What’s the “X” factor of the X Games? A case study for Ignite ’17

Guest blogger: Rob Temple, Senior Vice President, ESPN Sports Marketing

My job covers a lot of territory: In my role at ESPN, I oversee 32 different sports from NFL, NBA and MLB to the Scripps National Spelling Bee and the Nathan’s Famous Hot Dog Eating Contest. And even with all those sports to present and promote, one of the most important factors in my job – the “X” factor, if you will – is to stay focused on what’s next – to help identify and develop the next sport that our fans are passionate about and our advertisers will want to sponsor.

The team from ESPN has got a great story to tell when it comes to the progression we’ve made with the X Games, which were held in Minneapolis, Minnesota this past summer. We identified the extreme sports phenomenon back in the 90s, when we saw opportunity in creative competitions that were organically developed through the skill of truly spectacular athletes who sat outside the typical stick-and-ball space. The games were intriguing because they weren’t about beating someone else – they were about competing individually to do something that’s never been done before.

Learn more at Ignite ‘17

On October 19 I’m going to be in Minneapolis, Minnesota at the Ignite ’17 conference, presenting a case study on the X Games, including a discussion of how we at ESPN have progressed these games from an integrated marketing standpoint to create for value for sponsors, the athletes and the fans. I’ll cover how we see this property aligned with the audience, and I’ll discuss why the concept of progression is innate in our own evolution.

The conference is sponsored by The Institute for Research in Marketing at the University of Minnesota’s Carlson School of Management and YA, an industry leader in delivering high-impact marketing promotions. At each session, business scholars and corporate leaders will be co-presenting academic findings and real-world results. I’ll be conducting a session that teams me up with Anindya Ghose, Heinz Riehl Chair Professor of Business at New York University’s Stern School of Business. He’ll be speaking about why integrated marketing has never been more important for businesses, and he’ll be including some data from his own research. Following our remarks, Professor Ghose and I will be taking questions from the audience.

See you October 19
Sound intriguing? If you’d like to learn more, I’d love to have the opportunity to connect with you on October 19. You can register for Ignite ’17 here. https://carlsonschool.umn.edu/conferences/ignite-conference

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