News, press releases and media coverage for Team Marketing Systems and our clients, together with industry happenings, miscellaneous stats and facts, and the occasional rant...
We were quoted today on NYSportsJournalism.com in a piece on Landon Donovan's marketability.
"Could Donovan become the most marketable American-born soccer player ever? Definitely," said Howard Brodwin, managing director for Team Marketing Systems, a leading marketing strategy and brand development consulting firm based in Los Angeles. "He’s got the talent, the presence, the visibility and he will most likely be the face of U.S. soccer going into the 2014 World Cup."
"The opportunity to expand his stable of sponsorship and endorsement deals is solid," said Brodwin. "I could easily see several CPG, food/beverage and telecom brands taking a long look at Landon. Automotive might be a good opportunity as well: We all know how the 'soccer mom' is coveted by the auto world, and he would certainly be a great centerpiece for a mom-centric mini-van or SUV campaign."
Barry Janoff does a great job covering the business of sports. If you haven't already, make sure to bookmark www.NYSportsJournalism.com and follow him on Twitter.
The event is being organized by PIRATES (Print, Interactive, Radio & Television Educational Society) and will feature an overview and discussion on many aspects of cause related marketing programs within the sports industry. We'll be joined by some amazing colleagues in the industry, including Janet Clayton (President, ThinkCure, The official charity of the Los Angeles Dodgers) and Jeri Ramos (Manager of Strategic Partnerships, WNBA's Los Angeles Sparks).
Location:
ESPN Zone @ L.A. Live, right next to Staples Center 1011 S. Figueroa Street, Suite B101 Los Angeles, CA 90015 Tel. 213.765.7079
Isn't Sports "Cause" Marketing Still Sports Marketing?
by Howard K. Brodwin
Founder, SportsandSocialChange.org
Marketing ROI is certainly a key metric these days. As we move out of the great recession and start to rebuild the global economic infrastructure, everyone in Sports Marketing is keeping close tabs on where dollars are spent and what tangible returns are gained from every marketing campaign.
Sports Marketing can be defined as “the specific application of marketing principles and processes to sport products (e.g. - teams, leagues, events, footwear, equipment, etc.), and the marketing of non-sports products (e.g. - food & beverage, autos, telecom services, etc.), through associations with sports.” It’s been part of the foundation for global brands like Nike, Coca-Cola, Ford and Budweiser for decades.
On the other side of the marketing table, there’s Cause Marketing, where brands team up with relevant charities or social causes to raise awareness and dollars to make a difference in the community. Cause Marketing can be an effective image-building tool for a brand while helping a charitable cause gain greater visibility and possibly new sources of funding.
So, here’s a crazy idea – what would happen if we combined the two? To put it into true marketing speak, it’s like the old Reese’s slogan: "Two great tastes that taste great together."
Supporting these programs does more for the collective good than simply buying signage at an event or paying an athlete to wear your logo. It supports the same people who buy your products, watch your programs and attend your games and events.
A recent Harvard Business Review article said, “So little is spent on advertising and marketing by charities that the IRS form 990 they are required to file each year doesn't even have a line item for reporting it. Yet it would be considered malfeasance to launch a product or service in the for-profit sector without an adequate advertising budget to build demand for it.”
Not so in the world of Sports. In fact, it’s safe to say the entire industry is driven by marketing spend – from sporting goods and services, teams and events, to the marketing of consumer goods and services via those same sports events and athletes. Last year’s Super Bowl - the marketing Mecca of US sporting events - generated over $420 million alone in media, sponsorship, tickets and licensing revenue, according to Forbes.com.
Now, I’m not saying this is a bad thing - not at all. It’s an opportunity. An opportunity to step up the plate and make a difference.
What I am saying is those marketing dollars can do more good if they’re channeled into Sports Cause Marketing. It’s that rare “win-win-win” in the business world: The brand wins, the consumer wins and the cause wins. No one leaves the field hanging their head after the final whistle sounds.
Think of it this way – if just 1% of the $11 billion spent annually on sports sponsorship was channeled into Sports Cause Marketing, that would be $110 million going to do some serious good in the world.
The HBR article goes on to say, “Charitable giving has remained constant in the U.S. at about 2% of GDP ever since we've measured it. Charity is not taking market share from the for-profit sector. No wonder. It's hardly allowed to market. If enough additional demand were built to raise that figure to 3% we could achieve a transformation in our ability to combat social problems.”
So I challenge all of you – my peers, colleagues and fellow sports marketers: Sports Cause Marketing is a better way to approach Sports Marketing. The causes are out there, ready, willing and able to help you market your brands. Just imagine what we can do if everyone pulls on the same rope.
$110 million to allow Special Spectators to give terminally ill kids a college football experience to remember. $110 million to help Team Ultimate fight obesity and get kids active & healthy. $110 million to provide SkiDUCK with the tools so the disabled have a chance to participate in winter sports.
Scotts Miracle-Gro has a deal with Major League Baseball to sell seed blends and fertilizers akin to those used on the fields at iconic venues such as Fenway Park and Wrigley Field. The arrangement is part of a broader link that pitches Scotts as an "official lawn care company" of MLB.
Available at retailers this spring, the lawn-care products are a similar variety to those used at the respective parks. The blends are concocted by Scotts in consultation with the head groundskeepers at the stadiums. Packaging carries team logos and a "Groundskeeper's Select" moniker, along with a stadium photo and reprinted signature from the groundskeeper.
If you follow logic (which some marketers actually do!), then this one is a no-brainer. Scotts is a leader in the lawn care business, and co-branding with MLB teams like the Red Sox, Cubs, Cards, Phillies and Reds is a great way to connect with their target audience. Plus, they get the added advantage of marketing their product during a key time of year in their sales cycle – spring.
How do you maximize a relationship like this? How about a contest/sweepstakes where the winners get to visit the stadium before a game and meet and/or work with the groundskeeper? Or maybe a “Groundskeeper for a Day” promotions for frequent buyers? There are some really fun and unique opportunities there that I hope the folks at Scotts take advantage of.
The funniest and least likely sponsorship in Olympic sports has U.S. Speedskating paired with comic Stephen Colbert. And the resulting mix of comedy and competition have raised eyebrows — and money.
The host of Comedy Central's The Colbert Report stepped in as a U.S. Speedskating sponsor in November after the speedskaters lost a major corporate backer — a bank that went bankrupt.
Now, this one has been in the media for a few months, so no major scoop here. But I think this is absolutely brilliant on so many levels. A fringe sport like speed skating needs all the marketing and PR help it can muster, and the Colbert Nation is a powerful force when channeled -- just ask the folks at Doritos.
I can understand somewhat the reluctance from a few of the US Olympic athletes, not wanting their passion to be turned into farce or a marketing gimmick. But if you understand Colbert’s humor and satire, you’ll know that while he may poke fun, he’s got good intentions behind him. In my opinion, this is one marketing idea that’s got legs (ok, maybe I should leave the humor to Colbert… ;-).
MaxXcel Sports, LLC, a sports specific training products company, will introduce the FP360 Lacrosse Strength Trainer to the lacrosse community at the 2010 US Lacrosse National Convention, in Baltimore, MD, January 15-17, 2010, with a variety of events and promotions.
The MaxXcel FP360 is a strength training aid that secures directly to the shaft of a Lacrosse stick to develop core muscles in the hand, wrist and forearm. Using the principles of continuous resistance, the FP360 forces players to work harder to maintain a grip on the stick during drills and scrimmages, playing wall ball or taking shots at the cage. By isolating the muscles in the hand, wrist and forearm players can effectively increase strength and minimize the risk of injury, without changing their practice regimen.
The MaxXcel FP360 is lightweight, inexpensive, fits on any shaft, and will help lacrosse players at every level add more FIREPOWER to their game.
“The US Lacrosse National Convention provides us a great opportunity to meet coaches and players from across the country and demonstrate our FP360 strength trainer,” said Bill Brandt, MaxXcel Sports Managing Partner. “Forearm, hand and grip strength development are the next critical wave in helping athletes gain a competitive advantage. We’re excited about launching our new product this week and to be associated with quality individuals and organizations like Max Seibald, the Denver Outlaws and US Lacrosse.”
At the upcoming 2010 US Lacrosse National Convention, MaxXcel endorser, Denver Outlaws & US Lacrosse Team midfielder Max Seibald will be signing autographs at the MaxXcel booth (#512), talking with players and coaches, and demonstrating how to use the FP360 for drills and at practice. There will also be product giveaways and contests, and the opportunity to purchase the FP360 Lacrosse Strength Trainer at a substantial discount.
“Having strong forearms and a solid grip adds so much to controlling the stick handle – better accuracy, more shot speed, stronger on face-offs and ground balls,” said Seibald. “Using the MaxXcel FP360 has definitely strengthened my grip, improved my shooting and passing, and helped me develop endurance in my muscles to last the whole game.”
Max Seibald was an accomplished player at the collegiate level, winning the 2009 Tewaarton Trophy, awarded to the "Most Outstanding" collegiate lacrosse player in the United States, and was named a four-time All-American at Cornell. He is the only men’s lacrosse player in the history of the Ivy League to be named a four-time, first-team All-Ivy selection. Seibald is currently playing in the MLL with the Denver Outlaws, where he was named to the “Young Guns” All-star team in 2009. He also set a new MLL record in the “Hardest Shot” competition, hitting 110mph.
Visit booth #512 at the 2010 US Lacrosse National Convention and let MaxXcel show you how to increase your FIREPOWER with the FP360!
Elite athletes are driven by a desire to be the best at what they do. It’s this relentless drive to be stronger, faster, smarter and better prepared than their opponents that makes them successful.
MaxXcel Sports, Inc. was founded on these same principles – to be an innovator in the sports performance industry, offering products for athletes who strive to be the best at their sport. Our mission is to design and build products for athletes to get the maximum out of every practice and accelerate their development to sports excellence.
The MaxXcel FP360 Strength Trainer is available for a wide range of sports including lacrosse, baseball, softball, golf, tennis, ice/roller hockey and field hockey.
"Could Donovan become the most marketable American-born soccer player ever? Definitely," said Howard Brodwin, managing director for Team Marketing Systems, a leading marketing strategy and brand development consulting firm based in Los Angeles. "He’s got the talent, the presence, the visibility and he will most likely be the face of U.S. soccer going into the 2014 World Cup."
The funniest and least likely sponsorship in Olympic sports has U.S. Speedskating paired with comic Stephen Colbert. And the resulting mix of comedy and competition have raised eyebrows — and money.
Max Seibald was an accomplished player at the collegiate level, winning the 2009 Tewaarton Trophy, awarded to the "Most Outstanding" collegiate lacrosse player in the United States, and was named a four-time All-American at Cornell. He is the only men’s lacrosse player in the history of the Ivy League to be named a four-time, first-team All-Ivy selection. Seibald is currently playing in the MLL with the Denver Outlaws, where he was named to the “Young Guns” All-star team in 2009. He also set a new MLL record in the “Hardest Shot” competition, hitting 110mph.