Industry insider: : Derek Boyle

• Localización: Sport Marketing Quarterly, ISSN-e 1061-6934, Vol. 22, Nº. 4, 2013, págs. 189-192
• Idioma: inglés
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• Resumen

  • An interview with athlete marketing firm Sports Identity, Inc. president Derek Boyle is presented. When asked about the flaw of survey-based services in measuring the popularity and likeability of athletes, Boyle relates that incomplete and limited data provided by the services. He mentions the utility of their product known as BrandMatch Score (BMS). He says that they provide comprehensive measurements that will align athlete endorsers with brands.