Francesca Aguilar Mussapp

Coca-Cola is Empowering Future Sports Leaders through a 75 year Partnership. I love to read about multinational brands giving back to local communities. When it relates to sports it’s even better. Here’s a story I came across this morning about The Coca-Cola Company giving back. Throughout their 160 year history. Boys and Girls Club of America has enabled young people in need to achieve workforce readiness and equip them with real-world skills for their chosen careers. Today, 5,000 clubs across America serve 3.6 million young people. And Coca-Cola Company is partnering with the organisation to support young members achieve dream careers in the sports business. The latest collaboration provided hands-on sports marketing experience at the NCAA Women's Final Four. Through the program, young members brought an in-game entertainment idea to life during the final championship practice. It was watched by 10,000 fans. 🏀 The select cohort worked with Coca Cola’s sports marketing team planning strategic marketing campaigns and developing the local logistics required to transform Cleveland into hosts for the Women’s final four. Taking an active role in bringing major sporting events to life while exploring exciting career opportunities in the sports business. This is not the first program Coca Cola has run in collaboration with the charity. They previously partnered on a program involving the Phoenix Suns NBA team. It’s a great example of driving positive change through impactful partnerships while reinforcing a commitment to social responsibility. Practicing what they preach. Kudos Coca Cola. 👏 Do you have examples of similar collaborations in Europe? Share in the comments 👇 P.S. Follow me (Chris Swadling) for more sports business content! #sportsmarketing #socialresponsibility #brands #community

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Codie A. Sanchez A. Sanchez reveals the hidden business strategies and deal-making expertise that drive the success of celebrities like #TheRock. This highlights how strategic partnerships, like his Teremana Tequila brand valued at $3.5 billion, play a crucial role behind their public images. They brought the company to this valuation very quickly by: - #Pricing: They didn’t go premium. - #Distribution: Mega partnerships. - #Billboards: Leveraged top influencers on social media. •°•°•°•°•° Dive into the full conversation to hear Codie Sanchez's valuable perspectives. #marketing #influencermarketing #businessdeals #riskmanagement #entrepreneurship https://lnkd.in/d56k-ANg

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Arc was the most-awarded commerce agency at this year’s REGGIE Awards. 9 times. Reality: When you choose a life in marketing, you don’t always get to market things (brands, services, ideas) that directly align with your personal values. This year’s award-winning work created in partnership by Arc and Unilever: - Amplifies multicultural voices - Eschews perfection - Promotes family connection and positive self-worth in young women - Provides affordable, healthy meal options to families Do these align with my personal values? Yes. Yes. Yes. And…Yes. It thrills me to see this work connect with people, build businesses, perpetuate good in the world, and receive recognition for all of it. #IrresistibleCommerce #REGGIE #award #Unilever #ClientPartner #arcww

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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Here is a thought exercise: What if Warner is right about the NBA? Warner is getting dragged through the mud right now for letting NBA rights slip out of their fingertips. But what if they’re right? What if it’s not worth the $2.5B that NBC is forking over? If you think about it, the bear case becomes clearer. For starters, the NBA has a long season, and more and more of their young fans are watching highlights on YouTube and TikTok over regular season games. That makes monetizing those games on TV harder as fans can just keep up with the games elsewhere. Further, there is more allegiance to players over teams at this point. So it’s not like all 30 teams are must watch TV - instead, it’s more like 10-15 players. Plus, the NBAs stars are aging up and out in the next few years - LeBron, KD, Curry, etc. The new crop is strong, but not to the levels of these players. Just look at NBA playoff ratings - without these players in the mix, playoff ratings are down 11% YoY through the 2nd round. A year ago, LeBron, KD and Curry were all in the mix in the 2nd round, and LeBron made it to the conference finals. Finally, look at the NBA ownership trends. Mark Cuban just sold his stake in the Mavs, along with MJ. When smart people and owners start signaling they think the valuations have peaked, pay attention. I’m not saying Warner is making the right move to not retain the rights - but it’s possible they are right that the NBA rights are being overvalued. Time will tell who is right. (Post inspired by Joe Pompliano great podcast this weekend with Alex Sherman. Check it out!)

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This is what happens when good creative concepts come to fruition.

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NBCUniversal is preparing to make a major move in the sports media landscape by bidding an average of $2.5 billion per year for a package of National Basketball Association (NBA) games. The league is currently in advanced stages of a new round of media-rights deals, and Warner Bros. Discovery is making last-ditch efforts to keep the rights. This comes after Warner's TNT, one of the NBA's oldest television partners, was unable to reach a new agreement with the league before the exclusive negotiating window expired last week. The proposed deal would also see The Walt Disney Company's payments increase. Article from The Wall Street Journal #NBA #sportsmedia #NBCUniversal #WarnerBrosDiscovery #Disney #mediarights #sportsbiz #sportsbusiness #sponsorships #sportssponsorships #brandedcontent #ai #mensio #hive

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Like athletes to train both physically, and mentally, preparation is key for success. At Sports Innovation Lab, we’ve spent three years preparing for this moment. Now, everything comes together – the preparation, the passion, the positioning. With a breadth of inventory and depth of understanding of fans were ready to help break new records and media performance. The opportunity is here. Are you ready to score big? #MediaPerformance #SportsInnovation #DigitalMedia #audiencetargeting #IABNewFronts

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This is the definition of clever co-branding collaboration. Instead of reinventing the wheel, McDonald's is smart to connect consumers with an established fan favorite. Looking forward to seeing fresh ads for these sweet 6-packs of sugar soon. #CoBranding #BusinessCollaboration McDonald's Krispy Kreme TheStreet Veronika Bondarenko

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Ever wondered what the road to becoming a mega #influencer looks like? Tune in to this weeks #StokeSession where I talk with Miguel Raya (aka #CookingWithFire ) about his journey to becoming one of the largest #BBQ influencers on the planet. Some key nuggets included for brands looking to work with influencers as well as influencers looking to work with brands. As always, feedback is welcomed and if you've got a topic you'd like to discuss on a future session, shout it out 💯 === #influencerMarketing

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As a trailblazing brand, Coca-Cola always knows how to stay one step ahead, and #MarchMadness is no exception. From their out-of-home ads to their experiential activations, including photo booths and AI-powered interactive zones where attendees can create animated “Best Fan Ever” videos, Coca-Cola's commitment to innovation and immersive experiences knows no bounds. By capturing the essence of fan passion in real-time, they were able to successfully craft a campaign that ensures inclusivity, breaks boundaries, and sets a new standard for engaging sports marketing. 🏀🥤 #Branding #OOH #ExperimentalMarketing #AdaptiveMarketingStrategy

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Once again, the PGA Championship did not disappoint! Nearly 5 million viewers tuned into final round coverage on CBS, which came down to the very last putt. Over the course of the tournament, the Nielsen Sports team worked with the PGA of America to help maximize exposure for its sponsors. We analyzed 27 footage hours of brand exposure in real time, enabling the PGA to optimize signage locations and deliver more value to its sponsors. Primary drivers of on-screen brand exposure were Grandstand signage (24%), Tee Billboard (23%), Presentation backdrop (22%) and Tee Fence (18%). Through 3 rounds (round 4 data pending), time on screen for PGA sponsors was up +157% versus the first 3 rounds of 2023. Shout-out to our friends at the PGA of America for investing in data and insights to support their client relationships! #sportsbiz #Nielsen #data #insights #partnerships

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✅🖥️ WSJ (4/25): “Interest is high in the league’s next round of packages, which kick in after the 2024-2025 season. Disney, which pays around $1.6B a year for TV rights, and Warner, which pays about $1.2B a year, are in discussions to pay substantial increases under a new pact while airing fewer games than they do now, say people familiar with the conversations. The robust pricing expected in the deals shows how valuable live sports are to traditional media companies at a time when cord-cutting is shrinking overall TV viewership. Many households maintain cable subscriptions because it is the only way to watch their favorite teams’ games. Under their current deals, Disney and Warner carry roughly 165 games combined. Games taken from those incumbents would help the NBA create a new package for a streaming player with nationally televised regular-season games and some playoff contests. The league also could draw on a catalog of locally aired games. Amazon’s Prime Video, which airs NFL games, has been aggressive in pursuing the streaming package and is viewed by league and media executives as the front-runner. YouTube is also in the mix, those executives say. The streaming package would give a tech giant the right to show games in markets around the world.” ⬇️🏀 #livesports #streamingtv #ctvadvertising https://lnkd.in/eYK3qmFY

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Read more about Game Plan & BridgeAthletic coming together at Sportico

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FXC has always championed sustainability because we understand the vital connection between sports and the environment. As athletes, we cherish our playing fields and recognize the importance of preserving our planet for future generations. Yesterday in Veracruz, we witnessed another inspiring example of this commitment to sustainability. We encourage our Fireballers to spearhead sustainable initiatives with a meaningful social impact in their communities. It's about more than just playing a game – it's about making a positive difference in the world around us. Join us in our mission to protect the planet while enjoying the sport we love. Together, we can create a brighter, more sustainable future. https://lnkd.in/dyeHgnFN #FXC #sustainabilitylity #CommunityImpact #united #steppingup #plantingtrees #protecttheearth #youngleaders #equals #buildingbridges #awesometeam #youngpeople #integration #sustainablelifestyle #getbetter #Equality #GenderEquality #teambuilding #communityengagement #training #ecofriendly #sportport

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We marvel at the rise of women’s sports but we so rarely speak about the injustices they endure to break the barriers to get there. I was saddened to hear how 3 prominent players of the Argentina’s women’s football team left to protest the unfair treatment they endure, and from what I imagine, what many other women athletes endure too. From: ❌ Lack of meals during training ❌ No payment for friendly, exhibition games ❌ No transportation support to reach practices (despite low wages) ❌ No free tickets for family members ❌ Unpaid bonuses … and the list goes on. So my next questions posed are: ❓ Is it worth creating and supporting women’s teams when the full support for adequate care & pay isn’t given? ❓ What can be done to drive more finances and support for more sustainable women’s sports clubs? #GenderEquality #WomenInFootball #WomensFootball #Football

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🏅 Shifting Sports Culture: A New Era for Inclusivity and Change The sports industry is undergoing a significant transformation led by Gen Z. Here are some insights from what we're seeing in our work 🌍 Inclusivity at the Forefront: Today's youth demand more than just entertainment; they seek inclusivity and diversity. Sports leagues and teams are increasingly viewed not just as entertainment platforms but as spaces for societal change, making it crucial for them to embrace these values more than ever. 🔄 The Power of Representation: Young fans and athletes are pushing for a sports culture that respects and reflects diverse identities and backgrounds. This movement is not just about being seen but also about being heard and making an impact. 💬 Beyond the Game: There's a growing expectation for sports entities to treat athletes as individuals with unique stories and challenges, not just as assets for profit. Personal stories of athletes, especially those that intertwine with their identities and social challenges, resonate more with young audiences. 📈 Activism Through Sports: Gen Z is not shy about using their voice for change. The sports arena has become a stage for activism, where expressions of personal values and calls for social justice are becoming as integral as the sports themselves. 🌟 Mental Health Matters: Young people are applauding athletes who are open about their mental health struggles, viewing vulnerability as a strength rather than a weakness. This shift is prompting a broader discussion on the importance of mental health in sports, encouraging more supportive environments. This evolving landscape presents a unique opportunity for the sports industry to align with the values of a new generation, fostering a culture of inclusivity, understanding, and respect. As we look to the future, it's clear that sports can be a powerful vehicle for positive change.

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We have been powerful advocates for women's sports. We used our data 3 plus years ago to predict the momentum the industry is now measuring in real dollars. Yesterday, we held the first ever Women's Sports New Front to bring scale and performance to the women's sports industry. Why? Because we believe in the power of sports to make the world a better place -- and it's time women's sports has an unfair advantage. Using our Sports Data Cloud to help women's sports grow faster is core to our mission. 👊 Advantage Women's Sports. All that said, we are not a women's sports agency. There are lots of women's sports agencies out there, fortunately, there are too many to list. That was not always the case. As a fan intelligence company, we are a very important partner to these agencies because we can provide them and their clients (brands and media) with the fan insights and audiences they need to scale and demonstrate killer results. We will continue to use our fan intelligence, the Sports Data Cloud, to elevate all of sports, media, and entertainment. 🐰 When we can point this asset at growth markets, everyone wins. 🏏 🏉 ⚽ When we can use this asset to drive emerging sports, youth sports, and new fan experiences, we're here for it. I'm proud of the way our team takes our mission to make the world a better place through the power of sport seriously. Yesterday was another amazing example of how our team does the work and shows up. Huge respect: Gina Waldhorn for being the visionary that finds clever, innovative, and exciting ways to connect our Sports Data Cloud with our mission. 🧡 Angela Ruggiero and I are so proud to work with you. Sports Innovation Lab https://lnkd.in/e_Ta5M9w

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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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