CYNOPSISSPORTS
03.02.15 Good morning. It’s Monday March 2, 2015, and this is your first early morning Sports briefing.
After successfully launching its Executive Club in 2014 under the watchful eye of CEO Jared Augustine and co-founder Tiki Barber, Thuzio last week launched its newest chapter in a move to bring together athletes and sponsors in Thuzio 360. The platform offers over 20,000 profiles of athletes, coaches and sports personalities for “any organization or individual seeking to navigate the world of Sports Talent for appearances, endorsements, partnerships, philanthropic efforts, or media placements.” The company states that the database is designed to reach brand managers and agencies, sales professionals, media outlets, charities, event planners and more as organizations look for the perfect fit from sports talent.
Cynopsis Sports spoke with Augustine about the launch and how brands can leverage the platform to better reach consumers.
Augustine on launching Thuzio: We started the company three years ago with the mission to help the public connect with athletes. We built a marketplace to do that. What we found in our first full year of operations was that all the customers were B-to-B. In learning that, we adjusted our business to now produce what are two independent products. The first is Thuzio Executive Club, which is an event series that we produce and we feature legendary athletes in a variety of different formats and corporations buy membership to access those events in the same way they would buy season tickets to an arena, stadium or suite.
On the athlete marketplace: Alongside the launch of the Executive Club, our core business evolved into booking talent on behalf of corporations. What we learned along the way was that there was so much unknown about making good decisions to secure athletes. Pricing was not transparent in the marketplace. You didn’t always know which agent was representing which athlete. Brands didn’t know whether that athlete had worked with one of their competitors. You didn’t know, if you were a family brand, if that person was necessarily a good fit. So we started building our own internal database and included 20,000 athletes, coaches and sports personalities, tagging them from our own internal research team with over 1800 tags to represent their strengths, interests and causes that were important to them. We went on and produced an algorithm to produce a market price of what you would expect to pay for a two-hour appearance with that athlete.
On Thuzio 360: We had been using this tool internally and about four or five months ago and determined that this was an incredibly valuable asset and we opted to open it up with some search capabilities. That’s what we did when we leased it last Monday. Thuzio 360 can help brand leaders and agencies make smart decision on who to secure for an endorsement. It can help a media outlet understand who can speak on a specific topic on any given day. It can help a charity figure out who
On reception and the future: Whenever you launch a new product, you manage your expectations on how well it’s going to go. But our early feedback has been more positive and receptive than I ever could have expected. Companies that we have been speaking with for three years now are not only taking an immediate call, but asking to purchase a license in the very first demonstration. We have some ambitious goals with the platform and our ambition is to apply this same software to other verticals like movies, TV and music for brands down the road.
The weekend saw another showdown between media giants, this time pitting FOX Sports and AT&T U-Verse at odds. At the heart of the disagreement are multiple live events, spanning NASCAR, the BIG East, USGA, MLS and more that are slated to run on FOX Sports 1. When these events air on the channel, AT&T announced that it would go dark to block live viewing of the contests due to the company’s holdover contract with FOX. In one corner, AT&T states that: “Fox Sports 1 is asking AT&T to pay additional fees for the NASCAR XFINITY Series, Big East Basketball Games, as well as U.S. Golf Association tournaments. While it’s important to us that we provide our customers with the content they want, we don’t believe that it is reasonable to pass on the added costs of carrying this programming to our customer.” In the other, FOX sent out a statement reading: “While FOX Sports 1 attempts to negotiate an agreement that extends to these events, we must prepare AT&T U-verse subscribers for the possibility that they may not be able to see these events on the channel. U-verse subscribers are encouraged to reach out to AT&T to request all FOX Sports 1 programming.”
ESPN won US media rights for the Indian Premier League in a three-year deal worth $12.4 million. The agreement runs through 2017, with ESPN nabbing rights to carry cricket games “We are delighted to have entered into a strategic partnership with one of the leading platforms of global sport, M/S ESPN, which will deliver the widest possible reach ever for the Pepsi IPL in the United States,” said Sanjay Patel, Secretary of the organization.
NBA TV announced that this week’s Fan Night presented by Sprint feature the Rockets/Hawks tomorrow night at 7:30p. The AutoTrader.com Pregame Show tips off at 7p. As part of the network’s extensive game coverage, NBA TV’s Kristen Ledlow will be on location at Philips Arena providing updates leading up to the Rockets-Hawks matchup.
ESPN’s College GameDay Covered by State Farm will take on round two of the Duke/North Carolina rivalry this season, announcing that the roadshow is making its final stop of the 2015 season from the campus of North Carolina on Saturday ahead of the two teams’ game at 9p. College GameDay begins at 10a on ESPNU, and continues at 11a on ESPN. Seth Greenberg and Jay Williams will join host Rece Davis and analyst Jay Bilas onsite. Meanwhile, Dan Shulman, Bilas and reporter Shannon Spake will call the game. ESPN3 Surround will be available for the Duke-North Carolina game, featuring in-arena natural sound and views from above the rim cameras at each end of the floor.
NHL Network wraps up the 2015 Trade Deadline today, along with NHL.com and NHL Social. Starting at 8a today, the channel will simulcast Hockey Central Trade Deadline with host Daren Millard hosting the main desk. The network then offers a full breakdown of the day’s transactions starting at 6p with NHL Tonight: 2014-15 Trade Deadline Day Recap Show, hosted by Mike Kelly and analyst Craig Button.
A CYNOPSIS MESSAGE
April 16 | NYAC| 8-10:00am
Cynopsis Sports will honor 4 executives who changed the way their sports entities connected with fans around the country: LEGACY AWARD — Sean McManus, Chairman – CBS Sports
VISION AWARD — Gary B. Bettman, Commissioner – NHL
NAVIGATOR AWARD — Juan Carlos Rodriguez, President of Univision – Deportes Univision Communications Inc.
GEM AWARD — Morgan Flatley, Chief Marketing Officer – Gatorade
Register: http://www.cynopsis.com/event/sports-media-awards15/.
NBC Sports Group is detailing marketing plans for the company’s debut of PBC on NBC on Saturday, deploying its “big event” strategy to promote boxing’s return to the network. NBC Sports Agency created three TV spots featuring current boxers along with “Sugar” Ray Leonard, and on-air talent Al Michaels, Marv Albert and Laila Ali that will run in primetime and late night on NBC, as well as during all sports programming on NBCSN, and select shows on CNBC, USA, SyFy, NBC affiliates and on the NBC Sports Regional Networks. On the social front, the company is showcasing behind-the-scenes photos and videos leading up to the fight as well as open forum Q&A sessions. “With boxing’s return to primetime television, we are deploying our ‘big-event’ strategy to launch PBC on NBC,” said John Miller, Chief Marketing Officer, NBC Sports Group. “With participation across many NBCUniversal platforms, we are looking forward to the opening bell next Saturday night.”
The IOC is on the verge of changing some long-held advertising rules for its athletes, allowing non-Olympic advertising by athletes during the Olympics if the proposal is approved in July. The changes will modify Rule 40 and Rule 50 of the Olympic Charter with an IOC spokesman telling NBCSports.com that “It has to do with advertising around the games, on a social media site, or newspaper, or whatever. So if someone has a contract with a watch manufacturer that may continue as long as the advert doesn’t relate to the games.”
MLB.com At Bat made its season debut, announcing that its annual Spring Training update was available and would now be bilingual. The update will see Spanish-speaking baseball fans have access to a fully native language experience in the mobile app, including news articles, app navigation labels, video highlight descriptions, standings, customized team pages, available live audio broadcasts and the Gameday pitch-tracking feature, among other capabilities to be rolled out during the 2015 MLB season.
Bolstered by the College Football Playoff, NFL playoffs, and NBA regular season, ESPN Digital Media reports that January reached a record-setting 93.97 million unique visitors in the US for a 52% spike over year-ago numbers. Overall, ESPN reached 22.2 million U.S. people daily across devices in January, up 9.8 million over a year ago with 24% of ESPN’s total monthly users visited the property on a daily basis.
The latest series from Yahoo Screen, PBS Digital Studios and Hulu have just been added to the Watcheroo, Cynopsis’ Digital Programming Guide. Organized by show name, date, and platform, here is everything you’ll need to be caught up on digital premieres, ongoing programs, live-streamed events and integrated series.
WWE named WWE Chief Brand Officer Stephanie McMahon, WWE Executive Vice President, Talent, Live Events & Creative Paul Levesque and Chief Technology Officer and Head of Product for Mashable Robyn Peterson to its Board of Directors. “The appointments of Stephanie, Paul and Robyn to WWE’s Board of Directors will be invaluable to the company as we continue to transform our business and look toward a new era of unprecedented growth,” said WWE Chairman & Chief Executive Officer, Vince McMahon. “I am confident that our Board of Directors and senior management team is stronger than ever and well-positioned for future success.”
Formula 1 cars are set to carry new, high-speed cameras designed to offer accident analysis and investigations in 2016. The cameras will be fitted into the cars for each event. In addition, the FIA also announced that drivers would have to wear in-ear accelerometers to aid investigations in the event of an accident.
April’s NAB Show is tapping sports to help pump up its discussion of the content landscape and OTT delivery services. In addition to the Super Session Constant Cravings Using OTT to Win the Next Generation of Viewers, the organization will also offer the Online video Conference, which will include sessions such as Now Playing: How Sports and Gaming are Driving Live-Streaming, Pay TV 2.0 Adapting to Viewers’ New Expectations, and Cracking the Mobile video Equation in the Era of Pocket Sized TV.
Oklahoma/Iowa State on ESPN at 9p.
A CYNOPSIS MESSAGE
Nick Freeman, VP of Sales Integration for Fox Sports Digital
Cody Cheshier, Director of Audience Development for Nitro Circus
Jeramie McPeek, VP of Digital for the NBA’s Phoenix Suns
Daren Trousdell, Founder and CEO for OneUp Sports In case you missed it… Buy It On-Demand.
ON THIS DAY in 1962: Wilt Chamberlain scores 100 points.
In The Know: The last time the NCAA Men’s Basketball Championship was determined in OT, Kansas emerged the victor. Who did they play? (Email [email protected] with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)
Answer to Our Last Sports Trivia Question: As seen in the movie Rudy, Notre Dame’s Daniel "Rudy" Ruettiger recorded his only sack against what team? Answer: Georgia Tech. Kudos: Mitch Burg-Impact Communications/Israel; Josh Duboff-TSBX Networks/NY; Robert Dudelson-Cross MediaWorks/NY; John O’Neill-In Stadium/NY; Krissy Wrobel-Coyne PR/NY; Tim Buckman-NBC Sports Group/Stamford; Jon Miller-NBC Sports/Stamford; Tom Haidinger-Advantage International/Norwalk; Jamie Palatini-NBC Sports Group/Stamford; Eric Jackson-DFW Flycasting/Dallas; David Hauptman/Denver; Lee B. Estroff-Bexel Global Broadcast Solutions/Burbank; Steve Scheer-FOX Sports/LA; Nick Monroe-Monroe Photography/San Diego; Miriam Aardahl-/LA.
Later — Chris
Chris Pursell for Cynopsis | Sports @VegasandVine
03.02.15
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