SBD/May 10, 2011/Marketing and Sponsorship

Sportsnet N.Y. Ad Campaign Shows Positive Impact Of Watching Sports

SNY launches series of humorous ads to highlight RSN's coverage of N.Y. sports
SportsNet N.Y. is launching a new series of ads under the banner "More Sports. More Testosterone." The ads were created by Ogilvy & Mather, N.Y., to promote the network's coverage of the N.Y. sports scene. The campaign features a series of ads that depict the positive impact watching sports has on a man's testosterone levels. One ad shows how it has a positive impact on a man's libido, and another on muscle development. The campaign launches this week with a spot dubbed “Muscles.” The ad shows a skinny guy transforming into a muscle-bound man after watching SNY. Another spot, “Libido,” shows the impact watching sports has on a just-married couple (SNY).  In this week's SPORTSBUSINESS JOURNAL, Terry Lefton notes other than the RSN’s "own air, the ads will run on a variety of cable outlets, in news, late night, and sports programming." SNY President Steve Raab said of the ads, “They support our brand position of having more New York sports on air than anywhere else and we think they will stand up for quite a while on the air” (SPORTSBUSINESS JOURNAL, 5/9 issue).
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