Tag Archives: Advertising

Gatorade Turns 50

This year, Gatorade will have its 50th anniversary. To celebrate, Gatorade produced an advertisement commemorating sports moments and sports figures that were a part of that 50 year success.

Here is the remarkable video produced by Gatorade:

Here is a list of the sports moments/achievements found in the video:

  • The first batch of Gatorade is tested in 1965 at practice by University of Florida football players.
  • With Derek Jeter’s retirement in 2014, the Yankees retire No. 2 and bid farewell to their last single-digit jersey.
  • Dwyane Wade locks up his third NBA title with a Game 7 win over the Spurs.
  • Gatorade appears in 1969’s Super Bowl IV alongside the Kansas City Chiefs.
  • The Brazil national team has five stars on its shirts for five World Cup championships.
  • Michael Jordan wins his sixth NBA title.
  • Patrick Kane scores his seventh game-winning playoff goal.
  • No. 8, Archie Manning; the first Manning legend.
  • No. 9, Mia Hamm.
  • No. 10, Lionel Messi.
  • The 11 starting players for FC Barcelona line up.
  • Seattle Seahawks fans display a giant jersey for the “12th Man.”
  • The return of No. 13, Paul George.
  • Rookie Jabari Parker scores 14 points for the Milwaukee Bucks in his debut game.
  • The Alabama Crimson Tide collect their 15th national championship.
  • No. 16, Joe Montana.
  • In 2008, the Boston Celtics raise their 17th NBA championship banner.
  • No. 18, Peyton Manning.
  • Usain Bolt sets a world record of 19.19 in the 200 meters.
  • No. 20, Barry Sanders.
  • The Giants start the tradition of dumping Gatorade on their coach in Super Bowl XXI (21).
  • No. 22, Emmitt Smith.
  • Do I even have to say?? No. 23, Michael Jordan.
  • At the 2012 Wimbledon, Serena Williams serves 24 aces in a single match.
  • No. 25, Fred Biletnikoff.
  • The 26.2 mile Boston Marathon.
  • The Yankees boast 27 championships.
  • LaDainian Tomlinson sets the record for most single-season rushing touchdowns, with 28.
  • The beginning of J.J. Watt’s dominance starts with a 29-yard interception return for the touchdown.
  • Thirty years ago, in 1985, Gatorade establishes the Gatorade Sports Science Institute.
  • Matt Kenseth gets his 31st win in the Sprint Cup.
  • No. 32, Franco Harris.
  • The Lakers notch their 33rd straight win for an NBA record (Gatorade says 33 is supposed to stand for this, but the 33 wins in a row by the Lakers happened with Wilt Chamberlain and not Kareem-Abdul Jabbar who is shown… whoops…. guess whoever made this ad could have used a guy like me on staff; at least Kareem wore No. 33, so it’s not that bad of a mess up)
  • No. 34, Bryce Harper.
  • Cam Newton sets the rookie record for most touchdowns, with 35.
  • Adam Vinatieri kicks a 48-yard field goal to win Super Bowl XXXVI (36).
  • No. 37, Steve Gleason.
  • Michael Jordan scores 38 points in the Flu Game.
  • Pat Summit coaches the Lady Vols to a 39–0 season.
  • Robert Griffin runs 4.41 seconds in the 40-yard dash at the NFL Combine.
  • Peyton Manning is named MVP in Super Bowl XLI (41).
  • Baseball honors no. 42, Jackie Robinson.
  • A player reaches 43 inches in the vertical jump at the NFL Combine.
  • Spud Webb leaps 44 inches in the 1986 NBA Slam Dunk Contest.
  • Michael Jordan returns as No. 45.
  • Eli Manning is named MVP in Super Bowl XLVI (46).
  • No. 47, John Lynch.
  • Jimmie Johnson’s No. 48 team.
  • The 49ers do the Gatorade dunk.
  • A shot of the Florida Gators, 50 years after the introduction of Gatorade.

This video, at the crossroads of sports, advertising, history, and pop culture, is phenomenal. An advertising piece does not get any better than this, in my eyes. Before I workout, I like to watch a very short inspiring video (usually a sports ad like this) two times. This Gatorade ad will be added to my collected pool.

Props to you, Gatorade, and *raises his Gatorade* here’s to 50 more years.

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Sponsoring Current Athletes Is Just Too Dangerous

Babe Ruth

Pictures of their food before they eat.

Pictures of their pets being cute on their couch.

Pictures of shoes on your an athlete’s feet before the game.

These are some of the unnecessary, but rather interesting, tidbits of information that are being funneled from professional (and amateur) sport figures to their fans. However, as quick as it is to post a picture or say something funny to your followers, it is just as easy for a naive, young athlete to piss off the masses and open the can of holy shit.

Whether they’ve ever been trained as a tight-roper or not, every modern athlete is balancing their career and livelihood upon the tight rope of scrutiny and public opinion; talent is only the small knot at each side.

Put another way, the 2010s is just one big science class and every single day is experiment day because you never really know what type of huge reaction is going to happen. Who’s our favorite specimen? Who are we always watching under the microscope? Celebrities. Both athletes and entertainers.

ESPN and sports publications are filled with news on athletes just doing the wrong things off the field/court. It seems like there is an endless stream of allegations and hearings on domestic violence. And you are telling me that brands want to continue to chalk their name up next to a high profile athlete, just waiting for something to come along and smear it and make that name not as clear and legible as it once was??? Bullcrap!! Brands are nervous as ever!

The days of major sponsors relying on a single celebrity endorser are numbered and extinction is inevitable. With one celebrity endorsement,  a brand is only one allegation/scandal/picture/comment away from needing major repositioning.Subway has done a great job at mitigating their risk by using five or six endorsers coupled with shorter-term campaigns. I foresee this becoming the norm.

A number of brands like Mastercard (George Brett), Foot Locker (Karl Malone and Tracy McGrady), Crown Royal (Julius Erving), New Era (Jackie Robinson), and Jockey (Babe Ruth) have actually taken a major step back on present-day athletes and  turned more towards retired players and even dead legends. Both brands and agencies are starting to realize that you just can’t be sure with a modern athlete. They may seem great, but their legacy is set in cement yet. With players like Babe Ruth, you know their legacy and they will always be an iconic legend of American sports. With retired players and deceased players, their reputations and consumer appeal are not going to change overnight; it’s going to make a lot more to break the love fans hold in their hearts for these icons.

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The Power of ESPN

ESPN Google

 

Google just announced an idea that could forever change the business model for advertising on the internet. In short, Google is toying with the thought of allowing web surfers to see their favorite websites ad-free in exchange for a $1-$3 monthly fee. This new service has been given the name Contributor. To begin, Contributor will launch on a number of popular sites, including Mashable, Imgur, wikiHow, The Onion, and Urban Dictionary.

HOW IT WORKS: If you are an avid reader/user of a participating site and  don’t want to see ads, you can sign up to pay a monthly amount between $1-3 through Contributor. Then, when you visit that site (or any of the other participating sites) you will be shown blurred-out boxes with a Thank You message from Google instead of the pesky, slow-to-load ads. From that $1-$3 monthly fee, Google will take a portion and the rest will be split among the participating sites.

There are some more technicalities behind Contributor (Like the fact that if a website’s ads are completely hosted by Google, users who pay the monthly fee will not see a single ad. However, Contributor will not block other ads/ad sources that the website might have), but for the most part, the above 2 paragraphs are the basics.

Now when I heard of this new phenomena, I instantaneously thought of its future implications in relation to ESPN.

Why you ask??

ESPN is probably the most powerful cable network there is and there ever will be. In the business of TV, there are per-subscriber fees. In order for a cable network like ESPN, TNT, or Discovery to be available to a cable company (Time Warner, Directv, etc.), the network and the cable company have to agree on this per-subscriber fee. A per-subscriber fee is basically the money networks make for selling their content to cable providers. For the sake of a simple argument and a simple example, lets say TNT has an agreement with Directv. That agreement says that every month, Directv has to pay $0.64 to TNT for every cable subscriber (customer) Directv has. Directv pays this because they know  they need to offer TNT to make their cable subscribers happy. To continue a simple discussion, lets say TNT agreed on a per-subscriber fee of $0.64 with every cable network in America. The Discovery Channel, on the other hand, demands only $0.24 cents from every cable company. Now we all know ESPN is a very popular network. If a cable company doesn’t offer ESPN, people will get VERY VERY upset VERY VERY quickly and seriously consider changing cable companies. ESPN knows they are in high demand, so they require cable companies to pay them somewhere close to $7.50 for every cable subscriber. This high fee gives cable companies access to ESPN and all of its corresponding channels (like ESPN 2, ESPN Classic, ESPN 3, ESPN News, etc.). In the grand scheme of cable networks, ESPN has the highest per-subscriber fee by a long shot.

Now if ESPN is able leverage itself so well against cable companies, what’s stopping it from leveraging itself against companies like Google and this new Contributor business? As I pondered this new digital advertising business model, I was able to just envision ESPN saying something along the lines of, “Hey Google, you know how you get $0.75 of that $2 monthly Contributor fee?? Well we want $0.75 of that too, and then the remaining $0.50 of that $2 fee can get split among the other, less popular 38 sites like wikiHow and The Onion. We both know that ESPN.com and all our affiliate sites are bringing in the most visitors, so we deserve rightful compensation.” There are rumors that your monthly Contributor fee will only be split among sites you actually visit, and not all the sites that are participating. Regardless however, the concept of per-subscriber fees could be making its way into the online, digital domain, and if that is the case, ESPN is sitting back and not complaining one bit.

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GoPro and the NHL

On October 8, 2014, the NHL and GoPro officially began a content sharing agreement. These two parties have been flirting with each other for the past year or so, but this marks a new chapter in NHL entertainment. GoPro cameras are now being placed on professional hockey player’s helmets. This POV technology will enables those, like myself, who have ever wondered what a 102 MPH slapshot looks like coming at you or the maneuvers and dodges wing players have to make to get to the goal. The videos these GoPro cameras capture will be used on NHL.com and NHL highlights, but also be used to create interesting YouTube videos on both GoPro’s  and the NHL’s  YouTube channels. However, the ultimate purpose of this POV video is for TV audiences. The NHL is trying to keep up with other professional sports and their innovative angles and breakdowns (most notably, MLB and their highly accurate strike zone visuals and the NBA’s behind the backboard dunk cam). The NHL is trying to get people to tune in and stay hooked. The exact networks with access to the POV video are: NBC Sports, Rogers (a Canadian network), and the NHL Network.

Surprisingly, this technology HAS been seen in the NHL before. In fact, it happened twice in the 1990s. On Sept. 27, 1991, former Los Angeles Kings goaltender, Kelly Hrudey, wore a camera on his mask during an outdoor regular season game in the Caesar’s Palace parking lot. Additionally, in 1993, Patrick Roy continued the idea by sporting a camera during the NHL All-Star Skills Competition. This idea has been tooled around with over the years, but it’s exciting to now see it finalized and secured to the helmets of some of the world’s most talented players.

Ultimately, this partnership serves the NHL well because it entices viewers that would otherwise not even care about hockey and it also allows GoPro to venture from its extreme sport beginnings (skateboarding, surfing, snowboarding, etc.).

I guess now I’m just waiting for the day a player’s shot hits the GoPro camera, ricochets into the goal, and he rightfully earns the number one spot on SportsCenter’s Top 10 plays. I can just see it happening. Literally.

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Ads on NBA Jerseys

RondoAdJersey0720_NBA_630x420

The NBA jersey is not too far from being the newest and hottest advertising venue in sports. Many sources say that as the NBA negotiated for a new 9 year, $24 billion TV deal with TNT and ESPN,  the idea of putting ads on players’ jerseys received attention too.

The NBA has toyed with this idea in many forms over the years. In fact, the NBA has already put ads on practice jerseys and, last season, placed ads on the front and back of the Rookie and Sophomore Game jerseys.

However, it is still unclear how the revenue from the advertisement patches would be distributed. There is rumors that TV networks would get a significant slice of the money. In fact, some believe that when a team is on a nationally televised game, their jersey sponsor(s) would be required to also advertise during the game. That way networks don’t lose potential big advertisers who would otherwise decide to go with just the jerseys.

Here is something you might not have noticed this season… The NBA logoman is no longer on the front of the NBA jerseys. I’ll give you a minute to look it up because I didn’t believe it either when I heard about it for the first time. That NBA logoman has been moved to the top back where small team logos had previously dwelled. On the front, the upper left and right side of the players’ jerseys are now wide open real estate. One 2×2 inch patch on the left side is rumored to be the first step in NBA jersey ads. Commissioner Adam Silver thinks NBA teams, collectively, could generate $100 million by selling 30 patch sponsors each season (to begin, 1 sponsor per team). However, this sounds a bit too optimistic as English Premier League soccer teams made close to $184 million in sponsors last year and their corporate logos cover the entire front of their shirts. It’s hard to think the NBA would receive more than half that figure for their small, four square inch patches. Bigger ideas (and bigger ads) are already being discussed for special events though. It has been noted that TNT will be able to sell ad space on the jerseys for the 2017 All-Star Game.

In a world of sponsored All-Star events, sponsored replays, sponsored arenas, and  “The Official  __(Deodorant)__ of the  __(NBA)__” (and there is such a thing; it’s Right Guard), it was only a matter of time before we came to companies becoming, “The Official Sponsor of the Portland Trail Blazers.” If the NBA follows the international soccer and basketball precedent, it is only a few seasons until brand names or brand logos carry more visual weight than the actual team name on the front of jerseys. The question starts to become: Is the NBA going to become as ad-intensive as NASCAR??  Although some may question if the NBA is willing to go that far, no one is questioning the NBA for collecting millions upon millions of dollars while generating millions upon millions of impressions with this new, alternative income stream.

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