Top
POLL POSITION
Sports Marketer of the Year
 
pollcode.com free polls
QUICK HITS

• “While these Olympic Games will once again be profitable for NBC Sports Group, they also created major benefits for the rest of our portfolio, including NBC News, NBC Entertainment, Universal theme parks, our many cable networks, and our owned television stations and affiliate partners." — Mark Lazarus, chairman-NBC Broadcasting and Sports

• Winter Games Brand Awareness
Which of the following brands have you seen an ad for in the past two weeks during Winter Olympics?
1. Coca-Cola 45.4
2. Liberty Mutual 25.3
3. Samsung 24.5
4. NBC 23.7
5. Chobani 16.3
6. United 14.4
7. NBCSN 10.9
8. Intel 9.1
9. Dow 3.2
10. Panasonic 2.9
SOURCE YouGov

• This wknd all 30 MLB teams (including players, coaches, managers and umpires) will wear caps to honor before games, with option to wear the caps  in-game. Players will sign caps and auction them to raise money for Broward Education Foundation to benefit the official Victims' Fund.

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

Top Selling MLS Player Jerseys
1. Miguel Almirón Atlanta United
2. Bastian Schweinsteiger Chicago Fire
3. Josef Martínez Atlanta United
4. Jordan Morris Seattle Sounders
5. David Villa NYCFC
6. Clint Dempsey Seattle Sounders
7. Sebastian Giovinco Toronto FC
8. Kaká Orlando City FC
9. Andrea Pirlo NYCFC
10. Nicolás Lodeiro Seattle Sounders
SOURCE MLS STORE

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

MLB: Stoneman Douglas 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
Wednesday
Oct172012

Felix Baumgartner's Edge Of Space Freefall Earns $60 Million+ In Value For Sponsors

By Barry Janoff

October 17, 2012: When Felix Baumgartner stepped into space and took a 24-mile leap to Earth on Oct. 14, he landed in New Mexico and onto the radar screens of more than 12 million people who watched his four minute, 20 second journey.

The 43-year-old Austrian skydiver, who at one point became the first human to break the sound barrier under his own power, also put his partners on the worldwide marketing web to the tune of some $63 million in sponsor value, according to Front Row Analytics, a division of Comcast-Spectator's Front Row Marketing Services.

"The record jump pulled in almost $63 million in sponsor value not just for primary brand partner Red Bull, but for Zenith watches, Riedel Communications and Cypres Skydiving devices, all of which were part of Baumgartner’s successful leap," according to Front Row Analytics.

The breakdown of overall value bodes best for lead sponsor Red Bull, which garnered a projected  $48,116,333 from the branding exposure of the Red Bull Stratos project. Lead sponsor Zenith Watches will receive an estimated $12,401,300. And secondary sponsors including Cypres and Riedel will realize $1.5 million and $216,000, respectively, in media value, according to Front Row Analytics.

“Given the timing of the jump on a crowded Sunday afternoon, it is amazing how much exposure the record quickly received,” said Eric Smallwood, svp for Front Row Analytics. “While many focused just on Red Bull and their partnership, his secondary sponsors also pulled in some record dollars, again showing that timing and brand placement is everything when looking for exposure.”

Baumgartner, an ex-Austrian paratrooper, has been aligned with Red Bull since 1988, and the Red Bull Stratos project itself has been in progress since 2005. No total cost has been on the event, which would include millions to build and launch the space capsule and the cost of the specialized suit he wore, among other high-end accoutrements.

Front Row Analytics said they arrived at the $63 million figure "by looking at the branding exposure from signage, verbal mentions, on-screen text and logo placement) from Felix’s space suit, space capsule, lift crane, support team clothing, spectators apparel from the Live broadcast on YouTube and Discovery Channel in the U.S. and Canada." In addition, they analyzed the value received from broadcasts outside of North  America in more than 200 countries.

In addition, Front Row Analytics projected the value that will be received from all other exposure coming from the live jump, including "special TV programs, news radio and TV broadcast highlights prior to and well after the jump; newsprint and magazine editorial content and photographs; social media and Internet exposure and other ancillary exposure, such as promotional spots and merchandise."

Among other post-jump ventures, Discovery Channel/National Geographic is producing a special broadcast. Baumgartner's long-term marketing impact is being debated by analysts. Baumgartner said this would be his last such extreme challenge.

Back to Home Page