From Buffalobills.com
Review by Joanna Kirby in KIN 332 (Section 1)
I took a different spin off of my article. The article written by the director of Marketing of the Buffalo Bills goes into detail about 14 players supporting the Play 60 Challenge supported by the NFL. To my dismay, I noticed that the article concentrated much more on the players themselves then on promoting a healthy lifestyle.
Although “the Play 60 campaign was created in response to the national decline of physical education programs and lack of physical activity for today’s youth”, it seems to me that this campaign was just a way to target a younger crowd during their games. There is a tendency that many young boys usually watch football with their father, and during commercials they see beer, cheerleaders and food, nothing they can relate to. The commercials do not have much substance other than children their age interacting with professional football players. Their naïve imagination makes them believe that they are also capable of achieving this. Specifically in this article I found a few quotes which acknowledged chants for a certain Buffalo player, their undefeated record, and their standing ovations and a small portion was about health. By promoting this campaign teams hope to send off that their players are charismatic and that they care about the health of children. In the video of a pep rally the message may have gotten across better if their mascot was not in attendance, they were not in uniforms and they did not bring up the actual game followed by chants.
A positive reinforcer of this campaign does promote healthy eating and exercise. When they see that their role model supports and is involved with the program it makes them want to be a part of it too; hopefully gaining the published goal of the campaign: obesity. But what I got from the article is just another way to get out to the audience to promote a hidden charming personality and a game day audience.
Thursday, October 13, 2011
Tuesday, October 11, 2011
"Sporting K.C. creates high-tech spin-off company"
From the Sporting News
Review by Zach Jackson in KIN 332 (Section 1)
Sporting Club has decided to launch a High-tech consulting firm that will be used to share the knowledge gained from the technological advancements in the building of the Sporting K.C.’s new stadium, Livestrong Sporting Park. With the addition of Google, Inc. in the design and implementation of some of the new technology within the stadium, Sporting K.C. now has a high-speed connection “three to five times faster than inside Cowboys Stadium,” according to Sporting K.C. CIO Asim Pasha. Google has chosen the new stadium to introduce its new high-speed network. The Google Fiber service will be able to provide unparalleled video content, 3-D video, and even mobile applications developed specifically for Sporting KC fans that will allow them to view live video feeds from different camera angles. All of these advancements have given the company a wealth of information that could be shared and used in other sports, such as the NFL, MLB, and European Football Leagues. Sasha Victorine, director of business development for Sporting Club states that Sporting Innovations is, “based off of what we’ve learned with the stadium and the key relationships we have with tech companies.” She also states that, “There are a whole host of technologies we feel are going to change the way sports connect to fans.” As of now, no clients have been signed, but representatives from the NFL, MLB, NBA, English Premier League, Verizon, AT&T and Cisco, will be at the announcement of the new firm. Client offerings and cost structures have yet to be determined by the company, however, with the large amount of information and innovations that have been developed, it will be hard for other companies and leagues to deny such advancements in the fan experience and interaction with their teams. This relates to Sport Marketing because of how easy it would be to market a stadium that not only gives a percentage of all sales to Cancer research, but also is capable of taking the fan experience in sport to another level, which would be a sport marketer’s dream in my opinion. Furthermore, the new stadium provides fans with unprecedented access and use of social media, which could be used by Sporting K.C. as a way of viral marketing. If the fans love the new stadium, social media sites like Facebook and Twitter will receive posts about it, which will generate awareness and publicity.
Review by Zach Jackson in KIN 332 (Section 1)
Sporting Club has decided to launch a High-tech consulting firm that will be used to share the knowledge gained from the technological advancements in the building of the Sporting K.C.’s new stadium, Livestrong Sporting Park. With the addition of Google, Inc. in the design and implementation of some of the new technology within the stadium, Sporting K.C. now has a high-speed connection “three to five times faster than inside Cowboys Stadium,” according to Sporting K.C. CIO Asim Pasha. Google has chosen the new stadium to introduce its new high-speed network. The Google Fiber service will be able to provide unparalleled video content, 3-D video, and even mobile applications developed specifically for Sporting KC fans that will allow them to view live video feeds from different camera angles. All of these advancements have given the company a wealth of information that could be shared and used in other sports, such as the NFL, MLB, and European Football Leagues. Sasha Victorine, director of business development for Sporting Club states that Sporting Innovations is, “based off of what we’ve learned with the stadium and the key relationships we have with tech companies.” She also states that, “There are a whole host of technologies we feel are going to change the way sports connect to fans.” As of now, no clients have been signed, but representatives from the NFL, MLB, NBA, English Premier League, Verizon, AT&T and Cisco, will be at the announcement of the new firm. Client offerings and cost structures have yet to be determined by the company, however, with the large amount of information and innovations that have been developed, it will be hard for other companies and leagues to deny such advancements in the fan experience and interaction with their teams. This relates to Sport Marketing because of how easy it would be to market a stadium that not only gives a percentage of all sales to Cancer research, but also is capable of taking the fan experience in sport to another level, which would be a sport marketer’s dream in my opinion. Furthermore, the new stadium provides fans with unprecedented access and use of social media, which could be used by Sporting K.C. as a way of viral marketing. If the fans love the new stadium, social media sites like Facebook and Twitter will receive posts about it, which will generate awareness and publicity.
"Nike, top sports brand in China, plans to build new campus in Shanghai"
From OregonLive.com
Review by Michael Seibert in KIN 332 (Section 2)
Nike is arguably the most popular sports brand in the world, spanning more than 130 countries and is home to over 1 million employees. That doesn’t even count the fact that it has one of the most recognizable logos in the world. Nike reaches people from all over the globe, and is constantly looking to broaden their horizons. Starting out in Beaverton, Oregon, Nike has spread to Europe with a headquarters in Hilversum, the Netherlands, and now has its eyes set on China.
Just like any other company, Nike desires new markets to promote their products and jack up their revenue. What better place to do that than China? China is home to more than 1.3 billion people, which looks like an extremely generous market to me. Nike has already grown to more than $2 billion in sales and 7,300 stores in China, and the new Shanghai campus should just help to increase their profits.
The campus is said to be very similar in scope to its world headquarters, which is located in the U.S. Nike has visions of one day generating revenue numbers in China similar to those of the U.S., which pulled in $7.58 billion in North America last year. Plus, with China’s huge population and the popularity of sports such as basketball taking off in China, there is no reason Nike’s profits in China shouldn’t skyrocket. American athletes such as Kobe Bryant, Lebron James, and Kevin Durant are already extremely popular in China, and Nike can use them as a powerful marketing tool.
Overall, the article definitely flexed Nikes true strength within the sporting world. Nike is constantly growing, and making it harder and harder for competitors to keep up. The new campus in Shanghai should do nothing but boosts Nike’s sales even higher than they already are. To me, Nike has an awesome marketing strategy, which helps make it one of the most popular brands in the world.
Review by Matt Heinkel in KIN 332 (Section 2)
The Nike brand has always been one of the most innovative and forward thinking companies in the world. They are arguably the world leader when it comes to sports-wear and equipment, as they continue to push into new markets. I would argue nearly every person my age either owns or has owned some type of Nike apparel at one point or another. That may be so for the American market, but Nike has taken their brand globally. The article I found, “Nike, top sports brand in China, plans to build new campus in Shanghai” discussed Nike’s plan to expand their business even more in the Asian market. Already having major campus’s in Washington state and Europe, Nike plans to build their new campus in the populous area in the world. This is the most logical step as Nike’s revenue figures continue to grow. Sales in China have already exceeds $1 Billion dollars and Nike expects to double that figure in the next year. The popularity of Nike can be an attributed to their marketing skills that include the endorsements of some of the world’s greatest athletes. The popularity of Nike products in China was due in large part to the arrival of Yao Ming to the NBA. Now we are seeing more American stars travel across seas as they play in exhibitions and tour the Asian countries, while sporting Nike products.
The announcement of the plan for the new Nike campus comes a few months after the opening of the company’s largest product facility in Jiangsu, China back in February. Another key moment in the success of Nike in China was the 2008 Summer Olympics in Beijing. Although Nike had already been operating in China for some time, the Summer Olympics were a crucial time for the company to have their brand is a part of the largest sporting event in the world. As President of Nike Brand, Charlie Denson said, “We were going to do that with leadership from three categories. It was going to be driven by three categories, basketball, running and sportswear. Now, we've been operating in China for almost 30 years. Actually, a little over 30 years. We've been the number one brand for most of that time. But we wanted to end the debate. We wanted to make it very clear.”
No one can be sure what the future will hold for the Nike Brand as they strive to take hold of the global market for sport-wear and apparel, but if their past in any consideration, they will continue to be successful. They may face issues of cultural, economic, and social differences as they work in the varying markets. However, sports tend to have an universal appeal and as long as games are being played and fans enjoying watching their favorite athletes compete with the Nike swoosh on their jersey, they will continue to buy the products.
Review by Michael Seibert in KIN 332 (Section 2)
Nike is arguably the most popular sports brand in the world, spanning more than 130 countries and is home to over 1 million employees. That doesn’t even count the fact that it has one of the most recognizable logos in the world. Nike reaches people from all over the globe, and is constantly looking to broaden their horizons. Starting out in Beaverton, Oregon, Nike has spread to Europe with a headquarters in Hilversum, the Netherlands, and now has its eyes set on China.
Just like any other company, Nike desires new markets to promote their products and jack up their revenue. What better place to do that than China? China is home to more than 1.3 billion people, which looks like an extremely generous market to me. Nike has already grown to more than $2 billion in sales and 7,300 stores in China, and the new Shanghai campus should just help to increase their profits.
The campus is said to be very similar in scope to its world headquarters, which is located in the U.S. Nike has visions of one day generating revenue numbers in China similar to those of the U.S., which pulled in $7.58 billion in North America last year. Plus, with China’s huge population and the popularity of sports such as basketball taking off in China, there is no reason Nike’s profits in China shouldn’t skyrocket. American athletes such as Kobe Bryant, Lebron James, and Kevin Durant are already extremely popular in China, and Nike can use them as a powerful marketing tool.
Overall, the article definitely flexed Nikes true strength within the sporting world. Nike is constantly growing, and making it harder and harder for competitors to keep up. The new campus in Shanghai should do nothing but boosts Nike’s sales even higher than they already are. To me, Nike has an awesome marketing strategy, which helps make it one of the most popular brands in the world.
---
Review by Matt Heinkel in KIN 332 (Section 2)
The Nike brand has always been one of the most innovative and forward thinking companies in the world. They are arguably the world leader when it comes to sports-wear and equipment, as they continue to push into new markets. I would argue nearly every person my age either owns or has owned some type of Nike apparel at one point or another. That may be so for the American market, but Nike has taken their brand globally. The article I found, “Nike, top sports brand in China, plans to build new campus in Shanghai” discussed Nike’s plan to expand their business even more in the Asian market. Already having major campus’s in Washington state and Europe, Nike plans to build their new campus in the populous area in the world. This is the most logical step as Nike’s revenue figures continue to grow. Sales in China have already exceeds $1 Billion dollars and Nike expects to double that figure in the next year. The popularity of Nike can be an attributed to their marketing skills that include the endorsements of some of the world’s greatest athletes. The popularity of Nike products in China was due in large part to the arrival of Yao Ming to the NBA. Now we are seeing more American stars travel across seas as they play in exhibitions and tour the Asian countries, while sporting Nike products.
The announcement of the plan for the new Nike campus comes a few months after the opening of the company’s largest product facility in Jiangsu, China back in February. Another key moment in the success of Nike in China was the 2008 Summer Olympics in Beijing. Although Nike had already been operating in China for some time, the Summer Olympics were a crucial time for the company to have their brand is a part of the largest sporting event in the world. As President of Nike Brand, Charlie Denson said, “We were going to do that with leadership from three categories. It was going to be driven by three categories, basketball, running and sportswear. Now, we've been operating in China for almost 30 years. Actually, a little over 30 years. We've been the number one brand for most of that time. But we wanted to end the debate. We wanted to make it very clear.”
No one can be sure what the future will hold for the Nike Brand as they strive to take hold of the global market for sport-wear and apparel, but if their past in any consideration, they will continue to be successful. They may face issues of cultural, economic, and social differences as they work in the varying markets. However, sports tend to have an universal appeal and as long as games are being played and fans enjoying watching their favorite athletes compete with the Nike swoosh on their jersey, they will continue to buy the products.
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