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;

How To Value The New World Of Sports Sponsorship BY ADAM GROSSMAN #block-5137599cde7c39b15b3d .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

How To Value The New World Of Sports Sponsorship

Facebook Head of Industry for Financial Services Deepanjan De expressed a key insight in “The New World of Sports Sponsorship” in an article the company sponsored recently in AdWeek. De focuses on four core activation opportunities - Pre-Event, On Site, In Venue, and From The Couch. The thesis of the piece is that “It’s all about engagement” and engagement primarily occurs through differentiated experiences. De’s thesis is one that needs to be examined carefully whether one is a sponsorship buyer, seller, or agency.

Raptors Maximize Partnership Revenue By Listening BY ADAM GROSSMAN #block-e985f80dadf69b346875 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

Raptors Maximize Partnership Revenue By Listening

While the Toronto Raptors almost secured their first NBA Championship in team history on Monday night, the team has already secured a championship-level approach to partnership sales strategy. Even though the Raptors play in a different country from every other NBA team, the approach the team employs has caused “everyone [to think] we’re on a different planet.” What does Jeff Deline, chief revenue officer for Maple Leaf Sports and Entertainment (MLSE), mean when he says that the NBA team that MLSE owns operates on a different planet?

Salah Shows Athletes Can Be Superheroes In Influencing Behavior BY ADAM GROSSMAN #block-c90be5f932d942142d1a .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0

BY ADAM GROSSMAN

Salah Shows Athletes Can Be Superheroes In Influencing Behavior

Fighting crime is typically a central component of the superhero narrative that appeals to fans of movies, comics, and graphic novels. While athletes are often portrayed as superheroes, it is typically for their “super human” on-field accomplishments rather than any ability to fight crime. Liverpool F.C. forward Mo Salah, however, could be one of the first athletes to change that narrative.

Norway Benefits From Empiricism In Youth Sports BY ADAM GROSSMAN #block-16f4eeb0a5822c13d6c7 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

Norway Benefits From Empiricism In Youth Sports

On the May 21st episode of Real Sports, correspondent John Frankel explores “The Norwegian Way”. Frankel’s focus is to explore the question of how a country of 5.3 million people is becoming a global sports powerhouse. This includes everything from winning the most medals in the 2018 Winter Olympics to having  top-ranked beach volleyball teams. The answer from the segment is based on Norway’s empirical approach to youth sports. More specifically, Norway has changed or eliminated many of the standard practices used to develop top athletes in many other countries by looking at actual performance.

The Potential Limits To Growing Sponsorship Revenue From Gambling, Cannabis BY ADAM GROSSMAN #block-7af6887d5659633166e9 .social-icons-style-border .sqs-svg-icon--wrapper { box-sh

BY ADAM GROSSMAN

The Potential Limits To Growing Sponsorship Revenue From Gambling, Cannabis

If you were to say that there were organizations that would benefit from sports gambling and cannabis even a few years ago, you would more likely be thinking of organized crime rather than state governments. Not only are both achieving legalization throughout the U.S., but also governments are making them important parts of their strategies for how to generate new tax revenues. Yet, gambling demonstrates one of the potential hurdles to cannabis-based products becoming ubiquitous to sponsorship.

NHL Scores With Cup Confidential Campaign BY ADAM GROSSMAN #block-8590a01c9bd0ad29e6bf .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

NHL Scores With Cup Confidential Campaign

What content works best on social media? This is a question we receive frequently from current and potential clients particularly as social media becomes an increasingly important component of sports properties and their partners’ marketing strategies. The NHL’s Cup Confidential campaign is an example of an effective answer to this question. Cup Confidential is a video series where players from the NHL teams in the playoffs shoot videos of their daily lives to share on social media. This campaign “is part of the NHL’s efforts to elevate and highlight the personalities of its on-ice stars.”

NASCAR Bets On Fan Engagement With Genius Sports BY ADAM GROSSMAN #block-9da9a45d71f005ecd550 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

NASCAR Bets On Fan Engagement With Genius Sports

NASCAR recently announced a new partnership with Genius Sports to be the official provider of racing data to licensed sportsbooks. This enables Genius Sports to provide the NASCAR official data necessary to for sportsbooks to provide, “up-to-the-minute odds and a slew of traditional wagers and prop bets.” NASCAR’s deal is not only about increasing the number of sports bets by current sports bettors. As Genius spokesman Chris Dougan said, "What could happen in the next five seconds? What could happen in the next lap? It opens the door to a massively exciting new market. NASCAR is now starting to recognize this is a huge fan engagement tool. We give them that distribution and that reach."

New Partnerships Highlight The Increasing Value Of Women’s Sports BY ADAM GROSSMAN #block-a0a828ef9cba9a7ff819 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0

BY ADAM GROSSMAN

New Partnerships Highlight The Increasing Value Of Women’s Sports

Over the past three months, companies including Barclays, Budweiser, and AT&T have announced new sponsorship relationships across a variety of women’s sports. Nike hosted the 2019 WNBA draft as part of its partnership with the WNBA to be the league’s exclusive on-court uniform and clothing retailer. The WNBA also announced a new multi-year agreement significantly increasing the number of league games that will be broadcast annually. There have been two factors driving the increasing interest in women’s sports partnerships.

Moneyball Has Come To Jeopardy! BY ADAM GROSSMAN #block-c1cfef2a230ec5717644 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; border:

BY ADAM GROSSMAN

Moneyball Has Come To Jeopardy!

Jeopardy! and sports competitions seem to have little in common. Outside of the occasional sports category or a celebrity Jeopardy! episode featuring athletes, brains and brawn rarely intersect on the popular answer and question game show. However, that seems to have changed with the recent run of victories by contestant James Holzhauer since early April. Not only is Holzhauer a professional sports bettor but he has also brought a Moneyball approach to the gameshow. In addition, Holzhauer reinforces the notion that fans appear to like dominant champions rather than competitive parity when watching competitions.

The Impact of Authenticity In Corporate Partnerships BY LESLIE CERVANTES & ADAM GROSSMAN #block-50cbdf44385a22355667 .social-icons-style-border .sqs-svg-icon--wrapper { box-sh

BY LESLIE CERVANTES & ADAM GROSSMAN

The Impact of Authenticity In Corporate Partnerships

While Tiger Woods’ return to golf major championship winner grabbed many of the recent headlines, Dwayne Wade’s departure from the NBA may have been the more compelling corporate partnership activation. More specifically, Anheuser-Busch’s #ThisBudsFor3 campaign featuring Wade demonstrates the power of authenticity in connecting with audiences through corporate partnerships.

Going For The Green: Who Is The Most Likely To Win The Masters BY ADAM GROSSMAN #block-4b9ef2b52b04b3c3ad38 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2

BY ADAM GROSSMAN

Going For The Green: Who Is The Most Likely To Win The Masters

One of the first things that strikes golf fans when seeing Augusta National is the color. The azaleas that permeate the golf course provide a chromatic backdrop unparalleled in golf. Yet, green is the color that matters most to golfers, sponsors and fans of The Masters. More specifically, everyone wants to see who will put on the Masters Green Jacket at the end of the first major tournament of the golfing season.

LUNA Bar Scores With Equal Pay Partnership BY ADAM GROSSMAN #block-169baf352ab0580943d3 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

LUNA Bar Scores With Equal Pay Partnership

Arguably the biggest news coming from national Equal Pay Day on Tuesday was LUNA Bar decision to pay each of the 23 players that made the final 2019 United States Women’s National Team (USWNT) World Cup roster $31,250. This enables the USWNT players to be paid an equal amount to their counterparts on the United States Men’s National Team for participating in the World Cup. LUNA Bar’s decision is another example of how the increase in cause marketing continues to impact the sports industry.

Sports Invests In Live Experiences In The Age Of Streaming BY ADAM GROSSMAN #block-685c7110fa43408c6b78 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px i

BY ADAM GROSSMAN

Sports Invests In Live Experiences In The Age Of Streaming

This week’s announcement of Apple TV+ is a show the sports industry has seen before. Not only does Apple join the ranks of Disney, Amazon, Google, and Facebook in owning streaming video platforms that can feature sports content but it also enters a space of sports-focused platforms that includes ESPN+, B/R Live, DAZN, and FloSports. This made the announcement of multiple major sports venue projects around the same time that the company arguably most responsible for changes in audience consumption is launching a new streaming platform all the more surprising.

Examining The New UFC, ESPN Pay-Per-View Relationship Using Data-Driven Analysis BY ADAM GROSSMAN #block-15ddb6654b72ce5b4e17 .social-icons-style-border .sqs-svg-icon--wrapper { b

BY ADAM GROSSMAN

Examining The New UFC, ESPN Pay-Per-View Relationship Using Data-Driven Analysis

UFC announced yesterday that all of its Pay-Per-View (PPV) events will be available only on ESPN+ in the United States through 2025. UFC will receive a guaranteed revenue stream worth a reported “hundreds of millions of dollars” while ESPN+ will sell the PPV events at $59.99 per event on top of its $4.99 monthly subscriber fee. Why is UFC making this change away from a traditional pay TV model to work with ESPN?

Nike, AT&T Make Major Investments Into New Esports Partnerships BY ADAM GROSSMAN #block-abea0fa34567d21615db .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0

BY ADAM GROSSMAN

Nike, AT&T Make Major Investments Into New Esports Partnerships

Esports has been one of the fastest growing components of the sports industry over the past few years. One of the potential challenges to its continued expansion, however, is the ability for publishers, leagues, and teams to attract large partners. More specifically, rights holders and properties needed to communicate value to companies like Nike and AT&T for competitions, events, and players they had never really considered before.

Mark French Joins B6A Advisory Board BY BLOCK SIX ANALYTICS #block-af55b52ce40c856dfcf4 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY BLOCK SIX ANALYTICS

Mark French Joins B6A Advisory Board

Block Six Analytics (B6A) is pleased to announce that Mark French is joining the company’s Advisory Board. B6A will leverage French’s experience creating and operating disruptive business innovations in the media, technology, sports and consumer goods industries to expedite the company’s growth both inside and outside of the sports industry.

Padres Hit Home Run With Machado BY ADAM GROSSMAN #block-e693067d42ad2065ad36 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; borde

BY ADAM GROSSMAN

Padres Hit Home Run With Machado

Multiple sources have reported that Manny Machado has agreed to a 10-year, $300 million deal with the San Diego Padres. The four time All-Star and two-time Gold Glove winner is now one of the highest paid players in MLB (and American sports more generally) both in terms of total amount and average annual value of a contract with a team. A deal of this size and time length may make it difficult to think that the Padres could have obtained a good “deal” with this deal. However, the Block Six Analytics (B6A) Revenue Above Replacement (RAR) model projects that the Padres are very likely to have a significant positive return on investment (ROI) by signing Machado. In the first half (or 50%) of Machado’s deal alone, the Padres will have “recouped” 83.4% of the cost.

New Leagues Bank On Investment Capital BY ADAM GROSSMAN #block-364fd75da609e9c8318f .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset; b

BY ADAM GROSSMAN

New Leagues Bank On Investment Capital

Major professional sports valuations seem to increase on a yearly basis as indicated in the latest Forbes NBA Team Valuations article released last week. One of the “concerns” about sports organizations, however, is that these increases are decreasing. More specifically, while teams are increasing in value overall the average annual increase seems to be declining over time So why are VCs and early-stage investors seemingly lining up to fund new sports leagues?

Rays, Partners Can Benefit By Team Going Cashless BY ADAM GROSSMAN #block-4e145df7d301f2a2f5e6 .social-icons-style-border .sqs-svg-icon--wrapper { box-shadow: 0 0 0 2px inset;

BY ADAM GROSSMAN

Rays, Partners Can Benefit By Team Going Cashless

The Tampa Bay Rays recently became the first North American sports team to go cashless at its venue. Top-line revenue growth from in-stadium purchases is only one benefit of the new cashless approach. Cashless purchasing provides, “a rich source of data that can be used to better understand consumer behavior, which helps companies sell in a way that is more targeted to the unique needs of individual.”