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safferinamerica Michael GoldMan (@michaelmgoldman) On The Up – Young Lions Ascending the MArketing LAdder is an assistant Professor at the University of San Francisco in the USa and adjunct Faculty South African academic Michael Goldman at the University of Pretoria’s gordon Institute gives a marketing perspective from the US. of Business Science (gIBS) in Johannesburg. Marketing the world game Is it farewell to sports-mad America to PR’s babes, balloons and It’s referred to as the ‘Beautiful Game’ and is followed by over hot air? three-billion fans globally, but soccer’s growth has lagged Google takes a bite out of Apple behind home-grown pastimes in the US for decades. ECENT MaRkETINg STRaTEgIES Fox and Univision worth US$90-million a recent campaign included co- Up-and-coming public relations man Tebogo on this side of the atlantic, annually – a fve-fold increase on creating the club’s badge or logo with Ditshego has frm ideas about the future of Rhowever, hold renewed previous TV rights. Important to the their increasing number of ‘founding the PR industry in South Africa. Lisa Cloete promise for the future of the sport in continued growth of the game (and the fans’. In February the club launched the america.“What we’re bringing you is business of the game) was Stevenson’s #myNYCFC team badge generator tool, speaks to this forthright 29-year-old. the growth of a soccer nation.” This desire to broadcast matches “when kids inviting fans to submit shield ideas. Each is how gary Stevenson, the president who play soccer could watch them”. of the submitted crests then became a and managing director of Major League The deal sees consistent national pixel in a ‘badge of badges’ mosaic of the magIne the scenarIo: you’re can – in addition to Internet streaming implementation of csI projects for or Soccer’s Business Ventures started his scheduling of matches, including a new logo unveiled on March 20th after shooting a new television commercial of the live radio feed – be downloaded tambo International airport and the four-page presentation deck to sport weekly double-header on Sunday more than 100 000 fans voted for one of Ion behalf of a client. you’ve made to cellphones and was, until recently, national youth Development agency. broadcasters in mid-2013. evenings. Recognising the changing two professionally designed badges. an announcement on Facebook and broadcast via DstV’s satellite Recent data supports his optimism. demographics in the US, the Spanish- Understanding the need to tap into one of your team members is flming so television platform. Personal accolades a 2011 survey by broadcaster ESPN language Univision network will have its history and city identity, the winning that clips can be posted to youtube. you Ditshego himself has made use of the Forbes accolade is not the frst to ranked soccer as the second most own exclusive Friday night match. badge was inspired by the old NYC have stills ready for Instagram, while yet multiple platforms simultaneously in be bestowed on the youthful ceo. In popular sport for 12-24 year olds in Subway Token, which was used for another team member is posting regular his Pr work for clients. “our goal is to 2010, his freelance contributions to the US (behind american Football), 50 years as the standard fare for a tweets which may well be incorporated create Fomo – fear of missing out – newspapers like Business Day, Sunday while 40% of the TV audience for the The team has ride. a pentagon representing the fve into the press release that’s sent to whenever we host an event; creating Times and The Sowetan saw him named MLS professional league is under 34. boroughs of New York was incorporated journalists once shooting has wrapped. interest via twitter and youtube,” he one of south africa’s leading thinkers Facebook announced earlier this year been building its to reinforce the club’s connection to the Welcome to the brave new world of says. he believes this approach has in the latter publication. at the time, that the US had the second highest brand since 2013 entire city. the communications of the future, as been extremely successful, as the Ditshego was completing his honours in number of soccer fans on their platform a follow-up social media campaign envisaged by tebogo Ditshego, the 29-year- consultancy is frequently approached communications and media studies at at almost 50 million, with half of these used the hashtag #5boros1city to create old ceo of sandton-based Pr consultancy by journalists who were not at the the university of Johannesburg; a course tuning in to the fnal of the 2010 Fifa a citywide ‘New York City FC inspired’ Ditshego media and a man who has, events but, nevertheless, have had their selected because he saw public relations World Cup – up 44% on the 2006 fnal. One of the soccer brands likely photo contest. The photo entry to among other accolades, been named one interest piqued to the point that they as an opportunity to marry his skills in as John guppy, the founder of gilt to beneft from the new deal is New receive the most votes received on-feld of Forbes magazine’s 30 most Promising wish to provide post-event coverage. writing and public speaking. he later Edge Soccer Marketing told Bloomberg York City FC, an MLS expansion team credentials at a NYC FC game. These young entrepreneurs in africa. Perhaps it is the desire to move supplemented this qualifcation with a –Businessweek: “Millennials are jointly owned by the New York Yankees marketing activities have added some he adds that this scenario is very beyond traditional Pr mechanisms that certifcate in public relations, boosting the biggest driver of the sport right baseball team and English champions early momentum for a club hoping to much in the not-so-distant future, as has seen the fedgling Ditshego Media his practical experience while studying now … they are looking for their own Manchester City. The team, which will attract their fair share of New York’s convergence on this scale is already acquire such clients as Vodacom, the by taking posts within government identifcation … soccer fts that bill”. play its frst season in 2015, has been almost 20-million potential soccer fans. taking place. Look at CliffCentral.com read a Book sa community initiative, departments and Pr consultancies. Stevenson went on to negotiate an actively building its brand since its If the efforts prove successful in the as an example. the online radio initiative and cosmetic brands avon and Justine. several jobs later, with career eight-year broadcast deal with ESPN, launch in 2013. longer term, the payoff could be huge. by former 5Fm radio DJ gareth cliff the consultancy also assists with the highlights such as heading media >> strategicmarketing August–September 2014 6 6 32 August–September strategicmarketing 33 strategicmarketing August–September 2014 strategicmarketing August–September 2014