SBD/8/Collegiate Sports

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         The first annual College Sports Magazine Forum brought
    together "top marketing and media execs" from DirecTV, ESPN, GM's
    Oldsmobile, Gillette, Grey Advertising and Nike last month in New
    York, according to Jeff Jensen of AD AGE.  Jensen notes "on one
    side" the likes of ESPN and GM believe universities need to
    create a "more efficient and reliable structure" to market their
    football properties, while "on the other side" marketers like
    Gillette and Nike, which have "made the best of the current
    system," think any change may lead to "over-commercialization."
    Jensen writes "ideally," marketers want to see a "single entity,
    offering one-stop shopping to all universities."  They also want
    to see the sport "branded and packaged in a more marketable and
    effective fashion."  As it is now, marketers "have to deal" with
    each university, or go through various entities representing a
    single conference.  Marketers also "go to" Collegiate Licensing,
    which handles the logo licensing of most major schools
    (ADVERTISING AGE, 10/7 issue).

    Print | Tags: Colleges, DirecTV, ESPN, General Motors, Nike, Walt Disney
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