Tag Archive | "Sports Marketing"

Mark Cuban on the SPORTS MANAGEMENT / MARKETING Degree: Relevant (?)


Mark Cuban (MAJOR LEAGUE ENTREPRENEUR), owner of the Dallas Mavericks and member of the SHARK TANK provided more commentary last week on his blog (BLOG MAVERICK) on the relevance of Sports Management / Marketing degree programs. Cuban does not think they add value to student’s career pursuits, while questioning their relevance in the marketplace (Of course focusing exclusively on the Sports Industry). Here is an excerpt of Cuban’s blog with his analysis:

NOTE: Mark Cuban made a similar statement before at the MIT Sports Analytics Conference (Start at the 48:51 point).

5. Selling is the most important job at a team

Everyone majors in sports marketing. There is no more worthless major.  Every school seems to have a major in sports management .  Why do the schools and kids think that across the tens of thousands of graduates from these programs there is going to be a job than even comes close to paying off their student loans. Do the math.

Lets say there are 120 top pro teams.  This article says there are about 12k sports marketing grads each year.  The competition for jobs at pro teams is so brutal that we don’t have to pay much. Yet schools keep signing up kids. If schools want to have any value to sports teams they should offer degrees in Sales.  Not sports sales. Just sales.  Teach kids to sell and they can get jobs anywhere anytime.  Teach kids sports management and you improve their chances of getting a job at Fridays.

At the Mavs we value customer satisfaction and sales.  We want you to have an amazing time at a game. We want our advertiser/sponsors to get amazing value from their Mavs partnerships.  We want to have enough great salespeople to reach out and communicate all of the above. Every team can not have enough great salespeople.

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Bill Sutton, a member of the University of South Florida faculty (Sport and Business Management MBA program) provided a response in the SPORTS BUSINESS JOURNAL (Article Below):

I have always had the philosophy that there is something that can be learned from almost anyone or any experience. Thus, I have learned a variety of things from Mark Cuban over the years, some positive and some negative. In terms of the positives, he has:

Been the leading voice in fan advocacy and creating a great fan experience and embracing his fans.

Pushed the envelope to create new revenue streams and criticized those organizations that stand pat with their hands out waiting for a check.

Provided leadership in the technology space, including innovations to improve the fan experience in-venue and at home.

Embraced social media and provided his email address to the public.

Advocated the importance of sales, and once (I am told) instructed his sales team that they were not selling tickets but “good times.”

I have always offered a sales course or a sales experience as far back as my teaching days at then Robert Morris College. In 1986, USA Today wrote a story about my sales project with the Pittsburgh Pirates and titled the column “Tough Way to Get an A.” I believe sales to be essential to any sports business curriculum, but not necessarily that every student should pursue a career in sales. It is important, however, for all of our students to understand how sales affect sports organizations and how to use sales in other business contexts.

My main issue is with Mark using his platform and popularity to make blanket statements that have shock value and have proved to be hurtful and damaging to some. Recently, in a Feb. 23 post on his Blog Maverick, Mark made the following blanket statement: “Everyone majors in sports marketing. There is no more worthless major.” Wow, Mark? Everyone? Worthless? That statement is offensive to me and the students that I have taught and placed in the sports industry over the past 28 years.

But to be fair, let me comment on some of the other things Mark said about sports management programs. Are there too many sports management programs and too many graduates? Probably. This is a problem for schools and universities and also for the academic organizations that have tried to police the growth and monitor the quality of programs through various attempts at certification. Not all sports business programs or the instructors that teach in those programs are equal. Like anything else in society, the quality is driven by the vision, experience and dedication of the individual in charge. Mark also made the point that sales should be at the core of the curriculum. I couldn’t agree more because selling is the key that unlocks everything else we do in the sports industry.

I have been a thought leader and advocate of industry-based experiential teaching and learning in sports business education, and I have relationships and interact with professors who also integrate their curriculum with the sports industry. Jim Kadlecek at Mount Union University has taught sales for years and has an annual student conference that is also attended by upward of 30 to 40 ticket sales directors each year (many from NBA clubs) who come to recruit. Baylor offers a sports sales major and has worked extensively with professional sports teams in Texas.

Worthless? I think not, but then again not every program believes in integration with the industry.

I am fortunate to be directing a graduate program at the University of South Florida that was created not by the university, but came as the result of an idea and a commitment from the Tampa Bay Lightning to improve its organization. It was the vision of owner Jeff Vinik, CEO Tod Leiweke and COO Steve Griggs to create a program that integrated classroom learning and the new ideas and strategies from an MBA program into the Lightning on a daily basis through students working in what we have defined as a residency.

Students are involved with the Lightning and the team’s goals and objectives and bring those back to the classroom. In some cases, Lightning staffers are adjunct faculty members, helping to teach business analytics and sales. The integration also involves the faculty, who are part of strategic planning sessions, research, training, marketing, event management and sales.

The Lightning financially supports the program and has built a learning lab for faculty and students to use while they are with the team. Each faculty member has office hours at the Lightning not just for our students, but also for Lightning staff members. We have created smaller arrangements with the other pro teams and sports organizations in the Tampa area and, at present, have 30 integrated learning opportunities for our students.

Worthless? I prefer to refer to it as a form of collaborative learning that borders on immersion into education and business by the two partners — USF and Tampa Bay Sports and Entertainment.

To Mark, from all of the sports business programs: Thanks for challenging us. We are far from worthless. We must improve our expectations and elevate our curricula to reflect the changing needs of the sports industry. I have a fond memory, Mark, when you made a comment about the skill levels necessary to work/manage a Dairy Queen. I was impressed when you showed up at the Dairy Queen and worked a shift — that is what a great man would do. So I offer you the same opportunity; come and visit my program. Allow us to share our collaborative educational partnership with the Lightning. If you view it as worthless, I will buy Mavericks ticket plans and donate them to the Dallas Boys and Girls Club. If you find my program has value, perhaps you would consider supporting one student for a year. My email is below. If you are the wise man I believe you to be, I know I will hear from you in the near future. Best of luck to you and the Mavs, and most importantly as you have taught us all, best wishes to your fans for the remainder of the season.

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What are your thoughts, taking into account both view points?

Posted in Industry Leaders, StudentsComments (0)

ARTICLE: “After prayer, what job seekers should do to get noticed”


This is a great article written by Mike Boykin, Vice President of Sports Marketing (@Mike_Boykin) for GMR Marketing. Mr. Boykin provides some very helpful tips and strategies for all candidates seeking Sports-Industry employment opportunities.

Ironic that Mr. Boykin first provides the quote made famous by MAVS owner Mark Cuban (…don’t work in Sports), but also covers information under the following subheadings:
- Network Like Crazy
- Fandom is not a qualification
- Preparation
- Thank-You notes

The article is below

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After prayer, what job seekers should do to get noticed

There are college students graduating this month who spent their senior year taking the necessary steps to prove to companies that they have what it takes to be future stars in the sports business. The opportunities they stalked might include small starting salaries or job descriptions filled with menial tasks, but they are embarking on their dreams of working in sports because each of them understands what it means to “bloom where you’re planted,” as my friend Mark Dyer is fond of saying.

For those of you among this year’s graduates who have done little to no legwork, the gates of hell are about to open. I was recently asked by a student what I would do if I was one of the latter, and I offered two pieces of advice: Read the following Mark Cuban quote, and then pray.

“[This is the] worst possible business in the world for a college graduate to try to get into because it doesn’t pay shit [and] there’s a thousand people applying for every job,” said the Mavericks owner, recently addressing the MIT Sloan Sports Analytics Conference. “I get 20 résumés a week, minimum, minimum, saying, ‘I’ll work for free. I just want a chance.’ I get some — I get one or two a month [saying] ‘I’ll pay you to come work.’”

It’s an intimidating comment that’s purposefully meant to scare some of you away. Sports, like politics, attracts some of the best and brightest for jobs that pay better in other industries. The aforementioned student, undeterred by the Cuban quote, replied, “OK. So what do I do after I pray?” We hold a monthly networking meeting in Charlotte for people seeking jobs in sports, and this is what we tell the ones who are diligent enough to ask.

Network like crazy

There are more networking options readily available today than at any other time in the history of business. Social tools like LinkedIn, Twitter and Facebook are the preferred communication platforms of your generation, but not mine or many other hiring managers.

Pick up the phone; attend networking events in your area; ask for a five-minute meeting (before, not during, working hours); and prepare your elevator speech. Create a map of people you meet and let them know other people and organizations with whom you’re communicating. Don’t “spray and pray” your résumé — a great phrase I recently heard. Did you like that job you found this morning on Career Builder? It was filled three days ago.

Fandom is not a qualification

Unless you’re applying for a job as assistant general manager or a fantasy sports editor, no one cares that you won your roto league seven years running. We look for type-A people who are highly self-motivated and want to rule the world — and might have different opinions on how to get there. We want ethical people who take the high road and aren’t afraid to ask, “Is this the right thing to do?” But the magic dust is that they’re collaborative. They want to be part of a team, not pretend to own a team. And the old press box rule applies across sports: “Don’t ask for autographs.”

Preparation

You know what turns off hiring managers? Someone who takes 30 minutes to prepare before coming to see them. In the agency world, we spend hundreds of hours doing background work just to prepare to approach a single potential client, so it’s obvious to us when a job candidate only visits our website to prepare for the interview. If they’re only going to consume a tiny amount, that’s how much they’ve told me they want it.

Seek out people in your network who know about the company. If you don’t have one, find one. The best way to cut through the noise is to get someone to call on your behalf. And never take the introduction for granted because you’re risking the reputation of your reference.

“I have kicked more people out of my office because they weren’t prepared,” said Louis Cunningham, a longtime sports marketer. “There was a friend of mine whose son came to me, and I guess he thought that because of my relationship with his father that he was going to get it easy, and I probably lit into him the hardest because he took advantage of his father’s relationship with me.”

Thank-you notes

Write a note to every person you meet. You’re elevating yourself. You’re differentiating. Make them remember you. If you’re under 35, you’ve grown up in a paperless culture, but you still need to follow your mom’s rule about thank-you notes. If you send me an email three minutes after our interview, I know you sent it in the parking lot, which doesn’t take any effort. I open up every handwritten note I receive; I unfortunately can’t say that about emails.

The bad news if you’re a new graduate without a job? You’re standing on the starting line of the Ironman Triathlon. The good news? If you put in the work to get the work, you’re about to embark on a rewarding career that will bring so many memories that you’ll forget half of them.

Any job search includes challenges and frustrations and discouraging times, but even on the bad days, make the choice to do something: volunteer, write two more letters and make two more phone calls.

Remember the advice from Cuban, but find inspiration in the words of author Mary Anne Radmacher: “Courage doesn’t always roar. Sometimes courage is the quiet voice at the end of the day saying, ‘I will try again tomorrow.’”

Posted in Applicant Tracking Systems (ATS), Résumé/CV/Cover Letter(s), StudentsComments (0)

INTERNSHIP(s): Securing employment with Crimson Tide Sports Marketing


Tyler Keys: “I did all of the free work and other jobs that interns have to do that nobody else wanted. I did that for close to a year and a half before I got my master’s degree in sports management. For the last six months, I’ve been the corporate sponsorship coordinator for Crimson Tide Sports Marketing.”

This is the season where Sports Industry employers seek candidates for their Summer 2012 Internship opportunities. These companies will receive hundreds if not thousands of applicant submissions. Interviews are usually conducted during the Spring months and decisions made shortly thereafter.

Below is an interesting story provided by Tyler Keys, the Corporate Sponsorship Coordinator for Crimson Tide Sports Marketing (The licensing arm for the University of Alabama Athletic Department). Tyler’s story provides great insight and information for all students currently seeking Summer 2012 opportunities.

NOTE: Remember to get your FREE Résumé/Job Description analysis before applying to any Internship opportunity, courtesy of Résunate and The Sports Résumé: http://get.resunate.com/thesportsresume

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When Tyler Keys graduated from Crossville High School in 2005, he had no idea his future job would be to work with legends of University of Alabama sports.

About three years ago, Keys got an internship working with Crimson Tide Sports Marketing, the official multimedia rights holder for the University of Alabama.

“I did all of the free work and other jobs that interns have to do that nobody else wanted,” Keys said. “I did that for close to a year and a half before I got my master’s degree in sports management. For the last six months, I’ve been the corporate sponsorship coordinator for Crimson Tide Sports Marketing.”

One of Keys’ responsibilities is to locate and get Alabama sports merchandise to be auctioned off on RollTide.com. Keys said all of the memorabilia auctioned off is authentic Alabama merchandise.

“I develop relationships with all of the equipment managers at Alabama,” he said. “We get the leftover equipment, and I bring it back, take photos, inventory it and upload it to the RollTide.com auction.

“Fans can’t find these items in sporting goods stores. We have stuff dating back for multiple years. The public doesn’t have to worry about anything being fabricated. This is all authentic, licensed memorabilia.”

Keys is a big Bama fan, and sometimes he crosses paths with legends like Joe Namath, Kenny Stabler and Ozzie Newsome.

“I get some of the memorabilia autographed,” Keys said. “I go out to university events and get with athletes like Joe Namath, Kenny Stabler and Brody Croyle and get them to autograph the items. Legends come in for all kinds of events, and we get them to sign.”

Keys said meeting Alabama legends was something he never expected.

“It was something I could have never imagined,” Keys said. “Meeting Namath, Newsome and Stabler at events we work on is exciting.”

Keys said prices for memorabilia are set based on the current market value for similar items. He said competitive pricing makes it possible for fans to get sports memorabilia to which they might not ordinarily have access.

“We auction items for football and all university Olympic sports – like baseball, basketball and gymnastics,” he said. “Not a lot of people know about the auction on RollTide.com. We’re hoping to get the word out about it so more people have the chance to bid on memorabilia. You just can’t go anywhere and buy SEC merchandise. You can actually see helmet marks on some of the jerseys.

“We auction off more than merchandise though. We do the Ultimate Football Fan Experience where we auction off four sideline access passes, so the everyday fan can go places they normally couldn’t. They get to go down on the field for about an hour before the game. The fan experience also includes concession vouchers and goodie bags with game-day programs, bobble heads and other memorabilia. We auction off fan experiences for gymnastics, basketball, baseball and softball, too.”

Posted in StudentsComments (0)

Career Options and Alternatives: Beyond the Professional Sports Teams


Many Sports Industry candidates (Ex. College and Graduate Students) approach the job search with the goal of working for a professional sports franchise. These companies receive hundreds of Résumés per position. The positions usually pay low starting salaries as well. Remember, professional sports franchises are nothing more than small businesses (Generating $100,000,000 in annual revenues). The highest labor cost for the franchises are player salaries.

We advise all candidates to look beyond the pro-sports teams when seeking employment. Consider the companies who purchase commercial time during the live events. Most are FORTUNE 500 institutions, generating billions of dollars in profits. They would have the ability to offer higher starting salaries than the team organizations.

The Sports Business Daily recently published an article highlighting the largest sports ad spenders. Consider seeking positions with these companies as your initial entry into the Sports Industry. Pay close attention to the annual spending numbers. Use various search tactics to find the decision makers in the Sports Marketing/Sponsorship departments.
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Sports ad spending roars back
AT&T Mobility ousts A-B from top spot
By David Broughton, Research Director

Published May 2, 2011, Page 1
Font Size Resize Small Resize Normal Resize Large | Print | Share .AT&T Mobility dethroned Anheuser-Busch as the king of sports advertisers in 2010, a year that saw nearly all blue-chip brands increase their sports ad spending, according to recently compiled data from The Nielsen Co.

AT&T’s wireless division had an estimated $366 million in 2010 sports ad spending on television, according to the data, double what was spent in 2009. AT&T corporate spent an additional $63.1 million promoting the overall entity rather than highlighting a specific product, with nearly all of that coming during the Vancouver Olympics Games.

The increased spending by AT&T fueled a telecom category that as a whole committed $1 billion in ad spending in 2010, according to the research, up 41 percent over 2009. In addition, AT&T earlier this year announced plans to acquire T-Mobile, the No. 4 U.S. telecommunications company by subscribers. The combined 2010 ad spend of the two brands exceeded a half-billion dollars.

Other key findings:

The top 50 advertisers spent a combined $6.6 billion on sports advertising in 2010, up 27 percent over what the top 50 companies spent in 2009 and 22 percent more than 2008.
Forty-six of the top 50 brands increased their sports spending compared with 2009.
Overall, the 11 biggest spenders in 2010 were the same companies and brands as in 2009, though there was movement in the rankings among those top 11.
But while the telcos spent big, it was the return of the auto category that clearly drove the market in 2010, as manufacturers collectively made up 24 percent of the total commitment of the top 100 spenders. That marked the biggest such share of the sports advertising pie in at least nine years.

Just as the auto industry rebounded, five financial institutions made the top 100 list for spending in 2010, the most in at least nine years.

“Sports programming delivers broad overall reach while also over-indexing against the mass affluent audience,” said Charles Greenstein, Bank of America’s senior vice president of global sponsorship. “Sports, especially the NFL, aligned well with our objective of engaging with the mass market, as well as the mass affluent segment.”

The advertising marketplace started out hot during last year’s upfront selling period and that momentum continued during the year. In addition, sports ratings soared, driven by big events like the Winter Olympics and the World Cup, as well as the continued strength of the NFL. ESPN had its best year ever in terms of viewership.

The enhanced at-home viewing experience also helped drive viewership.

Spending information is based on standard rate-card prices for specific national and regional live and taped sports broadcasts on English and Spanish networks. The staging of the Olympics and World Cup can skew year-to-year comparisons for companies, making two-year comparisons notable in some cases. For example, U.S. Olympic Committee and FIFA sponsor Coca-Cola increased its ad spending by 160 percent over 2009, a non-Olympic year, but just 20 percent more than 2008. Procter & Gamble, AT&T and Chevrolet saw similar variances.

For the year, Anheuser-Busch dropped to the No. 2 spot in the ranking with an estimated $356 million spent. It is only the second time in the 17 years that Nielsen has been tracking such data that A-B has not held the No. 1 spot. In 2006, Chevrolet’s significant Olympic ad buy pushed the automaker to the No. 1 spot, ahead of A-B.

Among auto manufacturers, Ford led the way, spending nearly $305 million, and was the No. 4 overall sports advertiser. The auto category’s resurgence was driven largely by substantial increases in spending by European automakers. Mercedes-Benz, BMW, Audi and Volkswagen invested a total of $336 million last year, nearly as much as those brands spent in all of 2008 and 2009 combined.

Perhaps equally as significant as the actual amount invested was the fact that Audi, BMW and Mercedes each committed about 50 percent of their total U.S. ad spending to sports, representing a double-digit percentage-point increase for each compared with both 2009 and 2008.

Geico led strong spending in the insurance category.

Mercedes cracked the top 25 in spending for the first time, spending more than $108 million, according to the data. The company’s four-year deal with the U.S. Tennis Association to be presenting sponsor of the U.S. Open Men’s Singles Championship and the official vehicle of the U.S. Open began last summer and called for national TV media commitments.

Ad spending by categories

SEGMENT 2010 2009 2008 2007
Auto 23.80% 20.00% 21.90% 23.00%
Telecom 11.90% 10.40% 10.80% 11.60%
QSR/Pizza 9.60% 10.70% 9.90% 8.60%
Beer 7.50% 9.00% 7.50% 8.40%
Insurance 6.00% 5.70% 5.30% 5.40%
Movie 5.00% 4.50% 4.40% 3.20%
Credit cards 3.10% 2.90% 3.50% 3.80%
Financial 3.00% 1.50% 1.00% 1.00%
Soda 2.20% 1.80% 2.40% 2.20%
Pharmaceuticals 2.00% 3.70% 2.60% 2.70%

Note: Percentages are portions of total spending by the top 100 companies.
Source: SportsBusiness Journal analysis of data from The Nielsen Co.
Asian-based automakers among the top 100 spenders spent $806 million last year, an increase of nearly 50 percent over 2009 but a drop of 25 percent compared with 2008. In addition, sports made up less than one-third of the overall U.S. ad spending by those companies last year, down from 40 percent in 2008.

Financial institutions returned to sports, combining to spend a total of $265 million, a massive 146 percent increase over 2009 spending. The financial segment made up 3 percent of total sports spending last year, up from just 1 percent in recent years.

Insurance has become the fifth-biggest advertising category, according to the spending data. Companies spent $528 million last year, up 30 percent from 2009. Conversely, the pharmaceutical industry accounted for $172 million, or 2 percent of total sports spending, last year. That is down from more than 4 percent in the mid-2000s.

Top 50 sports advertisers (ranked by total sports ad spending in 2010)

2010 RANK
(2009 RANK) COMPANY/
BRAND 2010 SPORTS
AD SPENDING 2010 TOTAL
AD SPENDING % OF AD
SPENDING
DEDICATED
TO SPORTS CHANGE IN
SPORTS
SPENDING
VS. 2009 CHANGE IN
SPORTS
SPENDING
VS. 2008
1 (7) AT&T Mobility $366,313,812 $1,129,589,500 32.40% 102.80% 37.20%
2 (1) Anheuser-Busch $356,205,906 $440,676,094 80.80% 14.40% 8.70%
3 (3) Verizon $340,529,688 $1,134,530,125 30.00% 38.10% 45.90%
4 (2) Ford $304,976,281 $1,026,098,032 29.70% 22.70% 69.90%
5 (5) Toyota $240,029,368 $983,938,875 24.40% 18.00% 8.00%
6 (10) Chevrolet $238,965,192 $758,333,376 31.50% 43.40% 3.70%
7 (8) Geico $216,789,219 $544,623,000 39.80% 27.20% 58.90%
8 (4) MillerCoors $214,447,797 $284,931,469 75.30% -5.40% 94.80%
9 (11) McDonald’s $202,887,766 $721,521,000 28.10% 30.20% 18.40%
10 (6) Sprint $179,083,297 $512,211,688 35.00% -10.60% -3.50%
11 (9) DirecTV $175,414,641 $381,546,125 46.00% 4.20% 14.30%
12 (25) Nissan $160,993,935 $400,248,382 40.20% 105.90% -0.10%
13 (24) Coca-Cola $144,664,359 $227,839,172 63.50% 77.80% 19.90%
14 (16) Warner Bros. Ent. $138,607,172 $537,765,438 25.80% 25.30% 99.60%
15 (13) Southwest Airlines $131,300,672 $180,044,609 72.90% 2.00% -0.60%
16 (14) State Farm $129,327,820 $392,475,125 33.00% 11.10% 14.90%
17 (35) NFL $125,642,688 $138,397,391 90.80% -3.40% -2.50%
18 (18) Subway $125,315,508 $432,709,188 29.00% 26.70% 21.80%
19 (17) Lexus $124,981,059 $273,876,320 45.60% 21.70% 67.80%
20 (15) Taco Bell $119,644,273 $387,065,312 30.90% 5.40% 17.00%
21 (20) Microsoft $119,003,953 $410,796,500 29.00% 27.80% 226.20%
22 (59) Procter & Gamble $118,465,086 $1,823,321,625 6.50% 159.70% 56.60%
23 (19) Apple $110,513,805 $375,869,344 29.40% 16.90% 19.40%
24 (22) Dodge $108,997,629 $383,757,424 28.40% 24.70% -12.30%
25 (32) Mercedes-Benz $108,950,896 $236,049,964 46.20% 67.70% 51.80%
26 (33) Visa $106,875,414 $169,094,719 63.20% 69.20% -15.90%
27 (21) GMC Truck Division $105,901,206 $246,401,811 43.00% 17.90% 42.10%
28 (23) Hyundai $100,834,226 $405,273,016 24.90% 18.10% 48.40%
29 (29) Honda $99,909,714 $530,985,172 18.80% 38.40% 17.60%
30 (12) Pfizer $97,108,680 $481,265,062 20.20% -25.00% 31.10%
31 (85) BMW $90,745,600 $194,013,543 46.80% 175.80% 473.00%
32 (26) Lowe’s $90,286,453 $268,903,969 33.60% 17.50% 24.70%
33 (88) Bank of America $89,874,195 $207,929,609 43.20% 191.70% 255.80%
34 (42) T-Mobile $86,781,234 $246,833,281 35.20% 56.50% 54.50%
35 (27) Burger King $86,026,078 $265,710,688 32.40% 14.50% 30.30%
36 (64) Allstate $84,076,445 $286,478,781 29.30% 89.40% 36.70%
37 (34) Universal Pictures $80,218,539 $338,577,531 23.70% 29.10% 4.40%
38 (63) Capital One $78,049,758 $238,592,875 32.70% 75.20% 53.80%
39 (28) Lilly Icos $75,084,906 $159,878,562 47.00% 2.30% 18.00%
40 (30) Home Depot $74,251,469 $317,885,906 23.40% 8.90% -8.90%
41 (50) Volkswagen $72,067,022 $254,459,219 28.30% 40.50% 2.40%
42 (67) Pizza Hut $67,984,398 $227,654,281 29.90% 65.40% 38.30%
43 (43) Nike $67,784,867 $74,094,281 91.50% 24.10% -25.20%
44 (72) E*Trade Securities $67,655,688 $98,736,430 68.50% 72.60% 32.60%
45 (52) Acura $66,009,981 $198,336,977 33.30% 31.60% -0.70%
46 (77) Audi $64,296,166 $126,588,887 50.80% 73.80% 46.00%
47 (53) Unilever $63,642,496 $306,353,625 20.80% 30.30% 139.10%
48 (45) AT&T Inc. $63,149,543 $437,857,000 14.40% 19.40% -8.40%
49 (NR) General Electric $61,354,465 $95,706,039 64.10% NA 59.30%
50 (92) Paramount Pictures $57,051,469 $285,949,125 20.00% 98.90% 100.10%

NR: Not ranked in the Top 100 in 2009
NA: Not available
Source: SportsBusiness Journal analysis of data from The Nielsen Co.

Ranked by change in sports
ad spending from 2009

BIGGEST INCREASE
COMPANY/
BRAND (RANK) 2010 SPORTS
AD SPENDING CHANGE
Bank of America (33) $89,874,195 191.70%
BMW (31) $90,745,600 175.80%
Procter & Gamble (22) $118,465,086 159.70%
Nissan (12) $160,993,935 105.90%
AT&T Mobility (1) $366,313,812 102.80%
SMALLEST INCREASE; DECREASE
Lilly Icos (39) $75,084,906 2.30%
Southwest Airlines (15) $131,300,672 2.00%
MillerCoors (8) $214,447,797 -5.40%
Sprint (10) $179,083,297 -10.60%
Pfizer (30) $97,108,680 -25.00%

Note: Comparative information on General Electric (49) from 2009 was not available. Ranking also does not include sports leagues or properties
Ranked by percentage of total
ad spending dedicated to sports

TOP FIVE COMPANIES/BRANDS
COMPANY/
BRAND (RANK) 2010 SPORTS
AD SPENDING % OF AD
SPENDING
DEDICATED
TO SPORTS
Nike (43) $67,784,867 91.50%
Anheuser-Busch (2) $356,205,906 80.80%
MillerCoors (8) $214,447,797 75.30%
Southwest Airlines (15) $131,300,672 72.90%
E*Trade Securities(44) $67,655,688 68.50%
COMPANIES/BRANDS RANKED 46-50
Pfizer (30) $97,108,680 20.20%
Paramount Pictures (50) $57,051,469 20.00%
Honda (29) $99,909,714 18.80%
AT&T Inc. (48) $63,149,543 14.40%
Procter & Gamble (22) $118,465,086 6.50%

Note: Does not include spending by sports leagues or properties.
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