I was chatting to my long-term friend Lukanyo Mnyanda (of Bloomberg and previously Sunday Times/BDFM) last night and we got onto the subject of our favourite newspaper, The Sunday Times. This is not an attempt to revive my previous rather lively blog post on the issue that garnered quite a bit of comment and debate, but we still couldn’t understand why the Sunday Times still calls its sport section “SoccerLife & Sport”. Again: soccer is a category of sport, not the other way round. If there is a need to push the SoccerLife brand as a result of a joint venture of some nature or a desire for emphasis then surely you could solve this marketing need by calling it “Sport” and then adding, “incorporating SoccerLife” as a subbrand or something to that effect?
There just isn’t a precident anywhere for something like this. Furthermore, if this is newspaper innovation at its best — what could the reasoning be here? Lukanyo also mentioned that it made the sports section look a little silly the other day, because “SoccerLife & Sport” had a cricket lead.