RECENT ARTICLES
  • Congress Calls for Ban on 'Pay for Patriotism' Promotions

    by Jason Scott October 2015

    From 2011 to 2014, the NFL collected a reported $5.4 million in taxpayer money for mid-game salutes to the military. Calling the promotions “pay for patriotism” and “marketing gimmicks,” Sen. Jeff Flake (R-Ariz.) has convinced Congress to ban this kind of activity at major sporting events.

  • Top Apparel Companies Vying for College Athletic Contracts

    by Laura Godlewski October 2015

    Largest video board in college athletics? Auburn University claims that honor, at least for this year, debuting a new 10,830-square-foot board in August. It's been a point of distinction proudly displayed during the current football season.

  • Five Things the Presence of a New Competitor Has Taught Us

    by Rob Bishop September 2015

    We've often written in these pages and spoken at the Athletic Business Conference about "the big squeeze." And now, after 20 years in business, we are the orange.

  • Atlanta Hawks Parody Ashley Madison in Ad Campaign

    by Jason Scott September 2015

    In recent weeks you may have heard about the hack on the affair-assisting website Ashley Madison.  

    The hack exposed names of people that had signed up for an account, apparently looking to have an extramarital affair. It kind of ruined a lot of people’s lives.

  • How to Maximize Your Trade Show Investment Before the Show

    by Michael Gaio August 2015

    A trade show is a big investment. However, there is nothing like talking to prospects face-to-face and seeing them try out your products or services in person. Whether it's the upcoming Athletic Business Conference & Expo, or any of the other shows in our industry, here a few tips to help you make the most of your trade show investment before you ever arrive on-site or set up your booth.

  • The AB Extra: July 31

    by Laura Godlewski July 2015

    In this week's AB Extra, you'll find news about PED testing at e-sport competitions, a cooling mask for athletes designed by Nike and a mouth guard made by a former NFL player that gives real time data on players' hydration and heat levels. 

  • The AB Extra: July 17

    by Laura Godlewski July 2015

    In this week's AB Extra, you'll find news about Nike's response to a ban by CrossFit, a rebranding of a Canadian town to welcome a new hockey arena and the United States' top swimming city.

  • Blog: Women’s Soccer and Return on Investment

    by Emily Attwood July 2015

    In the days after the U.S. Women’s soccer team’s World Cup win, we’ve heard a lot of back and forth over the issue of how much the players were paid. The women’s team received a record-setting $2 million for their win… record-setting for women, that is. Last year, the German men’s team earned $35 million for its World Cup win.

    “But it’s all about the revenue!” claim those who justify the discrepancy. The women’s tournament brought in a mere $17 million in sponsorship revenue compared to $529 million for last year’s men’s World Cup. Thus, because the men bring in more revenue, it only makes sense that they get paid more.

    Right?

    When I was in college, I interned for an editor at a book publishing company. I recall, among the editor’s many tales of the publishing world, the story of how he signed one particular new author and set her up for success. Her work was good, he said, but she was relatively unknown and still new.

    For those more familiar with coaching contracts than book contracts, book contracts typically pay an advance, anything as low as a couple thousand dollars (J.K. Rowling was given a £1500 advance on the first Harry Potter book) to upwards of $100,000, if you’re an established name. If a new author doesn't go over well with the audience, the publisher hasn't lost much. If they're good, the publisher simply ups the advance on the next book.

    Rather than offering this new author something at the lower end of the spectrum as would befit the situation, the editor swung big. I don’t recall the exact dollar amount, but I think it was at least $20,000 (chump change for a pro athlete, but a big deal for a struggling writer).

    His reasoning? The more the publisher invested in an author, the harder it would work to ensure her success, giving her a preferred launch date, better marketing and visibility. Part of this was about recouping the investment — book advances are paid against royalties, which means a larger advance needs to be offset by greater book sales if the publisher wants to come out ahead.  

    What does this have to do with soccer?

    I’m not in the sports marketing business. I’m not even in the book marketing business. But I do know that a product’s success is as much about the effort that goes into marketing it as the quality of the product itself. 

    Don’t justify lower pay for female athletes by pointing to the lower revenue they generate — they’re not the ones negotiating sponsorship contracts or selling commercial slots. In the case of women’s soccer, FIFA secretary general Jerome Valcke attributes the lower revenues to women’s soccer being a newer sport than men’s.

    “We played the [20th] men’s World Cup in 2014, when we are now playing the seventh women’s World Cup,” Valcke said in December press conference. “We have still another [13] World Cups before potentially women should receive the same amount as men. The men waited until 2014 to receive as much money as they received.”

    Or, how about this: Pay the players what they’re worth, and then put in the effort to back that investment up.

  • 5 Simple Steps to Better Website Advertisements

    by Michael Gaio June 2015

    The trusty website advertisement is a mainstay in many of our customers’ marketing packages. With more than 1.1 million people visiting athleticbusiness.com last year, a banner ad — whether it’s the leaderboard, block ad or a banner in our e-newsletter — can be an efficient way to gain exposure among athletics, fitness and recreation professionals with true buying power. Over the years, we’ve hosted hundreds of ads on our website and learned that the most effective ones have several things in common.

  • The AB Extra: May 29

    by Laura Godlewski May 2015

    This week's AB Extra features a successful marketing trend in the NBA, a new app that will take pictures of fans at the STAPLES Center during the game so they don't miss a play, and a new girls' tackle football league in Utah.