Word: swangard
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Dates: during 2000-2009
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...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...
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