2018 World’s Most Popular Athletes

Today, we will cite 2018 world’s most popular athletes according to ESPN’s most recent research. This is ESPN’s third annual report. And it comes with a funny video. As we noted last year in highlighting the 2017 report: “A number of athletes are celebrities and well-known around the globe. Why does matter from a marketing […]

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ESPN: Hopping on the Taylor Swift Bandwagon

Taylor Swift caused a social media sensation when she released her controversial new music video “Look What You Made Me Do.” At just one site, there were 112 million views in the first four days after the full video’s release.       Marketers have quickly chimed in with videos related to the song. For […]

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The Most Popular Athletes in the World

A number of athletes are celebrities and well-known around the globe. Why does matter from a marketing perspective? Companies pay huge endorsement fees to have these athletes promote their products — from sports equipment to sports apparel to energy drinks and to a whole lot more. There are many interesting questions in terms of the […]

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Is There Really Charity in Some Charities?

The good deeds of athletes and other celebrities — as well as the bad ones — are often publicized in the media (click here, for example). Through the sales of his Newman’s Own food products, the late actor Paul Newman was responsible for raising more than $320  million that was distributed to a wide variety […]

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Businessweek Calls ESPN the “Everywhere Sports Profit Network”

In a Businessweek cover story, Karl Taro Greenfeld, reports on ESPN’s ever-growing presence as a sports marketing behemoth: “The company‚Äôs revenues are growing at 9 percent a year, with a projected $8.2 billion in revenue in 2012, according to research firm SNL Kagan. Head count has doubled in the last seven years to 7,000 employees […]

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Television and Sports: A Marriage Made in Heaven

Whether it is the Olympics, the NFL, MLB, the NBA, soccer (the other football), NASCAR, or other events, sports programming remains extremely popular for TV networks (both broadcast and cable networks). As a result, sports leagues receive billions of dollars in rights fees each year. Why? Sporting events tend to be live, unscripted, popular, and […]

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How Does Sports Marketing Overcome the Taint of Bad Behavior?

Earlier this week, Chad Johnson (Ochocinco) landed in jail, was dropped by the NFL’s Miami Dolphins, had his wife of 41 days file for divorce, and lost his TV show on VH1 after allegations of domestic violence. Today, Major League Baseball announced the 50-game suspension of Melky Cabrera of the San Francisco Giants after he […]

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