Archive for the ‘MLB’ tag

Follow the Money: Ads on NBA Jerseys Open the Doors for Other Top Sports

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Five years ago, the NBA hired SRI, a sponsorship research firm, to analyze the possibility of an unprecedented move in major American sports: placing ads on jerseys.

The internal study assessed the value of the ad-on-jersey opportunity, which is widely popular around the world, from the English Premier League to India’s International Cricket League. Where there was money to be had, most major international sports bodies had cashed in. But none of the big four North American sports leagues — the NFL, the NBA, MLB and the NHL — wanted to take the first step.

There was hesitation within the NBA as the study proceeded. The chance for new revenue was clear, but it was harder to anticipate how fans would react. In the NBA, like almost every other pro sports league, the entire experience was already heavily branded: Teams sell rights to stadium names, mid-game entertainment, special seating sections and almost every panel of free space within the arena. TV broadcasts included another layer of advertising and sponsorship, including branded half-time analysis and in-game segments. The jerseys, it seemed, were the final remnant of non-commercialized purity.

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Article written by Will Jarvis, Advertising Age

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Written by Paige McConney
Paige McConney

July 18th, 2017 at 2:20 pm

The All-Star Treatment from Nike

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Nike ASG

Fans from all over the country flocked to Minneapolis in mid-July to watch the Major League Baseball All-Star Game. Between Yankees legend Derek Jeter’s last appearance and a city with such passion for the sport, the energy was palpable in the Twin Cities.

Nike was right in the middle of the action, spreading their “Future Gets Faster” message through events for young athletes and the launch of the Nike Lunar Vapor Spectrum Collection. Over the course of two days during All-Star Game week, Nike gave Minneapolis-area youth baseball athletes the opportunity to learn, train and compete, and fans of the game got some love as well.

On Monday, July 14 Nike’s Future Gets Faster baseball competition provided all-star treatment to two age groups of 220 elite athletes at Cretin-Derham Hall (Twins star Joe Mauer’s high school). The players tested their speed in running, swinging and fielding – highlighting the importance of speed in the game. Between high school and youth sessions, the young athletes got a surprise visit from Milwaukee Brewers centerfielder all-star Carlos Gomez. At the end of each age group’s session, the athletes competed for a spot in a homerun derby (complete with fireworks, of course). After their competition sessions ended, the athletes checked out the new Nike Lunar Vapor Trout cleat, which they would see on Angels all-star Mike Trout during the All-Star game the following day.

That same day, baseball fans at the Nike Mall of America store reaped the rewards of their scavenger hunting skills with a VIP athlete Q&A experience with St. Louis Cardinals all-star Matt Carpenter. The day before, Carpenter released a tweet with clues for fans to find, photograph and tweet – all clues could be found in Mall of America. Fans who completed the hunt were rewarded with a VIP bracelet to come back to the Nike store the next morning for the Q&A. Carpenter shared his philosophy on work ethic and his appreciation for his teammates.

On Tuesday, All-Star Gameday, 20 elite high school baseball players were invited to a true insider experience to learn what it takes to develop the incredible speed that Mike Trout is known for. At the Train Like Trout event, Nike treated athletes to a full VIP experience with locker set-ups complete with apparel and footwear. After gearing up, Trout’s own personal trainer, Dan Richter, led the athletes through a full workout of speed and strengthening drills. Once the workout was over, a healthy-food truck pulled up, and athletes enjoyed a premium viewing experience for the All-Star Game, as they watched Mike Trout’s American League team kill it.

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All-Star Game Raises a Cap to the Captain

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Photo credit: Newsday.com

Photo credit: Newsday.com

This year, the MLB All-Star Game descended on a sparkling new Target Field in the heart of the Twin Cities. Ironically, a game that was supposed to be “twin-centric” ended up being all about one man, of which there is no duplicate: Derek Jeter.

That’s right. There is only one Derek Jeter and in his final Midsummer Classic, the slender 40-year-old shortstop took center stage in the friendly confines of Minnesota. From the very first play (an impressive diving stop) to the last out, DJ owned the moment, just as he has his entire 20-year career.

The American League would go on to win for the second year in a row with the help of rising star and game MVP, Mike Trout, of the Los Angeles Angels of Anaheim. Trout, only 22 years old, is part of a young dynamic core that represent baseball’s bright future. Of course, who can forget Yasiel Puig, Jose Abreu and 2014 Home Run Derby Champ, Yoenis Cespedes? These three Cuban superstars have stormed onto the international stage with their dynamic defense, powerful throws, towering home runs and glittering earrings. Giancarlo Stanton of the Miami Marlins, who many believe could be the greatest hitter of the new age, sent a baseball deep into the third deck during the HR Derby, wowing all who saw. Not since Reggie Jackson has one hitter so impressed an All-Star Game crowd.

And so it’s true … a game that was as much about saying goodbye to one man also served as a welcome party for the game’s latest and greatest, all of whom expect to follow in Jeter’s storied footsteps.

Unlike the Olympics, baseball has no torch. No literal fire to bestow to the next generation of stars. Nonetheless, after this, one of the most memorable All-Star Games in recent memory, you can rest assured that the torch has been passed.

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Written by Andrew Canlon
Andrew Canlon

July 22nd, 2014 at 4:38 pm