Baird attributed the strong TV viewership to “creating a product that fans wanted to watch” and then promoting it alongside broadcast partners CBS and Twitch.
Pico's clients include Werder Bremen and Borussia Dortmund.
The Duke’s Mayo Classic is scheduled for Sept. 26 between Notre Dame and Wake Forest, while the Duke’s Mayo Bowl will take place this bowl season.
CEO Alon Werber: “The budget constraints now are pushing leagues, clubs, to find more cost-effective ways and, of course, safer ways."
The team is open to expanding the concept with more concerts and other types of events if things go well.