Noah Garden

Excited to share our Year in Review: Marketing Partnerships Across North American Sports 2024 report! Discover how brands spent over $8.3B in sports sponsorships across major pro sports and Power 5 during the 2023–24 seasons. Download now for exclusive insights. → https://lnkd.in/e3FBSdHi #SportsMarketing #Sponsorships #Insights

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The U.S. sports betting market continues to grow as more Americans wager more money on live events. The AGA reported YTD commercial sports betting revenue reached $8.36bn through August (+30.4% YoY). However, the related advertising dollars are not flowing as easily as they once did with FanDuel and DraftKings Inc. entrenched as the regulated market leaders in all 30 legal mobile betting jurisdictions and the pace of states adding new OSB or online casino legislation having slowed to a crawl. Logic would suggest that reality will begin to impact sports rights owners and holders over time–if the trend doesn’t change. One “shouldn't assume that just because available ad dollars have dropped off this year, spending will stay at this level or drop off further in the future," Chris Grove (co-founding partner, Acies Investments) said. "There are numerous reasons why marketing spend could turn back upward.” But there is a new class of gaming companies –social sweepstakes casinos (think: VGW Play, Stake.us) and sportsbooks (think: Fliff Inc)– capable of helping sports properties and their media partners replace lost revenues in the interim. These entities are growing faster, operating in more states, and can be more profitable than regulated counterparts (though, none are nearly as profitable as FanDuel or DraftKings). For context, Virtual Gaming Worlds reported in September that it increased annual net profits by 30% YoY to $335mm on record revenues of $4.15bn. Sweepstakes are games of chance where no purchase is necessary to win. In a social sweepstakes sportsbook or casino players can also buy virtual coins that can be wagered and redeemed for real cash prizes. #sweepstakes #gaming #sportsbetting #sportsbiz #marketing #advertising #trends https://lnkd.in/egRbEuQp

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Another interesting Chart of the Week from Arctos

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Will we face the same challenges in 2025? My guess...probably! But I think things are evolving...I’m really interested in seeing how sportsbooks and platforms get creative in attracting and keeping new customers. While market offerings and app designs continue to improve, the big question for me is: how will I know which product is the right fit for ME as a fan? For example, if I want to bet live on big moments, will the platform make it seamless? Most importantly, can I access those bets easily? Can the product design deliver them to me in a way that makes sense no matter where I’m watching? And what about women’s sports—who’s prioritizing women’s basketball, hockey, golf, and tennis? We'll see who gets it right! 2024 piece from Business Insider

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This is so unique, access to experts on the ground in sports. In Tech, we always had access to industry analysts to guide our business decisions. However, in sports many analyst groups I used to rely on like Gartner, IDC, don't cover an industry that contributes around 1% to the GDP (yet). Not to mention that sports technology is 🔥 Private Equity are heavily investing, so are large brands. I bet they all have lots of questions. I know a group who just might have some answers ! #sports

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Golf content creators are becoming some of the biggest names in the sport. The PGA TOUR is hoping its own players can expand their brands online, too. PGA Tour senior vice president of media Chris Wandell joins David Rumsey on "The FOS Interview" to discuss how players can build their social media brands, the sport's Netflix series, Full Swing, and what the media future of the PGA Tour looks like. https://lnkd.in/gPtYx3_d

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#Advertising during live sports has historically been through the lens of mass reach and limited targeting via traditional linear channels. Sports themselves in the #D2C era have not been able to tap into this marketplace at all. Well all that's being flipped on its head thanks to #streaming and new technology facilitating its evolution - and media buyers are starting to take note. On this week's #StreamTimeSports,I was joined by Paul Gelb from the HAUS EFFECT, and Scott Young, co-founder and chief product officer at Transmit Live, to share their first hand experiences on how brands can make the most of sports advertising in this new era, and how media buyers are adopting the the power of live streaming sports to be more targeted in their marketing. Transmit is one of these businesses that have been flying underneath the radar for some time - but they're technology is opening up the playbooks for sports rights holders and streaming platforms to generate way more ROI on their live sporting events. We've seen that a subs-only approach doesn't work - and ad lead approaches are the way for sports to regain the scalability it's been achieving through linear - but with the power to be hyper-targeted and ultimately bringing in way more ad dollars from across the industry now that the tech is there to facilitate it. Key points on the pod: - How can ad-supported streaming complement subscription models? - Why is live sports still the top destination for advertising? - How can technology help small brands maximise their returns? - What are the new opportunities streaming presents for media buying? - What impact does ad technology have on the consumer? Take a listen and let me know what you think: https://lnkd.in/efYvPiHt

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The future of sports is bright! Fitch Ratings projects a stronger financial outlook for the industry in 2025, fueled by global expansion, growing interest in women’s sports, and favorable economic conditions like lower U.S. interest rates. Key drivers include robust income streams from media rights, sponsorships, naming rights, and premium seating, alongside increased demand for sports content and concert tours utilizing professional facilities. “The rise of women’s sports and global engagement are unlocking exciting new revenue opportunities,” says Fitch’s Ben Munguia. The game is changing—and the opportunities are boundless! #SportsBusiness #WomenInSports #GlobalExpansion

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✅ Some thoughts on the sports media & digital landscape. ✅ Insights on how IMG's digital team is supporting rightsholders globally. ✅ Full size HD pic of yours truly. Thanks for the conversation Ken Kerschbaumer - we covered lots of ground!

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#Wicked's box office success may only be matched by the number of brand collaborations featuring the movie. I examined the growing use of brand collaborations and how #sportsbiz #partnership professionals can capitalize on the trend in my latest John WallStreet column.

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Soccer fandom is evolving at an incredible pace. Understanding the fan or consumer is complex….. There are a million ways to measure fandom so we (@forsoccer) took a crack at creating some of our own fan profiles that better represent modern fandom. Download the United States of Soccer report on Forsoccer.com #soccermedia #sportsmedia #sportsbusiness #soccermarketing #sportsmarketing #grassrootssoccer

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Former NBA All-Star Jayson Williams Joins Oaktree Solutions to Launch Oaktree Sports Ventures. Oaktree Solutions, a global public affairs and venture consulting firm, has announced former NBA All-Star Jayson Williams as the new Managing Director of Oaktree Sports Ventures. This expansion introduces a full-service advisory focused on guiding professional athletes through sponsorship deals, financial planning, reputation management, and post-career transitions. Building on Oaktree’s equity partnership with Los Angeles-based talent firm AIGH, Williams will lead the firm’s athlete-focused initiatives, helping clients navigate the complexities of their careers — from college athletics to retirement. His mission is to secure opportunities, manage risks, and help athletes build meaningful, financially secure futures. “Oaktree Solutions is about delivering value in life’s most challenging situations,” said Frank V. Carone, founder and chairman of Oaktree Solutions. “Athletes face immense pressure, risk, and opportunity. Jayson’s experience on and off the court makes him the perfect leader to help them thrive under the spotlight and beyond.” Williams brings a wealth of insight from his 11-year NBA career, primarily with the New Jersey Nets (now Brooklyn Nets), and his own post-career struggles. After overcoming personal challenges, Williams founded the Rebound Institute to support individuals battling substance abuse and reintegrating into society after incarceration. His passion for transformation aligns seamlessly with Oaktree’s vision, and he will also advise corporate and non-profit clients on connecting with the athletic community while addressing mental health and well-being. “My journey in the NBA and life after taught me that the highs and lows don’t last forever—it’s the people around you who matter most,” said Williams. “I’m proud to join Oaktree Sports Ventures to guide athletes in building their futures and to extend that impact to others seeking hope and opportunity. With Oaktree’s expertise in business, branding, and public affairs, we’re poised to help clients achieve greatness on and off the court.” Jayson Williams’ leadership marks a new era for Oaktree Solutions, positioning the firm as a powerhouse for empowering athletes in every stage of their lives.

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Sports teams and soft drink companies have forged enduring and profitable partnerships over the years, but I've always believed these deals could be even more beneficial for both parties. Historically, partnership potential has been constrained by limited resources on both sides. Teams typically lack sufficient personnel to develop sustainable channel promotions, while global brands like Coca-Cola often don't invest the time and budget to create unique promotions in each individual club market. I believe team-branded loyalty points could help overcome these constraints by establishing a uniform affinity currency capable of supporting DTC promotions and B2B deals. 1. Channel promotions: if a portion of Coca-Cola's club spending were allocated to Club Points, then Coke could use team points as both an activation and sales tool. Coke could pass through team points to its retail partners, enabling them to reward fans who visit stores and purchase Coca-Cola products. This approach should help Coca-Cola increase case and syrup sales while securing more retail displays. 2. Fan Engagement: Coca-Cola could offer Club Points to fans for participating in sweepstakes, online promotions, or sampling events. This would help Coca-Cola gather valuable fan data and address one of its biggest challenges: knowing its end users. 3. Per cap pending: At ballparks, fans could use accrued Club Points to purchase more Coca-Cola products or earn additional points by buying Coca-Cola during games. Beyond sports, the overlap between team corporate partners and Coca-Cola's retail network is fascinating. As a team sponsorship seller, I'd be excited to use a Club Points program to engage existing partners and pitch new ones, using points as a compelling hook. With points serving as a common currency, clubs can forge partnerships with myriad brands. And club partners could even establish bespoke points-exchange rates to conduct deals directly with each other within the team ecosystem. Branded points can even enhance Coca-Cola's MLB (league) partnership in concert with club-level deals. The possibilities for expanding team/soft drink partnerships are endless, which isn't always advantageous since teams and partners often lack the time to pursue all opportunities. But that's where Minty Sports comes in. We provide the software, services, and strategy needed to bring loyalty commerce programs and partnerships to life. The Minty Sports system could create a currency for MLB that allows each team to have its own distinct, branded points that interchangeable with league points. League / team data could also be shareable. Our cloud-based financial software mints, distributes, and manages points-based transactions, accessible at venues, stores, online, and via cellular networks. cc JohnWallStreet, Matt Gardner Eric Stisser Neil Viserto Mike Morris Hunter Lochmann James Van Stone Anuk Karunaratne Chris Lencheski Bret McCormick

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Golf - The Evolving Business Model. The men's professional game of #golf continues to be as divided as many of the stakeholders in the US political arena. We saw it yet again this past weekend, when one of the games showcase events "The Masters" was played at Augusta in Georgia, USA. Broadcasters seemingly, and incredibly unprofessionally, went out of their way to discredit the presence of the #LIVGolf league players who were in attendance along with their #PGATour colleagues over the course of the week. All of the sly and sarcastic interludes throughout the broadcast did not get lost on the fans of the game, as the internet lit up as if it were some kind of heated debate between passionate #Democrats and #Republicans. #PGA pundits making sly remarks about the LIV players not being able to manage playing 72 holes over the week, because the rival LIV tournaments are played over 54 holes over three days. This got me thinking. Who actually invented the concept of 18 holes for a round of golf, and how did 72 holes become the 'norm" for a golf tournament? Well you might be surprised to learn that at the traditional home of golf, St Andrews in #Scotland, the course originally consisted of 22 holes. 11 holes out, and 11 holes back in. This was later shortened when holes were merged together. Yet back then there was no standard, some tournaments even featured courses that had just 12 holes. It's when we jump back over the Atlantic once again to understand that The Masters tournament was originally played over eighteen holes over three days, eighteen holes were played each day for the first two days, and then a final 36 holes were played on the third day. Co-founder of 'The Masters" , Amateur golfer Bobby Jones suggested that the tournament should be played over four days so more tickets could be sold, and other events could be built around the week, so it was born, the concept, and norm that a golf tournament was to be played over eighteen holes over the course of four straight days. Other major tournaments followed suit such as 'The Open' and the 'PGA Championships'. In June 2021 the disruptors came into the game, the LIV Golf league. LIV introduced three day and fifty four hole tournaments. Ever since then the internal flames on mens professional golf has become an out of control wildfire. Players, fans and administrators are all embroiled in a never ending circus that started in 2021, over 250 years after the game was invented. The question is, when will the adults enter the room and realize that for mens professional golf to prosper the ego's need to be put aside so that the sustainable future of the game can be created which for now, is the only thing that matters. The only thing that matters.

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Congratulations! You sold your jersey patch. Now what? Team-branded partner points could be the next big sponsorship asset in baseball, potentially generating as much incremental revenue as jersey patches, if not more. This is especially crucial for small and mid-market clubs seeking new premium assets to sell. Take the Cincinnati Reds, for example. They reportedly earn $5 million annually from their Kroger jersey patch deal. Assuming their sponsorship sales grew from $35 million to $40 million, that's a 14% increase from a single sale – impressive growth! But what's next to keep the business growing? Small and mid-market teams like the Reds, Pirates, Royals, Cardinals, Brewers, Guardians, and even the Tigers can struggle to grow year-over-year sponsorship revenues significantly due to limited media reach and national appeal. They need innovative offerings to drive significant incremental growth. While jersey patches are valuable, their revenue potential is capped until renewal. This is where team-branded partner points can play a crucial role: 1. New Product: Selling team-branded points to sponsors creates incremental revenue. 2. Activation Tool: Points give sponsors a reason to spend more based on their success. 3. Leveraging Fan Affinity: Small-market clubs may have fewer eyeballs, but they boast strong, generational fan affinity. 4. Liquid Asset: Points can be assigned value, bought, sold, and traded both online and at the ballpark. (points are liquid affinity). 5. Democratic Approach: Unlike jersey patches, partner points can be sold to multiple sponsors across various categories including the the vary brands that buy jersey patches. 6. Measurable KPIs: Points help brands drive and measure specific outcomes. 7. Improved Retention: Strategic use of partner points can lead to higher sponsor renewal rates. Partner points not only offer a path to increased annual revenues but also have the potential to enhance sponsor satisfaction and longevity – a win-win for both clubs and their partners. As MLB teams look to innovate and grow their sponsorship revenues this off season, team-branded partner points present a compelling opportunity. By turning fan affinity into a tangible, tradable asset, clubs can create new revenue streams, enhance sponsor relationships, and drive fan engagement. This strategy could be particularly transformative for small and mid-market teams, helping them compete financially in an increasingly challenging landscape.

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Lots of possibilties in this incredibly powerful ecosystem. We at Elevate are big believers in the combination of data science and storytelling to unlock maximum value.

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