"Four circles of love, as we refer to them at Mojo Sports, is really the discipline for employing an effective sports marketing program. Brand visibility, brand alignment, unique experiences, and then the opportunity to integrate your company’s products and services into the athletic performance or into the entertainment performance."
"Brand visibility historically, has been the key driver for sports marketing. It’s all about putting that logo in front of the most number of eyeballs that you can, and having people remember that association. So it’s an advertising-based type of a methodology for deploying a sports marketing program. And often, that’s the measurement criteria. How many people saw this logo on that car? Or this logo on that rodeo clown?"
"The second is brand alignment. How can you take one brand and align it intuitively with the attributes of the athletic brand, or the sports brand, or the entertainment brand, or whatever the personality or characteristic is that you’re trying to drive that association through? When it makes sense; when it’s intuitive - then you have brand alignment. But often times what ends up happening is you get these brands that are orthogonal to what that sports franchise brand is all about. And then it becomes a very difficult proposition for the consumer to understand and then remember what that association is all about."
"The third is experiences, and really, it’s the opportunity to create an experience of a lifetime. Putting the people that matter most to your company whether they’re the executives, your customers, your employees, partners, other influencers and getting them to taste the moment. Getting them to feel the emotion of that sporting event or that entertainment event is really the key to creating a very lasting and strengthening bond between the company and those people. It’s not often that you can be inside the ropes at a major event or in the team car, or in a car on a track going 175 miles an hour. Sports Marketing allows you that opportunity."
"And then the last one is the ability to integrate your products and services, and the key here is not just to the athlete holding up a bar of soap saying that they use it. But from a B-to-B perspective or from a technology company’s perspective how can you get your products and services integrated into that sports category or into that athletic performance in a credible way which creates competitive advantage and differentiation. And if you’re able to do that than you can build upon that story all your other marketing programs."
"So when you put the four different circles of love together, and you start to align them with one another, there’s an overlap. You can do each of those, but as they come on top of one another there’s that one little spot that we call Brand Mojo – that is where it is most effective."