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From Unemployed to the Cutting Edge: Geoff Blosat of the Washington Redskins

Front Office Sports

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This feature is presented to you by the University of Nebraska — Lincoln Master of Arts in Business with a Specialization in Intercollegiate Athletics Administration.

Geoff Blosat - Digital Media Analyst for the Washington Redskins Photo via Geoff Blosat

Geoff Blosat — Digital Media Analyst for the Washington Redskins Photo via Geoff Blosat

For a millennial born and raised in Buffalo, New York, the NFL playoffs are more of a dream than a reality. Geoff Blosat, Digital Media Analyst for the Washington Redskins, was just seven years old when the Bills last played a postseason game. Luckily for Blosat, his playoff misfortune turned around last season, his first as a member of the Redskins.

“[The postseason] was the highest of highs. It was as amazing as I imagined.”

Blosat’s ascent into the sports industry began at the Rochester Institute of Technology (RIT), where he completed a bachelor’s degree in International Business and Marketing. Throughout college, Blosat focused primarily on the digital sector, taking courses on search engine marketing, marketing analytics and social media among others.

Blosat also spent time working as a statistician for the esteemed men’s hockey team while at RIT. During games, he would log important stats and pass the information onto the local television commentators, providing valuable in-game insights.

Upon graduation, Blosat joined a small marketing firm in Buffalo as a Social Media Marketing Advisor.

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However, after only seven months on the job, Blosat was fired from this role, leaving him unemployed.

“It wasn’t on them; it was on me. I wasn’t necessarily focused or passionate. I didn’t really do the best job of managing clients and the people I worked with,” said Blosat.

He spent the next two-and-a-half months searching for a new job while also focusing on rebranding himself, driving forward, and advancing his career.

He used his blog as a channel to produce content on the subjects he was passionate about; primarily sports with the occasional posting on marketing and social media.

That spring, Blosat attended the Sloan Sports Analytics conference in Boston for the second time. This time, one talk in particular grabbed his attention. An NFL department director presented on the processes behind the analytics for their digital marketing channels. Blosat was intrigued.

Following the presentation, Blosat approached the speaker and elaborated on his enjoyment of the topic. After a brief exchange, Blosat explained his job hunt to the executive and asked for a business card, to connect.

“I told her: ‘I’m currently unemployed and learning about how to work in the sports industry. Would you mind if we exchanged business cards?’ You don’t want to sound too aggressive after you meet someone for the first time, after they just gave a nice talk and a bunch of people are approaching them. You don’t want to come off as too desperate.”

That night, Blosat sent a follow-up email, thanking her for her time and recapping a few crucial takeaways from her talk.

“At the end, I attached my resume and asked: ‘If you wouldn’t mind providing a couple of minutes of feedback, I would love to see if I’m on the right track to really developing myself as a professional.’”

Shortly after the conference, Blosat was hired onto his second role as a Digital Marketing Specialist of SEO at Mainstreethost. Only a few months into the new position, Blosat received an email out of the blue. It was the same NFL director from the conference.

She explained that the Redskins were hiring for a digital analyst position, inquiring if Blosat would be interested in interviewing. Chomping at the bit, Blosat gladly accepted the warm introduction and began interviewing for the position. Within a matter of weeks, he moved to D.C. to join the team.

“In college, they train you in the professional development courses to network in order to give yourself opportunities. It doesn’t work every time, but if you stay diligent to it, the right opportunity will come.”

“You just have to stay persistent. Don’t ever doubt yourself or give up on the big idea. If it doesn’t work out for the new job, at least you made a nice, solid connection that you can stay in touch with.”

Over the span of the last 18 months with the Redskins, Blosat has seen his role expand significantly from simple data analysis to a cross functional role, working with various teams in the organization.

On any given day, Blosat interfaces with the Redskins’ social media, partnership marketing, content, news and digital teams, providing insights into performance. He presents trends and forecasts to managers, directors, and executives to consistently measure progress.

“On a typical day, I might assess content marketing in the morning, deliver mobile application information before noon and close the day by assessing best performing sponsored content on a specific platform. It’s a very diverse job in its niche role of digital.”

Compared to their NFL peers, the Redskins were among the first movers in taking the analysis of their digital platforms more seriously. With such a large impact in such a short period of time, Blosat predicts that more and more NFL teams will follow suit in the near future.

“With the way digital is constantly evolving, becoming more and more important in today’s business culture, I fully expect that over the next two or three years, most teams will have adopted someone in a role similar to mine. Whether it be in conjunction with their news and content team with delivering web analytics updates or with partnership marketing and corporate sales to deliver digital insights into performance, I expect teams to adopt someone in that capacity.”

Blosat explains why having correct, accurate data is crucial to testing business hypotheses:

“When you pursue new programs and assess the value of certain actions you take, it’s so important to have that data to back it up. Whether it be starting a new content series or getting a partner behind a sponsor series or assessing what kind of posts on social media work best, it’s so important to have the information to back it up and to deliver it in a clear, concise manner.”

Thanks to his hard work, tenacity and resilience, Blosat has transformed his career in a remarkably short period of time. For any young professional or college student facing similar hardships, he offered the following advice:

“I didn’t just get lucky [with the Redskins], I put myself into the position, through networking and foundations, to where I could get lucky. Do the work beforehand, check all of the boxes and make sure you have all of the necessary qualifications. Make sure you do what you can so that, when you get a chance to network with that one person who has that one job you’re looking for, you are ready to leave a lasting impression.”

Marketing

Natty Light’s Super Bowl Moment

This year, Natural Light is giving 70 individuals the chance to pay down their student loan debt as part of their campaign around the Super Bowl.

Adam White

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Photo via Natty Light

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

With the Super Bowl two weeks away, brands from most industries are looking to take advantage of the marketing opportunities surrounding the most-watched television broadcast in the U.S.

This year, Anheuser-Busch is going big for the big game. Part of their Super Bowl marketing blitz includes airing a local Natural Light Super Bowl ad in 5 of the top 10 cities hit hardest by student loan debt.

We caught up with Daniel Blake, Senior Director of Value Brands for Anheuser-Busch, to see why the brand decided to give away another $1,000,000 to help over 70 individuals pay down their student loan debt as well as how the campaign plays into the overall brand strategy for Natty Light.

On Natty’s Super Bowl approach…
“Super Bowl is a unique opportunity to talk to people, to engage with people. The Natural Light local SB spot is geared towards our core audience, students and graduates who are experiencing first-hand the gravity of student loan debt. Staying true to our fans is core to what Natty is as a brand, so it makes total sense that we talk to 21+ young adults about issues that impact their lives.”

On why sports are important to the brand…
“Sports are a big part of that, and we know from experience that our fans appreciate when we bring sports-related content and experiences into their daily lives. Our Race Resume program is the perfect example of this. In September 2018, Natural Light had the chance to create a paint scheme for Chris Buescher and the #37 car at the South Point 400 in Las Vegas. That paint scheme happened to be the resume and headshot of an aspiring motorsports journalist, Briar Starr. Briar won the contest we held to be featured on the car. It was a really innovative way to combine two topics that our fans are passionate about and it got a very positive response.”

Disruption is in Natty’s blood…
“We are always showing up in the places that are important to our fans. This will be the first of many sports moment where you’ll see Natty doing something fun and disruptive this year.”

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

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Marketing

Inside the Revenue Generation and Marketing Frenzy of a Super Bowl

With kickoff just around the corner, let’s take a look at just how big of a deal (literally) the Super Bowl is from a business perspective.

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Photo via CBS

Every year, millions of Americans — and even more around the world — take time out of one particular Sunday to watch one of the most captivating, polarizing and moving spectacles in culture today: the Super Bowl.

Aside from the occasional Olympic Games or World Cup, it dominants the sports landscape around the world across all industries, too, from sports to entertainment to technology to finance. With kickoff just around the corner, let’s take a look at just how big of a deal (literally) the Super Bowl is from a business perspective.

Viewership

An estimated 103.4 million people watched last year’s Super Bowl on NBC. Consider, even though last year’s viewership was a seven-percent drop from the previous year’s broadcast (111.3 million), Super Bowl LII still ranks in the top 10 of the most-watched U.S. television broadcasts of all time.

During last year’s big game, NBC’s online viewership also averaged an additional two million fans throughout the course of the game on the NBC Sports app, NBCSports.com, and the Yahoo Sports app. With usually 180 countries broadcasting the game in 25 different languages, it has no shortage of a diverse audience.

TV Advertising Revenue

According to estimates by Kantar Media, NBC generated roughly $414 million in advertising revenue from last year’s game. In fact, NBC claimed that it had sold out of all the company’s Super Bowl commercial spots for last year’s installment.

Many viewers have grown accustomed to the Super Bowl being filled with dazzling commercials, often playing into the tongue-in-cheek humor that advertisers look to capitalize on with such a large, captivating audience.

READ MORE: How Music Will Play a Huge Role at the Super Bowl 

“For now, the Super Bowl is simply the biggest sports and entertainment event in the U.S.,” said sponsorship consultant Jim Andrews. “From an advertising standpoint, no other broadcast delivers the audience that the Super Bowl does. From a promotional perspective, there are few, if any, other platforms that can impact such a massive number of consumers. If you are a mass marketer that wants to reach the most people at one time, nothing else comes close.”

Last year’s broadcast contained a staggering 49-plus minutes of commercial time. In total, ads accounted for 22 percent of the total broadcast. There is a rhyme and reason, as NBC averaged over $5 million for every 30-second commercial spot that aired. To put this in perspective, since Super Bowl 36 in 2002, the average advertising cost has more than doubled over the last 16 years, rising nearly $1 million in the last four years alone.

Host City Economic Impact

Last year, over a 10-day period leading up to, and including, the Super Bowl, approximately $370 million in new net spending was generated throughout the Minneapolis area, where the Super Bowl and prior events were held.

The fanfare brought over 125,000 visitors to the city with 95 percent coming from outside Minnesota and six percent coming from outside the United States. Since 1988, Minnesota ranks fourth amongst Super Bowl host cities in terms of total gross economic impact. Much of the economic impact goes beyond the dollars and cents as fans travel from far and wide to take in the unique experience of this yearly spectacular event.

“One of the trends happening in the sports industry is a focus on connecting with fans and sponsors with unique content using experiential marketing,” said Adam Grossman, CEO of Block Six Analytics. “The audience has some of its best opportunities to see things in the game, halftime concert, television ads, and the social media conversation that it has never seen before. The ability for the echo of the Super Bowl content to reverberate throughout the entire year is critical and makes the event an essential annual sports experience.”

Social Media

Planning social strategy around the Super Bowl is a huge advantage that businesses have to hone their brand. Content and direct advertising of Super Bowl ad campaigns tend to see a massive uptick in content posts beginning in January and surging throughout the postseason leading into the Super Bowl.

As social media continues to grow, brands will continue to hone in on an ever-consuming online audience.

READ MORE: Why Winning Should No Longer Be a Strategy When It Comes to Driving Attendance

According to Nielsen, there were 170.7 million interactions between the three big social media platforms regarding last year’s Super Bowl throughout the day as the game was being played out. And with brands such as Pepsi, Doritos, Dodge, T-Mobile, and Tide showcasing ads that combined for over 136,000 mentions over the course of last year’s Super Bowl, it demonstrates the role social media plays in broadcasting exposure to ever-engaging fans.

Betting

During last year’s Super Bowl LII, a whopping $158-plus million was bet in Las Vegas’ sports books. This paced ahead Super Bowl LI betting intake of $138.4 million within Nevada sportsbooks. During last year’s big game, Americans were expected to dole out $4.76 billion in bets. Granted, only three percent was actually bet within Nevada sportsbooks. The other 97 percent with local bookmakers and overseas sportsbooks.

Yet this year, with multiple states legalizing sports gambling, the sheer betting numbers will continue to grow. 

Player Payouts

It definitely pays to win big.

New Orleans Saints head coach Sean Payton’s recent attempt to fire up his team at the start of the playoffs involved displaying a staggering amount of money in the locker room.

This large sum, which was to the tune of $225,000, was stacked with so many dollar bills, it echoed scenes found within a Hollywood movie (plus the Lombardi hardware accompanying the stack of cash wasn’t bad either). In actuality, the payout for going all the way in the postseason hovers closer to $201,000 per the NFL’s latest collective bargaining agreement.

But, it even pays to lose on the big stage. With playoff bonuses coming with each victory throughout the playoffs, Super Bowl losers ultimately do not walk away empty-handed. After last year’s Super Bowl LII loss to the Philadelphia Eagles, every New England Patriots player still walked away with a $56,000 check, bringing their total playoff earnings to a cool $135,000.

There is no denying that the Super Bowl presents a multitude of revenue generation and added value exposure opportunities for companies and brands. As the spectacle continues to evolve and grow, the business of football will continue to eclipse the conversation and the market.

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Marketing

Adidas Gets Creative With Latest Activation

Ahead of the Australian Open, Adidas and Parley for the Oceans teamed up to pull off an activation that made use of the iconic Bondi Icebergs Pool.

Adam White

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Image via Adidas and Parley

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

Ahead of the Australian Open, Adidas and Parley for the Oceans teamed up to pull off an activation that saw them turn the iconic Bondi Icebergs Pool in Sydney into a tennis court.

Taking some time out of the craziness that is the Australian Open, Bec Ballard, Senior Manager of Brand Activation for Adidas Pacific, gave us an inside look at how they pulled off the activation.

On the idea and location…
“We were looking for a way to bring to life the story of our Parley partnership whilst launching our first Parley tennis range to the world. We wanted to visually represent the beauty of the oceans, the threat they are currently facing, and the solution that adidas and Parley are working towards. We felt the backdrop of the iconic Bondi Beach, with the symbolic empty pool (that they empty every Thursday), and then the unveiling of our footwear and apparel range made from 100% marine ocean plastic, was a perfect way to tell this story.”

Tying it to more than just sales…
“The Parley partnership is incredibly important to the adidas brand globally, and it resonates strongly with our Australian consumers. Our Parley partnership and associated products aim to protect our oceans for generations to come. This purpose aligns strongly with the Australian beach culture.”

“As a brand, we have the core belief that ‘Through sport, we have the power to change lives’. Donating the tennis court to a primary school in Western Sydney really rounded out the activation. We wanted to give the court a purpose beyond the activation; encouraging kids to be active was the ideal solution.”

On making it happen…
“The activation itself had multiple layers of complexity. When dealing with a natural environment we had to allow for many uncontrollables: the tides, the swell, and the weather. We had to be incredibly well planned, and operate with a flexible mindset. The pool is drained weekly for cleaning, so we took the small window of opportunity while the pool was empty.”

“We were given access to the empty pool at 3 am, we had to clean it, build the court, install all the signage and be ready for the event at 9 am. We had waves crashing over the side, rain, and were working in the dark! The event kicked off at 9 am and concluded by 10 am. The court had been dismantled and removed from the bottom of the pool by 10:30 am. By mid-afternoon, the pool had been filled naturally by the ocean, and people were once again swimming laps.”

On measuring KPIs…
“From a PR perspective, it completely exceeded our expectations from both reach and messaging perspective. The reach of the event extended far beyond our shores, and the more pleasing element was the integration of the message. The message about the Parley partnership and product range was prominent in all media coverage, and the sentiment was overwhelmingly positive. The products are currently available for purchase at our on-site retail store at the Australian Open, Flagship Store in the Melbourne CBD near the event, eCom and the sell-through has been very strong. We are conducting brand health research which will also be a key element in the impact of the activation for the brand.”

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

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