Here are some notable examples of sports marketing and PR:
MLB THE SHOW 2013
Terrific ad featuring Buster Posey.
RED BULL KING OF THE ROCK
Red Bull continually creates grass roots events to generate interest and attention. The events always reflect the Red Bull brand’s attitude. BDA client Rajon Rondo was the face of this event, allowing Red Bull to activate their endorsement deal with him.
COCA-COLA YAO/LEBRON TVC
Coke went against the grain in 2008 with this spot. Many TOP Olympic partners focus on regional advertising, thinking that fans are rooting solely for their country during the Olympics. Sponsors produce ads that focus on nationalist sentiment. But Coke instead focused on sports as a means to bridge cultural gaps. I think they hit a home run with this spot.
APS NASH CAMPAIGN
APS is an Arizona based power company that utilized its Suns sponsorship and Steve Nash endorsement deals to reduce consumption in the market. A very effective campaign with clear, measurable goals. APS wanted to encourage customers to reduce consumption, and give the brand a trustworthy and credible spokesman to personify the brand. The results were spectacular.
APPLE: YAO & MINI ME
Everyone knows Yao is tall. But Apple used his height in a very creative execution. His height is obvious, so they don’t overplay it. The spot is mostly close ups. With no dialogue, Apple captures a charming moment and lets the viewer do the thinking. Yes the ad is about a big computer and a small computer. But it’s more than that. They’re saying they have a laptop for everyone. Charming, subtle, perfect.
VITAMIN WATER: STEVE NASH
Steve has established himself (through this series of ads as well as others) as a serious filmmaker. Steve’s reputation as a selfless individual and his willingness to poke fun at himself puts the ad over the top.