Top Sports Marketing Leaders Discuss Activation Strategies
Several top marketing leaders in the sports industry sat on a panel during the final day of the '13 IMG World Congress of Sports and discussed using a combination of media and sponsorship opportunities. Kia Motors America Exec VP/Marketing & Communications Michael Sprague noted his company signed a deal with Clippers F Blake Griffin following his jump over a Kia Optima in the '11 Slam Dunk Contest, and Sprague said, “He has just been phenomenal to work with. His humor is so dry it works so well for how we’re trying to pitch our product.”
ADT Chief Marketing & Customer Officer Tony Wells noted his company is trying to get the sports industry to help introduce its services. Lenovo Exec Dir of North America Marketing David Rabin noted the company last fall launched a promo on FunnyOrDie.com featuring Redskins QB Robert Griffin III and Bears RB Matt Forte around their fantasy football program. He said, “The NFL reaches people eight to 80. Our primary target for consumer business is Millennial. We had the sports property, we know humor resonates with them, so we had to take something of a different tone.” For more from this year’s World Congress of Sports, read the On The Ground blog.