Marketing

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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2019 ncaa tournament

NCAA Player Likeness Ruling Opens Up Pandora’s Box For Stakeholders

  • The NCAA decision came just weeks after the state of California passed a law requiring universities to allow athletes to profit from their likeness.
  • The non-profit organization has a lot of variables to consider going forward, in order to keep recruiting a level playing field and student-athletes’ interest on education.

The NCAA allowing student-athletes to cash in on the use of their name, image, and likeness is a rule change generations in the making; made possible by months of mounting social and political pressure on the collegiate sports regulator. Its top governing board’s unanimous decision this week – granting student-athletes permission to find endorsement deals – now calls on each of the NCAA’s three divisions to create new guidelines by no later than January 2021 around how players can maximize […]

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Biofreeze Using Sports Marketing To Follow Same Path As Gatorade

  • Prior to 2016, Biofreeze was only sold in clinical channels and used on sidelines by doctors and trainers.
  • Now sold at retail at stores like Target and Walmart, Biofreeze is using sports marketing and partnerships with teams like the Portland Trail Blazers and Golden State Warriors to increase its relevancy and sales.

It may be hard to believe now given its ubiquity in sports, but at one point in time, Gatorade was a drink that while trusted on the sidelines was not nearly as relevant in the eyes of consumers. Biofreeze, the pain-relief gel, sees itself in a position not far from where Gatorade was in the 1960s, with the potential for the same sort of trajectory. “It feels similar to the Gatorade model from 30 years ago,” said Michael McGoohan, chief […]

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sergioramos

Budweiser Shoots For Global Marketing Push Through Soccer

  • Budweiser sales outside of the U.S. improved 5.6% in the second quarter.
  • The brand's latest "Be a King" soccer campaign attempts to paint Budweiser as a brand that is synonymous with urban lifestyle and culture.

Budweiser is hellbent on growing market share internationally, and the world’s most popular game continues to be a mainstay in the brand’s efforts to accomplish that.  The AB InBev subsidiary’s involvement in soccer dates back to 1985 when it first became a global partner of the men’s FIFA World Cup tournament. Over the past six months, Budweiser has committed to ratcheting up its sports marketing activity abroad to build more of a local rapport with fans. The American brewer inked […]

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Dove Men+Care

Dove Men+Care Using ‘Big Names’ to Attract Average Joes

Dove Men+Care has turned to everyday athletes to connect with sports fans, a move the brand views as more relatable than partnering with a big-name professional athlete. The brand’s new “Biggest Names” campaign stems from the fact that 81% of men say they work out or play sports at least once a week, said Amy Stepanian, marketing director of Dove Men+Care for Unilever, but seven in 10 men feel as though the everyday athlete isn’t represented in media – as […]

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Conviva Social Insights Leaderboard Allows Sports Brands To See Competitor Metrics

(Conviva is a proud partner of Front Office Sports) While athletes compete on the field, marketing and content teams are competing off the field for share of attention in the form of views, watch time and social media engagements. When you compete against each other, understanding what performs well on your own accounts is important, but equally important is understanding what is doing well within your industry or league. It’s difficult to know just how that content stacks up against […]

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YETI Stays Cool With Customers Via Sports Sponsorships

Widely known for their expensive yet extremely popular coolers, YETI is using sports – both mainstream and unconventional – to diversify its business portfolio.  Founded in 2006, YETI signed a multi-year agreement with the PGA Tour in September. It’s only YETI’s third league partnership after previously inking deals with both NASCAR and Professional Bull Riders in 2017. “Our focus is to engage in the communities in which there is already a relevant connection to our brand,” YETI CMO Melisa Goldie […]

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