July 2010 Partnership Activation 2.0 NewsletterBrian Gainor
The Partnership Activation 2.0 Newsletter is a monthly newsletter that provides sports business professionals with industry insights, creative activation tactics, and new ways to generate incremental revenue.
This market analysis report summarizes the successes of the Air Jordan brand over the past 30+ years since its founding. It details how Air Jordan has achieved over $1 billion in sales and signed endorsement deals with star athletes. However, the report recommends that Air Jordan should expand into women's apparel and shoes to capitalize on the growing popularity of women's sports. Endorsing new rookie players in various sports could also help the brand appeal to new audiences and withstand competition from other brands.
March 2010 Partnership Activation 2.0 NewsletterBrian Gainor
3) It provides thought starters on unique ways to leverage Dr Pepper as a corporate partner through branding, activation and messaging campaigns. The idea box section poses additional campaign ideas. [SUMMARY
March 2011 Partnership Activation 2.0 NewsletterBrian Gainor
This newsletter provides information on creative sponsorship and fan engagement tactics. It discusses using team rivalries to benefit corporate partners, highlighting the State Farm Territorial Cup college sports rivalry series. It also shares ideas from minor league baseball teams, including hosting a human cannonball night and celebrity guest appearances. Finally, it discusses using panoramic fan cameras to allow fans to view and share game experiences online.
Philadelphia 76ers Market Research Analysis MulleryMichael Mullery
This Market Research Analysis Paper was a group project in my Sports Marketing class at IU. Our group analyzed the Philadelphia 76ers, and I personally worked on pages 13, 14 and 15, the sections titled, "Analysis of Marketing Efforts", and "Position in The Marketplace." My group and I received an A on this project.
The American Premier League (APL) seeks to provide professional opportunities for American soccer players and serve as a pathway to the major leagues. As a developing league, the APL aims to embrace the spirit of world soccer by creating a sustainable model that enables teams to compete professionally while developing talent for domestic and international markets. The document outlines the business model, operations, revenue opportunities, and growth potential for the APL as an alternative minor soccer league in the United States.
The document contains a SWOT analysis of the WNBA that identifies strengths such as being the most successful women's professional sports league and being supported by the NBA brand. Weaknesses include low regular season attendance averaging less than 8,000 and a lack of dunks and tricks. Opportunities exist in unique marketing strategies and increasing revenue through streaming and social media. Threats include players choosing to play overseas for higher salaries and potential lack of financial support from the NBA.
July 2010 Partnership Activation 2.0 NewsletterBrian Gainor
The Partnership Activation 2.0 Newsletter is a monthly newsletter that provides sports business professionals with industry insights, creative activation tactics, and new ways to generate incremental revenue.
This market analysis report summarizes the successes of the Air Jordan brand over the past 30+ years since its founding. It details how Air Jordan has achieved over $1 billion in sales and signed endorsement deals with star athletes. However, the report recommends that Air Jordan should expand into women's apparel and shoes to capitalize on the growing popularity of women's sports. Endorsing new rookie players in various sports could also help the brand appeal to new audiences and withstand competition from other brands.
March 2010 Partnership Activation 2.0 NewsletterBrian Gainor
3) It provides thought starters on unique ways to leverage Dr Pepper as a corporate partner through branding, activation and messaging campaigns. The idea box section poses additional campaign ideas. [SUMMARY
March 2011 Partnership Activation 2.0 NewsletterBrian Gainor
This newsletter provides information on creative sponsorship and fan engagement tactics. It discusses using team rivalries to benefit corporate partners, highlighting the State Farm Territorial Cup college sports rivalry series. It also shares ideas from minor league baseball teams, including hosting a human cannonball night and celebrity guest appearances. Finally, it discusses using panoramic fan cameras to allow fans to view and share game experiences online.
Philadelphia 76ers Market Research Analysis MulleryMichael Mullery
This Market Research Analysis Paper was a group project in my Sports Marketing class at IU. Our group analyzed the Philadelphia 76ers, and I personally worked on pages 13, 14 and 15, the sections titled, "Analysis of Marketing Efforts", and "Position in The Marketplace." My group and I received an A on this project.
The American Premier League (APL) seeks to provide professional opportunities for American soccer players and serve as a pathway to the major leagues. As a developing league, the APL aims to embrace the spirit of world soccer by creating a sustainable model that enables teams to compete professionally while developing talent for domestic and international markets. The document outlines the business model, operations, revenue opportunities, and growth potential for the APL as an alternative minor soccer league in the United States.
The document contains a SWOT analysis of the WNBA that identifies strengths such as being the most successful women's professional sports league and being supported by the NBA brand. Weaknesses include low regular season attendance averaging less than 8,000 and a lack of dunks and tricks. Opportunities exist in unique marketing strategies and increasing revenue through streaming and social media. Threats include players choosing to play overseas for higher salaries and potential lack of financial support from the NBA.
Dick's Sporting Goods has experienced declining liquidity ratios compared to competitors due to stagnating golf equipment sales. However, asset management ratios are favorable, with inventory turning over more quickly than competitors. Debt ratios are also lower than industry averages, indicating stability. Profitability has remained steady, though first quarter 2016 saw a dip in profits attributed to expansion efforts. Overall financial analysis suggests the company is well-positioned compared to competitors.
DICK's Sporting Goods Social Media Marketing Analysis and ProposalVanessa Gillette
This project was for my Social Media Marketing Strategy class at the University of Georgia. Our group was tasked with analyzing the current social media marketing strategy for Dick's Sporting Goods, assessing its effectiveness, and proposing a campaign to overcome the present challenges. All the creative content (sample Snapchat lenses, etc.) were created in Photoshop by me.
This newsletter provides information on sports marketing and promotional tactics. It discusses 11 MLB promotional days to watch in 2010, a sports mural campaign by Nike for the 2010 World Cup, green initiatives by the Dallas Mavericks for NBA Green Week, and the Coca-Cola World Cup trophy tour. It also recognizes rising stars in the sports industry and provides ideas for leveraging partnerships with Bank of America. The newsletter is a resource for creative activation tactics and branding initiatives in sports.
The document discusses opportunities for growth in the WNBA by analyzing market sizes in professional sports franchises and growth of women's sports participation due to Title IX. It notes that the largest NFL franchise is worth $1.4 billion while all major sports franchises combined are worth over $12 billion. Title IX led to increased opportunities and participation in women's college basketball, which has seen phenomenal growth. Attendance at WNBA games has grown from 1 million total in 1998 to 1.8 million in 2005, and TV ratings have grown to rival the NHL, showing an unsaturated and growing market for women's professional basketball.
This document provides a marketing plan for the Fayetteville SwampDogs summer collegiate baseball team. It includes an executive summary, introduction with mission statement and background, situational analysis including internal analysis of staff, external opportunities and threats, competitive analysis, and customer analysis identifying key target markets. The plan outlines marketing goals and objectives, positioning, and strategies. It details tactics like grassroots campaigns, public relations, and advertising. Implementation and control sections discuss executing and monitoring the plan. The SwampDogs aim to provide affordable family entertainment and support the local community in Fayetteville.
The document summarizes a case study on Walmart's sporting goods department. It found that consumers have negative perceptions of Walmart's quality but are drawn by low prices. Research showed consumers prefer interacting with products before buying. Younger adults and families with children are key targets, but their needs differ. The study recommends Walmart improve quality, interactivity, carry name brands and seasonal items, and advertise specifically to families.
Amsterdam Brewery - Jim Final Deliverable (1)KYLE HAHN
Amsterdam Brewery currently lacks a defined target market. Their opportunity is to integrate their top 3 beers into the Air Canada Centre to target millennials aged 19-30 who enjoy watching sports in arenas. This allows Amsterdam to position itself as a high quality craft brewer with all-natural ingredients, unlike competitors who have a lower rating or only one beer. Integrating into MLSE addresses weaknesses while capitalizing on millennial preferences for craft beer and natural products.
This document outlines Dick's Sporting Goods potential expansion into foreign markets. It recommends expanding into China due to its large population and rapid infrastructure growth. The entry strategy would be a joint venture with a local Chinese partner. The product mix and promotions would need to be adapted to cater to Chinese sports and culture, such as changing store hours and music, emphasizing popular sports, and using Chinese celebrity endorsements.
Jordan Brand owns 71% of the US basketball shoe market and brings in over $1 billion in annual revenue despite Michael Jordan retiring from the NBA 8 years ago. Jordan's immense popularity on social media with over 14 million Facebook fans helps drive the success of the Jordan Brand. Expanding endorsements to more athletes in different sports could help the Jordan Brand reach new demographics and markets.
1. Adidas acquired Adams Golf in 2012 and extended its partnership with FIFA through 2030. It launched new shoe technologies like BOOST and opened innovative retail stores.
2. Adidas targets consumers who participate in sports and wear athletic clothing casually. It competes directly with Nike and Under Armour in the sports equipment and apparel industry.
3. Adidas uses consistent branding in its social media marketing. Its Facebook posts motivate exercise through inspirational quotes and athlete photos while its emails advertise sales and product links.
This document outlines a digital marketing plan for Discraft, a manufacturer of disc golf and ultimate frisbee discs. The plan aims to grow awareness of disc golf as a sport and promote Discraft as the leading brand through a social media campaign. Key elements include leveraging sponsored professional players like Paul McBeth, offering discounts for users who post about disc golf and Discraft, and directing traffic to the Discraft website through hashtags. The campaign goals are to attract new customers, introduce new players to the sport, and increase revenue over $2.5 million while costing around $500,000 to implement. Target audiences include men's and women's professional players, competing amateurs, and families who can help spread brand
Key note: Sports Brands (University of Eastern Finland, January 2014)Arto Kuuluvainen
This document discusses sports brands and brand building in sports. It provides background on the author Arto Kuuluvainen and his experience in sports management. Some key points made include:
- Sports clubs create stronger emotional reactions than most other industries and have more recently started systematically building their brands.
- The principles of brand building in sports are the same as in normal business, with the aim of increasing spectators, consumer involvement, and merchandise sales to generate more income and success.
- The most valuable sports club brands according to Forbes in 2013 were Real Madrid, the New York Yankees, and Manchester United.
- Athlete brands like Tiger Woods, LeBron James, and Phil Mickelson are also very valuable commercially
This document provides an overview of Hibbett Sporting Goods Inc. Key points include:
1) Hibbett targets smaller retail markets in the Southeast and Midwest US, which allows for lower costs and expansion opportunities.
2) Hibbett offers specialized products catering to local community interests, allowing it to compete with larger stores.
3) Hibbett management has significant retail experience.
However, weaknesses include reliance on regional economies and sports team performance. Expansion of competitors like Dick's into smaller markets also poses a threat. The document analyzes Hibbett's strengths, weaknesses, and value chain.
This document discusses various JavaScript and Node.js topics including:
1. Knockout.js is an MVVM library that separates view models and views, allowing views to be bound to view models for automatic updating.
2. ECMAScript 5 introduced useful array and object methods like map, filter, Object.create that simplify programming.
3. Modularization with libraries like Sea.js and KISSY Loader improve maintainability, performance, and debugging of JavaScript applications.
4. Promise libraries like Q and KISSY simplify asynchronous programming by allowing asynchronous calls to be chained together for easier combination and error handling.
^ is a PHP web framework created by Jeff to simplify web development. It uses a "Topology Compiler" that automatically generates clean URLs from PHP code comments. The compiler transforms PHP pages into a sitemap and router, combining them with the framework code to produce a single file for easy deployment. The framework aims to provide modern web features with minimal code via its self-compiling approach.
This document describes using crowdsourcing to generate direct answers for less common or "long tail" search queries. It presents a pipeline for identifying answer candidates from search logs, filtering them, and then extracting answers using crowdsourcing workflows. An evaluation found that 83% of generated "Tail Answers" had no errors and 87% were completely or mostly correct. A user study found that Tail Answers improved subjective ratings of search result pages, compensating for poor rankings as much as good rankings alone. Extensions propose using AI to generate some answers and improving popular query snippets.
The document discusses the evolution of the World Wide Web from its origins to the proposed Giant Global Graph (GGG) of Web 3.0. It summarizes key developments such as the introduction of hypertext, the World Wide Web, Web 2.0 and user-generated content. The document proposes addressing issues with the current web through a decentralized, personalized and semantically interoperable GGG based on uniform symbol representation and bridging the gap between the WWW and GGG.
This macro is for facing off a 6-inch diameter workpiece using high-feed milling. It calculates the tool engagement based on 70% of the cutter diameter and machines the outer diameter in a climb milling pattern to a depth of 0.045 inches in multiple passes until the total depth of 0.275 inches is reached. The inner diameter is also cleared out with the same engagement and feed rate of 450 inches/minute.
Dick's Sporting Goods has experienced declining liquidity ratios compared to competitors due to stagnating golf equipment sales. However, asset management ratios are favorable, with inventory turning over more quickly than competitors. Debt ratios are also lower than industry averages, indicating stability. Profitability has remained steady, though first quarter 2016 saw a dip in profits attributed to expansion efforts. Overall financial analysis suggests the company is well-positioned compared to competitors.
DICK's Sporting Goods Social Media Marketing Analysis and ProposalVanessa Gillette
This project was for my Social Media Marketing Strategy class at the University of Georgia. Our group was tasked with analyzing the current social media marketing strategy for Dick's Sporting Goods, assessing its effectiveness, and proposing a campaign to overcome the present challenges. All the creative content (sample Snapchat lenses, etc.) were created in Photoshop by me.
This newsletter provides information on sports marketing and promotional tactics. It discusses 11 MLB promotional days to watch in 2010, a sports mural campaign by Nike for the 2010 World Cup, green initiatives by the Dallas Mavericks for NBA Green Week, and the Coca-Cola World Cup trophy tour. It also recognizes rising stars in the sports industry and provides ideas for leveraging partnerships with Bank of America. The newsletter is a resource for creative activation tactics and branding initiatives in sports.
The document discusses opportunities for growth in the WNBA by analyzing market sizes in professional sports franchises and growth of women's sports participation due to Title IX. It notes that the largest NFL franchise is worth $1.4 billion while all major sports franchises combined are worth over $12 billion. Title IX led to increased opportunities and participation in women's college basketball, which has seen phenomenal growth. Attendance at WNBA games has grown from 1 million total in 1998 to 1.8 million in 2005, and TV ratings have grown to rival the NHL, showing an unsaturated and growing market for women's professional basketball.
This document provides a marketing plan for the Fayetteville SwampDogs summer collegiate baseball team. It includes an executive summary, introduction with mission statement and background, situational analysis including internal analysis of staff, external opportunities and threats, competitive analysis, and customer analysis identifying key target markets. The plan outlines marketing goals and objectives, positioning, and strategies. It details tactics like grassroots campaigns, public relations, and advertising. Implementation and control sections discuss executing and monitoring the plan. The SwampDogs aim to provide affordable family entertainment and support the local community in Fayetteville.
The document summarizes a case study on Walmart's sporting goods department. It found that consumers have negative perceptions of Walmart's quality but are drawn by low prices. Research showed consumers prefer interacting with products before buying. Younger adults and families with children are key targets, but their needs differ. The study recommends Walmart improve quality, interactivity, carry name brands and seasonal items, and advertise specifically to families.
Amsterdam Brewery - Jim Final Deliverable (1)KYLE HAHN
Amsterdam Brewery currently lacks a defined target market. Their opportunity is to integrate their top 3 beers into the Air Canada Centre to target millennials aged 19-30 who enjoy watching sports in arenas. This allows Amsterdam to position itself as a high quality craft brewer with all-natural ingredients, unlike competitors who have a lower rating or only one beer. Integrating into MLSE addresses weaknesses while capitalizing on millennial preferences for craft beer and natural products.
This document outlines Dick's Sporting Goods potential expansion into foreign markets. It recommends expanding into China due to its large population and rapid infrastructure growth. The entry strategy would be a joint venture with a local Chinese partner. The product mix and promotions would need to be adapted to cater to Chinese sports and culture, such as changing store hours and music, emphasizing popular sports, and using Chinese celebrity endorsements.
Jordan Brand owns 71% of the US basketball shoe market and brings in over $1 billion in annual revenue despite Michael Jordan retiring from the NBA 8 years ago. Jordan's immense popularity on social media with over 14 million Facebook fans helps drive the success of the Jordan Brand. Expanding endorsements to more athletes in different sports could help the Jordan Brand reach new demographics and markets.
1. Adidas acquired Adams Golf in 2012 and extended its partnership with FIFA through 2030. It launched new shoe technologies like BOOST and opened innovative retail stores.
2. Adidas targets consumers who participate in sports and wear athletic clothing casually. It competes directly with Nike and Under Armour in the sports equipment and apparel industry.
3. Adidas uses consistent branding in its social media marketing. Its Facebook posts motivate exercise through inspirational quotes and athlete photos while its emails advertise sales and product links.
This document outlines a digital marketing plan for Discraft, a manufacturer of disc golf and ultimate frisbee discs. The plan aims to grow awareness of disc golf as a sport and promote Discraft as the leading brand through a social media campaign. Key elements include leveraging sponsored professional players like Paul McBeth, offering discounts for users who post about disc golf and Discraft, and directing traffic to the Discraft website through hashtags. The campaign goals are to attract new customers, introduce new players to the sport, and increase revenue over $2.5 million while costing around $500,000 to implement. Target audiences include men's and women's professional players, competing amateurs, and families who can help spread brand
Key note: Sports Brands (University of Eastern Finland, January 2014)Arto Kuuluvainen
This document discusses sports brands and brand building in sports. It provides background on the author Arto Kuuluvainen and his experience in sports management. Some key points made include:
- Sports clubs create stronger emotional reactions than most other industries and have more recently started systematically building their brands.
- The principles of brand building in sports are the same as in normal business, with the aim of increasing spectators, consumer involvement, and merchandise sales to generate more income and success.
- The most valuable sports club brands according to Forbes in 2013 were Real Madrid, the New York Yankees, and Manchester United.
- Athlete brands like Tiger Woods, LeBron James, and Phil Mickelson are also very valuable commercially
This document provides an overview of Hibbett Sporting Goods Inc. Key points include:
1) Hibbett targets smaller retail markets in the Southeast and Midwest US, which allows for lower costs and expansion opportunities.
2) Hibbett offers specialized products catering to local community interests, allowing it to compete with larger stores.
3) Hibbett management has significant retail experience.
However, weaknesses include reliance on regional economies and sports team performance. Expansion of competitors like Dick's into smaller markets also poses a threat. The document analyzes Hibbett's strengths, weaknesses, and value chain.
This document discusses various JavaScript and Node.js topics including:
1. Knockout.js is an MVVM library that separates view models and views, allowing views to be bound to view models for automatic updating.
2. ECMAScript 5 introduced useful array and object methods like map, filter, Object.create that simplify programming.
3. Modularization with libraries like Sea.js and KISSY Loader improve maintainability, performance, and debugging of JavaScript applications.
4. Promise libraries like Q and KISSY simplify asynchronous programming by allowing asynchronous calls to be chained together for easier combination and error handling.
^ is a PHP web framework created by Jeff to simplify web development. It uses a "Topology Compiler" that automatically generates clean URLs from PHP code comments. The compiler transforms PHP pages into a sitemap and router, combining them with the framework code to produce a single file for easy deployment. The framework aims to provide modern web features with minimal code via its self-compiling approach.
This document describes using crowdsourcing to generate direct answers for less common or "long tail" search queries. It presents a pipeline for identifying answer candidates from search logs, filtering them, and then extracting answers using crowdsourcing workflows. An evaluation found that 83% of generated "Tail Answers" had no errors and 87% were completely or mostly correct. A user study found that Tail Answers improved subjective ratings of search result pages, compensating for poor rankings as much as good rankings alone. Extensions propose using AI to generate some answers and improving popular query snippets.
The document discusses the evolution of the World Wide Web from its origins to the proposed Giant Global Graph (GGG) of Web 3.0. It summarizes key developments such as the introduction of hypertext, the World Wide Web, Web 2.0 and user-generated content. The document proposes addressing issues with the current web through a decentralized, personalized and semantically interoperable GGG based on uniform symbol representation and bridging the gap between the WWW and GGG.
This macro is for facing off a 6-inch diameter workpiece using high-feed milling. It calculates the tool engagement based on 70% of the cutter diameter and machines the outer diameter in a climb milling pattern to a depth of 0.045 inches in multiple passes until the total depth of 0.275 inches is reached. The inner diameter is also cleared out with the same engagement and feed rate of 450 inches/minute.
May 2011 Partnership Activation 2.0 NewsletterBrian Gainor
This newsletter issue from Partnership Activation discusses various sports marketing and sponsorship tactics and initiatives. It provides an overview of the top sports advertisers from 2010 according to total ad spend. It also shares details about an Ohio University online sports administration program and encourages readers to learn more. Additionally, it profiles a Bell Telecommunications fan engagement promotion with the Montreal Canadiens and discusses measuring the value of social media exposure for sponsors.
January 2010 Partnership Activation NewsletterBrian Gainor
The Partnership Activation Newsletter details sponsorship/marketing best practices and creative activation tactics. Check out more insights at PartnershipActivation.com!
Nike created a "Liveboard" at an Australia vs. New Zealand soccer match that allowed the company to post messages in real-time during key moments of the game to promote its "Write the Future" campaign. The messages were seen by over 55,000 fans at the game. The tactic allowed Nike to capitalize on moments during the match and engage fans. The newsletter discusses other sponsorship tactics and ideas from sports properties around the world.
Partnership Activation - September 2011 NewsletterBrian Gainor
The newsletter discusses partnership activation tactics and strategies. It highlights LSU's new partnership to produce and sell an officially licensed university beer. It also provides examples of creative activation tactics from Formula 1 teams and partners, including fan engagement contests and unique art installations. Additionally, it spotlights State Farm's Territorial Cup college rivalry platform that aims to build communities and rivalries through an annual competition across 18 shared sports between Arizona State and Arizona universities.
February 2011 Partnership Activation 2.0 NewsletterBrian Gainor
This newsletter issue discusses various topics related to corporate partnerships and activation tactics in sports. It provides examples of creative initiatives being used by teams and leagues in areas like ticket pricing, fan engagement, and signage. It also highlights upcoming categories to watch for corporate partners and recognizes rising stars in the industry.
The document provides a market analysis for Foot Locker Inc. It summarizes the company's financial status over the past 5 years, areas of operation in 27 countries, and consumer trends in the athletic retail industry. Foot Locker has been successful and surpassed competitors by incorporating most of them. The analysis recommends that Foot Locker evolve with cultural and consumer trends, decrease mall store sizes to increase profits, and create authentic brand connections to consumers.
This document discusses whether cheerleading should be considered a sport. It argues that cheerleading meets the criteria to be classified as a sport, citing the high levels of physical activity, competition, established rules, and teamwork required. Cheerleading involves stunts and routines that require strength, flexibility, endurance and pose a high risk of injury. While some view it as merely cheering on other sports, competitive cheerleading involves intense performances that are physically demanding and judged similarly to other sports. Therefore, the essay concludes that cheerleading merits classification as a sport.
November 2009 Partnership Activation 2.0 NewsletterBrian Gainor
The Partnership Activation 2.0 newsletter details creative activation tactics and new ways for sports organizations to generate incremental revenue. The newsletter is a "must-see" for sports business professionals and marketers across the globe.
The Crons Brand is a motivational brand that sells apparel, merchandise, and accessories to inspire people to achieve their goals and get better in all areas of life. It has experienced significant growth in recent years through sales to schools, athletic teams, and youth organizations. Moving forward, the Crons Brand aims to continue expanding its market share and revenue by further developing its product lines and sales channels.
October 2010 Partnership Activation 2.0 NewsletterBrian Gainor
This document summarizes and discusses various sports marketing topics and initiatives. It includes:
1) An article about sports teams adopting "Fist Pump Cams" inspired by Jersey Shore to boost fan excitement.
2) A list of the top global brands for 2010 according to Interbrand, encouraging sports organizations to consider global partnerships.
3) A piece on an Irish bookmaker driving buzz around the Pope's visit to London by creating a "Pope Mobile" stunt. This is presented as an idea for other brands to leverage celebrity relationships.
3) A newsletter welcoming readers and encouraging them to think globally about growing brands and business models like the New Jersey Nets have done. It also provides a submission
The marketing plan proposes strategies to promote the Hill City Stampede football team in its inaugural season in Lynchburg, Virginia. Key elements include hosting five home games with promotional themes, revamping the team's web presence and social media, and offering sponsorship packages from $500 to $10,000 with various benefits. The budget requires $32,000 minimum for the first season and will increase in subsequent years. Community outreach events are also planned to build connections within Lynchburg. The plan aims to increase the Stampede's fan base and number of sponsors annually.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
The document discusses various segments of the sports and entertainment industry including sports camps, the concert industry, and the television industry. It also discusses how sports and entertainment figures can be successful in motivational speaking and writing books. Finally, it discusses the role of travel and tourism in sports and entertainment, focusing on destinations like resorts and theme parks.
Similar to August 2010 Partnership Activation Newsletter (20)
Monitoring Trends in Collegiate Athletics Brian Gainor
The deck details new trends in collegiate athletics, including new technologies, social media, microsites, new media, strategic positioning, sonic branding, licensing, and more.
September 2010 Partnership Activation 2.0 NewsletterBrian Gainor
The newsletter discusses new partnership activation tactics and technologies, including an app called Shooger that provides real-time deals to consumers. It also highlights Red Bull's viral marketing stunt where a NASCAR driver gave rides in a taxi through Chicago and showcases various creative sponsorship initiatives from soccer clubs in the English Premier League. The document provides industry news and best practices for sports marketers to engage fans through interactive campaigns using social media and technology.
140 Reasons Why Sports Teams Should Use TwitterBrian Gainor
This deck provides 140 reasons why sports teams should use Twitter as a platform to drive and support marketing, sales, community relations, ticketing, and fan relations initiatives.
The document discusses Stanley Cup Fever gripping Chicago as the Blackhawks compete for the championship. It also provides contact information for Brian Gainor of Partnership Activation Inc., a company that helps sports businesses develop creative strategies and activations to drive revenue.
10 Best Sports Billboard Themes Of 2009Brian Gainor
The document discusses the 10 best sports billboard themes of 2009. These include a Heineken billboard displaying a Colosseum made of beer bottles in Rome (#10); fans using billboards to voice opinions about coaches or teams (#9); brands using multiple billboards to enhance messaging (#8); a massive Michael Jordan mosaic made of Gatorade bottles (#7); billboards featuring sports equipment for visual interest (#6); promoting rivalries between players and teams (#5); the Dodgers using local celebrities in their outdoor campaign (#4); promoting nationalism for the 2010 Olympics in Canada (#3); a Utah basketball team putting their mascot on a billboard to sell tickets (#2); and integrating social media into billboards near the
100 Hottest Promotional Items In SportsBrian Gainor
The document details the 100 hottest promotional items in the sports marketplace. These are items marketers would consider leveraging to engage/reward/entice consumers.
1. AUGUST 2010 ISSUE 25
Looking to Further PARTNERSHIP ACTIVATION 2.0
this issue
Your Career? Welcome to the August ‘10 issue of the Partnership Activation 2.0
newsletter. I hope you enjoy the creative activation tactics, signage Hometown Pride P.1
20 Top Sports Graduate concepts, and branding initiatives included in this issue. Eyes on the Industry P.2
Programs to Consider
Looking across the sports landscape, it’s always refreshing when A Sign of the Times P.3
Ohio University you come across a Corporate Partnerships team that really does
Hot Off the Press P.4
University of Oregon all the little things to stand out in a crowd. I recently had the
privilege of spending some time with the entire Cincinnati Bengals August Rising Stars P.5
Univ. of Central Florida Corporate Sales and Marketing team and couldn't have come away
more impressed with their dedication to team partners, creativity, Sports Technology Watch P.6
San Diego State Univ. team chemistry, and character. As you look to benchmark
International Sports Biz P.7
partnership best practices throughout sports, make sure to keep
Univ. of Massachusetts
an eye on some of the terrific things the Bengals Corporate Sales Thought Starters P.8
Univ. of North Carolina & Marketing team continues to do on behalf of their partners!
Idea Box P.9
New York University Special Announcement!
Thanks to our friends at adidas Eyewear, if you pass along the August Looking for more?
Columbia University Check out
Newsletter to a friend/colleague in the industry and they submit a
George Washington sponsorship/marketing “best practice” that is selected to be featured in PartnershipActivation.com
the September Issue, you both can win a FREE pair of adidas Eyewear!
University
Send your submissions to: newsletter@partnershipactivation.com!
Indiana University
Northwestern University
INDUSTRY WATCH MARKETING HOMETOWN PRIDE
West Virginia University
Are you looking for ways to effectively message to the local community?
Texas A&M University
The University of Memphis Athletic Department recently unveiled a terrific out-of-home
University of Florida marketing campaign for the 2010 football season that prominently features local players who
opted to stay home and play for the University, sending a message to recruits, fans, and alumni.
Georgetown University Athletic Department Officials worked with the Memphis coaching staff and cs2
advertising to develop the localized billboard campaign, which promotes (5) Memphis-area
University of Tennessee
players, several group shots of Memphians, and a few players from out-of-town markets (Baton
Florida Atlantic University Rouge, Bradenton, and Atlanta).
St. Thomas University Headlines of the campaign’s 17 in-market
Univ. of Memphis billboards include: “Home Grown”, This is
Memphis Football”, “There’s No Place Like
Univ. of San Francisco Home”, “M-Town Pride”, “Representin’ the
901”, and “Blue Plate Special - Pancakes”.
Memphis officials want to deliver a message
“Build partnerships, not that the Memphis community should
sponsorships.” “Invest in the Helmet”, keep the best local
talent in town, and have pride in the team.
Brian Corcoran,
Shamrock Sports Group Click Here For More on the Billboard Campaign: http://is.gd/el2Ts
1
2. AUGUST 2010 ISSUE 25
EYES ON THE INDUSTRY PRESENTED BY
http://www.adidas.com/us/eyewear
Are you keeping an eye on creative tactics fresh out of the Barclays Premier League?
Here are five (5) eye-popping ideas that are grabbing the attention of soccer fans across the globe:
Everton FC - “Win a Place in This Season’s Team Photo” Contest
Everton FC and Mastercard are teaming up to offer (1) lucky soccer fan the chance to appear in the Official Team photo with a
friend. All Everton fans that spend £150 or more on their Everton Mastercard before Friday, August 27th will be eligible to win
this once-in-a-lifetime opportunity. Check out the promotion here: http://www.evertonfc.com/club/efc-mastercard.html
Manchester City FC - MCFC Fan Sites
Manchester City FC features a comprehensive listing of 60+ club fan sites from around the globe on its Official Website. Each
fan site listing includes a logo/picture, a brief description, and a hyperlink directly to the site. MCFC allows fans to submit the
details of their site along with an image for the chance to be featured among the elite for all MCFC fans to see. Check out the
club’s terrific online concept here: http://www.mcfc.co.uk/Fans/Fan-sites
Chelsea FC - Celebrity Fans
Chelsea FC features a “Celebrity Fans” section on their website that includes a detailed list of celebrities around the world that
are fans of the club or have worn team apparel in movies, on television, during concerts, or while serving in politics. Check it
out here: http://theshed.chelseafc.com/theshed/celebs.shtml
Liverpool FC - Starting Lineup
Liverpool FC offers an interactive Team Selector feature on their website that allows fans to submit which players they would
like to see start against an upcoming opponent. Users have to account for suspensions, player performance, and injuries, so the
Team Selector feature encourages fans to return to the site to check out their lineup. See it here: http://is.gd/eo7V3
Manchester United - ManU Matchpics
Manchester United allows all fans attending home matches to submit pictures (accompanied by a short description) of their
experience the day after a game to matchpics@manutd.co.uk. The team posts the 21 best pictures that are submitted on its
Official Website and publish the very best one in the United Family section of an upcoming game program. For more
information on this initiative, click here: http://is.gd/eo76M
Interested in signing up for the newsletter?
Send an email with “Subscribe” in the subject line to newsletter@partnershipactivation.com.
In the body of the email, please include your name, company affiliation, and contact information when subscribing. II
3. AUGUST 2010 ISSUE 25
A SIGN OF THE TIMES
Is Your Team Capitalizing on Training Camp Sales Inventory and Activation?
Eighteen (18) NFL organizations entered Training Camp with title sponsors on board in 2010. With teams looking to sell
inventory 365 days per year, training camp assets have become increasingly sought after in recent years. The following chart
demonstrates how an abundance of sponsors have aligned with NFL organizations to capitalize on pre-season media coverage,
buzz, and fan avidity. As depicted below, common training camp title sponsorship categories include telecommunications, health
care, auto, and apparel:
Team Training Camp Designation
Buffalo Bills Buffalo Bills Verizon Wireless Training Camp
New England Patriots 2010 Patriots Training Camp Presented by United Healthcare
New York Jets Madden NFL ’11 Jets Training Camp
Baltimore Ravens Ravens Training Camp Connected by Verizon
Pittsburgh Steelers Steelers 2010 Training Camp Presented by Xfinity
Houston Texans Houston Texans Training Camp Presented by Comcast
Denver Broncos Denver Broncos Training Camp Presented by Ticketmaster
Kansas City Chiefs Kansas City Chiefs Training Camp Presented by Heartland Health
Dallas Cowboys Cowboys 2010 Training Camp Built Ford Tough
New York Giants Giants 2010 Training Camp Presented by Toyota
Philadelphia Eagles Eagles Training Camp Presented by Verizon Wireless
Chicago Bears Staples Bears Training Camp Presented by Chase
Green Bay Packers Bellin Health Training Camp
Minnesota Vikings Verizon Vikings Training Camp
Atlanta Falcons 2010 Russell Training Camp
St. Louis Rams St. Louis Bud Light Training Camp presented by Russell Athletic
Seattle Seahawks Bing Training Camp
Cleveland Browns Cleveland Browns Training Camp Presented by AT&T In Association with Cleveland Clinic
A CLOSE LOOK AT… BASEBALL VENUE DESTINATIONS
Kansas City Royals Los Angeles Dodgers
Minnesota Twins
III
4. AUGUST 2010 ISSUE 25
HOT OFF THE PRESS
Are you looking to enhance your knowledge about player endorsements?
Darren Heitner, Founder of Dynasty Athlete Representation, and a team individuals
operate a terrific website called SportsAgentBlog.com that provides a plethora of
information pertaining to sports law and sports business. The site has rapidly emerged
as a “go-to” resource for breaking news, insights, legal issues, agent interviews,
examinations of contract hearings, and information pertaining to the athlete
representation space.
Heitner founded SportsAgentBlog.com in December ‘05 and has since experienced
steady increases in traffic over the past four years, receiving upwards of 3,000 unique
visits per day from agents, athletes, media sources, and the general public. For more
information, follow Darren Heitner on Twitter at @Darren_Heitner!
For more information, Check Out SportsAgentBlog.com Here: http://www.SportsAgentBlog.com
CREATIVITY IN THE SPORTS MARKETPLACE
The New York Yankees paid tribute to A Korean baseball team placed
the late George Steinbrenner with Visa utilized scoreboard inventory at AT&T
commemorative bases inside the brick
several murals and mobile banners at Park to acknowledge its summer MBA Interns.
walkway outside their stadium
Yankee Stadium A great way to reward employees!
A life-sized stadium sand castle was
Captain Morgan The New Orleans Saints featured erected at the 2010 MLB All-Star
The Miami Heat found a a Championship Tour brought the
distributed branded Game exhibition hall in Los Angeles
creative way to merchandise Super Bowl and MVP trophies to
“Captain bands” to
their three marquee players (10) cities in LA, MS, AL, and FL
World Cup fans
IV
5. AUGUST 2010 ISSUE 25
RISING STARS
Which individuals will emerge as the next generation of leaders in the sports marketplace?
Partnership Activation, Inc. is excited to recognize the August 2010 recipients of the “Rising Stars Program”, an initiative that
honors four (4) young professionals each month ages 30 and under who are making an impact in the sports industry early in
their career. The individuals nominated each month will become part of an exclusive group designed to help young industry
leaders network and build lifelong relationships with one another. It is with pleasure to announce the four (4) August
recipients of the Partnership Activation Rising Stars Program:
Brian Connolly, CSL International (www.cslintl.com)
As a Project Manager for CSL International, Brian is responsible for managing client relationships and leading market research
and financial analysis efforts for a wide variety of professional sports teams, collegiate athletic departments, municipal sports
authorities and other such sports and entertainment facility stakeholders. His recent projects include an economic impact
study of PETCO Park and the San Diego Padres, premium seating demand analysis for Mississippi State University Athletics,
and market/financial feasibility analysis for a new NFL stadium in Oakland. Prior to joining CSL, Brian worked for both the
Orlando Magic and the Arizona Cardinals in business strategy and market research roles. Brian earned an MBA in Sports
Business from Arizona State University and a BS in Economics from the University of Pennsylvania.
Sarah Pavelko, University of Connecticut Athletics (www.uconnhuskies.com)
Sarah currently is the Associate Director of Marketing, Promotions & Events with the University of Connecticut
Huskies. Sarah coordinates the development and implementation of game day efforts for all UConn intercollegiate sports
with an emphasis on football, men’s basketball and women’s basketball. She also works closely to develop marketing plans
and fan initiatives to drive ticket sales and attendance. Prior to joining the Huskies in July of 2010, she was with the Arizona
State Sun Devils as a Marketing Specialist since 2004. Sarah received her B.A. in Sport Management while competing at the
Division I level as a member of the Bulldog Women’s Golf Team Gardner-Webb University in Boiling Springs, NC.
Jennifer Howland, Arizona Diamondbacks (http://arizona.diamondbacks.mlb.com)
Jennifer is in her fifth season with the Arizona Diamondbacks in the Baseball Outreach and Development Department. Her
main responsibilities include coordinating and marketing the D-backs Training Centers; the official youth baseball and
fast-pitch softball camps of the Arizona Diamondbacks. Prior to the D-backs, Jennifer spent a year with the Phoenix Suns in
Season Ticket Services. She was in the Inaugural Class of the DeVos Sport Business Management Program at the University
of Central Florida where she earned an MBA and Masters in Sport Business Management and had internships with the
Orlando Magic, New Orleans Saints and UCF Athletics Media Relations Department. Her undergraduate degree came from
the University of Kentucky where she was a four-year starter on the UK Women’s softball team.
Scott Minto, San Diego State University Sports MBA Program (www.sdsu.edu/sportsmba.com)
Scott Minto is the director of the Sports MBA program at San Diego State University. In this role, Scott created the
program’s annual sports business case competition, which attracts teams from some of the world’s top MBA programs.
He has integrated a class trip to the Dominican Republic into the MBA curriculum in partnership with the San Diego Padres
and Major League Baseball, exposing students to corporate social responsibility in an international environment.
His work also includes conducting a number of economic impact studies each year, principally for the Competitor Group’s
Rock ‘n’ Roll Marathon series. Scott graduated from the SDSU Sports MBA program in 2006 and is a 2002 graduate of
Georgetown University.
Would You Like to Nominate a Rising Star in the Industry for their Exceptional Work?
Send a two (2) paragraph nomination to bgainor@partnershipactivation.com
V
6. AUGUST 2010 ISSUE 25
SPORTS TECHNOLOGY WATCH
Are you looking for new ways to enhance fan experiences on game day?
Sports organizations looking to provide fans with new technological offerings should consider turning to Thermopylae, a
Washington D.C. based technology company that creates mobile fan guide applications. Thermopylae recently teamed up
with Las Vegas Motor Speedway to create a smartphone app that provided racegoers with a plethora of information
regarding seating/bathroom locations, concessions, merchandise, and ticketing. Fans can even use the app on their mobile
device to buy pit passes, upgrade their seats, take advantage of food specials, and discover the easiest route to the track.
Applying Google Earth Technology, the Thermopylae app can track consumers throughout their experience to help marketers
create a full fan profile based on their activity and interests. The app is free of charge to consumers but properties can build
in sponsorship inventory via banner ads and scrolling messaging to generate a return on
their investment.
Pricing for the Thermopylae app varies (high five figures to low six figures) based on
how many features properties opt to purchase but the company is in discussions with
several NFL and NBA organizations after experiencing a tremendous amount of
success in the NASCAR space. For more information, reach out to Thermopylae’s Mike
Fisher here: http://www.linkedin.com/in/jmichaelfisher
For More Information, Click Here: http://www.t-sciences.com/
A CLOSE LOOK AT… BASEBALL MARKETING
VII
7. AUGUST 2010 ISSUE 25
INTERNATIONAL SPORTS BUSINESS WATCH
CREATIVE Singapore Youth Olympic Games
ACTIVATION
IDEAS EVENT FACTS AND INSIGHTS
Event Date: August 14-26, 2010
Olympic Partners: Coca-Cola, Acer, Atos Origin, GE, McDonald’s, Omega, Panasonic, Samsung, Visa
Official Partners: Changi Exhibition Centre, Cityneon, Crocodile, DBS, Deloitte, Fairmont
Singapore, Singapore Airlines, Singtel, Suntec Singapore International Convention and Exhibition Centre
Tickets: Over 370,000 tickets are made available for sale for the inaugural 2010 Youth Olympic
Games in Singapore. Tickets were priced at S$10 for preliminary round events while the quarterfinals/
semifinals will cost S$15 and the finals will run S$30.
Interesting Facts:
The Rakuten Eagles Feature a 2010 marks the inaugural event of the Youth Olympic Games, with 3,600+ athletes between the ages of
Giant Autograph Baseball 14-18 representing their countries in 184 events across 26 sports. The Games are expected to attract
Display for Fans To Have Their 1,200 media representatives, 20,000 local and international volunteers, and 370,000 spectators.
Picture Taken With
Costs for the Youth Olympic Games have escalated to $387MM (from an estimated $122MM)
A European Soccer Club
Feature a Display Showing the
Types of Footwear its Players
Wear On Game Day
VALUE OF THE MONTH
The Hickory Crawdads offered a “Crawdads Haynesworth
Conditioning Challenge” that enabled consumers to win two (2) free
tickets to all of the team’s remaining games during the 2010 season if
they could successfully complete the same challenge that Redskins’
lineman Albert Haynesworth could not pass:
12 consecutive 25-yard dashes in less than 70 seconds; rest period
Looking for more? Check out of 3.5 minutes; 12 more consecutive 25-yard dashes in less than 73
the Links section of
seconds
Firestone featured a giant MLB
PartnershipActivation.com
Monster Truck on display (with
However, all fans were winners! All participants that attempted the
giant Firestone tires) at the 2010 challenge received a free ticket to a future Crawdads game.
MLB All-Star Game
For more details, click here: http://is.gd/e9fkU
VIII
8. AUGUST 2010 ISSUE 25
THOUGHT STARTERS
Looking for unique ways to leverage Maker’s Mark as a partner? Here are some tactics to consider:
ACTIVATION AND BRANDING
IX
9. AUGUST 2010 ISSUE 25
WHICH MESSAGING CAMPAIGNS ARE YOU FOLLOWING?
IDEA BOX
Drive Eyeballs with It’s a Total Team Effort Bring Commercial Campaigns
3D Signage Sports organizations can visually demonstrate to Life on Game Day
Teams looking for new ways to all of the underpinnings of a championship Brands looking for new ways to drive fan
capture the attention of fans while team by featuring a “Team Wall” that shows awareness and interest for their
they roam the concourse and take pictures of players, coaches, team personnel, commercial campaigns should consider
casual breaks from the action fans, ownership, cheerleaders, ushers, former featuring molded statutes in the
should accompany corporate players, etc. all intertwined. To promote the concourse and open areas in the
partner signage with special shelf initiative, teams can tie in a corporate partner stadium. These displays, as
buildouts that feature that promotes family, togetherness, and unity demonstrated with Nike’s Write the
commemorative balls and unique (insurance, auto, realty, banking, investments). Future Campaign, can serve as great
items. game day fan photo opportunities.
For More Information, Please Contact: Partnership Activation, Inc. provides sports business
Brian Gainor professionals with creative ideation insights, unique activation
tactics, and innovative ways to drive incremental revenue for
Partnership Activation, Inc.
their business.
P: 704.526.5148
Founded in February 2008, PartnershipActivation.com has
E: Bgainor@PartnershipActivation.com
rapidly become one of the industry’s most valuable resources
for sports business professionals to obtain unique partnership
Twitter: @BrianGainor
ideas and industry updates.
Youtube: SportsViral, SportsViral2
LinkedIn: http://www.LinkedIn.com/in/partnershipactivation
X