Marketing

Monday Morning Marketer: EDO President and CEO Kevin Krim

  • Eight of the top 10 TV programs to drive ad engagement the past year were live sports.
  • The hiatus is causing advertisers to reduce spending, produce creative messaging, and replanning media buys.

As live sports dried up, so too did some of the most valuable advertising real estate in the world. According to the advertising data analysis company EDO, eight of the top 10 programs for driving consumer search behavior were live sports. Data analytics company EDO focuses on the media and entertainment business, measuring the effectiveness of advertising through engagements. At the core of the company’s work is the motto, “Watch what people do, not what they say they’ll do.” To […]

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Sports Marketers Shift Dollars and Prepare for Compressed Schedules

  • Brands begin to plan for condensed seasons once live games return.
  • Ad spending in the U.S. will decline by nearly 3% this year to $217 billion, according to Magna Global.

Agency executives and industry consultants offered predictions about how brands would seek to maintain and innovate after their advertising strategies were upended by the coronavirus pandemic. The first reaction of many was to pull back or rely on digital and social media channels to communicate brand messages without having them be associated with the virus. FOS REPORT: 54.5% of industry executives believe that it would be at least 60 days before leagues resume play. But a select number of companies […]

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Topgolf Hangs on to Sponsors and Pushes Simulator Game While Awaiting Return

  • The World Golf Tour game has witnessed a 30% growth in engagement week-over-week.
  • Sponsors remain supportive, as TopGolf works to push advertisers towards digital assets.

The coronavirus pandemic forced Topgolf to shutter all brick-and-mortar locations around the world in March.  The decision was an obvious one, YuChiang Cheng, Topgolf Media’s president, said. Like most businesses, Topgolf is now waiting for the green light from local governments to reopen when the time is right.  “We really wanted to do our part,” Cheng said. “I think what’s unique about Topgolf is that it’s a partial outdoor activity, and we do allow for a lot of space in […]

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Nike React Running shoe

Nike Fights Growing Coronavirus Outbreak With China Playbook in Hand

  • Nike reported $10.1 billion in revenue in its fiscal third quarter.
  • The company’s run of 22 consecutive profitable quarters in China comes to an end, down 4% in Q3.

Nike reported better than anticipated financial results for its fiscal third quarter, amid a global health crisis that stands to negatively impact key company markets in North America and Europe in the coming months.  The shoe and apparel maker generated revenue of $10.1 billion for the period starting December 1 and ending February 29, up 7% year-over-year on a currency-neutral basis. However, net income fell 23% to $847 million, primarily resulting from the global coronavirus pandemic. FOS REPORT: 54.5% of […]

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Kevin McNulty MMM

Monday Morning Marketer: Momentum Worldwide’s Kevin McNulty

  • As brands find their way through this time, McNulty says a 30-60-90 day plan is paramount.
  • On the other side of the coronavirus shutdown will be a new normal; brands can help shape that normal by planning now, he said.

Amid the coronavirus pandemic brands are faced with a challenge: stay active or go dark.  That challenge is what Momentum Worldwide President and Chief Marketing Officer Kevin McNulty and the entire agency are working on right now with its clients, which include American Express, Verizon, and Microsoft. With sports – a significant marketing platform for many major brands – screeching to a halt for an indefinite amount of time, brands are scrambling to make sense of the situation and how […]

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As Sports World Pauses, Forward Madison Goes Digital With Jersey Event

  • USL League One club Forward Madison has emerged as one of the top merchandise-selling clubs in U.S. soccer.
  • Due to the coronavirus, the club has pivoted a live local fan-facing event to YouTube, potentially reaching a global audience.

On March 14, USL League One club Forward Madison was planning on having more than 400 of its most passionate fans join executives, players, and coaches at a music venue in downtown Madison, Wisconsin, for one of the more exciting moments on a soccer club’s pre-season calendar – the jersey reveal. This particular reveal was a bit special for the second-year club as well, given that this year’s jersey had been entirely designed by members of its supporters club who […]

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Coronavirus Hiatuses Provide Athletes Digital Marketing Opportunities

  • An athlete marketer said he’s transitioning more focus to digital influencer campaigns as physical appearances dry up.
  • Unknown athletes can build up a brand by creating entertaining content for fans.

With sports effectively shutting down for the foreseeable future, athletes will need to look elsewhere to maintain their brands.  Multiple athlete marketers expressed concern and anxiety about their business and the status of their athletes with leagues and events on hiatus. FOS REPORT: 54.5% of industry executives believe that it would be at least 60 days before leagues resume play. However, they noted that the fear of the unknown may also bring potential opportunity.  “Lots of anxiety from a couple of […]

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Brands Pivot On Marketing Efforts Amid Coronavirus Cancellations

  • Marketers may choose to remain quiet and absorb losses as COVID-19 response intensifies.
  • Impact of billions of dollars in media, sponsorship, and fan activation investments remain up in the air.

A global outbreak of Coronavirus has brought much uncertainty to the sports world, and by association the brands that use marquee events to build a rapport with fans. The consensus is the financial impact of COVID-19 will not be known until a future date, but losses due to leagues’ postponement and cancellation of events are already in the billions of dollars – between media rights deals, brand sponsorships, ad buys, and planned on-site activations. FOS REPORT: 54.5% of industry executives […]

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Canucks Utilize Data To Build Fanbase During Vancouver’s Continued Transformation

  • The Canucks have been able to take action more quickly on fan feedback to improve the fan experience.
  • By adopting StellarAlgo’s predictive tools and Customer Data Platform, the team has seen an increase in the conversion rates of their campaigns.

(StellarAlgo is a proud partner of Front Office Sports) Located in one of Canada’s fastest growing and most diverse cities, the Vancouver Canucks are quickly adapting to their surroundings in trying to grow their core group of fans. One of the biggest challenges for any professional sports team in this regard is understanding their fan data and how it’s changing over time. To face this challenge, Canucks Sports and Entertainment (CSE) is in the fourth year of a partnership with […]

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Monday Morning Marketer: SeatGeek’s Ian Borthwick

  • In the past year, SeatGeek has worked with more than 1,000 internet influencers.
  • “If you’re not willing to take a little risk, you lose the power of influencer marketing.”

As younger generations continue to migrate away from traditional media, the influencer world is emerging quickly. Few in sports seem to have it figured out like SeatGeek. Since 2017, the company has grown its influencer marketing program to include more than 1,000 creators, producing content that has received more than 2.5 billion views. The company has worked with creators from David Dobrik, Casey Neistat, and Lilly Singh to athletes like Alex Morgan and media personalities and outlets like Pat McAfee, […]

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