SBJ Unpacks: Coronavirus -- NFL Stays The Course

With the Bundesliga playing again, it wasn’t going to be long before the rest of European soccer found its way back. That time will be mid-June for both the English Premier League, which earlier today announced plans for a June 17 return, and Italy’s Serie A, which was cleared to restart on June 20.

Closer to home, there’s no indication that any of the major U.S. leagues are quite ready to set a date, though all are working toward it, with varying rates of progress -- which we’ll cover here tonight as well as curated via SBD’s News You Need link near the bottom of this newsletter.

--- Bill King

NFL COACHES COULD COME BACK TO WORK NEXT WEEK

• NFL Commissioner Roger Goodell said he expects some coaches to be allowed back to team facilities next week, a big step toward keeping the league on schedule for the 2020 season, reports SBJ’s Ben Fischer. He did not provide an exact date, but said it will come as part of the league’s “next phase” of reopening team offices shuttered due to the pandemic.
  
  
• Starting Monday, teams may reopen “ticket offices, retail shops and other customer-facing facilities,” if allowed by local law, Goodell said in a memo. Employees of those departments will count against the maximum of 75 workers allowed on site under the NFL’s original return-to-work rules. Coaches and players won’t be allowed back until all teams can return to work by law, but Goodell said almost all states with NFL clubs have either relaxed restrictions or are expected to soon.
  
  
• “We are actively working with Governors and other state and local authorities in those states that have not yet announced definitive plans and will confirm the precise date on which coaches can return to the facility as soon as possible,” Goodell wrote.
  
  
• Separately, the league extended the virtual offseason by two weeks to June 12. It had been slated to end tomorrow. Work continues with the NFLPA to determine rules and procedures in which players might get back to in-person practices. 

HAVE CONTENTIOUS NEGOTIATIONS ALREADY COST MLB?

• In the wake of Max Scherzer's late Wednesday tweet, it is clear that the union and MLB are miles apart on economics and entrenched in their positions, writes SBJ's Eric Prisbell. It begs the question: Regardless of when and if both sides strike a return-to-play agreement, how much goodwill has the sport already squandered by a negotiating process colored by rancor, mistrust and tension?
  
  
• Both sides are aware of the ugly optics. They've been unable to change the public narrative of two well-heeled parties -- billionaires versus millionaires -- squabbling over billions amid a health and economic crisis.
  
  
• Baseball envisioned a prime opportunity to be the first North American team sport back in action this summer, providing the nation something familiar and comforting -- ESPN's Karl Ravech said baseball is like your favorite blanket. It's wanted to give the country something to rally around. That still may occur. But even if baseball returns by July 4, which is increasingly appearing like an optimistic target date, it may only have center stage to itself for about three weeks.
  
  
• The NHL and NBA both may begin their playoffs in late July, a scenario that would give the sports-starved television viewer appealing options other than regular-season baseball. MLB and the union may well reach a player compensation deal in the coming days, but it remains to be seen what toll the contentious negotiations have already taken on its fan base.

STUDENT ATHLETES OPINE ON RETURN TO CAMPUS, COST CUTTING

• Athlete Viewpoint is one of the few sources with feedback from college athletes. Jennifer and Michael Cross’ business, which typically conducts anonymous surveys of student-athletes to learn about their college experience, asked 3,677 respondents a series of questions about returning to play, with 48% responding from late April to early May. Here are some of the notable results:
  
  
  • Only 14% said they’re worried about coming back to campus without a vaccine.
  • Three-quarters of athletes do not want their competitive season shortened.
  • 68% think they should be allowed to return to compete, even if their school doesn’t have in-person classes this fall. Another 12% said they shouldn’t return until all students do.
  • Their greatest concern (84%) is getting back to campus this fall and then being forced to leave before the end of the semester.
  • 65% are optimistic or extremely optimistic about returning to campus in the fall.
  • 76% have some level of concern about their friends’ health; 64% expressed the same level of concern about their own health.
    
    
• Athlete Viewpoint also collects anonymous comments. Here are three that stood out:
  
  
  • On saving money: “Focus only on the essentials, like safety equipment. Stop buying unnecessary stuff. … No one needs five pairs of sneakers.”
  • To play or not to play: “I honestly do not think any sports should take place until quick testing (or a vaccine) is available before every event.”
  • Student athlete life: “Evaluate pre- and post-game meals and training table. There’s a lot of food.”
    
    
• For more from Athlete Viewpoint's findings, see Michael Smith's SBJ College newsletter.

NHL CLUBS INSTITUTE VARIOUS SEASON TICKET REFUND/CREDIT OPTIONS

• With the NHL regular season officially canceled, some teams have started issuing more instructions to their season-ticket holders for obtaining refunds and credits for the missed home games, writes SBJ’s Mark J. Burns.
  
  
• The Penguins had six remaining games, and season-ticket holders can apply that money toward the 2020-21 campaign or request a refund altogether. Those who purchased tickets to just one of the six games through the Penguins can apply that money toward a future game or obtain a refund. Fans who purchased single game tickets through Ticketmaster will receive an automatic refund in as soon as 30 days. Similarly, Wild fans who purchased tickets to canceled games through either the team or ticket platform Fevo will receive a full refund within 30 days. 
  
  
• Some teams, like the Flyers and Maple Leafs, have already instituted plans for the 2020-21 regular season, writes SBJ’s Karn Dhingra. All Flyers season-ticket members were given the opportunity to defer April and May payments toward next year’s season memberships. Those fans could then use their credit for the six canceled home games for this season and apply it to the next scheduled payment in June. For the Leafs’ season ticket members, their first payment for next season was deferred from April to June.
  
  
• Clubs such as the Blues have opted for a flexible approach while still trying to retain gate revenue. Season-tickets holders’ balance for unplayed games will be applied toward next season, the team said. Still, if an individual doesn’t want a credit and would prefer a refund or apply that money toward a single ticket or group package, for example, the Blues said it would work with that person to find the best option.

NFL, UNION FINALIZE DEAL WITH EA SPORTS THROUGH 2025

• The NFL and NFLPA both finalized deals today with EA Sports to extend the exclusive Madden video game franchise through at least 2025, with an option for 2026, reports SBJ's Ben Fischer. The deal is the "biggest and widest-reaching gaming deal” yet for the league, the parties claimed, making EA Sports a key player across all aspects of the NFL and the union’s efforts to develop new young fans through digital platforms -- including social media strategy, esports, new NFL-themed games and content marketing.
  
  
• “The last time we did this deal, we weren’t thinking about things like integrating broadcast, things like fantasy, and how all those things can come together in a singular platform,” said EA Sports VP/Global Brand Management Anthony Stevenson. “Those just weren’t conversations we had. Whereas when we sat down for this, it was really at the center of it.”
  
  
• Terms were not disclosed, but a source familiar with the deal valued the pact at between $900M-$1B for the NFL, and between $600M-$700M for the NFLPA depending on sales. For more, see today's issue of Closing Bell.

WORKING FROM HOME WITH MELT CEO VINCE THOMPSON

• MELT CEO Vince Thompson has been taking as positive approach to remote working as he can over the past several months. “I’m cooking more. I’m exercising more. I'm getting better quality sleep. I'm having more quality interactions with my staff,” he said.
  
  
• While parts of Georgia are beginning to re-open, Thompson said his Atlanta-based marketing agency won’t open its office just yet, as he wants to mirror what his clients are doing, most of whom are still working from home. That hasn’t slowed things down in his eyes, though. “We've been able to do some things for the organization that we weren't able to do for a long time because we were on the hamster wheel,” he said. 
  
  
• Thompson has made sure to check in on his clients’ well-being lately. “We're all in the very relationship-driven business,” he said. “Your clients are your family. You want to make sure they're okay.” He spends a few hours each day reading about the status of other industries, looking for any lessons he can learn and apply to sports’ eventual return. Thompson said he is taking a “matrix approach,” speaking frequently with broadcasters and athletic directors to discuss all the potential options for college football this fall.
  
  
• The MELT U intern program has been forced to go virtual this summer, something Thompson thinks will be a big benefit for all involved. “We may have a thousand kids enrolled this summer,” he said. “We can get access to more speakers now because they don't physically have to come in.” Another bright spot for Thompson has been slowing down and taking in more of his surroundings. “We've had a beautiful spring here and I think we probably have always had beautiful springs, but maybe I'm just noticing more,” he said.

• Want to share what your work-from-home setup is like? Reach out to SBJ's David Rumsey.

Thompson earlier today participated in a webinar on the business of sports

CHECK OUT THE PRINT ISSUE OF SBJ THIS WEEK

• Don’t miss this week’s issue of SBJ. Meanwhile, 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 any questions about how and where to receive your print copy of SBJ, please email help@sportsbusinessdaily.com.

SPEED READS 

• The Boston Marathon today was canceled for the first time in its long history. Boston Mayor Marty Walsh said during a briefing outside City Hall that organizers have "determined that the race, initially pushed back from April to September 2020, was 'not feasible' this year." Boston Athletic Association CEO Thomas Grilk said that the BAA will "offer a virtual marathon" anytime between Sept. 7-14.
  
  

• Sports betting stocks are "surging despite the lack of live games," per Axios' Jeff Tracy. Since going public on April 24, DraftKings' stock is up 82%, while Penn National Gaming -- which acquired Barstool Sports in January -- is up 130%. Tracy: "This surge signals a wider truth about the sports betting industry -- it is uniquely suited to emerge from the pandemic virtually unaltered."
  
  
• WNBA Commissioner Cathy Engelbert sounds closer to announcing a plan of action for the league to begin its season. Engelbert told the Washington Post's Kareem Copeland that in the initial weeks after delaying the original May 15 tip, "(Scenarios) were changing every other day. Whether it was medical protocols, the operational logistics, how many courts do you need, etc. That’s starting to settle a little bit. I would call them now a few base scenarios and then permutations off of those." Engelbert also conceded that whenever games do start up, they are "likely be fanless."
  
  
• French Tennis Federation General Director Jean-Francois Vilotte is still moving ahead with plans for a September French Open, but conceded today that a fan-less event would be a "last resort." Villotte told the AP, “I have a hard time understanding why restaurants and shops are allowed to re-open, but we can’t do so at a big event like ours.” One of Vilotte's possible pain points? Last year's French Open "broke its attendance record" with 520,000 fans.
  
  

• The Ringer's Bryan Curtis writes under the header, "Five Ways Pandemic-Era Sports on TV Could Be Better Than Ever." The COVID-19 crisis has "grounded sports producers for two months, offering them a rare chance to stop and think about what we see." Now they "have some wild ideas that just might reshape the way we watch games on TV."

NEWS YOU NEED FROM SPORTS BUSINESS DAILY

• During this crisis impacting the sports business, we want everyone to be up-to-date on the latest news and information. SBD's "Coronavirus & Sports" section is free, outside the paywall, for the foreseeable future. Below are today's headlines:
  
  
  • Sources: MLBPA Wants More Games, Full Prorated Salaries
  • NBA Unlikely To Make Decision On Season By Friday BOG Meeting
  • NHLPA's Don Fehr Goes Deep On Negotiating For League's Return
  • Testing Could Be Biggest Hurdle For NHL In Plans For Return
  • Bruins Pay Team, Arena Employees After NHL Season Canceled
  • Viagogo, StubHub Face Steep Climb Without Live Events, Heavy Demand

SBJ UNPACKS -- WEATHERING COVID-19

• Check out the most recent editions of our "SBJ Unpacks" podcasts around COVID-19:
  
  
  • Bill King and Mark J Burns dive into the NHL's plan to return to the ice.
  • Grand Slam Tennis Tours' Kyle Ross on overseeing the launch of a 120-match exhibition series spread across the U.S.
  • Bill King is joined by Greg Levy and Peter Carfagna of the University of Miami to discuss force majeure in the time of COVID-19.
  • The Aspen Institue's Tom Farrey examines what a safe return to sports will look like for kids and whether now is the right time.
  • Bill King and Eric Prisbell talk about how MLB owners and players can find a middle ground to bring America's pastime back between the baselines.

NOMINATIONS OPEN FOR SBJ GAME CHANGERS!

Online nominations for Game Changers are now open. We’ll be accepting nominations through midnight June 21. The Game Changers event will be Oct. 27-28, and a special section will run in SBJ in the Oct. 19 issue.

Something related to coronavirus and sports business catch your eye? Tell us about it. Reach out to Austin Karp (akarp@sportsbusinessjournal.com) and we'll share the best of it.