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SBJ/Feb. 7-13, 2011/Media
Silver Chalice forms digital advertising network
Published February 7, 2011, Page 6
An acronym for Sports Entertainment Advertising, Sponsorship and Operations Network, Season aggregates digital content from destinations encompassing more than a dozen major sports, providing a consolidated option for brand marketers and agencies.
The creation of a sales component to Silver Chalice was part of the company’s original plan. But upon forming in 2009, the company then did not have enough assets to make it work, and the advertising market at that point was mired in a deep, recession-fueled slump.
“We always knew we were going to need a strong sales team, a strong sales component to Silver Chalice,” said Brooks Boyer, Silver Chalice chief executive and White Sox vice president and chief marketing officer. “This is really the next big step in the development of the operation. We see a big need, and a big opportunity, putting digital assets and buyers together.”
Silver Chalice has hired six executives to lead sales for Season. Rich Routman, formerly of XOS Digital, Collegiate Images and the NFL, will serve as executive vice president and general manager. Joining him will be Greg Abraham, formerly of NBC Universal Sports; Marc Mallett, formerly with Vevo, a digital music joint venture involving Sony and Universal Music; Dan Scalia, also formerly with XOS Digital; Reva Friedel, formerly with adventure travel hub iExplore; and Stephen Clifford, formerly with CBSSports.com.
Ad applications within Season will include video pre-rolls, traditional display placements and other rich media executions.