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Sports Marketing Has Created New World Last Decade, but What Next

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Sports Marketing Has Created New World Last Decade, but What Next WEDNESDAY, JANUARY 15, 2020 | SERVING CHICAGO’S LEGAL COMMUNITY FOR 164 YEARS | CHICAGOLAWBULLETIN.COM VOLUME 166, NO. 10 Sports marketing has created new world last decade, but what next As the year 2020 ushers in a new decade, Collegiate Athletic Association in a partner - it’s evident that the past decade has seen ship that delivers an avalanche of facts and numerous game-changing developments in stats about March Madness, the NCAA’s sports and sports marketing, including Championship Tournament and its 80-year unprecedented evolution in communica - history as well as competition data across tion, technology and analytics to promote 90 NCAA championships and 24 sports. athletes, teams, leagues and brands. The savviest sports organizations used Athletes as entrepreneurs every marketing tool at their disposal to The past decade saw sports stars take engage fans by publicizing athlete statistics, their business endeavors to the next level. ground-breaking innovations, emerging S P O RT S At the same time, new opportunities personalities and feel-good stories. At the MARKETING PLAYBOOK opened up for less-famous players. rate technology is developing, these tools A few players moved beyond sponsor - and practices provide a solid jumping-off DOUGLAS N. MASTERS and ships and created their own media plat - point for the next 10 years. SETH A. ROSE forms. Brooklyn Nets forward Kevin Durant Here are, in our humble opinion, the 10 launched Thirty Five Media to create and most far-reaching developments and trends DOUGLASDOUGLAS N. MASTERS is a partnerpartnertner at LoebLoeb & LLoeboeb LLP,LLPP,, distribute content about his career and out - in sports marketing in the last decade: where he litigates and counsels clients primarily in side projects. Former New York Yankees intellectual property,properrtytyy,, advertisingadvertising and unfair competition. He is co-chair of the firmfirm’s intellectual shortstop Derek Jeter founded The Player’s Fueling Cubs fever properpropertytyt protection group. [email protected] Tribune, an influential platform that pub - SETH A. ROSE is a parpartnertner at the firm,firm,m where he The biggest feel-good story of the decade counsels clients on programs and initiatives in lishes content by other athletes to connect was — obviously — the Chicago Cubs win - advertising,advertising, marketing, promotions, media, directly with fans. ning the World Series for the first time in sponsorships,sponsorships, entertainment,entertainment, branded and integrated Athletes outside the celebrity strato - marketing, and social media. [email protected] 108 years, with an epic victory over the sphere are building their own business Cleveland Indians in Game 7. The team media and technology companies seeking brands as well. The athlete marketing plat - went all-in on new technology to whip up to satisfy the appetites of analysts and fans form called opendorse enables individual fans and improve player performance. hungry for real-time and historical sports athletes at all levels to become content cre - The team embraced social media to fuel data. ators and distributors for sponsors. the fire of Cubs fever, notably making its For example, sports data and digital con - Launched in 2012, opendorse helps ath - iconic Flying W logo a Twitter sensation with tent provider Sportradar US made deals letes build their own personal brands and a marketing campaign featuring the hashtag with the National Football League, the attract business opportunities. #FlyTheW. Fans who didn’t attend the National Basketball Association and the games also had plenty of options to experi - National Hockey League to collect, analyze Athletes, brands and social issues. ence the series, from streaming video on and distribute player, team and league data Athletes speaking out about social issues Fox Sports Go and MLB.tv, to play-by-play to the leagues and in-house media outlets. is nothing new, but the 2010s saw an emerg - action on the MLB At Bat app, to real-time Meanwhile, MLB Advanced Media, a digi - ing trend in sponsors backing outspoken commentary on media sites and social tal media company owned jointly by the 30 athletes specifically for their activism. Nike media platforms. baseball teams in the league, partnered with went all-in by featuring controversial former Of course, strategic trades and draft the sports data and content company STATS San Francisco 49ers quarterback Colin picks, and a new manager, helped get the LLC to distribute real-time and post-game Kaepernick in a national advertising cam - Cubs back to the World Series in the first stats on MLB games to broadcast, print and paign. Kaepernick began taking a knee dur - place. But the Cubs also adopted wearable digital media outlets. ing the playing of the “The Star-Spangled tech in 2016 to collect and analyze data on MLBAM also launched a new player per - Banner” before NFL games in 2016 to player performance and health vitals and formance-tracking initiative to capture data protest racism and police brutality against improve pitchers’ performance and prevent on the movements of every single player’s African Americans. injury. actions on every single play through high- The move defined Nike’s corporate val - definition cameras installed at every major ues and drew both positive and negative Data, data, data league ballpark. attention to the company, which happens In the 2010s, a truly eye-popping amount In college sports, Google Cloud became to be the league’s official apparel sponsor. of sports statistics became available to the official Cloud Partner of the National One athlete who followed Kaepernick’s Copyright © 2020 Law Bulletin Media. All rights reserved. Reprinted with permission from Law Bulletin Media. lead was Megan Rapinoe, co-captain of the The flexibility of being able to watch pro - reality headsets for viewers, multiple cam - 2019 World Cup-winning U.S. women’s soc - gramming through internet-connected eras at sports venues and powerful comput - cer team and an outspoken advocate for devices, new content and lower fees had ers to produce the 3D experience. LGTBQ rights and equal pay for female ath - consumers flocking to the subscription- Intel partnered with the MLB, NFL, NBA letes. Sports drink manufacturer Bod - based streaming services. Cable, satellite and NCAA to broadcast events in virtual yArmor snapped up Rapinoe to star in an ad and broadcast TV, which had been the go- reality, while NextVR broadcast major sports that embraced both individualism and patri - to outlets for sports coverage, found them - events including the Daytona 500. The NBA otism. selves playing catch-up and began uses virtual reality to help players improve Other athletes have started making their launching their own streaming services. their performance by simulating the first- social justice views part of their sponsorship Then, social media platforms jumped in, person playing experience during training deals. Simone Manuel, the first African bringing their own brand of community- in order to hone their skills in a protected American woman to win an individual based interactivity along. Twitter launched environment. Additionally, the NFL devel - Olympic gold medal in swimming, negoti - its own 24/7 streaming video network and oped a training program using virtual reality ated a groundbreaking agreement with a became the NFL’s exclusive streaming part - simulators for its referees to reinforce their swimwear apparel company TYR Sport Inc. ner, while the MLB struck a deal with Face - accuracy. Manuel’s rider ensures that diversity will be book to stream games nationally. Twitch Professional sports leagues are also reflected in the projects Manuel pursues secured the rights to stream a range of exploring the idea of virtual season tickets with the brand. sports programming and led the way for fol - for a more convenient and affordable alter - lowers to post real-time feedback and com - native to attending a game. At least one Social media explodes ments. sponsor has even toyed with the notion of Since the beginning of the 2010s, sports a virtual athlete as a spokesperson. In 2017, figures and organizations have leveraged Esports revolution Coca-Cola introduced game character Alex the growing power of Twitter, Facebook, Who knew in 2009 that the competitive Hunter as its brand ambassador for the new Instagram and other platforms to build their video gaming industry, known as esports, Coca-Cola Zero Sugar in FIFA 18. brands, gain followers, interact with fans would be a $1 billion global business by the and create new opportunities. Today, an end of 2019? Esports revenues have soared AI comes to life active social media presence is an essential due to sponsorships, media rights and When Wimbledon introduced a chatbot part of nearly every athlete, team and advertising. At the same time, the esports called Fred in 2017 to help fans navigate the league’s brand marketing plan. fan base is approaching a staggering 300 tennis tournament’s grounds, it proved to Star athletes who consistently post on million worldwide. be just the start of what artificial intelligence their accounts and engage with fans can Professional sports team owners and can do for sports. rack up millions of followers and become leagues have invested in esports organiza - Powered by Watson, IBM’s artificial intel - great ambassadors for their sport and their tions to capitalize on the phenomenon. In ligence platform, Fred soon became fans’ sponsors. Consider pro basketball’s LeBron 2018, for example, the NBA sponsored a go-to resource to enhance their in-person James, who, with more than 97 million fol - new eSports league centered on the popu - experience. IBM also programmed Watson lowers across Instagram and Twitter, can lar NBA 2K, a game created by Take-Two to improve Wimbledon’s media content just as easily rile up Premier League fans Interactive Software Inc. The virtual league and output by learning to recognize and abroad (King James has owned a minority mirrors the NBA’s real-world franchise for - analyze the human component of sports, share in Liverpool F.C.
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