Marketers should Proceed with Caution When Trying to Integrate Sports and Entertainment
Michael O'Hara LynchVisa, U.S.A.
You saw it coming. The furor caused recently when Major League Baseball announced plans to place Spider-Man II movie logos on bases during selected June games came as no surprise to many of us. It was an example of the consequences when sports, entertainment converge, and fans do not provide their approval.
The involvement of marketing in sports and entertainment is done by permission of the fan. We as marketers must respect the relationship that exists, and work within the parameters...