Brand identity a reality in fantasy sports
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with proven success is that fantasy. sports and the fantasy sports ... baseball 25 years ago fantasy sports. has become big business. To be ...
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Brand identity a reality in fantasy sportsPage 1Article originally published on October 30 2006. To view SportsBusiness Journal online go to www.sportsbusinessjournal.com.Brand identity a reality in fantasy sportsIt has become routine for leading consumerbased businesses and marketing agencies to spend countless hours and dollars in search of ways to create consumer passion and loyalty around their products and brands. And why not? Developing and maintaining a strong brand identity can be the difference between a product or service evolving into an everyday life staple or passing by as a fad. What weve found here at Stats with proven success is that fantasy sports and the fantasy sports model ignite the passion interaction and most importantly the vast attention of a desirable demographic that activates brands. After firsthand branding successes with the likes of McDonalds Budweiser and American Idol Im convinced the fantasy model is not only the new wave of consumer brand activation but has staying power. For marketers there may be no better way of activating their brand than via a oneonone relationship with participants involved in an event that evokes their interest and passion.Since its earliest days as rotisserie baseball 25 years ago fantasy sports has become big business. To be exact it has become a $1.65 billion industry that includes such celebrity players as actor Michael J. Fox and rock n roller Meat Loaf. About 18 million Americans participated in sports fantasy games last year according to the Fantasy Sports Trade Association playing everything from fantasy NASCAR to fantasy bass fishing.Now leading consumerbased companies are learning to leverage their brands and interact with their customers using unique sports content and games. Further the fantasy model has seen its popularity extend outside of traditional sporting events. News entertainment and politics all have potential data points that present opportunity for the fantasy model. In essence anythi ...
Source: biz.stats.com
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