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;

WHICH OF THE COLLEGE FOOTBALL PLAYOFF TEAMS IS THE MOST LIKABLE, ACCORDING TO TWITTER? BY USA TODAY #block-b59bc28351ba7dd03a3a .social-icons-style-border .sqs-svg-icon--wrapper {

BY USA TODAY

Which of the College Football Playoff teams is the most likable, according to Twitter?

Twitter users and members of the College Football Playoff committee share positive feelings about the national semifinalists. An analysis by Block Six Analytics of 75,000 tweets from Sunday until Tuesday based on percentage of positive posts ranks the top four teams in the exact order as the playoff committee: Alabama with 65.57 percent positive tweets, followed by Clemson (65.22), Notre Dame (60.31) and Oklahoma (46.77). Those numbers also mirror expectations for the semifinals with Alabama and Clemson expected to advance to the national title game.

The Brooklyn Nets, Juventus F.C. Cross-Over BY ADAM GROSSMAN #block-1c6cbb38c0e1916f0e22 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

The Brooklyn Nets, Juventus F.C. Cross-Over

For the first time ever, a Serie A soccer team will collaborate with an NBA team when the Brooklyn Nets will have a “special themed” Juventus F.C. night as part of its December 7th game against the Toronto Raptors. Why would the Nets and Juventus agree to do this, besides the fact that they share similar team colors? The answer likely focuses on increasing revenue through better targeting of the U.S. fan base. In particular, European teams appear to see an advantage in targeting specific cities and regions rather than relying on national activations.

Fanatics, Ticketmaster Find Insights Through Data Analysis BY ADAM GROSSMAN #block-154c4290ff08545f5a84 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px i

BY ADAM GROSSMAN

Fanatics, Ticketmaster Find Insights Through Data Analysis

Fanatics and Ticketmaster agreed to sell verified tickets and merchandise on each other’s sites earlier this week. While there are many interesting components to this deal, one driving factor for the new partnership is using data to drive incremental revenue growth. In the book The Sports Strategist: Developing Leaders for a High-Performance Industry, we talk about how data mining can be used for sports organizations to target the marginal fan. This often means examining data to identify current or potential customers that are likely to make a purchasing decision in the near-term if targeted at the right time with the right message to drive the right call-to-action. Fanatics and Ticketmaster have identified a clear opportunity to identify and monetize the marginal fan.

Warriors Sell More By Selling Out BY ADAM GROSSMAN #block-919a5056d7b3f14db289 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; border

BY ADAM GROSSMAN

Warriors Sell More By Selling Out

One well-known strategic challenge sports organizations face is monetizing their venue throughout the year. More specifically, the MLB, NBA, NHL, and NFL play 81, 41, 41, and 8 regular season home games respectively where the teams have maximum seating (and sometime standing room only) capacity that limits the number of tickets they can sell. One lesser-known challenge is that sports organizations do not fully utilize much of their venues even on game days. More specifically, most fans spend much of their time in venues watching games from their seats. That means locations throughout the arena are often unused for much of the game because fans are understandably focused on game action. The Golden State Warriors have discovered a potential solution to this problem.

Embiid Is Early Candidate For NBA MVP BY ADAM GROSSMAN #block-c58627a430897c82c738 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

Embiid Is Early Candidate For NBA MVP

Trying to make the intangible more tangible is one of the key priorities for Block Six Analytics. With our Corporate Asset Valuation Model (CAV), we determine a specific value for a specific sponsorship by applying how a company makes money and what a company’s marketing / brand goals are to a specific partnership. In essence, we look at how what is most important to the company translates to each sponsorship activation. We wanted to apply the same logic to players as we use for partners. More specifically, what is most important to teams is how does each player help that team win and generate revenue. Our Revenue Above Replacement (RAR) model specifically answers these questions by looking at an athlete’s on-court and off-court performance.

Gambling Is A Safe Bet For Sponsorship But Not For The Reasons You May Think BY ADAM GROSSMAN #block-7aa6ef89aa1f0fd180b8 .social-icons-style-border .sqs-svg-icon--wrapper { box-s

BY ADAM GROSSMAN

Gambling Is A Safe Bet For Sponsorship But Not For The Reasons You May Think

Arguably the best bet to make on the legalization of sports gambling in the U.S. was its impact on the growth of sports sponsorship revenue. In the past week alone, the NHL, New York Jets, New Jersey Devils, and Philadelphia 76ers have all signed new betting partnerships. What is more surprising is the structure of these deals and what they do not include. In particular, many of these new deals are not exclusive to a particular company, not exclusively focused on sports, and not exclusively focused on the U.S.

WHY DAVID FALK JOINED B6A BY ADAM GROSSMAN #block-27a52d3a73779768c70f .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; border: none;

BY ADAM GROSSMAN

WHY DAVID FALK JOINED B6A

Learn why David Falk decided to join Block Six Analytics (B6A) as an advisory board member and investor. Falk, the founder of FAME, has long been recognized as one of the sports industry’s leading figures and most talented innovators. During a 40 year career, he has represented the top players in NBA history and has negotiated record-breaking contracts for his clients, both on and off the court. His vision and ability to read the changing landscape helped to shape the evolution of the business of sports over the past 30 years.

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?