Top Ten Sports Marketers of the Year 2017 Determination. Perseverance. Strength.
Wednesday, February 7, 2018 at 12:10PM By the Staff of NYSportsJournalism.com
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February 1, 2018: What does it take to separate yourself from the crowd to be considered for and named a Top Ten Sports Marketer of the Year?
Determination. Perseverance. The strength to follow a path and plan that improves not only your position but helps and supports the situation of others and unifies people, cities and fans.
And, of course, being successful at marketing and finances.
The people, companies and organizations named as Top Ten Sports Marketers of the Year of 2017 by the editorial staff of NYSportsJournalism have these traits and more.
Ultimately, one of them will become the Grand Sports Marketer of the Year and join past winners including BBVA Compass (2010), Mission AthleteCare (2012), Stand Up to Cancer with MLB and MasterCard (2013), The ALS Assn. (2014), Special Olympics World Games Los Angeles (2015) and the American Cancer Society (2016).
Voting is now open at NYSportrsJournalism.com, via social media, e-mail, word-or-mouth and at PollCode.com (running through Feb. 28).
The winner will be unveiled March 1 (or ASAP when all votes are tabulated).
In addition, for their willingness to go above-and-beyond the call of duty to work for the benefit of others:
J.J. Watt has been named the 2017 Male Sports Marketer of the Year (Read his story here.)
Aly Raisman has been named the 2017 Female Sports Marketer of the Year (Read her story here.)
Top Ten Sports Marketers of the Year 2017 (in alphabetical order):
• adidas
• eSports (category)
• Las Vegas
• Mayweather Jr.-McGregor
• MLB
• WWE
• adidas
According to Ryan Morlan, adidas' vp-global brand communication, “Adidas is shaping the future of sport every day through our products, partnerships and innovations.”
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• Athlete Ally
Athlete Ally is a 5013 nonprofit organization to end homophobia and transphobia in sports and educate athletic communities to stand up against anti-LGBT discrimination.
“If a single voice can inspire change, imagine the collective power of many voices, calling for equality, justice, and unity.”
In June, when members of MLB’s Seattle Mariners, the NFL Seattle Seahawks, MLS Sounders FC, WNBA Seattle Storm and National Women’s Soccer League Reign FC in attendance, it marked "the first time that a city’s professional sports teams have partnered together in such an endeavor to stand in solidarity with the LGBT community," according to Athlete Ally, which organized the media conference and supporting activation.
"The Seattle sports community continues to demonstrate the power of sport in standing up and speaking out for LGBT equality," said Hudson Taylor, executive director for Athlete Ally.
Among its other achievements in 2017:
• Partnered with transgender high school wrestler Mack Beggs to publish a PSA opposing the anti-trans bathroom bills introduced in the Texas Special Session. Together, with a groundswell of advocacy across the state of Texas, the Special Session ended without the passing of these bills.
• Launched its inaugural Athletic Equality Index – a historic report on the LGBTQ inclusiveness of 65 collegiate athletic departments. No longer will schools be able to cite a lack of data for their inaction on LGBTQ inclusive policies and practices.
• Joined with 20+ pro and former Olympic athletes for the Women’s March on Washington "to stand up and speak out for the full dignity and equality of women around the world."
• Launched and won a global campaign requesting FIBA overturn its ban on players competing in hijabs – which, in effect, put players in a position of having to choose between their religion and the sport they love. “Thanks to a huge outpouring of support from the athletic community, that ban was officially overturned,” said Athlete Ally.
NFL, MLB, MLS Teams In Seattle Join Forces To Support Human Rights, LGBT Equality
• eSports (Category)
The number of eSports participants globally reached 58.4 million in 2017, up from 49.8 million in 2016; the global eSports audience topped 385 million in 2017, up from about 256 million the previoyus year; and the eSports economy grew to $696 million in 2017 for year-on-year increase of 41.3%.
Longer-term, eSports revenues will near $1.5 billion by 2020, according to the2017 Global Esports Market Report from research and consulting firm NewZoo, San Francisco.
Twitter Builds eSports Platform With Live-Stream Events
Overwatch League Gets Major Play From HP, Intel For Inaugural Season
NBA Sending 17 Teams Into 2K eSport League
• Golden State Warriors
Over November and December, the Warriors family volunteered more than 1,000 hours, serving more than 3,000 meals and donating more than 2,000 toys and 750 turkeys.
Warriors Patch Into Ad Movement, Sign $60M Jersey, Multi-Level Deal With Rakuten
Warriors Expand With PepsiCo For New Arena
Curry, Durant Leaders In NBA Marketability (E-Poll)
Warriors Continue To Set Pace For Team Merchandise Sales
Warriors Also Take NBA Sales Crown, Four Players Among Top Jersey Sales
• Las Vegas
In the midst of dealing with a great tragedy and continuing to remember and honor the victims and families of and responders to the shooting on Oct. 1, Las Vegas found some peace and promise with pro sports.
The city long known for its glitz and glamour is becoming a focal point of fans and brands via the expansion NHL Golden Knights, the coming of the NFL's Raiders, the relocation of the WNBA’s Stars as the Las Vegas Aces beginning with the upcoming season, the NBA committing all 30 teams to playing a total of 82 games for the MGM Grand 2018 Summer League and the recent approval of a new $150M stadium as the home of the MiLB Las Vegas 51s.
The venue received an $80 million naming rights deal from the Las Vegas Convention and Visitors Authority and a prime location next to the training facility for the Golden Knights as part of a 1.8M sq. ft. retail and office complex under the auspices of 51s owner the Howard Hughes Corp.
Vegas is already the headquarters for UFC and site for major matches and a regular stop for the Pro Bull Riders, PGA, NCAA tournaments, National Finals Rodeo, USA Sevens Rugby and Nascar.
And is also a Mecca for such global events as the Floyd Mayweather Jr.-Conor McGregor bout in T-Mobile Arena on Aug. 26.
Las Vegas Finds Respite From Tragedy In Pro Sports With NBA, NHL, NFL, MiLB
Las Vegas Adds Another Pro Sports Team With WNBA Relocation
• Mayweather Jr.-McGregor
They said it would be huge. And, according to the numbers, it was.
Following months of hype, a five-day three nation tour, name calling, marketing and X-rated ranting, undefeated middleweight boxer Floyd Mayweather Jr. met undefeated UFC MMA champ Connor McGregor on Aug. 26 in Las Vegas’ T-Mobile Arena.
Mayweather Jr. came away victorious via a 10th-round KO to up his pro career to 50-0.
And the fight, called a debacle by some and a gem by others, was a winner for the fighters and its financial backers.
Mayweather Jr.-McGregor Bout Hit It F-N Big: $600M Revenue, 4.3M PPV
War Of The Worlds: Mayweather-McGregor Talk, Talk, Talks The F-ing Talk
Full-Court Press: Mayweather Jr. McGregor Promotion Gains Marketing Speed
• MLB
With the MLB post-season in full swing, teams, players, fans and league marketing and media partners were eyeing the prize at the end of the rainbow: the 2017 World Series.
This has been a strong season for MLB on the field — which actually began way back in March with the World Baseball Classic — behind such young stars as Kris Bryant, Bryce Harper, José Altuve, Cody Bellinger and Aaron Judge.
It also has been a strong season on the business and marketing side.
MLB Sponsor Spend Hits Record $892M In 2017
Q&A: New Deals, Marketing, Players Have MLB Thinking Outside The (Batter’s) Box
YouTube Named First Presenting Sponsor Of World Series
MLB Players Play Nickname Game For Players Weekend
MLB, MLBPA $1M Donation To Negro Leagues Museum
MLB Builds Support For Prostate Cancer Awareness
MLB Brings Live Games To Facebook
MLB Pops Open New With Coca-Cola
• NFL My Cause My Cleats Year 2
According to the NFL, My Cause My Cleats “gives players the opportunity to personalize their cleats and raise awareness for the charities and foundations they passionately support. The initiative also gives players a platform to share their stories and why the causes are important to them.”
NFL Players Support 'My Cleats, My Cause' Year Two
NFL 'My Cleats, My Cause' Auction
• Topps NOW
Prior to the 2016 MLB season, the company unveiled Topps NOW, cards created ASAP after major events happen and are available exclusively on the Topps NOW Web site for 24 hours.
In just two seasons, Topps said it has sold more than one million cards, “making it the company’s most successful product-launch ever.”
“Topps NOW has been a truly innovative program that Topps was thrilled to bring to sports fans and collectors first,” said David Leiner, GM and vp-North American Sports & Entertainment for Topps. “The program resonated with baseball fans because it helped bring them closer to a sport they are truly passionate about.”
Yankees Judge Leads MLB Top-Selling Jerseys, Helps Topps Break Records
At Topps, Global Growth Is In The Cards For Consumers, Partners, Sports
MLB, Topps Want All Fans To Be Carded On National Card Day
• WWE
According to WWE’s full-year 2017 financial statement (release on Feb. 8, 2018):
• Revenue increased 10% to $801 million, the highest in the company’s history
• Supporting the global reach of WWE content, completed multi-year distribution agreements in France, Japan, South Korea, Australia, Philippines and sub-Saharan Africa among other countries and regions
• Digital engagement continued to grow with video views up 32% to 20 billion and social media engagements up 4% to approximately 1.2 billion from the prior year
• WWE’s YouTube channel remained the No. 1 most-viewed sports channel and the 2nd most-viewed channel on YouTube with 20 billion lifetime views (as of Jan. 31, 2018).
WWE, Stars See Engagement Rise On TV, Social Media, At Live Events
WWE Generates WrestleMania Record $181M Economic Impact For Orlando
WWE Launches Alliance With Rocket League To Build eSports
WWE All-In With Social Media ‘Land Grab’
WrestleMania 33 Brings Down The House
• Male Sports Marketer of the Year: J.J. Watt
• Female Sports Marketer of the Year: Aly Raisman
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