All posts by Kevin

How Did WWE Become a ‘Most Valuable Sports Brand’?

By | Uncategorized | No Comments

Pro wrestling in the 60s and 70s was a lot like the carnival business: A few performers made decent money, and a few promotions made decent money… but it definitely wasn’t big business. If one end of the spectrum was Coca-Cola, professional wrestling was a ratty guy in the parking lot selling RC Cola out of a cooler.

And then along came Vince McMahon and what is now WWE.

Read more (via Inc.)

Topps Keeps Tradition and Nostalgia Alive by Innovating the Trading Card Industry

By | Design | No Comments

Those old enough to remember will testify, the thrill of opening a brand new pack of baseball cards to find big stars and players from your favorite team was one of the best feelings any sports fan could encounter. But with the advent of advanced technology, and the digital age unraveling and evolving so rapidly, one couldn’t be blamed for thinking that Major League Baseball card-collecting may have grown outdated.

Read more (via Front Office Sports)

How a Masterful Plan and Frenetic Marketing Campaign Made the Mariners’ Jean Segura an All-Star

By | Sports Biz | No Comments

Greene, the Seattle Mariners’ senior director of marketing, and the entire organization had waited for a call like this since 2002. Seattle was the only major league franchise that had never had a player chosen to be part of the All-Star Game’s Final Vote, in which five players in each league compete in a fan vote for the game’s last roster spot.

Read more (via The Washington Post)

Derek Jeter’s Storytelling Revolution

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In 2014, Derek Jeter, the most famous baseball player in the world, decided to leave the game and start a media business, all thanks to the least likely of inspirations: tennis. “I read Andre Agassi’s memoir, ‘Open,’ and found it interesting,” he says. “I had no idea of the issues he had gone through. It humanized him for me. And I thought every athlete had these kinds of stories to tell. They just need a trusted place to share them.”

Read more on (via

How the Miami Dolphins Became the NFL’s Leader in Digital Strategy

By | Sports Biz | No Comments

In 2016, the NFL’s Miami Dolphins decided to completely overhaul their content strategy. In the 2 years since making such decision, the Dolphins have experienced a 250% increase in digital revenue, they’ve become the #1 NFL franchise in video views and seen 30% of new tickets revenue coming from Facebook lead generation.

Read more on how Tom Garfinkel recognized the opportunity to bring creative and content creation in-house in order to better control the brand aesthetic, storytelling opportunities and platform creation for revenue growth. (via