1. Blake Griffin
Sports Marketing Plan
Catherine Barnett
Nick Chang
Todd Crabb
Deena Elkassed
James Huntington
Phillippe Keutgen
Matthew Koelliker
Gaetan Pierrefeu
Sarah Walker
2. Agenda
1. Player Overview
2. Major Career Endorsements
3. Athlete Marketability
i. Athlete Marketability Formula
ii. Current Image
iii. Current Social Media Activation
4. Competitive Landscape
i. Comparison to OtherTop Players
ii. SWOT
5. Marketing Strategy & New Endorsement
Opportunities
6. Athlete Marketing Pitch
3. 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
- $7m endorsements
- #46 (▲)World’s Best Paid Athletes
(2015)
- Single, 1 child
- Agency: Excel Sports
- Agents: Jeff Schwartz, Sam Goldfeder
- 3.4MTwitter followers
Player Overview
Blake Griffin – Power Forward, Los Angeles Clippers
4. Major Career Endorsements
2009 2015
• Subway
• Electronic Arts
• Nike
• Foot Locker
• Kia
• AT&T
• Vizio
• Gamefly
• Rage
• PowerBar
• Jordan
• Red Bull
5. On-court performance = talent + success
• 5-Time All-Star
• Rookie of theYear
• Slam Dunk Champion
BUT
• Little post-season success
Off-court persona = integrity + charisma
• No significant off-court incidences
• Likable: 76% of those surveyed would want to hang
out with Blake
• Over half of survey respondents view Blake as a
positive role model
Characteristics Describing Blake – !
Top Survey Results!
1. Unique
2. Exciting
3. Respected
4. Funny
5. Good Sport
Athlete Marketability
Athlete Marketability = On-Court Performance + Off-Court Persona
7. Athlete Marketability
Social Media Activation
9th!
76th!
+1,100!
most followed
NBA player
most followed
athlete
avg. daily increase
InTwitter followers
8. The Most Influential NBA Players on Social Media
LeBron James
Kevin Durant
Kobe Bryant
Carmelo Anthony
Dwight Howard
Dwayne Wade
Chris Paul
Paul Pierce
Blake Griffin
25.2M
22.2M
15.4M
12.3M
9.9M
5.9M
7.9M
20.4M
4.4M
7.1M
Steph Curry
5.3M
3.2M
6.2M
4.9M
1.4M
5.0M
11.1M
5.4M
3.3M
4.4M
6.1M
4.6M
4.6M
3.8M
3.8M
3.7M
0.2M
3.4M
3.9M
2.1M
9. Source: “The World’s Highest Paid Athletes,” Forbes, 2015 (h=p://www.forbes.com/athletes/list/)
Competitive Landscape
Comparison to OtherTop Players
Forbes
Ranking!
Name! Age!
Pay!
($)!
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 CityThunder
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 NewYork 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 NewYork 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
10. Competitive Landscape
SWOT 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…
11. 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 Opportunities
The 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
• IncreaseYouTube presence
17. SOCIAL MEDIA
INFLUENCE
3.9M FACEBOOK FOLLOWERS
3.4MTWITTER FOLLOWERS
2.1M INSTAGRAM FOLLOWERS
9TH MOST FOLLOWED NBA PLAYER
+1,100TWITTER FOLLOWERS PER DAY
