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Sign of strength

04 / 14 / 14

For several days following last year’s bombings at the Boston Marathon, the Boston Athletic Association, sponsor John Hancock and volunteers worked long hours to clean up the aftermath. All VIPs, volunteers and runners had been located and most had gathered their belongings. BAA Executive D...

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Tags: In-Depth

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Limited partnership, unlimited goals

It didn’t take long for Jorge de Cespedes to see a return on his investment in the Charlotte Bobcats. Before the team has even played its first game, he and his brother, Carlos, have launched a new company with Bobcats majority owner Robert Johnson, a man they didn’t know before they st ...

Tags: AFL, Baseball, Basketball, Boston Red Sox, Charlotte Bobcats, Cincinnati Reds, Miami Marlins, Football, Hockey, MLB, NBA, New York Yankees, San Jose Sharks, In-Depth, Washington Redskins

Software touted to manage flow

Brendan Kelly’s responsibilities as a national media specialist with Ace Hardware center on advertising, but he also coordinates event marketing for the 4,800-location retailer. Until a few years ago, when someone in the company asked what sponsorships were available, “I’d go diving to the ...

Tags: Ace Hardware, BBDO WorldWide, Bell Canada, Daimler AG, Kraft Foods, Kraft Sports Group, In-Depth, Verizon

Sponsors, properties work together

Nextel uses its relationship with NASCAR to showcase new technology and products, some of which have been incorporated into trackside operations. It used to be there was the property and the sponsor. Sponsor paid money, got signage ...

Tags: Coors Brewing Co., FIFA, Ford Motor Co., Fuse Integrated Sports Marketing Inc., IMG, Marketing Arm, MillerCoors, MLB, NASCAR, NCAA, Nextel, NHL, PepsiCo, SBC Communications Inc., In-Depth, Verizon

Reaching tomorrow’s fans

The New York Jets last season launched “Generation Jets,” a weekly half-hour TV show for children that uses animated characters, Jets players and New York landmarks to teach life lessons. The Jets spent $500,000 to produce last season’s episodes of t ...

Tags: AFL, Arizona Cardinals, Colorado Avalanche, Denver Nuggets, ESPN, Florida Panthers, Football, Hockey, Los Angeles Angels, MLB, MLS, MTV, NASCAR, NBA, New York Jets, NFL, NHL, Nickelodeon, Orlando Magic, Portland Trail Blazers, In-Depth, Walt Disney Co., WNBA, XFL

Reaching youth requires research

As important a demographic as they are, kids and teenagers are just one segment of the mass audience teams have to reach. Sports Illustrated for Kids runs focus groups at schools to gain feedback. So what can be learned from marketers ...

Tags: Reebok, In-Depth, Sports Illustrated

Video game makers fight for share

In a sports gaming landscape where buzz is difficult to achieve if you’re not named Electronic Arts, ESPN and Sega recently did the unthinkable: They dropped a “boom” that reverberated louder than any catchphrase delivered by announcer John Madden on Electronic Arts’ signature game.N ...

Tags: Baseball, EA Sports Edge, Electronic Arts, ESPN, FIFA, Football, Ford Motor Co., Microsoft Corp., MLB, Motorsports, NASCAR, NBA, NCAA, NFL, NHL, Players Inc., Reebok, In-Depth

In-game advertising not easy sell

Game makers may need marketing assistance from the leagues to stay viable, but their ultimate success may depend on the extent to which the leagues are willing to stay out of the way of their next creative and economic endeavors. EA’s pro golf game a ...

Tags: Electronic Arts, ESPN, MLB, NBA, NFL, NHL, In-Depth

FLW Outdoors OK with sharing pond

FLW Outdoors isn’t the oldest bass fishing organization, nor does it have the built-in advantage of being owned by the most popular sports television network in the world. David Dudley cashes in after winning the 2003 FLW Tour Championship. ...

Tags: ABC, ESPN, In-Depth

Pro bass fishing snags big following

Thousands jammed the Charlotte Coliseum this summer to watch a parade of pro anglers proudly hold up their catches during weigh-ins for the Bassmaster Classic. Dean Kessel smiles when he gives his sales pitch, knowing full well tha ...

Tags: ABC, Chicago Bulls, ESPN, NASCAR, NBA, In-Depth, Toyota Motor Corp.

Dot.com busts

Ross Levinsohn was enjoying lunch with his parents at a cafe in Boca Raton, Fla., as 1999 drew to a close, updating them on his latest adventure. Eight months into his gig as one of the ranking executives at the burgeoning Internet portal Alta Vista, Levinsohn was drunk on d ...

Tags: ABC, Adidas, Baltimore Orioles, Bank One Corp., BBDO WorldWide, Chase Manhattan Corp., Cleveland Browns, CBSSN, ESPN, Fila, Fogdog Inc., Fox, IMG, MasterCard International Inc., McDonald's Corp., MLB, MLS, NASCAR, NBA, NBC, New York Yankees, News Corp, NFL, NHL, PepsiCo, Quokka Sports Inc., Reebok, Rivals, In-Depth, Seattle Mariners, SFX, Sports Illustrated, SportsLine.com, Yahoo! Inc.

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