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SBD/Issue 133/Facilities & Venues
Dolphins Owner Stephen Ross Offering Kangaroo TV To NFL Teams
Published March 24, 2010
|Ross Offering 5,000 Units To Each
Of The NFL's 31 Other Teams
Dolphins Owner Stephen Ross has bought mobile TV maker Kangaroo TV, and he is offering to give 5,000 of the units to each of the NFL’s 31 other teams, or 155,000 devices. In return, the teams would promote and market the devices for sale to their fans. Kangaroo, which is being renamed GameDay Vision, makes devices that show replays, other games, and offers fantasy stats for use at sporting events. The NFL’s RedZone channel, which show live in game looks at contests when teams are inside the opponent’s 20-yard line, is also a feature on the devices for NFL games. The NFL is making a big push to improve the in-game stadium experience in an effort to lure fans from the comfort of their living rooms, but its unclear if the league is actively supporting Ross’ effort, or merely gave him a speaking slot yesterday at the league’s annual meeting to let owners know about the product. Former Chief’s President, GM & CEO Carl Peterson, who is a close friend of Ross, is leading the effort for the Dolphins’ owner to give the device to NFL teams. It will cost Ross between $2-$3M for each team that accepts, Peterson said. “For that what he is asking the ownership to do is within their individual franchise is market this GameDay Vision device over their Internet, over their Web site, [to] season ticket holders and so forth, for sale at the stadium for fans who would like to buy them," Peterson said. "The price is $259 for this device for the entire season, actually it is for the length of the device.” Teams can also sell advertising on the device, he said, so for example the replay could have a presenting sponsor. Kangaroo also sells the device at NASCAR events.
EXPANDING THEIR VISION: Before purchasing the company quietly on December 26, 2009, Ross bought 5,000 of the devices for clubseat holders at Sun Life Stadium, Peterson said. He will be adding another 20,000 for stadium use this upcoming season. It was also available in each NFL owner’s suite during the Super Bowl in February at Sun Life Stadium. Peterson conceded that there might be concerns from some owners about Ross’ proposal, in which the teams essentially act as vendors to sell his product. But Peterson added he hoped owners would see the big picture of needing to improve the in-game experience for their fans.