After an interesting opening, the article focuses on what is termed 'minority sports' using Olympic sports as the possible opportunities for brands with lower budgets.
It was disappointing that Action Sports were not considered worth mentioning as part of the 'minority sport' mix. It seems whenever the opportunity opens to look at smaller sports properties, the discussion ends up at athletics and other sports that traditional sports marketing agencies have some experience with.
With a little bit more digging, brand owners eyes could have been opened the the fact that;
- British athletes are actually quite good at Action Sports and there are numerous 2006 major contest winners and recent world champions of various action sports disciplines that have gone largely un-noticed in this country
- Action Sports offer a depth of creative brand allignment opportunities unmatched by traditional sports
- There is a wealth of dedicated Action Sports press and TV media as well as a rapidly growing interest in Action Sports by the mainstream
- Unlike the Old Skool 'real estate agent' mentality of some mainstream sports marketing agencies , echo'd in the article (i.e. spend big budgets on football so we get our 15% and don't have to work too hard for it) , a new breed of agency like ours is working very hard to connect Action Sport with brands through creative marketing communication and leveraging strategies not reliant on big rating TV time slots
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