Marketing

TBT Finds Success With Partners In ‘Unique Year’

  • Heading into its seventh year, the TBT added seven new partners for its 2020 tournament.
  • Due to the coronavirus pandemic, the TBT will hold its winner-take-all tourrnament over 11 days at Nationwide Arena in Columbus, Ohio.

Heading into its seventh year, The Basketball Tournament was poised to take another step forward in 2020. Founded in 2014, the single-elimination tournament has grown in stature thanks to unique rules, the winner-take-all format where teams have played for $2 million, and talented players looking to impress scouts on a national broadcast network thanks to TBT’s deal with ESPN. But as the coronavirus pandemic wreaked havoc on the entire sports industry, the TBT was forced to pivot. Moving away from […]

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How A Mascot Can Be A Digital Key Component of Fan Engagement

  • The social media presence of Western Kentucky's mascot Big Red generated over two million impressions in April.
  • Mascots can be an important part of digital fan engagement, as well as in-person.

Going back to the cancellation of the 2020 NCAA basketball championships, diehard college sports fans have been searching for ways to engage with their favorite teams and alma maters. Sirius XM found a way to provide this throughout what would have been the spring sport season with their college mascot bracket contest.  In this contest, mascots were paired off and fans voted on their favorites to move into subsequent rounds. This provided a unique opportunity for the marketing team of […]

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Nike Sales Slump Over Store Closures Resulting From COVID-19

  • Revenue fell 38% to $6.3 billion in the company’s fiscal fourth quarter
  • Digital sales improved by 75%, but could not offset other losses due to the coronavirus.

Nike reported a steep decline in revenue for the company’s fiscal fourth quarter, citing the closing of a majority of its stores in key North American and European markets, as well as other territories. The shoe and apparel maker reported a year-over-year revenue loss of 38%, down to $6.3 billion. Income also plummeted by 49% to $2.3 billion, according to company SEC filings. Revenue results came in well under analysts’ estimates of $7 billion. During the quarter that runs from […]

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Sports Set To Return With Ample New Opportunities For Sponsors

  • Sports leagues and teams are still in the early stages of working out make goods for current sponsors.
  • A number of new assets are being explored, including virtual ads, seat tarps, and jersey patches.

As sports leagues navigate their way back to live games, stakeholders across the industry are trying to figure out the answer to the multi-million dollar question of how sponsors will be featured. Leagues and teams are currently working on make goods for existing partners, with options being explored ranging from seat tarp advertising to jersey patches and virtual signage on the field of play. Many of these conversations are still in the early stages.  Nielsen represents just one of the […]

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NWSL Stands to Gain Plenty of Exposure as First U.S. Team Sport Back

  • The league’s Challenge Cup will stream on CBS All Access and Twitch around the world.
  • Conversations about how to return for a shortened 2020 NWSL season began in early April.

The NWSL halted preseason play after just one week on March 12, the same day virtually every professional sport across the U.S. also went dark. Like other properties, the NWSL and its first-year Commissioner Lisa Baird were left to monitor an escalating global pandemic while considering how to bring back competitive matches safely in the age of COVID-19. Ideas for how to resume play were first kicked around in early April, with each proposal emphasizing the shortening of the 2020 […]

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76ers Focus On Youth, Female Fans During Pandemic

  • Chief Marketing Officer Katie O’Reilly says ‘the real sweet spot is with youth.’
  • O’Reilly’s team busy during quarantine with Kids Club videos, virtual summits, and Mother’s Day marketing.

Social media has been a marketing lifeline for sports teams during the coronavirus pandemic.  Without live games, teams like the Philadelphia 76ers have no product to sell, televise, or advertise. They’ve had to rely mostly on fans’ connection to the team and players.  Luckily, the 76ers boast young, 20-something stars like Ben Simmons, Joel Embid, and Matisse Thybulle who are as enthusiastic about social media as the club’s Gen Z fans, according to Chief Marketing Officer Katie O’Reilly.  The 76ers […]

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It’s Time to Take TikTok Measurement Seriously

  • TikTok is now an essential part of an organization's digital strategy
  • Conviva drastically cuts time needed to gather TikTok data analytics

(Conviva is a proud partner of Front Office Sports) TikTok has grown up fairly quickly. It went from a fringe social network used by tweens to a must-have for every professional sports team and organization. As of now, more than 75% of the sports teams in the NFL, NBA, MLB, NHL, and MLS have accounts and are already putting up serious numbers.  Now, as the platform hits 2 billion downloads, it’s clear that things are beginning to change. What was […]

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How The NFL is Using Dynamic Content Marketing and Effective Targeting to Serve Products to Fans

  • @NFLStyle serves ads to fans related to their favorite teams
  • The league's strategy for selling this gear extends through the whole year

(imre is a proud partner of Front Office Sports) Fans’ obsession with their favorite sports isn’t confined to the regular season. It is an affair that lasts throughout the entire year. Pro sports leagues must then find creative ways to bring consumer products to their fans through tools like social media. The National Football League, for example, has devoted their @NFLStyle accounts on Instagram, Facebook, Twitter and Pinterest to connect fans through the latest style trends, hottest gifts, player fashion, […]

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FOS Exclusive

MLB Clubs Exploring Ad Tarps for Empty Seats

  • Ad inventory would help make up a percentage of revenue lost from game ticket sales.
  • Nielsen said to be working with multiple teams and leagues on generating extra ad revenue from 'new concepts.'

The likelihood of playing a shortened 2020 MLB season without fans in attendance is prompting Major League clubs to explore the sale of tarp advertising on empty seats, according to industry sources.  The move would help make up a percentage of the millions of dollars in ticket and in-stadium revenue to be lost this season. MLB owners say they’ll lose an average of $640,000 per game in 2020 assuming players earn prorated salaries, USA Today reported. In 2019, 11% of […]

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NFL Draft Provided Strong Ad Engagement

  • The 2020 NFL Draft drew 15.6 million viewers on Thursday night, besting the previous record of 12.4 million.
  • TV ad measurement company EDO found the NFL Draft audience 37% more likely to search for brands and products advertised than last year’s draft.

After weeks of Tiger King, season three of Ozark and The Office reruns on Netflix, the NFL Draft was a landing pad for millions of sports-hungry viewers.  The 2020 NFL Draft drew 15.6 million viewers on Thursday night, besting the previous record of 12.4 million. And after all those hours of commercial-free streaming viewers were apparently willing to engage with the ads over the weekend as well. TV ad measurement company EDO – whose president and CEO, Kevin Krim, chatted […]

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