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Athletes Are Making Their Money In Content

“Jordan’s example has led to the next generations’ emergence in entertainment, media, and sports. It is an emergence that is beyond in some ways what Jordan has accomplished.”

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In many ways, the voice of athletes started its exponential growth with the introduction of social media, where every human being has access to a personal broadcast channel to express themselves, their passions, stories, and ideas.  The athlete as an artist immediately expanded from highlight reel to Hollywood film and television reel as a content producer.  However, it was The Players’ Tribune, founded by Derek Jeter in 2014, that jumpstarted the athlete-driven voice of content, first in writing, and later in video, polls, and podcasts.  

On the Line: Derek Jeter | By The Players' Tribune
Courtesy: The Players’ Tribune

Michael Jordan was the first international athlete that made millions in sponsorship money—selling his name or attaching his name to products for the purpose of endorsing them for a profit.  He also starred in the Warner Bros. live-action/animated film Space Jam.  Jordan turned those partnerships into ownership of an NBA basketball team and a partner and focus of one of the most iconic athletic brands in the world, Jordan/Jumpman (Nike).  More recently, Jordan was the focus of the Emmy award-winning The Last Dance docuseries about the NBA Chicago Bulls six championships and more specifically the sixth and final trophy for Air Jordan his Bulls team.  He also co-owns a NASCAR team with Joe Gibbs.  

Jordan’s example has led to the next generations’ emergence in entertainment, media, and sports. It is an emergence that is beyond in some ways what Jordan has accomplished.  However, that is the point—the mentee should always outperform the mentor with proper, training, guidance, and a little luck too.  Where many athletes have pursued broadcasting work as color analysts during and after their professional careers in sports, Jordan did not pursue these avenues or seek to open a television or film production studio to develop entertainment, media, and sports content.  

The direct-to-consumer approach of Hollywood and sports networks through streaming platforms, combined with the introduction of athlete voices through social media and podcasts has led to more opportunities.  Los Angeles Laker LeBron James launched his SpringHill Company in 2020 not long after joining showtime in Tinseltown.  SpringHill is a content studio that develops and looks to other studios for major production and distribution.  LeBron has the sponsorship advertising prowess, but can also add documentaries and feature film content to his resume.  

Kevin Durant launched a podcast titled “The Boardroom” through his company, Thirty-Five Ventures.  With YouTube on par with Netflix in revenue (minus the paywall), it provides another direct-to-consumer platform for everyone and more opportunities.  Steph Curry launched Unanimous Media in 2018 as a content and production studio, originally in partnership with Sony Entertainment, now the studio is partnered with Comcast owned NBCUniversal in the $10 million dollar range.  

The media has deemed the Curry deal a first, which is noteworthy, but so is the faith and family focus of Curry’s programming that will span many brands in the NBCUniversal entertainment family.  Curry will join the NBC broadcast for the Ryder Cup as an analyst and host and interview guests for an educational series, which does not include film projects and the second $200 million dollar basketball contract Curry signed in 2021.  Chris Paul, Kyrie Irving, and Dwayne Wade have been involved with film projects of their own.  Tim Tebow is a nationwide celebrity and motivational speaker, not to mention a world-renown athlete and person with a big heart towards faith and philanthropy.    

Peyton and Eli Manning also have their own broadcast for Monday Night Football.  Peyton also starred in the very successful “Peyton’s Places” that will have season two launched soon on ESPN+.  Both are produced by Peyton’s Omaha Productions.

Speaking of Disney brands, the company’s 30 for 30 is still one of the main catalysts for highlighting the struggles and triumphs of athletes.  Hard Knocks, Ballers, and Jerry Maguire also gave insight into the world of sports beyond the field, statistics, and championships.   

The growth of entertainment, media, and sports has been and continues to be exponential.  Some additional areas to watch include development of series and docuseries in baseball, hockey, soccer, and in other popular, but not the big five sports in America (e.g., lacrosse, cricket, etc.).  With women’s sports receiving more attention on television, there are tremendous opportunities for growth in entertainment production particularly in women’s soccer. 

LFG (2021) - IMDb
Courtesy: WarnerMedia

To date, NBA players have dominated the entertainment, media, and sports landscape for Hollywood production.  However, to each their own, because some stars love developing content, others love speaking about content, and still others love to own content (particularly in the form of brands and franchises) (see Michael Jordan and Derek Jeter).  Indeed, the era of athlete as Hollywood producer is upon us.      

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BSM Writers

Keeping Premier League Games Shouldn’t Be A Hard Call For NBC

“Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans.”

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NBC Sports is facing some tough, costly decisions that will define its sports brand for the rest of this decade.  A chance to connect with viewers in a changing climate and grow Peacock’s audience as well.  However, making the right choice is paramount to not losing to apps like Paramount+ (pun intended).

NBC is currently in the business of negotiating to continue airing the Premier League as their current deal ends after this 2021-2022 season.  NASCAR is contracted to NBC (and FOX) through the 2024 season.

NBC’s tentpole sports are the NFL and the Olympics.  

Negotiations for the EPL are expected to go down to the wire. Rather than re-up with NBC, the league is meeting with other networks to drive up the price. NBC has to then make a decision if the rights go north of $2 billion.

Should NBC spend that much on a sport that is not played in the United States? It’s not my money, but that sport continues to grow in the US.

If NBC re-ups with the Premier League, will that leave any coins in the cupboard to re-up with NASCAR? Comcast CEO Brian Roberts hinted that there might be some penny pinching as the prices continue to soar. This may have been one of the reasons that NBC did not fight to keep the National Hockey League, whose rights will be with Disney and WarnerMedia through ESPN and TNT, respectively.

“These are really hard calls,” Roberts said. “You don’t always want to prevail, and sometimes you’re right and sometimes you’re wrong, but I think the sustainability of sports is a critical part of what our company does well.”

Roberts was speaking virtually at the recent Goldman Sachs 30th Annual Communacopia Conference. He told the audience that between NBC and European network Sky, that Comcast has allocated approximately $20 billion towards these sports properties.

Comcast CFO Michael Cavanagh spoke virtually at the Bank of America Securities 2021 Media, Communications and Entertainment Conference and echoed that the company is in a good position to make some strong choices in the sports realm. 

“The bar is really high for us to pursue outright acquisitions of any material size,” Cavanagh added. “We got a great hand to play with what we have.”

While the European investments involve a partnership with American rival Viacom, the US market seems to have apparent limits.

Last Saturday’s NASCAR Cup Series at Bristol Motor Speedway was seen by around 2.19 million people. It was the most-watched motorsports event of the weekend. That same week eight different Premier League matches saw over 1 million viewers. More than half of those matches were on subscription-based Peacock. 

Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans. A game of typical soccer fan is used to a sport that is less than two hours long. The investment in a team is one or two games a week. 

My connection to the Premier League began before the pandemic.  When I cut the cord in late 2017, I purchase Apple TV.  Setting it up, it asks you to name your favorite teams.  After clicking on the Syracuse Orange and the New Jersey Devils, I recalled that my wife has family based in London, England.  They are season ticket holders for Arsenal, and that family redefined the word “die-hard” fans.

I’ve long been a believer that sports allegiances are best when handed down by family. I love hearing stories of people loving the New York Giants because their parents liked them, and they pass it down to their children.

I’ve successfully given my allegiance to the Devils to my young daughters. 

By telling Apple TV that I liked Arsenal, I get alerts from three different apps when the “Gunners” are playing. The $4.99 is totally worth it to see Arsenal.

Whenever I told this story, I was amazed to see how many other American sports fans had a Premier League team. Students of mine at Seton Hall University rooted for Tottenham Hotspurs, while an old colleague cheers on Chelsea.

Global Is Cool': The Growing Appeal of Premier League Soccer in America
Courtesy: Morning Consult

This is not meant to say that NBC should sign the EPL on my account. The key for any US-based soccer fan is that between Bundesliga, Serie A, and other leagues, there will be no shortage of soccer available on both linear television and streaming services.

Besides, Dani Rojas did say that “Football is life.”  NBC, originator of the Ted Lasso character, should make keeping its Premier League US connection a priority.

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BSM Writers

Media Noise – Episode 45

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Today, Demetri is joined by Tyler McComas and Russ Heltman. Tyler pops on to talk about the big start to the college football season on TV. Russ talks about Barstool’s upfront presentation and how the business community may not see any problems in working with the brand. Plus, Demetri is optimistic about FOX Sports Radio’s new morning show.

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BSM Writers

6 Ad Categories Hotter Than Gambling For Sports Radio

“Using sports radio as a back page service for gambling will have a limited shelf life.”

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For years sports radio stations pushed sports gambling advertisers to early Saturday and Sunday morning. The 1-800 ads, shouting, and false claims were seedy, and some stations wouldn’t even accept the business at 5 am on Sunday.

Now, with all but ten states ready to go all in on sports gambling, sports radio stations can’t get enough of that green. Demetri Ravanos wrote about the money cannon that sports gambling has become for stations. Well, what if you are in one of those ten states where it isn’t likely to ever be legal like California or Texas? Where is your pot of gold?

A Pot of Gold Articles - Analyzing Metals
Courtesy: iStockphoto

Or, let’s face it, the more gambling ads you run, the more risk you take on that the ads will not all work as you cannibalize the audience and chase other listeners away who ARE NOT online gambling service users and never will be. So, what about you? Where is your pot of gold?

Well, let’s go Digging for Gold. 

The RAB produces the MRI-Simmons Gold Digger PROSPECTING REPORT for several radio formats. In it, they index sports radio listeners’ habits against an average of 18+ Adult. The Gold Digger report looks at areas where the index is higher than the norm – meaning the sports radio audience is more likely to use the product or service than an average 18+ Adult who doesn’t listen to sports radio. The report, generated in 2020, indicates that sports radio listeners are 106% more likely to have used an online gambling site in the last thirty days. That’s impressive because the report only lists 32 activities or purchases a sports radio listener indexes higher than an average adult. I looked at those 32 higher indexes, and I think we can start looking for some gold.

Using sports radio as a back page service for gambling will have a limited shelf life. The gambling companies who commit significant money to get results will continue advertising and chase the others away. So, the future of sports radio needs to include other cash cows.

If it is evident to online sports gambling services that sports radio stations are a must-buy, who else should feel that way?  I looked at the Top 32 and eliminated the media companies. ESPN, MLB/NHL/NFL networks, and others aren’t spending cash on sports radio stations they don’t own in general. But Joseph A Bank clothing, Fidelity, and Hotwire should! Here’s your PICK-6 list I pulled together that’s hotter than sports gambling:

  • Sportscard collectors, Dapper Labs, Open Sea- read about Sports NFT $.
  • Online brokerage firms-Fidelity, Charles Schwab, Robinhood, Webull, TD Ameritrade
  • Golf courses, resorts, equipment, etc.- we play golf at home and vacation
  • Hotwire.com, Booking.com, TripAdvisor, Airbnb, Carnival Corporation, and Priceline.com- we’ve used Hotwire in the last year.
  • FedEx, UPS, U.S. Postal Service, Venmo, PayPal, Zelle-we wired or overnighted $ 
  • Jos. A. Bank, shein.com, macys.com, nordstroms.com- we went to Jos. A. Bank in last three months

The sports card/NFT market is 32% hotter than the sports betting market for sports radio listeners. Everything on the PICK-6 is at least 100% more likely to purchase than an average 18+ Adult who doesn’t listen to sports radio. All listed are at or above indexing strength compared to sports betting. The individual companies I added are industry leaders. Bet on it! Email me for details. 

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