BrandDunk

Branding the World of Sports

Posts Tagged ‘Cleveland Cavaliers’

LeBron’s brand is on the line with his NBA decision

Posted by ZA on July 2, 2010

Now is the time for LeBron James.  This is one of those moments that will shape his legacy.  It won’t be “the moment” which will presumably happen the next time(s) he is playing for an NBA Championship.  But his decision this Summer on free agency will set the path for the next stage of his basketball career.  Will King James stay in Cleveland?  Will LeBron jump to the Bulls, Clippers, Heat, Knicks, Nets or other?  No one knows right now, probably not even LeBron.  So for now we are all witnesses to LeBron’s free agency frenzy.

One key aspect of LeBron’s decision that I feel deserves more attention is: how will LeBron’s decision shape his public image?  LeBron is not just a basketball superstar, he is a global brand.  So he, and his team, have to think bigger than basketball in this decision.  They need to think about which option will give him the best chance to win on the court, but they also need to consider what will help promote his brand and how the public will react to his decision.

I think Michael Rosenberg nails the public perception part of this decision in his CNNSI commentary.  Rosenberg’s comparison of LeBron’s decision to those of other sports superstars Shaq and A-Rod is quite shrewd.  Alex Rodriguez went to New York and won a ring, but the public will always see these Yankees teams as Derek Jeter’s team.  If LeBron goes to Miami to play with Dwayne Wade, then he becomes A-Rod to Wade as Jeter.  Rosenberg goes on to detail why James going to Chicago would cause similar issues for how he’s viewed by sports fans.  Rosenberg basically concludes that the best option for LeBron’s brand image is to stay in Cleveland and win.  I agree, and think this is a must read article.

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Posted in NBA | Tagged: , , , | 2 Comments »

ESPN voted most innovative sports company

Posted by ZA on February 23, 2010

FastCompany just released its 2010 top 10 list of the Most Innovative Sports Companies and the Worldwide Leader in Sports, ESPN, was at the top of the list.  Below is the top 10 list and here is a link to the full article.

Top 10 Most Innovative Sports Companies (by FastCompany)
1. ESPN
2. Indian Premier League (IPL)
3. Sportvision
4. MLB Advanced Media
5. AEG
6. Populous (formerly: HOK Sports)
7. Cleveland Cavaliers
8. Turner Sports Interactive
9. Cisco Systems
10. Spyder

[Assist: SportsBusinessDaily]

Posted in Internet, Sports Brands | Tagged: , , | Leave a Comment »