CYNOPSISSPORTS
03.07.16
Good morning. It’s Monday March 7, 2016, and this is your first early morning Sports briefing.
With one year completed in its new media deals, Major League Soccer opened the doors this weekend to a new season with the hopes of growing recent audience momentum across its platforms. Bolstered by 2015 viewership upticks across ESPN, UniMas and FOX Sports, the league is now expanding is digital assets, which also spiked last season. MLS recently announced a renewal of its partnership with NeuLion for MLS Live, which saw a 60% spike in subscriptions on a year-over-year basis, with the duo launching a number of enhancements for fans of MLS LIVE, including closer integration with MLSsoccer.com. In addition, the league a launched a new app update.
Cynopsis Sports asked Chris Schlosser, Senior Vice President & General Manager, MLS Digital, about the league’s digital strategy this season, discussing trends, advertisers and how
Schlosser on lessons learned in 2015: Our 20thseason last year was our best to date. We continue to grow. The League set an attendance record. New world-class players joined. A state of the art new venue in San Jose opened (with North America’s longest outdoor bar!). That venue will also host the AT&T MLS All-Star Game on July 28 versus Arsenal FC. On the digital side, MLS Digital is playing a leading role in driving MLS’ explosive growth, providing regular content experiences that engage deeply with today’s North American soccer fan base mobile-first, socially savvy, multicultural, Millennial. Last season our content and product strategy saw unprecedented increases in video views (up 400%), unique users (up 30%), social reach (up 87%), and Spanish-language traffic (up more than 1000%).
On digital content: We created a record 600+ hours of original programming, published 10,000 original articles, covered multiple competitions, and produced a breakthrough live series for the Audi MLS Cup Playoffs, delivering the deepest storytelling available anywhere to MLS fans. We also launched a unique strategic partnership with Twitter for our inaugural #DecisionDay (based on its success it will be back in 2016), developed new products for Periscope and Instagram, participated in the Facebook video alpha program, and innovated on Snapchat to engage fans in new ways. We also launched 20 all-new responsive sites, a revamped suite of mobile apps, a Spanish-language site in partnership with Univision and a new e-commerce platform, MLSstore.com.
On MLS Live: MLS Live has become one of the most vital elements of being a fan. Wherever you are you can watch MLS matches. On the road, in the airport, on your couch we even see people in the stands watching one MLS game with their smartphone streaming a second match. It’s great. It’s also more than just video streaming. MLS Live also gives fans control of how they watch with interactive fan touch points such as key play markers, slow motion viewing, real-time live stats, DVR fan controls and social media integration. We’ve seen a 60% growth in subscriptions on a year-over-year basis. NeuLion are great partners. They provide a first-class service.
On club initiatives: Across the League our Clubs are investing to create deeper digital teams. We are seeing an exponential increase in content created at a local level. We work very closely with our Clubs, amplifying the great content they’re creating. This year we’ll once again have two Heineken Rivalry Weeks. Those were a huge hit last year and our numbers spiked during those weeks. I’m really looking forward to May 21 at Yankee Stadium when the Red Bulls visit NYCFC. That was one of my favorite memories from last season an absolutely packed Yankee Stadium that was electric.
On sponsors: We had a great experience with Audi during last year’s MLS Cup Playoffs. They also just announced their Audi Player Index that they’ll be bringing to MLS this year. You can learn more about it on our site. A number of MLS partners have really stepped up their digital presence: Southern New Hampshire University is running a series called In Session. TAG Heuer has recently come on board as a partner and they’ll be doing a lot with us around time and how it impacts our sport. Referees this year will be wearing TAG Heuer’s Connected watches. More and more of our partners are investing with us to create unique content that authentically connects our partners with our fans. We’re fortunate to have a group of blue chip partners who believe in the sport and realize that our fan base is young and digitally savvy.
ON THE AIR
RIP to the great Arthur “Bud” Collins, whose work covering tennis for decades included the likes of NBC, Tennis Channel, PBS, CBS, and ESPN, who died at 86. The historian and icon of the sport authored a number of books, including "Bud Collins’ Tennis Encyclopedia," and last fall the USTA named its Grand Slam tournament’s press room the "Bud Collins U.S. Open Media Center" in a move to honor him. "With the rest of our industry and tennis fans everywhere, we at Tennis Channel are saddened by the passing of our friend and colleague Bud Collins, the game’s most passionate, pioneering voice, and the gentleman who introduced this great sport to so many over the decades,” said Tennis Channel President Ken Solomon. “Our network, televised tennis and sports coverage in general owe a tremendous debt of gratitude to Bud’s effortless blending of traditional newsprint storytelling with a then nascent television medium as it gained ever increasing importance on the American cultural landscape. In doing so he elevated tennis to a previously unimaginable plane of awareness and enjoyment for fans the world over.”
TNT saw the anticipated rematch of the Warriors/Thunder game on Thursday reap rewards, as the channel averaged 3.6 million total viewers for the game to tie for the most-viewed non-Christmas Day game on cable so far this season. The matchup also ranked as the top-rated sports program of the night based on metered market rating and produced a 2.3 US HH Rating, up 109% when compared to the corresponding telecast last year.
BTN hits the Big Ten Tournament over the next week with five games, as well as pre- and post-game analysis, coach and player interviews, and a 90-minute Selection Sunday Special. Tomorrow at 6p, BTN Live will broadcast from Indianapolis, home of the men’s basketball tournament with host Dave Revsine joined by analysts Crispin and Shon Morris to discuss tournament expectations and keys to each team’s success with games starting Wednesday at 7p. Wednesday through Saturday, BTN Finale presented by Reese’s will serve up highlights and analysis following the last game of the night.
ESPN unveiled plans to carry more than 600 NCAA Division I Softball games across its networks this season, concluding with championship games from the ACC, American, Atlantic Sun, Big South, Horizon League, Mid-American Conference, Missouri Valley, SEC, Southern and Southland conferences, leading into the NCAA Division I Softball Championship. The action begins on March 18 with Tennessee/Florida.
Winnipeg was named host of the 2016 Tim Hortons NHL Heritage Classic next season with the NHL pitting Edmonton/Winnipeg for the Oct. 23 event. The Tim Hortons NHL Heritage Classic returns to the regular-season schedule after games in 2014 in Vancouver, 2011 in Calgary and 2003 in Edmonton. “Outdoor NHL games create special memories for the teams, the players, the fans and the host community. We’re thrilled that the Jets, their fans and the City of Winnipeg will launch the 2016-17 NHL outdoor season with the 2016 Tim Hortons NHL Heritage Classic™ at Investors Group Field,” NHL Commissioner Gary Bettman said. “Alumni games also create a unique brand of excitement, and so it is with great anticipation that we look forward to seeing the returning Jets and Edmonton Oilers getting together to rekindle special memories.”
Get ready for a run of NASCAR drivers on network TV this month, this time off the track. NASCAR announced that drivers Austin Dillon, Ty Dillon and Ricky Stenhouse Jr. will appear Thursday on CMT’s Party Down South, Dale Earnhardt Jr. makes an appearance on Animal Planet’s Treehouse Masters on March 11, and again on A&E’s Wahlburgers on March 30, joining Greg Biffle and Ricky Stenhouse Jr.
DIRECTV is offering a nine-day preview of MLS Direct Kick this week in celebration of the new season. Overall, the package will slate up to 236 regular season games and select playoff games spanning channels 471 through 476.
A CYNOPSIS MESSAGE
TOP WOMEN IN DIGITAL AWARDS EVENT
Thursday, March 24 // 8:15-10:30a.m. // New York City
Join us as we celebrate honorees from the following companies and more!
AT&T, Comcast Cable, Crown Media Family Networks, Deutsch, DigitasLBi, Dunkin’ Brands, Fox Sports, Hasbro, Horizon Media, Hulu, Maker Studios, Mindshare, MTV, NBCUniversal, Octagon, PBS Kids, Scripps Networks Interactive, Showtime Networks, Starcom MediaVest, TiVO, Xaxis.
Book your company’s table today: http://www.cynopsis.com/event/2016-twd-event/.
SPONSORSHIP & PROMOTION
The PGA TOUR and LPGA locked in a long-term, written strategic alliance agreement designed to promote the growth of the sport. The partnership will include the likes of schedule coordination, joint marketing programs, domestic television representation, digital media as well as exploring the potential development of joint events. “From our collaboration in bringing golf back as an Olympic sport as joint members of the International Golf Federation to our cooperation in helping to grow the game of golf as part of the World Golf Foundation, our two organizations have had a long history of working together for the common good of our sport,” said PGA TOUR Commissioner Tim Finchem. “Extending our relationship with the LPGA into these new areas is a natural extension of this work and collaboration.”
Dick’s Sporting Goods is getting an early start on the Olympics, revealing a 60-second spot over the weekend showcasing five Olympics and Paralympics athletes who are also employees of the company. The commercial features contenders that include Jon Jones, Laura Ryna, Jessica Medina, Desiree Miller and N’Aithan Scott. Leading into the Games, the brand will also debut numerous pieces of original content designed to tell the stories of more contenders with a “deeply personal and intimate look at what it takes to make Team USA.” “Each and every one of these athletes is truly an inspiration and living proof of how sports make people better,” said Lauren Hobart, Executive Vice President & Chief Marketing Officer, DICK’S Sporting Goods. “Telling their stories and providing an opportunity for our customers to get incredible advice and insight from them in our stores is something we’re proud to do.”
The new MLS season saw partner Audi of America unveil the Audi Player Index, a statistical analysis designed to track position specific player stats in near real-time across all Major League Soccer matches. The brand also launched a new 30-second television commercial yesterday showcasing the platform, which tracks nearly 90 components and 2,000 player movements in each soccer game to create one definitive evaluative score for every player. In addition, the brand unveiled a quiz in a move to help fans measure their own Audi soccer IQ. “Audi is thrilled to once again sponsor Major League Soccer for the 2016 season,” said Loren Angelo, Director of Marketing, Audi of America.
DIGITAL & STREAMING
Major League Baseball struck a new multiyear deal with Snapchat in a move to create new content during the practice and exhibition games ahead of the baseball season. According to THR, Friday will see the two organizations unveil Snapchat Day, where Snapchatters will have access to players in a content play designed to tell a narritive MLB Live Story with the user-generated content sent to all Snapchat users. Players will also be allowed to use smartphones in dugouts and bullpens during Snapchat Day.
Manchester United’s 3-2 win over Arsenal last week ranked as NBC Sports Live Extra’s most-streamed match ever, delivering 6.2 million live minutes.
GAMING/ESPORTS
Fresh off of a move into the eSports scene, Yahoo dug deeper into the industry, partnering with ESL to deliver core content to Yahoo, starting with the weekend’s Intel Extreme Masters World Championship in Katowice. Fans were offered live tournament action, in-depth coverage and summaries from experts, and real-time scoring. “We’re very excited to see this partnership kick off at our most important event of the year, the Intel Extreme Masters World Championship in Katowice, Poland.” said Nik Adams, Senior VP Global Sales & Business Development at ESL. “Bringing our content out on Yahoo Esports channels will give many more viewers around the world more opportunities and greater flexibility in watching the world’s best esports competitions.”
THE MAIN EVENT
BYU/Gonzaga on ESPN2 at 11:30p.
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ON THIS DAY in 1982: Selection Sunday is first broadcast on live television.
In The Know: The only time a 16-seed bested a 1-seed during March Madness occurred at the 1998 NCAA Women’s Tournament when which team beat Stanford? (Email Chris-Sports@cynopsis.com with your answer and be sure to include your name, company and city.)
Answer to Our Last Sports Trivia Question: Who played Angels manager George Knox in the movie Angels in the Outfield? Answer: Danny Glover. Kudos: Michael Dittelman-Dedicated Sports Marketing/NY; Luke Tarby-A+E Networks/NY; Erin B. Weissman-ABC/NY; Daniel Lowenthal-Mindshare/NY; Brianne Maciejowski-Miles/Sarasota; Rich Packer-ABE/Tampa; Michael G. Hawkins-Francis Marion University/Florence; Jeff Spaulding-Spaulding & Associates/Greenwich; Joe Lyons/Dallas; Robert Teinowitz-Live Action Media/Chicago; Steve Hebel-Milestone Internet Marketing/Chicago; Will Allmendinger-Clear Channel Outdoor/Chicago; Steven Gold-Professional Bull Riders/Pueblo; Cameron Legge- FOX Sports/Phoenix; Miriam Aardahl-OMD/LA; Alan Perris/Beverly Hills; Rich Greene-FOX/LA; Paul Gygli-NBCUniversal Television Distribution/Universal City.
Later — Chris
Chris Pursell for Cynopsis | Sports @VegasandVine
03.07.16
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The post 03/07/16: Chris Schlosser breaks down the MLS system; Tennis loses an icon; PGA TOUR/LPGA double up appeared first on Cynopsis Media.