A Breakthrough for Role Players

For several years, The Sports Resource has recommended companies use non-superstar players for endorsements. Role players who excel in specific ways or possess unique traits can build brands at a much lower cost than superstars.

The news that Hawks guard Dahntay Jones signed a partnership deal last week demonstrates that companies are coming around to this concept. The 6-6 Jones sees just 12.4 minutes per game, but plays sensational defense.

With this approach in mind four years ago, we created a sample on Marreese Speights. What makes this a winning strategy for brands? 

1)      Many role players, such as Jones, have large audiences on social media. He had over 21,500 Twitter followers. This creates opportunities for brands to interact with thousands of fans through the player’s voice. 

2)      Every NBA player excels in at least one vital area, or else he wouldn’t be on a roster. For a defender like Jones, brands could use insightful defensive metrics to activate the sponsorship. 

3)      The cost to sign role players to deals is far less than what it takes to land a superstar.

We also believe companies should identify and sign promising young players for endorsements before they break out – a tactic where analytics provides a huge edge and can save millions of dollars.

Speights, now just 25, possessed considerable upside four years ago. And while he’s yet to see big-time minutes, he remains a very productive role player. Speights puts up 20 points and 10 rebounds per 40 minutes. Only 10 other players currently match that achievement, including stars like Blake Griffin and Tim Duncan.

Should this trend gain traction, players who build their brand on social media will get endorsement opportunities that only the superstars previously enjoyed. As for brands, we’ve already detailed why it pays to activate sponsorships with statistics. And that approach works great for all types of players.

Five Reasons to Activate Your Sponsorships with Statistics

When fans enter professional sports venues today, they become immersed in technology. While the huge HD video boards grab their attention, they also want unique insight about their favorite team. Diehard fans seek the type of information that only comes from innovative statistical content. So where is it?

In the past year, I have visited numerous NBA, MLB and NFL facilities – including some of the newest and most technologically advanced in the nation – yet not once did they present anything beyond the basic stats.

This is great news for brands looking for creative ways to activate their sponsorships. Fans seek out revealing statistical content. And while teams want to provide it, they may lack the resources or expertise to make that happen.

Here are five reasons why it pays to make creative statistical content part of your sponsorship activation strategy:

1. This approach brings sponsorships to life. Rich statistical content educates fans about the strengths of their favorite team and its players, and sends a crystal clear message. The right metrics won’t confuse fans at all, but build on their connection to both the sponsor and property.

2. Innovative statistical content is ideal for social media. Besides gaining exposure on the video boards, sponsors can also deliver a powerful message in 140 characters, whether by text, Facebook, Twitter or all three mediums. Since fans following a team via social media tend to be its most loyal enthusiasts, brands connect directly to them. Of course, the content must have value.

3. Creative sports statistics are sticky: they get repeated over and over.

4. It is cost effective. Putting such a plan in place will fit well within your activation budget. Brands get ROI for a fraction of what other methods deliver.

5. Analytics tell a great story. Much of the sports industry has yet to discover this. So if you’re looking for fresh ideas, why not make them part of your brand’s story?

Activating sponsorships in this way requires the right content and approach to make it happen. And The Sports Resource has that covered.

Steve Fall's business The Sports Resource has provided NBA, MLB and NFL agents with sports analytics consulting since 1997. Agents use his statistical packages to build player value for contract negotiations, free agency, arbitration and the draft. Last year alone, he worked on over $335 million in contracts. His analytical tools also help companies activate their sports sponsorships.