Time to take a look back and evaluate how I did on my 2009 predictions for the world of Sports Marketing. I posted my “bold predictions” on January 2, 2009 as a wide ranging look at some of the big moves I thought would happen in the industry. I made seven predictions and wind up getting almost half of them correct.
Prediction: Tiger Woods will sign with Mercedes or BMW.
Result: This one did not happen, but who could have predicted the implosion that would happen to Tiger Woods the endorsement star in 2009. Tiger is currently losing endorsements by the week, but I still think this prediction will eventually come true. Companies will stay away from Woods for awhile, but when they do come back I expect Tiger to pickup a luxury car endorsement deal.
Prediction: Wrigley Field gets a new name.
Result: This one didn’t happen, although the Cubs were finally sold at the end of the year so it could be on-tap for 2010.
Prediction: AIG will end uniform sponsorship with Manchester United.
Result: I got this one right. Shortly after writing these predictions word came out that AIG would discontinue their deal with Man U. AIG actually just chose not to renew their deal, but close enough I got this one right.
Prediction: NASCAR will cut races.
Result: It was a tough year for Nascar with a tough economy and huge losses in the auto industry both hurting the sport. The end result was that some races were not return to the schedule (e.g.- Milwaukee Mile in 2010).
Prediction: Reebok will be folded by Adidas.
Result: This did not happen, and with parent company, Adidas’ stock up 20% in 2009, the Reebok brand might be safe for awhile. That said, I still think we’re still headed towards an Adidas versus Nike world, so at some point Adidas is going to put Reebok down.
Prediction: Under Armour will be acquired by Nike.
Result: This did not happen, but I still feel it’s one that could happen soon. Under Armour’s stock is only up slightly since beginning of ’09 and UA stock took a pounding in October when they missed the mark with their expansion into running shoes. Nike is still flying high and has a $30 billion market cap, so I think they eventually make this acquisition to eliminate a big competitor.
Prediction: David Beckham goes back to Europe.
Result: Nailed this prediction. Becks came, he played a little bit and created a sensation. Then David high tailed it back to the Spanish Premiere League. I think Beckham likes the idea of playing in America, but isn’t really interested in doing it just yet.
