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Univision Deportes Plans to Dominate US Soccer Viewership

Expecting to attract 51 percent of U.S. soccer viewership regardless of language, Univision Deportes continues to build on its global soccer schedule.

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Univision Deportes is making a quiet move to become the U.S. soccer broadcasting power.

The sports network, started in 2012, was the third-most viewed sports network this January in the key 18-to-49 demographic, behind ESPN and ESPN2, and is projected to attract 51 percent of the all U.S. soccer viewership.

“We found there was a huge niche that was an opportunity, and we seized the opportunity,” said Univision Deportes President Juan Carlos Rodriguez. “We didn’t have the ability to grab the big four sports, and we decided soccer would be our main bet.”

There are more than 27 outlets that air soccer in the U.S., but few have positioned the sport like Univision. By holding rights for the MLS, Liga MX, and a variety of European leagues, including the Champions League, Univision Deportes can air soccer during the daytime and primetime all week long.

“We have a very robust programming schedule for our audience,” Rodriguez said.

He said the initial goal for Univision Deportes was to become a “CNN of sports for Hispanics,” but the pivot came early because of the available niche to grow a sport with great U.S. potential and become the “ultimate home of soccer.”

READ MORE: DC United’s Broadcast Deal Could Further Demonstrate Digital Media Potential

Univision Deportes’ relative dominance in soccer viewership has helped grow the number of soccer minutes viewed in the U.S., up 68.9 billion minutes, or 191 percent, the past six years. The vast amount of broadcast rights owned by Univision Deportes is the way the network expects to keep the growth moving forward.

“Our investment in soccer has proven to be very smart,” said Steve Mandala, Univision president of advertising sales and marketing. “When we launched Univision Deportes, it was our vision to become the undisputed home of soccer in the U.S., because we felt it was one of the few sports at the time with the ability to break out. There was a clear need in the market and we seized the opportunity to bring the best leagues and tournaments to our air, serving a passionate and engaged audience.”

“It truly is the only professional sport that is 365 days a year, and we have proven to be dedicated to giving soccer a home year-round with the best portfolio in the country, irrespective of language.”

Univision Deportes is celebrating its first full year with the UEFA broadcasting rights with this month’s Champions League knock-out stage matches. Rodriguez said the rights for UEFA were secured because there was a need for a relevant daytime property.

An interesting quirk has developed as well with the UEFA rights, as new viewers are turning in. Liga MX is the most-watched club soccer league in the U.S., but 43 percent of Univision Deportes’ audience watching the Champions League had never watched a single prior match on the network.

Also exciting to Rodriguez is the runway ahead of the sport.

“The beauty of soccer is the globalization and accessibility,” Rodriguez said. “Someone will like their national team from where they come from, they’ll have a team they like in Europe, a team in the U.S., and they’ll watch players for entertainment. There are opportunities for fans of soccer to watch the best in the world.”

Rodriguez said there are four key pieces to continuing to build Univision’s soccer empire.

Univision Keys to Soccer Growth

  1. The network will continue its investment into soccer broadcast rights.
  2. Investments will also be made into technology to make the broadcasts appealing regardless of language.
  3. Univision will continue to work to bring together the best on-air talent in soccer.
  4. A desire to drive new properties in the soccer landscape, from professional to recreational.

READ MORE: Turner President Addresses the Future of TV and the ‘Three A’s’ Concept

Rodriguez also noted the network will continue investments in MMA and boxing, and it hopes to continue to develop a relationship with the big four leagues, even if it doesn’t secure the relevance or deep pockets to secure broadcast rights.

“Soccer continues to be the only major sport in the U.S. with a growing audience, and in a day and age where media rights are incredibly fragmented, we have positioned ourselves to own the majority of viewership for a sport gaining in popularity,” Mandala said.

But with soccer having massive global popularity and an audience that skews young, Rodriguez said the focus will remain on the sport.

With soccer transcending beyond language, Rodriguez said he’s happy the network is continuing its posturing to be the number-one U.S. soccer destination regardless of language.

“We’re very proud our bet on soccer has succeeded,” Rodriguez said. “We’re clearly winners to this point.”

Pat Evans is a writer based in Las Vegas, focusing on sports business, food, and beverage. He graduated from Michigan State University in 2012. He's written two books: Grand Rapids Beer and Nevada Beer. Evans can be reached at pat@frntofficesport.com.

Broadcasting

MSG Networks Partners With Overtime To Create A Unique Simulcast

Overtime will take over MSG+ in a bid to put a fresh spin on the traditional NBA broadcast and cater to younger audiences.

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Photo Credit: Gary A. Vasquez-USA TODAY Sports

A single basketball game can cater to a wide variety of audiences but rarely will that ring truer than Sunday afternoon’s broadcast between the Knicks and Lakers.

Turn on MSG, and you’ll hear Kenny Albert and Clyde Frazier break down the battle of two of the league’s most storied franchises. Tune into MSG+, though, and the same action will instead be called by talent from Overtime.

The simulcast represents one of the first major collaborations between the legacy brand and the new media upstart after MSG Networks invested in the two-year-old company as part of a Series B funding round last month. It’s also the sort of experiment that could provide a glimpse into the future of sports broadcasting.

READ MORE: GENERATION Z’S IMPACT ON SPORTS CONTENT STRATEGY

“I think people still want to watch the game, they still want to understand what’s going on and those things ring true of traditional broadcasts,” says Zack Weiner, Overtime’s co-founder and president. “But they want the people on screen to maybe be a little bit more relatable, be able to incorporate more things about pop culture and ultimately, too, feel a little more like their friend.”

The melding point between tradition and innovation is a microcosm of MSG and Overtime’s budding partnership. Each has something the other wants. For MSG, it was better access to Generation Z, the elusive demographic that Overtime has been able to connect to like few other sports broadcast entities.

“It was not necessarily, ‘We need to do something for young people,’ but it was, ‘How do we start to engage this audience for the future?’” says Kevin Marotta, MSG Networks senior vice president of marketing and content. “There’s a recognition that there are some brands out there who do it really well. That sort of led us down the path with Overtime.”

For Overtime, it was MSG’s cache and assets, as well as the appeal of working with a legacy brand that Weiner credits for adapting well in the face of changes within the industry.

“There’s a lot of traditional media companies where I’ve walked into the room and talked about partnerships and it’s just very clear that the first step in any partnership with them is going to be them understanding that things have changed,” Weiner says. “I would say that’s either sort of inherent to companies or it’s not. And for MSG Networks, it felt very inherent. It felt like they understood that.”

All of that comes to a head on Sunday for game that will also make waves by becoming the first-ever regular season NBA game broadcast via FB Watch in the United States. MSG has prior experience with simulcasts thanks to a 2017 collaboration with Draft Kings that assessed the game through a fantasy-centric lens. They’ve decided to up the ante with this time around. The Overtime broadcast will be exclusively called by their own talent, including former Southern Illinois player Camron Smith, former Georgetown player Monica McNutt, Jesse “Filayyy” Jones and Laurence “Overtime Larry” Marsach. But MSG also has built out a custom graphics package to further differentiate the two broadcasts from one another.

“We really looked at this not as a ‘How do we tweak our broadcast with this new talent for a young audience?’ but, ‘How do we create a broadcast for this audience?’” Marotta says.

Both parties insist that Sunday is a test case, one they won’t judge by raw ratings nearly as much as metrics like watch time and social media engagement. Weiner, in particular, is optimistic about collaboration in a number of spaces moving forward, irrespective of how the simulcast is the start of something new or a one-off.

READ MORE: OVERTIME CAPITALIZES ON WOMEN’S BASKETBALL BUZZ WITH OVERTIMEWBB

“Our sort of laboratory to experiment in, I would make the case that it’s extremely unique,” he says. “I think what we’re doing with a younger audience is pretty singular, and I think MSG’s rights portfolio and their established brand is incredible. When you put those things together, you create a really interesting sort of laboratory to play with it.”

Nevertheless, he remains optimistic about the simulcast as a jumping off point for a new sort of sports broadcast, one which finds a common ground that can appeal to any sort of audience.

“Do I think that doing one broadcast between MSG and Overtime is going to completely change everything? No,” Weiner says. “But do I think it’s a huge step in the right direction? Absolutely. I think both parties are going to learn a lot and think that both of our audiences are going to be really pleased with the product and say, ‘Oh, I want to see even more of that.’

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SXSW Panel Forecasts Opportunities Galore For Broadcast Rights

A missed opportunity by established broadcast networks has set up a wild west when several major sports broadcast rights expire in coming years.

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The future of sports broadcast rights is about to change.

At least that’s the opinion of the panelists at South By Southwest’s “The Evolution of Rights Holders and Future of Sports” panel, a group which included Hillary Mandel, senior vice president for IMG Media; Seth Bacon, senior vice president of media at Major League Soccer; and moderator Mark Floreani, the COO and co-founder of FloSports.

The reason why? Mandel points to the expiration of as many as nine major-sport broadcast rights deals in the next 36 months. In years past, that might only have amounted to a renewal or minor reshuffling of television broadcasts among the same group of networks. But new, nontraditional players have gotten into the game, which could lead to a serious reshuffling in the marketplace.

“The opportunity came because linear broadcasters didn’t see it coming, stood there and we had contentious arguments about exclusivity and where’s the line of digital,” Mandel said. “We were starving fans. The world shifted; viewing shifted. The world lives in consumption buckets, had they recognized that 10 years ago, it would have been a different place and tougher barrier to entry, but the door is wide open.”

Bacon agreed. 

“To have more options is only beneficial to anyone and everyone in the end,” Bacon said. “Fans get more choice, better awareness for sponsors. It’s not a binary conversation anymore where people put their rights.”

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Leagues have taken notice, too. MLS executives informed its clubs this month not to have their rights extend beyond 2022 with local partners, so to remain flexible and have all options available as the landscape can change a lot in the next three years.

But a new paradigm comes with new challenges, too. Mandel tackled one of the primary ones near the end of the session when she was asked about the long-term viability of the current subscription-based service model.

“This notion of having a consumer add up in the grocery store this number of services,” she said. “When will all those points converge if the rest of the world still lives with investments in the linear world. Where’s the tipping point?”

One solution could be over-the-top networks like ESPN+ or FloSports and its verticals. They could eventually help solve and provide the outlet all the other individual outlets provide beyond the linear broadcasts. One MLS team, D.C. United already has partnered with FloSports for soccer coverage to create FloFC.com, and Bacon teased a second was on the verge of a similar announcement. 

Outside of event broadcasts, the panel discussed the importance of shoulder content on non-linear channels to fill the void. In 2019, a solid content portfolio that supports the channel’s core demographics also helps support the idea the channel is worth having.

“It’s about time, currency of time,” Bacon said. “There’s so much challenge to compete for people’s eyeballs and that’s what people need to address. You need to have a direct connection that people’s time investment is being respected.”

The round-the-clock coverage can also be an amalgam of similar sports. Mandel pointed to IMG Media’s parent company Endeavor’s Strive Channel in Scandinavia. The channel was created to circumvent the European region’s dominant sports channel for their Serie A broadcast partnership.

“The barrier of entry to market is greatly reduced,” Mandel said. “If you compare what it’s like to launch a cable network 20 years ago to an OTT, we took [Serie A and La Liga] and effectively in a six-week period launched a new service.

“Competition is a key driver for value. We assessed what was available and recognized we had the technology and enabled us to launch an OTT.”

The network has since added MLS to the mix, which Bacon lauded for the solution to sports’ so-called “leaky bucket” issue.

“How do you protect the live game?” Bacon asked. “Rather than hug tightly, they’re going to the biggest newspapers and digital platforms and partnering. The amount of coverage in Scandinavia is 100 times more than it would have been organically.

Both Bacon and Mandel believe that more nuanced changes will accompany the impending shift in who buys which rights. Bacon predicted global rights will become a focal point in future broadcast deals. Meanwhile, Mandel said she foresees the creation of more media entities like Endeavor, which provides multi-vertical cross-over interaction to streamline projects. Endeavor has made 32 acquisitions in the past few years stretched across various industries. Among those were two sports entities, Professional Bull Riders and UFC. The company also has content partnerships with companies entities like Euro League, European Tour and MLS.

“It’s not just an advertising agency, talent agency, sports marketing agency,” she said. “It’s a media company with a number of verticals and expertise. With businesses swimming in and out of the different verticals.”

READ MORE: Turner President Addresses the Future of TV and the ‘Three A’s’ Concept

Some of these changes may not be on the horizon had major operators not remained stagnant for several years. The future, however, is going to look very different now that they have. 

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NFL Viewership Growth Throughout Europe Exposes Opportunities in the US

The NFL is tapping into a different fan base in Europe — and lead marketing agency Two Circles hopes to merge marketing styles for U.S. clients.

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There’s a drastic difference in marketing tactics in the U.K. and the U.S. — and sports marketing company Two Circles is hoping it can continue to bridge the two.

Two Circles has helped grow NFL viewership in Europe with the NFL Game Pass product as the lead marketing agency for OverTier — the collaboration between Bruin Capital, owners of OTT tech platform Deltatre, and WPP, formed to grow Game Pass Europe.

Last season was the second straight year of subscriber growth, with 14.7 million hours of content viewed, including 6.5 million hours live. The United Kingdom saw a 75-percent increase, while Germany experienced a 69-percent increase, marking the two largest year-on-year viewership growth.

“As the NFL continues to prioritize Game Pass, we sought out key experts to unlock the significant potential across Europe,” NFL Executive Vice President of International & Events Mark Waller said when Game Pass relaunched in Europe in 2017. “Bruin and WPP have a proven track record of innovation and success, and we believe they are the best companies to help take Game Pass to the next level in Europe, technologically, operationally and in terms of growing the user base.”

The past few years has led to New York and Los Angeles offices for Two Circles as it begins to work with U.S. clients.

The success of the NFL in Europe — and the U.K., in particular — has a lot to do with the type of audience the sport is attracting, much like soccer in the U.S.

READ MORE: DC United’s Broadcast Deal Could Further Demonstrate Digital Media Potential

“The NFL tapped into something like MLS has in the U.S.,” said Sam Yardley, Two Circles senior vice president of consulting at the L.A. office. “There’s an audience out there a bit different than the mainstream. The type of fan is very different than the NFL fan here, less like a 55-year-old man drinking Bud Light and more like an alternative, younger fan more likely to drink craft beer.”

The NFL has been in the U.K. for years, as its afternoon time slots in the U.S. are good timing for evening and night games across the Atlantic. Still, football is the new kid in town in Europe and provides the viewers with more “glitz and glamour than hatred” like that found in soccer.

One of the most popular products on Game Pass is the 40-minute condensed game, Yardley said, so there is more concentration in providing fans with that sort of content rather than extra lifestyle documentary-type content, Yardley said.

Two Circles helps manage the NFL viewing rights in 60 European territories, while the NFL also has a separate deal encompassing Canada, Mexico, Australia and Brazil.

Yardley said one of the most important pieces of their offerings is providing a variety of ways to grow subscriber numbers, including an escalator of entry levels as not every fan wants to purchase a season-long pass. Providing single-game purchase options is important.

“It sounds very basic, but the reality is more complex,” he said. “The principals are straight forward. A lot of times, it’s personalized marketing. The NFL data set is rich, and we know who plays fantasy and who lives where. We can also start thinking about that with online behavioral patterns.”

READ MORE: GolfPass Could Set Standard in 21st-Century Sports Media

There are a lot of behavioral differences across the ocean when it comes to sports, Yardley said. In the U.K. there’s a reluctance for fans to support money-making endeavors by sports organizations. The British view sports as an antidote to a life of work versus the straight entertainment proposition professional sports offer in the U.S., Yardley said.

“It’s created a class of fandom that is very authentic and resistant to change,” he said.

Because of the general reluctance to spend money on sports, Yardley said U.K. sports marketing has excelled in soft selling, an aspect American-focused companies struggle with because fans are more likely to support the base offerings.

“Soft selling to fans are what leagues and teams are good at over there,” Yardley said. “Here, the model is stuck to offices, young grad students burning through phone lists, and selling tickets.”

Yardley said the NFL has been the most innovative league and its media rights strategy is structured in a way to maximize returns and is the most mature direct-to-consumer strategy, which will pave the way for other leagues.

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