Menu
Marketing and Sponsorship

New York sports at your fingertips: SNY, Spork offer ‘something different’ in new ad campaign

Finger puppets are the headliners in SportsNet New York’s new ad campaign, breaking later this month. The New York RSN has won local Emmys for its TV commercials five times in the past seven years.

Islanders, Rangers puppets face off in new ads for SNY.
Photo by: SPORTSNET NEW YORK
The newest creative from Spork New York, the network’s longtime agency, was crafted with the fingers of professional puppeteers wearing “costumes” representing various New York-area teams. A Jets spot has an uncostumed (and pixilated in the improper areas) finger as a “streaker,’’ breaking up their huddle and later tackled by digits representing security guards. In a Mets spot, a finger wearing regalia of the rival Washington Nationals gets KO’d by a Mets home run. A Knicks-Nets battle ends with a dunk and a rim hang. Four 15-second spots, likely seen more online, include two hefty thumbs dressed as Rangers and Islanders players, pummeling one another along the boards.

“We were looking for something different and this certainly qualifies,” said Marie DeParis, SNY’s senior vice president of marketing and business development. “Hopefully, they’ll be ‘thumb stopping,’ something unique enough that that will make people stop and look when it’s in their social media feed.”

As in the past, SNY’s lead campaign continues to push its nightly “SportsNite” show and continues with the RSN’s “Get Your New York Sports Here” tagline, which it debuted 10 years ago.

“That hasn’t changed and our positioning hasn’t changed,” said Steve Raab, president of SNY, owned by the Mets, Charter Communications and Comcast. “All of that means we’re still happy with those and that we value consistency, but it also gets more challenging every year for us and everybody to produce creative that really breaks through.”





SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2016/07/11/Marketing-and-Sponsorship/SNY-campaign.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2016/07/11/Marketing-and-Sponsorship/SNY-campaign.aspx

CLOSE