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Why Winning Should No Longer Be a Strategy When it Comes to Driving Attendance

With a bevy of entertainment opportunities across the board, winning shouldn’t be considered a driving force when it comes to converting customers.

Adam White

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Winning - Strategy (*Old Hat is a Proud Partner of Front Office Sports)

There is one thing that Zac Logsdon would like to see end: an emphasis on winning as a strategy when it comes to marketing, specifically in college athletics.

A 20-year vet of the industry, Logsdon has seen far too many programs and marketers depend on the silver bullet that is winning when it comes to delivering marketing KPIs.

Having been in the industry for a better part of two decades, Logsdon decided to take what he had learned and turn it into a book that was built for helping industry professionals adapt to the current market. Thus, ‘Winning is Not a Strategy’ was born.

With the new year right around the corner and more entertainment at our fingertips than ever before, winning may help get people in the gates, but it will never be the only thing that makes them stay.

“Twenty years ago was the first time I heard somebody say that ‘if we just start winning games, attendance will take care of itself.’ At that time I remember even wondering ‘why do we have jobs? Why are we in marketing, if we’re just relying on the team to do our jobs for us?’”

READ MORE: The Importance of Useable Data for Colorado State Athletics

The Nebraska Cornhuskers football team is arguably the best case study in driving attendance even when the product on the field is not as superior as it once was. From 1970 to 2004, the program only had one losing season (2004). Since then, the program has had four losing seasons with the last two years featuring identical records of 4-8. Yet, since 1962, Nebraska has sold out an NCAA-record 368 consecutive games at Memorial Stadium.

The teams that Logsdon sees as having the most promise are MLS teams as the league — and soccer in general — is about the experience and not just winning and losing.

“Major League Soccer defies all logic when it comes to the normal rules. They have teams that have bad records year over year and attendance increases. They have teams who get better every year and attendance decreases. It’s because the culture of soccer isn’t about winning and losing. It’s about being there.”

The “being there” culture is something that Logsdon believes all sports should champion and one that recent industry trends have suggested that the tide is beginning to turn.

“That’s what we have to figure out how to adapt to and transition to every other league. For years, athletics treated their product as if it was a privilege to consume and fans showed up no matter what.”

No longer a privilege, fans have been finding other ways to consume games whether it is on their mobile devices or on TV. In fact, in 2017, the Football Bowl Subdivision (FBS) saw its largest year-over-year attendance drop in 35 years.

Logsdon points to the fact that games can be watched anywhere and at any time, no longer making them a commodity that had to be watched live.

How does one go about fixing the problem? Figuring out that like other brands, what sports teams and athletic programs are actually selling is a product before anything else.

“If we’re going to drive attendance and keep people coming back, we have to be far more strategic and treat our product as if it’s a product,” said Logsdon. “It has to be looked at the same way that a company like Mars treats products like Snickers. Sports is a product and we have to highlight the reasons that you should consume it and then we have to advertise those reasons.”

Why might this be difficult? Because for Logsdon, “sports has never had to do it before.”

Is there a solution to fixing what has been the norm for so long? While there are different roads to approaching some sort of fix, the biggest catalyst to change comes from the top, a place where Logsdon believes complacency has created a lack of innovation.

READ MORE: University of Florida Looks to Drive Engagement With On-Court Projection

“The problem with sports, especially collegiate athletics, is that we treat marketing as a one-size-fits-all solution. Stanford did it, so Syracuse should do it too. That’s not the case. You have to figure out what’s unique about your product, what’s unique about your audience, who your audience is, where they live, and how much money they make, rather than just saying, ‘here’s a video that shows a touchdown pass, and it’s exciting, and you should come.’”

From relying on social media and “fire” poster designs, resting on laurels has driven many to scratch their heads as to why even though they have the best poster in college athletics, attendance is down.

While he may not have all the answers, Logsdon knows one thing: winning is most definitely not a strategy.

You can buy Zac’s new book at WinningisNotaStrategy.com.

(*Old Hat is a Proud Partner of Front Office Sports)

Adam is the Founder and CEO of Front Office Sports. A University of Miami Alum, Adam has worked for opendorse, the Fiesta Bowl, and the University of Miami Athletic Department. He can be reached at adam@frntofficesport.com.

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REP Worldwide Changes The Licensing Conversation For Female Athletes

The NFL Players Inc. extension has executed licensing agreements with more than 25 companies across categories in support of women’s pro sports.

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REP Worldwide launched in 2017 as a unique take on a brand management and representation business. An extension of NFL Players Inc. (the marketing and licensing arm of the NFL Players Association), REP Worldwide aims to have players supporting players through sustainable group licensing and player-marketing programs. In particular, REP Worldwide has focused on bridging the gap in underrepresented women’s sports licensing.

With interest in professional women’s sports among fans and companies alike continuing to grow, so has the desire for player-driven merchandise. To date, REP Worldwide has executed licensing agreements with more than 25 companies across categories that promote players of the U.S. Women’s National Soccer Team, the WNBA and USA Rugby including licensed t-shirts, socks, scarves, novelties, customized jerseys, promotional products and digital collectibles.

With the Women’s National Basketball Players Association and the U.S. Women’s National Team Players Association on board as founding equity partners, REP Worldwide has been hard at work the last year or so establishing agreements with companies like Breaking T, Fanatics, Fansided, Panini America, CultureFly and more. Fans can now purchase a variety of gear from these companies featuring the licensed likenesses of some of their favorite players.

“With a robust marketing and licensing program finally in place, we had to be really intentional about pursuing these agreements,” says Terri Jackson, executive director of the Women’s National Basketball Players Association, who opted out of their collective bargaining agreement at the end of 2018. “So we had an initial shortlist of companies that we wanted to work with, and REP got it all done very quickly.

“The timing of this could not be better. It really made sense for us and the leadership saw it as a great opportunity.”

The U.S. Women’s National Team will defend their world championship at the FIFA Women’s World Cup in France this summer. In the 2015 World Cup, the Americans defeated Japan in the most-watched soccer game in U.S. history to win their third championship. Despite this, U.S. Soccer failed to see value in properly licensing and merchandising products related to the team and players, only featuring with a limited selection of items.

For this reason, Becca Roux, executive director of the U.S. Women’s National Team Players Association, is thankful that the players’ association gained those rights in 2017 as part of a new collective bargaining agreement. This allows them to market the team to different partners where U.S. Soccer does not have an exclusive agreement.

“This coming to fruition will be validating for the players to see the fruits of their labor,” Roux remarks. “U.S. Soccer didn’t see much value in these rights, so finding a partner like the NFLPA to create a company like REP Worldwide to act as our agency was great for the players and for the game. The NFLPA did believe in the rights and it’s been great to see the market’s response.”

As 2019 moves forward and fans purchase more gear to rep their favorite players, current athletes will reap the deserved rewards. However, the meaning of this coming together is slightly deeper. The collaboration between athletes from several different sports represents a larger collective unity that exists between professional athletes that will likely have a lasting impact on sports licensing as a whole.

“As fellow athletes, we see the WNBPA and the USWNTPA as our colleagues and we want them to succeed,” states Steve Scebelo, President of REP Worldwide and VP of Licensing & Business Development with NFL Players Inc. “The idea behind REP Worldwide was helping other athletes stand up for what they deserve. There’s definitely a bond that exists between all these athletes and what we’re doing here represents that.”

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Marketing on Wheels: SLAM Magazine Makes a Splash at NBA All-Star Weekend

By covering a Sprinter with iconic magazine covers and driving around Charlotte, SLAM made sure that the brand could not be missed at NBA All-Star Weekend.

Bailey Knecht

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Photo credit: SLAM Magazine

Like many basketball brands, the SLAM Magazine team pulled up to NBA All-Star Weekend intent on leaving an imprint on the city of Charlotte. For SLAM, that meant taking advantage of nearly 25 years of iconic magazine covers, using them to wrap an entire Sprinter van, and cruising through the streets of Charlotte over the course of the weekend.

“We were trying to figure out how we could make our mark on All-Star Weekend, and we came up with the SLAM Sprinter, which was a pretty simple idea,” said Adam Figman, editor-in-chief of SLAM. “The idea was kind of twofold, because it benefited us in a few ways. It served as a moving billboard for SLAM as a brand, so people saw it and took it in. They would see it on the street, and they could engage with it… It also served for content, so we met up with a bunch of NBA players and rappers and did interviews at the Sprinter.”

With covers adorning every inch of the Sprinter, SLAM was able to pay homage to its rich history while shining a light on its modern-day product.

“We really just decided to go with covers all over because that was the most eye-catching, and it leaned into the history of SLAM,” Figman said. “It also showcased a lot of the guys taking part in the weekend.”

READ MORE: Nike and Jordan Partner With Snapchat for Custom AR Lens

“If you looked, we had Larry Johnson, who was on the cover of the first-ever SLAM magazine in 1994, which was special, considering he was on the Charlotte Hornets,” he added. “We also had players all the way from Allen Iverson, Michael Jordan, Kobe Bryant, and then a lot of the Sprinter’s space was devoted to the newer guys, like Jayson Tatum, Donovan Mitchell, plus Steph Curry, Kevin Durant and LeBron James.”

One cover, in particular, was a special area of emphasis for SLAM, according to Figman.

“The newest cover, not coincidentally, featured Kemba Walker, who’s the best player on the Hornets now,” he said. “It was cool. We brought the idea to his people a couple weeks before, and we made sure to have that cover really big and noticeable, and they loved it.”

The team posted up at various All-Star events, selling gear and offering photo opportunities.

“We were selling exclusive merchandise out of the back of it when we got the chance to park or post up somewhere, in heavily crowded areas,” Figman explained. “We made an All-Star-exclusive SLAM box logo hoodie, and had our usual selection of SLAM cover tees, plus a brand-new one that featured Larry Johnson. It will be in store this week, but it debuted on the Sprinter, so our first batch went to local people in Charlotte who happened to walk by.”

Finding just the right spots to take the Sprinter was important for maximizing SLAM’s visibility.

“We were at the NBA’s official events on Friday, Saturday and Sunday night,” Figman said. “We were at the Nike and Jordan Brand space at a few points, as well. If we knew where we’d be, we’d announce it on our Instagram story and Twitter and give people a heads up. Secondly, there was also a fluid element to the whole thing. We knew about the heavily populated areas, like the Epicentre in uptown Charlotte, so we spent time on the outskirts of the Epicentre as close as we could get.”

“There was a lot of traffic, for sure, but that’s a good thing,” he added. “If this unique, eye-catching Sprinter is sitting in the middle of standstill traffic and it’s unable to move, all of the passersby are looking at it, so it is literally marketing itself.”

As a media brand that is known for being beloved and trusted by players, SLAM was able to lean into those relationships during All-Star Weekend. The team used the Sprinter to meet up with NBA players like Sterling Brown, Jeremy Lamb, Kyle Kuzma and Joe Harris, and create content for social media.

“The best part is that it’s literally mobile, so we could ask players, ‘Where do you want to meet up? How can we make this happen? Tell us where to go,’ and then we could pull up to events to meet them,” Figman said.

One of the most well-known players that made an appearance at the Sprinter was Walker.

“He was a pleasure to work with in making [the cover], and he hit us up after it went live, saying how it was amazing and that his family and friends loved it,” Figman said. “He wanted to show love back… To see the Sprinter working on that stage, where our magazine cover star thinks it’s cool and goes out of his way to be a part of it, was great.”

The Sprinter wasn’t SLAM’s only activation during All-Star Weekend, either.

“We had an event with Puma, a Baby Dunk contest, for 15-and-under kids on lower hoops,” Figman said. “It was a ton of fun and got a lot of circulation on social. We had the Sprinter parked outside, and everyone was taking photos.”

READ MORE: Bojangles’ Channels Its Inner LeBron James for All-Star Weekend

Utilizing social media was a key aspect of the SLAM’s All-Star activations, according to Figman. The team capitalized on a unique combination of traditional and modern branding, between the Sprinter’s vintage vibes and social media’s widespread reach.

“I think it’s, in concept, an old-school idea — wrapping a vehicle is very ’90s hip-hop, rap, like how in the ’90s, if you were leaving a concert venue, you’d see eight of these wrapped vans outside,” Figman said. “So, it has an unquestionable old-school feel to it, but the difference is now with social as a prevailing way people see things and consume content. If you do something cool in person, something like a Sprinter wrapped in eye-catching SLAM covers, people take photos and videos, and post on them on social, on their Instagram story or their feed on Twitter or on Snapchat — everywhere, basically. You get your digital, social piece out of it if you do a good enough job, so there’s an old-school feel with a new-school effect.”

Between the striking appearance of the SLAM Sprinter and its circulation on social media, SLAM’s All-Star activations brought invaluable visibility to the brand throughout the entire the weekend.

“It was a fun activation, and we got our brand out there,” Figman said. “Obviously, we were able to bring in revenue using merchandise sales, but there was also the content play, the brand play and the marketing play… I had never seen anything like this.”

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How Professional Bull Riders Successfully Introduces Its Culture to New Audiences

Professional Bull Riders spreads its events across the country — and world — as it asks potential fans to realize their inner cowboy.

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Photo Credit: PBR

For Professional Bull Riders, the organization would label the last 25 years as an extended period of steady growth.

In the same breath, it would label the last four years, in particular, as nothing short of explosive. 

Despite its roots in the Western lifestyle, PBR CEO Sean Gleason said the sport is making major inroads in America’s suburban and urban markets. PBR recently finished up its a big weekend at Madison Square Garden in New York City and will make its first Los Angeles appearance at the Staples Center Feb. 22-23.

“I wouldn’t say it’s growing the Western lifestyle as much as taking an exciting sport with Western roots and introducing it to a new fan base,” he said. “Bull riding is an extra exciting sport, eight seconds of adrenaline-packed action 40 to 50 times a night, wrapped in with world-class production, and it’s an extremely entertaining product.

“People who give us a trial are surprised by what they experience. We struggle with the reality that a lot of people in suburban and urban areas in America have lost touch with dirt sports and what a cowboy is.”

Gleason said a struggle is breaking down those barriers, but it’s beginning to happen.

PBR experienced an attendance increase of 12 percent from 2015 to 2018, following the acquisition of the company by entertainment and fashion agency, Endeavor, formerly WME|IMG. Now a wholly-owned subsidiary, Gleason said PBR’s solid growth trajectory of the past two decades received a major boost from the firm’s expertise.

READ MORE: Game Changer MVP’s ‘Filter Fan Cam’ Ramps Up PBR’s In-Arena Atmosphere

“The PBR fits perfectly into Endeavor,” Endeavor Properties President Sam Zussman said. “It is a very special league in a very special sport with incredibly passionate fans who want to experience all aspects of the sport and the Western lifestyle. Endeavor’s breadth of capabilities — from events, to content creation and publishing, media, licensing, talent representation and more — makes it a perfect environment to continue to strengthen the PBR.”

According to an ESPN Sports Poll, PBR has 82.5 million U.S. fans, with an established presence on CBS Sports — with an average of one million viewers per telecast. 2018 set more than 20 local attendance records, including 46,000 people at Dallas’ AT&T Stadium in Feb. 2018 for the Iron Cowboy.

Bull riding is generally an individual sport, but PBR recently finished its third PBR Global Cup — a five-nation team competition and the richest PBR purse outside the PBR finals.

The Global Cup is based on the success of PBR’s growth outside of the U.S., as it continues to tap into the rich traditions of bull riding in Brazil, Australia, Mexico and Canada with tours in each territory. Gleason said rodeos have faded from the mainstream with cowboy lore, but the PBR product has the necessary elements to attract audiences.

“Their rich history and tradition is allowing us to do the same thing there,” he said. “It’s allowing us to introduce the cowboy hat and Western athlete to a new fanbase with shared values.”

Brazil’s PBR tour will include six cities this year and up to 10 next year.

Beyond the bull-riding events in arenas and stadiums across the U.S., PBR is now a multimedia company as well. PBR launched its own OTT network, RidePass, last February to “bring Western sports” to the digital media landscape. RidePass has aired more than 500 hours of programming since launch, including live bull riding, news, and highlights. PBR has also utilized Endeavor’s IMG Original Content to help produce several original shows, like the Brazilian bull rider Netflix docuseries “Fearless.” On Facebook Watch, the five-episode “Belles of the Bull” follows rider girlfriends and wives, and “I Got Wrecked” is a free streaming series on go90, showing some of the sport’s most insane injuries.

READ MORE: Whistle Signals an Official Call to Action Within the Sports Landscape

“There’s a huge base of underserved fans out there,” Gleason said. “The digital platform is the right time, the right place and the perfect platform to bring it to the consumers. RidePass is having great success. We’re extremely excited and will continue to invest in the content and brands.”

Gleason is excited about the first quarter of 2019, which put PBR in several of the country’s largest markets including New York, Chicago, Dallas and Los Angeles. Now, they’ll be investing heavily in the “Be Cowboy” campaign.

“It’s to invite more cowboys into the tent,” Gleason said. “We believe cowboy is how you live, not what you look like. It’s not about a boot and a hat. It’s the values you live by.”

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