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- JPMorgan Chase’s $300M MSG blockbusterJPMorgan Chase has agreed to a massive sponsorship deal with Madison Square Garden worth at least $30 million a year, which stands as the most lucrative annual building/team sponsorship agreement to date. Multiple sources confirmed the top-level deal valued at $300 million over 10 years or more in securing rights to almost every asset in the Garden, which is […]
Sports Business Daily News
- Michigan Set To Debut Stadium RenovationsThe $226M Renovation Took Three Years To Complete, Ups Big House Capacity To 109,901 A "new-and-improved Michigan Stadium will be unveiled" during Saturday's Connecticut-Michigan game, according to Rod Beard of the DETROIT NEWS. The $226M renovation… […]
Power Sponsorship Blog
- Sponsorship Lie #212: “There’s Still Time!”One of the first things I do every day is check out what’s happening on LinkedIn. It’s such a great resource for advice and networking in our industry. One of the things I found this morning, however, was just a big fat lie. “There is still time to sponsor our unique event!” Okay, so it’s not an […]
Sponsorpark Blog
- What Are You Inciting in Your Audience?Have you ever read 15 pages of a book and then suddenly stopped and realized you don’t remember a thing you read because your brain was spinning on another topic? Or have you listened to a speaker, (maybe right after lunch) who rambled on and on who inspired nothing but a sudden desire to grab a pillow? Have you ever been to a concert where you weren’t allo […]
Seth’s Blog
- If you want to learn to do marketing...then do marketing. You can learn finance and accounting and media buying from a book. But the best way to truly learn how to do marketing is to market. You don't have to quit your job and you don't need... […]
Jason Peck’s Blog
- Sports and Social Media – Why Should Sponsors Care?Today is the last post in a series with thoughts from some pretty smart folks to try to answer the question of why people should care about the intersection of sports and social media. You can see […]
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Archive for February, 2010
Tiger Notes:
He seemed authentic and genuinely full of remorse and accepted full responsibility. Now he needs to rededicate himself and that will be proven over the long-term. Right now, he is an enigma. We are not sure what to believe as his life has been so full of duplicity for that past several years – he portrayed one image while living another.
There are several ways to view what he said and how he said it:
1. General Consumer – am I buying it? Will I buy his products? Will root for him? Is he authentic?
2. Brand – Does he represent our attributes? Can he drive sales? What is the downside?
3. PGA – Can we control him? What is the net/net? (ratings, tour etc)
4. Women – Was he sincere? Can his sins be forgiven? Is he fully responsible?
5. Media – is it our business? Have we protected him? Where does our responsibility begin and end? Are athletes role models?
6. Minorities – Is he being treated fairly?
Brands are looking for alignment with individuals (properties) that best represent their corporate image.
They will take a “wait and see” approach to how he comes out of this.
When is come to sponsorships, the question is what is the person marketing/selling?
If it is performance-related and he continues to perform, he will have opportunity as will still have appeal to an audience who doesn’t care about his personal life. Look at Michael Jordan – Gatorade, Nike – performance
If the brand wants to reinforce a slogan like “pursuit of perfection” he would be set up to fail as he is clearly not perfect, nor are any of us. Thoughts?
What? No Oprah? In typical Tiger style, he is conducting a press…, sorry, I got that wrong. I guess it was wishful thinking. Tiger will be reading a statement in front of selected media and taking no questions. Which will only lead to MORE questions. See more here and my quote in the LA Times Article this morning. I have written in this space with my insights. I agree with the article, he should have followed the Andy Petite approach to handling adversity. What approach is that, you might say? That is precisely my point…
When they are touring.
When they are brand friendly.
When they are committed to great causes.
When they provide authentic integration.
When they have significant reach and range to a targeted audience.
When they have not hit bigtime, but are about to…
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