02/19/21: UFC locked in a big deal with TikTok


Medias First Morning Read


Friday February 19, 2021

UFC is now grappling with TikTok courtesy of a groundbreaking multi-year partnership that calls for UFC to produce live content on the social media platform. Deal points will include UFC and TikTok collaborating to program new weekly shows on TikTok, offering live looks at weigh ins and press conferences, athlete interviews, arena tours, fighter training segments, and more. Overall, UFC and TikTok will collaborate to distribute hundreds of pieces of content annually via UFC’s global TikTok channels.
“This partnership with TikTok is a tremendous addition to UFC’s content distribution ecosystem,” said David Shaw, UFC Senior Vice President of International and Content. “We want to be everywhere our fans are consuming content, and TikTok continues to break new ground in reaching a diverse, global audience. This collaboration is a great way to drive awareness to our tent pole live events while delivering compelling content to our fans, 24/7.”


The NBA announced that NBA All-Star 2021 will be held on Sunday, March 7 at State Farm Arena in Atlanta, with the league’s annual celebration set to run on one night for the first time, with on-court action beginning at 6:30p on TNT. As part of this year’s events, the NBA and National Basketball Players Association (NBPA) announced that they will commit more than $2.5 million in funds and resources toward Historically Black Colleges and Universities (HBCUs) and support and awareness around equity and access to COVID-19 care, relief and vaccines. Coverage of the All-Star Game will begin at 8p with AT&T Slam Dunk taking place at halftime.

This weekend sees NBC Sports showcase the NHL Outdoor Games at beautiful Lake Tahoe this weekend on NBC, beginning with the Avalanche/Golden Knights on Saturday at 3p and the Flyers/Bruins on Sunday. Mike Tirico will call both games this weekend alongside Eddie Olczyk (analyst) and Brian Boucher (‘Inside-the-Glass’ analyst). Coverage will include unique production elements headlined by a pair of drone cameras and the absence of crowd noise, “enhancing both the natural sounds on the ice and picturesque outdoor Lake Tahoe setting.”

CBS Sports Network serves up a special analytics-driven presentation of Saturday’s BYU/Loyola Marymount matchup, titled “Beyond the Box Score,” bringing fans inside the world of college basketball analytics. In preparing for the telecast, CBS Sports production teams met with members of both coaching staffs to better understand how their programs utilize advanced stats in their practices, planning and in-game decision making in unique ways. The production will use this information, in conjunction with in-game advanced stats, to show viewers this utilization in action. The production will feature in-game segments, specially crafted graphics and analysis to highlight team and player performances beyond conventional stats as well as how programs are using analytics to better understand their teams strengths and weaknesses to gain an edge. Special guest analyst and current Penn Head Coach Steve Donahue will provide insight throughout the game from his unique perspective as an active coach alongside CBS Sports’ Jason Horowitz and Chris Walker.

Bellator MMA is implementing an official fighter rankings system for each of its weight classes, in addition to a pound-for-pound list for both the men’s and women’s divisions, in the coming weeks. The official Bellator MMA Fighter Rankings will be determined by a 15-person voting panel, comprised exclusively of members of the MMA media. “This is the greatest roster in the history of Bellator,” said Bellator MMA President Scott Coker. “As we continue to sign the top free agents in the sport and see the success of young prospects inside the Bellator cage, we felt that the time was right to introduce official fighter rankings. We are always looking at ways to improve our product and this adds a new and exciting aspect to the organization that will have a significant impact on how fans watch Bellator. Every division is competitive, every matchup is important, and we are set for several potential blockbusters as we begin a new year on Showtime.”

PBR and Snapchat are debuting Life By The Horns, a new docu-series on the platform this Saturday. The 10-episode series follows Ezekiel Mitchell, one of PBR’s biggest and brightest stars, as he tries to become the first Black cowboy to win a PBR title. The new series premiere follows the success of “Get Bucked,” a Snapchat series focused on PBR ride highlights and wrecks, launched on Snapchat on February 10.

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Mars Wrigley and WWE are extending their relationship, locking in a deal to make SNICKERS the presenting partner of WrestleMania for the sixth consecutive year, taking place April 10-11 at Raymond James Stadium in Tampa Bay. The expanded agreement includes multiple pieces of custom video content featuring WWE Superstars with spots that will air in Monday Night Raw on USA Network and Friday Night SmackDown on FOX, as well as during WrestleMania on Peacock. New for 2021, the partnership names SNICKERS the Presenting Partner of the WrestleMania Main Event match, marking the first time the marquee match has ever been sponsored. “After an unpredictable year, we’re excited to bring fans some better moments by returning as the presenting sponsor of WrestleMania,” said Michelle Deignan, Senior Director, SNICKERS. “We know the passionate WWE fan base is hungry for some entertainment, and we look forward to sharing those satisfying moments for the sixth year in a row.”

The U.S. Soccer Federation and BioSteel locked in a multi-year partnership designating the sports drink company a sponsor of U.S. Soccer. The multi-year agreement kicks off with the SheBelieves Cup this week from Exploria Stadium in Orlando. As part of the agreement, executed by Soccer United Marketing BioSteel’s zero sugar sports drink will be available to all of U.S. Soccer’s National Teams, including the Women’s National Team, Men’s National Team, Youth National Teams and Extended National Teams. BioSteel will hydrate U.S. Soccer National Team players with product on the sidelines at matches and practices, in locker rooms and in training camp facilities. BioSteel’s branding will also be featured on towels, squirt bottles, coolers, and cups on sidelines, beginning immediately. BioSteel will receive significant exposure through its in-stadium.

Speaking of soccer, Columbus Crew SC announced that the Club has entered into a multi-year partnership with Donatos Pizza. Donatos becomes an official partner ahead of the opening of the Club’s new downtown stadium, set for July of this year, and becomes the Official Pizza of the club.

In addition, Angel City Football Club announced DoorDash as the team’s founding front-of-kit sponsor and exclusive on-demand delivery platform partner, marking the company’s first entry into professional soccer. As the team’s exclusive front-of-kit sponsor, the DoorDash primary logo will grace the mid-center position of ACFC’s official kits and merchandise including home and away jerseys.

Bridgestone has partnered with the NHL Foundation in a move to promote diversity and inclusion through local youth hockey initiatives. To kick off the partnership, Bridgestone has pledged a $200,000 donation which will directly support youth hockey programming in Las Vegas and Nashville.

HyperX named WNBA player Aerial “POWERzSURGE” Powers as its latest brand ambassador. Under the new sponsorship, Powers will use HyperX headsets while streaming and gaming. As the official gaming audio sponsor of Aerial Powers, HyperX marks its first foray into the WNBA. “I am extremely excited to officially join the HyperX family. Anyone who games, knows that hearing an opponent coming before they see you is key to winning. With my HyperX headphones, I have been able to see a big difference in my gameplay and an increase in my number of ‘dubs,’” said Powers. “Rocking HyperX is what will continue to keep me at the top of my game. I am so honored to receive the Heroes treatment and I can’t wait to share with the world the sick creation that we come up with!”


Bally’s Corporation and the NHL announced the launch of a multiyear strategic partnership designating Bally’s as an Official Sports Betting Partner of the NHL. This deal represents Bally’s first sports betting partnership with a professional sports league and provides Bally’s with rights to use NHL marks and logos as well as use of the League’s official data across its expanding portfolio of sports betting products. In addition, through its media partnership with Sinclair Broadcast Group, Bally’s will create engaging content for NHL fans and integrate that content into live NHL game coverage spanning 19 regional sports networks.

Fan Controlled Football reports that the league became the most downloaded sports app on the Apple App Store after its inaugural season launch on Feb. 13. The first-ever FCF games drew more than 700,000 total live views on Twitch for its opening weekend, making it one of the most successful live sports programs on Twitch this month.

Satisfi Labs, the conversational AI platform for destinations and experiences, unveiled a new partnership with the LA Galaxy and LA Kings. This multi-year deal, brokered by AEG Global Partnerships, will make Satisfi Labs an official partner of the two teams, and offer integration that will provide fans with real-time conversational access to player stats, in-game scores, team standings, and more year-round, and will be integral in answering fan’s questions about safety when they eventually return to the venue for live game days.

On the heels of its Project 2020, Topps unveiled the first cards in Project70, a new series which celebrates the 70th anniversary of the first Topps baseball set in a comprehensive program featuring 51 premier artists and designers from around the world each creating 20 cards of their own player and card year design choice. The set commemorates both the initial year of 1951 and the 70 years that it has produced baseball cards, with three new issues daily, each available for 70 hours. Creators selected to participate comprise a diverse group that includes the likes of rap musician Snoop Dogg, graffiti artist Futura, pop artist Ron English, jeweler Ben Baller, painter Greg ‘Craola’ Simkins, comic and album artist Alex Pardee, sneaker artist The Shoe Surgeon, designer Sophia Chang and more.


Team Liquid tapped a deal with Bud Light to become the official beer of Team Liquid League of Legends. In addition to team members making appearances on Bud Light League Lounge, the weekly recap show streamed live on Twitch, Bud Light will also host (21 and older) virtual tailgates featuring Liquid talent and casters before matches, as well as live games and giveaways on the Team Liquid Discord channel. Finally, Team Liquid is launching a slate of new shows and content in partnership with the brand that will include Coaching After Dark, a podcast style show and other LCS-related streams throughout the year.

eFuse picked up $6 million in funding from a consortium of esports and gaming influencers and professional athletes. The ‘LinkedIn for gamers’ announced plans to leverage the new capital to fuel product development, user acquisition, and make key hires. “eFuse is redefining how gamers network,” said eFuse CEO Matthew Benson. “Gamers communicate and showcase differently than traditional professionals and need a purpose-driven platform to help them find the right opportunity. At eFuse, we’re committed to helping all gamers get discovered.” Notable investors include Seth Curry (Philadelphia 76ers, NBA), Denzel Ward (Cleveland Browns, NFL), Ezekiel Elliot (Dallas Cowboys, NFL), and Chase Winovich (New England Patriots, NFL).

OverActive Media‘s Call of Duty League franchise Toronto Ultra is launching exclusive partnership with snack brand Jack Link’s. The deal sees the company become the ‘official meat partner’ of the squad and they will be featured on the franchise’s social media graphics alongside being the named partner of a tournament that will be broadcast on the Ultra’s YouTube channel.


The Professional Fighters League announced the completion of a $65 million financing round, bringing total funding of the company to $175 million. The new investment capital raised in this round from leading firms will accelerate PFL’s momentum, innovation, and growth. The $65 million institutional financing round was led by Ares Capital, Elysian Park Ventures, and Knighthead Capital.

Toldright, an on-demand video production resource for the sports, media and technology industries, announced the official appointments of Patrick McManus, Executive Director; Jason Bernstein, Senior Vice President of Content; Amanda Short, Head of the Neighborhood; and Daniel Shoy, Diversity Executive in Residence. “As we continue to expand and cultivate our company, we couldn’t be more excited to have award winners and industry leaders like Patrick, Jason, Amanda, and Danny on our team,” said Max Heineman, CEO and Co-Founder of toldright. “Their decades of collective expertise across production, multimedia, sports, technology, and inclusion, in addition to their understanding of compelling video content and exciting storytelling, will continue to inspire the iconic brands we work with.”

Excel Sports Management named CJ Simmons as Director of Marketing Solutions. Prior to joining Excel, Simmons was the Senior Manager of Corporate Partnerships & Analytics at Monumental Sports & Entertainment. He has also worked in sponsorship sales and partnership marketing roles at the New York Yankees, Major League Baseball, Madison Square Garden and the New York Mets.

The National Basketball Retired Players Association announced the reelection and naming of officers Johnny Davis (Chairman), Dave Cowens (Vice Chairman), Sam Perkins (Treasurer), and Grant Hill (Secretary) to its Board of Directors for 2021. They join Board of Directors members, Thurl Bailey, Caron Butler , Shawn Marion , Dave Naves , Sheryl Swoopes and Jerome Williams. Dave Cowens has also been elevated from Director to the position of Vice Chairman.


You’ll enjoy notes and sports broadcast nuggets of interest to all. MLB broadcast changes, college basketball happenings, announcers who changed their names, those who sinned and are suffering career death sentence and more.
Halby’s Morsels: MLB changes; Hoops voices; Nice to see an NHL announcer wear a turban on-air

With the Super Bowl behind us, we asked media members to comment on who the next great network TV analysts are and what advice they would give the, from Drew Brees to Phil Rivers.
NFL analysts: Who are the next great ones on network TV? Media lists names and what it will take

Brian Anderson might very well be the next lead NBA voice beginning next season. Marv Albert’s contract ends after this season.
Turner’s Brian Anderson and Jim Jackson get an A covering the Nets’ comeback win over the Suns

Happy Birthdays:
Phil Esposito, 2/20 Tampa Bay Lightning – radio
Charles Barkley, 2/20 TNT, NBA
Mike Fratello, 2/24 NBA Television
Billy Packer, 2/25 ex-CBS-NCAA analyst
Andrea Kremer, 2/25 NFL Network
Todd Blackledge, 2/25 ESPN, college football
Dawn Davenport, 2/25 ESPN, Various
Sports Broadcast Journal

Watch the Sports Media Award Winners Named Live
[ Wednesday, April 21 at 1:00 PM ]

Our judges are diligently reviewing applications, getting ready to shine the spotlight on the best and brightest in Sports Media. Now…it’s time to see who’s going to take the stage, secure your complimentary pass now.



On this Day
1928: The second Winter Olympic Games close in Switzerland.

Which movie franchise featured vampire baseball? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
Which NHL player played the most games as a NY Ranger? Answer: Harry Howell. Kudos: Cindy O’Connor-CoxReps/NY; Holli Sarner-Home Team Sports/NY; Synda Kollman-Charter Markering Group/Boca Raton; David Westberg-SAG•AFTRA Credit Union/Burbank; Tom Moore-Kalt Productions/LA

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