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How Overtime Is Using Merch and Pop-up Retail to Engage Fans | Hashtag Sports Daily

December 11, 2018

Fan Fact:
According to Propeller Insights, 78% of consumers who receive an Amazon smart speaker as a gift during the holiday season are concerned about Amazon listening to their conversations and using the information to target them with advertising


Top Story

Topgolf to build new esports lounges at six locations in 2019

Sports entertainment firm Topgolf has partnered with Chinese electronics company TCL to add esports lounges to six Topgolf venues during 2019.

Why?

TCL and Topgolf expect to reach more than 63 million guests annually over this multi-year partnership. Topgolf also says it will begin partnering with national esports leagues to bring events and competitions to its lounges.

The bottom line:

Through partnerships like this, esports is inching ever closer to the casual fan. Topgolf is positioning itself as a go-to destination for guests of all backgrounds and skill levels to play daily esports games and participate in organized events, coaching sessions, viewing parties and meet pro gamers.

Read: SportsTechie


Digital

How sports media company Overtime is using merch and pop-up retail to engage its audience

Overtime hosted its first-ever retail pop-up shop, with a store in New York carrying its brand apparel alongside three collaborations over the weekend.

As apparel from non-traditional companies begins to become more popular and mainstream, fashion brands will also have to worry about competition from companies outside of apparel altogether.

Nonetheless, co-founder Dan Porter is hesitant to say that Overtime is becoming an apparel company, only because he views the sale of Overtime clothing as merchandising, rather than full-on apparel.

Read: Glossy


Trends

What Reddit can tell us about NBA fan bases

One way to quantify the ups and downs of a fan base is to look at how active they are: After all, the only fans worse than angry fans are uninterested ones.

To understand the landscape of fandom on /r/nba, it’s worth examining in detail the comment activity for fans of the Philadelphia 76ers, the Cleveland Cavaliers, the Los Angeles Lakers and the New Orleans Pelicans.

Read: FiveThirtyEight


Spotlight

Meet Nicole Bersani, this week's community spotlight

Name: Nicole Bersani

Job: Digital Content Manager, Chicago Cubs

In 140 characters or less, tell us who you are and how you got to where you are today.

Nicole: Homegrown baseball fan who fell in love with creating content, and like most people in this business, is fueled by caffeine.

What are you working on right now? Any exciting future plans that you’re able to share?

Nicole: As a marketing team, we are creating content with stronger storylines. Whether it is innovative branded content with sponsors or unique perspectives of our players, fans and community, we are being very strategic in our content. Specifically, YouTube – how we plan to use the platform and the content we’re producing for it will be new to our fans.

What’s one element of the sports industry that you’d like to see change?

Nicole: There’s a stigma in baseball. It’s America’s pastime but that doesn’t mean it needs to be the old guy in the room. To bring in the next generation of fans, we are actively working with and encouraging players to create their own brands and showcase their passions. Fans these days want that authentic connection. So we need to give players more tools to express themselves and be connected to something bigger than baseball.

More With Nicole

Media

Former NBA player in the lead to buy Sports Illustrated magazine

A former basketball player who became a fast-food mogul, is in the lead to acquire Sports Illustrated magazine from Meredith Corp for $150 million.

The deal would be the result of a review that Meredith is carrying out in its portfolio, following its $1.84 billion 2017 acquisition of Time Inc. It has already sold off its Time and Fortune magazines and is exploring a sale of Money.

Read: Reuters


Advertising

Bombs away: Offensive scoring frenzy is blowing up NFL ad sales

After two seasons of ratings woes, TV's last great reach vehicle is firing on every cylinder.

In effectively handcuffing defenses with rules that have radically emboldened quarterbacks and receivers, the league cleared the way for the sort of pass-happy theatrics that appeal to the casual fans and fantasy-besotted types who go a long way toward padding the weekly Nielsen stats.

Read: AdAge


What Else Is Trending?
  • SHIFTS: Mark Shapiro has been promoted to Endeavor president, as the multimedia behemoth continues to scale
  • MARKETING: Pringles, which advertised in the Super Bowl for the first time in 2018, will be back for Super Bowl LIII next year
  • CONTROVERSY: Under Armour ousts two executives after A review of expenses by longtime associates from its sports marketing unit
  • TECHNOLOGY: Today’s artificial intelligence doesn’t just shuttle passengers and cargo. It wins races
  • TELEVISION: ESPN announced it's moving up the starting time of Sunday Night Baseball by one hour next season

Rad Ads

  • Organization: @CommonSense
  • Athlete: @MoneyLynch
  • Agency: Goodby Silverstein & Partners

DEAL OF THE DAY

Minor League Baseball and Allegiant Launch Credit Card Partnership

The Details
MiLB and Allegiant announced the launch of a groundbreaking credit card partnership, the first-of-its-kind between a sports property and airline. The agreement is an expansion of the current partnership between MiLB and Allegiant and will provide a compelling platform for bringing fan engagement and rewards to new heights.


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