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SBD/October 6, 2011/Events and Attractions
IMG Sports Marketing Symposium: Spending, Marketing-Savvy On Rise Among Top Properties
Published October 6, 2011
SHOWING GROWTH: Abrutyn said brands and properties have grown in terms of marketing know-how. He said, “Properties are also shifting some of their thinking from sponsorship business ... where today they are media companies. Staying with the NFL example, it’s NFL.com, it’s the NFL Network. There are so many other ways they want you to invest in the league. Whereas before it was about the rights fee to them to invest in the league, now it’s about the whole conversation.” Shifrin cited NASCAR as a prime example of a property -- like many others -- that has conducted an internal review and made changes. Shifrin: “I do think the properties are doing a better job. We’re actually seeing people try to do ROI analysis when they come in for the first or second meeting. Ten years ago, we would have never seen that from a property. I think all the properties are, I don’t want to say they’re catching up to where the marketers are, but they’re catching up to where the marketers are.”
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