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.

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...

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...

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...

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.

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.

Ambush Marketing Legislation: Why?

A press release put out not long ago by the UK's Chartered Institute of Marketing stated that in a recent survey of business, 43% of respondents stated they had "no understanding" of the legislation put in place for the 2012 Olympics. A further 43% stated that their understanding was "very poor" or "poor".

The 2006 London Olympic Games and Paralympic Games Act details the legal and governmental framework surrounding the upcoming London Games. More specifically, concerning the CIM, the act outlines the measures in place to protect against and prevent ambush marketing (the International Olympic Committee have sought protective legislation against ambushing from hosts since the 2000 Sydney Games, the first to formally introduce such measures).

Ambush marketing, defined as "a form of associative marketing, utilized by an organization to capitalize upon the awareness, attention, goodwill, and other benefits generated by having an association with an event or property, without that organization having an official or direct connection to that event or property", has become one of the biggest stories surrounding major sporting events over the past twenty-five years (Check out the CIBS working paper series here for more information on ambush marketing, and the work we've been doing at CIBS).

What's frustrating about the legislation being enacted, and the controversy surrounding anti-ambush legislation, is not necessarily the confusion surrounding the rights of non-sponsors, or the powers given to LOCOG and the government in 'protecting' sponsors. What frustrates most is the lack of accountability on the part of most Olympic sponsors that has driven this need for legal protection. In most countries where anti-ambush marketing legislation has been enacted, it has served as a reinforcement of existing intellectual property rights laws, and in cases, with specific reference to protecting the Olympic marks. However, a look at past incidents of ambushing reveals that the vast majority of cases of high-profile ambush marketing in sport avoid the use of protected marks and symbols, and thus should by and large be safe from anti-ambush legislation. Instead, most ambushers use innovative imagery and association, suggesting a connection to the event, without expressly linking their brand to the event.

For the London Games, the legislation put in place is aimed to protect against the use of trademarked and copyrighted words and symbols, such as the words 'gold', 'silver', and 'bronze', as well as the more obvious 'London 2012', 'London Games', 'London Olympics', the Olympic Rings logo, and so on. Given the amount of money committed by sponsors, and the importance of sponsorship money to fund events such as the Olympics, protecting sponsorship investment is obviously important. It is my contention, though, that sponsors must first protect themselves, before concerning themselves with the legal measures in place to protect them.

Take, for example, these two ads from the past year - the first, a television ad from official London Olympic sponsor Lloyds TSB bank; the second, from non-sponsor (and famed ambush marketer) Nike.

Lloyds, in order to become an Olympic sponsor, pledged a reported £80 million in 2007, and yet throughout their subsequent marketing activities, have struggled to leverage their association adequately, and seldom make reference to the Games or their connection to the event beyond including the London Games logo at the end. Nike, by contrast, despite having no official link to the Games and having made no financial investment to date, make indirect yet implicit reference to Olympics in London throughout their 'I'll Be Ready' campaign, leaving little doubt of their interest in the upcoming Olympics.

Ambush marketing legislation has been enacted to combat ambushers and protect sponsors, and yet in these two cases, such legislative action does little to benefit either the organizers or the sponsors. Tanning salons in London, advertising for customers to "Get bronzed in 2012", can expect cease and desist notices, but major players such as Nike, brands who may legitimately and logically be confused for sponsors, are unlikely to fall foul of such regulations. Rather, such legislation has in fact tarnished the image of organizations in the past, and threatens to undermine the values of events such as the Olympic Games. Early in ambush marketing's history, questions were raised over the ethics of ambush marketing, and the morality of embarking on an ambushing campaign. However, in recent years, and in light of counter-ambush strategies being employed (including legislation, marketing clean zones around stadia, and on-site policing of fans), this ethical focus has shifted. The question today is - how far will the restrictions on non-sponsors, local businesses, ambitious marketers, and spectators, go? Expect and interesting public relations battle over ambushing before the Games are all said and done...

Examining Athlete Brands... Part 1

This is the first in what I anticipate will be a series of posts examining further the nature and characteristics of athlete brands. Given the growing interest in the marketing of athletes and a few recent events of note, consider this the start of an on-going discussion...



There have been a number of stories the past few weeks surrounding the value and nature of athlete brands, particularly in the wake of the massive transfers of footballers Christiano Ronaldo and Kaka to Real Madrid. Despite both players' undoubted talents and status as two of the best players in the world and of their generation, the money spent by the Spanish side (£80 million and £56 million respectively, according to most reports), was without doubt inflated by the international marketing values of both.

Ronaldo in particular, it has been suggested, is in many ways the new David Beckham, and is poised to assume his role as the leading football player brand in the world. However, despite similar career paths, and good looks as well as on-field talent to rely on, the comparison between Beckham and Ronaldo is, in many ways, premature. While it is not unfair to suggest the Portuguese star to achieve the same status as Beckham one day, I would argue that day is not yet here.

This reticence is largely due to the actual nature of brands and of athlete brands more specifically, and our occasional confusion between athlete brands, and athlete endorsers. While Ronaldo's marketing value is among the highest in the world among athletes, to date he has yet to explore the full value of his own potential brand in the same way as Beckham. By contrast, Becks has extended his commercial interests beyond football and driven his own commercial value, outside of endorsements and club-led marketing initiatives. In doing so, he (and his management team - let's not be naïve) has built Brand Beckham into a nearly unrivaled athlete brand among his contemporaries.

It's premature to cite Ronaldo as an athlete brand on par with the Beckhams and Woods' and Jordans of the world. But, the potential is there, latent and waiting to exploited further. It will be interesting to see what influence Real Madrid may have in pushing it further...

Major League Baseball making no friends up North...

Last night was Major League Baseball's All-Star game, hosted in St. Louis, MO. With two Toronto Blue Jays in the American League starting line-up, and Canada's two most prominent players - Jason Bay and Justin Morneau - also representing the AL, Major League Baseball went all out in welcoming Canada's participating and place in the game.

TSN, picking up on a Canadian Press release, goes into a bit more detail:

Grammy Award winner Sheryl Crow sang the Star Spangled Banner before Tuesday's all-star game.

O Canada was handled by a recorded instrumental rendition piped through the speakers, and Canadian slugger Justin Morneau felt the national anthem deserved better.

Now that's how you sell the supposedly globalized, international game that is baseball. I particularly like Morneau's assessment of what would happen if Toronto did the same thing to the Star Spangled Banner... Then again, that would necessitate Toronto being made host of the All Star festivities, assuming MLB can find it on a map...

For all the problems and controversy that has surrounded singing the national anthems before games in the past (particularly in Montréal, where unfortunately the American anthem has received a less-than-gracious reception on a few occasions), playing the anthems before games is a tradition in North American sport, and one that the players and clubs they represent can and should take pride in. However, with the globalization of sport over the past thirty years, and the ever-increasing number of non-North Americans playing in the big-four American leagues, there are bound to be more questions asked of the reasoning behind playing the anthems. If the leagues aren't even prepared to show the songs, the athletes, and above all, the fans whom the anthems represent, the respect they deserve, then why even bother?

Major League Baseball did themselves no favours last night. You have to hope this issue doesn't just get swept under the rug, but it almost certainly will. Jays fans, next home game, stand up and be counted. O Canada is ours, show them how it's done.

Back To Form...

I don't want this to become a Red Bull-centric blog in any way, but the brand is easily one of the boldest, loudest, and most interesting sport marketers going today... And this week they gave us a reminder why.

In the early hours of July 13th, Red Bull-sponsored Freestyle Motocross star Robbie Maddison jumped London's famed Tower Bridge, the latest in a growing list of stunts and amazing jumps Maddison has attempted over the past couple of years. With Red Bull logos covering the bridge, as well as the ramp and landing, and photographers and cameramen on hand documenting the attempt from all angles, Maddison flew an estimated 22 metres, landing a backflip across the Thames, without any trial runs.

The true genius behind Red Bull's marketing, though, is in its subtlety. By staging the attempt at 2:55am, Red Bull both ensured logistically the jump was easier to plan, but also made it a more low-key, less grandiose event than it could otherwise have been. Stories appearing on ESPN, blogs, the UK's Channel Five television network, and highlights of the jump being uploaded on Youtube, have ensured a viral spread of the accomplishment, and as such, the brand. Whereas the weekend's announced extension of Red Bull's sponsorship of UK Athletics may have raised concerns over the future of the brand, and its identity, staging virally-driven, one-off guerrilla marketing stunts such as this only serve to re-affirm the strengths and roots of Red Bull's brand identity, something other brands could learn from.

More on the story here, from ESPN

And check out the jump and Maddison's thoughts here, care of Red Bull themselves

Starting things off...

To give this blog an official launch, a small story likely overlooked by most over the weekend...

Red Bull, it was announced, have extended their sponsorship of UK Athletics leading up to the London 2012 Summer Olympics, signing on as partners until 2013. While on the surface, this may appear a minor story - particularly given the relatively small financial commitment (reportedly only £400,000) - at second glance this an interesting move on the part of Red Bull.

As well as extending the current partnership through to the upcoming London Olympics, the deal also underlines the shift in Red Bull's brand identity and image, towards more traditional sports through more legitimate streams. Whereas in the past, Red Bull's involvement in sport surrounded extreme and adventure sports, and its brand image has been rooted in the fast-paced lifestyle of action sports and Generation X and Y clubbers, over the past decade the company has slowly built one of the largest and most diverse sports portfolios in the world, ranging from Red Bull's Crashed Ice event, to its five football teams around the world, to one of the leading Austrian hockey teams.

This new sponsorship extends Red Bull's existing partnership with Great Britain's athletics team, after four years together. While Red Bull's involvement with the UK Athletics team wasn't particularly visible during the 2008 Beijing Games, with the next Summer Games on British soil, it will be interesting to see how Red Bull leverages their association, and what impact the brand's moves into less-extreme, more traditional sports, has on its broader image.

And now for something completely similar...

Today begins a new chapter, a chance to delve deeper into the world of sport, and explore the stories and headlines catching attention around the world.

Consider this the beginning, and the process an evolution. What comes next, I don't know.