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Published in SportsBusiness Journal on 03 / 27 / 17

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08/04/08
Olympics: Myth or Reality?

Epic, unforgettable and transformative. No three words better summarize the expectations for the 2008 Olympics since the International Olympic Committee selected Beijing as the host city seven years ago. The moment was a watershed in sports, and a crescendo of anticipation has bee ...

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08/04/08
8 Marketing stars in the making?

Athletes such as Michael Phelps, Tyson Gay, Kerri Walsh, Jennie Finch and others have become established as great marketing opportunities for brands looking to tie themselves to the 2008 Olympics. But there is an array of other athletes whom sponsors can select. Here are eight potential mar ...

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08/04/08
Ready for my first Olympic-sized assignment

It started, like most jobs do, with a phone call. I was sitting in my car in a Long Island parking lot nearly two summers ago sweating and waiting for my phone to ring. My internship at Newsday was nearly over, and I was expecting a call from SportsBusiness Journal’s executive editor ab ...

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08/04/08
Diverse athletes perfect for target marketing

Steven Lopez has won two Olympic gold medals and is favored to win a third, but that elite hardware has come in a sport few know about and even fewer can spell. Lopez is a taekwondo fighter, a corner of the Olympic movement long overshadowed by high-profile sports such as gymnastics, swimmi ...

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07/28/08
Single-sport events starting to gain traction

When ESPN’s Ron Semiao first floated the idea of a multisport event featuring skateboarding, BMX, motocross and other sports, skeptics doubted it would succeed. Close to 15 years later, his creation — the X Games — has attracted more than 2 million people and given birth to other multis ...

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07/28/08
Strategies differ for driving online traffic

When AOL launched the action sports site Lat34 two years ago, it was considered a novel effort to drive Web traffic with an array of video, blogs and news on everything from surfing to snowboarding. More than two years later, the site is struggling to survive and far less unique. About ...

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07/28/08
What’s next for action sports?

The fringe, underground culture that was action sports went mainstream nearly a decade ago. Today, municipalities build skateparks, snowboarding has become a marquee Olympic sport and high school campuses are filled with kids outfitted in brands such as Quiksilver, Volcom and Burton. But w ...

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07/21/08
Bobbleheads still get nod of approval as team marketers set promo ...

Nine years into their emergence as a gate-pumping phenomenon, bobbleheads remain a popular item on promotional schedules across MLB. Clubs are scheduled to give away more than 90 versions of the nodders this year. That’s more than any item other than a ballcap and shirt. Inter ...

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07/21/08
Seams like a good idea to these teams

One of baseball’s newer and more popular promotional staples has been a boon for pun-loving scribes and headline writers at newspapers across America. “Hit one, Purl two.” “Now stitching.” “Stitch in time goes nine.” “Needling the umpire.&rdq ...

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07/21/08
Reeling in fans

When the marketing director for the Minnesota Twins heads out as a speaker on the rubber chicken circuit, he brings a bag that lends a certain vaudevillian feel to his talks. From it, he pulls an assortment of promotional items that he has received in the mail from companies. Or, more ofte ...

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