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Archive for April, 2011

Apr 28, 2011 03:39 PM
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A Case Study in Engaging Your Consumers: EA Sports

By Stefen Lovelace

Screen shot 2011 04 28 at 9.50.00 AM 300x199 A Case Study in Engaging Your Consumers: EA Sports When I first started playing Madden in 1997, I knew exactly what to expect when I got the game: Realistic gameplay, cool graphics, and a photo of the iconic John Madden staring at you on the cover.

In 2001, Madden ditched the coach that bears the game’s name for football’s more marketable athletes.  If your target audience are teenagers and guys in their 20’s, are they going to identify more with Brett Favre and Ray Lewis, or a retired coach?

Getting on the cover of Madden has become an event, and EA Sports decided it was time to capitalize on it.  The sports video game company launched an ingenious campaign last month that brought an “American Idol” approach to its football game. (more…)

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Apr 20, 2011 12:04 PM
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Red Bull Goes the Extra Mile in Sports Sponsorships

By Matt Saler

Have you ever dreamed about climbing K2, driving over 200mph, or pulling a 360-degree backflip off a towering ramp? These are just a few of the adrenaline-pumping feats accomplished by athletes all over the world who are sponsored by Red Bull.

Red Bull is an innovative company that knows how to leverage its sports sponsorships.

The makers of Red Bull Energy Drink sponsor a variety of athletes and events, with a roster that includes skateboarders, skiers, mountain bikers, drivers, pilots, volleyball players, climbers, triathletes and extreme sports enthusiasts all over the world. Red Bull seems to have a clear strategy: appeal to the fan interested in sports that require adrenaline, speed and energy. (more…)

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Apr 14, 2011 09:32 AM
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Q&A with ESPN’s Matthew Berry

By Stefen Lovelace

Fans now more than ever consume sports in multiple ways. The days of just following your team on television, radio or newspaper are gone. Sports fans in 2011 go to games, visit their favorite team’s websites, follow teams on Twitter and Facebook, download sports league apps, and engage in an activity that continues to grow bigger every year…fantasy sports.

MBerry 300x202 Q&A with ESPN’s Matthew BerryESPN Senior Fantasy Analyst Matthew Berry is well aware of the impact that fantasy sports have had on the sports fan. “The Talented Mr. Roto” has been playing fantasy sports for more than 25 years, and has seen it grow from a game played by diehards, to a mainstream activity where sports fans and non-fans alike run their fantasy teams like general managers run professional teams.

Berry recently spoke with IMRESportsIQ about the growth of fantasy sports, the impact technology has had on the game, and more. (more…)

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Apr 07, 2011 08:45 AM
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Tennis Marketing New Format for America’s Youth

By Stefen Lovelace

When you typically watch an ATP World Tour event, you see a familiar group of players. Roger Federer, Rafael Nadal and Novak Djokovic dominate the tennis landscape.

All of those guys are fantastic tennis players and multiple Grand Slam winners. All of those guys also hail from countries outside of the United States.

Aside from Andy Roddick and James Blake, there hasn’t been a truly marketable American tennis player for the last decade. The United States Tennis Association (USTA) is aiming to change that devoting large marketing dollars behind a new playing format for kids, in hopes of finding the next American tennis star. (more…)

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