No Heat Loss: 5 Steps to Keep Momentum After the Big Game

Miami Heat Everyone loves a winner—unless you're from San Antonio. The Miami Heat beat the San Antonio Spurs last night in dramatic fashion to claim its second consecutive NBA championship, and increased global awareness of the towering image of star LeBron James first, and its own team brand second. That's a lot of No. 6 jerseys and, ultimately, boosts in CPMs for Heat games on TV.

As a gauge of brand awareness, the Heat have 1.5 million followers on Twitter; the Spurs have 396,000. Expect that gap to widen in the next 48 hours.

Resting on laurels is an easy mistake for championship teams–and championship brands of all stripes–to make. The Heat came dangerously close to being upset by San Antonio's team of veterans, and had they lost, last year's championship season would have been tainted by charges of ensuing cockiness. The close call will likely make them savor this year's success even more and perhaps find new ways to thank and engage their fans. There's no telling when the next championship will come.

Here are five ways the Heat can thank and expand its fan base while the iron is still (ahem) hot. Non-sports brands that are on a roll can adapt these as they see fit:

  1. Ramp up community engagement in South Florida. Professionial athletes are often perceived as overgrown, entitled children. The Heat have proven that they have the hearts of champions—now is the time to use their power and influence as a force of good.
  2. Drastically lower the price of some seats for every game at AmericanAirlines Arena to make the brand more family friendly.
  3. On the Heat's official Twitter feed, schedule live tweeting with players so they can connect with fans worldwide. The goal should be to make the Heat the New York Yankees of the NBA.
  4. Ask fans to share Vine or Instagram videos of their attempts at reproducing the LeBron James jump shot that sealed Game 7 of the finals.
  5. Schedule a Miami Heat exhibition game in North Korea and invite leader Kim Jong Un.

Follow Steve Goldstein: @SGoldsteinAI

Comments Off


About Steve Goldstein

Steve Goldstein is editorial director for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.