I caught up with Steve Schwartz, the sports marketing agent we talked with late last year. Steve, who represents four Seattle Seahawks, was coming off a crazy Super Bowl week and aftermath. “It would have been a lot crazier if we had won,” he said.
“It’s an interesting time,” Steve said of the Super Bowl prelude. “That’s when you get a lot of interest for your clients. But that’s when clients are probably least accessible, because they’re getting ready for the biggest game of their lives.”
Steve was in Arizona Monday through Saturday, then flew back to Seattle and watched the game at home. Monday and Tuesday of Super Bowl week were heavy client days to work with his Seahawk clients – receivers Doug Baldwin, Jermaine Kearse and Brian Walters and center Max Unger.
Steve talked with each client, laying out a game plan outlining what content to post on social media, and when to post it. “We were also making sure the communication went in the other direction, before an interview with major outlet, so we can let their fans know,” Steve said.
By Wednesday, the players set aside all distractions to focus 100 percent on game preparation, and Steve switched to reinforcing his industry connections, since the sports marketing industry (like everyone else connected to the NFL) uses Super Bowl Week to assemble.
“From an endorsement standpoint, we didn’t want to make any commitments before we knew the outcome of the game,” Steve said. “Any proposals, you create a caveat – if the team wins, the price is increased.”
Despite the loss, Steve took several calls in the days after the Super Bowl. But his Seahawk clients were off on vacation, trying to forget the game. “The loss is hard on the fans and hard on the city,” Steve said. “But it’s harder on the players than anyone else.”
Good luck with baseball season, Steve (he represents retired pitching great Bret Saberhagen).
A few other sports marketing notes:
Front Row Analytics says Nike’s deal to provide uniforms for the NFL generated nearly $89 million in brand exposure during the Super Bowl, compared with $15.8 million for the College Football Playoff.
“The Seahawks have one of the best uniforms for projection of the Nike logo (blue logo on teal background),” Eric Smallwood, senior vice president of Front Row Analytics, told Portland Business Journal reporter Matthew Kish in an email. “It gets picked up from further away camera shots — more than the Patriots.”
The data track the number of times that Nike’s swoosh appeared on screen during the game
This Super Bowl did not host as many different car ads as its recent predecessors. But Advertising Age noted that two cars ads featuring dads did well, almost identically well. Look at these charts that Ad Age ran, with data from Spot Tender, a research company that looked at how viewers responded to each of the ads, second by second:
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