Top
NEWS REAL

• The NBA 2K League today named Tencent Holdings Limited as the league’s first distribution partner in China.

• The English Premier League has signed a multi-year deal naming Anheuser-Busch brand Budweiser as its official category partner. Carling had been the EPL category partner since 2016.

• Sports and live entertainment company AEG has signed a multiyear, multimillion-dollar renewal agreement with Toshiba America Business Solutions, extending their “comprehensive partnership across several of AEG’s flagship assets,” including Toshiba remaining a founding partner of Staples Center and the official digital signage and display provider of L.A. Live.

• As part of the NFL 100th season celebration, the NFL has teamed up with league partner EA to give one lucky fan the chance to become an EA Sports Madden NFL ratings adjustor for the day as well as be digitized to appear in the Madden NFL game. Details here.

• The NBA’s Golden State Warriors have signed a long-term deal naming  Fanatics, a  global leader for licensed sports merchandise, as the exclusive operator of all Warriors Shop locations throughout the Bay Area. Full story here.

• NBA All-Star James Harden has joined the ownership group of the Houston Dynamo. According to the MLS club, the 2018 NBA MVP with the Houston Rockets becomes the fifth member of an ownership group led by Gabriel Brener, which also includes boxing icon Oscar De La Hoya, Ben Guill and Jake Silverstein.

In addition to the Dynamo, the group also owns the NWSL's Houston Dash and BBVA Stadium, the home venue for both clubs.

“I’m very excited about the opportunity to join the ownership group of the Houston Dynamo and Houston Dash and proud to be a part of a club with tremendous history and a great future,” Harden said via the team.

• Spend a "Day in the Life Of Blake Griffin." Full story here.

• Pete Frates and Pat Quinn, co-founders of ALS Ice Bucket Challenge, have launched with The ALS Assn. the 5th anniversary of “Challenge Me” with a “new call to action to reignite the passion and generosity of the millions of people who dumped ice water on their heads in the summer of 2014.”

POLL POSITION

AT&T WNBA All-Star 2019 Starter Pool

  • Liz Cambage, Aces
  • Elena Delle Donne, Mystics
  • Chelsea Gray, Sparks
  • Brittney Griner, Mercury
  • Natasha Howard, Storm
  • Jonquel Jones, Sun
  • Jewell Loyd, Storm
  • Kayla McBride, Aces
  • Kia Nurse, Liberty
  • A‘ja Wilson, Aces

AT&T WNBA All-Star 2019, featuring Team Delle Donne vs. Team Wilson, is scheduled for July 27 in the Mandalay Bay Events Center, Las Vegas (ABC 3:30 PM ET).

KEEPING SCORE

The Top 25 MiLB Teams With Best-Selling Merchandise (alphabetically, with MLB affiliate):

  • Albuquerque Isotopes (Rockies)
  • Charleston RiverDogs (Yankees)
  • Charlotte Knights (White Sox)
  • Columbia Fireflies (Mets)
  • Columbus Clippers (Indians)
  • Corpus Christi Hooks (Astros)
  • Durham Bulls (Rays)
  • El Paso Chihuahuas (Padres)
  • Fort Wayne TinCaps (Padres)
  • Gwinnett Stripers (Braves)
  • Hartford Yard Goats (Rockies)
  • Indianapolis Indians (Pirates)
  • Jacksonville Jumbo Shrimp (Marlins)
  • Lehigh Valley IronPigs (Phillies)
  • Nashville Sounds (Rangers)
  • Pawtucket Red Sox (Red Sox)
  • Portland Sea Dogs (Red Sox)
  • Richmond Flying Squirrels (Giants)
  • Rochester Red Wings (Twins)
  • Sacramento River Cats (Giants)
  • Salt Lake Bees (Angels)
  • San Antonio Missions (Brewers)
  • Tacoma Rainiers (Mariners)
  • Toledo Mud Hens (Tigers)
  • Trenton Thunder (Yankees)

SOURCE: MiLB

BUY SELL

Weekend Box Office July 12-14
1. Spider-Man:Far From Home $45.3M
2. Toy Story 4 $20.7M
3. Crawl $12M
4. Stuber $8M
5. Yesterday $6.8M
6. Aladdin $5.9M
7. Annabelle Comes Home $5.6M
8. Midsommar $3.4M
9. Secret Life of Pets 2 $3.1M
10. MIB International $2.2M
Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

Top Gun Maverick 6-2020 See More Ads Below

COLLEGE

BodyArmor Into NCAA
No. 1 Colleges Since '92
Notre Dame Builds Brand
Cancer Drives Home
Men's Hoops Are 'Toxic'

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Channel Chasers

NFL UK 2019
• Oct. 6 Chicago Bears v Oakland Raiders Tottenham Hotspur Stadium
• Oct. 13 Carolina Panthers v Tampa Bay Buccaneers Tottenham Hotspur Stadium
• Oct. 27  Cincinnati Bengals v Los Angeles Rams Wembley Stadium
• Nov. 3 Houston Texans v Jacksonville Jaguars Wembley Stadium

NFL Mexico 2019
• Nov. 18 Kansas City  Chiefs v Los Angeles Chargers Mexico City Estadio Azteca (ESPN Monday Night Football).

Tuesday
May282013

Box Score: How FedEx Uses The NFL, Nascar, PGA Tour To Deliver Its Message

By Barry Janoff

May 28, 2013: FedEx absolutely, positively delivers packages, parcels and freight, and provides a myriad of companies and customers with solutions and logistics to transportation, e-commerce, printing and business challeges.

FedEx also delivers sports. FedEx is an official sponsor of the NFL, and FedEx Field is home to the NFL's Washington Redskins; FedEx Forum is home to the NBA's Memphis Grizzlies and the University of Memphis Tigers; the FedEx Racing Team is led by driver Denny Hamlin; and the FedEx Cup is now in its seventh season in association with the PGA Tour.

The alliance with the NFL, which began in 2000, was recently renewed for four more seasons. Naming rights for FedEx Field date back a year earlier and will run through 2026. Activations with the league range from the FedEx Air & Ground Players of the Week and Players of the Year (Peyton Manning and Adrian Peterson, respectively, for the 2012 season) — which is overseen in conjunction with the NFL Players Assn. and voted on by fans — to a FedEx Lemonade Stand at Super Bowl XLVII in New Orleans this past February.

NYSportsJournalism spoke with Seth Fishbein, marketing specialist advisor, sports marketing for FedEx, at the recent NFL Players Assn. Rookie Premiere four-day event in Los Angeles, about the NFL, FedEx Field and a couple of athletes named Robert Griffin III and Tiger Woods.

NYSportsJournalism.com: How would you assess the relationship between the NFL and FedEx?

Seth Fishbein: Very strong, and evolving. We have been an NFL sponsor since 2000. We recently signed a four-year renewal. Part of where we are going is to build more credits into our deal with the NFL so that we can activate more, have more working dollars with the NFL. What that means, and NFL Players Inc. (the marketing and licensing division of NFLPA) can tell you this, as well, is for us have the ability to go out and use more players for NFL calendar events and for our high-proprietary events with an NFL tie-in. So we are looking at more working dollars, more activation around NFL events, the use of more players at large and smaller functions and other activations using players in social media.

NYSJ: Excuse me for using an obvious cliché, but how is FedEx thinking outside of the box with activations?

SF: [Laughs.] That's not the first time I've heard that. We are looking at different ways to utilize our NFL relationship beyond the standard chalk-talk. For example, we recently had a member of the San Francisco 49ers deliver a package to the house of a customer before an event as a way to reward one of our loyal customers. You will see more activations that would be considered anything but traditional.

NYSJ: How important was it for FedEx to be at the NFLPA Rookie Premiere, where 40 first-year players —  including Geno Smith, Manti Te'o, Matt Barkley, E.J. Manuel and Denard Robinson — were attending marketing, financial and media seminars, and getting their first trading card photos taken by Panini and Topps?

SF: One of our big initiatives this year is to put together a player-shipping program. We know from all of the time we spend with players and with the NFLPA that whether they are signing contracts, shipping equipment and other things, what our services can mean to athletes. We want the players to understand that FedEx has many services they can utilize. And not just them, but also their families, friends and agents. At the NFLPA Rookie Premiere, we set up a FedEx Shipping Lounge, where the players were able to bring things they may have gotten — equipment, a box of trading cards, other items — to ship them home. And we also were offering to set up accounts for the players to have when they are on the road. They'll be shipping things home all season, so we explain to them, Why not let FedEx do it.

NYSJ: How important is it to be visible to athletes to establish that relationship between the NFL and FedEx?

SF: Very strategic. If we can meet players as rookies, and show them how we work with the NFL and how we can work with them, that can establish a relationship that might last well beyond their playing career. I would describe FedEx as a 'middle of the road' sponsor. When you look at how much we spend with the league, we actually utilize players a lot for a sponsor our size. The players are really our spokespeople. Many of the young players may not know who some of the NFL sponsors are or what they do. So meeting them at events such as the NFLPA Rookie Premiere is a natural fit for us.

NYSJ: What is the key strategy driving FedEx alliances with the NFL, the PGA Tour and Nascar?

SF: B-2-B shipping isn't always the most exciting industry. But when we utilize our relationship with the NFL, for example, bringing customers into a stadium or having a player meet a group of our business customers, that really amps up the wattage. We have a great relationship with the NFLPA. I'd say we secure many as 90 players a year for FedEx events. With the FedEx Cup, we can talk about golfers shipping their clubs from event to event, and, as with the NFL situation, bring in our clients to meet pro golfers, talk with them, shoot a few rounds of golf.

NYSJ: The company has naming rights at FedEx Field home to the Washington Redskins, via a 27-year deal signed in 1999 (valued in excess of $205 million). How would you assess that alliance?

SF: That relationship is extremely important to us. We have been there a long time, and it's been a great property for us. The Redskins are an exciting team. It is a great venue to host our government clients and other government partners. So it is an extremely important platform for us.

NYSJ: What impact has the arrival of Robert Griffin III had on FedEx?

SF: It certainly doesn't hurt that the team has bounced back, has a great quarterback and is going through a whole revitalization program. That has been great for us. The Redskins had been going down a path where they were looking for an excitement factor, and that happened when they signed RG3. It has been a lot of fun for us to activate there. For a time, we really had not been doing anything there. But now there are a lot more opportunities, and we are looking forward to activating even more than we did last season.

NYSJ: FedEx has had some creative and humorous TV and marketing campaigns. How does that align with the traditional image of a company involved in shipping and delivery?

SF: We like working with [lead agency] BBDO, New York. We have messages that are humorous in nature, but which keep the focus on what FedEx does and what the company is about. The marketing never takes the company or the employees lightly, but manages to show us in a lighter tone that complements what FedEx the company is all about.

"FedEx Field is an extremely important platform for us. And it doesn't hurt that the team has a great quarterback and is going through a revitalization program."

NYSJ: Super Bowl XLVIII will be outdoors in MetLife Stadium this February. Could we be looking at a FedEx Super Bowl down the road?

SF: Why not!? What's going to be interesting about Super Bowl XLVIII is that it could open up many opportunities for any open-air cold-weather stadium to host the event. FedEx Field would be a great venue. it's located outside of Washington, D.C., so the NFL would have some room to operate and set up their events. I'm from Boston, so I'm a cold-weather guy. I see no problem in having the Super Bowl in New York, New England, FedEx Field. We'll see what happens. I see no risk in having a cold-weather Super Bowl and I applaud the NFL for doing it and embracing it. If there is some snow, cold weather, we'd see that as a great tie-in for FedEx. We deliver packages no matter what: rain, sleet, snow, cold weather.

NYSJ: When you are taking about NFL events, the league has extended itself well beyond the regular season, with the Scouting Combine, the Draft, other pre-training and pre-season events. How does that tie-in with FedEx's NFL strategy?

SF: We've been looking for ways to extend our NFL season. Our [in-house] football team used to be relatively quiet during the NFL off-season, doing some planning and having some strategy meetings for the upcoming season. But we no longer have that kind of year or down-time. It's 24/7, when you think about all of the NFL calendar events you mentioned plus other activations that FedEx is adding to support our NFL alliance. There is no break for us, but it's all good.

NYSJ: How does that align with the company's other sports-related activations, such as the FedEx Cup and FedEx Racing?

SF: The way we take on the challenges of shipping is the way we take on our extremely active sports alliances: We embrace them. Our sponsorships give us a year-round activation, a way to be active in front of teams, athletes and customers 12 months. Racing is year-round. Golf is year-round. And the NFL is becoming year-round. We are reaching people all year. We are putting ourselves in the mix with sports people and also with those people and companies associated with sports. What's interesting that that the FedEx brand is extremely recognizable. People know what the company is about without any explanation. Now we are working on extending the sports relationships, so that if people want to ship their golf clubs, for example, or players want to ship their equipment or other items, they think FedEx. And, in turn, companies and people who are associated with the NFL or the PGA Tour also think FedEx first.

NYSJ: And it doesn't hurt when Tiger Woods is at the top of the FedEx Cup points chart?

SF: No. Not at all.

Back to Home Page