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_      On January 11, 2007 David Beckham shocked the world by announcing he would be coming to America to play in the MLS. In a matter of days the LA Galaxy would sell seven thousand season tickets. The world consensus was that Beckham was washed up and he was heading across the pond to jump start a potential movie career in Hollywood. Why else would he go the MLS? Besides the whole world thinks the American “soccer” league is second rate, or worse. The former FIFA World Player of the Year and English National Team Capitan was committing the unthinkable, playing in the Yank’s league.

    Since his arrival in 2007 the expansion fee for an MLS franchise has quadrupled to 40 million. The value of an MLS team has taken off and promoting tickets to games is considerably easier. Media attention on the MLS has increased in the US. “Without him, the MLS would not be where it is today,” said Dan Garber, MLS Commissioner. “David Beckham’s Impact on the MLS can be measured in dollar signs,” said Kevin Baxter of the LA Times. David Beckham is the most marketable soccer player in the world. In fact a couple years ago when Jennifer Lopez was doing a public appearance bit for Pepsi and David Beckham showed up she mentioned how everyone in attendance stopped paying attention to her and flocked towards David Beckham as if she wasn’t even there.  Beckham has the distinction of being a rare individual who transcends sports and becomes a cultural symbol. He is recognized around the world as an icon, appearing in films or even just the film title. His family is even famous and the United Kingdom tabloids can’t get enough of him and his family.

    They rest of the world was wrong about Beckham being washed up. He won a title in the MLS during his final year in contract with the Galaxy and he helped solidify the MLS as a burgeoning league where foreign stars could come to America and still play the highest level of soccer. Ask Thierry Henry or Rafael Marquez, super stars in their own right, about how Beckham has helped promote the MLS to the rest of the world. The MLS may never be the same caliber of the European leagues but it has grown tremendously in stature since 2007 and stands a legitimate shot at being much more than a second rate league. If perception is reality than the perception of a worldwide icon like Beckham believing the MLS can be great is enough to cause the US and the world to re-think American soccer. One significant personality can make all the difference in marketing.

    Now that Beckham’s contract is up the European news has been buzzing about him making a return to a proper European club. Why would he dare sign in the MLS again since he is clearly not washed up, five years after they said he was? On January 18, 2012 they were wrong, again. David Beckham shocked the world once more, re-signing with the LA Galaxy.


*Appeared on GlovesOffSports*
 
 
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_         Tim Tebow, arguably the most talked about player all year in the NFL. You might have heard of him. He is kind of a big deal right now. John Elway was a little wishy-washy about him, and may still be, but appears to be really accepting of him now as the Bronco’s starting Quarterback. Hulk Hogan was even on ESPN hilariously ripping a Tebow jersey off himself while doing his shtick about Hulkamaniacs. Whether you hate him or love him he is certainly great for the NFL.

            In last weekend’s playoff game, Broncos vs Steelers, it was the highest TV rating for a First-Round game since 1988.  Really incredible for a Quarterback in his first year of starting and whose mechanics have been so scrutinized all year. Tebow has to be one of the most polarizing figures in pro sports right now and it’s not for being an obnoxious pre-madonna who is a problem in and out of the locker room. Not even close, in fact Tebow seems to be the real deal of the great guy and kind person that he comes off as. He also happens to be a marketer’s dream. He is currently working with Jockey, Nike, EA Sports and FRS Energy drinks. All of the free press you get having your product or team associated with Tebow is mind-numbing, plus you know the chances of him doing something unethical that may be indirectly attributed to your brand is very low. "As a marketer, you want somebody like that," said Darin David – Account Director at The Marketing Arm. "He doesn't have the same kind of negative backlash as other players. He is just so newsworthy right now that you would want to capitalize on that." 

            Each year the NFL releases the top selling jerseys and Tebow was an impressive number two behind Aaron Rodgers and in front of Drew Brees. It’s estimated by sports marketing guru Bob Dorfman that Tebow’s marketing income will increase to 3-5 million next year and maybe double if he keeps winning. This guy has not even done that much since he has been in the league and his jersey is better than a number of higher profile quarterbacks! Amazing. As Tebow is currently trending up it doesn’t appear that his image will take a hit in the near future and he will continue to be a very attractive option for marketing. Best of luck to a guy that plays hard and certainly seems to be an all around good person.

 


 
 
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_             There is a deafening roar in the stadium. A crescendo that has been building since the home team tied the game up with only 3 minutes left on the clock after coming back from 15 down. This rally has certainly been helped by the sixth man, the home crowd kicking their screaming and stomping into overdrive. On cue the away coach quickly calls a timeout to settle his team’s nerves and try to quiet the home crowd. A full timeout is a long time for a crowd and they often lose some of their momentum. So what were the top songs used by stadiums across the country to keep their fans in the game and active? Over the past week I have made some phone calls to a few colleagues and narrowed down a list of the most common songs that fans responded to from 2011. A lot of these are old standbys but are sure to keep the crowd in the face of the opposing team and make the away team’s timeout nothing more but fuel to the fire of an excited home crowd. In no particular order, here are the five most commonly successful momentum songs from 2011.

  • Zombie Nation – Kernkraft 400
This song is sure to get people chanting during the chorus, especially student sections. If possible, it is best to edit the earlier slower portion completely out so the crowd hears the good stuff as soon as the timeout is called.

  • The Hey Song (Rock and Roll Part 2) – Gary Glitter
Everyone has heard of this song. That’s part of why it is so successful, you don’t need to be a fanatic fan to know what to do when this song comes on. Fans of all ages know how to respond to this song and definitely get loud. Also, this song does have a slow intro and that should be edited out to keep the crowd loud and screaming “Hey!” right away.

  • We Will Rock You - Queen
Also, an old classic momentum song like The Hey Song, this song has been played in stadiums for years. Make sure to hold off on using this song in your stadium until the right moment. You’ll only get one shot with this song, make it count. Like the others, this should be edited to a point where the chorus is playing.

  • Seven Nation Army – White Stripes
Especially popular at football games, this song has a strong backbeat that tends to get a raucous crowd chanting along with it. Also, the slower intro to this song should be edited out.

  • The Fratellis – Chelsea Dagger
Chicago Blackhawks fans love this song. The chorus of this song always keeps the crowd on their feet and yelling along. If the chorus can be looped it’s the best way to do this song. Make sure to include the initial scream of the song in the track as well.

 
*Appeared on GlovesOffSports.com*