Less than a month ago I stated Puma pulled off an Avengers styled assembly of explosive athletes when they landed Mutaz Barshim, Abby Steiner and Elaine-Thompson-Herah. What I didn’t know was that Puma had also snatched up LSU’s former All-American and championship long jump and high jumper, JuVaughn Harrison. To be honest, Puma didn’t let me know and there lies a problem for marketing teams at brands and the promotion of niche sports at a time when the digital sports media marketplace is fractured, and engagement happens at so many touchpoints.
The Wanda Diamond League championship came down to Gianmarco Tamberi which caught my eye, but the screenshot shows Harrison and while Barshim is a POC, nothing is more riveting than being able to show my daughter, who is a freshman in high school who participates in high jump, an African American young person competing at the highest level. Of course, we follow Harrison, but the World Athletics does a poor job of breaking down the events with NBC and showing every event. They focus primarily on the premier sprint competitions, but they should probably understand in today’s media every event can provide engagement. Puma should understand this as well and truly consider developing more grassroots oriented marketing around track and field. There is considerable opportunity in this area, beyond what is happening with their sponsorship of the American Track League. Check out the highlights from the amazing Diamond League Championship between Tamberi and Harrison.
Notes:
The Wanda Diamond League encompasses 32 Diamond Disciplines, following a championship style model. Athletes earn points at the 13 series meetings to qualify for the final of their discipline.
At each of the 13 series meetings, Athletes are awarded 8, 7, 6, 5, 4, 3, 2 or 1 points for ranking 1st to 8th respectively. The top 6 in the field events, top eight for 100m-800m and the top 10 for 1500m and long distances will qualify for the Final. In case of a tie, the best legal performance of the qualification phase wins.
The Final 3 format, which is trialed throughout the season in horizontal and technical disciplines, will not be used in the Wanda Diamond League Final.
The winner of each Diamond Discipline at the Final will become “Diamond League Champion” and be awarded a Diamond Trophy, USD 30’000 prize money and a wild card for the World Athletics Championships (certain conditions apply).