07/24/17: UFC sees champ in Contenders

Good morning. It’s Monday July 24, 2017 and this is your first early morning Sports briefing.

July saw the latest entry into UFC’s successful UFC Fight Pass platform with the launch of Dana White’s Tuesday Night Contender Series, running Tuesdays. With the first two episodes completed and a third show running tomorrow at 8p, the weekly series features five live fights in each episode, showcasing up-and-coming talent, and offering a slate of viewing options that include Snoop Dogg calling live fights with Urijah Faber on an alternate audio feed of the series, the promotion is looking to leverage its technological capabilities to broaden the company’s appeal and fan base.

Cynopsis Sports asked Joe Carr, UFC SVP, International and Content, about the addition to the UFC Fight Pass lineup, how plans have changed with new owners WME/IMG, and how Snoop Dogg got involved.

On the evolution of UFC Fight Pass: UFC Fight Pass originally launched in 2014 as a live-streaming platform for international events and expanded with the inclusion of original content and events from third-party mixed martial arts promotions. Our success to date has been fairly organic with limited oversight or investment, but WME/IMG views the digital subscription service as a fundamental pillar of our global content strategy moving forward and are investing accordingly. In addition to exclusive UFC live events, our subscribers should expect to see a deeper commitment to original programming like our new, live show, Dana White’s Tuesday Night Contender Series given IMG’s expertise in production and content creation. We are also heavily focused on enhancing the overall user experience – we recently released our 24/7 live stream within the app and expect to launch an improved UFC Fight Pass 3.0 in early 2018. The last piece will be weaving advanced metrics, VR, wearable technology and other innovations into our broadcasts.

On the role of Dana White’s Tuesday Night Contender Series: The Contender Series is the most high-profile example of the organization’s commitment to its OTT digital subscription platform and premium content available on the service. The show is a sizeable financial investment that also highlights the direction we are headed on this platform. The show accomplishes a few things for us collectively as an organization – for one, it satisfies the most common request we receive from our existing subscriber base, which is to offer live exclusive fights on a more consistent basis. With this series, FIGHT PASS subscribers will now have five fights every Tuesday for the next eight weeks. This show also aids Dana in his continuous quest to identify the next rising star. Talent identification and development have always been a priority for us and now some of the best prospects in the United States will receive a one-in-a-lifetime tryout, live in front of UFC brass in the hopes of realizing their dreams and securing a contract.

On Snoop Dogg: Dana and Snoop have been friends for a while and Snoop has always been a massive fight fan. He cut some hilarious promos for us leading up to UFC 210 and they were well-received by fans. After that, Dana thought we should find a way to get him more involved. Coincidentally, that was around the same time the idea for this show was picking up steam internally and Dana knew it was no brainer to bring him on for this first season.

On other kinds of content we can expect: The focus right now is certainly getting this first season launched and seeing how it evolves going forward, but we have already had preliminary discussions about other original content ideas – everything from fighter-centric reality to an animated series. I think you will see the value proposition materially increase for our subscribers in the year ahead.

ON THE AIR

ESPN is set to showcase highlights from the Sports Humanitarian Awards tomorrow via a special one-hour program at 7p. The third annual event, was held last week at the L.A. LIVE’s The Novo. More than $1.1 million was raised through the Sports Humanitarian Awards, which will benefit the Stuart Scott Memorial Cancer Research Fund at The V Foundation. Additionally, ESPN will grant an additional $1 million to the charities of the nominees and winners. In total, more than $2 million will be distributed to the community as a result of the initiative. During the event, winners were honored from four award categories – the newly renamed Muhammad Ali Sports Humanitarian Award, Sports Humanitarian Team of the Year, Corporate Community Impact Award and League Humanitarian Leadership Award. Additionally, three Stuart Scott ENSPIRE Award honorees also were recognized.

FOX Sports reports that the NASCAR Camping World Truck Series race from Eldora Speedway that aired on FOX Business Network on Wednesday night averaged 660,000 viewers, up 2% from last year’s race on FS1, according to Nielsen. On FOX Sports GO, the telecast had an average minute audience of 4,304, for a rise of 361% from last year’s race. Earlier in the day, Eldora Qualifying on FS1 scored 258,000 viewers, 11% above last year’s qualifying session (233,000).

ESPN serves up Tennis’ Emirates Airline US Open Series – featuring seven hard-court events (three ATP, three WTA, one combined) across North America in five weeks – starting today with the ATP BB&T Atlanta Open. ESPN2 delivers 70 hours of coverage across the seven events, with talent that will include Darren Cahill, Mary Joe Fernandez, Jason Goodall, Brad Gilbert, Patrick McEnroe, Rennae Stubbs and Jimmy Arias, as well as Chrissie Evert and Pam Shriver and commentators Chris Fowler and Sam Gore. The action begins with the ATP BB&T Atlanta Open this week.

In international waters, UFC locked in a deal with Fetch TV in Australia that makes it the “Official Broadcaster of the UFC in the country. Subscribers will enjoy UFC action on Fetch that includes live UFC event access and over 150 hours of UFC studio programming favourites. Under the deal, Fetch will offer subscribers access to numbered UF Pay-Per-View events priced at $49.99 per event.

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SPONSORSHIP & PROMOTION

SONIC Drive-In is launching its first sponsored, original digital series in partnership with NBC Sports Group and The Kicker, titled The Pits. The mockumentary-style series spoofs the life of a NASCAR pit crew with each episode incorporating different menu offerings from the chain. The three-episode series will follow the drama of the SONIC pit crew, with each 2-to-3 minute episode debuting within a different Monster Energy NASCAR Cup Series livestream, presented on NBCSports.com and the NBC Sports app. After the episodes debut, they will be available on-demand on NBCSports.com and the NASCAR on NBC Facebook page.

Yahoo is positioning itself as the “OG of fantasy sports” in a new ad campaign called “Feel the Wins,” according to Ad Age, with the campaign developed in partnership with creative agency Sid Lee. The “Feel the Wins” campaign, which began last week, looks to spawn a new image for Yahoo’s fantasy sports franchise, with three spots lined up and running on TV and online as a lead-up to the beginning of NFL season.

DIGITAL & STREAMING

ESPN is giving ESPNcricinfo an overhaul, announcing plans for a “reimagined and redesigned” website and app, offering live scores, stats and commentary, analysis, content and an expanding library of video. According to the company, enhancements include a dynamic, feed-based experience, a lighter, faster site and app, ESPNcricinfo Scorecard as well as personalization and alerts. “The new ESPNcricinfo marks the latest step in the development of our unified, truly global digital product platform,” added Adam Deutsch, vice president, global digital product operations at ESPN. “In the past 24 months ESPN has recreated the leading suite of digital sports products, setting a new industry standard for technological sophistication and user experience, all in support of the best sports content and coverage in the world.”

Live streaming video platform SportsCastr.Live locked in its first ever media partnership, becoming the presenting partner of the Chris Carrino and Tim Capstraw Sports Broadcasting Camp. “We are pleased to be able to work with two of the most respected pros in the sports broadcasting industry, Chris Carrino and Tim Capstraw, to bring SportsCastr.Live to their students” said Kevin April, SportsCastr.Live CEO. “This pilot program will enable evolving sportscasters to utilize SportsCastr’s professional studio tools and social layer to develop skills, build a following and create a demo reel while providing us with critical feedback.”

fuboTV is partnering with the National Cable Television Cooperative in a move to allow its 850+ member companies to provide a broadband and OTT streaming TV bundle. The partnership allows members to have the opportunity to offer their collective customer base of nine million subscribers access to the sports-first virtual MVPD.

ESPORTS

WME/IMG experienced a mass defection on the esports front, as the four-person team tasked with growing the industry have departed the company, led by Tobias Sherman. Bloomberg detailed elements of the move, with Sherman telling the site that “Upon my resignation and that of my team, we will now be able to continue our track record of firsts in a variety of new ways. I also intend to create and produce more esports programming across TV and digital which is something that would not be possible as an agent.” Joining Sherman will be VP of Esports Sales and Global Partnerships Imari Oliver, director of strategy and engagement Lilia Russo Sherman, and agent Simon Abitbol. Meanwhile, WME/IMG will continue to work with ELeague, where it is a co-partner and will work to restaff the department.

Gfinity’s Elite Series has found a global home, locking in a deal with Eleven Sports to carry live and exclusive esports action to all seven of its markets, including here in the US. “Esports is growing rapidly worldwide and we are thrilled to agree this deal with Gfinity to bring a slice of the action to fans in the U.S., particularly as it features Team EnVyUs,” said Danny Menken, Group Managing Director, Eleven Sports. “Gfinity aims to create a community where gamers can play, share, watch and learn via dynamic and engaging content. This makes it the perfect partner for Eleven Sports in line with our strategy to bring fans close the action, creating a go to destination where a community of dedicated and passionate millennial fans can access a diverse range of content that is tailor-made for them.”

ROSTER MOVES

Solly Fulp was named EVP for Learfield’s Campus+ business. “I’m excited about joining the Learfield team and leading Campus+,” said Fulp. “Learfield is defined by outstanding people and is an admired leader in collegiate athletics that has developed trusted relationships on campuses. I look forward to working with our senior leadership, national sales team and general managers to develop innovative campus partnerships that generate valued services, meaningful programming and new revenues for Learfield universities.”

UFC named Mike Newquist as Vice President of Event Marketing after he spent the past two years with Ticketmaster. UFC also promoted Stacey Allen to Vice President of Consumer Products and Briana Mattison to Vice President of Athlete Health and Performance.

THE MAIN EVENT

White Sox/Cubs on MLB Network at 2p.

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SAVE THE DATE for the

3^rd Annual Rising Star Awards

September 15 | Midtown Lofts | NYC

These young professionals’ experience spans research, sports, digital, content and marketing and their work over the past year will be celebrated this fall at our annual awards reception. You don’t want to miss it.

Tickets will go on sale soon, but contact Cathy Pearson with any questions!

ON THIS DAY in 1963: Sonny Liston knocks out Floyd Patterson in the first round to retain the heavyweight boxing title.

In the Know: What is the official name of Ric Flair’s traditional entrance song? (Note: it is not ‘Theme from 2001: A Space Odyssey’) (Email [email protected] with your answer and be sure to include your name, company and city.)

Answer to Our Last Sports Trivia Question: Renamed “Nadia’s Theme” in honor of Olympian Nadia Comaneci, this song was originally known by what name? Answer: Cotton’s Dream. Kudos: Stephen Kelley-9 Story Distribution International/Dublin; Andy Pittman-TAMU/College Station; David Westberg-SAG-AFTRA Federal Credit Union/Burbank; Tom Moore-Kalt Productions/LA

Later — Chris

Chris Pursell @VegasandVine
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