SBD/Morning Buzz

Sports, Entertainment More Closely Intertwined Than Ever Before

Sports and entertainment have always been linked, but the two industries are becoming increasingly intertwined. Coca-Cola’s activation around this weekend’s Final Four is a prime example of that. The soft drink company is bringing several top musical acts, including Muse, Ludacris and Macklemore, to Atlanta for a concert at Centennial Park. Speaking at the IMG World Congress of Sports, Coca-Cola Senior VP/Sports & Entertainment Marketing Sharon Byers said, "You want to make sure that you’re picking artists that are relevant for the brand – in this case Coke Zero – that merge fans interested in that music and also in basketball. Finding that merger in your consumer base is critically important."

EA Sports Exec VP Andrew Wilson noted the company put rapper Snoop Dogg in a commercial for its “FIFA” video game franchise last year because “before we had a relationship, he was tweeting about ‘FIFA.’” Additionally, actor Paul Rudd starred with former Ravens LB Ray Lewis in a series of ads for “Madden NFL 13” in part because he actively plays the game.

For more from this year’s World Congress of Sports, read the On The Ground blog, which includes more detailed reports from the sessions, slide shows and other material.
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