Adam Grossman

BY ADAM GROSSMAN

FlyQuest Showcases Partnership Value From Game Broadcasts Using B6A’s Partnership Scoreboard

Did our partnership assets reach the target audience or demographic? What is the broadcast media value of a jersey sponsorship? What is the impact on customer retention and acquisition? Those were the questions FlyQuest Sports was thinking about as the team headed into the 2018 North American League Championship Series (LCS) for League of Legends (LOL).

FlyQuest Showcases Partnership Value From Game Broadcasts Using B6A’s Partnership Scoreboard BY FLYQUEST AND BLOCK SIX ANALYTICS #block-fb44b3fa28041724fb4b .social-icons-style-border .sqs-svg-i
Adam Grossman

BY ADAM GROSSMAN

Blockchain’s Potential Impact On Sports Media And Sponsorship

Even though we have Block in our name, Block Six Analytics is not a blockchain company. However, we do see blockchain technology impacting our business in ways that are likely to surprise many in the sports industry. More specifically, blockchain could alter sports media and sponsorship in counterintuitive ways.

Blockchain’s Potential Impact On Sports Media And Sponsorship BY ADAM GROSSMAN #block-0071e5471e905d1220c8 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0
Adam Grossman

BY ADAM GROSSMAN

What Is Managed Should Be Measured In Sponsorship

Famed management consultant and professor Peter Drucker is arguably most well-known for the axiom, “What gets measured gets managed.” That is one reason why the results of a recent study of sports partnerships by the Association of National Advertisers (ANA) are so surprising. The ANA found that only “37% of respondents reported having a standardized process for measuring their return on sponsorship.” So why are so few sponsorships being measured?

What Is Managed Should Be Measured In Sponsorship BY ADAM GROSSMAN #block-69b26039646a15f07ab5 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

The Impact of Business Intelligence and Measurement BY ADAM GROSSMAN #block-538c4b4b972a80253144 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

The Impact of Business Intelligence and Measurement

Analytics play a pivotal role in the industry from the ballpark to the boardroom and we are doubling down on our investment in the space with the acquisition of Block Six Analytics (B6A), an industry-leading data insights and partnership valuation company. We sat down with Tuck Burch, Head of Brand Marketing, and Adam Grossman, Founder of B6A and our new Vice President, Business Insights & Analytics, to discuss the impact the acquisition will have on our day-to-day business.

Audience Analysis Explains One Reason Why TCS Will Spend $280 Million On Racing Partnerships BY ADAM GROSSMAN #block-186fbebac7cc5fc9c5f3 .social-icons-style-border .sqs-svg-icon--wrapper {

BY ADAM GROSSMAN

Audience Analysis Explains One Reason Why TCS Will Spend $280 Million On Racing Partnerships

Tata Consultancy Services (TCS) is making a $280 million investment in racing that includes remaining the title partner of the New York City Marathon through 2029. We use our Audience Inference Platform to show how racing partnerships can help TCS reach the right people at the right time with the right message to help the company achieve its goals.

Footprint Center Demonstrates Value of Naming Rights For Growing Companies BY ADAM GROSSMAN #block-c28c2edf685b4e5d3fc7 .social-icons-style-border .sqs-svg-icon--wrapper { box-sha

BY ADAM GROSSMAN

Footprint Center Demonstrates Value of Naming Rights For Growing Companies

The Phoenix Suns, Mercury arena will now be called the Footprint Center after the organization agreed to a new naming rights partnership with the environmental-based tech company. We use our Audience Inference Platform (AIP) to show how the Suns and Mercury can help Footprint more effectively reach a larger share of its target audience.

Bally’s, Mercury Partnership Demonstrates Full Funnel Approach For Determining Value BY ADAM GROSSMAN #block-2f1cc46481b4a1b0e70d .social-icons-style-border .sqs-svg-icon--wrapper {

BY ADAM GROSSMAN

Bally’s, Mercury Partnership Demonstrates Full Funnel Approach For Determining Value

Casino entertainment company Bally’s Corporation and the WNBA’s Phoenix Mercury agreed to the “‘largest official team sponsorship’ in the history of women’s sports” last week. We used our Corporate Asset Valuation Model and our Audience Inference Platform to show the importance of looking at top-of-funnel and bottom-of-funnel metrics when determining partnership value.

Eliminating The Noise In Partnership Valuation BY ADAM GROSSMAN #block-d694ef22306140ddb928 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

Eliminating The Noise In Partnership Valuation

The authors of the recent book Noise: A Flaw in Human Judgment highlight the problems with “how chance variability of judgments” affects decision making across multiple industries and contexts. B6A’s Corporate Asset Valuation Model (CAV) enables our clients to create a systematic process to reduce noise and create more accurate partnership valuation in line with one author’s key recommendation.

In-Venue Giveaways Fan Impact Provides Lessons Learned For Partnership Strategy BY ADAM GROSSMAN #block-847b1d93c9ff7eb8bf4a .social-icons-style-border .sqs-svg-icon--wrapper { bo

BY ADAM GROSSMAN

In-Venue Giveaways Fan Impact Provides Lessons Learned For Partnership Strategy

A recent study found that fan giveaways generally, and bobbleheads specifically, have a direct impact on increasing attendance and revenue. We use our Corporate Asset Valuation Model (CAV) to show how lessons learned from a study focused on ticket sales should be applied to partnership strategy.

How FTX Should Generate Value Through $300+ Million In New Partnership Deals BY ADAM GROSSMAN #block-4674a2577827e6be654f .social-icons-style-border .sqs-svg-icon--wrapper { box-s

BY ADAM GROSSMAN

How FTX Should Generate Value Through $300+ Million In New Partnership Deals

FTX has generated significant attention in the sports industry because of its new $300+ million naming rights partnership investments with Team SoloMID (TSM) and with the Miami Heat. We use our Audience Inference Platform (AIP) to show how reaching different subsets of FTX’s target demographics at scale is likely a key to how value can be created through these partnerships.

Partners, Properties, and Rights Holders All Benefit From Verizon’s 5G Sports Investments BY ADAM GROSSMAN #block-83e166f505038a9788b7 .social-icons-style-border .sqs-svg-icon--wrapper {

BY ADAM GROSSMAN

Increase In Travel Could Lead To Increase In Travel Sports Partnerships

While the surge in Memorial Day weekend traveling in 2021 may have exceeded experts’ expectations, Booking.com demonstrated that the beginning of this demand could be seen as early as June of 2020. Our Audience Inference Platform helps to highlight why the sports industry is well suited to help its travel partners reach its target consumers.

Partners, Properties, and Rights Holders All Benefit From Verizon’s 5G Sports Investments BY ADAM GROSSMAN #block-c0b7f93e90bdd9047ec7 .social-icons-style-border .sqs-svg-icon--wrapper {

BY ADAM GROSSMAN

Partners, Properties, and Rights Holders All Benefit From Verizon’s 5G Sports Investments

Verizon announced last week that its 5G technology is now available in 60+ sports venues showing how big of a role sports is playing in the company’s growth. Verizon’s sports infrastructure investments, however, should also generate significant value for other corporate partners in addition to the company itself.

NBA 2020-21 Regular Season Most Valuable Players BY ADAM GROSSMAN #block-7c2d98ce84ce19d7b327 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

NBA 2020-21 Regular Season Most Valuable Players

Denver Nuggets center Nikola Jokić is the NBA’s best player while Los Angeles Lakers forward Lebron James is the NBA’s most valuable player for the 2020-21 regular season according to our Influencer Analysis Platform (IAP). This analysis demonstrates how B6A’s approach to asset valuation focuses on revenue generation whether it comes from players or partnerships.

Action Network Acquisition Provides Clear Definition Of Partnership Value BY ADAM GROSSMAN #block-2055b8588820f7954df2 .social-icons-style-border .sqs-svg-icon--wrapper { box-shad

BY ADAM GROSSMAN

Action Network Acquisition Provides Clear Definition Of Partnership Value

Better Collective’s acquisition of The Action Network is the latest example of how sports betting is frequently discussed in the context of its impact on increasing revenue for properties, rights holders, and content creators. However, the sports industry arguably is having at least an equally important impact on betting while also providing an example of how partnerships can maximize value for both buyers and sellers.

Investment By Sports Properties and Rights Holders Into Startups Is Accelerating BY ADAM GROSSMAN #block-a1ec339cd5d7235ff876 .social-icons-style-border .sqs-svg-icon--wrapper { b

BY ADAM GROSSMAN

Investment By Sports Properties and Rights Holders Into Startups Is Accelerating

The Charlotte Hornets and Minnesota Twins recent innovation investments demonstrate a growing appetite for sports properties and rights holders to partner with startups. We highlight why the demand is increasing for companies involved in fields including data and analytics, non-fungible tokens, blockchain, streaming content, and artificial intelligence.

Amazon’s Attribution Approach To Streaming Sports Content BY ADAM GROSSMAN #block-c295ddae7d2d0f6cc564 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px in

BY ADAM GROSSMAN

Amazon’s Attribution Approach To Streaming Sports Content

Amazon’s reported interest in “broadcasting rights of Indian national team's matches and the IPL (Indian Premier League)” builds on its strategy to use sports content to engage Prime members. Engaging Amazon’s most lucrative customers, rather than solely focusing on maximizing audience reach, is a compelling application of the conceptual underpinnings of our Corporate Asset Valuation Model (CAV).

ESPN To See Pay Off From Media Investments In Sports Betting BY ADAM GROSSMAN #block-615c785296cfb58c4400 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px

BY ADAM GROSSMAN

ESPN To See Pay Off From Media Investments In Sports Betting

ESPN is building on the growing trend of integrating sports wagering into game production by offering its first “betting-focused presentation of [an] NBA game.” We show how our Social Sentiment Analysis Platform (SAP) and Corporate Asset Valuation Model (CAV) can determine the potential impact these integrations can have on partnership marketing through increases in fan engagement.

PayPal, Earthquakes Deal Demonstrates Long-Term Benefits of Contactless Transactions BY ADAM GROSSMAN #block-37d5d51bf1dfe22f1d88 .social-icons-style-border .sqs-svg-icon--wrapper {

BY ADAM GROSSMAN

PayPal, Earthquakes Deal Demonstrates Long-Term Benefits of Contactless Transactions

PayPal’s new naming rights deal with the San Jose Earthquakes demonstrates the long-term value of contactless payments in a post COVID-19 world. Our Audience Inference Platform (AIP) can augment fan data captured from these transactions and new loyalty programs to maximize partnership return on investment

Truly, Twisted Tea Leverages Esports Partnership To Engage Customers BY ADAM GROSSMAN #block-26004376607ea00b7705 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0

BY ADAM GROSSMAN

Truly, Twisted Tea Leverages Esports Partnership To Engage Customers

The Boston Beer Company’s new partnership with 100 Thieves shows how esports can effectively maximize brand awareness and potential consumption for new products. B6A’s Audience Inference Platform (AIP) demonstrates that Truly Hard Seltzer and Twisted Tea achieve these goals by disproportionally reaching male, young, and diverse demographics through this partnership.

WNBA, English Women’s Super League Highlight Women’s Sports Increasing Value BY ADAM GROSSMAN #block-edc74c8b1b5270d38ccd .social-icons-style-border .sqs-svg-icon--wrapper { box-s

BY ADAM GROSSMAN

WNBA, English Women’s Super League Highlight Women’s Sports Increasing Value

Both the WNBA and the English Women’s Super League signed new deals recently that demonstrate the importance of women’s sports partnerships and media rights deals, respectively. We use our Corporate Asset Valuation Model (CAV) to demonstrate why companies have and are finding significant value in women’s sports.