Media Bites on Barry Sanders' Marketing Move
"We wanted to use the [announcement] as the lead horse, if you will, for the site," said Gregory Hebner, vice president at Athletes Direct, a division of Broadband Sports, Santa Monica, CA, the firm that launched the site.
Apparently, it worked. TV station ESPN and Web publications NYTimes.com and USAToday.com -- among other national media outlets -- picked up the story, providing mention and sometimes a link to www.barrysandersdirect.com.
The site features several columns written by Sanders and an e-commerce channel that includes autographed jerseys and footballs as well as vintage football cards for the athlete.
Viewer statistics and sales figures for the site's debut week -- Nov. 13-19 -- were not made available. However, Hebner said, BarrySandersDirect.com generated more activity during that time than any of his firm's 200 other sites for professional athletes did.