Archive for the ‘Uncategorized’ Category

THE NHL IS BACK! For the third time.

Thursday, January 24th, 2013

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I am not, contrary to the beliefs of my coworkers, the only person who cares about hockey in the United States, or Canada for that matter, and the NHL is very – let me repeat – very concerned about winning back the favor of its fans after the 2012 lockout. Interesting to note, however, is that depending on what newspaper or column you read today, the NHL either has “work to do” to win back “hardened fans” or there really isn’t much to worry about since fans are “in a frenzy” with the sport’s return.

Let me be the first to volunteer that I am not in a frenzy. I’m not saying I’m unhappy the NHL is back, or that the owners aren’t trying to do right by the fans (and especially the season ticket holders), but all of it just seems so transparent and so…forced. Oh, you’re giving away 1,000 signed Chicago Blackhawks jerseys over the next 99 days? That’s great, but I’d rather have had you keep the swag and give me the other 34 games of the ’12-’13 season and the Winter Classic back. Oh, you’re running a lottery for a “unique experience” with a Hawks player? How about the unique experience of being a hockey fan without a constant fear of labor stoppage?
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Why Market Through Sports

Monday, January 14th, 2013

According to a recently released IEG 2013 forecast, overall sponsorship spending is expected to grow 5.5% up to $19.94 billion, fueled largely by a significant jump in sports sponsorship. This projected increase is significantly higher than the last four years, not all that surprising since the economy has been shaking itself out of a deep recession. There are however a few interesting takeaways when considering this report in relation to the overall sponsorship landscape:


• The absence of a major non-annual event in 2013 such as an Olympic Games or World Cup makes the projected record growth even more impressive; surprising in fact.
• Sponsorship never really saw the tumble many expected. While the market favored the “buyer” or the brand marketer for a while after the financial collapse, there was not a mass exodus from sponsorship many anticipated. (more…)

Packers Linebacker stars in new ATI Physical Therapy ad from DEEP

Monday, August 27th, 2012

PhotobucketCheck out A.J. Hawk, linebacker of the Green Bay Packers, as he highlights the benefits of ATI Physical Therapy in a new commercial written and produced by DEEP in conjunction with Bill O’Neil.

I Stand With NBC

Thursday, August 2nd, 2012

PhotobucketIf time has taught me anything in this business, or really, if time in the 21st post-invention-of-the-Internet century has taught me anything, it’s that people like to talk. And talk they do, given the fantastically accessible mouthpieces afforded to them via Facebook and Twitter. From the wildly passionate dissent over U.S. Olympic apparel not being made in the USA, to the much-hyped and little-materialized London security concerns, to the most recent #NBCfail debacle, I have to wonder – how did people defuse all this fury when they couldn’t spend hours and hours callously smacking away at the keyboard about how awful everything is?

To dig deeper into the tape-delay conversation, which in most cases does begin as a legitimate discussion, I can understand the frustration of having major Olympic events “spoiled” for you. It’s happened to me about 14 times this week while working on client projects. At the same time, just how catastrophic is it that NBC has “hidden” primetime Olympic coverage from me all day…while I am supposed to be hard at work in the office anyway? Not to mention that with a little legwork, you can get the necessary information from your cable provider to stream the Games live, if you so choose.
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A Few Thoughts From a Wildly Memorable Daytona 500

Tuesday, February 28th, 2012

There will be much to remember from this year’s Daytona 500, but from a brand marketing perspective, the most indelible is unquestionably the use of Tide detergent to help clean up the jet fuel that poured onto the track after Juan Pablo Montoya’s Target car careened into a jet dryer during a caution igniting an explosion and causing a several hour red flag race delay. Proctor & Gamble’s Tide brand, of course, was one of the sponsors that helped open the floodgates of NASCAR sponsorship beyond automotive-endemic sponsors, beer and tobacco.  The Tide Ride holds a place in NASCAR marketing lore, helping carry Darrell Waltrip and Ricky Rudd to tremendously successful careers.

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Chrysler Goes Back-to-Back in DEEP Connection Super Bowl Ad Review

Tuesday, February 7th, 2012

The pattern continues.  Lots of celebrities.  Lots of ad agency self indulgence.  A handful of ads that went one joke too far.  And a handful

of really nice ads.  During the game (an extremely delightful one, by the way), my general assessment was that it was a particularly weak showing for advertisers.  But as I reviewed ads again today, without the distraction of the Twitterverse exploding over Madonna and David Beckham, I realized that a majority of the advertising was solid, there just wasn’t an excessive amount of epic work.  That, however, won’t deter us from offering up our opinions with the 3rd Annual DEEP Connection Super Bowl Ad Review.

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Is State Farm Discount Double Check Ad the Best-Ever Use of Celebrity in Advertising?

Sunday, December 4th, 2011

As a die-hard Chicago Bears fan, this pains me to say, but I think the State Farm ad featuring Green Bay Packers tremendous quarterback, Aaron Rodgers, might just be the best use of a celebrity in a single commercial that I’ve ever seen.  A bold claim, I know.  Endorsement legend, Michael Jordan has appeared in countless memorable ads for Nike (“It’s Gotta Be the Shoes”), Gatorade (“Be Like Mike”) and McDonald’s (“Nothing But Net”).  Before the downfall, Tiger Woods was an endorsement juggernaut.  Personally, I believe the best work he was involved with was the Accenture print campaign.   (more…)

Thought Leadership Sought in College Athletics

Tuesday, September 20th, 2011

I get it.  Eat or be eaten, or worse yet, left for dead.  That doesn’t mean I have to like it, nor does it mean that what is going on in the world of college athletic conferences is a good thing.

My beloved ACC has just added Syracuse and Pittsburgh to its roster pulling two Big East stalwarts from that now reeling conference.  Expectations are that the ACC is still on a buying binge with lots of potential interest.  The Pac-12’s Larry Scott, who along with Jim Delaney of the Big 10-and-then-some conference, have to date been the agenda setters.  And, they’ve had the muscle to be those guys.  The University of Texas flexed its muscles with its own network and has basically sent the future of the Big 12 into a tailspin. (more…)

Labor Dispute: A Sponsor’s Perspective

Friday, April 29th, 2011

While the ruling by federal judge Susan Nelson Monday and subsequent refusal to grant a stay pending appeal by the NFL may have technically halted the lockout in the near term, the labor situation is far from over. And, just around the corner, we have another labor debate to look forward to with the NBA’s current deal set to expire on June 30th. NBA owners are looking for a significantly revised collective bargaining agreement (CBA) that shrinks the percentage of basketball-related income the players receive.

Honestly, this stuff will make your head spin so I don’t want to take too much time on the merits of the different sides’ positions. Lost in the drama is how labor strife affects corporate sponsors of the leagues and/or individual teams. (more…)

Lingering Thoughts on the 2011 Super Bowl Ads

Thursday, March 3rd, 2011

“So many odd things about that Chrysler 200 ad I don’t know where to start. But, a very gutsy call.”

That is what I tweeted during a live Sports Business Daily Twitter panel on Super Bowl Sunday immediately following the airing of the two-minute Chrysler spot that featured rapper Eminem in a cameo.  I was rendered slack-jawed by the spot; I wasn’t sure what to think.  I did recognize that what Chrysler had put forth to the over 100 million viewers of the broadcast was something bold.

Over 50 ads appeared “in-game” during the Super Bowl XLV broadcast.  There was a full assortment of the typical cheap laughs: shots to the crotch , animal revenge, and male shallowness.  We were once again treated to poorly-acted titillation, heavily produced anthropomorphism, and a smorgasbord of celebrities, mostly from the music industry.  There were a few hardy chuckles; several winces, but only one real jaw-dropping moment.  That moment—two minutes actually—came in the third quarter of the game when the gritty images of downtown Detroit filled the screen. (more…)