Competitive Edge - Sports & Entertainment Marketing News

‘Space Jam: A New Legacy’ is a marketing brochure masquerading as a movie


In the original Space Jam, Michael Jordan and the Looney Tunes play basketball against a bunch of aliens to avoid the unthinkable fate of becoming attractions in an intergalactic theme park, forced to perform toothless versions of themselves for the amusement of paying customers. Jordan and the Tunes win that round, thankfully, and the 1996 movie ends with them resuming their ordinary lives happily ever after.

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Discussion Questions:

  1. What is entertainment marketing?
  2. What is the difference between the marketing of sports and entertainment and marketing through sports and entertainment?
  3. Which best describes this news story?
  4. What is product placement?
  5. Why do brands engage in product placement strategies?
  6. Why would a movie studio allow for product placement?
  7. What brands are present in the new ‘Space Jam’ movie?
  8. Do you think those brands integrate seamlessly with the storyline? Why or why not? Why might that be important?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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