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As we head into mid-July, what has normally been a slow season for sports brand activation has unveiled a host of positive programs and good signs for sports on all levels. Starting with Mixed Martial Arts and the hundreds of brands and thousands of fans that have descended on Las Vegas for UFC 100 this …

One of the big problems with the team sports environment is the reluctance to work together on joint projects that could benefit multiple markets. Because the focus is so much in-market to grow ticket sales and relevance for brand partners, rarely will teams focus on projects that could be mutually beneficial to both without being …

One of the most elusive searches for traditional sports and entertainment properties is the quest to get younge.to identify with and activate against that very active audience that may have already grown tired of the traditional and looks elsewhere for its thrills. For an audience more interested in the half pipe and BMX than baseball …

As we head toward the All-Star break in baseball and get past the halfway point in NASCAR, it is worthwhile to point out a nice recent mix of the two…driver Kenny Wallace's loyalty to his hometown Cardinals tied to the All-Star game. Wallace, who has shown his loyalty to the Cards by wearing Cardinals red …

As we inch closer to NFL Training Camp, two interesting notes popped up again in the football world over the weekend, both showing what it will take for the casual fan to take notice of football outside of college or the NFL. The first was up north in the CFL, which incidentally has done a …

Speaking with one voice, whether it is to a business partner, the media, or to fans is always important, especially in the alphabet soup of niche or second tier sports. With the limited dollars and eyeballs available for the casual fan, splitting the marketplace with alphabet soup of organizations usually leads to confusion and can …

We all know that Shaq is the king of twitter, and that Tiger usually breaks news on his web page, and that other athletes have been using various pieces of social media to communicate in lockerooms, to fans and to assist various brand and team partners in growing market size and creating more access to …

If any sport could be hurt by the global economic problems it should be NASCAR. The essence of the “traveling circus” of a circuit, especially one built around the auto industry and legions of fans that have to travel to see their stars, makes survival problematic and growth questionable. Outside the US, racing in the …

Usually with expansion teams in sports, mascot or naming contests will be held to sample the local flavor and see what ideas can arise that brand marketers hadn’t thought of. Usually the name or logo still comes from a well positioned, well thought out plan intent on making sure that the merchandising rights, colors and …

Because the NFL is so much the American spectacle and a weekly destination watch for much of American, we often forget that several franchises still need to work in case of those rainy days to build brand value year-round, keep fans and business partners interested and engaged, and find new ways to generate revenue despite …