Sports Is An Entertainment Product That Content Helps Sell

Entertainment brands are on the forefront of seeing themselves as creators of content. For marketing pros in this sector, it’s native territory. Mike Stevens, chief marketing officer for the New York Giants, is such a creature.
According to Ad Age, the New York Giants and Fox Television’s two New York stations are forming a new content and distribution partnership.
The deal calls for the Giants’ new entertainment division to air programs and news segments exclusively on Fox-owned stations, which already carry the rights to most of the team’s regular season games.
The programming, created by the Giants, will be diverse, including the expected range of pre- and post-game shows, but also entertainment- and lifestyle-oriented fare to appeal to a demographic wider than its normal sports base.
Stevens said that because the team already controls its radio production and sales, the close partnership with Fox’s stations makes it one of the most streamlined ad buys in all of sports.
“We want to almost be viewed as an agency,” said Mr. Stevens.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.