SPORTS PARTNERSHIP HAS NEW GOALS

SPORTS PARTNERSHIP HAS NEW GOALS

A CLEVELAND marketing company hopes its partnership with a sports management company will fuel new athlete endorsement opportunities.

Gray Media Services (GMS) is optimistic that its new joint venture with Life Arena Sports Management (LASM) will help kick more third-party athlete endorsement goals.

The deal involves forging links between players, new sponsors and target markets via coordinated public relations and marketing campaigns.

GMS’ client base includes the Brisbane Broncos, Pfizer, Australian Private Hospitals Association, Redpath Mining and the Federal Government.

LASM’s stable includes Broncos captain Sam Thaiday, North Queensland Cowboy Tariq Sims and South Sydney Rabbitoh Dave Taylor.

“Our goal is to increase our clients’ profiles in new and exciting markets to make them a more valuable and sellable commodity,” says GMS director Yasmine Gray (pictured).

“We will be aiming to dramatically expand their scope and reach in terms of potential endorsement arrangements. It turns the concept of brand and product endorsement on its head as, rather than finding a brand to fit the player, we will be building the player to fit a target brand.”

LASM is convinced the deal will add value to potential sponsor investments through professionally planned and executed communications campaigns.

“By making the player more valuable and relevant in the markets we target, we are not only creating a win for us but also a significant win for our sponsors,” says managing director Col Davis.

“Working with GMS also puts us in a position to leverage everything we can off all sponsorship and endorsement deals, with professional media strategies executed to accompany all of our commercial ventures.

“This approach puts us in a strong position as we are not only providing the talent, but we are also providing the vehicle to maximise a sponsor’s investment to ensure maximum cut through for all of our partners.”

Both companies intend to collaborate throughout 2012 and 2013 to bolster the profile of LASM’s National Rugby League athletes and diversifying the corporate focus to other sports.

Enjoyed this article?

Don't miss out on the knowledge and insights to be gained from our daily news and features.

Subscribe today to unlock unlimited access to in-depth business coverage, expert analysis, and exclusive content across all devices.

Support independent journalism and stay informed with stories that matter to you.

Subscribe now and get 50% off your first year!

Four time-saving tips for automating your investment portfolio
Partner Content
In today's fast-paced investment landscape, time is a valuable commodity. Fortunately, w...
Etoro
Advertisement

Related Stories

Accolade Wines owner buys French giant Pernod Ricard’s global wine assets

Accolade Wines owner buys French giant Pernod Ricard’s global wine assets

Australian Wine Holdco, a consortium that owns the country’s ...

Aussie boxing franchise UBX to enter United Arab Emirates

Aussie boxing franchise UBX to enter United Arab Emirates

Brisbane-based boxing franchise UBX has announced its eighth intern...

Zip Co raising up to $267 million to pay down debt

Zip Co raising up to $267 million to pay down debt

With shares in buy-now pay-later giant Zip Co (ASX: ZIP) now tradin...

Telstra fined $1.55m by ACMA for failings in thwarting SIM-swap scams

Telstra fined $1.55m by ACMA for failings in thwarting SIM-swap scams

A failure by Telstra to implement customer ID authentication proces...