A CYNOPSIS MESSAGE FROM beIN SPORTS
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CYNOPSISSPORTS
05.23.16
Good morning. It’s Monday May 23, 2016, and this is your first early morning Sports briefing.
Earlier this month, the Atlanta Braves hit the next phase in its transition from one era to another, not with the firing of manager Fredi Gonzalez, but with season tickets to the club’s upcoming home at SunTrust Park going on sale to the general public. The move away from Turner Field and its history with the MLB franchise to the shiny new venue outside the city represents both an opportunity and a challenge to the team’s marketing play. Cynopsis Sports spoke with Braves’ VP of Marketing Adam Zimmerman about the team’s approach to promotion, tapping local resources and the future of the business.
Zimmerman on leveraging technology: Everybody is trying to solve the fan experience. We’d be remiss if we didn’t define what that actually means. For me, it is a three-part equation. The first part is that you have to make sure you have the guts. We feel very confident with Comcast supplying us with a terabit of data, Wi-Fi, etc. Number two is that once you have the pipe, what do you put in there? I have to surround myself with smart people who are telling me, as we look at the fan experience from a technology aspect, what’s out there and how I can be nimble. To that end, I have a burgeoning tech community right outside my door. I don’t have to go to California. For one example, we now have a partnership with Georgia Tech where we are discussing everything from wearables to virtual reality to gaming and everything in between. We are also doing a lot of stuff with Experience LLC, Atlanta Tech Village, and in a couple weeks we are going to offer a hackathon to hack the Braves, not to mention our connection with MLBAM. All in, I have five or six leading thinkers to help me think about what’s next in technology. The third part for me is to determine the Braves’ spin on that output, considering that I’m blessed to own a region of the country with seven states that make up my territory.
On new challenges: The fluidity of how fast things move remains a challenge in this industry. You have to both have a plan and not have a plan. It sounds silly, but when you think about it, there are things I need to achieve but I also need to be opportunistic. As things have shifted to being real-time, the Holy Grail in sports marketing is to know what your audience wants to do and now I have that ability because they tell me. I have the opportunity to do that and scale it.
On how the job will evolve: The things I talk about and think about literally changes every 18 months. If you had told me a few years ago that Drupal would be a factor, I would have no idea what you were talking about. The business continues to expand and if you look at what sports marketing is and the meta-trends, you have to continue to push yourself.
On a career-defining marketing activation: Several years ago, I was working with Coca-Cola on “Surprise and Delight” (a campaign that saw the brand send social media fans an unexpected gift like a signed football, helmet or game tickets) and knew that if we crowdsourced what fans wanted to do and paid that off, that would be magic. I think now, that listening on social media and acting on it has become a standard in the industry.
Hear more from Zimmerman at the
Cynopsis Sports Business Summit on June 22 in NYC, where he will join Instagram, comScore, New Era and CSE for a candid conversation on how technology will impact marketing and create even more opportunity – and confusion – in the years ahead. Click here for more info and to get your tickets now.
ON THE AIR
NBC Sports Group is adding another contender to the field, announcing a multi-year agreement for exclusive US media rights to the Royal Ascot in England in 2017. The prestigious horse racing meet will see NBCSN offer live coverage of the mid-June event from Tuesday-Saturday for at least 3.5 hours each day starting at 8:30a. The deal compliments the company’s horse racing lineup that includes the Triple Crown races and the Breeders’ Cup.
Speaking of the Triple Crown, for Exaggerator’s win at the Preakness Stakes posted a 6.2 overnight rating in households for NBC with a 14 share, up 7% in rating over last year’s race. Top markets: Baltimore 19.7/38; Louisville 14.6/28; Ft. Myers 13.6/24; Richmond 10.6/18; and West Palm 10.4/19.
In other ratings news, FS1 is reporting that in the second quarter to date, the channel is currently up 23% with viewership and 18% among A18-49 versus to the same point a year ago. Programming has been driven with a 16% rise in live event hours with 226.6. Meanwhile, the network has seen viewers watching the channel in longer sessions than they did through the same point in Q2’15, as overall length of tune stands at 19 minutes 52 seconds this year.
The NFL is set to move the Pro Bowl to Orlando from its traditional home in Honolulu, according to multiple reports. Honolulu had hosted event nearly every year since 1979, with Houston and Sydney, Australia also in the mix for host the game. In Orlando, the game would be played at the Citrus Bowl, which recently completes a renovation. The NFL previously held the All-Star affair in Miami in 2010 and in Glendale, Arizona in 2015.
Eurosport locked in a new deal with Tennis Channel for this year’s Roland Garros to boost content and technical expertise to enhance its coverage of the French Open. Eurosport is broadcasting Roland Garros in 54 countries across Europe with the deal set to showcase new camera angles, highlights and archive footage during and between live matches. In return, Eurosport is offering its content, footage, cameras viewpoints and stand up positions to Tennis Channel to support its broadcast stateside. “Tennis Channel has been a true innovator in tennis broadcasting in the US and we are looking forward to integrating new ideas, stories and content into our coverage which will engage and excite our fans in Europe,” said Peter Hutton, Eurosport CEO. “As we continue to build enhanced and more locally relevant production, our collaboration with Tennis Channel and having even greater access to compelling content is a hugely exciting opportunity for us.”
A CYNOPSIS MESSAGE
OPS CONFERENCE
Tuesday, June 7 / NYC
OPS is the best place to connect with other digital media strategists and make the next steps in turning your digital media business into a profitable and efficient enterprise. You’ll hear from longtime industry stalwarts, learn from the sharpest minds in digital advertising, and meet the tech providers shaping the future of digital media marketing and monetization.
Go to
www.opsconference.com to learn more.
SPONSORSHIP & PROMOTION
Panasonic unveiled its activation plans in support of the Rio 2016 Olympic Games and Paralympic Games. The company inked a partnership agreement with Sugarloaf Mountain to set up and open its corporate pavilion, dubbed "Stadium of Wonders," that will run from Aug. 7-21 and offering visual content from Panasonic’s 25-plus-year support of the Olympic Games and feature spatial presentation employing Panasonic’s proprietary technology such as Optical ID technology and transparent displays, as well as interactive exhibits to experience the Olympic competition through the athletes’ eyes. Global marketing initiatives include Olympic and Paralympic-themed commercials and web campaigns featuring soccer player, Neymar da Silva Santos Junior.
DIGITAL & STREAMING
Intel is partnering with the NBA to utilize the company’s three dimensional replay technology, Intel 360 replay, during the NBA Conference Finals and The Finals. According to the company, “a single video replay using massive data collected from ultra-high definition cameras will enable viewers to virtually fly around the action and see it from almost every conceivable angle, providing unparalleled views into the game,” and stitches together video captured by these cameras into one seamless shot. These replays will be available to fans following the action during broadcasts or via NBA.com, the NBA App and social media.
MLB Network’s graphics package and infrastructure got an update via Reality Check Systems, to mark the network’s first graphic redesign since its launch in 2009. According to RCS, company designers, programmers and artists “collaborated with MLB Network to bring its vision to life, proposing ideas and compiling designs to achieve a practical, future-proof workflow for fast responding graphics.” The cloud-based solution streamlines data-driven graphics production for the channel, acting as a bridge between its data and graphics while software aggregates and sorts incoming stats, combines them with Viz templates, and makes the graphics available in MLB Network’s Viz Content Pilot to send to air.
ESPORTS
This week’s launch of ELeague will see the introduction of a streaming partner with Turner and WME/IMG have announcing that the eSports organization locked in a multi-year agreement with Twitch to distribute live event coverage and on-demand content. Starting tomorrow, fans will be able to watch live streaming coverage via the platform each Tuesday and Wednesday six games per day starting at noon. In addition, simultaneously with the Friday night weekly showcase on TBS at 10p, an alternative viewing experience will allow fans to follow the best-of-three weekly finale across the Twitch platform. Tournaments will be available through the ELeague Channel on Twitch, which will also offer VOD content including full replays of tournament action upon completion of each day’s action.
Evil Megacorp unveiled plans for the Vainglory Spring Season Championships, which will hit Hollywood and Berlin this year. The tournaments mark the first events since Super Evil partnered with Twitch on a multi-million dollar deal. The Vainglory North America Live Championships 2016 will run from June 3-5 as eight Vainglory teams in North America battle it out live at the Avalon in Hollywood. The European Championships are slated to take place at Admiralspalast in Berlin from June 10-12.
What will the future of gaming and eSports look like? How will technology, venues, gambling and increased exposure and access change the spectrum? Here from executives at GameCo, Fifth Street Gaming, WorldGaming, Skills and SportIM in a special session at the Cynopsis eSports Conference on June 23 in NYC. Click here now for tickets.
Pro gaming team and new media agency Evil Geniuses locked in a year-long sponsorship with AMD, who will serve as the exclusive provider of processors and Radeon graphics cards for the team. AMD will also outfit Evil Geniuses with high-end computers. "In the world of professional gaming, the quality of your hardware has a serious impact,” said Peter "ppd" Dager of Evil Geniuses. “Dropped frames at the wrong times can ruin key moments, cause delays in practice or tournaments, and potentially even lose games.”
Speaking of teams, the World eSports Association is losing one of its founding members a week after the organization formed. IGN reports that FaZE Clan is opting to withdraw from WESA due to pressure on team to “exclusively partner with WESA, and FaZe wanted to retain their current representation,” according to the report.
THE MAIN EVENT
Cavaliers/Raptors on ESPN at 8:30p.
A CYNOPSIS MESSAGE
*2016 Rising Star Awards is open for entries*
*
Young I Talented I Ready to Shine*
Click here to nominate your star
Deadline to enter: Tuesday, June 24
ON THIS DAY in 1873: Survivor wins the first Preakness Stakes.
In The Know:
The last time the AP and Coaches Polls split on a college football national champion involved which two teams? (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: Which two teams play for the Old Oil Can trophy? Answer: San Diego State/Fresno State. Kudos: Michael Ritz-BucStar Consulting/NY; Synda Kollman-Charter Marketing Group/Deerfield Beach; Lance Phegley-Texas Runner and Triathlete magazine/Houston; Tom Moore-Kalt Productions/LA; David Westberg-SAG-AFTRA Federal Credit Union/Burbank.
Later — Chris
Chris Pursell for Cynopsis | Sports @VegasandVine
05.23.16
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