09/13/21: Gottlieb breaks down FOX Sports' marketing mantra

Monday September 13, 2021

Anchored by a one-two combo of both great matches/games as well as the company’s most comprehensive college football creative campaign, FOX Sports is off to a red-hot start to the college football season, notching big gains for both weeks on the field. One of this season’s campaign’s centerpieces is the promotional spot “Big Noon Energy,” showcasing the cast of Big Noon Kickoff tailgating with fans of teams from across the country, rejoicing in the togetherness that comes with “watching football on Saturdays in the fall.”

Cynopsis Sports caught up with Robert Gottlieb, Executive Vice President, Head of Marketing, FOX Sports to talk shop, the new season and finding inspiration.

Gottlieb on the process: Our process always begins with collecting and analyzing data which gives us a window into a myriad of questions such as: Who’s our target audience? Why do they watch? Why do they NOT watch? Using the data as a starting point, the team gleans insights that are real and relevant to our audience, and from there land on a platform idea (like “Start Saturday Strong,” for instance) that can shape all the subsequent creative executions.

On this year’s theme: We brought on an amazing creative partner, Gary Van Dzura, who had a deep understanding of college football fandom and the FOX Sports brand. We also had some great insights from Eric Shanks (FOX Sports CEO and Executive Producer), Mark Silverman (President, National Networks) and Brad Zager (Executive Producer and EVP/Head of Production & Operations) on how they were building the “Big Noon Kickoff” show this year. We were able to tap into their vision and execute a campaign that really amplified the new direction of our “Big Noon” coverage they were piloting.

On evolving approaches: I think we’ve grown more cognizant in the last few years of using a very brand-centric marketing voice, particularly in college football. Because college football is broadcast by so many networks, we’ve really focused on making our voice feel unique to FOX Sports, and we continue to challenge ourselves to make the work look and feel distinct and recognizable.

On what he is proud of: Cheesy answer, of course, is my son and daughter! I know, I know. But our team has done so much work that I’m immensely proud of, from our World Cup campaigns to building Thursday Night Football, to our new college football campaign and so many more, it really is like picking between children, an impossible task.

PROGRAMMING

The 2021 NFL season opened on fire for NBC, drawing the most viewers to NFL Kickoff since 2015 as the Bucs topped the Cowboys. The game averaged 26 million total viewers on all platforms, to mark a 20% rise in total viewership over last year’s opener. NBC stated that this year’s contest averaged 24.4 million viewers on TV and was the most-watched kickoff game since the Steelers/Patriots opener in 2015.

Elsewhere in ratings, FOX Sports’ Big Noon Saturday matchup between Oregon and Ohio State took the title for the top-rated event of the say on Saturday, with a 4.8/16 overnight rating, according to Nielsen. FOX’s coverage of Texas A&M/Colorado averaged a 2.9/9 to rank as the top event in the late afternoon window.

Speaking of college football, Big 12 presidents and chancellors voted on Friday to accept BYU, Cincinnati, Houston and UCF into the conference, to once again boost the number of teams to 12, once all is said and done. In a statement, the Big 12 stated the four schools were “approved unanimously by the eight continuing members” and comes less than two months after Big 12 co-founders Oklahoma and Texas announced they would join the SEC. BYU joins the league for the 2023-2024 athletic season, while Big 12 commissioner Bob Bowlsby said that the other three schools will join no later than July 1, 2024, but possibly earlier.

Multiple reports have Amazon emerging as the frontrunner to land NFL Sunday Ticket, the out-of-market game package now held by DirecTV, with the contract expiring after the 2022-2023 season. The NFL is reported to be looking for $2 billion to $2.5 billion per season for the package.

Nickelodeon is beefing up its plans for the NFL, with the channel and CBS Sports partnering with the league for the 2021-2022 football season that will bring back another slime-filled presentation of an NFL Wild Card game on Jan. 16. In addition, NFL Slimetime, an all-new NFL half-hour weekly series on Nickelodeon will debut on Wednesday at 7p, hosted by CBS Sports’ analyst and former NFL star Nate Burleson and Nick star Young Dylan with teen sports correspondent Dylan Schefter and Lincoln Loud.

Tonight’s debut of Monday Night Football sees ESPN and The Walt Disney Company set to serve up five networks that will provide four distinct fan viewing options, as ESPN’s signature MegaCast presents the Ravens/Raiders on Sept. 13 at 8p. For the 2021 Monday Night Football debut, ESPN+ will now have two offerings, as Between the Lines will exclusively air on the service, while Monday Night Football with Peyton and Eli will simulcast on ESPN+ and be televised on ESPN2. Those two offerings join the traditional telecast (ESPN and ABC) and the Spanish-language telecast (ESPN Deportes) to complete the Monday Night Football MegaCast.

Where are sports brands heading to talk, discuss and learn about the powerful cross-section of pop culture, gaming, music, influencers, fashion and esports? Esports Business Summit! Running Oct. 18-20 at Caesars in Las Vegas, don’t miss the industry’s biggest meeting of the minds, with sports brands that include sports team owners, executives and players from the NFL, MLS, NHL, MLB, NBA, and Formula 1 along with universities, collegiate conferences and more! (And those are just the sports representatives!) Don’t miss the boat and play with us by getting your tickets today. Click here.

Former NFL offensive lineman Willie Colon, who played for the Pittsburgh Steelers and New York Jets over a ten-year pro career, is joining the roster on SiriusXM’s all-sports Mad Dog Sports Radio channel. Starting today, Colon will join the cast of Morning Men, co-hosting the show every weekday (6-9a) alongside Evan Cohen and Mike Babchik.

DraftKings announced the debut of a new NFL show, GaryVee’s Die Hard Dialogue, hosted by entrepreneur Gary Vaynerchuck on the DraftKings YouTube Channel. The show will air weekly and run through the Super Bowl and featuring special guests, analysis, and predictions on select NFL matchups.

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SPONSORSHIP & PROMOTION

EA Sports announced a new exclusive partnership with Serie A and handing the publisher exclusive license to 14 clubs which further entrenches the FIFA series in the fabric of Italian football. As part of the agreement, EA has also been named Title Sponsor and partner for Supercoppa Italiana. The event will be renamed the EA Sports Supercup starting next season with the deal also including new esports competition eSerie A TIM, which will be played on FIFA.

Lexus locked in a deal to serve as the official automotive sponsor of the Davis Cup by Rakuten Finals 2021. The international men’s tennis competition will take place in Madrid from Nov. 25-Dec. 5. As part of the partnership, Lexus will be responsible for providing official transport for players and teams from the 18 competing nations in the tennis village.

DIGITAL, DATA & TECH

PointsBet, the official sports betting partner of NBC Sports, debuted integrations on the Football Night in America studio show and the new Peacock Sunday Night Football Final postgame show. Viewers of Football Night in America will have the opportunity to watch a new weekly odds segment featuring expert analysis from Drew Brees. The feature will highlight NFL betting markets of the day and what to look for in Sunday Night Football.

Daily Racing Form and DRF Bets announced the launch of a new online and mobile sports website in the U.S. titled DRF Sports. “We are passionate about continuing to grow our sports business and focused on executing our ambitious plans to deliver a world-class, digital sports betting product to sports fans across the U.S.,” said Itay Fisher, Chief Executive Officer of Sports Information Group. “DRF has always provided the best handicapping, analytics and news content to horse racing enthusiasts using data-driven insights, and now we have expanded our offerings online and on mobile with the launch of DRF Sports. Our vision is to replicate the successful business model we have built within the racing community to provide unique betting content alongside a best-in-class sportsbook that will position us to ultimately take bets from every state.”

ESPORTS

After announcing a partnership to launch a merchandise collection featuring the rival teams, FaZe Clan and OpTic Gaming are now also bringing fans the FaZe x OpTic MW2 LAN Showdown as well. The event, powered by NTWRK, will feature both organizations battling in Call of Duty: Modern Warfare 2 game modes over three rounds, carried across team Twitch channels. The event takes place on Sept. 17 at 12:30p.

INDUSTRY & ROSTER MOVES

The head of the U.S. Soccer Federation asked the unions of the women’s and men’s national teams to agree to equalize FIFA’s World Cup prize money on their own, according to the AP. USSF President Cindy Parlow Cone sent an open letter Friday making the request, which called for the men’s national team to “allow the USSF to reallocate a portion of FIFA’s World Cup payments to the federation to the women’s team.”

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