03/09/20: For Soccer Ventures gains traction

Monday March 9, 2020

With the MLS season underway, spring brings a renewed focus on soccer across the country. Looking to capitalize on these gains is For Soccer Ventures, an investment firm focused on the growth and long-term development of American soccer not through professional teams but through lifestyle, content and popular culture “that uses the business of soccer to unite people.” The company is backed by a $50 million investment from MLS Philadelphia Union co-founder Richie Graham, and recently announced the acquisition of its first three businesses: FootyCon, The Association, and Kicks To The Pitch. Cynopsis caught up with former U.S. Men’s National team player, now company Chief Brand Officer, Heath Pearce to break down the company’s role in the ecosystem.

Pearce on objectives: Our primary objective is to become the soccer platform, connecting with all aspects of American soccer culture during – what we’re calling – “The Decade of Soccer” in the U.S., which features a domestic World Cup, an Olympics, and potentially a Women’s World Cup. For us it all starts at the grassroots level where we know the American soccer player and their family better than anyone, as we’ve been investing for the past decade in improving their experience on and off the field. Our investment is now culminating with US Men’s National Team Players (Mark McKenize and Brendan Aaronson) that came through Academy/School and we’re now building the definitive platform that aspires toward creating authentic touch points throughout the American soccer experience, including all forms of media and entertainment.

On how businesses tie in: We differentiate ourselves in the marketplace by being the central hub for creativity for all things American soccer culture. Our acquisition of Kicks to the Pitch was predicated upon their creative capabilities in the lifestyle space. However, we’re not just another branded content and influencer play…we actually want to unite the American soccer community through physical experiences and provide brands authentic engagement with these consumers.

On how “Footycon” joins other “cons” in big business: In a world of ever-increasing access and connectedness through social media, fans are feeling more and more disconnected from the game. With a quick scroll, a cheap like, and the same content across many traditional publishers channels, fans are looking for real touch points and connecting with the community that surrounds it. FootyCon will become the premier destination for soccer fans, players, brands, artists, musicians and creators to converge, celebrate and empower the sport of soccer and the culture it inspires. While we’re launching this first-ever two day festival this summer, our ambition is to take this property across the country and celebrate all aspects of soccer culture, including a major emphasis on the women’s game.

On ties to MLS: While the Soccer Collective isn’t directly linked to Richie’s Union investment, we inherently believe healthy domestic leagues will become protagonists for the sport’s success in America. While we aren’t exclusively about MLS, NWSL or USL, we do want to celebrate the stories of the players and fan communities that comprise these leagues. There are plenty of outlets posting Messi and Ronaldo highlights … which definitely serves a certain audience – but we believe there is a massive opportunity to tell the untold stories, here in our own backyard.

On building a content platform: Our executive team comes from the media, content, player and influencer world. Building our own platforms is definitely a key component of our strategy. There is a massive opportunity to celebrate and elevate all aspects of the game from the ground up. What’s most exciting for us it the opportunity to partner and acquire likeminded companies that have the same belief, values and long-term commitment to grow the American soccer community.

PROGRAMMING

As a slate of NHL teams close off locker rooms to the media as a result of coronavirus precautions, NHL Commissioner Gary Bettman stated that the league is “considering every conceivable option” to keep players and fans safe. “We’re considering every conceivable option that may be because what’s happening is evolving not only on a day-to-day basis in terms of us staying on top of developments, but it’s almost hour to hour,” Bettman said. “We are considering — no formal announcement. Some clubs may be focusing on this on their own, but as you all know the locker room is a very intimate environment and players are not always fully clothed and it may be best to have media accessibility at a podium for everybody’s health and safety, not just the players’ but [the media’s].”

NFL players have until 11:59p on Thursday night to complete their ballots for the potential new collective bargaining agreement. The proposed new CBA deal, which would run through the 2030 NFL season, was approved by owners on Feb. 20 and now awaits the players’ vote. Quarterbacks Aaron Rodgers and Russell Wilson, have announced that they are voting no, while Dolphins player Ryan Fitzpatrick stated that he will vote yes on the proposal. The CBA would pass if it receives a simple majority of all ballots submitted and kick in for the 2020 league year, with a possible move to a 17-game regular season coming in 2021 at the earliest.

The BIG3 and United States Tennis Association cemented a partnership to bring FIREBALL3 to the USTA Billie Jean King National Tennis Center. The BIG3 will host its second weekend festival of the 2020 season in New York on Saturday, June 27. BIG3 will look to utilize the entire National Tennis Center for a range of family friendly events.

WWE Hall of Famer “Stone Cold” Steve Austin returns to Raw on USA Network on 3/16 to help the WWE Universe celebrate #316Day. In addition, WWE Network will stream a marathon of “Stone Cold” Steve Austin programming, including an all-new episode of Steve Austin’s Broken Skull Sessions featuring an in-depth interview with WWE Hall of Famer Bret “Hitman” Hart. #316Day will also feature exclusive Austin 3:16 merchandise on WWEShop.com; special Topps Austin 3:16 trading card sets; and custom content across WWE’s global digital and social media platforms celebrating Austin’s career.

In international waters, Sky Sports is expanding its content plans for women’s sports, announcing that more live programming will now be offer on its YouTube channel, including the Women’s Six Nations rugby union tournament, the WNBA, the Netball Superleague and women’s cricket. In addition, Sky Sports will look to invest in new, original women’s sports digital content and programming.

Australia’s pay-television broadcaster FOX Sports expanded a rights accord with IndyCar for the 2020 season. The company will now upgrade its programming from a highlights package to live IndyCar coverage starting March 16 with the season-opening Grand Prix of St. Petersburg in Florida. Races will be available to stream on Kayo Sports and Foxtel Go.

FOR YOUR CONSIDERATION…
At a time when there is more content than ever, media entertainment companies need to find effective ways to shine a light on their shows.
The Cynopsis community was polled in 2020 and facts don’t lie:
· 78% feel that “FYC” advertising does a good job of raising awareness
+ encouraging viewership.
· 84% of the community gets their info through news outlets – like Cynopsis!
· 97% of our Emmy members vote.

Let Cynopsis help you increase your chances of snagging the trophy. Contact Cynopsis’ Publisher Robbie Caploe.

SPONSORSHIP & PROMOTION

Major League Soccer’s Los Angeles FC entered in a multi-year agreement with Ford, making the US car manufacturer the club’s official domestic automobile partner. Ford will have a presence at LAFC’s Banc of California Stadium for multiple games during the season, including eight pre-match activations.

Meanwhile, MLS’ Sporting Kansas City expanded its partnership with minerals-product company Compass Minerals to serve as the team’s inaugural sleeve sponsor. The multiyear deal sees the company also become the official plant nutrition and salt provider of Sporting Kansas City.

DIGITAL, DATA & TECH

WWE saw its official YouTube channel top 40 billion total views. The channel, which ranks as YouTube’s top outlet in sports, also recently jetted past the 55 million subscriber mark.

Major League Soccer and MGM Resorts International launched “Predict 6,” the League’s first weekly free-to-play prediction game, on MLSsoccer.com and the MLS mobile app. Within “Predict 6 presented by BetMGM,” fans will be asked to predict a set of questions for each of six matches, first, the outcome of the match (Win, Lose, Draw) and for each of these matches, also answer a second proposition style question (example: which team will score first, what will be the final score, etc.). If a fan correctly predicts all six match outcomes and correctly answers the six additional proposition questions, they may win a $50,000 grand prize.

ESPORTS

The Call of Duty League recruited new partnerships with Twitter and the U.S. Army for its inaugural season. The multi-year with Twitter sees the platform serve as the source for Call of Duty League highlights and community engagement throughout the next three seasons. Call of Duty League will also leverage Twitter’s conversational products for fan predictions & cheering, along with their recently launched Topics and Lists functionality. Twitter and Call of Duty League have also launched team hashtag emojis for the entire League, allowing fans to share their fandom across the platform. Meanwhile, U.S. Army will be featured in League broadcasts throughout the season as the sponsor of a special segment dubbed “Tactical Play.” Additionally, the U.S. Army Esports Team will participate in Call of Duty Challengers LAN competition. U.S. Army will also be the presenting sponsor of a forthcoming collegiate duos competition tournament series.

Friday was brutal for a slate of esports events, which had to radically change plans as a result of coronavirus worries (with news coming from announcements, ESPN and other sites). Electronic Arts announced the postponement and cancellation of several Apex Legends Global Series and FIFA Global Series events while NetherRealm Studios blocked a live audience at Final Kombat, a key Mortal Kombat 11 event in Chicago. The Pokémon Company announced that it would postpone the Pokémon European International Championships, which were set for Berlin on April 17-19. A $250,000 Hearthstone Masters Tour event, slated to be played offline in LA on March 20-22, will now become an online competition. Newborn CS:GO league FLASHPOINT was set to open play on March 13, but will now host play completely in a Los Angeles studio while an April playoff event in Stockholm was cancelled. The League of Legends European Championship will move its spring split final scheduled for April 25-26 to Berlin. Bandai Namco will make changes to the schedule for both the Tekken World Tour as well as the SoulCalibur World Tour. Finally, both TwitchCon Amsterdam as well as SXSW have both been cancelled as well.

THE MAIN EVENT

Bucks/Nuggets on NBA TV at 9p.

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On This Day
1995: MLB awards a franchise to Tampa Bay.

In the Know
Which MLB manager holds the career record for most ejections? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
Who portrayed Jake Taylor in the movie Major League? Answer: Tom Berenger. Kudos: Phyllis McQuillan-MSG Networks/NY; Jackie Mahon-Freelance/NY; John Morgan-SpotX/NY; Rob Casalaina-ITN/NY; Brianne Maciejowski-Miles/Sarasota; Jason Brist-Outdoor Sportsman Group/Chicago; Russ DelCore-a4media/Oakland; Heather Allen-WWE Corporation/Stamford; Lisa Fikeys-NissanUnited/Chicago; Andy Pittman-TAMU/College Station; John Kukla-KDFW/KDFI/Dallas; Joe Lyons-ESPN/Dallas; Rich Wolfe-Lone Wolfe Press/Scottsdale; Greg Moloznik-GLM Media/Scottsdale; Lorrie Shilling/El Segundo; Greg Dudsic/Venice; Jim Himmel-TCB Media/San Clemente; Stacy Adams-Warner Bros./Burbank

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