02/26/21: The NBA made its first global deal with Hennessy


Medias First Morning Read


Friday February 26, 2021

Hennessy has become the NBA’s first global spirits partner. The multi-year agreement expands on the cognac company’s North American deal, which was announced in February 2020. The expanded partnership will tip off in Africa, Asia-Pacific, Europe and South America with the launch of an adaptation of the “Hennessy x NBA: Lines” campaign.

“We are honored by the distinction as the first global spirit partner in the NBA’s history,” said Julie Nollet, Hennessy global CMO. “The NBA is more than basketball, and Hennessy is more than cognac. We represent global communities, and this partnership empowers us to support a game and culture that brings people together through entertainment and camaraderie despite the current challenges faced by fans around the world. We share the NBA’s core values of integrity, teamwork, respect and innovation, which are more powerful than ever as we work to inspire and unite people across the globe.”


Yahoo Sports will offer NBABet Stream, NBA Digital’s betting-focused alternative, for a select NBA League Pass game every Friday night for the duration of the 2021 season to further innovate the sports fan experience. Hosted by Jared Quay and Preston Johnson, the show will provide fun and educational commentary, information and analysis on wagers as they unfold throughout the game. The first telecast airs Friday, February 26 during the Los Angeles Clippers vs. Minnesota Grizzlies game at 8p. It will be available free on participating NBA League Pass distributors, the NBA app, and the Yahoo Sports app.

Sports is poised to anchor Paramount+ in the coming seasons with CBS Entertainment Group chief George Cheeks proclaiming that “Paramount+ will be the leader in live sports.” Programming is set to include the NFL, international soccer and more, including moving Inside the NFL from Showtime to the platform. New rights that will fall under the umbrella will include Concacaf, Liga Profesional de Futbol, and Campeonato Brasileiro Serie A.

With beautiful Lake Tahoe as a setting, Sunday night’s Flyers-Bruins matchup was the most-watched regular season game in NBCSN’s 15-year history of televising NHL games. It averaged a Total Audience Delivery of 1.068 million viewers. With 1.019 million TV-only viewers, it was the first time that an NHL regular-season game exceeded 1.0 million viewers on NBCSN. The matchup is also the most-watched NHL regular-season game on cable in 19 years,

Speaking of NBC Sports, the company presents live gymnastics coverage of the 2021 Winter Cup and Nastia Liukin Cup from Indianapolis, this weekend. This year, the USA Gymnastics Winter Cup features an expanded field that includes both men and women’s junior and senior artistic gymnasts. Senior men will compete live Friday, February 26 at 7:30p on NBCSN, while senior women compete live Saturday at 12:30p on NBC. The Nastia Liukin Cup airs Friday, February 26 at 2:30p on NBCSN.

NBCUniversal has committed to 1,200 hours of programming and six months of promotion for the Tokyo Paralympic games, which take place August 24 to September 5. Coverage will once again be presented by Toyota and include more than 200 hours of television coverage across NBC, NBCSN and Olympic Channel: Home of Team USA; the first-ever primetime hours on NBC; the debut of coverage on streamer Peacock; live coverage of the Opening Ceremony and Closing Ceremony on NBCSN; and comprehensive live streaming on NBC Sports digital platforms.

ESPN released its NBA regular season schedule for the second half of the 2020-21 campaign. It includes 49 additional game telecasts between Sunday, March 14 and Sunday, May 16. ABC will broadcast NBA games on Saturdays as part of its NBA Saturday Primetime on ABC series with coverage continuing on Sundays as part of the NBA Sunday Showcase franchise. All ESPN and ABC NBA games are available to stream on the ESPN App.

In other ESPN news, the network will exclusively broadcast the 2020 World Series of Poker Main Event on Sunday, February 28 at 8p on ESPN2. The series will feature four hours of hand-to-hand action of the International and Domestic Final Tables, culminating in the first-ever Heads Up World Championship.

Next month, the EBS team is producing the Esports Business Summit University: 2-day virtual conference focused on the business of collegiate esports. We’ll go inside topics such as sponsorships, scholarships, recruitment, funding, and so much more. Hear from the West Coast Conference, CSL Esports, EGF, Learfield IMG, Skillshot Media, WWSEF/NASEF, Mountain West Conference, BoomTV/AVGL, NIRSA, NACE, FACEIT, Nerd Street Gamers, Twitch and a keynote from former NFL Pro Bowler Ahman Green from Lakeland University Esports Program. It’s going to be an incredible learning opportunity and we hope you’ll join us. Ticket prices increase on March 1, so don’t delay – register now!

For entry level candidates, which college majors do you look for?

Please take a minute to answer Cynopsis’ 3-question community poll for February



Ahead of the 2020/21 ABB FIA Formula E World Championship season opener in Diriyah, Saudi Arabia, TAG Heuer \ extended its Formula E collaboration with a new, multi-year partnership that will see the brand continue as Official Timekeeper of the Championship as well as award the TAG Heuer Fastest Lap in each E-Prix. CBS Sports Network kicks off its coverage of Formula E Season 7 on Friday at 11:30a.

Andy Murray has joined the roster of celebrities associated with organic hydration drink, HALO. The tennis ace joins the company as a brand ambassador and investor. “To perform at the best, every detail matters, and something as fundamental as hydration can dramatically affect your performance,” said Murray. “Importantly, HALO’s products are free of artificial sugars, unlike many of the competing brands. I’m looking forward to working with them on the development of other products.”

Ready Nutrition was named the Official Sports Drink of 8 Division 1 conferences, encompassing 90 schools. Via these partnerships, the schools’ student athletes will be the first to benefit from Ready’s recently launched cutting-edge sports drink, featuring energy generating carbohydrates from real food sources and an electrolyte profile to optimize hydration during competition.

The Vegas Golden Knights struck a multiyear partnership with UpickTrade, a sports betting recommendation service based in Mexico. As per the deal, UptickTrade.com becomes the Official Sports Pick Service Partner of the Knights. It will also be featured on the team’s web and social media platforms. It marks the first sponsorship agreement between a Mexican-based company and an NHL club and the first partnership between a professional sports franchise and a sports betting recommendation service.

Speedway Motorsports announced EchoPark Automotive, Pit Boss Grills and FEVO as the official entitlement partners for NASCAR’s inaugural May 21 to 23 race events at Circuit of The Americas in Austin, TX. “From fans to drivers to business partners, we’ve seen a surge of excitement around COTA since the race week was first announced last fall. EchoPark, Pit Boss and FEVO are best-in-class brands that will helps us create an experience like no other when stock car racing stampedes to Austin in May,” said Speedway Motorsports President and CEO Marcus Smith.


ESPN Digital kicked off 2021 recording the second largest monthly audience in sports category history with 110.9 million unique visitors in January, according to Comscore. The numbers mean that 40% of the entire U.S. population, not just sports category users, visited an ESPN property in January. It extends ESPN Digital’s leadership position to 35 straight months as the number one sports category property. The month attracted 6.0 billion total minutes spent, up+1% year-over-year.

Wynn Resorts is investing $3.5 million in sports podcast provider Blue Wire. The three-year partnership includes a studio in the lobby of the Wynn Las Vegas, slated to debut this summer. Blue Wire is hiring national “sports and pop culture talent to create daily content,” according to Kevin Jones, Blue Wire and CEO. As part of the agreement, WynnBet is the exclusive sports betting partner of Blue Wire. The two companies will also roll out a WynnBet-branded podcast.

The National Basketball Association has secured a media partnership with Budweiser that will see games livestreamed via the beer brand’s social channels in Brazil. Exclusively for the Brazilian market, the deal will see Budweiser broadcast a weekly livestream of an NBA game and produce original Portuguese-language content across a variety of platforms.


The Golden Guardians, the esports affiliate of the NBA’s Golden State Warriors, has struck a multi-year partnership with Align Technology and the Invisalign brand of dental products, making Invisalign the “Official Smile Partner” of the Golden Guardians. The deal, which includes the Golden State Warriors and Santa Cruz Warriors, encompasses social media and digital branding on Twitch and the Invisalign brand logo on team jerseys throughout the terms of the agreement.

Envy Gaming is rallying the online streaming community to raise funds for Texas Relief Efforts. The entertainment company has coordinated the United for Texas charity stream, taking place on Twitch from Friday, February 26 to Sunday, February 28. It kicks off with Alexandra and Andrea Botez, sisters who stream as BotezLive to some 650,000 followers on Twitch, unveiling unique ways for their community to get involved in the effort. Funds raised will be distributed among primary beneficiaries Americares, American Red Cross and the SPCA of Texas.

Enthusiast Gaming has launched Upcomer, an online publication dedicated to the growing needs of today’s esports fan. The platform will combine leading editorial with betting odds, fantasy, scores, videos and more.

Johnson, Kendall & Johnson and SeventySix Capital Sports Advisory have partnered to create education and provide consulting and customized insurance solutions to organizations in the esports industry. “Over the past few years, we have had a front row seat to the explosive growth of esports and gaming, and in 2021 we see the potential for it to further expand,” said Dan Bravato, president of SeventySix Capital Sports Advisory. “We believe the industry is at a tipping point regarding the number of organizations in this space, and the size of them. As esports businesses multiply and evolve, they will require sophisticated solutions, and Johnson, Kendall & Johnson is the strategic insurance provider for this need.”

GIANTS Software inked a marketing partnership with global sports business agency SPORTFIVE related to its game Farming Simulator, as well as esports league Farming Simulator League. Financial terms were not disclosed.

BITKRAFT Ventures, a venture capital firm focused on gaming, esports and interactive media, announced its new advisory board. Joining are Patty Haritatos, Head of Games at Snapchat; Jen MacLean, Head of Worldwide Business Development, Small and Mid-sized Studios, Game Tech at Amazon Web Services; TQ Jefferson, Chief Product Officer of Survios; and Bernhard Mogk, SVP of Business Development at ESL.

Collegiate Rocket League is set to return for the 2021 Spring Season with 20 teams from Eastern and Western Conferences competing for $75,000 in scholastic awards and a chance to become the CRL Spring Champion. The season’s League Play begins March 31 and will last five weeks, leading into the Conference Playoffs and followed by the CRL Spring Championship on May 6.


Draftkings appointed MLB Hall of Famer Cal Ripken Jr. as special advisor to its board of directors. He’ll lend strategic insight to the board and chief executive officer on key company initiatives and become a Draftkings equity holder.

Major League Baseball announced that Marla Miller, Senior Vice President of Special Events, has begun the transition to the group’s new leadership. For the last 21 years Miller orchestrated the planning and logistics for prestigious MLB live events, including All-Star Week and the World Series. “Marla Miller has long been one of our most dedicated and relied-upon colleagues,” said Commissioner of Baseball Robert D. Manfred, Jr. “Her leadership was pivotal to the planning and execution of countless industry events. All of us at Major League Baseball thank Marla for decades of commitment to our great game and congratulate her and her family on tremendous tenure.”

Anthony Burns was presented with the NHL and NHLPA Future Goals Most Valuable Teacher Award for January presented by SAP. The sixth-grade teacher from North Hills Middle School in Pittsburgh received a $10,000 check for technology equipment for his school district.

FOX Sports lead college basketball and college football play-by-play announcer Gus Johnson is the 2021 recipient of the Jake Wade Award, CoSIDA (College Sports Information Directors of America). The honor is presented annually to the individual in the media who has made an outstanding contribution to intercollegiate athletics.

Athletes Unlimited announced that ESPN International, CBC Sports, FreeSports and Setanta Sports have been added to the previously announced network of broadcast and streaming partners for its inaugural volleyball league, starting February 27 and featuring 45 of the best players in the world. Live coverage will be provided to over 100 countries in North America, Latin America, Oceania, Africa, Europe, Asia, the Caribbean and the Middle East.


Sadly, Tiger Woods took the spotlight this week after a terrible car crash in Southern California. It triggered comparison with champ Ben Hogan’s crash in the late 1940s and his subsequent golf comeback. How about sponsor Hyundai? What effect will it have on the car maker?
Tiger Woods was saved by his seatbelt and airbag; Will Hyundai’s GV80 Genesis SUV take a beating?

Announcers check in, sharing their opinions on whether they should describe the crazy antics of fans popping onto the playing field. Kevin Harlan, working national radio, had an epic call of a fan doing so at this year’s Super Bowl.
When fans run out on the field, should voices describe their senseless antics or ignore them?

Not only are announcers often relegated to the studio or their homes to call games, NBC Sports Network has had occasions this year when the same announce team has worked two games in one day, originating from two different cities.
NBC brings efficiencies to a new level; NHL and basketball voices cover two games a day remotely

Ian Eagle and Grant Hill worked an NBA game on TNT this week and did well but didn’t particularly excel. Our reviewer felt that Hill could have shared more strategic options late in the close game and that Eagle could have been more engaging, to get more out of Hill. Still, the duo were pretty good.
TNT’s Ian Eagle and Grant Hill get a B+ for their coverage of the Mavericks’ win over the Celtics

Happy Birthdays:

Tim Brando, 2/27 Fox Sports, football and basketball
Chip Caray, 2/27 Atlanta Braves, TV
Spero Dedes, 2/27 CBS Sports, NFL and college basketball
John Rooney, 3/1 St. Louis Cardinals
Kevin Burkhardt, 3/2 Fox Sports
Sal Marchiano, 3/3 Retired ESPN and NY TV sports anchor
Mike Lange 3/3 Pittsburgh Penguins radio
Tom Grieve 3/3 Texas Rangers TV

Sports Broadcast Journal

This Week the Winner’s Will be Named

The most prestigious names in the industry, unveiled.


The Cynopsis Best Of The Best Awards Virtual Gala
Featuring Media’s Rising Stars
Sponsored by Crown Media Family



On this Day
1967: Mario Andretti won his first and only NASCAR National Series event.

Who holds the record for most consecutive games played in MLB history? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
Who is the only soccer player in history to win six FIFA Ballons d’Or? (Apologies for the error, everyone wins today). Answer: Lionel Messi. Kudos to: Synda Kollman-Charter Marketing Group/Boca Raton, FL; Bruce Bernstein-Pure Hoops Media/Hartford, CT; Michael Ritz-Lenox Advisors/NY; Andy Pittman-TAMU/College Station, TX; Tom Moore-Kalt Productions/Los Angeles, CA; David Westberg-SAG-AFTRA Credit Union/Burbank, CA.

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MY SOFTWARE TUTOR: offers company-centric, customizable, practical Excel training led by a live instructor. We deliver functional business skills to you and your team in a safe, supportive environment. Use promo code: CYNOPSIS20 to unlock a 20% savings on each registration. Full info HERE. (3/10)

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