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NASCAR lands $7.7M in media rights deals...Salt Lake City named preferred host for '34 Winter Olympics...ESPN Bet, theScore named NHL betting partners

NASCAR lands $7.7B in media rights deals

By Adam Stern and John Ourand

NASCAR is on the cusp of announcing $7.7B worth of media rights deals with Fox Sports, NBC, Warner Bros. Discovery and Amazon. The average annual value of the deals, including the previously announced CW deal, is $1.1B per year, which represents about a 40% increase over NASCAR’s current deals.

NASCAR plans to make a formal announcement in Nashville later this afternoon as part of its end-of-season banquet. The deals start in 2025 and run through the 2031 season.

The 40% increase represents a big win for the racing circuit, especially given the tightening of the marketplace around sports media rights caused by cord-cutting and cord shaving.

NASCAR execs said the drawn-out negotiations, which started earlier this year, took longer than expected. But NASCAR President Steve Phelps said the deals will position the racing circuit well amid the upheaval in the media business.

“If you think about the opportunity to really have broadcast, cable and streaming, we think it’s an important thing for the next seven years,” Phelps said. “It signifies to the sports world, to the sponsors, to everyone, that NASCAR is clearly a Tier 1 property and a must-have property, and that’s what I think will be the over-arching message that will be signaled here.”

 

Here's how the deals look. NASCAR has three national series: The premier Cup Series, the Xfinity Series and the Craftsman Truck Series.

As part of the new deals, Fox will get 14 Cup Series races annually in the first portion of the season and including the Daytona 500. After Fox carries its 14 events, Amazon’s Prime Video will stream five events, marking the first time that NASCAR’s premier events will be exclusively streamed.

Warner Bros. Discovery will take over after Amazon’s races and carry the next five, which will be simulcast on both TNT and the B/R Sports tier on the Max streaming service. NBC Sports will complete the season with the final 14 races.

“When we did this the last time in 2013, the media landscape was more stable and consistent,” said NASCAR SVP/Media & Productions Brian Herbst. “What was important for us now ... is that we wanted some broadcast windows, and then also to be represented on the digital and streaming side. ... It was important for us to be in front of a new fanbase that may skew a little bit younger.”

For comparison to the new deal, Fox this year aired 18 races, while NBC aired 20, inclusive of two exhibition events and 36 points events.

Of the 14 races to be aired by Fox Sports, five will be on the Fox broadcast channel while the rest will be on FS1. Of the 14 to be aired by NBC Sports, four will be on the NBC broadcast channel while the rest will be on USA Network.

A unique part of these deals is that NASCAR carved out a package of practice and qualifying sessions for the Cup Series. Amazon Prime will carry these events from the start of the season through the end of its races (with the exception of the Busch Light Clash exhibition, Daytona 500 and NASCAR All-Star Race exhibition, which will remain with Fox).

WBD’s Max will carry these events for the remainder of the season after that; practice and qualifying will stream on Max and air on linear TV on truTV.

In the Xfinity Series, the CW will air all those races, while in the Truck Series, Fox will continue to air those races as it has done during the current agreement, which is from 2015 through 2024.

Deal terms also provide highlight rights to WBD’s Bleacher Report and House of Highlights. Combined with the move to Amazon Prime Video, NASCAR execs expect these deals to bring in younger and more diverse viewers.

“We're going to invest and put the resources of the company behind it to help grow the sport,” said Jay Marine, Amazon’s global head of sports. “If you look at what we've done with ‘Thursday Night Football’ in terms of delivering an audience that's seven years younger, the unique reach we provide is going to be really helpful.”

In an attempt to alleviate the problems of convincing fans to navigate at least five different channels and sites to watch races, NASCAR convinced the media companies to cross promote races that appear on other channels.

“We are not in the business of trying to do every sport and every league out there,” said WBD Sports Chair & CEO Luis Silberwasser. “We really try to be strategic about the sports that we get behind and the leagues that we get behind. Our strategy is Tier 1 sports, and NASCAR is a Tier 1 sport.”

SLC named preferred host for '34 Winter Olympics

By Rachel Axon

PARIS -- France first, then the U.S. The IOC returned to a proven path to ensure the future of the Winter Olympics. Now, it’s Salt Lake City that will benefit, with the Games set to return to Utah.

The IOC’s executive board today approved a recommendation of its future host commission to move Salt Lake into targeted dialogue for 2034 and a bid from the French Alps ahead for 2030. The decision kicks off months of work for each to finalize their bid file, secure guarantees and host a visit. The IOC expects to vote on hosts for 2030 and 2034 at its session before the Olympics open here in July.

“What has been submitted and the demonstration of support is outstanding,” said Christophe Dubi, the IOC’s Olympic Games Exec Dir. “They have brought all the guarantees needed already at this point in time. It is extremely strong. In Salt Lake City, we’ve had a partner for three years now, and they’ve been incredibly patient, incredibly thorough and were able to rally everyone behind what is a superb project.”

The IOC expects to finalize its future host reports in May and present them to the executive board in June. While returning the Games to Salt Lake City isn’t a done deal until the IOC’s July vote, it’s a strong indicator of the likely outcome -- the Winter Olympics will return to the U.S. for the first time since Salt Lake City hosted in 2002.

It was met with celebrations in Utah. Salt Lake City-Utah Committee for the Games officials joined Mayor Erin Mendenhall for a watch party. Following the committee’s board meeting on Friday, Utah Gov. Spencer Cox will join Salt Lake and U.S. Olympic and Paralympic Committee officials for a cauldron lighting. Utah medalists from 2002 through 2022 will join the celebration, as well as prospective 2034 athletes.

“I feel pure elation for the people of Utah to be able to experience the Games again, assuming we get the award,” said Fraser Bullock, President and CEO of the Salt Lake City-Utah Committee for the Games. “But it also feels very satisfying from all the work we’ve done and the partnership we’ve had with the IOC to be rewarded to move into targeted dialogue.”

The IOC’s decision to advance the Salt Lake bid is the continuance of an effort to bring the Games back to Utah for more than a decade. Committee members have been trying to get the Olympics back for so long that they were targeting the 2022 edition when they started.

Working in their favor is a wealth of venues that have been maintained since it last hosted the Olympics, with it regularly hosting international events. Skiing, biathlon and speedskating are among those hosting events there this season, and Park City has one of only 16 sliding tracks in the world.

Karl Stoss, chair of the IOC’s future host commission, highlighted that history as part of the  strengths of the bid, along with Salt Lake’s legacy from 2002, compact master plan and public and government support. 

The IOC decided to move a national bid from Switzerland into a privileged dialogue for 2038, giving organizers the opportunity to organize plans and shore up government and public support, including potentially through a referendum. The country has historically struggled to get public support, with a 2026 bid by Sion failing in a vote in its canton, but has proposed a national bid.

Sweden, meanwhile, has now bid nine times for the Winter Olympics, which it has not hosted. Stoss said the bid needed more support, including from the government, and that revenue projections from domestic sponsorship and ticketing were on the high side.

“Sweden should be encouraged to continue,” he said.

Faltering other bids opened the door for France to secure a Summer and Winter Olympics within the same decade. 

A year ago, the IOC opted to delay a decision on the 2030 Games after bids from Vancouver and Sapporo faced headwinds. France’s national Olympic committee pursued a dialogue with the IOC following that decision, although its ambitions were not publicly known until this summer.

Dubi said the close proximity to next year’s Summer Games in Paris give French officials and the IOC an opportunity to take advantage of operational capabilities and commercial interest.

“We have a lot of building blocks from Paris that can be reused as well,” Dubi said, “and this is for sure an advantage when you have five and a half years to organize the Games.”

Those commercial implications are to be sorted out in the coming months by Salt Lake officials, as well. Los Angeles and the USOPC currently have a joint venture, U.S. Olympic and Paralympic Properties, to sell domestically through the 2028 Games.

When a Salt Lake City effort to take over commercial sales would begin, and what the USOPC would do in between, has yet to be sorted out. Bullock said that will be part of the discussion in the coming months.

In other respects, the bid file is nearly complete, he said, with thousands of pages of contracts, guarantees and vision statements of what they would deliver. 

“It’s all ready,” he said. “We feel very confident.”

After the IOC’s decision Wednesday, he should.

ESPN Bet, theScore named NHL betting partners

Penn Entertainment has signed a deal with the NHL making its ESPN Bet and theScore Bet platforms "official sports betting partners" of the league in the U.S. and Ontario, Canada, respectively. Penn secured the "first partnership with a major professional sports league" for its new ESPN Bet platform just "two weeks after the online sportsbook's launch." Through the partnership, the company's two online sportsbooks will have "access to intellectual property rights and media and marketing integrations in the NHL's programming and activations," including "marquee NHL events such as the Stanley Cup playoffs, the Winter Classic, the Stadium Series and All-Star Weekend." ESPN Bet launched in 17 states across the U.S. on Nov. 14 (PHILADELPHIA BUSINESS JOURNAL, 11/29).

Hornets extend partnership with Lowe's

The Hornets have signed a multiyear extension with Lowe’s, retaining one of its "largest sponsors." The home-improvement retailer will "continue to have marketing and advertising at Spectrum Center and throughout the Hornets’ social and broadcast media." Lowe’s and the Hornets also unveiled their "latest community project, a renovated amphitheater at Grier Heights Park," marking the "third consecutive year the organizations have collaborated on a community project." Terms of the sponsorship were "not disclosed by either the team or the company" (CHARLOTTE BUSINESS JOURNAL, 11/29).

Scenes from Day 1 of SBJ Dealmakers in D.C.

SBJ Dealmakers opened up in D.C. this afternoon, with a number of panels featuring some of the biggest senior execs in sports, finance, media and technology for discussion centered around the high-stakes financial ecosystem within the sports industry. The conference, which runs through tomorrow, kicked off with a series of panels, including "Accelerating Change through Intentional Investing" with Billie Jean King Enterprises CEO Ilana Kloss and Elysian Park Ventures founder Cole Van Nice; "The Next Chapter: From Super Bowl Champion to CEO & Investor" with former NFLer and Players Coalition founder Malcolm Jenkins; and "Politics, Sports & Society: Chuck Todd Unplugged" with NBC's Chuck Todd.

Survey: Women's soccer medical support falls short

Women’s soccer is "falling short in key areas including medical support and pay," according to a survey of players involved in this year’s FIFA Women’s World Cup. The survey, conducted by players' union FIFPRO and released today, found that "60% of respondents said they lacked mental health support," while "one in three earned less than $30,000 a year from soccer." The survey highlighted "further areas of concern relating to the conditions players were expected to operate under." It said 10% "did not undergo a medical examination before the tournament." In what the union described as a "worrying statistic," it said 22% "did not have an electrocardiogram." FIFPRO said two-thirds of players "claimed they were not in peak condition by the time the tournament started" and 53% believed they’d had "insufficient rest before their opening game at the World Cup." FIFPRO said it surveyed 260 players from 26 of the 32 national teams in the tournament (AP, 11/29).

Football podcasts see huge spike in female listeners

By Erik Bacharach

Football podcasts have seen a 270% increase in female listeners this NFL season, according to data provided by Spotify, another indicator of the way Taylor Swift is broadening the league’s reach. Swift, who Spotify today revealed as its most-streamed artist of 2023, is dating Chiefs TE Travis Kelce, whose podcast was the No. 1 sports podcast on the streaming platform this year. “New Heights with Jason and Travis Kelce,” which Kelce co-hosts with his brother Jason, a center for the Eagles, had Spotify’s top three sports podcast episodes in 2023.

The male audience for football podcasts grew 50% compared to the same period last year (Aug. 1 - Nov. 14), while sports podcasts overall saw a 30% increase in consumption year over year. Both male and female audiences have grown more than 20% for basketball podcasts so far this NBA season.

Spotify’s Top Sports Podcasts Globally

  1. New Heights with Jason and Travis Kelce (US)
  2. Pardon My Take (US)
  3. The Bill Simmons Podcast (US)
  4. Fozcast - The Ben Foster Podcast (UK) 
  5. Fantasy Footballers - Fantasy Football Podcast (US)
  6. Copa TS (Germany)
  7. NEW: That Peter Crouch Podcast (UK)
  8. The Rest is Football (UK)
  9. Spittin' Chiclets (Canada)
  10. The Pat McAfee Show (US)

Top Sports Podcasts in the U.S.

  1. New Heights with Jason and Travis Kelce
  2. Pardon My Take
  3. The Bill Simmons Podcast
  4. Fantasy Footballers
  5. The Pat McAfee Show
  6. The Old Man and the Three with JJ Redick and Tommy Alter
  7. The Ryen Russillo Podcast
  8. Podcast P with Paul George
  9. The Ringer NBA Show
  10. Bussin' With The Boys 

Top American Football Podcasts in the U.S. 

  1. New Heights with Jason and Travis Kelce
  2. Pardon My Take 
  3. The Bill Simmons Podcast 
  4. Fantasy Footballers 
  5. The Pat McAfee Show 

Top Basketball Podcasts in the U.S.

  1. The Bill Simmons Podcast 
  2. The Old Man and the Three with JJ Redick and Tommy Alter 
  3. The Ryen Russillo Podcast 
  4. Podcast P with Paul George 
  5. The Ringer NBA Show

Podcast Picks: Keeping Flexible

This week’s offering of “Podcast Picks” looks back at the Black Friday game on Amazon and the strategy behind that initiative for the NFL, followed by how FTX founder Sam Bankman-Fried tried to launder some of the billions in fraud money he acquired into sports naming rights, celebrity endorsers and sponsorships to give his company some degree of legitimacy. Finally, UFC President Dana White in some colorful language discusses a variety of topics, including why he decided to sign a sponsorship deal with Bud Light despite the company’s “wokeness.”

NFL EVP Hans Schroeder sat down on “The Season with Peter Schrager” to discuss the league’s new streaming strategy, playing on Black Friday this season and its relationship with its broadcast partners. Schroeder noted the league “allows a lot more flexibility in the scheduling process because those games can go to a number of outlets.” In addition, Schroeder said with the Black Friday game “we’ve got the biggest commerce platform” in Amazon and Black Friday is “their biggest day of the entire year. These things seem like they fit pretty well together.” Schroeder: “This is something that could be really transformational for both sides.”

NAME GAME: Authors Michael Lewis and Zeke Faux spoke with “Pablo Torre Finds Out” about how Bankman-Fried “sportswashed” billions of dollars in a huge crypto currency fraud that ensnared some of the biggest names in sports. Lewis said Bankman-Fried “started to look at what people cared about and he saw that in Europe when you put the names of companies on the jerseys of players everybody noticed the name of the company and no one cared about the names that were on the stadiums,” but in the U.S. the “announcers every time they talked about a stadium they mention” the naming rights name and stadium name. Lewis noted the Miami-Dade County government had to approve the Heat naming rights and FTX “thought that was really valuable because it would just create trust.”

DEFENDING THE DEAL: White settled in with “Bussin’ With The Boys” where he talked about the recent sponsorship deal with Bud Light, saying if he made the decision to sign with Bud Light “there’s a damn good (EXPLETIVE) reason.” White: “I know the inner workings of the beer business better than these fans and all this shit.” Anheuser-Busch employs 65,000 Americans and a “lot of them are vets.” White: “That alone should be enough reason for you to not try to put a bullet in Bud Light and Anheuser-Busch.” White said Bud Light is “my partner for the next six years” but Anheuser-Busch “didn’t pay me some (EXPLETIVE) crazy number that made me say, ‘You know what, I’m going to throw ... all the values that I believe in right out the window because I’m going to take this money.’” 

Know of a podcast we should keep tabs on? Send an email to mboylan@sportsbusinessjournal.com. Also, check out SBJ's podcast home.

Speed Reads....

Bayern Munich has relocated its N.Y. office to Rockefeller Center from its prior location at 40th St. and Madison Ave. The Bundesliga club’s N.Y. office was its first outside Germany when it was established in 2014 and is led by Managing Director for the Americas Dee Kundra. Bayern has since opened offices in Shanghai (2017) and Bangkok (2022) (Alex Silverman, SBJ).

New Balance has signed Cavaliers G Darius Garland as the newest member of the New Balance basketball roster (New Balance).

Sportsnet is parting ways with Blue Jays' radio broadcaster Ben Wagner after "declining to renew his contract" with the network. Wagner served as the lead broadcaster for the Blue Jays for six seasons (THE ATHLETIC, 11/29).

The Southland Conference has inked a new partnership with vivenu, making it the primary ticketing platform for a myriad of the Southland's high-profile championships (Southland Conference).

London-based marketing agency Bright Partnerships has opened an office in N.Y., expanding its operations into the North American market. The N.Y.-based operation will be lead by VP Duncan Harris (LINKEDIN.com, 11/29).

Around the World....

Soccer player Cristiano Ronaldo is facing a "class action lawsuit in the US over his promotion of Binance, the largest cryptocurrency exchange in the world." The plaintiffs claim his endorsement "led them to make loss-making investments" and are seeking damages of "a sum exceeding" $1B (BBC.com, 11/29).

Everton are expected to "submit their appeal against the deduction of 10 Premier League points, handed down by an independent commission, on Friday." Once it has been submitted, the case will then be "considered by an independent appeals commission, which will include a different set of people from the original commission panel" (SKYSPORTS.com, 11/29).

The Transylvania Open in Cluj-Napoca, Romania, will return to the WTA Tour in 2024, with the WTA 250 tournament taking place during the week of February 5 (WTA).

Social Scoop....

Daily Download....

Bundesliga club Borussia Dortmund won a 2023 Clio Sports award for its creative campaign raising awareness of testicular cancer detection. Hamburg, Germany-based Accenture Song helped develop and execute the "A hand ball that could save your life" campaign.

Check out Sports Business Journal's weekly issue

Don't miss this week's issue of SBJ. Fox Sports' 'Big Noon' franchise kicks off this week's issue, as we go behind the scenes of how the upstart college football pregame show aims to capture the game-day excitement of campus. Also: The Middle East looks to be the new global champion of hosting combat sports; a comprehensive guide to CityPark, the MLS stadium built by and for St. Louis; and examining the debate over college sports revenue sharing.

If you’d like to receive the print issue at your home office, update your delivery address at any time within your account settings here. If you have questions about how and where to receive your print copy, email help@sportsbusinessjournal.com.

Daily Digit....

$38.1M -- Amount that the U.K. government and the FA will invest in "creating football pitches for the use of women and girls" throughout the U.K. A total of $31.7M of government investment and $6.4M from the FA "will be committed in the next 18 months to the Football Foundation, which will select sites for 30 new state-of-the-art artificial grass pitches and accompanying facilities" (London TIMES, 11/29).