How OBJ cultivated a brand that resonates with young audiences

NFL athlete by day, influencer by night

Where does Odell Beckham Jr. rank on NFL top player lists?

Going into last season, CBS had Odell ranked at #10.

According to Bleacher Report, OBJ isn’t even in the top 14 at his position (wide receiver) going into the 2021 season. Perhaps slightly understandable because of his recent injury.

First of all, that’s a damn shame. And I can’t wait for him to come back with a chip.

However, Odell, even when he exploded onto the scene and was producing amazing numbers with the Giants, was not really regarded as the best wide receiver in the league from anyone…

Chemical engineering, dealing with the loss of a loved one, finding out what my girlfriend wants to eat, and marketing to Generation Z (Gen Z). All are examples of things that are universally accepted as hard to do. So much so that for the last one, in 2017, the Minnesota Vikings hired the 18-year old Gen Z guru, Jonah Stillman, to help the team connect with the next generation of fans.

But hold up, why are Gen Zers such an important segment that the Vikings had to bring in a specialist to crack the code? …

And how sports teams can learn from them

a gaming keyboard close u p image
a gaming keyboard close u p image

“You are watching someone else play video games? You’ve entered new dimensions of nerdliness.”

A small wave of shame trickles down my spine as my dad shuts the door and leaves the room. I whisper whatever 2011’s version of “boomer” might have been and eat another pringle.

Despite this shame, eSports has been on an interstellar trajectory ever since. An important driver of this might be because the mechanisms of the medium invite innovation, unlike any other sport.

How, you probably aren’t asking? The sport is played digitally, watched digitally (mostly), purchases are made digitally, and the core fan demographics…

And why blockchain is just a financial arcade

I had a love/hate relationship with arcades as a child.

Maybe because the first thing I faintly remember is the smell of copper, sweat, and children’s tears.

Or… maybe it’s the fact that I was shown the unfortunate nature of foreign exchange, banking, and economics way too early. Stay with me here.

Rewind 20+ years. Action.

You cross the heralded drawbridge into “Castle Park Arcade.” Your blood pressure begins to spike but you remain calm — you haven’t had any sugar just yet.

And how they used gamification, network effects, and a viral marketing strategy to break the industry

Two-sided markets are tough.

Having to build a platform and onboard both buyers and sellers (or men and women in Tinder’s case) is a difficult task in a competitive market like online dating.

Tinder’s first target demographic was college students and their early marketing strategy reflected so. With popular services like, OkCupid, eHarmony, and others, how did Tinder succeed in this difficult space? The short answer: gamification and the network effect… and keg stands.

“The app was founded by Sean Rad and Justin Mateen, a pair of 27-year-old entrepreneurs who ‘seeded’ it in the University of Southern California with…

A Liquiditeam-hosted podcast

In this episode, Ron and Thomas are joined by John Haegele, a sports and broadcasting veteran. Early in his career, he worked as a director at the NFL, he worked with Mark Cuban on his first project, which was then acquired by Yahoo where he then spent more time working on Yahoo! Sports.

Over the years he was involved with various other sports media companies, culminating in his own boutique consulting and advisory firm.

We touch on:

  • John’s early days and the general landscape of broadcasting and sports media
  • The nature of sponsorships and media rights
  • We then shimmy…

Liquiditeam Feature Update

Making digital sponsorship activations more engaging with Sponsored Tokens

Digital sponsorships are a tough cookie to crack in sports. Most digital sponsoring is simple online advertising and, thus, a natural interruption of whatever the user is doing. The big social sites have improved the experience since the inception of their various ad platforms but still, there is friction. People tend to dislike being interrupted.

And when COVID-19 turned the world into a scene from Steven King’s “The Stand,” some research and analyst firms predicted a %30+ decline in global sponsorship spend. And naturally, this was a rational prediction.

According to Kirk Wakefield in this Forbes piece, the pandemic actually…


5 bite-sized reasons why you should check out LT Fan Platform

The majority of my professional career has been within the B2B sector — specifically high-ticket SaaS. Without getting uninteresting, it’s well established that B2B sales/marketing lifecycles are long and complex compared to eCommerce and B2C.

The reason is perhaps that the number of touchpoints can vary greatly and even the most comprehensive and well-executed marketing plan can pale in comparison to a well-placed referral. Such is the nature of B2B software.

This is especially true with well-established brands and verticals.

B2C product lifecycles have a very different complexion.

Known products or services are “easy” to market because there typically isn’t…

We have written quite a lot about who we are, what we are building, and how it is useful for sports brands.

So, we naturally thought it was a good idea to pile on more — this time in audio form.

But in all seriousness:

This episode, while backtracking slightly, is a casual snapshot of our company on a more personal level.

So grab a coffee and join Ron Jaradat, Thomas Euler, and Jonas Rubel as we talk about:

  • The genesis of Liquiditeam and how we got into the blockchain/sports sector
  • A general introduction to our product and what we…

Liquiditeam Resources + Guides

3 digital business models for sports brands to reach younger and new audiences

After over a year of dealing with COVID-19, we have seen different industries go through the full spectrum of success.

We’ve seen the travel and hospitality industries struggle immensely on one side and the gaming and tech industries profited heavily on the other.

For many of the smaller sports teams, they have struggled heavily. But for some of the bigger and more popular teams, they did well considering the circumstances— especially considering how early fan-less sports came back to us. The reason, I think, was the fact they have been able to continue playing and televising the games.

The one…

Ron Jaradat

Digital Marketing Playmaker at Liquiditeam | Marketing and Copywriting insights at

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