I know you all thought the Field of Dreams Game was cool. I agree that we could not have gotten a better ending if we had scripted one. There was a lot about it that absolutely worked, but I just keep turning the same question over in my head: who cares?
A Major League Baseball game played in an Iowa cornfield is a weird, unique thing. A Major League Baseball game played in an Iowa cornfield because that is what happened in a 32 year old movie is exactly what the league has always done: pander to a group that already reveres the game and not offer younger or casual sports fans any reason to get excited about it.
Look, the environment and the production were both strong. FOX’s presentation earned every rave review it has received. I just wonder how many of those nearly 6 million fans that tuned in fell in love with baseball that night versus how many of them were fans long before the first pitch was thrown.
Unlike the NHL’s Winter Classic, the Field of Dreams Game has no room to grow. It is always going to be what it is – two teams in ol’ timey uniforms playing in front of vegetables. Moving it out of Iowa for a barnstorming tour of the country just isn’t an option. How can you play the Field of Dreams Game anywhere but the Field of Dreams?
So, I was already feeling this way on Thursday night. I just didn’t really see anything for Major League Baseball to build on. Then came JohnWallStreet’s report on Friday that Major League Baseball wants everyone to know that it does not and really never did have intentions of going into business with Barstool Sports that made me think “Ah, there’s the Major League Baseball I know!”. The league will pick cheap applause over innovation and evolution every day of the week and twice on Sundays.
Ideally, I am sure Major League Baseball would prefer its nationally televised midweek games remain on ESPN. ESPN has said thanks but no thanks though. So with the rights on the market, Barstool picked up the phone and made their pitch. There was a story that talks were “significant,” that group of 60-something baseball fans complained, and so Major League Baseball bent over backwards to embarrass Barstool. After all, what does a 60-something love more than seeing someone younger than 60 or something people under 60 enjoy put in their/its place? Again, more cheap applause.
I am no Stoolie. Case in point, we hired Collin Lunsford to cover Barstool because frankly, I don’t know who any of these people are outside of Dave Portnoy, Erika Nardini and Pardon My Take. I don’t know what moves the needle with their audience.
I am someone that recognizes a missed opportunity though.
For all of the years that Major League Baseball has talked about trying to be more fan-friendly in order to court a younger audience, nothing I have ever heard seemed more like a slam dunk than partnering with Barstool Sports. Fans that can’t get enough baseball will always find it wherever it is broadcast or streamed, no matter what they might say. Fans of Barstool, some of whom may never have watched a full baseball game in their lives, would be locked in and go evangelize about the product. That is the kind of audience they would bring – the kind that MLB needs right now.
If someone at the MLB offices in New York looked at Barstool’s and Dave Portnoy’s history and said “that isn’t something we can afford to be involved with,” fine. I get that. Pima County made that decision last week and pulled money out of the Arizona Bowl. Other media outlets have made similar decisions in the past.
Dave Portnoy has said some gross stuff. I’m not really a fan, but I also do not think the guy is entirely irredeemable. Look at all of the charity work he and Barstool have done and consider the number of times he has mentioned regretting the way he conducted himself in a feud with ESPN’s Sam Ponder. It doesn’t erase what happened, but it does show that there are two sides of Portnoy.
You don’t have to forgive him, and if a business decides past sins outweigh any potential future benefits, that is its right. But there is plenty of evidence there that while he may have a long way to go, Dave Portnoy is willing to grow. Surely that is more than you can say for half of the population of the National Baseball Hall of Fame. That is more than you can say for the fans that gave Josh Hader a standing ovation after homophobic and racist tweets he sent as a teenager resurfaced.
Now, all that being said, Major League Baseball did not say past transgressions by the company or its founder are why it would not seriously consider letting Barstool have the league’s midweek rights. It didn’t say why at all. It just wanted to make sure fans and the media knew that Barstool was not in baseball’s future plans.
Radio and television stations talk about playing the hits and keeping the P1s happy. It is a strategy that makes sense, unless your P1s are telling you that you are not allowed to do anything to create new fans. If that is whose guidance you are following, you are living in an echo chamber and on borrowed time.
More than two thirds of Barstool’s regular visitors are under 30. Meanwhile the average guy tuning in for Major League Baseball games is 57. What happens to the sport when the audience it has kowtowed to for decades dies?
A unique event like the Field of Dreams Game can be a stepping stone to opening up a new fanbase and creating new pop culture relevance for yourself, but there needs to be a meaningful second step coming right behind it. Major League Baseball can’t keep referencing movies that no one outside of their core audience knows forever. What is coming next? Will Jackie Earl Haley be tearing ass across the outfield on a dirt bike in the middle of a game? Will someone shoot Mike Trout in the stomach hours before we send him to the plate?
A deal with Barstool may not have been the right answer, but Major League Baseball isn’t even interested in finding out if it is or not. Does that sound like an organization that has a meaningful second step ready to build on what we saw Thursday night?
If the answer is no, then I go back to where I started this column. The Field of Dreams Game was great, but who cares?
Keeping Premier League Games Shouldn’t Be A Hard Call For NBC
“Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans.”
NBC Sports is facing some tough, costly decisions that will define its sports brand for the rest of this decade. A chance to connect with viewers in a changing climate and grow Peacock’s audience as well. However, making the right choice is paramount to not losing to apps like Paramount+ (pun intended).
NBC is currently in the business of negotiating to continue airing the Premier League as their current deal ends after this 2021-2022 season. NASCAR is contracted to NBC (and FOX) through the 2024 season.
NBC’s tentpole sports are the NFL and the Olympics.
Negotiations for the EPL are expected to go down to the wire. Rather than re-up with NBC, the league is meeting with other networks to drive up the price. NBC has to then make a decision if the rights go north of $2 billion.
Should NBC spend that much on a sport that is not played in the United States? It’s not my money, but that sport continues to grow in the US.
If NBC re-ups with the Premier League, will that leave any coins in the cupboard to re-up with NASCAR? Comcast CEO Brian Roberts hinted that there might be some penny pinching as the prices continue to soar. This may have been one of the reasons that NBC did not fight to keep the National Hockey League, whose rights will be with Disney and WarnerMedia through ESPN and TNT, respectively.
“These are really hard calls,” Roberts said. “You don’t always want to prevail, and sometimes you’re right and sometimes you’re wrong, but I think the sustainability of sports is a critical part of what our company does well.”
Roberts was speaking virtually at the recent Goldman Sachs 30th Annual Communacopia Conference. He told the audience that between NBC and European network Sky, that Comcast has allocated approximately $20 billion towards these sports properties.
Comcast CFO Michael Cavanagh spoke virtually at the Bank of America Securities 2021 Media, Communications and Entertainment Conference and echoed that the company is in a good position to make some strong choices in the sports realm.
“The bar is really high for us to pursue outright acquisitions of any material size,” Cavanagh added. “We got a great hand to play with what we have.”
While the European investments involve a partnership with American rival Viacom, the US market seems to have apparent limits.
Last Saturday’s NASCAR Cup Series at Bristol Motor Speedway was seen by around 2.19 million people. It was the most-watched motorsports event of the weekend. That same week eight different Premier League matches saw over 1 million viewers. More than half of those matches were on subscription-based Peacock.
Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans. A game of typical soccer fan is used to a sport that is less than two hours long. The investment in a team is one or two games a week.
My connection to the Premier League began before the pandemic. When I cut the cord in late 2017, I purchase Apple TV. Setting it up, it asks you to name your favorite teams. After clicking on the Syracuse Orange and the New Jersey Devils, I recalled that my wife has family based in London, England. They are season ticket holders for Arsenal, and that family redefined the word “die-hard” fans.
I’ve long been a believer that sports allegiances are best when handed down by family. I love hearing stories of people loving the New York Giants because their parents liked them, and they pass it down to their children.
I’ve successfully given my allegiance to the Devils to my young daughters.
By telling Apple TV that I liked Arsenal, I get alerts from three different apps when the “Gunners” are playing. The $4.99 is totally worth it to see Arsenal.
Whenever I told this story, I was amazed to see how many other American sports fans had a Premier League team. Students of mine at Seton Hall University rooted for Tottenham Hotspurs, while an old colleague cheers on Chelsea.
This is not meant to say that NBC should sign the EPL on my account. The key for any US-based soccer fan is that between Bundesliga, Serie A, and other leagues, there will be no shortage of soccer available on both linear television and streaming services.
Besides, Dani Rojas did say that “Football is life.” NBC, originator of the Ted Lasso character, should make keeping its Premier League US connection a priority.
Media Noise – Episode 45
Today, Demetri is joined by Tyler McComas and Russ Heltman. Tyler pops on to talk about the big start to the college football season on TV. Russ talks about Barstool’s upfront presentation and how the business community may not see any problems in working with the brand. Plus, Demetri is optimistic about FOX Sports Radio’s new morning show.
6 Ad Categories Hotter Than Gambling For Sports Radio
“Using sports radio as a back page service for gambling will have a limited shelf life.”
For years sports radio stations pushed sports gambling advertisers to early Saturday and Sunday morning. The 1-800 ads, shouting, and false claims were seedy, and some stations wouldn’t even accept the business at 5 am on Sunday.
Now, with all but ten states ready to go all in on sports gambling, sports radio stations can’t get enough of that green. Demetri Ravanos wrote about the money cannon that sports gambling has become for stations. Well, what if you are in one of those ten states where it isn’t likely to ever be legal like California or Texas? Where is your pot of gold?
Or, let’s face it, the more gambling ads you run, the more risk you take on that the ads will not all work as you cannibalize the audience and chase other listeners away who ARE NOT online gambling service users and never will be. So, what about you? Where is your pot of gold?
Well, let’s go Digging for Gold.
The RAB produces the MRI-Simmons Gold Digger PROSPECTING REPORT for several radio formats. In it, they index sports radio listeners’ habits against an average of 18+ Adult. The Gold Digger report looks at areas where the index is higher than the norm – meaning the sports radio audience is more likely to use the product or service than an average 18+ Adult who doesn’t listen to sports radio. The report, generated in 2020, indicates that sports radio listeners are 106% more likely to have used an online gambling site in the last thirty days. That’s impressive because the report only lists 32 activities or purchases a sports radio listener indexes higher than an average adult. I looked at those 32 higher indexes, and I think we can start looking for some gold.
Using sports radio as a back page service for gambling will have a limited shelf life. The gambling companies who commit significant money to get results will continue advertising and chase the others away. So, the future of sports radio needs to include other cash cows.
If it is evident to online sports gambling services that sports radio stations are a must-buy, who else should feel that way? I looked at the Top 32 and eliminated the media companies. ESPN, MLB/NHL/NFL networks, and others aren’t spending cash on sports radio stations they don’t own in general. But Joseph A Bank clothing, Fidelity, and Hotwire should! Here’s your PICK-6 list I pulled together that’s hotter than sports gambling:
- Sportscard collectors, Dapper Labs, Open Sea- read about Sports NFT $.
- Online brokerage firms-Fidelity, Charles Schwab, Robinhood, Webull, TD Ameritrade
- Golf courses, resorts, equipment, etc.- we play golf at home and vacation
- Hotwire.com, Booking.com, TripAdvisor, Airbnb, Carnival Corporation, and Priceline.com- we’ve used Hotwire in the last year.
- FedEx, UPS, U.S. Postal Service, Venmo, PayPal, Zelle-we wired or overnighted $
- Jos. A. Bank, shein.com, macys.com, nordstroms.com- we went to Jos. A. Bank in last three months
The sports card/NFT market is 32% hotter than the sports betting market for sports radio listeners. Everything on the PICK-6 is at least 100% more likely to purchase than an average 18+ Adult who doesn’t listen to sports radio. All listed are at or above indexing strength compared to sports betting. The individual companies I added are industry leaders. Bet on it! Email me for details.
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