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Sports Marketing Professionals

OKC_GlobalGamesThe National Basketball Association (NBA) have stepped on new ground today by launching a new marketing campaign for the first time targeting International fans.

The campaign titled “One Game One Love” will tip off in conjunction with NBA Global Games, one of the most comprehensive schedules of international games in the league’s history.

The season-long campaign is designed to communicate the shared love for the game from country to country and across different cultures.  It will include a series of six television commercials, print and online advertisements, and integration in NBA international events.

The “One Game One Love” television commercials will debut for international fans in each of the eight cities across five continents hosting games as part of NBA Global Games beginning on Oct. 5 in Istanbul.  The preseason Global Games will feature the Chicago Bulls, Golden State Warriors, Houston Rockets, Indiana Pacers, Los Angeles Lakers, Oklahoma City Thunder, Philadelphia 76ers and Washington Wizards. Following the in-arena debut, the spots will begin airing on television in 43 countries and territories and in 10 languages at the tip-off of the 2013-14 season on Oct. 29 and throughout the season.

The spot opens on a sequence of NBA players and fans going through their pregame rituals as the anticipation builds to a crescendo. Finally a basketball is heaved up for the opening tip-off and viewers are reminded, “It’s the NBA. And it’s for all of us. One Game One Love.”

During NBA Global Games 2013, players on each of the participating eight teams will wear special “One Game One Love” shooting shirts during all eight of the preseason games.

“One Game One Love” will also be integrated into the NBA’s international events, which include two regular-season games in London and Mexico City, NBA 3X, the league’s global grassroots event which combines an exciting 3-on-3 competition with authentic NBA entertainment and basketball activities, Basketball without Borders, the global basketball development program run in partnership with FIBA (International Basketball Federation) that uses sport to create positive social change. The NBA will host more than 125 events in 67 cities and 27 countries in 2013.

The eight preseason games as part of NBA Global Games will include the first-ever NBA preseason games to be held in Brazil and the Philippines, and in the cities of Bilbao, Spain and Manchester, U.K.  It will also include games in Beijing, Shanghai, Taipei, and Istanbul.  At the conclusion of the 2013-14 season, the NBA will have staged 148 games (regular-season and preseason) in 20 countries and territories across Europe, the Americas and Asia since 1978.

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Hi Matt, Thank you for reading the article and for your comment. The data we see here of UK participation shows us that there is always a spike after the Olympics (the survey is in October each year) but that drops off the year afterwards. What we want to see (and work with Governing Bodies to achieve) is continued growth throughout the Olympic 4 year cycle. A 49% increase in searches is fantastic. The important thing is to ensure that the interest from that spike is captured, along with the data required to correctly profile the individual and understand their needs. 'Customer' pathways need to be built to deliver relevant communications to convert the interest into participation and maintain the relationship so that you know for sure whether they go on to join a team or not.
Last replied by Sophie Morris on Wednesday, 31 August 2016
While I can understand why various sponsors have distanced themselves or cut ties with Maria Sharapova, I don’t believe that it will be difficult for her to rebuild her career. The reason being is that the substance in question was taken for genuine reasons, which Sharapova has not hidden. It’s a substance used by many people in general population in Russia to treat lack of blood flow to parts of the body, which is not uncommon. I may be giving her the benefit of the doubt, but given that this substance wasn’t on the banned list until earlier this year tells me that Sharapova did not engage in an illegal activity that undermined the integrity of the sport. Brands need to be seen as taking a zero-tolerence approach to doping, so I understand the reaction. However, Sharapova has built up a very strong personal brand that is not linked to her performances on the tennis court. As such, I can see her rebuilding with different type brands that are more in line with her career as a model. It’s important to note that my opinion is based on the information that is currently available so I’m prepared to give her the benefit of the doubt.
Last replied by Misha Sher on Wednesday, 09 March 2016
Hi Rupert, good to hear from you! It's definitely a destination advertising event and I think the only thing like it we see in the UK is the big retailer Christmas ads. The use of social media to launch trailers and teasers, and to interact live whilst the game is out is really very good. I interacted with a couple of advertisers during the Super Bowl who replied within minutes with a (seemingly) personal reply. That's very impressive and I'm interested to see how they translate that away from the buzz of the moment, to brand awareness, brand preference and sales in the longer term. However, given the levels of spend and resource poured into social engagement I still feel that the majority of ads lacked the tools to create a longer term connection, rather than just a moment of social media buzz, compared to previous years. I'd love to see some stats around it. If I find anything, I'll share it on here.
Last replied by Sophie Morris on Thursday, 11 February 2016
David, maybe it is because you ask the question to which everyone is still seeking the answer - this is the holy grail of sports commerce, isn't it. I can imagine that this whole area causes distress amongst the Finance Directors of professional Sports Teams and Federations as their Commercial colleagues will put a good case for spending money in this area but there doesn't seem to be a financial return on the investment yet!
Last replied by Michael Cunnah on Monday, 26 January 2015
Did anybody see Paddy Power's follow-up at Anfield on the weekend? A statue of Moyes with the plaque: "For services to Liverpool Football Club."
Last replied by Steve Moorhouse on Tuesday, 29 April 2014
Mourinho has a unique image and he knows it. Incredibly smart, he uses his image and popularity perfectly, and whatever he does and says trigger attention and a definite value to the league. He is a marketable icon similar to any global football player.
Last replied by Karl Lusbec on Friday, 07 March 2014
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