I am the founder of BusinessofCollegeSports.com, a nationally-recognized source for news and analysis on the business of college sports. From that site was born a book, Saturday Millionaires: How Winning Football Builds Winning Colleges (Wiley/Turner, 2013). After practicing law for four years, a...
Brand ambassadors and endorsers are obviously chosen by brands for their desirable audiences. Sometimes, however, a brand strikes gold and gets more than they bargained for, and that's exactly what happened for DICK'S Sporting Goods when they signed CrossFit athlete Christmas Abbott for its Second Skin line of athletic apparel. "Our partnership with Christmas predated her finding out about Big Brother by a few weeks," said Ryan Eckel, vice president of brand marketing at DICK’s Sporting Goods.
Dr. Pepper spent a pretty penny to become part of the very first partner to sign on with the College Football Playoff a few years ago, and the expense didn't end with the sponsorship fee. Beyond the initial outlay, sports sponsors have to spend money on activation and find a way to leverage the precious rights they've secured to market to that particular fan base. Enter Larry Culpepper, quirky concessionaire and the self-proclaimed inventor of the College Football Playoff.
Rob Gronkowski is more than just one of the NFL's best offensive players in the last decade, he's a marketing genius who seemingly never stops working. But he always looks like he's having fun. From planning adventures like Gronk's Party Ship to jumping in the ring at WrestleMania to playing Rock 'Em Sock 'Em Robots with Richard Sherman as brand ambassadors for beef jerky brand Oberto, "Gronk" has capitalized on his winning personality to become a brand himself.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".