytona 500. Five times in the past the winner of the Shootout has gone on to win the 500 a week later.

From a glance, it would appear that the sport is back on track, with its golden boy in the driver seat and a dominant team along-side him. The No. 88 gear will surely be flying off the shelf as Junior has quickly rebounded from the disaster that was his final few seasons at DEI. A veteran leader in Jeff Gordon, a consistent winner in Jimmie Johnson, and a competitive Casey Mears may just push Hendrick Motorsports over the top as the top racing team in the sport.
-DP.

To Save a Sport: Team Slipstream/Chipotle

2008-02-11T09:23:00.000-08:00

Blood and urine roll call starts at 6:30 am sharp. As the men report a few at a time, sleepy-eyed yawning cyclists sit down at a desk, verify personal paperwork, and offer their arm up to have blood drawn. On the floor close by, a centrifuge machine hums steadily, spinning red blood cells away from serum for analysis. The process of performing transfusions, testing EPO's, steroids, and other performance enhancing drugs has been a standard for years in hotels similar to this one. However, Team Slipstream/Chipotle is unique. By using an open-door policy, this team has pledged it's honesty by being open about all operations pertaining to tests and results. Slipstream has an unusual vision of restoring faith in a sport which is currently surrounded by scandal and rampant drug use. The team's commitment to riding clean and honest is not only a warchant, but a business plan. It's attempt to show not only fans but sponsors that this team practices what it preaches. Therefore a new question presents itself: Is it plausible to build loyalty and trust in a sport that has poisoned itself?

Jonathon Vaughters is Slipstream's 34-year-old director and former member of two top cycling teams; U.S. Postal Service and France's Crédit Agricole. In an era of drug-riddled witch hunts, Vaughters became increasingly aggravated trying to compete in an market of cheaters. After a decade long career, he retired in 2003. The open-door policy is only part of Team Slipstream/Chipotle's blueprint. The director believes that team unity is crucial, keeping his riders together in a team environment as often as possible. The pressing idea which is aimed to repair the face of cycling has never been so clear. If riding clean can become "cool" and cool things sell, it will in turn sell to both distraught fans and skeptical corporate sponsors who have dropped a plethora of teams and riders because of positive drug tests and the black clouds that come with it. In the same right, if being "cool" can truly become appealing to young athletes, Vaughters' feels he will be able to get the best young riders, and if these youngsters win, and win clean; he feels that would be beneficial to all parties involved.

If this innovative move towards honesty proves to work, the team believes it will persuade other organizations to join in with similar core believes. According to Vaughters, "It's not about finger-pointing, it's not about being better than anyone else. It's saying, 'Well, we're gonna do it this way, and if this works, you should join us.'" Now all Vaughters has to do is prove his theory as cycling limps into the 2008 season with a reputation as one of the dirtiest games in the world.

Team Slipstream is front and center to American fans, with an American owner, and an American director. They are also the only American team with a legit wild-card invitation to the Tour de France. Race organizers have all but rolled out the red carpet for the team.
-DP.

Hall-of-Fame Human Beings

2007-07-30T11:53:00.000-07:00

The landscape across American sports has possibly never been rockier. Between the ongoing Michael Vick saga, questioning surrounding the legitimacy of a certain NBA referee, and steroid allegations across baseball, sports marketers have got to be reluctant about engaging any athlete in a long-term endorsement contract. With all of the negative press that sports fans have been subjected to as of late, this past weekend provided a refreshing reminder of the positive side of sports.

On Sunday Tony Gwynn and Cal Ripken Jr. were inducted into the Baseball Hall of Fame in Cooperstown, NY. Both athletes embody all that is good about sports. In an era where most athletes are quick to bolt to a new city at the first hint of a bigger contract, both Ripken and Gwynn spent their entire careers with the same team and by all accounts are genuine, likeable people. Sports personas have long been a staple of big brands and their marketing efforts. With the bad press continuing to stack up against so many athletes, never before has character like that embodied by Ripken and Gwynn been as important as it is now, and will continue to be in the foreseeable future.

2007-07-27T08:02:00.000-07:00

In an effort to differentiate itself in the eyes of the consumer, Finish Line has undertaken a new multi-faceted national advertising campaign consisting of several print and media pieces, redesigned store fronts and a social networking site entitled, Your Voice Your Choice.

Although the marketplace for social networks seems to have reached the point of saturation long ago, companies seem content to believe that their product or brand is unique enough to evoke users to forgo their MySpace and Facebook accounts in leiu of their next big thing. I have not seen this pan out for any of the brands thus far, but you can't disrespect them for the effort.

I am not enough of a sneaker enthusiast for the idea of a social networking site driven by a passion for shoes to warrant consideration of my time on a regular basis, but I was curious enough to visit the site to see what it hoped to offer its target demographic. Upon arriving at the homepage, there are several available links, with none of these offering direction or an overall purpose to the user. After further navigation, I found a few videos and a registration link that wanted more information than most people should be comfortable sharing.

My overall assessment is that there is little content that would create the need for a user to visit the site with any consistency. Kudos to Finish Line for trying to set themselves apart, but I think they are going to have to go another route if they hope to reach their goal.

NASCAR's Free Agent Market

2007-07-16T07:36:00.000-07:00

Last week Rashard Lewis signed a deal with the Orlando Magic for a reported $118 Million over 6 years. Armed with this knowledge, you would likely be led to say that Mr. Lewis is easily the biggest free agent signing of the year. In doing so however, you would be looking past one of the biggest names in Sports Marketing, Dale Earnhardt Jr., who between switching teams and signing a new sponsor will likely be one of the largest free agent signings ever.

With Junior leaving DEI to join Hendrick Motorsports, it has recently become apparent that he will be parting ways with his long time sponsor Budweiser. Earnhardt has become synonymous over the years with the red Budweiser number eight car, and Budweiser has enjoyed its affiliation with the driver who has become NASCAR's most visible and marketable star. As spokesman for major labels Sony, Adidas and Chevrolet, it is likely that the company stepping up to sign Earnhardt's team will be looking to take advantage of his broad appeal. Early indications list Pepsi Co. as the likely suitor, with the Mountain Dew Amp brand playing into the realm of possibilities.

Web 2.O Accessible

2007-06-22T05:59:00.001-07:00

Back in the 50s and 60s, long before the days of multi-million dollar contracts and 12-man entourages, professional athletes were much more accessible to the fans. Many could be found down at the corner bar after the game, acquiring their role in the crowd of regulars. The birth of ESPN, fantasy leagues and $20 million annual contracts changed all of that. The line between the common man and professional athlete has continued to swell to the point that one could doubt the fact that the line ever existed.

As the convergence to Web 2.0 continues, some athletes have taken the opportunity to become regular posters on personal weblogs. This trend could lead to a resurgence in accessibility for fans. Although it is not face-to-face interaction, reading the candid reflections of their favorite athletes will help to bolster the relationship between the players and the fans who help to pay their salaries.

A few notable blogs:

Curt Schilling's blog, 38 pitches, offers readers insight on how he felt during a game and how he perceived his performance. Schilling's outspoken nature also leads to some interesting posts about life, politics and steroids in baseball.

Mark Cuban's blog, blogmaverick, offers an in-your-face perspective on all things - life. The Dallas Mavericks' owner is notorious for getting into trouble with NBA Commissioner, David Stern, for things that he has said via the media. His blog talks basketball, technology and recently went so far as to recap his trip to the proctologist.

Greg Oden's blog, hosted by Yardbarker, a social networking site focusing on sports fans and their blogs, offers the candid perspective of the mind of a young man as he prepares to make the leap to professional sports. Oden is widely considered to be the #1 pick in Thursday's NBA draft, and it is refreshing to see someone with so much talent exhibit such humility.

ESPN Seeks Celebrity Status

2007-06-11T06:31:00.000-07:00

This week ESPN has announced that it will begin a "Who's Now" segment to be featured on SportsCenter episodes in July. Viewers will be able to vote online and via text messaging in a tournament bracket format to determine which of the 32 athletes is the hottest in the business.

This reminds me of the brief run of ESPN Hollywood, the show that could best be described as a marriage between SportsCenter and Entertainment Tonight. It attempted to cover the glamourous side of sports and the lifestyle afforded by athlete's multi-million dollar salaries. The show did not appeal to the target demographic of the network, and only a few episodes ever made it to air. Although ESPN Hollywood was a flop from a ratings standpoint, it may be looked back upon in several years as a visionary effort that was just a little bit ahead of its time.

With last week's New York Post front-page story featuring Alex Rodriguez of the Yankees and a mystery woman he had been seen with, athletes may be set to experience a different level of celebrity status in the future. Lebron James, Tom Brady and other professional athletes may soon see themselves competing with the likes of Paris Hilton, Brad Pitt and Jennifer Aniston for space on the front page of the tabloids. As the line separating celebrities and professional athletes becomes increasingly blurry, ESPN will likely continue to experiment to cash in on this in the future.

NASCAR Loses A Legend

2007-06-05T09:02:00.000-07:00

Bill France Jr. passed away yesterday at the age of 74. In his tenure as chairman of NASCAR, he helped to take the sport from its place in Southern heritage to that of a national phenomenon. In a time where many major professional sports in America are struggling to maintain market share, NASCAR has experienced continued growth. NASCAR has grown into a marketing juggernaut for corporations seeking to position themselves in the minds of consumers, and France, Jr. is a large reason for this. His vision laid the foundation of accessible superstars and family-friendly entertainment. As other major sports leagues have lost touch with the consumer as salaries have become inflated, through the visionary leadership of the France family NASCAR has remained true to the fans and is stronger than ever.

Marketers Let The Money Talk

2007-06-01T06:31:00.000-07:00

The days of Ron Mexico and infamous airport waterbottle incidents came and went for Michael Vick with little backlash from the corporate world. Powerade and Nike, with their popular commercial, "Michael Vick Experience", still featured the Falcons quarterback in national ads in spite of the athlete's consistent blunders.

Marketers may no longer be willing to overlook the athlete's diminishing reputation. With recent widespread accusations connecting Vick to a professional dog fighting ring in Virginia, his appeal as a spokesperson may be quickly coming to an end. AirTran has recently announced a decision not to continue their three year relationship with the athlete. Although no formal charges have been filed against Vick, authorities are continuing to investigate the case. As the likelihood of Vick's involvement increases, so will the list of companies with which he once had an endorsement contract.

A Memorabilia Monopoly?

2007-05-30T07:03:00.000-07:00

The Upper Deck company recently made a bid of $10.75-per-share to buyout rival cardmaker, Topps. The offer follows a previous bid of $9.75-per-share from Tornante Co., headed up by Michael Eisner, and private equity firm Madison Dearborn Partners.

If the Upper Deck bid is accepted and then approved by the Securities and Exchange Commission, Upper Deck will hold a trading card monopoly in certain sports, most notably baseball. The two companies have been battling for market share since Upper Deck burst onto the scene in 1989. With Upper Deck often being considered the more premium collectable option, Topps has continued to maintain market share due to their positioning in the mind of the traditional collector.

The fact that Topps is considering takeover bids has not slowed them down in other areas however. They announced today that Greg Oden, widely considered to be the first selection in the upcoming NBA draft, has signed a deal with the company. As part of the deal, Topps will be responsible for Greg Oden's official Web site.

The Topps Company, founded in 1938, have been producing trading cards since 1951. Many baby boomers can wax nostalgic on childhood reflections of opening a pack of cards and popping the enclosed bubble gum. If Upper Deck were to purchase Topps, it would signal the end of an era for a notable member of the sporting industry.

UFC 71 Goes for the Knockout

2007-05-25T07:19:00.000-07:00

This Saturday Chuck Liddell squares off with Quinton Jackson in the octagon of the UFC. The event could mark a turning point in the sport, as for the first time ever mainstream media is beginning to take notice. The Friday night weigh-in will be airing live on ESPN, with streaming video also available on Yahoo! Sports and NBC Sports.

Since taking over as President of the UFC, Dana White has made steps to turn the once struggling entity into a marketing juggernaut, but the emergence of Liddell as a marketable star has helped to further expose the sport to the public. Chuck, known as "The Ice Man," appears on the cover of this month's ESPN the Magazine, and recently made an appearance on the popular HBO show, Entourage.

Taking a page from NASCAR, fighters from the UFC are more accessible than stars of the NBA,MLB and the NFL. Through the UFC reality show series on Spike TV, "The Ultimate Fighter," and the personal webpages where many fighters will correspond with fans, the stars of the UFC have helped to position mixed martial arts as the fastest rising sport in America.

XM Radio Swings for the Fences

2007-04-11T11:00:00.000-07:00

For MLB fans, XM Radio provides an alternative to watching America's favorite pass time on TV, by actually airing every game for every team for the entire season.

According to MarketingVox.com, to make sure that fans are aware of the service they provide, XM has decided to pair up with several well-known baseball stars and create a campaign where baseball fans can send personalized voice messages from popular players such as Derek Jeter or David Ortiz. To obtain the custom messages fans must visit the XM Web site.

This XM site points to the existence of a trend that companies are closing the gap between celebrities and fans. Especially, in American culture where being a celebrity is next to sainthood. Users and fans are certain to flock to these sites that allow them to get closer to their idols in any way possible.