Jason Howarth

This MLB season, the Los Angeles Dodgers have been a powerhouse 🚀 in the value they're driving for their partners. Assets of theirs currently claim the top 9 spots. But here’s one interesting fact for the 10th place asset in baseball: When we factor in earned media—exposure from other teams, the league, and media outlets—the New York Yankees' Outfield wall signage for State Farm jumps from 10th to 5th overall. Earned exposure accounts for nearly half of all the exposure generated by this outfield sign. Earned media exposure generally reaches a more national audience than exposure driven from owned sources alone. Understanding this split quantitatively can help brands and properties optimize their strategy and asset mix to best fit the needs of each partnership as some brands are specifically looking for national audience while others are more focused on assets that will drive local exposure in specific markets! Below is an example where the Yankee's sign is picked up from an earned source in a post from an MLB league account. I used our Benchmarking tool at Blinkfire here to quickly research all this information for this post!

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Soccer fandom is evolving at an incredible pace. Understanding the fan or consumer is complex….. There are a million ways to measure fandom so we (@forsoccer) took a crack at creating some of our own fan profiles that better represent modern fandom. Download the United States of Soccer report on Forsoccer.com #soccermedia #sportsmedia #sportsbusiness #soccermarketing #sportsmarketing #grassrootssoccer

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Tune in Monday night Dec. 9 to see The National Football League (NFL) showcase State-of-the-Art Technology: The #Simpsons Funday Football. 'The Simpsons Funday Football' streams live Dec. 9 on #Disney+, ESPN+ a real-time animated Monday Night Football game for Bengals-Cowboys This Features Every Play of Bengals-Cowboys Game Each Bengals and Cowboys player will appear as a motion-enabled, animated player for the special primetime matchup. Through state-of-the-art tracking technology enabled by NFL's Next Gen Stats, Sony's Beyond Sports, combined with #Sony's Hawk-Eye Innovations' optical tracking, fans enjoying The Simpsons Funday Football will see every snap, run, pass, score and more from the real-life Bengals and Cowboys matchup at AT&T Stadium as it happens. Sony's Beyond Sports makes it possible to combine two data sources, analyze, validate, enhance, translate to a 3D environment and stream to a desired platform in real-time and Sony's Hawk-Eye Innovations' optical tracking creates dynamic player and character movement including detailed limb movement and mannerisms. For more info click here: https://lnkd.in/eh_g3E3P

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Wow. This is great from the Las Vegas Raiders Digital is now 100% the way of the world, but every now and then, something tangible and memorable will stand out. What I love about this is that they still use individual game tickets - it's that collectible element and having a new crisp ticket for each game. This could actually circle back round into the digital world - Season tickets could be a digital to improve on safety, efficiency and sustainability but you could still create that real game day experience with a digital booklet of tickets as a opposed to a single, season long card. Why not extend its purpose to collectible ticket stubs and other digital items or rewards, building engagement, connecting fans and importantly capturing and bringing data into the mix. There's a lot to delve and possibilities are pretty much endless, but the foundation still lies in the tried, tested and loved original way of delivering season tickets. We're entering digital fandom territory here - if you want to know more, its worth checking out Cortex who really know what they are talking about 👉 https://lnkd.in/gbHVQsVq #Fandom #DigitalFandom #SeasonTickets #DigitalTickets

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I'm so proud of our Raidiant team and the work we do to present Calling All Heroes, one of the largest esports tournaments for women on the planet. These viewership numbers are staggering, with upwards of 60K people watching at any given time. The impact we're making for women and marginalized genders is unmatched. And yet - we struggle to find partners. Honest question - why is that? The amazing partners that we do have recognize that we provide scale, credibility and a meaningful way to reach new communities. Isn't that what marketing is all about - finding new eyeballs to sample and drive loyalty and conversions to your product? These tournaments are the perfect way to "sample" an esports partnership, offering a low-risk, high-reward opportunity to gain the numerous benefits that engaging with this audience can bring to a brand. I have thoughts and I'm genuinely curious for yours (and may be opening up a rabbit hole, but here goes...). With these numbers, why does women's esports struggle to find the right partners - especially given where we are now with traditional sports?

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And consider that each of those 2.2 million shots have over 90 data points combining player talent & historical ability, the exact type of shot (location, distance, off catch/dribble) and the precise location of the defense!

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3 reasons why I love the Jokic / Gru / Minions commercial. (#3 is the most relevant to NIL & endorsement industry) #NBA #Jokic #Gru #Minions #despicableme4 #Nuggets #Denver Opendorse #Advertising #Commercials #TV #NBAPlayoffs

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The U.S. sports betting market continues to grow as more Americans wager more money on live events. The AGA reported YTD commercial sports betting revenue reached $8.36bn through August (+30.4% YoY). However, the related advertising dollars are not flowing as easily as they once did with FanDuel and DraftKings Inc. entrenched as the regulated market leaders in all 30 legal mobile betting jurisdictions and the pace of states adding new OSB or online casino legislation having slowed to a crawl. Logic would suggest that reality will begin to impact sports rights owners and holders over time–if the trend doesn’t change. One “shouldn't assume that just because available ad dollars have dropped off this year, spending will stay at this level or drop off further in the future," Chris Grove (co-founding partner, Acies Investments) said. "There are numerous reasons why marketing spend could turn back upward.” But there is a new class of gaming companies –social sweepstakes casinos (think: VGW Play, Stake.us) and sportsbooks (think: Fliff Inc)– capable of helping sports properties and their media partners replace lost revenues in the interim. These entities are growing faster, operating in more states, and can be more profitable than regulated counterparts (though, none are nearly as profitable as FanDuel or DraftKings). For context, Virtual Gaming Worlds reported in September that it increased annual net profits by 30% YoY to $335mm on record revenues of $4.15bn. Sweepstakes are games of chance where no purchase is necessary to win. In a social sweepstakes sportsbook or casino players can also buy virtual coins that can be wagered and redeemed for real cash prizes. #sweepstakes #gaming #sportsbetting #sportsbiz #marketing #advertising #trends https://lnkd.in/egRbEuQp

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The "WOW" factor. It's not just reserved for sports. "sell the sizzle" What are YOU providing as the "WOW" factor. Let me know in the comments. (Also, read the whole thing for some trash talk) Surprisingly, the "WOW" factor does indeed go beyond great product and service. Every industry can benefit. From staff uniforms, the look of branding and graphics, to (like the Las Vegas Raiders) the packaging of a product, you can be making a difference. - For chefs at Levy Restaurants, it's the model of "you eat with your eyes first" - One of my favorites is Foot Locker, all employees wore referee uniforms - Perhaps the "WOW" factor is making sure your wrapped company cars aren't rusted, dented or wrecked (not going to lie, a big pet peeve of mine) All of these are ways to sell the "sizzle" on top of the steak. Great product and great service is something we all must provide, but what are we doing beyond that. What is the thing that resonated in customers minds in a world where our competitors (lets be honest here) are also providing great product and service. For the Raiders, the simple creative packaging of their season tickets is driving the hype train. They are truly selling the SIZZLE (the packaging) and not the steak. Because lets be real, For the Raiders, the on-field performance isn't enough (shots fired. I had to. Go Buffalo Bills). Shoutout to Front Office Sports for a great highlight here. I'd love to know your take. What do you consider your SIZZLE. What is your "WOW" factor. Let me know. #Marketing #SportsMarketing #SportsBusiness #CustomerService

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The future of sports is bright! Fitch Ratings projects a stronger financial outlook for the industry in 2025, fueled by global expansion, growing interest in women’s sports, and favorable economic conditions like lower U.S. interest rates. Key drivers include robust income streams from media rights, sponsorships, naming rights, and premium seating, alongside increased demand for sports content and concert tours utilizing professional facilities. “The rise of women’s sports and global engagement are unlocking exciting new revenue opportunities,” says Fitch’s Ben Munguia. The game is changing—and the opportunities are boundless! #SportsBusiness #WomenInSports #GlobalExpansion

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The newest SportsLine mock draft in the #FantasyFootball PPR format includes a reminder that you can never fully predict what will happen in the first round - https://lnkd.in/gpzE9p74

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Why invest $115 million in a bankrupt company when you could simply agree to a more straight forward deal such as a revenue share with a minimum guarantee at a fraction of the cost? This kind of non-exclusive deal is much more in line with Amazon's approach to sports rights globally. Of course, there are exceptions like the NBA and NFL deals they've secured in the US, along with a few others that were simply too good to pass up. Whatever the outcome of the ongoing RSN saga, it feels like there’s much more to unfold. Teams and owners will likely continue reassessing their individual approaches to this complex moment for local rights. https://lnkd.in/eZRAGcrZ

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This partnership between #MajorLeagueBaseball and #Mastercard highlights the connection food has with baseball and sports overall, from traditional items like hot dogs, popcorn, ice cream, and peanuts to unique choices such as fried chicken donuts at #CitiField and the Mac Bat at #TropicanaField, a cone filled with Mac n Cheese. Utilizing the connection with culinary in your market can also bring the rewards of engaging both inside and outside your venue. Minor League Baseball and "Home Run Foods" Minor League Baseball (MiLB) partnered with local eateries to offer "Home Run Foods," delivering stadium favorites to fans' doorsteps. This initiative boosted fan engagement during the pandemic, achieving a 20% increase in merchandise sales tied to food orders. ECHL Inc. and "Fan Feast" The ECHL's "Fan Feast" program, launched in collaboration with regional food vendors, provided fans with team-branded meal kits. This initiative saw a 15% increase in online fan engagement and helped sustain local businesses. Local Quick Service Restaurant (#QSR) partnerships are crucial for community connections. They provide unique, regional flavors that resonate with local fans, enhancing the authenticity of the at-home experience. These collaborations also support local businesses, fostering community goodwill and creating a mutually beneficial relationship. ❇ Tips for Finding Local QSR Partners 1. Identify Popular Local Eateries: Look for restaurants with a strong local following or reflect the community. 2. Evaluate Brand Alignment: Ensure the QSR’s brand connects with your team’s values and fanbase preferences. 3. Leverage Existing Relationships: Utilize existing sponsorships or vendor relationships for potential partnerships. 4. Consider Logistics: Choose partners capable of handling high volumes and maintaining food quality during delivery. Building Community and Revenue Implementing these food delivery programs creates a strong community connection, and loyalty and generates new revenue streams. A simple, easy-to-activate idea is to collaborate with a popular local food provider to offer team-branded meals for delivery during home and away matches. This enhances the fan experience and supports local businesses, driving engagement and sales. Consider what your local culinary providers might offer your fans. #Sportsbiz #FanEngagment #Partnerships #Community #Baseball #Food #Concessions

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Counting down 2024’s Top 10 Sports Sponsored Content - Part 1️⃣ 🎤 #10: Pittsburgh Penguins x DICK'S Sporting Goods This post convinced me that with the right execution, in-venue activations can thrive on social media as sponsored content. Results: 2.4M impressions, 113K engagements, 4.7% rate. 😴 #9: Philadelphia Eagles x Sleep Number Corporation In the sleep and fitness categories, many teams settle for a basic post about a player’s workout/recovery routine, the Eagles flipped the script, creating content that held fans’ attention and seamlessly delivered brand messaging. Results: 838K YouTube views Stay tuned and follow along for the rest of the top 10. #sportsbusiness #sportsmarketing #sponsorship

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Sports teams and soft drink companies have forged enduring and profitable partnerships over the years, but I've always believed these deals could be even more beneficial for both parties. Historically, partnership potential has been constrained by limited resources on both sides. Teams typically lack sufficient personnel to develop sustainable channel promotions, while global brands like Coca-Cola often don't invest the time and budget to create unique promotions in each individual club market. I believe team-branded loyalty points could help overcome these constraints by establishing a uniform affinity currency capable of supporting DTC promotions and B2B deals. 1. Channel promotions: if a portion of Coca-Cola's club spending were allocated to Club Points, then Coke could use team points as both an activation and sales tool. Coke could pass through team points to its retail partners, enabling them to reward fans who visit stores and purchase Coca-Cola products. This approach should help Coca-Cola increase case and syrup sales while securing more retail displays. 2. Fan Engagement: Coca-Cola could offer Club Points to fans for participating in sweepstakes, online promotions, or sampling events. This would help Coca-Cola gather valuable fan data and address one of its biggest challenges: knowing its end users. 3. Per cap pending: At ballparks, fans could use accrued Club Points to purchase more Coca-Cola products or earn additional points by buying Coca-Cola during games. Beyond sports, the overlap between team corporate partners and Coca-Cola's retail network is fascinating. As a team sponsorship seller, I'd be excited to use a Club Points program to engage existing partners and pitch new ones, using points as a compelling hook. With points serving as a common currency, clubs can forge partnerships with myriad brands. And club partners could even establish bespoke points-exchange rates to conduct deals directly with each other within the team ecosystem. Branded points can even enhance Coca-Cola's MLB (league) partnership in concert with club-level deals. The possibilities for expanding team/soft drink partnerships are endless, which isn't always advantageous since teams and partners often lack the time to pursue all opportunities. But that's where Minty Sports comes in. We provide the software, services, and strategy needed to bring loyalty commerce programs and partnerships to life. The Minty Sports system could create a currency for MLB that allows each team to have its own distinct, branded points that interchangeable with league points. League / team data could also be shareable. Our cloud-based financial software mints, distributes, and manages points-based transactions, accessible at venues, stores, online, and via cellular networks. cc JohnWallStreet, Matt Gardner Eric Stisser Neil Viserto Mike Morris Hunter Lochmann James Van Stone Anuk Karunaratne Chris Lencheski Bret McCormick

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"We want to be a leader in the game and we want to be on the front foot." - Ali Curtis, MLS SVP of Sporting Development. MLS and MLS NEXT Pro are doing just that, as evidenced by the rules we have implemented to increase focus on player health and safety and to decrease time wasting. Today's article gives a great look at the rules and their impact. Take a look: https://lnkd.in/eJwPhtTq

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⚾ Bottom 9th down 2 runs. "WITH THE MGM GOLDEN AT BAT: JUAN SOTO" New York Mets new $0.75Billion player. I'm delighted to see MLB backing away from the Golden At Bat 🙏 While it was intriguing to drive excitement, it was too gimmicky IMO. It could have amplified much needed stars in MLB, but these star players would potentially get 162 additional at bats. How would this affect the records, and stats. Of course when NFL expands to 17 Games, Seqon Barkey breaking a 40 yrs record by Eric Dickerson who did it in 16 games isnt fair, but ED broke a record that was in 14 games by Payton. Or when NBA added a 3pt shot or eliminated zone D records cant be compared. The bigger picture is how much revenue MLB could have made with selling the rights to Golden at Bat, but also how to address nuisances. If Dodgers down 2 runs and Ohtani hits a solo HR, could he come back up to bat again😱 Could Soto hit a double and come from 2nd base to bat again🤔. Its too messy. I do see the intrigue of best player on top pitcher. We saw this in WBC when Ohtani struck out Trout to give Japan the victory. It was riveting pitch by pitch of 2 stars, and exactly what MLB would hope for to end games, but again its too complicated and while Im all about innovation in this case I prefer old school.

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