Competitive Edge is a weekly sports and entertainment marketing news service that highlights unique and relevant news throughout the school year. The questions provided for student discussion will help to create a bridge between industry strategies/trends and the topics you are covering in class.
There’s still a reason for the brick-and-mortar retail store to exist — it just has to take on a new, futuristic meaning. And to find the best example of how that’s being done look no further than Nike, which over the past few years has been trying to perfect the Read more…
While some felt the NCAA’s rule of allowing athletes to profit from their name, image and likeness (NIL) would create chaos, it is proving to be a positive change for athletes at Brigham Young University. Click here to read the story at si.com. Discussion Questions: What is NIL? Why do Read more…
Despite making moves to strengthen its omnichannel ecosystem, NBCU proved to be too fragmented in its coverage of the Tokyo Olympics, confusing consumers and leading to the broadcaster’s lowest-ever Olympics’ ratings. While viewership was forecast to be low due to the continued threat of COVID-19 and the lack of live Read more…
Paris Saint-Germain President Nasser Al-Khelaifi says the world will be “shocked” by the financial revenues generated by the club’s signing of global soccer superstar Lionel Messi. Messi signed a two-year deal with PSG, with an option for a third, that will net him an annual salary of $41 million plus Read more…
Alabama quarterback Bryce Young, who has yet to start a game in his young career, has already signed deals using his name, image and likeness that are worth more than $800,000, according to sources. However, Young has been presented — but has yet to accept — deals worth well in Read more…
In the original Space Jam, Michael Jordan and the Looney Tunes play basketball against a bunch of aliens to avoid the unthinkable fate of becoming attractions in an intergalactic theme park, forced to perform toothless versions of themselves for the amusement of paying customers. Jordan and the Tunes win that Read more…
Even after Toyota made waves earlier this week when it pulled Olympic ads from the Japanese market ahead of the 2020 Tokyo Games, many other advertisers say they still plan to compete. Despite a yearlong delay and more than a year of uncertainty during the Covid-19 pandemic, the Olympics continue Read more…
Tokyo 2020 athletes are cashing in on more personal sponsorship opportunities compared with past Games. Why it matters: Marketing deals are an important income stream for competitors, nearly 60% of whom say they are not financially stable. What they’re saying: Restrictions “unfairly hinder Olympians’ ability to monetize themselves at the Read more…
Welcome to Competitive Edge: Your Weekly Sports & Entertainment Marketing Current Events News Welcome SCC members and thank you for subscribing to Competitive Edge for the 2020-21 season! USING COMPETITIVE EDGE: Each week, we will post headlines highlighting creative and unique marketing campaigns. Articles with suggestion questions for students will Read more…
Corporate sponsors of the Tokyo Olympics have brought in marketing consultants to determine whether a direct association with the Games would damage their brands. According to people working directly with some of the 47 big sponsors of the Games, Japanese companies have asked advisers whether they should embrace the Olympic Read more…