In the late 90s, a company called Broadband Sports was signing athletes to Web site deals, with the idea being to empower the athlete to take control of their own brands by disseminating their own news and selling their own merchandise.
But, in the end, athletes weren’t really on board with writing about themselves frequently enough for fans to make their sites worthwhile destinations and the retail space never was fully developed.
Fast forward to today where a combination of factors have led to many athletes controlling the flow of their information more than ever before.
Social media sites like Facebook and Twitter have not only made it easier to put information out — full blogs need not apply anymore. But the athletes themselves are more into technology and understand the importance of connecting with their fan base virtually more than the last generation of athletes ever did.
Read the rest of the article.
http://www.cnbc.com/id/37362985
Now that you have read the article, next, check out the Lineage Interactive website. Make sure to look at the video. You may also want to browse and check out the careers section.
http://lineageinteractive.com/
In a two-paragraph response (a minimum of five sentences for each paragraph), answer the following questions. In paragraph # 1, discuss your thoughts about Lineage and their corporate mission statement "...to develop lifelong partnerships with clients that have the talent, ambition and vision to create a sustainable, meaningful brand. Our boutique approach to management helps clients operate at a high level in multiple fields.” What do you think about this new strategy of maximizing athlete's marketing potential? Be specific with your thoughts. In paragraph # 2, talk about your favorite athlete and his/her possibilities with a company like Lineage Interactive. If you were Mr. Rodriguez, how would you attempt to maximize the athlete's marketing potential? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
There is a vast growth in athletes they take advantage of twitter and facebook. This marketing strategy is huge to the athlete because not only is the strategy easy and convenient to the athlete but it is also fun and very interactive to the fan base. Athletes that are marketable have a great chance of having a successful brand. As well as having a successful brand, people love to follow on twitter and become friends with these athletes on facebook. Its a huge part of the world today and this strategy is full proof and is an excellent idea.
ReplyDeleteAlex Ovechkin is the face of D.C. and has become an icon for the National Hockey League. He is extremely marketable not because of his gorgeous smile (cough cough) but the fact that he took a declining team and turned them around in the Nations capital. He meets are the demands of Mr. Rodriguez in what he is looking for in a player, and in an athlete. With technology today and the way marketing is rolling Alex Ovechkin is perfect.
~Knupp
Lineage and their corporate mission statement provide the acknowledgement of the benefits and quality of their clients. Being talented, full of ambition and visions all benefit the image of the company’s brand. The new strategy of maximizing athlete’s marketing potential is a great, innovative idea. It will bring the athlete publicity, new deals or agreements with a company or particular brand, and it’s another way to boost their career as well as fame. The strategy’s effects should result in positive influence for the athlete and the image they are trying to portray.
ReplyDeleteOne athlete’s possibilities with a company such as Lineage Interactive would be Miles Austin. As a star player on the Dallas Cowboys football team, the company should be able to serve him in the most ways possible to make a continuation of his successful career. With a social media site, fans and other organizations and brands willing to help, he is almost sure to make money by joining a company that’s providing for him. Technology is what’s in now and most people rely on social media to receive information on their favor players anyways. He may even start selling his own products or brands that are named after himself as an athlete through social media sites.
a larrge majority of athletes havee the potential to make themselves some of the best paid and playing athletes in their leauge. in recent years there have been huge increases in athletes who are huge stars and players who are very big with the fans or teams. but some of those athletes are big at first and then they get dropped or don't show their worth in the big leauges and end up not playing out of college and just don't make the cut. making these people marketable is the responsibility of the agent and the athlete themselves. if they don't keep themselves in check with the rest of the world and do the right thing then they become a target for the media and not all press is good press.
ReplyDeletemy favorite athlete is Brandon Jacobs of the New York Giants. he is a monster on the field, but he has a nasty streak in him that is also his down fall in football. when he gets too heated he becomes so angry that he losses his edge in a game. if he weere to control his anger on and off the field he would get more sponsors and interviews with the press. if i was mr. Rodriguez i would try to stay as current as i can with the changing socializing networks and the way that they work so that there is always a way to stay connected with the fans and other organizations.
I feel that for an athlete to maximize there potential they will have do great this on and off the field. The new strategy of using facebook will help many athletes will have people start a group, or a fan club. It helps gets the names out there. The fans can see what is going on in the athletes life as well as what they are doing. the more that the athlete uses these things the more the fans can know. the more the fans know that better chance they have of liking the athlete more.
ReplyDeleteCal Ripken Jr. was the face of The O's. And he still has a lot of love in the area. The more games he played more and more people liked him. To maximize his fan base he should just keep helping out people the way he does now. As long as he keeps doing what he is doing he will maximize what he needs to.
Mike Dent
There are a lot of athletes that are starting to or already have been taking advantage of twitter and facebook. This marketing strategy is huge to the athlete because not only is the strategy easy and convenient to the athlete but its fun for everyone else, like Chad Ochocinco (also his iTunes app). Athletes that are performers on the field are more marketable and have a lot better chance of being a part of a successful brand. Besides the fact of a successful brand, people have a lot of fun and love to follow that athlete on twitter and or facebook. twitter and facebook are big components. As marketing idea advance today, it is imperative that everyone keeps up with technology, now twitter and facebook are big components. It’s a huge part of the sports world now, and I think this strategy is full proof and has no holes.
ReplyDeleteI would pick Chad Ochocinco not necessarily my favorite player, but he is one of the funniest. Just how he carries himself all around the league and everywhere else, he has the swagger and the personality. I think Chad meets the demands of Mr. Rodriguez in what he is looking for in a player, and in an athlete. Also Ochocinco is a step above everyone else in the technology game today, because he is on twitter, and has an app like I said earlier. Oh and to expand his fan base he was on Dancing With The Stars, so that opens up the playing field some more.
Rod Colley
I think Lineage and their corporate mission statement is a great idea andi think it will work. I think this new strategy will maximize the athletes marketing potentail very much and it will get more athlets involved. Now, athletes are more into the new stuff such as technology and now they understand that it is important to connect with their fans who support them day by day or even the people who just enjoy watching sports. I think this strategy will work well with big named players.
ReplyDeleteMy favorite athlete and his possibilities with a company like Lineage Interactive will be good and make him maximize his marketing potential. My favorite athlete is Amare Stoudemire which is the man on the front if the article. So since he is already a big figure in this new strategy i think it will be a good fit for him. If I were Mr. Rodriguez, I would attempt to maximize the athlete's marketing potential by doing the same thing he is doing. I Think this is a very good strategy and will help a lot of players.
Kjabbie10
Many athletes today are using social media's such as facebook,twitter.Using these are not only hard for the athlete but they can also interact with their fans.If they athlete is very marketable then chances are he will havew a sucessful brand throughout the years. Its not only important to keep youself in check but also to be that also with your fans.
ReplyDeleteMy favorite athlete would be Kobe Bryant.I believe Kobe Bryant would be very marketable with Lineage.Kobe Bryant has been through alot of Nike commercials througout the past year. I dont think there would be a way to improve Kobe Bryant in marketing because he's just a good marketable person.
The idea of giving athletes the potential marketing power is really interesting. The [presence of middle men has greatly affected the ability for athletes to present their items to the fans directly. The corporate mission statement "...to develop lifelong partnerships with clients that have the talent, ambition and vision to create a sustainable, meaningful brand is brilliant focusing on the fact that the sell and marketing will be efficient and easily available to the consumers, it benefits both the company, athlete and fans directly and indirectly. Athletes like Lebron James may suffer a great beat down if they ignore the importance of this strategic idea.
ReplyDeleteLebron happens to be my favorite athlete; he is potential to draw fans to a product due to his outstanding talent in basketball. Lebron James working with a company like Lineage Interactive will create the strongest marketing power, that is because the well known athlete will be able to stay in touch with his fans and interact to them directly without going through other sources. I would frequently make him to communicate to fans via social media and thus becoming close to millions of consumers (fans) at the same time.
I think that it is a good marketing strategy, i think that it will be great for the athelete and it will help them market themself more easily. this marketing strategy will help the athelete have a more sucessfull brand.
ReplyDeleteShaun White has many posibilities with this company. He is the face of the snowboarding industry and this company will be a great way for him to sell his product.
I think lomg term relationhips are everything in buisness. that creates for a fantastic marketing strategy. All in all it is about satifying the customer to make them want to come back and do buisness with you again. I thing it is even more important with athletes because their careers are very demanding and have no room for fooling around.
ReplyDeleteI think the most marketable player to this date is kobe bryant. People like to argue whether he is the best player in the nba but any one with a decent basketball iq can dicern that. he has been in many advertising strategies. he is going fro his fifth championship and is favored to win. he is a player that sells himself which is great for the success of the company.
In my opinion, Lineage is doing a very good job with their athletes. I agree completely with what they are doing and think it is great. Getting athletes to be a brand has major advantages in this industry. Many people watch sports and a lot of kids look up to them. Having these athletes can only result in more success (unless the athlete is not marketable).
ReplyDeleteIn my opinion, Peyton Manning would be a great addition to Lineage. He is funny, nice, and marketbale. He does very good commercials and is a good role model. He is someone that Lineage could work around. They would just need to tell him to continue with what he does and how he odes it because he is a Grade-A proffesional.
-Nick
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