Red Dirt RubyConf 2011

  • Keynote
    Aaron Patterson
    Open source contributions include:
    ARel, Nokogiri, and Mechanize
    Aaron Patterson - AT&T Interactive
  • Keynote
    Dr Nic Williams
    Open source contributions include:
    Hudson.rb, RoR Textmate Bundle, and ChocTop
    Dr Nic Williams - Engine Yard
  • Conference Themes
    nike air b que
    ´╗┐League Deal Means for Sports Marketing With the National Basketball Association on Tuesday officially announcing it will rename its minor D League the G League after Gatorade, could the "Nike NBA" nike air max b or "State Farm NBA" be next? Don't count on it, say sports marketing experts. While the NBA has shown a willingness to test aggressive advertising and sponsorship models with its developmental league, there is too much risk in putting a title sponsor on its major league brand name. "I just don't see them ever rebranding it is as the Nike NBA or something like that. That is probably a step they are not going to take, or any of the other leagues for that matter," said Jim Andrews, senior VP marketing for sponsorship consultancy IEG. The NBA already has plenty of brands willing to shell out big bucks for category exclusive sponsorships, including Kia in automotive, Anheuser Busch InBev in beer, State Farm in insurance and Taco Bell in quick service restaurants. pro sports leagues. "I think there's too many brands out there that have big stakes in the NBA for one brand to have a presenting sponsorship," said Ben Sturner, president and CEO of Leverage Agency, a sports, entertainment and media marketing agency. But Mr. pro sports leagues has named an entitlement sponsor. Beginning with the 2017 18 season, the NBA Development League, known as the D League, will be renamed NBA Gatorade League and branded the "G League." The NBA in a press release described it as a "a multi year expanded partnership" with Gatorade, which has partnered with the league since it became the league's official sports drink sponsor in 1984. Financial terms were not disclosed. The developmental league's new logo shows a silhouette of a man grabbing a basketball. Beneath him is Gatorade's signature "G" trademark. The logo will be shown on game balls, team jerseys, oncourt signage and in league digital assets, according to the announcement. The PepsiCo owned brand is using the deal to showcase the Gatorade Sports Science Institute, a 32 year old organization whose mission is to enhance the recovery and performance of athletes via research, education and innovation. Institute scientists will "partner with the NBA G League on player nutrition and training programs, incorporating the newest technology and innovations in Gatorade testing, product and equipment," according to the announcement. The NBA and Gatorade will also collaborate on "custom, behind the scenes video content which will capture NBA G League players on their respective journeys, highlighting a shared commitment to enhancing performance through innovation." The deal is an example of how brands are seeking deeper sponsorships that extend beyond simple awareness and into content. Simply put, signage alone no longer cuts it. Mary nike 7238 Scott, president of global integrated communications for sports and entertainment agency United Entertainment Group, called the Gatorade NBA pact "a monumental deal" not just for the title sponsorship, but for how Gatorade plans to promote itself within the context of athleticism. "It's not just Gatorade, capital G," she said. "It's really going deeper and supporting the messaging and the positioning." The deal, she said, "goes across multiple channels for the brand around recovery and more of the science of Gatorade and how it helps athletes." High level title sponsorships are not unprecedented in sports. Nascar, for instance, has long put corporate monikers on its racing series. The latest is Monster Energy, which this season takes over for Sprint as the title sponsor for Nascar's top series. Overseas, Barclays for 15 years served as title sponsor of the Premier League. But that deal ended last year and the soccer league has opted to forgo a title sponsorship. Bloomberg in April reported that the league instead decided to focus on category sponsors, like Nike, which is its official ball sponsor. Last year, the league inked Carling to a beer sponsorship in a deal that runs through 2018 19. By forgoing a title sponsor, the Premier League made the decision to "take our brand back," Mr. Andrews said. "There's advantages in selling [title sponsor deals], particularly with the revenue you get," he said. But the downside is that leagues face the potential of changing their name every 10 years, or as frequently as the entitlement deals expire and are not renewed, he noted. Schultz is the Chicago Bureau Chief at Advertising Age and covers beverage, automotive and sports marketing. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics, and the Island Packet in South Carolina. His journalism awards include a 2012 Jesse H. A native of Cincinnati, Mr. Schultz has an economics degree from Xavier University and u miami nike shoes a masters in journalism from Northwestern University.