Blake GriffinSports Marketing Plan

Catherine BarnettNick ChangTodd Crabb

Deena ElkassedJames HuntingtonPhillippe Keutgen

Matthew KoellikerGaetan Pierrefeu

Sarah Walker

Agenda

1.  Player Overview

2.  Major Career Endorsements

3.  Athlete Marketabilityi.  Athlete Marketability Formulaii.  Current Imageiii.  Current Social Media Activation

4.  Competitive Landscapei.  Comparison to Other Top Playersii.  SWOT

5.  Marketing Strategy & New Endorsement Opportunities

6.  Athlete Marketing Pitch

Early Years – High School and Oklahoma Sooners!•  Won four state championships (2003-2007)!•  Voted National Player of the Year in his sophomore year at Oklahoma•  Selected 1st overall in the 2009 NBA Draft

NBA – Clippers!•  Won the Rookie of the Year award in 2010-2011!•  Five-time NBA All-Star!•  Selected to the U.S. Olympic team, but could not play due to an injury•  First Pacific Division title for the Clippers in 2012-2013!•  Career-high 24.1 points per game in 2013-2014!

Profile!

-  26 years old-  6’10”, 251 lbs-  $24.7M total earnings (2015)-  $17.7M salary-  $7m endorsements-  #46 (▲)World’s Best Paid Athletes

(2015)-  Single, 1 child-  Agency: Excel Sports-  Agents: Jeff Schwartz, Sam Goldfeder-  3.4M Twitter followers

Player OverviewBlake Griffin – Power Forward, Los Angeles Clippers

Major Career Endorsements

2009 2015

•  Subway•  Electronic Arts•  Nike•  Foot Locker•  Kia•  AT&T

•  Vizio•  Gamefly•  Rage•  PowerBar•  Jordan•  Red Bull

On-court performance = talent + success•  5-Time All-Star•  Rookie of the Year•  Slam Dunk Champion

BUT•  Little post-season success

Off-court persona = integrity + charisma•  No significant off-court incidences•  Likable: 76% of those surveyed would want to hang

out with Blake•  Over half of survey respondents view Blake as a

positive role model

Characteristics Describing Blake – !Top Survey Results!

1. Unique

2. Exciting

3. Respected

4. Funny

5. Good Sport

Athlete MarketabilityAthlete Marketability = On-Court Performance + Off-Court Persona

Athlete MarketabilityCurrent Image – Survey

Athlete MarketabilitySocial Media Activation

9th!

76th!

+1,100!

most followedNBA player

most followedathlete

avg. daily increaseIn Twitter followers

The Most Influential NBA Players on Social Media LeBron James

Kevin Durant

Kobe Bryant

Carmelo Anthony

Dwight Howard

Dwayne Wade

Chris Paul

Paul Pierce

Blake Griffin

25.2M22.2M

15.4M

12.3M9.9M

5.9M

7.9M20.4M

4.4M

7.1M

Steph Curry

5.3M3.2M

6.2M

4.9M1.4M

5.0M11.1M

5.4M

3.3M4.4M

6.1M

4.6M4.6M

3.8M

3.8M3.7M

0.2M

3.4M3.9M

2.1M

Source:“TheWorld’sHighestPaidAthletes,”Forbes,2015(h=p://www.forbes.com/athletes/list/)

Competitive LandscapeComparison to Other Top Players

Forbes Ranking! Name ! Age !

Pay!($)!

Salary!($)!

Endorsements!($)! Team!

6 LeBron James 30 64.8 20.8 44.0 Cleveland Cavaliers

7 Kevin Durant 27 54.2 19.1 35.1 Oklahoma City Thunder

10 Kobe Bryant 37 49.5 23.5 26.0 Los Angeles Lakers

20 Derrick Rose 27 33.9 18.9 15.0 Chicago Bulls

25 Carmelo Anthony 31 30.5 22.5 8.0 New York Knicks

31 Dwyane Wade 33 27.2 15.2 12.0 Miami Heat

37 Chris Paul 30 26.1 20.1 6.0 Los Angeles Clippers

41 Dwight Howard 29 25.5 21.5 4.0 Houston Rockets

44 Amar’e Stoudmire 33 25 22 3.0 New York Knicks

46! Blake Griffin! 26! 24.7! 17.7! 7.0! Los Angeles Clippers!

49 Joe Johnson 34 24.2 23.2 1.0 Brooklyn Nets

52 Chris Bosh 31 23.8 20.8 3.0 Miami Heat

Competitive LandscapeSWOT Analysis

Strengths!-Charismatic

-Player for a large-market team-5-time NBA All-Star

-Known for powerful dunks (2011 Dunk Contest Winner)

-Made the playoffs the last 4 years

Weaknesses!-Little post-season success

-No MVP seasons -Although he is improving, not known as a great all-

around player -Not clearly viewed as a number one player on a

team

Opportunities!-Improve on-court

Performance-Owner who is willing to spend-Kobe Bryant’s retirement and

Laker struggles-Successful endorsements that

resonate with younger audience could lead to

other deals

Threats!-The Warriors

continued dominance-Clippers post-season performance

could cap his marketability -Chris Paul injury/leaving the team

could hurt team performance-Could be traded to the

Milwaukee Bucks…

New endorsement opportunities:!•  Personal Care

•  e.g. Dollar Shave Club, Harry’s•  Technology

•  e.g. Flipagram, Samsung, Skull Candy

•  Fashion•  e.g. H&M, J Crew

•  Health & Wellness•  e.g. Thrive Market

•  Lottery & Gaming•  e.g. DraftPot

Focus:!•  Current top priority is on-court

performance •  Thoughtfully curate brand

partnership opportunities

Marketing Strategy & New OpportunitiesThe Future of Blake Griffin

Increasing brand value:!•  On-court and team

performance•  Consistent brand visualization•  Increase visibility of

community engagement

Social media strategy:!•  Strategy to expand social

media reach via Facebook & Instagram

•  Increase YouTube presence

Endorsement Pitch

ELITE NBA PLAYER2009 NBA DRAFT 1ST OVERALL PICK2011 ROOKIE OF THE YEAR5-TIME NBA ALL-STAR

IMAGE & PERSONALITYUNIQUE, EXCITING, FUNNYCREATIVE & ENGAGINGHUMAN HIGHLIGHT REEL

SOCIAL MEDIA INFLUENCE

3.9M FACEBOOK FOLLOWERS3.4M TWITTER FOLLOWERS

2.1M INSTAGRAM FOLLOWERS9TH MOST FOLLOWED NBA PLAYER

+1,100 TWITTER FOLLOWERS PER DAY

DELIVERS VALUE

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CREATIVE & ENGAGED PARTNERAPPEALS TO A BROAD AUDIENCEACTIVELY ENGAGED AMBASSADORCREATIVE, COLLABORATIVE PARTNERAUTHENTIC – GENUINE – CHARISMATIC

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