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11.15.19 Rick Horrow interviews PepsiCo Vice President of Marketing Todd Kaplan

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USA TODAY Sports

11.15.19 Rick Horrow interviews PepsiCo Vice President of Marketing Todd Kaplan

Edited by Tanner Simkins

In the latest edition of Rick Horrow's Sports Business Podcast, Rick interviews PepsiCo Vice President of Marketing Todd Kaplan and takes you through the biggest sports business stories of the week.

LISTEN TO THE FULL PODCAST HERE

1. Sports investor Bruin Sports Capital received $600 million more to spend. According to the New York Times, Bruin Sports Capital is a sports investment and management company that invests in the technologies of media, marketing, and data surrounding sports. After raising $600 million from two even larger investors – CVC Capital Partners and the Jordan Company – Bruin Sports will be able to expand its portfolio of investments, which already include data analytics, media and streaming companies, and a fledgling drone-racing league. Currently, Bruin, led by Sport Business Handbook contributor George Pyne, has nearly $1 billion invested, including significant stakes in six companies across the modern sports landscape, from sports media start-ups such as The Athletic to a live-event provider selling high-end trips to events like the Super Bowl and the NFL draft. Overall, Bruin Sports Capital’s guiding philosophy is that people under 40 watch and consume sports and media in radically different ways from their parents – and this is likely how the strategic company will invest its newly-acquired $600 million: toward attracting future generations of sports and tech fans.

2. The NBA altered its bylaws prior to the start of the 2019-2020 season to allow teams to sell sponsorship packages outside of the U.S. and Canada for the first time. League rules previously prevented teams from participating in any ad campaign or sponsorship event outside of their home market. However, NBA chief innovation officer Amy Brooks told JohnWallStreet that the companies currently participating in the league’s jersey patch program – two-thirds of which have an international presence – indicated that the time was right “to grow [the NBA] brand and our partners’ brands globally.” Loosening bylaws surrounding international marketing rights should help the league grow revenues and connect with fans in other regions. The Washington Wizards were the first NBA franchise to take advantage of the rule change, signing an agreement with Japanese tech conglomerate NEC. The Wizards made Rui Hachimura the first Japanese player ever selected in the first round of the NBA Draft in 2019.

 

3. Airbnb is set to announce a global sponsorship with the International Olympic Committee running through the Los Angeles 2028 Games, according to SportsBusiness Journal. The deal would represent a significant shift in the home-sharing platform’s sports marketing strategy as Airbnb prepares for its IPO in 2020. According to SBJ, the deal would focus on Airbnb’s “experiences” strand, which allows hosts to offer access to their hobbies, skills, or expertise as part of offering out their homes for rent. The arrangement is not intended to infringe on the hotel and hospitality business that Olympic organizers require to stage the Olympics. Recent partners joining the IOC’s global TOP program have made significant investments, with a joint Mengniu Dairy and Coca-Cola deal back in June being valued at $3 billion over 11 years. Currently, 13 companies comprise the TOP program, getting category-exclusive rights to every Games, the IOC, and national Olympic committees.

12.13.19 Rick Horrow sits down golf icon Gary Player

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USA TODAY Sports

12.13.19 Rick Horrow sits down golf icon Gary Player

Edited by Tanner Simkins

In the latest edition of Rick Horrow's Sports Business Podcast, Rick sits down with golf icon Gary Player and shares his top sports technology & media issues of the past decade.

LISTEN TO THE FULL PODCAST HERE

1. High Definition (HD). The most essential element for the sports consumer? Watching the game. High definition pushed the envelope this decade so much that now anything non-HD seems archaic – just think about what those old “Wide World of Sports” clips look like. The first major sporting event broadcast nationwide in the U.S. in HD was Super Bowl XXXIV, broadcast by ABC on January 30, 2000. By the 2014–2015 television season, every network show producing new episodes had transitioned to high definition. And virtually all HD technology was developed by global sports league partners, with broadcasting live sporting events that delivered almost the same immediacy as being there a top-line goal for developers. Over 90% of U.S. homes have an HD television, and nearly 30% have a 4K TV. 4K (UltraHD) is here and 8k coming, virtual reality is next, the envelope is still being pushed. 

 

2. Connectivity. WiFi, Bluetooth, mobile data plans, cloud services, the Internet of Things (IoT) and getting devices communicating with other devices have created opportunities limited only by creativity. When devices can interact and share information, the smarter decisions media and tech companies can make. From minor league ballparks to arenas, soccer-specific stadiums, and the almost completed $4.93 billion SoFi Stadium and entertainment complex in Los Angeles, the “Connected Facility” over the last decade has become the absolute standard in sports stadia, empowering teams and vendors every bit as much as fans. At SoFi (named by a tech company, of course), according to CNBC, “Technology that will make the stadium experience unique includes a 70,000-sq-ft Oculus display board that will have 4K double-sided video; 5G communications network; Wi-Fi 6, the next generation of wireless to deliver faster speeds, and digital ticketing provided by Ticketmaster.

 

3. Media rights. This past decade was defined by mega deals in sports media rights. Whether it’s new networks, broadcast rights, digital rights, streaming rights, on-demand, or over the top, the media rights deals now are now not uncommon to be in the billions. U.S. sports rights are estimated to be worth a total of $22.42 billion in 2019, about 44% of the total worldwide sports media market, according to SportBusiness Media. And a rising number of major sporting events available via streaming services is set to drive the revenue for global broadcast rights beyond $85 billion by the end of 2024, according to a recent Rethink TV report. The Sports Rights Forecast to 2025 paper shows the global value of sports rights currently at around $48.6 billion, though the report predicts an increase of 75% over the next five years due to a growth in audiences choosing direct-to-consumer (DTC) content.

 

4. Ticketing. Going to a sporting event is still core to the sports experience. In this past decade, the ticketing business saw tech-related advances like dynamic pricing, paperless tickets, and digital second market sellers, all of which backed by data and CRM. As with so many things in our lives now, your mobile phone is now your sports ticket. At that Next Big Thing sports tech lab otherwise known as SoFi Stadium, CNBC notes the SafeTix digital ticketing provided by Ticketmaster “uses a rotating entry token that refreshes an encrypted barcode every 15 seconds to prevent counterfeiting and improve security. The digital ticket will also send customized messages to the ticketholder on a host of things — from VIP events to updates on parking information and merchandising offers.” And just last week, Swiss ticketing firm Viagogo agreed to buy StubHub for $4.05 billion, looking to leverage the brand globally.

12.9.19 Rick Horrow sits down with Julie Edelman, Global Client Partner of Google

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USA TODAY Sports

12.9.19 Rick Horrow sits down with Julie Edelman, Global Client Partner of Google

Edited by Tanner Simkins

In the latest edition of Rick Horrow's Sports Business Podcast, Rick sits down with  Julie Edelman, Global Client Partner of Google.

LISTEN TO THE FULL PODCAST HERE

1. It's hard to believe, but we have reached the end of yet another decade. And in the business of sport, it’s been a busy one. Here are Rick Horrow’s top 15 sport business/law trends and issues of the decade just ending. Stay tuned throughout December for his top 15 sports technology and media picks, as well as his most influential philanthropic/corporate social responsibility actions in sports, and an early look at the year and decade ahead.

2. State by state, legal sports wagering outside of Nevada sportsbooks takes hold, with massive business implications. On May 14, 2018, the U.S. Supreme Court lifted the federal ban on sports betting. Since the ruling, 19 states have legalized the practice, with Colorado, Illinois, Montana, New Hampshire, North Carolina, and Tennessee passing legislation this year. Additionally, 24 states have pending legislation. Legal sports wagering has already had a profound effect on virtually all American professional sports, casting a wider fan base net, spurring innovation in sports media and e-commerce, and birthing an entire cottage industry of related new companies. Sports teams are embracing fans who wager – Monumental Sports & Entertainment, owners of the Washington Wizards and Capitals, is only the latest ownership group to install a sportsbook in their venue. And tens of millions of tax dollars on net sports betting proceeds are adding income streams to state and community coffers. 

 

3. College football adds a real playoff. After years of avoiding adding yet another game to the college football season via the auspice of the Bowl Championship Series – a selection system that created five existing bowl matchups involving ten of the NCAA Division I Football Bowl Subdivision’s top-ranked teams – the NCAA in the 2014-2015 season finally embraced the College Football Playoff (CFP), a bracket tournament between the top four teams in the country as determined by a selection committee, culminating in a championship game at a neutral site. While the payout for the semifinal teams is a modest $6 million, the playoff format delivers tens of millions in additional revenue to the schools, conferences, and contract and access bowl host cities – a handful of which, including New Orleans this year, get to double down on hosting duties and economic impact.

 

4. After 20 long years, Los Angeles gets an NFL team back in 2016. In fact, it gets two. Largely thanks to billionaire and St. Louis Rams owner Stan Kroenke, Los Angeles has now positioned itself to be the center of the sports universe for the next decade and likely longer. The two-decade span in which Los Angeles lacked an NFL team was brought on in part by the obsolescence of Los Angeles’s existing stadiums, the unwillingness of the NFL to add expansion teams after 2002 (when the Houston Texans premiered) or relocate any other teams, and an inability to agree on a plan to build a new stadium, despite several proposals that were vetted but never landed a team willing to relocate under the developers’ terms. Kroenke’s privately-funded SoFi Stadium opens next July with a Taylor Swift concert and will house both the Rams and the Chargers. Additionally, the $4.963 billion venue will host Super Bowl LVI in 2022, the CFP National Championship Game in 2023, and the opening and closing ceremonies of the 2028 Los Angeles Olympics. L.A. is now synonymous with mega sports events.

 

5. Rob Manfred became the 10th Major League Baseball Commissioner during a period of labor peace and unrest in almost everything else. At the beginning of the decade, baseball was still healing from its steroid era, a span in the 1990s-2000s where home runs were plenty and performance-enhancing drug testing scarce. Former Commissioner Bud Selig was largely credited with cleaning up the sport, and in 2015 Manfred inherited a league that was in decent baseball shape but desperately trying to stay relevant to the next generation of fans. Slow play was an issue…but a pitch clock somehow made games even slower. PED bats were gone, but the balls appeared to be corked. And Manfred’s decade ends with a nasty sign-stealing scandal involving the World Series champion Houston Astros. One bright spot in baseball continues to be its vast minor league system, which ensures pro baseball is played throughout America’s smaller communities – MiLB saw attendance in 2019 surpassed 44 million fans annually. As baseball’s Winter Meetings convene next week in San Diego, MiLB President Pat O’Connor and industry experts present a solution to improved facilities that rests in three key areas: time, money, and space.