02/20/20: IEG reports that sponsor revenues drew more than $1.47 billion for the NFL and its teams



Thursday February 20, 2020

The NFL and its 32 teams topped $1.47 billion in sponsorship sales this past season, according to IEG. The slate featured nearly 1,500 existing partnerships along with more than 350 new deals signed with Anheuser-Busch InBev once again ranking as the biggest sponsorship spender in the league, promoting BABE, Bon & Viv Spiked Seltzer, Corona and Labatt Blue labels in addition to its Bud Light and Budweiser brands. PepsiCo had the largest volume of partnerships in the League, activating with the Frito-Lay, Gatorade, Pepsi, Quaker Oats and Tostitos brands. Top categories for new sponsorship deals for the league during the season were led by: lottery & gambling, insurance, apparel, wine, technology, investment services, retail, spiked seltzer, spirits and building & home improvement.

“Interesting newcomers trying out NFL sponsorship as a marketing platform include meal kit companies, cryptocurrency and meat substitutes,” said Peter Laatz, Global Managing Director, IEG. “The gambling, retail, technology and wine categories are expanding through key league and team partnerships.”


Meanwhile, as the NFL and its players hammer out a collective bargaining agreement, ESPN reports that when the deal is finalized, it is expected to change the NFL’s playoff structure as it is currently constituted for next season. Changes would see seven teams from each conference qualify for the playoffs instead of the six that currently do. In addition, only one team from each conference will receive a first-round bye. The changes to the NFL’s playoff format would take effect immediately for the 2020 season.

A split Daytona 500 saw FOX’s Sunday afternoon portion of the race, which ran only 20 laps, average a 6.26 rating for the network, while Monday’s portion averaged a 4.2 rating and 7.0 million viewers. Overall, Fox claimed an average of a 4.4 rating and 7.3 million viewers, according to Nielsen. Top five markets for the race were Jacksonville, Fla. (11.6 rating), Greensboro, N.C. (11.1), Orlando, Fla. (10.8), Indianapolis, Ind. (9.7) and Charlotte, N.C. (8.8). Meanwhile, NASCAR’s XFINITY Series race from Daytona Saturday on FS1 averaged a 1.09 rating, for1.8 million viewers, up from a 0.97 last year.

The BIG3 will tip off its fourth season on June 20 in Memphis. Games this season will run every Saturday throughout the summer leading to the BIG3 Championship Game on Aug. 29. BIG3 will hit cities nationwide, including Washington D.C., Miami and Chicago. Playoffs will take place in Portland at the Moda Center on August 22 and the season will conclude with the BIG3 Championship Game at Detroit’s Little Caesars Arena on August 29.

FIGHT SPORTS announced that it had acquired exclusive rights to this weekend’s Deontay Wilder vs. Tyson Fury II event from Las Vegas for over 20 countries, including the Middle East/North Africa region, and several territories throughout Europe and Asia.

The Chicago Fire Football Club and WGN-TV locked in a multi-year partnership that makes WGN-TV the home for all locally broadcast Fire home and away matches. Coverage will begin with the 2020 season as the Club returns to Soldier Field with the channel carrying 24 of the team’s 34 regular season matches.

SiriusXM’s MLB Network Radio channel unveiled its annual MLB Spring Training tour, set to begin this year on Feb. 22 and run through March 13. The MLB Network Radio Spring Training Tour will consist of 30 two-hour shows, each focused on a single MLB team. Shows airing from Florida’s Grapefruit League cities will be hosted by former general managers Jim Bowden, Jim Duquette and Steve Phillips, and former major leaguers Matt Diaz, Kevin Frandsen and Eduardo Perez. Broadcasts from the Arizona-based Cactus League will be hosted by Duquette, former major leaguer Ryan Spilborghs, and analysts Mike Ferrin and Tyler Kepner.


In addition to categories that celebrate individual Top Women in Media, Cynopsis is recognizing distinguished companies who champion women in media. These are the companies who strive for equal opportunity, inclusion, pay parity and women in leadership position.

(sponsored by Turnkey Search)


CBS and Turner Sports sold out linear TV inventory for the NCAA Div. I Men’s Basketball Tournament in record time, according to Ad Age, which reports that every last in-game commercial unit in the three-week tournament has been auctioned off to a client roster that is anchored by automotive, insurance, telco, fast food and financial services brands.

The LPGA reeled in a deal with Volvik to become the official 2020 title sponsor of the newly renamed Volvik Founders Cup. The 10th edition of the Volvik Founders Cup will be played in Phoenix from March 16-22. “We are proud to participate as the title sponsor of this event that honors the founders of the LPGA and does so much to grow the game we all love through the LPGA-USGA Girls Golf Program,” said Don Shin, President of Volvik USA. “Volvik plays a vital role in growing the game by offering high-quality, attractive golf balls for players of every skill level, and by bringing a wide array of colors and a unique matte finish into the golf ball market.”

Captain Morgan poured up new partnerships with MLS clubs Inter Miami CF, Los Angeles FC, Minnesota United and Nashville Soccer Club. The new agreement grants the beverage brand with access to branding within Inter Miami CF Stadium, the Banc of California Stadium, Allianz Field and Nissan Stadium while limited edition Captain Morgan Original Spiced Rum bottles that sport team crests and colors will be manufactured for each of its new and existing partners.


A record-setting January pushed Pennsylvania’s online and retail sportsbooks past $100 million in lifetime revenue. The state’s sportsbooks accepted a record $348.4 million in wagers in January, breaking the $342.6 million record set in December according to official data released Wednesday. $308.6 million, or 88.6%, of the state’s January handle came online.

Fanatiz announced the addition of Realmadrid TV to its programming lineup. The European soccer channel specializes in the Spanish football club, offering fans exclusive interviews, full matches including Champions League, LaLiga, Spanish Kings Cup games, news and details of the Real Madrid team as well. “With our recent European soccer viewership numbers on the rise along with a spike in our U.S. subscriber base, we’re thrilled to welcome Realmadrid TV to Fanatiz,” said Matías Rivera, Fanatiz CEO & Founder. “The Fanatiz platform is all about customizing fans’ viewing experience and ensuring they never miss the action when it comes to their favorite teams. Today’s news is a win-win for all as fans of Real Madrid can tune-in using the most affordable sports streaming option available on the market today.”


In this week’s edition of Cynopsis Esports
· U.S. Air Force sets sights on ESL
· Halo gets powered by new Engine
· ELEAGUE breaks down new mantra
· GIRLGAMER locks in partners
· Faker’s massive play
· Leagues work around coronavirus


Ohio State/Iowa at 7p on ESPN.

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On This Day
1998: Tara Lipinski wins the gold in Olympic figure skating.

In the Know
What two players competed five different times in slam dunk contests between 1984 and 1990? (Email [email protected] with your answer and be sure to include your name, company and city).

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Which team drafted Charles Barkley out of Auburn? Answer: The 76ers. Kudos: Michael Doherty-BC Media/NY; Greg Conner-Tennis Media/NY; Michael Dittelman-Dedicated Sports Marketing/NY; Denis Barry-CBS/NY; Roger Furman-Sports Marketing Communications/Greentown; Michael Goodman-Radio One/Atlanta; Christopher Kull-The Nielsen Company/Oldsmar; Rick Rosenfelt-New York Red Bulls/Harrison; Joe Lyons-ESPN/Dallas; Andy Pittman-TAMU/College Station; Tom Doherty-Starcom USA/Chicago; Travis Wacker-ESPN Chicago/Chicago; Greg Moloznik-GLM Media/Scottdale; Rich Wolfe-Lone Wolfe Press/Scottsdale; David Hauptman/Denver; Tom Moore-Kalt Productions/LA; Larry Hutchings/Nipomo; David Westberg-SAG-AFTRA Credit Union/Burbank; Jim Himmel/TCB Media/San Clemente

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Warner Media/NYC:
Track/analyze/report advertising trends & dvlpmnts, especially as they are projected to affect ad sales. 3+ yrs relevant work exp incl linear, digital & social media mktplace knwldg. V-Lookups, Index-Match, Pivot Tables, Data Connections/Queries, etc.; VBA/Macros a +. Full info HERE (2/27)


Crown Family Networks/NYC:
Dvlp 360-degree advertiser-driven mktg programs while ensuring our brand value proposition, network voice & pgrmng priorities anchor every proposal. 3-5yrs ad sales mktg or related field. Flawless att to detail a must. Full info HERE (2/28)

Crown Media Family Networks/NYC:
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INSP/Charlotte NC:
Oversees all website & digital content initiatives. Proven successful exp mngng creative digital-first content, creating websites & digital properties a must as well as . proven track record showing strong growth. 5+yrs exp leading mngmnt of a website property. Relo pkg avail. Full info HERE (2/26)

VENN/NYC/LA: Entrepreneurially minded self-starter to come in & help drive rev through brand partnerships. Passion for media biz & 5+ yrs track record of success as individual contributor in media sales. Familiarity w/digital & linear media landscape, technologies, platforms & brands. Full info HERE (2/26)

Passionate self-starter to play key role in our revenue org to help drive our business forward. Partner w/sales team to create proposals, presentations & media plans to bring to mkt. 2+ yrs track record of exp in similar role at media co. Familiarity w/dig & linear landscape. Full info HERE (2/26)

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Pluto TV/NYC:
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NBCU Entertainment/Universal City CA: Talented Writer/Producer/Editor brilliant at crafting promos & trailers as they are social & digital videos, with a keen ability to tell different types of stories on diff platforms. Min 3 yrs brdcst network or ent cable network exp on-air promo as a writer/prod/editor. Full info HERE (2/25)

MLB Network/Secaucus NJ: Resp to help ensure that assigned media content & products, whether licensed, library, stock or original are cleared for air. 1- 3 years’ work exp at a TV, Film, Licensing or Media Company. Full understanding of music licensing is req’d. Full info HERE (2/25)

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