06/25/14: Mexico makes its mark on Univision Deportes; The NCAA turns to some legends in its defense. The Breeders Cup changes it up



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CYNOPSISSPORTS
06.25.14

Good morning. It’s Wednesday, June 25, 2014, and this is your first early morning Sports briefing. 

Univision Deportes hit another milestone, courtesy of the World Cup, as the Mexico/Croatia matchup on Monday delivered the most-viewed group stage in company history. Coverage of the matchup averaged 7.1 million Total Viewers and 3.9 million Adults 18-49, according to Nielsen, with 12.6 million viewers tuning in to all or part of the broadcast. Univision Deportes finished the day with the top two most-viewed matches on Monday, Mexico/Croatia and Netherlands/Chile, which drew 2.6 million Total Viewers and 1.4 million Adults 18-49. Thus far, Univision Deportes coverage of the 2014 World Cup is now outpacing its 2010 World Cup coverage by 46% among Total Viewers and +33% among Adults 18-49 through 36 matches.

ON THE AIR

The Ed O’Bannon trial continued to steam on, with the NCAA submitting excerpts of depositions from 25 more witnesses, according to CBSSports.com, including the likes of basketball stalwarts Bill Russell and Oscar Robertson. The depositions were used to argue that the organization hadn’t prevented former athletes from being paid off their name and likeness after college. According to the report, “Robertson acknowledged he can sell his name and likeness and has done so through the years. Russell agreed the NCAA has never interfered with him making money off his name and image.” Meanwhile, former Collegiate Licensing Company executive Pat Battle testified that the inability to make video-game avatars as real as possible "was a glaring omission in terms of the realism of the game and … it was reflected in terms of the sales. And so that’s what EA wanted to do. We had the same objectives, so our discussions with the NCAA and with others were generally around that."

CBS Sports continues to bolster talent for its Thursday Night Football crew, bringing aboard former NFL Official Mike Carey to the broadcast team for the games on CBS and NFL Network, as well as for The NFL on CBS on Sundays this season. Carey will provide rules analysis, interpretation and explanations on Thursday nights from the game site, as well as NFL Network’s studio in Culver City, Calif., and on Sundays from the CBS Broadcast Center in New York City.

ESPN laid out nominees for the 2014 ESPYS, with the likes of Peyton Manning, Floyd Mayweather, David Ortiz, Kevin Durant, the LA Kings, San Antonio Spurs, Rafael Nadal, Miguel Cabrera, Serena Williams, Maya Moore all on the ballots. The show will be hosted by Drake. Voting is underway, although Pardon the Interruption’s Tony Kornheiser and Michael Wilbon will host The ESPY Nomination Special on Thursday, July 7, at 7:30p on ESPN. All categories will close when the live show starts Wednesday, July 16, at 9p on the network.
 
The Breeders’ Cup is looking to add to the prestige factor, announcing the sites of the next three Breeders’ Cup World Championships  which “represents a key element of the company’s long-term strategy to elevate the Breeders’ Cup stature as a preeminent luxury sports and entertainment event.” The announcement include the debut of the Breeders’ Cup of Keeneland Race Course in Lexington, KY, which will host the Breeders’ Cup World Championships in 2015 and Del Mar, near San Diego, CA which will host in 2017. In 2016, the Breeders’ Cup will return to Santa Anita Park, in Arcadia, CA, which is also hosting the 2014 Breeders’ Cup World Championships.

Ken Hershman is in. Are you? The 2014 Cynopsis Sports Summit is set for NY on Aug. 19-20 this year. Don’t miss out on some of the industry’s most dynamic and influential speakers breaking down the most important issues of the industry, tackling headlines, sponsorship, broadcast, data and more! The agenda/list of speakers for the Summit and this year’s Women of Action will be announced in mere days.

As a result of NFL Boot Camp: Broadcasting, former players Je’Rod Cherry and Evan Moore will spend one regular-season Sunday working on-air for one of the league’s United Kingdom television partners. Cherry and Moore joined 22 other players for four days learning from talent, producers and executives from each of the NFL’s broadcast partners. The dates of the assignments will be determined closer to the kickoff of the 2014 NFL season.

Mylan World TeamTennis and ESPN locked in a multiyear deal to carry the Mylan WTT Finals live on ESPN2, with more than 60 hours of programming slated annually on ESPN3. The four-year agreement includes streaming one match each night of the Mylan WTT season on ESPN3 beginning on Monday, July 7 beginning with the Austin Aces and the San Diego Aviators. 

WGN Radio and Comcast SportsNet announced a partnership to simulcast The Game 87.7 FM’s sports radio show, Kap & Haugh to Comcast SportsNet viewers beginning Monday, July 21.

WORLD CUP TRENDS: CSE’s Social Branding at the World Cup

Bite Heard Round the World
While Uruguay outlasted fellow soccer powerhouse, Italy, to move on to the knockout round, (as has been heavily reported) Uruguay star, Luis Suarez, took a bite out Italy defender Chiellini. The bite heard round the world created a frenzy on Twitter, and (per Mashable) had been mentioned 340,000 times only moments after incident occurred. Brands did look capitalize on the incident, regardless of their affiliation, or lack thereof, with the World Cup.
From @Puma responding to a fan by tweeting “Our next kits will come with warning labels”, to @CocaCola tweeting,“If you work up an appetite on the pitch, we suggest THIS type of Italian #worldscup”, the social stratosphere was buzzing about the incident. However, most interactions received less than 200 total engagements.
Unless you are Snickers
The hunger-satisfying candy bar got into the World Cup action with a timely, Oreo Super Bowl-esque tweet: “Hey @luis16suarez. Next time you’re hungry, just grab a Snickers. #worldcup #luissuarez #EatASNICKERS.” As a perfect example of real-time marketing, the brand received over 4,000 engagements.
 
“Unbelievable” Tweet-Off
With Puma providing kits to both Italy and Uruguay, on June 21 the promotion began through video and tweets for the Unbelievable Tweet-Off. The concept was for fans to include the hashflags of Italy or Uruguay and tweet to show support for their favorite team. Based on the team that receives the most tweets with the associated hashflags, @Puma was going to mass distribute the tweets at one time.
However, it was unclear as to when the distribution would occur, and rather than sending the support related tweets prior to the game, it appears it was scheduled to come post-game. As part of their Puma FC website, this “challenge” was completed by 22 people as of 5:30 p.m. EST. It remains to be seen if the challenge will be closed in short order or if an aggregation of other hashtags/hashflags on Twitter, away from the website, will make the numbers more robust.


A CYNOPSIS MESSAGE


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SPONSORSHIP & PROMOTION

The University of Kentucky made waves by agreeing to a $210 million deal to join JMI Sports. The school’s multimedia marketing rights will now be handled by the company, including radio rights for Kentucky football, men’s and women’s basketball and baseball games. The deal also hands JMI rights to sell stadium and arena signage, future naming rights, in-game promotions and coaches’ endorsements in a 15-year agreement.

The Home Depot is reportedly terminating its sponsorship of the Joe Gibbs Racing No. 20 car and driver Matt Kenseth, and will depart the sport after its contract expires after this season, according to SBJ. This season, Dollar General has stepped up as the primary sponsor for 27 of the 38 events for the team.

SOCIAL MEDIA

Yesterday’s Italy/Uruguay World Cup match generated 3.5 million Tweets, according to Twitter. The bite seen ‘round the world, courtesy of Luis Suarez, caused social media to go bananas during the game. Before the bite, mentions of @chiellini drew 100,000 mentions, afterward the handle saw 2 million mentions.

Facebook updated its data for the World Cup, as 18 million people globally had more than 41 million Facebook interactions (posts, comments, and likes) related to the final Group A matches between Brazil/Cameroon and Mexico/Croatia. Top five demos were led by Women 18-24, followed by Men 18-24, and women 25-34.

NBA Digital named Portland Trail Blazers guard Damian Lillard the “Social MVP” for the third annual NBA Social Media Awards, which celebrate NBA players and teams for their social engagement throughout the 2013-14 NBA regular season. NBA Digital presented 10 social media awards in 10 categories over the course of 10 consecutive days with fan voting across NBA.com, Twitter and Facebook. Lillard also received the “Social Rookie of the Year” award for the 2013 NBA Social Media Awards.
 

DIGITAL & TECHNOLOGY

Content discovery platform Taboola announced an exclusive, multi-year strategic partnership with NBC Sports Digital, a division of the NBC Sports Group. NBC Sports Digital will utilize Taboola’s personalized content recommendations across 16 of their websites, including NBCSports.com, GolfChannel.com, Rotoworld.com and local NBC Sports Regional Network sites, among others.

Digital sports video agency SendtoNews inked a strategic partnership with extreme sports channel EpicTV to distribute their extreme sports content to digital news outlets across North America. EpicTV produces original extreme sports videos and adds the likes of climbing, skiing and surfing to the SendtoNews portfolio.

ESPN3 is set to carry the Basketball Tournament’s (TBT) inaugural Championship Game, in which the winning team receives $500,000, on Saturday, June 28, at 7p. “We’ve received daily requests to find media coverage of the championship game,” said TBT founder Jon Mugar. “And now, thanks to ESPN, we’ll be able to show this intense matchup for $500,000 live on ESPN3. This game features passionate athletes playing team basketball and with this much at stake, anything can happen.  It’s great that we’ll be able to let viewers in on this unique experience. ”

ROSTER MOVES

Online sports merchandise retailer Fanatics, Inc. named Chris Orton as Chief Marketing and Revenue Officer for the company. Reporting directly to CEO Doug Mack, Orton will be responsible for the strategy and execution of Fanatics’ marketing efforts across the company’s own sites and its network of e-stores, which includes all the major North American professional sports leagues and hundreds of collegiate and professional teams. Orton joins Fanatics from Orbitz Worldwide, the leading global online travel company, where he is COO and President of Orbitz.com. 

THE MAIN EVENT

Ecuador/France face off on ESPN/Univision at 4p.


A CYNOPSIS MESSAGE


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ON THIS DAY in 1988: Cal Ripken Jr. plays in his 1,000th consecutive game.

In The Know: The Jeweled Shillelagh is presented to the winner of what college football rivalry game? (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 university did Tiger Woods play for? Answer: Stanford. Kudos: Steve Jacobs-Time Warner Cable Media/NY; Joe Giovengo-Game Show Network/NY; Chris Long-USA Today Sports Group/NY; Joe Schaefer-ZUUS MEDIA/NY; Jon Miller-NBC Sports Group/Stamford; Michael G. Hawkins-Francis Marion University/Florence; Alexandra Lucio-Golf Channel/Orlando; Allison Wright-Viacom Media Networks/Detroit; Andy Pittman-Texas A&M University/College Station; Tommy Buhr-Turner Sports/Chicago; Kevin Van Housen-Comcast Spotlight/Indianapolis; Bill Robertson-WCHA/St. Paul; Daniel Hanson/Vail; David Hauptman/Denver; Matt Sautter-OpenTV/Golden; Charles Kundrat-The Band Inc./Denver; Joe Pedri-KLAS/Las Vegas; Brian Sullivan-KHQ-TV/Spokane; Dani Beaulieu-USA TODAY Sports Media Group/LA; Nick Monroe-Monroe Photography/San Diego.

Later — Chris
Chris Pursell for
Cynopsis | Sports @VegasandVine
06.25.14

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