In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors.
In his February 21 Golf Business column, The Wall Street Journal's John Paul Newport assesses the impact of the PGA TOUR's new Skratch TV initiative, with comments from Sports and Leisure Research Group President Jon Last.
SLRG President Jon Last offers thoughts on the intriguing marriage of Under Armour and Muhammad Ali in a provocative Marketing Daily Piece
In his February, 2015 column, SLRG's Last reflects on how recent activation by leading sports properties, effectively illustrates some of the basic tenets of the "connection planning" discipline.
Marketing Daily's coverage of Super Bowl advertising, contemplates the NFL's domestic violence awareness PSA to run during the first quarter of the 2015 game. SLRG President Jon Last weighs in with his thoughts on the potential impact of the spot.
In the January Marketing: Sports, SLRG President Jon Last speaks to a number of fan behavior trends that will impact sports marketing in the year ahead.
In his December Media Post item, SLRG President Jon Last speaks to the marketing lessons that can be learned with the recent elimination of the football program at University of Alabama at Birmingham.
In his November, 2014 Media Post column, SLRG's Jon Last speaks to how an uncomfortable moment during a sponsorship activation, may have actually created marketing gold for Chevrolet.
In his October, 2014 Media Post column, SLRG President Jon Last speaks to some cross generational similarities between baby boomers and millenials and the implications for sports marketers.
In his September 2014 Media Post: Marketing Sports column, SLRG President Jon Last speaks of the opportunities that multi-generational marketing present for sports properties.
SLRG President Jon Last's keynote remarks at the Summer Financial Communications Society breakfast are highlighted in a look at the financial services community's involvement in a proliferation of sports venue naming rights deals.
SLRG President Jon Last adds perspective to Stuart Elliott's assessment of the marketing push behind NASCAR's new Chase for the Sprint Cup. Read it here.
In this month's Media Post column, SLRG President Jon Last speaks to how sports properties and activating brands need to go beyond a sea of data to make their activation proposition truly come alive.
As golfers age and many young adults shun the game, resorts are trying to win them over by adding speakers to golf carts and Wi-Fi access, building high-tech training centers and putting courses. SLRG President, Jon Last is quoted in the article.
In his July, 2014 Media Post: Marketing Sports column, SLRG President Jon Last speaks to what research has shown to be the true reasons behind slow ticket sales or poor fan engagement.
Coverage of SLRG President, Jon Last's keynote presentation at The International Network of Golf conference. You can download the actual presentation here.
In his June Media Post column, SLRG President Jon Last puts to rest some of the unwarranted panic that has beset mainstream media reports on the golf industry.
Jon Last speaks to SLRG research citing the momentum building for the NHL and how the marquis match-up between the New York Rangers and Los Angeles Kings, can potentially spur increased ad revenue and fan interest for the league.
In his May 2014 posting, SLRG President Jon Last lays out a critical path of considerations and steps that any marketer must take prior to launching a relationship with a sports property.
SLRG President Jon Last's April Media Post Marketing: Sports speaks to how baseball's opening day is a microcosm of sports marketing, in general. The annual rite of passage reminds us of some of the key potential differentiating aspects that live sports provides.
Macali Communications President Kevin Donnellon's March 27, 2014 post on the value of thought leadership is an insightful take on the collective power of collaboration with experts, and includes a reference to SLRG's Jon Last.
Details on SLRG President Jon Last's upcoming keynote at the 2014 International Network of Golf Conference in June.
In his March 2014 column, SLRG President Jon Last speaks to the impact and importance of good customer relationship marketing strategies in sports.
Macali Communications, Feb. 26, 2014 blog post features an interview with SLRG's Jon Last. Jon addresses key insights on sports marketing issues and opportunities in the year ahead, driven by recent SLRG research.
In the February 11, 2014 Media Post: Marketing Sports, SLRG President Jon Last offers some insights from recent research on sports fan media usage that has somewhat counter-intuitive implications for brands activating through sports. You can read the piece, as well as previous columns here.
Developments in media consumption research, mobile data collection and mixed mode projects are among the trends explored in RFL Communications? Research Business Report Predictions issue.
SLRG President Jon Last's perspectives on the state of the golf industry and player development efforts are included in this cover story on the evolving role of golf as a key component of corporate meetings.
The Summer 2011 issue features SLRG President Jon Last's commentary on how golf facilities can increase rounds and revenue from women, drawn from Sports and Leisure Research Group work for the NGCOA and Little Family Foundation.
SI Columnist Gary Van Sickle's 2011 golf season preview roundtable discussion includes comments from Sports and Leisure Research Group President Jon Last on topics including an outlook for the year ahead, the state of private clubs, equipment launches and the opportunities presented by custom fitting and women friendly initiatives.
Custom fitted clubs increase golf enjoyment, study find For as long as I've been playing golf - almost 15 years now - I have been told that I should never buy clubs off the rack. I know it flies in the face of what many sporting goods stores and online retailers would prefer you do, but having a proper fitting (even a half-decent one) will drastically increase the chances that a consumer will purchase the right equipment for their game.
Forbes.com coverage of SLRG's custom clubfitting research.