Menu
Sponsorships Advertising Marketing

WHO WILL EMERGE AS MARKETING STARS FROM THE U.S. WWC TEAM?

          Two candidates from the U.S. Women's World Cup team who
     have "big earnings potential" from endorsements are G Briana
     Scurry and D Brandi Chastain, according to ET's Bob Goen,
     who said "the sky's the limit" for endorsement opportunities
     for team members.  USA Today's Melanie Wells told Goen,
     "These women are naturals," and said that "sporting goods,
     health food, soft drinks, fashion" were all possible
     categories for deals ("ET," 7/10).  On "NBC Nightly News,"
     Roger O'Neil examined the marketability of the U.S. team
     with a 2:50 minute "In Depth" feature last night.  O'Neil:
     "Will it be a commercial sweep for America's newest heroes?
     ... A blunt prediction from one sports marketing expert
     today:  Of the 20 women on the team, only one, maybe -- it's
     to early to say who yet -- will have any long-term sports
     advertising star power."  O'Neil mentioned Mia Hamm, Scurry
     and Chastain as possibilities.   But Women's Sports &
     Fitness Editor Lucy Danziger said, "I don't think there's
     any danger we're going to forget these women.  We're going
     to see these women selling cars, on the news, being anchors,
     selling all kinds of products" (NBC, 7/12).  CT-based
     marketing firm Elkinson & Sloves Partner Jay Sloves said the
     players are "terrifically marketable. ... You can hit two
     markets -- the mothers and their daughters.  Considering
     that women make up more than 50 percent of the population,
     that's a pretty darn good start" (HARTFORD COURANT, 7/13).
          CRUNCH TIME? While ABC's Betsy Stark reported that
     Wheaties said it "has no plans to feature the team on its
     cereal boxes ("World News Tonight," ABC, 7/12), PBS' Susie
     Gharib reported that General Mills "is having a little bit
     of a change of heart.  Executives are saying that the team's
     dramatic overtime win ... is just the kind of 'gutsy
     performance' that they look at when they decide who to put
     on the Wheaties box" ("Nightly Business Report," 7/12).
          WHERE WAS THE SUPPORT AT RETAIL? In N.Y., Richard
     Sandomir writes that "one area of business" around the WWC
     which "failed to ignite" was retail sales of licensed
     merchandise.  The WWC "succeeded only in selling licensed
     goods" at game venues.  WWC Senior VP & COO June McIvor:
     "Merchandising was a missed opportunity.  It didn't catch
     on.  Retailers underestimated what the event was about, and
     by the time they understood it, it was too late" (N.Y.
     TIMES, 7/13).  ABC's Betsy Stark said "corporate America is
     not yet sold" on the U.S. team.  Sports Business Group's
     David Carter: "At the end of the day, soccer in this country
     will fail if corporations cannot use it as a vehicle to sell
     more merchandise" ("World News Tonight," ABC, 7/12).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/1999/07/13/Sponsorships-Advertising-Marketing/WHO-WILL-EMERGE-AS-MARKETING-STARS-FROM-THE-US-WWC-TEAM.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/1999/07/13/Sponsorships-Advertising-Marketing/WHO-WILL-EMERGE-AS-MARKETING-STARS-FROM-THE-US-WWC-TEAM.aspx

CLOSE