New ELeague Tourney Focused On "Street Fighter" Honda Classic Adds New Legends Club Podcast With SB Committee Chair Ric Campo New Orleans Praised For Hosting NBA All-Star Weekend E-Sports Event Company Opens U.S. Office Manfred Insists MLB Committed To WBC Big League Weekend May Have To Move In '18 FIFA Encouraging Co-Hosting For '26 World Cup Lions Want To Host Another Super Bowl Columbus Unveils Logo For '18 Women's Final Four
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.”
See a full agenda for the conference, and get highlights and updates from the sessions via SBJ/SBD's running blog and Twitter feed.