Word: swangard
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Make no mistake, however: Woods will be under mind-bending pressure at the Masters. "His chances of connecting with the fans, consumers, and making himself marketable again begins and ends where it always has - his ability to be a phenomenal golfer," says Paul Swangard, managing director of the James H. Warsaw Sports Marketing Center at the University of Oregon. Jonathan Bernstein, a Los Angeles-based crisis consultant, suggests that if Tiger bombs on the course, he should just admit that the personal distractions weighed on his game. "A little self-deprecation and honestly and humility will go a long...
...mistakes that its predecessor, the WUSA, committed earlier this decade. Riding a euphoria that followed the U.S. victory in the 1999 World Cup (Brandi Chastain, shirt off), the WUSA's spending habits fit those overreaching times. "The churn rate in women's soccer 1.0 was dot.com-like," says Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon. The league, which folded in 2003, budgeted $40 million to finance its first five years of operation. It consumed $100 million in the first three...
...shouldn't that cash be stocked away in case things get even worse in 2009, as every economist in the world is predicting? "You absolutely walk a fine line of sending the wrong message to your business, vendors or clients about the health of your business," says Paul Swangard, director of the Warsaw Sports Marketing Center at Oregon University. "You have to be respectful of the environment, but if you're a marketer looking to reach a certain audience through a party, or a company trying to keep clients happy, you might have to spend a little...
Betting big on one athlete is risky, so companies have learned to diversify their superstar portfolios "like any good financial planner," says Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon. "Nobody wants to be left hanging with the next Dan and Dave," he says of Reebok's infamous $25 million ad campaign for Barcelona in 1992, which played up the rivalry between decathletes Dan O'Brien and Dave Johnson. After six months of hype, Reebok yanked the ads within minutes of O'Brien's failing to qualify for the Olympic team...
...memo from Cromie waiting on his desk. His top-drawer job was gone. Taking Scott's place as editorial boss of the Sun, with the title of managing editor, is a man who has had his eye on the job all along: harddriving, stolid, German-born Erwin Swangard, 50, who was demoted from assistant managing editor to night city editor by Scott, is cordially disliked by most Sunmen. Swangard thought that Scott was too close to his staff to be a good boss, and had mistakenly tried to run the whole paper as a column. Boomed Swangard...
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