| With the MLS Cup Playoffs kicking off this past weekend, the league hit the postseason boasting upticks from its regular season outing, touting spikes across its media partners and outlets including ESPN, FOX and Univision. The league also saw big surges on its owners’ sites, feeding fans a content strategy that included double digit growth for its platforms. The postseason continues tomorrow on FS1 and FOX Deportes, beginning at 5p with Nashville/Orlando, followed by Seattle/Salt Lake at 7:30p. Cynopsis Sports asked Seth Bacon, Major League Soccer’s SVP of Media, about the league’s audience strategy and takeaways from this past season.
Bacon on the 2021 strategy: When we started building the 2021 schedule with our network partners, our goal was to deliver big games in big windows in the first part of the season to recapture our audience and momentum from the 2020 season. The strategy worked and we delivered compelling matchups with premier broadcast windows, inclusive of ABC, Fox and Univision, in the first part of 2021 resulting in big audience gains. That momentum carried us through the year and has us poised for a great run through the 2021 Audi MLS Cup Playoffs.
On results: 2021 has been one of the best seasons in league history as it relates to audience growth and engagement. We have seen double-digit growth on nearly every platform (linear, digital, social) and have delivered historic viewership highs for our network partners, with all partners growing their audiences compared to both 2020 and 2019 (Disney networks were up 18%, FOX networks up 4%, and Univision networks up 22% in 2021). These increases have the league well positioned to finish the season with continued growth in our 2021 Audi MLS Cup Playoffs, where the league has its strongest TV schedule ever – 7 of 13 windows on network television, including 4 ABC windows and a first-ever Thanksgiving Day match on FOX.
On content: The growth story for MLS is not limited to television. Our digital platforms saw double-digit growth in reach and engagement; our social media channels grew engagement by 48% (including a 150% increase on TikTok). Additionally, our distribution partners across the digital landscape have similarly experienced growth in engagement and video views.
On demo surges: MLS continues to deliver the youngest, most divers, most tech savvy fans and viewer in sports. Our strength with Gen-Z and Millennial fans, Hispanic fans, youth audiences (12-17), and female viewers is core to the value of the MLS audience with our media, distribution, and corporate partners.
PROGRAMMING
FOX Sports reports the Gavitt Games handed FS1 with a rise for the college basketball challenge last week. The 2021 event became the most-watched ever on FS1, growing 13% over 2019 numbers. The four-day series was led by Wednesday’s doubleheader, featuring Indiana’s win over St. John’s (395,000) and Michigan State’s victory over Butler (345,000).
The field of 24 teams is locked in for the 2021 NCAA Division I Football Championship, with play beginning this weekend and a field led by top seeds Sam Houston, North Dakota State, James Madison and Sacramento State. The 2021 championship field consists of 11 automatic qualifiers and 13 at-large qualifiers. All rounds of the FCS playoffs can be seen on ESPN’s family of networks with first-round games taking place Saturday starting at 3p and concluding with the national championship game at Toyota Stadium in Frisco, Texas on Jan. 8 at noon on ESPN2.
NASCAR announced the return of practice and qualifying to its race weekends in 2022, with a knockout-style qualifying format setting the starting lineup for each NASCAR Cup Series race. In 2022, all events across all three NASCAR national series are scheduled to include qualifying. “NASCAR is excited to return practice and qualifying to its race weekends,” said Scott Miller, NASCAR senior vice president of competition. “We missed seeing cars and trucks on track all weekend long, and so did our fans. We worked closely with our broadcast partners, teams and racetracks to create an exciting, unique qualifying format, while keeping several of the efficiencies that helped our entire industry successfully navigate the pandemic.”
Save the date! Who is ready to join the “Masters of the Metaverse”? A new virtual event, in partnership with Super League Gaming, taking place on Dec. 7 that will give you the blueprints to successful activation in this hot arena. We’ll offer a terrific speaker lineup that spans from Viacom to Supersocial to Greenpark. Click here now to register and get more details!
SiriusXM FC, SiriusXM’s exclusive 24/7 soccer channel, added Major League Soccer’s all-time leading scorer and two-time MLS Cup Champion Chris Wondolowski to its roster of hosts as a special MLS Cup Playoff analyst. Wondolowski made his SiriusXM FC debut on Counter Attack alongside co-hosts and former MLS veterans Tony Meola and Brian Dunseth. SiriusXM FC will offer live play-by-play coverage of MLS Cup Playoff games through the 2021 MLS Cup Final on December 11.
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| SPONSORSHIP & PROMOTION
The National Women’s Soccer League and Nike inked a historic, long-term agreement that extends their relationship. Specific focus will be placed on elevating performance through research in footwear and apparel innovation, and growing engagement by highlighting athletes both on and off the field. “Since the beginning, Nike and the NWSL together have driven significant growth of this great game for all, in the U.S. and around the world, and we couldn’t be more excited to extend this foundational partnership well into our second decade of play,” said Marla Messing, NWSL interim CEO. “With this agreement, Nike is showing the world again what it means to support athletes, helping to grow the opportunities available for them to compete, and supporting the NWSL and its athletes in its effort to remain the premier destination for the world’s most elite players.”
Ahead of Thanksgiving, Pepsi is taking on “a unique challenge: how to watch Thanksgiving football games without ditching the dinner table or their turkey carving responsibilities.” The beverage brand is introducing “The Pepsi Turkeytron” that fans can win, serving as a Thanksgiving centerpiece, 32.8″ x 56″ built with two full size 32” HD Smart LED TVs on each horizontal side and two vertically set 22” HD IPS LED TVs and offering five individual screens, a Pepsi Station: and more.
Legends Global Partnerships has been officially engaged by the Pinstripe Bowl to sell the naming rights to the New York City-based Bowl Game, which will be available starting in 2022. The bowl has been sponsored by New Era since its inaugural game on December 30, 2010.
VenueTwin signed on as the Title Sponsor of the inaugural SoCal Challenge NCAA Division I College Basketball event taking place today and Wednesday 11 on CBS Sports Network and Flo Hoops. In addition, VenueTwin will air its first ever television commercial during the broadcast
DIGITAL, DATA & TECH
Data Driven Sports, parent company of ShotTracker, is implementing a data and video experience for viewers, coaches, media and officials as part of the 2021 Hall of Fame Classic Presented by Hotels.com. The two-night event continues today. “Our partnership with ShotTracker has helped develop the Hall of Fame Classic into one of the most innovate events in all of sports,” said NABC Executive Director Craig Robinson. “Technological and data-driven advancement is the future of college basketball, and ShotTracker and the Hall of Fame Classic continue to be at the forefront of that movement.”
Huddle signed terms to become an ongoing technology partner with the Sporting Group as it expands its B2B offerings in North America. Huddle will focus on several of the Sporting Group’s US sports products and services as the operator expands its global reach into regulated and newly regulated states and provinces in 2022 and beyond.
The Boston Bruins and DraftKings locked in a new multi-year deal that makes DraftKings the exclusive Official Daily Fantasy Sports Partner of the team and TD Garden, as well as the exclusive presenting sponsor of the Boston Bruins Foundation 50/50 charitable raffle. The deal also establishes that DraftKings will be an Official Sports Betting Partner of the Boston Bruins and TD Garden, in the case where sports betting become legal in Massachusetts.
ESPORTS
One of the biggest esports events in the world returns to North America in 2022 as Riot announced that the 2022 edition of the League of Legends World Championship will run events across New York, Toronto, Mexico City, and San Francisco. The event will become the first-ever multi-country edition of its annual competition; and the first to take place in North America since 2016. Competition launches in Mexico City with the Liga Latinoamerica competition arena next fall, followed by the group stage and quarterfinals in New York (tajing place at the Hulu Theater at Madison Square Garden), before the semifinals run in Toronto (Scotiabank Arena), and the finals crown a winner in San Francisco (Chase Center).
ESL Gaming inked a two-year exclusive media rights deal with Chinese live streaming platform Huya that begins next year. The deal will span competition that includes Intel Extreme Masters (IEM) and ESL Pro League (EPL), as well as Dota 2’s ESL One, and StarCraft II series events, among others.
The Call of Duty League cemented its plans for the 2022 Call of Duty Challengers season, expanding regions with the introduction of Latin America to the framework alongside North America, Europe, and Asia Pacific.
Gamerwager’s UK licensed, peer to peer console esports wagering platform is coming to the US, with SCCG Management locking in a deal with Seth Schorr and his group of companies. The tech has been successfully launched in both the Play and App Stores, respectively, for the UK, and allows like-minded gamers to connect and wager with one another in a licensed and compliant environment. “For over seven years I have been an advocate of esports betting in Nevada and have collaborated with numerous players in the Peer to Peer wagering space,” said Schorr, CEO of Fifth Street Gaming and Chairman of Downtown Grand Hotel & Casino. “It was refreshing to find an operator that understands the regulatory requirements and has gambling in their DNA. Esports and gaming culture has never been more relevant to the casino industry and I am confident Gamer Wager will fill the void and offer casino customers the regulated Peer to Peer offering that is desired.”
The Florida Panthers announced a partnership with gaming platform Rival to assist in growing FLA Panthers Gaming via community building, competitive tournaments and other future esports initiatives. “We’re excited to partner with Rival to host our FLA Panthers Gaming tournaments and events throughout the year,” said Panthers Chief Strategy Officer Sam Doerr. “Their innovative platform will be a huge resource for growing our gaming community as we offer unique and exciting incentives for participants.” Kicking off Season 1 of FLA Panthers Gaming, the Panthers will be hosting their second 1v1 ‘Sunrise Showdown’ NHL 22 tournament on Dec. 5.
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ON THIS DAY in
1959: The Boston Patriots enter the AFL.
IN THE KNOW
What actor portrayed Daniel ‘Rudy’ Ruettiger in the movie “Rudy”? (Email [email protected] with your answer and be sure to include your name, company and city).
Answer to Our Last Sports Trivia Question
While Manchester United has won the most Premier League titles since 1889, who has won the second-most? Answer: Liverpool FC. Kudos: Brian Traynor-Endeavor/NY; Luke Tarby-A+E Networks/NY; Synda Kollman-Charter Marketing Group/Boca Raton; David Westberg-SAG•AFTRA Credit Union/Burbank; Tom Moore-Kalt Productions/LA
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SALES PLANNER
GSTV
NYC, NY
Build strategic media plans in response to RFPs and proactive proposal requests. Work hand-in-hand with AE’s on renewals, upsells, make-goods, cancellations, and assisting in development of QBRs. Maintain pricing integrity & utilize historical data to provide strategic recommendations. Min of 3+ years experience working in a similar role required. Full info HERE (12/4)
ASSISTANT TEACHING PROFESSOR, TELEVISION AND MEDIA MANAGEMENT >>
DREXEL UNIVERSITY/PHILADELPHIA: Drexel University seeks applicants for an Assistant Teaching Professor in the Graduate Program in Television & Media Management. Expectations include inspiring teaching, current industry expertise, and acute attention to diversity, equity and inclusion as they relate to the future of the media landscape. Full info HERE (12/4)
MOTION VIDEO EDITOR
EARTHXTV
DALLAS
Brainstorm brand IDs, show promos, brand promos and concepts, design style frames, build storyboards, composite and edit videos, animate titles, cut downs for social media and pitch reels. Being quick in providing multiple fresh layout/design within brand guidelines. Background in Graphic Design or Illustration is a very strong advantage. Full info HERE (12/4)
GRAPHIC DESIGNER
EARTHXTV
DALLAS
Sourcing/creating assets quickly based on verbal & written direction. Designing & creating enticing graphics for various media. Participate in brainstorms, articulate your ideas in writing, translate that thinking into beautiful pitch decks, & deliver best-in-class brand creative. 2-5 yrs of agency experience as a graphic designer or art director. Full info HERE (12/4)
MARKETING MANAGER
EARTHXTV
DALLAS
Manage all aspects of consumer advertising and marketing develop. Campaign leader on assigned projects and initiatives. Execute marketing programs to support specific marketing objectives across different channels and segments. 5-7 years of experience in PR, marketing, social media, advertising in a non-profit, agency or corporate setting. Full info HERE (12/4)
DIGITAL MARKETING STRATEGIST
EARTHXTV
DALLAS
Expertise in editing website in WordPress quickly and efficiently. Ability to create compelling content creation for the website(s). Assist with digital advertising planning and provide assets and assist with coordination of website development. 5+ yrs of experience in digital marketing or communications in a non-profit, agency or corporate setting. Full info HERE (12/4)
DIGITAL ACCOUNT SPECIALIST
DISCOVERY
NY
Responsible for media planning across all digital properties, including Discovery+ and focuses on pre through post sale campaign stewardship. Serves as a key point of contact with internal and external partners. 1+ year of relevant experience required. Full info HERE (12/4)
SENIOR EXECUTIVE RECRUITER >>
JAMES & CO/NYC, REMOTE: Contribute actively to the start-up phase of each search. Gather relevant information regarding the appropriate industries and target companies. Identify potential prospects and sources and validate potential candidates through reference and source calls. Progressive business experience in executive search and undergraduate degree required. Full info HERE (12/3)
RESEARCH/KNOWLEDGE MANAGER >>
JAMES & CO/NYC, REMOTE: Deliver high-impact executive search recruitment research. Manage research projects as needed by proactively identifying and mapping out global talent and organizational structures. Pro-actively utilize research tools to support search execution. Experience in Executive Search, with established success in in-house recruiting and/or Search Firm. Full info HERE (12/3)
PRODUCER, CREATIVE SERVICE >>
NEXSTAR/PIX11/NYC: Produce News promos, Cold Opens & digital content. Responsible for producing daily topical, tune-in, proof of performance & image on-air promotion spots & campaigns on tight deadlines. Expert at writing, producing and editing snappy, focused and original spots that provide viewers with a compelling reason to turn to PIX11 News over the competition. Full info HERE (12/3)
SENIOR ACCOUNT MANAGER – BRAND PARTNERSHIPS >>
WORLD OF WONDER/HYBRID/REMOTE: Creating and executing in-show integrations, Branded Content, Influencer Campaigns, and Experiential programs, managing all phases of the entire sales & marketing process from RFP ideation, to execution, and to campaign wrap reports. 3 to 5 years of Account Management or Marketing related business experience. Full info HERE (12/3)
TRAFFIC COORDINATOR >>
TRIFECTA MEDIA/NYC: Build syndicated TV formats, liaise with outside agencies. Deadline & detail-based work, so accuracy and excellent communication skills are a must. 1-3 yrs experience preferred. Full info HERE (12/1)
SALES PLANNER >>
THE WEATHER GROUP/NYC: Prepare and revise sales plans that maximize the use of inventory while fulfilling agency/client requirements. Manage and process all cancellation and expansion options. Maintain client schedules to ensure delivery of buy, build/schedule ADU packages as needed. 2-3 years of ad sales linear/digital experience. Full info HERE (12/1)
SALES ASSISTANT/ACCOUNT COORDINATOR >>
THE WEATHER GROUP/NYC: Ensure that all details negotiated are fully executed post sale; ensure all deals are executed correctly and ensure all billing issues with advertisers are resolved. Work as a team to make sure all clients needs are met. Proficient in Microsoft Office Suite and solid presentation skills required. Full info HERE (12/1)
LINEAR NETWORK BROADCAST LOG CONTENT COORDINATOR, NETWORK OPERATIONS
TV One
SILVER SPRING, MD
Edit, time out, prepare and update the daily broadcast log through the insertion of promo filler, network ids and interstitial material. Meet contractual delivery schedule deadlines. Identify & allocate available time and assign. Full info HERE (11/25)
LINEAR NETWORK BROADCAST LOG GRAPHICS COORDINATOR, NETWORK OPERATIONS
TV One
SILVER SPRING, MD
Schedule and deliver on-air graphics for TV One, CLEO TV and any future channels. Manage & maintain the process of data entry and data transfer into the GripIt! Promo Scheduling system. Full info HERE (11/25)
SENIOR SALES PLANNER >>
REELZ/NY: Create/revise upfront/scatter media plans, account stewardship & serve as agency liaison. Should be comfortable presenting and cultivating agency relationships. A min 5 yrs ad sales/agency exp. Strong written and verbal communication skills, strong media math skills. Proficient in Wide Orbit, MS Suite. Full info HERE (11/23)
JUNIOR SALES PLANNER >>
REELZ/NYC, NY: Create upfront/scatter media plans, account stewardship & serve as agency liaison. Maintain agency accounts including upfront and scatter order entry, campaign changes, and product allocations. Assist Account Executives and work closely with the Director of Inventory Control. A min 2 yrs ad sales/agency exp. Proficient in Wide Orbit, MS Suite. Full info HERE (11/23)
SALES SERVICE EXECUTIVE >>
REELZ/NYC, NY: Selling advertising time, while also providing all necessary sales support functions for Pricing & Planning. Should be comfortable presenting sales & marketing materials and cultivating agency relationships. Experienced candidate will carry a list. 5 years of progressive ad sales planning/support experience. Proficient in Wide Orbit a plus. Full info HERE (11/22)
MEDIA SALES PLANNER >>
FUSE MEDIA INC/NYC, NY: Create and manage national sales proposals, monitor on-air schedules on a daily basis, prepare post analysis for clients and resolve contract discrepancies. Obtain, organize and analyze research and competitive information. Monitor stewardship of all accounts. 2-4 years of experience in a media sales company, or advertising agency preferred. Full info HERE (11/22)
DIRECTOR, BUSINESS & LEGAL AFFAIRS
CROWN MEDIA FAMILY NETWORKS
LA, CA
Manages business affairs related to acquisition, development, production, post-production of entertainment content and related negotiations of deals for talent, content, rights and services across all platforms. JD & California State Bar membership & min 5-7 years of business affairs exp in media company or law firm. Full info HERE (11/22)
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