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Indiana State Throws It Back With Celebration of 1979 Final Four Team

The athletic department has built a year-long celebration around the Larry Bird-led team.

Adam White

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(*Old Hat is a proud partner of Front Office Sports)

If you asked 10 people to point out Terre Haute, Indiana on a map, chances are maybe one of them would be able to do it.

Meanwhile, if you asked 10 people who Larry Bird is, chances are more than half would be able to tell you.  

Nestled in Terre Haute, Indiana State University was once home to Larry Bird and an improbable run to the NCAA Final Four.

Averaging nearly 30 points per game that season, his last at Indiana State, Bird helped lead the Sycamores to an undefeated season and a national title-game matchup versus a Magic Johnson-led Michigan State Spartans team. Although the Sycamores would fall to the Spartans, to date, they are the only team to advance that far in their first-ever NCAA appearance.

SEE MORE: How UK’s Football Digital Team Creates Content and Empowers Student-Athletes

Forty years later, the university and its athletic department are paying homage to the team through a season-long celebration aptly named “Forty Years Since March Went Mad.”

Working with Old Hat, the two came up a slogan, social media strategy, and logo. Throughout the season, the staff will republish game-by-game recaps — complete with box scores — through various social media outlets to “relive” the legendary season. This was an idea that came from Associate AD of Communications and Digital Content Ace Hunt, who received inspiration from Ari Fleischer, the former White House Press Secretary who “live tweets” what happened on 9/11 every year.

“I thought doing something similar for the ‘78’-79 team would be really cool, so over the course of the season, we will be ‘live tweeting’ that season by sharing the press releases, news articles, and photos from just about every day of that year.”

Given the time that has passed, Hunt and his student workers had to rely on some of his good friends who just happened to save everything from photos and magazine covers of Bird to game programs, newspaper clippings and ticket stubs.

While the department could have chosen just one game to honor the team, Hunt felt that not only should the celebration impact the players themselves, but their families and the community of Terre Haute, many of which include blue-collar workers who were “galvanized” by the team.

SEE MORE: Michigan Athletics Turns to Facebook to Drive New Donations

The department is also lucky in the fact that everyone from the team, including the head coach, is still alive and well.

“We’re going to take full advantage of it and really put on a celebration not only for them but for their families,” added Hunt. “They all have kids and grandkids, none of whom have seen those games because they weren’t alive. We want to put on a celebration for them that those guys really deserve.”

The celebration includes a game against Loyola, last year’s NCAA Cinderella story, that will feature a reunion of everyone from that team, including the coaching staff. For the game, the team will don throwback baby blue jerseys designed specifically for the anniversary by Under Armour.

Working with Old Hat, the goal around the project was to rekindle the memories of a team and a season that has become somewhat of an urban legend for those who didn’t grow up in that era.

Bringing the celebration full circle, Hunt is focused on taking advantage of having everyone together again in order to capture video content that will be able to live on to the 100th anniversary of the team, even if he and anyone on the team isn’t there to celebrate.

“The most important goal in this whole thing for us is to get some of the grainy footage from that year into HD format and to capture in-person interviews with the players. We want to actually have those guys on camera so regardless if it’s the 50th, 60th, 70th, or even 100th anniversary, people will have the chance to relive the season through their eyes.”  

(*Old Hat is a proud partner of Front Office Sports)

Adam is the Founder and CEO of Front Office Sports. A University of Miami Alum, Adam has worked for opendorse, the Fiesta Bowl, and the University of Miami Athletic Department. He can be reached at adam@frntofficesport.com.

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NHL Keeps Running On Dunkin’ With New Deal

Dunkin’ became an NHL league-level sponsor in 2017, which was the company’s first-ever national sports league partnership.

Ian Thomas

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NHL Dunkin' Deal
Photo Credit: Jeff Curry-USA TODAY Sports

Dunkin’ has signed a multi-year extension of its deal with the NHL, continuing its position as the official coffee, donut and breakfast sandwich of the league in the U.S.

The deal, expected to be announced tonight prior to game five of the Stanley Cup Final in Boston, marks the twelfth major partner that the NHL has signed or renewed its deal with in recent months.

Dunkin’ became an NHL league-level sponsor in 2017, which was the company’s first-ever national sports league partnership. Over the course of the last two seasons, the partnership has seen Dunkin’ become one of the NHL’s most active corporate sponsors in terms of its presence at major NHL events, partnerships with local teams, marketing campaigns and other fan-facing efforts.

READ MORE: Following NBA’s Lead, NHL Taps Massive Chinese Market for Fans

NHL Group Vice President of Partnership Marketing Evin Dobson said that since becoming a sponsor, Dunkin’ has ranked at the top or in the top three of the league’s internal metrics regarding fan awareness or engagement of its partners.

Dunkin’ has been front and center this Stanley Cup Final as well, as its national advertising campaign starring Eastern Conference Champion Boston Bruins forward David Pastrnak has been heavily featured during NBC’s television coverage of the playoffs. The campaign was created by BBDO Worldwide, which was named Dunkin’s new agency of record in April 2018.

“When you have an advertising campaign that even the broadcast talent is talking about on-air, you know you’re creating great fan engagement with what you’re doing,” Dobson said.

Tom Manchester, Dunkin’ U.S. senior vice president of integrated marketing, said much of the deal with the league will be similar to how its current deal is structured – it will continue to hold exclusive rights in those U.S. categories, it will activate around the partnership at NHL league events and it will have a presence across broadcast, digital and social media channels throughout the season, which includes a multi-million dollar partnership with NBC Sports for custom in-game features during games. Dunkin’ will also activate alongside the NHL’s esports tournament, the NHL Gaming World Championship, which will hold its final in Las Vegas later this month.

However, the new deal will see Dunkin’ adding two new local team partnerships in the deal, with the Carolina Hurricanes and the Vegas Golden Knights. Dunkin’ now has 15 NHL team-level deals.

READ MORE: NHL Turns to Corner Ice Placements to Grow On-Ice Ad Revenue

Dunkin’ will also launch a new activation around the league deal ahead of next season, Manchester said, declining to comment further as those plans have only just started.

“Over these last two years, the idea that coffee and espresso is a big part of the hockey world and hockey family’s lives has only been reinforced for us,” Manchester said.

Dunkin’s NHL deal also serves as “the centerpiece” of that outreach to hockey families, Manchester said.

In addition to its league-level NHL deal in 2017, Dunkin’ has also made additional investments into hockey, signing a deal with USA Hockey in 2016 as well as the NWHL in 2015, becoming the women’s league first corporate sponsor.

While both of those deals have since lapsed, Manchester said that on the NWHL front, the company is in talks with the league about renewing it. He noted that Dunkin’ views “women’s hockey as just as important as men’s.”

However, Dunkin’ is not planning on more broadly renewing its partnership with the U.S. governing body. Manchester said that while Dunkin’ had activated heavily around the U.S. Women’s National Hockey Team and players like Meghan Duggan during the 2018 Winter Olympics, it had nothing in place with USA Hockey at the moment – although he said Dunkin’ could potentially do something around the team or its players heading into the next Olympic cycle in 2022.

Both Dobson and Manchester declined to comment on the financial terms of the deal, other to say the multi-year deal’s investment level is in line with the previous deal. Fenway Sports Management, who is Dunkin’s sports marketing agency of record, negotiated the deal on behalf of the company.

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Concacaf Unveils First-Ever Women’s Soccer Plan

In August, Concacaf appointed its first-ever head of women’s football – former Canadian women’s national team player Karina LeBlanc.

Ian Thomas

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women's soccer
Photo Credit: Vincent Carchietta-USA TODAY Sports

Ahead of the start of the 2019 FIFA Women’s World Cup, Concacaf has rolled out its first-ever strategic plan to grow and develop the game of women’s soccer.

In August, the confederation appointed its first-ever head of women’s football – former Canadian women’s national team player Karina LeBlanc.

LeBlanc, who presented the plan in Paris this week to all confederation’s 41 members that includes all of the soccer federations across North and Central America and the Caribbean, said that even with two of the top five ranked women’s soccer teams globally coming from this region in the U.S. and Canadian national teams, there is still an opportunity to do even better.

“The mission we’ve set out on is to improve the lives of women and girls throughout our region through the sport,” LeBlanc said. “We need to change perceptions, grow participation and build a sustainable foundation so that we can do just that.”

Concacaf has designed its strategy to grow the sport of women’s soccer around three main pillars – communicating the importance of women’s soccer and advocating for key issues affecting women, development of the sport and creating pathways to develop and empower players both on and off the field, and through commercial means that will build a self-sustainable growth model for the sport.

LeBlanc said Concacaf’s vision for growing the game somewhat mirrors FIFA’s, who launched its own first-ever global strategy for women’s soccer in October. FIFA is holding a two-day women’s soccer summit in Paris, featuring executives and federation officials from across the globe aiming to “make the most of this new era of women’s football,” which FIFA President Gianni Infantino said in his opening remarks at the summit on Wednesday morning.

Other goals for 2019 set by Concacaf include leveraging the hopeful success of the region’s national teams at the 2019 Women’s World Cup, creating a women’s coaching mentorship program and develop a commercial strategy around the confederation’s women’s soccer brand, which is called Concacaf W.

“We believe we can hit some of these targets very quickly, but it was important to create something like this plan so that everyone is on the same page,” LeBlanc said. “We all agree it is critical that we create growth and opportunity for women in the sport.”

LeBlanc said some of the long term goals include creating new women’s soccer competitions across the region, assisting in the creation of women’s soccer-specific digital and social channels for all the federations to help inspire fans, and encouraging the launch of more women’s clubs across the region.

READ MORE: Budweiser Signs On as Presenting Partner of Women’s International Champions Cup

“From our standpoint, we are looking at ways to influence clubs to take a leap of faith and if they already have a men’s team, to also have a women’s team,” LeBlanc said. “Our goal is to change the mindset that women’s football is just a cause.

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MLSPA and REP Worldwide Teaming Up to Promote MLS Players

The Major League Soccer Players Association has taken back control of the MLS players’ group licensing rights from the league, signing a new agreement with REP Worldwide to serve as the exclusive partner and strategic advisor for those rights.

Ian Thomas

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MLS players group licensing rights
Photo Credit: Jay Biggerstaff-USA TODAY Sports

The Major League Soccer Players Association has taken back control of the MLS players’ group licensing rights from the league, according to industry sources, signing a new agreement with REP Worldwide to serve as the exclusive partner and strategic advisor for those rights.

The PA had reclaimed those group licensing rights in the league’s first CBA in 2004, but had since licensed them back directly to the league. In the past, MLS has marketed the rights for both the league and the PA, with proceeds of licensing deals split on a percentage basis that varied by category. Now – the PA will take a more direct management in the marketing and administration of those rights, with REP Worldwide as its exclusive partner and advisor.

REP Worldwide – an acronym for Representing Every Player – was launched in 2017 as a first-of-its-kind group licensing representation business offering licensing and brand management services to athlete-driven sports properties. The NFLPA is the majority shareholder of the company, working in collaboration with its founding partners the U.S. Women’s National Team Players Association (USWNTPA) and the Women’s National Basketball Players Association (WNBPA).

This new partnership will see REP Worldwide structure and manage MLSPA licensing partnerships on behalf of the MLS player pool across categories that include digital, apparel, experiential and hard goods, which typically includes things like toys and sports equipment. those MLS group licensing rights cover instances where four or more players appear on a single product or within a brand or product line. That can include the usage of their names, numbers and likenesses, but not team names or logos – rights held by the league.

READ MORE: Budweiser Signs On as Presenting Partner of Women’s International Champions Cup

The aim for the MLSPA is that this new arrangement will not only open new revenue for the MLS player pool, but also serve as a brand builder for all of the players, collectively and individually.

All of the other player associations in the major North American professional sports have control over their group licensing rights, with the NBPA being the last to do so in 2017.

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