From Athletic Business: http://athleticbusiness.com/articles/lexisnexis.aspx?lnarticleid=1494771534&lntopicid=136030023&h=Area-wide%20water%20polo%20program%20growing%20in%20popularity
Review by Jay Greenhalgh in KIN 332 (Section 1)
The article that I selected is titled “Water Polo Making a Splash with Young Athletes” written by Wendy Leung and it focuses on the Chino Hills Area Water Polo Club, or CHAWP. The program started in 1999 at Ayala High School in Chino Hills but moved to Rancho Cucamonga and Norco high school where it is still located today. CHAWP is a six-week session that teaches kids the fundamentals of water polo as well as swimming techniques and skills to help them get better. Water Polo is a sport rising in popularity in the Inland Valley, especially during the summer because of the harsh heat of California. This is a smart location for CHAWP to start their program because they know that children will be looking for ways to have fun while staying cool. The parents of these children will want their kids to be active during the summer and have fun so water polo satisfies both the children and the parents’ needs. After the six week program is over, the child can choose to not continue with the sport if he or she wants. However, if a child wants to continue they can be signed up for a competitive program.
CHAWP used smart marketing techniques and processes to become a successful water polo club because they were able to identify what the consumers in that geographic location wanted. It gets hot in Southern California in the summer and it was recognized that there needed to be a program that offered recreation for children when they’re all out of school on summer break. The children’s’ parents want their kids to be safe and be well looked after while they’re at work, but they also want their children staying active and having fun. CHAWP is an option for these kids during the summer and the club recognizes that it’s a huge opportunity to maximize business. The target market is kids and the location for CHAWP is optimal because it is offered through high schools where they have their own pools. Community based programs like CHAWP are good for the community to keep kids out of trouble and CHAWP made good business decisions in choosing their program and location.
Friday, September 9, 2011
"New Era Plots Aggressive Five-Year Growth Plan"
From SGB Weekly: http://www.sportsonesource.com/news/weekly/sgbweekly/archive/sgbw_1110lo.pdf
Review by Mason Bryan in KIN 435
Thomas J. Ryan’s article, “New Era Plots Aggressive Five-Year Growth Plan,” was a very interesting read that provided insight into the world of marketing and sales. Although the article included points regarding New Era’s sponsorship of the NFL in the 2012 season, I was disappointed with the lack of details about the sponsorship itself. New Era became one of the five official “on-field” sponsors of the National Football League (joining Gatorade, Canon, Nike, and Motorola), yet nothing regarding the price of the deal or the length of the contract is mentioned in the article and I believe that those are key points into educating the reader about the business of sports sponsorship.
Other than the fact that the details of the NFL deal aren’t made known, the article provided a great amount of detail into the world of marketing and sales for an up and coming company in the sports industry. New Era, as many already know, is the official on field cap of Major League Baseball. With annual sales of $500 million, the company is seeking new ways to double their sales by 2015. By doing so they have not only sponsored the NFL and become their official on field cap, but have done the same for the Canadian Football League, and have become the title sponsor of the Pinstripe Bowl, an annual college football bowl game played at Yankee Stadium. The company has also started a women’s apparel line and began their “Fly Your Own Flag” campaign in hopes of reaching new markets. Through the use of marketing and sponsorship, New Era is making its product(s) known to the public on a much larger scale and, in my opinion, will have no troubles doubling their sales within a five-year span.
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Review by Courtney Gannon in KIN 435
“New Era Plots Aggressive Five-year Growth Plan”, written by Thomas J. Ryan, discusses a recent change in the New Era Company and current plans to further expand the company. New Era recently became the NFL’s official on-field headwear licensee. New Era, along with Nike, Gatorade, Canon, and Motorola is a brand that will have exclusive sideline rights starting in the 2012 season. Along with the licensing agreement with NFL, New Era signed a three-year agreement to be the official headwear sponsor of the Canadian Football League. The company has become focused on expanding sales to 1 billion dollars annually within five years. As part of the five-year plan, New Era has had two acquisitions to help further the growth of the company. It acquired 5th and Ocean, a women’s apparel company and MARC4, one of Brazil’s fashion brand management companies. In the “New Era Plots Five-year Growth Plan” article, Chris Koch, CEO of New Era, referred to acquisitions by stating, “It’s definitely part of our growth strategy.” Acquisitions are a large part of the 5-year growth plan and will continue to be used in aiding the expansion of the company. Lastly, “Fly Your Own Flag,” is a campaign that aims to express individuality and show that New Era produces hats that can be used for all types of people and reasons. It consists of print and social media, as well as ambassadors from different industries. New Era wants to reach the 1 billion dollar goal by 2015 and hope to expand into all of the major cities around the world.
The sales and marketing used by New Era have made it possible for the company to become as big as it has and continue to expand. Since New Era focuses on different markets other than sports, it has the ability to expand and have customers from a variety of markets. Also, by becoming the official headwear licensee of NFL, New Era can almost double its market because now there are buyers from both the NFL and the MLB. Acquiring 5th and Ocean and MARC4 has also helped increase sales not only domestically, but internationally as well. New Era is not only focused in one specific market in a certain part of the world, which is beneficial to getting closer to the ultimate goal. Becoming the official licensee of headwear for the NFL, acquiring 5th and Ocean and MARC4, and focusing on markets other than sports, has and will continue to play a crucial role in becoming closer to obtaining the 1 billion dollar status.
Review by Mason Bryan in KIN 435
Thomas J. Ryan’s article, “New Era Plots Aggressive Five-Year Growth Plan,” was a very interesting read that provided insight into the world of marketing and sales. Although the article included points regarding New Era’s sponsorship of the NFL in the 2012 season, I was disappointed with the lack of details about the sponsorship itself. New Era became one of the five official “on-field” sponsors of the National Football League (joining Gatorade, Canon, Nike, and Motorola), yet nothing regarding the price of the deal or the length of the contract is mentioned in the article and I believe that those are key points into educating the reader about the business of sports sponsorship.
Other than the fact that the details of the NFL deal aren’t made known, the article provided a great amount of detail into the world of marketing and sales for an up and coming company in the sports industry. New Era, as many already know, is the official on field cap of Major League Baseball. With annual sales of $500 million, the company is seeking new ways to double their sales by 2015. By doing so they have not only sponsored the NFL and become their official on field cap, but have done the same for the Canadian Football League, and have become the title sponsor of the Pinstripe Bowl, an annual college football bowl game played at Yankee Stadium. The company has also started a women’s apparel line and began their “Fly Your Own Flag” campaign in hopes of reaching new markets. Through the use of marketing and sponsorship, New Era is making its product(s) known to the public on a much larger scale and, in my opinion, will have no troubles doubling their sales within a five-year span.
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Review by Courtney Gannon in KIN 435
“New Era Plots Aggressive Five-year Growth Plan”, written by Thomas J. Ryan, discusses a recent change in the New Era Company and current plans to further expand the company. New Era recently became the NFL’s official on-field headwear licensee. New Era, along with Nike, Gatorade, Canon, and Motorola is a brand that will have exclusive sideline rights starting in the 2012 season. Along with the licensing agreement with NFL, New Era signed a three-year agreement to be the official headwear sponsor of the Canadian Football League. The company has become focused on expanding sales to 1 billion dollars annually within five years. As part of the five-year plan, New Era has had two acquisitions to help further the growth of the company. It acquired 5th and Ocean, a women’s apparel company and MARC4, one of Brazil’s fashion brand management companies. In the “New Era Plots Five-year Growth Plan” article, Chris Koch, CEO of New Era, referred to acquisitions by stating, “It’s definitely part of our growth strategy.” Acquisitions are a large part of the 5-year growth plan and will continue to be used in aiding the expansion of the company. Lastly, “Fly Your Own Flag,” is a campaign that aims to express individuality and show that New Era produces hats that can be used for all types of people and reasons. It consists of print and social media, as well as ambassadors from different industries. New Era wants to reach the 1 billion dollar goal by 2015 and hope to expand into all of the major cities around the world.
The sales and marketing used by New Era have made it possible for the company to become as big as it has and continue to expand. Since New Era focuses on different markets other than sports, it has the ability to expand and have customers from a variety of markets. Also, by becoming the official headwear licensee of NFL, New Era can almost double its market because now there are buyers from both the NFL and the MLB. Acquiring 5th and Ocean and MARC4 has also helped increase sales not only domestically, but internationally as well. New Era is not only focused in one specific market in a certain part of the world, which is beneficial to getting closer to the ultimate goal. Becoming the official licensee of headwear for the NFL, acquiring 5th and Ocean and MARC4, and focusing on markets other than sports, has and will continue to play a crucial role in becoming closer to obtaining the 1 billion dollar status.
Wednesday, September 7, 2011
"Clothes make the brand"
From the Sports Business Journal: http://www.sportsbusinessdaily.com/Journal/Issues/2011/08/22/In-Depth/Branding
Review by Renard Robinson in Kin 332 (Section 2)
In Street & Smith’s Sports Business Journal, I chose the article “Clothes Make the Brand” to write my critique on. In the section, it discusses how the idea came about of being different in designing new uniforms and the importance of having unique uniforms to attract top level recruits to their universities. With some traditional powers succumbing to modern day styles; it seems the only option to go is with the evolution of new uniforms.
It all started in 1996 following a disappointing bowl loss. Nike chairman and Oregon alum, Phil Knight, had asked his design team a simple question: “How can we help the University of Oregon attract better students and student athletes?” In order to help get Oregon on the college football map, its simplest decision was to create uniforms that were out of the norm. Like always, with change comes controversy. Many sports writers despised the uniforms, but it was all part of the grand scheme of things. Over the past 5 years, the University of Oregon has been a perennial top 25 caliber team. Prior to that, they were arguably the laughing stock of the Pac – 10. What helped them attract the recruits they needed to compete in the Pac – 10 and nationally was the best uniforms in college football.
The success of their uniforms has spread throughout the country. In 2009, Nike released the Pro Combat Uniforms featuring 10 universities; Miami, Florida, Florida State, LSU, Ohio State, Texas, TCU, Missouri, Oklahoma, and Virginia Tech. Over the past few years, they’ve expanded to include West Virginia, Arizona State, and Boise State among others. With the popularity of these uniforms, top teams are annually at an advantage from a recruiting standpoint because these uniforms are a high commodity to high school athletes. It’s evident considering all of the universities sponsored by these uniforms are traditional powers or have been relevant within the past few years since unveiling new uniforms.
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Review by Cathleen Crouch in Kin 332 (Section 2)
This article which appeared in the Sports Business Journal, written by Michael Smith, is about how it is becoming more prevalent for schools to alter their looks by changing their uniforms in hopes of gaining more exposure and attention. In the article’s introduction it discusses how the University of Oregon revamped their football team that had no recognition with a new look and now has one of the best known football organizations in the country. This was all possible due to the use of smart decision making with their marketing and branding. Oregon’s athletic director, Rob Mullens said, “We had not had much success, so why not be bold and try something new. We used to be ridiculed for being out there, but now you look across college football and it’s the trend”. Other colleges around the country are now starting to see the success that Oregon has had with being edgy and daring with their branding and merchandise. Many more universities are now starting to follow in Oregon’s footsteps hoping for the same successful results. But for some schools, tradition over flashy merchandise is what gains recognition respect, with teams such as Penn State, Auburn and Alabama. These schools don’t need to rebrand their look to be successful. Instead, they have a tradition of being successful on the field.
Although rebranding a team in some cases proves to be more successful, universities must keep in mind that while finding a new marketing strategy can prove to be a worthwhile. However, it is also a good idea to spend time focusing on teamwork.
Review by Renard Robinson in Kin 332 (Section 2)
In Street & Smith’s Sports Business Journal, I chose the article “Clothes Make the Brand” to write my critique on. In the section, it discusses how the idea came about of being different in designing new uniforms and the importance of having unique uniforms to attract top level recruits to their universities. With some traditional powers succumbing to modern day styles; it seems the only option to go is with the evolution of new uniforms.
It all started in 1996 following a disappointing bowl loss. Nike chairman and Oregon alum, Phil Knight, had asked his design team a simple question: “How can we help the University of Oregon attract better students and student athletes?” In order to help get Oregon on the college football map, its simplest decision was to create uniforms that were out of the norm. Like always, with change comes controversy. Many sports writers despised the uniforms, but it was all part of the grand scheme of things. Over the past 5 years, the University of Oregon has been a perennial top 25 caliber team. Prior to that, they were arguably the laughing stock of the Pac – 10. What helped them attract the recruits they needed to compete in the Pac – 10 and nationally was the best uniforms in college football.
The success of their uniforms has spread throughout the country. In 2009, Nike released the Pro Combat Uniforms featuring 10 universities; Miami, Florida, Florida State, LSU, Ohio State, Texas, TCU, Missouri, Oklahoma, and Virginia Tech. Over the past few years, they’ve expanded to include West Virginia, Arizona State, and Boise State among others. With the popularity of these uniforms, top teams are annually at an advantage from a recruiting standpoint because these uniforms are a high commodity to high school athletes. It’s evident considering all of the universities sponsored by these uniforms are traditional powers or have been relevant within the past few years since unveiling new uniforms.
---
Review by Cathleen Crouch in Kin 332 (Section 2)
This article which appeared in the Sports Business Journal, written by Michael Smith, is about how it is becoming more prevalent for schools to alter their looks by changing their uniforms in hopes of gaining more exposure and attention. In the article’s introduction it discusses how the University of Oregon revamped their football team that had no recognition with a new look and now has one of the best known football organizations in the country. This was all possible due to the use of smart decision making with their marketing and branding. Oregon’s athletic director, Rob Mullens said, “We had not had much success, so why not be bold and try something new. We used to be ridiculed for being out there, but now you look across college football and it’s the trend”. Other colleges around the country are now starting to see the success that Oregon has had with being edgy and daring with their branding and merchandise. Many more universities are now starting to follow in Oregon’s footsteps hoping for the same successful results. But for some schools, tradition over flashy merchandise is what gains recognition respect, with teams such as Penn State, Auburn and Alabama. These schools don’t need to rebrand their look to be successful. Instead, they have a tradition of being successful on the field.
Although rebranding a team in some cases proves to be more successful, universities must keep in mind that while finding a new marketing strategy can prove to be a worthwhile. However, it is also a good idea to spend time focusing on teamwork.
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