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Posts Tagged ‘Final Four’

Buy 1 Super Bowl commercial, get 3 free Final Four spots

Posted by ZA on March 4, 2010

CBS aired back-to-back spots during the 2010 Super Bowl that each featured people in their underwear.  The first TV spot was for CareerBuilder and that was immediately followed by a very similarly themed commercial from Levi’s Dockers brand.  The two spots were similar enough that Dockers claims that TV viewers didn’t all recognize that they were from different advertisers.  To make good with Dockers CBS is giving the pants brand with 3 free commercials during the NCAA Men’s Final Four.

The lesson to be learned here: If you complain loudly enough, then you are likely to get something free.  I’m sure Dockers executives were feeling the heat when their multi-million dollar Super Bowl commercial underperformed.  They turned up the heat on CBS, who then caved and gave Dockers the make goods.  I’d guess that CBS probably also made Dockers commit to additional advertising during the NCAA Tournament, which is what softened the blow of giving away 3 valuable commercial slots.

Personally I think it would be interesting if the TV networks always placed competing brands (or creative, in this case) next to each other during the same commercial break.  Then consumers could decide which spot or brand was clearly better in one-on-one format.  Every time Bud Light airs a spot, Miller Lite follows them up and then the order switches the next time each plays.  Lumping the brands in next to each other would turn up the heat on the companies to produce winning creative each and every time, because no one wants to be responsible for losing the commercial break to their biggest competitor.  I think it would make all of the brands work harder to deliver a better product, because some of them seem to be mailing it in these days (I’m talking to you Taco Bell, on the Charles Barkley spot).

[Assist: Advertising Age]

Posted in CBS, Sports Marketing, Sports Television | Tagged: , , , | Leave a Comment »

Nike has every team in the 2009 Final Four

Posted by ZA on March 31, 2009

By the end of the week you will know every fact about every player on the four teams that are playing in the 2009 NCAA Final Four.  If you do not read them in your local newspaper or online, then you will hear about them on SportsCenter or from CBS during their broadcast.

But let’s examine one area of these programs that might not get covered by Dick Vitale on ESPNews.  Where is the money behind each program.  What are the partners that are generating the revenue needed to drive these powerful programs?  Let’s look at the brands supporting the teams in the Final 4.

We will reveal 4 key ingredients in each team’s sports brand:
1. Who handles their marketing & media rights.
2. Which company has their shoe contract.
3. Where they rank on list of college licensing (CLC 2008-2009 data).
4. Their team & athletic department sponsors.

Connecticut Huskies

  • Marketing partner: IMG College
  • Shoe contract: Nike
  • Licensing rank: 53rd
  • Sponsors: AT&T, Coca-Cola, Dunkin Donuts, Nike, People’s United Bank & Toyota.

Michigan State Spartans

  • Marketing partner: N/A
  • Shoe contract: Nike
  • Licensing rank: Did not rank top 75.
  • Sponsors: Alltel, Nike & Pontiac

North Carolina Tar Heels

  • Marketing partner: Learfield Sports
  • Shoe contract: Jordan Brand by Nike
  • Licensing rank: 8th
  • Sponsors: Capital Style, Continental Tire, Domino’s, Eye Care Associates, Jordan Brand, United Healthcare & Verizon Wireless, Wachovia.

Villanova Wildcats

  • Marketing partner: ISP Sports
  • Shoe contract: Nike
  • Licensing rank: 71st
  • Sponsors: Anthony Travel & Nike
Nike's big at the 2009 Final 4

Nike's big at the 2009 Final 4

One brand that has already won big at the Final Four is Nike, because they have endorsement deals with all four schools that qualified.  UConn, Michigan State and Villanova are Nike schools, while UNC is with Nike’s Jordan Brand.  Last year Nike only had two schools in the Final Four (Memphis & North Carolina), while rival Adidas had the UCLA Bruins and eventual National Champion Kansas Jayhawks.  This year Nike won’t be sharing the spotlight with anyone, so expect to see them roll out some support behind their four schools.

So as you watch the games this weekend, remember that these sponsors helped to fun the programs.  Sponsorship dollars are huge towards creating a successful program.

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