NBA Expands Into Hispanic Markets

The NBA has been into global expansion for awhile.  First, Europe's Eastern Bloc, then China, then South America.  But this year NBA is looking for expansion with in the US amongst Hispanic viewers.  Megan McCarty talks about the initiative below:

With the NBA starting in the next few days, its marketing initiatives are in full swing.  But it’s not just targeting the average NBA fan.  The NBA is trying to position itself within the fast growing U.S. Hispanic market.   Last year was the first attempt to try and target the Hispanic sports fan, and it resulted in a nine percent increase in its fan base.  These include increases in unique viewers, increase in overall viewership of television NBA games and startling increases in social media usage among Hispanics.   Because of the success of the program last year, the NBA is expanding its Hispanic marketing campaign, éne•bé•a.  This campaign includes an advertising campaign, an updated website, in-arena promotions, grassroots and community relation programs and different consumer products.  Here is more information on the NBA’s Hispanic marketing strategies.

 

This goes back to the discussion we had in class about the NBA positioning itself in the TNT market.  Our class thought that watching NBA games on TNT didn’t transfer back to watching TNT’s regular programming.  It seems to me that the NBA is trying to position itself within lots of different markets.  I don’t think that a brand as big as the NBA has a problem targeting so many different markets, but for a smaller brand, it might not be the best method.  A brand should be consistent, and too many conflicting target is not successful.

Mike Vick: Spokesperson?

It's just a matter time.  I think we all know that.  It has been proven many times that America is quick to forgive celebrity wrongdoings.  The reality is that our memory is even shorter if those celebrities are athletes who are performing at amazingly high levels.


Who would have thought just last year when the Philadelphia Eagles signed Michael Vick as a full time back up and a part time favor to Tony Dungy that halfway through this season Vick would be creating the kind of buzz that he is.  As Jonathan Merrill points out below, it's just a matter of time before this buzz is transferred to brands.  Now, if Tiger can just figure out his putting...

HE'S BACK

On Monday November 15, 2010 Michael Vick led the Philadelphia Eagles in a crushing victory against the Washington Redskins. In the last week sports media is buzzing about Vicks dominating performance and his reemergence as the leagues most talented offensive threat. Say what you want about his felony conviction, leadership, or inconsistent play, most would agree with me that he is the most exciting player in the league. I have always loved Mike Vick. 

I call him that because I heard him call himself that and I love it when athletes refer to themselves in first person. After seeing a recent poll conducted by ESPN regarding the best quarterback in the NFL, forty-eight states agreed that Mike Vick is the best. All this exposure and support for him makes me wonder when sponsors and endorsements will come knocking.  We all know how forgiving we are as a country and especially when the person is winning (i.e. A-rod). It is my prediction that in the near future Mike Vick will be approached by various brands and businesses that want a piece of his fandom. For a brand that has had a troubled past, could there be a better athlete to represent them in transferring their image? As a dog lover and owner, I could care less about his past and wish him the best of luck and success.