Fanatics’ Post

If you start with the premise that sport is entertainment and understand that the big four leagues have transformed from live event businesses into media properties as broadcast rights have skyrocketed, then you recognize it is logical for clubs within those leagues to look around at what successful entertainment companies are doing and try to replicate some of their best practices. Few entertainment (and sports entertainment) assets have done a better job than WWE over the last four years. Publicly filed documents show company EBITDA was ~$175mm in 2019. By the time its merger with the UFC occurred in Sept. ’23 annual profits had reached ~$415mm, and WWE’s stock price had more than doubled since president Nick Khan assumed the position in August of 2020. Khan spoke at JohnWallStreet's Fall ’24 Sports & Media Huddle on Thursday. In a prep call for the event, he identified several strategic initiatives that collectively have enabled WWE to double its profits during his COVID-impacted tenure; many of which can be replicated by more traditional sports properties. #sports #media #entertainment #strategy #bestpractices cc: Ryan Dastrup, PhD Randall Friedman Jacie Brandes Chris Legentil https://lnkd.in/e9yEnCkx

Great data from the team at Trajektory, and great examples of how teams like Baltimore Ravens are driving media value for Ford Motor Company. However there is opportunity for sponsorships to work so much harder than pure media value and start turning fans into customers for sponsors. For example, fans are 70% more likely to take action to a direct brand ad after engaging with organic content. What if teams used their social audience as an asset and enabled their sponsors to retarget fans who engage with social content which includes their branding. So for example Ford could retarget fans with a promotional offer to drive traffic to local dealerships not just get brand awareness. This is bringing modern day digital marketing into sponsorships, creating NEW inventory for teams and is what brands want. Ad tech like Partnerbrite which has been built for the sports industry is making this possible. #sportsadtech #modernizingsportssponsorship

The NBA returns in just under a month. But how do you know which celebrity partnerships will drive real value? Traditionally, decision-makers look at media impressions and engagements. But you need to look far beyond this to get a deeper understanding of what a sponsorship like this can do for you. At Relo Metrics, we partner with SponsorPulse to deliver insights on awareness, likability and consumer impact for NBA athletes. This gives a unique measure of an athlete's relatability to the audience. We measured the impact of the top 10 NBA stars last season. Firstly, all of the players ranked well above the national celebrity average in likability and awareness at 23%, compared to 16%. It shows just by investing in any one of the top 10, you could reach a quarter of all Americans. Secondly, it revealed some interesting stories within the top 10. Of course, Lebron James came out on top, with 47% of consumers who were aware of and liked the player – 24% of which were positively impacted by related player partnerships. That translates into 52M+ Americans impacted. Kevin Durant came second, with 37% likability and 13% impact, reaching 28M+ Americans. But in the tenth spot sat Zach Levine. He achieved 24% likability and 16% impact, but it translates into reaching 34M+ Americans. Far greater than Kevin Durant. Depending on your goal, these numbers can really help to decide which athlete is actually best for your sponsorship. It may not always be the one you think. Find the full list of players and the report, here: https://hubs.la/Q02RQ7zR0 #socialmedia #sponsorship #digitalmarketing #technology #advertisingandmarketing #advertising #sportssponsorship #partnerships #sports

The roots of sports fandom often sprout in unexpected places. For some, it's a matter of accessibility - the teams you can watch become the ones you follow. This was the case for an international fan who, thanks to a gift from an American friend, gained access to limited U.S. sports broadcasts. Week after week, the Dallas Cowboys games were the consistent offering, naturally cultivating a new supporter for "America's Team." Yet, being a fan isn't always smooth sailing. Despite regular-season successes, playoff disappointments can test one's loyalty. However, true fandom isn't about jumping ship when times get tough. It's about sticking with your team through the ups and downs and maintaining realistic expectations while holding onto hope for better seasons ahead. How did you become a fan of your favorite team? Was it by chance, choice, or tradition? Share your story below. #SportsFandom #TeamLoyalty #FanOrigins

A CHIP BRAND BROUGHT 4-POINTERS TO THE NBA. And Motive just turned them into CLIO GOLD. The National Basketball Association (NBA) has never been shy about changing the game—but it took a chip brand to turn 4-Pointers into reality. As hoops culture grows more dynamic, Ruffles continues to feed fans who want more. 3-Pointers have already revolutionized the League, but Ruffles was bold enough to take it further: pitching the “4-Point Ridgeline” at the NBA All-Star Celebrity Game, and convincing the NBA to make it happen. With “Ridgeline Unlocks,” we tapped into the insight that fans want to be a part of the action—not just spectators—and took our impact well beyond the hardwood. HOW WE DID IT: Ridgeline Unlocks created a multi-faceted experience in-broadcast, online, and on the streets of Indianapolis. From creating a capsule collection that fans could win by scanning broadcast codes; to real-time social interactions during the game; to teaming up with Indy’s own Nap or Nothing for an IRL Ridgeline contest; this year’s experience was integrated, interactive and at the forefront of the conversation. And it proved—once again—that Ruffles owns a rightful place in the NBA zeitgeist. BY THE NUMBERS: ‣ FIRST in earned impressions’ SOV amongst brands activating at All-Star ‣ More than a third of total SOV (34%) ‣ 2.3 BILLION impressions ‣ +4% Linear Ratings increase in Celebrity Game TV viewers #motivemade #clioaward #sportsmarketing #sportsgamingentertainment #ruffles #nbaallstar #nba #fritolay The Clios Frito-Lay Project Worldwide

Slam dunks and creative strategic partnerships - the current NBA playoffs have it all. In the high-stakes world of sports, brands are finding innovative ways to team up and draw in audiences. These partnerships pivot around shared values and common goals. Brands are not merely a sponsor, but an integral part of the team's identity. From limited-edition merchandise to interactive fan experiences, such collaborations amplify the thrill of the NBA playoffs. In the end, it's about creating win-win scenarios – for teams, brands, and most importantly, fans. Have you noticed any standout partnerships during this playoff season?

I really enjoyed writing this article! If you aren’t already up to date on Unrivaled Basketball or how your brand can engage with the new league, please take a read! Full Article: https://lnkd.in/ecjbzqBZ

WNBA (Women's National Basketball Association) Does Dunkin' 🏀 ☕... I’m back with another #CreativeCampaign of the week, and this time two of my favorites are collaborating (at least in my dream world)! Background: There is a common misconception that dunking is not allowed in the WNBA. However, this is not true; it simply occurs less frequently than in the NBA. With over 54 million unique viewers across ABC, CBS, ESPN, ESPN2, ION, and NBA TV, the WNBA is gaining significant popularity. As #EveryoneWatchesWomenSports, there is a huge opportunity for brands to engage in the conversation and excitement surrounding women's sports right now. The Campaign: WNBA Does Dunkin would showcase Dunkin's support for the WNBA by offering customers half off any drink the day after a game when they show proof of ticket purchase at checkout. This campaign would also spark conversations as people realize that dunking is indeed allowed in WNBA games! The Result: This initiative would increase Dunkin's sales, demonstrate their support for local WNBA teams, and enhance their reach on social media as people share #WNBADoesDunkin when they spread the word about the half-off drinks for ticket holders. Hope you all enjoyed, xoxo Nat! #sportsmarketing #creativecampaigns #womenssports #wnba #dunkin #creativecampaigns #sportsadvertising

The feeling is mutual. It appears that the NBA doesn't need you either, David Zaslav. https://lnkd.in/gJ3QRdvC Last Summer, I did a deep dive into the sports streaming space, researching sports rights by entities to get a bird's-eye view of everyone's position. https://lnkd.in/gq_TU-Vn In short, my recommendation to Warner Bros. Discovery at that time was to: 1. Retain NBA rights — put NBA on TNT on Max (they did) to maintain TNT's NBA Playoffs edge against the vMVPDs (YouTube TV, Sling TV, DirecTV Stream, Hulu + Live TV). *This year, just like last year, I opted for YouTube TV's pricey but everything-in-one-place subscription to follow the NBA season. 2. Consider a more significant play in motorsports, which they did by splitting Nascar's mid-season games with Prime Video and obtaining rights to qualifying and practice races through 2031; FOX and NBC have the lion's share. Rights to Indy500 expired this year, and it was announced last month that FOX would get exclusive rights to IndyCar and the Indy500. Finally, F1's contract with ABC-ESPN expires in 2025. Considering all the developments since last Summer, WBD may even want to consider ending their 8-year U.S. Soccer contract (2023-2031) and get out of sports altogether.