Posts tagged with "Sports"

Tiger Woods swings back with a Masters win

April 17, 2019

It’s been a long time since Tiger Woods last won a Masters tournament—14 years—but Americans love a comeback.

Branding experts say his single-stroke victory on the 18th green during the final round on April 14 at the Augusta National Golf Club in Georgia also shows that Woods, at 43, is still a winning investment for Nike and his other sponsors, NBC News reported.

Woods delivered $22.5 million in media exposure for Nike during the tournament on Sunday, according to Apex Marketing Group.

“He’s eclipsed what he provided Nike in brand exposure for the four majors last year with just this one major,” Apex President Eric Smallwood told the network news outlet. “He’s got that drive now and he’s playing the best golf he’s played in recent years. I think he’s going to continue to provide Nike with enhanced exposure because the TV is going to follow him.”

President Donald Trump announced in a tweet on April 15 that he would be awarding Woods the Presidential Medal of Freedom: “Spoke to @TigerWoods to congratulate him on the great victory he had in yesterday’s @TheMasters, & to inform him that because of his incredible Success & Comeback in Sports (Golf) and, more importantly, LIFE, I will be presenting him with the PRESIDENTIAL MEDAL OF FREEDOM!

Bob Dorfman, creative director at Baker Street Advertising in San Francisco told NBC News that Woods’ victory—especially if it is followed by future wins—could go a long way to helping him to re-engage the wide variety of brands he endorsed before a sex scandal and tabloid-ready divorce prompted brands like Gatorade, Accenture, and AT&T to drop him.

“It legitimizes him — there were certainly questions about whether he was still viable,” he said.

This is good news for sponsors seeking a return on their investment, and for Woods’ own bottom line. “I would not be surprised if, in the long run, this win yesterday at Augusta is worth $50 to $100 million in future benefits to Tiger. He will see revenue streams from this win for years to come,” said Rick Burton, the David Falk professor of sport management at Syracuse University.

Research contact: @NBCNews

Getting into DAZN: Former ESPN boss builds new global sports network

November 19, 2018

John Skipper, who resigned as head of the ESPN sports network late last year, is back—and is looking to build a new global media giant covering professional fighting and team athletics, Axios reported on November 16.

His new company, DAZN (pronounced “Da-Zone”) which charges $9.99 a month for membership now, already has contracts for “over 100 fight nights a year, plus exclusive behind-the-scenes coverage.” The events will include boxing and mixed martial arts.

Globally, the company already has made inroads in some major markets, including Japan, Italy, and Germany. The company won’t say how many subscribers it has overall, but it has more than 1 million in Japan, thanks in large part to a deal with a telecom firm there.

What’s more, Axios reports, Skipper just announced a deal with Major League Baseball, Axios reports, that will allow the network “to show live look-ins throughout its prime-time programming” within the United States.

But it won’t be easy for DAZN to make its mark in an already-saturated U.S. market. “We understand we are coming in as the upstart into a very crowded, very good market,” Skipper told Axios. “We think we will actually punch above our weight.”

Indeed, Axios noted, Skipper not only will need to excel against ESPN’s many cable channels—but also its ESPN+ over-the-top service as well as the many other over-the-top services, including those run by each of the big league sports.

Skipper, who left ESPN under duress, following an extortion attempt related to his cocaine use, told Axios that he is now in a better place, both personally and professionally.

“Change can be a good thing, however inelegantly it may occur,” he said. “I happen to be very happy where I am working. I am very happy with my personal life.”

Research contact: ina@axios.com