We’re back! It’s Monday July 6, 2015, and this is your first early morning Sports briefing.
Hyundai formally announced its new ties to the NFL last week, penning a deal to become an official automotive sponsor of the league. The deal will see Hyundai use NFL trademarks across various marketing channels, including branded content, advertising and promotional materials and given access to access to the likes of the Super Bowl, NFL Combine, NFL Draft, NFL Kickoff and NFL Playoffs. Hyundai will launch its activation with a major presence during NFL Kickoff activities on Sept. 10.
Cynopsis Sports spoke with Tom Haidinger, President of Advantage International, the Sponsorship & Brand Experience Agency of Record for Hyundai Motor America, about the deal and the art of activation.
Haidinger on Hyundai’s approach to sports: They are in a very crowded category but Hyundai is aggressive and this is a nice signal to that spirit. Over the years, Hyundai continues to push the envelope around the relationships it has. The challenge is that certain platforms were simply not available because of long-term relationships. So, over the last several years, they have gotten involved with the Academy Awards, the Grammys as well as college football in a pretty heavy way and golf. Keeping an eye on the big properties that have been locked up, when the NFL came available, we had to take a hard look at that and it seemed like a great fit for the brand.
On the NFL deal: Several years ago, Hyundai became number one in brand loyalty. The perception gap, however, is that those who don’t know that brand well, don’t see that. You close that gap by getting people in and around their cars. Hyundai is a younger brand so these types of platforms allow them to get their products around new people. College football is a great example of how they have been able to do that. They currently have a portfolio of 17 schools and we are activating at all home games for them, getting people in and around their products. The other thing that has come to light through research is that equity play. If you align with fans and fandom, that rubs off from a perception standpoint. The NFL represents that equity play, being aligned with the most popular property in this country.
On activation: We will also have many touchpoints on the ground. Hyundai will be the presenting sponsor of the Kickoff Concert. If you think about August, when preseason games are going on, all NFL fans are excited because all teams are in first place. So Hyundai is going to be able to align with that connection fans have on that first game of the year. It will be a nice tentpole for them and we are going through plans for that now. This year will also mark the 50th Super Bowl and the league has plans to leverage its golden anniversary far and wide and we will take advantage of that. While a Super Bowl promotion might traditionally start sometime after Thanksgiving, there will be a lot of Super Bowl connectivity this year by a lot of partners and we will be latching on to that as well.
On deals with athletes: I’d say it is likely. There is obviously a nice way to bring to life the emotional context with athlete that is being developed. In addition, Hyundai currently has an independent relationship at the regional level with the Houston Texans and Arizona Cardinals and they will likely expand on that and develop further connectivity down to some local teams.
On advice to clients: One of the things we tell our clients, especially around a deal like this, is that they need to focus on what we can control that’s connected to what we can control and don’t try to bite off too much. In this deal we have a lot to work with, so we don’t necessarily need to dive in to opportunities down at the local level. But there’s a lot of benefits to be had at the local level as well so it can be extremely beneficial if handled properly. We try to remind them to focus on what they have.
ON THE AIR
As we get back into the swing of things from our dark week, here are some highlights that you may have missed…
Congratulations to the US Women’s National Team on an incredible run at the Women’s World Cup, we’ll break down some numbers tomorrow, but heading into the Final, FOX announced that last week’s win over Germany snared 8.4 million viewers in the semifinal, breaking more records for the channel and besting the most recent mark for soccer on the network, set on June 26 with USA/China by 47%. Before last night’s match, USA/Germany ranked as the third-most-watched women’s soccer match of all time and was 147% better than the USA’s semifinal match of the 2011 World Cup on ESPN. It was also the most-watched World Cup semifinal, men’s or women’s, ever in the US.
Discovery continues to make waves in the sports world, locking in a deal with the IOC to carry four Olympic Games on Eurosport throughout the continent. The deal, reportedly worth $1.4 million, will span 2018-2024 and marks the first time the IOC inked a deal with a single media company to air the games across 53 countries. Rights do not include Russia or the rights to France and Britain in 2018 and 2020 as those rights were already off the table.
The 2015 NBA Draft ranked the most-watched Draft telecast in history, according to Nielsen. ESPN’s telecast averaged 3,738,000 viewers for an 8% markup over the 2014 NBA Draft. Coverage averaged a 2.4 U.S. household rating, up 4% for the channel, according to Nielsen.
Meanwhile, NBA TV’s programming surrounding the 2015 NBA Draft pushed double-digit gains among total viewers compared to 2014. The channel’s The Starters’ NBA Draft review special saw a 61% spike over the corresponding airing last year, while premieres of the NBA Draft Review studio show and Eastern Conference Draft Review were also up 43% and 19%, respectively, over the previous year.
FOX Sports now turns its attention to the U.S. Men’s National Team’s quest to win the CONCACAF Gold Cup. The company named John Strong as the tournament’s lead play-by-play voice, with contests set to begin tomorrow and run through the final on Sunday, July 26, at 8p on FOX Sports 1.
Meanwhile, Univision Deportes tackles the 2015 CONCACAF Gold Cup tournament with coverage across Univision Network, UniMas and UDN. In addition to live broadcasts, Univision offers streaming of every match on a dedicated website, UnivisionDeportes.com/CopaOro, via mobile, tablet and desktop, until the final on July 26. Univision Deportes on-air talent will include Ivan Kasanzew, Jose Luis Lopez Salido, Jorge Perez Navarro, Diego Balado, Marcelo Balboa, Carlos Pavon and Jorge Calvo.
FOX Sports and Formula E extended their broadcast deal through the 2019-20 season, with races airing live on FOX Sports 1, FOX Sports 2 and FOX Sports GO. The new deal calls for a minimum of eight races per season and includes live racing on newly re-branded FOX Sports Racing in Canada and the Caribbean, as well as the possibility of additional Formula E shoulder programming.
MLB Network soared in the second quarter, drawing viewership gains across its studio programming through the first three months of the 2015 MLB season. The period marks the channel’s most-watched quarter ever, with 213,000 average viewers in primetime and 117,000 average viewers for total day, per Nielsen. Highlights included new weekday morning show, MLB Central scoring 41% more viewers than its time period in 2014;
NASCAR is partnering with Roma Downey and Mark Burnett to develop a scripted television drama based on the sports. "We have wanted to develop an original, scripted drama inside our sport for some time, but have been waiting to find the right partner," said Zane Stoddard, NASCAR Vice President of Entertainment Marketing and Content Development. "Mark and Roma are two of the biggest, most well-respected names in Hollywood. They share our vision for this project and we are very excited to collaborate with them on the show."
ESPN is launching the inaugural Sports Humanitarian of the Year Awards, presented by ESPN and PlayStation, designed to “celebrate and honor athletes, teams, nonprofits and members of the sports industry for using sport to serve communities and make a positive impact on society.” The event takes place Tuesday, July 14 at the Conga Room at L.A. Live, with highlights of the evening set to air during a 30-minute special on ESPN on July 23 at 8:30p. The event will be hosted by Laila Ali, with winners announced from among the finalists for two major award categories Sports Humanitarian of the Year and Sports Humanitarian Team of the Year. Additionally, the event will celebrate four inaugural “Stuart Scott ENSPIRE Award” (ESPN + inspire) winners, recognized for taking risks and using innovation to help the disadvantaged.
Golf Channel tied its most-watched second quarter ever, reeling in 23.5 million unique viewers. Viewership was driven by gains across the network’s live events and news programming schedules. For 24-hour Total Day, the network saw 124,000 average viewers per minute during the period, representing a 3% increase compared to second quarter 2014 (120,000) and tying second quarter 2013 as most-watched second quarter ever.
Friday will see Marvel Entertainment and ESPN Films debut 1 of 1 Origins, a short film series that gives viewers a look at some of the world’s most successful athletes by blending the non-fiction style of ESPN Films with original Marvel art, design and creative animation. Each short film spotlights a single athlete, “all of whom have, like all Marvel Super Heroes, a defining story of the origin of their powers in their ascent to greatness in their sport.” Ep 1 features Colin Kaepernick, followed on the 13thwith shows spotlighting Brandi Chastain and Bryce Harper.
Speaking of ESPN, the company locked in Marysol Castro as host of Premier Boxing Champions on ESPN, which will debut Saturday at 9p on the channel. Castro joins blow-by-blow commentator Joe Tessitore and analyst Teddy Atlas. ESPN Deportes will feature commentators Pablo Viruega and Delvin Rodriguez as part of the network’s Noche de Combates series.
On other talent news, reporters Rand Getlin and James Palmer joined NFL Media. Getlin is based in Los Angeles covering the league overall and providing content for various NFL Media platforms, including NFL.com and NFL Now. Palmer joins from Comcast Houston and will now be based in Denver to offer location-based reports.
ESPN’s Outside the Lines celebrates its 25th anniversary via a primetime special tomorrow at 7p on ESPN. The one-hour show sees Bob Ley host and interview guests pertinent to the series, introduce some of its most impactful pieces and provide a commentary reflecting on his time as the face of ESPN’s journalism.
Universal Sports Network announced a new, multi-year distribution agreement with Suddenlink, the country’s seventh largest cable distributor. The deal gives Suddenlink the rights to distribute Universal Sports’ Olympic, endurance and action sports programming in HD, access to VOD content and comprehensive TV Everywhere rights.
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SPONSORSHIP & PROMOTION
NASCAR is making a statement by dumping Donald Trump. The organization will no longer hold its season-ending awards ceremony at the Trump National Doral Miami as a result of Trump’s recent comments. NASCAR will announce a replacement location later this summer.
Sauza 901 Tequila was named the official tequila of the American Century Championship celebrity golf tournament in Lake Tahoe. The event spans Friday, July 17 Sunday, July 19, on NBC Sports Group’s family of networks. The tequila brand will have a promotional and on-course presence at the event which will include Justin Timberlake, founder of Sauza 901 Tequila, competing in the 26 year-old tournament for the first time. Activation will also include the launch of the Sauza 901 Tequila Bar on the 14th hole during competition Friday through Sunday.
The NBA and the National Basketball Players Association named Econet Global Limited, Ford Motor Company of Southern Africa, NIKE Inc., South African Airways (SAA), SuperSport, and 947 as partners for NBA Africa Game 2015. The first NBA game in Africa runs on Aug. 1 at Ellis Park Arena in Johannesburg, South Africa, featuring a Team Africa vs. Team World format.
International Speedway Corporation is deepening its ties with Chevrolet, announcing a multi-year partnership that makes the auto brand a Founding Partner at Daytona International Speedway as part of its DAYTONA Rising redevelopment project. The multi-year deal will provide Chevrolet with naming rights for one of five fan injectors. Chevrolet will also have branding rights for one of the “neighborhoods” located near its injector. Each football field-sized neighborhood will be located throughout the new frontstretch and feature retail and dining areas, as well as dozens of video screens. Additionally, Chevrolet will serve as an official partner of the Daytona 500 and receive official pace car rights in select years.
The Collegiate Licensing Company announced a 10-year extension of its partnership with The University of Alabama. The school currently ranks as CLC’s top-selling institution in units sold, royalty revenue, and sales.
DIGITAL & STREAMING
Slacker Radio and ESPN launched a radio station the hosts of the His & Hers podcast and TV show, Michael Smith and Jemele Hill. “His & Hers is a relationship show, and considering how much we discuss relationship issues, and how they relate to sports, we’d like to think this is yet another way that people can get a sneak peek into our philosophies on this subject matter,” said Hill. “Let’s not even make this complicated: We’ve done a great service to any of those with romantic desires. We’ve laid out the perfect blueprint.”
A big deal in the eSports realm, as ESL announced that it has reached an agreement with the international entertainment group, MTG, to acquire a majority stake in Turtle Entertainment GmbH, the holding company for ESL and its international subsidiaries. ESL ranks as the world’s largest esports company. “When we founded ESL 15 years ago, our goal was to bring esports to fans all around the world and establish it as a global sport. Today esports enjoys worldwide recognition and now, together with MTG, it is time to bring esports to the next level” said Ralf Reichert, CEO at ESL. “We are excited to partner with MTG, who share our enthusiasm for the sport and bring an entrepreneurial commitment to help make this dream come true. MTG’s extensive operational network in over 100 countries, and broadcast sports experience, will help us bring ESL and esports to many more places around the world, while allowing us to continue expanding on strong, strategic local partnerships. The ESL leadership team couldn’t be more excited to accelerate the entire esports industry forward together with MTG for the years to come.”
ESPN named Ilan Ben-Hanan, ESPN’s lead college football programming executive since 2011, as Vice President of College Sports Programming. Ben-Hanan will continue to be based in Los Angeles and will now report to Burke Magnus, Executive Vice President, Programming and Scheduling.
The Professional Bull Riders are getting an internal overhaul following its acquisition by WME. Jim Haworth will become Chairman, while Sean Gleason, formerly COO, has been promoted to Chief Executive Officer.
Sports marketing and consulting company Genesco Sports Enterprises tapped Brent Miller and Erik Nisson to its Pepsi Account Team. Miller will be supporting Pepsi’s NFL platform while Nisson will assist with Pepsi’s NBA initiatives.
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ON THIS DAY in 1933: Babe Ruth hits the first home run in All Star Game history.
In The Know:
Easy one. Which school has a long-standing college football tradition involving Howard’s Rock? (Email Chris-Sports@cynopsis.com with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)
Answer to Our Last Sports Trivia Question: Which NFL athlete starred with Jean-Claude Van Damme in the movie In Hell? Answer: Lawrence Taylor. Kudos: Kyle Helm-CBS Sports Network/NY; Michael Ritz-BucStar Consulting/NY; Tim Overmyer-20th TV/Atlanta; Randy Ingram- WBTW-TV/Myrtle Beach; Synda Kollman-Charter Marketing Group/Boca Raton; Kevin Wicker-Chiefs Radio Network/Mission; Judie Henninger-Valentine Productions Inc/Santa Monica; Tom Moore-Kalt Productions/LA; David Westberg-SAG-AFTRA Federal Credit Union/LA.
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