Tradition vs Evolution: Go Team….Go?
Many top-tier Div. I football programs fund the bulk of their entire university athletic departments, or at least support athletic programs at their schools that cannot or would not be able to support themselves otherwise. They often bring a significant amount of business to the towns that host their games as well. The impact is especially great in smaller cities.
In 2013, the University of Nebraska paid $2.1 million to the University of Southern Mississippi to move their match-up from Hattiesburg to Lincoln. This move increased the Huskers game day revenue by 14%, and brought an estimated $8 million to the local economy (forbes.com, December 2012). While Southern Mississippi reaps the benefits of the venue change, the local economy in Hattiesburg will not see any of the influx of revenue that it would have enjoyed from visiting Husker fans.
West Virginia paid $20 million to leave the Big East (a conference made up mostly of east coast teams, as the name would suggest) and join the Big-12 (teams based primarily across the central states), which had just secured a lucrative media contract with ESPN and Fox, to the tune of $2.6 billion. While television deals are a boon to conferences, schools individual earnings remain the driving force behind their overall financial success.
Teams are willing to eschew decades of tradition to enhance their economic futures. The opportunity for increased revenue and brand growth outweighed the decades of economic ties between teams and communities that benefited mutually from long-standing, yearly rivalry match-ups.
These efforts to expand brand awareness, whether through marketing themselves to recruits in new territories by moving to a more prestigious athletic conference, or expanding their fan base by endeavoring into new territories, shows that teams are willing to embrace non-traditional methods of evolving their business models in an effort to ensure continued fiscal success in the years to come.
Guide To World Cup Advertising Success
The World Cup is a great place to raise brand awareness, but probably isn't the event you're going to debut a new product or unveil a revolutionary idea. This is simply because the World Cup has a global viewership and is fragmented based largely upon national allegiances. For instance, viewership in England among women increases from 38% to 46% when their native country is playing (The Guardian, June 2010). Another reason for this is that the event takes place over the course of a month and is similar to March Madness in that regard.
Because many companies see the World Cup as an opportunity to showcase their business on a global scale, the creative is top-notch. This may be one of the reasons that the ads resonate with women more than with men, although the viewership skews more male than female.
In an event that showcases superstars like Messi, Suarez, Neymar, and Ronaldo…this is your opportunity to make your business the hero. YOU'RE the superstar. Now is not the time to do a human interest piece that tugs at your heart strings. Promote the brand early.
Unexpected ads that work within the context of the World Cup seem to gain traction among viewers. The popular ” I believe that we will win” chant that the USA has adopted, might be a good example of how a business might pair nationalism, fanaticism, and product placement if it fits with the brand.
Celebrity endorsements are hit and miss. It would take a global superstar with incredible recognition for this to work they way people are accustomed.
Finally, clarity of vision is paramount.
So, there you have it! Take these tips and corner kick them to your best play-maker for a game-winning header and enjoy the fruits of your labor!
Mad Men Marketing 2014 NFL Mock Draft
1. Houston Texans – Jadeveon Clowney (DE South Carolina) For some reason, everyone seems to think that Houston really wants to go QB here. Quarterback IS the most important position on the field, but none of the quarterbacks in this year's class are worthy of the #1 overall pick. For that reason, how can you possibly pass up the opportunity to pair JJ Watt with Jadeveon Clowney. This is a total no-brainer. All of the other rumblings HAVE to be smoke and mirrors.
Jadeveon Clowney
2. St. Louis Rams – Sammy Watkins (WR Clemson) I think this is the last year Sam Bradford gets to legitimately make things work. Adding Watkins to a receiving corps that already has Tavon Austin could really open up the passing game. Ultimately I think the Rams trade this pick and get a tackle. There are a lot of people that would like to leapfrog the Jaguars if they suspect they'd take a QB.
Greg Robinson
3. Jacksonville Jaguars – Khalil Mack (LB/DE Buffalo) Ideally, the Jags would have loved it if Clowney fell into their laps, but Mack is one heck of a consolation prize. In fact, he may turn out to be the better pro in my opinion, (no one has questioned his effort) and his measureables are off the charts for a defensive end/rush linebacker. Think Von Miller with better size.
Blake Bortles
4. Cleveland Browns – Johnny Manziel (QB Texas A&M) I think Cleveland is the perfect place for Manziel to BEGIN his career. Cleveland could use some positive exposure and that's precisely what they'll get as long as Manziel can keep his nose clean off the field. This is more than a PR move, however, Manziel can definitely sling the ball downfield, and he's the best I've ever seen at rolling right and throwing the ball across his body to the left to find the open receiver (a lot of scouts would say this is ill-advised). I don't think he's a running QB; I think he runs to throw and he should have a top-tier target in Cleveland when he arrives. He's close friends with Lebron James and Lebron had a decent start to his career in Cleveland.
Sammy Watkins (Buffalo Bills)
5. Oakland Raiders – Blake Bortles (QB UCF) I think this pick has the potential to be traded, not to the degree that the #2 pick does, but I wouldn't be surprised if Oakland traded back. Matt Schaub will be 33 before the season starts, so he's not the future. Pryor got traded to Seattle for a pittance. I think the raiders let Bortles learn a couple of years behind Schaub and make the first intelligent move they have in a long time. Bortles has the body and the poise to excel. Sadly, he doesn't have the name (seriously, say it 3 times and see if it sounds like a Pro Bowler to you) and I know that sounds silly, but it's the vibe I get and it's my mock draft, not yours.
Khalil Mack
6. Atlanta Falcons – Greg Robinson (OT Auburn) It's an absolute tragedy that Atlanta is even drafting this low. I know they need a pass rusher, but they might be able to snag another Auburn player a little later for that specific purpose (MAYBE). Robinson is an absolute mauler at tackle and could help anchor an offensive line that protects one of my favorite passers, Matt Ryan. With proper coaching and improved footwork, Robinson could be a perennial Pro Bowler.
Jake Matthews
7. Tampa Bay Buccaneers – Jake Matthews (OT Texas A&M) Safe and smart. A trade could be possible here, with Tampa moving back.
Mike Evans
8. Minnesota Vikings – Derek Carr (QB Fresno State) Christian Ponder is a model of mediocrity and his uppance has come. Carr has the fastest release I've seen in this year's QB class.
Justin Gilbert (Cleveland Browns)
9. Buffalo Bills – Mike Evans (WR Texas A&M) Stevie Johnson has lost a step and EJ Manuel needs a legitimate #1 option
Anthony Barr (Minnesota Vikings)
10. Detroit Lions – Darqueze Dennard (CB Michigan State) People have been mocking CBs to Detroit forever. Maybe someday they'll draft one. Dennard has the ability to turn picks into points each time he snatches a pass out of the air.
Eric Ebron
11. Tennessee Titans – Justin Gilbert (CB Oklahoma State) Gilbert and Dennard are kind of like #1 and #1A CBs. A lot of people have Gilbert mocked ahead of Dennard.
Taylor Lewan
12. New York Giants – Eric Ebron (TE UNC) Quick! Name your favorite New York Giants tight end moment…….NOTHIN'. Ebron can change all that.
Odell Beckham Jr.
13. St. Louis Rams – Ha Ha Clinton-Dix (S Alabama) The Rams haven't had a dominant safety since Aeneas Williams. Dix is a physical guy who could really get the secondary going.
Aaron Donald
14. Chicago Bears – Taylor Lewan (OT Michigan) There has been a revolving door along the front five. Lewan has the size and the pedigree to anchor the line.
Kyle Fuller
15. Pittsburgh Steelers – Louis Nix (DT Notre Dame) This big tackle has the girth and power that have become a hallmark of the Pittsburgh Steelers defense over the years.
Ryan Shazier
16. Dallas Cowboys – Kony Ealy (DE Missouri) Ealy could definitely go earlier than this. He has a lot of upside and a high motor. It's a shame the Cowboys have a huge hole to fill with Ware's departure.
Zack Martin
17. Baltimore Ravens – Calvin Pryor (S Louisville) It seems the Ravens are constantly reimagining their secondary. The front 7 are amazing, but this is where their focus should be.
C.J. Mosley
18. New York Jets – Brandin Cooks (WR Oregon State) Think Santana Moss in his prime when you think of Brandin Cooks ceiling. Could be a game-changer like Desean Jackson.
Calvin Pryor
19. Miami Dolphins – CJ Mosley (LB Alabama) Remember when Zach Tomas was wreaking havoc at Middle Linebacker in Miami. Mosley could be the guy that leads the league in tackles as a ROOKIE.
Ja'Wuan James
20. Arizona Cardinals – Teddy Bridgewater (QB Louisville) Most don't have Bridgewater falling this far, and if he does, some teams will probably be salivating over a potential trade. This would be a great fit and Teddy would remain a Cardinal.
Brandin Cooks (New Orleans Saints)
21. Green Bay Packers – Aaron Donald (DT Pittsburgh) This guy has been climbing draft boards and if that holds true, he will be drafted as high as 10.
Ha Ha Clinton-Dix
22. Philadelphia Eagles – Kelvin Benjamin (WR Florida State) This would help ease the pain of losing Jackson and would give the Eagles another red zone threat next to Riley Cooper.
Johnny Manziel (Cleveland Browns)
23. Kansas City Chiefs – Zack Martin (OT Notre Dame) With the losses along the line and the addition of Fisher, this could give the Chiefs two young bookend tackles.
Dee Ford
24. Cincinnati Bengals – Dee Ford (DE Auburn) POTENTIALLY the best DE in the draft. Played against top tier competition and knows how to really bring it.
Darqueze Dennard
25. San Diego Chargers – Kyle Fuller (CB Virginia Tech) Not incredibly confident about this pick, but the Chargers need help on defense, badly.
Jason Verrett
26. Cleveland Browns – Odell Beckham (WR LSU) It seems like a foregone conclusion that the Browns will be selecting a QB/WR tandem to team up with their amazing WR.
Marcus Smith (Philadelphia Eagles)
27. New Orleans Saints – Marqise Lee (WR USC) Make no mistake, Lee is a playmaker and the Saints have had the same stable of receivers FOREVER!
Deone Bucannon (Arizona Cardinals)
28. Carolina Panthers – Davante Adams (WR Fresno State) With the departure of virtually every legitimate receiver, a target for Cam Newton has to be a top priority.
Kelvin Benjamin
29. New England Patriots – Tim Jernigan (NT Florida State) No Vince Wilfork makes this an easy selection.
Dominique Easley
30. San Francisco 49ers – Anthony Barr (LB/DE UCLA) The 49ers have the luxury of drafting based on potential. Barr is a pass rusher that used to be a runningback. Think Brandon Jacobs with more speed.
Jimmie Ward
31. Denver Broncos – Jason Verrett (CB TCU) I, personally, like Verrett better than Fuller, but think he'll be perfect in Denver.
Bradley Roby
32. Seattle Seahawks – Ryan Shazier (LB Ohio State) I would be a LITTLE surprised if Shazier were still here, but if he is, he may not be for long.
Teddy Bridgewater (Minnesota Vikings)
Super Bowl vs Olympics vs World Cup
This is the epitome of comparing apples to oranges. The Super Bowl is a single-day television event, largely isolated to just the United States. The Winter Olympics, while international, doesn't have the same kind of viewership that the Summer Olympics has, possibly because it largely excludes countries that don't participate in winter sports. The Winter Olympics also has the advantage of putting up large numbers because it is televised on multiple stations that showcase multiple events over the course of a couple weeks.
The World Cup trumps even the Olympics. It is a month-long event that takes place in the summer and televises the world's most popular game to an international audience. Corporate sponsorships are priced ~$75 million per sponsorship. That's nearly 20 times the cost of a Super Bowl ad, BUT this includes a lot of bonus spots and a confirmed number of spots that eclipses 400. This puts increased pressure on agencies and corporations to keep their message fresh because no one wants to be diluted with the same commercial over 400 times for a month.
The Olympics offers more competitive rates over a sustained period, but ratings will likely diminish based on time of day, event, and so forth…Figure skating may not appeal to a younger audience, whereas snowboard superpipe may not appeal to an old crowd.
The trick to determining whether or not to advertise during one of these highly visible sporting events is to do some thorough cost analysis and opportunity cost analysis and decide which suits your target demographic best. Will the impression you get with a Super Bowl ad give you the frequency you want? Will the frequency you get with a World Cup or Olympics ad reach the number of people you want it to reach (think Croatia vs Cameroon in the WC or Curling for the Olympics)?
Regardless of what happens, the CPM will continue to rise and so will the price for a single spot (as high as $10 million/ 30 seconds for the Super Bowl by 2040). Why does this happen? It's not just because of the VOLUME of people reached, but the quality of ads increases on the world's biggest stages. During the Super Bowl, people don't turn the channel, the viewership of advertisements actually EXCEEDS that of the game itself! Exciting times indeed….
The Future of eSports
The greatest achievement of the International 3 is that the prize money was entirely fan-raised. DOTA 2 (Defense of the Ancients 2), is a sequel to a popular modification to the Blizzard game Warcraft 3, with Valve developing the successor. DOTA 2 is a free-to-play game, with micro-transactions for cosmetic and non-essential items. This payment model has become an increasingly popular trend in the gaming industry, and while risky, huge profits have been made by game companies when implemented correctly. For the third tournament, Valve decided to test the popularity of the event with an in-game item for sale called the Compendium.
The Compendium gave a number of cosmetic items, as well as a way to interact in the tournament with a betting system, information on the teams and players, and up to date statistics. In addition to the Compendium, Valve put rewards for the number of money raised with different prizes once money goals were achieved. The total money raised by players was over 2.9 million dollars by 290 thousand people purchasing the 10 dollar Compendium, all of which was given to the top 8 teams. This made for the greatest payout ever in a single eSports event. The gamble has paid off for Valve. With the prize money raised, Valve could focus its money on the event which raised production values to new heights. The International 3 is proof positive that eSports are viable sports, and evidence of how effective crowd sourcing can be.