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;

Abbott Demonstrates The Value of Experiential Marketing At The Chicago Marathon BY ADAM GROSSMAN #block-a761d5c7d7762ee60af3 .social-icons-style-border .sqs-svg-icon--wrapper {

BY ADAM GROSSMAN

Abbott Demonstrates The Value of Experiential Marketing At The Chicago Marathon

Can you keep up with Eliud Kipchoge? That was the question that Abbott Health posed at the recent 2018 Chicago Marathon expo. Attendees of the 2018 Chicago Marathon expo were asked to try to maintain Kipchoge’s 2:01:39 marathon pace for “only” 200 meters. Abbott Health’s goal clearly was not to make attendees, even marathon runners, potentially look foolish by trying to keep up with Kipchoge even for a short time. Instead, the company was likely trying to create an authentic connection with an audience likely to contain its target demographic in a way that would encourage people to engage with the brand.

The Challenge Of Not Measuring Company-Specific Sponsorship ROI BY ADAM GROSSMAN #block-d3de56f5f880c10f25c0 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0

BY ADAM GROSSMAN

The Challenge Of Not Measuring Company-Specific Sponsorship ROI

Senior business leaders are asking how a sponsorship is going to maximize a company’s ability to directly generate revenue growth and better engage with their target customers. Only nineteen percent of sponsorship professionals having an answer to this question is a fundamental issue for the $66 billion sponsorship industry.

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

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).

Amazon Goes The Distance With IRONMAN BY ADAM GROSSMAN #block-77b112d39ce630dab0a2 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; bo

BY ADAM GROSSMAN

Amazon Goes The Distance With IRONMAN

Amazon recently announced that the company would become the 2018 IRONMAN World Championship title sponsor and Official Sports Nutrition Retailer. Amazon has recently been making news in the sports industry for signing streaming rights deals including NFL and US Open events and looked to be increasing its investment in this area. That fact that Amazon did not acquire streaming rights makes the IRONMAN partnership more interesting. Why would Amazon agree to this deal if it did not include streaming rights?

#JustDoIT vs. Khalil Mack BY ADAM GROSSMAN #block-f2c27c8c2ca609e91c39 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; border: none

BY ADAM GROSSMAN

#JustDoIT vs. Khalil Mack

The two biggest storylines to emerge in the days before the NFL season kicks off involve both on-field and off-field narratives. The first is the trade of All-Pro linebacker Khalil Mack to the Chicago Bears from the Oakland Raiders. The second is Nike announced free agent quarterback Colin Kapernick as the featured spokesperson for the 30th anniversary of the company’s signature “Just Do It” (#JustDoIt) campaign and is reportedly providing him with his own signature shoe and apparel line. The fact that both of these events happened within days of each other created an interesting question. Would the most important on-field event (Mack’s trade) or the most important off-field event (Kapernick’s new Nike relationship) generate more interest?

Taking The Sponsorship Bull By The Horns For Non-Endemic Partners BY ADAM GROSSMAN #block-98ce855ec9bb8f467d94 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0

BY ADAM GROSSMAN

Taking The Sponsorship Bull By The Horns For Non-Endemic Partners

One of the most common issues in sponsorship today is that properties / rights holders (teams, leagues, events, athletes, etc.) for non-traditional sports want to attract non-endemic partners. Conversely, non-endemic partners want to determine if they should sponsor new properties to generate lifts in meeting their revenue and brand goals. The solution to this problem is fit and communicating fit through data.

Irrational Fans Are Good For Sports BY ADAM GROSSMAN #block-52d9673f43703ca8e4f0 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; bo

BY ADAM GROSSMAN

Irrational Fans Are Good For Sports

In a finding that is likely unsurprising to most in the sports industry, a recent study completed by two University of Sussex economists found that sports fans are irrational in their support of teams. More specifically, “that the happiness that fans feel when their team wins is outweighed – by a factor of two – by the sadness that strikes when their team loses.” What may be more counterintuitive is that these results likely are a good thing for the sports industry as a whole and sports sponsors in particular. How could that be possible when teams are making their customers unhappy?

Anheuser-Busch, Browns Unlock A Winning Sponsorship Opportunity BY ADAM GROSSMAN #block-6bd74d497dca8810be14 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0

BY ADAM GROSSMAN

Anheuser-Busch, Browns Unlock A Winning Sponsorship Opportunity

The only thing arguably better than beer is free beer. That is exactly what Anheuser-Busch (AB) and the Cleveland Browns have announced with their most recent sponsorship activation. AB and the Browns found a unique ways to activate a sponsorship that drives customer engagement and increases brand perception.

Sponsorship Is Key To Esports Industry’s Growth BY ADAM GROSSMAN #block-d78de454e4db1060ff0b .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

Sponsorship Is Key To Esports Industry’s Growth

While esports continues to mature in its development, the OWL does highlight a challenge to its future growth. Much of the revenue articulated in the OWL example is accrued by Activation Blizzard as the game publisher of Overwatch. Game publishers receive the bulk (if not all) of the franchise, streaming, and broadcast fees for esports leagues rather than having that revenue shared among the teams as is the case with most other professional sports leagues.

NBA Makes A Good Bet On Gambling Sponsorship BY ADAM GROSSMAN #block-71db4bedcc874457b491 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

NBA Makes A Good Bet On Gambling Sponsorship

One of the biggest challenges in the era of big data is monetization. How do you monetize information at a time when so much data is being created? One answer to that question is to find an immediate use case where the information an organization generates addresses a critical business challenge. That is exactly what the NBA has done in its new deal making MGM Resorts its official gambling partner. This new relationship is generating significant attention because it is the first of its kind in a major professional sports league. Yet, that is really not the most significant component of this deal.

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

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.

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;

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?

Giving The Companies What They Want For Sponsorship Valuation BY ADAM GROSSMAN #block-f18a23d70f264a5c1a78 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2p

BY ADAM GROSSMAN

Giving The Companies What They Want For Sponsorship Valuation

Multiple people sent B6A a copy of AdAge’s most recent post titled “MARKETERS DEMAND MORE (AND MORE) FOR SPORTS SPONSORSHIPS.” This article focuses on Anheuser-Busch InBev's (AB InBev’s) new approach to sponsorship where “leagues and other so-called rights holders get paid more if they reach certain goals, like making the playoffs.” The reason that AB InBev is implementing this strategy reflects a fundamental shift in how partners approach the space. In particular, partners want to know the answer to this question: Why is a specific sponsorship good for my specific company?

Why A Run On Beer In Russia is Good for Budweiser BY ADAM GROSSMAN #block-b6dec1be9d69ef06c0ba .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

Why A Run On Beer In Russia is Good for Budweiser

It is never a good thing to run out of beer. To run out of beer during the world’s largest sporting event seems to be a particularly big “problem.” However, that appears to be exactly what is happening in Russia during the 2018 World Cup. So why is supply not keeping up with the demand and why is this potentially good news for the World Cup’s official sponsor Anheuser-Busch InBev?

Block Six Analytics’ Media Analysis Platform Outperforms Google and Amazon Computer Vision Products BY JOSHUA L. HERZBERG AND ALEXANDER CORDOVER Block Six Analytics’ (B6A) Media Analysis Platform ( MAP ) analyzes sports video bro

BY JOSHUA L. HERZBERG AND ALEXANDER CORDOVER

Block Six Analytics’ Media Analysis Platform Outperforms Google and Amazon Computer Vision Products

Block Six Analytics’ Media Analysis Platform, MAP analyzes sports video broadcasts to compute how long in-stadium signage appears on screen. However, other computer vision products like Amazon’s Rekognition and Google’s Cloud Vision can also perform this task. Both offer text localization (finding text in a video frame) and optical character recognition (reading the text) services akin to what MAP offers. But which product is most accurate?

Branded Content Pays Off For The Players’ Tribune BY ADAM GROSSMAN #block-1bbe30f60406e71f094d .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

Branded Content Pays Off For The Players’ Tribune

Content rights holders should take notice of branded content’s impact and how both companies and agencies are viewing its success. Branded content is certainly not the only way to deliver higher levels of engagement. However, quality and engagement is an increasingly important factor when buyers are making purchasing decisions about advertising and sponsorship. 

Visit Rwanda Via Arsenal BY ADAM GROSSMAN #block-030eebc75a97e8a85586 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; border: none;

BY ADAM GROSSMAN

Visit Rwanda Via Arsenal

One of the more surprising sponsorship agreements to come to fruition recently is a deal that will feature “Visit Rwanda” on the sleeve of Arsenal’s jersey while also making “Visit Rwanda” the official tourism partner of this English Premier League team. Why would the Rwanda Development Board want to be the sponsor of a team hundreds of miles away from the country?

Betting on New Revenue BY ADAM GROSSMAN #block-1d7aaa98b1ecc8dcd80b .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; border: none;

BY ADAM GROSSMAN

Betting on New Revenue

The U.S. Supreme Court decision that the Professional and Amateur Sports Protection Act of 1992 (PASPA) is unconstitutional will have a dramatic impact on the sports industry. The new revenue is not just from taking fees on the bets themselves. In fact, some of the big winners of the PAPSA decision are sponsorship rights holders.