Posted by Abe Sauer on May 30, 2011 05:00 PM
It's admirable when a brand appeals to hometown pride by signing local sports stars to endorse its product. Keeping it local, isn't that the new consumer activist call?
But what happens when that local star stumbles, and he's at core of the brand's coal marketing? Well, as one fan put it on a comment board: "I'm tired of seeing him on commercials and Kemps ice cream boxes, too. Shouldn't he be on the field?"Continue reading...
Posted by Barry Silverstein on October 29, 2009 04:42 PM
While much pro sports revenue comes from long-suffering fans, teams (and the star players whose salaries they pay) benefit even more from licensing and merchandising. Certain major sports brands have long had a lock on the market: Nike manages to place its logo on the uniforms of more players in more sports (both professional and amateur) than any other company.
Players' equipment is also prone to preferential treatment. In Major League Baseball, certain brands always get the nod. For years, names like Wilson and Rawlings have been brands of choice for players' gloves -- which is why the story of a no-name brand like Vinci is a sweet victory for the underdog.Continue reading...