Marketing

Monday Morning Marketer: Bumble Vice President Chelsea Maclin

  • Bumble looks to push equity and equality forward through sports.
  • Likewise, the partnerships are meant to add value to the app’s 80 million global users.

When Bumble showed up as the jersey patch sponsor of the Los Angeles Clippers, the female-led brand made an instant impression by partnering with a male-oriented sports team. The partnership was meant to push forward the two brands’ commitment to progressive, compassionate decision making, as well as diversity and gender. Bumble has since gone on to partner with esports organization Gen.G, sponsoring an all-women Fortnite team in what is otherwise a male-dominated industry. In 2019, the Austin-based company partnered with […]

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Sperry Turns To Athletes To Reconnect With Male Audience

  • Boating shoe maker worked with 12 pro athletes in 2019 after gaining little traction with style influencers.
  • E-commerce has increased 20% in the past year on higher traffic, company says.

Since its launch in 1935, Sperry has long been the footwear brand of choice for males interested in boating and waterside activities. Now the boat shoe brand is looking to re-engage that audience through athlete influencers. While Sperry aims to be a shoe for multiple audiences, in recent years it slowly lost traction with male consumers while making significant headway into the female market, according to Melissa Romig, digital marketing director at Sperry. At one point, female consumers were roughly […]

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MLB Turns To Girls To Drive Youth Baseball Interest

  • MLB launches new baseball development initiative, “MLB Grit: Girls ID Tour.”
  • More than 100,000 girls play youth baseball, yet only 1,000 play in high school.

With Spring Training just weeks away, Major League Baseball is preparing its return by opening the sport up to a younger, female audience. In late January, MLB launched the “MLB Grit: Girls ID Tour,” a new baseball development initiative designed specifically for female athletes who are 18-years-old and under. It’s the league’s latest effort to bring baseball to an audience it hasn’t necessarily connected with in the past.  MLB Grit is one of three MLB and USA-baseball operated events designed […]

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NASCAR Retains Barstool To Fuel Fan Enthusiasm Ahead of Daytona

  • Partnership enters its second consecutive year on Feb. 16 at the Daytona 500.
  • 2019 ratings increased 32% in non-traditional and Barstool-heavy markets.

Barstool Sports is returning to the Daytona 500 this year, with plans to lean even deeper into NASCAR. Ahead of the circuit’s unofficial start to the 2020 Cup Series, NASCAR announced that it had renewed its advertising deal with the media company. While some were initially surprised at the Barstool-NASCAR partnership, last year’s success suggests that it could work. At the 2019 Daytona 500 – the first event between the duo – NASCAR saw a 32% increase in TV ratings […]

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Friday Five: NASCAR CMO Jill Gregory On New Campaign, Reaching New Fans

  • NASCAR opened its 2020 season with a new marketing campaign titled “I Am NASCAR”
  • Marketing push comes amid significant change in the organization over the last 12 months.

2019 was a critical year for NASCAR. It completed its merger with ISC, further unifying the sport. It launched a new sponsorship model that removed the naming rights entitlement from the NASCAR Cup Series. Viewership saw a 2% increase amid general declines for most sports properties, while it also launched a new direct-to-consumer offering with NBC. 2019 was also the first full year with Jim France as CEO, who has been credited by many in the sport for helping the […]

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Grizzlies See Growth Opportunities Via In-House Media, Three-Mode App

  • Team's Grind City Media offers local sports, a betting podcast, and more to engage fans.
  • Wizards, Warriors among teams going in-house in search of content and revenue.

The Memphis Grizzlies switch to mobile tickets last season has given birth to a three-headed app that the team sees as the future of its fan engagement.  The current iteration of the official Grizzlies mobile app has three modes: one for the team, one for the FedExForum and its events, and a third for the team’s content production arm, Grind City Media. Grizzlies vice president of marketing Rolanda Gregory said Grind City Media is the one with the most growth […]

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The Budding Brand of Bronny James

  • In less than nine months, Bronny's Instagram following has grown by 3.5 million.
  • Sierra Canyon has drawn crowds as large as 17,378 fans at a single game this season, more than triple the average attendance at a men's DI college clash.

Bronny James stands, navy warmup still on, listening as Sierra Canyon’s starters are called out by the announcer at coastal New Jersey’s Metro Classic tournament. He’s not one of them. But as each drawn out, drum-rolled name reverberates through the three thousand person arena, the 15-year-old freshman’s face is still the focus of hundreds of cell phones and dozens of camera crews on site. He bides his time on the bench and checks in just before the close of the […]

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Monday Morning Marketer: JPMorgan Chase’s Frank Nakano

  • Chase's team and venue partnerships anchor some of the bank's key business regions, like NYC, Atlanta and San Francisco.
  • The partnerships extend further into the community, like a recent $22 million commitment to affordable housing in the Bay Area.

Few companies have a global footprint like JPMorgan Chase. With Chase Bank branches spread across the country and its status as one of the wealthiest banks in the world, even consumers not banking with the company are likely to be aware of Chase.  That ubiquity plays a part of Chase’s sports marketing strategy, which Frank Nakano, JPMorgan Chase managing director of sports and entertainment marketing, said is a relatively selective and well-thought-out approach to connect with its existing customers and […]

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Social Media Impressions Measure Super Bowl Ad Success

  • Advertisers tracking social engagement ahead of TV impression data.
  • Marketers still spent nearly $508 million on Super Bowl LIV tv ads, iSpot.TV says.

The Super Bowl remains a cultural moment in the U.S., attracting more than 100 million viewers and dozens of brands looking to advertise during the game. The way brands measure success has expanded beyond linear impressions.  Thirty-second commercials during Super Bowl LIV sold for as much as $5.6 million, an increase of 4% from last year. However, rising advertising costs have done little to deter marketers from spending to reach fans on the NFL’s biggest stage. More than 50 brands […]

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NFL and Twitter Drop Super Bowl Tweet Confetti With Eye On April’s Draft

  • The NFL first approached Twitter two months ago about activating with Tweet-inspired confetti at the Super Bowl.
  • This year's NFL Draft in Las Vegas offers the next opportunity for the league to connect with fans on social media around one of its tentpole events.

Not every fan was able to make it to the Super Bowl LIV in Miami. However, spectators watching at home still got a chance to share in the Kansas City Chiefs’ triumph post-game. The NFL, in partnership with Twitter, printed fan and player tweets on tens-of-thousands of pieces of confetti that fell on the field at Hard Rock Stadium – some in real-time while the game’s outcome was still in the balance. The tweets selected were a compilation of social […]

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