BY ADAM GROSSMAN
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).
BY ADAM GROSSMAN
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.
BY ADAM GROSSMAN
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?
BY ADAM GROSSMAN
Professional disc golfer Paul McBeth signed a 10-year, $10 million endorsement contract with Discraft after he “blew away” sales expectations. This relationship is the latest example to demonstrates the value of the long tail in sports media and partnerships.
BY ADAM GROSSMAN
We use our Influencer Analysis Platform to show that Nikola Jokić is the NBA’s best player and LeBron James is the NBA’s most valuable player for the 2020-21 season to date. We use our NBA analysis to highlight why taking a holistic approach to sports asset valuation provides a better approach to drive deeper insights.
BY ADAM GROSSMAN
Bruce Springsteen’s DUI arrest in November has put both Jeep and the NFL in a negative light after the singer was featured in a Super Bowl commercial. We show how our Social Sentiment Analysis Platform enables companies and sports properties to proactively manage these challenges before and after they arise.
BY ADAM GROSSMAN
One of the most surprising results from the Super Bowl is that the Boston market had a higher local television rating for the game than the Tampa Bay market. We explain how this occurred using loss aversion theory applied to Tom Brady and its impact on athlete marketing using our Influencer Analysis Platform.
BY ADAM GROSSMAN
Hillsdale College’s new partnership with USA Shooting is focused on helping build awareness about the school and “Second Amendment rights going forward.” We show how our Social Sentiment Analysis Platform and Audience Inference Platform can help sponsorship decision-makers determine if they should pursue these types of partnerships.
BY ADAM GROSSMAN
Anheuser-Busch’s (A-B) decision not to advertise its flagship Budweiser brand is arguably the biggest off-field news involving Super Bowl LV. A closer examination using our Corporate Asset Valuation Model (CAV) as a frame shows that A-B’s decision to focus on newer brands and products instead of Budweiser will maximize its ad spend value.
BY ADAM GROSSMAN
AT&T’s new partnership with 100 Thieves demonstrates an evolution in esports sponsorship strategy. We use our Audience Inference Platform and Influencer Analysis Platform to show why AT&T emphasizing content and influencer marketing in addition to competition activations in the partnership is a good strategy.
BY ADAM GROSSMAN
The NHL is enabling its teams to activate helmet sponsorships for the 2020-21 season as a way to offset projected COVID-19 revenue losses. While a new asset, helmet logos require a proven, uniform approach to cross-channel analysis to determine their value.
BY ADAM GROSSMAN
T-Mobile’s new agreement with the Drone Racing League includes traditional partnership activations and a venture investment. Companies taking ownership interests in sports organizations should be the start of a new type of sports industry partnership and makes these relationships increasingly valuable.
BY ADAM GROSSMAN
Political correspondent Steve Kornacki’s appearance on “Football Night In America” created significant impact for both NBC and GAP. Kornacki’s politics to sports crossover also shows an evolution in how non-endemic influencers can impact sports partnership strategy going forward.
BY ADAM GROSSMAN
The Queen’s Gambit has unexpectedly become the most-watched scripted limited series on Netflix to date and has spurred a chess boom. The series’ success has significant implications for those working in the sponsorship industry as it shows how sports content can spur tangible behavior even in unexpected use cases.
BY ADAM GROSSMAN
Ryan Reynolds and Rob McElhenney announced earlier this week that they are acquiring Welsh soccer team Wrexham AFC. While the focus on how potential media opportunities can make their investment profitable, maximizing partnership revenues driven by influencer marketing that can potentially have a more sustainable impact.
BY ADAM GROSSMAN
DraftKings’ decision to partner with professional golfer Bryson DeChambeau showcases the intersection of content and influencer marketing trends driving many sports betting and daily fantasy sponsorships. We use B6A’s Audience Inference Platform (AIP) to show why DeChambeau is a strong fit for DraftKings, particularly as a complement to the company’s existing PGA Tour partnership.
BY ADAM GROSSMAN
Research from Stanford University found that marketing is most effective when targeted at people that weakly support a campaign or business. B6A’s Audience Inference Platform (AIP) and Social Sentiment Analysis Platform (SAP) enable properties and partners to identify and target the right people to drive sponsorship return on investment (ROI).
BY ADAM GROSSMAN
Hyperice’s recent announcement of a new Major League Baseball (MLB) partnership and of San Diego Padres player Fernando Tatís, Jr. as an ambassador and investor show why companies need to examine properties and athletes in developing their partnership strategies. We used our Social Sentiment Analysis Platform and Audience Inference Platform to show why Tatís specifically is an essential component to Hyperice’s growth strategy.
BY ADAM GROSSMAN
Learfield IMG College and Mainline developed the “Mid-American Madden Challenge” as a novel way to help colleges “fill the void” caused by the lack of sports being played this fall. We used our Corporate Asset Valuation Model (CAV) to show how Esports and gaming can help schools address core attendance and tuition problems caused by the coronavirus in addition to athletic department problems.
BY ADAM GROSSMAN
President Donald Trump’s recent handling of his positive coronavirus diagnosis highlights challenges with how people approach virus testing. We apply lessons learned from virus detection to show how B6A’s Media Analysis Platform optimizes brand logo detection in media.
BY ADAM GROSSMAN
Both Mark Cuban and PlayLine invested in the @NBAMemes Instagram account because of its high engagement rate rather than its follower counts. These investments demonstrate the importance of a data-driven approach to creating cost-efficient customer acquisition strategies as highlighted by B6A’s Social Sentiment Analysis Platform (SAP) and Influencer Analysis Platform (IAP).
BY ADAM GROSSMAN
Brands and their agency partners are understandably stating that NFL tarp activations did not generate significant airtime for partners’ logo exposures during games. The larger issue is the problem with how the tarps’ values are being calculated in the first place, which can be solved using B6A’s Media Analysis Platform (MAP).
BY ADAM GROSSMAN
Anheuser-Busch InBev’s (ABI’s) decision to reduce its number of partnership deals shows the importance of company-specific performance metrics for the future of the sponsorship industry. Block Six Analytics (B6A) products are specifically designed to help both companies and partners thrive, particularly in the current environment.
