Paul Holmes 12 Jun 2001 // 11:00PM GMT
BEVERLY HILLS, June 13—Bragman Nyman Cafarelli Public Relations & Marketing, the entertainment PR specialist acquired earlier this year by Weber Shandwick Worldwide, has launched a new sports practice, which will offer brand building PR and marketing solutions to corporations, sporting events and properties, and work with athletes to extend their reach beyond the sports pages.
The firm has named Scott Floyd, a five-year veteran of the firm, director of sports marketing. He will head a group with projected 2001 fees of more than $1 million, with expertise in three primary areas: maximizing sports sponsorships and events, sports influencer outreach programs and athlete brand building.
“BNC Sports is unique in that we approach our sports practice the same way we approach our entertainment and corporate programs,” says Chris Robichaud, COO. “The more dimensions we build into a traditional sponsorship program, and the more crossover opportunities from sports to entertainment and lifestyle that we create, will only increase the program's success.”
In the area of athlete brand building, BNC has a track record of designing campaigns to help athletes become mainstream personalities, working with Olympic Gold Medalist Marion Jones on her 2000 pre-Olympic campaign. Clients will include Indianapolis 500 winner Helio Castroneves, CART champion Gil de Ferran and former heavyweight champion Lennox Lewis.
“Companies are investing approximately $25 billion annually on athletes and events to help them market their products,” says Robichaud. “BNC Sports helps those companies and athletes expand their reach by taking them and crossing over into mainstream media. We not only help the athlete become multi-dimensional, we help companies protect their investments and provide the program with a more well-rounded approach.”
In the sports sponsorships and events arena, BNC will develop PR and marketing strategies to maximize clients’ properties and events. The agency has worked with clients including Philip Morris, IMG Mervyn's Beach Bash, Vans Triple Crown of Snowboarding, Sports Illustrated's swimsuit issue launch, and the Marlboro 500 presented by Toyota and Johnnie Walker Golf.
In the sports influencer outreach arena, the firm will develop programs that build relationships with both key media and influencers in the sports world by letting them experience a client’s product.