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Bahamas Red Cross donation site. #HelpUsHelp

• In an effort to “send a message of inclusion to its widely diverse fan base,” the NBA champion Toronto Raptors said they are the first NBA to offer an athletic hijab for Muslim women. The Nike Pro Hijabs with the team’s logo were inspired by the Hijabi Ballers, a Toronto-based non-profit organization dedicated to "celebrating and increasing the involvement of Muslim females in sports." “Inspired by those brave enough to change the game” the team posted to its social media platforms along with a video of the Hijabi Ballers in action.

• Greenleaf Foods said it has signed a deal with the Los Angeles Rams to become the first plant-based food brand to officially partner with an NFL team. As part of this partnership, Greenleaf’s Lightlife Burger will be available at Rams home games this season, beginning Sep. 15 during the team’s 2019 home opener ( agasint tthe New Orleans Saints). Lightlife plant-based protein products will also be featured in the Rams Game On! Program at Albertson’s, Vons, and Pavilions.

• The NFL and Facebook have signed a multi-year partnership extension that will “deliver more diversified NFL video content to fans worldwide through Facebook Watch,” expanding a relationship that began in 2017

The NFL will continue distributing recaps from all 256 regular season games, as well as playoff games and the Super Bowl; plus video highlights from such postseason tentpole events las the Pro Bowl, NFL Scouting Combine and NFL Draft. The NFL will also utilize Facebook Watch for distribution of an array of unique content including NFL news and analysis, Video versions of NFL-produced podcasts and classic and special NFL 100 content.

In addition, the NFL will create Facebook Groups around content themes and work to share relevant video in those groups.

• American Airlines will not renew its naming rights deal with the venue that is home to the NBA’s Miami Heat, which has been AmericanAirlines Arena since it opened in 1999 via a 20-year deal valued at $42 million, according to Miami Today. The team and Miami-Dade County executives are in “advanced talks”with another national company. American will remain the official airline for the Heat.

• Bowlero Corp,, the leading owner and operator of bowling centers in America, has acquired the Professional Bowlers Assn. which has been in operation since 1958. Bowlero said, “All scheduled tournaments and programming will continue, with plans to build upon key initiatives including the PBA's groundbreaking Fox Sports partnership.” Full story here.

• Marshawn Lynch has been named as the founded for the expansion Oakland Panthers of the Indoor Football League, with the team beginning play in February 2020 in Oakland (formerly Oracle) Arena. The NFL Raiders are moving from Oakland to Las Vegas beginning with the 2020 season. Full story here.

• The Paley Center for Media, NY, will honor the 100th season of the NFL with a new exhibit: "A Century of Football: Celebrating the NFL’s 100th Season," free and open to the public (Sept. 14-Oct. 27), which includes the first public screening of the only known complete broadcast of Super Bowl I (then known as the AFL-NFL World Championship Game) in January 1967 between the Green Bay Packers and the Kansas City Chiefs

• Pete Frates and Pat Quinn, co-founders of ALS Ice Bucket Challenge, have launched with The ALS Assn. the 5th anniversary of “Challenge Me” with a “new call to action to reignite the passion and generosity of the millions of people who dumped ice water on their heads in the summer of 2014.”

POLL POSITION

 Pro Football Hall of Fame First-Time Candidates Class of 2020
• DE John Abraham
• LB Lance Briggs
• WR/Special Teams Josh Cribbs
• RB Maurice Jones-Drew
• S Troy Polamalu
• DE Justin Smith
• WR Reggie Wayne
• LB Patrick Willis

The full list includes 122 players eligible to be selected to next year's class. Full story here.

KEEPING SCORE

Top Brands in 2019 Brand Keys “Consumer Loyalty Index”
• Airline: JetBlue
• Athletic Footwear:Nike
* Automotive: Hyundai
• Banks: Chase
• Beer: Corona Extra (regular), Miller Lite (Lite)
• Bottled Water: Dasani
• Casual Dining: Panera
• Coffee (OOH): Dunkin’
• Energy Drinks: Red Bull
• Headphones: Bose
• Ice Cream: Ben & Jerry’s
• Major League Sports: MLB
• Online Music: Slacker
* Online Retailer: Amazon
• Online Travel Booking: Booking.com
• Pizza: Domino’s
• QSR: Chick-fil-A
• Retail Sporting Goods: Dick’s
• Social Networking Sites: Instagram
• Soft Drinks: Coca-Cola (regular), Diet Coke
• Tequila: Jose Cuervo
• Ticketing Services: StubHub
• Vodka: Zubrowka
• Whiskey: Jack Daniel’s

FULL LIST HERE

BUY SELL

Weekend Box Office Sept. 6-8
1. It: Chapter Two $91M
2. Angel Has Fallen $6M
3. Good Boys $5.4M
4. Lion King $4.2M
5. Overcomer $3.8M
6. Hobbs & Shaw $3.7M
7. Peanut Butter Falcon $2.3M
8. Scary Stories $2.3M
9. Ready Or Not $2.2M
10. Dora and the Lost City of Gold $2.2M

Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

Roberto Clemente Award See More Ads Below

COLLEGE

BodyArmor Into NCAA
No. 1 Colleges Since '92
Notre Dame Builds Brand
Cancer Drives Home
Men's Hoops Are 'Toxic'

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
Channel Chasers

NFL UK 2019
• Oct. 6 Chicago Bears v Oakland Raiders Tottenham Hotspur Stadium
• Oct. 13 Carolina Panthers v Tampa Bay Buccaneers Tottenham Hotspur Stadium
• Oct. 27  Cincinnati Bengals v Los Angeles Rams Wembley Stadium
• Nov. 3 Houston Texans v Jacksonville Jaguars Wembley Stadium

NFL Mexico 2019
• Nov. 18 Kansas City  Chiefs v Los Angeles Chargers Mexico City Estadio Azteca (ESPN Monday Night Football).

Entries in sports marketing (1)

Monday
Sep262016

Gatorade Puts Consumers On Burn Notice With J.J. Watts, Bryce Harper, K-A Towns

By Barry Janoff

Originally published at SportsBiz@SportsBlog

September 26, 2016: TV is filled with shows that have a nasty edge, either pranking people, purposely pitting known adversaries together in close quarters to create physical altercations or showing endless streams of YouTube clips of people being people — where the equation being the more inane or injurious the scenario, the louder the laughs.

Gatorade has created, in essence, its own unreal reality show, “Burn It To Earn It,” staring the likes of J.J. Watt, Karl-Anthony Towns, Bryce Harper and James Rodriguez.

Via a series of ads, as the purportedly unscripted scenario goes, Gatorade calls to task some of its own consumers, who the PepsiCo brand apparently sees as, what Wayne and Garth would have deemed, as “unworthy.”

In nearly a dozen spots, “unsuspecting people” casually walking down the street who by sheer coincidence are drinking a Gatorade are challenged to sweat for the right to enjoy the product.

The plot in each starts with an unmarked white van pulling onto an empty street. Depending on the star of the ad, a mini-sports scene is then created: football props for NFL all-pro Watt, basketball hoops for rising NBA star Towns, bases and baseballs for MLB All-Star Harper and a soccer net and ball for Real Madrid star Rodriguez.

With cameras rolling — and “ad-lib” commentary from sideline announcers J.A. Adande (ESPN) and comedian/actor Rick Ingraham — passersby who just happen to be in the right place (for Gatorade) at the wrong time (for themselves) are chastised for having purchased the product but not living up to the standards of Gatorade’s marketing mantras: “Fuel to Power Your Game,” “Win From Within,” “The Sports Fuel Company” and the most recent tag, “Sweat It To Get It.”

In sales terms, the equivalent might be Starbucks refusing to serve customers who don’t order “Venti” or Chevy taking the keys away from Camaro owners who don’t drive fast enough.

Not to mention that “more than 145 million adults now include walking as part of a physically active lifestyle,” according to the Centers for Disease Control.

In “Jump Ball,” a diminutive woman has her Gatorade taken away by the seven-foot tall Towns, who holds the bottle above his head and makes the woman jump for it. “A very controversial play there by the unsweaty woman with the Gatorade,” say Azande.

“You just take my Gatorade?!” she says to Towns. “You gotta earn it,” he explains. “You gotta earn the sugar.” As she unsuccessfully leaps in the air, Ingraham says, “What’s the opposite of hang time? She’s got those athletic sandals on.” Towns eventually lowers his arm, enabling the woman to reclaim her prize.

In “Dunk Contest,” a “tiny, sweatless man who has yet to earn his Gatorade” is enlisted into the “First Annual Gatorade Slamfest,” The guy, much shorter than Towns, is degraded by the announcers: “Not a Dunk,” “Awkward” and “?.” Towns shows the guy how it is done, first picking the guy up like a rag doll and then swatting away an attempted shot.

Houston Texans’ defensive end Watt, in full pads and helmet, gets to show his tackling skills in “Big Hit” when he body-slams a clueless pedestrian holding a Gatorade into the trash, then chases another guy down the street, yelling, “Oh, yeah. You’re next.”  According to the announcers, “You can’t just waltz through here with a bottle of Gatorade you didn’t sweat for.”

Watt puts a woman to the test when she has to earn her Gatorade by pushing a “Blocking Sled,” which players such as the 6’5”, 289. lb. Watt use for strength training and endurance.

When she predictably fails to move the weight-laden sled, Watt’s words of encouragement are, “My grandmother pushes her shopping cart with more effort than that.” He offers to help, which translates to Watt screaming at her, “Push harder! Put some legs into it!” When she does move the sled a few inches, he yells, “Yes! That’s what I’m taking about!”

Harper gets his turn at bat in “Slow Pitch,” which finds him, a catcher and an umpire, all in full uniform, standing in the middle of deserted street. A guy wanders into the scene and, fortunately for Gatorade, he not only just happens to be carrying a bottle of Gatorade but is also wearing a Washington Nationals jersey.

“You got a Gatorade in your hand and you ain’t sweating?,” observes Harper. “You gotta earn it.” He gives the guy a baseball in exchange for the Gatorade and tells him to pitch to him.

The guy, fortunately for the narrative and the announcers, has a terrible arm. “He threw it like a shot-put. He has the arm of a weak, sad kitten,” they say over a loudspeaker. “With an arm like that, this guy is going to be professional at nothing for a long time.” One pitch hits Harper, who chases the guy down the street.

Internet and social media support.

Lead agency is TBWA\Chiat\Day.

Other spots include:

• Harper "Pickle," "Pepper"

• Watt: "Snap"

• Towns: "D-Up"

• Rodriguez: "Red Card"

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