Marketing and Sponsorship

Nike releases new Emma Raducanu ad ahead of Australian Open

Nike and British tennis player Emma Raducanu have launched an "edgy -- and somewhat cryptic" -- major new ad ahead of her first grand slam appearance since winning U.S. Open last fall, according to Jeremy Wilson of the London TELEGRAPH. The striking 21-second clip, which has appeared overnight across all of Raducanu's social media platforms, "shows her trading a series of shots with large white words looming across an all-black background." The chosen words, all in capitals, are "DISTRACTED. PERFECT. FLUKE. FLAWLESS. ONE-HIT WONDER." They clearly "represent the extremes of opinion that have followed her." For all the contrasting words in the background, the advert still emphasizes the "power, grace, timing and athleticism of Raducanu's tennis." The twist is that, following a series of beautifully executed stokes, Raducanu "loses the point after lunging for a meek and mistimed forehand." The spot then switches to the next point and, with Raducanu "looking supremely focused as she waits to again receive serve, closes with the words 'World Off. Game On'" (London TELEGRAPH, 1/14).

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

SBJ Morning Buzzcast: June 29, 2022

BioSteel makes a major move with the NHL, while the USFL looks for additional investors.

SBJ Unpacks: Thaddeus Young, NBA forward and venture capitalist

SBJ's Austin Karp posted up with NBA power forward Thaddeus Young. The 15-year veteran discussed his venture capital strategy, his investment in technology and much more.

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