When teams or leagues or events of all sport venture into collaboration with the entertainment space, there can be an incredible opportunity for the growth of the brand – but also potential traps. The way these sporting properties seek to remain authentic for unconditional fans, while seeking to draw from new fans, was at the center of the opening session on day 2 of event 4SSE in Manhattan on Wednesday.
“Fans know when we invent,” noted Richard HeaselgraveCRO for Paris Saint-Germain. “Organizations that really evoke the culture of their city or the culture of their sport or the culture of what fans are – which makes a difference, and there are very few.” He highlighted the fact that most people of the world know Paris, but the organization aims to integrate culture, food, music and other feelings centered in Paris in the culture of the club.
Regarding the place where things can go wrong, Heaselgrave, which is still new in PSG but which has a wide experience in sport, has added: “If you do something that is not really true to the DNA of your brand, people know, and that’s what’s wrong.
MLB has taken games in London in recent years, and Uzma Rawn DowlerThe CMO and the SVP / Global Corporate Partnerships of the League, said that with many fans who often vaguely know the rules of the game, MLB is based on food, fashion and lifestyle. This is different from the way they look at fans in Asia. “Baseball is well known in Japan and Korea, so we really rely on this, and they are very proud of their hometown heroes on this market,” she said. “So, the narration of the players we do on these markets is very different from the way we market our game in Europe.”
For bulls, Susan GoodenowThe EVP / Brand & Public Affairs of the team, noted that One Hurdle was to find collaborations on music. “Music can be difficult for license reasons,” she said. “We have had a lot of conversations on the use of online music on the social, and we all know that it can be a bit of a field of mines and, in some cases, you do not know that this is a problem until you get the letter from the law firm. But we learn how to navigate this and always provide impactful initiatives and programs. A problem, but as we test and learn. »»
Goodenow noted that the team had succeeded with Lollapalooza given its local Chicago links. “We have an exclusive retail line with them that you can only get by (the event) or through the Bulls and which is sold each year, and we can have jerseys on some of the different stages with the different artists.”
Treating with students-athletes presents another for the challenge for Learfield and its list of schools. “I am envious of people in these positions because they are dealing with professional athletes,” said Cory foamLearfield president of brand management and marketing. “We are talking about students and therefore you are talking about hundreds and thousands of 18 to 24 years. Let me ask you if you did the right thing when you were at university? And now we all have our 12,000 brand partners who wish to have students in their commercial and advertising and editorial companies.
Each of the panelists also talked about who in space does things in a creative way. Heaselgrave identified the Australian Open as creative things to differentiate themselves from other tennis majors. Rawn Dowler likes the new “F1” film that comes out this summer and The integration of the brand that the series was able to do. For the foam, it was the Metallica Set with Virginia TechAnd for Goodenow, she is impressed by the work of Kristin Juszczyk And The fashion work she did with a NFL license.