04/26/21: Verizon discusses their recent moves in sports and betting

Monday April 26, 2021

A healthy blend of MLB, the NFL Draft, as well as the upcoming Stanley Cup Playoffs and NBA Playoffs finds Verizon Media with a plethora of opportunity to fuel its recent push to beef up the fan experience, especially with sports betting now part of the equation. Leveraging its Yahoo Sports platform, Verizon Media is combining the best of sports, betting and immersive experiences into a hybrid model offering 360 content, providing AR to “see” more of the game, continuing to serve as a leading fantasy sports platform, and more. Cynopsis Sports asked Jo Lambert, Head of Consumer, Verizon Media, about the company’s strategy and how it has evolved as fans’ connection with sports has changed.

Lambert on Yahoo’s strategy: At Yahoo, our mission is to innovate and deliver next-gen experiences that create connection and community. Our special sauce is the perfect merging together of utilities, content and partnerships, at an amazing scale. At the center of everything we do is a highly engaged consumer base looking to connect to their passions. We are always looking for ways to better serve this fanatic to ensure that utility, content and commerce are unified and working together, creating a holistic experience for the fan. We also consider strategic partnerships that can add additional value to this consumer experience, like the partnership we have with BetMGM to accelerate and scale the Yahoo Sportsbook experience.

Yahoo is uniquely positioned for rapid growth. Leveraging the Yahoo ecosystem, Yahoo Sports can tap into its nearly 900 million monthly users to drive new bettor conversions on BetMGM and expand its audience by combining content and commerce. The results have paid off, with over 30% of new BetMGM bettors referred from Yahoo coming from outside the Yahoo Sports audience*.

On the impact of betting: Betting continues to create an opportunity to engage fans in a new way. Integrating betting offers with our most heavily trafficked areas on Yahoo Sports and in Yahoo Fantasy gives us an incredible opportunity and is helping establish our leadership in the field. To do so, Yahoo Sports has rolled out:
· Couponing around NBA League Pass driving to BetMGM sign ups via Yahoo Sportsbook with new bettors receiving a free season of NBA League Pass by making $200 in bets
· Promotional offers geared towards users in legal states
· Integrating betting-themed content and utilities with calls to action that drive sign-ups and re-engagement
· Developing tools and features within Yahoo Sportsbook that ease the betting process on BetMGM

Yahoo Sports has also leveraged social channels, including its quickly growing TikTok channel and creating content geared towards Millennials and Gen Z to drive younger audiences of legal betting age to the platform. Keeping community and interactivity in mind as we continue to strategically develop our Gen Z audience.

On its fantasy offerings: We’re seeing tremendous synergy between our Fantasy Sports users and sign-ups to BetMGM via Yahoo Sportsbook. The growth has exceeded expectations as Yahoo Sports has created a loyal audience that are willing to bet. Of Yahoo Sportsbook users who have registered with BetMGM, the majority (58%) of the total registered users played Yahoo Fantasy Football in 2020, 91% of total registered users are active in the Yahoo Sports or Yahoo Fantasy apps, and 70% of users are between 25-44 years old.

Last month, the Yahoo Sports team also rolled out a new video chat feature, Draft Together, and a new subscription product, Yahoo Fantasy Plus, to further innovate the sports fan experience and bring fans closer to their passions. We remain committed to our Fantasy Product and we’re excited to rollout some new Fantasy paid gaming features in the coming weeks.

On leveraging AR: Technology has a great way of bringing fans together whether they are at a sporting venue or looking to connect from their home. We believe the future of live events and fan experiences are being revolutionized and with content and connectivity coupled with other powerful technologies like AR and VR, the possibilities are incredible. Since the launch of Yahoo’s Immersive platform, the largest online XR platform for advertising and content powered by 5G, the company has seen exponential results in exposing users to augmented reality. In just three months, more than 670,000 unique users generated more than 812,000 unique sessions. Users spent more than one million minutes interacting with 3D objects in their homes, proving that users are engaged. They spent an average of one minute and 46 seconds per session in augmented reality editorial experiences.

PROGRAMMING

The College Football Playoff management committee opened the door to options for an expansion of the annual postseason showdown to as many as 16 teams, the CFP announced on Friday. Models included six, eight, 10, 12 and 16 teams, with a variety of scenarios that could be played out, although any change won’t happen soon. “There will not be a new format this season or next season,” CFP executive director Bill Hancock told ESPN. “The timetable is certainly an important detail, but it hasn’t been determined yet. It’s too soon to predict the timing, but even if the board decides to alter the format, it may well not occur until after the current agreement has expired, which isn’t until after the 2025 season.”

ESPN and Marvel revealed a collaboration to launch the first-ever Marvel-inspired alternate presentation for the Warriors/Pelicans game on May 3. The exclusive alternate presentation, NBA Special Edition Presented by State Farm: Marvel’s Arena of Heroes, will start at 7:30p on ESPN2, ESPN+ and ESPN Deportes with the traditional game telecast on ESPN. The telecast will integrate elements from an original Marvel story and iconic characters including Iron Man, Black Panther, Captain Marvel, Captain America, Black Widow, and Doctor Strange throughout the live game, including 3D virtual characters, custom graphics and animation packages. ESPN commentators Ryan Ruocco and Richard Jefferson will provide commentary in a fully customized Marvel-themed studio at ESPN’s Bristol campus. Additionally, the special presentation will include commentary and analysis from Marvel expert Angélique Roché.

Bob Costas returns to HBO with the launch of Back on the Record with Bob Costas, which will see four episodes per year, driven by in-depth interviews with top names in sports, entertainment and popular culture. The series premieres later this spring on HBO and will be available to stream on HBO Max. Costas will remain with MLB Network, which he joined in 2009, to handle play-by-play duties and taped programming specials.

The Walt Disney Company finalized 2021 NFL Draft plans, with coverage beginning Thursday at 8p across ESPN, ABC, ESPN Deportes, ESPN Radio and the ESPN App. Coverage will include 1,500 creative elements, 450 player highlight packages and 35 player vignettes while ESPN and ABC will document the three-day event with 50 cameras and more than 50 microphones following live action in Cleveland, more than 40 additional cameras at the homes of Draft prospects and another 32 cameras offering looks into each NFL Draft room. ESPN’s coverage of the 2021 NFL Draft will also air internationally, reaching more than 60 million households in Spanish-speaking Latin America, Brazil, Australia, New Zealand, the Pacific Islands, the Caribbean, the Netherlands and Africa. Th 2021 NFL Draft will be televised on NFL Network presented by Verizon and streamed live through NFL digital properties.

FOX Sports analyst Geoff Schwartz hosts Big Boys Club: O-Line Draft Academy, working with five top offensive line prospects as they prepare for this year’s NFL Draft. The former NFL veteran sits down with Oregon’s Penei Sewell, Wisconsin-Whitewater’s Quinn Meinerz, Northwestern’s Rashawn Slater, Tennessee’s Trey Smith and Oklahoma’s Creed Humphrey to watch film, break down tape and more. The show runs tomorrow at 7p on FS1.

Teams and individuals participating in the 2021 NCAA Division I Women’s and Men’s Golf Championships will be revealed as part of GOLF Channel’s College Central coverage taking place April 28 (women’s) and May 5 (men’s) at 2p. The network will provide highlights from regional play of both championships leading up to coverage of the 2021 championships to be held at Grayhawk Golf Club in Scottsdale, Ariz., hosted by Arizona State. The women’s championship will be held May 21-26, with GOLF Channel providing live coverage of the final day of individual championship play on May 24 as well as the team match play on May 25-26. The men’s championship will be held May 28-June 2, with GOLF Channel providing live coverage of the final day of individual championship play on May 31 as well as the team match play on June 1-2.

NBC Sports and Peacock launch coverage of the 2021 Premier Lacrosse League season today with an hour-long presentation of the 2021 College Draft presented by Champion at 10:30p on NBCSN and Peacock Premium. NBC Sports’ Paul Burmeister and analyst Ryan Boyle will anchor coverage of the four-round draft, which will feature 32 total selections by all eight teams. PLL coaches will join draft coverage to provide analysis of their collegiate selections and preview the upcoming 2021 season.

The National Wrestling Alliance lined up a second live and worldwide television event, “When Our Shadows Fall”—presented exclusively on FITE. “ The PPV will feature an exclusive and newly recorded effort from Smashing Pumpkins guitarist Jeff Schroeder, who was asked by NWA President William Patrick Corgan to write a song representing the PPV’s dark and ominous circus-like theme. “We ask our fans from all over the globe to join us as we continue to build on the 73 years-and-counting tradition of the National Wrestling Alliance,” said Corgan. “It’s an awesome legacy to have to navigate, but as you’ve seen recently with Triller’s headline-making acquisition of FITE, the future of television and live broadcast events is in the digital sphere.”

CBS Sports Congratulates Its Best in Sports Media Winners

Harold Bryant, Executive Producer and EVP Production, CBS Sports—Production Executive
CBS Sports—Overall Social Media Excellence

SPONSORSHIP & PROMOTION

Simone Biles to departing Nike and will now work with Athleta, the athletic clothing unit of Gap Inc. “We are excited to welcome Simone to the Athleta family and work together to further our mission of empowering women and girls,” said Mary Beth Laughton, president and chief executive officer of Athleta. “Simone believes in championing the next generation of female athletes as much as we do, and we are confident this partnership will continue to build community with our customers and enrich our brand.”

NASCAR and Boys & Girls Clubs of America announced a multiyear partnership to support the nonprofit’s mission of “enabling and enriching the lives of young people.” As the Official Youth Community Partner of NASCAR, Boys & Girls Clubs of America, the nationwide partnership will focus on three core areas — STEM education, career development and diversity, equity and inclusion (DE&I) initiatives — and extend across all NASCAR platforms and race tracks. Programming will include both virtual and at-track experiences with an emphasis on local Boys & Girls Club locations within NASCAR race markets.

FC Cincinnati inked Total Quality Logistics (TQL) as the official naming rights partner of “TQL Stadium”, opening May 1. The multi-year naming rights partnership includes exterior and interior signage, a seating zone, a branded bar area and extensive opportunities for employee engagement.

DIGITAL, DATA & TECH

Clubhouse and the NFL are teaming up to produce an exclusive lineup of programming throughout the week of the 2021 NFL Draft. The NFL is the first major sports league to collaborate with Clubhouse on official programming. Beginning today, the NFL will host a series of rooms throughout the week around the Draft, which includes a pre-Draft assessment of the prospective players, a conversation with The University of Alabama’s football team alumni, a fan mock Draft, Draft debriefs and more. “The NFL’s commitment to innovation is matched only by their devotion to their fans and we are proud to welcome the NFL to Clubhouse,” said Sean Brown, Head of Sports Partnerships at Clubhouse. “The Draft is one of the biggest events of the year for football fans, and we know that millions of creators will be discussing, debating and celebrating throughout the week.”

ESPORTS

Activision Blizzard named Johanna Faries as the new GM of the entire Call of Duty franchise, adding the moniker to her additional role as esports commissioner for the company. She first joined Activision in August 2018 and was promoted to head of esports last October.

With the 2021 League of Legends European Championship Spring Season in the books, Riot revealed that the league broke viewing records with the Spring Finals between MAD and Rogue. Peak concurrent viewership hit 866,821 fans for the finale, up 7.5% over the Spring Finals 2020. Average minute audience hit 450,395, up 12.3% with 44,160,068 hours watched over the entire 2021 Spring Season.

TOP WOMEN IN MEDIA CATEGORY SPOTLIGHT:
NEWS AMBASSADORS

This past year, news people themselves have been part of the news. We never want to take for granted all the people in front of the camera and behind do to deliver what we need to know. Cynopsis wants to honor the women in these roles with their Local and National News Ambassadors category at this year’s Top Women in Media Awards. Nominate those in your organization who bring us vital information on a daily basis. Get started here.

(sponsored by TurnkeyZRG)

On this Day
1912: The first homerun is hit at Fenway.

IN THE KNOW
In which sport would you need a shuttlecock to play? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
Who holds the record for most consecutive Wimbledon singles titles, clocking in at 6? Answer: Most popular answer was Federer. Correct answer was Martina Navratilova. Surprise answer, which turned out to also be correct, was William Renshaw. Kudos: Greg Conner-Sinclair Sports Group/NY; Michael Ritz-Lenox Advisors/NY; Andy Pittman-TAMU/College Station; Tom Moore-Kalt Productions/LA; Peter Steckelman-Tennis Channel/Santa Monica; David Westberg-SAG•AFTRA Credit Union/Burbank

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