This past week's cover of Bloomberg Businessweek sparked a lot of conversations. Ever wonder how the magazine comes together over the course of the week? Here's a sneak peek at what's "under the covers."
(screen shot of NFL.com/superbowl/46)
Alright, we are on a bit of a sports kick. It may seem slightly idiosynchratic, but after all…
it IS the Super Bowl. Below is a special post from Mike Principe, CEO of The Legacy Agency (in London and New York), whose clients include Yankees' CC Sabathia, Red Sox's Carl Crawford, NFL Hall of Famers Troy Aikman and Steve Young, golfer Jim Furyk, and many other prominent current and former athletes.
So grab a hero or a grinder (depending on which team you want to win); enjoy the post and the Big Game:
Bloomberg Businessweek recently released its Power 100, and of the over 3,000 athletes reviewed, three NFL quarterbacks, Drew Brees, Aaron Rodgers, and Tom Brady, came out on top. What do they have in common, other than a Super Bowl win? They were carefully marketed to the right companies within their comfort zone, and as a result had very selective and effective brand partnerships.
Sunday’s Super Bowl has all the makings of a huge success — two major markets, great personalities, a compelling build up to the game, huge global ratings potential, and brand partners who have spent millions in activation dollars leading up to the game. So with all that success already locked down, how can athletes benefit even more from the bounce back effect the Super Bowl will have on them as individuals? Who will be the marketing stars that will emerge from the game?
Here are a few thoughts on how athletes can break through.
1. Have the plan ready to go. Elite player reps should already be engaged with a brand so that they can hit the ground running when a noteworthy play is made or the team wins.
2. Understand the under-marketed brands. Develop a list of non-NFL affiliated brands that have not yet allocated dollars, but plan to spend around a key moment.
3. Know the athlete. The athlete needs to understand and value the partnership for it to be successful. Often times there is a rush for dollars, and it forces athletes into situations or partnerships that are neither good for the athlete nor the brand.
4. Go International. Sport is multinational, and the appeal in any plan should not just be to an American audience. The more planning that shows the personalities of these stars on a global level with the commonality of sport, the better.
Despite what some may believe, these deals aren’t done in with a handshake in the hallways underneath Lucas Oil Stadium. The real marketing stars coming off Sunday’s game will be those who are selective, well-leveraged, and understand how to engage with brands and fans in the mediums available today.
Bloomberg News Executive Editor Dan Moss speaks with European Central BankExecutive Board Member Jose Maniel Gonzalez-Paramo, who says there are signs investor confidence in the euro-area economy is returning and growth may be about to rebound.
As members of the global elite gathered on the Swiss slopes for the World Economic Forum, key discussions about the economy also took place in downtown Manhattan at Bloomberg Link's Sovereign Debt Conference located in the sleek New Museum on the Bowery. O.K., so the scenery wasn't as spectacular, but the issues being addressed were equally as important.
I knew it would be a momentous day from the start—the room was packed with some of the most recognizable economists, policymakers, investors, and money managers. The snacks were delicious, and in the first 10 minutes of the program, the head of sovereign ratings for Standard & Poor’s declared that his company was likely to downgrade Greece to "selective default" next quarter. It could not have been more timely, given that the conference took place as debt negotiations between Greek bondholders and the government hit another snag, and uncertainty over a deal appeared more elusive than ever.
Peter Orszag, former director of the Congressional Budget Office and now Vice Chairman of Global Banking at Citigroup discussed how the U.S. needs mechanisms to combat political “inertia.”
The range of views on Europe’s debt crisis and its endgame was all over the spectrum. Over the course of the day, we heard from the ECB’s head of market operations, who noted an increased sense of confidence in financial markets since December, predicting only a mild European recession. According to Erik Nielsen, an economist at Unicredit, the worst of the debt crisis turbulence is behind us. Others weren’t as cheerful, including Steve Hanke of Johns Hopkins, who opined during my panel on the euro, "Greece is going to implode…the game is completely over."
Beyond economic predictions, panelists offered plenty of investment tips. Michael Litt, the chief investment officer of Arrowhawk Capital Partners, said U.S. investors will make a "massive" shift out of bonds and into stocks within the next 12 months. Axel Merk of Merk Investments recommended buying commodity currencies, and Julian Callow, head of international economics at Barclays Capital, says the euro will fall to 1.15.
Overall, the tone was decidedly more positive on the U.S. economy, with Byron Wien of Blackstone predicting 3 percent growth this year and the unemployment rate falling below 8 percent.
Between the provocative predictions, lively debates and timely, in-depth conversations, for a super eco nerd, like myself, and plenty of other curious audience members that I met– it was a blast. We even got to take home the goldfish bowl centerpieces as souvenirs. And, the temperature in New York City was warmer than in Davos.
Sara Eisen is a markets reporter for Bloomberg Television, co-host for Bloomberg Radio's Bloomberg on the Economy, and emcee of the event
Bloomberg Government and Bloomberg Businessweek held an exclusive two-panel event at the Newseum in Washington, D.C. examining President Obama's State of the Union Address.
One panel focused on political impacts. Moderated by Bloomberg's Josh Tyrangiel, participants included: Margaret Carlson, Bloomberg View columnist; Former Congressman Tom Davis; Anita Dunn, Managing Director, SKDKnickerbocker; Josh Green, Senior National Correspondent, Bloomberg Businessweek; and Sam Stein, Political Editor and White House Correspondent, The Huffington Post.
The other panel focused on economic and business implications. Moderated by Bloomberg's Al Hunt, participants included: Senator Bob Corker (R-TN); Senator Mark Warner (D-VA); Governer John Engler, President of the Business Roundtable; and Dr. Alice Rivlin, Senior Fellow, Economic Studies, Brookings Institution.
BGOV's Darin Ohlandt recaps the latter panel:
State of the Union: What’s Next
Senator Bob Corker, a Republican from Tennessee, center, speaks as John Engler, President of the Business Roundtable, listens during a discussion at The Newseum in Washington, D.C., U.S., on Wednesday, Jan. 25, 2012. The event, sponsored by Bloomberg Government and Businessweek magazine, was titled "The Economic & Business Implications of the State of the Union Address." Photographer: David Rogowski/Bloomberg
The morning after the President’s State of the Union address Bloomberg Government and Bloomberg Businessweek hosted an event examining the business and political implications of the programs, proposals and issues identified in the speech.
Bloomberg Government sponsored a distinguished panel including Senator Mark Warner (D-VA), Senator Bob Corker (R-TN), Governor John Engler, now president of the Business Roundtable and Dr. Alice Rivlin, a Senior Fellow at the Brookings Institution and renowned economist and budget expert. Al Hunt, Executive Washington Editor for Bloomberg News, moderated the panel. This panel reviewed the economic, business, employment and budgetary consequences stemming from the President’s annual address.
The panelists agreed that the number one problem facing the economy and businesses is the federal budget deficit and the economic uncertainty that stems from it. Senator Corker emphasized that the best way to create jobs and to grow the economy is to tackle the deficit. All panelists agreed that political leadership needs to work out solutions for entitlement reform, tax reform and overall spending.
Senator Mark Warner, a Democrat from Virginia, right, speaks as Alice Rivlin, Senior Fellow, Economic Studies, Brookings Institution listens during a discussion at The Newseum in Washington, D.C., U.S.,
on Wednesday, Jan. 25, 2012. The event, sponsored by Bloomberg Government and Businessweek magazine, was titled " The Economic & Business Implications of the State of the Union Address."
Photographer: David Rogowski/Bloomberg
Dr. Rivlin pointed out that President Obama put Medicare and Social Security reform on the table during the speech, at some political risk. Governor Engler of the Business Roundtable specified many aspects of corporate tax reform that would help them grow and keep jobs in the U.S.
The panelists further discussed a wide range of issues at the intersection of business and government action, including small business policies, immigration reform, regulatory changes and the president’s proposed agency consolidation.
The event, held at the Newseum in Washington, DC, then moved on to the political fall-out with a panel led by Josh Tyrangiel, Executive Editor of Bloomberg Businessweek, and included Sam Stein, Margaret Carlson, Josh Green, Anita Dunn and Thomas Davis.
The 2012 Power 100 ranking of the most powerful athletes in sports (created by Bloomberg Businessweek and Horrow Sports Ventures) was just released. What's interesting is that athletes used to be measured more by their performance on the field than in business. Today, that is no longer the case. In order to be deemed successful, athletes not only have to perform well, they also must have a certain rapport with the public. This Power list looks at athlete's performance both on-and off-the field.
The top of the list is dominated by male athletes who have found their niche by winning championships and securing solid business deals. Three NFL elite quarterbacks, all with Super Bowl rings and lucrative endorsement deals, Drew Brees of New Orleans, Aaron Rodgers of Green Bay, and Tom Brady of New England, lead the pack. Also in the top 10 – the now retired Shaquille O'Neal, action sports star Shaun White, and three male tennis players, Rafael Nadal, Roger Federer, and Novak Djokovic.
There are no wallflowers on the list for sure.
Today we view the individual as a brand, one that can be marketed across the world as much as across the street. The 24/7 news cycle has put access to athletes in real time, and the public's interest is sometimes even greater with off-field activities than with on-field success.
Those in positions of influence need to balance the time they spend improving their vocation with something I call "brand time." For some, that's endorsements. For others, it's interacting with a voracious public, or telling their story through the various levels of social media.
Has this need to be a "brand" always been associated with elite athletes? Perhaps. You know Babe Ruth would have embraced the limelight today as much as he did when he was playing for the Yankees, while someone like Roger Maris probably would have been lacking on the list. Magic Johnson would be tops; Larry Bird, who spent the offseason mowing his lawn, probably not so much.
Dr. Harvey W. Schiller is CEO of Global Options Group and is former head of Turner Sports, YankeeNets and the United States Olympic Committee
Bloomberg's Curtis Ravenel walks the 8-acre site where construction of the 1.8-megawatt SunPower solar power system is underway.
Installed piles will support SunPower T0 Trackers, which position high efficiency solar panels to track the sun during the day, increasing energy capture by up to 25% over fixed-tilt solar systems.
Today, I'm happy to report that we are close to completing installation of a 1.8 megawatt solar power system that is expected to generate the equivalent of over 50% of the Skillman office's electricity. The Bloomberg facilities and sustainability teams have been working with SunPower Corp. and Integrys Energy Services to install this eight-acre, ground-mounted solar tracking system.
Here's how it works:
The system will use high-efficiency SunPower solar panels, the most efficient solar panels available on the market today, with the SunPower™ T0 Tracker system. The Tracker follows the sun’s movement during the day, increasing sunlight capture by up to 25 percent over conventional fixed-tilt systems, while significantly reducing land use requirements.
Bloomberg will buy the clean power generated from the system at prices below retail rates, providing a long-term hedge against rising power prices with no initial capital investment. The system will be owned by Solar Star NJ VI, LLC, a wholly-owned, indirect subsidiary of Integrys Energy Services, Inc. Solar Star will sell the solar renewable energy credits and environmental attributes associated with the system.
Curtis Ravenel, global head of sustainability at Bloomberg
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