[外電] If Goran Dragic was Asian…
看板Rockets作者augopf50123 (Let bygones be bygones)時間12年前 (2012/04/14 02:08)推噓6(6推 0噓 5→)留言11則, 5人參與討論串1/1
外電來源:http://sportelement.si/en/if-goran-dragic-was-asian/
In the last few days we are witnessing Dragic-sanity in Slovenia. Media and
fans are competing in expressing bigger and better compliments about Goran
Dragic and his excellent performances in the NBA (he was named the player of
the week in the Western Conference).
A month ago similar thing happened to the New York Knicks player Jeremy Lin.
After he got an opportunity to play some serious minutes and decided couple
of games, he became a global star practically overnight.
The story of Lin and Dragic is quite similar yet the result is very
different. As soon as Lin played couple of good games, he instantly became a
marketing priority #1 for the whole NBA, while Dragic, at least
internationally speaking, is just another interesting story.
Why? To put it bluntly – Jeremy Lin is Asian. And Asian market is of great
importance for the NBA. How strong the marketing engine of the NBA is, was
evident in the promotion surrounding Lin’s performances. Every day he
appeared in headlines of all major media, market was immediately flooded by
the series of his merchandize, he began to endorsement deals and he even got
the chance to participate on the All-Star weekend in Orlando. All that with a
clear objective – to increase the popularity of the NBA in Asia. The overall
plan was slightly blocked by his injury, but the Lin-effect will last at
least until the beginning of the next season.
One another important factor in this whole story are of course the New York
Knicks. Before the season, many have seen them right on top among the best
teams of the league, where they haven’t been since the days of Patrick
Ewing. But it seemed that this was going to be another season to forget. At
least until the Linsanity began. And the rest is history …
And where in all this is Dragic? His on-court numbers are higher than Lin’s.
His team is winning and competing for the playoffs. He also plays for a great
team with tradition, although on a much smaller market, to be honest.
But …
Dragic is ‘only’ from small Slovenia. The story itself is probably very
interesting from the point of view of fans, but from the NBA marketing aspect
he unfortunately is not (yet) a major factor. If he continues to play on such
high level in the next season he could of course become more interesting from
marketing perspective as well.
From Slovenian perspective Dragic is already an athlete with one of the
highest market value in Slovenia. He has everything an athlete needs for
successful endorsements: credibility on the court and attraction in his
personal life.
Of course, the size of Slovenia doesn’t mean that no one from our country
can become a truly global sports icon. It just means that the whole process
is more difficult than it was with Jeremy Lin.
A lot of athletes from smaller markets are facing this problem. Beside the
fact that usually this means that the sports results have to be even better
and more consistent, crucial role here is carefully planned and executed
sponsorship strategy. With this in mind even an athlete from Slovenia could
one day join the company of top earning world athletes.
The biggest short-term benefits from Gogi-mania will have Slovenian
basketball federation and its sponsors and the organizers of the Basketball
European Championship which will be held next year in Slovenia. And of course
first companies which will use Goran as their endorser.
話說小弟我英文差 看得懂一點點但是我不會翻譯........
跪求翻譯阿~~
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