Block 1: Sports & Entertainment Marketing Blog Entry # 10 (25 points)

With New Endorsement Deal, Armstrong Continues To Take Different Path

Lance Armstrong's life has been defined by his against all odds cancer battle and his seven consecutive Tour De France wins that boosted his profile not only as one of the greatest athletes of all time, but as the most identifiable person in the world in cancer's fight, both symbolically and financially.

Continue to read the rest of the article.

http://www.cnbc.com/id/36822988

After reading the article, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss your thoughts about the article and how Lance Armstrong is marketing himself professionally. In paragraph # 2, provide your thoughts about endorsement deals in general. Are they are good thing? A bad thing? Who benefits the most? Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Block 2: Sports & Entertainment Marketing Blog Entry # 10 (25 points)

With New Endorsement Deal, Armstrong Continues To Take Different Path



Lance Armstrong's life has been defined by his against all odds cancer battle and his seven consecutive Tour De France wins that boosted his profile not only as one of the greatest athletes of all time, but as the most identifiable person in the world in cancer's fight, both symbolically and financially.

Continue to read the rest of the article.

http://www.cnbc.com/id/36822988

After reading the article, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss your thoughts about the article and how Lance Armstrong is marketing himself professionally.  In paragraph # 2, provide your thoughts about endorsement deals in general.  Are they are good thing?  A bad thing?  Who benefits the most?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Block 3: Advanced Sports & Entertainment Marketing Blog Entry # 9 (25 points)

Craftsman Brand to Produce Officially Licensed Major League Baseball Tools, Storage Units and Lawn and Garden Equipment

NEW YORK, April 26 /PRNewswire-FirstCall/ --The Craftsman brand announced today that Major League Baseball Properties has added Craftsman to an already formidable lineup of companies providing Officially Licensed Products. The four-year deal allows Craftsman to feature the logos of Major League Baseball and its 30 Clubs on products including hand tools, power tools, tool storage and lawn and garden tools and equipment.

"Craftsman, Sears, and Baseball have been American icons for generations," said Howard Smith, Senior Vice President, Licensing, Major League Baseball. "The addition of Major League Baseball products from Craftsman is a perfect fit, and we know our fans will be excited by this unique relationship and the innovative way that we are able to offer branded products of the highest caliber."

"We're thrilled to be working with MLB and to introduce Major League Baseball-Craftsman products," said Kris Malkoski, Vice President and General Manager of the Craftsman brand for Sears Holdings. "We know that Craftsman consumers are very passionate about our brand in much the same way MLB fans are about 'their' teams, and the agreement with MLB is another way that Craftsman is bringing innovative products to our customers and their devout counterparts who are Major League Baseball fans. All of the tools and products alike will be permanently branded with the logos of Major League Baseball, providing all of the innovation, reliability and trust in your hands that is Craftsman." Malkoski added.

All Craftsman hand tools are backed by a lifetime warranty, which means from Spring Training to the Fall Classic and all throughout the off-season, you can turn to Craftsman to enjoy your team, at the top of its game, for a wide range of projects. It might be the only thing rival baseball fans can agree upon -- Craftsman tools are ready for any project season after season.

Whether you put them to the test, or keep a separate set in pristine condition to display your allegiance, these tools are sure to be a hit with collectors and project enthusiasts alike.

For more than 80 years, Craftsman hand tools, power tools, lawn and garden equipment and garage storage units have been at the center of innovative garages and workrooms across America. Craftsman was ranked as the most trusted tool brand in America in the 2008 Harris Interactive Equitrend Brand Study.

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss the benefits of this licensing deal for Craftsman and for Major League Baseball.  In paragraph # 2, provide another example of licesing in sports and entertainment.  Discuss the licensing deal you are familiar with and the benefits each of the organizations receive from the agreeement.  Be specific with your thoughts.

Please sign you name to the bottom of you blog entry.

Block # 2: Sports & Entertainment Marketing Blog Entry # 9 (25 points)

Disney To Rebrand Mickey Mouse

From Brand Channel...

No more Mr. Nice Guy (Mouse).

Far away in a secret lair (corporate park, rather), Mickey Mouse is undergoing a massive regeneration. Feared to be seen as a corporate overlord rather than an adorable, fun-loving cartoon brand, Disney has ventured into the world of brand rejuvination and begun to liven up the Mouse for a new generation of children and consumers.

The new Mickey will be slowly unveiled. First glimse will be in the video game Epic Mickey for the Nintendo Wii, due out next year. As the New York Times describes it, the game will "show the character's darker side." Our new Mickey is multifaceted, and can be at times "cantankerous and cunning, as well as heroic, as he traverses a forbidding wasteland."

But executives at Disney are treading carefully, afraid to tinker with their $5 billion cash mouse. The industry agrees: "There’s a distinct risk of alienating your core consumer when you tweak a sacred character,” said Matt Britton, managing partner of brand consultancy Mr. Youth.

Not to worry: "Mickey is never going to be evil or go around killing people,” according to game developer Warren Spector.

Mickey's popularity in the United States has begun to wane. He's been crowded out of children's hearts by growing competition from Nickelodeon, Pixar, and Dreamworks characters and personalities. Executives consider the rebrand of Mickey's personality necessary to remain relevant in the marketplace.

The recent success of the dark children's tale Where The Wild Things Are may provide a roadmap for Disney, proving that multiple generations can embrace a timeless tale that at times, gets a little scary, but remains good.

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph #1, what do you think about Disney's ideas on rebranding Mickey Mouse? Should they keep their hands off of Mickey, or does future success depend on todays intervention? Be specific with your thoughts. In paragraph # 2, discuss the risks involved when a company decides to rebrand. List at least 2 risks and why they are risks? Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Block # 1: Sports & Entertainment Marketing Blog Entry # 9 (25 points)

Disney To Rebrand Mickey Mouse

From Brand Channel...

No more Mr. Nice Guy (Mouse).
Far away in a secret lair (corporate park, rather), Mickey Mouse is undergoing a massive regeneration. Feared to be seen as a corporate overlord rather than an adorable, fun-loving cartoon brand, Disney has ventured into the world of brand rejuvination and begun to liven up the Mouse for a new generation of children and consumers.

The new Mickey will be slowly unveiled.  First glimse will be in the video game Epic Mickey for the Nintendo Wii, due out next year. As the New York Times describes it, the game will "show the character's darker side." Our new Mickey is multifaceted, and can be at times "cantankerous and cunning, as well as heroic, as he traverses a forbidding wasteland."

But executives at Disney are treading carefully, afraid to tinker with their $5 billion cash mouse. The industry agrees: "There’s a distinct risk of alienating your core consumer when you tweak a sacred character,” said Matt Britton, managing partner of brand consultancy Mr. Youth.

Not to worry: "Mickey is never going to be evil or go around killing people,” according to game developer Warren Spector.

Mickey's popularity in the United States has begun to wane. He's been crowded out of children's hearts by growing competition from Nickelodeon, Pixar, and Dreamworks characters and personalities. Executives consider the rebrand of Mickey's personality necessary to remain relevant in the marketplace.

The recent success of the dark children's tale Where The Wild Things Are may provide a roadmap for Disney, proving that multiple generations can embrace a timeless tale that at times, gets a little scary, but remains good.

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph #1, what do you think about Disney's ideas on rebranding Mickey Mouse?  Should they keep their hands off of Mickey, or does future success depend on todays intervention?  Be specific with your thoughts.  In paragraph # 2, discuss the risks involved when a company decides to rebrand.  List at least 2 risks and why they are risks?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Block # 3: Advanced Sports & Entertainment Marketing Blog Entry # 8 (25 points)

Tim Tebow's Marketing Potential an Unusual NFL Draft Quality for Teams to Consider

ORLANDO, Fla. (AP) — Tim Tebow's marketing power is already reaching its potential, even if his NFL future isn't quite so certain.
When Tebow strolled through a gym recently with a five-man entourage for an EA Sports video game photo session, the polarizing figure drew stares from people and clicks from cell-phone cameras. Toddlers jumped when he passed the day care center, nudging their noses against the windows. Even they seemed to recognize his appeal was something special.

Continue to read the rest of the article.

http://www.latimes.com/sports/football/nfl/wire/sns-ap-fbn-marketing-tebow,0,2981870,full.story

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss the attributes that you feel makes an athlete "marketable" and attractive to a company.  In paragraph # 2, provide your thoughts on whether or not teams should draft a player based on marketing star power.  If you were the owner of an NFL team, what would be your policy?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Sports & Entertainment Marketing Project Videos

Check them out! Great job everyone.



http://www.youtube.com/watch?v=JcbqqbMIBKU (NIKE Basketball Shoes)

http://www.youtube.com/watch?v=DAyfEGSJqfs (Record Label)

http://www.youtube.com/watch?v=9V1stCH7xN0 (STX)

http://www.youtube.com/watch?v=s-UoRHwxP_s  (NIKE Assasins)

http://www.youtube.com/watch?v=vPbKqeAohN0 (Jordans)

http://www.youtube.com/watch?v=FaaGNFby_74 (Gatorade)

http://www.youtube.com/watch?v=AoF4COzaQHo (Very Fine Lemonade)