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Male Sports Fans Are Caught In the Web When It Comes To Viewing

Written by admin on . Posted in Marketing, Sports

Sports Fans are Online

Sports Fans are Online

Clearly, men and women differ widely on a whole host of subjects. Sports are no exception. It might be argued that men are fundamentally more engaged sports fans and viewers, but a large segment of the world’s female population might argue against that. Regardless, when it comes to viewing habits and reaching sports-oriented consumers, understanding the differences between men and women can be a very valuable bit of knowledge.

A recent study by people who make it their business to study such things indicates that male sports fans favor web viewing over TV; not so much for female sports fans. In fact, male sports fans are twice as likely as their female counterparts to cite the internet as their primary source of sports news and information, 32 percent to 16 percent, according to a new study by the online ad network Burst Media. The survey found that women preferred national sports television programming as their primary sports information source.

The study didn’t indicate why the preferences exist, and so that may be the subject of conjecture.

Overall, however, a slightly higher percentage of fans say that the internet is the best source of sports-related news and information, 31.5 percent, compared to 30.4 percent who chose television. And for those of us trying to sell to this lucrative group or support the efforts of others in doing so, nearly a third of respondents said that they are likely to purchase a product or service endorsed by their favorite sports team or athlete.

So if you want to be a player, take note. Women, TV. Men, web.

Jonrón: Major League Baseball and the Hispanic Market

Written by Christopher Stanley on . Posted in Marketing, Sports

San Francisco Giants

San Francisco Giants

On the heels of the tremendous focus of advertisers reaching out to the Hispanic market during the World Cup,  I found myself in Phoenix (on what would be a 100 degree plus day) to meet with the executives at Major League Baseball.  In preparation, I researched some information about MLB, downloaded the free iPhone app, and checked out some highlights on the $14.99 iPad app to gain some more insight into the organization.

While not overly excited that my Detroit Tigers were lagging (10 games back), and my other team, the San Francisco Giants, were on the outside of the Wild Card race, I was anxious to find out more about MLB’s digital efforts.

I learned that Major League Baseball embraces the Hispanic community and has for a long time.  From Spanish language websites for all the teams to U.S. Hispanic and cross border marketing, MLB is well ahead of the curve.  Compare the MLB, which has significant content agreements with the likes of Terra.com to create and distribute content in Spanish, to the N.B.A., who recently launched campaigns on how to say their name.

In the U.S., Hispanic doesn’t necessarily mean Spanish dominant; nevertheless, a good way to see Major League’s dedication to the market is through MLB’s Spanish site.  Not only do you get MLB team sites in Spanish, but for those players with ties to other countries (such as the Dominican Republic, Venezuela, Puerto Rico and Mexico), there are pages dedicated to the Winter Leagues in those countries, or Ligas Invernales.  The league also actively monitors the news about and public relations for players and prospects.  In addition to the league’s existing efforts, the individual teams have their own events and public outreach to the many local and surrounding communities.  Whether it is the Gigantes de San Francisco reaching out to the surrounding San Francisco Bay Area, or the Florida Marlins or Los Angeles Dodgers reaching outside U.S. borders, the entire MLB community has rightly recognized the opportunity that the Hispanic market offers. Enjoy this dispatch from a Texas Rangers game from Lili Gil here.

Latinos…passion, sports and the internet!

Written by admin on . Posted in Digital, Hispanic, Marketing, Sports

Sports Sites en Español

Sports Sites en Español

After the World Cup , I learned quite a lot about the intensity with which the Hispanic consumer relates to sports and media.  As Americans have accepted more Latin stars into the world of American sports (Tony Romo, Pau Gasol, Albert Pujols, etc), the Latino consumer has been following a parallel trend: identifying more closely with sports like football, basketball, and autoracing.  Nevertheless, Latinos also continue to follow more “Latino” sports like soccer, baseball and boxing.

It’s been shown that Hispanics spend more time online, but the more important question is, where do Latinos access sports info online?  We might initially think of one Latino online universe, the same 4 or 5 pages that we’ve used and that seem to be the safest path to reaching Latinos (ESPNDeportes, etc).  However, if we look a bit deeper, we can see that the Latino consumer searches out other sites: he’s exploring a larger online universe, surfing pages from his country of origin, looking at pages from the country of origin of his favorite ballplayers, looking for sites that provide more information, as well as better quality in terms of content and production value.  He may visit sites like USA Deporte or El Quinto Cuarto.  Digital marketing professionals can now optimize their online efforts at better price and with a better reach. to relevant Hispanic consumers.

The World Cup Vacuum – Are You On The Ball?

Written by admin on . Posted in Marketing, Sports

Be The Netherlands-Strategize and Regroup!

Be The Netherlands-Strategize and Regroup!

It’s over. Spain won. In some ways, so did South Africa, but that is a different story for a different day. Soccer won all the way around. Arguably, this World Cup was the most important of all that preceded it. It was a milestone. It was, as most large sporting events often are, a milestone in international branding and advertising. The final tally is impossible to factor, but suffice it to say that thousands of companies spent hundreds of millions of dollars over the past year in some way hitching their company to the World Cup star. But like I said, now it is over.

So if you are one of those companies, congratulations! You recognized and took advantage of leveraging the power and value of the biggest sporting event in modern times. The question is, what is your next step? What is your plan going forward? Is it part of a long-term strategy or did you put everything on the ball and didn’t look past the final whistle? If you did, then you probably already know about the vacuum that can be created immediately after such a monumental event. The sparkle is gone and a hole is often created. There is no longer any forward momentum. In sporting parlance, “that is not a winning strategy.”

Good coaches and superior teams know the power and value of one thing above all else— consistency and practice win games. Winning enough games creates championship teams. Creating enough championship teams establishes legends. The same is true with marketing a company or growing a brand. So when is your next practice? What does your strategy look like? Does it include an immediate follow up or are you going to wait another four years for the next World Cup? (I can wager that the Dutch team will not- they are probably talking strategy today).

Adidas and Nike also in the World Cup final

Written by admin on . Posted in International, Sports

Cristiano Ronaldo and Nike

Cristiano Ronaldo and Nike

The big sportswear brands have their biggest stakes in individual athletes. Not a day passes when we don’t see some big sports star on our TV or computer screens.

The 2010 World Cup in South Africa was the last for David Beckham; it was also supposed to be the big debut for stars like Kaká, Messi and Cristiano Ronaldo. With Beckham on the sidelines before the tournament even began, and the rest of the sport’s stars bowing out too soon, we reached the World Cup final with other figures who, starting Monday, will be in good shape to demand much more money from their sponsors. They’ve earned it.

The three main sportswear brands- Nike, Adidas and Puma – were surely disappointed to see their big stars out of the final. They’ll “only” be watching “their” teams duke it out.

In fact, the quarterfinal lineup seems like it was tailor made so that the big three could balance their budgets:

– Holland (Nike) – Brazil (Nike)
– Uruguay (Puma) – Ghana (Puma)
– Argentina (Adidas) – Germany (Adidas)
– Paraguay (Adidas) – Spain (Adidas)

Adidas already knew it would see one of its teams in the final, while Nike and Puma, on the other hand, were left to fight it out in the semifinals.  After Sunday’s game, one of the big brands could keep winning after the game. Game results go hand in hand with immediate profits. For example, after England was eliminated from the World Cup, the price of an England team jersey dropped from £ 40 to £ 28.

There have also been lesser-known brands represented in this World Cup: Umbro (England), Joma (Honduras), Brooks (Chile), and Legea (North Korea). These last three have surely gained a higher return on investment than they expected when they negotiated their contracts with their respective teams.

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