04/20/22: NBC Sports is getting into the NIL business

Wednesday April 20, 2022

NBC Sports is getting into the NIL game, launching ‘NBC Sports Athlete Direct,’ a platform linking college student-athletes and advertisers “through a trusted marketplace, enabling student-athletes to monetize their name, image and likeness.” The platform will be available to student-athletes at Notre Dame, Vanderbilt University and Temple University. Student-athletes at each university who opt-in to NBC Sports Athlete Direct will be presented with name, image, and likeness opportunities from advertisers that include monetizing their social media followings. NBC Sports will also collaborate with the universities to create content for student-athletes focused on NIL best practices.

“We’re excited to launch NBC Sports Athlete Direct, which will add significant value to the NIL ecosystem by connecting student-athletes and advertises through a trusted marketplace that will have real scale,” said Damon Phillips, SVP, Strategic Initiatives, NBC Sports. “We look forward to growing NBC Sports Athlete Direct by working with additional institutions moving forward.”

PROGRAMMING

A heartfelt thanks to everyone who participated, entered and/or assisted in the 2022 Cynopsis Sports Media Awards. We continued our long-standing run of selling out the event, with some heavyweights taking home trophies, along with a few surprises. A mere taste of the winners includes Bally Sports South & Bally Sports Southeast for RSN of the Year, Religion of Sports’ Documentary Series Simone vs Herself; FOX’s NASCAR seasonal coverage, Bleacher Report as well as the Tokyo 2020 Olympics for NBCUniversal Telemundo. The full list of winners can be found here. Congrats to all!

The NBA reports that the league saw its most-viewed opening playoff weekend in over a decade, as action across ABC, ESPN and TNT averaged 4.05 million viewers, led by ABC’s News/Celtics matchup which averaged 6.9 million viewers to rank as the top first-round game since 2016. Overall, ESPN and ABC combined for its most-watched opening weekend of the NBA Playoffs in 11 years, according to Nielsen. The five-game slate across Saturday and Sunday averaged 4,170,000 viewers, up 32% from last year and the most since 2011.

CBS Sports delivered the most-watched final round of the RBC Heritage since 2003, according to Nielsen. Sunday’s coverage averaged 3.676 million viewers, up 43% vs. last year, and peaked with more than 5 million viewers (5.037). The final round of the RBC Heritage is the most-watched PGA TOUR telecast of the season.

Continuing the positive vibes from this past weekend, ESPN saw its coverage of the 2022 Women’s National Collegiate Gymnastics Championships average 922,000 viewers. That ranks as the most-watched college gymnastics meet ever on ESPN networks. The event was up 11% over 2021.

FOX saw its Easter Sunday NASCAR race deliver the goods, with a 20% rise to hits 4,007,000 viewers, up 20% over last year’s equivalent race. FOX NASCAR viewership for the NASCAR Cup Series on FOX is up 17% this season, averaging 4,764,000 viewers.

Rewinding to April12, Univision’s UEFA Champions League Quarterfinal matchup of Real Madrid vs. Chelsea topped ratings with 1 million viewers P2+ and 483K with A18-49. That ranks as the best UCL Quarterfinal match ever with P2+ on any network regardless of language.

Turner Sports’ next installment of Capital One’s The Match will feature a foursome of NFL quarterbacks as Tom Brady and Aaron Rodgers team up against Patrick Mahomes and Josh Allen – with four of the past five NFL MVPs taking the course together for the first time. TNT will exclusively televise the 12-hole event on June 1, with coverage beginning at 6:30p from Wynn Las Vegas. Live coverage of the match play event from the course will once again feature access with players having open mics throughout the entire competition, including the capability to communicate directly with their competitors and the broadcast commentators.

Speaking of golf, Icons Series announced its debut US event, carried live on Peacock, that will be held at the Liberty National Golf Club in Jersey City from June 30 – July 1. The competition will feature a 10-hole team match-play tournament format featuring athletes representing Team USA and Team Rest of the World and captained by Fred Couples and Ernie Els, respectively. The current lineup includes Michael Phelps, Michael Strahan, Oscar De La Hoya, Ben Roethlisberger, Canelo Alvarez, Ash Barty, Pep Guardiola and Harry Kane.

Peacock will live stream NBC’s Triple Crown horse races for the first time this spring, beginning May 7 at 2:30p when NBC and Peacock present the 148th Kentucky Derby. NBC Sports will present more than 20 hours of Triple Crown coverage across NBC, USA Network, CNBC and Peacock this spring. Two weeks later, Peacock will simul-stream NBC’s live broadcast of the Preakness Stakes on May 21 followed on June 11 by the Belmont Stakes.

NBC Sports also formally unveiled their new Sunday Night Football announce team, featuring Mike Tirico and Cris Collinsworth in the booth with Melissa Stark on the sidelines. “Sunday Night Football is destination viewing and we are thrilled to have Mike, Cris and Melissa call the action and tell the stories that football fans have come to expect from primetime TV’s #1 show,” said Pete Bevacqua, NBC Sports Chairman. The trio will work its first game together at the Pro Football Hall of Fame Game in primetime on Aug. 4.

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SPONSORSHIP & PROMOTION

The San Diego Padres officially became the first MLB team to strike a deal with a jersey patch sponsor, announcing Tuesday a partnership with Motorola. Team in the league will be able to wear the patches as early as 2023 with the 4-by-4 patches placed on the right or left sleeve.

Wendy’s signed on with Beard Motorsports and driver Noah Gragson to serve as its primary partner for the GEICO 500 NASCAR Cup Series race April 24 at Talladega Superspeedway. Gragson will drive the No. 62 Wendy’s $5 Biggie Bag Chevrolet Camaro in his second start for Beard Motorsports “A NASCAR race has an absolutely indescribable energy, and there’s no better place to promote our $5 Biggie Bag than at Talladega – the biggest oval track in NASCAR,” said Carl Loredo, Chief Marketing Officer for The Wendy’s Company. “Noah is an impressive person. He’s a brash racecar driver who doesn’t give an inch on the racetrack, but off the track, he has a genuine personality that deeply resonates with fans. Our partnership with him and Beard Motorsports is a great way to share our brand and get high-quality, great-tasting food in the hands of the most passionate fans in motorsports.”

The PGA TOUR and Getty Images announced an extension of their marketing agreement that positions Getty Images as the “Official Photographic Services Provider of the PGA TOUR, PGA TOUR Champions and the Korn Ferry Tour”. As part of the renewed partnership, Getty Images will continue as the exclusive commercial photo supplier and provide the TOUR, its players, tournaments, business partners and global media access to its vast collection of golf imagery. The collaboration will expand to include coverage of every PGA TOUR Champions and Korn Ferry Tour event along with doubling the number of photographers onsite at PGA TOUR events, adding Wednesdays to the typical Thursday through Sunday coverage days.

The Los Angeles Dodgers selected global sports marketing agency SPORTFIVE to help secure premier worldwide partnerships for the team. As part of the partnership, SPORTFIVE will look to secure two marquee corporate partner positions for the seven-time World Series champions – the field presenting partner to iconic Dodger Stadium and the first-of-its-kind jersey partnership in Major League Baseball.

MLS Works is launching the 5th Annual Greener Goals Week of Service. Returning in-person for the first time since 2019, League-wide efforts will continue through Earth Day weekend, raising awareness about environmental issues in the soccer community. MLS has also joined forces with One Tree Planted to support reforestation projects. As part of the partnership, 27,000 trees have been planted throughout North America since 2021. Additionally, through April 24, 2022, One Tree Planted and MLS will team up to plant one tree for each fan tweet that tags @MLSWorks and includes the hashtag #GreenerGoals.

The Penguins and Highmark announced a multi-year agreement that kicks in with the 2022-23 NHL season, introducing the addition of the Highmark Blue Cross Blue Shield patch on the Penguins’ black home game jerseys. Highmark will be the first-ever partner to have its logo featured on a Penguins game jersey in the NHL’s first season of its jersey advertising program. The Highmark Blue Cross Blue Shield logo will be worn for all pre-season, regular-season and postseason home games in which the team wears its black home jerseys.

DIGITAL, DATA & TECH

Champion Gaming Group added Major League Baseball to its EdjSports.com. “The addition of MLB to EdjSports.com is another key piece in our drive to become the premiere destination for all sports content, data and analytics,” said Ken Hershman, CEO of Champion Gaming. “With spring bringing us baseball, golf and soon-to-come playoff hockey and basketball, EdjSports.com has sports enthusiasts covered with the best companion for decision-making in fantasy leagues and betting.”

Psyonic announced that NASCAR is returning to Rocket League with the 2022 NASCAR Fan Pass available today on all platforms. The 2022 NASCAR Fan Pass will feature new NASCAR-themed content throughout the year with the first content drop featuring three Cars (NASCAR Next Gen Ford Mustang, NASCAR Next Gen Chevrolet Camaro, and NASCAR Next Gen Toyota Camry), nine NASCAR team Decals and Player Banners, and Next Gen Goodyear Racing Wheels.

ESPORTS

The Professional Fighters League secured a partnership with gaming platform Rival that will see Rival launch the PFL’s dedicated gaming community enabling PFL fans to participate, compete and engage in competitions of popular gaming titles. Rival’s enterprise solution will provide the PFL and its fans with the ability to host competitive tournaments in their community along with future esports initiatives. The agreement with PFL marks Rival’s first partnership within the combat sports space. The winner of the first tournament hosted on the Rival gaming platform will receive a private match hosted by 2021 PFL Light Heavyweight Champion Antonio Carlos Jr. “We are thrilled to welcome PFL and their passionate fanbase to the Rival platform,” said Rival CMO Dan Parise. “With the launch of their new gaming community, PFL continues the trend of creativity and innovation when it comes to engaging fans and creating opportunities for corporate partners.”

Paidia – a women-led inclusive gaming company focused on empowering gamers to safely connect, learn and play – will kick-off a brand-new women’s Halo Infinite 2v2 League, titled The Paidia Circuit, on April 25. The slate will kick-off on Monday and run over six months, with three separate splits leading into a Top 8 Championship. Each split will start with best-of-three pool play and finish with a best-of-five double elimination. The Paidia Circuit continues Paidia’s competitive gaming hostings including the “missharvey Invitational” and December 2021’s successful 2v2 Halo Infinite tournament.

INDUSTRY & ROSTER MOVES

FanDuel Group appointed Tricia Alcamo as the company’s Chief People Officer. Alcamo will be responsible for the acceleration of FanDuel’s People strategy reflecting the company’s extraordinary growth trajectory. Alcamo will lead the company’s human resources organization inclusive of culture development, talent acquisition, diversity, equity and inclusion (DE&I), organizational effectiveness, employment branding, learning and development, compensation and employee benefits.

Religion of Sports announced two promotions for Supervising Producer Meg Cirillo, who will move up to Co-Executive Producer, and Co-Executive Producer Giselle Parets, who moves up to Executive Producer. “We are so excited and proud of Giselle and Meg for their incredible accomplishments and, more importantly, sincere dedication to the craft,” said Ameeth Sankaran, CEO of Religion of Sports. “The projects and our company benefit from their efforts — and we know that content impacts so many others as well around the world.”

HEIR announced that Azza Elsheikh has joined the company as Head of Product, Norman Cheng has joined as Head of Engineering, and Brian Davison has joined as Vice President of Partnerships.

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Innovators and risk-takers who help design and execute strategy…sound like someone you know? Maybe even you? This year’s Top Women in Media Awards are open for entry!

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ON THIS DAY in
1996: Keyshawn Johnson becomes the first pick in the NFL Draft, selected by the New York Jets.

IN THE KNOW
The very first pick of the NFL draft has been dominated by QBs. Who was the last player to get picked first who was not a quarterback? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
From what school was Joe Montana drafted? Answer: Notre Dame. Kudos: John Ferlazzo/London; Christine Ecklund-CSI Sports/NY; Bob Dudelson-Leverage Agency/NY; Rick Ramage-UTA/NY; Rob Casalaina- ITN/NY; Synda Kollman-Charter Marketing Group/Boca Raton; Matt Deprey-C-SPAN/DC; Lt. Col. Brett Lea-U.S. Army/Fort Bragg; Chris Schwartz-NASCAR/Charlotte; Creed Heilskov-ImOn Communications/Cedar Rapids; Lance Davis-Good Karma Brands Milwaukee/Milwaukee; Kyle Krebs-CBS 42/Birmingham; Bill Robertson-USHL/Bloomington; Jason Brist-Outdoor Sportsman Group/Chicago; Jack Neumann, University of Calgary Dinos 5th Quarter Alumni Development/Calgary; avid Hauptman/Denver; Nick Monroe-Monroe Photography/San Diego; Brian McAloon-Fox Sports/LA; Brian Robin-South Coast Repertory/Costa Mesa; Jim Himmel-TCB Media/San Clemente; Bruce Trotter-Cox/LA

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