How Brands Are Buying In To The Last Dance

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Via ESPN

Via ESPN

With limited commercial time and limited advertisers, The Last Dance saw four leading brands take the stage behind the much-anticipated documentary series.

Via ESPN

Via ESPN

Those brands would be Facebook, State Farm, and Hershey, which will promote its product Reese’s. According to AdAge, the fourth sponsor is in the pharmaceutical category but would not be mentioned by ESPN.

“If you wanted to increase the commercial format, then you had to edit the content, and it’s such a premier piece of content we weren’t going to do that,” Sean Hanrahan, senior Vice President of sports brand solutions for Disney Advertising Sales told AdAge. “One of the values of the sponsors was having limited sponsors and limited commercial interruption.”

Series partners are receiving regular commercials, along with unique in-show integrations. For example, Facebook will showcase Bull’s trivia, while Reese’s will have a feature called “Remember When” that showcases stories on the team. State Farm worked with CreativeWorks, ESPN’s in-house creative agency, for a custom ad that features ESPN anchor Kenny Mayne talking about the documentary at a 1998-era SportsCenter desk.

You can watch the last dance on ESPN and stream live on the ESPN app.

Via Front Office Sports

Gallery: Philadelphia 76ers vs. Orlando Magic

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Athlete Branding At The Professional Basketball Combine

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Estimated reading time: 3 minute 19 seconds

via PBC

via PBC

Sports combines, team workouts, and various clinics and camps can be a "win or go home" marketing and brand strategy for many young athletes looking to make it to the professional leagues. Stay with me as I explain how and why.

via PBC

via PBC

Over the past two days, the Professional Basketball Combine (PBC) has been taking place at IMG Academy in Bradenton, Florida, featuring LiAngelo Ball (and Lavar Ball), Brandon Sampson, Victor Sanders, Egot Koulechov, and many more great athletes. Unlike the NBA Draft Combine, the PBC gives athletes who did not receive an invitation or could not make it to the draft combine or who are not getting much attention from NBA scouts, a chance to showcase their talents for some of the top NBA teams. According to the PBC, "each player who attends has the opportunity to participate in private workouts and scrimmages, do combine testing, and interview for NBA GMs, NBA scouts, G-League personnel and overseas opportunities..."

 

In speaking with PBC founder Jake Kelfer before the second annual PBC event, Kelfer spoke on the success and goals of the 2017 Professional Basketball Combine. "The 2017 PBC was an incredible success, and I couldn't be more thankful for how it turned out! One of my goals was to create something that would positively impact the NBA pre-draft process, and that's exactly what we did." Kelfer would go on to state that "of the 23 players we had participate, 4 signed two-way contracts, 11 signed G-League contracts, and 8 signed international contracts. One of our players, Antonio Blakeney, even went on to win G-League Rookie of the Year."

With accomplishments that met and raised standards for the 2018 PBC, this year's event was sure to capitalize on the success of 2017 both of the court and off the court.

Regarding brand development and awareness, the PBC, like any other performance event, should be regarded as a critical event in the marketing and branding strategy of all athletes who attend. Yes, athletes should focus on displaying their talents to the best of their abilities. However, every event that an athlete participates in should focus on reinforcing their brand.

 

In covering the Professional Basketball Combine from afar, I noticed how much care went into the players as they showcased their talents and how engaging the event was on social media (Instagram and Twitter) regarding video content and making sure that each player received the same amount of attention socially. This engagement is especially beneficial because it helps the athletes with their brand strategy (whether they realize it or not). I could tell that the PBC aimed to get equal exposure for all of their participants which is something you do not often find at other sports combines.

 

In the words of Jeremy Darlow, "brands win championships." As an athlete, your brand is on display 24/7; on the court, at an event, on social media, or walking your dog down the street. Athletes should view every second as an opportunity to document and show who they indeed are (their brand) and what better time than on one of the biggest stages of their career. Branding yourself as an athlete is one thing, but branding yourself as an athlete who understands the importance of marketing, longevity, and consistency within a career is something different, and PBC gives young athletes a chance to demonstrate that ability both on and off the court.

via PBC

via PBC

via PBC

via PBC

Now, diving into the marketing and branding strategy and tactics of the PBC itself, they did not disappoint on their own accord. Being that the PBC is in its second year, I saw some great sponsors activations throughout the event.

 

PBC made sure to showcase their sponsors on social media with branded content such as pictures of promotional items from MVMT, the 2018 PBC official gear sponsored by Eastbay, photos featuring IMG Academy's big blue chair, and of the players enjoying HFactor Hydrogen Water. 

via PBC

via PBC

via PBC

via PBC

Going back to making sure each participant had equal amounts of exposure. PBC had athletes take pictures and videos for their Instagram Story and also had the athletes sign the story. Those stories could be something that PBC adds to their archives as a first signature before the athlete makes it in the league. The Professional Basketball Combine also featured HFactor Hydrogen Water in a sponsor activation to give away an exclusive PBC jersey signed by all 24 participants. Again, developing the athletes' brand and awareness while also doing the same for the event and its sponsors.

 

From a sports marketing and sports business perspective, the Professional Basketball Combine did a great job including all of their athletes and helping to activate their sponsors. In just a few days, their following, awareness, and engagement grew tremendously on a local and national level, going on to show that an event with the proper marketing and branding strategy can sustain the brand of that event and its participants, locally and nationally.

 

For more information on the PBC and official combine stats, visit the links below. 

 

Pictures via @ProBBallCombine

Professional Basketball Combine

#PBC2018

PBC Founder, Jake Kelfer

 

 

SMP And Inside The 5 Host Live Podcast

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sports-marketing-perspective-3.3PODCAST_SQUARE_2.png

 

Myself, Asia McMillan and Inside The 5's Manuel DeLeon, are set to host our first live podcast.

 

This Saturday 2/17/18, the Orlando Waves ABA team will be competing against the Jacksonville Giants in a division rematch that you don't want to miss. Being undefeated on the season, the four-time ABA Champion Jacksonville Giants took home their first loss to the Orlando Waves back in January, losing by four points. The Giants will be seeking some revenge against the Waves, so we anticipate a great game in the Battle on 95.

 

Come through and hang out with us as we talk sports, culture, and give you a play-by-play of the game.

 

You can catch the live podcast or watch on demand on the Sports Marketing Perspective Facebook page (link below).

 

Live Gameday Podcast: www.facebook.com/sportsmarketingperspective/videos/2032104117057214

 

Special thanks to: @InsideThe5 | @OrlandoWavesABA | @JaxGiants

 

 

 

 

Cupcakes, Peanut Butter, and Jelly - Bring Back The NBA Nickname Jerseys

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Reading Time: 2 minutes 31 seconds

 

via NBA/SI

via NBA/SI

 

During the 2013-2014 NBA season, the Miami Heat and the Brooklyn Nets debuted their highly anticipated ‘nickname jerseys” that featured the easily recognizable nicknames of the players on each team.

 

From “King James” to “The Truth,” the nickname jerseys were a favorite among the fans, and it brought something different to the court. So why not bring the nickname jerseys back? I’m not sure what the sales statistics were for those nickname jerseys, but I do know that bringing those jerseys back to the court has the potential to create more loyalty and engagement from fans and players - here’s how:

 

Fan Engagement

 

Social media is even more prevalent and powerful than it was in 2013 and 2014. If the NBA was to bring back the nickname jerseys, there are many areas and platforms they can use to involve its fans in the process. For starters, the NBA could host a social media contest to see which teams or athletes the fans think have the best nicknames. A social media contest could also involves one of their sponsors and include game tickets or meet and greets as giveaway prizes.

 

Player Engagement

 

While making sure to involve the fans, the NBA cannot leave out its players. After all, it is their nickname that’s going on the back of the jerseys.

 

Involving the players is an important step the NBA should take in making sure that their key stakeholders are happy with the process of bringing back the nickname jerseys. Asking some of the top players what nicknames they prefer over others and if they would be interested in the release of their nickname jersey would set an excellent tone for the NBA and give the players and fans what they want. 

 

 

 

New Jerseys, Old and New Nicknames

 

Via SI

Via SI

With this year's jersey partnership with Nike and the inclusion of the jersey sponsor patches, the NBA can give fans a nickname on a newly branded jersey. “King James” on a Nike jersey with a Goodyear logo patch would probably be more appealing given his partnership with Nike and that his hometown is in Cleveland.

 

Also, with the variously themed jerseys that Nike has released this season, it would pretty cool to see some of the cool nicknames on those equally cool jerseys.

 

There are some new, old, creative and personality-driven nicknames that I’m sure fans would love to see their favorite players wear and that fans would buy if they were on a jersey. Here are some of those nicknames:

 

- Chef Curry
- Peanut Butter
- Jelly
- The Unicorn
- Splash Brother 1
- Splash Brother 2
- The Brow
- Boogie
- Cupcake
- The Greek Freak
- Uncle Drew
- Swaggy P
- The Beard

 

Sidebar: Just think if Nike released a “Black Mamba” or “Mamba” Kobe jersey or a “Big Fundamentals” Tim Duncan jersey… Those would sell like $.99 hotcakes.

 

In the spirit of wishful thinking, Nike, the NBA, and the jersey patch sponsors could all benefit from bringing back the nickname jerseys. If it’s bound to happen, let’s hope it’s sooner rather than later (while some of the top players are still on their current teams).

 

Sources: SI | SB Nation

MGM Resorts Selects ‘Las Vegas Aces’ as New Name for WNBA Franchise

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via WNBA

via WNBA

 

LAS VEGAS, NV – MGM Resorts International today announced that its WNBA franchise will be called the Las Vegas Aces. Las Vegas’ first major professional basketball team – formerly the San Antonio Stars – will begin play in its new home in the 2018 season.

 

Las Vegas Aces President of Basketball Operations and Head Coach Bill Laimbeer was joined by MGM Resorts President Bill Hornbuckle and WNBA President Lisa Borders to reveal the team’s name and logo at a news conference at Mandalay Bay.

 

“Selecting a new name is an important and symbolic step,” said Laimbeer, a two-time WNBA Coach of the Year and four-time NBA All-Star. “Las Vegas has enthusiastically embraced us, and we’re incredibly excited for this opportunity. We have a strong roster driven to succeed, which makes this name an ideal choice. ‘Las Vegas Aces’ is a nod to the excellence, confidence and competitive spirit of our new hometown.”

 

Borders said, “We are ecstatic to officially welcome the Las Vegas Aces to the WNBA family. The Aces are already embracing the opportunity to develop a deep connection with the local community, and we can’t wait to watch them bring the WNBA’s brand of world-class basketball to their new home in 2018.”

 

Hornbuckle added, “This is a great time to bring women’s professional basketball to the Las Vegas community. The WNBA represents some of the world’s best athletes and will showcase its incredible talent for our hometown fans. Young girls and boys in our city will undoubtedly gain dynamic role models for professionalism, teamwork, dedication and discipline.”

 

Las Vegas-based entertainment and hospitality leader MGM Resorts received unanimous approval from the WNBA and NBA Board of Governors in October in connection with its purchase and relocation of the team from San Antonio to Las Vegas. In its inaugural season in Las Vegas, the Aces are expected to play 17 home games at the Mandalay Bay Events Center, adding to MGM Resorts’ outstanding lineup of live entertainment experiences. The company is home to more than 20 world-class arenas, theaters and outdoor venues, selling 8 million tickets annually for live events ranging from performances by renowned artists such as The Rolling Stones, Cher and Bruno Mars to some of the biggest fights in the history of combat sports.

 

The Aces will become the second major professional sports team in Las Vegas, following the NHL’s Vegas Golden Knights, who play at T-Mobile Arena. The NFL’s Oakland Raiders are expected to relocate to Las Vegas by the 2020 season.

 

Las Vegas’ new WNBA franchise was originally established for the league’s inaugural season in Salt Lake City before moving to San Antonio prior to the 2003 season.

 

Fans can make a deposit for Las Vegas Aces tickets through AXS.com. Deposits can be applied toward season tickets, multi-game packs, or single game tickets. The opportunity to buy season tickets will be offered to deposit holders in the order in which they signed up and seat availability is not guaranteed. Season tickets will go on sale to the public in early 2018.

 

Follow @LVACES, #LVACES and visit wnba.com/lasvegas for additional information.

 

About the WNBA


The WNBA – which features 12 teams and is the most successful women’s professional team sports league in the world – is a unique global sports property combining competition, sportsmanship, and entertainment value with its status as an icon for social change, achievement, and diversity. Through WNBA Cares, the WNBA is deeply committed to creating programs that promote a healthy lifestyle and positive body image, support youth and family development, and inspire and empower women. For more information on the WNBA, log on to www.wnba.com.

 

About MGM Resorts International


MGM Resorts International (NYSE: MGM) is an S&P 500® global entertainment company with national and international locations featuring best-in-class hotels and casinos, state-of-the-art meetings and conference spaces, incredible live and theatrical entertainment experiences, and

 

an extensive array of restaurant, nightlife and retail offerings. MGM Resorts creates immersive, iconic experiences through its suite of Las Vegas-inspired brands. The MGM Resorts portfolio encompasses 27 unique hotel offerings including some of the most recognizable resort brands in the industry. The company is expanding throughout the U.S. and around the world, developing MGM Springfield in Massachusetts and MGM COTAI in Macau, and debuting the first international Bellagio branded hotel in Shanghai. The 77,000 global employees of MGM Resorts are proud of their company for being recognized as one of FORTUNE® Magazine’s World’s Most Admired Companies®. For more information visit us at www.mgmresorts.com.