Dice-K Comes Home

For the third time in nine years the MLB has decided to open its season with a game overseas. This game however was not only a novelty, but a homecoming for sophomore star Daisuke Matsuzaka. As a member of the Japanese national team, Dice-K excelled far beyond his peers and was eventually signed by the Boston Red Sox. Tuesday was Dick-K’s homecoming after the move to the SOX and the fan’s in Tokyo were not shy in letting him know they were proud. The 44,628 in attendance for the season opener gives reason for the Leagues move for globalization.

The target of this publicity stunt is by no means Americans dying to see their team’s first regular season game- which in America is still not until next week- the first pitch was scheduled to be thrown at 3:05am, but the Japanese fans that would get to see their national hero pitch against American greats. Fans flocked to the Tokyo Dome to see their very own Dice-K pitch the season opener. This move to an overseas opener is a huge marketing boost for the MLB who continues to try to accumulate income as its contracts get bigger and bigger. Dice-K is the biggest marketing prospect for Japan since Matsui and Ichiro. In just one season he has proved that he can be successful, he already has a ring around his finger and he shows no signs of slowing down, despite a shaky start Tuesday. In his families home town of Wakkani there is a museum dedicated to his honor. The other tourist attraction in this town is the kelp drying yards; kelp is their major export. This museum will undoubtedly bring a different breed of tourists to town on their way through the pacific rim and they may see a flurry of curious sports fans ready to spend money and see why the Japanese love Dice-K.

Feelings are mixed about the Opening day as some think it should not be counted in the regular season’s schedule. Both the A’s and the Sox have their final spring training games to play, and somehow the Sox and the A’s will both be stuck in the middle of the pack on opening day, sporting 1-1 records. People also think that this overseas stunt takes away from the actual opening day excitement. For these two teams, it will be business as usual and while they both have loyal fans, it will be a sad Monday in Oakland and Boston as they play their third regular season game.

Marketing Madness…March Madness Style!

When looking at sports, marketers always look to key events to pound their brand names into the minds of the millions of viewers watching around the world.  These special events throughout the year, such as the Super Bowl, NCAA Bowl Games, and now March Madness, allow marketers to reach a wide range of audiences.  These audiences do not have to be the normal, everyday sports fans either.  Events, such as this month’s March Madness, attract people getting involved for the bracketology and pools that occur in many social settings, such as work places and families.

 

According to Brandweek, more than 130 million people viewed all or part of the NCAA Division I men’s basketball tournament last year.  The 2007 championship game was said to have drawn 40.3 million viewers alone.  Names such as Coca-Cola, AT&T, General Motors, and Pontiac saw this as an excellent opportunity to reach millions of viewers and became ”official corporate champions” of the NCAA.  Advertising campaigns being spent on games is expected to surpass half a billion dollars, says TNS Media Intelligence.

Stated by MSNBC with referring to March Madness, “It’s one of the biggest sport events of the year — with more eligible teams than there are countries in the Olympics, more minutes played than the World Series, and more beer and buffalo wings consumed than the Super Bowl.”     For each day game during the tournament, CBS receives $85,000 per thirty second t.v. spot, $350,000 for early round, prime time games, and $1.4 million for the Final Four and Championship games.  These efforts, however, are not only done by airing t.v. commercials, but also having events, such as the Virtual NCAA Tournament presented by Pontiac, where people “duke” it out over 2k Sports’ College Hoops 2k8.  
 

With all of this information on the minds of marketers, it is fair to say that pushing a company’s marketing efforts during March Madness is a safe bet to get one’s name out there. With 65 college teams reaching the tournament, it hits close to home with many people tuning in to their favorite teams and alma-maters. Student’s begging their high school teachers to turn the televisions on during the day to get an update on scores when they are only supposed to be used for educational purposes or employees at a company taking a couple minutes longer on lunch break to catch the last few minutes of a game are all common occurences during this great event. This is a prime time opportunity for companies to really showcase their products and have fun while doing it.