Review by Sean Sullivan in SRM 435 (section 2)
I have read numerous articles about Marshawn Lynch and the article by Roger Groves of Forbes was very enlightening. The article discusses the elements of the recent deal between Skittles, Lynch, and the Seattle Seahawks. For fans that follow the National Football League (NFL) they are well aware of the relationship between Lynch and Skittles, but this recent deal could very well revolutionize marketing and promoting products. The article covers basic background of the relationship between all parties, but goes into details of how this deal is first of its kind. The deal is one of the first that will include payment towards a player’s foundation it is also incentive base and will pay the incentives of the player on the behalf of the team; usually the team pays the players incentives. It also allows all three parties to be easily marketable and at a fair cost. Skittles will also design a Seattle Seahawk themed candy leading up to the Super bowl. A summary of the details and benefits of the deal are as follows:
· Skittles: Taps into an established market of Lunch and Seahawks fans. Skittles also saves millions by not having to bid/pay for a Super bowl commercial.
· Lynch: Lynch’s foundations will receive donations and sponsorship from Skittles. Lynch also receives incentives that include every touchdown scored by Lynch he will receive $10,000. This also sets him up for future brands to sign him and to set up a source of revenue after he retires from football; he could become the spokesman for Skittles.
· Seahawks: The Seahawks save money by not having to pay Lynch’s incentives, since Skittles will be paying it for them. They also have their city and franchise marketed through the Seattle Skittles Mix candy pack.
This is a great way to market/promote a product and in a way where each party involved benefits greatly. Seattle saves money and is marketed through Skittles candy across the country, Lynch still receives his incentives, sets himself up nicely for future deals, and his foundations receive generous donations and sponsorship from Skittles. Skittles saves millions and still promotes their product through Lynch and the Seahawks during the most publicized event in the country. Obviously there have been plenty of players and brand deals throughout history of sports, but generally the deals would be a player being paid millions to sign with particular brands; example Lebron James with Nike who will pay him double-digit millions to represent as their spokesman. In this case it is a deal that includes not just the brand and player, but also the team; usually teams fall in the background, not in this case. It is also is interesting how all three parties have worked together in the past. Since 2010 the marriage between Skittles, Lynch, and Seahawks has been outstanding; we will cover this in greater detail when we present. They have worked so well together and this is an example of how important it is to work with brands that you respect and that respect you. This deal also helps Skittles save millions and whenever you can save millions and still market your product at a high level that is a success. We see how all these brands will bid and pay millions, upon millions for a 30 second commercial. Skittles decided to take a different path by paying a much cheaper price through an incentive base contract and donating money towards foundations. They also enhanced their relationship with Lynch and the Seattle Seahawks. Fifteen years ago if you were told to think about Seattle and name the top things to come to your head it would have been rain, coffee, plaid flannel shirts, and Nirvana. Now it is still rain, coffee, Seahawks and Skittles. That is the result of good relations and savvy marketing.
This is relevant to the course because this is just the beginning to future marketing tactics. It already had me coming up with ideas as to how to market products. An idea that came from this was with all the “Omaha” overhyped nonsense, if I was trying to market a product or was in charge of Sales and Marketing with a football organization I am having yearly bids where a company can pay for their product to be one of our teams audible code words. I could easily see a brand paying millions for their product to be Manning, Brady, Rogers, or Brees code word. Imagine Manning instead of saying “Omaha” saying “Pepsi” or “Papa Johns” it is instant marketing and will stick in the mind of those watching. Imagine all the young kids impersonating Manning screaming “Pepsi.” It is a better investment than spending millions for one commercial during one event. Why not spend thousands for your product/brand to be voiced every game and marketed for an entire season, it is a smart tactic. Brands could go through the team to make deals or they could possibly save more money and make the deal through the player. But if you want to be successful and develop a strong relationship, take a page out of the Skittles-Lynch-Seahawks relationship and make a three way deal where everyone wins and receives value out of the deal.
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Review by Zack Krukowski in SRM 435 (section 2)
This article, found on Forbes.com, reports on the new endorsement deal between Seattle running back Marshawn Lynch and Skittles. Lynch and Skittles have been connected for quite some time now, with the star back eating the candy on the sidelines and Seattle fans showering the field with Skittles after a Lynch touchdown. The deal makes their relationship official, through what Matt Dzamba estimates to be “a multi-year deal in the low-to-mid six-figures annually.” The article also touched on Lynch’s reluctance to speak with the media leading up to the Super Bowl. He regularly said the least he possibly could to avoid a fine, something that garnered mixed reactions throughout the league and media.
From a marketing perspective, I believe this is an excellent deal for both sides. When the casual NFL fan thinks of Marshawn Lynch, the back’s love of Skittles may be one of the first things that comes to mind. With Lynch’s Seahawks in this year’s Super Bowl, it made sense for Skittles to get a deal done as soon as possible to best capitalize on his increased exposure. The article also touched on the differences in opportunity from even ten years ago to today. Ten years ago, Dzamba claimed, Skittles would have been very limited in their options for taking advantage of a new deal this close to game day. Today, however, they have the opportunity to launch a PR and Social Media mini-campaign to bring even more exposure to the Lynch’s love connection to the candy. As for Lynch, his well-documented love of Skittles has already brought the brand extensive exposure, so it only makes sense that he be paid as an official endorser. Every time that the camera lingered on a resting Lynch eating Skittles on the sidelines or featured Seattle fans throwing the candy after a big play, the Skittles brand benefitted no differently than they would have with an expensive television ad.
This article relates to our course because we learn about endorsements and about marketing, two prominent themes throughout the piece. Skittles’ ability to capitalize on the added exposure of Super Bowl Sunday will likely emerge as one of the biggest non-football talking points surrounding this year’s game.
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