David Beckham gets his kit off for a different kind of Football

This post really needs no introduction. Other than to say H&M are likely to have the most-watched Super Bowl ad this year in terms of female demographics. By a LONG chalk.
 

In search of the greatest sports marketing moment

(c) NFL / Getty Images

It’s not often that I will post about work-related content here, but the latest debate raging over on Synergy’s blog is actually pretty thought-provoking (well, for those in the sports industry at least).

Any sports fans out there remember when Twenty20 was first ‘invented’? Or when Nike burst onto the scene helping Michael Jordan hit his jump shot? Or even, for the veteran fans amongst you, when NFL was first broadcast on our TV screens?

Well, whatever you think the biggest moment was, Synergy wants to hear about it. We’ve started a bit of a debate going by naming an initial top 12 (below), but we’re a friendly, modest bunch and open to suggestions of things we’ve missed. Have a look at the below, and let us know what you think by commenting on the original blog post here.

And eventually we’ll put up a poll and get to the official #1. But only with your help. So what’s it to be? Let us know…

1. 1960 – a promising American golfer called Arnold Palmer shook hands over a representation deal with his friend and Yale law grad, Mark McCormack. This handshake was the start of IMG and birth of modern sports marketing.
2. 1968 – After the NFL and AFL merged in 1966 the first two championship games between the two winners were called, snappily, the NFL-AFL World Championship. KC Chiefs owner Lamar Hunt then came up with the term Super Bowl for the game after seeing his grandson playing with a Super Ball, (a densely elasticated ball) and a global phenomenon was born.
3. 1976 – already prevalent abroad, Kettering Town became the first British football club to have a sponsor on its shirt – the deal may only have lasted four games but it changed the rules in the UK. The forward thinking brand? Kettering Tyres.
4. 1978 – Horst Dassler and Patrick Nally created a sponsorship model for world events starting with The FIFA World Cup that other rights holders have followed ever since.
5. 1978 – Bernie Ecclestone became chief executive of the Formula One Constructors Association (FOCA) which culminated in Ecclestone securing the right for FOCA to negotiate television contracts turning F1 into the global financial phenomenon it is today.
6. 1979 – Jack Nicklaus argues successfully for the inclusion of European (rather than just British) players in the Ryder Cup. This turned a struggling, one-sided tournament into what is today probably the most significant global event in golf.
7. 1981 – the first major PPV boxing match between Sugar Ray Leonard and Thomas Hearns was screened by Viacom Cablevision, the event sold over 50% of its subscribers for the fight and a new form of sports viewing was born.
8. 1984 – Nike, a struggling sports shoe company, signed rookie Michael Jordan and created the first shoe named after a player – The Air Jordan.
9. 1985 – Michael Payne restructured the IOC Marketing Programme creating TOPs – the building block of the most lucrative sponsorship format in the world.
10. 1992 – The English First Division clubs resigned en-masse from the Football League and formed the Premier League which is now the most watched and most lucrative football league in the world with the format copied across the globe.
11. 1995 – The first ever Extreme Games (later changed to X Games) was held with the backing of ESPN – it catapulted fringe sports into the mainstream, bringing with it vast corporate investment.
12. 2003 – The ECB introduced the world to Twenty20 Cricket via the Twenty20 Cup between counties, the mould breaking game has gone on to be adopted across the globe with IPL changing the financial face of the sport.

In defence of cheerleading

It is no secret to this blog that I’m a big advocate of cheerleading. As a former cheerleader myself – in support of our American football team at University, and competitively in London squads for the three years following – this is perhaps no surprise. I don’t pretend to offer an unbiased viewpoint, but I do hope to offer an informed one.

Long-standing has been the debate over whether cheerleading can be deemed a ‘sport’. Yesterday, in a strongly voiced opinion piece for The Guardian, Victoria Coren (daughter of Alan, brother of Giles, star poker-player and one-time porn star) made her position on the point crystal clear. She’s entitled to her opinion, but I wanted to respond – if only to expand on the rantings from many a disgruntled cheerleader who posted some of the 300+ comments in response to the original piece.

What provoked Coren’s opinions was a news story that ran two weeks ago, presenting the latest statistics that show cheerleading has become the fastest growing physical activity picked up by school P.E. departments across the UK. In a nation of growing obesity, where the inactivity of our children regularly hits the headlines, one would think the discovery of a discipline that engages children in this way would be celebrated. Apparently not.

(c) Ascension Eagles Cheerleaders

For me, focusing on the sport question tends to overlook the inherent values of the discipline, but more on that later. For now, let’s entertain the harshest critics for a moment and deal with the debate at hand, which requires two distinct definitions: firstly, which section of cheerleading is being referred to and secondly, the definition of sport being put forward.

Let’s talk about sport for a moment. The Olympics, generally considered the ultimate global representation of sporting excellence, makes a discernment between sports (a single or group of sports represented by an international federation) and disciplines (multiple events that can fall under the same sporting umbrella). Thus Aquatics is a sport, fielding activities in the disciplines, swimming, diving, synchronised swimming and water polo.

Now, don’t mistake me here, I am not for one moment purporting that cheerleading should be made an Olympic sport (or, for that matter, convinced that synchronized swimming should be classed as such either). But take a closer look at the IOC’s catalogue and you will find that not only is Gymnastics and its three disciplines (artistic, rhythmic and trampoline) on the official list of Olympic sports, but that ‘Dance Sport’, while not included in the Olympic program is fully recognized by the IOC and therefore could be added to the Olympic program at any given time if sufficiently supported by IOC membership vote.

What I am certain of is that competitive cheerleading represents the ultimate combination of Dance Sport and Gymnastics (artistic, rhythmic and, given the impact of a sprung floor on which all competitions are held, arguably trampoline). Just take a look at the most recent World Championship holders (for the fourth year in a row) and see if you disagree:

And this brings us to our second definition – what sector of cheerleading are we considering here? The competitive squads like the Stingray Allstars are a different kettle of fish entirely to the NFL dancer cheerleaders who bring glitz and sizzle to the football sidelines every Sunday and Monday night. But both have their value – on and off the field of performance. The point of the NFL girls on game day is to entertain the crowd – by their own admission they are first and foremost dancers – and do not enter into the gymnastic stunts of competitive cheer.

However, not even NFL cheerleaders should be cast aside with the aspersions so forthcoming from Ms. Coren in yesterday’s unfounded diatribe against cheerleaders the world over. NFL cheerleaders are a combined force of college students and professionals who give up their evenings, weekends and annual holidays to support their football team, fundraise for charity events, promote local businesses, teach cheer camps to local kids, entertain the forces abroad and promote their game around the world. Quite apart from the commitment to honed athleticism and the upkeep of physical excellence that is required to keep their appearance and performance up to the standard required.

NFL cheerleaders, New Orleans' Saintsations, visit Kandahar Airfield in 2009

Whether their activities combined could be deemed a sport? Even I find that hard to argue. But to focus solely on the ‘ass-shaking’ of their poms in scantily clad costumes and over-sexualised dance numbers, is an easy observation to make, but is also a crass devaluation of their role and responsibilities.

But when it comes to the competitive cheerleading that I know so well, it is an entirely different story. It is a form of cheerleading that, sadly, seems to have escaped the research of Ms. Coren. I have seen firsthand this incredible discipline inspire thousands of youngsters to dedicate years of their lives to routines that display such athletic excellence – in the quite astonishing synchronisation of gymnastics and dance – that arguing the case for it to be classed a sport is, frankly, a pretty easy task.

Of course, British sensationalist press, the narrow-minded opinions formed from limited exposure to American high-school movies and a British viewpoint partial to condescension of our American cousins for their brash lack of culture means it is all too easy to make the ‘boots and hot pants’ picture the prevailing image of the cheer world. There follows the outrage of parents who (rightly so) find the concept of their child being taught to shake their booty in hotpants and boots quite horrendous. As would I, were that what was being taught in schools. Obviously, it isn’t.

And therein lies the problem, wrought by stereotype and informed by press exposure of the most commonly portrayed ‘cheerleader’ – that we overlook the athletic, competitive form that can indeed be classed as a sport.

Were these folks to turn up to any one of the several weekly training sessions of a UK cheer squad – national champions AEC a primary case in point – they would see a rather different world. Children who happily sacrifice listless evenings in front of the TV, weekends at the local park with friends; not to mention their adult coaching staff who volunteer their own spare time to inspire them – all in the name of athletic excellence.

AEC were selected to perform at last year's NFL game at Wembley

Perhaps the solution is to take a lead from the IOC, deeming cheerleading as a whole to be a discipline, but discerning the divisions that fall within it – the sport, the competitive/gymnastic cheer (the likes of AEC and the Stingrays), and then the pom dance (the NFL variety) – a system of division that already effectively provides the structure for cheer competitions all over the country.

Cheerleading teaches them teamwork, trust and commitment and gives them a cause to focus on, learning that with enough dedication and practice, great outcomes can be achieved. And with this, combined with the tough athletic program that cheerleading requires, what more could we want to teach our kids?

• To find out more about UK cheerleading – in schools, universities and beyond – visit BCA, UKCA and Future Cheer.

• And head down to Trafalgar Square on 30th October to see the 49ers Gold Rush in action ahead of the NFL International Series at Wembley on 31st.
  

Tickled PINK by Victoria’s Secret’s new NFL range

Supermodels Behati Prinsloo and Candice Swanepoel stopped by the NFL Draft back in April to walk the red carpet and preview the new collection (thejetsetgirls.com)

Lingerie brand Victoria’s Secret today launches their take on NFL merchandise with a brand new collection from their PINK range.

The partnership sees two very different brands come together to provide the NFL’s female audience base with some cute apparel, bringing new customers to the VS PINK brand, and introducing NFL colours into the wardrobes of PINK customers all over the U.S. Everybody wins.

Forever a fan of the PINK VS range, and always on the look-out for cute girlified NFL wear, this was pretty exciting news for my Wednesday morning.

In turns out that two of the lovely VS Angels premiered a couple of pieces back in April, providing some welcome entertainment for the players and entourages in attendance at the NFL Draft at Radio City in New York. And today, the full collection launches online and in store.

The VS deal covers 13 teams from the NFL: Denver Broncos, Chicago Bears, Dallas Cowboys, Minnesota Vikings, New England Patriots, New York Giants, New York Jets, Oakland Raiders, Philadelphia Eagles, Pittsburgh Steelers, San Diego Chargers, Washington Redskins and Carolina Panthers.

The PINK brand has always had a huge presence in the social media space, with very active Twitter and Facebook portals, and they maximised the use of this yesterday in building buzz for the collection’s launch today. In a Draft-like fashion, each team that had been chosen as part of the range was unveiled gradually over the course of the day between 9am and 9pm, and announced with an image on the Facebook page. Each of the 13 images generated thousands of  ‘like’s and hundreds of comments.

As always, the brand is pretty difficult to purchase in the U.K. and I should imagine it is unlikely that the NFL collection will reach the few concessions that do retail over here. A shame, given the hard work that the NFL is doing to develop and grow its international fan-base. In recent years,VS has been able to offer international shipping (starting at $30 for UK customers) but you’re better off hitting up your U.S. buddies to do a bit of personal shopping on your behalf.

Though sadly, not one of our adopted NFL ‘home’ teams over here have had their franchise picked up. For the past 3 years, the big NFL party has come to London town in October offering us a regular season game at Wembley. This year is no different with the San Francisco 49ers generously offering us one of their home fixtures as they take on the Denver Broncos on October 31st. While VS PINK has developed the Bronco’s colours into their range, the 49ers were not included. Neither were the Dolphins, the Saints or the Bucs.

That aside, when the collection launches online later today, I will be first in line for a browse. Game on.

Washington Redskins jersey from the PINK NFL collection (c) 2010 Victoria's Secret PINK

The NFL rumour mill: The Who do Super Bowl XLIV

The unofficial word on the street today (or rather the New York Daily Post) is whispering that Brit rockers The Who will perform during halftime at this season’s Super Bowl in Miami on 7th February 2010.

The band, led by surviving members Pete Townshend and Roger Daltrey, are all set for the big NFL season finale, according to Sports Illustrated - accompanied by a typical SI Swimsuit Tori Praver rocking The Who‘s band t-shirt.

The NFL hasn’t confirmed the booking, saying only that, “When we have something to announce, we’ll announce it.”

But the choice of the renowned British rockers makes sense, since CBS uses Who songs as intros for all three of its “CSI” shows: “Who Are You” (“CSI”), “Baba O’Riley” (“CSI: NY”) and “Won’t Get Fooled Again” (“CSI: Miami”).

The NFL Super Bowl, which draws TV’s biggest annual audience, is traditionally a huge showcase for A-list acts during the halftime show.

In past years, the roster of performers has included Michael Jackson, Janet Jackson (and her infamous “wardrobe malfunction“), Paul McCartney, U2, The Rolling Stones, Prince and Bruce Springsteen.

CBS officials had no comment yesterday either. Sadly, despite having the inside track on Elton John at the Wembley game earlier this year, this one as it remains an unconfirmed unofficial rumour. Chances are that the official line will be announced during the Thanksgiving broadcasts in a couple of weeks’ time, so watch this space.

Perhaps though, this is a premonition that the Who Dats (otherwise known as the New Orleans Saints) might just make it all the way to the Super Bowl. Based on their form so far, it’s more than likely (plus we love them since they came to the UK last year, and won).

Who dat say dey gonna beat dem Saints? Well, err, maybe The Who.

The Official NFL Widget

Look what I added to the blog today? Now there’s no excuse for not keeping up with the latest NFL scores. Shame Sky Sports don’t have one here so that we can get the games displayed in UK time. Get on the case guys.

Sir Elton John takes to the NFL football field

While this isn’t exactly news to me (as we’d heard the Kraft rumblings of this from our buddies over at NFL UK a while ago) now it has made its way into mainstream press via a BBC exclusive, it seemed fair game to post about.

Legend of pop Elton John is apparently an ardent fan of NFL team, the New England Patriots (so much so that he is second only to the President in congratulatory phone calls following Super Bowl wins).

So the story goes, to celebrate the Pats taking to the hallowed Wembley turf on 25th October this year for their match-up against the Tampa Bay Buccaneers, Kraft has asked his old buddy Elt if he would act as honorary captain for the day. No play-calling involved (not even waterboy duties are required). Elt will instead show his support for the team by walking out with the personnel for the coin toss – a la Becky Adlington at last year’s UK fixture.

But as the BBC exclusive below shows – at least he already has his wardrobe choice sorted.

(Click to view the full interview with Robert Kraft - © BBC Online)

NFL Tampa Bay Buccaneers cheerleaders rock the UK

As part of the NFL Bucs cheer girls‘ UK tour this week, they dropped by three primary schools in three different cities to teach youngsters all about the sport.

The Bucs were over drumming up support for their team before they come back over on October 25th to host the New England Patriotsat Wembley – the third annual NFL match-up that the UK has seen in recent years.

As a former cheerleader, it was hugely rewarding to be able to set up these school camps, and show young kids first hand what cheerleading can bring. I was only given the opportunity at uni and I wished so much that squads had been active and available when I was little too.

 

But what was most heart-warming was Head Teacher of Newcastle’s Wingrove Primary, Denise Harland’s glowing endorsement of the girls when they came to visit the school – hopefully dispelling the renowned air-head myths surrounding the cheer community:

“It’s a great opportunity to have the cheerleaders come into the school and show the children a different side of sport. These girls are very fit, articulate and fun, and it’s gives our children an idea of what sport can offer. They need to see and experience as broad a range of activities as possible and are very fortunate to have been part of the Buccaneers tour.”

Bring it on.