Leisure and entertainment: Sports

 

This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym

New Zealand Cricket has never faced such challenging times in terms of attracting punters to venues to watch live international cricket. It's now harder than ever to get your hands on the spectator's

Despite buying Bauer some ten years before, by 2005 it was clear that Nike's formula approach to sports marketing was not working in the hockey category where it was still consider an outsider by hock

This study investigates brand loyalty and other brand performance metrics in the UK sportswear market. It utilises consumer purchase data kindly provided by Taylor Nelson Sofres. The study finds that ...

A 2007-8 Campaign for the National Basketball Association (NBA) to reverse decline in television viewing (which impacts on fan engagement, ticket sales, sponsorship, merchandising etc.) Core target: m

While the competition was heavily outspending Nike Bauer with ad campaigns that put pro players on pedestals, Nike Bauer instead built a movement for itself that began with a six-week immersion into t ...

Facing a shrinking pool of customers due to economic and distribution challenges and strong competition from industry leaders Mercury and Yamaha, Evinrude needed to find a new, more meaningful point o ...

Skepticism of pro sports was rampant when Minnesota hockey fans had their team, the North Stars, stolen by Dallas. To launch a new team, the fans' passion became the focus as another community was cre ...

The article provides an analysis of the wider marketing lessons that can be drawn from the Super Bowl festivities. Less than half of Super Bowl viewers - that is to say, 167 million adults - watch the

Rugby League is one of Australia's largest and most successful sporting codes. Clubs of the National Rugby League (NRL) depend on fan membership for their ongoing financial stability and ultimately on

For the first time since the Barclays Premiership soccer league was launched in the UK in 1993, there has been a fall in the value of sponsorship income being generated by the clubs through their main ...

Nike Bauer was being severely out-spent by Reebok, its major competitor in the hockey market. As it could not compete in financial terms, the brand aimed to make an emotional connection with consumers ...

This paper assesses the wider considerations that should be taken into account when using international online access panels. In doing so, examines the learnings from a survey on the Olympic Games - T ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

The Nike brand, and business, was built on 'Air' technology, but in recent times had failed to reinforce its performance benefits and was seen by consumers as a fashion rather than a sport brand. Athl ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

This article provides a brief description of the National Football League and its current marketing efforts.

Bridgestone Golf wasn’t going to beat the likes of Titleist or Nike with the conventional weapons of TV dollars and print ads; at best they would be outspent in that war 50 to 1. It was important to b ...

Winning back the hearts of disheartened Pistons fans and getting them back in the seats seemed insurmountable after not delivering on promises of victories and all-star players. We decided to give the ...

To combat an all-out assault from Reebok, Nike created the new Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo, but initially the new bra ...

Peter O'Reilly and Marc Nightingale, from USA's National Football League (NFL), preview their ARF Convention paper - The Role of Research in Building an Engagement-focused Organisation. This examines ...

This 2006 campaign by Amalgamated Holdings aimed to promote the ski centre of Thredbo during the worst-ever snow season. The objective was to persuade skiers (and particularly those of an adventurous ...

This case study looks at the 2005 launch campaign for the Hyundai A-League, the national football competition run by Football Federation Australia (FFA). The competition it replaced, The National Socc ...

The United States Tennis Association (USTA) was the official governing body of American tennis and the owner of the US Open, the only Grand Slam tournament held in the United States. But the USTA memb ...

One of the originators of the mountain bike, Specialized Bicycle Components Inc. continued to excel in that bike niche with a combination of frequent innovation, deep devotion to biking, and award-win ...

Sims Sports, Inc., maker of Sims Snowboards, asked its advertising firm, Seattle-based Hammerquist & Halverson, to create a campaign for the 1997–98 winter season that would "retu ...

After their run of two consecutive championships in 1989 and 1990, the Detroit Pistons of the National Basketball Association began a decline that lasted into the early years of the twenty-first centu ...

Hoping to capitalize on the tail end of the mountain bike and bicycle motocross (BMX) craze of the late 1990s, Schwinn Cycling & Fitness purchased GT Bicycles for $170 million in 1998. The resu ...

In 1997 Schwinn Cycling & Fitness Inc. launched a print campaign designed to entice the masses of mountain bike enthusiasts while altering the company's image as an out-of-touch dinosaur ...