Archive for June, 2009

You’re How Old?!

Thursday, June 18th, 2009

That was my first reaction when I read the article on SI.com, highlighting the decision of 16 year-old Bryce Harper, a baseball prodigy from Las Vegas to forgo his last two years of high school. His plan: enroll in a community college in hopes of entering the 2010 MLB draft.nv-harper-bat20091

Sports Illustrated bestowed the honor of “Baseball’s Chosen One” on Harper in a recent magazine cover story. The article listed Harper’s stats, and included numerous scouts’ comments on how “mature and ready” he was for the Majors.

Some may argue that he should be spending his teenage years hanging out with his friends and having fun, rather than worrying about a hurry-up pro career. You know, living the well-balanced life.  Well, he does. Harper is an avid snowboarder and played football up until his freshman year. There are just some athletes that love their sport so much they cannot live without it. Remember the shirts that said, “(insert sport) is life!”?  For Harper, “Baseball is Life.”

Making fans an integral part of the equation is essential in having a successful career in professional sports. What team would want to sign a player without any fans? At U/S Sports Advisors, we advise our clients that fostering a strong relationship with fans is of the upmost importance — Harper gets that.

In another SI.com article, a coach mentioned how Bryce would sign autographs before, after and even during games, as to never disappoint a young fan. He would literally sign until every child or fan had an autograph, no matter how long it took after a game. 

Finding a current MLB player that exhibits the same dedication to his fans is a steep task. I hope Harper’s attention to fans creates a ripple effect in the majors and sets a new example for talented rookies and seasoned veterans.

Posted by Robb Barbauld

PGA Launches New and Impressive Campaign

Thursday, June 18th, 2009

As if there wasn’t enough buzz surrounding the US Open this week already, the PGA has improved the event with a fantastic new marketing gimmick for the first time this year.2009 US Open at Bethpage State Park Black Course

Fans and viewers have now become competitors in the Bethpage Black US Open experience by registering online as virtual players, and competing with the rest of the world for top ranks in the virtual tournament.

Not only can you customize your profile, complete with personalizing the appearance of your player, creating and joining groups, and choosing your clubs, you even have the option to visit the “Pro Shop” for a quick upgrade in equipment.

But just adding intrigue from fans is the least of it.  The PGA has brilliantly built a revenue stream into this contest, as well as a major push for their main sponsor, American Express.

Conveniently for the PGA and AMEX, the standard clubs in each player’s bag are subpar, particularly for this notoriously “impossible” course.  But not to worry, for a meager $1/100 points, players can upgrade to their favorite name brand equipment, including Ping,  Taylor Made, Linx and other club manufacturers (who all also get legitimate “face time” on the website).  For about $25, you can complete a top-of-the-line bag to take you straight to the top of the leader board.

Additionally, if you use your AmericanExpress card, you get double the points for your money.  Tricky tricky!

Competitions in best 18-hole round and “Closest to the Hole Challenge” are the main attractions, with an array of prizes.  The grandest of which is an all-expenses paid trip to the 2010 US Open in Pebble Beach, CA.  What a clever way to come full circle in this branding cyclone!

From U/S Sports Advisors, kudos to you, PGA and AMEX, for giving a non-fan a reason to care.

Posted by Krissi Price

Phelps Back on the Endorsement Trail

Wednesday, June 17th, 2009

Congratulations to Michael Phelps and his business team.   He’s back on the endorsement trail, announcing yesterday a relationship with H2O Audio.

This deal’s a great fit for Phelps.  H2O Audio makes waterproof headphones and accessories. And, most of us remember Phelps gearing up for competition in Beijing when wearing headphones and his favorite MP3 player.  Nicely authentic brand alignment for both athlete and company.

Two items worth noting.  First, the media has framed this announcement as “the first since the infamous photo.”  That darn photo will continue to dog Phelps’ brand for quite some time.  We remind our clients continually that one hit to your brand is sometimes all it takes when you’re at the top of your game.

Second, we’ll wait and see if Phelps’ can align with a more mainstream brand, where a corporate boardroom discussion of the “infamous photo” is much more intense.  Again, we advise our clients that most large corporate marketing departments (and their agencies) are not known for their courageous social stands or high tolerance for risk.  It’s about selling product, and doing so with little risk to their brand, reputation and career.

Bravo for Phelps.  We hope this is the start of a comeback on the road to London 2012.

Posted by Ken Ungar

phelps-h2o-audio

Hey Candy Man, Where You At?

Monday, June 8th, 2009

Lamar Odom of the NBA Championship contenders, the L.A. Lakers, has gotten a lot of unanticipated attention lately for the oddest of things…candy.

Apparently, Odom’s diet consists largely of candy and sweets, even amid the Playoffs.  Candy for breakfast, an array for after practice, not to mention desserts, and a never ending stash for in between.

Anything gummy seems to be atop his favorite list (mine too), which also includes Laffy Taffy, Hershey’s Cookies & Cream, Skittles, Now and Laters, and more.

Odom with one of his favorites, Gummy Savers

Odom with one of his favorites, Gummy Savers

The craze is so intense right now, even when you search Lamar Odom in Google, “Lamar Odom Candy” is the first recommended result that comes up.  The story highlighted on YouTube tells it all.

It seems to me that a 6′-10”potential NBA Champion, nine-year veteran, with plenty of personal story line hooks to last him a lifetime (addict father, deceased mother, raised by grandmother, loss of child, and more) would be a prime partner for any of his guilty pleasure indulgences to team up with.

My obvious question to Odom: What are you doing to capture this unfounded media attention?  What sponsorships are you getting from it?  How are you using it to propel your brand and career to the next level?  What is your proactive plan?

At U/S Sports Advisors we help our clients build comprehensive plans to create, capture, and sustain off-the-court success, and propel their careers to the next level.

So, Candy Man, seriously, where are you?

Posted by Krissi Price