Wednesday, 11 November 2009

Why Hockey Players Are Widely Considered the Best Guys in Sport...


A couple of great stories out of Montreal to commemorate Remembrance Day, and to honour soldiers past and present who have represented and protected our great country.

Cammalleri, Price Show Appreciation to Canadian Forces (TSN)
Cammalleri Scores with Armed Forces Tribute (Montréal Gazette)
Carey Price's Remembrance Day Mask (Habs Inside/Out)




Lest We Forget

Sunday, 8 November 2009

Some Sunday Morning Reading...

For anyone wondering why the internal strife in the National Hockey League Players' Association continues to make the headlines, and how the NHLPA have struggled so mightily in the years following the 2004-05 lockout, here's a piece from CBC's Eliotte Friedman well worth reading.

To understand the battle raging inside the NHL Players' Association, you must recognize what's happening outside its walls.

Here's an example:

Last season, two players got into a heated debate about a collective bargaining agreement issue. Player A is an elite star who took a "hometown discount" to stay with his current team. Player B - very good, but not on the same level - was heading into free agency.

Every summer, the union has the right to bump the salary cap by five per cent via something called the escalator clause. It seems like a no-brainer, except there's a catch: it increases the amount players lose in escrow. So, Player A was arguing against it. For him, the discount cost even more. In addition to the money he left on the table, he was losing a larger chunk of what he signed for.

Player B argued the opposite. He was approaching his best chance to sign a huge free-agent contract. Never again, he felt, would he get this kind of an opportunity to hit the jackpot. He ferociously argued in favour of the escalator, wanting every dollar possible.

In the end, the rest of the team sided with Player B. But, there were angry exchanges and hard feelings.

On the surface, the fight inside the NHLPA is all about Paul Kelly's firing. But, it goes deeper than that. Right now, the union finds itself at a crossroads, in the middle of its most important decisions since the overthrow of Alan Eagleson. It's not only about who will lead - it's also about where to go with the next CBA, how to motivate a disinterested majority and how to rebuild an organization rife with distrust.

"I don't know how it got this bad," one player, active within the union, said this week. "We have a lot of work to do."


Keep reading here...

Monday, 26 October 2009

Any Ideas?



Is it possible to replicate football fan atmosphere from league or European matches to England national team games? Will Wembley ever enjoy the same consistent, vibrant, exciting environment around and at matches as Liverpool do at Anfield? Or United at Old Trafford? Or Newcastle at St. James' Park?

The thought occurred following BSM's most recent leg of the world tour, which saw the (brief) return to England, and matches at both Wembley and Anfield in the span of one week. Having seen England comfortably beat Belarus in front of a loud, eagerly participative crowd, followed by a disappointing Liverpool getting booed off the pitch following an added-time loss to Lyon, the question of fan atmosphere seems an important one to restoring Wembley's mystique and importance in the England football fan's heart.

Despite Liverpool's loss, and generally lackluster performance, the difference between the two venues is undeniable: while Wembley is a massive, open, imposing stadium which awes fans and players alike for its imposing size and dominance on the North London skyline, the atmosphere inside the stadium pales in comparison to the country's smaller, more intimate, more established league stadia. So what can be done to translate what many see as a defining characteristic of English football, the singing, cheering, deeply passionate fans, to the national stage?

Would converting the home end into the equivalent of a season ticket holders end for the most involved England fans, ala Liverpool's Kop stand, or United's Stretford End, make for a greater aura at England games? Is there some way to balance the lottery system used for England match tickets with building a more consistent, regular fanbase?

Could more be done to stimulate fan interest and excitement through the sign boarding and multi-media features within the stadium? Would a greater drive on behalf of the in-stadium entertainment crews make any difference in coaxing greater response?

Could sponsors do more to activate their partnerships with the FA and focus on making Wembley a more exciting, imposing venue? Could Nationwide take a page out of the old Winnipeg Jet's playbook and give away white England-branded t-shirts to every fan in the stadium to create a white-wash effect in the stadium?

What impact do the cheerleaders have on fan atmosphere at NFL matches? The NFL's annual appearance at Wembley rarely seems lacking for excitement and atmosphere, would England fans respond to such tactics?

The answers to most of these are almost certainly "no", or at the very least, "not without some serious negotiations/compromises/changes"... but the question remains the same, and we're certainly not the only ones asking it: what can The FA do to create a better fan experience at Wembley?

Saturday, 24 October 2009

The Best Yet?


The London Olympics are less than three years away, and (in theory) Olympic sponsorship programmes should be well underway by now. How many of the brands associated with the Games, either as TOP sponsors or national level sponsors, can say they're doing as much as EDF Energy at this stage??

Olympic sponsorship is a four year entitlement to tie your brand, your company, your organization to the Olympic Games; unfortunately, more often than not, sponsors wait until the Games begin to properly leverage their investments, focusing largely on the massive broadcast audiences and event spectators. EDF's efforts thus far are merely the tip of the iceberg of what Olympic sponsorship could and should be, and have set the bar for other sponsors.

Here's hoping the rest of the IOC and LOCOG (and more closely to home, VANOC) answer the call and step up their game...

Thursday, 22 October 2009

A New Direction in Athlete Endorsements??

Credit Darren Rovell over at CNNBC's SportsBiz for bringing this story to light this week.

MARKETERS have been playing a new, more cautious game when it comes to signing athletes as endorsers, winnowing their rosters of jocks peddling products to proven performers with national — or international — profiles like LeBron James, Tiger Woods, Peyton Manning, Serena Williams and Derek Jeter.

The rising costs of signing athletic talent to build brands — not to mention deals gone sour because of shortcomings in the professional or personal arena — have made advertisers wary of rookies, single-game sensations, one-season stars or even talents with local appeal.

So what is a player like Drew Brees, the quarterback of the New Orleans Saints, to do? He is no slacker, to be sure, but neither is his surname Manning.

Mr. Brees and his representative, Chris Stuart of Encore Sports and Entertainment, have signed with a company called Brand Affinity Technologies, which offers a Web site (brandaffinity.net) as a one-stop-shopping opportunity for advertisers seeking star power in more efficient, and affordable, forms.

Rovell makes a couple of key arguments about this new strategy - particularly questioning if short, small-pay endorsement deals are worth the risk to these athletes?? While they may open the door to more lucrative, meaningful commercial activities in the future, the risks certainly outweigh the potential for athletes earning above and beyond anything these endorsements can promise.

That said, there is nevertheless something behind this model. As the company argues, many valuable, marketable athletes are being overlooked both in regional and national markets, with the majority of athlete endorsement contracts going to the elite commercially-viable athletes. This is a chance for new partnerships to be formed, new athletes to come to light and test their brand value, and a new direction in sports marketing, away from the traditional reliance on only a select few. What remains to be seen, however, is how athletes and their representatives approach these opportunities: will they be seen as merely cash-grabs, a chance to earn some pocket change on their days off? Or rather, will athletes take a more strategic approach, and attempt to build their images and brands through the connections made by Brand Affinity Technologies?

Wednesday, 21 October 2009

Examining Athlete Brands... Part 4: The Who and Why


Sitting in Anfield last night, bemoaning Liverpool's lack of form, finishing, and fitness, the value of Steven Gerrard and Fernando Torres to Liverpool's fortunes this season could not have been more apparent. Uninventive, unimaginative, and incohesive, Rafa Benitez's side looked confused, disjointed, and unlikely to break their current slump any time soon.

However, as well as the doom and gloom surrounding Liverpool's title chances and hopes of a sixth European cup, the club's reliance on Gerrard and Torres from a marketing perspective struck me equally - dominating Liverpool's marketing and merchandising, and badly overshadowing any of Liverpool's other stars.

As two of the game's biggest stars and brightest talents, their prevalence in Liverpool's marketing strategy comes as no surprise. Moreover, a quick glance through their TOPSTAR traits makes it all the more obvious why the two are highly marketable assets. What we've yet to stress, however, in looking at such athlete brands, is why and how players like Gerrard and Torres become such valuable commercial properties, while other players with similar perceived or potential value, are more often overlooked.

Arguably the greatest difference, and certainly one of the most crucial elements of TOPSTAR not already discussed here, is the effective and strategic management of an athlete's commercial image, and the nurturing and positioning of the athlete within the context of their most valuable TOPSTAR traits and characteristics.

For example, take Liverpool's Dirk Kuyt: a tireless worker and fantastic team player, Kuyt is also one of the club's highest scoring players of all time in European competition, despite of being played out of position. He's become a key leader on the pitch, and has shown over the years to be a caring family man and respected member of the community. Despite his at times unorthodox style of play, and generally un-Dutch skills, he's a much loved member of the Holland national side, and was once the top scorer in the Eredivisie. Few players in today's game represent what Liverpool as a football club stand for, despite his often frustrating first-touch, and occasionally wayward passing.

However, Kuyt's brand and commercial value trails Gerrard and Torres significantly, with little sign of catching up. Even if Kuyt were to score the winning goal in next summer's World Cup, handing Holland it's first major trophy in over 20 years and finally helping the Dutch realize their undoubted potential in world football, it is debatable if his commercial potential would approach that of his more marketable teammates. But why?

While there is no one simple answer, I would argue that underlying any successful or failed athlete brand is the management and positioning of that brand. While the elements of TOPSTAR we've examined here provide the basis for a football player's brand, and are the source of any actual or latent value, it is only through the leveraging and maximization of such characteristic, or combination of characteristics, when a brand achieves any value. Be it of the player's own initiative, that of his representatives, his club, or his sponsors, strategic brand management has been behind every successful athlete brand.

I suppose the next question is, then, who will be next?

Monday, 19 October 2009

Contentious? Controversial? Inspired?



Check out this article in the National Post yesterday, on a new book being released by former NHLer Bob Sirois on the systematic and institutionalized racism against French-Canadian hockey players in the National Hockey League. While I haven't yet had the chance to read the book, it certainly sounds like an interesting, if not controversial, read.

First, the important quotes:

... a book published Monday by former National Hockey League player Bob Sirois, examining four decades of professional drafts, comes to the explosive conclusion that francophone Quebecers are systematically thwarted by an "anti-francophone virus" plaguing the NHL.

Francophone Quebecers are wrongly disparaged as too small, too lax on defence and not suited to the robust "Canadian" style of play, Mr. Sirois writes in the book, published in French and titled Le Québec mis en échec (Quebec Bodychecked). "Myths, prejudices, stereotypes and favoritism make up an integral part of every draft session in the National Hockey League."


He concludes that francophones who are not first-line forwards, starting goalies or top defencemen are rarely drafted, and if they are picked, they do not last long. Looking at francophone Quebecers who played three or more seasons in the NHL, he found they were extraordinarily successful. Of the 176 players in this category, 42% won an NHL trophy or were named to the all-star team during their careers. "Only francophones of the highest level were able to have lasting careers; the other Québécois hockey players were quickly eliminated from the NHL," he writes.


The overall remedy he prescribes is twofold. He believes a return of professional hockey to Quebec City, as the city's mayor Régis Labeaume has been promoting, would increase the pressure on the Canadiens to be more representative of their province. He also proposes that Quebec field its own team at the World Junior Hockey Championship, saying the Canadian team regularly overlooks Quebec talent. A Quebec team would allow "our young elite hockey players to measure themselves against their peers from the other nations of the world," he concludes.

From a researcher's perspective, and even more from an academic perspective, Sirois' findings both intrigue and concern. While the research he's done provides evidence of what many have previously postulated - that Québecois hockey players are being overlooked, both at junior and senior level - the suggestion of causality is flawed. Without reading the book in full it is impossible to say, however based on the findings cited in the National Post, and the quotes attributed to the author and its reviewers, the implication behind the story appears to be that racism is the root cause of the declining numbers and involvement of French-Canadian hockey players in the NHL.

However, the study's results merely indicate that numbers are declining, and that top-level Québecois hockey players are being overlooked in the NHL draft, not WHY. Any number of reasons could be proposed, and indeed should be investigated, before accusing an entire league of institutionalized racism. The import of European and international players has directly coincided with the decline of Québec-born players, as has a shift in minor hockey in the province, towards a more recreational, less-competitive structure - a move in the exact opposite direct of Canada's other major hockey producing provinces such as Ontario and British Columbia. Moreover, legitimate concerns exist within hockey over the type of hockey being taught and developed in Québec's major junior system, where free-flowing, fast-paced, offensive hockey is the norm, and defensive systems and trap-based hockey is limited.

Moreover, as the game has changed over the past 20-30 years, so too have the roles played by certain provinces and countries in supplying talent to the highest levels of hockey. Following Patrick Roy's emergence and dominance between the mid-1980s and the 1990s, the butterfly style of goaltending he popularized, led to a widespread move towards Québecois goaltenders throughout the 1990s and into the 2000s. In other areas of Canada, where the stand-up style was more popular, the adaptation to the butterfly and the new dominant regime was slower. Today, however, the dominant goaltending style in the NHL is a hybrid of butterfly and stand-up, more reminiscent of Martin Brodeur's technique than Patrick Roy's, and is representative of the evolution of goaltending in other areas from stand-up to butterfly; from covering angles and stressing lateral movement, to being compact and square to the puck, covering the lower portion of the net. Without having the exact numbers in front of me, a quick look through current NHL rosters would indicate a relaxed reliance on Québecois goaltenders, as compared to 10 years ago. Sirois would be hard pressed to argue that racism has caused this shift.

Ultimately, Sirois' book presents both an interesting and likely contentious read. Of concern to Québeckers, the NHL, and the governing bodies involved, is that Québecois hockey players are incontrovertibly declining in the NHL. While racism has been, and will continue to be, cited as a key reason for this move away from French-Canadian players, it seems obvious that more research is needed into the actual and exact reasons behind this shift, dating back to the start of the NHL draft and the Montréal Canadiens' choice to take part in the draft with all other clubs, and not have first choice on the top Québec player each year...

Tuesday, 13 October 2009

The World Tour Continues...

The long periods of inactivity on the blog of late have been a bit disappointing, and it seems a lame excuse to blame it on absenteeism, but we will anyways. BSM's travels over the past two months show no signs of letting up, with the world tour set to tackle up to (potentially) four more countries in the run up to the holiday season, though there's still hope for a bit of normalcy before then.

In the meantime, a quick hit from the Toronto Star this morning, with all due credit to Damien Cox. While I've said more than enough over the summer on the Phoenix Coyotes' situation, and the NHL's mishandling of their franchises, and franchise values, Cox makes an interesting point in light of Phoenix's much celebrated sold-out home opener:

At an average price of about $20 (U.S.) a head and a free white T-shirt for everyone, you can fill a rink in Phoenix for an NHL game. That's about half the revenue the Alouettes get for a home game at tiny McGill Stadium. So if the Coyotes can find a league with the CFL's $4.2 million per team salary cap, they'll be in great shape.

That, in and of itself, should sum up the issues being faced by struggling NHL franchises. Here's hoping the powers that be wise up before long, for the sake of the league, the fans, and the game...

More quick hits on the NHL season so far from Cox here

Monday, 21 September 2009

Catching Up


BSM is back up and running, following a week on the road and largely successful trip to the 2009 European Association of Sport Management (EASM) conference in Amsterdam. After five days in Holland, a number of interesting and thought-provoking (and hopefully research inspiring) presentations, a second look at Ajax FC of the season, and a chance to outline some new ambush marketing research we've completed this year with the Centre for the International Business of Sport, the blog returns with a few quick items of note to get the ball rolling...

First, in the days prior to the EASM conference, CIBS completed our most recent contribution to the EASM e-Newsletter, reporting on the highlights of the UK sporting world from the summer that was. The following three captions made the final product, in typical blog form:

As British sport enters the fall and the Premier League season kicks off into full swing, we leave behind a turbulent and controversial summer, which called into question the success and stability of football finances, and integrity and honour of English rugby, and the future transfer dealings throughout Europe regarding young players. Further questions surrounding the future of Formula One motor racing and the downfall of sports broadcaster Setanta made for an uncertain summer season, and an interesting one for the sport management world.

To begin, the rugby world was rocked by scandal over the summer, following the incident since labelled ‘Bloodgate’ emerged in late April. During a Heineken Cup match between London-based club Harlequins and Irish rivals Leinster, substitute Tom Williams feigned serious injury by using an exploding fake blood capsule, allowing a substituted player to return to the field. Fall-out from the event led to Williams and Harlequins manager both being suspended and fined, with the manager, Dean Richards, resigning his post in shame, as well as sweeping rule changes throughout European rugby regarding blood injuries. While the incident has succeeded in casting light over a dubious yet acknowledged and common practice, the English rugby world has been left reeling by Bloodgate, undermining the typically gentlemanly and honourable sport’s ethics and reputation.
Clubs introduce blood injury code


Elsewhere, English football endured a difficult summer in transfer dealings, losing a number of high-profile star players to other leagues, not least of which the £80 million transfer of Ronaldo to Real Madrid, and the £30 million agreement between Real and Liverpool over Xabi Alonso. Following years of staggering spending by English clubs, and dominance in Europe over the past 5 years, the economic downturn, uncertain revenues, and the growth of the Euro as compared to the Pound left Premier League clubs little choice but to reduce spending. Estimates of total transfer spending decreased approximately 10% on the 2008 summer window, with Manchester City accounting for nearly one quarter of league spending. Moreover, 2009 saw considerable spending between English clubs, rather than purchasing high-priced talent from outside the Premier League, making net spending in England a pale shadow of previous years.
Transfers down as austerity closes window


Finally, following the close of the summer’s transfer dealings, English football was shocked by the news of Chelsea Football Club’s ban from registering new players by FIFA until January 2011. The two window ban on transfer dealings for the club come after the London side allegedly incited young French player GaĂ«l Kakuta to breach his contract with Lens in order to sign professionally with Chelsea. The controversy and ruling have thus far had serious ramifications through English football, as other big spending clubs have equally been called into question over the influx of young European, South American, and African players being brought to England on professional contracts. Reports have emerged suggesting that European regulations over the signing of players under the age of 18 may be required to govern such transfers, however the success and feasibility of such legislation has yet to be seriously studied.

Chelsea banned by Fifa from signing players till 2011 over Gaël Kakuta


Elsewhere in the news, one story in particular has jumped out over the past couple of weeks, and not only because it's Liverpool related...

As well as equaling (and perhaps eventually exceeding, based on performance bonuses) Manchester United's record shirt sponsorship deal by agreeing a minimum £20 million per year deal with British bank Standard Chartered, rumours and rumblings have emerged suggesting that Standard Chartered will begin to sell Liverpool shirts in their branches in Asia, encouraging a partnership between sponsor and property unlike any other I know. Liverpool's efforts to tackle the Asian market in a swift and meaningful way will be buoyed by the new deal, and word that the club's partnership with Carlsberg and Danish brewer's extended deal with the club for stadium pouring rights, will only serve to reinforce Liverpool's new commercial orientation while maintaining the history, tradition, and community-focus that have underlined the LFC brand over the years.

Hopefully we'll have more to report on the new deal, and the impact the renewed relational approach Liverpool and Standard Chartered have adopted may have on future sponsorship deals, later in the week...

Wednesday, 9 September 2009

Drawing a Line Under an Embarrassing Summer


Prospect and mini camps are underway throughout the National Hockey League this week, with most main camps expected to open over the course of the next 7 to 10 days, announcing the long-return of hockey, and hopefully bringing to a close the embarrassing and belittling backroom politics and legal struggles that have marred the hockey world over the summer.

Yesterday's news of prospective Phoenix Coyotes bidder Ice Edge Holdings' removal of their anticipated bid means that, as things stand currently, when Judge Redfield T. Baum rules on the future of the organization later this week, the ownership of the franchise will either be transferred to the National Hockey League, allowing them to solicit and secure an owner of their choosing for the failing team, or to Canadian billionaire Jim Balsillie, making the possibility of a seventh Canadian franchise a step closer to reality.

Whatever the judge's ruling this week, the fate of the Coyotes is almost certainly still undecided. Appeals, prolonged legal battles, and the ultimate fate of the Phoenix franchise, be it finding a new owner willing to suffer the losses of an Arizona-based team, or the eventual relocation of the club to Hamilton and the potential conflicts with both the Toronto Maple Leafs and the Buffalo Sabres, will no doubt ensure that this story will continue long into the new season, with little hope of an amicable resolution with the best interests of the game in mind.

The best case scenario, at this stage, would be (in my opinion) an enforced compromise between the two parties, handed down by Baum and held up in appeals court. Award ownership of the club to Balsillie, on the condition that the franchise will stay in Phoenix while preparations are made to Copps Coliseum and the City of Hamilton, as well as any relocation fees, territory infringements on the Leafs and Sabres, and any unresolved personal issues between Balsillie and the league are dealt with. While in Phoenix, the league will split operational losses with Balsillie (as he has already suggested and agreed to, though the notion was quickly dismissed by the league).

Ultimately, after the summer that has been, and the constant back and forth between the league and Balsillie, neither party will escape as a white knight and saviour of the team. Balsillie has shown considerable disregard for the integrity of the league and the sophistication required to run a league by suggesting that he would move the team in mid-season, and has angered Bettman and the league by attempting to secure ownership through what they see as a back door. By contrast, the NHL have shown little respect or willingness to secure the best future for the club or the league throughout the process, treating the court proceedings and Balsillie's bid with disdain and irreverence. Rejecting Balsillie as an owner by vote demonstrated little more than how tightly-knit the Board of Governors is, and what old boys-club politics underline the business of hockey. Moreover, but setting a relocation fee for the franchise rumoured to be in excess of $100 million, the NHL has acknowledged that a Hamilton franchise would be worth more than one in Phoenix, and yet persist with a dream of conquering the Southern United States while dreaming of an ever-elusive national broadcasting rights deal with a major network.

Neither camp can claim a moral high-ground through the summer's events, and one can only hope that upon Baum's ruling, and the inevitable appeals that will follow, the best interests of the fans, the players, and league, and the owners will in some way be addressed. That said, I have my doubts, on all counts.

Elsewhere in league politics, the Players' Assoiation firing of Executive Director Paul Kelly may signal even greater uncertainty and strife in the future for the league, as the PA appear to aiming for a more hard-line, focuses stance going into negotiations for the next Collective Bargaining Agreement. While Kelly was widely regarded outside the union as having been doing a good job, he had seemingly fostered a working relationship with the league and formed a burgeoning partnership going forward. While details of his removal from duty have been hard to come by, there has been speculation that, as with Ted Saskin before him, Kelly had become too close to the league, leaving the players uneasy about any future negotiations. While Bob Goodenow was relieved of his duties for taking too hardline a stance in the last CBA talks, the union appears to be uneasy entering into too close a partnership with the league at this time, and are thought to be seeking an Executive Director prepared to guard the players' interests and rights above and beyond creating a partnership with the league.

Given the league's position in Phoenix, and the projected losses the league would be faced with should they gain ownership, and their objection to moving the franchise to a much more profitable, beneficial market such as Hamilton, one can hardly blame the players for being cautious in their dealings with the NHL. Given that player salaries are now tightly linked to hockey-related revenues, a fact which is unlikely to change in the next CBA, and the negative impact Phoenix has as compared to a Hamilton-based club, the PA's stance appears economically sound, if not the best publis relations. More news should be expected within the coming days and weeks regarding what happened between Kelly and union, but who the PA find to replace him should give a strong indication of any upcoming labour disputes, and the union's stance in builing a partnership with the league hierarchy.

Ultimately, while the return of hockey and the opening of training camps does little to address the legal concerns of the league, the ownership battle surrounding the Phoenix Coyotes, the on-going transfer saga between the NHL and the KHL, or the future direction of the NHLPA, it's it nevertheless a relief for all in involved that at last there's some hope of hockey's domestic issues finally taking a step back, and allow the athletes and games a chance to resume spotlight duty. That said, it would seem unlikely that we've heard the last of the NHL's troubles of this off-season...

Monday, 7 September 2009

Examining Athlete Brands... Part 3: Franchising Brand Beckham??


Reports out of New York this weekend indicated that David Beckham's long-term plans may involve ownership, with Montréal touted as a possible target for the England star and his investors.

According to a story in the New York Times on Monday, Beckham is believed to be considering, and perhaps in the early stages, of forming a partnership with the Saputo family in Montréal, owners of USL Division One team the Montréal Impact, and long rumoured to be interested in acquiring a Major League Soccer franchise. Reports previously had linked the Saputo family with former Montréal Canadiens owner (currently in the process of selling the club to the Molson family) and current Liverpool FC co-owner, George Gillett, whose interest in soccer following the purchase of Liverpool led many to believe a Montréal-based MLS side would be next.

However, Beckham's interest in forming a partnership with Saputo in the football hotbed that is Montréal merits following. As the Times note, included in Beckham's MLS contract, signed in 2007, is the option to become a MLS franchise owner in the future. Beckham's involvement in the sport beyond his playing career has long been a matter of debate, though his series of football academies have proven massively successful in promoting youth soccer and building Beckham's image in the United States.

Major League Soccer have already intimated future plans to expand the league, including hopes of capitalizing on Montréal's interest and the infrastructure already in place, with 2012 rumoured to be a likely target for further expansion in Canada. Beckham's ties to Los Angeles, however, including the formation and success of his football academy there and his links with current MLS owners and investors AEG, may ultimately impact Beckham's eventual retirement plans beyond any early links with the Saputos and the City of Montréal. It remains to be seen how serious Beckham is about becoming a future franchise owner, and what opportunities may present themselves when England's most capped outfield player finally announces his retirement from the game.

Thursday, 3 September 2009

Quick Hits to Start September...

Just a couple of quick stories worth following from the world of sports that have emerged the last few days...

First, the National Hockey League Players' Association announced this week that Executive Director Paul Kelly has been let go. While details have been slow to emerge from the PA, a number of Kelly supporters, including former NHLers Pat Flatley and Glenn Healy, have resigned as a result of Kelly's firing. Allegations and rumours in the last couple of days have indicated that Kelly's firing may have been a result of the former PA boss reading the minutes of a confidential NHLPA summer meeting, causing distrust amongst the union and uncomfortable reminders of Kelly's predecessor, Ted Saskin. Expect more of the story to emerge as the news, and the reasons behind Kelly's release, spread through the full membership.

Also of note this week, world football governing body FIFA have imposed a two-window transfer ban on Chelsea FC for inciting breach of contract in signing a French teenager a couple of years ago. While the club has indicated they will appeal, the ruling and the entire situation will hopefully cast a bit more light on the at-times shady transfer dealings in football involving teenagers. It would be naĂ¯ve to think that Chelsea are the only club guilty of encouraging a young player to break contract and sign for them. Looking out for younger players, and regulating moves involving teenagers in the professional ranks, is something that has to be looked at more deeply by football's governing bodies.

And lastly, Aprils' Bloodgate has rocked the rugby world this summer, with sanctions and suspensions coming down on Harlequins, Tom Williams, the offending player, and 'Quins director of rugby Dean Richards. New regulations to prevent a repeat of the incident, and a new mandate to protect against cheating in the sport have emerged, signaling a renewed interest amongst the sport's stakeholders to clean up the game and restore some integrity to what the gentleman's game.

Expect more reports on all three stories in the coming days and weeks, but equally take heart in the rather aggressive way in which the NHLPA, FIFA, and the ERC (rugby's European governing body) have reacted to the corruption and cheating that have marred sport of late. While there are still plenty of issues in sport to tackle, this is a step in the right direction...

Wednesday, 2 September 2009

The End of an Era?


September is here, and the transfer window across European football has closed until January, without much fanfare or event. In truth, deadline day become something of a non-event in most circles, with big money having changed hands early in the summer, and clubs looking mainly to fine tune their sides on the final day, rather than overhaul them.

However, the disappointment amongst many football fans eager for a major move raises an important question: have we seen the end of major transfer deadline days and trade deadlines in professional sport, or are we merely seeing the temporary effects of the worldwide economic crisis on sport?

The biggest deadlines on the world sport calendar in terms of player movement, historically, have been the football transfer window closing date(s), the National Hockey League trade deadline, and the Major League Baseball non-waiver trade deadline. Unfortunately, 2009 has seen each of these major dates come and go without much incidence, despite massive media coverage, countless hours of devoted television time, and fan and expert analysis to rival American politics.

In the case of the NHL, this year's comparatively slow deadline can likely be attributed to the salary cap, and teams edging ever closer to the upper-limit of spending. Whereas in previous years, teams with championship aspirations would load-up on talent and take on additional expiring salaries in hopes of winning the Stanley Cup, under the new economic regime, such acquisitions are no longer possible, making trades more difficult to execute. It will be interesting to see if, following next year's Winter Olympics and the attention surrounding hockey in Canada this season, the major Canadian sports networks (TSN, Sportsnet, The Score and RDS) devote the same time to the trade deadline as this past year, and run the risk of another 8 hour broadcast with little news to report.

Perhaps more disconcerting than the NHL's slowing in-season player movement, has been the diminished transactions and spending in non-salary cap restricted leagues such as Major League Baseball, or the English Premier League. Although an important date in the baseball year, and traditionally a day of many rumours and considerable movement, the MLB deadline is perhaps less alarming than the NHL or the European football deadline days. Given that baseball has struggled for years with competitive balance, and that a small number of clubs are able to spend exponentially more than lower level clubs on player salaries, the lack of major player movement is less worrying. That baseball allows moves following the deadline, with transactions based on waivers, and that a number of deals have since been completed in this way, can perhaps appease any worries fans may have.

However, football's slow transfer deadline, and indeed the overall financial figures surrounding transfers in British football this summer, paint a cautious if not unsettling picture of football's standing in the current economic climate.

Without going into great specifics, and not wanting to press the panic button too early and abandon hope of a quick recovery for professional sport, these two articles from the Telegraph and the Financial Times maps out the Premier League's limited spending power, and generally cautious approach to transfers this summer, much better than any analysis I could provide here.

Have we seen the end of big spending in sports, massive transfer deadline days, and unrelenting player movement? Or will Premier League clubs redeem themselves and save Sky Sports News the embarrassment of another uneventful, uninteresting news day in January by once again spending beyond their means, acquiring exciting international talent, and loading up the Premier League for a final 5 month push before next summer's World Cup? Only time will tell...

Wednesday, 26 August 2009

Much Needed Progress...

Meet the new face of the Boston Bruins marketing department (credit Kukla's Korner for the find):



For more on the ad campaign, and the efforts being made by the Bruins this summer, check out the Boston Globe's take (here).

For hockey fans everywhere, despite your allegiances, seeing key teams like the the Bruins and the Chicago Blackhawks returning to respectability and past glories has to be a welcome sight. Following the 2004/2005 lockout season, the National Hockey League has been too dependent upon the 6 Canadian franchises financially supporting the league. With serious recession problems in Detroit, a gradual rebuilding phase in Colorado, and the constant legal battles and ownership issues plaguing some of the league newer and more Southern entries, the league is in desperate need for strong, traditional hockey markets such as Boston, New York, and Chicago to meet their potential.

On the ice Boston and Chicago have made huge strides in the last two years; off the ice, Boston now follows Chicago's lead in making the game more available, more accessible, and more fan-friendly in their business approach, a promising sign of things to come...

Tuesday, 25 August 2009

10 Seconds or Less...

An interesting entry from Steven D. Levitt of Freakonomics fame, over at the bestselling book's blog (here). Levitt examines the progression and evolution of the 100 metre men's sprint, noting the relatively slow rate of improvement over the past 40+ years.

As Levitt notes:

Last week, the sprinter Usain Bolt ran 100 meters in 9.58 seconds, shattering the existing world record. For his feat, Bolt may just be named athlete of the year.

In some ways, what is more remarkable than Bolt’s feat is how slow the improvement has been in the 100-meter dash.

Back in 1968, Jim Hines became the first person to break the 10-second barrier, finishing the race in 9.95 seconds. In 1991, Carl Lewis got the world record down to 9.86 seconds. In 1999, Maurice Green ran 9.79 seconds. Asafa Powell ran 9.72 in 2008.

Thus, between 1968 and today, the world record time had improved by 3.7 percent, or less than 0.1 percent per year.

This is in spite of the fact that there have surely been technological advances in tracks and shoes, as well as expanding knowledge of weight training and fitness. The world’s population has increased substantially, as have nutrition levels, especially in developing countries.

The biggest puzzle to me is not how remarkable Usain Bolt is, but rather why it’s been so hard to get people to sprint faster.

Given the controversy in swimming and the technological advances "undermining" the integrity of the sport, it's surprising how slowly sprinting has developed by comparison. Advances in footwear, running surfaces, sportswear, training practices and diets haven't created the same progression as in other sports, making Bolt's accomplishments that much more incredible.

Is Bolt testing human potential? Or merely providing a catalyst for further improvement and an indication of things to come?

Thursday, 20 August 2009

Something to Watch Next Year...

YouTube joining F1? It would appear as though...

The online video-sharing website's co-founder and Chief Executive, Chad Hurley, has officially confirmed an involvement with next season's F1 new boys Team US F1.

The key area worth following?

"Getting in on the ground floor of a project of this size and scope is a tremendous opportunity, and I look forward to helping shape the US F1 vision and corporate strategy for years to come," Hurley tells Autosport.com.

"I see tremendous potential for all sports to integrate more media, more social connections, connect with the fans and build a fan base. And that's exactly what I hope to bring to US F1, bringing my experience and perhaps my opinions of how we could go about that."


Formula One is an undoubted success worldwide, with a particularly avid following in Europe. However, traditionally open-wheel racing has struggled in America, and F1 has historically trailed NASCAR racing, and more-Americana events such as Indianapolis, rather than waking up Sunday mornings to follow European races.

Will a new American team change that? Unlikely. However, increasing exposure, making greater use of online multimedia and better promoting the sport to new American fans, may have a lasting impact on the sport, if Hurley et al. succeed.

Certainly worth keeping an eye on in the years to come...

Monday, 17 August 2009

A New Look...

Hockey Canada today unveiled their new uniforms for the upcoming 2010 Vancouver Olympics, in response to a crackdown on jersey and equipment regulations by the International Olympic Committee, the Vancouver organizers, and a minor disagreement between Hockey Canada and the Canadian Olympic Committee.




The controversy over Team Canada's uniforms came of regulations limiting the allowable size and dimensions of governing body and manufacturer logos on Olympic competition-wear. The previous jerseys featured Hockey Canada's iconic logo prominently on the chest, an infringement of Olympic rules for which the COC had to apply for an exception. Having secured such protection from the regulations in previous Olympic years, Hockey Canada had originally approached the 2010 Games hoping to continue to market Canadian hockey using their logo, and reap the same financial rewards as in previous years from Hockey Canada shirt sales.

Instead, the COC refused to file the application, resulting in a dispute between the two governing bodies, and the need for Hockey Canada to design and have approved a new shirt for the men's and women's teams to wear this winter.

Behind all of the regulations and disputes within this story has been the underlining efforts of the IOC and VANOC to curtail ambush marketing, and prevent organizations such as Hockey Canada (as well as manufacturers like Nike or adidas) from gaining undue commercial benefits through unofficial Olympic involvement. Those watching last summer's Beijing Games may have noticed that a number of prominent organizations and countries had altered or missing logos from their uniforms, most notable the Argentine football team.



Hopefully the shirt design revealed today will appease Olympic organizers and those fearing ambush marketing, whilst also providing Hockey Canada the funding and added marketing that Olympic participation has traditionally provided.

Of course, the biggest contributor to Hockey Canada's revenues this year will likely be as a result of on-ice success, something 33 million fans North of the 49th will be anxiously hoping for...

Saturday, 15 August 2009

Coming soon...


Earlier this week I had the pleasure of playing a round of golf with a Corporate Accounts Manager of a rather prominent and headline-grabbing National Hockey League team, during which we were able to talk rather in depth about his experiences with the team, his impression of the league and pro sports, and the impact being felt by the current recession.

What struck me most from our conversation, however, was not the state of the league or his views on player personnel issues, but rather was his assessment of the biggest hurdles he and his colleagues face daily in the their jobs. It was not the credit crunch and tightening budgets restricting sales. It was not his team's recent on-ice struggles and the impact losing has had on attracting corporate customers. It was the systematic mismanagement of sport, not through malice or ill-intent or corruption, or any of the stories you often read in the news, but simply through not knowing how to run a sports organization in today's world, and not listening to the people doing the work and making the operation tick.

As he described his situation, it struck me how easily a successful and respected organization such as his, could be improved and advanced through some fairly simple changes. Let alone what could be done to improve the situations of chronically poorly-managed organizations or businesses, who are befallen by the same problems.

Simple measures, such as opening communications between the sales and marketing teams to assess what legitimately drives and inspires sales, facilitating greater decision-making and autonomy amongst sales executives to better meet the needs and demands of real or potential customers, and above all opening the lines of communication between employees and management, may seem easy or obvious suggestions, and yet sport continues to be run in such a way that proposals like these can and must be made.

The current generation of sport managers, in which I include myself, are a unique breed. We will, for all intents and purposes, bridge a gap in the sporting world between employees and managers who ushered sport into the professional era, and the upcoming generation of social-networking, Google and Wikipedia-informed, multimedia engrossed teenagers, whose interest in professional sport wanes despite the ever-expanding and all-encompassing access to sport. However, our era, Generation Y sport managers, will serve as more than stop-gap before the next generation steps in.

Our generation is the first to enjoy benefits of the internet, of sports television networks, of social-networking and mobile phones, of 24 hour access to sport, and the world of professional sport, informing our view of sports and understanding of the business behind the games. The sports landscape as we know it is as a business - that has been our reality, that has been our understanding, and now that should be our direction.

How many professional sports organizations use social networking sites such as Facebook or Twitter as more than an opportunity to link fans and display pictures or highlight videos. How many seek to use these resources to build their fanbases, or to provide added value for current fans?

How many sports organizations' websites offer more than player rosters, team news, merchandise and ticket sales, and downloadable content? How many organizations actively interact with their online visitors, track their comings and goings, and proactively seek to attract new visitors, as well as increase traffic from existing readers?

Particularly in difficult financial and economic times such as these, it is integral for the future success of professional sports that we better adapt to the times, and don't content ourselves with the progression from amateurly-managed sports, to today's professionalized system overseen by the previous generation. New ideas must be embraced, new methods and practices sought and adopted, and greater integration between old school and new school developed, in order to usher sport into the next phase of its development.

A new wave is coming...

Friday, 14 August 2009

Sport in the Globalized World...

An interesting piece from BBC Sport came out this week, looking at the impact of globalization on English football, and the influx of foreign players into the Premier League (as compared to the former First Division, circa 1989-90).

Where the Premier League's players come from
By Ollie Williams

In the past two decades, the composition of England's top-flight teams has changed dramatically.

At the start of the 1989-90 season, leading clubs like Arsenal and Manchester United boasted just one or two regular first-team players who were born outside the United Kingdom.

Now, Premier League teams have, on average, 13 foreign-born stars within their ranks.

Use the interactive world map above to explore the birthplaces of players in all the current Premier League squads, and compare them with the same teams' players from the start of the 1989-90 season - then find out more about each team below.

Twenty years ago, defending champions Arsenal had just two players born outside the UK on their books: Icelandic midfielder Sigurdur Jonsson and Irish forward Niall Quinn.

Jonsson made barely a handful of appearances before leaving Highbury in 1992, while Quinn was soon to sign for Manchester City.

Liverpool, eventual title-winners that season, had an unusually large number of foreign-born players in their 1989-90 squad.

Kenny Dalglish's side featured five players born outside the UK: John Barnes (Jamaica), Bruce Grobbelaar (South Africa), Glenn Hysen (Sweden), Jan Molby (Denmark) and Steve Staunton (Republic of Ireland).

But they were the exception. Teams were far more likely to boast just one or two players born outside the UK and, in many cases (such as Manchester City's David Oldfield and Chelsea's Tony Dorigo), those players were British nationals who happened to have been born abroad.

Two decades ago, the teams making up this year's Premier League could only boast 12 players born outside the Commonwealth between them.

Twenty years later, more than half of the Premier League's clubs could field an entire starting line-up of foreign-born players.

Liverpool now have just three UK-born first-team stars in Jamie Carragher, Steven Gerrard and Glen Johnson, with other British talents like Jay Spearing making only occasional European appearances to date.

Anfield is home to 20 foreign-born players with a strong first-team claim, while Arsenal can boast 23, as opposed to four Brits, all aged under 21.

Teams recently promoted to the top flight have the fewest foreign-born players in their first-team squads - Burnley have seven, Wolves have eight, as do Stoke, who gained promotion a year earlier, while Birmingham have nine.

West Ham are also at the lower end of the spectrum, with nine foreign-born players, but at the time of writing this still comprised almost half of the 21 first-team players at Gianfranco Zola's disposal.

Follow the link to see analyses of each of the Premier League's twenty teams, and the changes in squad formation and player origin over the last two decades. Interesting reading for anyone curious about the impact, both positive and negative, of the globalization of sport.

Where the Premier League's players come from

Tuesday, 11 August 2009

Here's one to watch...

IOC to consider new Olympic sports Thursday

I'm not sure how far under the radar this story has been flying the past couple of weeks, but given the legal battles in Canada over the exclusion of female ski jumpers for the 2010 Vancouver Games, I'm sure a lot of sports, a lot of lobby groups, and a lot of fans will be watching the IOC's decision over what (if any) new sports to include for the 2012 London Summer Games.

The International Olympic Committee executive board will meet in Berlin on Thursday to consider a range of changes put forward by the 26 summer Olympic sports federations.

The board will also recommend two sports for inclusion in the 2016 Olympics, with golf and rugby sevens the favourites in a group that also includes baseball, softball, karate, squash and roller sports.

The 15-member board must weigh the demands against its stated goals of gender equality and universality - the opportunity for all nations to compete with a realistic chance of winning medals - while keeping within a limit of 10,500 athletes.

The most dramatic change for 2012 would be the introduction of women's classes in boxing, currently the only summer Olympic sport exclusively for men.

A number of major international sports currently are not in the Olympics, including three which have serious roots in Britain and could arguably make a case for inclusion (or reinstatement) in the London Games - rugby, cricket, and, to a lesser extent, golf. However, do such sports have a solid enough footing internationally (beyond the known powerhouses of the sports) to be considered for the Games? Logistically, organizationally, and financially, would the involvement of any of the three be a viable entry for the 2012 Games?

The IOC have some interesting decisions ahead not only in the coming days, but also the coming years, as the professionalization of sport expands and captures more and more sports, and provides added sophistication, globalization, and market value to different sports. Is a 50m sprint in freestyle swimming a comparable option for organizers to rugby sevens? Is roller-hockey an Olympic sport in the eyes of the majority? With the rapid expansion of the X-Games, and of action sports in general, will we see more extreme sports enter the Olympics in the coming years?

Certainly worth keeping an eye on...

UPDATE: A couple of early favourites have emerged in the race for 2016. Tiger at the Olympics?

Why?

With Tiger Woods' win at the Buick Open last weekend, the golf world bid goodbye to one of its longest running and most popular tournaments.

On the surface, Buick ending its association and sponsorship with the event seems well-reasoned. With the US automaker, as part of General Motors, now funded by the American government, the company took the decision to cease its patronage of the PGA Tour, deeming it an unwise expense given the brand's financial losses and dependence on public funds.

However, Buick's decision raises an important question for sport managers: if sponsoring an event such as the Buick Open is no more than an expense for businesses, an investment that cannot be justified to American tax payers, then why do companies sponsor sports at all?

Was Buick's investment nothing more than an expense to GM? And if so, why? Sponsorship is no longer about merely providing financial support for events or properties - with the money committed by organizations, it must be a leverageable marketing opportunity as well, capable of providing a return on investment. So the question is, if Buick was unable to gain any market benefits from hosting and sponsoring the Buick Open, and couldn't continue their association with the event and the Tour, then why?

Quick Hits...


After a brief vacation, and a week away from the sports world, a couple of brief items of note to kick things off again.

First, Real Madrid and Brand Ronaldo tackled Canada this past week, taking on MLS side Toronto FC as part if their pre-season preparations. The mercurial Portuguese, however, for all his talents, left a lasting impression with some in Toronto which should be of some concern to his management if he is to match the standard set by Brand Beckham.

Real superstars light up Toronto


The best bit, from an athlete branding perspective...

In a sense, he's the first soccer megastar who seems born of America's celebrity culture.

I mean, he vacations in Los Angeles, people. Los Angeles is a parking lot with a mayor. Leaving Portugal for Los Angeles sounds like probation, not recreation.

It wasn't always like this. Any mental picture of Pele or Eusebio or Bobby Charlton includes not only their play, but their ability to engage the world away from the pitch.

The two great icons preceding Ronaldo, Zinedine Zidane and David Beckham, were chalk and cheese in most ways. But they shared that gentlemanly streak, that sense of stewardship over the game. People cared about them and they made efforts to show that they cared back.

Despite being the most hounded athlete alive, Beckham still talks directly to people when addressing them. He seems incapable of walking by a kid holding out a jersey without stopping. Say what you like, but the guy is pure class.


Secondly, the curse of EA Sports' NHL cover boys has continued, this year with the news that Chicago Blackhawks rising star Patrick Kane has been charged with attacking and robbing a Buffalo-area cab driver. Given the hype surrounding the game and the new improvements made, this will hardly be the summer news EA Sports or the Blackhawks will have been hoping for.

Blackhawks Forward Patrick Kane Arrested in Buffalo

Lawyer says Blackhawks star Patrick Kane's charges overblown



Finally, Tiger Woods is officially back to his winning ways, after back to back wins at the Buick and Bridgestone invitationals. The ramifications of Buick's withdrawal from the PGA Tour and sports sponsorship, though, is perhaps the bigger, and at the same time more overlooked news to come of Tiger's recent hot streak. More to follow...

Tuesday, 4 August 2009

The commercialization of the counter-culture?

I heard an interesting interview this weekend with skateboarder Ryan Sheckler from the X-Games, talking about the attention and criticism some action sports athletes have been getting from the media, fans, and extreme sports purists over sponsorship money and media attention, calling into question the motives and interests of the athletes.

Now this morning, I come across two videos worth checking out...

Here

and

Here

We're currently witnessing the rapid expansion and commercialization of one of the fastest growing areas of sport today, going against many of its early ideals and virtues dating back to the original rise of skateboarding in California.

By and large, I think this progression has been handled exceptionally well; the move from extreme, niche sports, towards more popular, mainstream, action sports has been an important one, and given the professionalism with which events like the X-Games are currently run, and the globalized attention and interest, such advancements were inevitable.

What interests me, however, will be the next step for sports such as motocross and skateboarding and BMX. Action sports have filled a gap in the market, and met consumer demand by growing, as well as through innovation and creativity. But are these sports and events prepared to take on the more established professional sports? Do they need to? For teenagers coming up today, the X-Games are as much a part of their sporting history as the 'big four' pro sports leagues in North America. This is the first generation with such consciousness of these events, and the ramifications should be worth following...

Friday, 31 July 2009

Ambush Marketing? Or yet another example of ingenious marketing around sporting events?

Here's a new story coming out of Western Canada as preparations for the 2010 Olympics enter the home stretch...

Business makes Canadian shoe to appeal to athletes
By Rachel Brady, CTVOlympics.ca Posted Thursday, July 30, 2009 10:13 AM ET

A Calgary business envisioned a Canadian-themed running shoe that would appeal to Canada's patriotic athletes and sports fans. With an Olympic Games coming to Vancouver and Whistler in 2010, it was time to kick the business plan into action.

Calgary triathlon store Tri it Multisport learned of an Australian-themed shoe that quickly sold out in that nation, and thought perhaps the same could be done in Canada. Their research showed no company had ever produced a Canadian-themed running shoe.

Zoot, the maker of that Australian shoe, and a popular name in triathlon sporting goods, designed and manufactured the special Canadian shoe. Tri it Multisport calls it the Zoonie, and is now marketing it with the slogan "the new Canadian currency in speed."

Jordan Brydon, Canada's top Canadian tri-athlete under 23 and a hopeful for the 2012 London Summer Olympic Games, works at the store and helped Zoot design the shoe. The challenge was making it appeal to not just elite runners, but athletes from many sports who want a dry-land training shoe or a comfortable walking shoe.

"We wanted to do something cool and patriotic to support them in their training," said Brydon, who has already worn the shoe on race day. "Myself, I travel to different countries all the time, and wearing a shoe like that is like wearing a Canadian jersey."

But the Calgary business faced a challenge with their strategy since there are strict rules against using any Olympic branding or "ambush marketing". So Tri it Multisport went big on the simply Canadian motif.

The Zoonie is a sleek, white runner adorned with bold, red maple leaves. Weighing just seven ounces, compared to the regular 13 ounces of an average running shoe, Brydon calls it ideal for speed and agility training since lighter shoes allow more reps of an exercise. They put holes in the bottom for drainage - for athletes who pour water over themselves during workouts.

Canadian Olympic hockey gold-medallist Gillian Ferrari and teammate Tessa Bonhomme are among a handful of 2010 Olympic hopefuls who are wearing the Zoonies. They were shopping for heart rate monitors at Tri it Multisport when the store's owner, Brian Del Castilho, showed them the shoes.

"He said 'we're so proud of our Canadian athletes'," said Ferrari who wore the shoes to a recent photo shoot in Calgary with CTVOlympics.ca. "He was like 'I want you guys to wear these with pride and, you know, your feet carry the heart and pride of Canada.'"

Tri it Multisport is strategizing to get the limited-edition shoe on more high-profile Canadian athletes, a task that has proven tough for a company that typically specializes in serving runners and triathletes.

"Most of our circle is triathlon and summer sports Olympians," said Brydon. "We want to get into the winter sport circle too."

So far, the company has sold about 150 pairs of Zoonies. Showing off the shoes at Ironman Canada in Penticton, B.C. in August kicks off the efforts they plan to promote the shoes to Canada's circles of athletes.

"We wanted to put our name on the market as being the only store in Canada where you can get this shoe," said Del Castilho. "We're marketing to two groups: athletes and people who just want to show they're Canadian. Ideally speaking, to me, this would be one of those things people would want to wear at the Olympics."

The shoe retails for $184.99 (triathlon racing shoes typically range from between $150 - $220, says Del Castilho) at Tri It Multisport in Calgary or on their website, www.tri-it.ca.

Does taking a Canadian-only theme absolve the shoes and the brand from ambush marketing entirely? Not mentioning the Olympics saves the Zoonies from infringing upon the anti-ambushing legislation in place, but is there any doubt of the brand's aim to capitalize on the Olympics? IOC, VANOC, you may well have just opened the door to ambushers - 2010 will be a year of patriotic marketing in Canada, and the precedent is set.

Thursday, 30 July 2009

The Stig Returns?

Just weeks after the surprising (and thoroughly unlikely) news that Michael Schumacher is Top Gear's own The Stig, an even bigger story surrounding the former F1 superstar has emerged, adding to an already interesting and exciting Formula One season.

Following Felipe Massa's near-fatal crash on the weekend, which left the Brazilian in intensive care briefly, Ferrari have announced that Schumacher, who has remained with the company as an adviser, will return behind the wheel in place of Massa until he is fully fit again.

From the Canadian Press:

Ferrari said Wednesday in a statement that the German had agreed to get back in the cockpit until Massa is fit to return. The next race is the European Grand Prix on Aug. 21-23 in Valencia, Spain.

"Though it is true that the Formula One chapter has long been closed for me, it is also true that for team loyalty reasons I cannot ignore that unfortunate situation," the 40-year-old Schumacher said. "But as the competitor I am, I also very much look forward to facing this challenge."

The 28-year-old Massa was hit in the helmet by a loose part from another car and crashed into a protective tire barrier at 190 kilometres per hour during qualifying Saturday at the Hungarian Grand Prix.

The Brazilian receieved multiple skull fractures in the accident and doctors say he will not race again this season.

Between the disputes over power, control, rules, and money, and the added competition and excitement provided by Brawn GP and Red Bull Racing, this F1 season has been an interesting one to follow. The added excitement provided by Schumacher's return, as well as Ferrari and McLaren's recent return to form, should make the latter half of the year even more of interest...

Tuesday, 28 July 2009

There may be cause for optimism yet...

The first round of bidding for ownership of the Phoenix Coyotes has come and gone, and a couple of interesting stories have emerged regarding the offers made. The news coming out of Arizona over the past few months has, in and of itself, been fantastic reading for those interested in the behind-the-scenes side of professional sports, particularly where money, power, control, and authority come into play.

A couple of quick stories worth following...


Offers in to buy Coyotes (Sportsnet.ca)

Former RIM executive bids on Coyotes (The Globe and Mail)

REPORT: GROUP BIDDING ON COYOTES PLAN TO BRING GAMES TO CANADA (TSN.ca)


If this week's news is anything to go by, the intrigue surrounding the future of the Coyotes organization is sure to endure a little bit longer...

Ambush Marketing Crackdown in South Africa...

Two companies have been found guilty of ambush marketing in South Africa, it was reported this week, after the official South African national team shirt and popular name for the team, Bafana Bafana, were used in advertisements for non-sponsors Hyundai and MTN.

From Kickoff.com:
Safa wins ambush marketing cases

Posted: 2009-07-27 15:19

Safa has stepped up its efforts to protect their sponsorship rights from ambush marketing.

Safa has won two cases at the Advertising Standards Authority of South Africa (ASA). This after two companies, MTN and Hyundai, were found to be at fault following their usage of Safa and Bafana Bafana brands while they are not sponsors or suppliers to the association and the senior men’s national team.

In the first case, Hyundai made an advertisement that depicted a Bafana player wearing an official national team jersey – which was viewed as a clear case of ambush marketing. The company has since withdrawn the advertisement and has vowed not to produce another one in future without Safa’s consent.

In the second matter, ASA ruled that MTN has implied in their advertisement that there is a connection between the company and Bafana. MTN had an advertisement which was headed ‘Turning young men into Bafana Bafana’, and was only referring to a competition which they sponsor and had nothing to do with the national team.

By the use of the words Bafana Bafana, MTN implied that they are an official sponsor of the national team, which is not the case.

Safa CEO Raymond Hack is content with both rulings, saying: “Our commercial department is closely monitoring ambush marketing practices, and we won’t hesitate to institute legal proceedings against anyone who embark on such unethical practices.

“Our national team is sponsored by Absa and Castle, and as a responsible association we will protect the rights of all our sponsors. Companies that want any association with Safa must do it procedurally by contacting us.”


While these cases may be seen as proof of the value and importance of anti-ambush marketing legislation, ultimately Hyundai and MTN both should have been aware of the dangers of using controlled and protected words/materials as they did. Even under normal intellectual property rights protection, both companies' advertisements knowingly infringed upon the rights of the South African football association and the national team, making the ASA's decision easy.

This has been a promising summer from an ambush marketing perspective in South Africa. Few major stories emerged from June's Confederations Cup, and this week's decision regarding the actions of Hyundai and MTN is not the first of its kind this year. While we should expect ambushing stories to increase as next summer approaches, and can count on prospective ambushers to be more ambitious and aware in preparing for the upcoming World Cup, FIFA's sponsors, and the South African organizers of next summer's event, may find themselves cautiously optimistic at this early stage. Only time will tell if such optimism is warranted...

Sunday, 26 July 2009

How Far is Too Far?

To what extent are we willing to accept technological advancements and innovation in sport? With how quickly materials, technologies, training regimes and our understanding of dietary requirements have evolved in recent years, are we beginning to reach the limit of our comfort level? How far is too far?

This question is raised largely due to the recent decision by swimming's governing body, FINA, to restrict the use of advanced swimsuits by competitors and regulate the allowable suits, following the astonishing accomplishments of swimmers at last summer's Olympic Games, and in competitions since. Speedo, the leader in research and development for racing suits for swimmers, has understandably come out in opposition to the new regulations, while many of the world's top swimmers now face the tall task of readjusting to new suits, and new training requirements to match the expectations set in Beijing.

The important debate, however, is not whether FINA is right and justified in its actions, but rather at what point do governing bodies and organizers need to step in to protect the integrity of our games, the history and traditions of our sports, or in some cases, the safety of our athletes.

Major League Baseball has historically resisted calls for implementing replay technology and football-style challenges in order to help (and likely supplement) umpires; despite research into its effectiveness, and a growing list of incidents pointing to its potential uses, football leagues such as the English Premier League have refused to use goal-line technology similar to tennis' Hawk-Eye cameras. Technology has even been developed and tested to aid referees in judging off-side calls in football - given how often FIFA shifts interpretations of the law, would such technology really harm the integrity of the game?

Ultimately, I don't think there's a concrete answer to this debate, nor do I think the FINA decision will be the last of its kind in the coming years. However, I do think those responsible for sport need to begin to take stock of the advancements and benefits of such innovation, as well as account for the potential limitations and dangers. Following the record breaking feats of swimmers in Beijing, and the massive publicity push behind Michael Phelps' incredible gold medal haul, swimming may never have been more popular and followed as it was last summer. Is slowing the competitors down and placing greater limitations on what they wear really the best thing for the sport? Is protecting the standing world records and balancing competition for those unable to afford top of the line Speedos the right path? Evidently FINA believe so, but I'm not so sure...

Saturday, 25 July 2009

Examining Athlete Brands… Part 2

Following on my contention that comparisons between Christiano Ronaldo and David Beckham as athlete brands are premature, here we look at the key characteristics of successful athlete brands in team sports, backing up my stance and looking at the areas Ronaldo’s management will be looking to evolve…


In a study by Burton & Chadwick (2008) assessing the nature of football player brands, seven key characteristics of athlete brands were identified (TOPSTAR), explaining the success of David Beckham’s commercial activities, and suggesting Ronaldo as his most logical successor. Here we’ll take those findings a step further, and assess Ronaldo’s brand a bit more deeply.

The seven variables identified with the Burton/Chadwick study can be shortened to the mnemonic TOPSTAR; from Professor Chadwick’s Daily Sport Thought blog, the variables in short:

Team – the team(s) that a player plays for or has played for; the associations a player has with a particular team; the profile, reputation and success of the team; the player’s role within the team;
Off-field – where the player lives; who the player socialises with and where; who the player is married to or is dating; the type of house the player lives in, the car they drive, the clothes they wear;
Physical characteristics, mentality and values – the facial appearance and physique of the player; other distinguishing features such as hairstyle, tattoos etc.; the way a players thinks and the views they hold;
Success
– the player’s on-field record; the number of trophies, medals and prizes the player has won; the winning teams and games in which the player has been involved;
Transferability – the extent to which the player appeals to males and females, young and old, followers and non-followers of football; the extent to which the player and their image are culturally and geographically transferable; language(s) spoken;
Age – the stage at which a player is in their career; viewed in product life-cycle terms, this will have an impact on the profile, characteristics and longevity of the brand as well as influencing how the brand is managed;
Reputation - the player’s reputation as footballer; style of play; disciplinary record; the player’s reputation outside of football; way the player deals with public and media attention.


From Ronaldo’s perspective, the seven variables in question are rather telling in outlining the success of his brand thus far, and the areas he still trails Becks in leveraging his commercial worth.

Team: Ronaldo, in joining Real Madrid this year, moves from one of the world’s most famous and successful clubs, to another of the top draws in international football, following in the footsteps of Beckham and a select few others. Though a polarizing figure on the pitch, either loved or despised, Ronaldo has largely been an idol at Old Trafford, is Portugal’s leading light, and begins life at the Bernabeu as a legend in the making.

Off-field: Outside of football, Ronaldo’s brand pales in comparison to Beckham’s more mature, manicured image. Whilst Beckham is seen and portrayed as a loving family man, a cultural and fashion icon, and an international ambassador or football, the Portuguese star’s image is much less refined. Writing off a crashed Ferrari, being romantically-linked to Paris Hilton, and generally enjoying the life of a footballer, Ronaldo has yet to foster the same marketable image as Beckham. Given his age, and the potential value of his brand, however, there should be little cause for concern long-term.

Physical characteristics, mentality and values: Both a major strength and significant shortcoming of the Ronaldo brand. Like Beckham, Ronaldo is known for his physical appearance, and rivals the Englishman in good looks and style; however, his mentality and values contrast Beckham’s, with his arrogance, self-confidence, and at times selfish play overshadowing more favourable traits. Beckham, meanwhile, is respected for his work ethic and team-play, as well as his highly prominent family life and ambitions of working with children.

Success: In his time with United, Ronaldo established himself as one of the top players in the world, winning trophies with Manchester, player of the year awards, and generally drawing accolades throughout football for his play and influence in United’s on-field success. Without a doubt, one of the strengths of the Ronaldo brand.

Transferability
: Is there where Beckham, as much if not more than any other athlete brand, differentiates himself? Few, if any, athletes can compare to Beckham's ability to transcend demographics, psychographics, geographics... really any-graphics. Beckham's appeal in Asia, and marketing value to both Manchester United and Real Madrid was undeniable; his foray into America, although not a resounding success, has in many ways opened the door for football and brought considerable attention to the sport, without crippling the finances of the league in the same way the North American Soccer League's influx of stars did in the 1970s and 80s.

Ronaldo, by contrast, is something of an unknown in this respect. Real Madrid's marketing surrounding the mercurial star, and projected shirt sales figures point to a successful partnership to date. However, as I mentioned earlier, Ronaldo is a polarizing figure, more often hated than loved. While Beckham's family values, work ethic, and media friendliness have proven highly lucrative for the brand, Ronaldo's public personality and on-field behaviour has been considerably less endearing. Consider him more Cantona than Beckham...

Age: For all of the issues Ronaldo may encounter in challenging Brand Beckham, and the areas in need of improvement, his age and relevance as both an athlete and a public figure are firmly in his favour. Still only entering his prime and already one of the best players of his generation, and indeed a generation-defining player in Portugal, Ronaldo has time on his side.

Reputation: Much like Beckham in his early years, Ronaldo's reputation is somewhat suspect and presents one of his biggest hurdles. Becks faced serious criticism and skepticism throughout his time with United, and again of late with the LA Galaxy; disciplinary issues with England, conflicts with United manager Sir Alex Ferguson, and questions over his focus on football were at one time serious concerns for the England international.

By comparison, Ronaldo's on-field petulance, perceived arrogance and at time unsporting play have too undermined the player's abilities and marketing value. Sir Alex was largely able to control the young star, and smoothed over relations within the dressing room following the now-famous 2006 World Cup incident with teammate Wayne Rooney, but nevertheless, Ronaldo's reputation is in need of repair in order to maximize his potential.



Ultimately, based on these seven key traits of football player brands, Christiano Ronaldo trails David Beckham by some distance, though there is certainly cause for optimism. Brand Beckham, in its early days, encountered many of the same issues that now face Ronaldo, though by the time Becks had arrived in Spain, his brand was largely solidified. It remains to be seen how well managed Ronaldo will be in the coming years, and to what extent his and Madrid's marketing teams succeed in leveraging the talent, physique, looks, and marketability in the coming years.

Thursday, 23 July 2009

In defense of an (often) forgotten stakeholder



I spent part of this past weekend in Southampton, enjoying a friendly match between the Saints and Dutch high-fliers Ajax. Southampton, for those who don't follow English football closely, were relegated to League One this year following a disappointing spell in the Championship. Not long removed from a stint in the Premier League, the club has struggled through ownership and management issues, and sadly now find themselves preparing for life in the third tier of English soccer.

After visiting the city, though, seeing the ground and the massive support enjoyed by the club, it's still strange to me that a city of Southampton can't survive the higher leagues and do better in the football pyramid. Currently in the Premier League, there are a number of clubs whose fan base and stadia pale in comparison to the South-coasters, a worrying state of affairs.

As well as leaving St Mary's with a newfound respect for the club and the city, the weekend also re-awakened questions in my mind over the different league structures adopted by European and North American sports leagues. It's a debate that will surely continue for years to come, but as a Canadian living in Britain, it seems forgivable to throw in my two cents, and address a minor pet peeve of mine at the same time...

The actual pros and cons of both set-ups have been debated and discussed seemingly ad nauseum in previous works, so I won’t belabor the points here again. Instead, I’d rather challenge the commonly held view in Britain that North American sports fans, because of the closed league structure, are somehow less passionate, less involved supporters than their European counterparts. It is argued that, because of the franchise system, and the perceived frequent movement of teams to new cities or locations, North American fans must care less for their clubs. However, this, in my opinion, is a fairly simple view of American and Canadian sports fans, not bred maliciously, but rather through an ignorance of the basic differences between the frameworks for professional sport at play, and the nature of sport on either side of the Atlantic.

Of the all-too-often trumpeted franchise relocations that supposedly define and plague the ‘big four’ American sports, a rare few over the past twenty-years have been as a result of poor support, lack of interest, or fan disenchantment. And those cases of movement that have been caused by lacking fanbases, can just as easily be blamed on poor management, for creating teams in unsustainable conditions and locations, doomed to failure.

Take, for example, the current legal proceedings surrounding the National Hockey League’s Phoenix Coyotes. The ‘Yotes moved to Arizona in 1996, originally the Winnipeg Jets. Winnipeg as a city wept over the loss of Jets, a relocation driven by business interests and money, not a lack of fan support or attachment. Now the NHL and the City of Phoenix are fighting tooth and nail to keep the Coyotes in Arizona, not fifteen years later, due to significant financial losses and waning interest. The fact is, Arizona is by no means a hockey hotbed. Everyone in Winnipeg knew this. Most in Phoenix should have as well. Yet the business interests that underline sport dictated the move, and now a second city fights to keep a once proud and beloved franchise.

The fact is, sport is business. While English football fans continue to resist such a suggestion, and, rather admirably, have struggled against the prevailing business interests of foreign owners in their game, football is nonetheless big business, with money to be made.

Thankfully, the club structure and deep roots set within communities by teams are massive barriers to clubs suffering the same relocation risks as American franchises. As Southern hockey franchises are beginning to learn, building a community base, including participation and support in youth, is fundamental to the long-term success of professional sports. But the movement of unsuccessful or unviable teams should not be seen as evidence of poor fan support – far from it. Southampton is not entering the 2009/10 season in League One because of poor fan support; mismanagement and poor ownership are to blame. Winnipeg will forever mourn the loss of the Jets, until long after the Coyotes (hopeful) return North of the border.

Fundamentally, there is little difference business-wise between the relocation of unsustainable franchises, and the painful collapse of big clubs such s Leeds and Southampton to the lower levels of professional football. Ultimately, it is not because of poor fans that either situation occurs; rather, it is thanks to committed, adoring fans on both sides of the Atlantic that we take notice.