Cynopsis Sports 02/25/19: Measuring the NHL Scoreboard; MLS sets goals for season 24; Spring Training warmups

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Good morning. It’s Monday February 25, 2019 and this is your first early morning Sports briefing.

Last week saw GumGum Sports reveal details from its NHL Scoreboard — a new, near real-time artificial intelligence/computer-vision platform used by teams, leagues and brands to measure the ROI of its deals, tracking 506 sponsors across 10 in-arena/on-ice NHL sponsorship placements. Among the findings: Instagram was by far the best social media platform in generating media value, with $5.75M in total sponsor value. Twitter only drove $597K in total value, with Facebook at $494K. The top sponsor: GEICO ($321K in sponsor media value; GEICO is a partner with 21 teams). But Party City — with just one (!!) team sponsorship, the Rangers — had the fourth-highest sponsor media value total ($145K), besting NHL TV and Toyota, who had 12 team partnerships/branding in 12 arenas (including the Rangers and Flyers, so similar big markets). The Chicago Blackhawks, who have more social media followers than any other team (6.7M) actually came in third among all teams in providing social media media value for their sponsors, with the Toronto Maple Leafs (fourth-most social media followers among all teams; 4.04M) topping the results. The top in-arena/on-ice sponsor placement, with more than 12 times the sponsor media value than the next-best position: static dashboard ($5.77M). The static dashboard made up 84 percent of the total GumGum Sports NHL Scoreboard value. The NHL introduced a new area of the ice for sponsors to put their logos at this season, for the first time allowing for an in-ice corner logo. The area ranks sixth in location rank, giving teams $98.3K in total value to date, besting such in-arena logo placement stalwarts as in-ice naming rights, arena LED ring, LED dashboard and the penalty box.
Cynopsis asked Brian Kim, GumGum Sports general manager, about the system and its results, discussing the lessons learned and what brands can learn from the data. Kim on social media: Social media has created completely new channel for teams to generate value back to their fans and their sponsors. GumGum Sports felt it was important to be able to show the league, teams and brands how this channel is being effectively used, what is working and what is not working. The great thing about social media is that all the content can be generated from the team, so it really is a new revenue stream that can be maximized if a team does it well. For hockey, where there is a good amount of standardization in the types of sponsorships that are run in a game, it's a great way to be able to benchmark against competitors, see who is doing well and who is not, and figure out ways to improve in generating value back to their sponsorships.” On lessons learned: We've learned kind of expectedly that the Static Dasherboard is by far the highest generating value placement on social media thus far for most teams. In total, it generates 84 percent of the total value created from team accounts, mainly because teams only share highlight clips of their games. It was also interesting to learn that more sponsors didn't necessarily translate to more value. A lot of sponsors in the NHL will sponsor 10-to-15 teams, but we saw Party City, Air Canada, Scotiabank and Kia in our top 10 sponsors in value even though they sponsored less than 8 teams each.” On benefitting brands: For brands, both existing NHL sponsors and potential brands thinking of sponsoring, we believe our data is key in their decision making process. It really allows them to see which teams are being successful in representing their sponsorships and who might not be. A lot of times, sponsors may think that value is a popularity contest based on how many followers a team has, but what our data has shown is really that the rankings in value don't match up to popularity alone and that there are ways for teams to control content distribution and create new revenue opportunities. On the team side, we believe our data really shows them some of the gaps that they have in how they produce content right now. The static dasherboard is so skewed in value compared to the other placements in an arena and that is an opportunity that teams can seize to figure out how to generate authentic rich content to promote those other placements and generate more value for them.” On surprises: I think we were most surprised with how underutilized social media still appears to be for NHL teams. Compared to some other sports, we don't see as much of a concentrated effort on generating sponsorship value and really the focus is primarily on highlight clips from each game. Those two things can go hand-in-hand but it was a bit surprising to not see the business side take more advantage.” PROGRAMMING
This week sees MLS kick off season 24, complete with new teams, new messaging and a new playoff format. Play begins on Saturday and Sunday with games on ESPN, FOX, Univision, TSN and TVA. New this year will be the addition of a 24th club in FC Cincinnati, along with a new stadium in Minnesota (Allianz Field). MLS also launched the league’s new mobile app campaign today – “Live Your Colors” – which will run on broadcast and digital platforms throughout the season. The league will look to top last season’s successes, which included record revenue for attendance and record TV viewership. With final numbers in the books, ESPN reports that North Carolina’s win over Duke delivered a Nielsen reported audience of 4,343,000 viewers, which ranks as the most-viewed weeknight college basketball game in ESPN history, and topping the previous record of 4,140,000 viewers, which was set by another UNC-Duke matchup on February 18, 2015.Season-to-date, men’s college basketball on ESPN is up 15% percent year over year. Today sees NHL Network produce more coverage of the NHL Trade Deadline than ever before this Monday, February 25. Programming will begin with a simulcast of Sportsnet’s Hockey Central at 8a, followed by a live five-hour trade deadline edition of NHL Tonight at 2p with live reports, updates and analysis from NHL Network’s E.J. Hradek, Brian Lawton, Tony Luftman, Jackie Redmond, Kevin Weekes and NHL.com’s Dan Rosen featured throughout the day. NHL Tonight will continue its live coverage until 11p. ESPN+ carries - for the first time - a slate of Major League Baseball spring training games with the new season. The eight-game schedule starts this Saturday and features seven straight days of games. Among the games in the lineup will be: Robinson Cano with the New York Mets on Feb. 23; Josh Donaldson with the Atlanta Braves on Feb. 23; Paul Goldschmidt with the St. Louis Cardinals on Feb. 24; Vladimir Guerrero, Jr. with the Toronto Blue Jays on Feb. 25; and Manny Machado with the San Diego Padres on Mar. 1. Speaking of spring training, MLB is adding a 20-second pitch clock to its games as a potential test for regular-season action. Although MLB said in a statement that it still has not decided if the 20-second clock will be used in regular-season games this season, "In the first spring training games," the clock will operate, although there will be no enforcement so players, coaches and umpires would get a sense of the timing. IMPACT Wrestling announced that United We Stand on April 4 in Rahway, NJ will air as a live pay-per-view event exclusively on FITE.tv. The action starts at 11p and will feature the returns of former World Champion Rob Van Dam and hardcore wrestling legend Sabu to IMPACT Wrestling, as they challenge IMPACT World Tag Team Champions Pentagon Jr. and Fenix, the Lucha Brothers, in an Extreme Dream Match.

A CYNOPSIS MESSAGE

CYNOPSIS ESPORTS UPFRONT Monday, April 15 / NYC The esports event that will drive results for those looking to learn, network, and broker deals. Position your brand for a successful year by reserving your spot today ! Last year’s attendees included: Activision Blizzard, Anheuser-Busch, Capital One, Carat, Coca-Cola, DDG, Delta, ESL, Frukt, Havas, Herbalife, Horizon, IBM, IMG, Jack Morton, JPMorgan Chase, Kraft, Mastercard, Media Storm, Mindshare, MLG, MSG, Octagon, Papa John's, PHD, Publicis, Red Bull, Spark Foundry, Squarespace, UM, W+K, Zenith & more.

SPONSORSHIP & PROMOTION
NASCAR and TrüNorth Warranty locked in a multi-year agreement designating the company as the “Official Commercial Truck Warranty of NASCAR. “TruNorth’s expanded commitment reinforces the value that NASCAR provides to brands investing across the sport,” said Jon Tuck, chief revenue officer, NASCAR. “The combination of a team and sanctioning body partnership will effectively enhance TruNorth’s brand awareness and help them reach new customers.” DIGITAL, DATA & TECH
NBA data analytics partner SAP released a first-of-its-kind, reality competition show that “pits four data-hungry, die-hard basketball fans against each other to see who has what it takes to be a GM in the NBA, titled GM School. The winner of the inaugural “GM School” competition – Matthew Ellis, an MBA candidate at Columbia Business School - will receive an exploratory interview with the NBA as well as meetings with League executives, with the hope of one day working in an NBA front office. ESPORTS
Epic Games laid out the road ahead for Fortnite esports, where $100 million is up for grabs this year, leading into this summer’s Fortnite World Cup where $30 million will be on the line. The NYC event will take place from July 26-28 with each player guaranteed a minimum of $50,000, and featuring both an individual competition (Solos) and a two-player-team event (Duos). Leading up to the championship, players can punch their ticket well as providing prize support to select third-party tournaments. These initiatives will allow the developer to award the remainder of the $100M in prizing it committed to Fortnite’s first competitive season last year via ten weekly online qualifier tournaments beginning on April 13. Each qualifier will award $1M in total prizing. The news was announced in an esports update from Epic Games, which also noted that the publisher will offer an additional $1 million a week in separate tournaments through the end of the year, with competitions that will “feature a wider variety of modes and formats.” Finally, Epic also vowed to continue to offer prize support to select third-party tournaments. Blizzard Entertainment confirmed its Hearthstone esports plans which are getting a facelift in 2019, with over $4 million on the line for players this time around. Hearthstone’s esports system is being sliced into three tiers, starting with the Masters Qualifiers, a slate of around 30 weekly online tournaments operated via online tournament organization platform Battlefy. Winners of these competitions will be eligible to participate in the second tier, which is titled the Masters Tour, consisting of multiple large-scale, in-person tournaments throughout the year that will kick off in June at the LINQ hotel in Las Vegas with a prize pool of $250,000, although the prize pool can get a boost through the purchase of limited-time in-game items. The top tier of play will be known as the Hearthstone Grandmasters, although details on that level of play will be announced down the road. Major League Soccer inked a one-year partnership with Twitch to boost its base and provide next month’s eMLS Cup with more prominent placement on the site. According to Bloomberg, the league is also considering expanding the partnership to include nongaming content which might include highlights or other video content from its 24 teams. THE MAIN EVENT
Kansas State/Kansas on ESPN at 9p.

A CYNOPSIS MESSAGE

CYNOPSIS MEASUREMENT & DATA CONFERENCE The Cynopsis Measurement and Data Conference is set for Tuesday, June 11 in New York City, designed to help you tackle the challenges of TV and digital measurement, and chart a clear path to success – from now, into 2020. Join us! AGENDA | SPEAKERS | REGISTER

ON THIS DAY in 1981: 84 penalties are called in the NHL matchup between the Bruins and Northstars (392 minutes). In the Know: Which MLB club has a mascot named Screech? (Email chris-sports@cynopsis.com with your answer and be sure to include your name, company and city.) Answer to Our Last Sports Trivia Question: Which NBA Hall of Famer was nicknamed Iceman? Answer: George Gervin. Kudos: Sandy Haberman-Sojern/NY; Ann Crossman-Gracenote/NY; Michael Brown-UEG/NY; Pete Gautieri-A&E Networks/NY; Roger Furman-Sports Marketing Communications/Greentown; Jonny Codalata-CSM Sport & Entertainment/Indianapolis; Lino Garcia-Amistad Entertainment/Miami; Brian Bonder-a4 Media/Piscataway; Matt Fumagalli-NBC/Chicago; Kevin Micklo-Pinnacle Advertising/Chicago; Travis Wacker-ESPN Milwaukee/Milwaukee; Lance Davis-ESPN Milwaukee/Milwaukee; Greg Molonik-GLM Media/Scottsdale; David Hauptman/Denver; Rich Wolfe-RichCraft/Scottsdale; Jack Neumann-University of Calgary Dinos 5th Quarter Alumni Development/Calgary; John Baghdassarian-Olympusat/LA; Howie Schwab-FOX Sports/LA; Jaymz Wooden-Bottelsen American Dart Lines/Santa Maria; Andy Babb-Super League Gaming/Santa Monica Later -- Chris

Chris Pursell @VegasandVine
Diane K Schwartz Senior Vice President Media Communications Group	Roberta Caploe Publisher @robertacaploe	Cynopsis Ad Sales Mike Farina \| 203-218-6480 VP, Sales	Albert Nassour \| 917-545-3129 Director, Strategic Partnerships	Cynopsis Job Listings Sales Trish Pihonak \| 203-899-8459 Director of Operations

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DIGITAL MEDIA SALES, INTEGRATED/WIVB TV/WIVB.com/Buffalo: Resp for generating & growing digital mktg service revenue. Resp for the execution of digital sales, implementation, optimization & reporting of digital campaigns for clients. 2+ yrs outside digital mktg or media sales exp pref’d. Full info HERE (3/12)

SALES ACCOUNT EXEC/WIVB/WNLO TV/Buffalo: Exp’d sale professional w/ 2-3 yrs exp in media sales or outsides sales exp. Proven track record for dvlpng new biz & growing existing business. Able to work successfully in a multi-platform environment selling both TV & Digital products. Full info HERE (3/12)
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SALES COORDINATOR/Emerging Networks TV/Remote work from home: New York Seasoned Multicultural Television Rep Firm seeks to hire a professional sales coordinator to book insertion orders, organize wkly pre & post log & facilitate monthly invoicing. Full info HERE (3/12)
BRAND MARKETING MGR/FreeWheel/NYC: Resp for leading Freewheel brand mktg projects from conception to completion thru creative brainstorming session w/smart technology execs. Demonstrable marketing/brand management experience within an enterprise technology environment. 6-9 yrs of exp in a marcomm capacity w/ increased responsibilities. Full info HERE (3/12)
ACCOUNT SERVICES REPRESENTATIVE, AD SALES/NBCU/NYC: Responsible for maintaining all aspects of account management while providing timely and accurate information to the sales team and to the client. Client Service and/or Account Management exp a +. BA degree req’d. Full info HERE (3/8) DIRECTOR, TALENT RELATIONS/PBS/Arlington, VA: Build a program to recruit and retain the best on-air talent for PBS in all Gen. Audience program genres. 7+yrs of related exp. Full info HERE (3/8) ACCOUNT EXECUTIVE/NBC- WVIT Telemundo/Hartford, CT: Dynamic candidate to join the NBC CT & Telemundo CT local sales team. Responsible for delivering sales revenue, as well as cultivating and developing new advertisers for the station’s multi-platform properties. 1 yr sales exp. BA Deg or equiv work exp. Full info HERE (3/8) CUSTOMER SVC REP/Cynopsis/Norwalk CT: Play critical role w/marketing team and be a major support of events & logistics for all events. incl in-bound/out-bound calls with customers, event logistics and communications. comfortable in an "all hands-on deck" enviro a must. MS excel, word, outlook proficient a must. Full info HERE (3/8)
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AD SALES PLANNER/SiriusXM/NYC: Motivated, detail-oriented, organized w/strong communication skills & displays a willingness to learn and grow in a fast-paced work environment. 3+ yrs of exp in media advertising (radio and/or pricing & planning/sales analysis a strong +). Full info HERE (3/7)

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SR REPRESENTATIVE, GLOBAL PROMOTIONS/Universal Parks & Resorts/NYC: Mng activity for media promotions in top regional US mkts, internat’l business & TV dvlpmnt projects. Oversee daily project management & execution of Global Media Promotions. 4-7 yrs mktg exp req’d; or equivalent combination of education and exp. Full info HERE (3/2)

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ACCOUNT DIRECTOR/TV one/New York: Responsible for selling the brand strength of the TV One and Cleo TV to advertisers and agencies. Knowledge of cable industry (particular as it relates to AA demo). Strong verbal, written comm, negotiation and presentation skills. Knowledge of project mgmt methods and techniques. 20-30% domestic travel. FULL info HERE (3/1)

VP, ORIGINAL SCRIPTED/ION Media/New York: Candidates must be able to solicit orig scripted programming and evaluate new submissions. Manage orig dev including review series bible, outlines and scripts. Oversee all stages of production. Candidate must have a min 7 yrs experience in television scripted series dev with either a prod co/network in dev and producing scripted shows for networks, particularly dramas. FULL info HERE (3/1)
DIR, SALES DEVELOPMENT, DIGITAL INDUSTRY/ION Media/New York: Seeking sales prof with a focus on adv sales on ION’s broadcast TV platform to the Digital Tech industry. Responsible for generating new adv accts and rev for ION Television. Must have 10yrs TV selling or related advertising sales experience, with knwl of consumer-oriented tech companies and strong client contacts. FULL info HERE (3/1)

Sr WEB MGR /Vin Di Bona Productions/LA: Manage and grow VDBP portfolio of web properties. Develop and manage VDBP digital products (email newsletters, merch store, apps). 5+ yrs of work exp specifically doing digital creative project/prod management. Full info HERE (2/28)

SALES ACCOUNT EXECUTIVE/WSNS Telemundo TV/Chicago: Exp’d & dynamic sales person to negotiate/sell multi-platform solutions incl TV, digital & experiential opps. Min 3 yrs exp work in TV sales or other area of Media Sales incl prospecting new clients & negotiating business proposals/closing deals. FULL info HERE (2/28) DIRECTOR, DIGITAL SALES RESEARCH/The CW Network/NYC: The CW Network seeks a Director, Digital Sales Research for their Media Sales & Planning team. Must have 6+ years digital research experience. Full info/apply HERE (2/28)
VP, L&BA/A+E/LA: Draft & negotiate agreements relating to the development, licensing, and/or prod of scripted programming for A+E Networks portfolio including A+E Studios. 7+ yrs legal exp with a minimum of 3 yrs at a studio or network. Must have scripted exp and be a member of CA or NY Bar(s). Apply HERE (2/27)

VP, BUSINESS & LEGAL AFFAIRS/Discovery/LA: Handle deal negotiations, provide legal advice/guidance & draft/review agreements for Discovery Studios prog/prod transactions. 8+ yrs exp working in-house at entertainment company. Full info HERE (2/27)
LEGAL ADMIN ASST/Reavis Page Jump LLP/NYC: Exp’d admin asst to work w/our attorneys (incl head of entertainment group) fast-paced high-quality collaborative setting. Fast-thinking take ownership type of person for this role to support 2 partners & 1 assoc. 3-5 yrs solid legal support exp a must. Full info HERE (2/26) LEGAL ASSOCIATE/Reavis Page Jump LLP/NYC: Exp’d associate to work w/head of Media&ent group. Resp for structuring /reviewing/drafting/negotiating transactions primarily in film, TV & new media. 4-6 yrs legal exp and excellent academic history. Full info HERE (2/26)
MGR, DISTRIBUTION STRATEGY/Viacom/NYC: Lead dvlpmnt/implementation of new products & business models that Viacom &/or its distribution partners can pursue to generate value. 2-3 yrs Corp Strategy/Bus. Dvlpmnt, Investment Banking, or Strategy Consulting. Deep understanding/passion for media mkt trends. Full info HERE (2/26)

SR DIRECTOR, SEARCH & PROGRAMMATIC AUDIENCE BUYING/NBCU/Universal City CA: Resp for the planning and execution of all search and programmatic planning and buying. Min 10yrs exp in media/search/paid digital agency, advertising agency, direct marketing, cable/broadcasting or similar media envir. Full info/apply HERE (2/26)

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