Scout Sports and Entertainment, the progeny of Horizon Media, began nine years ago as a marketing services firm, with brand clients including Burger King, Corona and Geico. However, with sports properties transforming into media and content companies, Scout landed an increasing number of property clients. Among them are Monumental Sports’ naming-rights transformation of what was the Verizon Center in D.C., and the Carolina Panthers' recent expansion of advertising assets — including the new East Gate, now titled by Lowe’s — and the team’s new domed practice field.
Scout’s current property client list includes the Panthers, Minnesota Twins, Oak View Group, Topgolf and a recent assignment with MetLife Stadium.
“Scout’s shown us the gaps where we could be doing more at Bank of America Stadium, and they’ve been really instructive in evaluating potential new marketing assets,” said Panthers President Tom Glick. “Since they were born out of Horizon Media, they know that space backwards and forwards, and reverse engineered for our purposes. Also, as we produce more content and media, they’ve helped us with those strategies, as far as distribution and matching up with the right kinds of brands.’’
Scout has launched a separate internal unit to do property consulting that will be known as Scout 360. It starts with a handful of people dedicated to its offerings, which include asset evaluation, asset mix, sales consulting, activation strategies, and analytics and research, along with digital, social and mobile content. The new group will be led by two current Scout Sports and Entertainment employees: Karen Van Vleet, vice president of strategy and insights, and Scott Savran, senior manager of property consulting and analytics, who will head up all cross-channel measurement and valuation services. Five other Scout S&E employees will share responsibilities with the larger agency.
“We saw a gap in the market and we felt like this group needed its own identity,” explained Michael Neuman, Scout executive vice president and managing partner.
Ravens fans will be even hungrier than usual to see an opponent miss a field goal at M&T Bank Stadium this season.getty images
MCMISS: In a stunt reminiscent of some basketball promotions, Baltimore-area McDonald’s, back as a Ravens sponsor after a one-season hiatus, this season will be encouraging the team's fans to put the hex on visiting kickers.
For each missed field goal by the opposing team at M&T Bank Stadium, Ravens fans will be rewarded with a free six-pack of Chicken McNuggets; the second missed field goal per game wins fans 10 McNuggets.
“It should make for some interesting end zones,” said Kevin Rochlitz, Ravens vice president of corporate sales and business development.
SCHOOL’S IN SESSION: Peter Fitzpatrick, a founder and former CEO of Home Team Marketing, is back in the agency business with DistrictWON, a Cleveland-based shop specializing in high school marketing. Fitzpatrick is heading a staff of 15 and selling high school sports digital, venue signage and social media assets across 46 states and thousands of schools through affiliations with the National Interscholastic Athletic Administrators Association and the National Federation of State High School Associations.
An early client is Farmers Insurance, for which the agency created “Safe Decisions Week” events within school districts across the country designed to battle distracted driving. The program is available for Farmers Insurance agents to participate and is linked to a “color-out” event at each school.
Editor’s note: This story is revised from the print edition.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
