‘Daytona Day’ back with new activation MLS sponsor loyalty: Coke bubbles up Baker to chair sports group at O’Melveny Suns’ strategy? Take a look (in VR) IndyCar steers marketing toward digital NBPA bets on power of its stars Coast to Coast How Clemson nails it on social media Fewer seats mean greater value in Miami CFP notebook: More Culpepper
SBJ/November 12-18, 2012/People and Pop CulturePrint All
The Detroit Tigers hired Scott Bream as director of pro scouting. Bream was major league scout and special assistant to the general manager for the San Diego Padres.
The independent Frontier League’s Washington (Pa.) Wild Things hired Jay Miller as account executive.
The Indiana Fever promoted Kelly Krauskopf to president and general manager.
The University of North Carolina at Pembroke named Dan Kenney chief of staff in the office of the chancellor. Kenney was athletic director.
The New Hampshire Motor Speedway promoted Tim Renyi to vice president of corporate sales.
Churchill Downs Racetrack hired Monica Edwards as vice president of marketing. Edwards was vice president of marketing and communications at Vera Bradley.
The Humana Challenge named Bob Marra executive director and chief executive officer. Marra was chief executive officer of Marra Enterprises.
The Columbus Blue Jackets named John Davidson president of hockey operations. Davidson was president of hockey operations for the St. Louis Blues.
Wasserman Media Group’s golf division named Navin Singh vice president of digital.
Inspira Marketing Group named Steve Kirkpatrick vice president of business development. Kirkpatrick was senior business
Turner Broadcasting hired Howard Shimmel as senior vice president of ad sales and sports research. Shimmel was executive vice president of Nielsen Media and advertising analytics.
Comcast/Charter Sports Southeast named Greg Barckhoff general sales manager of CSS Sports Properties. Barckhoff was the owner of Sports Fan Properties.
Comcast SportsNet Mid-Atlantic named Nicole Darin anchor and reporter. Darin was a freelance anchor and reporter for Comcast SportsNet Chicago.
MSG Networks named Ocean MacAdams senior vice president of programming and acquisitions. MacAdams was general manager of The Warner Sound, Warner Music Group’s premium YouTube channel.
The YES Network named Greg Anthony game analyst for the Brooklyn Nets.
World TeamTennis’ Sacramento Capitals named Kolleen McNamee general manager. McNamee was athletic director at Saint Francis High School.
To have your personnel announcements included in the People section, please send information and photos to Brandon McClung at 120 W. Morehead St., Suite 310, Charlotte, NC 28202, or email them to firstname.lastname@example.org. Electronic photos must be a jpg or tiff file for Macintosh, 2.25 inches wide at 300 dpi. Color only, please. News items may also be sent via fax to (704) 973-1401. If you have questions, call (704) 973-1425.
Sports Media & Technology convened for its 14th year,
drawing executives to New York City last week for two
days of panels, interviews and networking.
Photos by Marc Bryan-Brown
The conference opened Wednesday morning with “From the Top: Insights on Sports Media” (above), a panel featuring (from left) David Levy, Turner Broadcasting president of sales, distribution and sports; John Skipper, ESPN president and Disney Media Networks co-chairman; and NBA Commissioner David Stern, with moderator John Ourand.
Below, Stern and Levy join SportsBusiness Daily/Global/Journal publisher Richard Weiss.
Greg Willis and Chris Wagner of NeuLion and Eric Grilly of NBC Sports Group
Vivek Ranadivé of Tibco Software and the Golden State Warriors addresses the audience.
Paul Levy of Burst, Oliver Slipper of Perform and Jeff Price of Sporting News
Ed Desser of Desser Sports Media, Lesley Visser of CBS Sports and Ted Shaker of Mercury Media
Joe Bailey of RSR Partners and Peter Zern of Covington & Burling
Tom Richardson of Convergence Sports and Media and Paul Levy of Burst
Please submit photos for review of industry conferences, parties, product launches and openings showcasing the people and personalities at the event. Include the event date, location, names/titles of those featured along with credit information. The photo specifications are as follows: 300dpi, tiff, jpeg or eps color images. Submit digital photos for review at: email@example.com or send color prints to: Faces & Places, c/o Street & Smith’s SportsBusiness Journal, 120 W. Morehead St., Suite 310, Charlotte, NC 28202.
Across sports, sponsorship designations range from the “official mayonnaise” to “official oil filter,” but it’s the use of those rights at venue and retail that’s paramount. Marc Bluestein, president and founder of Maryland-based Aquarius Sports & Entertainment, whose clients include AAA and Target, talks about activation, the basis of any sponsorship.
Photo by:AQUARIUS SPORTS & ENTERTAINMENT
Examples would be? Take something as simple as photo marketing, which started as “take your picture next to this cardboard cutout.” Everything is instantaneous now. We can have someone take a picture at an NFL game and they can post right away with social media, so that it looks like they are on the sideline with their favorite player or mascot. Technology is changing everything.
Of course, activation is nothing without proof that it’s working: I can’t tell you how many big brands I see that still don’t have a system for measuring results of a marketing activation. Awareness, purchase intent and retail sales are basic, and you can always measure them against a non-activated market for a baseline. Too many really big brands are making decisions about their activation programs based on impressions and anecdotal information.
Will we see sufficient bandwidth at venues to support more robust digital activations any time soon? We recently proposed a game-long digital activation at a venue and were told they only had enough bandwidth to offer us one tweet or one Facebook promo during a game. … It might take a new business model to get it done. We have clients invested in every kind of league and venue, and the capital investment to increase bandwidth up to a standard that’s acceptable are huge — probably cost prohibitive for now.
Ketchum Sports & Entertainment recently hired Patrick Wixted as vice president and client services director. Wixted spent 3 1/2 years as the media relations manager for the Washington Redskins and was most recently the senior account manager at New Media Strategies. He spoke with SportsBusiness Journal staff writer Anna Hrushka.
■ New title: Vice president, client services director at Ketchum Sports & Entertainment.
■ Previous title: Senior account manager at New Media Strategies.
■ First job: Lifeguard at a community pool.
■ Education: Bachelor’s in communications, East Carolina University, 2000.
■ Resides: Lives in Washington, D.C., and works in New York.
■ Grew up: Fairfax, Va.
■ Executive most admired: Ted Leonsis, chief executive officer, Monumental Sports; Joe Gibbs, former Washington Redskins coach; Bill Hancock, executive director, Bowl Championship Series.
■ Brand most admired: Nike. “I think they constantly push the bounds of what is possible, creatively and technologically.”
■ Favorite vacation spot: The Outer Banks, N.C. “I’m a big surfer. I love to be outside and I love the beach. And they’ve got great food spots there.”
■ Last book read: “Please Kill Me: The Uncensored Oral History of Punk,” by Legs McNeil and Gillian McCain; “Those Guys Have All the Fun: Inside the World of ESPN,” by James Andrew Miller and Tom Shales.
■ Favorite movie: “Hoosiers.”
■ Favorite musician/band: Beastie Boys.
■ What sparked your interest in combining sports and PR as a career?
I’m the classic story of wanting to be an anchor on ESPN or a sportswriter, but I learned early on that being a PR guy, you can have your hands in media, writing and also work and be affiliated with the team and enjoy the wins and the losses.
■ What will be the biggest challenge in your new position?
Dealing with the nuances and intricacies of a global agency. I come from a smaller agency that also has a parent company above it, but none to the volume that Ketchum and Ketchum Sports & Entertainment does. Going from team PR to social media and now a full-service global agency, I think there are challenges to that, but exciting challenges.
■ What is the biggest risk you've taken in your career?
To make the move from team sports to a social media digital agency was a big risk and one I’m really glad that I made. It turned out to be ahead of the time. With social media and digital, if you’re not in play in that space, then you’re behind the game. I was able to get involved in it at a time when it was still relatively new and everyone was trying to figure it out.
■ What is your biggest professional accomplishment?
A project that I really took to heart was working with the late great Sean Taylor who was a Redskins safety that we drafted out of the University of Miami. When he came to the Redskins he was pretty raw and a tough guy to get to know and get close to. He wasn’t very good with the media. He was anti-media and just didn’t really see the value in it. I was able to work with him, some of his coaches and other players and really turn that around and have people and media see the lighter side of him and how good of a person he was behind closed doors and bring him out of his shell.
■ What career advice do you have for people wanting into the sports industry?
Intern as much as you can. Work your tail off. No job is too big or too small. I value experience over anything else. The relationships that you make, remember that they can have implications years and years down the road. In terms of the way you treat people, know that something can come back in your favor or against you down the line.
■ What is one story you are continuing to watch in the sports world today?
Monumental Sports, which is Ted Leonsis’ group … just struck a content partnership with SB Nation, which is another group that I’ve been watching for a long time. They’re a sports blog network also based in D.C. They just partnered on a content strategy, which I think is an interesting trend to watch. I don’t think we’ve seen the end of it. I think things like that are going to continue and I think SB Nation is going to continue to get bigger. For Monumental Sports it’s a huge move, from a team aspect, to align themselves with a content partner like that.
After more than four decades in the business, Fox Sports Media Group Vice Chairman Ed Goren is stepping down.Goren, who helped to launch Fox Sports in 1994, will remain a consultant for the network for the next year. SportsBusiness Journal staff writer John Ourand caught up with the former Fox Sports executive producer as he was preparing to cover his final World Series with the network.
At Cowboys Stadium for the Fox Sports news conference at Super Bowl XLV in 2011
Photo by:AP IMAGES
■ After such a long career in sports, it's interesting that you actually got your start in news.
Goren: My dad probably gave me the best advice. He said, “Don’t go into sports. I know you know sports. Get a job in news and learn what a story is about. Learn how to tell a story. Hone your writing skills.” So in the fall of 1966, I started out as a copy boy at CBS News, and I spent a couple of years there.
■ What do you remember most about your time in the news business?
■ You spent more than two decades at CBS Sports. But it was your decision to help launch a new network in Fox Sports in 1994 that must have been the most exhilarating.
Goren: If you go back to 1993, Dick Ebersol and NBC were making a lot of noise that they felt they were overpaying for an AFC package. Along the way, the common belief was that this upstart network with a maverick leader in Rupert Murdoch was going after the NBC package. I don’t know why, but at some point I got it into my head that if this Rupert Murdoch was the maverick that everyone said he is, the riverboat gambler that everyone says he is, why would he go after the second-best package and overpay to get it? If he’s overpaying, why not overpay for the best package?
■ How did you get the Fox Sports job?
Goren with the NFL’s Roger Goodell (left) and former boss David Hill
Photo by:GETTY IMAGES
■ How has your job changed over the years?
Goren: I had a luxury. I got to work with David Hill. I know he’s quirky. I know he’s hard to understand. But he is a producer. To have a boss who is a producer made my job so much easier. In my 18 or 19 years, I focused on one thing: My pride and joy, my focus every day, was Fox Sports. Yes, we spun off and had the regional sports networks and Speed. I had the luxury of just focusing on Fox Sports. For Randy Freer and Eric Shanks, now that there’s a consolidation of all the sports entities, [they] have a much bigger job and a much more difficult job. That has changed.
■ Where else have you seen changes?
Goren introduces Jimmy Johnson as a member of Fox Sports’ NFL pregame show in 1994.
Photo by:AP IMAGES
■ On industry panels over the years, you frequently referred to yourself as a “Luddite” — that is, someone who wanted to focus on TV rather than the digital business. Is that still true?
Goren: I’m still a Luddite. But I have two organizations that are looking to create digital product that have asked me to join them. I’m not quite the Luddite that I was back then. But I haven’t grown that much, either. I still have to call my son to figure how to run a DVD at home.
■ What advice can you give to people starting out in the business?
Goren: Get started before you get started. While you’re still in college, go volunteer at the local station. At the nearest football or baseball game taking place that weekend, get hired as the runner. There are a lot of talented producers. But the best of them have great people skills. Here you are as a producer, and you’re in charge. You have to be able to convince your high-priced talent that this is the direction that we’re going on the show or in the opening. Or make it their idea. But people skills are critical in every business. In the heat of battle, in a television truck live, you better have great people skills.