Marketing

nascar kansas city

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR

  • In-stadium advertising is largely viewed as one piece of the overall fan experience puzzle. But to reach as many fans as possible, a strong digital strategy is also required, experts say.
  • Industry newcomer SV Sports estimates a potential audience of 35 million people for brands to target across all of its league partnerships for the upcoming 2020 season.

Fans’ in-stadium viewing experience is one already filled with advertising by brands looking to attract new consumers – with activations spanning static logos, animated graphics, and even pop-up events around games. A select number of teams and leagues are also looking to sell additional inventory that would allow brands to reach fans via video format on jumbotrons, concourse screens, and other screens across the stadium. Recent examples of this trend include Minor League Baseball, The American Hockey League, the New […]

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gerardo parra baby shark

Nationals ‘Baby Shark’ Craze Paid Off On And Off The Baseball Field

  • Popular Baby Shark items for fans to purchase at Nationals Park during the season included t-shirts, hoodies, headbands, and plush hats.
  • BreakingT, an MLB Players Association license partner, created the first Baby Shark baseball-themed shirt in June, before the craze went national during the postseason.

It’s difficult in sports to know when the next out-of-the-box merchandise or stadium activation opportunity will present itself. That is until it smacks you right in the face. The “Baby Shark” craze prevalent throughout the Washington Nationals 2019 season, en route to the World Series title, is proof of that. “In those situations, you are always reacting quickly to something that is sticking with fans,” said David Lundin, VP of production and broadcasting at the MLB club. “Our job is […]

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sixers-art-exhibition

Sixers Crossover To The Arts With Local Art Exhibition

  • Wanting to meet their fans through other avenues, the Philadelphia 76ers are hosting the inaugural “76ers Crossover: Art Exhibition, presented by Reebok.”
  • From November 16 to 19, fans can attend the free event, which will feature over 200 pieces of Sixers-related artwork created by artists from 13 countries.

As the Philadelphia 76ers have improved on the court, so too has the profile of their players off it. As the team looks to build deeper connections with fans, the 76ers are looking to Philadelphia’s art scene for assistance. “We really want to capitalize on this and meet our fans in other areas of their life,” said 76ers CMO Katie O’Reilly. From November 16 to November 19, the Sixers are partnering with Reebok to host the “76ers Crossover: Art Exhibition, […]

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dallas wings wnba

Diversity and Wellness Highlight The Dallas Wings’ Partnership Strategy

  • Partnership revenue dollars for the WNBA franchise in 2019 improved 40% year-over-year, and is expected to grow again next season, the team said.
  • Yet competing for sponsorship deals in a metro area that also encompasses the Dallas Cowboys, Mavericks, Stars, and Texas Rangers can make finding new opportunities challenging.

The Dallas Wings’ partnership strategy focused on diversity, mental health, and physical wellness is just over two years in the making. But already the organization is reaping the benefits of a unified brand message. The Wings relocated from Oklahoma to the fifth-largest U.S. market of Dallas-Fort Worth in 2016, following unanimous approval by the WNBA to move the Tulsa Shock. In the years since, the team has formed partnerships with brands like State Farm and Toyota thanks to its revamped […]

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Dodgers Merchandise Collaborations

Dodgers Hope Merchandise Collaborations Provide Bridge To New Fans

  • The Los Angeles Dodgers and Union Los Angeles sold out of products at this month's ComplexCon.
  • The Dodgers have released nearly a dozen limited-edition collaborations with fashion brands.

At ComplexCon earlier this month in Long Beach, fashion-minded attendees had a chance to see some of the newest collaborations from the hottest brands in streetwear.  Among those was one of Los Angeles’ most well-known brands: the Dodgers, who collaborated with streetwear retailer Union Los Angeles that sold out quickly. The collaboration between the Dodgers, Union Los Angeles owner Chris Gibbs and New Era included a six-piece capsule embracing Los Angeles and Dodgers iconography in streetwear.  The collaboration was just […]

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MLB Playoffs Remain Big Draw For Top Brands

  • Brands spent an estimated $652 million in TV advertising during the 2019 MLB playoffs. according to iSpot.tv. More than 40% of those funds were earmarked for the World Series
  • This postseason marked the second consecutive year that each round of the MLB playoffs had an official presenting sponsor.

There are several advantages to marketing with MLB teams throughout the regular season. With home games spanning six months, brands have ample opportunity to activate locally and establish high-level relationships with fans.  But when the calendar shifts to October and the MLB postseason, the strategy changes. The MLB playoffs for brands are about putting their product in front of as many eyeballs as possible.  Taco Bell and YouTube TV are prime examples of brands using this tactic as both are […]

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Juan Soto Under Armour

Under Armour To Deploy New Ad Campaign Touting Athletes in 2020

  • Under Armour is attempting to become more of a premium brand, while still catering to its core athlete consumer base.
  • The company's increase in advertising dollars is a direct result of better than anticipated margins achieved in the third quarter.

Under Armour has announced a new marketing push heading into 2020 that will showcase its roster full of prominent athletes, and attempt to grow brand appeal with consumers.  The shift in strategy comes in the midst of an SEC investigation into the company’s accounting practices, and another quarter of revenue declines. On its 2019 third-quarter earnings call on November 4, Under Armour said newly allocated advertising dollars are a direct byproduct of better than anticipated margins achieved during the period. […]

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Minshew Mania One Piece Of Jaguars’ 25th Anniversary Season

  • Two storylines have emerged for the Jacksonville Jaguars this season: the celebration of their 25th anniversary, and rookie QB Gardner Minshew.
  • Minshew has been a top-10 selling NFL player for online retailer Fanatics - and the Jaguars' top-selling player to date.

For Jacksonville Jaguars CMO Julian Duncan, watching the rise of quarterback Gardner Minshew echoes comparison to the team’s turbulent history.  Minshew’s road to the NFL has been anything but straightforward. After beginning his collegiate career at Northwest Mississippi Community College, the Flowood, Miss., native transferred to East Carolina – and graduated from there in 2017. Following his stint at ECU, Minshew joined Washington State as a graduate student in 2018. As the Cougars’ starting quarterback, he helped lead the school […]

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BWW BMF Sauce

BMF Sauce Latest Buffalo Wild Wings ‘Experience Building’ Promotion

  • Buffalo Wild Wings launched one-day only sauce to drive traffic for UFC fight.
  • BWW is focused on being experiential, whether food and beer, offering events on TV or its BetMGM app.

As Nate Diaz and Jorge Masvidal duked it out in Madison Square Garden, Buffalo Wild Wings across the country served up a special sauce. Because the November 2 UFC 244 was for a specially-created “BMF Belt,” or “Baddest Mother F***er,” rather than an official UFC title belt, Buffalo Wild Wings activated around its partnership with the mixed martial arts organization with the BMF wing sauce. The sauce was available only for dine-in customers on the day and night of the […]

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Taco Bell's World Series Ad

Inside Taco Bell’s World Series ‘Steal A Base, Steal A Taco’ Campaign

  • The Yum Brands subsidiary wrapped up its seventh consecutive year of its “Steal a Base, Steal a Taco” campaign during the 2019 World Series.
  • Taco Bell spent an estimated $6.9 million on advertising during the Fall Classic, according to iSpot.tv.

Sports fans over the years have come to associate many brands with baseball’s Fall Classic. But perhaps no consumer brand aims to be as synonymous with the annual October event as Taco Bell. The Yum Brands subsidiary wrapped up its seventh consecutive year of its “Steal a Base, Steal a Taco” campaign during the World Series last week, offering consumers free Doritos Locos tacos. Its relationship with MLB as an official partnering sponsor dates back 14 years, first introducing the […]

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