“Knicks fire up star power for TV spots in big marketing push” [vol. 8, issue 22, pg. 6] by Katie Bell

For the upcoming season, the New York Knicks are going to double their marketing budget to $2 million due to the increased competitive market for the franchise. The senior vice president of marketing talks about the challenges they have and how they must get out there and market aggressively. The Knicks have new players and a new coach, so this is one of the reasons they are spending considerably more on advertising this year than past years. Some of the ways they plan to advertise is by using several celebrities.
The Knicks are also in competition with the return of the NHL, which has two New York teams. They also find themselves competing with the New Jersey Nets, who plan to move to Brooklyn in 2008. The Nets are working hard to draw business from Manhattan. The Knicks have noticed this and plan to market to the boroughs and in New Jersey to draw in the crowds the Nets are overlooking.
The New York Knicks, in my opinion, seem to have a good understanding of exactly what they need to do, where they need to do it, and to whom, as far as advertising goes. They realize they are faced with more challenges this year such as the return of the NHL and attaining new players and a new coach. I think between marketing in the right areas and using the right advertisements, such as celebrity endorsers, the New York Knicks will be successful in their marketing efforts for the upcoming season.