02/08/16: Who was king of the spots?; FIBA looks to Perform; adidas gets creative



CYNOPSISSPORTS
02.08.16

Good morning. It’s Monday February 8, 2016, and this is your first early morning Sports briefing. 

Setting the Super Bowl stage through teases, taunts and Tweets, a slate of sponsors joined the Broncos as winners on CBS last night. We’ll serve up more stats tomorrow, but early winners, according to iSpot.tv, which measured overall social media activity and online views of the slate of commercials, found that despite the dozens of celebrities anchoring spots, it was a Puppymonkeybaby that got the most attention. The Mountain Dew Kickstart ad, while not generating the most positive reaction of the commercials, certainly captured attention, pulling 8.86% of online activity by the time the game ended to rank first among the contenders, with nearly 3.4 million online views and over 206,000 social interactions about the ad. Kevin Hart’s Hyundai Genesis ad was right behind, however, snaring 8.74% of online activity. Rounding out the top ten, according to the site, were: Drake’s Restricted Bling T-Mobile commercial; Hellen Mirren’s Budweiser spot; Hyundai’s Ryanville; the Esurance Pass it On Sweepstakes; Heinz Ketchup’s Weinerstampede; Snickers’ Marilyn; The Bud Light Party; and Pokemon 20.

ON THE AIR

International Basketball Federation FIBA is looking to spread its wings via a new deal with Perform to serve as the organization’s partner for the distribution and sale of all media-related rights for FIBA national men’s and women’s team competitions. The deal spans four FIBA Basketball World Cup cycles from 2017-2033 and cover more than 5,000 live games including qualifiers and major championships. The partnership will also see the launch of FIBA Media, designed to offer fans with access to content, with Perform enhancing live production, broadcast services and data and editorial distribution through the dedicated FIBA Media unit, along with providing FIBA with its industry expertise and experience. FIBA will have an active role in respect of all major strategic and commercial activities of FIBA Media, and will share in any future revenue growth beyond the guaranteed amount.

The NFL officially announced that ESPN will go south of the border next season with Monday Night Football set to carry the Texans/Raiders from Mexico City. The NFL International Series game will be played at famed Estadio Azteca in the capital city on Nov. 21 during week 11 of the season. It also marks the first NFL regular season game in Mexico in 11 years, and become the first MNF game played outside the US in the 46-year history of the program. “Expanding our International Series of regular-season games to Mexico marks an important step in our continued international growth,” said Commissioner Roger Goodell. “We have a tremendous, passionate fan base in Mexico and we know the atmosphere on game day will be outstanding.” Outside of the United States, ESPN will televise the game in Mexico and distribute the game to other parts of Spanish-speaking Latin America, among other countries and territories.

More content is coming from Mandalay Sports Media, which is partnering with OBB Pictures to develop and produce a slate of sports-themed films, TV projects and multiplatform programming, according to Deadline. First of the gate will be Embiid, which focuses on the 76ers’ Joel Embiid and his path from Cameroon to the Pros.

AVP has its 2016 lineup confirmed. The beach volleyball association announced that it will make eight stops around the US this year, beginning in New Orleans from April 14-17, and subsequently hitting Huntington Beach, Cincinnati, Seattle, NYC, San Francisco, and Manhattan Beach before closing the season in Chicago from Sept. 1-4.

Ahead of Turner’s coverage of NBA All-Star from Feb. 11-14, Cartoon Network will feature the likes of LeBron James, Paul George, Kyrie Irving and Damian Lillard for guest spots across multiple series. The special episodes take place on Feb. 11, starting at 6p with James joining the crew of Teen Titans Go! to solve a mystery. At 7p, We Bare Bears, welcomes George, Irving and Lillard. As part of the build-up, Cartoon Network will also run special segments integrated into some of its leading television shows, and is giving kids the chance to send questions via video submissions to their favorite NBA players. Select questions and responses will then be featured within Cartoon Network’s on-air integrations throughout NBA All-Star.


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Virtual Reality: How to Get in the Game

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SPONSORSHIP & PROMOTION

Bolstered with the likes of Caroline Wozniacki, Candace Parker, Karlie Kloss, Ana Ivanovic, Morgan Brian, DJ Hannah Bronfman, Robin Arzon, Nicole Winhoffer, adidas launched it Sports16 initiative, a campaign designed to showcase the brand’s “leadership and passion for sports.” The marketing maneuver opens the first chapter of films with “I’m Here to Create,” featuring the above stars. The series was created in partnership with 72andSunny, and looks to showcase authentic stories of real female athletes, who show the world the numerous ways in which they embrace creativity to tackle challenges, defy conventions, express themselves and fuel experimentation all in the name of sport.

The NFL saw sponsorship revenue for the league and its teams grow 4.4%, according to IEG, reeling in $1.2 billion this past season. That is off-pace from the previous year’s 7.8% growth.

Speaking of the NFL, Agriculture Secretary Tom Vilsack, NFL Commissioner Roger Goodell, and Paul Rovey, leader of the National Dairy Council, announced $35 million in grants set to help schools upgrade their kitchen equipment and infrastructure in order to offer students better access to nutritious foods. In 2008, USDA, NFL, NDC, and GENYOUth partnered through the Fuel Up to Play 60 initiative 

Canada’s TSN launched a new national marketing campaign that will spotlight the network’s lineup of 60+ championship events. The network ran a :60 spot during the Super Bowl in the country, with the moniker Champions Live Here. The campaign will span Bell Media’s TV, radio, digital, outdoor, and social platforms. “It’s no secret that Canadians turn to Canada’s Sports Leader for iconic championships. We deliver games of consequence from around the world of sports  the emotional moments where athletes put everything on the line in win-or-go-home events,” said Stewart Johnston, President of TSN. “This new nationwide campaign reinforces two things: that we offer tremendous choice and value to our subscribers and that champions live on TSN.”

UFC is extending its partnership with the Cleveland Clinic and the Professional Fighters Brain Health Study, announcing a $1 million contribution to the Lou Ruvo Center for Brain Health in Las Vegas. "Research and awareness are key in setting new standards for athlete health and safety," UFC Chief Operating Officer Ike Lawrence Epstein said in the release. "UFC is always looking for opportunities to invest in industry-leading health and wellness programs and providing resources to develop its athletes inside and outside the Octagon."

DIGITAL & STREAMING

The NFL, TechCrunch, and Stanford Graduate School of Business announced its winners for 1st and Future, the startup competition focused on the future of sport for fans and athletes. Boasting 12 finalists from three categories: the Future Stadium, Bringing Home the Game, and Tomorrow’s Athlete, winners took home $50,000 and meetings with NFL execs. LiveLike (which is speaking at our Feb. 24 webinar “Virtual Reality: How to Get in the Game,” click here for more info), won the Bringing Home the Game slot for its Virtual Reality app bringing fans together in a sports viewing experience. HYP3R’s location-based engagement platform took the prize for The Future Stadium. Kenzen nabbed Tomorrow’s Athlete for its real-time health insights using patented biosensors, sweat analysis and predictive analytics.

Campus Insiders announced its live stream lacrosse game schedule, lining up over 125 live games this season. The action begins tomorrow with Navy/Loyola Maryland.

ROSTER MOVES

The Western Collegiate Hockey Association announced that Women’s Commissioner Aaron Kemp has resigned to pursue other professional opportunities. WCHA Men’s Commissioner Bill Robertson is being tapped as Interim Commissioner of the women’s league and will assume overall leadership and supervision through the remainder of the women’s 2015-16 NCAA Division I hockey season.

THE MAIN EVENT

Louisville/Duke on ESPN at 7p.


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