When your team wins a big game do you enjoy wearing the team team’s logo and colors out in public the next day? Or if they lose do you avoid turning on ESPN so you won’t have to see highlights of the game? If so, you have participated in what is known by sports business researchers as BIRGing and CORFing. BIRGing , or “Basking in Reflected Glory”, represents how fans tend to publicize their connection to a winning team while CORFing, or “Cutting off Reflected Failure”, represents how fans distance themselves from unattractive and/or unsuccessful teams. Without even realizing what they are doing, many fans will say “we won” after a big win but change to “they lost” after a big loss.
Recent research examined how these behaviors differ between different types of fans. What do you think, do die-hard fans BIRG and CORF more than fair weathered fans? Most people would say that fair weathered fans are more likely to CORF since their level of loyalty is so much lower than die-hard fans:
It’s All About Fan Passion
The results of a recent study showed a sports fan's level of passion for the team is the strongest determinant of whether or not fans practice BIRGing and CORFing, i.e., highly passionate (die-hard) fans are more likely to BIRG and CORF regardless of gender. Fans who strongly associate themselves with a team are the ones who BIRG after a win and CORF after a loss. Gender is only important in that more males are die-hard fans; female die-hard fans practice BIRGing and CORFing at levels similar to male die-hard fans. Interestingly, highly passionate fans tend to CORF more than lower passionate fans. This finding flies in the face of conventional wisdom.
- So what do you think --- why do die-hard fans CORF more than fair weathered fans? Here is a list of some of the things fans might do to CORF after a disappointing loss:
- Avoid displaying the team logo where they live and work
- Avoid reading stories online about the team
- Avoid their family or close friends that are also fans of the team
- Stop posting messages on social media about the team to show support for the team
- Don’t watch highlights of the team after the game Don’t call fellow fans of the team to discuss the game
- Stop “talking trash” to fans of other teams who have been defeated by their team earlier in season
Photo courtesy of Google.
"How did Nate Silver, the “King of Quants,” get his name? “Quants” is the nerd name for quantitative analysts. He created Pecota, the most accurate baseball player performance forecasting system in the world. Silver also nearly perfectly predicted the results of the Presidential elections and Senate races of 2008 and 2012, and the NCAA Basketball Champion teams of 2012 and 2013. The math behind Silver’s predictive system is still unknown to the public, but it’s understood to be based on the Bayes’ Theorem.
This infographic uses an example of Bayes' Theorem to predict a Yankees win in a good season; using past performance, and past predicted win and loss statistic accuracy statistics together to find the probability of the Yankees winning their next game. Check it out below to learn more:
Click here for Infographic
Photo of Nate Silver compliments of Time
Over the last two decades Asia --- home to 3.5 billion people --- has become the most important driver in global economic growth. A recent article in the New York Times proclaimed that the global balance of power has forever been altered due to the rapid economic development in the Asian region — starting with Japan, South Korea and Taiwan, then extending to Hong Kong and Singapore and finally taking hold in India and China. Indeed, Asia now boasts 4 of the world's 12 largest economies—Japan, China, India and Korea.
In conjunction with this new found economic vitality has come an amplified interest in sports driven by increased funding from governments for grassroots, participatory sporting programs and infrastructure. Major global events such as the World Cup in Japan/Korea and the Beijing Olympics have created a new generation of Asian stars that are inspiring the younger generation toward athletic achievement.
The Asian region is now ripe for multinational companies to utilize sports as a platform to build brand awareness. Lisa Johnson, Asia director of the GMR Marketing agency, stated to the Campaign Asia Pacific that sports marketing gives brands "a unique opportunity to have a conversation within consumers' hearts and minds, and to build a personal relationship and loyalty to the brand through sports."
AON, the leading global provider of risk management and insurance, has recently spent hundreds of millions of dollars in a sponsorship arrangement with Manchester United. AON has successfully utilized the partnership to connect with a vast new consumer base by tapping into Asia’s passion for soccer. By utilizing summer tours of Asia by Manchester United, AON has been able to activate and build new relationships all across the region.
We have merely seen the tip of the iceberg as it relates to sports marketing spending for the region. As sports becomes more and more popular in the future – for example, soccer viewership of the top professional league was up 53% in 2012 – more multinational companies will want to build a stake in the region, the amount of money invested in sports marketing is sure to rise exponentially.
Direct quote was sourced from Warc , 27 March 2013
IMAGES: http://www.aon.com/manchesterunited/ - Google Images
Nike showed great wisdom this week when it suspended their relationship with Oscar Pistorius, the double amputee “Blade Runner” from South Africa who has been accused of murdering his girlfriend, model Reeva Steenkamp, on Valentine’s Day. Making the decision to cut ties with a celebrity athlete is more difficult than you might think. The Tiger Woods scandal a few years back clearly demonstrated the conundrum that companies experience. Some companies, like Accenture completely cut ties with Tiger Woods while others like Nike remained “faithful”. Nike chairman, Phil Knight, even went so far as to say it is “all part of the game” and referred to Wood’s “indiscretions as a minor blip”. But since that decision Nike seems to have changed their tune --- choosing to drop both Lance Armstrong and Pistorius. So what changed? Did Nike’s internal research discover the Tiger Wood’s decision damaged the brand? We will probably never know.
However, recent research published in academic marketing journals demonstrates that a company’s brand image can experience significant and long-term damage when a celebrity endorser commits a highly visible moral failure. In such instances, it is critical that companies act quickly and decisively when faced with this sort of advertising tsunami.
Corporations utilize celebrities because of their ability to create a “personality” for their brand. When a celebrity is repeatedly paired with a brand, his image helps shape the image of that brand in the minds of consumers. And in the most successful brand/celebrity endorsement relationships, consumers will ultimately transfer these bundles of meaning out of the products and into their own lives.
However, research now shows that when negative meanings become part of the celebrity’s bundle of meanings, consumers will metaphorically transfer the meanings into their perception of the product as well. Thus, the negative celebrity information has the potential to not only affect how consumers feel about the celebrity, but it can also affect their feelings toward the product the celebrity is promoting. Out of psychological self-preservation, consumers will often shun the once preferred brand because they do not want the new negative bundle of meaning to transfer into their own lives.
Companies that do not quickly cut ties with morally damaged celebrities risk a significant decline in sales through the infection of their brand. In addition long-term damage to brand image and an overall decline in brand equity are likely.
My guess? That’s precisely what Nike discovered in the months following the Tiger Wood’s decision.
Images courtesy of Google Images
Video courtesy of Nike