Creator Play: NFL to Quarterback Content Distribution Across YouTube 🏈
Plus, Lars Stegelmann discusses targeting multiple fan groups, and PUMA get in the game through a collaboration with Rocket League.
Welcome to Sports Pundit, the sports business newsletter delivering insights as fresh as Instacart delivers groceries (and ads) 🥕
In today’s email;
The NFL’s Access Pass Program 🏈
Targeting Different Audiences in F1 🎯
Rocket League’s PUMA Collab 🚀
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TOP STORY
Creator Play: NFL to Quarterback Content Distribution Across YouTube 🏈
Digiday reported last week that the NFL had made the ground-breaking decision to open its Access Pass Program, providing a select group of content creators and influencers access to officially approved game footage.
The league views this as a mutually beneficial relationship as;
The creators who upload content featuring the licensed footage to their YouTube channels will have the opportunity to monetise their videos (from YouTube ads).
The NFL can benefit from both engaging with existing fans on their own terms and by reaching new audiences in ways that the league’s traditional media channels may be failing to.
No doubt accelerated by Google’s deal for the NFL’s Sunday Ticket to be broadcast on YouTube, the league is working closely with the streaming platform to identify new creators that may be the right fit for both the YouTube and NFL brand – as well as making sure personalities appeal to the specific individual teams and markets.
Sports Pundit says
🤔 From launching alternative broadcasts with the likes of Nickelodeon and Toy Story, the league’s efforts to reach new fans has been well documented (I particularly like their collaboration with Deestroying to host a 1ON1 tour across ten cities, tapping into an already popular video format of the YouTuber).
Given that YouTube sees approximately 122 million users per day and that 62% of Internet users in the US access YouTube daily, the opportunity to create NFL-branded content on this platform is huge – particularly when considering the age demographics of these users which skew much younger than linear TV.
Tapping into the platform’s most popular storytellers, who have already curated an audience and authentic relationship with viewers, enables the NFL to meet the demands of modern fans (who want content personalised to their own tastes) at scale – versus trying to produce authentic content for each of these audiences in-house.
As such, it would be surprising if other leagues aren’t following closely behind…
SOCIAL CLUB
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OPINION
How to Activate Different Target Groups in F1? 🤔
Despite Formula 1’s popularity, pure motorsports fans represent a relatively small segment of the overall fanbase.
The largest target group, as identified by AlphaTauri F1 Team’s Lars Stegelmann, are what he calls the “moviegoers,” people who are interested in characters and storylines.
This means delivering a product that is relevant to multiple target groups - something which Stegelman points to within his recent post, highlighting:
The launch of their “Whatever It Takes” documentary at the Venice International Film Festival
Celebration of the return of the F1 cars and their stars to Germany’s Nürburgring
“In both activations, Formula 1 took centre stage in a way that appealed to a wide global audience, yet each event offered tailored content specific to a unique target group.
It's hardly surprising that there are overlaps, including among the fans who often love the multi-faceted appearances of their heroes. Heroes are and always have been needed, whether as a guiding light and leading figure or simply to follow and experience the stories around them.”
HIGHLIGHTS
Football Manager 2024 Mobile will be exclusively available for Netflix members as the streaming platform increases its focus on gaming 🎮
NFL to expand practice squads for all 32 teams to include one international player starting in 2024 🏈
A new initiative for Goldman Sachs’ wealthiest clients has been opened up for them to invest in professional sports teams 💸
Mat Ishbia’s Phoenix Suns will give free antennas to fans before their shift to free over-the-air channels this upcoming NBA season 🏀
Formula 1 brought back its kids broadcast for Singapore Grand Prix 🏎
FC Barcelona to wear Rolling Stones logo on shirt for El Clasico match against Real Madrid as part of their Spotify deal 👅
GETTING INTO THE GAME
In The Game: Puma and Rocket League Deal Propels New Frontier for Advertising
In-game advertising is becoming more and more prominent – propelled by the increasing realisation of the attention that gaming commands, as well as the limitless potential when it comes to activating the rights.
Take Puma for instance. Last month the sportswear brand entered into an interesting partnership with Rocket League — a popular video game in which players use virtual cars to knock a ball into an opposing team’s goal.
The game, which has previously brought brands in-game through virtual pitch-side banners and by allowing players to pilot real vehicles, further expanded its marketing inventory, turning the surfaces of its virtual cars into advertisement vehicles (pun intended)
The campaign, which launched on August 24th, allowed players to download limited-edition branded decals and wheels which matched the real-life kits of some of the most prestigious football clubs sponsored by Puma - including AC Milan, Manchester City Football Club, Borussia Dortmund, and Olympique de Marseille.
While the activation was among the first within Rocket League to include a consumer brand’s logo in this way, it is unlikely to be the last.
Sports Pundit says
🤔 Ahead of the activation, Puma cited their confidence due to the crossover interest that Rocket League holds between traditional sports and esports – viewing it as a gateway into this new world.
However, many other brands have already gone further...
So much so that in June, Roblox’s Manuel Bronstein stated on LinkedIn that he expects “brands to build full presence and experiences on [the] platform, in the same way they built a retail presence, websites and later mobile apps.”
“The power of having your audience interact with your brand and products for hours in immersive experiences and surrounded with their friends is unmatched,” he continued.
JOB BOARD
Partnerships Planning Coordinator - Tottenham Hotspur (London, UK)
Strategic Communications Director - CAA Sports (London, UK)
Head of Partnerships - LiveScore Group (London, UK)
Director, Operations (Leagues Cup) - MLS (New York, US)
Manager, Partnership Sales and Marketing - NASCAR Roots (Florida, US)
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