Marketing and Sponsorship

Grizzlies' Morant making mark in Memphis, brand on the rise

Grizzlies G Ja Morant's brand “now transcends Memphis,” and it “could be worth millions upon millions of dollars to Morant, to the team, and to the city,” according to Mark Giannotto of the Memphis COMMERCIAL APPEAL. The potential ramifications “might be unlike anything Memphis has experienced since Elvis Presley.” During the week of Jan. 9-15, Google user search for Morant’s name “reached its peak popularity” for the past 12 months, “jolting from 38% the week before to 100%.” Morant “had soared to second” among Western Conference guards in NBA All-Star voting. Morant already “had a growing portfolio” as a pitchman for corporate America, with "high-profile agreements" with companies like Nike, Bodyarmor and Hyperice, among others. He “starred in his first Nike ad campaign” this season, and “put a spotlight on Memphis" in the actual commercial. City records show he also “filmed a Bodyarmor commercial” in Memphis in December. Those opportunities are “likely to expand” for Morant. According to Navigate’s Senior VP/Analytics and Innovation Matt Balvanz, his search traffic online “is similar” to what Lakers’ F LeBron James “produced in his third season.” Balvanz: “The next few seasons could really dictate where this goes for him. The important thing is it has to be sustained for the corporate side to trust it and for the team value to settle in, to get the attendance, to get those season ticket renewals, to get the national audiences for NBA games. It builds and builds and builds" (Memphis COMMERCIAL APPEAL, 1/21).

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.

Shareable URL copied to clipboard!

Sorry, something went wrong with the copy but here is the link for you.