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Marketing and Sponsorship

Marketplace Roundup

In N.Y., Fred Kerber notes Knicks F Carmelo Anthony has a number of N.Y.-based sponsor deals, and there was an "overwhelming consensus among a group of sports marketing experts on the impact" a trade from the Knicks "would have on Anthony’s brand: none." Being in N.Y. "helps, but in an age of social media and transportation immediacy, almost any NBA city easily can substitute." Anthony has "appeal and awareness and will continue to have it, regardless of location." The marketers and consultants "universally agree success elsewhere would have a huge impact for Anthony, who has done well even without a title" (N.Y. POST, 2/21).

GATORADE SHOWERS: FAST COMPANY noted Gatorade had some "great Snapchat projects" in '16, including Serena Williams' Match Point and its popular Super Bowl 50 "Dunk" filter. Gatorade Head of Consumer Engagement Kenny Mitchell said, "It’s especially appealing to us because of how our teen athlete target consumes media. We know the way they interact with social media is constantly evolving and we have to earn their attention while delivering a clear and memorable message, all within seconds. ... The way Snapchat consistently evolves their platform, offerings and ramping up measurement/targeting capabilities has made them a key partner to help us achieve the mix we’re looking for" (FAST COMPANY, 3/'17 issue).

DON'T JINX IT: ESPN.com's Darren Rovell noted gaming apparel brand J!nx "announced that it has become the official supplier of jerseys" for e-sports team Echo Fox. Team Owner Rick Fox said that the partnership is the "next step in esports mimicking the major sports." Fox said that he did the deal because "they were endemic to the sport." J!nx has been "making gamer apparel" since '99. J!nx co-Founder Sean Gailey said that the company "won't be simply signing teams to make their jerseys." He added that he "does eventually hope the company becomes the Nike of esports" (ESPN.com, 2/20).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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