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From our Founder Angela Ruggiero
"There have been many more noteworthy and historic moments as of late that show the movement to empower women in sports. We cannot be complacent. We need to continue to push for progress."
As Women’s History Month continues and we are just a day removed from International Women’s Day, it is important that we acknowledge the influential women in sports and the impact they have had on our industry. Last week we saw two black women meet in the championship game of a Power 5 conference tournament for the first time in NCAA Division I women's basketball history. Dawn Staley of the University of South Carolina and Joni Taylor of the University of Georgia coached the historic SEC Championship with Coach Staley coming out victorious. Lisa Baird, Commissioner of the NWSL, was able to lead the first North American league to return to live sports during the pandemic and saw a remarkable growth of viewership of almost 500% compared to the previous season. One of the best marketing campaigns of the year came from WNBA Commissioner Cathy Englebert and her team with the creation of the Orange Hoodie campaign. The idea was for male and female athletes, as well as other celebrities, to wear an orange hoodie with the league’s logo to raise awareness for their bubble. Opening night viewership grew by 63% over the previous year. There have been many more noteworthy and historic moments as of late that show the movement to empower women in sports. We cannot be complacent. We need to continue to push for progress. At Sports Innovation Lab, we launched The Fan Project to show the pent-up demand for women’s sports and to challenge the industry to move forward. Read up on our recent feature in the Financial Times.
The Fan Project is now giving away $15 Fanatics Gift Cards when you donate your data!
Support women’s sports, get awesome gear, win/win!!
Weekly Brand Breakthrough
In a recent webinar, two Sportradar executives discussed how their one-of-a-kind real-time data allow Formula 1 fans to engage with the sport in a new way. Sportradar has revolutionized the traditional in-race betting markets in Formula 1, by providing never-before-seen real-time data and analytics to fans. In such a technology-driven sport like Formula 1, the sheer amount of data can feel daunting. Sportradar collects 1.1 million data points from each car every second, multiply that by the twenty cars and the two-hour long race, and you have billions of data points. Sportradar sifts through all of this data and provides fans with the essential live information they need to make the best bets on the race outcome.
Weekly Live Entertainment Breakthrough
This past December, Major League Lacrosse merged with their relatively young but booming competitor, the Premier Lacrosse Leauge (PLL). The PLL is not like any other pro league. It is owned and operated by the players themselves, who receive a stake in the league. Along with a consistent TV presence, the league is heading to social media to build its audience. When it came to the merger, the PLL had the advantage with a TV deal, the better talent, and a culture that put the athletes first entirely. The PLL has announced their 2021 season to take place this summer over eleven weekends between June and September. The league uses a touring model different than any other pro league in the US; this allows them to play in markets all across the country and grow their sport.
Weekly Media Breakthrough
NBA Top Shot collectibles are the next big thing in basketball, memorabilia, and investing. The online marketplace was launched by the Vancouver-based blockchain company Dapper Labs and is backed by the NBA. The company allows users to buy, sell, and collect digital basketball highlights and display their collections to others. The highlights or “moments” vary in value based on the number on the market. The company has taken off with 88,000 buyers and over 278 million dollars in sales. One extreme example of these highlights’ value came with the sale of LeBron James Dunk on Nemanja Bjelica in 2019, which sold for $208,000 a week ago. The meteoric rise of these collectibles and the NBA’s robust backing of the company has made it clear that these highlight collectibles aren’t going anywhere.
Weekly Athlete Breakthrough
The sports media company Overtime has announced that they will launch a basketball league for 16 to 18-year olds this September. The league has announced that they will pay all players a minimum of 100,000 dollars and provide them with a stake in Overtime. The revolutionary model hopes to serve as a farm league to the NBA, allowing young talent to build their brand and gain visibility outside of the traditional high-school to college model. Overtime will bring together thirty players at one central location and provide them with health insurance, equity in Overtime, and the potential to win bonuses. Although one of its kind, with Overtime’s support, this league can create new opportunities for many young basketball talents.
For more information on the changing trends in sports and all of our latest research visit sportsilab.com
Sports Innovation Lab Events
Navigating the Shifting Media Landscape with
Daniel Cohen of Octagon
On this episode of the Fluid Fan Podcast, Angela Ruggiero is joined by Daniel Cohen, SVP Media Rights Consulting for Octagon. Dan is a media rights expert and brings his extensive knowledge of the ever-shifting sports media market to the show. Hear his thoughts on how leagues and media rights holders are rethinking operations due to the trend of digital transformation and the fragmentation of the media market. You’ll learn why Dan believes linear cable is still king in the sports media landscape even though the OTT space continues to evolve. Dan will also touch on the growth of women's sports, and the ways he sees the industry thinking differently about this rapidly moving segment of the market. He has worked closely with leagues like the National Women's Soccer League and knows how valuable women's sports truly are. It all comes down to rethinking the way we measure audiences and engagement.
The Fan Project Live Chat:
The Leagues Leveling The Playing Field
UFC’s Amanda Nunes defended her championship with an amazing first-round submission this past weekend as fans from around the world tuned in (and placed A LOT of bets), and fans went wild on social media when Athletes Unlimited announced a stellar roster for their upcoming women’s lacrosse season this summer. Join us Thursday at 2:30PM ET to chat with Deni Batchvarova, SVP Strategy, UFC, and Anya Alvarez, Director of Content and Digital, Athletes Unlimited on the power women’s sports holds to build billion-dollar businesses and inspire the next generation of girls. To view all of our previous sessions visit our YouTube Channel.