07/14/21: Bally’s added the AVP to its portfolio

 

Medias First Morning Read

 

Wednesday July 14, 2021

Big day beachside, as Bally’s Corporation acquired the Association of Volleyball Professionals, host of the longest-running domestic beach volleyball tour in the United States. According to the announcement, the acquisition “represents the latest step in Bally’s ongoing omni-channel growth and diversification strategy, providing a significant opportunity for the Company to gamify and incorporate interactive content into beach volleyball, which, in turn, will drive traffic to Bally’s platforms and promote customer acquisition.” Under the terms of the transaction, Bally’s acquired all of AVP’s assets, including trademarks, AVP America promoter agreements and associated recurring membership revenue, digital photo and video assets, and all proprietary tournament and league management software. Bally’s plans to leverage AVP’s distribution channels, as well as the Sinclair-owned “Bally Sports” Regional Sports Networks (RSNs), to increase consumer engagement with, and awareness of, the league.

Donald Sun, former owner and CEO of AVP, said, “Forming a new relationship with a trusted, forward-thinking partner like Bally’s offers the opportunity to develop a strategic roadmap that will grow the sport, expand its footprint and provide new resources to better elevate the game and its athletes. I look forward to being an integral part of the transition, focusing on the best interests of all AVP athletes, fans, staff and partners.”

PROGRAMMING

The T-Mobile Home Run Derby on ESPN and ESPN2 became the most-watched since 2017, according to Nielsen with the event scoring an average audience of 7,126,000 viewers, including 6,358,000 viewers on ESPN and 767,000 viewers on ESPN2 for the Statcast-focused alternate presentation. Viewership for the T-Mobile Home Run Derby was up 13 percent from 2019 and up 19 percent from 2018. The ESPN2 Statcast-focused alternate presentation made its debut in 2018. Meanwhile, the first round of the 2021 MLB Draft was the most-watched ever. ESPN’s coverage of the first round generated an average audience of 781,000 viewers, up 77% from 2020 – the first year the event aired on ESPN.

Sunday’s UEFA EURO 2020 Final on ESPN – that saw a shootout victory for Italy over England – notched a record as the most-watched European Football Championship match ever in the United States, drawing an average audience of 6,488,000 viewers. The audience for the Final increased 43% over the 2016 Final and surpassed the previous viewership high of 4,567,000 for the EURO 2012 Final. The EURO Final is also the most-viewed soccer telecast in the United States since July 2019. Through all 51 matches of UEFA EURO 2020, ABC, ESPN and ESPN2 delivered an average audience of 1,363,000 viewers, a 31% rise over the 2016 event.

Viewership for Game 3 of the NBA Finals on ABC grew 51% over last year’s Game 3, according to Nielsen. The ABC broadcast averaged 9,020,000 viewers, peaking with 11,100,000 viewers from 9:45-10p. The Milwaukee Bucks victory over the Phoenix Suns in Game 3 propelled ABC to win the night across all of television and in all key demos, including the Adult and Male demos. Through three games, the 2021 NBA Finals is averaging 9,000,000 viewers, up 33% from last year.

Jake “The Problem Child” Paul will take on former UFC champion Tyron “The Chosen One” Woodley in the main event of a professional boxing event on Aug. 29 at Rocket Mortgage FieldHouse in Cleveland live on SHOWTIME PPV. The special Sunday night event is produced and presented by Most Valuable Promotions and SHOWTIME PPV. Barstool Sportsbook is The Official Sports Betting Partner for the event, in a unique, fully integrated partnership.

World Chase Tag USA and ESPN announced a multi-year agreement to distribute WCT programming across ESPN television and digital platforms. ESPN and ESPN2 will be the primary television network homes of WCT in addition to distribution through ESPN digital properties. The new agreement begins with a two-hour primetime special set for August 6 at 7p and televised on ESPN2. The special will be co-produced by Tupelo Honey, ESPN and Hall of Fame Village Media.

Mark Sanchez is reportedly leaving team ESPN for FOX Sports to serve as a game analyst, according to the New York Post. The report states that Sanchez would replace Chris Spielman in the booth and likely work alongside Kevin Kugler.

ESPN showcases the 17th AT&T WNBA All-Star Game live tonight at 7p from the Michelob ULTRA Arena at Mandalay Bay Resort and Casino in Las Vegas. This year’s game will see the WNBA’s top talent on display in a matchup of the WNBA All-Stars and the USA Basketball Women’s National Team. Ryan Ruocco, Rebecca Lobo and Holly Rowe will be on the call. AT&T and Google have come on board to sponsor. AT&T will give fans one of the best seats in the house with the 5G powered AT&T 5G Courtside Cam. Fans can find the unique camera angel and special coverage of the game throughout the telecast and on ESPN’s Twitter. Google will present “Most Searched,” an in-game feature showing the audience what WNBA fans are searching for on Google, during the telecast and on ESPN’s WNBA Hoop Streams. ESPN will showcase its elite level of access throughout the game, complemented by 15 cameras, mic’d players and from-the-bench, in-game interviews.

MSG Networks and TVG locked in a multi-year agreement to bring live daily horse racing to thoroughbred fans throughout the New York area. With the new partnership, MSG Networks and TVG will team up to deliver five days of live racing coverage each week. TVG’s signature “Trackside Live” program will air extensively on MSG+ every Wednesday through Sunday generally from noon-7p starting today.

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Major League Baseball announced a financial commitment of up to $150 million to the Players Alliance, a nonprofit organization comprised of active and former Major League Players aiming to build more equitable systems in baseball and increase Black representation throughout the sport. The funding, which will be delivered over a 10-year period, will go toward a variety of programs built around participation in baseball, mentorship and professional baseball employee development. Additional support will include initiatives that celebrate Black baseball history and culture, educational grants, and service opportunities to communities.

Major League Baseball also locked in a multi-year extension of its partnership with Mastercard ahead of tonight’s All-Star Game. The deal sees Mastercard continue as an official partner of the league and as presenting sponsor of the All-Star Game, and in addition Mastercard deploy enhanced payment technologies across MLB ballparks, including contactless point of sale systems and reverse ATMs.

The PGA TOUR and Anheuser-Busch are extending their longstanding marketing relationship that continues Michelob ULTRA’s position as the “Official Beer Sponsor of the PGA TOUR and PGA TOUR Champions” through 2024. Additionally, O’Doul’s will continue to serve as the “Official Non-Alcohol Beer of the PGA TOUR and PGA TOUR Champions.” As part of the multi-year extension, Anheuser-Busch will add Michelob ULTRA Organic Seltzer as the “Official Hard Seltzer of the PGA TOUR,” a new official category for the PGA TOUR.

Speedo unveiled the newest members of Team Speedo, Zach Apple and Katie McLaughlin. The pair will be decked out in Speedo as they head to Tokyo alongside Team Speedo superstars Caeleb Dressel, Abbey Weitzeil, Ryan Murphy, Hali Flickinger and more.

Franklin Sports signed a multi-year partnership agreement with USA Pickleball. As part of the agreement, Franklin’s signature X-40 ball becomes the Official Ball of USA Pickleball. Franklin Sports and USA Pickleball will also be partnering on growth initiatives for the sport, including working towards the goal of making pickleball a Demonstration Sport at the 2028 Summer Olympic Games in Los Angeles.

DIGITAL, DATA & TECH

Comcast revealed plans to deliver an “unparalleled Olympic viewing experience” to all its Xfinity customers on X1, Flex and the Xfinity Stream app, rolling out new features on Xfinity X1, Xfinity Stream and, for the first time, Xfinity Flex. On Xfinity Flex, Comcast will offer streamers an Olympics destination that brings all the Olympics-related programming available to stream on the platform into one integrated experience easily accessible by saying “Olympics” into the Xfinity Voice Remote.

New sports platform Arcadia is blending the athleticism of traditional sport and the possibilities of the digital world where players become the avatars and directly control movement and progress by running, jumping, pushing and sliding. The experience features 2-10 players competing in the world’s largest, multiplayer VR arena, measuring 10,000 square feet. Later this year, Arcadia will open the search for its first-ever pro athletic gamers via a six-city tour called the Arcadia Trials.

ShotTracker, and Inside Edge, a provider of in-depth sports analytics products, announced a partnership to integrate ShotTracker’s NCAA men’s and women’s basketball data with Inside Edge’s “Remarkable” AI technology. ShotTracker’s sensor-based player and ball tracking generates real-time analytics currently used by leading NCAA Division I coaching staffs to make real-time game decisions, and major broadcast partners to produce engaging graphics for fans.

Pluto TV and PBR announced a new multifaceted partnership that will kick off by bringing PBR’s streaming service RidePass exclusively on Pluto TV, as both a linear channel and on-demand featuring hundreds of hours of live professional bull riding, rodeo, other western sporting events, and more. Additionally, Pluto TV will market its service to PBR fans, becoming one of the sport’s largest partners.

ESPORTS

Evil Geniuses launched a stand-alone, free-to-use data and analytics platform, titled Factor.gg., leveraging data and analysis and adding new statistical categories currently in use by the EG competitive staff. Factor collects and analyzes raw data from professional and amateur leagues across the world+ and can be used for performance analysis of teams and players, recruiting of undiscovered talent, or simply developing a deeper appreciation of the intricacies of high-level League. “Although our industry is built on ones and zeroes, esports has lagged behind traditional sports in the areas of analytics and fan-focused platforms that provide engaging new stats, insights, and content,” said Chris DeAppolonio, Chief Innovation Officer at Evil Geniuses. “With Factor, we’re responding to fan interest in advanced stats and esports analysis and driving a change in how this complex data is accessed and analyzed.”

100 Thieves and Gucci are pairing up for a capsule collection. In a Twitter post by 100 Thieves, the collaboration appears to feature items like jerseys, rugby shirts and zip-up hoodies in Gucci’s luxury style codes. The Gucci x 100 Thieves capsule collection will drop exclusively for users with a registered MY GUCCI account on July 19.

OverActive Media named Bud Light as the official beer partner of its Call of Duty League franchise, Toronto Ultra, with the activation focusing on custom content creation that includes a player-focused social media campaign as well as collaborations between fans and players. In addition, the partnership will also see both entities collaborate to create a limited-edition playoff beer can that will be designed and sold to celebrate Toronto Ultra’s playoff run through the CDL Championship.

The Central Intercollegiate Athletic Association, the nation’s oldest historically black athletic conference, partnered with Stay Plugged IN (SPIN), a Charlotte-based esports recruiting platform geared towards helping esports athletes find college scholarships. The CIAA and SPIN will work together to develop community recruiting opportunities focused on promoting esports scholarships for high school and transfer students that serve as a pipeline for CIAA institutions working to establish and maintain their esports programs.

Nets Gaming Crew teamed up with HBCU Gaming to educate students on different career opportunities that exist within the esports industry. NetsGC is the first professional esports team to work with HBCU Gaming, and throughout the program, HBCU students will be given the opportunity to compete in an intramural esports league and join weekly panel events with NetsGC and other industry executives to learn more about esports as a profession.

INDUSTRY & ROSTER MOVES

Allied Esports Entertainment announced the completion of the sale of the entities comprising the World Poker Tour to Element Partners, LLC. The transaction was approved at a special meeting of the Company’s stockholders on July 1, 2021. “This is a momentous day for AESE and an opportunity to focus on growing the business in exciting and innovative ways,” said Frank Ng, CEO of Allied Esports Entertainment. “Congratulations to Adam Pliska and his entire team at World Poker Tour as they too move into a new, successful chapter.”

FanDuel Group parent company Flutter Entertainment appointed Amy Howe as interim CEO of FanDuel Group. Howe will add the interim CEO duties to her existing role as President with continued responsibility for leading the company’s core commercial functions across its Sportsbook, Casino, Racing, and Daily Fantasy units. She will oversee the company’s operational, product, marketing, legal, regulatory, and compliance units.

Group ONE Holdings announced the appointment of David Levy to its Board of Directors. Levy will serve as a Lead Director and be actively involved in the development and execution of ONE’s strategy to expand its live events, content platforms, and reach in the U.S. and other key international markets, including assisting in the company’s media rights expansion efforts.

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