CYNOPSISSPORTS
08.22.16
Good morning. It’s Monday August 22, and this is your first early morning Sports briefing.
With the Rio Games in the books, the IOC now moves forward with its next project, the launch of the Olympic Channel, which will see its first full day of programming today. Designed to serve as a digital-first, multiplatform global Olympic media entity, the network is poised to showcase live event coverage, highlights, magazine shows, news coverage and original programming with deals that include FIBA, FEI, the International Ski Federation, the International Swimming Federation, AIBA, IIHF, and more.
Fresh off of its first Olympics as an official TOP worldwide Olympic partner, Bridgestone was announced as the channel’s first Founding Partner of the Olympic Channel platform in a four-year deal and, at launch, serve as the presenting partner of network docu-series “Against All Odds.” Cynopsis Sports spoke with Michael Fluck, Senior Director, Digital Marketing & Strategy, about the brand’s use of the Games as a marketing platform and its expectations with the new Olympic Channel.
Fluck on going global with the IOC: Bridgestone is the largest tire and rubber company in the world and the Olympics are the biggest stage. So this was a natural fit for us to come out with our first global marketing platform. We’ve done some things with Formula 1, but that has limited appeal in some markets, so this was really our first attempt to take advantage of a global platform and build awareness on an international stage.
On Rio: We’ve spent over a year planning for it and we’ve learned a lot for our first time. We’ve had fantastic feedback and gotten some great exposure and interaction with various folks.
On the Olympic Channel: First of all, this is a natural extension of our partnership with the Olympics, but it also makes great business sense for us. The opportunity to have a true global marketing effort was too good to pass up and as we continue to focus more on digital regionally as well as globally, this was a perfect opportunity. We’ll be able to geo target our messaging around the world and we’ll be able to learn from it as we move forward.
On regionalizing: There are three components to our Olympic Channel sponsorship and all three of them have regional opportunities. The first is the traditional ad inventory, so we’ll have inventory on the channel that will be run in two ways. One way will be running some global Bridgestone Olympic creative that everyone will see. The other way will be geo targeted, allowing us to run branding or sales-specific creative. We’ll also offer and co-produce – with the IOC – content that will include regional ties that might look at a specific Japanese or Brazilian athlete as long as it is consistent with the content. While content will be globally of interest to fans, we have the ability to spotlight athlete X in Japan. The third component is that the IOC will be forming alliances with media partners that will, according to our agreement, give us the ability to activate on those partners whether it is CCTV in China or NBC in the US.
ON THE AIR
The NFL made headlines over the weekend with reports that the league blocked NBC’s Mike Tirico from calling its upcoming Thursday Night Football games, with Al Michaels set to handle play-by-play for the franchise instead. The league explained the move on social media, writing that “When we bid out the Thursday Night Games, NBC came to us with an impressive pitch to bring the magic of ‘Sunday Night Football’ specifically Al and Cris and their production team to Thursday Night. That was very attractive to us as we look to continue to build on the success of ‘Thursday Night Football,’ and is similar to the deal we have with CBS for their lead broadcast and production team. We came to a contractual agreement with NBC on those terms.”
The NBA made its move to New Orleans official for All-Star 2017, the shifting the event to Smoothie King Center on Feb. 19 in lieu of Charlotte. The venue will also host the BBVA Compass Rising Stars Challenge on Feb. 17 and State Farm All-Star Saturday Night on Feb. 18 while the NBA All-Star Practice, NBA All-Star Celebrity Game and NBA Development League All-Star Game presented by Kumho Tire will take place at the Mercedes-Benz Superdome. This will mark the third time the city has been the site of the festivities.
Through 15 nights, NBC Olympics now reports that its Total Audience Delivery for the span is averaging 27.5 million viewers, off-pace from London but ranking as the second-highest average audience on record for the primetime competition coverage for any non-domestic Summer Games using the formula. Breakouts on Saturday include Golf Channel’s coverage of women’s golf, with the Final Round delivering the highest-rated and most-watched in more than six years for peak 90-minutes of coverage from any women’s stroke-play event on cable in any daypart. Coverage peaked with 924,000 average viewers.
Around the dial, NBC Universo’s coverage of the Rio Olympics delivered an average of 110,000 total viewers across 15 days of Olympics programming for a markup of 224% over the previous year, according to Nielsen. The Hispanic cable network’s Olympics coverage also delivered an average of 60,000 adults 18-49 over the 15 days, for a 233% growth vs. the prior year.
Last week also saw World Poker Tour and FOX Sports lock in a five-year deal for the company to broadcast the WPT through Season XIX. In addition to five seasons of the World Poker Tour, WPT will produce and air 13 additional hours of original programming each season. The deal will see FOX Sports Regional Networks carry least two World Poker Tour marathons each season, beginning with the first-ever Labor Day Marathon in 2016.
A CYNOPSIS MESSAGE
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SPONSORSHIP & PROMOTION
The IOC inked Toyota as a founding partner of the Olympic Channel. The four-year deal runs through 2020 and hands the auto brand exclusive advertising opportunities and the opportunity to work with the network’s team to co-develop “inspiring and exciting content.” “We are delighted that Toyota, our newest Worldwide TOP Partner, will also support the Olympic Channel as a Founding Partner,” said IOC President Thomas Bach. “We look forward to strengthening our partnership through the Olympic Channel.”
Speaking of the Olympics, Nissan released data showcasing its sponsorship success from its Rio 2016 partnership. Results and highlights from Nissan’s sponsorship during the first two weeks of the Games saw a full percentage point increase in Nissan’s Brazil market share since the start of the Games to 3.5%, along with 2.4 billion impressions on Twitter for Nissan Olympic specific hashtags and nearly 9 million views of Nissan’s Bolt vs Flame campaign launched in the lead-up to the Games. “Our achievement in raising awareness for Nissan in Brazil and driving sales of Kicks validates our decision to sponsor the Rio Games, and will provide a lasting effect on the marketplace,” said François Dossa, President of Nissan Brazil. “We are thrilled with the impact our sponsorship has had throughout Latin America and around the globe. This has been a big win for Nissan and we are excited to continue to build on this momentum in the region.”
Last week saw Dollar General step up as the new title sponsor of the Mobile, Alabama bowl game, which will now be known as the Dollar General Bowl and pits teams from the Mid-American and Sun Belt Conferences, with this year’s contest set for Dec. 23 at 8p on ESPN. “Dollar General is excited to serve as the title sponsor of the Dollar General Bowl this December,” said Todd Vasos, Dollar General CEO. “We know how passionate many of our customers are about college football and look forward to present Dollar General’s value and convenience message to a national audience in the days before Christmas.”
KT Health announced a partnership with pro basketball star center DeMarcus Cousins, who joins James Harden as the second NBA athlete to be sponsored by the brand. “Basketball, on both an amateur and professional level, is a sport that attracts millions of participants and fans around the world,” said Greg Venner, Chief Executive Officer of KT Health. “DeMarcus is an extraordinary athlete that we are proud to have join our family of athlete ambassadors and work with him to engage basketball enthusiasts for our products both domestically and abroad.”
DIGITAL & STREAMING
DICK’S Sporting Goods announced the acquisition of Affinity Sports, a sports management technology company that offers key services to various youth sports National Governing Bodies and large-scale organizations. "We’re excited to continue to grow our footprint in the important space of youth sports technology," said Edward W. Stack, Chairman & CEO, DICK’S Sporting Goods. "At DICK’S, we believe that sports matter and providing access to sports is a key priority for us. The acquisition of Affinity Sports will help us to deliver an unparalleled service to some of the largest youth sports organizations in the country."
Ohio University unveiled plans for its own ESPN3 network, with a debut slated for October, beginning with a Bobcats volleyball match. The platform serves as a collaboration between the Ohio athletic department, the Scripps College of Communication, Ohio University Southern Electronic Media and the School of Media Arts & Studies at Ohio University, which will coordinate the mostly student produced productions.
ESPORTS
AMP Energy is partnering with Twitch for its new Tropical Punch flavor, which will be offered at participating 7-Eleven stores around the country starting today. Cans will be co-branded with Twitch in the platform’s purple color and marks the third co-branded can between the two companies but serves as the first time the Twitch logo has ever been used on any non-gaming retail product. “AMP Energy is excited to launch yet another great tasting energy drink the new Tropical Punch flavor in a Twitch purple, co-branded can, taking our commitment to the eSports world one step further,” said Sonika Patel, senior manager, marketing, AMP Energy. “AMP is dedicated to bringing forth the best flavor options so fans and gamers can enjoy the great taste of their energy drinks while they fuel up.”
The Rocket League Championship Series announced that season two will see the prize pool boosted from $55,000 to $250,000 for the 3 month long season. The top-four teams in North America and Europe will be invited to compete for the cash.
Riot Games is taking a page from the NFL in a move to open the doors to professional eSports, announcing the NA Scouting Grounds, a combine-esque event that will allow the top four players in each position on the ladder (who are older than 16 as of 2017, haven’t played more than two games as a pro and aren’t under contract) to come to LA for a week of training with professional pros and coaches.
THE MAIN EVENT
Little League World Series on ESPN at noon.
A CYNOPSIS MESSAGE
2016 CYNOPSIS RISING STAR AWARDS
Thursday, September 15 | NYC | 4:15 6:30 PM
We asked for the entries, and our stars handed in some outstanding work!
Please join us as we honor our
2016 Rising Stars, young executives who have the smarts & potential to be the next generation’s leaders.
View the full list of winners + register for the event.
ON THIS DAY in 1989: Nolan Ryan records his 5,000th strikeout.
In The Know: Carmelo Anthony now ranks as the United States’ all-time leading scorer in Olympic competition. Who did he pass for the record? (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: In which movie was the featured team named Tune Squad? Answer: Space Jam. Kudos: Michael Ritz-BucStar Consulting/NY; Joe Sikorski-Tennis Channel/NY; Greg Conner-Tennis Channel/NY; Shawanda Walker-NBCUniversal/NY; Tim Overmyer-20th TV/Atlanta; Leigh Anne Rehkopf-Turner Sports/Atlanta; Andy Pittman-TAMU/College Station; Tom Doherty-Starcom/Chicago; Scott Norman-Cox Media/Tulsa; Lisa Fikeys-Zimmerman/Chicago; Cameron Legge-Fox Sports/Phoenix; David Westberg-SAG-AFTRA Federal Credit Union/Burbank; Tom Moore-Kalt Productions/LA; Damon Parry-NCC Media/LA; Steven Gold-Nielsen Sports/Las Vegas.
Later — Chris
Chris Pursell for Cynopsis | Sports @VegasandVine
08.22.16
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