Sports entertainment continues its impressive run and streaming platforms are showcasing more and more live events while adding a wide range of complementary content (behind-the-scenes programs, interviews, interactive experiences, etc.). This hybrid form of sports content attracts a newer and younger demographic with the ability to engage on a global scale. Highlights:

• New joint sports streaming service coming fall 2024 from Disney, Fox, Warner Bros. Discovery

• NFL Thursday Night Football games on Amazon Prime

• The popularity of the Netflix docuseries (Formula 1: Drive to Survive, Full Swing, etc.)

• Apple TV+ has expanded its offerings by introducing the MLS Season Pass and has also expressed interest in acquiring rights to broadcast Formula 1 races

Technology continues to advance with augmented reality (AR) and virtual reality (VR) offering immersive and personalized sports content:

• NBA, MLB and PGA Tour have all introduced apps for Apple Vision Pro headset to enhance the experience of watching games

• Watch NBA games courtside in VR with Meta Quest

Using data from E-Score Brand and E-Score Celebrity, we evaluate and track sports league/athlete equity and illustrate the powerful media potential they bring to consumers.

Power Brokers: Sports Leagues in Competition

• UFC punches up a weight class: The UFC isn’t just the leader in MMA, the promotion’s strong performance across KPIs mixed with the brand’s Cool and Entertaining qualities has it positioned right up with the big 4 sports leagues (NBA, NFL, MLB, NHL).

• Golf is still in a state of flux: The PGA is still the leading golf brand in the U.S. in terms of consumer recognition, but negative brand affinity is a concern that needs to be addressed – the PGA underperforms the Sports League Category Average by double-digits for KPIs (appeal, halo effect, brand consideration, better than competitors) and important attributes (cool, entertaining).
  • While merger talks between the PGA and LIV Golf are still ongoing, the PGA has been busy building new relationships to help elevated the game for both players and fans:
    • The PGA recently announced a partnership with a U.S. based investment conglomerate in Strategic Sports Group. Adding star power to mix, actor Chris Pratt, NBA legend LeBron James, and hip-hop superstar Drake are also a part of the investment group.
    • The PGA is also teaming up with the new media startup Pro Shop for entertainment content to help the brand seize on any Hollywood opportunities that arise.

Power Brokers: Who are the Next-Gen Athletes? 

• The future is now: Two names that have been building a fan following for years at the amateur level have arrived at the big stage. Connor Bedard (NHL) and Victor Wembanyama (NBA), both came into their rookie seasons tagged as “generational” talents and so far both have met the moment, displaying a level of skill and production that will make an impact for years to come.

• The face of women’s basketball: The Caitlin Clark show is gearing up for one last March Madness run in 2024. The Iowa star is drawing record TV viewership while breaking NCAA records. Clark certainly looks like the right star at the right time with Deloitte forecasting for 2024 that “women’s elite sports will generate a revenue that surpasses $1 billion – a 300% increase on the industry’s evaluation in 2021.”***

• Rising star: JuJu Watkins’ freshman year at USC has lived up to the hype so far – widely considered a “generational” talent, she has already scored 51-points in a game, was named Pac-12 Freshman of the Year, and was also named to the All-Pac 12 Team. Watkins is the first female athlete to be represented by the Klutch Sports Group agency and she has an NIL deal with Nike.

Power Brokers: Dodgers Invest in Superstar Athletes

• Loaded roster: The Dodgers spent a mind numbing $1.2 billion to upgrade their roster for the upcoming 2024 season, which has them as the current betting favorites to win the World Series. The Dodgers already had star power on the roster with Mookie Betts and Freddie Freeman, but have now doubled up by landing the game’s best player in Shohei Ohtani and the top free-agent pitcher in Yoshinobu Yamamoto. It’s an embarrassment of riches with all four players exceeding the Baseball Athlete Category Average for key metrics: awareness, fan passion, endorsement power, and social media engagement.

• Dominating on a global scale: With global engagement more important than ever before, the Dodgers have a clear advantage with both Ohtani and Yamamoto enjoying strong international affinity and influence that can only benefit the Dodger brand. Just being teammates with Ohtani and Yamamoto can open the door to potential brand deals that reach far beyond the states.

Through data from E-Score Brand and E-Score Celebrity, we are able to track the significant media potential of sports leagues, superstar athletes, and offer a deep analysis of how sports entertainment is shaping the future for consumers worldwide. 

For information on accessing the powerful E-Score Platform, contact sales-team@epoll.com

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