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Bahamas Red Cross donation site. #HelpUsHelp

• After two exclusive games on NFL Network, Fox Sports’ 2019 Thursday Night Football presented by Bud Light Platinum schedule begins Sept. 26 with the Philadelphia Eagles at the Green Bay Packers. Fox Sports said it would deliver Thursday Night Football in 4K Ultra High Definition for the NFL’s 100th season, making Thursday night match-ups available through the Fox Sports and Fox Now apps, via Apple TV 4K and select Roku devices. Full story here.

• Tony Wyllie has been named regional president and managing director for Special Olympics North America. Wyllie most recently was svp-communications for the NFL’s Washington Redskins since 2010. His three-decade career also includes PR/communications with the St. Louis (now Los Angeles) Rams, Tennessee Titans and Houston Texans.

According to Wyllie, “I will use my leadership skills and experience to continue to deliver high-quality competitive sports experiences, attract more resources, and build awareness of Special Olympics. I am excited to work for the six million Special Olympics athletes and Unified Partners in the movement for inclusion."

• The Los Angeles Clippers have signed a deal with Los Angeles-based tech firm Honey, which includes naming rights to team's renovated Honey Training Center: Home of the L.A. Clippers and its logo on team practice jerseys. According to Honey, "Ten million-plus members worldwide use Honey's suite of free tools daily to save time and money when shopping online.”

• SoFi Stadium, which will be the new $6 billion home venue for the NFL’s Los Angeles Rams and Chargers beginning in 2020, will open July 25-26 with two Taylor Swift concerts.

• The Paley Center for Media, NY, will honor the 100th season of the NFL with a new exhibit: "A Century of Football: Celebrating the NFL’s 100th Season," free and open to the public (Sept. 14-Oct. 27), which includes the first public screening of the only known complete broadcast of Super Bowl I (then known as the AFL-NFL World Championship Game) in January 1967 between the Green Bay Packers and the Kansas City Chiefs

• 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

 Pro Football Hall of Fame First-Time Candidates Class of 2020
• DE John Abraham
• LB Lance Briggs
• WR/Special Teams Josh Cribbs
• RB Maurice Jones-Drew
• S Troy Polamalu
• DE Justin Smith
• WR Reggie Wayne
• LB Patrick Willis

The full list includes 122 players eligible to be selected to next year's class. Full story here.

KEEPING SCORE

Top Brands in 2019 Brand Keys “Consumer Loyalty Index”
• Airline: JetBlue
• Athletic Footwear:Nike
* Automotive: Hyundai
• Banks: Chase
• Beer: Corona Extra (regular), Miller Lite (Lite)
• Bottled Water: Dasani
• Casual Dining: Panera
• Coffee (OOH): Dunkin’
• Energy Drinks: Red Bull
• Headphones: Bose
• Ice Cream: Ben & Jerry’s
• Major League Sports: MLB
• Online Music: Slacker
* Online Retailer: Amazon
• Online Travel Booking: Booking.com
• Pizza: Domino’s
• QSR: Chick-fil-A
• Retail Sporting Goods: Dick’s
• Social Networking Sites: Instagram
• Soft Drinks: Coca-Cola (regular), Diet Coke
• Tequila: Jose Cuervo
• Ticketing Services: StubHub
• Vodka: Zubrowka
• Whiskey: Jack Daniel’s

FULL LIST HERE

BUY SELL

Weekend Box Office Sept. 20-22
1. Downton Abbey $31M
2. Ad Astra $19.1M
3. Rambo: Last Blood $19M
4. It 2 $17.2
5. Hustlers $17M
6. Lion King $2.6M
7. Good Boys $2.5M
8. Angel Has Fallen $2.4M
9. Overcomer $1.5M
10. Hobbs & Shaw $1.5M
Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

ESPN SportsCenter: Hold 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).

Thursday
Aug052010

Q&A: MasterCard, MLB Credit Score Still 'Priceless' After More Than 12 Seasons

MasterCard has been an official sponsor of Major League Baseball since 1997, which also was the year of the first "Priceless" campaign, a TV spot that featured a father and son at a baseball game. MasterCard and MLB have maintained strong ties ever since, most recently with the launch of "Priceless Perks." But as Cheryl Guerin, svp-Global Digital Marketing for  MasterCard Worldwide, explains, the financial services firm's on-going sports-related strategies also rely heavily on NFL QB Peyton Manning, significant activation with hockey and alliances with the LPGA and PGA Tour.

By Barry Janoff, Executive Editor
(Posted Aug. 4, 2010)


For more than a dozen years, MasterCard has been the preferred card of MLB and MLB Advanced Media. Although the deal is due to expire after this season (renewal talks are ongoing, according to industry analysts), the financial services firm and MLB have continued to build their alliance via business, marketing, social networking and in-stadium efforts.

The partnership dates back to 1997, which coincides with the launch of MasterCard's "Priceless" campaign, created by lead agency McCann-Erickson, New York. The first TV commercial, in fact, showed a boy going to a baseball game with his dad. Although the theme has held up for more than a dozen years, the "Priceless" prices quoted in that commercial have not: "Two tickets: $28. Two hot dogs, two popcorns, two sodas: $18. One autographed baseball: $45. Real conversation with 11-year-old son: Priceless. There are some things money can't buy. For everything else, there's MasterCard. Accepted all over. Even at Major League ballparks."

Since then, close to 200 "Priceless" commercials have been aired. NFL quarterback Peyton Manning of the Indianapolis Colts has been in the most (about 10), where humorous situations help to drive home the message. Typical is the one in which Manning puts a positive spin on the negative comments from opposing fans. ("You're going down," says a New England Patriots fan to Manning in an in an elevator. "Yes I am," replies Manning. "To the fourth floor to get a massage.") Other stars have included Brett Favre, golfer Gary Player, Homer Simpson, The Three Stooges, Mr. Bill, Marilyn Monroe, Marlon Brando and The Ramones ("The perfect pair of jeans: Priceless").

MasterCard featured baseball in its Stand Up To Cancer "Priceless" spot, with clips of Hank Aaron and Jackie Robinson, which first aired during the 2009 World Series. ("Being part of the crowd that stands up to cancer: Priceless.") MasterCard's "Hit It Here" signs are part of the State Farm Home Run Derby and All-Star Game. MasterCard also has alliances with nine MLB clubs: Atlanta Braves, Boston Red Sox, Chicago Cubs, Chicago White Sox, Cleveland Indians, Los Angeles Angels of Anaheim, Los Angeles Dodges, New York Yankees and St. Louis Cardinals.

MasterCard's 'Priceless' commercial durng the 2009 World Series featured a Stand Up To Cancer message.In July, MasterCard unveiled with MLB Advanced Media "Priceless Perks," an online destination that offers MasterCard cardholders exclusive offers and savings on MLB Shop merchandise and the opportunity to bid on exclusive baseball memorabilia. "Priceless Perks"  came with its own commercial ("You give your team 100%. Now use your MasterCard to get 20% off MLB gear ad access to exclusive fan experiences. Because loyalty is priceless.") and Internet including Facebook and Twitter.

In addition to baseball, MasterCard has a sponsorship deal with the Canadian Hockey League, naming rights to the MasterCard Centre (home of the NHL's Toronto Maple Leafs) and is sponsor of the MasterCard Memorial Cup, awarded to the winner of an annual tournament featuring the top junior hockey teams in North America. Hockey great Bobby Orr is an official MasterCard spokesman in Canada. In golf, MasterCard is the "official payment system" and sponsor of the PGA Tour and Champions Tour as well as the LPGA, and is the official payment system of the PGA of America, which represents more than 10,000 golf teaching facilities and pro shops.

Cheryl Guerin has been svp-Global Digital Marketing, MasterCard Worldwide,  since 2009 following nine years as svp-Global Digital Marketing for MasterCard U.S. She spoke with NYSportsJournalism.com regarding the launch of "Priceless Perks" and the impact that MLB and other sports alliances have had on traditional and digital marketing, consumer loyalty and the company's growth.

NYSportsJournalism.com: How do you think the MLB "Priceless Perks" offers will resonate with fans? Is it targeting core fans or will casual and even non-baseball fans get involved?

Cheryl Guerin: Baseball is America’s favorite pastime and always seems to bring people together – even if they’re not devoted fans. Building on that history as an American sport, Priceless Perks is really a program to help bring both devoted and casual fans closer to the game of baseball and to MLB teams. It’s also a way to help MasterCard cardholders save money and to get more from their card. MLB Priceless Perks offers MasterCard cardholders unique and exclusive benefits that are easy to take advantage of, including a 20% discount on MLB tickets, gear and subscriptions to MLB.TV, and access to MLB ultimate fan experiences. The program also enables them to personalize their card experience by requesting SMS messages with upcoming ticket offers and bidding on exclusive memorabilia, which means they can really tailor the updates they receive based on their team preferences and level of interest.

NYSJ: How will it impact MasterCard's overall marketing strategies with MLB?

CG: MasterCard and the MLB have a long-standing partnership. We’ve worked together on a variety of programs to engage baseball fans, raise money for important causes like Stand Up To Cancer, and provide Priceless offers to MasterCard cardholders. We launched the MLB Priceless Perks program as an additional way for to fans to connect with MasterCard, the MLB and their favorite baseball teams. It’s just one aspect of our overall commitment to bring value to our customers and to support America’s favorite pastime.

NYSJ: What is MasterCard looking at beyond Priceless Perks for 2010 for the post-season and World Series?
CG: Right now, we’re getting the word out to cardholders and baseball fans about the MLB Priceless Perks program and the savings it offers. Our official sponsorship of the MLB has focused on developing mutually beneficial programs that offer both fans and cardholders unique benefits, and on raising funds and awareness for charitable initiatives and community service. Moving forward, we’d like to continue the tradition we’ve established of philanthropy, innovation and collaboration.
 
NYSJ: What are the biggest challenges in trying to reach sports fans and consumers via digital marketing?
CG: The biggest challenge has been ensuring that consumers receive the information they want, when and where they want it. The changes in technology over the past several years – the social revolution of digital and social media – has changed the way we communicate with all consumers, and we’ve adapted our approach to utilize new platforms to forge stronger relationships with them.  I think our role in social media is to facilitate the conversation and to then listen and engage with consumers.

"If you're handling it right, it’s not really your company’s social media program. It belongs to your customers. If you're doing it right, they will own the conversation."

NYSJ: What have been the biggest changes in MasterCard's digital marketing strategies over the past few years and also since aligning with MLB in 1997?
CG: The biggest change has been working to engage consumers through new and ever-changing channels. We’ve had to be flexible and adapt to maintain a strong presence and relationship with cardholders. Our “Priceless” campaign was launched with a TV commercial featuring a father and son at a baseball game and since then, our official sponsorship of the MLB has helped establish and grow that platform. Because it’s a universal theme that appeals to and resonates with consumers around the world, we’ve been able to continue to leverage the “Priceless” platform through social media channels, videos and other ways online.
 
Peyton Manning and actress Alyson Hannigan were teamed for the 'Priceless Gift Finder.'NYSJ: MasterCard has numerous key alliances in golf, hockey and other sports. What role does this play in the overall digital marketing strategy?
CG: More than ever, consumers are looking for card products and programs tailored to their personal preferences and interests. They want products and programs that help them express their individuality, offer support for their favorite causes or organizations and also reward them for their loyalty. As part of our digital strategy, MasterCard continues to build partnerships in sports and entertainment that reflect the passions of our cardholders and enable them to make a personal connection.
 
NYSJ: Are fans and consumers playing a bigger role in helping to define the goals and strategies in digital marketing and will this continue?
CG: Absolutely. With social media, consumers are speaking to us in a new way. They are offering us a chance to connect, build trust and establish a relationship. A company’s social media program should help you listen, engage with consumers, and give them what they truly need to make their lives better.  If you're handling it right, it’s not really your company’s social media program. It belongs to your customers. If you're doing it right, they will own the conversation. 

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