LBPTarHeel27 wrote:I think it makes perfect sense for the Magic...I just haven't heard a good reason as to why it makes sense for Disney, from a business perspective. Orlando = Disney, they don't need the Magic's help on that.
In addition to the fact that 'any advertising is good advertising' and further embedding that "Orlando = Disney" mentality, It's about a much more subtle and powerful form of psychological marketing. True, nobody is going to see the Magic wearing a Disney patch on their uniform and suddenly go "Pack up the car honey - we are going to Disney World". That's not what it's about. It's about subtly associating the Disney brand with whatever emotional feelings someone has while watching basketball. For example, take a typical, dedicated Magic fan (not the crazy ones we have here lol). Disney wants to associate their brand with that general feeling of excitement and loyalty that fan has while watching their team play. Or perhaps said fan watches with friends and family - Disney discreetly and instantly associates itself into that feeling of togetherness. Consider how Coca-cola doesn't need to advertise - they are the most consumed brand of liquid on the entire planet...yet they market heavily. Why? Their most successful campaign was somehow associating their completely unrelated beverage with Santa Claus/Christmas season...chosen primarily due to the emotional feelings of family togetherness, joy, celebration, etc.
