In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors. Amidst marketers’ continued obsession over everything Millennial, I’ve seen a number of brands looking to find lightning in a […]
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PGA Tour Courts Millennials on YouTube
In his February 21 Golf Business column, The Wall Street Journal’s John Paul Newport assesses the impact of the PGA TOUR’s new Skratch TV initiative, with comments from Sports and Leisure Research Group President Jon Last.
Read More »Under Armour Lands ‘The Greatest,’ Signs Muhammad Ali
SLRG President Jon Last offers thoughts on the intriguing marriage of Under Armour and Muhammad Ali in a provocative Marketing Daily Piece By Sarah Mahoney Just days after launching its first basketball shoe with NBA superstar Stephen Curry, Under Armour has taken its game to the pantheon, signing boxing legend Muhammad Ali. The Baltimore-based sporting […]
Read More »A Renewed Focus On “Connection Planning”
In his February, 2015 column, SLRG’s Last reflects on how recent activation by leading sports properties, effectively illustrates some of the basic tenets of the “connection planning” discipline. Every industry has buzzwords, though it has often struck me that sports, marketing and advertising over-index for the phenomenon. Since we live in a world where “internet […]
Read More »Will The NFL Ever Shake Its Domestic Violence Image?
Marketing Daily’s coverage of Super Bowl advertising, contemplates the NFL’s domestic violence awareness PSA to run during the first quarter of the 2015 game. SLRG President Jon Last weighs in with his thoughts on the potential impact of the spot. By Sarah Mahoney The National Football League is hoping that a startling new PSA, set […]
Read More »PGA Merchandise Show Report
Gilford Securities’ Casey Alexander cites SLRG industry research in his annual assessment of the state of the golf market.
Read More »A Few Things To Ruminate On In The New Year
In the January Marketing: Sports, SLRG President Jon Last speaks to a number of fan behavior trends that will impact sports marketing in the year ahead. It’s January, and I actually succeeded in finding a little airplane time over the holidays to escape and think those deep thoughts that one is supposed to stew over […]
Read More »POV/Research: Two Quick Things for Sports Marketers to Ruminate on in The New Year
It’s January, and I actually succeeded in finding a little airplane time over the holidays to escape and think those deep thoughts that one is supposed to stew over when not plugged into the office 24-7. Sure, I was still contemplating the relationship between consumer insights and successful sports and leisure marketing, but these brief […]
Read More »Requiem For A ‘Light Weight’
In his December Media Post item, SLRG President Jon Last speaks to the marketing lessons that can be learned with the recent elimination of the football program at University of Alabama at Birmingham. I’m too young to remember the movie “Requiem for a Heavyweight,” but there was always something poetic about a title that conjures […]
Read More »‘Chevy Guy’s 15 Minutes of Fame Should Teach Us Some ‘Stuff’ About Good Sports Marketing
In his November, 2014 Media Post column, SLRG’s Jon Last speaks to how an uncomfortable moment during a sponsorship activation, may have actually created marketing gold for Chevrolet. Quick quiz, sports marketers … in the two weeks that have now elapsed since World Series game seven, do you remember Rikk Wilde, aka “Chevy Guy?” For […]
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