After reviewing these two articles and drawing on my sports marketing expertise developed in the Northwestern Medill IMC program, I have three action items you need to consider when developing your marketing strategies as a brand manager of the actors here involved:
- Set a goal that transcends the jersey - As a brand manager from the sponsor side, you must think about what you want to achieve by buying a space in a jersey. That Engagement Strategy might not be well rewarded if not followed by a thorough IMC plan.
- Match brands and team positionings - As a team brand manager, think what´s the price to have a sponsor on your shirt. You might want to be picky and choose one which stands for the same values as your team and deliver consistency to your devoted fans.
- Take care of your league - The marketing division of the NBA must take care of their league, establish homogenous criteria for sponsors and teams to not affect the league´s image as a whole.
In sum, the league is opening a door for sponsors to have a bigger presence in the NBA. For the first time in its history, the league will have branded shirts, and this new scenario compels all actors involved to think clearly and strategically of how to deal with it to have benefits for all.
Manuel Altomonte| @manualtoIMC
About the author:
Candidate, Integrated Marketing Communications at Medill (Northwestern University, Chicago IL). I have work experience in corporate communications and marketing, development and management of communication platforms and digital marketing. I enjoy team-work to find creative solutions to challenges.