06/13/22: BIG3 preps for the Big 5

Medias First Morning Read
Monday June 13, 2022

Saturday will see BIG3 tip off season five with a trio of games running at Credit Union 1 Arena in Chicago. Content will be carried by CBS and Paramount+ with the league sporting new and extended partnerships, events and offerings (such as NFTs) this year. Running 12 weeks, the regular season will include two weeks in Chicago and seven in Dallas before the playoffs and Championship Game. This year will also see the BIG3 debut an All-Star Game at Atlantis Paradise Island in the Bahamas. Most recently, Friday saw the league announce a partnership with VYRE Network to stream games. Cynopsis Sports caught up with BIG3 CEO Chris Hannan to break down the state of the league and its new season.

Hannan on the biggest goal in the offseason: Continue the growth of the league both on and off the court. On the court, we have the best roster of talent ever assembled for the 2022 season. Commissioner Clyde Drexler has done an amazing job getting the best FIREBALL3 players in the world to compete this summer with more international players and younger talent to join our former NBA star players. Off the court, we continue to be innovative with our approach to engaging fans. Recently, we launched into Web 3.0 via NFTs creating new partnerships with powerful digital communities.

On a surprising fact about its audiences: The growth and diversity of demographics across our fans. Our tv viewers are split pretty evenly, 55% male and 45% female with 52% non-white and 48% white. On CBS, we reach an older and more affluent audience that advertisers target. While on digital and social platforms, our BIG3 fans are predominantly under 35 years old. Plus, we continue to see the growth of the BIG3 as a great family outing and event to see live.

On the renewed Microsoft deal: Microsoft is a great partner that we are excited to have back for two more years. We are launching a new analytics platform this season called Heat Vision powered by Microsoft that takes statistics with shooting and evaluating on-court performance to a whole new level. This is something our coaches and players are going to use and the fans are going to love.

On the pitch to sponsors: Our partners love the innovative approach of BIG3 Co-Founders Ice Cube and Jeff Kwatinetz creating Fireball3. We have a physical and fast-moving game with new rules like the 4-point circles, challenging a foul with the Bring the Fire rule, and playing to 50 points where there is always a game-winning shot. These aspects of our game are ideal for sponsors seeking that deeper engagement with fans. We also love the in-venue activations that Toyota and Monster provide making the on-site experience more entertaining for fans.

On the league in five years: Global expansion. We have not even scratched the surface on what BIG3 Basketball is going to be across the world. This season, the Aliens have a team with 3 international players that are 3 of the best ever from FIBA 3v3. Our television distribution will reach over 200 countries this season. The core of the league and season will continue to occur in the summer but this is going to be a 12-month sport with global exhibitions and competitions happening year-round. Ultimately, we expect to have our version of the FIFA World Cup with a BIG3 Cup within the next 5 years.

PROGRAMMING

Los Angeles Memorial Coliseum is getting another go-around. The venue will once again serve as host NASCAR’s Busch Light Clash returns to in 2023 following this year’s inaugural exhibition event with the next iteration running Feb. 5 on FOX. “Our entire industry made a bold move by bringing the Busch Light Clash to the L.A. Coliseum this past February and it paid off by becoming an instant classic with both new and existing fans,” said Ben Kennedy, Senior Vice President, Racing Development and Strategy. “We are intent on showcasing our sport and drivers on the biggest stage and there is none bigger than the L.A. Coliseum. We’re thrilled to return to the heart of Los Angeles to officially start the season and set the stage for the Daytona 500.”

Through three games, the 2022 NBA Finals on ABC is averaging 11,777,000 viewers, marking an uptick of 28% over from last year, according to Nielsen. Game 3 of the NBA Finals, in which the Celtics topped the Warriors 116-100, averaged 11,522,000 viewers. NBA Finals Game 3 was up 25% from Game 3 in 2021.

NBC is fueling up Keith Urban to help kick off NBC Sports’ NASCAR season “Nashville-style” this month. The singer will be anchoring a new promotional campaign ahead of the NASCAR Cup Series race at Nashville Superspeedway on June 26, on NBC and Peacock. The campaign features music inspired by Urban’s Top 4 single, Wild Hearts. “The music that Keith Urban recorded for these spots provides such a great vibe and energy to our NBC Sports NASCAR season-opening campaign in Nashville,” said Jeff Behnke, Vice President, NASCAR Production, NBC Sports. “The combination of his music and Tootsie’s Orchid Lounge allowed our promotions team to build a campaign that blends the essence of Nashville with the heart-pounding excitement of NASCAR.”

ESPN Film’s newest documentary series, The Captain, will debut July 18 following the MLB All Star Home Run Derby. Directed by Randy Wilkins, the seven-episode series provides a portrait of Derek Jeter’s life and career on and off the baseball field. Episode one will premiere simultaneously on ESPN & ESPN+ that day at 10p, following the MLB All Star Home Run Derby.

In addition, ESPN, ESPN2, ESPN+, and ESPNU will combine to offer more than 75 live hours of the UEFA European Women’s Football Championship 2022 beginning July 6, at 2:30p with England/Austria on ESPNU (simulcast on ESPN2). On Sunday, July 31, at 11:30a, the final match at historic Wembley Stadium in London will air on ESPN and ESPN+. ESPN will televise two UEFA Women’s EURO 2022 matches including the final, ESPN2 will air 21 matches, ESPN+ will live-stream eight games exclusively, and ESPNU will telecast the England-Austria opening match – also on ESPN2 starting at 3p. p.

The NHL named SNL pillar Kenan Thompson as host of the 2022 NHL Awards. The in-person ceremony will run live on ESPN on June 21 at 7p. The league will reveal the winners of six awards during the ceremony: Hart Trophy; Vezina Trophy; Norris Trophy; Calder Trophy; the Ted Lindsay Award; and the E.J. McGuire Award of Excellence.

The ATP men’s professional tennis tour revealed a slate of reforms that include the expansion of five Masters 1000 events as well as 50/50 profit sharing between players and tournaments beginning in 2023 in addition in increased prize money. “Importantly, this will open up major growth opportunities in media and data, two highly scalable revenue streams,” the ATP said in a statement. “Embracing the digital transformation will also shift the tour away from over-reliance on ticketing, a concerted move seen across many other major sports.”

Drew Brees is officially done at NBC Sports. Following a one-year outing, the former QB said on social that he has not decided his next steps. NBC Sports chairman Pete Bevacqua said in a phone interview with The Associated Press that Brees will not be a part of the network’s NFL and Notre Dame coverage this year. “The unbelievable busyness of an NFL career and then really not taking a break at all and launching right in with us with both Notre Dame football and the NFL, it was certainly an around-the-clock assignment,” Bevacqua said. “This was definitely a lifestyle choice for him, which is totally understandable.”

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SPONSORSHIP & PROMOTION

A big deal for the U.S. Soccer Federation, which landed a multi-year partnership extension with Chipotle Mexican Grill, continuing the strategic partnership that originally began in 2020 and designating Chipotle as the official Mexican Restaurant of the U.S. Women’s and Men’s National Teams. As part of the agreement, Chipotle will remain the title sponsor of U.S. Soccer’s annual Chipotle Young Female and Young Male Player of the Year awards. “We are embarking on a golden age of soccer in the United States,” said Chris Brandt, Chief Marketing Officer of Chipotle. “Chipotle is incredibly proud to support our country’s top athletes as our Women’s and Men’s national teams continue to make a serious impact on the international stage.”

UFC and VeChain unlocked a “first-of-its-kind long-term partnership” that sees VeChain become UFC’s first-ever Official Layer 1 Blockchain Partner, providing the blockchain Foundation with integration into key UFC assets, ranging from live events, including broadcast features and in-arena promotion, to original content distributed through UFC’s popular digital and social channels. “It is a historical moment when VeChain, the Layer 1 public Blockchain with the most enterprise adoption, joins forces with the fastest growing sport to raise awareness that blockchain technology is critical in helping deliver major global objectives, such as sustainability,” said Sunny Lu, co-Founder and CEO of VeChain. “This is just the beginning of a multi-year relationship with UFC, and we really look forward to changing the world together.”

DIGITAL, DATA & TECH

Speaking of UFC, the promotion and DraftKings revealed plans to launch a new iteration of DraftKings’ “Reignmakers” gamified digital collectibles franchise focused on the MMA compant. Reignmakers UFC will allow fans to build collections of their favorite UFC fighters and utilize them in games to compete for prizes. The first season of Reignmakers UFC NFT-based games is expected to go live later this year. “UFC has been a tremendous collaborator over the years, and we are delighted for the organization to represent our latest installment within DraftKings’ burgeoning Reignmakers gamified digital collectibles franchise,” said Beth Beiriger, SVP of Product Operations for DraftKings Marketplace. “Fight fans are already among the most engaged audiences, and we see these immersive technologies as bolstering the unique sports entertainment ecosystem we provide for consumers while also rewarding their undeniable passion.”

ITE and B2Digital Incorporated announced a deal that will put B2 Fighting Series on the FITE+ subscription service after their PPV run (which provides incredible consumer value) along with the PPV option for customers who prefer the live experience. B2 is known for record in-person draws at first-time events held in new markets, and now that audience will expand with FITE’s global reach.

ESPORTS

Esports data and analytics company HUDstats announced its partnership with DreamHack Sports Games, enabling the company to implement its AVA technology and deliver accurate, non-delayed data, and will look to “fuel the tournaments with in-depth match statistics, provide precise non-delayed data, and deliver it with a staggering sub-second speed, which makes HUDstats the first and only to produce such a service.” ‘’It is great to have HUDstats working with us to provide top-notch data for our live graphics,’’ said Dennis Kristensen, Executive Producer at DreamHack Sports Games. “Their proven technology will have a great impact on the quality of our live broadcasts and season-long storytelling. Teaming up with HUDstats is an exciting journey for our company to join a new world of AI technology.”

Paidia Gaming appointed Erin Ashley Simon to its strategic Advisory Board. Simon is a multi-media personality, host, producer, consultant, and part-owner of the new esports organization, XSET. “We are thrilled to welcome Erin to our Advisory Board, and I am excited to collaborate and learn from her industry expertise as we continue to grow and evolve our business,” said Jill Kenney, CEO of Paidia. “Erin’s mission of breaking down barriers and gender biases in gaming and entertainment is a perfect fit for Team Paidia, as we share a common goal of being disrupters and positive change agents.

Com2uS, creators of fantasy RPG franchise Summoners War, announced the return of its Summoners War. Top prize will be $100,000 with preliminary play beginning Aug. 5-6, and the world finals in Nov. 2022.

DreamHack and Juniper Networks sealed new partnership for its DreamHack Dallas and DreamHack Atlanta gaming lifestyle festivals, as well as the DreamHack StarCraft II Masters: Valencia. As part of the new agreement, Juniper was appointed an Official Supplier for all three events. “We are excited to welcome Juniper Networks as they now come on board as official partners for a selection of our festivals and esportseSports products,” said Rodrigo Samwell, Chief Commercial Officer at ESL Gaming. “Juniper has already played an important role in the infrastructure of our festivals — and now festival-goers can appreciate this partnership even more as we launch unique activations together.”

INDUSTRY & ROSTER MOVES

BSE Global named Sam Zussman as Chief Executive Officer. Zussman will be responsible for leading the overall business strategy and operations for BSE Global, which is the parent company of the NBA’s Brooklyn Nets and its home arena Barclays Center, as well as the Long Island Nets of the NBA G League and NetsGC of the NBA 2K League. He joins BSE Global after 16 years with IMG/Endeavor.

Just Women’s Sports raised $6 million from new and returning investors. The funding round was led by Blue Pool Capital, Alibaba co-founder Joe Tsai’s family office. New investors include tennis icon Billie Jean King; Washington Spirit owner Michele Kang; Bolt Ventures, the family office of financier and team owner David Blitzer; SC Holdings, a strategic entertainment investor that’s backed The SpringHill Company and Front Office Sports; Revolution’s Rise of the Rest Seed Fund; Muse Capital; Dapper Labs, the leading sports NFT platform; and other institutional and angel investors.

U.S. Integrity, a data-driven sports betting integrity monitoring company, announced the appointment of Lauralyn Sandoval to its Board of Directors. Sandoval is currently Vice President of New Markets at Aristocrat Technologies and is Nevada’s former First Lady.

The XFL announced that Troy Brown has joined the League as Vice President, Security and Operations. Brown will manage all operations and activities of the XFL Security Department across League headquarters, practice facilities and team venues.

PointsBet USA appointed Ansley O’Neal, formerly of the International Olympic Committee, as VP of Brand Strategy and Marketing, and Josh Powell as Director of Brand Marketing. “In an industry that’s marked by outsized promos and ad blitzes, PointsBet is aiming to deviate away from this norm and leverage marketing tactics that work to enhance live sports for fans and bettors while maximizing on the current sports betting boom in the states,” said Kyle Christensen, Chief Marketing Officer at PointsBet USA. “We’re thrilled to have Ansley and Josh onboard and tap into their expertise of the industry as we work to further cultivate our brand in the U.S. market.”

The Arena Group tapped Chris Pirrone as Senior Vice President and General Manager of Sports Illustrated Media Group. Pirrone will oversee the growth of The Arena Group’s portfolio of sports sites, known as Sports Illustrated Media Group, anchored by Sports Illustrated. “Chris Pirrone is a welcome addition with a phenomenal track record at USA Today Sports Media including sixfold audience growth, constant revenue innovations, and the growth of dozens of successful sports properties such as For The Win and Golfweek,” said Rob Barrett, President of Media for The Arena Group. “We are thrilled to have Chris lead the next wave of innovation at Sports Illustrated and The Arena Group’s sports vertical.”

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ON THIS DAY in
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Which player won the most Stanley Cups over the course of his career? (Email cpursell@cynopsis.com with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
In the Stanley Cup Finals, whom did the Rangers beat to last win The Cup in 1994? Answer: Vancouver. Kudos: Debbie Jordan-NHL/NY; Holli Sarner-Home Team Sports/Playfly Sports/NY; Steve Scheer-FOX Sports/NY; Julie Goldstein/dentsu/NY; Art Salisch-Nielsen/New Jersey; Kathi Gillin-Comcast/Philadelphia; Louis Lewow-FITE/Atlanta; Joe Lyons-ESPN/Dallas; Lance Davis-Good Karma Brands Milwaukee/Milwaukee; Andy Pittman-TAMU/College Station; Brian Lee-Pro Sports MVP/Colorado Springs; Brian Robin-South Coast Repertory/Costa Mesa; David Westberg-SAG•AFTRA Credit Union/Burbank; Dave Shusterman-ESPN/LA; Tom Moore-Kalt Productions/LA

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