Feigin Talks Building Bucks' Brand Around Antetokounmpo, Finding Arena Naming Rights
Bucks President Peter Feigin said when ownership took over in '14, they wanted to "re-engineer and build up a brand locally, regionally and nationally, and then internationally," but F Giannis Antetokounmpo has "flipped that on its side and our growth and awareness internationally has accelerated through the ceiling.” Appearing on "Moose & Maggie" on CBS Sports Radio, Feigin said, "We call it the ‘Giannis Effect’ from a business side and a marketing side. ... There were maybe little flashes of it a couple seasons ago when there were highlights of him moving (down) the court in two or three steps and they got 3-5 million views. The views were almost 75 percent out of the continental U.S. ... He's an international player, he’s so interesting to watch and so exciting." Meanwhile, Feigin said of finding a naming-rights partner for the team's new arena, "The interest has changed over the years and you’ll see it in sponsorship and entitlement in NBA teams and you’ve seen it with the (jersey) patches around the NBA. International companies, specifically in China and other Asian companies, are interested in it and it really changes the viewpoint of who you’re aligned with” (“Moose & Maggie,” CBS Sports Radio, 11/11).