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SBD/January 21, 2011/Franchises
Jets' Savvy Social Media Campaign Catapults Team To Top Of Fan Interest Polls
Published January 21, 2011
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FLYING HIGH: SPORTSBUSINESS JOURNAL's Daniel Kaplan reports whether the Jets win or lose Sunday, it is "worth noting how the Jets will make a little money on the playoffs, something NFL teams usually do not do." Deep runs into the playoffs "can mean losses for NFL teams because of the travel costs involved and the fashion in which the NFL shares playoff revenue." But the Jets are "chartering a plane from team sponsor JetBlue and selling packages for $800 to 150 people." The packages "include airfare, hotel and game tickets," and players' families "had first dibs." Higgins said that the team "could have charged more but wanted to keep the price down for team personnel and their families." Combined with Pepsi Max' sponsorship of the team's Twitter feed during the playoffs, the club "has generated at least six figures off just these two endeavors" (SPORTSBUSINESS JOURNAL, 1/24 issue).
TURNING THE TIDE: On Long Island, Neil Best writes, "Like it or not, Giants fans, the Jets likely are two victories away from taking over the town." The "interest gap between the two teams isn't as great as you might think." The "most objective measure available is TV ratings, and they are a bit of a shock." The Jets averaged a 15.8 local rating in N.Y. during the regular season, ahead of a 15.7 average for the Giants, "ending a five-year streak in which the Giants led." But "in the eight seasons before that, beginning with Bill Parcells' arrival in 1997, the Jets were 5-2-1, surpassing or matching the Giants in every season but 1999 and 2001." The Giants "do consistently lead in merchandise sales, but not always by much." Through the end of the regular season, the Giants "ranked seventh in the NFL, the Jets 10th" (NEWSDAY, 1/21). In N.Y., Bob Raissman writes if the Jets win the Super Bowl, the team has "positioned itself for the kind of status reserved for teams with multiple championship rings." But a TV exec said, "You cannot just throw out the term 'America's Team,' or national team. It's a term you cannot loosely use. If the Jets lose Sunday in overtime they are no farther along than they were last season." Raissman writes the Jets "may well not wind up reaching 'national' team status this season, but the combination of perception and performance will upgrade their TV schedule next season" (N.Y. DAILY NEWS, 1/21). However, in N.Y., Phil Mushnick writes, "Let those who can still be honest with themselves be honest with themselves. If these Jets were the Bears, Ravens or Chargers, Jets fans would despise them. ... The word 'class' is not applicable to this particular organization" (N.Y. POST, 1/21).