Sports Marketing

John Hancock

Investment Company Sponsors female ice skating high class market

LSU's biggest competition

Saints because the dollars are split

Muhammed Ali and Louis Vutton

They wanted to introduce a mens duffle bag and the ad was him sitting poolside looking healthy (even though hes sick) and the bag is next to him and his grandson is sitting next to him with boxing gloves on it was about his legacy perception of louis vutton changes muhammed could choose how he wanted to be remembered

University of Minnesota

suspended 10 players for sexual assault so the team is boycotting the holiday bowl and asking for resignation of president and athletic director this is a crisis

Lou Holtz

suspended 3 players and used the walkons then won and it was legendary

Womens tennis and mismanaged media

there needs to be mandatory press days every monday before an event; hoping they say something to catch attention theres no real promotions so they need press conferences

Reebok and Olympic Basketball

they brought in MLB players and was called the "dream team". all the players were endorsed by Nike but these games had to wear Reebok because Reebok sponsored the Olympic Basketball. Opportunity to show all 12 players with their gold medal and Reebok logos but someone tells them to hold American flags over their hearts (covering the logo). They lost that shot

Indie 500

they had rows of hats they would just put on and take a picture in each

What makes Coach O so great? How did he beat out others?

underdog, authentic, accent, Bayou Bengal article that used excellent pictures

Credibility

what makes you believable, influential and persuasive 3 main concepts: trust and honesty expertise status and position

likelihood of confusion

when logos or brand identifiers are too similar; Marucci had to change logo a bit to differentiate from Mizuna. Same reason why U of T's orange is different from Tennessee's and Syracuse's

Exclusivity

youre the only product allowed in the venue in that product category you can use any bat in baseball but NFL is only Bose

Marshawn Lynch

"Im only here so I dont get fined" on media tuesday before a game became famous

Joe Namath

"bad boy" started wearing white shoes and thats why cleats became white

Effective Celebrity Endorser needs:

Familiarity Relevance (fit) Esteem Differentiation

LSU's Sponsored by:

Nike. there are 13 swoosh's on our uniforms

Michigan vs Ohio State

Biggest game Called "the game" 8 years ago Southern Bell Corporation was going to sponsor this game for 2 years for half a million to each school. Sponsorship is cancelled because Michigan fans said we dont sell our brand for anything

Northern Trust

During Financial Crisis of 2008 Sponsored a golf tournament and spent millions on it including paying Sheryl Crowe to perform but headlines say Northern Trust spends quarter of a million dollars on entertainment at their golf tournament during a recession. So public opinion shifted to that Northern Trust is a bum.

Tiger woods changing brand perception

-changed the perception from old person car to younger; chose Buick to tap into the "everyday people" -sponsored Tag Heur who used to be a $2 watch brand, now crazy expensive

The Thin Slice

-images in 1/24th of a second -Dak Prescott picked up trash on the sideline during a game and everyone thinks hes a great guy -Fournette with the pose

Wells Fargo

During Financial Crisis of 2008. They bought out Wachovia bank who normally puts on a golf tournament. Now they have to decide keep it as Wachovia Open, cancel it or call it Wells Fargo Open? They just called it the name of the golf course Took away visibility from Wells Fargo but also keeps the heat off of them

Likability formula

55% visual 38% vocal 7% verbal arrangement

Why do sponsorships fail?

Ambush Marketing Blocking the Brand Crisis Forgetting the Fans

Superbowl and Joyce Julius

Bose got 255 seconds/4.3 minutes worth of show time. Gatorade got 150 seconds, and Microsoft got 71 seconds. 30 second ads during Superbowl start at 5 million.

On-site Promotions

Bring your product into venue and have exclusive target market Company can give away towels with company name, set up a table outside student section, etc.

David Delasandra

Chairman of John Hancock and used to be sponsor of Olympics. He ran a promotion to the person who sold the most products gets tickets to the olymics

David Stern

Commissioner in charge of managing the brand Chose the face of the NBA as Michael Jordan Jordan played the role and started the smile, wink, etc. on purpose Marketed Jordan well Big guys dont sell unless theyre likable

Mark McCormack

Created IMG and idea of sports agent All about the client/athlete and the company; branding is pivotal Landed Arnold Palmer

Abita Springs Sponsorship

Example of the reasons for a sponsor signed contract for water sponsor with LSU Especially image enhancement, linked to LSU In the contract it says they will remain the product even if another company comes up with an equal product

Benefits of a sponsor

Exclusivity Signage Verbal Mentions On-site Promotions Co-Branding Entertainment/Hospitality

Signage

Exposure and "product placement". In 2020 Under Armor will be sponsor for MLB

Janet Evans

Got the first medal in swimming in decades in Olympics (bronze) and they interview her and the reporter uses a mic that has 3 Nike Swoosh's on it instead of the NBC logo

differentiation

Joe Maddon w/ glasses and beard, Cam Newton's crazy clothing

Example of risk of being a sponsor

Lamar Jackson went "naked" into a game and flipped over everything and hid all the logos

relevance/fit

Les Miles can do Canes, but not Rolex. Danica Patrick and GoDaddy while getting into the scene, but now changing brands image with a bakery

Co-Branding

Linking 2 companies together Olympics is biggest co-branding McDonalds you see logo and Olympic rings

Tom Brady

Not sponsored by Gatorade so he goes the whole game without drinking or touching a gatorade cup

2 Brands that are critical

Personal brand and company brand

Personal Branding Formula

Performance + Personality + visibility x trust

4 second delay and Manning

Peyton Manning said "im going to get a Budweiser" so there is a 4 second delay, created an insane amount of advert value with that statement

Three elements to Public Information

Public Relations (dealing with integrity) Media Relations Community Relations

Danica Patrick

Racecar driver who started out as the Go Daddy girl but the brand wanted to change from risque to more business-like so she is now endorsed by Nature's Bakery and is all homey and no longer risque

Joyce Julius

System where the screen is divided into 9 sections, center being most beneficial 1-8 seconds tells how to calculate money amount from tv time

Tiger woods getting cut from?

Tag Howard and Gatorade cut him so he wouldnt ruin their brand too Nike did not cut him because they didnt want the competition to jump in and grab him (like Rolex did)

Entertainment/Hospitality

Tickets access Fifa is all about tickets Sponsors are the majority ticket holders for NFL You want tickets to reward or get new customers

Reasons for a sponsor

To reach a target market drive sales image enhancement name recognition visibility (exposure opportunities)

Love-able Losers

Underdog charm Like the Cubs(but they don't have it anymore)

Marucci Bats

started in BR, built a bat for MLB player offering % of company instead of payment. MLB player when up to bat showed logo directly to camera and it became well known nationally

KMart

Was failing so they sponsored NASCAR and made the Kmart 500. A tire blows off and kills fans now headlines are 3 killed at Kmart 500. Crisis

New Orleans Saints and Tom Benson

everyone thought Benson was terrible and pre katrina they were about to give up on the Saints and Benson asked for a new stadium and they said no you havent won a game go somewhere else so he went to Bruton Smith in San Antonio who wants benson and will give him a huge stadium, all the proceeds including parking revenue and everything. then Katrina hit and the Saints were in San Antonio but a ton of NFL players were in New Orleans helping rebuilding and all the media was on NOLA and you have the greatest charity at your hands so now public opinion shifts and there is sympathy so NFL goes to Benson and says you need to go home we will build you a new stadium, give you good time slots and superbowl will be in NOLA but if you stay in San Antonio you will never see another superbowl. Benson went back and got Reggie Bush and Drew Brees. Media relations was mismanaged.

Verbal Mentions

for Final Four in Houston, the city was mentioned 25 times and generated 3.3 million worth of advert. for city

media relations

giving the media what they need to see the brand in good light; giving media suites at games, right across from the rich people

Lance Armstrong and brand blocking

he would grab his water bottle upside down so it covered the name of it

Esteem

reflected in the legacy of a person's brand. Muhammad Ali and LV

Sagacity and examples

Wisdom/sharp in making decisions -Ted Turner bought a tv station then a baseball team so he just aired his team on his station -Nike saw the opportunity to move their logo on jerseys from bottom to top -Karam changing scoreboard to 3 panel billboard

Brian Urlacher

Wore a vitamin water hat on Super Bowl media day and was fined $100,000

sports sponsorship

a company enters into a contract agreement w/ a sports org. to gain entry to a venue in exchange for certain benefits ex: gatorade having their paper cups, orange jugs, and squeeze bottles seen

Desired vs. Perceived brand

affected by default look and credibility Kobe wanted to have a look of intensity and instead came off looking mean Lebron James -"I want to take my talents to south beach"

Visibility

creates brand recognition, draws sponsorship, promotes items

public relation

dealing w/ integrity and a variety of mediums to create a positive image

Peyton Manning

did SNL which helped his brand and visibility

Why do you hire a celebrity endorser?

drive sales change the perception of the brand

LSU game and Joyce Julius

during big LSU games, Nike logo got 14 minutes of show time. 30 second spots cost 24000 so that was 600000 worth of advertising that Nike got for a bargain

community relations

every div 1 team has Lifeskills program which is community outreach to help their public image as a precaution for crisis

Trust

so important especially in crisis management saying "im sorry" can fix your brand; coach that was dismissed and sued university, destroyed the tiny amount of trust he may have had