Best Global Green Brands 2014

sports in the spotlight

MLB, Fox Hope Boozed Up Jeter Fans Boost All-Star Game Stats

Posted by Mark J. Miller on July 15, 2014 04:00 PM

Major League Baseball and Fox are doing all they can to boost viewership of tonight's All-Star Game in Minneapolis.

The number of fans tuning in has dropped 25 percent in the last five years, with the number hitting only 8 million last year, according to the Motley Fool. Couple that with low ratings in recent years for the World Series and analysts are starting to wonder if consumers still care about baseball like they used to. 

"This question gets asked every year," Fox Sports President Eric Shanks said in a conference call, according to the Chicago Tribune. "It's nothing new." 

But what is new is the event's format for the Home Run Derby, which this year was extended to two nights. The Derby traditionally garners impressive viewership, with more fans tuning in last year than any NBA playoff game on ESPN.Continue reading...

sporting brands

RE2PECT: Nike, Celebrities and Fans Tip Hats to Jeter

Posted by Shirley Brady on July 14, 2014 08:51 PM

The campaign: Nike's Jordan Brand pays respect to retiring New York Yankees captain Derek Jeter in "RE2PECT," a star-studded "tip of the cap" to retiring New York Yankees captain Derek Jeter (and so-called for his jersey number). Cameos include Michael Jordan (of course) along with Tiger Woods, Jay Z, Spike Lee, Billy Crystal, Rudy Giuliani, Joe Torre, Phil Jackson, Carmelo Anthony, and baseball rivals the Boston Red Sox and the New York Mets.

The pitch: "No matter what hat you wear, tip it to The Captain. #RE2PECT"

The response: 1.2 million YouTube views (and counting) in the first 12 hours.

Watch the video, which will debut on TV during Tuesday's All-Star Game—Jeter's 14th and last—below.Continue reading...

sports in the spotlight

Budweiser, MLB Stars Launch Roadshow to Declare Opening Day a Holiday

Posted by Mark J. Miller on February 27, 2014 10:42 AM

With the Super Bowl done and over with, Americans and baseball fans the world over are looking forward to the start of the MLB season, with this year's Opening Day set for March 31. But this year, Budweiser and a Hall of Famer are hoping to turn the first day of America's favorite pastime into an actual holiday. 

Bud and Hall of Fame player Ozzie Smith have launched a 30-day roadshow to convince fans to sign a petition that aims to get President Obama to declare Opening Day a national holiday. In order to make that happen, Smith will need at least 100,000 signatures from fans 21 and older in order for the US government to even consider responding to the movement. Other major brands including Fox Sports, Louisville Slugger and the MLB itself has backed Bud's campaign.

"There are 22 million people who have, some point in time, played hooky from work or school, so it's already an unofficial holiday," Smith told MLB.com. "We're just trying to make it an official holiday by getting those 100,000 signatures so I can march them up to the front of the White House."Continue reading...

sporting brands

Yankees Bid Farewell to One of Sport's Greatest Brands

Posted by Mark J. Miller on September 27, 2013 01:08 PM

Failing to make a playoff bid, the New York Yankees will head into the offseason to ponder a question it hasn't had to think twice about in nearly 17 years: Who will be the closer? On Thursday night, the team, along with a sell-out crowd, bid farewell to legendary pitcher Mariano Rivera, who, after spending the entirety of his career with the famed organization, pitched his last inning at home in the Bronx. 

In 19 seasons, Rivera has earned more saves than any pitcher in MLB history, has pitched 141 postseason innings in which he only gave up 11 runs, and earned five World Series championships. He is the greatest closer who ever lived, and the Yankees and Major League Baseball have done their part to make sure he will be remembered as such.Continue reading...

sports in the spotlight

MLB Stands Up to Cancer with Steve Carell, Ken Jeong and Colin Hanks

Posted by Shirley Brady on September 4, 2012 10:37 AM

Major League Bseball today released a new public affairs campaign, titled Baseball Believes, featuring a pair of amusing spots starring Steve Carell, Ken Jeong & Colin Hanks re-creating "signature moments in baseball history that led fans across the nation to believe that anything was possible." (Watch the longer version below.)

According to MLB's press release, the campaign was filmed at Boston's historic Fenway Park as part of a longstanding collaboration between Major League Baseball, its 30 Clubs and Stand Up To Cancer — a non-profit initiative of the Entertainment Industry Foundation that rang the opening bell at the NYSE this morning.Continue reading...

sports in the spotlight

MLB All-Star Game Brings Out the Sponsors

Posted by Mark J. Miller on July 6, 2012 10:59 AM

After this weekend, a whole slew of Major League Baseball’s biggest names will be heading to Kansas City for next week’s All-Star Game. And when you’ve got a bunch of big names together, marketers can’t be far behind.

While the July 10th game itself will have plenty of Your Brand Here Moments for the FOX cameras, some advertisers aren’t waiting for Tuesday’s game to attach their name to the 2012 event.

State Farm is sponsoring the HomeRun Derby on July 9th on ESPN. Firestone sponsored the final fan Twitter vote that will get the last few players onto the team. All-Star voting is a bit more of a popularity contest than anything else and the final hours of fan support can be frenetic. What better time for a marketer to get its name in front of a massive amount of eyeballs?

Chevrolet, which is not coincidentally the official vehicle of Major League Baseball, is also getting itself out into the public eye early by bringing a fleet of its 2013 cars, trucks, and crossovers out to K.C. to showcase to baseball fans (and whoever else wants to take a gander).

"We're looking forward to introducing our family of Chevrolet vehicles to current and new customers in Kansas City, and celebrating our shared love of baseball," stated Phil Caruso, Chevrolet national promotions manager. "We will have product displays, ride and drives and other activities around Kansas City to enhance the fan and customer experience."

sporting brands

New U.S. Baseball League Unveils Logo

Posted by Mark J. Miller on May 23, 2012 11:44 AM

Every weekend, millions of kids take to the baseball fields of the world and hope that they’ll play well enough to win and be noted for their excellence. And plenty of them dream that they’ll keep moving on up the ladder, finishing up in a pile at the end of Game 7 of the World Series, which they have of course just won by either throwing a perfect game or hitting a grand slam with two outs in the bottom of the ninth.

But with 25 players on each Major League team at one time and 30 rosters to fill, there are only 750 spots to fill in the big leagues at any one time. Now those players who want a shot at the big-time will have a new place to showcase their skills. A new pro-ball league, owned by California-based Godfather Media, is now getting ready to batter up, and the American West Baseball League has just unveiled its logo.Continue reading...

brand extensions

Smell Ball! New York Yankees Scents a Branding Opportunity

Posted by Mark J. Miller on February 13, 2012 11:08 AM

The Yankees have had some odd brand extensions before: How about some Yankees Sod and Grass Seed at Home Depot for your own Field of Dreams? Or a Yankees Halloween lawn ornament? Or maybe you need a few $545 New York Yankees stained-glass hanging billiards light?

For the fan that wants to actually smell like a Yankee, though, they are finally in luck. The team has approved an official fragrance, and plans to unveil two different perfumes later this month, very simply entitled “New York Yankees” (for him) and “New York Yankees For Her,” according to ESPN.

Fox Sports points out that the team may have been inspired by the success of shortstop Derek Jeter’s Driven from Avon, which went on sale in November 2006. It’s done so well that Avon introduced Driven Black, which is “a mysterious blend of exotic saffron, blood orange and precious woods.” Who could ask for anything more?Continue reading...

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