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Perspective

Sep. 7, 2012

Sports marketing and social media

Social media provides athletes greater access to the public, but that access comes with a greater risk of missteps. By Richard Grant and Marc Perman


In the old days, a sports celebrity could count on a lucrative contract for appearing in a television product endorsement ad. Broadcast networks enjoyed a reliable stream of advertising revenue from their clients. Television was the principal medium and it called the shots. But television has become old school. New media outlets such as Facebook and Twitter are hot, and products and brands are shifting their attention and advertising dollars to these new social media platf...

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