08/28/17: Pac-12's Shuken breaks down networks' ground game

Good morning. It’s Monday August 28, 2017 and this is your first early morning Sports briefing.

Just ahead of football season, the Pac-12 Conference and Commissioner Larry Scott celebrated its five-year anniversary by tapping the services of Mark Shuken as the new President of the Pac-12 Networks, where he will begin starting Sept. 6. Shuken brings a resume that includes Time Warner Cable Sports Networks, where he led the creation and branding of three regional sports networks for the Los Angeles Lakers, LA Dodgers and LA Galaxy; President and CEO of DirecTV Sports Networks; and President and CEO of Liberty Sports Group.

As the networks celebrate five years of programming, Cynopsis Sports chatted with Shuken about taking the job, the role of branded sports networks and increasing distribution.

Shuken on the media landscape: I don’t think there is anything more meaningful than a branded sports network in today’s media puzzle. Specifically, I recall one of the distributors that I worked with saying that with all of the content that’s out there for free that’s being time-shifted and – frankly- isn’t a high priority for customers, the live sports and connected sports content is really setting itself apart in today’s media landscape. One of the reasons I’m so excited about this role is that it cuts through the clutter. I would also say that we have this passionate group of alums and while I’ve seen pro and collegiate sports in my career for 30 years, pro sports fans, while they generally support their teams, athletes move and teams change. Meanwhile an alum of an university stays a fan for life. So this content to me is more meaningful than any other.

On taking the job: There are so many things that are intriguing to me about this role, in fact, I find it the most ideal fit for me ever in a pretty long career. Larry Scott is the fundamental reason for that. He has a great eye for innovation and being creative with content and, as evidence of that, kept control of all the content across all the platforms that people are consuming media over. While most entities have to live with the partnerships they have created, we control all content. Larry also really believe in the culture of an organization, which I agree with. Culture makes for a better working environment which drives a better product. Those two major buckets are what were most intriguing to me about the role.

On the biggest challenge: The biggest challenge is also the biggest opportunity and that is to acknowledge consumer behavior. I think linear TV providers traditionally have not been as agile and as flexible as the consumer needed them to be. So the biggest challenge is to make sure to address how people want to connect, receive and experience their content. So for me, having many years left on our agreements with our current partners is fantastic because it delivers all the platform opportunities today but we need to make sure we are well positioned for the future and the future is already here.

On accomplishing that goal: We are going to look at every opportunity. A lot of people are talking about the world of digital, streaming, OTT and all of those opportunities and those are all certainly things we are learning about getting into. But let’s not forget the core competencies of our current distributors and the core of the business because those things are not mutually exclusive, I don’t think. So the answer is that we are going to look at innovating our technology and ultimately really building a brand in value that has already had great success over the first five years. As for adding linear distributors, again, we will look at every opportunity in the future to add distribution while respecting the current partnerships.

ON THE AIR

ESPN and Top Rank unlocked a new multimedia agreement to make ESPN the home of Top Rank in the US and Canada with the company carrying live fights on ESPN and ESPN Deportes, along with streaming on the ESPN App and on the recently announced ESPN-branded direct-to-consumer streaming service via BAMTech as well as delivering select PPC events. It will also air all Top Rank content in English and in French on Canadian sister networks TSN and RDS. In the first year of the deal, ESPN will showcase 18 main events in the US on multiple platforms. “Top Rank is thrilled to enter into this relationship with ESPN, the top sports media brand in the world,” said Todd duBoef, President of Top Rank. “This unprecedented partnership offers a 360 approach to the entire boxing vertical, including live world class events, unparalleled coverage as well as access to historical moments in the sport.”

The Mayweather/McGregor showdown captured pop culture despite PPV issues that saw a delay to the much-hyped fight on Saturday night that due to widespread technical issues that led to Showtime issuing a statement acknowledging the problems, reading “Due to high demand, we have reports of scattered outages from various cable and satellite providers and the online offering. We will delay the start of the main event slightly to allow for systems to get on track. We do not expect a lengthy delay.” Still, the PPV event is expected to be among the highest-grossing PPV events in history with some projections going as high as $1 billion. Meanwhile, Twitter reports that the bout drew 9.1 million Tweets about the fight.

ESPN also announced that its English and Spanish-language live telecast of the Aug. 19 “Unification” fight between Terence Crawford and Julius Indongo was seen by an average live audience of 1.3 million viewers across ESPN and ESPN Deportes combined during the main event, making it the second-most watched fight on cable this year.

Former NFL quarterback Michael Vick has a new home at FOX Sports where he will serve as an NFL studio analyst, appearing on FOX NFL Kickoff, as well as FS1 studio programming during the 2017 NFL season. “Michael will be a huge addition to both FOX NFL KICKOFF and our FS1 studio shows,” said John Entz, President of Production and Executive Producer, FOX Sports. “He was obviously an outstanding player but we feel he has an incredibly bright future as an analyst. He has stayed close to the game and has many relationships with today’s current coaches and players. We feel he can bring a truly unique perspective that intrigues and engages our viewers.”

Who is going to educate themselves and who will be left behind? Learn the essential elements of doing business in esports and hear from Nielsen, ESL, Twitch, Team Dignitas, the Esports Ad Bureau and more at the Cynopsis Esports Master Class, a unique opportunity to pull back the curtain and experience for yourself what the competitive gaming industry is made of. Featuring not only lectures from some of the most successful executives in the space today, who will break down the ABCs of the business and its players, attendees will also go behind-the-scenes of ESL One New York at Barclays, and get your hands on some tickets to the weekend’s festivities for the largest esports tournament on the east coast (if you register early)! Get ahead of the learning curve and register today.

Telemundo Deportes is set to serve up the exclusive “Rumbo al Mundial” broadcast of four key matches in the final round of CONCACAF World Cup qualifying with broadcasts that will include: Trinidad & Tobago/Honduras on Friday, Sept. 1, followed by three matches on Sept. 5: Honduras/USA, Panama/Trinidad & Tobago, and Costa Rica/Mexico. The broadcast of the matches will be complemented by “Rumbo al Mundial: Objetivo Rusia,” a new, one-hour studio show debuting Aug. 27 that will air throughout this round and the final fixture of the hexagonal in October.

FIGHT SPORTS announced that it has finalized Canelo Alvarez/Gennady ‘GGG’ Golovkin from Las Vegas and will showcase the event in over 40 countries, including in Spain, Germany, Singapore, India, Thailand, and Indonesia on Sept. 16. FIGHT SPORTS will be broadcasting a number of programs promoting the broadcasts, including past fights featuring Floyd Mayweather and Canelo Alvarez, Specials and Countdown shows, and more.

A CYNOPSIS MESSAGE

Adapt your marketing strategy to fit a new (and impactful) generation

Cynopsis Live Online Event: How to Connect + Engage with Gen Z

Tuesday, September 26 | 1:30-3:00pm ET

Gen Z is the largest, most diverse group of media users ever, according to a new report from Nielsen. In this live online event, you’ll learn: How to encourage conversation around TV shows and brands, how to employ apps and social platforms that are most popular with Gen Z, how to engage with Chatbots and VR and much more!

SPONSORSHIP & PROMOTION

Food Lion reupped as an Atlantic Coast Conference Official Corporate Champion. Food Lion is the longest continuous sponsor of the ACC, with a partnership that began in 1985. Raycom Sports manages the ACC Official Corporate Champion program. Food Lion will continue to receive benefits that include extensive television and marketing tie-ins with ACC Basketball and Football, as well as all of the Conference’s Championship events. Assets include on-site marketing, promotional opportunities, brand exposure, licensing rights, and integration on all official ACC digital platforms.

adidas and the University of Louisville extended the brand’s 19-year partnership with the University of Louisville through 2027-2028. The new agreement replaces the final year of the current deal and will see the company supply footwear, apparel, accessories and marketing support for all 23 of the university’s intercollegiate athletic programs. “Our new partnership with Louisville is one of our largest ever investments in sport in America,” said Mark King, adidas North America president. “When you think about college sports in America, you think Louisville. The athletic program the Cardinals have created is remarkable. These young athletes are impressive competitors in every sport. Louisville has been an important partner of ours for nearly 20 years, and we see tremendous value in our new partnership as we continue to shape the future of sports together.”

Virgin Group Founder Sir Richard Branson and Virgin Sport Global CEO Mary Wittenberg announced new partnerships for their upcoming Festival of Fitness, Virgin Sport San Francisco. Wearable technology company Motiv, hydration product nuun, fitness membership platform ClassPass, organic and nutritious foods company CLIF BAR and Headspace, “personal trainer for the mind and leader in meditation”, will join in as partner for the Oct. 14-15 event.

DIGITAL & STREAMING

ESPN Films debuts the next edition of the 30 for 30 series with Tommy on Sept. 13 for streaming audiences via the ESPN App. It will then make its broadcast premiere on Sept. 27, at 8p on ESPN2. The episode examines Tommy Morrison’s rise to the spotlight, followed by a “stunning, confounding, and ultimately tragic fall.” “Although testing positive for HIV was a big part of Tommy’s life, we did not set out for this to be an HIV story,” said co-director Gentry Kirby. “’Tommy’ is more of a personal, intimate look into how a person’s upbringing can affect their ability to handle everything that life throws at them.”

ESPORTS

Activision-Blizzard wants to start from scratch for the upcoming Overwatch League, requiring participating organizations to create separate business entities with specific branding to that league, according to ESPN. Regulations will see each of the associated teams will create new geolocated brands, as well as business corporations, specific to the Overwatch League, meaning that established esports teams such as Cloud9, Immortals and Misfits will need to find another name for their OL competitors. Meanwhile, NetEase, owners of the Shanghai Overwatch League franchise slot, filed for a trademark of the name “Shanghai Dragons” on Aug. 16, according to United States Patent and Trademark Office records.

NRG Esports acquired Canada-based Northern Gaming in a move that will see the entire Northern Gaming family and its assets sport the NRG moniker from now on. “Joining NRG will give our players and streamers unrivaled opportunity, and allow them to be more impactful in the esports ecosystem than we were able to with Northern Gaming,” the team said in a statement.

THE MAIN EVENT

ESPN2 opens play for the US Open with Maria Sharapova/Simona Halep at 7p.

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ANNOUNCING: The Cynopsis Short Form Video Festival

March 7, 2018 | NYC

Now Accepting Submissions – Enter Here

Winning submissions will be showcased at this one-of-a-kind festival, where idea-rich panel discussions will be led by producers, directors, actors, marketers, and more.

Click here for more information on the festival !

ON THIS DAY in 1954: Golfer Arnold Palmer wins the United States Amateur championship at age 24.

In the Know: Who is the youngest player to become a US Open singles champion, spanning both male and female tournaments? (Email [email protected] with your answer and be sure to include your name, company and city.)

Answer to Our Last Sports Trivia Question: Who portrayed third baseman (and former dance hall bouncer) Doris Murphy in the movie A League of Their Own? Answer: Rosie O’Donnell. Kudos: Evan Noonan-Optimum Sports/NY; Mike Polvere-Optimum Sports/NY; Michael Brown-Lagardere/NY; Phyllis McQuillan-MSG Media/NY; Ken Nice-TeamPeople/DC; Jesse Demastrie-GMMB/DC; Brianne Maciejowski-Miles/Sarasota; Randy Ingram-WISH-TV/WNDY-TV/Indianapolis; Andy Pittman-TAMU/College Station; Matt Fumagalli- Levy/Chicago; John Kukla-KDFW/KDFI/Dallas-Fort Worth; Jeff Cesaretti-City of Scottsdale-Scottsdale Stadium/Scottsdale; Rick Pike-InterMedia Advertising/Woodland Hills; Peter Steckelman-Tennis Channel/Santa Monica; Anne Wettig-Fox Cable Networks/LA; Jim Himmel-TCB Media/San Clemente

Later — Chris

Chris Pursell @VegasandVine
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