TBS drew a 3.0 fast-national rating and 4.6 million viewers for last night’s Pirates-Reds NL Wild Card game from 8:00-11:32pm ET, up 15% for both metrics compared to the Cardinals-Braves Wild Card last year, which aired on a Friday afternoon. The telecast was the most-viewed primetime program across all of cable TV, peaking at a 3.5 rating from 9:30-9:45pm. The game earned a 33.7 local rating in Pittsburgh, marking the highest-rated MLB game on record in the market. Cincinnati drew a 16.6 local rating (THE DAILY).

The WNBA has made a proposal to the WNBPA for a new CBA, the union told its members in a memo yesterday. The memo did not provide any details of the proposal, but it is believed to be the first movement toward a new labor deal for WNBA players. The WNBA CBA expired Monday. “The Negotiating Committee is reviewing and analyzing the proposal and determining the appropriate next step in the bargaining process,” WNBPA Dir of Operations Pam Wheeler wrote to players. Wheeler indicated that the union would provide more details of the proposal to players after it was analyzed by the union's negotiating committee. League and union officials did not immediately return requests for comment.

"The Negotiating Committee and union staff appreciate your patience and steadfast support, particularly in light of the seeming lack of movement up to this point," Wheeler stated in the memo. "It appears that the owners and the league recognized the players' frustration with the delay in delivering the initial proposal and have responded accordingly. We hope to maintain and build some momentum in the negotiations in the coming weeks and will keep you informed."

The Jaguars and the city of Jacksonville have agreed on “a plan to finance new scoreboards and other stadium improvements” at EverBank Field. The team will pay an estimated $20M and the city "will pick up the remaining" $43M. The city’s share will come from the Sports Complex Capital Maintenance Fund that is “already being directed towards the stadium.” Legislation for the plan will be filed with the City Council tomorrow (BIZJOURNALS.com, 10/2).

The 76ers today announced the launch of a new marketing campaign dubbed "Together We Build." Ads for the campaign feature images of iconic Philadelphia structures combined with depictions of industrial objects, symbolizing the idea of building a team through an incremental process. Featured objects include the Liberty Bell, cobblestone streets, the Ben Franklin Bridge and the Rocky Balboa statue The effort launched today with outdoor advertising consisting of 40 billboard images (76ers).

NBA Digital today formally announced the acquisition of "The Starters," the video podcast, blog and TV program previously known as "The Basketball Jones." "The Starters" will produce original content under the NBA banner, including a podcast, blog, TV show and presence on a variety of social media platforms. The blog and daily podcast will appear on NBA.com (podcast also on iTunes), and the show will debut on NBA TV on Wednesday, Oct. 30, at 5:00pm ET (Turner).

Fox Sports promoted Chris Hannan to the newly created position of Exec VP/Communications & Integration. He will be based in L.A. and will continue to report to Fox Sports co-Presidents & co-COOs Randy Freer and Eric Shanks. Hannan will oversee Fox Sports' PR and corporate communications teams. Senior VP/Media Relations Lou D'Ermilio and VP/Communications Chris Bellitti will report to Hannan.

Coca-Cola's Wendy Clark opened the '13 CSE Sports Marketing Symposium by telling attendees that if their marketing ideas cannot be turned into hashtags, that means they are probably too complicated. Clark, Senior VP/Global Sparkling Brand Center, used her featured address to highlight the company’s marketing campaign around the '14 FIFA World Cup, including “Five Learnings” of sponsorship activation. Naturally, each one was turned into a hashtag.

The first point: #AuthenticityRules, which Clark related to the creation of Coke's “The World’s Cup” campaign. The next two lessons were #BeShareworthy and Embrace Your #NewSalesForce. Clark said it is not about the initial audience you reach, but about giving that initial audience “the currency of the conversation to share and pass along.” Clark then played Coca-Cola's anthem for the World Cup, featuring Brazilian singer David Correy and titled “The World Is Ours,” which she said racked up half a million views on YouTube in a matter of days.

Given how quickly information is shared today, Clark said that #SpeedTrumpsPerfection, but added, “You have to be contextually relevant. It doesn’t matter how good your content is if it misses the context.” She cited the company’s “Trophy Tour,” which is using a Twitter handle to share experiences from the Cup’s trek across 89 countries. The last of the “Five Learnings” was #BeAmbitious.

For more from the event, see our On The Ground blog.

The PGA Tour and USA Today Sports Media Group today announced an expansion of their multiyear marketing deal. The two entities will collaborate on several digital content initiatives in '14 and beyond (USA Today).

Former NBA coach and player Avery Johnson has joined ESPN as a studio analyst (ESPN).

Break Media and Tupelo-Honey Raycom are partnering to launch the Follow Channel, a dedicated sports lifestyle channel on YouTube. Heat F Chris Bosh is a partner in the channel (Break Media).

Anritsu has signed an extension to sponsor the PGA Tour Frys.com Open, which begins Oct. 10 at CordeValle in San Martin, Calif. (Anritsu).

The Flyers today introduced a free mobile app (BIZJOURNALS.com, 10/2).

SI this week features an image of Braves RF Justin Upton, CF B.J. Upton and SI swimsuit model Kate Upton on the cover of its MLB Playoff preview issue (THE DAILY).

"She's an important part of what we do. That show wasn't, for us, what we wanted it to be. (The decision to cancel) was simply about the show and not about Michelle" – NBC Sports Group Chari Mark Lazarus, on Michelle Beadle's public, negative reaction to the cancellation of NBCSN's "The Crossover" (Christopher Botta, Staff Writer).

"The security measures are aimed not only at making the Games safe but also ensuring a comfortable environment. The city won’t become a concentration camp" – Alexei Lavrishchev, a senior official with Russia's Federal Security Service, on security surrounding the '14 Sochi Games (BLOOMBERG NEWS, 10/2).

"I think they're in trouble, but not big trouble. Steve Mills, that's a complete disaster. He's a yes-man who's going to be collecting a paycheck" – SNY's Chris Carlin, on the current state of the Knicks ("Loud Mouths," SNY, 10/1).

Turnkey Intelligence Senior VP Steve Seiferheld: "Just read Tata Consultancy signs title #sponsorship for #NYCMarathon. Happy for @nyrr, feel bad I never heard of Tata."

CBSSports.com's Jon Heyman: "Braves put freddy garcia on roster. with Fredi and Freddie, believed to be 1st playoff team with 3 spellings for freds"

Beer writer Chris Furnari: "Buffalo Wild Wings pours 12 million CE's of draft beer annually...largest U.S. destination for draft beer. They also sell 3.7B bil wings/yr"

CBSSports.com's Jeremy Fowler: "College Football Playoff selection committee target identified by @CBSSports -- West Virginia AD Oliver Luck."

If you see a tweet we will not want to miss, send it to us at editorial@sportsbusinessdaily.com.

The Muhammad Ali Center in Louisville will host the U.S. premiere of "Muhammad Ali's Greatest Fight," kicking off the inaugural Three Days of Greatness Film Festival.

Michael Jordan sits for a Q&A to promote this week's launch of "NBA 2K14," which again gives users the ability to play as NBA legends alongside today's stars.

4 years, 18 days – Time since the Bills last appeared in a Sunday or Monday night game on Sept. 14, 2009, the longest such drought in the NFL (CLEVELAND.com, 10/1). Barring a change due to flex scheduling, the Bills will not appear in a Sunday or Monday night game this season (THE DAILY).