NEW YORK: Burson-Marsteller has promoted Jason Teitler, MD in the firm's consumer marketing practice, to chair of its US sports marketing group, The Fan Experience.
In the newly created role, Teitler, who has worked at Burson since June 2010, reports to Tom Dowling, US consumer and brand marketing chair at the agency.
Teitler will work with the firm's account teams and clients to leverage sports or engage sports fans to promote brands. Sports fans, Teitler said, is a “loaded term” that can include a wide range of target groups, including consumers, employees, business partners, media, online influencers, and more.
“We help our clients get a lot more value out of their existing deals or we use the sports environment to help them relate with audiences in new and exciting ways,” he added.
The Fan Experience sports specialty, which launched two years ago, has 40 staffers across the US with the majority in New York and Chicago. Teitler said sports marketing staffers are also woven into other practices, such as technology or healthcare, which allows the person to bring in both sports and industry expertise for specific clients.
Brands Burson is working with through The Fan Experience include SAP, T-Mobile, and Oakley sunglasses and apparel on a global level, which the group did work for during the London 2012 Summer Olympics.
The specialty partners with a number of celebrity athletes, such as former NFL players Jerry Rice and Emmitt Smith.
At the moment, Teitler said the group's efforts are largely focused on amping up efforts on the West Coast. Going forward he wants to continue providing insights and “breakthrough strategies” for brands that have not thought they could have an authentic, culturally relevant connection with a sports team, venue, or celebrity athlete.
Prior to joining Burson, Teitler served as EVP of business development at digital engagement agency Piehead Productions for a year. Before that he worked at Steiner Sports, serving as SVP of marketing.
He also previously held marketing roles at Porter Novelli, ANT Internet, and Giles Communications.