Sports marketing

The famous surf brand, and the leader in wetsuit market since 1969, Rip Curl, invent a new original wetsuit. The special feature is, there is batteries which warm up the body during your surf session. This system allow to surf much time in cold water. This is a revolution, thanks to H Bomb, you can surf in Artic Circle!!.

Tom Curren (3x World Champion) and Mick Fanning (World Champion 2007) sponsorised by Rip Curl test this wetsuit, for ad and to promote this product all around the world.This product is a result after 3 years of development, for example they searched if there is an attraction for sharks by electric batteries.

The system works with batteries implanted in the wetsuit, and when it is cold, you can just press over the batteries to warm up you. A lithium-ion battery is used to heat fibre elements that warm seawater circulating inside the suit. Now, the problem is the price, around 1000 euros, whereas the average for an other wetsuit is 300 euros. But, reserch and development cost a price! For me, customer, it is so expensive for the moment, but for the future with reducing costs, the price could decrease.

To conclude, this wetsuit is a revolution because others places and spots will be discover in the Artic Circle for example, and surfing in Le Havre in the winter will be easy!!

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To see the video and the the Rip Curl site :http://www.ripcurl.eu/index.php?hbomb

This article deals with the famous brand of sport energy drink: PowerAde. After Coca Zero with zero calorie; the brand PowerAde which is member of the huge Coca Cola group has invented a new drink without calorie. But, there is a problem in this story. Gatorade, the Pepsi ‘s brand, the main competitor of Coca Cola has marketed a same product without calorie the G2. Venus Williams promoted PowerAde to increase sells and to overtake G2 with a tastier product than PowerAde Zero, but with a less maket presence (8% of all sports-drink sales).

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by http://sportsbusinessdigest.com

For all of you health conscious exercisers who are looking to replenish your electrolytes without all of the calories, you now have a choice. PowerAde Zero. Besides a choice, you also have a voice, erm, in the form of a spokeswoman; Venus Williams! From USA Today,

“PowerAde offers carbohydrates for those with intense workouts,” says Matt Kahn, vice president of marketing. “But there’s a whole group of calorie-conscious gymgoers. This is the first major brand to give hydration and electrolytes with zero calories.”

Tennis star Venus Williams will endorse the drink in print ads next week. Other ads in Us Weekly and Men’s Health will tout its zero calories vs. Gatorade products by showing calories per 8 ounces: 50 for Gatorade, 25 for G2 and 10 for flavored Propel Fitness Water.

My goodness. You know, I’ll never understand advertising for sports drinks. At least with Coke and Pepsi, you’re basically just getting a celebrity and making a commercial for your product…but sports drinks? A 25 calorie difference per 8 ounces between G2 and PowerAde Zero? I assume there has been research done that shows the calorie difference is a selling point, but if a majority of America is like me (which I think it is, in this case), if you drink PowerAde Zero over G2 it will be because of the taste.

As for Venus Williams, this is just another endorsement in the long line of successful endorsement deals. She signed the richest female endorsement deal with Reebok in 2003, has co-written a book with her sister, Serena, and has or has had endorsement deals with Wrigleys, Avon, Puma, and Nike among others. She also has her own clothing line, Eleven, which is featured on her personal website.

Obviously, it seems like PowerAde Zero is in good hands with Venus, and thankfully so, according to the USA Today article,

Volume for PowerAde’s line, which has 19% of the sports-drink market, slid 1.5% in the first quarter, according to trade publication Beverage Digest, while volume for all sports drinks grew 1.3% and Gatorade rose 2%. Reduced-calorie G2 has been out just four months and already has captured 8% of all sports-drink sales.

Guess I’ll have to go give it a try. G2 tastes pretty good though, so PowerAde Zero has its work cut out for itself.

USA Today: PowerAde’s zero-calorie sports drink takes on Gatorade

  This article deals with the presence of the big famous brand in China : Coca Cola. According to  a marketing study, the reputation of Coca Cola increases (31.70% to 51.8 percent of respondents mentioned the brand spontaneously). It explains about the sponsorhip of Coca in the last Olympics Games in China and the image promoted by athletes. Furthermore, Coca Cola increases more than others brands like Adidas or Nike during the same period. The empire of Coca Cola is absolutely spreaded out, everywhere and for a long time.

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By TRIPP MICKLE
Staff writer

No company made greater strides with its Olympic marketing than Coca-Cola, according to a study by marketing firm R3 and CSM Media Research.

Face-to-face interviews with 1,500 Chinese consumers in 10 cities in that country after the Beijing Games revealed that 51.8 percent of respondents mentioned the brand spontaneously, and each person recalled an average of 2.3 Coke promotions. The most recent survey was conducted from Aug. 25 to Sept. 10 and was the latest in a series of studies that began in June 2006.

“Coca-Cola leveraged all of its assets, experience and stars in the most compelling way with the greatest consistency and they have reaped not only rewards in our study but in the marketplace with increased preference and volume,” R3 Principal Greg Paull said in a statement.

Coca-Cola and Yao Ming were tops in China.	Who Hit It Big In China?
	Top 5 brands	April, 30 2007*	Sept. 10, 2008*
	Coca-Cola	31.70%	51.80%
	Yili	13.90%	29.30%
	Lenovo	11.50%	19.90%
	Li-Ning	16.30%	19.10%
	Adidas	24.10%	18.60%
	Top 5 sports stars	Before Aug. 8	After Aug. 24
	Yao Ming (basketball)	61.80%	54.20%
	Liu Xiang (track)	58.10%	48.50%
	Guo Jingjing (diving)	11.40%	40.20%
	Zhang Yining (table tennis)	13.70%	13.70%
	Michael Phelps (swimming)	0.00%	10.80%
* Study end dates Sources: R3, CSM Media Research

Between July 2007 and October 2008, Coke saw the number of people who mentioned the brand spontaneously in the study rise from 31.7 percent of respondents to 51.8 percent. Others who saw increased awareness over the same period included Chinese dairy brand Yili and computer maker Lenovo.

In the highly competitive sports apparel category, Chinese company Li-Ning pulled ahead of Nike and Adidas in awareness. Its gains were driven in part by the company’s outfitting of the Chinese gymnastics team, which won both men’s and women’s team competitions. That helped increase awareness of the brand from 8.4 percent in a study completed before the Games to 19.1 percent afterward.

The study also analyzed which athletes attracted the most attention from Chinese consumers during the Games by asking the question: “Can you tell me which sports stars you paid attention to recently?”

While Yao Ming remained the most popular athlete among respondents, both he and Liu Xiang, the Chinese hurdler who withdrew from competition, suffered declines in awareness among respondents. Diver Guo Jingjing was the most popular female athlete, jumping from 11.4 percent awareness before the Games to 40.2 percent afterward.

The study also highlights how Michael Phelps’ success in Beijing caught the attention of the country. After not having a single respondent name him in studies between October 2007 and Aug. 7, 2008, 10.8 percent of respondents named him this time. Kobe Bryant also was popular, with 6 percent of respondents naming him.

This text deals with the loan to the famous midfield Beckham to the AC Milan for 3 months. The reason is that the american soccer season will be finish, and for the physical entertainment, Beckham has to keep it to be on the top for the next world cup in 2010, in South Africa. Because, Beckham is a little old for a soccer player (33), and it will be important for his place in the England team. Furthermore, I ‘ve read on the french sport magazine Equipe, that this loan will gain 14 millions of Euros for AC Milan, with shirts saling and Ac Milan decided recruit him for its image around

the world. Now, we can hope that Beckham will play for AC Milan, because in this team, there are many midfields, and last year, this situation was the same in England team of Arsenal, and David Beckham didn’t play.

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David Beckham will join AC Milan in January on a three-month loan from the Los Angeles Galaxy to maintain his fitness and prolong his England career.

The former England captain’s brief Serie A career will begin Jan. 7, but he will rejoin his Galaxy teammates in March.

Milan vice president Adriano Galliani said an agreement was reached Thursday with Beckham’s lawyers, although a contract is still to be written.

The 33-year-old midfielder is eager to play in Europe during the MLS offseason to remain fit and available for selection for England, which plays an exhibition at Germany on Nov. 19 before World Cup 2010 qualifying resumes in March.

“What motivates any top-level footballer is the fact that playing for your national team is the greatest honor and having the potential to play in another World Cup is what every player dreams about,” Galaxy coach Bruce Arena told British broadcaster Sky Sports News. “This is what really motivates him.”

Beckham is one appearance away from matching the record 108 for an outfield player — held by 1966 World Cup-winning captain Bobby Moore. Goalkeeper Peter Shilton holds the overall England record of 125.

“Milan has made a good acquisition,” said England manager Fabio Capello, who also coached Beckham at Real Madrid. “In Madrid, I dropped him from the team because he signed with Los Angeles. But he continued to come and train and I put him back on the team.”

Beckham will likely undergo medical tests Dec. 20 and be introduced a day later, when the club will unveil his jersey number. He is set to travel with Milan to Dubai for a midwinter training camp, which includes an exhibition.

Beckham’s first competitive game for Milan could come in the capital against AS Roma on Jan. 11.

He will become the first English player to play for the club since 1987, when Ray Wilkins and Mark Hateley left the club.

Beckham will join a stellar midfield at the San Siro, including Italy’s World Cup champions Andrea Pirlo and Gennaro Gattuso, plus Massimo Ambrosini, Mathieu Flamini and Clarence Seedorf.

During the last MLS offseason, Beckham trained with Arsenal to keep fit, but did not play for the English Premier League club.

Beckham starred for Manchester United and Real Madrid before joining the Galaxy in January 2007 in a five-year deal.

After resigning the England captaincy following the 2006 World Cup, Beckham was briefly dropped.

http://www.beckham-magazine.com

  This article deals with incomes in sports like football. It’ s interesting to know incomes the huge sport market and his consequences in terms of media and sponsoring.

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Those of us who follow the collision of celebrity, sports and business are doomed to an endless stream of statistics. Tiger Woods earned $87 million from endorsements last year, $48 million more than Phil Mickelson, golf’s next-highest earner. Manchester United’s merchandise revenue was $23.6 million, more than any other team in England’s Premiership. Walt Disney’s ESPN charges an average monthly subscription fee of $3.26, by far the highest rate of any U.S. basic cable channel.The 2007 Super Bowl generated $2.6 million per 30-second television commercial, the highest rate in sports history.

But what do these numbers tell us about the brand value attached to these athletes, teams, businesses and sporting events, exactly? After all, it is their brand value–the image that has been etched in our minds over time when we hear these names–that best measures their power in the world of sports, their ranking among peers.

Properly calibrated, the numbers tell us that Tiger Woods is the most valuable brand among athletes, worth $64 million. The name Manchester United, valued at $351 million, is first among teams. The ESPN brand is worth $7.5 billion and is No. 1 among sports businesses. The Super Bowl, which produced $336 million in revenue, is the richest sporting event brand.

   This video talks about the return of Lance Amstrong in cycling. He wants to win an other time the Tour De France. But, some people say that ‘s not “great for cycling” because he is suspected about taking drugs in his victory in 1999. The return could damage the image of cycling.

http://news.bbc.co.uk/sport1/hi/other_sports/cycling/7634360.stm

I would like creating a sport blog, because sport represents my passion. Further more, I would like working in the future in marketing, that’s why I ‘ve chosen sport’s marketing blog.

Sport is my life, sport is your life

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