September 20th, 2012
What does Marketing actually mean?
When I did my Marketing Diploma I was taught it was Kotler’s 6 P’s of product, price, promotion, place, process and people. Working in the real (business) world I found it actually focused more on just Promotion, so things like branding, packaging, advertising, etc. However in the “Sports Marketing” industry even today, it still refers to the rights sold to Sponsors or Licensees to use in their marketing of their brands. This narrow definition is I think symptomatic of a very narrow view of what it takes to be commercially successful…
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September 17th, 2012
The London Games were great. By the end of the summer, as the flame was handed to Rio, the British media was drunk on a new patriotism: ‘we’re not who we thought we were’ was the message. The Olympics had worked their magic.
CBS was just one of many foreign media to notice the difference in mood:
At times dramatic, at times hilarious, the ceremony, orchestrated by Slumdog Millionare creator Danny Boyle, depicted Britain as it would like to be seen by the rest of the world: open, generous and proud of its past while braced for a…
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September 17th, 2012
The Olympics and Paralympics has raised the profile of several sports that were previously largely ignored by media and marketers.
Saturation TV coverage of so called minority sports played out in front of full crowds – sports such as badminton, swimming, gymnastics, shooting and handball – has opened eyes to what is possible. Some sports have unearthed heroes, able to carry market specific brand campaigns.
Great, but how can these sports exploit their Olympic boost? How geared up are the Federations to the marketing challenges that lie ahead?
My view is that they are late to embrace change and…
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September 1st, 2012
FOR TWO WEEKS in August and September, 24 national teams will take part in the FIBA World Championships hosted by Turkey, a country where the sport rivals soccer for attention and mindshare among its passionate fans. The tournament has helped reinforce basketball’s standing as a truly universal sport since 1950, but as we await the 16th edition even FIBA, basketball’s world governing body, admits it has yet to fully realise its commercial potential. FIBA’s broadcast rights were sold by the now defunct ISL until 2001, and only in the…
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