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| Monday October 7, 2019 |
| Last week we reported that TCS New York City Marathon footwear and apparel sponsor New Balance mapped out plans for its 2019 marketing campaign, with the integrated campaign that not only includes runners, official footwear, apparel and accessories, out-of-home advertising, digital, social engagements, but also a pop-up activation in the NB Pizza Co. The initiative will be housed in Murray Hill at 47 East 34th Street and open to the public on Oct. 11 and every weekend thereafter leading up to and including marathon weekend. Runners from around the world can join the “Miles for Pizza” Challenge,” log miles and cash those in when they arrive in New York. Cynopsis Sports asked Andy Downin, New Balance Head of Global Running Marketing, about the concept and the brand’s marketing vision. Downin on how goals and tactics have changed in recent years: New Balance is always looking to innovate whether that is through product, marketing, athletes and of course events. We see events as a way to engage with our audience on a deeper level and in some cases test out some ideas that we might be looking to bring into retail, digital, marketing, etc. Our goal with the NB Pizza Co. pop-up location is to expand upon the Runway Pub that our London team executed this past Spring as a part of their London Marathon marketing campaign. With the NB Pizza Co. we want to reward runners with free pizza and give them a place to come together before and during marathon weekend. In addition to the local NY running community the NB Pizza Co. allows runners to build up miles in the Miles for Pizza Challenge on Strava and then cash those miles in when they arrive in NY for marathon weekend. The NB Pizza Co. pop-up gives us the chance to celebrate the sport of running with the world around the TCS New York City Marathon, the largest marathon in the world. On partnering with the NYRR: We have said this before but both New Balance and New York Road Runners share a commitment to quality, innovation and giving back. We are proud to have partners that share our brand values. The relationship with NYRR is unique as well in the sense of the depth of the partnership. We work with them year-round on all of their events, I have never been a part of something this comprehensive and has a 12-month cadence to it. On leveraging pizza: Answer: What is more iconic than the classic NY slice? In taking this concept to NY we wanted to make sure and address the many runners who race the TCS New York City Marathon and give them a chance to partake in this activation. That is why the Miles for Pizza Challenge on Strava allows runners from around the world to rack up miles in their home country and then cash that in when they arrive race weekend. We are excited to officially open the NB Pizza Co. and celebrate and encourage runners in NY and around the world. On other elements of the campaign: Every Friday, Saturday and Sunday the NB Pizza Co. will offer regular programming including Friday Happy Hour Run, Saturday Long Runs and Single Sundays where the first 50 runners to join receive a free branded singlet. For more information on the NB Pizza Co. please visit www.newbalance.com/milesforpizza and runner’s joining the regular programming are asked to engage with the brand by tagging @newbalancerunning or @newbalance. PROGRAMMING Lots of ratings updates. TBS reports that its coverage of the NLDS Game One featuring St. Louis/Atlanta and Washington/LA drummed up the most-watched LDS first day in five years, averaging 3.5 million viewers. The first game of the doubleheaders- St. Louis/Atlanta – averaged 3.5 million and ranked as the most-viewed LDS opening game telecast since 2014. Meanwhile, MLB Network’s telecast of 2019 ALDS Game One presented by Doosan offering the Yankees/Twins handed the channel with an average of 3.4 million viewers, to rank as the network’s second-most watched telecast in its history, according to Nielsen. New York delivered an 8.4. HH rating and Minnesota drew a 13.6 HH rating, marking MLB Network’s highest local ratings in each market. Around the dial, the debut of Friday Night SmackDown on FOX became the most-watched WWE telecast in almost two years, reeling in nearly 4 million viewers across its platforms. On FOX alone, the telecast scored 3,888.000 viewers and was up 85% over the show’s average of the previous four weeks. The network noted that the number came without “DISH or Sling in many markets due to their blackout of FOX stations and networks.” Good news however, on Sunday as FOX announced an agreement with DISH and Sling to resume carriage, noting “We are pleased to announce that we have reached an agreement with DISH and Sling, and they are immediately restoring their subscribers’ access to the FOX networks and television stations. We are grateful to our viewers for their patience during this disruption.” FOX also reports that Michigan’s 10-3 win over Iowa drew a 3.1 metered market rating, to rank as the top college football game in the noon window for the weekend. Finally, ESPN saw viewership rise 7% in the third quarter, bolstered by increases for SportsCenter and other studio shows and averaging 668,000 viewers on a total day basis, according to Nielsen. The uptick in primetime hit 8%, from an average of 1,444,000 to 1,556,000. For the quarter, ESPN2 was up 5% in total day (from 170,000 viewers to 179,000) and 5% in prime time (from 310,000 to 327,000). The network was up for both time periods among Adults and Men 18+. ESPN also announced the first-ever College GameDay that will take place outside of the US, with the pregame show heading to Dublin, Ireland, on Aug. 29, 2020. The pregame show, in cooperation with Aer Lingus and Tourism Ireland, will set the scene for the Aer Lingus College Football Classic between Notre Dame and Navy at Aviva Stadium. “College GameDay has built its legacy travelling from city to city, campus to campus showcasing the unmatched passion of college football fans and the pageantry surrounding the game,” said ESPN Senior Vice President of Production Lee Fitting. “The Notre Dame-Navy rivalry serves as the perfect backdrop for College GameDay’s inaugural international appearance. We look forward to giving the great fans of Ireland and the thousands of Americans traveling to Dublin an unforgettable experience.” ESPN’s Rachel Nichols, host of The Jump, and analyst Richard Jefferson, are also going international and will be on site in Shanghai, starting on Tuesday, to host segments of The Jump as part of NBA China Games coverage. Nichols and Jefferson will be located at the team practice facilities and NBA Cares events. AT&T Sports Networksand the Pittsburgh Pirates announced a multi-year extension of their television rights deal. AT&T SportsNet will continue to be the regional television home of the Pittsburgh Pirates throughout the territory, including at least 150 live Pirates games, pre- and post-game coverage, as well as other team-related shows and coverage. Nitro Circus unveiled plans for a new series in tandem with Quibi that will “transform favorite millennial toys into mind-blowing stunts.” Hosted Travis Pastrana, Life Size Toys will feature the “world’s most beloved kids’ playthings, now brought to life and super-sized by the Nitro Circus crew, then tested to the extreme by the best stunt performers in the business.” |
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| SPONSORSHIP & PROMOTION Ally Financial is going long with Jimmie Johnson’s No. 48 Chevrolet in a partnership extension with Hendrick Motorsports. The three-year deal will now last through the 2023 season and likely means that seven-time Monster Energy NASCAR Cup Series champion Jimmie Johnson will finish his full-time NASCAR career with Ally as his primary sponsor. The World Health Organization tied up a four-year deal with FIFA to promote healthy lifestyles through football globally. The agreement includes four areas of collaboration: Advocacy to promote a healthy lifestyle through football; Policy alignment to ensure tobacco-free environments at FIFA events; to encourage national football federations to adopt tobacco-free policies, including at stadiums; and to enable WHO to provide technical advice to FIFA on health matters; Building on FIFA events to institute lasting improvements in health and safety; Joint programs and initiatives to increase participation in physical activity through football, in line with WHO guidance, as well as working with national associations and networks of WHO goodwill ambassadors, football players, coaches and volunteers to increase physical activity through football. DIGITAL, DATA & TECH NBC Sports’ SportsEngine, Inc cemented a partnership with US Synchronized Swimming, aka USA Synchro. "USA Synchro is excited to partner with SportsEngine and take a big step forward in the service that we provide our membership," stated Adam Andrasko, CEO, USA Synchro. "The user experience of the SportsEngine platform is streamlined and efficient and will make a tremendous difference in the way the National Office and members interact with our registration processes. To be directly affiliated with an NBC-owned company will make the sport more visible and enhance our efforts to grow the sport of synchronized swimming." ESPORTS Riot picked up a partnership with Red Bull Energy Drink to serve as the exclusive official energy drink partner for League of Legends global esports events: The World Championship, Mid-Season Invitational, and All-Star Event. The partnership kicks off with the 2019 World Championship and is set to include collaborations and activations such as The Red Bull Player Area; Red Bull for the Pros; broadcast placements; All-Star Event Wild Card Entry; and the All-Star Event After Party. A slew of Fortnite pros are teaming up to launch the Fortnite Professional Players Assocation, designed to foster a better relationship with Epic Games. The new org unveiled a 16-person board of members, consisting of eight North American players as well as eight European pros, including Fortnite World Cup champions Kyle “Bugha” Giersdorf and David “Aqua” Wang and is looking to serve as “an independent world-wide collective of professional Fortnite players, meant to provide us a professional platform to voice our opinions on the future of the competitive scene of Fortnite, so that we may have the most productive dialogue possible with the developers.” THE MAIN EVENT MLB ALDS opens at 1p on MLB Network with Astros/Rays, followed by Braves/Cardinals at 3p on TBS, Dodgers/Nationals at 6:30p on TBS and Yankees/Twins at 8:40p on FS1. |
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| ON THIS DAY in 1984 Walter Payton passes Jim Brown to become the NFL’s career rushing leader. In the Know In 1987, Saturday Night Live made history with an episode co-hosted by Walter Payton and what other Super Bowl champion? (Email cpursell@cynopsis.com with your answer and be sure to include your company and city). Answer to Our Last Sports Trivia Question Who holds the NFL record for most rushing yards in a single game, clocking in at 296? Answer: Adrian Peterson. Kudos: Phyllis McQuillan-MSG Networks/NY; Greg Maltzman-Up Down Digital/NY; Traci Liner-Endeavor/NY; Tim Morrison-SendToNews/NY; Synda Kollman-Charter Marketing Group/Boca Raton; John Kukla-KDFW/KDFI/Dallas; Andy Pittman-TAMU/College Station; John Tingue-hulu/Chicago; Rich Wolfe-Lone Wolfe Press/Scottsdale; Greg Moloznik-GLM Media/Scottsdale; Tom Moore-Kalt Productions/LA; Rich Greene-Casa Del Verde Entertainment/LA; David Westberg-SAG-AFTRA Credit Union/Burbank; Reed Zabel-WME/LA Later~~Chris |
Cynopsis Team
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