SBD/August 20, 2014/Marketing and Sponsorship

Marketplace Roundup

AD AGE's Jeanine Poggi wrote when FS1 debuted in August '13, advertisers "hoped it would be an alternative to sports behemoth ESPN." But one year in, that "dream has yet to materialize and media buyers say expectations have become much more reserved." FS1 GM & COO David Nathanson said that the net has been able to "retain more than 90% of its initial advertisers and has brought in new advertisers during the year." He said, "Our advertisers have taken a long-term view." Media strategy firm Initiative Client Dir Daniel Cohn said that advertisers are "still interested in the channel as it fits into brand needs." He also acknowledged that FS1 is "more flexible when it came to pricing than last year now that they have real ratings on which to base guarantees" (ADAGE.com, 8/18).

GOT MY EYES ON YOU: S.F.-based CrowdOptic VP/Business Development Jim Kovach discussed his company's wearable device technology and its use at a recent Manchester City-Liverpool match at Yankee Stadium. He said, "No camera can get everywhere so we actually lever with different personnel, whether it's cheerleaders or athletes shooting around before the game or mascots, the kind of perspectives you get behind-the-scenes." CNBC's Josh Lipton noted the company yesterday announced a new partnership with Int'l Speedway Corp. to "broadcast live racing action seen through Google Glass," and the Eagles are "also giving Google Glass a try" ("Street Signs," CNBC, 8/19).

FANTASY ISLAND: The Magic yesterday announced a deal making FanDuel a "Champions of the Community" sponsor. FanDuel's assets will include outreach initiatives, on-court exposure and sponsorship of Amway Center's North Club Bar. The deal comes less than 24 hours after the NBA announced it would begin to allow sponsorships with fantasy game operators (THE DAILY).
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