Every Friday over the past year, THE SPORTS BUSINESS DAILY
has awarded a sports business "Play of the Week" -- seen by the
editorial staff as the most original, most creative, most
successful or most important move in the industry during that
time. The P.O.W.'s have included catchy promotions, major
network deals, team moves and non-moves, hot new ads, strong
strategic decisions, mascot hi-jinx and even a wayward Hurricane.
Here are some favorites:
THE MOUSE IS LOOSE: Fueled by its purchase of Capital
Cities/ABC (which includes ESPN), Disney moves from team owner,
master merchandiser and Hollywood power to become an all-around
sports industry leader.
LETTING CAL BE CAL: The excitement that surrounded Streak
Week in Baltimore was so genuine and respective of Cal Ripken's
accomplishment that there was no extra p.r.-driven hype necessary
-- or attempted -- by the O's or MLB.
THE WAR ON THE FLOOR: It never did come off, but Taco
Bell's Shaq-Hakeem one-one-one challenge drew the most attention
for any corporate sports promotion this year.
ORIGINAL MOVERS & SHAKERS: Long before the Browns, there
were the Rams and Raiders. St. Louis showed how a smaller-market
can grab a large-market team through the strength of its offer
and stadium set-up. Al Davis got his move approved -- with no
relocation fee.
THIS MAY NOT PLAY SO WELL IN CLEVELAND: The Maryland
Stadium Authority played by the NFL's rulebook on acquiring a
team for Baltimore -- namely, the law of the jungle.
LET THE BOYS PLAY: There is no denying the strong
opposition of the NBA's dissident players improved their labor
deal with the owners. But it was their pragmatism in
acknowledging what losing part of the season could do to their
long-term prospects that gained our praise.
LET THE BOYS PLAY, PART II: Mount St. Mary's was the one
school out of 64 in the NCAA hoops tournament without a major
shoe deal. Our Play went to Adidas, who gave the Men of the
Mount some new kicks for the big dance.
INSTANT NAME RECOGNITION: Before this year, Corel and Nokia
were probably only known to their competitors and peers in their
respective high-tech industries. But through Nokia's sponsorship
of the Sugar Bowl and Corel's backing of the WTA Tour, their
company and brand names are sure to gain wider recognition with
sports and consumer audiences.
THIS "HOOPS" WAS MADE FOR WALKIN': The Bullets mascot's
journey on foot from Maryland to the site of the NBA Draft
Lottery in Seacaucus, NJ, was one of those special moments in
sports -- when a person (thing?) sets his/her/its sights on a
goal with nothing but a map and a dream.
