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Catalyst News

2010 Catalyst Fan Engagement Study: Social Media Changes the Game for Fans and Brands

NEW YORK - JULY 23, 2010 - As the use of social media continues to evolve and expand, consumer brands that leverage the NFL and MLB have a significant opportunity to reach a more passionate fan base and create a deeper level of engagement, according to the 2010 Catalyst Fan Engagement Study.

Catalyst Public Relations, the 2010 PRWeek Boutique Agency of the Year, commissioned Greenfield Online, a Toluna Group company, to develop a nationwide consumer survey targeting avid MLB and NFL fans that use social media.  Conducted in April 2010, more than 1,000 fans participated in the study which explored how fans use social media to follow these sports, its impact on their fan experience, and what they expect from social media moving forward. 

The study revealed that more than half of MLB and NFL fans consider themselves "more passionate" fans since they started following these leagues using social media.  Among higher income[1] fans, the impact has been even greater, with approximately two thirds of higher income fans feeling they have become "bigger" fans[2].  Additionally, more than 70 percent of younger[3] MLB fans and 66 percent of NFL fans described themselves as bigger fans since they started following these sports via social media.

Social media is also increasing the amount of time fans spend watching and following the NFL and MLB, with almost half of fans claiming that once they begin following the leagues through social media, they devote more time to the sport.  This trend was most evident among higher income fans.  More time invested by fans offers advertisers and sponsors increased opportunities for exposure among this group.

"Social media provides marketers with the opportunity to reach fans that are more active and passionate than their peers, and transform them into brand advocates as well as customers," said Bret Werner, Managing Partner, Catalyst Public Relations. "Fans engaged in social media are more interested in interacting with the brands partnering with their sport of choice.  This includes receiving and responding to promotions and offers." 

The study revealed additional key insights about NFL and MLB fans, including:

• Facebook is the leading social media site used by NFL and MLB fans, but it isn't the only place to be
• Fans primarily use social media tools after the game, particularly those fans who are 46 and older
• Increasingly, social media is being seen as an information resource for fans, who leverage tools for scores, news, and as a means to stay "in-the-know"
• Mobile is becoming an increasingly more important medium to leverage, especially with younger fans
• Promotional offers and special deals enhance the fan experience, especially those that can help fans get closer to the game 

For a more in-depth review of the findings, or information about Catalyst, please contact Bret Werner, Managing Partner, at 212-714-7900 or bwerner@catalystpublicrelations.com.

About Catalyst

Catalyst, founded in October of 2005, is at the forefront of strategic media relations through its extensive knowledge of traditional and emerging media. The agency partners with 15 of the foremost consumer brands to reach the hearts and minds of consumers who are passionate about sports, entertainment and leading an active lifestyle. Catalyst was named the 2010 PRWeek Boutique Agency of the Year and the 2009 New Consultancy of the Year by The Holmes Report.  Catalyst is headquartered in New York with offices in Charlotte and Los Angeles.

[1] Higher income fans defined as those earning $75,000 or more a year

[2] Bigger fan as self described in the survey

[3] Younger fans defined as fans 18-33 years old

Tags: catalyst , fan engagement , survey , findings , mlb , nfl , baseball , football , fans , social media , consumer insights , facebook , bret werner

Catalyst News

YESTERYEAR FANTASY CHALLENGE KICKS OFF NEW SEASON IN FANTASY SPORTS

 Retired Players Drafted in New Fantasy Sports Game Based on Historical Statistics

(Charlotte, N.C.) Feb. 3, 2010 - YesterYear Fantasy Sports, the newest and most innovative company in the fantasy sports category announced today the launch of the YesterYear Fantasy Challenge.  The Challenge brings the history of professional football back to life using historical data as the basis for the league and team match ups.  Registration and "try outs" for the Challenge are currently taking place.  Challenge games kick off Feb. 14, 2010.

YesterYear Fantasy Sports is similar to other fantasy sports games with drafting, player waivers, scoring, etc., but participants compete with teams made up of their all-time favorite players using their historical statistics.

"Football fans no longer need to wait for the season to begin to play fantasy sports," said E. Jim Pennington, co-founder and chairman of YesterYear Fantasy Sports. "True fantasy football fans will love the YesterYear Fantasy Challenge because it allows them to draft the greatest football players of all time and truly build their 'fantasy' teams - regardless of when the athlete actually played the game."

Each team consists of up to three quarterbacks, four running backs, four wide receivers, two tight ends and two team defenses. The starting lineup for each week will be one quarterback, two running backs, two wide receivers, one tight end and one team defense.  Scores for players are determined by using a proprietary algorithm that randomly selects real game statistics of the player or defense during a three-year period. Those game statistics are the basis for calculating the player's fantasy points for that week. The same system applies for all players on the team, each deriving points from other real games similarly chosen at random.

The standard version of the Yesteryear Gridiron Greats Fantasy Challenge is free to play with the system auto drafting the team and the owner selecting the starting line up. For fans interested in drafting their own team, the Gridiron Greats Fantasy Tool Kit is available for $3.99 per team. The tool kit allows the owner to custom draft the team and make player moves throughout the competition.

YesterYear Fantasy Sports will donate a portion of the revenues to support the Gridiron Greats Assistance Fund, a nonprofit corporation providing financial aid and medical assistance to retired NFL players.

The inaugural season of the Challenge will award the top 5,000 teams after a four-week season with entrance to the Challenge finals where they will play directly against 20 former pro football greats, including guys like Mike Ditka, Tony Dorsett and Dwight Clark among others.

Following the launch of the Challenge, fantasy sports enthusiasts will be able to set up their own leagues and play against their friends based on any three-year era from 1960-1999.

Visit www.yyfantasy.com for YesterYear Fantasy Challenge details, complete rules and for more information about the other leagues available. 

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 About YesterYear Fantasy Sports

Founded in Charlotte, N.C., in April 2009, Yesteryear Fantasy Sports' mission is to the expand the Fantasy sports market to include historical play and meet the needs of the some 27 million fantasy sports players who have to put their obsession on hold during the "off-season."  YesterYear Fantasy Sports executives have more than 50 years combined Internet-based business experience and a love for fantasy sports.  The company's advisory council includes 11 retired "Hall of Fame" professional football players.

Tags: yesteryear , fantasy sports , gridiron greats , draft , professional football , nfl , hall of fame

Catalyst News

NFL Superstar Devin Hester Reveals the Secret Cleats Behind his Blazing Speed

Under Armour to Unveil "The Speed Generation" Cleats with Debut of National Commercial During July 19^th ESPYs Telecast

Baltimore, MD - Under Armour (NYSE: UA), the leader in performance apparel and footwear, today announced the launch of "Mission," a nationwide television campaign starring Chicago Bears wide receiver Devin Hester and former NFL great Deion Sanders. 

The spot, which was shot on-location at Chicago's Wrigley Field and Soldier Field, will debut during ESPN's telecast of the 17^th annual ESPY awards on Sunday, July 19^th and showcases Under Armour's new "UA Fierce" cleats.  Set to the soundtrack of "On a Mission" by Def Jam artist Q da Kid, who joins San Francisco 49ers linebacker Patrick Willis for a cameo appearance in "Mission," the commercial provides a dynamic, fast-paced portrayal of Hester's life both on and off the field.

Linking the superstar to the city and the brand, "Mission" also offers an authentic view of Chicago and its iconic landscape.  The sixty-second spot, which incorporates retail partner The Sports Authority and includes entries from Devin's Twitter account, targets today's young athletes and channels their ultimate football aspirations through Hester.  This connection between NFL luminary and aspiring player is brought to life when Hester and Sanders tutor high school football players in one "Mission" moment.  That particular scene gives the viewer a rare look at Under Armour's proprietary High School Combine Series, a unique national program that exposes elite athletes to pro-style training and coaching techniques. 

"It was such a thrill for me to provide fans with a taste of the amazing city of Chicago and what it takes to play professional football.  It was also an honor to work with one of my football idols, Deion, who knows a thing or two about speed," said Hester.  "In order to blow away the competition, I need the right cleat, and the 'UA Fierce' is the lightest I have ever used."

Built for speed and power, the "UA Fierce" cleat weighs just 13.8 oz and is the first cleat to feature Under Armour's Cartilage® technology.  Additionally, the shoe has a 22% reduction in cleat pressure, making it one of the most comfortable detachable cleats in the industry.  Under Armour's collegiate football partners - including the Sugar Bowl Champion University of Utah, SEC rivals Auburn and South Carolina, speed-driven Texas Tech and the University of Maryland - will debut the "UA Fierce" cleat this fall.  

"Under Armour was built on the platform of providing advantages for athletes, and, through this commercial, we wanted to show how our new generation of speed cleats can make one of the fastest guys in the NFL one step faster," said Steve Battista, Under Armour, Senior Vice President, Brand.

The "UA Fierce" is one of three designs in Under Armour's new "Speed Generation" collection, which also includes the "UA Soflo" and the "UA Nitro" cleats.

Additional features of the "UA Fierce" include:

•  ArmourGuide® to keep the foot stable, ArmourBound® to cushion impact and return energy and ArmourLastic® to absorb shock.

•  Individual Cartilage® Smooth Transition^TM discs above each cleat to provide independent suspension while reducing cleat pressure.

•  Engineered Synthetic upper to provide comfort and lightweight performance.

•  Power Strap to provide maximum support, lockdown and control.

•  Strategic vent zones built into key points where the body dumps heat to keep you cool, dry and comfortable.

"Mission" will run through the 2009 NFL season, appearing on the ESPN family of networks and Versus.

About Under Armour, Inc.

Under Armour^® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The brand's moisture-wicking synthetic fabrications are engineered in many different designs and styles for wear in nearly every climate to provide a performance alternative to traditional natural fiber products.  The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe.  The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam's Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company's website at www.underarmour.com.

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Tags: under armour , ua , devin hester , cleats , football , nfl , chicago bears , catalyst public relations , sports public relations

Catalyst News

New York Giants and TIMEX Announce Partnership to Collaborate on Training Solutions

 Partnership Includes Naming Rights of the New Training Facility and Corporate Headquarters

Middlebury, CT & East Rutherford, NJ - (June 17, 2009) Timex Group USA, Inc. announced today a unique partnership with the New York Giants that enables both brands the opportunity to collaborate on training solutions for athletes of all levels that participate in various sports across the world.  This partnership grants TIMEX, one of the world's largest watch companies, the naming rights for the Giants' new training facility and corporate headquarters.  The facility will be named the TIMEX Performance Center.  

The 15-year partnership with the New York Giants is part of the company's ongoing initiative to increase the awareness of its state-of-the-art sports and fashion products.

"I am excited that we have secured a partnership between two great American icons-Timex Group and the New York Giants-both with great families behind them" said Hans-Kristian Hoejsgaard, Timex Group President and Chief Executive Officer.  "Like Timex Group, the Giants organization operates at the highest level.  I have the greatest respect for what they have built and look forward to many years of collaboration."

In addition to the naming rights, TIMEX, as the Official Performance Equipment of the New York Giants, will have its brand integrated into the Giants game day experience at Giants Stadium during the 2009 season and the Giants' new stadium set to open in 2010.  At the new stadium, Giants fans will see a TIMEX "Countdown to Kick-off Clock" on the video towers that encircle the perimeter of the facility.  Additional branding programs include a major sponsorship with New York Giants Radio Network, Giants.com, the "Giants GameDay" television show on WNBC, and placement within the Giants' health and fitness magazine, "Giants Health Monitor," which is distributed in more than 10,000 doctors' offices around the New York metro area.

"This is more than a marketing relationship," said New York Giants President and Chief Executive Officer John Mara. "This is about achieving the highest possible performance for our organization and our team.  We look forward to working with TIMEX and utilizing their digital technology in training our athletes.  The positive results we achieve will be in part due to our use of TIMEX devices in our team's training programs."

"This exciting partnership brings together two iconic brands - TIMEX and the New York Giants-with a strong heritage, shared values, and a very loyal fan and customer base," said Adam Gurian, President, TIMEX. "Having the opportunity to display the TIMEX brand on-site at the new team facility and work closely with a first-class organization like the Giants makes this relationship a natural fit with tremendous potential to grow both our brands."

The TIMEX Performance Center will host the annual TIMEX Multisport Team Training Camp, which will create an opportunity to share insight amongst the most accomplished professional endurance athletes and professional football players / coaches and trainers.  The TIMEX Multisport Team is comprised of a complementary mix of amateur and professional athletes from around the world who serve as brand ambassadors for TIMEX.

An advisory board, comprised of Giants medical and strength & conditioning personnel and TIMEX athletes and coaches, will also be formed.  This new advisory board will meet quarterly to share insights, discuss the latest trends in athlete training, and provide input on new product development and review product usage and testing.  The board will collectively publish articles and reports on training and conditioning techniques as well as various research studies to enhance consumer training programs.

"TIMEX is a trusted brand for all athletes in terms of training.  They are nationally recognized for an outstanding assortment of products - from training instruments to men's and women's style watches," added Steve Tisch, New York Giants Chairman and Executive Vice President. "It was important for us to find the right partner who shares our core principles and values.  This partnership will enable our coaches and players the opportunity to utilize the best high-end training equipment throughout our offseason preparation and the NFL season."

TIMEX'S presence in the fitness world has been evident for years via its partnership with the New York Road Runners in conjunction with the New York City Marathon, Ironman Triathlon event series and several worldwide marathon sponsorships.  With a wide array of wellness and training timepieces priced at various levels, TIMEX has established a broad appeal to the millions of consumers who want to maintain a healthy lifestyle.

About TIMEX:

Timex Group designs, manufactures and markets innovative timepieces and jewelry globally. Founded in 1854, TIMEX is part of Timex Group, a privately-held company with numerous brands and over 5,000 employees worldwide.  It is one of the largest watch makers in the world with companies and exclusive licenses worldwide.

About New York Giants:

A cornerstone franchise of the National Football League, the New York Football Giants began play in 1925.  With seven (7) championships, including a victory over the 18-0 New England Patriots in Super Bowl XLII at the conclusion of the 2007 season, and with more than 600 victories, the Giants are considered one of sports all-time great franchises.  Headquartered at the TIMEX Performance Center in East Rutherford, NJ, the Giants enter their 85^th season of play this fall. 

Tags: giants , new york giants , timex , training facility , football , nfl , catalyst

Catalyst News

Presenting Sponsor of 2009 NFL Scouting Combine, Under Armour, Establishes New Performance Benchmarks

Indianapolis, IN (February 20th, 2009) - Under Armour (NSYE:UA), the presenting sponsor of the 2009 NFL Scouting Combine, is raising the performance bar and celebrating break-through results at Lucas Oil Stadium in Indianapolis.  In an effort to acknowledge and applaud top athletic achievements, Under Armour will donate 100 pairs of cleats to the high school alma mater of any athlete who eclipses specific performance benchmarks at the Combine. 

Consistent with its performance-driven mission, Under Armour is challenging athletes to run a sub-4.35 40-yard dash, exceed 41 inches in the vertical jump or post a sub-3.85 20-yard shuttle time.  For every athlete who reaches one of those performance standards while wearing Under Armour's customized combine shoe, the company will donate 100 brand new cleats to that player's high school athletic department.

"Performance and authenticity remain the core of the Under Armour brand, and the Scouting Combine is the most authentic and comprehensive evaluation of physical skills," said Steve Battista, Under Armour, Senior Vice President, Brand.  "We are committed to making all athletes better - from our partnerships with the NFL and American Youth Football to the Under Armour All-America game - and establishing performance benchmarks is another example of our deep investment in their success."   

Tags: 2009 nfl scouting combine , combine , nfl , steve battista , under armour , catalyst , public relations ,