The changing nature of content is forcing sports marketers to play by new rules to connect with fans, said panelists in the opening session of the '15 Intersport Brand Engagement Summit, which is being held today and tomorrow at the Westin Chicago River North. The goal is to create more content that gives fans and consumers a sense of inside access. "Social content is the new rule," said Intersport Senior VP/Sponsorships & Events Jason Langwell. "As new channels open up, rougher is better in terms of content."

The new rules of engagement will be tailor-made for a variety of consumers, said White Sox Dir of Marketing & Analytics Beth Grabowski. "We are moving into an era of customization," she said. "It is about us getting more comfortable with companies taking on more information. It is upon us to then serve our customers." NBC Sports Ventures VP/Sales Steven Justman said sports provides the best vehicle to offer consumers premium content. He said, "There are many definitions of content, but it is (primarily) to entertain and engage. Sports is the best platform to do that."

Allstate initially created its popular “Mayhem” campaign for TV and videos, but was later able to successfully incorporate it into various social channels, including Facebook and Twitter. The insurer’s success with the campaign was the focus of a presentation titled, “Mayhem, Social Media and the Allstate Sugar Bowl: Breaking through the Clutter,” on Day 1 of the '15 Intersport Brand Engagement Summit. Leo Burnett Exec VP David Brot and Allstate VP/Integrated Marketing Communications Pamela Hollander laid out the rationale behind the campaign, which emphasizes the unavoidable nature of unpleasant surprises.

“Mayhem uses humor, both verbal and physical, to tap into life’s uncertainties without fear-mongering,” Hollander said. “Mayhem is there to create doubt and have you question if you are truly protected.” The concept has been the subject of numerous TV commercials, and even spawned a campaign directed at Allstate’s Hispanic consumers titled Envia Mala Suerte (Send Bad Luck).

FIFA sponsor A-B InBev today said that it is "closely monitoring developments" at the governing body in the wake of multiple arrests on corruption charges. The company said in a statement, "We expect all of our partners to maintain strong ethical standards and operate with transparency" (REUTERS, 5/27). A-B Head of Global Experiential Platforms Eelco van der Noll today at the '15 Intersport Brand Engagement Summit addressed the FIFA corruption scandal. He said, "We all woke up with the front-page news. All I can say is we, as a company, are holding ourselves to the highest ethical standards" (THE DAILY).

Nike "wouldn't comment specifically on the issues raised in the indictment but said it is concerned by the allegations and is cooperating with the investigation." The Justice Department's indictment includes allegations of bribery involving a "multinational sportswear company headquartered in the United States." Nike "isn't named" in the indictment," but it did sign a sponsorship deal with Brazil's national soccer federation in '96, "the same year in which the events described in the indictment take place" (WSJ.com, 5/27).

Meanwhile, the NASL BOG has suspended Chair Aaron Davidson, one of the 14 people arrested, and ceased all business activities with Davidson's Traffic Sports. NASL Commissioner Bill Peterson will serve as acting Chair (NASL).

The Braves today began selling season tickets for SunTrust Park, "opening a high-tech preview center near the ballpark that allows fans to see fly-though videos and experience amenities that will be featured" at the ballpark when it opens in '17. Season-ticket holders, which the team calls "A List Members," can buy "non-premium seats ranging from $6 to $90 per ticket, or premium seating that ranges from $85 to $475 apiece." The preview center is "currently only open to A List Members" (AJC.com, 5/27).

The Texans today formally announced that they will be featured on HBO's "Hard Knocks" this season, marking their first appearance on the show. Team Owner Bob McNair "has wanted to do it and said in March he was considering it." The Texans will become the 10th team featured on “Hard Knocks” (CHRON.com, 5/27). The Houston Chronicle's John McClain wrote on Twitter, "I think Bill O'Brien, Mike Vrabel, JJ Watt and Arian Foster will be Hard Knocks stars. I think C Ben Jones will emerge as unsung star" (TWITTER.com, 5/27).

MiLB President Pat O'Conner has also been named President of MiLB Enterprises following the departure of CMO Michael Hand. O'Conner, President of MiLB since '07 and the organization's COO for 14 years before that, will now also add the duties of running the affiliated minors' marketing arm. O'Conner declined to detail the departure of Hand after two years, saying they "mutually agreed to part ways," but he credited Hand for helping create a new national sponsorship program for MiLB. Hand, a former IMG Worldwide exec, had been hired to run the so-called "Project Brand" for MiLB following a national search.

Meanwhile, O'Conner has also notified MiLB's board of trustees he intends to seek a third four-year term as MiLB President when his current one expires in December.

Streetball brand Ball Up today announced a deal with ESPN to televise the "Million Dollar Summer Challenge," a summer-long basketball tournament involving teams from six cities. The competition will air on ESPN2 starting in September. Ten-person teams from N.Y., Philadelphia, DC, Chicago, Indianapolis and L.A. will take part in the tourney (Ball Up).

The NBA today unveiled the logo for its '16 All-Star events in Toronto, which will mark the first time the event has been held outside the U.S. The logo pays tribute to the city's iconic CN Tower (NBA).

ESPN today named Chris Connelly Grantland interim Editor-In-Chief  following the departure of Bill Simmons (ESPN).

Asics America named United Entertainment Group its new PR agency of record (Asics).

Mobile workforce solutions brand Fleetmatics Group today announced a partnership with MiLB for the '15 season (Fleetmatics).

The cover of SI this week features an action shot of either Cavaliers F LeBron James or Warriors G Stephen Curry. A regional cover features Royals 1B Eric Hosmer (THE DAILY).

“You look around and there is a Christmas (atmosphere), there’s an elegance. There’s champagne and cheese and sundresses and then the sport itself, you see these matches and the players are dirty and grimy and filmy. That contrast really strikes me, too” – Tennis Channel’s Jon Wertheim, on the French Open (“French Open,” Tennis Channel, 5/26).

“We've been told for years that it was a dying sport, but maybe it was just napping, a really, really, long, boring nap. But people, they’re talking about baseball again, thanks in large part to (Nationals RF Bryce Harper)” – FS1’s Dan O’Toole, on MLB (“Fox Sports Live,” FS1, 5/27).

That text where the FIFA official calls himself "The Bribe Taker" is totally about weight loss, you guys.

— Bart Hubbuch (@BartHubbuch) May 27, 2015

You can write off NFL teams as nothing more than football, but underestimating the influence pro teams/athletes have on society is ignorant.

— Sarah Spain (@SarahSpain) May 27, 2015

I think when Hard Knocks gets here I'll wear cowboy hat and boots with shorts. Think I'll get on camera? I don't own cowboy hat or boots!

— John McClain (@McClain_on_NFL) May 27, 2015

Move over Mia Hamm, Abby Wambach, Marta. As great as you are, Loretta Lynch has just become the most important woman in soccer.

— Christine Brennan (@cbrennansports) May 27, 2015

Spotted on Clark across from Wrigley, Shipping containers frame Merch location @SBJSBD #SBJEngage #Cargotecture pic.twitter.com/0ulzD8AvvD

— Christopher Lamberth (@CRLamberthHOK) May 27, 2015

Toronto FC will host EPL club Manchester City for a friendly at BMO Field.

Fidelity National Financial Chair Bill Foley, head of the Hockey Vision Las Vegas prospective ownership group, will update area residents on the progress of efforts to land an NHL team at 6:00pm PT at Sunset Station's Club Madrid.

KFC's new ad campaign, with actor Darrell Hammond as The Colonel, includes this baseball-themed spot. The script for the ad features a tongue-in-cheek reference to the sport's scandals in recent years.

NBC NFL analyst Hines Ward will appear on ABC's "Celebrity Wife Swap" at 10:00pm ET.

$462M – The price of SunTrust Park's "hard construction costs negotiated" between the Braves and construction manager American Builders 2017. That covers "steel, concrete, labor, plumbing, electrical and most of the other items that go into building" the ballpark. The overall budget remains at $622M, with the "team's option" to add $50M to the budget (ATLANTA JOURNAL-CONSTITUTION, 5/27).