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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

State Farm: Getting Older Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

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
Thursday
Jul142016

Usain Bolt Runs To Rio Summer Games With Golden Roster Of Marketing Support

By Barry Janoff

July 16, 2016: In what he said would be his last quest for Olympic glory, track and field icon Usain Bolt is heading to the Summer Games in Rio de Janeiro loaded with an array of extensive marketing support that include several campaign that go inside the life of and spotlight the motivations that earned him six gold medals and the title, "The Fastest Man Alive."

Bolt, who won three gold medals in Beijing in 2008 and another three in London in 2012, will be in Rio to seek wins in three events — 100 meter, 200 meter and 4x100 meter relay — for the Jamaica National Team.

But he will be far from alone.

Jamaica is sending 63 athletes to the Games.

Bolt, 29, himself is coming with backing from such marketing partners as Gatorade, Virgin Media, Nissan Brazil and Puma, each of whom have unveiled multi-platform Olympics-related campaigns starring Bolt.

In addition, Bolt, who also has deals with Hublot and ANA Airlines, is getting full-blown exposure with a cover story in the July 12 issue Sports Illustrated.

He earns about $30 million from endorsements, according to industry analysts. He is handled by Ricky Simms of Pace Sports Management.

Gatorade this week unveiled "The Boy Who Learned To Fly," an animated 60-second spot for a longer version that will break on Gatorade.com July 19. The narration tracks Bolt from his childhood in Jamaica and the challenges he faced en route to world-class status as an acclaimed runner.

Text offers, "The story of the fastest man in the world. A story that almost never happened.'

Bolt is also featured in a separate Gatorade campaign, "Fuel The Love," that includes Serena Williams and NBA star Paul George.

A spot from Puma, "More Energy. More Flex," which broke this week, shows Bolt testing the Ignite Dual, a new shoe "that fuses flexibility and energy return for a faster run."

In “Bolt vs. Flame,” a new two-minute, documentary-style video from Nissan Brazil, an official domestic partner for the Games, Bolt is challenged to take on what is called "his most difficult and unexpected competitor yet — fire."

The premise is based on Bolt's world record 100-meter race,which he ran in 9.58 seconds on Aug. 16, 2009 in Berlin in the final of the World Athletics Championship.

According to Ronaldo Znidarsis, vp-marketing-sales for Nissan Brazil, “Usain Bolt’s daring attitude to always go further is inspiring. We wanted people to experience the inner strength of the most famous sprinter in history when posed with a challenge to reach even further.

"This is also an opportunity for fans to see Usain with his custom Nissan GT-R, which soon will be available in Brazil. To see the world’s fastest man driving the world’s fastest mass-produced car is exhilarating,” said Znidarsis.

Nissan Brazil is supplying more than 4,200 vehicles to serve as the official Olympic fleet, including the Nissan Kicks, a new crossover vehicle that has been named the official car of the Rio 2016 Olympic and Paralympic Games.
 
The "Bolt vs. Flame" project is supported by a social media platform featuring a series of 9.58 second videos and movie posters created from 19,000 real matchsticks being lit on fire for dramatic effect, per Nissan.

Additional footage and behind-the-scenes videos featuring Bolt will be released over the next month.

Also playing off of Bolt's 9.58 100-meter record is a new Virgin Media multi-platform campaign, anchored by a TV spot that runs 100 seconds and is divided into various segments of 9.58 seconds each.

The commercial, "Be The Fastest," with voiceover from fellow track & field icon Michael Johnson, shows how Bolt made his way from childhood in Jamaica to the top of the running and Olympic world.

"Our new campaign, the latest in our long-running partnership with Usain, celebrates a scorching summer of sport where he is going to play a huge part and brings to life what it feels like to ‘Be the Fastest,'" Kerris Bright, CMO for Virgin Media, said in a statement regarding the campaign unveiled this week.

Support for the effort includes Internet, outdoor, in-cinema and social media. Lead agency is BBH London.

Virgin Media unveiled the ad by transforming 100 meters of London's River Thames into a video screen and playing the commercial on it, with Bolt in attendance.

According to Virgin Media, "Usain Bolt’s dream to become a professional runner began when he won his first big race at 15. Today he works to fuel his love of sports forward by supporting the dreams of young athletes in Jamaica," including the Usain Bolt Foundation.

Nissan's effort shows Bolt being challenged in a fictional “Fire Research Laboratory” to contend against the speed of a flame. Bolt shares what it feels like to be the fastest person on Earth and how he prepares to compete on the world’s biggest stage.

“I set goals for myself," he says in the video. "My goal is to be the greatest.”

The video, filmed in Bolt’s home country of Jamaica, also shows the sprinter driving his custom Nissan GT-R painted in “Bolt Gold.”

Depite Zika, Other Woes, Rio Sees 'Safe, Secure' Games

Usain Bolt Races To Olympics With Virgin Media

NBCUniversal Plans Record 6.7K Hours Of Games Coverage

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Visa Adds Carli Lloyd, Kerri Walsh Jennings To Olympic Roster

IOC Fast-Tracks Olympic Channel For '16 Games

IOC Launches Summer Olympics Campaign

Jeep Drives USA Hoops To Summer Games

Panasonic Kicks Up Olympic Push With Neymar Jr.

Kellogg's Unboxes Road To Rio Campaign

USOC, NBC, Brands Count 100 Days To Olympics

NBC Hits $1B Ad Sales For Summer Games

USOC Sees '16 Games As 'Most-Marketed Ever'


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