Everything changes, and everything’s on the table

Going Viral.

Interesting title, as the previous meaning had mostly positive connotations, but in our recent world — not so much. Those of you that follow me on Twitter know that my slogan for these current times is to “make lemonade,” so I am focusing this column on opportunities to make lemonade, to capitalize on some unintended opportunities this crisis has provided us. I hope to challenge your creativity and drive, as well as to offer some positive vibes as they relate to our business. So, drink up — lemonade that is. …

I have long advocated that we need to reinvent the ticket sales business. Having 20 people making 80 calls from a landline and hopefully actually speaking to 10% of the prospects needs to evolve. Landlines only allow for an auditory conversation, which is far too one-dimensional. Much of our business can be cloud-based, which would provide the opportunity to switch to cellphones, which would provide social media, texting and sharing video. Today, our sports franchises have people working from home. What a great opportunity to define what roles and responsibilities can be performed, as well as to see what other types of work can be performed remotely.  

March Madness and spring training tickets are nothing but mint-condition souvenirs, reminders of the sports upheaval of 2020.courtesy of bill sutton

Without live sporting events, and sports fans never having experienced this lack of programming, they are thirsty for content and entertainment. Last month, two NBA players played “NBA 2K” live on Twitch, playing the remainder of the NBA season using those teams that would have been competing. MLB players also played a video game competition against each other. The key is producing content that will help satiate this hunger and fill the void at least temporarily. While I occasionally tune into one of the classic NFL games on NFL Network or on ESPN, I want more. Something fresh and new that will give me some respite from the world outside my virtual new reality domicile. Players talking about their excitement for the season and how they are preparing, stadium tours showing renovations and safety precautions as well as new food items — the key is having “appetizer content” until the entrée or main menu content is available to fill the void. Non-game content is perhaps the most essential and potentially successful method to keep a sports organization connected to its fan base and to help calm the fear of the unknown that everyone is facing right now.  

No one knows how long it will take for the world to return to some type of normal. (I prefer to say WHEN, not IF). Whenever that day comes, every league and sports property needs to have considered a variety of scenarios that would give their abbreviated seasons more meaning and heightened interest in terms of both attendance and television/streaming. These unintended consequences might include being the laboratory for the length of the season. For example, a baseball season that might not start until May each year and include 120-140 games, or an NBA season that would tip off Thanksgiving weekend and consist of 60 games, which might also eliminate the load management issue that seems to cause great consternation among the ticket-buying public. There will never be a better time to experiment and try something new, because the welcome back by the public will be much different than anything we have ever seen. 

The NBA has been discussing a tournament concept for some time. The tournament could occur at midseason or to open the season, but in any case, there would be some level of apprehension regarding how the public would adapt to that. 

BUT WHAT IF …

The NBA resumes the season in early June and introduces its own version of March Madness — a tournament where teams are seeded 1-30 based upon their results when the season was suspended. No East and no West, just the 30 teams seeded in order. The first-round games could be a best of three or even five so as to provide an opportunity for two games in each market. Subsequent rounds could be best of five or best of seven. 

One of the elements that makes NCAA March Madness so exciting for viewing and wagering is the opportunity for Goliath to be upset by David. Coming back after the long delay, teams would be excited by the fact that everyone has an equal chance and that they are not omitted because of their previous record, while still providing a first-round bye so as to reward teams like the Los Angeles Lakers and Milwaukee Bucks for their prior performance. 

Like the CFP, there might be three or four different broadcasts available for each game — one with college or retired coaches, one with retired players, an all-female broadcasting crew and so forth. Fans could submit brackets and win money for themselves and a charity of their choosing. The opportunity is there to innovate and then innovate some more.

We miss sports more than ever, a fact that will not be lost on the leagues negotiating their next broadcast deals nor on the networks and providers vying for their media rights. I love lemonade but I’m kind of in the mood for some of the great ballpark food I wrote about last April. At this point, I’m thinking I might cry the next time I hear the words “play ball!”

Bill Sutton (billsuttonandassociates@gmail.com) is director emeritus of the Vinik Graduate Sport Business Program at USF, dean of Elevate Academy and principal of Bill Sutton & Associates. Follow him on Twitter @Sutton_ImpactU.

Questions about OPED guidelines or letters to the editor? Email editor Jake Kyler at jkyler@sportsbusinessjournal.com