Talk'n'Ticker

The MLS Soccer Marketing Conundrum

Let's face it, soccer has never been one of America's favorite sports but with the construction of seven soccer-specific stadiums (bringing the total to nine) in the last six year and the signing of European stars like Thierry Henry and David Beckham to MLS (Major League Soccer) teams, the U.S. is trying, really trying to stir up interest in this world beloved game.

If the viewership numbers from this year's World Cup are anything to go by, it would seem that American interest is increasing, albeit slowly, as more than 24 million fans tuned in to watch the Final between Spain and the Netherlands, a figure greater than the average viewership for last year's MLB world series games. But the M.L.S. (Major League Soccer) has yet to find a way to capitalize on the growing interest in the sport which would catapult the league to the status of the NFL or NBA.

An article on the Bleacher Report website attributes this to the fact that the MLS marketing crisis may stem from the lack of a veritable star. The writer says, "The main reason for the slow uptake of the MLS is because of the player personalities, or lack thereof. Landon Donovan is clearly the face of not only the MLS but of American soccer. Donovan has the talent, but not the personality". The great American sports, he contends, are built around the star player with the star personality who has lots of crossover appeal and so far the MLS hasn't found that person.

And we here at Talk 'n Ticker would have to agree. The NBA has guys like Shaquille O'Neal, Dwight Howard and LeBron James and the NFL has folks like Terrell Owens, Peyton Manning and Tom Brady. Their personalities and mainstream appeal have undoubtedly generated interest in them and subsequently their games. Of course it is not so simple. The best soccer players are wooed by the English Premier League with it's potential for fame and the promise of a far bigger paycheck than the MLS can provide. Corporate sponsors in turn are hesitant (and rightly so) to invest as heavily in a sport where the talent is mediocre and the fans are few and so it becomes a vicious cycle.

Terrell Owens

It's apparent that MLS soccer needs that guy, the guy who may not be the best player but acts like he is the best player. That guy who is always slightly controversial. That guy who stays in the news outside of soccer. That guy who trash talks the other teams but manages to come off as passionate about the sport.

If the MLS would like to see its support base grow, alot rests on the development of the players to be recognizable personalities both on and off the soccer field. Whether it's through more intense media relations or increased social media engagement with fans, players need to rise to the occasion if this league is to reach the stature that it is capable of reaching.

~Khaila

In what may be seen by some folks in Cleveland as a further slap in the face to the city by LeBron James, the new Miami Heat star took out a full page ad in the Akron Beacon Journal today, thanking his fans and friends in Akron (read 'not Cleveland') The ad reads:

To My Family, Friends and Fans in Akron:

For all my life, I have lived in Akron — and for that, I am truly a lucky man. It was here where I first learned how to play basketball, and where I met the people who would become my lifelong friends and mentors. Their guidance, encouragement and support will always be with me. Akron is my home, and the central focus of my life. It’s where I started, and it’s where I will always come back to. You can be sure that I will continue to do everything I can for this city, which is so important to my family and me. Thank you for your love and support. You mean everything to me.

LeBron

In all fairness, LeBron is probably feeling a little miffed at Cleveland and in particular Dan Gilbert after that letter-heard-around-the-world, but was this ad the right road to take? When you have a brand like LeBron it is inevitable that you can enjoy a long career without some controversy to mar your legacy, Kobe Bryant, Lance Armstrong and Tiger Woods can certainly attest. But it's what you do in the face of the controversy that determines how you are remembered. And this is a lesson that LeBron could stand to revisit. Whether or not this was a childish shun on his part or an innocent omission on the part of his team or the ad buyer, taking the high road should have been the preferred response in this situation. The fact that this letter was issued almost a full month after The Decision, also calls into question its true intent and his team's preparedness to deal with the the aftermath of what they should have known would be a controversial decision.

The lesson here for athletes and entertainers alike is to think long-term about how you want your brand to be remembered and to plan in advance for the aftermath of crises. Proactive vs. reactive should be the route athletes strive to take unless circumstances don't allow.

We'd love to hear your thoughts on whether your perception of LeBron has diminished since The Decision.

~Khaila

Marreese Speights Bartends for Charity

Although the season was over and the 76ers’ home court at the Wachovia Center was empty on Apr. 15, 2010, there were still plenty of shots being made. Philadelphia center-forward, Marreese Speights, guest bartended at CopaBanana on 4th and South Streets to raise money for the Philadelphia Ronald McDonald House, of which he is the new “friend.”

The event--featuring appearances by Philadelphia based rapper Meek Millz and streetball player AO--lasted from 8pm to 9pm and raised money for the House.

The Philadelphia Ronald McDonald House provides critically ill children and their families a home-away-from-home environment while being treated at local hospitals. Operating two houses (one on Chestnut Street and one on Front and Erie Streets), the Philadelphia--and original--branch of this internationally recognized charity serves upwards of 60 families each night.

Costing over $75 a night per family for housing and supportive services, families are only asked to contribute $15 per night, however, no one is ever turned away due to the inability to pay. Over 90% of RMH funding comes from individuals; Ronald McDonald House Charities supplies the remaining 10%.

With support services ranging from home-cooked meals to on-duty social workers, the Philadelphia Ronald McDonald House has surpassed all expectations and continues to provide a unique and caring environment for those in need.

Speights also joined center Samuel Dalembert, radio announcer Tom McGinnis, mascot Hip-Hop and Ronald McDonald earlier that evening to present the award for the Read For Ronald program at the Chestnut Street House. This 76ers-sponsored program encourages students to read and raise money, as the “elementary and middle school children collect pledges for each minute read during the month of February to help generate donations and support for The House,” the 76ers website states. During the 2009-2010 program, the children raised over $73,000. While most of the funds were donated to the Ronald McDonald House, 10% of the proceeds were returned to the schools that participated in the program.

Speights, who has said he has always had a soft spot for kids, recently became an official endorser of the Ronald McDonald House. Upon the completion of the ceremony, he added in a statement, “Supporting the Ronald McDonald House is really important to me.”

Speights--along with many hopeful fans--went into his second 76ers season with high hopes. Those high hopes, however, were torn down by a mixture of injuries, lack of on-court minutes and a faulty Princeton offense. Speights suffered two knee injuries (one in November, one in March), causing him to miss a total of 20 games, and severely hurt his minutes upon his return to the court.

The Sixers ended the 2009-2010 season with a depressing 27-55 record, but Speights ended on a high note, playing more minutes than most games in the season and scoring over 20 points in three of his final six games.

As Speights looks down the road to summer, his plans are very similar to what he has been doing the past few months; playing a lot of basketball and being a support system and role model for children.

Between his own off season camps and workouts, Speights will team with the Houston Rockets’ Kyle Lowry to host a children’s basketball camp at The Shipley School in Bryn Mawr. The basketball pros will give lessons, tips, take pictures, and sign autographs for the kids during the camp on June 26.

Speights is looking forward to the camp, and hopes all the kids are too. “It’s great to come out to support all the kids. I hope they’re as excited as I am.”

For more information on the Marreese Speights and Kyle Lowry basketball camp, visit

http://www.24-7hoops.com/

~Liz

Charlie Manuel, on Ryan Howard’s 5 year, $125mil deal:

“The Big Piece got a big piece of the pie.”

Beatles drummer Ringo Starr, upon hearing the Vatican’s comments about the Beatles’ “satanic” messages:

“Did the Vatican say we were satanic or possibly satanic - and they’ve still forgiven us? I think the Vatican, they’ve got more to talk about than the Beatles.”

”Octomom” (Nadia Suleman), on having more children:

“At this point in my life, that is the furthest thing that I would ever even imagine. I cannot grow additional eyes or hands. I’m not an octopus.”

Charlie Manuel, on the Phillies’ bullpen while Roy Halladay pitched to the Braves:

“They were all down there eating peanuts.”

New Orleans Saints QB Drew Brees after landing the cover of this season’s Madden NFL 11 and the “Madden Curse”:

“Here’s what I have to say about the Madden curse: Destiny is more powerful than a curse. Whatever is meant to be will happen.”

Flyers general manager Paul Holmgren, on Carter and Gagne’s - and now Laperriere’s - injuries during the playoffs:

“We haven’t used injuries as an excuse the whole year and we certainly aren’t going to start now.”

Phillies right fielder Jayson Werth, on wanting to stay in Philadelphia:

“I think we’ve started something here and I think everybody wants to finish it.”

NFL Commissioner Roger Goodell, in a statement to Steelers QB Ben Roethlisberger:

“In your first six years in the NFL, you have first thrilled and now disappointed a great many people.”

Jessica Simpson, on only brushing her teeth a few times a week:

“My teeth are so white and I don’t like them to feel too slippery. I don’t brush them every day. My lips just slide all over the place...I can’t catch up with my mouth. I need a little coating.”

Kobe Bryant, on his fractured index finger:

“I just have less margin for error with the finger. I got to find a new finger--maybe the middle finger--to adjust it.”

Royal and Ancient Club chief executive Peter Dawson, thankful that “novelty” of Tiger Woods’ return to golf will have worn off by the British Open:

“I am very pleased that we are not the guinea pigs in this.”

Phillies general manager Ruben Amaro Jr., joking about first baseman Ryan Howard’s $125mil contract extension:

“As part of this deal, he has agreed to buy a second home for me.”

Phillies first baseman Ryan Howard, on his new “mega deal”:

“That wasn’t a very hard decision. I tell you what, it’s a great feeling to have security and know where you’re going to be.”

-Liz

It's one of the most famed races in the United States, and basically a holiday in good ol' Beantown. With the marathon drawing in runners and spectators from all over the world, it is a perfect opportunity for sporting goods brands to market themselves. But what happens when you can't get the prestigious role of being the sole sponsor? You bend the rules.

Just ask New Balance, the Boston-based shoe company, who has launched a full ambush on Boston in preparation for Marathon Monday. They are outpacing the official shoe sponsor of the race, Adidas, and tying their brand in with just about everything that has to do to with the trek from Hopkintown to Boston. Why? Because according to New Balance, "We Run This Town." The motto is the spark behind the largest promotional campaign they have ever run -- no pun intended. In fact, they are doing everything they can besides paying the sponsorship fees that Adidas is shelling out.

They are outfitting the Upper Crust pizza chain employees throughout the city, leading course tours, assisting runners and spectators with tips through their website, handing out goodie bags full of their merchandise, plastering the city with promotional banners, and providing a "Recover Faster" post-race event at all Boston Sports Clubs. This carefully crafted campaign also includes a limited edition shoe, sold exclusively at Tanners in Boston. The shoe is a customized version of the heritage running shoe, called the "Boston 993". The 72 pairs -- 36 for males, 36 for women -- are inspired by the prestigious event, with black suede and lime or lake blue piping. They also say "RUN" and "BOS" on the back of the respective shoes.

While their tactics may not exactly be traditional, and will probably piss off a lot of competing companies, they are definitely turning some heads. It's this kind of risk taking that makes a brand. Since they aren't breaking any specific rules, there is nothing anyone can do to stop them. New Balance has strategically rode the lines, and are using their knowledge of the city to put them to the forefront of the running shoe market, at least for today. Placing ads and kiosks in everyday places, in places where the runners themselves are going to frequent besides the course itself, makes them have a presence. While their campaign's success is yet to be determined, the buzz that is being generated around their strategy alone is definitely helping. Besides, having your name associated with any marathon is huge, simply for the sheer number of people, but to successfully work the Boston Marathon into your repertoire may be the largest honor you could have when it comes to running sneakers.

According to their running marketing director, Josh Rowe, "We are looking to capitalize on the fact we know Boston best -- we live here, we run here." Well, welcome runners, to New Balance's city.

-Mia

An idea by the worldwide leader in sports has taken off in an unexpected way. The experimental launch of city-specific ESPN websites (see ESPNDallas.com, ESPNBoston.com as examples) have left execs “blown away” by the results.

The sites work to offer content that is geared toward local markets of super-fandom – in order to bypass national sporting news, but provide the quality of content that is expected from the original. The idea was to put centrally-located options for fans in the cities themselves, suburbs, and transplant fans.

In order to keep the standards of ESPN, the site developers searched for reporters and feature writers that have a history in the city and a strong value in sports reporting. This included nabbing staff from local newspapers and websites, and offering them the most coveted job in sports, working for ESPN.

Working as their own miniature version of SportsCenter, the sites provide clips of news – in the familiar format – allowing for centralized content that may not have gotten the same attention on the national version. We’ve all been there: casually turning on SportsCenter as you’re getting ready for your day, anticipating if the best play from the game will appear on “Top 10” or seeing what they’re going to say about the latest trade rumors for your local team. You scan the side bar to see when you’re favorite is going to be highlighted and the ticker has never moved slower. What about scanning ESPN’s posts online, just to see your team is not featured? Don’t worry, ESPN felt your pain, and it’s just what the doctor ordered.

The five sites that are in place were selected because of their market power and the fact that affiliated infrastructures were already in place. For example, Chicago teamed up with their ESPN radio affiliate, and Boston partnered with a local advertising company.

ESPN may have engaged in this process in a little backward but the idea of backing into a goldmine does not seem to phase them. More markets are reportedly in the works – so look out Philly – we’re probably one of them, since ESPN950/97.5 The Fanatic has been fighting for sports radio’s top spot on the local airwaves and our sports fans are insatiable, not to mention we’re one of the largest markets in the country.

It seems the selection process for the cities has relied solely on ease of transition, but it would be assumed fan bases played into it as well. The competitive nature of local sites by national providers also rushed the process, as both Comcast and FOX Sports have revamped locally-based sites (New England, Philadelphia, D.C., Baltimore, to name a few).

The move seems to work for long-term survival for all parties. The content generated beats out local bloggers that focus on the nuances of the game and provide access that may not be otherwise realized. The understanding that this local component of a national outlet can only support, rather than detract viewers is a key piece for ESPN. The use of existing affiliates to work to their advantage, as well as hand-picking contributors from competitors, allows ESPN to remain the worldwide leader in sports, even on the local level.

-Mia

Atlanta Tipoff Club president Gary Stokan, on presenting Tina Charles with the Naismith Trophy after UConn's 2010 NCAA Championship:

"Tina took a talented UConn team and made it even better, which is representative of the leadership qualities she possesses. She enjoyed a remarkable senior season and we are thrilled to reward her with the most prestigious trophy in college basketball."

Now ex-Eagles quarterback Donovan McNabb, on his new future with the Washington Redskins :

"Hail to the Redskins.”

Diablo Cody to New York Magazine, on the shortcomings of her film Jennifer’s Body:

"I hate it on American Idol when they do a horrible performance and they go, ‘Well, I had fun.’ I think thats [ridiculous]. If you failed, you didn’t have fun."

Dancing With The Stars contender, Evan Lysacek, tweeting about the many twitter updates about his broken toe:

“Toe needs his own Twitter page.”

Lil’ Wayne, in the letter ‘Gone ‘til November’ to his fans from his new blog site:

“During my prison stint, I want my fans to know I love you. I want all of you to know I appreciate all the mail I get, and this is my way of saying thank you.”

A Master’s Tournament audience member, on forgiving Tiger Woods and focusing on his golf game:

“The man’s a Buddhist, and this is the Bible Belt. We forgive. This week, people in Augusta look at one thing--how well do you hit a white ball?”

Brian Dawkins, on why he believes trading McNabb was a bad idea, saying that the rest of the Eagles are finally playing at McNabb’s level:

“So you're finally getting...all those weapons in place and now you don't allow him to grow with those weapons and have those weapons grow with him, so that they can see if this is the mix that could finally get Philadelphia that championship. You know what? For me, I would say yes."

Nationals manager Jim Riggleman, when asked if the Nationals enjoyed President Obama’s visit and their home opener against the Phillies:

“That’s like asking Mrs. Lincoln how she enjoyed the rest of the play.”

Butler head coach Brad Stevens, proud of this team during the extremely close 2010 NCAA title game against Duke:

“We just came up a bounce short. There’s certainly nothing to hang your head about. I told them in there, what they’ve done, what they did together, will last longer than one night, regardless of the outcome.”

Serena Williams to People magazine:

“Everyone is obsessed with weight! Seeing I’m not a size 2, I could hopefully encourage people to be like, ‘Thick is in.’ But sometimes, I’m still like, ‘I hate these thighs.’”

Pitcher Roy Halladay, on his new home with the Phillies:

“Nothing against Toronto, but it kind of gives you a renewed energy coming over here.”

Umpire Joe West, on the slow pace of play by the Red Sox and the Yankees:

“It’s pathetic and embarrassing. They take too long to play. They’re the two clubs that don’t try to pick up the pace.”

Yankees’ Derek Jeter, on talk about the Yankees being favored to enter the World Series again this year:

“The message is, ‘Last year is over.’ It’s a mind-set that you have to have in terms of staying hungry.”

Jay Leno to Joy Behar, when asked if he feels bad about replacing Conan O’Brien as host of The Tonight Show:

“Conan got screwed; I got screwed. I mean, this is TV. The reason show business pays a lot of money is so when you get screwed, you got something left over.”

Donovan McNabb, on the possibility of being traded:

“I don’t want to be anywhere else but Philly. I don’t believe in starting somewhere and going somewhere else to finish your career. I believe in starting somewhere and finishing what you’ve started.”

Georgia Bureau of Investigation public information officer John Bankhead, on when the investigation of Roethlisberger will be completed:

“I don’t know. I’d have to have my crystal ball out but I don’t have it with me.”

Michigan State Spartans head coach, Tom Izzo, on his team making the NCAA Final Four:

“There is nothing greater than going to a Final Four that I know of, except winning it.”

Bon Jovi, on not retiring from rocking any time soon:

“I don’t plan on being the next Mick Jagger and to keep on going till my late 60s. But at the moment I don’t see a reason why I should stop.”

Tom Roletter, treasurer of Philadelphia Union’s supporter group Sons of Ben, on the team’s inaugural game on Thursday, March 25th, 2010:

“This day is like Christmas, New Year’s, Thanksgiving, all the holidays you can think of, rolled into one.”

Chad Ochocinco, contestant in season 10 of Dancing with the Stars, on another show performance:

“Holy Mexican jumping beans, it is Monday and another night to perform in front of a small crowd of 24 million viewers. Showtime.”

WVU Mountaineers forward, Da’Sean Butler, on making it to the Final Four

“One day you’re in the backyard pretending you’re in the Final Four...and then you’re there!”

76ers forward Samuel Dalembert, on the team’s not-so-good season:

“We understand we didn’t have a great season...People from outside might say we have nothing to work for, but personally I think we [do]. We have to work for ourselves.”

Tom Burgoyne, occupant of the Philly Phanatic costume, on the Phanatic For Art statues being displayed around Philadelphia:

“For the Phanatic, this is one big ego trip. He’s become very hard to live with.”

Minnesota Twins’ Denard Span, on his foul ball that hit his mother in the chest during a spring training game against the Yankees:

“She was more mad at me for coming out of the game than me hitting her.”

-Liz

Talk'n'Ticker

The MLS Soccer Marketing Conundrum

Managing the LeBron brand

Marreese Speights Bartends for Charity

Talk Soup

A New Balance on Marathon Monday

Markets are the Name of the Game

Talk Soup

Talk Soup

Sign Up for ASI's Newsletter

Stay Updated With ASI

Visit Our Friends At:

Blog Archive

Where Are We?

Labels