As many technology and dot-com clients recognized the role that sports could play in building their brands (witness the number of College Bowls named after new tech companies, or the plethora of dot-com ads during last year’s Super Bowl), it’s not surprising that Alan Taylor Communications—long recognized as the nation’s premier sports marketing boutique—began to build a healthy roster of technology accounts. The firm has been retained by giants such as Microsoft, which is using Taylor to handle several sports-related computer games, and by newcomers such as MSNBCSports.com and USFans.com.
In the meantime, the firm continues to provide sterling assistance to its traditional clients, who come to Alan Taylor Communications for its in-depth knowledge of the sports world, its ability to create eye-catching promotions and high-profile special events on a moment’s notice, and its hardcore media relations focus. The firm handles several sports-related programs for Gillette, including the Million Dallas Challenge; MasterCard’s e-commerce promotions; the sinking off a bar off Miami Beach for Cinco de Mayo day for Cuervo; the Red Bull High Diving event; the appearance of Pete Rose at Sportcut.com.
Growth in 2000 was around 20 percent, with billings up to an estimated $7 million. The firm opened its first satellite office in Boston, and added several key personnel, while continuing to hang on to its top talent: the nine senior staff have been together for between seven and 20 years.