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10.20.14
Good morning. It’s Monday, October 20, 2014, and this is your first early morning Sports briefing.
As the breadth and reach of cause marketing continue to grow, WWE’s third year of partnering with Susan G. Komen for National Breast Cancer Awareness month continues to pay dividends for both organizations. October’s “Courage Conquer Cure” campaign features, among other activations, WWE Superstars and Divas wearing co-branded Susan G. Komen and WWE apparel, WWE platforms going pink and a percentage of merchandise sales earmarked for the organization. WWE is also leveraging its assets including WWE Network, TV and pay-per-view broadcasts, live events, PSAs, digital and social media to generate awareness and encourage fans to get involved.
Cynopsis Sports chatted with WWE Chief Brand Officer Stephanie McMahon, who was recently named as a 2015 Eisenhower USA Fellow, about the impact of cause marketing, the campaign for Susan G Komen, 15 years of Smackdown and the appointment of new Chief Digital Officer Lou Schwartz.
McMahon on the Courage Conquer Cure campaign: It’s been excellent so far! This is our third year with Susan G Komen and, for the first time, we actually developed PSAs to support their cause. We are doing a Pink Out on TV, and our staging features Susan G Komen branding as do the announcers’ tables. In addition, our top stars are really representing this partnership, including Hulk Hogan and John Cena. There’s branded merchandise with a percentage that is going directly to Susan G Komen. We also are featuring Susan G Komen on Total Divas on E! Network. One thing that has been really successful as well is that we are also featuring guest stars regularly on our shows to talk about this issue, from Hulk Hogan to Kathie Lee and Hoda to Joan Lunden. In fact, when Joan spoke, she was so impactful and commanded the respect of everyone in that arena.
On the power of social media on cause marketing: WWE’s fan base is incredibly active on social media, more so than a lot of other media brands. The reason for that, in my opinion, is that our fans are a part of our show and they always have been. Our fans chant, they bring signs, they are active and social media allows them to interact, even when they are not at an event. We utilize social media to keep our fans engaged 24/7 so that they can consume our content anytime, anywhere and on any device. There are three keys to social media in general: engagement, authenticity and timing. You have to be real time in terms of your messages. When I say engagement, it isn’t just pushing messaging out; it is also listening and responding. Our fans have access to our superstars and storyline and they feel like they are a part of it.
In terms of cause marketing, I think that people want to believe that they can make a difference and social media provides that voice for them. When you have the opportunity to support a cause that is so meaningful, you can amplify your voice through social media, making it a very valuable tool for cause marketing.
On her favorite moment from 15 years of Smackdown: My favorite Smackdown memory has to be the 9/11 tribute show that we produced from Houston. It was two days after the tragedy of 9/11 and as far as we know, it was the largest televised public assembly since the tragedy. There was incredible emotion in the crowd of people coming together to celebrate being American, their right to freedom and to stand up in the face of terrorism together in the name of entertainment. It was compelling, humbling and it was an experience I’ll never forget. My father actually opened that show and he gave one of the most motivating speeches I have ever heard anyone give. One of the things he said was that Americans will not live in fear. Then he said – and I actually have this as a quote – that America’s heart has been wounded but our spirit shines as a beacon of freedom that never has been nor ever will be extinguished. He then thanked those in attendance and everyone watching for the honor and privilege of performing for them.
On the addition of a new Chief Digital Officer: First of all, we are incredibly excited to have Lou on board. He is a seasoned technology and digital media executive, particularly in the emerging OTT and mobile space. Following the launch of the WWE Network, where we are the first-ever live streaming over-the-top digital subscription service, we are now seeing HBO go that way, and now we have CBS doing that as well. OTT is a space we have been playing in since the end of February and we are the only ones to offer live streaming content. The greatest value to our fans, per our research, is offering PPVs on those platforms and we do so every month for the low price of $9.99. Lou’s primary focus will be to oversee product development, operations and innovations for the WWE Network and developing strategic plans and initiatives for all of our digital platforms including social and mobile.
On the Eisenhower USA Fellow: First and foremost, it’s truly an honor to have been chosen, it was a fairly rigorous process. I was selected as one of nine. I am so proud to be representing the Eisenhower Fellowship. What I’m going to be doing is to really understand as much as possible the culture and community, how businesses operate, what makes them successful, how you continue success in those markets and really develop relationships that will last the rest of my life in business and personally. Then, I will bring all of those experiences and learning back to help WWE achieve its core objectives as well as amplifying our community service and how we give back around the world.
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The final game of the 2014 NLCS on FOX Sports 1 saw a record-tying rating, according to Nielsen. The nail biter scored a 3.1 household score, which matches the NLCS Game 4 as the highest-rated program ever on the channel, while drawing 4.891 million viewers and making it the second most-watched program ever on FOX Sports 1. St. Louis led all markets posting a 25.2, with San Francisco next (18.8), both FOX Sports 1 records in those markets. Meanwhile, FOX Deportes drew the highest audience delivery for a Game 5 in Spanish-language television history with 199,000 total viewers and 108,000 P18-49. Game 1 of the 2014 World Series begins tomorrow with a 90-minute edition of America’s Pregame on FOX Sports 1, followed by the World Series Pregame Show on FOX at 7p and Game 1 at 8p.
MLB Network booked its own plans for the World Series with special programming starting today. Coverage of the AL Champion Kansas City Royals and NL champion San Francisco Giants will include previews, analysis, highlights and interviews on High Heat with Christopher Russo, MLB Now, Intentional Talk and the flagship program MLB Tonight before and after every game. The channel’s on-site coverage will be anchored by Greg Amsinger, Brian Kenny and Matt Vasgersian with analysis from Sean Casey, Mark DeRosa, Al Leiter, Dan Plesac and John Smoltz.
Meanwhile, ESPN Radio announced that Dan Shulman the voice of Sunday Night Baseball and analyst Aaron Boone will call the action for each game of the World Series while Jon Sciambi, analyst Chris Singleton and ESPN MLB Insider Peter Pascarelli will lead on-site pregame and postgame coverage with in-studio host Marc Kestecher. Pregame coverage usually starts at 7p. ESPN will have on-site Baseball Tonight telecasts for each World Series game (generally at 7 p.m. and midnight) on ESPN2.
Are you on the Leaderboard? Find out at the Cynopsis Sports Social Media Summit on Dec. 8. Nominations open this week!
The NHL made it official, announcing that the Nashville Predators, the city of Nashville and Bridgestone Arena will play host to the 2016 National Hockey League All-Star celebration. The event will place Saturday, January 30 and Sunday, January 31 and will include the Honda NHL All-Star Skills Competition as well as the NHL All-Star Game. The will mark the first time Nashville has hosted All-Star activities.
Canada’s TSN is diving deeper into college hockey, announcing a deal with College Hockey Inc. to offer expanded live coverage of the 2014-15 NCAA Men’s Division I Ice Hockey season, including the Frozen Four championship. TSN’s live coverage now consists of 37 games. “We’re very excited to showcase so many of hockey’s emerging young stars with the addition of live NCAA Hockey coverage, including the biggest event in college hockey, the Frozen Four,” said Shawn Redmond, Vice-President, Programming and Marketing, TSN. “NCAA Hockey is an excellent addition to our comprehensive NCAA coverage that also includes NCAA March Madness and the all-new College Football Playoff.”
After 35+ years apart, Las Vegas is poised to reunite with Formula 1. Head honcho Bernie Ecclestone told The Independent that the race, if it happens, would take place on the Strip and would reportedly most likely take place in 2017. The city’s last race with F1 took place in 1982.
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The NBA launched a new multiyear partnership with the Ministry of Education of China to incorporate a fitness and basketball development curriculum in elementary, middle and high schools across country. This marks the league’s first-ever collaboration with China’s education authority and the Ministry of Education’s first partnership with an American professional sports league. As part of the curriculum, NBA players, legends and coaches will visit Chinese schools to conduct basketball clinics and provide specialized instruction to Chinese coaches and physical education teachers. Chinese coaches and physical education teachers selected by the Ministry of Education will also have the chance to observe and participate in coaching activities organized by the NBA.
The Mountain West Conference and Learfield Sports struck a deal with makes Sports Authority the title sponsor for the 2014 Sports Authority Mountain West Football Championship on Saturday, Dec. 6. This marks the first time a title sponsor has been named for the championship game. “We are thrilled to sponsor the Mountain West Football Championship and continue to engage recreational athletes and families with the Sports Authority brand,” said Michael E. Foss, Chief Executive Officer of Sports Authority. “Sports Authority believes in bringing together communities through the power of play and we encourage everyone to discover the good in sports.”
IMG Learfield Ticket Solutions locked in new partnerships with the Charlotte 49ers and NIU Athletics. “This is an exciting time for Charlotte 49ers Athletics, and we are pleased to collaborate with the nationally recognized leader in ticket sales,” commented Director of Athletics Judy Rose. “This partnership will help us continue to build on our strong tradition of basketball while developing our football presence across the region and nation.”
Golf Channel’s GolfNow platform is launching new standard and premium versions of its mobile app, with both set to utilize location services and Google Places to personalize the tee time booking experience. The advanced tee time search allows golfers to select a course and tee time based on several criteria including location, price, time of day and rating. The premium version carries a $29.99 annual subscription and also provide an “innovative on-course GPS platform providing hole-by-hole yardages at more than 30,000 golf courses around the world” as well as a personalized statistical analysis dashboard and an in-round scoring function.
The NFL has opened voting for the 2015 Pro Bowl, presented by McDonald’s. VZoting is available online and on web-enabled mobile phones by going to NFL.com/probowl/ballot and run through Dec. 15. This season’s Pro Bowl players will be announced on Tuesday, December 23 live on NFL Network.
Texans/Steelers on MNF on ESPN at 8:30p.
ON THIS DAY in 1992: First World Series game played outside of the US as Toronto beats Atlanta.
In The Know: Two MLB clubs have never lost a World Series despite appearing more than once. Name one. (Email [email protected] with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)
Answer to Our Last Sports Trivia Question: Which MLB franchise has won the World Series from three different home cities? Answer: The Braves (Boston, Milwaukee and Atlanta). Kudos: Jay Goldstein-AdMore/NY; Aymon Demauro-Discovery/NY; Phyllis McQuillan-MSG Media/NY; Lewis Blaustein-Lewis Brand Solutions, Inc./NY; Larry Kahn-Golf Channel/Orlando; Tim McGhee-MSP Sports/Summit; Mike Antolini-Tiger Woods Foundation/Boston; Mike May-PHIT America/Wellington; Andy Pittman-Texas A&M University/College Station; Bill Langston/Davis Junction; Adam Shifrin-Westwood One/Chicago; Rick Pike-InterMedia Advertising/Woodland Hills; Steve Hirsen-Producer/Director/Sherman Oaks; John Baghdassarian-Olympusat/LA; Bill Povletich-Evolution Media/Burbank.
Later — Chris
Chris Pursell for Cynopsis | Sports @VegasandVine
10.20.14
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