NFLkicked in$320MinFanatics'latest funding round....AT&TlaunchingMasters-themedcampaign withSpieth, celebrities....Bob Costascalling some TuesdayMLBgames forTurner
NFL invested $320M in Fanatics' latest round
The NFL is the biggest investor in Fanatics' most recent funding round last month, kicking in a total of $320M. More than half of Fanatics’ $1.5B in funding came from leagues (NFL, MLB and NHL), players’ associations (MLBPA and NFLPA contributed between $75-$100M) and team owners (MLB team owners, Nets Owner Joe Tsai’s Blue Pool Capital and the Qatar Investment Authority that owns PSG). After that $1.5B in financing, Fanatics is valued at around $27B. In addition to its commerce business that works with the top teams and businesses, Fanatics holds the collectible and trading card rights to MLB, MLBPA, NBA, NBPA and NFLPA. It also runs a sports betting and iGaming division, an NFT company and owns 50% of Lids. Fanatics has been looking to expand into ticketing and media rights, too.
AT&T launching Masters campaign during Par 3
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AT&T today is rolling out its new light-hearted, Masters-themed marketing effort during ESPN’s coverage of the Par 3 event at Augusta National. The new campaign, dubbed “Push What’s Possible,” showcases how AT&T products and tech help those who love golf, but could use a little expert help. The creative, developed by BBDO, Critical Mass and the in-house team at AT&T, will feature active pro golfers Jordan Spieth (who signed with the brand back in ‘14) and Maria Fassi (who in ’20 became the first LPGA player to sign with AT&T). A host of celebs and retired pros also will appear in ads, including Nick Jonas, Eva Longoria, Colin Jost, Ralph Macchio, Charles Barkley, David Robinson, Nancy Lopez and Ben Crenshaw. AT&T has sponsored the Masters since ’05. It has used Spieth a number of times before in its Masters-timed campaigns, including in '17 when it paid tribute to military vets and in '15 when it focused on an effort against texting and driving.
AT&T also is launching golf-themed ads this week with Barkley (two spots); Jost & Macchio; and Longoria (in English and Spanish).
Bob Costas calling some MLB games for Turner
Bob Costas will be part of Turner’s new Tuesday night MLB package. Brian Andersonis Turner’s "lead baseball play-by-play man," but Costas "will do some games as well, especially early in the season when Anderson is tied up with NBA duties." Turner’s regular-season package had been on Sundays, but for '22 it is "moving to Tuesdays and will run for the entire season." Next week, “MLB on TBS Tuesday Night” will premiere with Padres-Giants and Costas and analyst Ron Darling on the call. Costas and analyst Jeff Francoeur will call Braves-Dodgers on April 19 (NEWSDAY, 4/6).
Costas continues to call games on MLB Network as part of the "MLB Network Showcase" package (SBJ).
MLB Rangers get crypto sponsor in Trade The Chain
In what is believed to be MLB's first sponsorship deal paid entirely in cryptocurrency, the Rangers announced an agreement with Trade The Chain. The global trading community becomes the official cryptocurrency partner of the Rangers. Trade The Chain will pay out the entirety of its sponsorship agreement in a basket of crypto assets that includes Bitcoin and Ethereum. The Rangers received their first crypto payment from Trade The Chain today. In a release, Rangers President of Business Operations & COO Neil Leibman called that first payment a “momentous occasion for our partnerships and finance departments, and the entire Rangers front office." Trade The Chain provides an interactive community through real-time development alerts and a price prediction algorithm that help to make cryptocurrency accessible.
CAA acquires full ownership of GBG joint venture
CAA has acquired full ownership of the business of CAA-GBG Global Brand Management Group. Financial terms were not disclosed. Prior to the transaction, CAA-GBG had been operated as a joint venture formed in '16 between CAA and Global Brands Group. The business has been newly named CAA Brand Management, and that division will immediately be integrated into the day-to-day operations of CAA. It will be co-led by veteran brand execs Perry Wolfman and Noah Gelbart. CAA Brand Management's more than 160 employees will continue to build and execute innovative, revenue-generating, brand extension programs for many of the world’s most iconic brands.
CAA Brand Management has offices spanning 17 countries, including the U.S., U.K., China, India, Japan, South Korea, Thailand, Indonesia, Philippines, Germany, Spain, Italy, Mexico, Australia and Brazil, among others.
Mets sign Caesars as sport betting partner
Caesars Entertainment and the Mets signed a multiyear partnership to make Caesars Sportsbook an official sports betting partner of the team. The partnership features plans to open a new sportsbook lounge at Citi Field, Caesars Sportsbook at the Metro Grille. Scheduled to open during the '22 MLB season, the new 13,000 square foot space will be built on the Excelsior Level at Citi Field with a multi-tiered dining room and outdoor patio seating complete with panoramic views overlooking left field. The partnership also includes access to official Mets logos and marks, TV-visible in-game signage, and broadcast and digital content across Mets’ properties (Caesars).
Kentucky QB signs NIL deal to promote horse
Kentucky QB Will Levis has entered into an NIL agreement with Claiborne Farm to promote '19 Preakness Stakes winner War of Will. The partnership calls for Levis to "appear in an advertising campaign 'that will center on the athleticism of both football players and racehorses' and promote the breeding seasons" (LEXINGTON HERALD-LEADER, 4/6). The partnership will represent the "first NIL deal for any collegiate student-athlete with a Thoroughbred stallion syndicate to promote the selling of breeding seasons." War of Will is standing the '22 breeding season for an "advertised fee of $25,000," and his first foals are "being born this spring" (BLOODHORSE.com, 4/6).
Apple TV+ renews World Surf League doc
Apple TV+ has renewed surfing docuseries “Make or Break” for a second season ahead of the show’s premiere later this month. The seven-part debut season, which launches on April 29, will chronicle the '21 World Surf League Championship Tour and feature surfers including Kelly Slater, Stephanie Gilmore, Gabriel Medina and reigning Olympic Gold medalist Italo Ferreira. “Make or Break” is produced by Box to Box Films, the company behind Netflix megahit “Formula 1: Drive to Survive.” Production for the second season of “Make or Break” is currently underway during the ongoing men’s and women’s WSL Championship Tour, which has upcoming events in Australia and Indonesia.
Loaded gets new investment, makes exec moves
Loaded, a talent and management marketing firm that reps some of the biggest names in gaming and esports, has made a flurry of moves, including securing a significant equity funding raise and making some C-level exec moves. The company has secured $20M in growth equity funding led by Coral Tree Partners, an L.A.-based private equity firm. The funding will support Loaded as it continues to scale, diversify and expand offerings for its talent, brand and publisher clients. Loaded will continue its consultancy business, which has already served the likes of Beats by Dre, Gillette and Amazon.
In addition, Loaded made some executive moves and hires. Josh Swartz, who joined Loaded in '18 as COO after tenures at Wasserman, Relativity Sports and Catalyst Sports & Media, has been elevated to CEO. Bridget Davidson, who joined Loaded in '20 after holding senior positions at Riot Games, is now President of the talent management division. Brandon Freytag, who co-founded Loaded and previously served as President of Talent, now serves as Chief Creator Monetization Officer. Other moves include Niles Heron, who will now serve as Chief Communications & Culture Officer, while in new hires, Jeff Pabst joins as Chief Commercial Officer and Paul Conroy joins as President of Loaded Ventures.
Alan Resnikoff, a partner at Coral Tree Partners; and Henry Shapiro, an advisor at Coral Tree Partners and former MarketCast Chair, will be joining Loaded’s BOD in concurrence with the investment.
Audience Analysis: Women’s tourney sets records
Beyond the best NCAA Women’s Basketball championship game audience in nearly 20 years, ESPN networks’ coverage of the complete women’s tourney was up 16% this year (634,000 viewers in ’22). That included an average of 2.7 million viewers for the semifinals on Friday night, which is the best figure in a decade. The event saw its best early-round average on record, as well as its best Elite Eight round yet.
NOTES: College basketball TV consumption was up 20% season-over-season across men’s and women’s games (all networks). That figure includes conference tourneys and March Madness. ... College basketball TV consumption was up 20% season-over-season across men’s and women’s games (all networks). That figure includes conference tourneys and March Madness.
The chart below lists viewership figures for select recent sports telecasts.
TELECAST | DATE | NET(S) | TIME (ET) | VIEWERS (000) |
NCAA Tournament: Final Four: North Carolina-Duke | 4/2 | TBS/TNT
/truTV |
8:39-11:12pm | 18,500 |
NCAA Tournament: Final Four: Kansas-Villanova | 4/2 | TBS/TNT/ truTV |
6:00-8:14pm | 12,200 |
NCAA Women's Basketball Championship: South Carolina-UConn | 4/3 | ESPN/ESPN2 /ESPNU |
8:00-10:20pm | 4,854 |
NASCAR Cup Series (Richmond) | 4/3 | Fox | 3:47-7:15pm | 3,958 |
NCAA Women's Tournament: Final Four: UConn-Stanford | 4/1 | ESPN/ ESPNU |
9:32-11:43pm | 3,228 |
NBA: Nuggets-Lakers | 4/3 | ABC | 3:41-6:15pm | 2,887 |
FIFA World cup qualifier: Mexico-El Salvador | 3/30 | Univision/ TUDN |
8:32-11:04pm | 2,369 |
PGA Tour: Valero Texas Open: final round | 4/3 | NBC | 2:00-6:00pm | 2,324 |
"NASCAR RaceDay" | 4/3 | Fox | 3:00-3:47pm | 2,318 |
NCAA Women's Tournament: Final Four: South Carolina-Louisville | 4/1 | ESPN
/ESPNU |
7:00-9:08pm | 2,158 |
NBA: Mavericks-Bucks | 4/3 | ABC | 1:00-3:41pm | 2,113 |
NCAA Women's Tournament: Elite 8: UConn-N.C. State | 3/28 | ESPN | 7:00-9:49pm | 2,037 |
NBA: Suns-Warriors | 3/30 | ESPN | 10:10pm-12:47am | 1,692 |
PGA Tour: Valero Texas Open: third round | 4/2 | NBC | 3:19-6:30pm | 1,690 |
NCAA Women's Tournament: Elite 8: Louisville-Michigan | 3/28 | ESPN | 9:49-11:15pm | 1,607 |
NBA: Bucks-Nets | 3/31 | TNT | 7:30-10:17pm | 1,532 |
NBA: Heat-Celtics | 3/30 | ESPN | 7:44-10:10pm | 1,375 |
NHL: Penguins-Avalanche | 4/2 | ABC | 3:15-6:00pm | 990 |
"NBA Countdown" | 4/3 | ABC | 12:30-1:00pm | 913 |
Liga MX: Club America-Necaxa | 4/2 | Univision/ TUDN |
9:07-11:09pm | 886 |
Professional Bull Riders: Last Cowboy Standing | 4/3 | CBS | 12:00-1:00pm | 871 |
Augusta National Women's Amateur: final round | 4/2 | NBC | 12:00-3:19pm | 859 |
Bowling: PBA/USBC Masters | 4/3 | Fox | 1:00-3:00pm | 847 |
High School Slam Dunk & 3-Point Championships | 4/3 | CBS | 1:00-2:00pm | 678 |
"March Madness Returns" | 4/2 | CBS | 2:00-3:00pm | 635 |
Liga MX: Atlas-Cruz Azul | 4/2 | Univision/ TUDN |
6:55-9:07pm | 611 |
College basketball: HBCU All-Star Game | 4/3 | CBS | 3:51-6:15pm | 578 |
SailGP: U.S. Grand Prix (taped) | 4/2 | CBS | 3:00-4:00pm | 556 |
College basketball: "The Loyola Project" | 4/2 | CBS | 1:00-2:00pm | 541 |
TYR Pro Swim Series: Day 2 | 4/3 | NBC | 12:30-2:00pm | 537 |
College basketball: "Big House, The Pearl and the Triumph of Winston-Salem State" | 4/3 | CBS | 2:00-3:00pm | 476 |
NWSL Challenge Cup: San Diego Wave-Angel City | 4/2 | CBS | 4:00-6:00pm | 456 |
College basketball: "HBCUs: 2nd Acts" | 4/3 | CBS | 3:00-3:30pm | 433 |
"UFC Countdown" | 4/2 | ABC | 2:00-3:00pm | 428 |
Liga MX: Tijuana-Tigres UANL | 4/2 | UniMas/ TUDN |
7:55-10:12pm | 343 |
Podcast Picks: Green Jacket chronicles
With The Masters set to tee off tomorrow, Golf Digest’s “Local Knowledge” peeled back the curtain to discover what happens when a player wins the tournament, with golfer Bubba Watson describing how after winning in ’12, tourney organizers have to find a green jacket “that fits you.” He recalls putting the jacket on, saying, “'This is good,' and they’re like, 'Don’t you want to try a different size,' and I was like, 'Nope, I don’t want to take it off.'” For more on The Masters, check out the tournament’s official podcast.
A BETTER TOMORROW: U.S. Sen. Chris Murphy (D-Conn.) led a discussion on college athletics with U.S. Rep. Jamaal Bowman (D-N.Y.), AFL-CIO representative Bart Sheard and former Washington State Univ. WR Kassidy Woods. Murphy noted the “status quo on college athletics is not sustainable, and there is a path to a more just, equitable and sustainable system.” Bowman: “When you start (playing) college sports you give yourself over to the university … and if you’re not in alignment with those beliefs, you will be discarded.”
IF YOU REBUILD IT... Sports writer Jerry Feitelberg discussed the A's having the second-lowest payroll in MLB. Feitelberg: “They say they’re in rebuild, but they’re really in teardown and the product that they’re going to put on the field this season, wow! It’s going to take a lot for the fans to come out and watch.” Feitelberg noted fans also are "hoping somehow the A’s won’t move the team to Las Vegas."
Know of a podcast we should keep tabs on? Send an email to pbounds@sportsbusinessjournal.com. Also, check out SBJ's podcast home.
Speed Reads....
F1 and Twitter reached a multiyear renewal of their content partnership, and they are expanding the tie-in with an increase in video clips during race weekends and throughout the season, showing race coverage, interviews and archive footage (F1). See more in SBJ Global.
Former MLBer CC Sabathia has joined the league office in the newly created role of special assistant to the commissioner. Sabathia will work on things such as player relations, Diversity, Equity & Inclusion, social responsibility, youth participation and broadcasting (MLB).
Andscape signed senior NFL writer Jason Reid to a multiyear extension. Reid will continue as the platform’s lead journalist covering the NFL, while appearing on ESPN's linear TV shows (Andscape).
Pro Football HOFer Michael Irvin is investing in TradeZing, a live-streaming, social engagement, Web3 platform designed for millennial and Gen Z traders. Irvin becomes a Board of Advisor member (TradeZing).
Twitter Me This....
This is a first: Augusta National chairman Fred Ridley says it’s “a fair thought” to ask “Why didn’t we do that sooner?” re: bringing in women members. As 10-year anniversary approaches of the two women members at all-male club, I asked in his press conference. And he answered.
— Christine Brennan (@cbrennansports) April 6, 2022
This is really disappointing.
— Stewart Mandel (@slmandel) April 6, 2022
A coach getting a $200k bowl bonus? No problem.
$5,900 for an athlete who gets good grades? … We gotta think about that one. https://t.co/OKRYc9iazv
I think the PitchCom is a necessity. Sign stealing is a problem. It also creates more problems with players having to create multiple sets of signs and spreadsheets for each pitcher. Delays and mound visits etc. Bring on the tech!
— Jerry Blevins (@jerryblevins) April 6, 2022
Check out Sports Business Journal's weekly issue
Don't miss this week's issue of SBJ. We highlight the sustainability movement in sports, and how it's increasingly become a priority for both organizations and corporate partners to implement practices that help the environment and share the costs. Also, the SEC's Greg Sankey tackles the transformation of college athletics; free-to-play gaming is catching on in college sports as Learfield makes a move; and MLB starts its season on a TV ad sales hot streak.
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Daily Download....
An ad for the newly released "MLB: The Show 22" features cover athlete Shohei Ohtani and a Muppet-like "coach" character.
Can Coach out Shohei, Shohei? Watch and see who’s the best 2-way player. Buy now at https://t.co/tAjJyigoqE #MLBTheShow #OwnTheShow" pic.twitter.com/hXzr5MARI8
— MLB The Show (@MLBTheShow) April 5, 2022
Channel Surf
Mavericks Owner Mark Cuban will appear as himself on a new episode of ABC's "Home Economics" at 9:30pm ET.
Free agent TE Rob Gronkowski will be a guest on ABC's "Jimmy Kimmel Live" at 11:30pm.
Daily Digit....
$5M -- Amount Lightning Owner Jeff Vinik and his wife, Penny, have donated toward USF’s on-campus stadium fund. USF currently plays at Raymond James Stadium. Officials “expect the new stadium to be ready for the 2026 or 2027 season” (BIZJOURNALS.com, 4/7).