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Rethinking Sports Through The Lens Of Media, Data And Fans | AdExchanger – AdExchanger

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The Sell Sider” is a column written for the sell side of the digital media community.

Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant.

Sports federations, leagues, clubs and athletes are fighting for their future. In a matter of weeks live sport evaporated due to COVID-19, with some events postponed and others officially concluded long before their planned end dates.

In Europe, where the pandemic arrived earlier than the United States, live sports video streaming dropped 91% by the last week of March, according to Conviva.

The absence of live games and active competitions has removed “the product” from sport fans’ lives. However, if from a monetization standpoint sport is a product, for its audiences it is definitely much more than that.

The advantage for the sport industry, compared to other verticals, is a religious-like attachment and passion for the different disciplines, leagues, clubs and athletes that can span the entire length of their fans’ lives.

Unfortunately, the sports industry never fully capitalized on this unique advantage, and sports organizations failed to build success on solid audience and data strategies.

The sports industry instead lived in complacency, fueled by TV rights, sponsorships, ticketing and merchandising, all dependent on the physical existence of competitions or championships, rather than focusing on a crucial pillar: the unrelenting passion of fans (and their spending power). The nearly automatic and almost effortless revenue streams and immense popularity blinded many and prevented them from realizing that for most, the foundations were missing.

As a result, when the live events all stopped a few weeks ago, the emperor found itself without clothes.

What future changes could mitigate the dependence on live events?

Becoming a digital platform

One major shift should be the transition from a passive digital presence to an active one. The current approach is passively built around the live event, game or competition, which attracts an audience depending on interest in the event itself and then releases the audience until the next event. I visualize it as a burning pile of paper, which produces a huge and bright flame but extinguishes itself within a few minutes, if not seconds, after the paper is consumed.

An active approach starts from the fans and exploits the events, one after the other, season after season, to grow the audience and “digitalize” it. It would create fidelity and loyalty and enable a data and content strategy focused on personalization, engagement and monetization.

This approach turns social media to sports organizations’ advantage, where they can promote themselves on social networks while attracting audiences onto their own digital properties. The objective is the creation of an environment where fans can satisfy their attachment to the league, club and athletes and stay as close as possible to them.

It means, effectively, turning the league, club or athlete into a virtual platform of interconnected digital properties with an underlying data collection and activation infrastructure, which grows with time through a virtuous cycle and becomes the core experience for fans and audiences.

It opens the opportunity to own and manage several channels, from esports to media, which are crucial to maintain engagement and communication with audiences, especially when live events are not being held.

More importantly, it becomes the platform onto which sponsorships can be plugged in and activated. So can merchandising strategies, again without depending on the live event, not to mention all the relevant revenue channels surrounding competitions, such as ticketing.

Sponsoring isn’t – or shouldn’t be – just the act of stitching a logo onto a shirt or physical or virtual space. It should be the association between a brand and sport organization, through which the connection with the audience happens. The stronger the bond between the sport organization or athlete and the fans, the higher the emotional value of the sponsorship, peaking during competition but also kept to a high level outside of it.

Sports organizations also have the urgency to reinvent their content strategy and realize their potential for evolving into media owners. They could become a reference for their audiences, rather than representing the weakest link in the discussion and commentary outside the court, often with a marked imbalance of influence between organizations and their players.

Fading influence

The urgent need for a strategic rethinking is underscored by what recently happened with FC Barcelona. Lionel Messi, arguably the world’s best soccer player, set off a bomb by lashing out at the club’s hierarchy on Instagram, leaving the club running for cover and unable to match the visibility and audience of its most representative player.

A few days later, a TV station also accused FC Barcelona’s board of hiring a social media company to create fake accounts and launch a smear campaign against some current and former players to enhance the image of the club’s president. True or not, the damage has been done.

These incidents involving one of the world’s top soccer clubs shows how far sports organizations are from owning their own strong and influential media platforms.

For the same reason, in the last few weeks, nearly all sports media owners have seen their content sources disappear almost completely: No scores, no tables, no games. The lack of differentiation across most sports media outlets is striking.

The news media offers sports organizations and traditional sports media owners a useful lesson in improving their presence. The commoditization of news has pushed the category into a long decline caused by, among other things, the free availability of news. The lack of differentiation, in turn, diminished monetization opportunities. The issue has been partially overcome by publishers moving away from breaking news and creating differentiated and unique content, such as commentary, reports and insights.

The good news is that audiences’ attachment and passion for sports typically lasts not just for the moment but also across fans’ lives.

For sports organizations and sports media owners, it’s time for reflection and seizing the opportunity to reposition themselves more strategically in a world moved by new criteria and dynamics, but still fueled by the same fire burning in fans’ hearts.

Follow Alessandro De Zanche (@adzandads) and AdExchanger (@adexchanger) on Twitter.

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What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’

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Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.

Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.

NEW MOVIES TO STREAM SEPT. 9-15

Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.

— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.

— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”

AP Film Writer Lindsey Bahr

NEW MUSIC TO STREAM SEPT. 9-15

— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”

— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.

AP Music Writer Maria Sherman

NEW SHOWS TO STREAM SEPT. 9-15

— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.

Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.

— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.

— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.

Alicia Rancilio

NEW VIDEO GAMES TO PLAY

— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.

— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.

Lou Kesten

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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Arizona man accused of social media threats to Trump is arrested

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Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.

Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”

In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.

The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”

This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.

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