From Forbes
Review by Chad Byers in Kin 435 (section 1)
Jeff Bercovici’s article in Forbes discusses the benefits Tim Tebow will enjoy from a marketing perspective following his trade to the New York Jets. Forbes discusses the new opportunities that the New York market presents to Tebow. “Tebow-mania” was already at an unbelievable level in Denver but the author shares some of the benefits he will gain from being in the biggest media market in the nation.
Tim Tebow already enjoys endorsements from Nike, Jockey, and EA sports racking in 1-2 million dollars a year. Bercovici informs the readers that Tebow can increase this number drastically almost with regional sponsorships. He states that there are several opportunities to break the million dollar mark with companies that only advertise within the New York and New Jersey area. One of the most obvious facts that determine his strength in endorsement will be his performance. If Tem Tebow can become a starter and succeed in this role it is projected that he will easily top the 10 million dollars a year annually in endorsements. While there is much dispute between the Tebow fanatics and his “haters;” there is a database that compiles statistics on consumer’s perceptions of different celebrity endorsers. Tim was at the top of many of these categories on par with Larry David and Ricky Gervais. Bercovici states, “Tebow is near the top of the chart on a variety of measures, including trust, influence and trend-setting power.” This is why every company wants his face on their product.
I personally find this article completely accurate. Tebow has proven that he has what it takes to win in the NFL and his work ethic will mend the negatives in his playing style. Some people call him phony but Tebow believes what he says all the way to the core; and that is why he is an extremely marketable athlete. I do find that a lot of the attention Tebow gains is from the media pushing him in the spotlight because of his unique way of living his life. His market strength will increase because he is now in New York but the longevity of these deals will depend on his success. New York loves a winner and forgets about a benchwarmer quicker than any other city, the sky is the limit for Tebow but it all rides on his shoulder.
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Review by Josh Futter in KIN 435 (section 3)
The article we chose for our marketing presentation is “Trade to jets launches Tebow into marketing stratosphere” by Jeff Bercovici. This article talks about how Tim Tebow is going to a small market in Denver to a large market in New York City. It talks of the opportunities that present itself for Tim in his move to New York.
This article talks about the “what if’s” for Tim and the kind of money he could be looking at depending on the future he has in New York and the amount of playing time he receives with his new team. It states that Tim could be looking at and upwards of 10 million dollars in endorsements on top of the 1 to 2 million dollars he already receives from his sponsors EA Sports, Nike, and Jockey. This depends on playing time and how the Jets do as a team. The article also states that New York is one of the only, if not the only place where Tebow could get a local sponsorship totaling the 7 figures mark. It also states that Tebow could also get sponsorship deals while riding the bench.
According to the Davie Brown index which tracks consumer perception of around 2500 athletes Tim Tebow is at the top of this study using trust, influence, and trend setting power to measure where the athletes stand with the consumers. This comes with a middle of the road appeal score due to his love him or hate him nature with the fans.
Sports agent Eugene Lee says that If Tim Tebow can win a Super Bowl it can take him to level of stars such as Michael Jordan and Tiger Woods. This article gives you a lot of “what if” situations but leaves a lot of what happens with Tim’s marketability up to him and his performance on the field. The article doesn’t give any real definitive marketing strategies that will be used or new sponsors Tim will have because of his move, leaving a lot up to the reader to figure out on their own.
Friday, March 30, 2012
Friday, March 23, 2012
"Gold Coast: Football club to farce"
From ESPNsoccernet
Review by Tyler Copan in KIN 435 (section 1)
The Gold Coast United is a soccer team that plays in the Australian A-League. The team was founded in 2009 by mining magnate Clive Palmer. At their inception, Palmer proclaimed that the team would fly through their inaugural year without a single loss; he was sorely mistaken. Gold Coast United, instead of winning all their games, quickly became the worst and most despicable team in the league. In their latest blunder, Palmer named one of the newest and youngest members of the team, 17-year-old Mitch Cooper, to be the team’s captain in their match against the Melbourne Heat. This action in itself is ridiculous because Cooper had only played a few games with the team and he had not been in any position to deserve the right to be called captain. The coach of the team, Miron Bleiberg, publicly spoke out against Palmer’s move which led to Palmer suspending Bleiberg for not supporting him. For any other team, this might not be such a big deal, however, Gold Coast United are not just any team. From constantly picking up star players for absurd amounts of money and then those same players not accomplishing anything to constantly having minimal fans and sponsorships at any of their matches, Gold Coast United seems to be going down the drain fast.
The marketing and sales implications of Clive Palmer’s actions are disastrous for both the Gold Coast United soccer team and the Australian A-League in general. This is bad for Gold Coast United because the actions of their immature owner cause them to be constantly losing fans and other potential consumers of their products and services. Also, since no one is going to their games and they are constantly losing fans, nobody wants to become sponsors of the team and the sponsors that the team does have are probably going to move on to other teams relatively soon if they have not already. The actions of Gold Coast United and its owner Clive Palmer are disastrous for the entire Australian A-League because the sports industry in Australia is extremely competitive and, if Gold Coast United is constantly losing fans and sponsors because of their ridiculous actions, that makes the entire league look bad and could cause potential revenue producers to move on to other sports like Australian Rules Football. In conclusion, Gold Coast United and billionaire owner Clive Palmer seem to be taking actions that lead them down a road that ends in dissolution of the team and maybe even of the league.
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Review by Katie Gebauer in KIN 435 (section 1)
The article Gold Coast: Football Club to Farce explains how another incident by the Gold Coast’s coach Palmer has turned them into a joke. The billionaire, Clive Palmer, funds the Gold Coast team that began in 2009, because like other teams they are struggling with a lack of crowds and lack of sponsorships. Palmer told coach Miron Bleiberg that he was to make the 17-year-old new comer, Mitch Cooper captain for the game against Melbourne Heart. To me it seems that Palmer was trying to achieve new fans by making a young player captain because it showed that he supports youth. Supporting youth could get parents to take their kids to the games, could get young kids to follow the team and players a little more because of their ability to relate to Cooper, and being that Cooper was expected to be very good it could create hype around him which would help out ticket sales and sponsorships. This fact is proven because the first thing I noticed about the article was that Hyatt was the sponsor that Cooper wears on his uniform. What company wouldn’t want to advertise and or sponsor a team or player that is getting that much hype?
The part that Palmer misunderstood about what he did was the affect is would have on the fans. The fans take the game, and the role of captain, very seriously. It is given to someone who shows teamwork and leadership, many fans viewed giving Cooper the role of captain as a joke and a slap in the face to the hard work and effort that the players put into the game. I believe Coach Bleiberg understood this, which is why he assured fans that his role as captain was just a ceremonial gesture. Palmer then came back and suspended Bleiberg because he saw that statement as undermining what he had planned. Being that most of the fans didn’t agree with Cooper becoming captain, the fact that the coach was suspended angered them even more.
Basically this article sums up how this is just one of many instances that Palmer is tarnishing his teams reputation through bad decisions, and how that tarnished reputation may soon lead to the end of this team.
Review by Tyler Copan in KIN 435 (section 1)
The Gold Coast United is a soccer team that plays in the Australian A-League. The team was founded in 2009 by mining magnate Clive Palmer. At their inception, Palmer proclaimed that the team would fly through their inaugural year without a single loss; he was sorely mistaken. Gold Coast United, instead of winning all their games, quickly became the worst and most despicable team in the league. In their latest blunder, Palmer named one of the newest and youngest members of the team, 17-year-old Mitch Cooper, to be the team’s captain in their match against the Melbourne Heat. This action in itself is ridiculous because Cooper had only played a few games with the team and he had not been in any position to deserve the right to be called captain. The coach of the team, Miron Bleiberg, publicly spoke out against Palmer’s move which led to Palmer suspending Bleiberg for not supporting him. For any other team, this might not be such a big deal, however, Gold Coast United are not just any team. From constantly picking up star players for absurd amounts of money and then those same players not accomplishing anything to constantly having minimal fans and sponsorships at any of their matches, Gold Coast United seems to be going down the drain fast.
The marketing and sales implications of Clive Palmer’s actions are disastrous for both the Gold Coast United soccer team and the Australian A-League in general. This is bad for Gold Coast United because the actions of their immature owner cause them to be constantly losing fans and other potential consumers of their products and services. Also, since no one is going to their games and they are constantly losing fans, nobody wants to become sponsors of the team and the sponsors that the team does have are probably going to move on to other teams relatively soon if they have not already. The actions of Gold Coast United and its owner Clive Palmer are disastrous for the entire Australian A-League because the sports industry in Australia is extremely competitive and, if Gold Coast United is constantly losing fans and sponsors because of their ridiculous actions, that makes the entire league look bad and could cause potential revenue producers to move on to other sports like Australian Rules Football. In conclusion, Gold Coast United and billionaire owner Clive Palmer seem to be taking actions that lead them down a road that ends in dissolution of the team and maybe even of the league.
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Review by Katie Gebauer in KIN 435 (section 1)
The article Gold Coast: Football Club to Farce explains how another incident by the Gold Coast’s coach Palmer has turned them into a joke. The billionaire, Clive Palmer, funds the Gold Coast team that began in 2009, because like other teams they are struggling with a lack of crowds and lack of sponsorships. Palmer told coach Miron Bleiberg that he was to make the 17-year-old new comer, Mitch Cooper captain for the game against Melbourne Heart. To me it seems that Palmer was trying to achieve new fans by making a young player captain because it showed that he supports youth. Supporting youth could get parents to take their kids to the games, could get young kids to follow the team and players a little more because of their ability to relate to Cooper, and being that Cooper was expected to be very good it could create hype around him which would help out ticket sales and sponsorships. This fact is proven because the first thing I noticed about the article was that Hyatt was the sponsor that Cooper wears on his uniform. What company wouldn’t want to advertise and or sponsor a team or player that is getting that much hype?
The part that Palmer misunderstood about what he did was the affect is would have on the fans. The fans take the game, and the role of captain, very seriously. It is given to someone who shows teamwork and leadership, many fans viewed giving Cooper the role of captain as a joke and a slap in the face to the hard work and effort that the players put into the game. I believe Coach Bleiberg understood this, which is why he assured fans that his role as captain was just a ceremonial gesture. Palmer then came back and suspended Bleiberg because he saw that statement as undermining what he had planned. Being that most of the fans didn’t agree with Cooper becoming captain, the fact that the coach was suspended angered them even more.
Basically this article sums up how this is just one of many instances that Palmer is tarnishing his teams reputation through bad decisions, and how that tarnished reputation may soon lead to the end of this team.
Wednesday, March 21, 2012
"Marketing moguls, potential sponsors await Patrick's NASCAR punch"
From the Daytona Beach News-Journal
Review by Rick Reardon in KIN 435 (section 2)
In this article the author, Skylar Swisher, discusses the opportunity that is currently in front of Danica Patrick. Danica Patrick won the pole position for the Daytona 500 this past Friday. She is turning all sorts of heads because she is only the third woman to race the Daytona 500, and the first to win the pole there. The author stresses that if she could pull off the upset and win the Sunday at Daytona 500 this Sunday, the marketing opportunities are endless for her. Danica is already extremely well known, 68% of Americans know her by her name or face. This shows that she is already a well known house hold name, and winning this race could only bolster that. She is even very popular amongst avid NASCAR fans, 87% of Americans said that they are hoping that Danica does well in the race, and 80% said that she is good for the support. So across the board she has positive support from all fans already, a win could only help that stat. If Danica would win the race it could attract all sorts of non traditional sponsors to NASCAR, and especially to Patrick. Swisher gives some examples of what kind of non traditional sponsors she could attract. He says that she could attract sponsors everywhere from lotion, all the way to wine. Danica Patrick, could cause sponsors to go away from the traditional blue-collar and automotive products and start sponsoring mass retailers. This is a great opportunity for the sport of NASCAR as well as Danica herself. She could really help improve the sport as well as her own image.
Review by Rick Reardon in KIN 435 (section 2)
In this article the author, Skylar Swisher, discusses the opportunity that is currently in front of Danica Patrick. Danica Patrick won the pole position for the Daytona 500 this past Friday. She is turning all sorts of heads because she is only the third woman to race the Daytona 500, and the first to win the pole there. The author stresses that if she could pull off the upset and win the Sunday at Daytona 500 this Sunday, the marketing opportunities are endless for her. Danica is already extremely well known, 68% of Americans know her by her name or face. This shows that she is already a well known house hold name, and winning this race could only bolster that. She is even very popular amongst avid NASCAR fans, 87% of Americans said that they are hoping that Danica does well in the race, and 80% said that she is good for the support. So across the board she has positive support from all fans already, a win could only help that stat. If Danica would win the race it could attract all sorts of non traditional sponsors to NASCAR, and especially to Patrick. Swisher gives some examples of what kind of non traditional sponsors she could attract. He says that she could attract sponsors everywhere from lotion, all the way to wine. Danica Patrick, could cause sponsors to go away from the traditional blue-collar and automotive products and start sponsoring mass retailers. This is a great opportunity for the sport of NASCAR as well as Danica herself. She could really help improve the sport as well as her own image.
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