‘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/June 24-30, 2013/Leagues and Governing BodiesPrint All
In a significant restructuring at MLS, former Pac-12 Enterprises President Gary Stevenson was named president and managing director last week of a new league business unit called MLS Business Ventures.
In addition, MLS President Mark Abbott was given additional responsibilities and the added title of deputy commissioner.
Stevenson will lead a new business unit at Major League Soccer.
Photo by:TONY FLOREZ PHOTOGRAPHY
Stevenson will report to MLS Commissioner Don Garber. SUM President Kathy Carter and MLS Chief Marketing Officer Howard Handler will report to Stevenson.
“Gary’s vast experience in the sports and entertainment world, along with his deep understanding of the media landscape, will play a pivotal role in growing key areas of our business and forming new partnerships,” Garber said in a statement.
Stevenson in a statement added, “It is an exciting time for Major League Soccer and I believe the league and Soccer United Marketing are poised for tremendous growth. … I look forward to doing my part to help MLS grow its fan base and media value, as well as expanding the commercial value of soccer in the region.”
Abbott, who has been MLS president since 2006, will manage all areas of league operations and competition, including product strategy, player relations, strategic planning and communications. He also will lead a new business development group to identify new areas of opportunity for MLS and SUM.
The NBA draft takes center stage in Brooklyn on Thursday night, and at least nine of the league’s marketing partners are set to have a presence at the Barclays Center for the event.
State Farm will double down on its spokesmen as part of its presenting sponsorship.
Sears is holding an online sweepstakes on its company website, with a grand prize being for two guests to attend the draft, along with a behind-the-scenes arena tour and a pre-draft reception.
Sprint is activating with a live stream of the draft within the NBA Game Time from Sprint app. The company also is the presenting partner of the NBA draft “Green Screen,” where fans will be able to print a branded photo of themselves shaking hands with a superimposed NBA Commissioner David Stern on the draft stage.
Taco Bell has on-site signage and branding within the Barclays Center, and Gatorade will have product placement throughout the draft.
Like last year, Adidas will outfit selected players with caps as the company rolls out a new NBA draft cap collection.
“The draft has the broadest appeal with our most avid fans, and this is an opportunity for our marketing partners to engage in a meaningful way with them,” said Emilio Collins, senior vice president of global marketing partnerships for the NBA.
As for TV, companies set to run spots during the ESPN draft telecast, which will air in 205 countries, include Kia Motors, Nike, 20th Century Fox, Sony Pictures and Disney, along with many of the activating marketing partners.
ESPN is adding Bill Simmons and Jalen Rose as analysts for its coverage this year; both were part of the network’s NBA pregame show this season. The network also will have Shane Battier from the Miami Heat, fresh off the NBA Finals, interviewing the selected players. “The talent on the set will make it feel significantly different,” said Mark Gross, senior vice president and executive producer for ESPN.
Though the event is at the Brooklyn Nets’ Barclays Center home, the team is deferring to the league from a marketing activation standpoint.
“Obviously, the draft is a league event, so sponsor-wise and activation-wise, it’s their night,” said Nets CEO Brett Yormark. “We are looking at it as a big prospecting event. We’ll have a lot of potential suite holders, season-ticket buyers and sponsors that we’re inviting. It will be good for reinforcing our ‘basketball in Brooklyn’ message.”
NBA TV is beefing up its draft-related programming with a new two-hour “NBA TV Mock Draft 2013” show to air on Wednesday. As for nba.com, like last year, it will be transformed into “Draft Central” on Thursday and will feature its Playermetrics 360-Degree Camera, which gives viewers key information and statistics for each player selected.
“We are adding programs and different content vehicles to amplify the interest level,” said Christina Miller, NBA Digital senior vice president and general manager. “Wrapping it around social media hooks to amplify and offer participation rate is critical. We’re getting people invested early.”
Staff writer Terry Lefton contributed to this report.
This week’s draft will be the last led by Commissioner David Stern, who steps down Feb. 1. Deputy Commissioner Adam Silver is stepping into the lead job, and that presumably will include him stepping up to the podium to introduce the first-round picks in drafts next year and beyond, just as Stern has done.
But let’s get to what’s less certain. Who will take over for Silver in announcing the second-round picks, an assignment he has ably executed since 2007 with a mix of panache and humor that won’t be easily duplicated (“Hello, New Jersey!”). Sure, the obvious choice would be the person Silver ultimately names as his deputy commissioner. Before Silver, Deputy Commissioner Russ Granik held the second-round duties and, like Silver, gained cult-hero status of sorts among the fans in attendance at the draft.
Legends like Dr. J would give the second round some old-school credibility.
Photo by:NBAE / GETTY IMAGES
■ Bring on the legends
The NBA loves its legends, so bring in five of the league’s best-ever players and have each announce six of the 30 second-round selections. Think of having Julius Erving walk onto the stage wearing a throwback New York Nets ABA hat and having The Doctor announce the first six second-round picks. Then have the likes of Bill Russell, Magic Johnson, Willis Reed and Larry Bird announce six picks as well. Include a brief video highlight package of each legend to precede his appearance on stage to bring even more drama and life to the second round — and a sense of history to the occasion.
■ Get Charles Barkley to host
Fans would tune in to hear what Barkley said.
Photo by:GETTY IMAGES
Think about some of the foreign players who fill those second-round selections. Imagine Barkley wrestling with the following announcement this year:
“With the 59th pick of the 2013 NBA draft, the Minnesota Timberwolves select Oleksandr Lypovyy of Kharkiv, Ukraine.”
If ESPN insists on having one of its own involved, perhaps the irreverent and resident NBA junkie Bill Simmons could handle the duties.
■ Hire Will Farrell
Farrell has the star power and the love of the game; the retro hair is optional.
Photo by:GETTY IMAGES
■ Bring on the fans
Take a page from the NFL, which has seen fans in recent years take part in the proceedings for their respective teams’ selections. Of course, these would be contest-winning, preselected fans. We’re not suggesting spontaneously pulling from the crowd and setting off the sensors at the FCC.
■ Have the reigning MVP announce the selections
Sure, it’d be just a tad different for LeBron James to be at Barclays Center on Thursday compared to playing in Game 7 of the Finals this past week — but having King James on hand would add instant credibility to the proceedings this year and make it worth everyone’s while to stay tuned in.
— John Lombardo
“We’re going to add another billion dollars in gross revenue in the very near future,” Wirtz said while with his team in Boston. “The CBA is long-term [10 years, with opt-outs for the league and players after eight], and now the focus is on growth. I’m extremely happy about the future of the NHL.”
Wirtz isn’t alone in having that billion-dollar vision in this first year under the new collective-bargaining agreement. According to sources at the team and league levels, NHL executives informed the league’s audit and finance committee at a meeting on June 10 that the league projects bringing in an additional $1 billion of cumulative revenue over the next three seasons.
Bruins-Blackhawks is finishing off
a solid comeback year for the NHL.
Photo by:CHRISTOPHER BOTTA / STAFF
The league has reason to be confident in the potential for that billion-dollar jolt. The NHL is producing six outdoor games next season: the Winter Classic, the Heritage Classic in Canada, and four games branded as the Coors Light NHL Stadium Series. League officials are poised for sponsorship additions (see item below). And by the end of this summer, negotiations are expected to begin for Canadian media rights deals. The Canadian Broadcasting Corp.’s agreement for the iconic “Hockey Night in Canada” expires at the end of next season. With TSN and Sportsnet looking to bid, the price is expected to rise significantly from the current six-year pact that pays $100 million annually.
■ THE SUITE LIFE: NHL and NBC staff hosted more than 50 sponsors, prospects and agency executives in a center-ice suite during Game 4 on Wednesday. Among the NHL executives in attendance were Deputy Commissioner Bill Daly and COO John Collins.
“The finals are a time to have fun with partners and prospective partners,” said Keith Wachtel, NHL senior vice president of integrated sales and marketing, during the second intermission, while sitting next to Seth Winter, NBC executive vice president of sales and marketing, at a table by the bar. “At the Winter Classic and the All-Star Game, there’s a lot of activation and meetings around the events. Here, it’s more of a celebration at the end of the season. The games are huge in importance, so let everyone enjoy it.”
Near the start of this abbreviated NHL season, Wachtel said he expected some new deals to be announced in the coming months. Asked if he had officially closed any new business, Wachtel said announcements would be made in the offseason about new partners and renewals. Open categories in the U.S. include men’s personal care, consumer electronics, and travel and tourism.
Winter chimed in with a possible preview. “Look at technology as a ripe category,” he said. “We’re seeing a lot of interest there.”
Wachtel pointed out that 40 percent of NBC and NBC Sports Network advertisers are NHL partners. Wachtel and Winter share notes on an almost daily basis. Winter cited the insurance company John Hancock, which had guests in the suite, as an NBC sponsor that could become an NHL partner.
“We work hand-in-hand with NBC and complement each other well,” Wachtel said.
■ A RELAXED WIRTZ: This is Chicago’s second trip to the Final in four years, but Wirtz said this year’s run is much different for him than the team’s Cup-winning drive of 2010. He’s more relaxed.
After winning the Stanley Cup three years ago, Rocky Wirtz is enjoying the ride.
Photo by:GETTY IMAGES
Although the Blackhawks have sold out 227 consecutive games at the United Center (regular-season and playoffs), Wirtz maintained that the Blackhawks are still not profitable, though things have improved since he took ownership in 2007.
“Maybe in two or three years,” he said of profitability, “especially if our sponsorship sales continue to increase.”
According to Wirtz, the Blackhawks still have six years left on their local television contract with Comcast SportsNet Chicago, which he owns with Cubs owner Tom Ricketts, Bulls and White Sox owner Jerry Reinsdorf, and NBC Universal. The team’s regular-season games averaged a 5.3 rating, up 73 percent from last season.
“Six years ago, more people in Chicago were watching the Home Shopping Network than our games,” Wirtz said, laughing. “We couldn’t even get a 1.0.”
At the United Center, the Blackhawks have capped season-ticket sales at 14,200 but have a waiting list of 12,000, and they’ve raised ticket prices by an average of 16 percent for next season.
Chicago has led the league in attendance the past five seasons, averaging more than 21,700 fans per game this year.
Unlike in 2010, when salary cap issues forced the team to trade a few key players after winning the Cup, Wirtz believes the current club will contend for a while.
“Gary Bettman and Bill Daly did a great job with the CBA,” Wirtz said. “It’s going to allow teams to keep their cores. The key for us, and for every team, is going to be player development. That’s one area where I want to see us continue to improve. I want to take these teenage prospects we get in the draft and make sure we’re doing everything possible to help them succeed. Teams that don’t develop players properly will be flash-in-the-pans — if they’re fortunate enough to win once.”
■ NEW TECHNOLOGY FOR NBC: Beginning with Game 3 in Boston, NBC/NBC Sports Network introduced what’s called Dreamcatcher technology to its Cup Final broadcasts. Using a high-res, 4K camera (which has horizontal resolution) to take a shot of the entire ice surface from a balcony behind one of the goals, Dreamcatcher can zoom in to capture any image on the ice, providing a type of enhancement previously not available for the NHL coverage.
A product of Evertz Microsystems, Dreamcatcher will be used by NBC, Flood said, in its coverage of the network’s other sports properties, including the NFL.
“It’s great technology for hockey, but it will be very useful for football and other sports,” he said (see related story).
Although he is executive producer for NBC Sports, Flood, a former hockey player at Williams College, does not hesitate to get in the truck and serve as producer for all of the networks’ coverage of the Final. Flood also
Scenes from Boston: Welcome banner at TD Garden; more than 400 writers were credentialed for Game 4; the Stanley (ice) Cup; staffers load Blackhawks equipment after the game.
Photos by:CHRISTOPHER BOTTA (4)
“When Tommy Roy was the executive producer of NBC Sports, he was still the greatest producer, so he went out and produced golf,” said Flood, speaking while the Bruins had their morning skate in preparation for Game 4 on Wednesday. “I’m following in the tradition of Tommy, who showed that the executive producer should produce as well.”
■ VISA GOES SMALL: Visa Canada activated from mid-May through the Final with its #smallenfreuden campaign, which encouraged customers to make small purchases with their credit card. The Small Play of the Game contest gave fans a chance to vote between two plays in a game from the night before that made a big difference. Prizes for participants included hockey jerseys and pre-paid Visa cards.
According to Brenda Woods, Visa Canada’s head of marketing, a Small Play of the Game app was downloaded by more than 15,000 fans as of June 11. The promotion was a joint effort involving both the NHL and NHL Players’ Association. Assisting were NHL players Steve Ott, Scott Hartnell, Kevin Bieksa, Matt Duchene and P.K. Subban, who provided commentary on their personal Twitter pages. The #smallenfreuden hashtag additionally was tweeted more than 7,000 times in the first five weeks of the campaign.
The little things add up for Visa Canada in its current NHL-based promotion.
Visa Canada, which signed a three-year extension of its deal with the NHL and NHLPA in November 2011, is the exclusive payment service for the NHL in Canada and has rights to all league events in the country.
■ HONDA PRAISES BIG EVENTS: The NHL does not have a sponsor activation zone at the Final, but Tom Peyton still made the trip from Honda’s headquarters in Southern California to Boston last week.
“I like going in-person when possible, because then you can really appreciate the passion of the fans,” said Peyton, American Honda Motor Co.’s assistant vice president of advertising and marketing. “I go to plenty of big games in my job, but nothing really matches what you see from NHL fans.”
Honda has one season left on the NHL partnership renewal it signed in September 2011. During the Final, Honda had spots running on NBC and NBC Sports Network’s telecasts and, in-arena, it had exclusivity in the auto manufacturer category, with dasherboard advertisements at the TD Bank Garden and United Center. “Our competitors get their ads taken off the boards, which we like,” Peyton said with a laugh.
Peyton is excited about next year’s four-game outdoor stadium series, with one of those games being near Honda’s home: Los Angeles will play Anaheim at Dodger Stadium on Jan. 25. At the Winter Classic, Honda has Zamboni wraps, gives a vehicle to a charity chosen by the winning team and displays its cars at the league’s activation area.
“We don’t know yet what we’ll do as part of the stadium series, but I can tell you that we really like having our cars at big events,” Peyton said. “Give the NHL credit for expanding the stadium games. During the regular season, no league equals the kind of major events and big platforms that the NHL provides to sponsors.”
■ SCENE & HEARD: NHL ice guru Dan Craig, who carries the more formal title of senior director of facilities operations, said he welcomes the challenge of multiple outdoor games next season, including the one at Dodger Stadium. “I look at it like a hockey player,” Craig said while watching the second period of Game 4 at rink level. “If your team is on a 5-on-3 penalty kill, and the coach taps you on the shoulder, you don’t wave him off. You go in and do everything you can. We can handle six stadium games.” … Jim Haskins, NHL group vice president, consumer products licensing, projected that merchandise sales for the this year’s Final would at least triple sales from last year’s Los Angeles-New Jersey Final. “The biggest reason is the obvious one: Two big markets with huge fan bases,” Haskins said. “With the finals starting later than usual, our retailers were also able to make a lot of sales around Father’s Day.” … MeiGray Group President Barry Meisel said all 40 of the Bruins jerseys worn during the Final that his company put up for sale at the start of the series were sold out within 48 hours. Meisel sold the jerseys to his regular base of collectors without opening bidding online to the general public because he was satisfied by the prices. Goaltender Tuukka Rask’s jersey went for the highest price, at $6,500, presumably from a bidder betting that the goalie would win the Conn Smythe Trophy as playoff MVP. Jaromir Jagr’s went for $6,000. In total, the 40 jerseys — 20 worn at home, 20 in Chicago — were sold for more than $100,000. MeiGray, which does not work with the Blackhawks, has deals with nine NHL teams to sell their game-worn jerseys.