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April 9, 2019
According to Bet Labs, oddsmakers opened the Texas Tech-Virginia game over/under at a historical low of 117.5, the lowest national championship total since they started tracking college basketball betting data in 2005.
April 9, 2019Fan Fact:
The Athletic is launching over 20 exclusive, ad-free podcasts behind the company's subscription paywall on its app and website today.
The subscription-based digital sports media company, is launching a multi-million dollar podcasting business, to compete in the sports podcasting space that has become more crowded over the past few years, with digital upstarts like Barstool Sports, The Ringer and SB Nation, in addition to TV sports giants like Fox Sports and ESPN.
The programming strategy is to leverage The Athletic's 300+ sports reporters around the country and in Canada to create local and national podcasts, varying in topics and cadence. Most podcasts will range from 15-40 minutes.
The Athletic is hoping to differentiate itself by focusing on quality, hyper-localized podcasts that live only behind a paywall, with the hope of attracting new segments of sports fans who engage with sports differently.
When New Balance launched the fourth iteration of its line of Fresh Foam shoes, the brand had two main targets: First, it wanted to reach a group New Balance refers to as “game changers,” which are high school and collegiate athletes who like to run but don’t count running as their main sport. Second, it wanted to expand its reach from “game changers” in the U.S. to those around the world.
New Balance decided to create gamified mobile ads, served programmatically through Snapchat and Instagram. That insight led New Balance to partner with ad platform TreSensa to create the in-app ad, disguised as a game called Cloud Jumper, to promote the shoes.
The Vegas Golden Knights announced the launch of VGK Worldwide, a digitally-based global community that will serve and unite Golden Knights fans around the world. The Golden Knights plan to engage fans through a membership that includes a custom kit in the mail with specialty premium items showcasing a brand-new logo, as well as exclusive access to a #VGKWorldwide Facebook Group open only to members.
The #VGKWorldwide Facebook Group will serve as home to unique, exclusive Golden Knights content, special Q&As, fan meet-ups around the world, and a place to discuss the Golden Knights with fellow supporters.
Name: Ryan Eddy
Job: Director, Business Development, MLS and Soccer United Marketing
In 140 characters or less, tell us who you are and how you got to where you are today.
Ryan: I am passionate about sports, brands and creativity. I work with all three on a daily basis to help brands authentically connect with consumers and fans.
What are you working on right now? Any exciting future plans that you’re able to share?
Ryan: 2019 is an exciting year. The U.S. Women’s National Team will be defending their 2015 Women’s World Cup title and Concacaf will host the 15th edition of the Gold Cup. Needless to say, there is a lot of buzz from soccer fans, as well as the business community. Everything we do is focused on serving fans better—if there is a good idea, brand, or partner that helps us forge a deeper connection with the soccer community.
What’s one trend in media or marketing that you’re buying or selling?
Ryan: I am excited to see how brave marketers are being rewarded for taking risks. Gut-based campaigns and marketing activations are scary, but they have an ability to pay off in big ways (ex: Bud Light’s “Dilly Dilly” and Nike’s “Dream Crazy” campaigns, etc.). I believe in both the importance and value of data-driven decision making, but I also believe that marketers need to trust their gut. You need to think like a human to connect with a human.
AT&T will become the first non-apparel partner to have its logo featured on all WNBA jerseys as part of a new deal, with the tech company and the league also planning to collaborate on programs that support women in sports. The jerseys will debut during this week’s WNBA Draft held at Nike’s new NYHQ.
“Whether it’s women in sports, supporting small businesses like those owned by WNBA players, being a leading voice in LGBTQ rights, or giving back to communities in which we operate, we have much in common and many opportunities to empower these incredible athletes and their fans,” said Fiona Carter, AT&T’s chief brand officer.
German soccer giants Borussia Dortmund have launched a TikTok account, following the likes of Inter Milan and AS Monaco onto the short-form content sharing platform.
Dortmund have become the first Bundesliga side to utilize the platform and the launch is thought to be part of the club’s push into Asia. TikTok (known as Douyin in China) is growing hugely popular, especially in Asia, and the club already have accounts on Asian social networks WeChat, Weibo and Line as well as the widely used western platforms.
ELeague Signs Up Axe as Personal Care Partner
The men’s grooming brand agreed to a deal to become the official personal care partner of ELeague, the esports organisation operated by Turner and IMG. The deal included the presenting sponsorship of the first-ever ‘ELeague x Rocket League Game Zone’ during the Final Four Fan Fest from April 5-8 at the Minneapolis Convention Center. The partnership includes a range of promotional and marketing initiatives across television, digital, social and on-site at competitions. Axe and ELeague will also create custom content features, including ‘You’re Hotter When You’re Chill presented by Axe’, which will feature interviews with players.
Sports Marketing Senior Manager
Pepsi – White Plains, NY
Director, Business Development
NFL – New York, NY
Digital Advertising Specialist
Whitecaps – Vancouver, CN
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