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02.21.17 Good morning. It’s Tuesday February 21, 2017 and this is your first early morning Sports briefing.
The new NASCAR season continues to rev up heading into Sunday’s Daytona 500 (on FOX at 2p) on a new season marked not only by a new points format, among other changes, but by the headline-grabbing addition of Monster Energy as an entitlement sponsor as well. Now known as the Monster Energy NASCAR Cup Series, the addition of the brand also brings in an infusion of its target demographic in 18-34 year-olds which corporate executives hope to leverage to continue growing a pipeline to younger fans and marks the third company in NASCAR history to serve as the entitlement sponsor in NASCAR premier series history, following RJ Reynolds and Sprint/Nextel.
Monster Energy’s deal also marks the company’s latest strategic foray in sports, which include the Monster Energy Supercross events, esports, UFC, and PBR, among others. The company’s growing portfolio of partners and its activations has also earned the company the award for Cynopsis Sports’ 2017 Brand of the Year, which they will be receiving at the
annual Cynopsis Sports Media Awards on April 12 in NYC.Mitch Covington, VP of Sports Marketing for Monster Beverage Corp., spoke with Cynopsis about the brand’s approach to sports and its success in engaging consumers.
Covington on Monster Energy’s approach to sports: One thing that we always look at is how much emotion we see in the sport. When we looked at whether or not we wanted to go in with NASCAR, we had to consider if it brought about emotion from the fans, the teams, and the participants. When you look at NASCAR, you can see how it brings out a lot of emotion. If you look at UFC, it is obviously that same level of engagement as are our other sports such as bull riding and that is the level of energy and passion that we want to be a part of.
On connecting emotion to the brand: We want to be as authentic as possible in the sport, we don’t just want to buy a flag to hang on the track on in the arena. We don’t want to just to the traditional things. We don’t ever want to go all in on a sport to begin with. We start out by sponsoring an athlete or a group of athletes that not only fit our brand, but win. We believe that what wins on Sunday, sells on Monday. So if that works out well, then we look at becoming more involved with the sport like we did with NASCAR or Supercross. We start out by leveraging a single relationship so we can understand the audiences before we go all out.
On the opportunity with NASCAR: There are three buckets here that really appealed to us. The first, most obvious one, is the massive TV audience that allows us to expose our brand and relate our brand to what I think is the pinnacle of racing in America. The second part is our exposure at the event and the millions who come to the event, and being able to show off our brand that way both with the cars as well as through the entitlement sponsorship. The third is to be able to use the property with both our retail partners and with our customers to be able to give them some experiences that are really hard to get.
On social activation: We are going to bring some social media content to an audience that really hadn’t been exposed to it before through our channels. We’ve got a huge social and media following of our own and we want to create some behind-the-scenes content that you may not have seen before. Dirtshark, for example, is a YouTube video series that we created at Monster mostly focused on our existing programs. We want to do something similar for NASCAR where we are going to expose a lot of behind-the-scenes of what goes on during a NASCAR weekend and hopefully bring it to our Monster channel.
Audiences for the NBA All-Star Game presented by Kia continue to climb, as Sunday’s contest from New Orleans handed Turner Sports channels TBS and TNT with an average of 7.8 million total viewers. That marks the most-viewed NBA All-Star Game telecast since 2013 and up 3% in total viewers over last year’s event, according to Nielsen Fast Nationals. Meanwhile, the network’s coverage of State Farm All-Star Saturday Night averaged 5,627,000 total viewers, rising 1%. Meanwhile, Sunday’s NBA All-Star Game across Turner’s TV Everywhere platforms garnered double-digit growth with video views up 46% and total video consumption up 37% vs. 2016.
Meanwhile, the NBA joined the NFL is warning Texas officials that the state could be bypassed in future events due to its proposed "bathroom bill" targeting transgender people. According to the AP, NBA spokesman Mike Bass noted that an environment where people are treated "fairly and equally" weighs heavily in deciding host locations. Texas has hosted three All-Star Games since 2006.
Finally, the NBA and the National Basketball Players Association announced that NBA Africa Game 2017, the NBA’s second game in Africa, will take place Saturday, Aug. 5 in Johannesburg, South Africa. The game will take place following Basketball without Borders (BWB) Africa, and once again feature a Team Africa vs. Team World format and played in support of UNICEF, the Nelson Mandela Foundation and SOS Children’s Villages South Africa (SOSCVSA).
After announcing his retirement, World Series Champion and MLB All-Star Nick Swisher is heading to FOX Sports where he will serve as a studio analyst for the 2017 season. Swisher makes his 2017 debut on FS1’s MLB Whiparound this April and is slated to appear regularly as a studio analyst during FOX Sports’ pregame coverage on Saturdays during the regular season.
OneRepublic is set to headline the entertainment for the 2017 Coors Light NHL Stadium Series, pitting the Penguins/Flyers on Saturday at Heinz Field, home of the NFL’s Pittsburgh Steelers. The primetime matchup, including the band’s first intermission performance, will be broadcast live at 8p on NBC on Saturday.
NBC Sports Group opens a record 63 hours of coverage from the FIS Nordic World Ski Championships in Finland on Thursday with coverage running through March 5 across NBCSN, Universal HD, NBCSports.com and the NBC Sports app. Competition opens with the men’s and women’s cross country individual sprints with Bill Doleman calling the championships alongside analyst Johnny Spillane.
WWE announced that Diamond Dallas Page will join the 2017 WWE Hall of Fame Class during WrestleMania 33 Week. The former World Heavyweight Champion will join Kurt Angle, The Rock ‘n’ Roll Express and Teddy Long as the newest inductees.
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Turner Sports is opening the doors for advertisers to lay claim to its Players Only initiative, serving up four single-sponsor "superpods" that will air during TNT’s Monday night doubleheaders, according to Ad Age. Each pod will offer advertisers a mix of “isolated branded content, whip-around analysis and a custom 60-second capper” in a move to replace the standard three-minute ad break that occurs between the first and second and third and fourth quarters of the network’s NBA coverage. State Farm inked a deal for the first "Players Only" superpod, according to the report.
Bloomberg writes that – with 16 months to go before the 2018 World Cup in Russia – corporate sponsorships are lagging for the event, noting that FIFA has signed just one new top-tier level partner, China’s Wanda Group, since the last tournament in Brazil with nine companies overall. By the same stage in the tournament cycle for Brazil, almost all the agreements were concluded, with 20 in the books.
The NFL reports that the Pepsi Zero Sugar Super Bowl LI Halftime Show featuring Lady Gaga ranked as the most-watched musical event of all-time across all platforms and the most-watched Super Bowl halftime performance in history through broadcast and digital channels. The brand saw nearly 118 million viewers tune into the performance on the FOX broadcast network and scored at least 150 million unique people when adding digital platforms, garnering more than 80 million views and totaling 260 million minutes watched.
Showtime Sports live-streamed the first ever boxing event on Twitter on Saturday during the Showtime Championship Boxing tripleheader headlined by Adrien Broner/Adrian Granados. “We are in the midst of an unrivaled run of seven live boxing events over an eight-week span on Showtime and CBS,” said Stephen Espinoza, Executive Vice President & General Manager, Showtime Sports. “The sport of boxing is on the rise again, and the best and most meaningful fights are on SHOWTIME. With this unprecedented live stream on Twitter, we have the opportunity to reach boxing fans and casual observers everywhere with the industry-leading boxing programming we deliver to our subscribers on a consistent basis.”
Sports Illustrated Swimsuit 2017 launched with new records for video views and engagement across SI’s digital channels. Video views on SI.com have topped 3 million as of Thursday afternoon while its social video productions broke records with views on Facebook, Instagram and Twitter alone surpassing 6.3MM to bring the total up to almost 10MM views over the initial launch period.
The Professional Esports Association is giving management an overhaul, announcing that Commissioner Jason Katz and additional staff are departing the organization. The PEA Board of Governors will directly manage PEA affairs while a decision is made about a new organizational structure. In the interim, the PEA Board has created sub-committees to manage its ongoing business.
Gaming brand J!nx signed on to become the official supplier of jerseys for Echo Fox. ESPN broke the news that the platform will offer jerseys on the team store and on the J!nx marketplace for $59.99. "Jerseys are certainly a way to capture a fan’s loyalty," team owner Rick Fox stated. "It makes sense that eventually Team Echo Fox fans would be able to get a jersey worn by a rookie like Akaadian just like NBA fans would want to get a jersey of a rookie that they wanted to rep."
Blackhawks/Wild on NBCSN at 8p.
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ON THIS DAY in 1948: NASCAR is incorporated.
In The Know: What is the name of the trophy presented to the winner of the Daytona 500? (Email [email protected] with your answer and be sure to include your name, company and city.)
Answer to Our Last Sports Trivia Question: This Philly legend still holds the record for most points in a single NBA All-Star Game, set in 1962. Who is he? Answer: Wilt Chamberlain. Kudos: Keith Marder-Halstead Property/NY; Andrew Feingold-Fox News/NY; Wei K Chang-Cadent Network/NY; Barry Solomon-Retailability/NY; Ken White-KWTV/Charlotte; Tim Buckman-Comcast Spectacor/Philadelphia; Christopher Hall-Comcast Spotlight/Miramar; Mike Furman-GMMB/DC; Joe Lyons-SOS Global/Dallas; Steve McNair-KUBE TV/Houston; John Kukla-KDFW/KDFI /Dallas; Gretchen Brady-KTVT/KTXA/Dallas; Greg Moloznik-GLM Media/Scottsdale; Matt Sautter-Imagine Communications/Denver; Larry Hutchings/Nipomo; Alan Perris/Beverly Hills; Jack Simmons-USAR/LA; Nick Monroe-Monroe Photography/San Diego.
Later — Chris
Chris Pursell for Cynopsis | Sports @VegasandVine
02.21.17
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