09/17/21: The NHL's new broadcast partners laid out their broadcast plans for the new season

Friday September 17, 2021

The 2021-22 NHL season locked in its national television schedule for ESPN and Turner. The Walt Disney Co. will carry 103 games across ESPN, ESPN+, Hulu and ABC, with 75 games running on ESPN+ and Hulu, 28 airing exclusively on ESPN and ABC and 1,000 out-of-market games available on ESPN+. This will include games on Tuesday and Thursday throughout the regular season and exclusive games on ESPN+ and Hulu every Friday until January, then every Thursday for the remainder of the season. ESPN will televise a season-opening doubleheader Oct. 12 featuring Penguins/Lightning at 7:30p followed by the Kraken/Golden Knights at 10p. ESPN will televise the 2022 NHL All-Star Skills Competition on Feb. 4 with the All-Star Game from Las Vegas on ABC the following day. ABC will televise 10 Saturday games beginning in February and the NHL Thanksgiving Showdown between the St. Louis Blues and Chicago Blackhawks on Nov. 26 (1p).

Across TNT and TBS, TNT begins its schedule with a doubleheader Oct. 13 featuring the Rangers/Capitals at 7:30p, followed by the Blackhawks/Avalanche at 10p, marking the first of exclusive coverage on 25 Wednesday nights throughout the season, which includes 15 doubleheaders. TNT will also televise seven weeks of Sunday afternoon games in March and April. Among the 50 games to be televised by TNT include three outdoor games: the 2022 Discover NHL Winter Classic between the Blues and Minnesota Wild at Target Field in Minneapolis, on Jan. 1 (time TBD) and the 2022 Navy Federal Credit Union NHL Stadium Series.

PROGRAMMING

Meanwhile, NASCAR officials released the 2022 Cup Series schedule, with the notable addition of World Wide Technology Raceway at Gateway to the schedule of 36 points-paying events. The list of points-paying events kicks off with the Daytona 500 on Feb. 20 and closes with the season-ending championship race Nov. 6 at Phoenix Raceway, which will host the finale for the third consecutive year. The three tracks new to the 2021 schedule — Circuit of The Americas, Nashville Superspeedway and Road America — will return for 2022, as will transformations of Bristol Motor Speedway to dirt and Indianapolis Motor Speedway to a road-course layout. As announced Tuesday on FOX Sports, Los Angeles Memorial Coliseum will mark the Next Gen car’s competition debut in the Clash exhibition on a temporary quarter-mile oval track on Feb. 6.

CBS Sports debuts Beyond Limits, a series of half-hour specials that highlight “trailblazing, diverse athletes in sports where they are under-represented.” All three episodes of the first season will broadcast on CBS and streamed live on Paramount+, with the premiere episode to air on Saturday at 2p.

On the ratings front, last weekend’s one-two combo of CFB and NFL delivered record-setting numbers for FOX Sports in the digital and social realms. The FOX Sports app and FOXSports.com set a record for most stories read in a week while Oregon/Ohio State on Saturday ranked as the company’s most-streamed regular-season college football game in history. Week 2 of the college football season was the second-best week ever for @CFBONFOX social platforms, trailing only last week’s record-setting performance.

The first-ever Rip Curl WSL Finals on Sept. 14 became the most watched day of professional surfing with the largest live digital audience in World Surf League history. The one day, winner-take-all conclusion to the 2021 World Surf League Championship Tour saw over 6.8 million live stream video views, breaking all previous records. In the lead up to the event, Rip Curl WSL Finals content generated 11.3 million video views and reached more fans pre-event than any other event in WSL history.

History was made this week as the Milwaukee Bucks named Lisa Byington as the team’s television play-by-play announcer for games on Bally Sports Wisconsin. With the move, Byington becomes the first female full-time TV play-by-play announcer for a major men’s professional sports team. “We are so excited to welcome Lisa to the Bucks family and to bring such a talented play-by-play announcer to our broadcast team,” said Bucks and Fiserv Forum President Peter Feigin. “Lisa’s extensive television broadcasting background, including her play-by-play work for high-level NCAA basketball on several national networks, makes her the perfect choice to take on this major role. While we appreciate the significance of selecting Lisa, and we celebrate this historic moment, Lisa earned this position based on her extraordinary skills and experience. We look forward to Lisa becoming the voice of the Bucks.”

Paramount+ will feature UEFA Women’s World Cup Qualifying matches throughout 2021 and 2022 featuring select national teams from Europe. Matches began streaming on Paramount+ this week with the platform set to feature 15 UEFA Women’s World Cup Qualifying matches between September and November, with additional matches to be announced in 2022. Of the initial 15 matches, six matches will include the England Women’s National Team, and four matches will feature the German Women’s National Team.

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SPONSORSHIP & PROMOTION

The Chick-fil-A College Football Hall of Fame announced a multiyear partnership with Legends –to manage operations and the fan experience at the interactive and immersive Hall of Fame in the heart of downtown Atlanta. Legends will manage a range of services for college football’s shrine including sponsorship sales, ticketing, hospitality services, merchandise, and activation of its global tourism network.

Pepsi launches Pepsi Trash Talk– an interactive sustainability platform aimed at teaching consumers the ins and outs of recycling, with the help of NFL athletes. The series of mini public service announcements feature pro players “taking the trash talk from the field to the recycling bin.” Pepsi Trash Talk celebrates the brand’s important move to sustainable packaging as it announces its goal that all Pepsi-branded products in the U.S. will be converted to 100% rPET bottles by 2030, with Pepsi Zero Sugar beginning to be sold in 100% rPET bottles by 2022.

TicketSmarter, the Big Ten Conference and the Big Ten Network announced an agreement to name TicketSmarter as the official secondary ticket resale marketplace partner of the conference and their championship events. Under the terms of the relationship, TicketSmarter will acquire exclusive marketing and sponsorship rights for the Big Ten Conference and the Big Ten Network, while providing fans a safe and trusted platform to buy and sell tickets.

Insomnia Cookies, the late-night bakery concept, launched Insomnia Athletes, the brand’s new sponsorship program aimed at supporting college athletes’ platforms. While Insomnia Cookies plans to sponsor athletes across multiple sports and divisions, the program will place a special focus on two of the brand’s core communities – female and esports athletes.

DIGITAL, DATA & TECH

The Indianapolis Colts and Caesars Entertainment are partnering up, making Caesars Sportsbook a premier sports betting partner and the only official casino partner of the team. “We’ve been a proud partner with Caesars properties in Indiana for some time now, but this new partnership expands our ability to offer Colts fans a truly unique experience, whether at Lucas Oil Stadium or watching from home on gameday,” said Roger VanDerSnick, Colts chief sales & marketing officer.

Meanwhile, PointsBet and Austin FC of Major League Soccer announced a new agreement granting PointsBet rights as a Founding Partner of Austin FC. The long-term, exclusive sponsorship agreement spans the emerging gaming category, including retail and online sports betting, daily fantasy, and free-to-play games.

United Rugby Championship in partnership with RTE announced the launch of URC TV, a new global streaming service offering fans around the world the opportunity to watch URC games live and on-demand throughout the URC Season. URC TV will offer rugby fans around the world live streamed and on-demand access to all 151 games, in addition other year-round content.

SLAM is launching the first-ever WSLAM Magazine, dedicated to women’s basketball. The inaugural WSLAM issue will focus on celebrating 25 years of the WNBA. Diamond DeShields (Chicago Sky), Betnijah Laney (New York Liberty) and Arike Ogunbowale (Dallas Wings) cover the magazine, as they represent the next generation of stars in the League.

The 33rd Team, described as a football think tank and media platform created by former NFL executive Mike Tannenbaum, announced the official launch of the company. As part of the launch, The 33rd Team is launching weekly football shows that will air on SiriusXM on Thursdays and Fridays during the season. “The 33rd Team provides content unlike any other, tapping into our vast experience and connections within the football world,” said Tannenbaum. “We’ve already seen incredible success leading up to our official launch through existing editorial platforms. Teaming up with SiriusXM will only elevate that engagement and we are ecstatic to see it come to fruition.”

ESPORTS

Valve announced that Dota 2 fans will, after all, be able to attend The International 10, although in a limited capacity with group stage competition set to start on Oct. 7. The event will run in Bucharest, Romania, with tickets going on sale starting Sept. 22. Valve and its organizing partners are requiring every attendee to be at least 10 days past their final vaccination shot. All attendees will need to show proof of vaccination status and a valid ID.

Overwatch League is adding fuel to the postseason, announcing that Blizzard will reveals Overwatch 2 updates live during the Grand Finals on Sept. 25. Content will include an OW2 exhibition match and looks at new looks and reworks for Sombra and Bastion.

Fnatic revealed Crypto.com as its inaugural Global Cryptocurrency Partner. The multi-year deal is worth more than $15 million. The partnership is Crypto.com’s first-ever in esports. The multi-faceted partnership will see Crypto.com’s logo featured on the collarbone of Fnatic team jerseys. Fnatic will also offer fans numerous rewards and “money-can’t-buy experiences” – including with existing Crypto.com partners – for Crypto.com users purchasing Fnatic goods. The partners will also launch new digital products, such as exclusive Fnatic NFTs in the near future.

INDUSTRY & ROSTER MOVES

Fifth Street Gaming, a full-service hospitality and casino management company based in Las Vegas, announced the hiring of Seth Young as Chief Strategy Officer of Fifth Street Gaming Digital. Young joins Fifth Street Gaming Digital from PointsBet, where he most recently served as the company’s Chief Innovation Officer and remains an Advisor, having played a key role in the sports betting and online casino operator’s rapid growth.

Angel City Football Club announced the promotion of Jessica Smith to Head of Revenue. In her new role, Smith will oversee sponsorship and ticketing departments as well as the strategic direction of Angel City’s growth opportunities.

SPORTS BROADCAST JOURNAL w/David J. Halberstam

Thom Brennaman is serving an unoffical death sentence for one terrible word he uttered. It’s time to free him to work.
Remorseful Thom Brennaman deserves to work again now; He’s already suffered 14 months of hell
ESPN’s management is losing its interest in its Audio/Radio division. They’re slowly washing their hands of it. What remains is to be seen.
ESPN is washing its hands of radio station management; It will be left with only a network, if that
Michaels’ contract ends after the Super Bowl. Tirico takes the reins next year. Michaels though wants to work again and likely will, somewhere
NBC’s last season of Al Michaels, Cris Collinsworth and Michele Tafoya? If so, it started brilliantly

Happy Birthdays:
Art Challis 9/17 Southern Utah
Wendi Nic 9/17 ESPN
Bruce Beck 9/18 WNBC TV
Jay Randolph 9/19 Ex NBC, Marlins TV
Ken Rosenthal 9/19 Fox Sports
Trey Wingo 9/19 Ex-ESPN
Bob Papa 9/19 NY Giants
Bill Brown 9/20 Ex-Houston Astros TV
Mike Kennedy 9/20 Wichita State Bsktbl
Mike Inglis 9/20 Retired M. Heat Radio

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IN THE KNOW
The movie Mystery, Alaska featured a minor league team that was selected to play against which NHL franchise? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
Who was the first rookie quarterback in the Super Bowl era to throw three touchdown passes in a playoff game? Answer: Dak Prescott. Kudos: Michael Dittelman-Dedicated Sports Marketing/NY; Denis Barry-CBS/NY; Michael Ritz-Lenox Advisors/NY; Louis Lewow-FITE/Atlanta; David Westberg-SAG•AFTRA Credit Union/Burbank; Tom Moore-Kalt Productions/LA

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