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BY JOE FAVORITO
NEWJERSEYNEWSROOM.COM
N.J. SPORTS MARKETING
They – the challengers – have all played here: the Generals of the USFL, the Hitmen of the XFL, the Knights of the WLAF (even though it was NFL owned), and even the Red Dogs of the AFL.
All have tried, but none have succeeded in capturing any market share or branding identity in the face of the NFL.
Now, this fall will come the UFL, with an abbreviated, midweek night game, a controlled-cost approach which, by most accounts will not play here (probably in Queens or Long Island) but a league that will have a decidedly New Jersey influence because of its off-field cadre of brand builders.
Along with commissioner Michael Huyghue, the four-team league is being managed and positioned by Lyndhurst resident and COO Frank Vuono, the head of East Rutherford's 16W Marketing, and thus far, even in a challenged economy, the league continues to do a solid job in setting itself up as an addition for the ardent and casual football fan in the areas where it will play.
While others have looked to find ways to take a direct shot at the NFL shield, the UFL has worked to brand itself as a cost-efficient entertainment option, and even a developmental source for the NFL, perhaps the smartest branding decision in the history of the sport.The UFL has been able to use its established coaches (including former Giants mentor Jim Fassel) to grab some headlines, played the Michael Vick availability issue well, and timed its announcements so that it became media-worthy against little large-scale competition at the time.
In addition to Vuono's leadership on the business side, the league also enlisted Ridgewood resident Jeff Sofka to help with strategic branding and Caldwell's Ron Caruso of Purepartner to design the look of the league's teams, including the New York-based Sentinels.
Throw in Eric Bechtel, who is leading the sponsorship sales push and Rachel Gary on the PR side, and a league that will play from coast to coast has Garden State all over its business side.
In addition to the PR strategy, the league chose to work from one color scheme to add consistency to its inaugural season, stayed away from the controversial and brutish nicknames that others have tried to get an edgier feel to their brands, and has started to use a smart digital strategy to engage fans leading into year one.
The next step – using the players to drive fan and media interest and sell tickets – will be coming shortly and will provide more of a look into how the fledgling league will get off the ground from a brand standpoint.
Now will the UFL's cost-efficient and controlled model work for the long term? The usual parameters – ticket sales, TV (games will be on VERSUS), and sponsorship – will determine financial success or failure.
However, in a year full of many negatives on the financial side of sports marketing due to the economy and other issues, the UFL has set itself up not only as a feel-good story, but as a potentially good branding and intriguing business story, especially in light of many critics who did not see the league as ever having a chance to even launch.
The UFL has avoided many of the pratfalls of other pro football ventures, and by learning and using the best practices of other start-ups and established properties, has set itself up with a chance to succeed as the brand develops over time and fans decide if their time, interest and dollars can be dedicated to a slight alternative to those who get paid to play on Sundays each fall.
Joe Favorito has over 23 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.
