NBA Joins Gamification Wave, Fanning the Flames of Loyal Followers
When Hope Tannenbaum joined the NBA in 2020, the idea of the league launching a fan rewards program was just that—an idea. Tannenbaum had previously worked with…
marketing
Legends Buys Stake in Nascent 3ICE Hockey, Adding to Sports Holdings
Data, analytics and premium experiences business Legends is buying a minority stake of upstart hockey league 3ICE and will be managing several lines of business for the…
Sportsbooks Pivot to Content-Based Approach for ’22 NFL Season
Football season drives the sports betting business, so it’s notable that as the 2022 NFL slate gets ready to kick off, operators are dialing back on the four-figure…
New York Jets Build Fan Data Into Supercharged Consulting Arm
The New York Jets have converted a database of seven million fans into a powerful engine to help marketing partners craft sophisticated campaigns to do anything from…
United Soccer League Taps Legends for Decade-Long Sales and Fan Effort
The United Soccer League has inked a 10-year deal focused on maintaining growth momentum with Legends, the experiential and data and analytics business, the two…
Opinion
Timely Changes Are Necessary for Meaningful Growth of Women’s Sports
Today’s guest columnist is Cameron Wagner, Elevate Sports Ventures chief client officer, Brand Representation. When the South Carolina Gamecocks won the championship of…
Cardinal Sports, Hot Paper Lantern Form $100M Startup Accelerator
Financial services business Cardinal Sports Capital and marketing firm Hot Paper Lantern Digital Sport are combining efforts into an accelerator program that will, in…
Super Bowl Halftime: Football’s Pepsi-Fueled 12 Minute Economy
Thirty years ago last month, the Super Bowl halftime show changed forever. In Minneapolis’ Metrodome, a pair of Olympic ice skaters in multicolored outerwear welcomed 80…
National Lacrosse League Adds ESPN+ Patch as Leagues, Networks Draw Closer Together
Coming off a COVID-forced 635-day hiatus, the National Lacrosse League wanted to emphasize its broadcasts as play resumed in December. And the NLL had just the tool to…
Rushing Out to Buy a 4K TV for the Super Bowl? Slow Down
NBC will not be broadcasting Super Bowl LVI in 4K Ultra High Definition, instead opting to air the big game in 1080i HD. An NBC Sports spokesperson said the network’s…
Thrill One Signs Energy Drink Sponsor in Consolidated Action Sports Push
Energy drink newcomer A SHOC is following a familiar script, going big in action sports marketing by signing an eight-figure, multi-year sponsorship deal with Thrill One…
Pepsi, AB InBev Turn to FanAI to Measure Sports Sponsorship Value
FanAI, a platform pioneering attribution within the sports marketing and sponsorship business, recently closed a $3 million Series A extension (the company announced an…
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