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Posts Tagged ‘New York Yankees’

Derek Jeter at Press Conference: ‘I Didn’t Want This to Be a Press Conference’

Earlier this week we shared a post on media relations lessons learned from the Yankees’ Derek Jeter, so of course we wanted to see what he would say at his “press conference” yesterday.

We weren’t disappointed. Our key takeaway: he really doesn’t like giving press conferences and tries to keep his quotes as simple and stereotypical as possible. We love his stubborn refusal to play the role reporters want him to play.

Check out his response at approximately 19:20 when the reporter asks him how he feels about being compared to past Yankees greats:

Things we learned: some wise souls advised Jeter to delay the announcement.

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Derek Jeter Wants You to Pay Attention to Him One Last Time


Oh hi.

One thing is clear this Valentine’s Day: Derek Jeter loves the attention—and so do the products he will help promote.

The New York Yankees veteran/endorsement machine’s announcement (via Facebook) that the coming season would be his last was really the beginning of what looks to be an exhausting marketing campaign that should serve as a model for future sports stars planning to hang up their cleats.

This will go well beyond t-shirts and posters.

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A-Rod Follows Lance Armstrong and Takes the Easy Way Out

How much do you love me? A couple of months ago we gave Yankees slugger/celebrity boyfriend/yacht enthusiast Alex Rodriguez some totally unsolicited advice about the best way to deal with the steroid controversy threatening to ruin his already soiled career.

Now we have to wonder whether A-Rod even read our little blog post, because we’ve seen a glimpse of his role model and it looks a whole lot like pre-Oprah Lance Armstrong.

He decided to turn the tables on his accusers by filing suit against both Major League Baseball for “slandering” him with a world-record 211 game suspension and his team’s physician for “misdiagnosing” a hip injury in an attempt to prevent him from playing.

That’s a devilishly brilliant and completely unbelievable scheme right there.

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What A-Rod Should (But Probably Won’t) Do

Today in Ridiculously Overpaid Athletes Are People Too news, New York Yankees third baseman Alex Rodriguez is the latest beefed-up domino to fall in baseball’s ongoing steroid scandal. MLB commissioner Bud Selig decided to make an example of “Captain Rodriguez” with the longest suspension in the history of America’s Pastime.

The MLB Players Association appealed the decision on behalf of A-Rod, who is the only one of the 13 accused players to fight his suspension. Quite telling that the other 12 immediately ‘fessed up, isn’t it? The ensuing legal back-and-forth ensures that he will be able to wear a Yankees uniform for the rest of the season (which won’t last very long, considering the Bronx Bombers’ current 56-55 record).

PR to the rescue! According to The USA Today, Berk Communications President and “A-Fraud” publicist Ron Berkowitz posted a since-deleted tweet on Tuesday that read a little, shall we say, combative.

Hello Chicago!!! Lets do this!!! #fighting

—   Ron Berkowitz (@ronberk1) August 5, 2013

What was that all about? Well, in what one reporter called “an exceptional lack of self awareness,” A-Rod told the media “I’m fighting for my life,” strongly implying that Major League Baseball has it in for him. Poor guy.

So what will he do? And what should he do?

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Jay-Z’s Newest Gig: Big-Name Sports Agent or Marketing Man?

Jay-ZYou may have heard something about Shawn “Jay-Z” Carter’s decision to expand his business empire into the world of sports management and PR. You may have also heard about the newly-founded Roc Nation Sports‘s first big win — swiping New York Yankees all-star Robinson Cano from Scott Boras, the most powerful agent in baseball. Makes for a nice press release, doesn’t it?

This is all well and good, but it raises a question: what, exactly, is Jay-Z’s role in this venture? Is he really a sports rep, or is he just doing his usual thing as master of promotional initiatives?

Something tells us that this latest story is closer to Carter’s relationship with the Brooklyn Nets than the traditional sports rep game. While the Nets paraded the rapper/mogul in front of any media outlet that would listen in 2012 (aka all of them), hyping his managerial skills and his participation in the team’s logo and jersey design, Jay-Z ‘s responsibilities within the organization are minimal. He owns a tiny share of the property, and the part he played in the Nets’ debut clearly had a lot more to do with getting press coverage than actively guiding operations.

(On a side note, we find it a little curious that Jay chose to slam the very media that fawned over him for “diminishing” his stake in the Nets.)

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StubHub and Major League Baseball Fight the Free Market

Though most of Major League Baseball (MLB) will retain its relationship with online ticket site StubHub, the New York Yankees, the Chicago Cubs and the Los Angeles Angles of Anaheim are pursuing alternative platforms for fans to resell extra tickets.

On the surface, the StubHub arrangement sounds like a great deal for all involved. After all, if everyone profits from the sale of a single ticket, what could be better than selling that same ticket a second time?

Every time a ticketholder sells a ticket on StubHub, the company takes 23 percent of the transaction and gives MLB more than half of the windfall. That adds up to the tune of $60 million a year for MLB–and StubHub can promote its services on the hallowed real estate of MLB teams’ official websites. The arrangement appears bulletproof.

Except for one thing: The fans, especially season ticket holders who are dedicated, passionate and loyal to their teams—both emotionally and financially. They’re getting screwed.

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Five Sports Marketing and PR Trends

The New York Yankees continued their winning trend by sweeping the Toronto Blue Jays this week

“Sports marketing began in the 1970s as ‘CEOtainment’, according to Shawn McBride, SVP at Ketchum Sports & Entertainment. “[It was] an excuse for corporate executives to socialize at sports events, but the dynamics have changed a lot since that time.” McBride and Brian Calka, director of corporate sales and sponsorship for the New York Yankees, discussed the industry’s growing trends and challenges at a New York AMA / American Marketing Association event Tuesday.

  • The cult of the celebrity is on the rise for sports brands. Since sports and entertainment are so intertwined, this phenomenon takes many forms. McBride cited the celebrity softball game in Kansas City and Calka mentioned the rock concerts that Yankee stadium has hosted in recent years. He added ”The Yankees also want to get entertainers to do the roll call for the bleacher creatures and we’re making more of an effort to highlight the stars in the crowd at the games.”

  • CSR/Corporate Social Responsibility is more highly associated with sports brands now. A well-known example for the Yankees is Hope Week, Calka noted. “It represents a chance for the players to give back to the local community, and other baseball teams now are beginning to establish their own Hope Weeks.”

  • The fan experience is front and center. “Since the customer is in charge, the challenge is to retain the fan base and meet their needs,” McBride observed. “Many fans now may prefer to watch from the comfort of their hi-tech homes.” Teams from hot urban locations with heavy traffic, such as Tampa Bay and Miami, have a hard time attracting fans in person, so teams like the Miami Marlins have built state-of-the-art stadiums. Customer service is a key part of the fans’ experience, and Calka said “the Yankees’ customer service is modeled after Disney and  Ritz Carlton. For example, we’ve added brand ambassadors at the stadium carrying signs asking whether they can help.”

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