Thayer Lavielle

"We want to be a leader in the game and we want to be on the front foot." - Ali Curtis, MLS SVP of Sporting Development. MLS and MLS NEXT Pro are doing just that, as evidenced by the rules we have implemented to increase focus on player health and safety and to decrease time wasting. Today's article gives a great look at the rules and their impact. Take a look: https://lnkd.in/eJwPhtTq

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I'm a data geek which makes me super excited to share today's launch of the Sports Momentum Index from Allison Worldwide & Harris Poll. The Index is a monthly snapshot of the hottest emerging and legacy sports, according to fans. Get a nice rundown of the initial results via the Allison Sports podcast here: https://lnkd.in/gcgYJZm6 #sportsmarketing #sportsdata #sponsorship #WNBA #PWHL #PR #Marketing #podcast

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Before you go down the frozen pizza aisle, I would encourage you to watch the video below and consider Red Baron Pizza (Schwan's Company).

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Even during the offseason, the NFL makes noise. Per reports, ESPN will take over the NFL Network while “the league gain an equity stake in the family of networks." Now, I don't think ESPN needs to augment its talking heads + highlights package with more talking heads + more highlights + old games no one really watches. Not sure if that is much of a win. BUT… The NFL will presumably own part of ESPN, ESPN+ and Sports-Hulu (and no doubtably impact ABC's MNF) AND offload all the production capital expenditure of having to run the NFL Network in a deteriorating cable environment. That's a win right there. https://lnkd.in/gk_cwgjb hat tip: Lee Kyle Gaither

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It's been a while since my last post, and the sports media landscape has been buzzing with notable events, from WNBA viewership highs to the NBA’s intriguing media rights negotiations (I still think they'll find a way to craft a package that keeps TNT in the mix). However, today I’m focusing on a development from my past professional sphere in NASCAR: the closure of Stewart-Haas Racing and its implications for the sport. The decision for Stewart-Haas Racing to cease operations after 2024 highlights the significant challenges of maintaining a competitive racing team. Yet, this comes as NASCAR is entering a promising phase with a new media rights deal beginning in 2025 with FOX, NBC, Amazon, and TNT Sports. This deal is pivotal, introducing innovative streaming options that may redefine fan engagement, including Amazon Prime Video’s exclusive streaming of select races. This blend of traditional broadcasting with modern streaming reflects NASCAR’s strategic adaptation to a changing media environment, aiming to broaden audience reach and enhance fan experience. The closure of Stewart-Haas Racing is significant, but NASCAR’s evolving media strategy offers optimism, showcasing a commitment to innovation and adaptability essential for thriving in today’s dynamic sports media landscape. I’m eager to hear your perspectives on NASCAR’s new media strategy. How do you think this will impact the future of racing and sports broadcasting? How can other sports entities leverage similar strategies to overcome their challenges?

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The arrival of Caitlin Clark and other college stars into the Women’s National Basketball Association (WNBA) is fuelling demand for tickets ahead of the 2024 campaign, with StubHub seeing sales grow 93 per cent compared to last season. The Indiana Fever, who selected Iowa Hawkeyes sensation Clark as the number one overall pick in last month’s WNBA draft, are at the forefront of this growth, with a 13-fold increase in sales on StubHub. The online ticketing platform ranks defending champions the Las Vegas Aces as the most in-demand WNBA team, based on cumulative ticket sales for the 2024 season as of 30th April. This puts the Aces ahead of the New York Liberty, Fever, Seattle Storm and Chicago Sky, who make up the top five. StubHub noted that ticket sales for the Aces have nearly tripled (up 190 per cent) compared to the same time ahead of last season, with the franchise also set to host three of the top ten selling games of the season, which is more than any other team. The Aces and Liberty are also the best-selling teams on StubHub. Both will host the Fever in the first and second best-selling games of this season, respectively, on the ticketing platform. The Liberty have seen ticket sales increase 30 per cent compared to the same time last year, with their home opener against the Fever currently trending at triple the sales of their 2023 curtain raiser. The top trending WNBA team, based on teams with the highest rate of increase in cumulative StubHub ticket sales for the 2024 season as of 30th April compared to sales ahead of 2023, is the Fever. The Atlanta Dream, Minnesota Lynx, Dallas Wings and Washington Mystics completed the top five. Clark’s signing has also meant Fever away games are the ten best-selling games of the season so far, with the exception of one Aces game. StubHub adds that the average price of tickets sold across teams in the WNBA jumps 80 per cent when the Fever are in town. The average ticket price for one of the Fever’s away games sits at US$175, the highest of any team. https://lnkd.in/ghWqYk7P

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These types of gaffs between female athletes and the press have been happening for decades and we are likely to see more of them now with the increased attention on female sports in general. It is an opportunity for the media to be more thoughful about their lines of questioning and to create a new narrative for female athletes and the little girls who are watching them shine. #bebetter, #femaleathletes, #mediarelations https://lnkd.in/eyQN8GKz

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Check out today's review of the new Maverick Pro II Wetsuit by ROKA!

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One of the standout features of Nirvana Super is that our HMB-infused beverages are designed for everyone, regardless of age or athletic ability. Plus, they taste fantastic. We're excited when sports legends like four-time NBA champion, two-time league MVP and 10-time NBA All-Star Stephen Curry and the parent company of his business endeavors, SC30 Inc. chose to invest in Nirvana Super out of all of their numerous beverage options, reflecting their commitment to wellness and great tasting, scientifically backed products. Our work with Stephen and our other #athleteinvestors is about more than simply growth; it's about forming relatable connections and sharing a common mission - #hydration meets #musclehealth. I believe the beverage industry is on the verge of becoming much more exciting, surpassing the trends of coconut water, coffee variations, and endless energy drinks. https://lnkd.in/exrAaz-b #NirvanaSuper #stayhydrated #stephcurry #linkedinSports #innovation #healthcare #startups #foodandbeverage

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OLYMPIC VIEWERSHIP GOING FOR THE GOLD Beginning this week, 77% of Americans plan to watch or follow Olympic coverage – with gymnastics, swimming, basketball, track & field and diving the most popular. New Olympic sports also are generating strong interest: 32% are interested in watching breaking, 36% surfing, 37% skateboarding and 26% sport climbing. YOUNG VOTERS SEE GENERATION GAP Americans believe older leaders cannot fully comprehend the needs of younger generations: 78% believe many political leaders are too old to accurately represent the desires of younger Americans. Also, 67% believe older generations are blocking the way for younger leaders. ONLY 1 IN 5 CONFIDENT ABOUT RETIRING Only 20% of Americans say they are very confident they can fully retire with a comfortable lifestyle, and 73% are concerned that Social Security will not be there for them when they retire. Find out more from Stagwell’s WHAT THE DATA SAY: (https://lnkd.in/dW2R-Kir).

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Check out this insightful podcast with Nikki Doucet, CEO of the new Womens Professional Game, where she discusses the future of women's professional football in England. Nikki shares her thoughts on the unique experience that fans have when supporting women's football and the long-term success of the sport. She highlights the need for a mindset shift and ahe importance of investing in the sport to deliver something new, sustainable, and different, which will create a whole new fanbase and commercial revenue. Being truly data-driven is crucial to achieving this goal. If you're interested in the future of women's professional football, give this podcast a listen! #womeninsport #football #investments #sustainability

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Sports and America: take a look at new research exploring the sports we play, watch, and opinions around athletes' public stands on social/political issues. In addition, we look at sports betting, drug testing, the Olympics, and children’s tackle football. https://lnkd.in/e_G3DKBc

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5 Learnings from Morgan Stanley's partnership with Serena Williams for modern CMOs Morgan Stanley has teamed up with Serena Williams on an eight part docu series. They’ll serve as presenting sponsor through collaboration with Disney Advertising. In the Arena: Serena Williams will land tonight on ESPN.+ And I love sports documentaries. What I love more, is when there's a story I can take to work afterwards. Morgan Stanley CMO explained how the move to sponsor the series was a natural fit for their marketing strategy. A strategy that has made amplifying women’s sports a priority. Here’s 5 learnings from the sponsorship and key reasons why Morgan Stanley leaned in 1️⃣ Leverage Authentic Storytelling By showcasing Serena's genuine journey, Morgan Stanley can connect with audiences on a personal level, reinforcing the brand's commitment to real, impactful narratives. 2️⃣ Engage with Inspirational Figures Partnering with a globally recognized figure like Serena Williams helps Morgan Stanley reach and resonate with a broader, more diverse audience. It demonstrates how aligning with influential personalities can enhance brand perception and engagement. 3️⃣ Highlight Personal and Professional Growth The series covers Serena's career and personal milestones, illustrating the power of both professional achievements and personal growth. This approach can humanize a brand and create deeper connections with the audience by showcasing relatable and aspirational stories​. 4️⃣ Utilize Multi-Platform Distribution By premiering the docuseries on ESPN+, Morgan Stanley taps into a multi-platform strategy that ensures wider reach and accessibility. This demonstrates the effectiveness of leveraging various media channels to maximize content visibility and engagement​. 5️⃣ Showcase Social and Cultural Impact The docuseries not only focuses on Serena's tennis career but also her cultural impact and personal challenges. Highlighting such themes can align a brand with broader social issues, fostering a positive brand image and demonstrating a commitment to societal values and progress​. Morgan Stanley’s move into women’s sports and other cultural avenues reflects a broader push to modernize the brand for a new generation of investors. A great case study for sports marketing 🔥 P.S. Follow me (Chris Swadling) for more sports business content! #sports #sportsbiz

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Want to hear a behind the scenes, real, and honest story about the ups and downs on the path to becoming an Olympic Champion (and life afterward)? Then tune into this episode where the Mettle Factory (Daniel M. Walsh, OLY, Justin Faiber, Steven Coppola and myself) interview 2004 Olympic Rowing Gold Medalist, Dan Beery. We go past the glamour and shininess of Olympic Gold, and dive deep into what it truly takes to be the very best in the world.

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Great read here on Dawg Class, an outstanding athlete-sponsor activation between Kelsey Plum and Under Armour. Takeaways: - Forget about perceived boundaries. I love how Dawg Class covers ALL bases: it incorporates pros, college athletes, on-court work, marketing, mental health elements, gear, brand, you name it. That 360-degree approach benefits the athlete, and gets more people and institutions involved in more ways, adding value for ALL stakeholders. Best case scenario. - Meet real needs. In all leagues, a gap still exists between what you know coming out of college/amateurs and what you NEED to know as a pro. This activation fills that gap in a meaningful way. - Be the rising tide. Dawg Class will make the WNBA, and women's basketball, better... even though it may actually make life tougher for Plum when she's got class after class of Dawgs to contend with on the court. Closing with my only qualm: I hate seeing "Specifically designed for women" in the product description for the Dawgs' kicks, UA's Women's Breakthru 5 Lux. How is this not a given by now?!? Lace up, and go Dawgs. #sportsbiz #sponsorship #partnership #marketing #leadership #activation #branding #womenssports #womeninsports #womeninsportsbiz https://lnkd.in/e258TemP

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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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I'm really pleased to see that slowing down as a competitive advantage is getting to the point that main stream media is giving it attention. We started building "braking" algorithms around our granular athlete assessment data over 10 years ago, and started mainstream discussion when we ID'd James Harden as the best braker we had ever assessed just prior to his winning MVP. Similarly, Luka was at the 90% of our NBA data base for this movement system when he visited us as a 16 and 17 yo. This is a very trainable system, and compared to our acceleration system is much more plastic in well trained athletes. Jumping high and running fast are the easiest things to identify and are important in ball sports like bball and soccer, but they may not be the most important physical performance metrics for success... and are certainly not the only. Even better brakers are coming.... #sportscience #data #NBA #athlete https://lnkd.in/gPbdyW-4

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