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Blog Archives

    The Ultimate Sports Marketing (Activation) Fantasy

    POSTED: November 10, 2015

    In his November, 2015 Media Post column, SLRG’s Jon Last speaks to the ways in which the San Diego Padres and Callaway Golf’s recent “Links at Petco Park” promotion, was an exceptional example of effective sports marketing activation. Before there was social media, reality television or sports video games, we had “The Amazin” Bill Mazer. […]

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    Still Bullish On Daily Fantasy Sports

    POSTED: October 19, 2015

    In his October 2015, Media Post column, SLRG President Jon Last suggests that recent controversy surrounding daily fantasy sports sites are overblown. One of the great hazards of writing this column several days in advance of its posting is that I don’t have the omniscience that would enable me to know how developing sports marketing […]

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    Value The Elusive ‘Event Enthusiast’

    POSTED: September 9, 2015

    In his September 2015 column, SLRG President Jon Last reflects on the importance of event enthusiasts and how successful sports marketers have cracked the code on this segment by elevating their marquee events into social happenings. Early in my career, my group was tasked with the development and implementation of a plan to increase ticket […]

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    Who You Talkin’ To?

    POSTED: August 17, 2015

    In his August 2015 column, SLRG President Jon Last offers guidance and surfaces the potential dangers that sports marketers can encounter if they fail to properly frame the respondent sample for research. It wasn’t that long ago that marketing research and consumer insights were largely afterthoughts in the world of sports marketing. Who needed research? […]

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    My Own Derek Jeter, All-Star Moment

    POSTED: July 14, 2015

    In his July 2015, Marketing: Sports column, SLRG President Jon Last looks at baseball’s all-star season as an opportunity to reflect on the sports marketing lessons that coaching youth sports has reinforced. It’s totally presumptuous for me to compare myself to Derek Jeter. I’ve been fortunate enough to meet him and his family and to […]

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    What I Learned At The Rodeo

    POSTED: June 8, 2015

    In his June, 2015 posting, SLRG President Jon Last reflects on how his recent attendance at a rodeo event reinforced some of the foundations of effective event based sports marketing. As one who has had the great fortune of visiting every MLB ballpark and my fair share of other sports venues, I was able to […]

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    Discovering The ‘Secret Sauce’ That Drives Greater Onsite Fan Engagement?

    POSTED: May 11, 2015

    SLRG President Jon Last?s May column looks at sports venues? race to modernize their infrastructure and the role of marketing research in finding optimal solutions. The sports marketing world is fraught with numerous examples of “fire, fire, fire” implementation strategies, in contrast to the more recommended “ready, aim, fire” approach. Nowhere do we see this […]

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    Opportunities Abound in Sports-related Travel

    POSTED: April 13, 2015

    In his April 2015 Media Post, Marketing: Sports column, SLRG’s Jon Last speaks to the huge opportunities in marketing sports related travel and ways in which those promoting it can resonate with this lucrative target. Last week, hundreds of thousands of Americans hit the road for three of the most iconic events on the sports […]

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    Don’t Try To Turn An Aircraft Carrier On A Dime

    POSTED: March 22, 2015

    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 bottle […]

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    Don’t Try To Turn An Aircraft Carrier On A Dime

    POSTED: March 22, 2015

    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 […]

    Read More »

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