sporting brands

Brooklyn Nets Roll Out More Aggressive Campaign Ahead of New Season

Posted by Mark J. Miller on September 16, 2013 12:39 PM

The NBA’s Brooklyn Nets are heading into their second season and have added a few big players—namely, Paul Pierce, Kevin Garnett, and Andrei Kirilenko—that actually give the team a very good shot at unseating LeBron James and his Miami Heat teammates as NBA champions.

Riding high on optimism, the organization has launched a new campaign that will be bolder—and multi-lingual. The "Are You Ready" campaign will feature billboard, print, TV digital, social and kiosk installations throughout the New York, New Jersey and Connecticut markets, and will be broadcast in English, Spanish, and Russian—the native language of billionaire team owner Mikhail Prokhorov and new star Kirilenko.

The team has also named its first cross-platform sponsor, Securwatch24, which was founded by a former Brooklyn police officer. The brand will get mentions in the new campaign as well as placement inside the Nets' home court, the Barclays Center. The five-year, multimillion dollar deal will help offset the costs of maintaining the highest payroll in the NBA.Continue reading...

sporting brands

From Matthews To Mayo, NFL Stars Shoot for Marketing Fame

Posted by Dale Buss on September 6, 2013 07:05 PM

It's another NFL season, meaning there's another cast of muscle-bound marketing idols attempting to cash in on their athletic achievements in what can be short careers.

Some of the players that brands are featuring most this year have been on the rise for awhile. Clay Matthews, for example, the highest-paid linebacker in the game for the Green Bay Packers, is the new "Mama's Boy" for Campbell's Chunky soup in the latest rendition of a campaign that is entering its 16th year. It's always what the brand described in a release as "a tough and focused competitor on the field, who becomes a Mama's Boy off the field."

Eli Manning doesn't quite have the true acting chops of his older brother, Denver Broncos Quarterback Peyton Manning, but the New York Giants signal caller keeps managing to roll up more endorsement traffic. This season, for example, he's continuing his promotional partnership with Dunkin' Donuts. It includes a sweepstakes in which customers get a chance to join Manning at a training center this fall.Continue reading...

sporting brands

Adidas Loses Big UK Athletic Sponsorship to Rival Nike

Posted by Mark J. Miller on September 5, 2013 07:14 PM

Adidas has been the sponsor of the United Kingdom’s athletic teams since 2005, but no longer. The long-time sponsor lost its contract to who else but its arch rival, Nike, which inked a sever-year deal reportedly worth upwards of $23 million, rumored to be double what Adidas bid. 

So while the UK's track and field athletes will be wearing Nike gear when the world championships are held in London in 2017, the teams will still don Adidas-branded apparel for the 2016 Rio Olympics, which has its own sponsorship deal with the company. 

Adidas knows all too well how crucial sponsorships are to its business. After it outfitted Olympic runner Jesse Owens in the 1936 Olympics, where he went on to win four medals, the brand took off. The deal however does make life a bit easier and less confusing for a handful of British athletes such as distance runner Mo Farah, who has donned Nike shoes but an Adidas singlet in his races, according to Runner's World.Continue reading...

sporting brands

NFL Kicks Off Effort to Show Its Marketing Juggernaut is No Fantasy

Posted by Dale Buss on September 3, 2013 07:12 PM

The week is already building to a crescendo, that moment awaited by National Football League fans for seven months now, since the closing moments of the last Super Bowl. That's right—the moment when fantasy-football players need to lock in their rosters for the first week of action.

Well, alright: Fantasy leagues haven't become quite as big as the game itself, which will renew play for the 2013-2014 season with a Thursday evening kickoff between the visiting Super Bowl Champion Baltimore Ravens and the host Denver Broncos. But the continued rise of fantasy play is one of the most interesting marketing elements of the upcoming season, along with the primacy of Sunday Night Football, the need for creative renewal by brands using NFL games as an advertising vehicle—and concern about the issue of head injuries.

So many Americans now are enrolled in NFL fantasy leagues that a growing number of marketers are turning to them as a sort of poor man's NFL-marketing platform. Lenovo, for example, has created a fictional fantasy-team owner whose exploits bring him in contact with actual NFL stars, according to the New York Times.Continue reading...

sporting brands

This College Football Season, One of the Biggest Rivalries Will Be Nissan vs. Hyundai

Posted by Dale Buss on August 30, 2013 08:02 PM

Sure, there's the Michigan-Notre Dame game on Sept. 7 and plenty of other rivalries duking it out on the football field this season, but another major tilt will be going on this season as well: Nissan vs. Hyundai.

Both brands are staking claims to having a disproportionate presence in marketing around college football this year, and it marks the third season of major emphasis for both Hyundai and Nissan. Nissan continues to focus on its marketing partnership with the Heisman Trophy while Hyundai's embrace of the game is more general.

"Our goal has been to position Nissan as the premier partner of the Heisman Trophy and also owning the space in college football," Vinay Shahani, director of marketing communications and media for Nissan USA, told brandchannel. In the past, Nissan has been "the biggest advertiser on ESPN for college football."Continue reading...

sporting brands

College Football Conferences Team Up with USA Football for Player Safety PSAs

Posted by Mark J. Miller on August 19, 2013 07:16 PM

Football has increasingly come under fire for being too rough of a sport as more players report concussions and the long-term affects of such injuries comes into focus. With that, stricter rules have been put into play across all levels—the NFL, college football and Pop Warner leagues. 

This year, the NFL and three NCAA conferences have partnered with nonprofit USA Football to help bring attention to its Heads Up initiative on player safety. College Football's Big Ten, Big 12, and Pac 12 conferences helped make over 50 30-second PSAs that will be aired on all broadcast networks, according to Adweek. The intent is to hopefully prevent similar injuries from occurring in younger players.Continue reading...

sporting brands

UCONN Looks to Expand Sporting Brand with New Arena Partnerships

Posted by Mark J. Miller on July 29, 2013 12:21 PM

In a move to cement its brand on a local and national level, the University of Connecticut officially rebranded itself UCONN back in May, but the college's efforts haven't stopped there. 

The Hartford Courant reports that school representatives are in talks with the Mohegan Sun casino and Bridgeport, Connecticut's Harbor Yard Arena to have the school's highly-ranked basketball teams play games there. 

Looking to spread the school's sports culture across the state, UCONN hopes to bring its most-followed sporting events to new arenas and new crowds. After all, the school's contract with the XL Center in Hartford expired last season and it is not looking to form a contract with a new location.Continue reading...

sporting brands

Under Armour Teams with Ray Lewis for Latest Installment in 'I Will' Campaign

Posted by Mark J. Miller on July 9, 2013 05:28 PM

As it prepares for the upcoming football season, Under Armour has released the lastest commercial in its "I Will" campaign, but this time, the ad may have a more authentic feel to it since it was produced by one of the NFL's top players, Ray Lewis. 

Partnered with the brand since 2007, Lewis' storied career (two Super Bowl wins and 13 Pro Bowls) served as inspiration for the spot, titled Ready For August. According to Mediapost, Lewis helped script the commercial, spent time at the shoot itself, and was involved in the editing process.Continue reading...

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