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Is owning an NFL team about vanity? Here’s why I think it’s much more than that. I read this claim recently, and perhaps it is, but it's also been the smartest one imaginable, given the league’s meteoric values. But there’s something bigger here: Access to the Ecosystem. While everyone’s focused on on the field, there’s a massively diversified and integrated set of businesses operating with its own biz models, customers, and revenue streams. Any savvy org would want to have access to these businesses: Tickets:  Huge part of a team’s local revenues, it provides direct and proprietary insights into consumer demand and engagement, not just in the NFL, but across other team-controlled events like concerts and other events. Hospitality:  Stadiums are anchor tenants to gain access to people often unreachable through other means. High-end experiences attract influencers and enhance perception as well. (I’ve met everyone from Slash to the GEICO Caveman - even SponsorUnited’s first investor at a stadium.) Merch:  Besides it being a lucrative revenue stream that boosts visibility and loyalty, it’s the transaction data that's so valuable. Less than 5% of fans ever attend a game, but many more buy merch—valuable data for the team and their biz partners. Sponsorship:   Deals are only getting more diverse and valuable (14% growth YoY) but also, each team has between 100 to 200 partners from over 75 different industries to tap into as well. Media & Content:  It’s not just the team getting a huge guaranteed check, it’s also local media rights monetization, tertiary content being generated to gain insights into media consumption trends and enhancing efforts to sell tix, hospitality, sponsorships and more. Real Estate & Politics:  Teams are partners with their communities…owners are stewards, so more strategic relationships are being formed to develop outside the stadium. These relationships give owners and partners access points in government. Tech & Products:  Teams are supported by thousands of vendors that win the right to apply the latest innovations to enhance experiences, operations, and data. They get pitched the latest and greatest ideas. F&B:  This isn't your dad's hot dog. Modern menu curation and pricing has improved revenue streams and provides visibility into consumer preferences. Data:  Besides a team’s owned data, they access league wide data intel. This visibility becomes even more valuable if the PE firm invests in other related industries. Owners:  The NFL’s ~40 owners boast a cumulative net worth of $254B. Their influence spans retail (anyone say Walmart?), finance, real estate, tech, media, oil & gas, auto, and other ventures across the NBA, EPL, NHL, MLS, F1 and more. Where else can you partner with as large a collection of leaders, all working in unison to make the NFL even more successful? Now, with PE bringing additional expertise and strategic thinking, the value of the ecosystem will only continue to 🚀. #PE #NFL

How good is Hockey! 🏒 From my time in the states, I've experienced 2 games and by far the Chicago Blackhawks did it best 👌 As I mentioned in a previous post, value adding to events is crucial in generating hype and retention of fans. But what happens when a team isn't performing well? How do you continue to service loyal fans and retain their support? 🤔 Here are 5 ways I witnessed retention being continued at the Blackhawks game: **1. Enhanced Engagement and Experience:** Focus on improving the overall game-day experience for season ticket holders. This can include exclusive access to events, unique in-stadium experiences, enhanced amenities, and personalised services. Creating a memorable experience that goes beyond the game's outcome can foster loyalty. **2. Loyalty and Rewards Programs:** Develop a loyalty or rewards program specifically for season ticket holders, offering points for renewals, attending games, and engaging with the team in various ways. Rewarding loyalty can encourage renewals despite the team's performance. **3. Transparent Communication and Involvement:** Maintain open and honest communication with season ticket holders about the team's direction, strategies for improvement, and long-term vision. Involve them in exclusive Q&A sessions with the management, coaching staff, or players to feel more connected to the team's journey. Feeling like a part of the team's process can build a stronger emotional investment. **4. Exclusive Content and Access:** Provide season ticket holders with exclusive content such as behind-the-scenes videos, player interviews, and insider team news not available to the general public. Offering exclusive access to practice sessions, team meet-and-greets, or even decision-making forums can make the holders feel valued and closer to the team. **5. Flexible Ticketing Options and Perks:** Introduce flexible ticketing options such as easy game exchanges for those they can't attend, a friend referral program with rewards, or even the ability to upgrade seats for certain games at a discounted rate. Additionally, providing perks Looking forward to getting back to the Windy City and following the progression of Connor Bedard who is already a superstar, as the Hawks continue to improve. 👏 🏆

I was fortunate to give a speech at Brand Innovators in Las Vegas this week titled "Under the Helmet: How the National Football League (NFL) Stays #1 in Sponsorships," and I wanted to pass along a few of the key takeaways for those who couldn’t attend: First, the "#1" in the title was based on the league generating almost 50% more sponsorship revenues than the next highest professional sports league. Beyond that, however, they have outperformed Fortune 500 companies with a remarkable decade-long CAGR of almost 10%, outperforming these companies by 38% annually. How did they do it in a nutshell? They’ve leveraged innovation and change to evolve the business in both slow and fast ways. - Developed and enhanced non-venue marketing platforms and content to generate value for brands in the wake of COVID (think podcasts, video series, social expansion). - Adopted an omnichannel approach in a changing advertising environment, resulting in 20% more assets being delivered to brands in the last 5 years. - Capitalized on NIL and athletes' growing social following and deals to create a new pipeline of potential partners. - Embraced new industries, non-traditional sponsorships, and high-growth startups flooding the market due to the massive deployment of venture capital over the past few years. - Continued to maintain focus on growing and maintaining their key enterprise sponsors, such as Anheuser-Busch, Verizon, and PepsiCo, resulting in the top 10 largest spending brands delivering 22% of total team sponsorship revenues. They’ve capitalized on much of this growth without the benefit of introducing jersey patches, new teams, or TV-visible signage. That said, when they did move a club like the Las Vegas Raiders to a new market with a new stadium, they saw massive returns (691% growth in a 36-month period for the club). The NFL's approach to sponsorships exemplifies a blend of tradition and innovation, demonstrating that even in rapidly changing markets, there's tremendous value in adaptability and strategic growth. This model not only ensures the league's continued dominance in the sports industry but also provides valuable insights for brands and marketers looking to elevate their own strategies. #sponsorship #sportsbiz #nfl

Fantastic article by Jeff Fromm covering strategic insights on how both the Chiefs and the NFL are engaging with Gen Z and how brands should be embedding themselves into the cultural moments that resonate most with these audiences. Easy for me to say, but there truly is no better time than now to partner with the Chiefs as we bring new opportunities to enhance brand visibility and relevance with new audiences in a highly competitive market. Read more here: https://lnkd.in/gxrZpCVH Forbes National Football League (NFL) Kansas City Chiefs #partnershipstrategy #taylorswift #nfl #football #sportsmarketing #Chiefs #GenZ

Taylor Swift is Super Bowl bound! The Chiefs' most famous fan drew huge new audiences to the NFL. But what are NFL stadiums doing to keep this new fan base? Bill Johnson, director of HOK's Sports + Recreation + Entertainment practice, spells our 4 ways venues can tap into the "Taylor Effect" and, in so doing, make stadiums more inclusive and dynamic. These include: 1. Rethinking player-fan interaction 2. Accommodating VIP guests 3. Integrating diverse fan interests 4. Expanding sponsorship and merchandising opportunities "This is an unprecedented opportunity to reimagine a stadium as a community hub where sports and entertainment converge," says Bill. "We can redefine the next era of stadiums." Discover more: https://lnkd.in/gGS4HzKC #stadiumdesign #nfl #taylorswift #hoksport

Many of you will know about my love affair with Angel City Football Club. A brand-first football club that sold all season tickets before a sprig even touched the pitch. The club was built from influencers, purpose-led partnerships and a focus on brand that made people want to wear the jersey no matter how the team actually performed. But to this day, it remains a rare story. It continues to be a huge challenge convincing rights holders of the importance of investing in brand and the long-term vision. Too often we see rights holders focus on short-term gains, completely exposing themselves to any cultural or societal changes that may see them need to lean on fans and loyalty more. A great example was the pandemic - rights holders without key brand strategies or brand foundations struggled the most as for so long they had relied on performance and events only. Anyways, back to Angel City. A brand who’s foundations were solid from the get-go and is why we are now seeing the club sell for a rumoured $250m, less than four years since the concept was even announced. The purchase by Disney’s CEO Bob Iger and wife Willow Bay is said to automatically catapult the value to $300m. All whilst the team sits at 11th place out of 14th in the NWSL. Angel City FC continues to have the highest attendance rate, best merch sales, high partnership deals - purposefully and brilliantly executed - and incredible investment. This is the sign of a true brand that can stand the test of time. And now with Disney at the helm, I for-see a Welcome to Wrexham docu-series inbound that will only continue this monumental sport' brands growth. #AngelCityFC #WomensFootball #WomeninSport #Disney

A follow up on last week's story about the NFL adopting facial authentication technology. The below is a fraction of the Q+A so please click on the link below When thousands of NFL fans enter stadiums this fall, their faces will be scanned by technology from Wicket. Many of the league’s 32 franchises are using the platform to check credentials of staff and media entering restricted areas, but three teams — the Cleveland Browns, the Atlanta Falcons and the Tennessee Titans — are deploying it to authenticate the identity of regular ticket-holders. At least a half-dozen more NFL franchises are currently studying or planning to use Wicket for fan-facing ticketing purposes this season, according to Jeff Boehm, the Massachusetts-based company’s chief operating officer. Facial authentication is increasingly used by other sports leagues, too. The Australian Tennis Open and United States Golf Association all use Wicket face scans to authenticate fans entering their events, as do the New York Mets. (Wicket isn’t the only game in town. CLEAR technology — which matches facial biometrics to ID photos — is primarily used in airports but has made deals with several sports stadiums and arenas.) Wicket technology allows fans to choose not to participate, and the company takes privacy and data security very seriously, Boehm says. But he also acknowledges that team owners and other customers can do whatever they want with the face-scan data once they’ve bought the technology, and Wicket has no control over whether they monetize whatever they collect. While small at 50 staff members or less, Wicket, which launched four years ago, has drastically expanded its reach in the last 18 months, Boehm says. Boehm spoke with Recorded Future News about his rapidly growing company and what’s next. This conversation has been edited for length and clarity. RECORDED FUTURE NEWS: Which teams in the NFL did you pilot Wicket with last year? JEFF BOEHM: So Wicket began way back in 2020 with the Cleveland Browns as one of our first teams, and they have been an early adopter and use the technology broadly around their stadium. Mercedes-Benz Stadium, home of the Atlanta Falcons, has been another early adopter, and has used the technology broadly. And then the NFL approached us and used it across four other stadiums. They’re the customer. They have the choice of what they publicize or don't publicize. So there were four other teams beyond Cleveland and Atlanta that used it last year. We’re certainly excited to have them, and, subsequently, all 32 NFL teams as clients. [Editor’s Note: The Tennessee Titans, Cleveland Browns and Atlanta Falcons individually have used Wicket for fan-facing interactions, Boehm said.... https://lnkd.in/ecjgmTba

An amazing reminder from Courtney Jeffries that "shrink it and pink it" doesn't always work in the sports world. "There is a best practice playbook for fan engagement and the majority of those best practices are based around male-dominated sports – like the NFL and NBA. My recommendation would be to have those best practices, but to create your own best practices playbook, too. You want to follow a path that resonates with your fan base." Check out more of her story, and wisdom drops, in the latest installment of She's Got Next from The Martin Group https://lnkd.in/d3h2bUfN

I flew to Dallas to watch the Cowboys demolish my Jets 🏈😞…but the real game was happening off the field – and it's a copywriting goldmine. ⛏️💎 The game was just part of the story. My visit was equally about peering behind the curtain of "America's Business" and not just “America’s Team” – the top-valued sports franchise known as the Dallas Cowboys. A white glove business with unparalleled leadership. Believe me, their mastery in crafting an unparalleled customer experience is second to none. Credit goes to my pal Howard Getson (a finance sage and one of the Cowboys' premier VIPs), who provided me with a comprehensive backstage pass that shifted my outlook on the client experience paradigm. Here's what this sports powerhouse taught me: ✅ Exceeding Expectations: The Cowboys ensure that every fan, no matter the cost of their ticket, feels appreciated. Their dedication to exceptional service fosters deep loyalty and propels sustained revenue growth. ✅ Investing in Experience: Their stadium is a prime example. It might have cost less than the Jets' stadium, but it's a palace, not a warehouse. The Cowboys invested wisely, prioritizing fan comfort and a strong brand personality. ✅ Leadership Matters: Jerry Jones, the owner, played football himself before turning to business. This background gives him intimate knowledge of both the sport and the business model needed for success. ✅ Prioritizing High-Value Customers: The Cowboys treat top spenders exceptionally well, not just for financial gain, but to create enthusiastic brand evangelists. This leads to enhanced experiences and attracts more customers across the board. ✅ Winning Beyond Championships: Consistent on-field performance is important, but the Cowboys win off-field every year. They focus on creating a winning culture and a premium fan experience, resulting in major long-term financial success. The Cowboys may not clinch a Super Bowl victory annually, yet it's their unwavering excellence that has cemented their brand, garnered deep fan devotion, and bolstered their financial success. Dive deep into understanding what your audience craves, design an exceptional experience, and forge a brand that becomes the talk of the town. That's how you win in the long game. I'd love to hear your thoughts in the comments below. ⬇️ #OffTheField #CopywritingGoldmine #CustomerExperience #BrandBuilding #ExceedingExpectations #InvestInExperience #LeadershipMatters #HighValueCustomers #WinningCulture #MarketingInsights #SportsBusiness #FanLoyalty #LongGameSuccess #CraftingExperiences #AudienceUnderstanding #StrategicLeadership #CopywritingTips

The NBA and NFL average home attendance is at 96% and 98% respectively, their focus is not wholly on acquiring new fans, but retaining and up-selling their current ones 📈 Now while the bookends of an event are well catered for with pre and post game retention focused events and communications, the time during the event is a different story. So our team examined the technology that will enable organizations to retention efforts at the event, in real time, check it out here: https://lnkd.in/gTE9zN9X #sportsbusiness #ticketing