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The social, cultural and media challenges facing sports marketers
October 2, 2013 09:26 PM
Social, Cultural and Media Trends Changing Sports Marketing
Barry Blyn, ESPN
Anthony DiCosmo, Nickelodeon Networks
Heidi Sandreuter, Pepsi Beverages Co.
Adrian Williams, CSE
Mark Wright, AT&T
STAR POWER: When asked about athletes that are trending in sports, Heat F LeBron James was cited as someone who was able to evolve his image from a marketing standpoint. Williams said, “With LeBron, what we’re seeing with Sprite is he’s not only remade his image, but he’s also expanded it into lifestyle. Now you’re able to see what his self-expression is really about. Whether it’s the clothes he’s wearing, his style, to the way that he’s interacting with his kids, to getting married. You’re seeing that evolution of a star athlete, and that’s really appealing to the young audience.” DiCosmo added, “You connect with him beyond being an athlete. You connect to that other side, and that’s what makes him interesting.”
*Blyn on sports that are trending up: “We’re trying to serve a lot of niches and grow sports like cricket and soccer, but at the same time the core sports are the core stars of sports. An interesting and dynamic challenge for marketers is, Do I want to be on every platform but possibly not have an impact, or do you want to focus on the big sports for the big bang?”
*AT&T VP/Media Services & Sponsorship Mark Wright on a change in sports that would alter marketing strategy in a disruptive fashion: “The international competition of what we call mainstream sport in America. If that were to take place – if the NFL, for example, were to have three teams playing in Europe – then you would have to be cognizant of that and market to it. It’s not out of the question.”
*DiCosmo on an untapped market: “Teen and tween girls are let down in that there really isn’t a destination for them to see sports that they’re interested in or participate in. … So what we’ve seen as a tremendous opportunity with a number of our partners is how can you fill some of that void? How do you enhance these experiences for a teen girl?”