Michael Sam and Marketing

University of Missouri's defensive end Michael Sam recently announced that he is gay, a move that came three months prior to the NFL Draft. His announcement certainly drew a lot of praise for his courage, and much criticism as well. Even President Barack Obama acknowledged the issue and expressed admiration for Sam: "I really like the fact that he did it before the draft ... Because his attitude was, 'You know what? I know who I am. I know I can play great football and judge me on the merits."

From a marketing perspective, marketers believe that Sam's announcement is sure to grab the attention of the biggest corporate sponsors. Companies have shunned gay athletes in the past, but the attitudes have changed and sexual orientation won't stop them from getting the endorsements. For Sam, his brave decision to come out before the draft could boost his appeal to marketers. Nike, one of the juggernauts in the sports industry, sponsored NBA player Jason Collins after he came out and became the first active major sports player to do so. Nike has promoted diversity and inclusiveness in recent years, and this year launched the #BETRUE shoe collection which includes rainbow colors in support of gay pride. Sam and his publicist are downplaying the media attention and focusing on the draft process. Sam is projected to be a 3rd-5th round pick in the upcoming draft.

Reference: http://articles.chicagotribune.com/2014-02-10/sports/sns-rt-us-usa-football-gay-marketing-analysis-20140210_1_nfl-scouting-combine-sponsorship-dollars-gay-athletes, ESPN.com

Mind Over Matter: Marketers and the 2014 Olympics

The 2014 Winter Olympics in Sochi, Russia are now under way. Despite the security issues and many other concerns regarding Sochi, marketers are hopeful that their advertising and sponsorships will pay off. Sochi is dealing with multiple issues such as human rights, poor accommodation for athletes, and stray dogs. Regardless, companies still spent almost $1 billion on marketing expenses. Marketers believe that these ongoing issues will not affect the consumers, and in fact, they believe that consumers will be more drawn into the Olympics. Trudy Hardy, vice president for marketing at BMW of North America, argued that "people naturally come together" for the Olympics. BMW struck a six-year sponsorship deal with the United States Olympics Committee. In this year's Olympics, BMW will feature its new models such as the X5, M235, i3 electric car, and i8 hybrid.

John Maxham of DDB Worldwide also offered an opinion. "The Olympics has been no stranger to controversy. ... The strength of the Olympics is when the puck drops, the human story comes forward and the controversy recedes into the background.” Even though the negativity surrounding the Olympics is growing rapidly, marketers are maintaining their optimism. They are confident that the American pride and the U.S. gold medals will overcome all obstacles and draw customers. 

Reference: http://www.nytimes.com/2014/02/07/business/media/fingers-crossed-marketers-count-on-olympic-gold.html?_r=0

Ad Bowl XLVIII

The biggest sports event in the United States took place Sunday evening, as the Seattle Seahawks demolished the Denver Broncos 43 - 8 to win the Super Bowl XLVIII. It will surely be remembered as one of the most boring Super Bowls in the history of NFL as the lopsided score indicates. Seahawks backed up the talk with their stifling defense, and the argument of Peyton Manning being the greatest quarterback of all-time proved invalid.

Super Bowl is known for its entertaining commercials and halftime show, and this year many companies displayed commercials in an attempt to grab national attention and raise brand awareness. Most commercials in my opinion were just absolutely horrendous but Wall Street Journal picked the winners of the 'Ad Bowl XLVII'.

The struggling electronics retailer RadioShack was one of the biggest winners of this year's Ad Bowl. Its commercial featured several 80's stars such as Hulk Hogan, Cliff Clavin, and Erik Estrada storming into the store after the Salesman says "The 80's called. They want their store back." RadioShack is looking to 'remodel its stores and shed its stodgy image.'

Chrysler was another company that came out on top. Chrysler's commercial was highlighted by Bob Dylan and a memorable line: "Let Germany brew your beer, let Switzerland make your watch, let Asia assemble your phone. We will build your car."

Anheuser-Busch's Budweiser was probably the biggest winner of them all with its two sensational commercials. The first commercial featured a puppy interacting with Budweiser's famous Clydesdale horse. The second one showed a small town welcoming home a soldier. The puppy commercial went viral even before the game began, as it racked up more than 36 million views since its release Wednesday. 

Super Bowl commercial spots have become a critical marketing channel in recent years. A 30-second spot costs around $4 million, which is equivalent to $133,333 a second. 

With NFL's popularity at its highest and thousands of companies competing to make the best Super Bowl commercial, it will be interesting to see how next year's Super Bowl plays out. 

The XXII Winter Olympic Marketing Games

The excitement and anticipation for the 2014 Winter Olympics in Sochi are growing, as athletes and fans around the world get ready for the biggest winter sports games of the year. The Olympics will start on February 7th and end on the 23rd. The United States will once again look to be the top dog of the event along with other powerhouses such as Russia, Germany, and Canada.

While gold medals and country bragging rights are the biggest focus of the event, marketing plays a huge role in the Olympics. Many previously unknown athletes rise to stardom by achieving success in the Olympics. Their faces will be shown all over the globe and their wallets will put on several pounds from the endorsements. Gold medals and good looks will surely get you the money, but experts say the key is "that almost indefinable quality-the ability to connect with people by coming through as sincere and team-oriented."

19-year-old American Nick Goepper is an X-Games veteran who is also the favorite to win the slope style competition. He may be young, but marketers love the Indiana native's Middle America pedigree and fresh face. 

Mikaela Shiffrin is another young blood looking to make a major impact in the event. The 18-year-old slalom skier won the gold in the 2013 World Championships, and is touted as the next Lindsey Vonn, who withdrew from the Olympics due to a knee injury.

Although he's already a global superstar, marketers absolutely love Shaun White and his value. White is going for gold in three straight Olympics He will sport his new haircut and compete in the slope style competition for the first time. Marketers believe that this is a chance for him to broaden his appeal and achieve even greater success.

The Olympics are just another reminder that marketing is everywhere today. Companies can make millions and billions with sponsorship and endorsements, and advertise their brand names across the world in one of the biggest and most prestigious sports competitions in history. However, success is not guaranteed, and it is important that companies use a well-planned, effective marketing strategy. Because events like the Olympics can really make or break your brand.

Reference: http://www.forbes.com/sites/tomvanriper/2014/01/27/10-olympians-poised-to-hit-marketing-gold/

Bay Area Resurgence: The Golden State Warriors and Social Media Marketing

While the Los Angeles Lakers and Clippers have taken the spotlight in the state of California, the Golden State Warriors had been overlooked by many due to its lack of success in the league. However, that all changed in the last couple of years as the Warriors revamped its roster and became a powerhouse in the NBA. The Oracle Arena, the home of the Warriors in Oakland, CA, is one of the best arenas in the league with its raucous crowd and electric atmosphere. Their point guard Steph Curry was labeled as an injury-prone player, but has risen to stardom and is now considered a top-10 player in the NBA.




Off the court, the Warriors won the 2013 Sports Media Marketing Awards presented by PromaxBDA. The Midnight Shooter television commercial, which features guard Klay Thompson shooting threes late at night to portray the work ethic of the team, was named the best Intra-League Team Spot. The PromaxBDA Sports Media Marketing Awards celebrate the most creative and strategic marketing from the global community. Winners are selected by a jury of sports and entertainment leaders (ESPN, NFL, Time Warner Cable Inc, Turner Sports, etc.)

Golden State has been aggressive with is marketing strategy and produced multiple TV commercials for the 2013-2014 season. Although it is mostly their success on the court that has turned heads, the commercials are definitely helping the organization gain recognition and popularity as well.

http://www.nba.com/warriors/news/sports-marketing-award_20131120