Archive for the ‘Athletes’ category

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In All Seriousness, Don’t Take Yourself too Seriously

June 18th, 2013

In elite and professional athletics, humor can oftentimes be overlooked. Now, I’m not saying you should joke around about your performance after a big loss or a terrible hangover, but there is a time and place for it. And, if used correctly, humor can be a great means of connecting with the media and growing a fan base.

It’s emotional, it’s engaging and it reminds us that despite your incredible talent and celebrity status you’re actually a real person. People like that.

Of course, using humor can get you into trouble if you’re not cautious. Roy Hibbert’s recent “no homo” slip-up, for example, demonstrates a couple key rules:

  1. Note the environment. A post-game press conference after Game 6 of  competitive semi-championship series probably isn’t the place
  2. Avoid religion and politics.
  3. Be consistent with your brand (or your company’s brand). As many were quick to point out, LeBron James wasn’t fined for a similar comment in the past. But, his didn’t come on the heels of Jason Collins’ coming out as the NBA pledged to be supportive.
  4. Don’t confuse humor with making fun of someone else. (This doesn’t apply to the Hibbert example but I think it’s important.)

If nothing else, be willing to make fun of yourself. Just ask USA gymnast McKayla Maroney who gained respect after owning up to a moment of unsportsmanlike conduct.

And if you aren’t funny, let the professionals give you a hand:

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Posted in Athletes, Behavior, Branding, Elite Athletes, Media Training, Professional Advisors, Sports Fans

INDYCAR Drivers Are the Best of the Bunch

June 12th, 2013

A recent ESPN article on the best race car drivers in the world compared NASCAR and INDYCAR drivers and how they would fare switching between the two series. Two-time Indy 500 champ Al Unser Jr. was quoted in the article as saying: “The truth of the matter is, the best drivers in the world are the top drivers in F1, NASCAR, IndyCar, dirt cars and the NHRA. You have to adapt to whatever you’re driving, and if you’re able to do that, then you’re going to run at the front. Only then are you one of the best drivers in the world in those cars.”2013-Scott-Dixon-Honda-St-Pete

While I understand Unser’s point, my issue with the ESPN article is that the driver/track combinations referenced are all ovals. And the motorsports arenas Unser referenced primarily compete on one type of circuit – except INDYCAR.

F1 competes on road and street circuits. NHRA competes on dragstrips. Dirt cars and NASCAR compete primarily on ovals. When NASCAR competes on its two road courses a year, the field is full of “ringers,” road course specialists brought in to race in lieu of series regulars.

In contrast, the best INDYCAR drivers compete on short ovals, 2.5-mile superspeedways, road courses and street circuits – all during a single season. They clock consistent speeds of more than 225 mph at the Indy 500 and then alternate between 150 mph on a backstretch and 60 mph in a corner the following weekend.

To me, that versatility alone makes them the best drivers in the world.

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Posted in Athletes, Elite Athletes, Uncategorized

Details in Design: Sochi Does it Right

June 5th, 2013

The International Olympic Committee unveiled Sochi’s 2014 Winter Olympic medals last week and the reviews are strong.

Sochi Gold Medal

If you’ve never done so, take a look at the evolution of Olympic medals over the years. I’d never realized the difference between the summer and winter medals was so distinct, which in retrospect is not so surprising considering their differences in sports and athletes.

Typically round and monochromatic, the Summer Olympics have yet to deviate from a design centered around Nike (Greek goddess of strength, speed and victory – and yes, Nike, the company, is named after her too). She has adorned the medal every four years since the first modern Olympic Games in 1896.

The Winter Games have taken a different route, altering the shape and color palette throughout its history. The designs have revolved around the host cities, highlighting various elements of culture, climate, etc.

Following suit with its winter predecessors, Sochi’s medals feature mixed materials, precise cutouts and an intricate “Patchwork Quilt” mosaic design, integrating various cultures and ethnicities of the Russian Federation.

So I got to thinking, why would the two groups of medals differ from each other so greatly? The answer, of course, is branding.

Juxtaposition of summer vs. winter Olympics

Contrast of Summer vs. Winter Olympics: Russian gymnast Svetlana Khorkina and American snowboarder Shaun White

The Summer Olympics represent tradition – traditional sports with prototypical athletes. Gymnastics, track and field, basketball, etc. The Winter Olympics and their athletes represent change and risk. Bobsledding, slalom, snow boarding, etc. Why wouldn’t the medals represent their season’s brand accordingly?

The details are what I love in branding and I applaud Sochi for pushing the envelope.

 

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Posted in Athletes, Branding, Olympics, Uncategorized

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Rory Falls Into the “Friend Trap”

May 29th, 2013

At the elite level, athletes surround themselves with the best skills coaches, strength coaches, nutritionists and sports psychologists. Athlete performance has become the province of highly trained specialists and academics. Then, why do these same athletes hire close friends and family to manage their brand? Rory McIlroly is the latest athlete to fall this “friend trap.”

Getty Images / Peter Macdiarmid

Getty Images / Peter Macdiarmid

According to Bleacher Report, “McIlroy likely feels that his family and friends are more concerned with his future than a big marketing firm, which is surely why he made the switch.” Sigh. The so-called “Team of Friends” strategy seems a good idea at the time. However, it never ceases to amaze me. What does a professional management agency have that the Team of Friends doesn’t? Actually, there’s no difference, except for experience, relationships and objectivity.

Experience. Experience isn’t the best teacher; it’s the only teacher. If athletes have the proverbial “15 minutes of fame,” as Andy Warhol called it, why waste eight minutes of fame suffering the mistakes of your inexperienced Team of Friends? While an athlete can recover from some mistakes, others may cause serious long-term harm from a brand perspective. Why risk it?

Relationships. Professional managers spend an entire career building relationships in all areas relevant to their athlete clients. A good contact list is filled with the right publicists, crisis managers, lawyers, reporters, sponsorship managers, league executives, and so forth who can be immediately leveraged for clients. Why wait for your Team of Friends to build a career’s worth of relationships?

Objectivity. Athletes mistakenly believe that friends and family will be more objective than professional managers. However, once on the payroll, the Team of Friends often become motivated by the “keep the athlete happy” strategy. A team of flatterers impairs the athlete’s ability to build an honest career and brand strategy based on facts, as opposed to bias or opinion. Professional managers build their reputations on straight shooting and client success.

The saddest part of the friend trap is the Team of Friends usually break up badly. You start with a team of people who love and respect each other. You end up with lawsuits and business squabbles that ruin irreplaceable personal relationships. In a world as tough as pro sports, losing lifetime friends and harming family relationships is a price athletes shouldn’t have to pay.

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Posted in Athletes, Branding, Elite Athletes, Professional Advisors, Sports Business, Sports Marketing

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What Should Ryan Lochte Do?

May 22nd, 2013

Lochte3By now, we’ve all seen that reality television knows no limits. Admittedly, sometimes it can be nice to zone out and watch something, shall we say, less than intellectually stimulating.

But I am drawing the line at “What Would Ryan Lochte Do?” on the E! network. Chances are, you’ve heard about it. Maybe you’ve even stumbled upon an episode. There’s certainly been no shortage of mockery and ridicule.

Lochte1

Here’s what we know about Lochte. He’s an accomplished athlete. He’s easy on the eyes. And let’s be honest, those two things alone have propelled many an athlete to stardom. He’s also not the first athlete to enter the reality television orbit.

But there’s so much we don’t understand about Lochte. Why would he parlay his budding stardom into a show of this quality – particularly on the heels of the Olympics? Where are his trusted advisors and mentors to steer him in a better and more strategic direction? And perhaps most important, what kind of brand is Lochte trying to promote?Lochte2

So, what should Ryan Lochte do?

  • Define his brand. He should think in terms of how he wants to be known when his time competing in the pool is over. What he has now is not working. A quick Web search shows a clear consensus and it’s not flattering.
  • Undergo media training. This is a must for elite athletes, let alone those with their own television shows.

To be fair, Lochte does have his defenders. But instead of “brilliance,” I see missed opportunity. I was asked last summer to name an athlete whose brand needed help. Lochte and his American flag dental grill immediately came to mind. And that was before his reality show.

 

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Posted in Athletes, Behavior, Branding, Elite Athletes, Media Training, Sports Business

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