October 29 2018.Pdf

NHL seen as league Players Coalition NASCAR President Meeting LA28’s $2.5B most willing to work targets local races, Steve Phelps details sales goal will require with casino operators. voting rights. his vision for the sport. brands to buy in early. 3$*( 3$*( 3$*( 3$*(

OCTOBER 29-NOVEMBER 4, 2018 VOLUME 21 ISSUE 28 • $7.95

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SPORTS BUSINESS JOURNAL 67$7(2)3/$<

MONEY TALKS “I tried to win it so we could get Le’Veon back. It didn’t work.” —Steelers wide receiver JUJU SMITH-SCHUSTER on buying more than 100 Mega Millions tickets last week. Running back Monster Ad Le’Veon Bell has been holding out all season in YouTube used augmented reality ads to promote its streaming service “YouTube TV” hopes of getting a during Game 1 of the World Series in Boston last Tuesday. The ads, which were virtually new contract. superimposed atop the famed, 37-foot-tall left-ﬁeld wall at Fenway Park, featured the brand’s logo and a simulated TV screen. YouTube is the presenting sponsor of the World Series.

TAKING ATTENDANCE

20,000: Estimated crowd at Washington State for ESPN’s “College GameDay,” the first time the show had come to Pullman, which went live at 6 a.m. PDT. The town has just over 33,000 residents, the school’s total enrollment is 30,614 and Martin Stadium held 32,487 fans for the Cougars’ 34-20 upset win over No. 12 Oregon.

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3$< )25 12 3/$< 15k New Balance signed Darius Bazley to a contract that could 10k pay up to $14 million. Bazley will be an intern at the 5k company while he gets ready College Residents Enrollment Stadium for the NBA draft. GameDay

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Adidas executive Jim Gatto Price offered by the Neiman and two others were convicted Marcus Christmas book for a on all counts they faced in a recipient and a guest to get trial related to a college special access at the four tennis majors with basketball scandal in which SLOANE STEPHENS, players’ services were shopped. including sitting in her box For its game on Oct. 20, Alabama-Birmingham at the Australian, French wore uniforms with the names of kids who and U.S. Opens and at are battling serious illnesses and are patients Wimbledon, playing her in a at nearby Children’s Harbor, a family center 45-minute match and staying that has a location at a Birmingham children’s at the players-only hotels.

YouTube TV; Getty Images (3); ESPN Images; Twitter TV; Getty Images (3); ESPN Images; Twitter YouTube hospital, or who had recently passed away.

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for 2018 — he’s that commanding and effective as an evangelist for the sport. His swagger is evident when he declared that his property represents the future of sports and the live event experience. In his conversation with Allen & Co.’s Michael Melnitzky, he The entire contents offered a powerful statement about the inaugural year of his Over- of this magazine are watch League, which has now grown from 12 to 20 franchises. “We copyrighted by Street & had 160 million viewable hours. We have 45 million people in the Smith’s SportsBusiness Journal 2018 with all rights spectator audience. We are just getting started,” he said. reserved. Street & Smith’s To demonstrate the everyday accessibility of esports, the cor- is a registered trademark porate executive Kotick called up event emcee and former NFL of American City Business player Dhani Jones (6-foot-1, 240 pounds) to stand next to him, Journals, Inc. Reproduction or use, without permission, the size and shape difference noticeable. “Look at Dhani. Now, of editorial or graphic look at me. There are 3,000 guys like him who can play NFL foot- content in any manner ball. There are 100,000 guys like me who can play esports.” He is prohibited. Street & Smith’s SportsBusiness stressed the connective tissue of the gaming culture (“It’s a very, Journal (ISSN-1098-5972) very high level of engagement and commitment”), the appealing is published weekly, with demos (“Esports fans are the hardest-to-reach market for advertis- the exception of the first ers”) and the powerful platforms of their partners (“If you think week of January, the first week of July and the last about Twitch as a network, it’s two times the size of ESPN”). week of December, for He said his Overwatch League allows traditional sports investors $289 a year by Street & like the Wilpons and Krafts to flex their entrepreneurial muscles, Smith’s SportsBusiness Michigan students Journal, at 120 West which are often constricted in their traditional league models. Wil- Morehead Street, Suite pon agreed and showed the confidence in Kotick by saying, “We 310, Charlotte, NC 28202. bring compelling bet on Bobby and his team.” He went on to add, “It’s about being In Canada $350 per year, entrepreneurial and about being digitally focused. I was surprised includes GST and all other countries $457, includes how quickly the fan base got behind our team and the following.” a one-year subscription content to campus Kotick stressed his company’s “ruthless prioritization, maniacal and expedited air delivery focus and complete alignment to build value for partners.” It’s ob- (GST#139794580). vious he embodies those values. Global domination as the biggest Periodicals postage paid at Charlotte, NC and additional sports league is his goal, and while clearly focused on the prize, he mailing offices. Street & $%5$+$0 T’S a short drive from Detroit to Ann Arbor offered one caveat to future success: “Managing the 20 most suc- Smith’s SportsBusiness on Interstate 96, where I attended the 7th cessful entrepreneurs in sports is really hard to do.” Journal is a publication of 0$'.285 American City Business annual Michigan Sport Business Conference f NFLPA EXECUTIVE DIRECTOR DeMaurice Smith was in mid- Journals, Inc. Street & EXECUTIVE this month. The University of Michigan season form in telling students about the relationship between Smith’s SportsBusiness EDITOR I Journal is an equal students were first movers in organizing a daylong unions and management, and he didn’t pull any punches. “There conference on campus on sports business, and there has to be a healthy antagonism between management and labor,” opportunity employer. POSTMASTER: Please are now a number of student-run programs across he said. “Because they want things we don’t want.” At one time send address changes the U.S., including at Stanford, Penn State and South he said, “I represent the players and Roger [Goodell] represents to Street & Smith’s Carolina, while North Carolina produced its inau- the bad people.” When I asked, “Do you really believe that?” Smith SportsBusinessJournal — Subscriber Services, P.O. gural event earlier this month. said, “Yes.” Describing his relationship approach with the league, Box 36637, Charlotte, NC In Ann Arbor,27 undergraduate students spanning he said, “I believe in a mix of humor with violent confrontation.” 28236-6637 a range of majors worked 10 months on the event. fI ASKED Barstool Sports CEO Erika Nardini if she would be FOR CUSTOMER SERVICE CALL Many of the students are children of sports business interested in revisiting talks with ESPN about Barstool program- 1-800-829-9839 executives and I appreciate how this day brings fam- ming on the network under the new leadership of Jimmy Pita- For article reprints, please ilies together in almost a celebration of the business. ro. “No,” she quickly said. … Overtime co-founder Zachary contact The YGS Group at Because of the high number of Michigan alums work- Weiner, 25 years old, describes his digital sports media com- (717) 505-9701 , x2204 / SportsBusinessJournal@ ing in sports, this conference has a strong agenda. pany as a lifestyle play — which reminded me a bit of And1 in theYGSGroup.com It’s a great day of idea sharing, learning and network- the 1990s. “We want to be, essentially, a streetwear brand.” Nar- ing for the more than 500 students on site. Here’s a dini said Overtime is clearly an acquisition target: “There are few things I picked up from my day on campus. big established media companies who will want Zack [and what SBJ/SBD f A FEW years ago at the conference, esports was he’s building].” … I appreciated how casually Fred Wilpon as- PODCASTS discussed in a breakout session. This year, it was similated with the students at the event. At one time, the 81-year- the featured kickoff session, as Activision Blizzard’s old Mets owner sat on the floor in a crowded breakout session, FIRST LOOK & Bobby Kotick joined New York Excelsior owner/ and I watched him later speak one-by-one to the exhibitors. Few BUZZCAST Chairman Jeff Wilpon to talk about the promise owners demonstrate such humility as the gracious Wilpon, whose Check out our First Look podcast every Monday where we and potential of the Overwatch League. granddaughter was one of the student planners. discuss the week’s top stories. Kotick is a tour de force and it’s easy to see why Also, check out Buzzcast in the Harvard Business Review recently listed him Abraham Madkour can be reached at amadkour@sportsbusiness- SportsBusiness Daily’s Morning Buzz, our daily two-minute look at among the 100 Best-Performing CEOs in the World journal.com. the stories of the day.

THIS WEEK

OPINION ...... 21 7+( &29(5 /($*8(6 )227%$// 0(',$ /$%25 CAREERS...... MILWAUKEE PREPPING FOR SHOULDER IN WHAT TO WATCH THE STARS OF MAKEOVER THE WORST THE MARKET SURF AND SKATE FACES & PLACES.. Cord cutting, buy-in from The Bucks’ data-driven NFL’s media contracts Innovation and custom- tech companies, a Cubs CAA has lined up a CLOSING SHOT ... approach won’t let the would continue to pay ization of shoulder pads channel and sports bet- strong contingent of team’s small-market team owners in the event has given XTech a fol- ting are key stories media athletes competing in status impede growth. of a work stoppage. lowing among players. execs are watching. new Olympic sports. Cover image by Jeff Phelps/ Milwaukee Bucks By John Lombardo By Daniel Kaplan By Daniel Kaplan By John Ourand By Liz Mullen

4 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM WHEN THE INDUSTRY ASKS WHAT’S NEXT NIELSEN SPORTS HAS THE ANSWER

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The success of the Vegas Golden Knights, the first team in the four major sports to call Sin City home, gave the NHL a head-start on figuring out how and where to place its bets.

advertising during games. The NHL welcomes all comers. “They have an evolved position and understand the economics Hockey Antes Up and the partnership that they can drive with the casino industry,” said Sara Slane, senior vice president of public affairs for the The NHL is taking advantage of new gambling opportunities, American Gaming Association. “They see the bigger picture in and its odds of winning keep getting better. %< %,//.,1* the opportunity that can be realized versus focusing on statu- tory data requirements or an integrity fee. I think you end up HEN THE NBA and MLB were lobbying state leg- tripping over dollars to pick up pennies. The NHL has done a islators earlier this year to require sportsbooks good job of focusing on the dollars and not the pennies.” to cut them in on betting revenue and pay them Perhaps the roots of that philosophy can be found in the events W to use “official” stats, the NHL remained con- of last spring, when the expansion Vegas Golden Knights made spicuously absent from the debate. an unlikely run to the Stanley Cup Final that coincided with a Though it too supported federal regulation of sportsbooks, Supreme Court ruling to allow betting. the league calculated early on that it stood a better chance of As luck would have it, senior executives at the first of the pro negotiating those concessions from the casinos than getting them leagues to place so large a bet on the world’s gaming capital had included in state law. Now, with all of the major pro leagues in ample chance to become familiar with the sportsbooks. It quick- session and sportsbooks open and taking bets in five states, the ly became clear that shared commercial interests could trump NHL has emerged as the league most willing to work within the the discord that was apparent at statehouse hearings. parameters that casino operators have long suggested. “The sportsbooks want to pay,” said Keith Wachtel, who as Even the progressive NBA has not taken steps the NHL has. chief revenue officer for the NHL has championed the league’s The NBA will require sportsbooks that sponsor the league or its strategy. “Everyone is telling us they all want to pay. It’s just a teams to buy official league data. The NHL will not. The NBA matter of what the value proposition is. No one is saying, ‘I don’t will prohibit teams from doing deals with sportsbooks until sports need your data.’ In fact, they’re all saying the opposite.” betting is legalized in their state. The NHL will not. The NBA While the NHL has not yet announced a league sponsorship

will bar sportsbooks that are not league or team sponsors from in the category, industry sources say the ﬁrst of those likely will Getty Images

6 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM SPORTS BUSINESS JOURNAL

Fans in Switzerland will have plenty of chances come in the next few weeks. The league has made to watch native son Nico Hischier of the Devils. it clear that it intends to sign up multiple sportsbook sponsors, tiering them based on the assets they receive. Domestically, the European game of the Earlier this month, the Golden Knights be- week — as it will be marketed overseas — came the first major pro team to land a sports- began with two games on Oct. 13, with the book sponsor, locking down a deal with William Rangers hosting the Oilers and the Flyers Hill. Last week, the New Jersey Devils signed hosting the Golden Knights. Those games, William Hill to the first sportsbook sponsorship and the weekly ones to follow, were timed to in New Jersey. hit hockey-loving markets abroad in prime Gaming executives say they have found the time in an effort to further build the brands NHL to be receptive to their needs. “Our con- of those players and teams in Europe, as well versation was with the [Golden Knights] and as the league overall. then they had the discussions with the league,” “One of the problems that any North said Joe Asher, CEO of William Hill U.S. “But American league faces in Europe is that you I can’t think of anything that we wanted to do come, play your game and leave; there’s not that they said no to.” a real year-round presence during your sea- Neither MLB nor the NFL has cleared teams son,” said David Proper, NHL executive vice to sign sportsbook sponsors, so the only note- president of media strategy and interna- worthy comparison to the NHL is the NBA. tional strategy. “It’s nearly impossible to tell The NHL and NBA differ distinctly on their a team that we’re going to take you on a trip approach to league data. While the NHL will to Europe in February or March as you’re pitch the use of league data as a valuable asset trying to make the playoffs, so we started to to sportsbook sponsor prospects, it will not re- look at other ways we could have a really quire them to purchase it, Wachtel said. strong year-round presence there.” The league reached that decision after deter- The NHL relaunched its European global mining that the baseline data sportsbooks need game series last year after it was shelved in to run much of the business they do around 2011 due to uncertainty around the CBA dis- hockey today is readily available through other cussions. The Senators played the Avalanche providers, or through unscrupulous means that in Sweden on Nov. 10 and 11, 2017. This year, are difficult to police or stop. in addition to the season-opening game in Rather than requiring use of official data as Sweden and this week’s games in Finland, part of every deal, the NHL is working to de- there have been exhibition games in Ger- velop marketable data that only it can provide, many and Switzerland. Each of these games using in-arena tracking of players and puck. is accompanied by a fan tour that visited While that project has been driven by the desire NHL focusing on many of the larger cities in those countries, of front offices to develop advanced player ana- as well as coaching clinics and other events. lytics for coaches and GMs, the league hopes it The NHL will return to Europe next year, also can be used for gaming products that build European growth but it has not yet determined its specific fan engagement, like the ability to bet on the plans. fastest skater or hardest shot of a period. %<,$1 LIKE MANY European players, New Jersey The Devils will have 12 of their home “We have no idea what this is really going to Devils forward Nico Hischier is a star in his games played in prime time in Europe, the yield, but operators have a lot of interest in it,” 7+20$6 native country. Never was that more obvious most of any NHL club. “We see our team and said David Lehanski, NHL senior vice president than during the team’s eight-day training brand being able to go into the outlying mar- of business development and global partner- camp jaunt this fall to Switzerland, where kets as a huge opportunity,” said New Jer- ships. “That’s what drives the valuation that Hischier was a staple of media coverage, and sey’s team president, Hugh Weber. He also we’re putting on our data.” a sellout crowd welcomed the 19-year-old back noted that on the Devils’ social media ac- Data policies at the league level also will have home for an exhibition game against his counts, Swiss followers make up the largest an impact on team sponsorships, according to former team, SC Bern. portion outside of those from the U.S. and sources. Along with mandating that league spon- That kind of affection in Europe is not Canada. The team is planning to launch dif- sors purchase official data, the NBA will require unique to Hischier, the first Swiss-born ferent language-specific social media plat- team sponsors to do so, which could dramati- player ever taken with the No. 1 overall pick. forms for European languages, as well as cally increase the price of any deal. European players now make up roughly 30 other pieces of content. The NHL also charted a distinct path by al- percent of the league, but the difficulty in Proper said the league will produce inter- lowing networks that broadcast its games to watching games live on that continent has views with players in their native languag- sell commercial spots to sportsbooks that are lessened the league’s growth abroad; for in- es and give them to the different networks. not sponsors of the league or teams — even in stance, a Devils game that starts at 7 p.m. in There are also discussions with the broad- states that have not authorized sports betting. Newark would start at 1 a.m. in Zurich. But casters to hold larger viewing parties in That stands in contrast to MLB and the NFL, the NHL has begun countering that by play- Europe for some of the matchups. The league which don’t allow sportsbook advertising during a trio of regular-season games in Europe already has country- and language-specific ing any of their game broadcasts, and the NBA, this season and by shifting the start time of NHL digital platforms. which will allow sportsbooks advertising, but nearly 50 Saturday and Sunday games, put- NHL Deputy Commissioner Bill Daly said only in states in which sports betting is legal, ting them in prime time in 24 countries and that the league “has constantly heard in the and only by sponsors. As in other competitive territories across Europe. international marketplace that broadcasters categories, the NHL and its teams will restrict The three regular-season games played in need prime-time exposure for NHL content in-game and intermission features to sponsors. Europe this season include the Devils vs. if you want to grow the rights fees.” “Everyone should be open for business,” said the Edmonton Oilers in Sweden on Oct. 6, “The short-term, medium-term and long- Wachtel. “I just see that continuing to be where and the Florida Panthers vs. the Winnipeg term goal is all about making us bigger and

Getty Images we differentiate ourselves.” Jets this Thursday and Friday in Finland. more popular in Europe,” Daly said.

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NFL’sTVdealshedge againstworkstoppage Previous provisions that would pay owners in the event of lost games were ruled unfair to players.

%<'$1,(/.$3/$1 to comment on it, but you know that we won that case obviously. We will THE NFL has structured its media con- follow the story with great interest, tracts to continue paying the owners obviously.” in the event of a work stoppage, the When Minnesota federal judge David same controversial mechanism used Doty ruled late in the evening of March earlier this decade and which a fed- 1, 2011, the decision exploded across eral court judge ruled against in 2011. the NFL. The CBA was three days from The current CBA expires after the expiring, and the two sides were en- 2021 season, and the two sides have gaged in marathon federal mediation begun financially preparing for what sessions in Washington, D.C. appears to be another tough set of “The record shows that the NFL negotiations and the potential loss of undertook contract renegotiations to The NFLPA’s DeMaurice Smith has members preparing for a potential work stoppage. games. advance its own interests and harm Asked at the league’s recent meet- the interests of the players,” Doty NFL TV CONTRACTS ings in New York whether those media wrote. “The facts underlying this pro- contracts have the work stoppage pro- ceeding illustrate another abuse of Network Duration Avg. annual value Total price Final season vision, Green Bay Packers President that market power wherein various ESPN 8 years $1.9 billion $15.2 billion 2021 Mark Murphy replied affirmatively. broadcasters of NFL games were ‘con- Murphy is a member of the eight- vinced’ to grant lucrative work-stop- CBS 9 years $1 billion $9 billion 2022 owner labor negotiating committee. page payments to the NFL if the NFL Fox 9 years $1.1 billion $9.9 billion 2022 Previously,the NFL in 2008 had re- decides to institute a lockout.” NBC 9 years $950 million $8.55 billion 2022 negotiated those TV contracts to con- Doty’s language helped fuel the play- Source: SBJ Research tain the provisions, meaning at the ers’ decision to walk out of CBA talks time those contracts were only a few on March 11. years old when the four-month lockout The players argued that the NFL ment was eliminated as part of the challenge anything and everything.” occurred in 2011. The Hall of Fame had taken less for the broadcast con- CBA deal, so any new claim against The NFLPA has been preparing for game was the only preseason contest tracts in return for the work-stoppage the provisions would have to arise from a potential work stoppage, holding back lost to the lockout. provisions. The NFL appealed, but other legal doctrines. group royalty fees from players and In 2011, the provisions would have ultimately the case was settled as part And third, Doty,whom the NFL saw encouraging them to save their money. paid owners for up to two years of of the end to the lockout that resulted as favorable to the union, no longer And there remains no love lost between lost games. But because the current in the current 10-year CBA. oversees their cases. Instead, disputes the sides, which rarely see eye to eye. contracts are longer than the previous There are a few differences now are randomly assigned to judges in the “I represent the players and Roger ones, the number of seasons the own- compared to the earlier situation. First, jurisdiction where cases are filed, [Goodell] represents the bad people,” ers would now get paid for without the media contracts were not sud- likely the Southern District of New NFLPAExecutive Director DeMaurice games is longer as well. denly renegotiated as they were in 2008. York, where the NFL is headquartered. Smith on Oct. 19 told the University of Asked if the union knew about the Second, Doty ruled on the basis of the “No one but Doty would buy it,” said Michigan Sport Business Conference. current work stoppage provisions, antitrust agreement settlement that a well-placed source close to the NFL Pressed if he actually believed the com- NFLPA spokesman George Atallah had governed NFL-NFLPA relations on whether the league should be wor- missioner of the NFL represented “bad” wrote in an email, “We are not going from 1993 through 2011. That agree- ried. “I would expect the union to people, Smith replied affirmatively.

Raycom partners expandthelongtimetelevisionand earlier this year when Legacy Presi- touring events such as Monster Jam digital media syndicator into new dent and CEO Ken Hudgens called and AMA Supercross. withLegacyasACC areas. The venture will create live Nickellandaskedhowthetwo “The core model is live events and sports and entertainment events and companies could work more closely related multiplatform video,” Nickell deal winds down develop video together. The two said. “We’re a content company — production and executives knew each live content, video content and %<-2+1285$1' distribution around other well from the time interactive content.” RAYCOM SPORTS has had three years them. when Nickell was Raycom’s syndicated programming to think about what life will be like “The past couple president of the Fox and distribution relationship with the withouttheACC.Anewjointventure of years, we’ve been Sports-owned cable ACC essentially ends after the with Legacy Motorsports, which will looking at a lot of things,” said channelSpeedfrom2005to2012and conference’s basketball tournament be announced this week, will show Raycom Sports CEO Hunter Nickell. Hudgens was COO at Feld Motor in March. Raycom still will produce how it plans to fill the void left by the Thegroupisclosetodealsforevents Sports. and distribute a handful of games for college conference, which will part and tours but will not have anything to Earlier this year, Hudgens, Eric Cole, Fox’s regional sports networks. And it with Raycom after the upcoming announce for several weeks, Nickell Tim Murray and Bob Boggess left Feld still owns some digital rights. college basketball season. said. It’s likely the group will cut deals MotorSportsaftermorethantwo “We’re working with the conference The venture, which will be called for events beyond motorsports. decades to form Legacy Motorsports. on how we can develop those,”

Raycom-Legacy Content Co., will The venture was first broached While at Feld, the group developed Nickell said. Getty Images

8 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM SPORTS BUSINESS JOURNAL

Cubs, Marquee to create Champions golf event

%<(5,&),6+(5 and baseball players and legends of age and risk management firm both sports to each other’s audiences Gallagher for naming rights of The THE CHICAGO CUBS and their Marquee became too good to pass up,” said Andy Park at Wrigley, and another with pain Sports & Entertainment division are Blackburn, director of Marquee reliever brand Biofreeze for the club’s entering the golf business through Sports & Entertainment. locally streamed games on Facebook. the creation of a PGA Tour Champi- A course for the event has not been Since around the time it was formed, ons event slated for March 2020 in chosen but it will be in the Phoenix Marquee has been in talks with the Arizona. area, which houses half of the 30 MLB WGA about developing a golf event. A partnership now in final nego- teams for spring training in the Cac- The tournament also represents a tiations between Marquee and the tus League, and the parties are re- push for the MLBPA business beyond Cubs, the PGA Tour, Western Golf searching several course options. its traditional licensing activities in Association and the MLB Players As- “We have already fielded inquiries Former MLB player John Smoltz, who established categories such as trading sociation will stage the event during from several interested clubs,” said played in the U.S. Senior Open this year, cards, apparel and video games. And spring training and feature Champi- Vince Pellegrino, WGA senior vice could be a candidate for the new event. even though the MLBPA does not for- ons players and retired MLB players. president of tournaments. mally represent retired players in The still-unnamed event will be an The Western Golf Association will Champions events, the tournament will collective bargaining, executive direc- official part of the Champions calendar be the host organization and will han- benefit designated charities. In this tor and former big leaguer Tony Clark for 2020, and will serve as further pro- dle tournament operations. Marquee case, proceeds will benefit the WGA’s still retains tight relationships with motion for Cactus League spring train- Sports & Entertainment will represent charitable partner, the Evans Scholars many other former players. ing, already a popular draw among sales and promotional outreach and is Foundation, and MLBPA charities. “We’re excited about anything that tourists. The event will feature a pro-am beginning to market naming rights for The deal represents a further expan- brings fans closer to our players, and competition involving both pro golfers the event. The MLBPA will aid in pro- sion for Marquee Sports & Entertain- when you also fold in the charitable and former big league baseball players motion, developing baseball-themed ment, the sales and marketing firm component of this event, it makes this before the actual tournament, and then activities during the event, and secur- formed last year by the Cubs and the a very compelling proposition for us,” a pro-am style weekend competition ing participation by former players. team’s chairman, Tom Ricketts. Key said Tim Slavin, MLBPA chief of busi- also involving figures from both camps. Startup costs for the effort have not early deals for Marquee have includ- ness affairs and licensing senior “The opportunity to showcase golf been disclosed. Like all other PGA Tour ed alignments with insurance broker- counsel. Getty Images

WWW.SPORTSBUSINESSJOURNAL.COM OCTOBER 29-NOVEMBER 4, 2018 | 9 83)5217

NFL critics use games to campaign LTHOUGH A handful of U.S. Senate NORTH DAKOTA candidates have politicized the When Vice President Mike Pence walked out of Lucas Oil Stadium during a 49ers-Colts game last October and A act of athletes kneeling during tweeted his rationale, North Dakota Representative Kevin Cramer responded, “Heroes don’t score TDs or make the national anthem, it hasn’t stopped sacks. Heroes wear military uniforms & protect NFL players’ right to be ungrateful whiners. Thx @VP & @POTUS.” some of them from advertising during But since Aug. 1, Cramer, who is running for the U.S. Senate, has spent close to $88,000 advertising during NFL NFL games. Sports Busi- games, or nearly one-third of what he has spent on sports programming overall during that period. His opponent, %<'$9,' ness Journal looked at incumbent Sen. Heidi Heitkamp, also felt football programming was an effective spot for ads targeting North advertising spending on Dakota voters, as roughly 86 percent of her sports TV spend was allocated to NFL games. %528*+721 sports programs in three $100k $200k $300k $400k $500k $600k $700k $1'%5$1'21 Senate races that have candidates who have $87,630 (48) 0&&/81* NFL voiced their opinions on $101,065 (75) the matter: Kevin Cra- North Dakota $47,030 (43) mer (R-North Dakota), Rick Scott (R- State football $3,200 (4) Florida) and Ted Cruz (R-Texas). Local ABC, CBS, NBC and Fox affiliates College $2,660 (4) are required to provide detailed contract football* $7,065 (54) information about political advertisers MLB $2,400 (8) to the Federal Communications Commis- playoffs $4,195 (5) sion. The contracts included in the study * Non-North Dakota State football programming were ordered by the candidates from Aug. 1 through Oct. 19 for spots that were scheduled to air through Election Day. In regard to the physical filings themselves, the FCC does not have a standard FLORIDA template for stations to fill out, and there Gov. Rick Scott, who served as the national chairman of Rebuilding America Now, a super PAC that was created to is little continuity across the filing land- help get Donald Trump elected, last fall said he supports “everyone’s right to protest. But, as a veteran myself, I scape. All the data provided to the FCC think it’s disrespectful to our veterans and active duty military to not stand for the national anthem.” is entered manually at the individual sta- Two-thirds of the more than $1.1 million that Scott has spent in sports advertising since Aug. 1 has been earmarked tions and there were frequent contract for NFL programming, compared to 49 percent by his opponent Bill Nelson. Statewide the two have combined to revisions, which are included. buy 364 ads during sports broadcasts — more than three hours in all — at a total cost of more than $1.6 million. SBJ analyzed thousands of documents. $100k $200k $300k $400k $500k $600k $700k Collectively, the six candidates across the three races have committed more than $755,000 (93) NFL $2.7 million in sports spending through $224,435 (30) Election Day. College $178,055 (46) To read: football* ( ) (R) Spend (# of spots) $126,615 37 Top programming ( ) ( ) D Spend # of spots SEC $82,350 (13) football $93,700 (14) Golf $47,960 (15) Going Big * Non-SEC programming Largest targeted political ad buys among the Senate races in Florida, Texas and North Dakota TEXAS $72,000 U.S. Sen. Ted Cruz also wove in the NFL and the anthem earlier this fall at a campaign rally in Georgetown, Texas. Ted Cruz He said he supports people exercising their First Amendment right to protest but said, “You can do it without KDFW (Fox) Dallas $67,600 disrespecting the flag and without disrespecting those who have fought and bled to defend it.” Cruz has gone on Sept. 23 Ted Cruz to spend 83 percent of his sports TV budget — or nearly $450,000 — on ads during NFL games. Cowboys- KHOU (CBS) His opponent, Beto O’Rourke, who made a name for himself nationally when he appeared in a video defending Seahawks Houston Oct. 14 football players taking a knee, spent 89 percent of his sports TV money on NFL games. “I can think of nothing more Bills-Texans American than to peacefully stand up, or take a knee, for your rights, any time, anywhere, any place.” His overall $60,000 sports spend of approximately $276,000 is half of what Cruz has devoted to sports. Beto O’Rourke $100k $200k $300k $400k $500k $600k $700k KPRC (NBC) $50,000 Houston Beto O’Rourke $445,870 (45) Oct. 7 KXAS (NBC) NFL Cowboys- Fort Worth $247,300 (14) Texans Oct. 7 Cowboys- Big 12 $55,070 (9) Texans $50,000 football $14,800 (3) Ted Cruz KXAS (NBC) College $8,895 (8) Fort Worth football* Source: Federal $10,200 (5) Oct. 7 Cowboys- Communications * Non-Big 12 programming Texans Commission

10 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM SPORTS BUSINESS JOURNAL

Players Coalition targets local races, voting

%Philadelphia and Flori- da to advocating for ballot initiatives country — Alton Sterling, Philando in Michigan, Florida, Ohio and Lou- Castile, the police in Dallas — I isiana. couldn’t just continue to be vocal on The public support from Davis and social media,” Jenkins said. He start- his teammate, Benjamin Watson, who ed doing research on criminal justice co-authored the op-ed, has made a dif- and found other NFL players were ference in raising support for the doing the same thing. They formed initiative, said Danny Engelberg, the Players Coalition to work on the chief of trials in the Orleans Public issues together. Defenders ofﬁce. As has been reported, the NFL “Voters who would not normally pledged nearly $90 million over the know about this issue now know about next six years to the group, and players it and are more likely to vote,” Engel- are pledging funds as well. The orga- berg said. “He has an incredible fol- nization is set up as both an indepen- lowing on social media and when he dent 501(c)(3) charitable foundation speaks, people listen.” and 501(c)(4) advocacy organization. In Georgia, former NFL players and “Our goals are to draw awareness Arent Fox Sports Players Coalition members Takeo and mainstream attention on the ra- Spikes, Adalius Thomas and Michael cial disparities and social injustices We Have Your Playbook Jenkins were preparing to speak out that are oppressing communities of regarding the state’s denial of 53,000 color,” Jenkins said. voter registrations, the majority of Since its inception, members of the which are African-Americans. coalition have been working on the “For this upcoming election, we’ve state and local level, including meet- placed our efforts on both restoring ing with district attorneys and public the rights of those who have been defenders as well as state legislators. denied the opportunity to vote, as well “Our focus is on impacting racial and as advocate for voter registration and social inequality, and the work centers Practical Counsel. Unique Insight. key ballot initiatives that are designed around three pillars: criminal justice From coast to coast, Arent Fox boasts one of the to help people,” said the Philadelphia reform, police/community relations most experienced and diverse sports law teams in Eagles’ Malcolm Jenkins in an email. and education/economic advance- the country. Jenkins co-founded the Players Co- ment,” Jenkins said. “The three pil- alition in 2016 with former NFL star lars are intersected, in that one Anquan Boldin, who lost a cousin to impacts the other.” police violence, to battle social injus- This election provides an opportu- tice in the U.S. nity to advance the group’s goals. “All Smart In “In the spring of 2016, with the in- of the guys have a common ground Your World arentfox.com

Getty Images ﬂux of police shootings across the that people need to vote and that re-

WWW.SPORTSBUSINESSJOURNAL.COM OCTOBER 29-NOVEMBER 4, 2018 | 11 83)5217

NYRR gets up to speed with virtual marathon

%<%(1),6&+(5 ers would call the race’s most compelling feature: the communal experience THE TCS NEW YORK CITY MARATHON is of running past thousands of cheering already the world’s largest marathon fans through famous neighborhoods with more than 50,000 runners, and and finishing in Central Park. On the tens of thousands more enter a draw- other hand, Capiraso said, Strava en- ing each year but aren’t accepted. ables runners to do what they like Race organizer New York Road Run- most: talk about running, with the New ners would like to grow, but there’s York City Marathon as a focal point. only so much space on New York’s “I don’t know if we have a good streets. This year, they’ve turned to handle on [demand for virtual racing] Strava, the fitness activity app, to help for sure,” he said. “We’re absolutely power a virtual race. committed to doing it again at this In an experiment in race-consumer point, and we’ll figure out how to behavior, 500 runners will join NYRR’s evolve it” based on response. first virtual marathon next week. The marathon and a separate virtual They paid $100 each, instead of the With marathon space maxed out, NYRR is seeking other ways to reach runners. 5K race this week will be the eighth and $255 fee for the real thing, and will ninth virtual races NYRR has done as have to complete a 26.2-mile run any- revenue and impressions for a mara- cited to see how it plays out.” part of its Strava relationship, mostly where in the world between Nov. 1-4, thon that’s at capacity. The ultimate market demand for focusing on lower-profile races like the and upload the results via the Strava “We’ve talked about this for a num- virtual road races is hard to discern New Year’s Eve Resolution Run or the tracker within three days to count. ber of years: How do you grow your at this point. This year’s sign-up was New Balance 5th Avenue Mile. So far, Where the “virtual race” concept impact on race day and get more incentivized by offering guaranteed about 26,104 entrants from 110 countries ultimately leads NYRR’s business is people around the world engaged?” entry to the real race in 2019 for vir- have participated. unclear, and executives consider this said NYRR CEO Michael Capiraso. tual finishers. The Strava deal, which also includes year’s Virtual Racing series a beta “All of it came together with the vir- On one hand, virtual participants marketing rights and a “strategic part- test. In the short term, it’s adding new tual racing platform, and we’re ex- won’t experience what most New York- ner” designation, runs through 2020. Getty Images

12 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM TECH INNOVATOR PROFILE

Aquimo technology drives fan-engagement and brand activation Bankers Life Fieldhouse in Indianapolis, Indiana, is tured on the board,” mobile apps, but the company has since upgraded its electric, yet there isn’t a single player on the court. Not only are teams able to boost fan engagement, system substantially by utilizing HTML5 and now offers A timeout has been called and members of the games can be configured to feature brand logos — integration into team and brand apps. Pacers and visiting Memphis Grizzlies are huddled up making Play Live a true marketing disruptor eclipsing old “What we learned very early was that almost every near their benches. In the grandstands, however, shots tried-and-true efforts like T-shirt cannons and baseball sports team we talked to asked if Aquimo Play Live could are falling in droves as thousands of spectators gath- bat spins. be within their app,” Jeffery says. “We realized it was ered for the sold-out season opener enthusiastically “Instead of just a few people participating in a T-shirt absolutely essential that we solve that problem. It was compete against one another using their smartphones toss, everybody can participate,” Jeffery says. “We are difficult, took a lot of effort on our side but is easier for our in a rambunctious round of Aquimo’s Pacers Play Live. turning fan engagement on its head. We’re saying all clients. Once you have that, it’s much easier to integrate As shots are fired with each flick of the wrist, eyes shift 30,000 spectators in a baseball stadium, 100,000 peo- our game technology within the apps of others.” anxiously from from phone screen to the Play Live lead- ple in a football stadium can participate right now. On top of that success, Aquimo’s seamless mobile erboard displayed on the enormous digital board “We are creating massive eSports events. Say you’re app integration is increasing team and brand app above center court. The clock ticks down, the buzzer not playing but watching, you’re seeing everybody play downloads. The powerful technology also means sounds and a bevy of excited players leap with joy as on the digital board, and that engagement, that games are scalable to millions of simultaneous users, they check the final scores. enhanced brand exposure is a premium exposure which is opening new opportunities with digital media It’s a scene playing out with increasing regularity as because the fan’s reaction is, ‘Wow! What’s happening?’” companies. the popularity of Aquimo Play Live soars. That’s right, Aquimo isn’t only boosting fan engage- “The big picture we see is that you’re not only playing What’s driving this unprecedented fan-engagement ment. It’s also strengthening brand exposure like nothing at the stadium,” Jeffery says. “You’re also playing at buzz? How does it work? What’s the story home and it’s tied to a TV spot that is the live event. behind this brilliant game-changing tech- “We will be doing this in the not-too-distant future with nology? major clients.” The answers are all as simple as the From a modest rollout that has since expanded into games are fun to play. an avalanche of popularity, Aquimo’s Play Live is con- Aquimo launched its Play Live game quering new territory daily. tech from its Mesa, Arizona, headquarters in Not only is it used in the NCAA and MLB, Aquimo Q1 of 2017 at the University of Arizona and expanded into the NBA in 2018 with the Pacers and the Arizona State. NFL with the Washington Redskins. Aquimo has also The company then went live with the proven itself internationally in Nippon Professional Base- Chicago White Sox sponsored by United Air- ball. Major brands are also getting in on the action, lines for a 41-game run. Aquimo firmly Aquimo is working with Bud Light and Coca-Cola as just established itself as a credible, rock-solid two examples. performer with its successful showing in last- These advancements bode well for Aquimo’s future. Aquimo technology is super charging fan engagement at Bankers season’s Iron Bowl between Auburn and Ala- Life Fieldhouse, home court for the Indiana Pacers, and at a growing “I believe we will be in every professional sports team bama. number of other venues in professional and collegiate sports. stadium in the world that is equipped with a digital Fans access the games via their smart- board,” Jeffery says. “We’re finding that professional phone and compete utilizing patented that’s ever been seen. teams are already ahead of the curve in terms of motion-sensor technology. “Those playing the game typically practice 9.7 times upgrading their stadiums, networks and digital boards. Aquimo has an ever-expanding arsenal of games to for each actual game in the stadium,” Jeffery says. College is advancing as well, so we will also be there. suit almost every event and has added multiple game “This means the brand is getting an extra 10 minutes “Aquimo will be as ubiquitous as the T-shirt toss. In modes. In Aquimo’s basketball game, for example, of exposure for each person playing the game. fact, it may completely replace the T-shirt toss as the players aim to make as many shots in the time allotted. “That’s quite astounding in terms of a marketing ROI. way spectators actually win their shirt.” In football, players sling the digital rock for accuracy. The 11 total minutes of exposure is super premium Aquimo has also ventured beyond the sports land- Throughout play, participants’ names, scores and branding as participants are incredibly focused on play- scape, according to Paulo LaGreca, Aquimo’s chief positions are displayed on the large digital boards that ing the game, competing and just having fun.” sales and marketing officer. have become sine qua nom at virtually every profes- And Jeffery should know — he is a former Kellogg “We are working with festivals, auditoriums and con- sional and major university sports facility. School of Management professor turned entrepreneur certs for 2019,” LaGreca says. “We are more crowd “The typical reaction of those who see their name on who is the author of “Data-Driven Marketing” that was focused than just sports focused. We have worked with the digital board is excitement and a lot of jumping up awarded best book of the year by the American Mar- clients for draft parties, fan jams and areas outside the and down, and not just for winning,” says Aquimo Co- keting Association. stadiums/arenas where fans gather.” founder and CEO Mark Jeffery. “It’s just for being fea- Aquimo initially launched its games as standalone

SPECIAL ADVERTISING SECTION I STREET & SMITH’S SPORTSBUSINESS JOURNAL OCTOBER 29-NOVEMBER 4, 2018 I 13 83)5217

The Atlanta United set MLS records during the regular season Market at Mercedes-Benz Stadium by drawing A MEASURED LOOK 901,033 fans overall AT THIS WEEK’S and 53,002 per HOLDINGS match. BUY

FORMULA FOR SUCCESS It was a good week for F1, which had a thrilling race in its only U.S. stop, in Texas, held its F1 Fan Fest event in this country for the first time, in Miami, and saw McLaren sign a deal with Coca-Cola that will lead to Coke using its traditional logo on an F1 car for the first time. SELL MLS scores in key metrics in ’18 Both TV viewership and social and digital media impact showed impressive gains for the league, while overall paid attendance reached a record high.

%<,$17+20$6 MLS’s investment in digital and year-over-year.Prior to the last week- social media also paid off, with the end of the season, average attendance HIGHLIGHTED BY the successful debuts league setting all-time highs in video in 2018 was 21,803, with the expecta- of LAFC, Zlatan Ibrahimović and creation and seeing an increase in tion that the figure will finish at Wayne Rooney,the 2018 MLS season social followers of 10 percent since around 21,900. The full 2017 season will set new high-water marks for the the end of 2017. The league had 613 averaged 22,106, which would be a league across several metrics. million video views across all plat- drop of about 1 percent if that num- U.S. broadcast viewership for the forms in 2018 to date, a 75 percent ber is reached. The two new venues PRICEY ‘PASS’ 2018 season, which concluded on increase in the number of views in MLS this year, for LAFC and D.C. NBC Sports Gold, the network’s Sunday, is up 6 percent year-over- compared to September 2017. United, both seat fewer fans (22,000 streaming product, is offering its year,reaching more than 26 million “We’ve really tried to elevate the and 20,000, respectively) than the “Snow Pass” — which will provide more than 700 hours of live skiing and viewers across all networks. Viewer- snowboarding events — for the overly ship on the Fox network, which tele- ambitious cost of $69.99. That might be vised five games, many of which “We’ve really tried to elevate a tough sell even before the Olympics. were tied to World Cup coverage, was the content. … There are a lot of up 59 percent year-over-year,averaging 988,000 viewers. Univision saw storylines that we think people are HOLD a 14 percent growth in total viewers, excited about.” averaging 287,000, marking its most- watched season to date. content we put out on our league league average attendance last year. For ESPN, viewership in the 25-54 channels while also finding new However, the league will see its demographic is up 5 percent, and ways to work with our media part- highest paid attendance in league ESPN Deportes saw its best-ever view- ners,” said Seth Bacon, MLS senior history at 7.4 million, averaging ership for MLS. In Canada, viewer- vice president of media. “Whether roughly 19,000 paid tickets per game. ship on TSN and TVA both saw it’s been the new clubs, long-standing MLS also set a new high in average increases as well, up 29 percent and ones like D.C. United or the big ticket price across the league at $30. FANTASY AND REALITY 6 percent year-over-year, respectively. names coming into the league, there While not all of MLS’s 23 teams have An Indiana judge ruled in favor of defendants DraftKings and FanDuel This season also marked the third are a lot of storylines that we think ﬁnished their season-ticket renewal in a case that centered on whether or consecutive year that ad inventory people are excited about.” process for next season, the league not daily fantasy companies needed to for MLS matches was sold out. ESPN, Without the boon of a new expan- is projecting that it will be its stron- compensate college athletes for use of Fox and Univision are also sold out sion team in an above-league-average- gest renewal year in its history. their name and likeness. It’s a big win for the playoffs, which start Wednes- sized venue, such as Atlanta United Altogether, it’s part of a long-term for the companies but a loss for players, especially as in-game sports gambling day, and for the MLS Cup, which is and Minnesota United in 2017, atten- strategy for the league to build a

becomes more popular. scheduled for Dec. 8. dance is expected to be slightly down more deeply engaged fan base. Getty Images (3)

14 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM SPORTS BUSINESS JOURNAL

XTech shoulder pads quickly become a hit

SIX YEARS AGO, Teddy Monica drove a now has a sports equipment agree- cab in Pennsylvania and Bob Broder- ment with XTech to only put its foam ick was an independent public rela- in Monica’s and Broderick’s pads. tions executive for TV and athlete By now it’s a staple of the XTech clients. Today, their startup shoulder demonstration: Broderick layers a pad company XTech is disrupting the small swatch of XRD over his hand historically vanilla pad market by and slams a football helmet on top of making a product that is worn by more it. His hand is unscathed. than half of all NFL players and is Houston Texans linebacker Whit- used by hundreds of top colleges and ney Mercilus was sold after seeing high schools. just such a demo in a business man- How did a down-on-his-luck sports ager’s office this offseason. Mercilus equipment engineer — “It was the recalled once going numb in a playoff darkest period of my game after tackling with a particular %<'$1,(/ life,” Monica, 63, said style but not feeling anything with of his two years pick- the same technique this season. .$3/$1 ing up fares — and a “With the XTech pads I go out there publicist with no to hit somebody the same way, and I business or engineer- don’t feel anything,” he said. “It is just ing background launch a company wonderful.” that now nips at heavyweights like XTech has about 10,000 pads in cir- Riddell? culation and expects that number to It starts with the shoulder pad busi- reach 100,000 within five years. They ness itself. While the NFL and others retail for just under $500. focused on helmets to address the While there is no data on Riddell’s concussion crisis, shoulder pads were market share, XTech still has a long an afterthought. way to go to catch up to Monica’s old “Shoulder pads haven’t changed Co-founders Teddy Monica (left) and Bob Broderick started the company in 2012. employer. “Riddell is by far the indus- dramatically from when I was wearing try leader in shoulder pad technology, them back in the ’60s and ’70s, which creative ambitions. 36. After mutual friends introduced which correlates to market share lead- is incredible,” said Brian Billick, the So, in 2010 he started driving a cab, them in 2012, they went into business ership across all levels of the game,” former Baltimore Ravens head coach and one night while waiting for a fare together. Broderick is now the presi- Riddell said in a statement. who is an investor in XTech. “It is a around his hometown of East Strouds- dent and Monica is the chief design- Monica, who said he designed the market that has kind of been static burg, Pa., he sketched a design of a er. It was Monica who emphasized the Riddell shoulder pad in the 1980s that for such a long time.” shoulder pad with movable pieces and need for their product to have a new is the basis for their current models, Even the players didn’t think about different arches. The idea was to cre- type of padding, and Broderick who scoffed. shoulder pads. Broderick would beg ate a lightweight version that adjust- found the solution. Sitting in the company warehouse them to chat about their pads, and they ed to the player. He emailed a picture Existing pads used a cheap, mass- and manufacturing site in suburban usually responded that they didn’t to a few of his old equipment man- produced foam, ethylene vinyl acetate, New Jersey, Monica peered through even know what they wore. ager friends, one of whom is the that breaks down and struggles to his glasses and said, “They haven’t But one person constantly thought Atlanta Falcons’ Brian Boigner. disperse impacts. Broderick went to advanced their technology at all. about them: Monica. A self-taught “From that sketch I knew he was YouTube and typed in “world’s best People have let shoulder pads go by engineer, he worked for Riddell for 14 onto something,” Boigner said. “Teddy foam,” and found a video of a woman the wayside … and a lot of the thought years, until 2002. He then had his own has come in, and he has really made wrapping her phone in foam called is if it ain’t broke don’t fix it. Well, I pad company, Impact, that failed after an impact in our locker room.” XRD and dropping it off a five-story am here to tell you it’s broke.” seven years, in part because he didn’t Ironically, perhaps the biggest de- building. The phone survived intact. And as it turns out, he was just the have the business skills to match his velopment came from Broderick, now XRD is made by Rogers Corp., which man to fix it. The Playbook For

SEPTEMBER 3-9, 2018 Sports Business Read What the Leaders in Sports Read ?MMSTaVM_[IVLQV[QOP\WV\PMQ[[]M[M^MV\[IVL\ZMVL[\PI\[PIXM \PMN]\]ZMWNXZWNM[[QWVIT7TaUXQKIVLKWTTMOQI\M[XWZ\[J][QVM[[ Down and Distance Even with established legends and an infusion of new talent,America’s most popular ;]J[KZQJMVW_JaKITTQVO !! ! sports league is beset by controversies from the boardroom to the playing field. William Hauser Photography William Hauser Photography CAN THE NFL FIND ITS WAY BACK?

Expect a slow start to To-do list for new What Nick Saban The Sit Down: WZOW\W___[JR[JLKWU;]J[KZQJM impact of legal betting PGA of America CEO wants to get out of Arn Tellem sees other on football games. includes TV decision. ‘Training Days.’ side of table in Detroit. 3$*( 3$*( 3$*( 3$*(

WWW.SPORTSBUSINESSJOURNAL.COM OCTOBER 29-NOVEMBER 4, 2018 | 15 7+(,16,'(56

into launching its own TV network: “Proceed with extreme caution.” Finnerty is a voice of experience. He runs the ESPN President Dodgers’ channel in Los Angeles, which has been Jimmy Pitaro beset by distribution problems since its launch in said he is 2014. The team has made little headway even though pleased to see it has won the past six NL West titles. Finnerty: “In a slowdown in the amount of the distribution world, once you’re fully distributed cord cutting. and you have all your deals lined up … you’re only taking on one distributor a year. At that point, [distributors] have to think in their head that if they drop the service, all their competitors are going to have it. But when you’re launching a network, it is the one time when [all of the distributors are] lined up against you. You never know what’s going to happen when that happens. … Make sure that your distribution plan is rock solid before you go out there on your own.”

6325760(',$ LEGALIZED GAMBLING HASN’T HELPED RATINGS YET. BUT IT WILL. Insights into key stories the Sports media executives get stars in their eyes every time they talk about how much legalized gambling is going to help their business. But that talk is sports media business is watching for the future. The Supreme Court’s gambling ruling has had little, if any, effect so far on TV ratings. BJ’SANNUALMEDIACONFERENCE in New York next round of media rights bidding. A panel moderat- “It is going to come down to our increased abil- earlier this month provided interesting, ed by my colleague Austin Karp, Optimum Sports’ ity to have in-game wagering — make bets not just S fresh perspectives on some of the biggest Jeremy Carey and Fox Sports’ Mike Mulvihill on the result of an event but on a speciﬁc at bat or stories I’ve been covering. demonstrated how we’re no closer to answering possession or the score at the end of the quarter,” that question today than we were six months ago. Mulvihill said. “The fact that you’re going to have so CORD CUTTING IS SLOWING DOWN. Carey was optimistic that Amazon and Facebook many wagering opportunities in the interior of the ESPN President Jimmy Pitaro sur- would be serious; Mulvihill was a lot game that aren’t just tied to the result will drive a prised me when he said that he’s en- more skeptical. lot more engagement and longer length of tune-in.” couraged by recent cord-cutting trends. Carey: “They’ve got the audience Carey agreed. “Everyone can gamble now. This ESPN is still losing subscribers, mind built in already. Whether that audi- is about gambling differently. That’s where you’re you. But it is not losing as many as it ence has established a habit of view- going to see the spike.” has before. ing that way,look no further than the At ESPN, Pitaro also evangelized about gambling, “For four quarters in a row right now, entertainment space. … When the citing research that says gambling audiences typi- we’ve seen that net subscriber decline broadcast rights do come up, digital cally are younger and more advertiser friendly. slow from a year-over-year basis,” Pita- players will be in play. “We know that the sports fan wants more sports ro said. “There are two things happen- Mulvihill: “Facebook is the greatest betting content,” Pitaro said. “It’s safe to assume ing there. From the traditional side, reach vehicle in the world. Yet their that you’re going to see more sports betting content cord cutting has slowed. On the digital %<-2+1 285$1' ability to amass an audience in real across our networks. We’re trying to expand our side, with skinny bundles and digital time suggests to me that they may be audience. If you look at the average age of someone MVPD packages — we’re seeing that better positioned as a complement to betting on sports, it is younger than our core demo. uptake accelerate faster than we had the traditional distribution rather That is one lever we can pull in terms of appealing expected.” than a replacement.” to a younger generation.”

AMAZON/FACEBOOK QUESTIONS REMAIN. THE CUBS ARE IN FOR A BATTLE. John Ourand can be reached at jourand@sports- Sports media’s biggest question centers around Spectrum’s Dan Finnerty offered blunt advice businessjournal.com. Follow him on Twitter whether tech companies will be serious during the to the Chicago Cubs, a team that has been looking @Ourand_SBJ.

TURNKEY SEARCH has beefed up its media companies in their own right. We and direct-to-consumer businesses. Alessandri executive ranks by hiring longtime media keep getting more requests for videogra- Previously, he spent 20 years at Disney makes move executive Rick Alessandri as managing phers, editors, writers.” and ESPN, where he had a number of jobs director and general manager. Alessandri, To that end, Alessandri includingchiefofstafftoformerpresident Industry veteran who has 35 years in the media business at will be working with George Bodenheimer and overseeing the joins Turnkey companies including ESPN and Univision, leagues, teams, venues, XGames. Search to guide will oversee talent recruitment and events and tours as much “My focus will be on leveraging my 35 expansion into executivesearchforTurnkeyandwilllead as he will with traditional yearsofsportsandentertainment—those the company’s expansion into media, media companies. relationships with people I’ve grown up media, tech digital and tech businesses. Alessandri Alessandri was an with through the years are now in senior “We have done some work in media, but executivevicepresidentof positions,” Alessandri said. we never really focused on it,” Turnkey enterprise development at Univision from “He gets along with everybody,” Perna CEO Len Perna said. “We have a lot of team 2012 until June 2018, where he focused said. “Plus, he’s wired to the hilt from all his

clients and properties that operate as mini on new business development, licensing years in the business.” —J.O. Ireland Roxxe

16 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM SPORTS BUSINESS JOURNAL

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/$%25$1'$*(176 CAA has strong contingent for new Olympic sports

AA SPORTS has quietly assembled a roster of some of the most mar- C ketable, if not the best, athletes in the new Olympic sports of surfing and skateboarding, which make their Games debut in 2020. Surfing and two skateboarding disci- plines — park and street — will be part of the program for the Tokyo Summer Games in less than two years. CAA Sports %X Games gold medalist, and Jordyn Barratt, a 19-year-old who has won two X Games medals. In surfing, CAA Sports is representing John John Florence, the reigning World Surf League champion, and Courtney Conlogue, who has been featured in ESPN “The Body Issue” twice and has won multiple surfing competitions, including the CAA Sports agents Lowell Taub and Lis Moss (second from left) have compiled an impressive 2018 Vans U.S. Open of Surfing. list of action sports athletes, including Chloe Kim (left) and skateboarder Jordyn Barratt. All of the athletes are co-represented by Lowell Taub, who heads up the Olympic Olympic Committee announced that surf- “Any time there is a new sport, there athlete division, and his partner, agent Lis ing and skateboarding would be added to is a heightened interest and awareness Moss. Taub started representing Olympic the Olympic program. Huston signed in around it,” he said. athletes in 1998 and joined CAA Sports 2012, followed by Schaar in 2014. Florence Moss said surfing and skateboarding shortly after it was launched in 2007. Moss was the last one — signing with CAA Sports bring a “cool factor” in which sponsors are joined soon after that, first as Taub’s as- last month. CAA Sports signed Barratt in interested in capitalizing. Dedra DeLilli, sistant, before being promoted to agent. September 2017 and Conlogue in March group manager of Olympic and Paralympic Together, they have represented multiple of this year. marketing for Toyota, said surfing and skate- Olympic stars, including snowboarder Moss, herself a surfer, identified Con- boarding will resonate with a wide audience. Chloe Kim and gymnast Gabby Douglas. logue as a potential client in 2016 and spent “Sure, the younger generation is the obvi- “Unlike our NFL business that might more than a year recruiting her. ous target demographic and they’re crucial have 75-plus players or our NBA business “Over the years I’ve had many agents for most brands to attract and engage with, that might have 75-plus players, we are that didn’t work out for various reasons,” including Toyota,” DeLilli said. “But both very star-driven,” Taub said. “Because Conlogue said in an email. She signed with sports bring new energy, excitement and we are in the enviable position of being Taub and Moss after researching them, an edge that I think people of all ages, star-driven, we have signed five athletes including their clients’ growth and success. ethnicities and geographic locations will who are clearly the best athlete in their Taub said he believes that surfing and rally around.” sport or on any given Sunday are the best skateboarding will be right alongside the athlete in their sport.” Summer Olympic staples of swimming, Liz Mullen can be reached at lmullen@ The agency didn’t sign all five at once — track and field and gymnastics when it sportsbusinessjournal.com. Follow her or even since 2016, when the International comes to sponsor interest. on Twitter @SBJLizMullen. The Playbook For

OCTOBER 1-7, 2018 Sports Business

The Read What the Leaders in Sports Read NHL’s ?MMSTaVM_[IVLQV[QOP\WV\PMQ[[]M[M^MV\[IVL\ZMVL[\PI\[PIXM Power \PMN]\]ZMWNXZWNM[[QWVIT7TaUXQKIVLKWTTMOQI\M[XWZ\[J][QVM[[ Play After a smashing success in Las Vegas, the league aims to grow — ;]J[KZQJMVW_JaKITTQVO !! ! and diversify — its fan base. CAA

CEO Sarah Hirshland Bruin Sports Capital Mullen: Mark Steinberg For John Smoltz WZOW\W___[JR[JLKWU;]J[KZQJM on leading the USOC: acquires branding appreciates Tiger’s on air, it’s still all ‘I believe I’m ready.’ and design agency. long journey back. about the delivery. 3$*( 3$*( 3$*( 3$*(

WWW.SPORTSBUSINESSJOURNAL.COM OCTOBER 29-NOVEMBER 4, 2018 | 17 3257)2/,27+(6,7'2:1

Leading NASCAR’s team effort

NASCAR’s Steve Phelps, elevated from chief operating officer to president last month, dishes on his role and the vision he’s looking to bring to the position. %<$'$067(51

HE DIFFERENCE between my old role and new role is I want to pull away from any of that; if there’s things I can add would go to about every third race; I’m pretty much that fans or business partners might ﬁnd insightful or inter- T going to every race now and have for the last couple of esting, I’ll do that and be a little more active than I have been, months. I think it’s important to do that because our industry but it won’t be my day job. travels every week and if I’m going to be a leader of this sport, I need to do that as well. And not coincidentally,[interim THE TIMING of [my new role] is really fortunate because we’ve chairman and CEO] Jim France is traveling to every race as right now kicked off our 2019 business planning, our budget- well. The great thing for both Jim and me is we love racing ing. It’s a great opportunity to look at the things that are work- and NASCAR, so it’s not a chore to go — it’s a joy. ing, change the things that we don’t think are working as well, and redirect the dollars that are going to truly impact the THERE ARE many things that are obviously the same [about the business positively.So we’ve been on this journey to be more new position]. If you look at the functional responsibilities, collaborative; that’s going to continue. It’s trying to provide a most of those are the same. The competition portion has been vision to this organization and sport more broadly,having the added to it, which has been great. … Then I would say a lot organization understand what our objectives are and how more opportunities to do things with the media and speak to we’re going to measure success. different groups within the industry.I did quite a bit of that before, but it seems to be a little bit more. And then just over- THE EFFORTS today, whether it’s race teams, broadcast part- all kind of a leadership role within the organization itself, ners, tracks, the willingness to collaborate and in some cases and that’s been very positive. I’m excited about how that’s put self interest aside to help grow the sport, I think it’s at an gone thus far. all-time high and that’s probably one of the single most important things within my job. Other people have other things they IHAVEtried to be a little more active on social media. It’s a need to do within their own function, and I believe that is nice tool to engage with fans, but it’s not about me. [EVP and probably one of the biggest things I need to do is to make sure chief racing development ofﬁcer] Steve O’Donnell probably this industry understands that it needs to come together and has 20 times the number of followers I do, which is great — he collaborate in order for us to be successful as a sport.

heads up the area where that’s important to these fans. I don’t / Scott Hunter NASCAR

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I THINK it’d definitely be helpful [if NASCAR col- should continue to do, and you also have to look job. We see the same thing happening in other laborated more with competing series like Indy- at the future so it’s not just, “Hey, where have you countries. What’s the length of time that it takes Car and Formula One]. If you asked Sam Flood, been in the past?” but, “Hey, where are you going us to do that? We have time, but we need to get Mark Lazarus or Pete Bevacqua at NBC, they in the future?” Our racing has always been about the process vetted, started and then implement- would say the same thing: “We want to be a mo- close, competitive side-by-side racing, trading ed. torsports network, and we think sheet metal and paint. That’s an we can grow the sport overall.” important part of our history, and YOU NEED to have pretty thick skin. It doesn’t The way I see it is if F1 or IndyCar “One of the we need to make sure in the future matter where it is, people have their own opin- are successful in this country, it’s biggest things we’re staying true to that while ions and we’re not going to make everyone or good for NASCAR. If you look at making sure we are relevant to every driver, team, track, fan, happy. It’s an im- other stock car series and racing I need to do is our [original equipment manufac- possibility. With that said, we’re going to take a at the grassroots regional level, we to make sure turers] and fan base. All of those significant amount of input from the various think that absolutely moving for- this industry need to be looked at holistically. stakeholders, including our fans, and make sure ward in 2019 we can help them and that we are making informed decisions and what they can help us. I think there was understands WE’VE GOT competitive and strong we believe is the right decision for the sport. a notion at one point that NAS- that it needs series in Mexico, Canada and Eu- When you make those decisions, you’ll hear CAR didn’t care about these other to come rope. I think there are other op- some chirping — but you just have to have a racing series at the grassroots portunities in China, Brazil and thick skin and move forward, because at the end level; [that] couldn’t be further together and other places that will allow us to of the day, we are going to make what we believe from the truth. collaborate in bring our style of racing and we is the right decision for the sport to grow. order for us to believe it’s the best, most enter- IT’S A coincidence for sure (that be successful taining racing in the world, and I’M VERY optimistic and I think people consider NASCAR introduced its first offi- finding those grassroots opportu- me to be somewhat of an optimistic person — cial moonshine just after he be- as a sport.” nities to grow those fan bases or- we’re not going to bury our head in the sand. We came president), but I think going ganically in those countries with have headwinds, but we’re putting a plan in place back to our roots is not a bad thing drivers who are from those coun- that will allow for growth in attendance, broad at all. We have a rich tradition as a sport, and we tries is really important. You look at the success interest level, consumption, TV ratings and digi- should embrace that tradition and history and Daniel Suarez has had — was really competitive tal/social. We’ve got pieces of it that are actually celebrate it. I think that is being true to who your there [in NASCAR’s Mexico Series], moved up in successful right now. The core is making sure we brand is and being authentic is something we each of the series and has done a tremendous get our product right; is our racing compelling?

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WWW.SPORTSBUSINESSJOURNAL.COM OCTOBER 29-NOVEMBER 4, 2018 | 19 7+(6725<7$/(2)$7851$5281' 0LOZDXNHH PDNHRYHU Bucks owners brought a data-driven hedge fund mentality to the franchise that won’t accept the team’s small-market status as an impediment for growth. %<-2+1/20%$5'2

S HEDGE fund billionaires Wes Edens MILWAUKEE and Marc Lasry were buying the Mil- BUCKS waukee Bucks for $550 million in 2014, OWNERSHIP A the new owners paid a visit to the GROUP team’s old practice facility on a rainy day. It became painfully clear the rebuilding chal- left to right f lenges that lay ahead. “There were buckets on the court and this is an MIKE FASCITELLI NBA team,” Lasry said. “I didn’t understand it. I’m Founder of MDF thinking why would anyone want to come here … Capital; co-founder and that it is going to cost a lot of money to do all and managing partner of Imperial these things. It was let’s fix everything as fast as Cos. we can.” Four years and millions in additional investments later, that leaky practice facility signifying the WES EDENS Co-founder and team’s state of disrepair is long gone. In its place co-CEO of Fortress is a state-of-the-art training center that sits next to Investment the glimmering new $524 million Fiserv Forum. Group, which has The projects are the culmination of the Bucks’ re- approximately markable transformation that began first under $41 billion of assets under management; Edens and Lasry and now includes Jamie Dinan founder of New and Mike Fascitelli, who joined the investment Fortress Energy, group a few months after the team changed hands. a clean energy Fueled by the new arena and a sophisticated company; co-owner data-driven business approach, the Bucks for the of Aston Villa FC first time have sold more than 10,000 full season tickets this season, compared to about 2,000 in 2014. MARC LASRY Sponsorship revenue is up by 114 percent since 2014 Chairman, CEO and and overall revenue has climbed by double digits co-founder of Avenue Capital Group, which in each year under the new ownership. manages assets of Next year the team will enter into a new seven- approximately year TV deal worth more than $200 million, sourc- $10 billion es said. Fox will pay the Bucks $26 million for their rights next year, up from a payout that was in the JAMIE DINAN low $20 million range last season. With 4 percent Founder, chairman annual escalators, the new contract averages around and co-CEO of York $30 million per year. Capital Management, The team has about 300 employees, up from fewer a hedge fund with $20 billion in assets than 100 in 2014, a time when the Bucks didn’t even under management have a human resources department. The team’s

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sleek main business office is now housed in a his- was incumbent for us to put money into it.” him from Feigin’s days working in New York as toric Schlitz Park building up the street from the The owners also knew they needed to create a new vice president of marketing for the Knicks. Feigin arena. Previously,Bucks staffers worked in offices business culture, one that was modeled after their maintains homes in New York and Milwaukee, where scattered in three different locations. other business interests. That meant measuring his big personality has allowed him to make deep On the court, the product is greatly improved results in every facet of the operation with transpar- inroads into the Midwestern city. with MVP candidate and superstar Giannis Ante- ency and accountability built into the process. Then they opened their new team headquarters, tokounmpo leading the resurgence. The team aims “I’m relentless in the search for information,” which is purposely modeled after a trading floor to surpass last year’s edition, which finished the Edens said. “Good information is underrated and with open desks and few offices. They more than regular season 44-38 and made the playoffs but was good judgement is overrated. We want great infor- tripled the size of the staff and emphasized that eliminated in the first round. mation about every aspect of the business.” the team’s small-market status would no longer be Add it all up and the Bucks are now a rebuilt and The team has seven full-time employees plus an accepted as an impediment to growth. Many new relevant NBA franchise far removed from their intern devoted to business and basketball analytics jobs were added in creating a 75-member arena staff also-ran status under previous owner Herb Kohl. efforts. “It you can’t measure it, it’s not worth and the sales staff has grown from about 20 to 60 doing,” said Bucks President Peter Feigin. employees. ● ● ● For owners like Edens and Lasry who are used Ticket prices were slowly but steadily increased to running companies far bigger and complicated and the team stopped giving away free tickets. “That THE TURNAROUND by the New York-based ownership than an NBA team, the turnaround — at least on is never a good way to brand,” Lasry said. group didn’t come easy or cheap. The group has the business side — was relatively straightforward. Once a month, the Bucks hold an all-hands-on- poured millions of dollars into the franchise. And “Although it’s a prominent business, it’s actu- deck staff meeting where goals are set and mea- like the successful hedge fund operators they are, ally a small company, especially in my world of sured and where executives from various they expect results. private equity,” Edens said. departments make presentations before the entire “The team was basically at the bottom of the front office. league in almost every business metric and it was ● ● ● The team was also quick to embrace analytics a race to the bottom,” Dinan said. “Today we are and social media to help brand the franchise and in the middle of the league. Maybe it’s hubris, but THE HARD-CHARGING Feigin was one of the owner- sell tickets. we thought we could do a better job not so much ship group’s first hires, tasked with running the “They have leveraged social media to engage with on the basketball side but on the business side. It Bucks’ day-to-day business operations. Lasry knew fans and then create compelling ticket offers and they were among our first teams to connect on that platform,” said Chris Petersen, vice president within the NBA’s team marketing and business operations division who is assigned to the Bucks. “It starts with ownership on down. They collaborate very well across the organization and they are very technologically advanced.” On the sponsorship side, the Bucks approached non-traditional categories to drive revenue, including the arena naming-rights deal with Fiserv, which is the financial services technology company’s first sports sponsorship. Other moves were made with the new arena in mind, including Lasry and Edens adding the deep- pocketed Dinan to the ownership group and Fasci- “Good telli, who also brings commercial real estate information expertise to the team as it plows ahead on its 30-acre arena development project connected to the new is underrated arena. All four owners regularly attend games. and good Combined, they will cover 50 percent to 75 percent judgement is of the schedule. Edens is the team’s governor and represents the overrated. group at league meetings, with Lasry, Dinan and We want great Fascitelli included in all major issues on both the information business and basketball sides of the business. “We operate like a partnership,” Edens said. “We about every all live in New York and we are all friends. At times, aspect of the we force ourselves to compromise.” business.” Edens said the group does not take a “My turn, your turn” approach in the boardroom. “It’s bad in basketball and, by the way, it’s bad in business,” he said. As the Bucks begin their 2018-19 season with a new building and high hopes both on the floor and in the front office, the owners know that despite all the progress, their rebuilding efforts aren’t yet complete. “What we’ve done on the business side and facilities side, I don’t think anyone thought it could be done faster,” Fascitelli said. “The expectations are high. We have done the easy stuff. Now we have Jeff Phelps / Milwaukee Bucks Jeff Phelps / Milwaukee to deliver.”

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%XFNVURDPFrom its inviting outdoor plaza, to its wide open spaces on the inside, Fiserv Forum provides a fan experience that’s big on bringing people together %<-2+1/20%$5'2 All photos by DylanAll photos Buell

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FISERV FORUM

TENANTS Milwaukee Bucks, Marquette University basketball ARENA OWNER Wisconsin Center District FAR LEFT: A city-block-long plaza fronts the arena's main entrance. ARCHITECTS Populous, Eppstein LEFT: The Panorama Club Uhen Architects, HNTB features a balcony with views of the city skyline. BUILDER Mortenson BOTTOM LEFT: The arena features 10,000 seats in the lower bowl to STRUCTURAL provide a more intimate ENGINEER viewing experience. HNTB, Walter P. Moore BOTTOM RIGHT: A Bucks statue is one of many PROJECT pieces of art in the MANAGER CAA Icon arena's atrium. OPERATOR Deer District LLC, an affiliate of the Milwaukee Bucks CONCESSIONAIRE Levy POURING RIGHTS Coca-Cola TEAM STORE OPERATOR Milwaukee Bucks

LIGHTING Staff Electric THEATRICAL LIGHTING Parsons

FEW HOURS before the Milwaukee Bucks’ inaugural part of a 30-acre Bucks-run entertainment district. Ground was TICKETING Ticketmaster game at the sparkling new $524 million Fiserv Forum broken this past summer for a 100-unit apartment complex that on Oct. 3, Bucks president Peter Feigin was like a also will be part of the team’s development. proud parent as he bounded through the building SCOREBOARD A “We are making it very interactive and look at the district for Daktronics showcasing the NBA’s latest venue. people to work, live and play,” said Bucks co-owner Michael Fas- Feigin was quick to tout the 17,341-seat facility’s wide con- citelli, who leads the team’s real estate development efforts. NAMING RIGHTS courses, plush club areas, and posh suites, but he could barely The arena stands as the anchor to the project with its distinct Fiserv Inc. contain his excitement over a piece of arena technology that is arched roof and zinc-tiled exterior serving as its signature design perfectly suited for beer-loving Milwaukeeans: The “BeerJet,” element. “We felt it needed a signature and [the roof] captures FOUNDING a newfangled pouring machine that can dispense six beers in the natural feature of the region,” said Brad Clark, senior prin- PARTNERS seven seconds, or up to 1,500 beers an hour. cipal of Kansas City-based Populous, which along with Wiscon- BMO Harris Bank, Froedtert & the Medical Feigin claims that the $40,000 machine is the first to be fully sin-based Eppstein Uhen Architects designed the arena. “It is College of Wisconsin, operational in the NBA, but far greater than the supersonic pour- the marriage of an urban environment and natural environment Johnson Controls, ing speed of the BeerJet is what it represents to the team’s fan that led to the wavelike shape of the roof.” Miller Brewing Co. experience efforts within the new arena. It’s an arena full of light, with the glass main entrance façade “Every detail matters, every finish,” Feigin said. “It’s all about fronting the giant atrium and wide, airy concourses. “We set out BRANDED connective tissue.” to create a building that was super open and abiding,” Clark said. ENTRANCES BMO Entrance, Johnson The arena’s connectivity effort starts outside the facility with The arena’s interior design puts an emphasis on a social view- Controls Entrance a city-block-long plaza fronting the arena’s massive glass façade ing fan experience and a sense of community. main entrance, which leads into an airy six-story atrium. Prevalent are open, direct views onto the event floor from both OTHER BRANDED As workers hustled to complete last-minute fixes to fountains the upper and lower concourses. Drink rails and communal har- SPACES and wooden benches outside the arena before the preseason vest tables line the wide concourses to encourage fans to eat and BMO Club, West Bend opener against the Bulls, curious fans posed for selfies in front drink together. Four branded bars anchor each corner of the Lofts, Kohl’s Court, Coors Light Silver Bullet of a Bucks sculpture placed within the plaza. concourse and each looks into the arena bowl. Suite, Jack Daniel’s Bar, The plaza takes a page out of the Chicago Cubs’ popular Gal- Opposite the outdated and darkly designed Bradley Center Leinenkugel’s, Miller lagher Way adjacent to Wrigley Field and serves as a buffer be- that still stands next door (but is soon slated for demolition), Brewing, Coors Light tween the arena and soon-to-open bars and restaurants that are Silver Bullet Bar Fiserv Forum has a lower seating bowl CONTINUED ON PAGE 22

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BY THE $ NUMBERS 524M 17,341 848 34 COST SEATING CLUB SUITES CAPACITY SEATS

CONTINUED FROM PAGE 21 of 10,000 with 7,000 seats in the upper bowl to provide a more intimate viewing experience. There are the typical revenue-generating, high- end clubs; the BMO Club, with its private entrance built on the floor level and views of locker room walkways, is the swankiest. The 567-member,all- inclusive club costs $12,000 to $70,000 per season including courtside seats and is sold out. Unlike some other NBA arenas, Fiserv Forum does not have courtside bunker suites. Arena designers felt that bunker suites and their typical seven-figure pricing in other NBA buildings didn’t fit the small Milwaukee market. The suite level features only 34 suites ranging from $225,000 to $450,000. All are sold out and each is well appointed with Kohler fixtures and reclaimed wood finishes. The suite level also was designed with flexibility in mind. The suites on the stage side of the building have movable walls that can combine suites to accommodate groups of different sizes. The suite concourses can also be used for private functions on non- game days. The arena features 33 branded, all-inclusive TOP: Milwaukee was a natural for the "BeerJet," West Bend Lofts that accommodate four, six or which can pour 1,500 cups an hour. eight people and range in cost from $80,000 to ABOVE: The front main concourse shows the airy $200,000 per season. It’s a loge-like premium feel the team wanted to achieve. product that Feigin said sold so well that more LEFT: The BMO Club features a private entrance and could be added. The Mezzanine Club sits above views of locker room walkways. the BMO Club and has a capacity for 866 club seat members with season tickets. Club access is priced between $9,500 and $12,500. Though Other branded spaces range from the food and drink are not included, club holders kid-focused Kohl’s Court to the Coors Light get a $10 credit for each game. Silver Bullet Suite (see chart, Page 21). One of the more unique fan amenities is in But also noteworthy are some high-profile the building’s nosebleed territory, historically arena areas still to be branded. the least-attractive area in any arena. The They include the Mezzanine Club that 10,000-square-foot Panorama Club sits at the top holds about 1,000 season-ticket holders, the level of the east side of the arena and offers direct 15,000-square foot Panorama Club on the views six floors down to the playing court and top floor that is open to the public, and the into the adjacent atrium. The east end of the club arena’s outdoor plaza that the team is just opens to a large outdoor balcony that overlooks beginning to program with events such as the city and the plaza below. It plays into the Oktoberfest and a Christkindlmarket set for arena’s open design with its birds-eye view into the holidays. the building and sight lines across the city. The Bucks are even looking to sell a The Panorama Club is free and open to all fans Deals near on other sponsorship to the player floor entrance that during games. Feigin expects the space to become is near the members-only BMO Club. one of the most popular areas of the arena. branded areas It is likely that some of the unbranded “We’ve taken the least-valuable real estate in the THE NEW Fiserv Forum is replete with a inventory could be included as part of at rafters and made it most desirable,” he said. number of branded spaces to drive revenue least two more founding partner deals the The club can also be used on non-game days and bring value to founding partners and team wants to sell. and for concerts and other events, and represents other major Milwaukee Bucks sponsors. “There is room for another couple of the team’s efforts to create a fan experience Two of the arena’s four founding partners, founding members,” said team president focused on building a community. BMO and Johnson Controls, have branded Peter Feigin. “There is no question that we “The idea was to create something that was entrances. Founding partner Froedtert & the could get another half dozen, seven-figure a high value space on a daily basis,” Clark said. Medical College of Wisconsin has naming sponsors without even thinking about it.” “Over the past 10 years, it’s been about premium rights to the team’s practice facility adjacent Feigin added that deals for the unbranded patrons and revenue generation. We like the to the arena, and fellow founding partner arena areas are close. “In the next four to six idea of creating a great place for everyone. It Miller Brewing Co. sponsors one of the months we will be sold out of the traditional was all about creating a social place.” arena’s four anchor bars. hard assets.” — J.L.

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26 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM SPORTS BUSINESS JOURNAL Gold Standard

Los Angeles 2028 will begin selling sponsorships in January with an ambitious $2.5 billion sales goal. Can organizers convince brands to open their wallets for an Olympics almost a decade away? %<%(1),6&+(5$1'7(55

N TWO MONTHS, LOS ANGELES 2028 will launch the brand marketers show a return on their investments HOW MUCH IS $2.5 BILLION? largest single sponsorship sales effort in Ameri- years before the Games even enter the public conscious- can sports history. ness. Putting Los Angeles 2028’s sponsorship target in context when Its target: $2.5 billion in domestic deals, an expres- “Brands will be challenged to think about funding and I compared to recent total sponsorship sion of Chairman Casey Wasserman’s confidence that activating something that big and far away,” said 21 Mar- spending on U.S. sports leagues and corporate America will eagerly underwrite the first Amer- keting partner Tom Shepard, the former longtime head colleges and the International Olympic ican Summer Games since 1996 at a handsome premium. of global sponsorship for Visa. “It will take very forward- Committee’s most recent quadrennial. The number is attention-grabbing, but it is not unrea- thinking brands and a very forward-thinking sales effort.” NFL, 2017 season: $1.32B sonable. Tokyo 2020 organizers already have eclipsed $3 The sponsorship packages include rights to Team USA NFL, 2016: $1.25B billion, and the International Olympic Committee has for the Beijing ’22 Winter Games, the Paris ’24 Summer NBA, 2017-18: $1.12B NBA, 2016-17: $861M signed five new global sponsors in the last four years at Games and the to-be-assigned ’26 Winter Games, but MLB, 2017: $892M big increases. Still, there are many headwinds. 2028 is by far the biggest asset. To get comfortable with MLB: 2016: $827M LA28 will compete for corporate money with the 2026 the long-term deals and price hikes, brands will need NHL, 2017-18: $600M FIFA World Cup, celebrations around the 250th birthday to believe they can generate value annually. NHL, 2016-17: $505M of the United States and the emerging world of esports Wasserman thinks the longer lead time ultimately U.S. college sports, 2017-18: $1.24B and gaming, not to mention all of the leagues and college will be helpful. U.S. college sports, 2016-17: $1.18B properties. Olympic sponsorships include few of the “We’ve got the first Summer Olympics in the United IOC’s global Olympics program, 2012-16: $1.03B standard assets typically sold across American pro sports. States in a generation coming to one of the most impor- And the opening ceremony is more than nine years away tant global cities, with a time horizon that no one’s ever — twice as long as the tenure of the average CMO. had,” Wasserman said. “Those things create a good en- Recent Summer Olympic domestic sponsorship “This is by no means a slam dunk,” said Michael Lynch, vironment.” Tokyo 2020 $3.1B* the former Visa Olympics marketer who now heads global In interviews with 19 senior sports marketers, two $3B sports and entertainment consulting for Nielsen. “$2.5 bil- primary questions emerged: lion is a big number, and it’s going to be a big number for 1. To what extent will brands spend money on the many of the companies that have historically supported Games that wasn’t already in a marketing budget? the U.S. Olympic movement.” 2. How will sponsors be able to extract an immediate In 2017, domestic sponsors and licensees such as Nike and continual return when the main payoff is so far away? $2B and Hershey paid the U.S. Olympic Committee $55.3 million The onus is on LA28 to convince potential sponsors

for the rights to Team USA, which would work out to $221 that the Olympics are a generational touch point, not just London 2012 $1.15B

million for the current four-year Olympic cycle. To hit its one more on a long list of available properties. Rio 2016 $848M goal during the 2021-28 period in which a USOC-LA28 joint “Something’s going to have to give for everybody,” $1B venture will hold the combined rights, the JV will need to said Phil Pacsi, recently retired after 36 years in market- get nearly six times that for each of the two quadrennials. ing at Bridgestone, a global Olympic sponsor since 2014. The IOC’s decision to award “Everybody can’t afford to be in many places at one time, Will the lighting of the 2028 Games four years ear- especially when you’re looking at the Games and price the Olympic cauldron lier than normal puts things in tags like this.” in 2028 attract the 0 a new light. Kathy Carter, re- Bolstering Wasserman’s conﬁdence is the strong track sponsorship spending * Still selling

AP Images needed to meet LA28’s cently named chief revenue of- record of U.S.-hosted Olympics. In 1984, Los Angeles Sources: IEG, IOC $2.5 billion goal? ﬁcer of LA28, will have to help CONTINUED ON PAGE 28

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ated $840 million in domestic sales. Both Atlanta, a surprise host, and Atlanta 1996 Salt Lake City faced difficulties. CEO Billy Payne (right) In Atlanta, Payne was rejected by says cynicism 10 companies before NationsBank and doubt CEO Hugh McColl came on board, the around spon- first big deal to be secured, and the sorship sales 1990-91 recession made it that much goals always give way to harder to get deals done. Salt Lake passion around City’s preparations were dominated the Olympic by the bid scandal that exploded into Games. view in 1998 and ’99, before Bullock and CEO Mitt Romney came aboard. A key part of the strategy in both cities was to create a sense of momentum that would galvanize interest. Payne used the NationsBank deal to twist arms. “I said if this little regional bank can do it, sure you can,” Payne said, remembering that brought on more top-tier partners. Salt Lake organizers first went to the top-level Atlanta sponsors and of- U.S. Olympic Games described fered them first dibs to sign with them. Those large national companies can start the marketing push themselves, as sponsorship ‘game-changer’ Bullock said, taking some of the bur- den off the organizing committee. Atlanta and Salt Lake City executives the magic of the Olympic movement coupled with the Then, Bullock said, Salt Lake City stress the importance of building strength, and passion, and support of the American peo- 2002 created events to bring the bub- ple for the Olympic Games gets it done every time.” bling enthusiasm to life: A 500-day momentum through the sales process. As organizers of the 2028 Olympics launch their sales countdown celebration, torch relay IN 1990, ATLANTA 1996 Olympics CEO Billy Payne started campaign, Payne and Fraser Bullock, chief operating of- route unveilings, celebrations and to sell domestic sponsorships for more than $40 million ficer of the 2002 Salt Lake City Winter Games, recounted announcements to give sponsors a each, four times what it cost at the Los Angeles Olympics their successful sponsorship programs with a common way to leverage the natural excite- just six years earlier.The initial response theme: A home-game Olympics focuses the public’s atten- ment. %<%(1 was quite negative. tion in a way nothing else can. Creativity is crucial, Bullock said. ),6&+(5 “Universally, the response was, ‘Billy, “The Olympic Games on domestic soil is a game-chang- While the biggest deals went to tradi- have you lost your mind?’” Payne recalled. er,” Fraser said. tional sports categories, interest in But Atlanta 1996 ultimately got the deals Once they begin, even supposedly low-key Olympics the 2002 Games was so high that some done, lining up nine buyers at the top tier such as Pyeongchang 2018 dominate American television revenue came from unconventional before going on to sign an Olympic-record 111 partners, ratings. But the difference when the Games are held state- categories not previously contem- generating $633 million in sponsorship revenue for the side, Fraser said, is that fans can see preparations hap- plated, like cake mix. Games and the U.S. Olympic Committee. pening and start to anticipate them years in advance. That outsized enthusiasm from the Skepticism is part of the Olympic sales process, Payne That makes the long-term, big-dollar sponsorships sell buy side, Payne said, is what sets the said, as the initial budgets get published and people react easier. Games apart. to the sheer scale. But eventually that gives way to excite- “The excitement level of sponsors goes up significant- “I think it’s patriotism and pride, ment. ly,way in advance, because they recognize the interest is and wanting to be part of something “It’s always the same, and there is no variation,” Payne so much higher,” Bullock said. that is undoubtedly, sports-wise, the said. “The experts and some of the cynics, and even some Salt Lake City signed 53 sponsors, a then-record for a biggest thing to ever hit the United well-meaning people, say that’s just not possible. And yet Winter Games bested only by Vancouver 2010, and gener- States,” he said.

CONTINUED FROM PAGE 27 organizers revolutionized Olympic Olympic sponsors Visa, Atos and Dow. have no regular season in which to niﬁcant amount of [additional] cash.” marketing with exclusive categories Momentum Worldwide, which built embed fans day-to-day. Its deals usu- There’s more optimism than skep- and corporate naming rights on Olym- its business on longtime Olympic ally don’t include media time, access ticism in the sponsorship community. pic venues, which generated a rare sponsor Coca-Cola’s activations, gen- to data, branded content, guaranteed Yet, a walk-up of nine years is large- budget surplus. Both the 1996 Atlanta erally advises clients not to sign long- impressions, or any of the other assets ly untested. Outside of naming rights Summer Games and the 2002 Salt Lake term deals. But this may be different. now commonplace in big American and other founding sponsorships for City Winter Games set records for “For brands, the fact that they are deals. Activation can cost as much as new arenas or stadiums, few sports total sponsors. Atlanta holds the coming back to America is massive,” the rights fee. sponsorships of 10 years or more have Olympic record for attendance. said President and CMO Kevin Mc- “It’s some of the most valuable intel- been offered, much less sold. “The historical performance on the Nulty. “I am optimistic on them meet- lectual property in the world,” said LA28 declined to discuss its plans in commercial stage of the Olympic ing that [$2.5 billion] goal largely Bob Heussner, CEO and founder of detail, but industry experts say the key Games in the U.S. has demonstrated based on the history in L.A.” StrongBridge Sponsorship, who used will be bundling and building: Invent- the passion,” said Dave Mingey, man- Even for those enthusiastic about to advise Olympic sponsors Liberty ing events and other assets that can be aging director of the North American the Games, Olympic sponsorships are Mutual, BMW and Samsung. “For ev- sold and activated along the way to 2028. consulting unit of CSM Sport & En- notoriously costly and challenging to eryone in the Olympic world, it’s about There’s plenty to work with — after

tertainment, which represents global activate. By deﬁnition, the Olympics activation. And that requires a sig- CONTINUED ON PAGE 29 Getty Images

28 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM SPORTS BUSINESS JOURNAL

CONTINUED FROM PAGE 28 During a 2016 presentation “That’s got to [change],” all, the 33 sports that comprise the in Rio, LA28 Chairman Casey Burns said. “It has to happen current Summer Olympic program Wasserman (left) and L.A. to get to the numbers they Mayor Eric Garcetti emphasized collectively touch millions of Ameri- to IOC President Thomas Bach want to get to. … Every brand cans. They just aren’t packaged to- (center) Los Angeles’ deep con- we work with is hungry for gether very often. “It will require a nection to the Olympic Games. one thing: content. … It’s a nationwide commitment to the Olym- huge challenge to Olympic pics on an ongoing basis,” Lynch said. North America pres- properties.” New inventory is key, otherwise, ident and CEO of In an interview prior to starting at “They’ll be selling rights to use marks Lagardère, which LA28, Carter acknowledged that pos- and designations, and that business is represents Bridges- sible sponsors will have high expecta- just not as impactful,” said Darren Mar- tone and former tions at the price and contract length shall, executive vice president of con- USOC sponsor Citi. they’re seeking, but she said the com- sulting and research at sports marketing that,” Payne said. “Across our agency, we are already mittee is eager to think differently. agency rEvolution. “Unless sponsors thinking about assets differently.” “I think we’ve got the ability,given can really add value to that or to the fan ●●●● Sponsors have an insatiable demand the joint venture and the great partner- experience, it’s all a bit too vanilla.” for content for their own social chan- ship between LA28 and the USOC, to “If you’re able to put forward a cred- Updating sponsorship assets also nels and ad campaigns. reimagine how those packages are re- ible eight-year program that’s got real will be vital. The most obvious addi- Since 2015, both the IOC and USOC ally brought to the marketplace,” marketing substance in there, then tions — camera-visible signage and have invested heavily in launching the Carter said. “But I think we’re also the money question changes,” said on-athlete signage — currently are Olympic Channel and creating original going to hear a lot from clients, because Michael Payne, a former IOC market- severely limited by the IOC. Everyone content for the platform, but sponsors there’s a ton of experience out there.” ing director and architect of the Olym- involved expects digital and social have, by and large, not been impressed Athletes have won some relaxation pics’ global TOP sponsorship program. media elements will continue to in- by the audience it’s delivering so far. to the anti-commercialism rules in re- “It’s one thing to say to a company, crease in importance and impact, Historically,Olympic sponsorship cent years, and they likely will ease ‘You’re going to invest $300 [million] likely becoming the most critical spon- deals don’t include content at all, said further by 2028. On the corporate side, to $400 million’ and they’re thinking sor inventory. Terrence Burns, executive vice pres- most don’t think the IOC will ever allow it’s pretty end-loaded, and another “By the time 2028 rolls around, they ident of global sports at Engine Shop a host to use corporate names on venues. thing to say,‘No, you’re investing $30 will naturally have built a more so- and a veteran marketer for past Olym- One of the biggest competitors to [million] to $40 million each year,and phisticated model that will be broad- pic host committees, bid cities and LA28 for sponsor dollars is the new there’s sufﬁcient substance to justify er and deeper,” said Andy Pierce, sponsors. CONTINUED ON PAGE 30

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CONTINUED FROM PAGE 29 al pressure to support the number. NFL stadium in Inglewood, which These are deals that are going to be will open as the home of the Rams extremely scrutinized,” Lippard said. and Chargers eight years before it The IOC’s success at the global tier hosts the 2028 Olympic ceremonies. is a bit of a double-edged sword. That One interesting question: Can LA28 money gets distributed globally, but it find a way to generate value from can undercut domestic efforts. Insur- Olympic venues without violating ance would have been one of LA28’s IOC rules? (Legends, hired by LA28 best revenue opportunities, along with as a sales agency, is also selling the retail banking and beer, but the IOC stadium.) signed Allianz to an exclusive global “From the time we were putting to- insurance sponsorship in September. gether the TOP program, there was The so-called “new money” is also always debate about branding at the a key variable. Can LA28 sell sponsor- venues,” said Chris Renner, former ships to companies that infrequently The Rams and Chargers’ Inglewood home (shown in this rendering), which also will president of Europe and Asia for Olym- host the 2028 Olympic ceremonies, is one of LA28’s biggest sponsorship competitors. invest in sports, specifically West pic consultancy Helios Partners, now Coast tech giants like Facebook, the CEO of World TeamTennis. “I still a schedule of major international for the 2024 Games envisioned at least Apple, Google and Salesforce or even don’t believe it’s necessary. In some Olympic-related events could be de- 10 top-tier sponsors each paying about Spotify, Netflix or movie studios? ways it could be counterproductive.” veloped in the out years, it would make $100 million, with two other tiers “It’s going to be driven by what new Veteran Olympic marketer Jeff it that much easier for LA28 to con- below that worth $40 million and $10 money comes in,” said Jan Katzoff, Bliss, once the director of corporate vince sponsors to buy in now. million, respectively.That document former GMR consulting head, now an relations for the 1984 Los Angeles com- Los Angeles ’28 and Paris ’24 also is out of date, LA28 officials say,and adviser to Engine Shop. mittee, said the most value will come could jointly sell sponsorships, which domestic deals recently signed by the The entire technology sector is com- from tools more modern than brand- could add valuable hospitality assets organizers of Beijing ’22 and Paris plicated by complex, narrowly drawn ing. “Half or more of value in those four years earlier. ’24 suggest some sponsorships could categories, and uncertainty. At the sponsorships should be driven by data Talk of bundling sponsorship sales be sold for $200 million or more, par- global level, Alibaba owns cloud com- and that will only increase,” he said. with Paris 2024 is gaining steam, Was- ticularly in light of LA28’s unique puting; Intel owns virtual reality, One early new asset for LA28’s sales serman said this summer, at least in position of selling rights to four Olym- drones and 5G connectivity; Visa owns efforts could be the Games-funded ef- categories that provide operations, pic Games. payments; Samsung owns mobile fort to pay for uniforms for every infrastructure or technology solutions “Look at the [sales] success in phones; Panasonic owns audio-visual youth sports program in Los Angeles to organizers. Such a bundled package Tokyo,” said John Shea, president of equipment. Also, most of those deals starting in the fall of 2019. Officials would be a first in the Olympics, cre- marketing and events at Octagon, are up for renewal before 2028. won’t say for sure if it will be sold, ating a new tier below the global level whose clients include USOC sponsor Insiders say brands will have to be but it will be among the first major that would include exclusive rights Dick’s Sporting Goods. “Brands need comfortable with a different under- examples of LA28’s logo and Olympic to consecutive major-market Summer to align with major global opportuni- standing of exclusivity. rings appearing in day-to-day life in Games and the French and American ties. There are only so many and that “You could see brands buying content Southern California. teams. should move the market.’’ or platform rights, instead of category LA28 also could work with indi- Details on how exactly L.A. and Adam Lippard, head of global sports definitions,” said John Kristick, presi- vidual sports governing bodies to Paris would share revenue and obliga- and entertainment consulting at GMR, dent of Premier Partnerships and for- bring new events to Southern Cali- tions are still to be developed, but which represents General Electric and mer executive director of the bid fornia or otherwise leverage their access to Paris ’24 assets could emerge other Olympic sponsors, is also bull- committee for the 2026 FIFA World Cup network of national competitions. In as a major selling point to brands, ish despite the troubles that have in Canada, Mexico and the U.S. “You May,for instance, USA Triathlon an- consultants said. roiled Olympic sports. saw a lot of innovation happen with nounced a new annual race in Long “If you look at … how sponsorship the U.S. Olympics in 1984 and 1996. I Beach intended to build a public fol- ●●●● spending has evolved, it’s been on a really believe coming back to this mar- lowing for the sport in Southern northerly trajectory and it feels to me ket with these kind of North Star events California. LA28 still is developing the frame- like the pie keeps getting bigger,”Lip- inevitably pushes the limits.” Likewise, LA28 could find ways to work of its offering. IOC representa- pard said. However,he and many oth- Added Shepard, “You’ll see less of generate sponsor value out of inter- tives were in Los Angeles earlier this ers caution against expecting Los what we call ‘carpaccio marketing,’ national sports federations’ events. month, hashing out which categories Angeles to match Tokyo 2020’s $3 bil- where categories were being cut thin- Eventually, all federations will run are available. lion in sales in a different culture. “I ner and thinner. It has to be more “test events” in the Olympic venues Before Los Angeles agreed to take do not believe this is going to be Tokyo, about owning platform ideas or con- in the year prior to the Games, but if the ’28 Games, the committee’s budget where you’re getting political-nation- cepts than categories.”

The following are results of the Turnkey Sports Poll taken Oct. 10-18. The survey covered more than 2,000 senior-level sports industry executives spanning professional and college sports. TURNKEY POLL 58% From new 61% 54% sponsorship Allowing spending ■ QUESTION 1 YES ■ QUESTION 2 corporate ■ QUESTION 3 names on The Los Angeles 2028 Relaxing which of venues and If LA 2028 were to organizing committee the following IOC uniforms 38% reach its sponsorship has set a goal of selling sponsorship rules Allowing goal, the investment 36% At the competing $2.5 billion in domestic would offer LA 2028 a will primarily come … expense of brands in existing sponsorship for the 30% better opportunity to the same sponsorships Summer Games. Will it NO reach its sponsorship category to secure the achieve its goal? goal: rights 9% locally and 8% globally 6% Not sure / Not sure / Not sure / no response no response no response

Source: Turnkey Intelligence in conjunction with Sports Business Journal. Turnkey Intelligence specializes in research, measurement and lead generation for brands and properties. Visit www.turnkeyintel.com. of the Los Angeles Rams Courtesy

30 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM

Wednesday, November 28, 2018 JW Marriott Essex House New York

DEAL FLOW, REVENUE OPPORTUNITIES AND INVESTMENT IN SPORTS

SHAUN HARVEY Chief Executive Ofﬁcer EFL

Z Successfully concluded negotiations with Sky Sports to secure a live domestic broadcasting rights deal worth nearly £600 million, which runs until 2024

Z Launched the iFollow service, a live digital streaming OTT platform that allows fans of EFL clubs from all over the world to watch their team play live

Z Oversees a commercial program that now generates more than £160 million of revenue every season from broadcasting and sponsorship

On November 28, you will hear his views on the new sports economy, plans to grow the EFL and more.

PRESENTING SPONSORS

For more INFORMATION and to REGISTER, please visit www.DealmakersInSports.com A Special Thanks to… American Express • Chase • Emirates Airline • J.P. Morgan Deloitte • evian • IBM • Mercedes-Benz • Polo Ralph Lauren • Rolex • Spectrum • UnitedHealthcare • Westin Hotels & Resorts • You Invest by J.P. Morgan

The Coca-Cola Company • Grey Goose • Heineken • Lavazza • Mount Sinai Health System • The New York Times • Ticketmaster • Tiffany & Co. • Wilson Host & Domestic Broadcaster: ESPN

OCTOBER 29 – NOVEMBER 4 SPECIAL ADVERTISING SECTION | STREET & SMITH’S SPORTSBUSINESS JOURNAL 33 BUILT TO BE AN EVENT UNLIKE ANY OTHER

Equal parts sport and spectacle, America’s most Everything about the 2018 US Open was bigger, better, prestigious tennis tournament is a world-class, electrifying grander: from record attendance of 828,798, to Record attendance extravaganza that captivates a global audience during the record television ratings, and from record engagement 828,798 of the 2018 US Open late summer. A unique blend of athleticism, celebrity, food on social and digital platforms to the most sponsor and fashion, the US Open is a boisterous and bona-fide activation in the tournament’s history. On the court, the happening; a grand showcase for the sport of tennis, those biggest names in the game battled for a record purse of The US Open would be the who play it, and those who revel in it. $53 million. TH This year, the USTA went into overdrive to complete a self- From an unforgettable Opening Night performance funded $600-million dollar, five-year transformation of the by Kelly Clarkson to a Finals Weekend that crowned Largest city * US Open’s home, the USTA Billie Jean King National Tennis first-time Grand Slam® winner Naomi Osaka and 14-time by population Center, in time for its 50th Anniversary celebration. The Grand Slam® titlist Novak Djokovic as its champions, the site-wide physical improvements and upgrades elevated 2018 US Open was a study in spectacular, producing a the experience for fans, players and business partners. myriad of magic moments and once again proving itself 18 In all, 95 percent of the facility’s original grounds were as the game’s grandest event. transformed, with the final piece—an all-new, 14,000-seat * Source: U.S. Census Bureau, Population Division Annual Estimates of the Resident Population: April 1, 2010 to July 1, 2017 Louis Armstrong Stadium—debuting at the 2018 US Open. $53 MILLION Total prize money awarded in 2018

34 SPECIAL ADVERTISING SECTION | STREET & SMITH’S SPORTSBUSINESS JOURNAL OCTOBER 29 – NOVEMBER 4 A TRIUMPHANT TRANSFORMATION

The final piece of the US Open’s strategic transformation was completed this year with the opening of the new 14,000-seat Louis Armstrong Stadium.

The first naturally ventilated tennis stadium with a retractable roof in the world was an immediate hit with fans and players alike. From the retractable roof over Arthur Ashe Stadium and the new 8,000-seat Grandstand stadium (both unveiled in 2016) to the rebuilt field courts and new viewing area overlooking the practice courts (opened in 2014), the US Open provided all visitors and partners with more room, activations, dining and experiences than ever before. Louis Armstrong Stadium $600,000,000

Transformation of the USTA Billie Jean King National Tennis Center Grounds Arthur Ashe Stadium The Overlook at the US Open Rounding out the major upgrades this year was the introduction of two new all-inclusive hospitality clubs: The Overlook at the US Open and 1968 Room. The upscale Overlook at the US Open offered more than 20,000 square feet of indoor lounge and rooftop terrace atop the Chase Center, and the VVIP club-within-a-club 1968 Room—named in honor of the year in which the US Open began—provided the ultimate tier of hospitality and access at the US Open.

Field Courts Grandstand

CELEBRATING A FABULOUS 50TH

In 1968, tennis threw open its doors to the pros, and featured an exclusive US Open category on the first day “Open” tennis was born, ushering in a new era of of its new season in September. excitement for the sport. That marvelous milestone was celebrated throughout the year leading up to the 2018 In tournament, former US Open champions were US Open, as well as throughout the course of the event. honored and recognized, including Billie Jean King, Chris Evert, Andy Roddick, Ivan Lendl, Virginia Wade, Martina From “old school” book publishing to a “new school” Navratilova and many more. Special tribute was paid virtual reality experience, the US Open took its 50th to the legacy of the first men’s champion, Arthur Ashe, Anniversary celebration to new heights. The vibrantly with an exhibit of never-before published photos of Ashe illustrated book US Open: 50 Years of Championship and an immersive virtual reality experience specially Tennis, with a foreword by Serena Williams, became an created by noted documentarian Rex Miller, which Amazon Best Seller, ranked No. 1 in Sports Photography transported fans to 1968 for a front row seat to Ashe’s Books. The Open’s digital and social platforms US Open triumph. celebrated 50 years with unique and original content all year long, and was used And the Open, in turn, was celebrated in style by the as a tool by the world-wide worlds of sports, media, entertainment, business, fashion, tennis media to extend the politics and nearly every other walk of life. The 2018 event global reach of the 50th included performances by Kelly Clarkson, Maxwell and Anniversary. The PBS Deborah Cox, and notables such as Hugh Jackman, Alicia show “Treasures of New Keys, Priyanka Chopra, Bill Clinton, Gigi and Bella Hadid, York” aired a 60-minute the Jonas Brothers, Robin Roberts, Katie Couric, Anna documentary that examined Wintour, Vera Wang, Ryan Seacrest, Michael Bloomberg, the impact of the US Open Kevin Hart, Meryl Streep, Taraji P. Henson, Sophie Turner, on the city. Even the popular Jerry Seinfeld, Ben Stiller, Lindsay Vonn, Ansel Elgort and game show “Jeopardy” many more all were on hand to take in the action.

OCTOBER 29 – NOVEMBER 4 SPECIAL ADVERTISING SECTION | STREET & SMITH’S SPORTSBUSINESS JOURNAL 35 AN INNOVATIVE LEADER

Even as the US Open looked back in celebrating its For the first time at a Grand Slam® tournament, a Two broadcasting firsts also enhanced the fan 50th Anniversary, the tournament continued its 25-second serve clock and five-minute warm-up experience: Tennis Channel aired the US Open Qualifying forward-thinking tradition of innovation, remaining at clock were implemented in a joint initiative aimed at Tournament and, for the first time, play on every court the cutting edge of the modern game with a slew of increasing pace of play and ensuring a consistent set of was broadcast live through comprehensive coverage innovative enhancements, both on and off the court. standards across all matches. across the ESPN family of networks, including field-court The tournament that first introduced equal prize money, coverage via ESPN+. night play, instant replay and blue courts continued To further achieve consistency for all players, the 2018 to raise the bar in terms of innovation to enhance the US Open also became the first major to utilize electronic overall experience for players and fans alike. line calling on all competition courts, a technology that first made its Grand Slam® debut in 2006 in Arthur Ashe and Louis Armstrong Stadiums. 71K TENNIS BALLS USED 1,776 ft Enough to stack to the top of One World Trade Center over 200+ 8x COUNTRIES Live US Open coverage

With an eye toward the future, the US Open introduced A BOLD NEW LOOK a completely new visual identity. A new logo, new MILLION site-wide branding and imagery, and new court furniture all made debuts at the 2018 US Open. The sleeker, more Unique viewers on digital properties contemporary logo better captured the energy and excitement of the US Open. A new chair umpire stand, 10 new player seating and new on-court storage units all were designed with a consistent visual theme to upgrade the on-court presentation.

The boldest use of the new logo may have been its projection onto the iconic Unisphere in Flushing Meadows Corona Park during Fan Week as part of US Open social media’s broadcast of the first tennis match in space aboard the International Space Stati

The tournament’s official digital properties, USOpen and the US Open app, created in partnership with IBM, also debuted a new look. They were completely redesigned to incorporate significant enhancements to achieve the dual objectives of providing a more immersive experience for fans around the globe Interactions on US Open Social while also enhancing the on-site experience for fans Media Channels in attendance.

A POWERFUL PLATFORM

The US Open provides an unparalleled platform, not only for tennis’ great champions to take their bows, but for the USTA to champion important causes and initiatives. This year, the USTA Foundation’s Opening Night Gala raised a record $1.6 million to benefit tennis and education programs for at-risk youth across the U.S., and the tournament hosted two important summits—the USTA’s Diversity and Inclusion Download and the Billie Jean King Leadership Initiative’s “Champions of Equality” event, which included Disney CEO Robert Iger, “Good Morning America” anchor Robin Roberts and CNN correspondent Christiane Amanpour. Each of these events utilized the great stage of the Open to help raise awareness of the importance of leveling the playing field for all.

36 SPECIAL ADVERTISING SECTION | STREET & SMITH’S SPORTSBUSINESS JOURNAL OCTOBER 29 – NOVEMBER 4 PUTTING FANS FIRST

The US Open faced a unique challenge for its 50th Fans saw the game’s biggest stars up close at open To add to the lure of Fan Week, additional special events Anniversary. How do you get more fans to enjoy the player practices, Net Generation youth tennis clinics, included past champions such as John McEnroe, Lindsay US Open experience when you sell virtually all of the autograph signings and other special events. The Davenport, Michael Chang and others competing in tickets available? US Open Experience at Brookfield Place brought the Legends Exhibitions over the six-day span, as well as a excitement of the Open to downtown Manhattan and special performance from jazz legend Wynton Marsalis to The creation of US Open Fan Week was the answer. also hosted the US Open Draw Ceremony which featured open the new Louis Armstrong Stadium. By re-imagining the week before the traditional two- ESPN’s Chris Fowler, Chris McKendry and two-time week main draw, the USTA created a series of events, US Open champion Tracy Austin joined by defending anchored by the US Open Qualifying tournament, that champions Rafael Nadal and Sloane Stephens and attracted nearly 100,000 fans to the USTA Billie Jean thousands of fans. King National Tennis Center. All events and activities during Fan Week were free and open to the public.

227,000 TONS OF HONEY DEUCES LOBSTER The signature cocktail consumed during served at the 2018 US Open 7.3 the 2018 US Open

Kids on-court 1,088 at the US Open HELPING GROW THE GAME’S GRASS ROOTS

Proceeds from the US Open go directly toward funding In addition, key sponsors such as American Express The tournament itself helped to showcase the USTA’s USTA tennis programming in local communities across and Deloitte, in partnership with the USTA Foundation, youth tennis brand, Net Generation, with 1,088 kids from the U.S., from Harlem to Honolulu, so the success of helped fund efforts to leverage the power of tennis local NJTL programs taking part in a wide variety of America’s largest tournament directly translates into the to fuel better academic outcomes in underserved activities, including on-court youth tennis exhibitions on strengthening of tennis’ grass roots. communities. The US Open Excellence Cup presented Arthur Ashe Kids’ Day and before main-draw matches by American Express brings high-performing student throughout the event. Those kids also were part of all As part of a $500,000 effort to support youth tennis, athletes to New York City to compete while also pre-match coin tosses and trophy presentations, and the USTA joined with long-time partner Chase to roll out engaging in educational and cultural activities related to Net Generation ambassadors and “KidCasters” were its “US Open Art Courts” initiative, commissioning five the US Open. The USTA Foundation NJTL Essay Contest prominently featured across US Open digital platforms, artists to repaint and refurbish local community tennis is a widely acclaimed educational tool that exposes conducting interviews with many of the game’s greatest courts in a variety of inspired designs. Targeting markets communities in the NJTL network with a chance to win talents, further exposing the stars of tomorrow to the in Miami, Los Angeles, Chicago, Cincinnati and New York, an all-expense paid trip to New York City and participate stars of today. the USTA selected courts that benefited local National in Arthur Ashe Kids’ Day. Junior Tennis And Learning programs (NJTL).

OCTOBER 29 – NOVEMBER 4 SPECIAL ADVERTISING SECTION | STREET & SMITH’S SPORTSBUSINESS JOURNAL 37 SPORTS MARKETING AND PROPERTIES SHOWCASE

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MEDIA PLATFORM: ers to participation, therefore bowling reaching all • Engage in targeted marketing to more than 1.4 age groups. The average age of a bowler is 36 and million passionate USBC (United States Bowling BOWLING IN THE MEDIA over 10 million kids attending a bowling birthday Congress) members party annually, making it the #1 birthday party desti- • Explore sponsorship and activation opportuni- • CBSSN broadcasts 17 bowling events annually nation for kids 12 and under. ties within our numerous bowling tournaments: including: – PWBA (Professional Women’s Bowling Associa- • U.S. Open SPECIAL EVENTS/ tion) Tour Championship Event • Professional Women’s Bowling Association (PWBA) MARKETING – US Open Championships (Men’s and Women’s) Tour majors – Intercollegiate Championships (Girls & Boys – USBC Queens, U.S. Women’s Open, PWBA Players OPPORTUNITIES: Single & Team Championships) Championship and PWBA Tour Championship – Junior Gold Championships (Girls & Boys U12, • Three regular season PWBA events PICK A LANE U15, U20) • Intercollegiate Championships • Deliver FREE bowling games at local bowling cen- – USA Bowling National Championships • Junior Gold Championships ters as a value-added on-pack, retail, or online • USA Bowling National Youth Championships gift-with-purchase promotion for your loyal consumers Contact: JACK LUSE • Showcase your brand, product, or message to AUDIENCE PROFILE: 3,400 BPAA (Bowling Proprietors’ Association [email protected] • 630.663.8506 of America) bowling centers nationwide BOWLING IS A LIFETIME SPORT FOR ALL Bowling is for everyone with 50.5% of bowlers being male and 49.5% female, it is the #1 participatory sport in the United States. Bowling is also afﬂu- ent with the median household income of a bowler over $76,000 and 28% of bowlers have a household income of more than $100,000. There are no barri-

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technology-enabled smart venue experience at the game itself. In other words, technology Next-gen sponsorships, changed the medium, the message and the mea- surements for the $140 billion global sports sponsorship market. technology and the cult A whole landscape of new technology companies has cropped up to help sponsors with the selection of the right athletes (who have mean- of athlete personality ingful connections to their brand), ideation of sponsorship concepts, creation of activations, and measurement THLETES HAVE NEVER BEEN PERFECT. But after a campaign is throughout sports history, up until complete. The next- A about the last decade, the athlete’s generation sponsor image has been carefully crafted by agents serv- will have to have a ing as a gateway between athletes and fans via deeper understanding sponsorships. Colin Kaepernick and Serena Wil- of the causes its cus- liams are models of how technology is changing tomers care about, and the concept of an athlete’s quantify the risk asso- %< $1*(/$ “image” to something far more ciated with the poten- human, polarizing and capable tial loss of customers 58**,(52 of driving national discourse. who disagree with The world of sports sponsor- those positions. ships will never be the same. For example, a brand I would know, because I’m an athlete myself, could use a technology whose career rose just as social media was start- like Captiv8 to identify ing to take off. As a four-time Olympic medalist athletes and influenc- in ice hockey in the late 1990s and 2000s, I had ers with the highest an opportunity to be among the first to build a brand affinity, a com- Twitter following and use a blog to connect to pany like Zoomph to fans directly.The experience broke down my ca- profile, monitor and reer and personal boundaries in ways that engage key customer changed my life for the better. segments with target- I was an early adopter on social media, and ex- ed influencer cam- posed my training methodology to my fans via paigns, and/or a my blog and Twitter. Even early on, I knew technology like there was going to be a huge impact for future MVPindex to measure athletes who could provide unfettered access to the value of the influ- fans — which typically only happened face-to- ence. face — in a more scalable, global and unbiased On the athletes side, way.I saw my sponsorships with Coca-Cola, having a deep, technol- Visa or Nike pivot from appearances to posts A new generation of fans growing up on social media and with direct access to ogy-enabled relation- and impressions, and loved when I was able to athletes would expect nothing less than radical transparency. ship with fans could use social media to connect causes that I cared mean becoming a more about (such as the Olympics or the Women’s Brands that choose to sponsor athletes today attractive sponsorship target for brands. Or, if Sports Foundation, and their associated values) are connected not only to their performance, an athlete wants to switch sponsors, a deep and to the brands that cared about me as an athlete. but also to a passionate and often polarized fan direct tie to fans (like LeBron James has regard- Now, watching people like Williams use her base swarming around their interests and less of his team affiliations) can make or break platform to drive a deeper dialogue about causes. Look no further than the recent Nike a career. women in sports — from her honesty on post- campaign featuring Kaepernick for evidence. In the past, showing vulnerability would be partum working motherhood to her thoughts on The ad became a part of national discourse. considered a weakness. Now it’s an athlete’s the role of gender in a recent dispute with an Nike’s stock plunged, and then quickly rebound- biggest strength. Fans want to feel that athletes official — feels natural to me, and a new gener- ed in the wake of the heated social media de- are human and relatable, not invincible. This ation of fans growing up on social media would bate. For as many people who threatened to fundamental shift in the cultural idealization expect nothing less than radical transparency. #BoycottNike, there were new fans who em- of athletes has made it OK to be a real person Next-gen athletes, after all, understand that braced the brand’s bold choice to stand with on social media (warts and all). The athletes they’re much more than athletes alone: They’re Kaepernick’s pursuit of racial justice. who are best at mastering the balance between entertainers, role models, global citizens and Technology has made today’s sports sponsor- peak performance and peak relatability (and data labs. They have always been these things ships more immersive, emotional and directly accessibility) will win at next-generation spon- — technology is simply giving them a global connected to the fan, which makes them inher- sorships. platform. ently more risky than ever before. At the same In what can seem like a minefield of opinions time, technology can help on social media, relatability is ultimately a good brands intelligently thing for both brands and athletes alike. For In the past, showing vulnerability weigh risks versus re- fans who have grown up with social media, they wards. The new rules of wouldn’t want it any other way. For athletes and would be considered a weakness. engagement turn an ad brands that choose not to keep up, it’s their au- Now it’s an athlete’s biggest into a dynamic conversa- dience to lose. tion at the grassroots strength. level, from a fan’s home- Angela Ruggiero is CEO of Sports Innovation Lab

Getty Images (4) town all the way up to a and a four-time Olympic medalist in ice hockey.

WWW.SPORTSBUSINESSJOURNAL.COM OCTOBER 29-NOVEMBER 4, 2018 | 41

SPORTS BUSINESS JOURNAL

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On the Move The University of Wyoming partnership solutions. Mawhinney promoted RACHAEL HULET to was vice president of global Multiteam Changing places and associate athletic director for partnerships for the Harlem positions around the industry budgeting and financial Globetrotters, and Cramer was Companies management, TAYLOR STUEMKY group director for sports AMB Sports & Entertainment to assistant athletic director for marketing for Coca-Cola. promoted KARL PIERBURG to vice Basketball student-athlete success, BRENT president of technology, data and analytics for the Atlanta Falcons, THINK450, the NBPA’s internal VERNON to associate athletic Integrity 9 hired DYLAN Atlanta United and Mercedes-Benz marketing rights group, promoted director for football operations, GLICKSTERN as director of Stadium. JOI GARNER to general counsel, and NICK SEEMAN to assistant athletic business development. Glickstern hired PAYNE BROWN as president. director for media relations and was sales manager for Excel public relations and LONNIE Sports Management. Monumental Sports & Entertainment hired The Houston Rockets promoted PENNER to assistant athletic JEFF NEWMAN as vice president of MONTE MCNAIR to assistant director for marketing and MELT hired ANDREW LABOVITZ global partnerships. Newman was general manager. branding. as a group account director. Labovitz was managing account vice president of experiential supervisor for Ketchum. sales for iHeart Media. Colleges Facilities MWWPR hired SARA GHAZAII as The Los Angeles Stadium and The University of Arkansas vice president of corporate Entertainment District hired Sporting Goods at Little Rock hired STERLING communications and marketing. JASON GANNON as managing and Apparel RANDLE as associate director Ghazaii was vice president and director. for communications. director of communications for Fanatics hired for its PR Council. international leadership team Central Michigan University IGNACIO BERISTAIN BORRA as promoted RACHEL BLUNT to Football managing director of Southern Europe merchandising and retail; senior associate athletic director The XFL hired STEPHANIE Media BILL TUNG as managing director for institutional support services. RUDNICK as senior vice president Golf Channel named MATT for Fanatics Branded of communications. Rudnick FARRELL general manager for International; IAN NELSON as Chicago State University hired was senior vice president of alternative golf and executive product marketing director and ERYN COOK as associate athletic marketing communications director for the World Long Drive ZOHAR RAVID as director of director for compliance. Cook was for MKTG. assistant commissioner for Association. Farrell was chief strategy and mergers and marketing officer for USA acquisitions. compliance for the Summit The Allstate Sugar Bowl hired Swimming. League. DEREK MOREL as executive vice president for sales and marketing. Duke University promoted NINA Morel was athletic director at Awards and Boards KING to senior deputy athletic the University of New Orleans. The PGA of America named director for administration, legal ANDREA SMITH, Bank of America affairs and chief of staff; JON chief administrative officer, to its JACKSON to deputy athletic Lacrosse board of directors. director for men’s basketball, Blue Devil Network and digital media; Major League Lacrosse hired ROSE POPES and ART CHASE to senior associate BUDDY ROSE as director of events. athletic director for external Rose was director of consumer Other affairs. marketing for Palace Sports & Stats hired BLAKE KONRARDY Entertainment. as vice president of product The University of Kansas management. promoted FRANK REEB to assistant athletic director for human Marketing The World Surf League hired resources. HUNT MAWHINNEY ERIK LOGAN as president of Endeavor hired KERRY content, media and WSL Studios. CHANDLER as chief human Radford University hired Logan was president for the DAVID resources officer. Chandler was as assistant athletic Oprah Winfrey Network. GANSELL chief human resources officer director for communications. for Under Armour. Gansell was director of athletic Bellator promoted MEGAN TRAPP communications at St. Francis to vice president of live event Fox Run Group hired CHRISTINA College. marketing. POPES as account manager for CRAMER TRAPP sponsorships and advertising for The University of Texas at Monmouth University and KATIE Arlington promoted MICHAEL HUNT as sales and marketing ELDRIDGE to assistant athletic administrator at its corporate President / CEO ...... Whitney Shaw director for communications; and headquarters. Chairman ...... Ray Shaw (1989-2009) hired JASON MACBAIN as Abraham Madkour...... Executive Editor associate athletic director for 120 West Morehead Street, Suite 310 Huddle hired KARL MAWHINNEY Julie Tuttle ...... Director of Advertising Sales Charlotte, NC 28202 Beverly Padgett ...... National Audience Development & Circulation Director communications, MIKE HILL ❘ as executive vice president of Tel: 704-973-1400 Fax: 704-973-1401 Jim Sullivan ...... Managing Director, Conference Group as assistant director for www.sportsbusinessjournal.com corporate partnerships and BOB Martin Bounds ...... Vice President, Marketing / Business Development communications and NEIL Subscription Information: 1-800-829-9839 Misty Berry ...... Creative Director, Marketing CRAMER as senior vice president of BEASLEY as director of video.

WWW.SPORTSBUSINESSJOURNAL.COM OCTOBER 29-NOVEMBER 4, 2018 | 43 MARCH OF DIMES 2018 AWARD RECIPIENTS WHEN Tuesday, November 27, 2018

11:30 a.m.–12:00 p.m. Networking reception 12:00 p.m.–2:00 p.m. Lunch and awards presentation

WHERE New York Hilton Midtown 1335 Avenue of the Americas Grand Ballroom SPORTS LEADERSHIP CORPORATE LEADERSHIP New York, NY 10019 Robert D. Manfred, Jr. Stephen Espinoza Commissioner of Baseball President, Sports and EMCEES Event Programming, SAVANNAH GUTHRIE Showtime Networks Inc. Co-anchor of NBC News’ TODAY MIKE TIRICO Host & Play-by-Play, NBC Sports Group

EVENT COMMITTEE LUNCHEON CHAIR Sean McManus, CBS Sports LUNCHEON CO-CHAIRS Mark Lazarus, NBC Sports Group SPORTSWOMEN OF THE YEAR SPORTS LEGEND David Levy, TURNER 2018 U.S. Olympic Women’s Joe Namath Peter Nelson, HBO Sports Ice Hockey Team New York Jets’ 50th Jimmy Pitaro, ESPN Anniversary of Super Bowl III Eric Shanks, FOX Sports

MARCHOFDIMES.ORG/EVENTS/NYCSPORTS

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FROM THE SPORTS MEDIA AND TECHNOLOGY CONFERENCE New ideas and approaches to content, distribution, platforms and pricing were top of mind as nearly 400 attended the NeuLion Sports Media and Technology Conference Oct. 16-17 at the New York Marriott Marquis in Times Square. TOP LEFT: Martellus Bennett, entrepreneur, former NFL player and creative ambassador for The Players’ Tribune, emphasized a point with his mobile phone during the session “The Role of SALUTE TO WOMEN IN SPORTS Athletes as Content Creators in 2018.” Julie Foudy, Billie Jean King, Donna de Varona LEFT: ESPN President Jimmy Pitaro spoke with SBJ’s John and Mary Carillo posed backstage during the Ourand in a wide-ranging interview that touched on politics, Women’s Sports Foundation’s 39th annual awards gambling and the network’s relationship with the NFL. gala on Oct. 17 in New York City. Award winners included Paralympian Oksana Masters and Olympian ABOVE: Moderator Peter King led Alliance of American Football Maddie Rooney as 2018 Sportswoman of the Year, co-founder and CEO Charlie Ebersol and head of football Anthem President and CEO Gail Boudreaux as the development Hines Ward through a discussion about how Billie Jean King Leadership Award recipient, and the football startup will define success. Caster Semenya, who accepted the Wilma Rudolph Courage Award.

REVOLUTION IN TRAINING New England Revolution GM Michael Burns, owners Robert Kraft and Jonathan Kraft, and President Brian Bilello broke ground Oct. 15 on a new $35 million training center that will span 68 acres and include 42,000 square feet of buildings and three new full-size fields.

GOODYEAR ANNIVERSARY The Cleveland Cavaliers and Goodyear unveiled two life-sized tire art sculptures at Quicken Loans Arena in celebration of the 100th anniversary of Goodyear’s roots in competitive basketball. From left: Nic Barlarge, Cavaliers president of business operations; Todd Macsuga, Goodyear GM of brand marketing; Cavaliers CMO Tracy Marek; and Cavs legend Campy Russell.

“STROKES OF GENIUS” SCREENING Tennis hall of famer John McEnroe, author Jon Wertheim, Tennis Channel President Ken Solomon, hall of famer and network STANDING IN THE HALL OF FAME analyst Martina Navratilova and Emmy Award winner and network Major League Soccer Commissioner Don Garber, FC Dallas owner announcer Ted Robinson attended Clark Hunt and other invited guests tour the new National Soccer Tennis Channel’s special showing Hall of Fame at Toyota Stadium on Oct. 20. Garber was one of five of “Strokes of Genius” on Oct. 11 inductees to the Hall of Fame during a ceremony at the Frisco, Texas, at the Landmark Theatre in Los facility, which opens to the public on Friday. Angeles.

Please submit photos for review of industry conferences, parties, product launches and openings showcasing the people and personalities at the event. Include the event date, location, names/titles of those featured along with credit information. The photo specifications are as follows: 300dpi, tiff, jpeg or eps color images. Submit digital phaotos for review at: photo@ sportsbusinessjournal.com or send color prints to: Faces & Places, c/o Street &

Roxxe Ireland (3); Getty Images; New England Revolution; Cleveland Cavaliers; FC Dallas; Tennis Channel Ireland (3); Getty Images; New EnglandRoxxe Cleveland Revolution; Cavaliers; FC Dallas; Tennis Smith’s SportsBusiness Journal, 120 W. Morehead St., Suite 310, Charlotte, NC 28202.

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As president of events for the New York Road Runners, Peter Ciaccia has played a key role in each of the more than 50 functions the running organization holds each year.

It’s a marathon, not a sprint After 18 years with the New York Road Runners, Peter Ciaccia readies for one final New York City Marathon before hanging up his sneakers for retirement. %<0$**,(0$&.(1=,( IT’S NOV. 5, 2017, sometime be- “I have worked We want people to come to our tween 9 and 10 p.m., and the events and walk away from our final runners of the TCS New with great people events just blown away. [And York City Marathon are enter- over the years. say], ‘That was the greatest ing Central Park. Those gath- And we see there thing we ever did.’ ” ered at the finish line, ready An avid runner himself, the to greet the last of the finish- is so much more 65-year-old Ciaccia has had to, ers, include Shalane Flanagan this organization is ironically so, put much of that who hours prior became the going to be doing.” part of his life on hold with first American woman to win NYRR events filling up his the event in 40 years. weeks and weekends. But with And that’s just part of what “That’s going to be the most retirement on the horizon, he makes the world’s largest mar- emotional moment,” said Ci- is eager to “travel, run, hang athon so special, according to accia, who typically camps out with the family” and hand longtime race director Peter out at mile 26.2 in Central over the reins to Jim Heim, Ciaccia, who announced in Park to greet the majority of senior vice president of event May that he will retire follow- the runners and hand them development. Heim, who has ing this year’s marathon after their medals. been with NYRR since 2007, Ciaccia celebrates with Shalane Flanagan, who in 2017 became spending 18 years with the New the first American woman to win the marathon since 1977. When asked why he does is also the technical director York Road Runners, the non- this for even the ordinary for the marathon. profit that organizes the race. there is so much more this that the running organization runners and not just the pro- “Maybe I’ll watch from afar, “It’s a privilege to get to do organization is going to be hosts throughout the year. And fessionals, he answers: “I want but I will not interfere,” Ciac- what I do every day and I work doing.” with the New York City Mara- this to be so memorable and cia said. “And that’s kind of with a great team,” he said. “I As president of events for thon this Sunday, he plans to for it to be so exciting for them what [life] is about. It’s a little have worked with great people NYRR, Ciaccia plays a crucial spend much of the day by the as they come into Central bit of taking care of the first

over the years. And we see role in the 50-plus functions finish line. Park, into the finish line. … stakeholder, which is me.” NYRR (2)

46 | OCTOBER 29-NOVEMBER 4, 2018 WWW.SPORTSBUSINESSJOURNAL.COM SBJ College & University Program Make the Field Your Classroom s Flexible class subscription options s Discounted student rates s Professor comps s Weekly teaching tools with each issue s Professor portal for class management

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