As pro sports leagues "mature and competition for a
share of consumers' leisure time grows, pro sports leagues
are acting increasingly like brand marketers," according to
Jeff Jensen of AD AGE. Leagues are "ramping up" marketing
ventures, "particularly" at the grassroots level and
"overseas," in order to attract new consumers of their
products, "more commonly known as sports fans." Jensen
profiles the NFL, NBA, NHL, and MLB major initiatives:
NFL: On the grassroots level, the league is continuing
with its "Play Football" flag-football program for kids and
has been testing summer football camps. The NFL is also
teaming with Fox to test an animated program, "NFL Rough
Racers," and if the show "gets a green light," the NFL will
license an NFL-themed toy car.
NHL: Jensen notes the NHL "has been the leader among
leagues" in participatory programs, and will launch NHL
Freeze Play, an instructional program for 6-12 year-olds,
this fall in 12 markets.
NBA: Jensen: "No league has better used ancillary TV
programming to grow and sustain its brand name than the
NBA." Among grassroots plans, the NBA introduced
McDonald's/NBA 2ball, in all of its markets, resulting in
the participation of 100,000 kids. This year, 2,400 schools
in the U.K., France and Germany responded to a direct-mail
campaign from the league, asking schools to participate.
The NBA will also take its Sprite Playground at NBA Jam
Session to 12 state fairs this summer.
MLB: MLB introduced the Fleer Major League Baseball
Diamond Skills competition for 7-14 year-olds. The program
will have 450,000 participants, with finalists taking part
in a competition at the All-Star Game (AD AGE, 4/14).
