A CYNOPSIS MESSAGE FROM GOLTV

Cynopsis: Sports
04/09/12

Good morning. It’s Monday, April 09, 2012, and this is your first early morning Sports briefing.

Concussion lawsuits, new injury studies and franchise player Peyton Manning’s exit from Indianapolis have propelled media as well as league attention to the physical grind and injury risks that athletes face. Not only are teams and leagues looking to extend a player’s longevity on the field, but so are the brands behind the stars.

Cynopsis Sports spoke with the doctors who athletes look toward in order to extend their careers, famed surgeon Dr. James Andrews and IntelliSkin (a new doctor-created performance apparel brand that focuses on compression) creator Dr. Tim Brown about the changing face of sports medicine, how the practice has evolved from reactive to proactive, and how leagues and teams are learning to make the most of the studies. Dr. Andrews recently gave his thumbs-up to the brand, after performing a study that followed the performance of male baseball pitchers between the ages of 15 and 25, who practiced while wearing the IntelliSkin Foundation shirt.

Dr. Brown on athletes looking to maximize their shelf life: Right now, for the amount of money that these guys are getting, being proactive is a return on investment that the owners and the trainers and the team really have to start to consider. We’re now looking at players much differently than we did 20 years ago when we looked at things statically, we didn’t look at how they moved. Now, based on how well an athlete does or doesn’t move, we can tell a team his ability to withstand the season and predict the injuries he’s going to have, where he’s going to have them and probably how long it will probably take for that injury to occur. So it’s a big change in the paradigm of how we look at things now.

On the story behind IntelliSkin: We learned that if we treated the movement and not the muscle, we would get better response. Originally, I innovated a taping technique that went along those lines. That tape was built for bruising and for people with swelling, it wasn’t built to put on athletes. But I started to apply different types of surgical tape to mimic the damaged structure that was on the inside. So if you tore a rotator cuff, I would make that muscle with the taping. We’re stimulating the nervous system through the skin, we’re not just stopping you from moving until the body repaired itself. We’re actually encouraging movement, but only movement that’s healthy. So one, time I got a phone call to talk a trainer through the taping technique and he asks me why don’t I wizen up and invent something he could put on and take off easily and we could stop these midnight phone calls. So I cut up a wetsuit and created the first version of IntelliSkin and we’ve since created an Under Armour with brains so every time you put it on, it stimulates your body to do something predictable and align itself. When it’s aligned, your body performs better.

Dr. James on the changing nature of sports medicine: Prevention of injuries is finally getting the spotlight and that’s really my passion in my career right now. For so long, we were amiss in sports medicine and we didn’t focus on prevention because we were so busy figuring out how to fix things. We didn’t properly pay attention on the research that could be done on prevention of injuries. The reason that’s because a headliner now is the fact that since year 2000 for example, they spent a five to seven fold increase in injuries in youth sports, particularly in youth baseball. There’s a lot of emphasis right now out there,

On how teams are changing tactics: We are working with a number of professional baseball teams analyzing their baseball pitches in labs, not only in ours but in others across the country, analyzed their mechanics. The Orioles, for example, are being extremely proactive in taking care of their young pitchers, monitoring pitch counts and not bringing them up as early as they may like to. Other teams are trying to prevent injuries because there is such a financial investment in their health that it’s gotten everybody’s attention. In baseball, the name of the game in longevity, prevention of injuries, the timing is right everybody’s in agreement in what’s to be done all the way from youth baseball all the way up to the major leagues. You don’t have anybody do 180 pitches in a game anymore.

A CYNOPSIS MESSAGE

On the Air

The road to Lord Stanley’s Cup has been paved. The NBC Sports Group’s coverage of the 2012 Stanley Cup Playoffs begins Wednesday night with the Flyers visiting the Penguins at 7:30p on NBC Sports Network. Two additional games will also air Wednesday night: the Red Wings/ Predators at 8p, and Kings/Canucks at 10:30p.  Coverage begins on the NBC Sports Network at 6:30 p.m. ET with NHL Live. Other series will begin Thursday, with the Senators/Rangers gearing up at 7p on NHL Network; Caps/Bruins take the ice at 8p on NBC Sports Network, followed by the Blackhawks/Coyotes at 10p. Sharks/Bruins begin at 7:30 on CNBC. The final series starts Friday with New Jersey and Florida at NHL Network at 7p. NBC jumps in with game two of Washington and Boston on Saturday at 3p and will have a doubleheader on Sunday starting at noon with Nashville/Detroit and Pittsburgh/Philly.

ESPN telecasts of the first and second rounds of the 2012 Masters Tournament delivered gains for the channel, with Thursday’s window averaging 2,661,000 viewers and a 2.3 household coverage rating based on fast nationals, according to the Nielsen Company. That marks a 10% uptick from last year’s first round with viewership up 4%. Friday’s coverage scored an average of 4.1 million people, to rank as the most-viewed Friday coverage ever for the event and the third-largest audience ever to watch golf on cable. The telecast earned a 3.3 household coverage rating, to tie the 2010 record for ESPN’s highest-rated Friday coverage of the Masters. The rating was up 14%. The viewership average of 4.1 million was up from the 3.5 million average for last year’s event and exceeded the previous Friday record of 3.9 million that was set in 2010.

The new Univision Deportes Network launched on Saturday on DishLATINO and DISH’s America’s Top 200 with an exclusive live MLS game. Programming includes Futbol Central, a new show hosted by sportscaster Fernando Fiore featuring the top highlights from the day in soccer and previewing the night ahead, as well Univision Deportes Extra, a new nightly, hour-long, wrap-up of the day in sports.

NFL Network personality Warren Sapp declared bankruptcy in South Florida, owing more than $6.7 to creditors and back child support, according to multiple reports. Sapp’s average monthly income has been $115,881, according to the filings, which includes $45,000 for his final contract payment from Showtime; $48,000 for an appearance with CCA Sports; as well as $18,675 that served as an advance for a book deal. His contract with the NFL Network ends in August.

Local papers state that a new 20-year deal to broadcast Padres games has been “all but finalized.” The deal is reportedly worth $1 billion and the team is expected to announce an agreement with Fox in the next couple days. For the last 15 seasons, Padres games have been televised on Channel 4.

Georgia State is expected to announced today that the university is shifting its athletics from the Colonial Athletic Association to the Sun Belt in 2013, where is will reclassify as an FBS football program. The official announcement is expected to be made at the Georgia Dome in Atlanta on Monday at 2p, sources told both CBSSports.com and the Atlanta Journal Constitution.

AFL team the Arizona Rattlers struck a deal with Cox Communications to carry the team’s home games where they will air on Cox7. Cox also will stream games to its customers and allow viewers to see taped games in a computerized archive.

Athletes First Chairman and CEO and NFL agent David Dunn will join the Cynopsis Sports Business Summit in a featured Q&A on April 24 in New York, where he will address the changing role of athletes in the sports business world, the changing face of sports business and the right and wrong ways they are being used to drive brands. His clients include Super Bowl MVP Aaron Rodgers, NY Jets Quarterback Mark Sanchez, and Ravens staple Ray Lewis. Don’t miss it! Register now at this site: http://www.cynopsissportssummit.com/

Sponsorship & Promotion

ESPN is releasing a new NASCAR spot featuring driver Austin Dillon and the legendary black No. 3 made famous by the late Dale Earnhardt, dubbed “The Next Generation.” Dillon marks the second Nationwide Series driver this year to be featured by ESPN in its promotional campaign for the series, joining 2011 series champion Ricky Stenhouse Jr. The spot traces Dillon’s career through go karts, dirt tracks and the NASCAR Camping World Truck Series, where he was series champion last year. At the end of the spot, a team member opens a garage door to reveal the No. 3 car that Dillon is driving this season. The No. 3 is owned by Dillon’s grandfather, Richard Childress, and returned to the track this year for the first time since Earnhardt’s death in the 2001 Daytona 500.

The New York Rangers are pushing fans to participate in a hockey playoff tradition and “Grow One for the Team.” Today at 11a at Madison Square Garden, the team is inviting blueshirt fans to help kickoff the 2012 Rangers Beard-A-Thon presented by Philips Norelco and Rangers legend Rod Gilbert to get a final shave before starting to grow their playoff beards. Participating fans will help raise money for the Garden of Dreams Foundation, joining a lineup of Rangers players and alumni already participating.

NFL Magazine is shutting down publication after four issues, with the current April issue the last in its short life. The league is reportedly evaluating its print strategy and could bring back the platform in a new way sometime in the future.

A CYNOPSIS MESSAGE

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Digital Fields

CBS reports that Masters Live traffic on CBSSports.com for the first round on Thursday was up 40% in unique viewers over the same day in 2011, according to Akamai.

The WWE announced to Mashable that this year’s Wrestlemania drew more than 3.9 million views for the week surrounding the event, and that the hashtag #Wrestlemania was mentioned more than 610,000 times on April 1. In addition, the company stated that WWE.com drew a 30% increase over traffic during Wrestlemania the year before.

The Main Event

The struggling Yankees and surprising Orioles square off in an upside down AL East matchup on YES at 7:05p.

ON THIS DAY in 1993: The Colorado Rockies officially play their first home game and draw their first ever victory with an 11-4 victory over the Expos.

Answer to Our Last Sports Trivia Question: What number did Cal Ripkin Jr. wear for the Orioles? Answer: 8. Kudos: Phyllis McQuillan-MSG Media/NY; J. Barry McMullin-Professional Bull Riders/NY; Patrick Mauro-Wieden+Kennedy/NY; Sheryl Bloom-GroupM/NY; David Schaefer-Investigation Discovery/Silver Spring; Rick Rosenfelt-New York Jets/Florham Park; Shannon Malone-Wag TV USA/DC; Carol Teichman-Comcast Spotlight/Bloomfield; Derek Crownover-Crownover Blevins, P.C./Nashville; Paul Tarrants-RTM Productions/Nashville; Tom Moore-Kalt Productions/LA; Nick Monroe-Monroe Photography/San Diego; Anne Wettig-FX Network; Julia Sen-NATPE/LA.

In The Know: What team did the Rockies play in their only World Series appearance? (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.)

Later — Chris
Chris Pursell for Cynopsis | Sports
04.09.12

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