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SBJ/November 5-11, 2012/MediaPrint All
NASCAR and the agency developing its new website, SapientNitro, have partnered to sell the digital platform they’ve developed to other sports and entertainment organizations.
SapientNitro, a massive independent advertising and marketing agency with more than $1 billion in annual revenue, will lead the sales effort. It will share a portion of revenue with NASCAR.
The agency hopes to sell the digital platform it developed for NASCAR, which it is calling a “fan engagement platform,” to organizations ranging from college conferences to small sports leagues to musicians.
Unlike MLB Advanced Media, which provided back-end digital services for other sports organizations, NASCAR won’t have a role in managing clients that use the fan engagement platform with others. SapientNitro will service the clients and manage their digital operations.
“What the platform brings is that personalization and that social media integration and a design around fan engagement,” said Marc Jenkins, NASCAR vice president of digital media. “The hope is to be able to lower the cost of sports and entertainment properties in managing their own digital rights and simplify the process, as well. It’s a toolbox they can use.”
SapientNitro hopes to land three to six clients for the fan engagement platform within the next year. It struck a similar partnership with Citi around its “Bridge track” platform, an advertising and consumer management platform, and it now has more than 20 clients using the platform.
“It starts out as an opportunity for a known client,” said Scott Petry, a vice president with SapientNitro. “Both the client and SapientNitro have the idea that we’ll do it as a partnership and create something that’s reusable, and then we’ll go market and sell it.”
Leagues, conferences and other outlets that sign up to use the “fan engagement platform” developed for NASCAR’s site would be able to personalize their site to reflect their own sport’s interest, but the back-of-the-house elements from the way video is posted to the way social media is managed would be similar. Users also would be able to customize their sites for avid and casual users in the same way NASCAR says it will do for its new iteration of nascar.com.
“I wish it had been available in September ,” Jenkins said. “We would have saved four or five months of development.”
SapientNitro also works with The Football League in England and Ganassi Racing. Its corporate clients range from Audi and Coca-Cola to Target and Unilever.
Sporting News has made a significant equity investment in Burst, a Boston-based digital media company that makes software apps to develop user-generated content around youth sports events.
Think YouTube merged with ESPN’s “SportsCenter” for kids and Sports Illustrated’s Faces in the Crowd. Or, think of how people use Instagram to manipulate photos. Sporting News wants people to use Burst to manipulate youth sports videos in a similar way.
Burst Out will allow users to post youth sports videos on the Sporting News website.
Sporting News becomes the lead strategic investor in Burst. Financial terms were not disclosed, but the companies expect to collect revenue from sponsorship elements that are built within the app.
Sporting News is owned and operated by American City Business Journals, parent company of SportsBusiness Journal/Daily.
Burst will use Sporting News’ investment to launch Burst Sports. Using this app, people can create highlight packages and share videos from youth sports events and games they attend. The app creates a “bubble” that allows specific people to share and watch all the videos taken from one game. If you missed the play when your child scored a touchdown, this is where you could see if someone else shot video of it.
The “bubble” lets parents pick out videos of their kids and post them on social media sites like Facebook or email them to friends.
“So much of our world is filled with broadcasting, the opportunities that narrowcasting present are incredible,” said Bryant McBride, CEO of Burst. “The opportunities to narrowcast are incredible and they are not tapped. It’s one of the last frontiers of sports — to be able to easily capture it, share it and save it, and curate it and index it.”
The Burst app, which is available for free via iPhone and Android, also allows people to cut the videos into a highlight real with a couple of clicks.
One of the more interesting applications will be Burst Out, which will allow users to post youth sports videos on sportingnews.com. Sporting News will select the five best videos in three categories: best effort, best spirit and best plays. It will allow the site’s visitors to vote for the Burst Moment of the Week.
“We’ll interview the winner each week via Skype, so these kids are actually going to be featured,” Price said. “Thanks to ESPN, everybody in the world knows what a sports highlight is, but very few people in the world today can actually create a highlight that would be ESPN worthy. Burst will enable you to do that.”
Ultimately, Sporting News plans to build a presenting sponsorship opportunity around Burst Out.