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The league is teaming with Instagram to create a first-of-its-kind digital shopping experience for the NFL draft. It’s a “shoppable moment” stunt that combines pillars of content, community and commerce.
Draftees, wearing the New Era Draft Day Hat of the team that has just selected them, will be photographed backstage by fashion photographer Geoff Levy, whom Instagram enlisted for the project. Those photos will then be shared to the @NFL account on Instagram with shopping tags, with the hope that fans tuning in to the 2019 draft will also be thumbing through Instagram – and looking to buy.
The New Era hats have become a fixture of the NFL draft, and even though the NFL doesn’t have specific benchmarks for measuring the success of the Instagram draft-day execution, “the idea is to drive engagement and excitement about the players,” said Ian Trombetta, NFL’s senior VP of social and influence marketing.
Over the past year, shopping has becoming a bigger focus for Instagram, which sees it as a way to enhance the platform’s value for businesses of all sizes as well as generate revenue, but for the NFL it's not all about the money.
DAZN Media isn’t short of interest from advertisers that want to capitalize on its OTT player offering. But the digital sports media owner doesn’t want that to be to the detriment of its display and video businesses. As such, it has worked hard to simplify the pitch of its ad packaging across its multiple brands spanning 30 markets.
To make its programmatic-direct business more appealing, DAZN has begun pitching advertisers six creative units that mix real-time sports data and live scores into display and video creative.
Only a year ago, the future of Time and its sister titles Fortune and Sports Illustrated was looking uncertain, if not precarious. Meredith had just acquired Time Inc., and the company swiftly put Time Inc.’s crown jewels on the market since they didn’t quite fit with the more lifestyle-oriented Meredith portfolio.
With Time and Fortune apparently in good hands, that just leaves Sports Illustrated, which is said to be the most challenged of the brands from a business perspective. It’s also the title whose sale has dragged on far longer than any had anticipated, with still no end in sight. Understandably, the vibe there isn’t exactly sanguine.
Read: Vanity Fair
For a college basketball player, it doesn’t get bigger than March Madness. The NCAA Tournament represents the largest spotlight — and a tremendous platform to grow personal brands on social media.
Social media offers powerful outlets for student-athletes to express themselves and represent their teams, building brands that deliver value long after the days on the court.
As college athletics evolve, schools are empowering their athletes by delivering their marketing content directly to the players.
Individual player accounts have a large following, and combined, a team’s player followings often outnumber official school accounts by over 3X.
By using a central platform to store, deliver, and track content, 25 college teams provided athletes with dynamic photos and videos to reach over 10 MILLION people and receive over 3 million “likes” on Instagram.
Lightly recruited when he arrived at the University of Kentucky, Benny Snell is now one of the top running backs available in this week’s NFL draft. But equally impressive, and what might someday make him more money is his social media following which has grown 15-fold in the past few years, to over 145,000 on Instagram and Twitter.
Snell is part of a growing number of college athletes capitalizing on their popularity. The NCAA prevents athletes from endorsing products or being paid by sponsors, but they’re allowed to turn themselves into online personalities. And that helps lay the groundwork for future deals.
When ESPN opened the doors a little more than a year ago, it was very much a work in progress: new shows were launched from the studio every couple of months, construction was still wrapping up, and even the production teams were getting used to the new environment. Today, the facility is a beehive of activity with more than 200 hours of programming a week originating from its three studios.
“Last year, we were talking about this place becoming a content factory, and it absolutely has,” says Chris Calcinari, SVP, remote operations, ESPN. “It has exceeded everybody’s expectations as there are shows happening in here from morning until night."
Stance Becomes NBA 2K League’s First Official Sock Provider
The NBA 2K League announced today a multiyear partnership with Stance to serve as the league’s official sock provider. The popular sock and underwear brand will supply the NBA 2K League’s 21 squads with team-branded designs, and in-game avatars will also be outfitted in Stance socks. The tie-up marks Stance’s first outfitting partnership in esports, and builds on the company’s association with the NBA, for which it has been the official sock supplier since 2015.
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