Any thoughts about "NBA and AZN to target Asian-Americans with series, specials"? Want to share with your peers, write your comments here! :-)
"The NBA is right in our sweet spot, really, because it rates so highly with our audience." Why do we need to target Asian-American audience? Is it really necessary for implementation of sport management and marketing strategies? Several factors we need to consider here: first, The Asian-American population is increasing three times faster than the U.S. population as a whole. Second, the average household income of Asians living in the U.S. is $10,000 higher than Caucasians. Third, The average audience age is either 45 years old or younger. Fourth, Purchasing power of Asian or Asian American is super hudge. (We can easily to figure out any amanzing number from economic growth in China). Globalization is the future trend for professional sports and also the future trend for sport marketing firms and sport management groups. The winner needs to catch up with the movement of China and understand more about different issues in culture.
posted by Dr. Richard Hsiao @ Thursday, September 01, 2005
8 Comments:
“WNBA looks for answers to attendance dip”
Recently Donna Orender replaced the founding WNBA President, Val Ackerman. One of the major issues Orender is shooting to improve is marketing efforts in hopes to improve the overall attendance at games. Since 2004, the average attendance for the WNBA dropped 4.5 percent. Orender believes that they not only need to advertise during the basketball season, but that it is also crucial to advertise their brand throughout the entire year. The first step Orender is taking to achieve this goal is hiring a new branding agency to help advertise. She also plans to take advantage of the upcoming 10th anniversary of the WNBA and use that as its major marketing platform for next season. She hopes to also attain a regular programming slot, mainly on ABC, to promote the WNBA and their anniversary.
I think Orender is very focused and determined to everything she can to increase the attendance in the WNBA. Attaining more television time to promote their brand would be beneficial however; I am not sure whether advertising throughout the entire year will help. If I saw a commercial for the WNBA months before the season began, I don’t think it would spark my interest and make me want to watch in the months ahead. I do believe it is necessary to advertise more around the time the season begins and throughout the season though. I also think that Orender should try to get more games televised preferably on popular stations such as ESPN and ABC. There were no games on ESPN in 2004 and only six games last season were aired on ABC. Just having the games on television could remind people about the league and possibly make them want to attend a game.
Also, if you look at the attendance statistics from 2005, you can see what teams increased attendance as well as where attendance decreased. Seattle Storm had a 12.8% increase in attendance in 2005. This team was also ranked number one in the WNBA. Washington Mystics had a 20.2% decrease, but they were also ranked 13th. That is the same for the majority of teams. The higher ranked teams had the increases in attendance where the lower ranked teams had decreases. These statistics are something President Orender needs to keep in mind and then possibly create different marketing strategies for different areas according to their attendance from the previous season.
“Octagon’s Carlisle sees a lot of Phelps in swimmer Hoff”
By Heather Hileman
Peter Carlisle an Octagon agent has just signed Katie Hoff, who is already being compared to Carlisle’s most famous client, Michael Phelps. At the age of sixteen, Hoff won three gold medals at swimming World Championships this year. She has many other wins as well. She will be nineteen when she has her next opportunity in the Olympics in 2008.
Carlisle wants to start a swimwear deal with Hoff this fall. He says that other marketing deals will come much later. Companies are excited that she has turned pro, basically so they can make money off of her talent. Carlisle states, “It could be interesting to see what she and Phelps will be able to do in changing the sport or the way the sport is perceived by the general public.”
It is great that a young athlete has done so well with her talent. It shows that she has worked hard to achieve those goals by being awarded many gold metals. I don’t feel though that her performance should alter whether she should get a marketing deal. However, business marketers are going to pick those athletes who are doing well. They wouldn’t want to market someone who hasn’t won. They want to market the winners.
“Patriarch would like Sportservice to play a bigger part in baseball”
After celebrating the 90th anniversary and 75 years in Major League Baseball, Don Muret of Sports Business Journal sat down for an interview with the chairman of Delaware North Cos. in Buffalo. Jeremy Jacobs, the firm’s chairman and owner of the Bruins and TD Banknorth Garden, was left to fill Louis Jacobs’ (his fathers’) shoes after he died when Jeremy was only 28 years old.
In the interview, Jeremy talks about the passion for baseball he and his father shared. He mentioned that his father understood how important advertising and concessions were when it comes to baseball. Both Jeremy and his father are more about giving and making baseball more popular rather than receiving and only being in it for themselves. For example, Muret questioned Jacobs about the rumors of the Celtics wanting to build their own arena. Jacobs replied that he wants them to stay there, but they have to make the best business decision for themselves. He believes they have the best numbers and that is how the Celtics will make their decision, but he isn’t going to make this an emotional ordeal either way.
I was not aware of who Jeremy Jacobs was before seeing this article, but after reading his interview with Don Muret, I respect him as a person and a businessman. Some people are only in business to make money, but Jacobs feels rewarded just to see baseball be regenerated and becoming more popular. He also understands that everyone wants to run their business the best that they can. All he can do is offer the best alternatives he has and then let people make their decisions from that. It may not turn out the way he wants it, but he just brushes it off and moves on.
“The Changing Face of Winter Sports”
Darrin J. Schwarz
During the mid 1990’s figure skating was possibly the most popular winter sport among fans, marketers, and advertisers. At the same time, US skiing was unbalanced and lacked a strategic focus. But with 10 medals in 2002 and with the upcoming winter games at Turin, it seems the sponsors and long-term deals are more attractive for the US Ski Team who have nine athletes representing different skiing disciplines and snowboarding. Ramsey Baker from the US Figure Skating Association says ‘I think it is important for figure skating to recognize who we are – that there are not that many sports out there who offer that [strong female] demographic’. Maybe this representative is still pondering about the WWF-like popularity figure skating received a decade ago.
Currently, there are many sports and sport stories that appeal greatly to the female gender such as Michelle Wie in golf, Maria Sharapova in tennis, and Danika Patrick in Formula One. Young athletes of this stature were undiscovered at best ten years ago and with the success of many females in snowboarding and many other sports, figure skating is taking a back seat. Sponsors are gravitating toward these ‘action’ athletes and relating to their progressive spirit and marketability. Snowboarding and skiing are true winter sports that occur where the sky meets the ground and the athletes display tremendous athletic ability on a landscape more appealing and creditable to a new generation of diverse viewers.
Is the Superdome done?
By Kelly Brinker-Schaeffer
SMG, the Lousianna Stadium, and Exposition District, are forming a damage assessment team to examine the Superdome and find out whether the stadium can be salvaged. Thornton, SMG regional vice-president, is also homeless due to Katrina. He talks about the devastation and increasingly poor conditions he witnessed at the superdome between, death, rapes, and theft. Because of medical waste and human waste the architects and engineers won’t be able to get in the dome for about three weeks after the water was been drained. It is estimated that at least 80 percent of the stadium will need to be replaced. The roof itself could cost almost 6 million dollars. The SMG regional vice president stated, “I think the stadium can be rehabilitated sometime by the first quarter of 2006, if not sooner.” One good aspect is that the New Orleans arena home of the Hornets did not suffer nearly as much damage as the superdome.
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“Dodgers’ old feel in a new box” [vol.8, iss.26, pg.6]
The Los Angeles Dodgers are putting in 1,100 new club seats. These seats will replace the 1,600 club seats that were introduced last season and were highly criticized by fans and media because of their poor sightlines. The new seats will have the feel of box seats at old ballparks and the modern convenience of counter space in the open-air setting. In order to keep the facility’s capacity at 56,000, there will be 500 seats installed in the stadium’s upper levels.
Each unit, in the new section, will have four or eight seats and contain counter space and more legroom than single seats. The Dodgers are also offering season-ticket holders sitting in the previous club section the opportunity to buy the new seats at the same price they paid in 2005. New buyers will pay a higher price. Every seat in the ballpark except for the outfield bleachers is also in the process of being replaced. The entire project is expected to cost the team about $15-20 million.
Although this is a costly project, I think it will be beneficial for the Dodgers. There were many complaints last year because of the seating, so they are taking the necessary actions to improve the entire game experience for their fans.
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