Sports Business Journal — Sept. 5, 2022

SEPTEMBER 5-11, 2022
VOLUME 25 ISSUE 22 • $10.95

SUCCESSION
PLAN

New NFL power brokers are coming. What will that mean for the league?
SEASON PREVIEW: Pages 20-25

Orlando is the latest Len Komoroski: The Kevin Burkhardt and In-Depth: The first
entry in the NBA’s CEO who sparked a Joe Davis give a new class of Esports Rising
voice to Fox Sports
training facilities boom galaxy of stars Awards honorees
PAGE 16
PAGE 6 PAGE 13 PAGE 26

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STATE OF PLAY

BIG MONEY DEALS

A 1952 Topps
Mickey Mantle
rookie card sold at
auction for $12.6
million, topping by
more than $5

million the
previous record for

a sports card.

THE METER

BIG MONEY DEALS

Crypto.com backed out of a $495
million, five-year deal to serve as

the sponsor of the UEFA
Champions League over
regulatory concerns in multiple

European countries.

1.035RATINGS GAME G.O.A.T. Power

million With Serena Williams prepared to “evolve” beyond her playing career after this year’s U.S. Open, all eyes have
Viewers on Amazon Prime for the been on the 23-time Grand Slam champion. Her first-round win drew an average of 2.7 million viewers on ESPN,
Houston Texans’ 17-0 preseason win a record for that round. Her second-round upset of No. 2 seed Anett Kontaveit came in front of a night-session
over the San Francisco 49ers on Aug. record 29,959 fans at Arthur Ashe Stadium. Gatorade changed its “G” logo to an “S” on an ad that paid tribute
25, the first time the streaming giant to her, Time magazine placed her on the cover, and Twitter even launched a goat emoji in her honor.
had exclusively aired an NFL game

TAKING ATTENDANCE

100,000,000
Fans at home games of the Milwaukee Brewers in the franchise’s 54-season history, a mark surpassed last week at American Family Field

Getty Images (2) MARK YOUR CALENDAR MONEY TALKS

April 29, 2023 TheSanDiegoPadresand We have always
San Francisco Giants will play accepted the reality
the first MLB regular-season that there’s a cost to
games ever in Mexico City, independence.
at 20,000-seat Estadio
Alfredo Harp Helú — Notre Dame Athletic Director JACK SWARBRICK

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M S EP T EMB ER 5 -11, 2022 | 3

FORUM

As kickoff nears,  SUCCESSION TALK: As my colleague Ben Fischer smartly lays out SBJ
stories in the NFL in his comprehensive story (see Pages 20-25), all eyes are on Com- PODCASTS
missioner Roger Goodell and ownership. In terms of Goodell, he
generating talk accomplished his 10-year labor deal and almost all media deals are BUZZCAST
set for a number of years. He’s not going anywhere soon, and why
ABRAHAM T HERE’SNEVERALACKof storiestowatcharound should he? He’s been that effective. He’s still engaged, and most Listen to Abe Madkour’s take
the NFL, and here are a few that dominate observers don’t see him running to his next career goal. Although on sports business stories of
MADKOUR my conversations with sources. his father was a U.S. senator, politics don’t seem part of this future the day in Morning Buzzcast
and like so many other retirees, he will learn you can’t golf every — every day in Morning Buzz.
PUBLISHER MARKET WATCH: The Chicago Bears’ possible reloca- day even if you’re a member at Augusta National. But at some
AND tion to Arlington Heights. The team signed a $197.2 point, the owners have to say, “Yes, Roger has done a great job, but The entire contents
EXECUTIVE million purchase agreement for the 326-acre Arling- we need to begin our succession process.” Remember, their owner- of this magazine are
EDITOR ton International Racecourse property. This type of ship predecessors didn’t have that foresight in 1989 when Pete copyrighted by Street &
deal is not like the McCaskey family and likely takes Rozelle suddenly retired; owners were caught off guard, and it Smith’s Sports Business
them out of their comfort zone. Don’t underestimate took six months to decide on a successor in Paul Tagliabue. I’ll Journal 2022 with all rights
the size and scope of this deal — it’s not just a sta- be watching to see how the process is started — one school of thought reserved. Street & Smith’s
dium but a massive $5 billion mixed-use project rival- floated to me is a two-track approach, with Goodell putting internal is a registered trademark
ing the SoFi Stadium development in Inglewood. But candidates through a process and owners quietly hiring a firm to of Leaders Group Holdings
the McCaskeys are not Stan Kroenke, they don’t assist them in doing a search outside of the league office. There is LLC. Reproduction or use,
have Kroenke-type wealth, are not developers and still too little we know about the league’s plans here, but Fischer without permission, of
won’t over-leverage the franchise or the future of the touches on some of the names floated as a possible successor. editorial or graphic content
franchise. Keep your eye on what type of financial in any manner is prohibited.
assistance they get from the state, as they will need  NEXT GENERATION: The other issue that Fischer digs in on is Street & Smith’s Sports
funding and will have to position this as a real eco- ownership turbulence, and as good as things are in the league, Business Journal (ISSN-
nomic development stimulus driving jobs and growth you have never seen a time like this. Dolphins owner Stephen 1098-5972) publishes up
in a state that would welcome that. … Also, I’m watch- Ross has few friends among owners after the recent league sanc- to 49 print or digital issues
ing the stadium development plans for the Buffalo tions. Dan Snyder has no allies and has put the league in a each year, for $325 a year
Bills. I’ve heard early renderings for the planned terrible position. The PR issues and ownership issues around by Street & Smith’s Sports
facility across the street from Highmark Stadium are the Haslams and David Tepper are well known. So, who are Business Journal, at 120
innovative and bold. The Bills have so much energy the future leaders to replace Jerry Jones, Robert Kraft and West Morehead Street, Suite
and interest right now but it is fascinating to remem- John Mara? Who will step up in those league-first, big-time 310, Charlotte, NC 28202.
ber that if Andrew Cuomo was still governor and roles? Clark Hunt could be that influential consensus builder, In Canada $390 per year,
not Buffalo native Kathy Hochul, the team’s stadium but has never seemed to relish it; Art Rooney has the clout, does includes GST and all other
plans may have been stuck in neutral. the hard work, and is clearly listened to, but does he want to take countries $504, includes
on the political skills necessary? Michael Bidwill is one to watch, a one-year subscription
as he serves on eight committees. Bottom line, the forecast around and expedited air delivery
team ownership and emerging leaders is murky at best. (GST#139794580).
Periodicals postage paid at
 GAME READY: All of this comes as the game has never been better. Charlotte, NC, and additional
The narrative a decade ago of the NFL’s rapidly declining role mailing offices. Street &
and influence in society is clearly behind it, isn’t it? Remember Smith’s Sports Business
all the columns and press inches on football losing its hold on fans Journal is a publication of
and declining in interest? Seems those couldn’t be further from Leaders Group Holdings
the truth today. Goodell says every year the game has never been LLC. Street & Smith’s Sports
better on the field, but you have to give the league credit — it’s Business Journal is an equal
true. The existential issue of player health and safety was real 10 opportunity employer.
to 12 years ago and the storylines were of the NFL getting over-
taken by other sports. But the league doesn’t get the credit for POSTMASTER:
stepping in and making massive investments in technology, re- Please send address
search and equipment to address this. And the talent of Dr. Allen changes to Street & Smith’s
Sills has made a tremendous difference in professionalizing the Sports Business Journal —
NFL’s approach. Goodell knew if they didn’t address this issue, Subscriber Services, 120
it would have a trickle-down impact and negatively affect football W. Morehead St., Suite 310,
at all levels. He was adamant on rule changes and practice chang- Charlotte, NC 28202.
es that many owners and coaches pushed back on, but they have If the Post Office alerts
made a real difference. He showed true leadership in this area. us that your magazine is
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THIS WEEK

OPINION. . . . . . . . . . 31 GOLF SBJ ATLAS SPONSORSHIP LABOR FACILITIES
FACES & PLACES.. . 32
CAREERS.. . . . . . . . . 33 8 L IVING LARGE 9 SPONSOR REVIEW 10 T HE LEFTON 11 PLAYER ADVOCATE 12 M ATERIALS
CLOSING SHOT. . . . 34 REPORT MATTER
Agencies GSE Worldwide Expect social media Former minor league
On the cover (clockwise): and Wasserman platform TikTok to Years of data help a UNC pitcher Garrett Broshuis Fabrics like ETFE are
Jerry Jones, Robert Kraft, represent the most LIV continue expanding its professor build a model is playing a major role being used more often
Stan Kroenke, Roger Goodell, Golf players participating presence around Major to predict how long in the issue of pay for as sports venues look for
Josh Kroenke, Jonathan Kraft in tour’s Boston event. League Soccer. sponsorships will last. baseball players. alternatives to roofs.
and Stephen Jones.
Illustration by Michael Hirshon By Josh Carpenter By Derick Moss By Terry Lefton By Liz Mullen By Bret McCormick

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upfront

left: The Magic unveiled
the AdventHealth
Training Center, which is
a block from their home
court at Amway Center.
right page, top left: A
6,000-square-foot team
living room acts as
the facility’s hub with
enhanced food offerings
and a full kitchen.
right page, top right:
The team sees the new
facility as a competitive
advantage that provides
another enticement for
free agents.

Training’s Arms Race facilities we provide our team, to make it state-of-the-art first
and, secondly, make it the class of the NBA.”
The Orlando Magic’s new practice facility is the latest
In an industry where franchises seek every competitive edge
in a growing NBA battleground. BY ERIC PRISBELL they can muster, one fiercely contested new battleground is the
W race to erect state-of-the-art practice facilities. Possessing one
HEN THE Orlando Magic last week opened the not only provides immense value to current players but also
doors to the sparkling new AdventHealth Train- creates an enticing element for potential free agents. For teams
ing Center, players entered a $70 million practice to rely on innovation from even just a decade ago now carries
facility that is equal parts basketball labora- great risk of becoming a dinosaur. As Magic President of Bas-
ketball Operations Jeff Weltman told reporters last year, “It’s
tory and oasis. Inside is every cutting-edge amenity they can amazing how quickly facilities go from cutting-edge to obsolete.”

fathom, from a sensory deprivation pod and altitude chamber That sentiment resonates throughout the league, which now
almost perpetually upgrades what’s best in class. In fact, 14 of
to full-body cryotherapy and hydrotherapy offerings. the NBA’s 30 teams have introduced new or renovated training
facilities since 2015. Phil Cullen, San Antonio Spurs director of
The 130,000-square-foot center, located one block from Amway basketball operations and innovation, said there is now a “wave
of investment” in training facilities.
Center, aims for a holistic approach to optimizing player perfor-
“It is an arms race,” Cullen said. In free agency specifically,
mance, minimizing injury risk and prolonging on-court careers. “let’s just say the money’s equal, and the opportunities are equal
as far as playing time.” He added: “What’s going to be that deci-
It strives to be a broader sports medicine hub for Central Flor- sion-making factor that is going to drive a player to San Antonio?
We wanted to make sure we gave ourselves the best opportunity
ida, providing community access to AdventHealth’s network of in that discussion.”

sports-trained specialists. So when the Spurs conceptualized their own new facility, team
executives, most often Cullen and CEO R.C. Buford, made near-
The goal? Nothing short of the NBA’s best-in-class standard.

“Our vision has been to take what has been done in the league Orlando Magic

and really take it to a whole other level,” Magic CEO Alex Mar-

tins said, “both in combining it with our health care partner

— being in the same building with us — but also in terms of the

6 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

ly 200 site visits — including to famed European rate. He believes the center will create a competitive balcony overlooks two full-length courts. It incorpo-
soccer teams, Silicon Valley titans like Google and advantage for the Magic because “all players around rates sustainable design strategies, including day-
Apple, and even art museums — to learn about in- the league want to be in the best facilities with the lighting and strategic sun shading. And notably, Magic
dustry trends and best practices. most modern technology,” he said. “As we open this players will have on-site medical equipment in their
facility, we certainly will be there.” own facility, including MRI machines.
Stakeholders last November broke ground in
Northwest San Antonio on a sprawling $500 million The center, designed by HOK with Balfour Be- Even when new practice facilities undoubtedly
human performance campus, The Rock at La Can- atty serving as the construction manager, is the emerge across the league in the coming years, the
tera. Extending across 45 acres, it will include the result of substantial collaboration with Adven- Magic’s center is future-proof. Upgrades can be
Spurs’ performance center, a 22-acre park, a research tHealth, a partner of the Magic for more than 30 more plug-and-play as new innovations are intro-
center, public outdoor event area, and space for years. The center is funded by the Magic and DeVos duced. Because if there is one guarantee as the
medical, hospitality and commercial use. family, and supported by the naming-rights partner- arms race intensifies, it’s that upgrades will be
ship with AdventHealth. inevitable.
Among the newest operational centers is the
53,000-square-foot Verizon 5G Performance Center Martins believes the facility offers a one-stop “Every NBA team is looking for as much of a
in Phoenix, conveniently located within a few miles center for players, one so complete that they will competitive advantage as possible, and you have to
of where most of the Suns players reside. The $45 want to stay throughout the day. stay current with technology, and you have to stay
million facility leans heavily into technology to current with all the latest equipment,” Martins
better assess biometrics and performance. Inside It features a 6,000-square-foot living room that acts said. He later added: “We believe that we’re creat-
are 150 HD cameras, sensors, nodes and 3D force as the facility’s hub, complete with enhanced nutri- ing a new standard here.”
plates that track the motion of players and the tion offerings and a full kitchen. An elevated viewing
basketball. Verizon 5G Ultra Wideband connectiv- above: The Phoenix Suns’
Orlando Magic (2); Phoenix Suns; San Antonio Spurs ity is used to merge motion analysis, player and Verizon 5G Performance
ball tracking, and shot tracking into one inte- Center focuses heavily
grated system. on technology to assess
players.
The technology and amenities are a dramatic left: The future practice
upgrade over what the Suns’ previous practice lo- facility of the San
cale offered in the basement of their decades-old Antonio Spurs will be
arena. And because the pace of innovation contin- incorporated into a
ues to accelerate, Phoenix Suns general manager sprawling campus called
James Jones said it’s more critical than ever to The Rock at La Cantera.
have the latest ways to optimize performance at
one’s fingertips as the arms race rages on.

“It moves at such an incredible pace that the
progress in these spaces is impressive,” Jones said.
“The moment you do something, you almost feel
like it’s old school. Now the things that we’re doing,
after we do them for six months or a year, there’s
room for improvement.”

More state-of-the-art facilities will soon sprout
up. The Los Angeles Clippers recently announced
plans for their new practice venue, which will be
part of the $2 billion Intuit Dome, expected to open
for the 2024-25 season. And the Charlotte Hornets
this summer announced plans for a new practice
facility across the street from Spectrum Center.

As the vision for Orlando’s AdventHealth Train-
ing Center took shape more than three years ago,
Martins studied roughly a dozen new training fa-
cilities across the league — he particularly liked
Atlanta’s — and chose various elements to incorpo-

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M S EP T EMB ER 5 -11, 2022 | 7

UPFRONT

WELL REPRESENTED

GSE, Wasserman repping PLAYER AGENCY
the most LIV golfers Abraham Ancer GSE Worldwide
Adrian Otaegui Rocket Yard Sports
LIV GOLF TEED OFF its fourth event near Boston last weekend, and Management reps five players in LIV, Anirban Lahiri KHI Management
including U.K. players Laurie Canter, Bernd Wiesberger Wasserman
a pair of agencies had a massive stable of players competing for Sam Horsfield, Ian Poulter and Lee Branden Grace GSE Worldwide — Impact Point
Westwood, as well as Henrik Stenson. Brooks Koepka Hambric Sports
the Saudi-backed tour. Bryson DeChambeau GSE Worldwide
This marked LIV’s fourth different Cameron Smith Wasserman
A review of all player-agency relation- field in as many events. The series Cameron Tringale Wasserman
plans to have a set 48-player field for Carlos Ortiz GSE Worldwide — Impact Point
BY JOSH CARPENTER ships by Sports Business Journal shows each event next season. Charl Schwartzel GSE Worldwide — Impact Point
that GSE Worldwide and Wasserman both Charles Howell III 4Sports & Entertainment
Staff writer Eric Prisbell contributed Chase Koepka 4Sports & Entertainment
have the biggest influence on players who to this report. Dustin Johnson Hambric Sports
Eugenio Chacarra GSE Worldwide — Impact Point
joined LIV. Of the 48-player field at The Graeme McDowell Angela Jones Consultancy
Harold Varner III Lyon Sports Group
International, 11 were represented by GSE Worldwide or its Henrik Stenson CM Management
Hudson Swafford Wasserman
subsidiary brand, Impact Point. Ian Poulter CM Management
James Piot Radegen Sports
GSE reps some of LIV’s biggest names, includ- Jason Kokrak GSE Worldwide
Jediah Morgan Wasserman
ing Bryson DeChambeau, Joaquin Niemann and Joaquin Niemann GSE Worldwide — Impact Point
Kevin Na Prosport Management
Sergio Garcia, among others. GSE/Impact Point Laurie Canter CM Management
Lee Westwood CM Management
also counts Justin Harding, who has competed in Louis Oosthuizen GSE Worldwide — Impact Point
Martin Kaymer Sportyard
previous LIV events but did not play at the Boston Marc Leishman Wasserman
Matt Jones Players Group Management
event, among its clients. Matthew Wolff Wasserman
Paul Casey GSE Worldwide — Impact Point
Coming in a close second is Wasserman, which Pat Perez No agent
Patrick Reed Justine Reed
reps seven golfers who Peter Uihlein 4Sports & Entertainment
Phachara Khongwatmai WSM Sports
were in the Boston field, above: GSE client Bryson Phil Mickelson Sportfive Getty Images (2)
including LIV’s highest- DeChambeau is among International Sports
ranked player to date in LIV’s biggest names. Richard Bland Management
world No. 2 Cam Smith, SMG Sport
who is repped by Bud right: Cameron Sadom Kaewkanjana CM Management
Martin. Tringale (Wasserman), Sam Horsfield NeveRest Management
Joaquin Niemann Scott Vincent GSE Worldwide — Impact Point
British agency CM (GSE) and Aniban Lahiri Sergio Garcia Rocket Yard Sports
(KHI Management) Shaun Norris Prosport Management
Sihwan Kim No agent
Talor Gooch Empire Sports Management
Turk Pettit International Sports
Management
Wade Ormsby

8 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

MLS sponsors review: Expect TikTok come to Wrexham.”
■ HEINEKEN HAS BEEN the
to continue expanding its presence league’s official beer sponsor
since 2015, but teams in the
league have signed deals with

A S MLS APPROACHES the end of multiple beer brands in the
its 27th season, here is a look past few years. The most prom-
at some of the sponsors mak- inent example is Michelob,
which is not a leaguewide

ing news across the league. sponsor, but does have more

One brand that has been expanding instances of signage in the

its MLS sponsorship footprint is Tik- league than any brand without

Tok, the only social that league-level designation.

media app to have sig- Its 15 deals are four more than

nage in the league. Last what it had a season ago,

season, TikTok signed which represents one of the

BY DERICK its first MLS deal to be highest growth rates of any

MOSS on the jersey sleeve of brand. Overall, there are 31
the Portland Timbers beer and hard seltzer brands
SENIOR MARKET (and NWSL Thorns). activating in the league with
ANALYST

This season, the social 95 distinct deals.

media giant added Austin, Montreal Only 10 of those 31 brands

and Toronto to its MLS portfolio. have multiple deals within the

The app, the first consumer-facing league, meaning there are 21

app from China to take off in the West, brands with one-off sponsor-

reached a billion global users in half ships, mostly representing

the time it took Facebook, Instagram local breweries and artisan

or YouTube and has been the world’s beers. Of those, there are six

most downloaded app since 2020. Its new to the league this year:

audience hits at the heart of the cov- Bearded Iris Brewery (Nash-

eted younger demographic — accord- ville), Scofflaw Brewing (Nash-

ing to Emarketer, 44% of TikTok users ville), Dogfish Head Craft

in the U.S. are under the age of 25, Brewery (Philadelphia), Mill

compared to only 18% of Facebook Street Brewery (Toronto),

users. That aligns well with the MLS Revolution Brewing (Chicago)

fan base — according to a poll by and Wicked Weed Brewing

Morning Consult, 54% of MLS fans (Charlotte).

are younger than 45, a greater share ■ HEALTH CARE/PHARMA con-

of any sport included in their survey. TikTok has four sponsorships in MLS, including Portland, as seen on Aljaz Ivacic’s jersey. tinues to be the most popular

Enthusiasm for soccer was higher category for team sponsorship,

among younger adults than the gen- TikTok content from teams as their League, Burnley FC and a shirt spon- but the 62 deals across the league are

eral population, with 40% of those ages corporate partners see more value sorship of Wrexham AFC, the lower- spread out among 55 different spon-

18-34 identifying as fans. generated from TikTok.” level soccer club in North Wales sors, demonstrating the local nature

It would not be surprising to see Globally, TikTok also has soccer purchased by actors Ryan Reynolds of those sales. There are only five spon-

TikTok expand its soccer footprint in deals with the Confederation of Afri- and Rob McElhenney and the focus sors in the category with multiple

the next few years, especially as it can Football, UEFA Women’s Euro of an FX documentary series “Wel- deals: Kaiser Permanente (Atlanta,

rolls out a much-anticipated e-com- Cincinnati, LAFC, San Jose),

merce solution. However, politicians BREAKING DOWN MLS SPONSORSHIP DEALS Ohio Health (Cincinnati, Co-
around the globe are somewhat un- lumbus), SharpeVision (Aus-

easy about the Chinese ownership Brands With New Deals Most Team Deals Top Sponsor Categories tin, Seattle), Hospital for

group and have questions about users’ Brand No. of Brand No. of Industry No. of Special Surgery (Austin, New
data ending up in the wrong hands or deals deals brands York Red Bulls) and the Uni-

Getty Images users being exposed to Chinese pro- Ally Financial 4 Michelob 15 Health care/ 55 versity of Texas MD Ander-
pagandists. TikTok has already been Shift4 4 10 pharma son Cancer Center (Austin,
banned in India, formerly its largest Paramount Pictures 3 Pepsi 10 Dining 52 Houston).
market. Volkswagen 3 9 Financial services 52
Lucas Oil Products 3 Toyota Food 45 ■ PROCTER & GAMBLE be-
“Their sports strategy has been fun Asahi Beverages 3 9 Technology 38 came a league sponsor in 2021
to watch as they activate and embed Cintron 2 Ticketmaster Beer/breweries 31 and has touted brands across
themselves within culture through CitiBank 2 8 Gambling/casino 30 its portfolio. Officially, the
sports with their content strategy Harris Teeter 2 Sherwin- Insurance 30 conglomerate has category
across ESPN, NBC, NFL, NBA, and Geodis 2 Williams 8 Wine/spirits 30 sponsorship in beauty (Old
WWE,” said Zoomph President Amir Opendoor 2 Beverages (non- Spice), non-electric grooming
Zonozi, whose agency recently con- Pep Boys 2 A-B InBev 6 alcoholic) 28 (Gillette), health and well-
tracted with TikTok to provide user Roku 2 6 Energy/utilities being (Crest, Oral-B), and
analytics to the U.S. market. Xmanna 2 Blue Cross Retail 22 household care (Tide).
Blue Shield 6 21
“Branded social media content is Source: SBJ Atlas For more sponsorship
one of the most valuable assets for New Balance 6 insights, benchmarking and
brands as it allows you to be more 6 prospecting, go to www.
targeted with your fan exposure. It Kroger sbjatlas.com.
will be easier now to promote more
Boston Beer
Co.

Ford

Great Clips

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M S EP T EMB ER 5 -11, 2022 | 9

THE INSIDERS

UNC professor’s sponsorshipMARKETING AND SPONSORSHIP model
predicts length of deals, renewal rates
W
E’RE USUALLY DISMISSIVE of academic ages, alcoholic beverages, auto, insurance, sports accuracy the likelihood of any category renewing.
types when it comes to sponsorship
marketing. Ivory towers are often in- apparel, retail, tech, quick service restaurants, food, Then they can use those findings to allocate staffing

media, banking, credit card, other financial ser- and money and pursue the most appropriate cat-

compatible with the price/value struggle central vices, medical/hospitals/clinics, pharma, person- egories.

to corporate sales. al care, airlines, mail/ “What we’re trying to do is allow “What we’re trying to do
shipping, utilities/power, is allow CMOs of leagues,
This is an exception to that rule. hotel, betting, tire and tele- CMOs of leagues,

At a time when predictive analytics are regu- teams and events to predict

larly employed to assess yield for ticket sales, and com. teams and events to the future,” said Jensen.
There are enough vari- predict the future. “We saw how widely predic-
touted as the ultimate tool We saw how widely tive analytics were being
ables regarding each deal used in other businesses
to assess player perfor- that if it were an Excel

mance, a University of

North Carolina professor spreadsheet, it would have predictive analytics and built something broad
more than 23,000 rows of were being used in enough to be applicable to
spent more than eight data. other businesses and any sponsorship that can
predict the probability of
years building a data set With that much data as

of sponsorships from

around the world that he an anchor, Jonathan Jen- built something broad enough to renewal and so give the
sen, an associate professor be applicable to any sponsorship.” property a tool to make rev-
says can predict how long of sport administration at enue projections across the
UNC, says he’s able to pre- — UNC professor Jonathan Jensen entirety of any sponsor re-
any particular deal is

BY TERRY LEFTON likely to last and the rev-

enue potential of the deal. dict how long each sponsor lationship.”

It’s a model with spon- will last, based on factors including fees; category Some observations from running this model

sorship data dating as far dynamics; whether it’s a B2B or B2C play; econom- across specific properties and/or categories: The

back as 85-plus years, with thousands of properties, ic factors, including GDP and CPI; location of the tech sector, where spending is often fueled by start-

encompassing 5,700 sponsorships, with around 800 property and sponsor; whether the sponsorship is ups, is 30% more likely not to renew than the aver-

active deals. It includes most major European and a hometown play; whether the sponsor is publicly age sponsor. On the other hand, some categories

North American sports and events, including major traded; along with a variable for clutter within a show marked fidelity. The long-cluttered insurance

pro leagues, all college bowl games and ATP, WTA specific category or property. category is 25% less likely to exit a sponsorship

and PGA Tour tournaments, naming-rights deals An expectation for an economic downturn, such than the average; banks are 35% less likely to leave

and uniform ads across North America and Europe. as what many are anticipating for next year, also than the average, while airlines are 23% less like-

The model tracks pricing and longevity across 30- can be applied. The idea is that property sponsor- ly to take off. Pharma, which spends in bursts with

plus sponsorship categories: nonalcoholic bever- ship executives will be able to gauge with some product launches, are 87% more likely to exit.

Gambling is 35% more likely not to renew, but much

of that is based on European soccer sponsorships,

which have been unusually unsettled in recent

years.

Examining a new marketing asset, even without

much North American precedent, the model proj-

ects the San Diego Padres uniform patch deal will

last 3.52 years (we’ve been told it’s a four-year deal).

Liberty Mutual’s 10-year Red Sox patch pact is

projected to last 3.73 years, based on industry prec-

edent.On a more granular basis, a Premier League

shirt sponsorship from a bank will last an average

of 3.32 years, while an NBA jersey patch deal with

a QSR brand should last for 7.45 years. Mastercard

has been an MLB corporate sponsor since 1997;

Jensen’s model sees it lasting at least six more

seasons.

What Jensen is calling an ROI or sponsorship

retention model hasn’t been published yet, but has

been presented at academic conferences in Europe

and the U.S. to some acclaim. He’s looking for a

way to commercialize the model; it could be an

outright sale to an analytics firm or agency, or a

licensing arrangement across a number of parties.

“I wouldn’t say it’s a panacea,” he said. “Still, in

an industry where pretty much everything is done

on gut instinct, it’s a valuable tool where there re-

ally isn’t much else as far as hard data.” Getty Images

Premier League jersey sponsorships from banks are predicted to last just more than three years by the model. Terry Lefton can be reached at
[email protected].

1 0 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

LABOR AND AGENTS

Minor leaguer turned lawyer has major role in player pay
G ARRETT BROSHUIS slogged through
six years in the minor leagues as a can collectively bargain on behalf of the class action status of the case went to the
starting pitcher without so much minor leaguers. 9th U.S. Circuit Court of Appeals. “It was a
big issue because it made the difference
MLB, asked for comment, released a state-

as a cup of coffee in the big leagues. ment to Sports Business Journal: “We are between us representing a couple of dozen

“I was a crafty right-handed pitcher, which only in the second year of a major overhaul minor league players versus every minor

explains a lot about why I didn’t make it to of the 100-year-old player development sys- league player out there,” Brohuis said.

the major leagues,” Broshuis said last week. tem and have made great strides to improve The 9th Circuit ruled in the players’ favor

He had a slider, a change-up and and a the quality of life for minor league players. and the Supreme Court denied MLB’s re-

sinker, but he said bluntly, “I probably didn’t We are proud that minor league players quest to appeal it. The case had been set for

throw hard enough,” later adding, “They already receive significant benefits, includ- trial on June 1, but the parties settled it

BY LIZ MULLEN talk about crafty left-handed

pitchers more, like Tom

Glavine. Crafty right-handed

pitchers don’t get talked about

much because they usually don’t

make it very far.”

It’s said everything happens

for a reason, and although Bro-

shuis (pronounced “brush

house”) didn’t become a major

league player, he did become a

major lawyer. He’s one of the lead

attorneys representing minor

league players who sued MLB

and its clubs alleging violation

of minimum wage laws.

The case was first filed in 2014

and MLB settled it for $185 mil-

lion this year in July. It’s been a

good summer for the minor

leaguers.

Last week, the MLB Players

Association announced it was

launching a campaign to union-

ize all minor league baseball

players across the country.

MLBPA Executive DirectorTony Garrett Broshuis was a lead attorney in a lawsuit over minor league pay that was settled this summer.

Clark told Sports Business Jour-

nal that the players were now ready for such ing free housing, quality health care, mul- instead.

an action. tiple meals per day, college tuition assistance Broshuis made a point to say he was one

Clark said the lawsuit was one of the fac- for those who wish to continue their educa- of a team of lawyers who worked on the case.

tors in unifying minor league players in tion and over $450 million in annual signing The attorneys stand to receive up to 30% of

what has been a tumultuous time for both bonuses for first-year players. We are the settlement money. They recently added

major and minor league players since the pleased we were able to come to a mutually up the hours spent on the case — 50,000,

pandemic began. agreeable resolution but are unable to com- Broshuis said. Regardless, he said there are

“I won’t say that a specific event was the ment on the details until the agreement is still a lot of players living below the pov-

catalyst,” Clark said. “What I will say is over formally approved by the Court.” erty level.

the course of the last two or three years — Broshuis said that conditions have im- Broshuis wouldn’t comment if the lawsuit

what players experienced in the minor proved since he was drafted out of Missouri was the impetus or played any part in

league side with no season in 2020 and on in the fifth round of the 2004 draft. During MLBPA launching its unionization effort.

the major league side with an abbreviated his six years in the minors, he pitched in The MLBPA began taking union autho-

season in 2020, and then on the heels of the Class A, AA and AAA baseball. He recalled rization cards on Aug. 29, and Clark indi-

100-day lockout combined with the settle- how one of his friends would skip lunch and cated that they received more than their

ment you just raised — those are all experi- dinner to save money and others slept on most optimistic projections in the first 24

ences players have had over the last few air mattresses in a crowded apartment. By hours.

years that were undoubtedly a part of their the end of his minor league career, he was “This case took a lot of work, there was a

interest in a more formal voice.” making $12,000 a year. ton of risk involved and I am very happy

The $185 million monetary payment is Boshuis ended up spending more years with the results that we are able to achieve,”

only a part of the settlement. It also strikes defending baseball players as a lawyer Broshuis said. “And I am happy for the tra-

down a clause in minor league players’ con- (eight) than he did being one (six). jectory of minor league baseball now. Things

tracts that says they can be paid only during “There were multiple motions to dismiss are finally starting to improve and players

the minor league season, which stretches and to try to change venue,” Brohuis said. are starting to act collectively now.”

Getty Images from April to September. “With this many parties, there were a lot of

That means there will likely be a new depositions — over 100 depositions took Liz Mullen can be reached at lmullen@

system for compensating minor league play- place.” sportsbusinessjournal.com. Follow her on

ers. And, if a union is in place, that union One of the toughest times was when the Twitter @SBJLizMullen.

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M S EP T EMB ER 5 -11, 2022 | 1 1

FA C I L I T I E S A N D T I C K E T I N G

Hard-to-pronounce materials defining new stadium
construction, lowering costs and opening options
S URE, ETHYLENE TETRAFLUOROETHYLENE (ETFE)
sounds like a word Mary Poppins would in- U.S. Bank
vent, but the material will likely be an inte- Stadium, home
gral part of the new NFL stadium projects looming of the Minnesota
Vikings, incor-
on the horizon in Chicago, Nashville and Buffalo. porated ETFE
into its roof, a
ETFE is a type of tensile membrane — synthetic, move that quickly
caught the atten-
weather-resistant material stretched over an open tion fo the facility
industry.
span — that is increasingly being used on all parts
ETFE and related materials are also lighter than
of stadiums, most notably as a more cost-effective glass, making them practical for vertical use, like
on the concourse at Globe Life Field in Arlington,
replacement for domes or retractable roofs. Aware- or AT&T Stadium across the street, where they
ultimately settled on PTFE.
ness of ETFE has grown
LET’S MAKE IT
significantly in recent years
Where U.S. Bank Stadium is fully enclosed, SoFi
thanks to its use on the Stadium is a canopied venue, like a stadium perched
beneath a single-layer ETFE “carport” held in place
roofs or canopies of U.S. by extensive cabling. U.S. Bank Stadium’s roof en-
tailed a three-layer pillow system (the sheets of
Bank Stadium, SoFi Stadi- ETFE are inflated), whose ambient heat helps melt
snow off the roof in the winter.
um and Allegiant Stadium.
Allegiant Stadium also used a pillow system,
And at least one of the teams which is critical for keeping out ultraviolet and
infrared light and enabling the venue to meet build-
building a new stadium, the ing code. That’s one of the challenges of working
with ETFE, said Kolbo. But frit, a pattern or ink
Tennessee Titans, is plan- imprinted on a material, can also help deter UV or
infrared that would otherwise pass through ETFE.
ning to enclose their pro- And new products are already coming to market
that possess low-e coatings to block infrared rays
posed new stadium with an just like a much heavier pane of glass could.

BY BRET MCCORMICK ETFE covering to enable tensile materials allows designers to incorporate Future versions of ETFE will likely incorporate
year-round events, includ- complex curves and shaping that would be impos- (not just house) LED and collect solar energy. Those
sible, or at least very costly, with traditional steel enhancements will be made in the lab, but design-
ing basketball. and metal panel roofs, according to David Pera- ers are already expanding the tensile fabric palette
gallo, sales and specification manager, Americas, for sports venues, like at Allianz Field where Pop-
These days, “if a building at French firm Serge Ferrari Group. ulous and Kolbo worked with engineers from Wal-
ter P Moore, Geiger, and Pfeifer to create a
is going to have a roof on it in some way, it’s going “[Tensile fabrics] give architects and designers custom type of PTFE material specifically for the
of sports stadiums a unique freedom of form and 93,540-square-foot façade wrapped around Minne-
to have ETFE on it somehow,” said Dan Wacker, flexibility to take their design to the next level,” sota United’s stadium.
Peragallo wrote in an email to Sports Business
Mortenson director of preconstruction. Journal. “We didn’t go, ‘oh, that’s a cool material, let’s use
that,’” said Kolbo. “We said ‘hey, this is what we
Innovation around man-made polymers like ETFE TFE materials are highly resistant to heat and want to do. We want reflection, we want lamination,
sunlight abuse, are hydrophobic, and have a low we want to see through it. These are the things that
and its cousin, PTFE (full name: polytetrafluoro- coefficient of friction, meaning they’re easy to clean we want; let’s make it.’”
because nothing sticks to them. ETFE is thinner
ethylene, also known by the brand name Teflon) than PTFE, allows natural light into a space and Bret McCormick can be reached at bmccormick@
is better for fully enclosing and conditioning a sportsbusinessjournal.com.
has gone on full blast for over a century, but creative building; PTFE is more effective for shading struc-
tures, like canopies, because it’s a mesh and not as
designers and engineers are just beginning to cook transparent.

up their own custom formulas for use in sports Tensile materials like ETFE are lighter than tra-
ditional roofs and need less support. That’s critical
venues, too. for stadium project budgets, because the longspan
steel propping up a roof can run 600 to 800 feet in
“It’s like a platform that you can innovate on,” length and is the most expensive part of the stadium,
according to Wacker. The cost of a fully steel-sup-
said Phil Kolbo, Populous principal and senior ported roof, especially if it mechanically retracts,
is the reason so many NFL stadiums don’t have them.
architect. “You’re not pulling things off the shelf
U.S. Bank Stadium in Minneapolis was one of the
anymore; you’re making what you need.” first major venues in the U.S. to have an ETFE roof
in 2016. The Vikings wanted a retractable roof, but
Tensile membranes are lighter — and cheaper Kevin Taylor, principal and sector manager, ven-
ues, for architecture firm HKS, said that the ETFE
— than steel, allow controlled natural light into alternative gave the Vikings “retractability” with-
out the price of a retractable roof, saving roughly
otherwise dim indoor stadiums and have an open- $100 million.

ended potential for use in all parts of a building “We spent a lot of time making sure we could get
a lot of natural light coming into that facility,” said
— not just roofs but in place of glass windows, or Taylor, who was the lead designer on AT&T Sta-
dium, U.S. Bank Stadium and SoFi Stadium. “Once
as coverings over premium areas or seating bowls. we did it on the Vikings, I knew it was going to
happen on other projects.”
The latter concept could also work in a place like

Buffalo, which doesn’t want to surrender its late

season home-field weather advantage and has al-

ready committed to an outdoor stadium, but could

keep direct snowfall off its fans with a tensile can-

opy system encompassing the field.

“When you talk about the fan experience on open-

air facilities, traditionally NFL stadiums haven’t

had canopy coverage,” said Wacker. “But Europe

is full of these PTFE roofs that shade the fans,

MLS is going for 100% coverage of its fans, and I

think the NFL would look at teams using that as

an option.”

HKS FREEDOM OF FORM

Tensile systems can be stretched over two sides

of anything: a backyard, a premium bar in a sta-

dium or a sports venue’s roof. The flexibility of

1 2 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

PORTFOLIO CAREER IN FOCUS

LEexnecKuotmivoeroTsrkeie’s staff of mostly 20-somethings leaned
Former Cavaliers CEO ‘left a constellation of stars’ into innovation to such an extent — tak-
ing cues from indoor soccer’s use of
T HECASCADEof emails, texts They now oversee large teams and make journey has been the Robert Frost poem fog machines, laser shows and pulsat-
and calls arrived in bunch- industry-shaping decisions in various “The Road Not Taken.” The Pittsburgh ing music — that even the perpetually
es on Len Komoroski’s corners of the sports business world native has long sought the biggest pro- forward-thinking, then-NBA Commis-
phone on April 7, leaving and beyond. fessional mountains to scale — the sioner David Stern would call and say
steeper the incline the better — and half-jokingly, “What the heck are you
the Cleveland Cavaliers and Rocket After more than 42 years in the in- many of his employees say he empow- guys doing in Minnesota?” But during
dustry, Komoroski, now senior adviser ered them to join him on the ascent. Komoroski’s six-year stint, the new
Mortgage FieldHouse CEO humbled of Rock Entertainment Group, is proud franchise became one of the league’s
owner of an ever-expanding executive “He is such a great cheerleader or strongest revenue-driving teams.
and emotionally moved on the heels of tree as vast as it is impressive. baton passer, if you will,” said Hallie
Yavitch, who worked under Komoroski Among those benefiting from Ko-
his announcement that he was stepping “Wherever he has been, he has left a in Cleveland for more than a decade moroski’s instruction was Shawn
constellation of stars,” said Scott before becoming senior vice president Hunter, who arrived as an intern 31
away from his role after a distinguished O’Neil, the former CEO of Harris for booking and marketing for years ago before being quickly hired
Blitzer Sports & Entertainment who Crypto.com Arena, Microsoft Theater in the sponsorship division under Ko-
BY ERIC 19-year tenure with the worked under Komoroski in the mid- and L.A. Live. “He creates people who moroski. The two shared many drives
organization. 1990s with the Philadelphia Eagles. can be successful. He helps you realize through the Upper Midwest to secure
your potential even if you didn’t know logistics for preseason games, diving
PRISBELL Komoroski, 62, was in- Many of those who reported direct- that’s what you wanted him to do.” deep into philosophical discussions
tegral in helping the once ly to him — or worked alongside him about sales, sponsorship and branding
— say their professional philosophies That started decades ago. At an early and how they could integrate the most
moribund franchise were shaped by his leadership traits, career stop, Komoroski — a mere 27 in creative, irreverent concepts from
from his grand vision and no-stone-left- 1988 — sprung into a role as vice pres- minor league baseball into business
reach new heights in revenue, ratings unturned preparation to strategic plan- ident of sales with the expansion Min- strategy. Hunter likened his tenure with
ning and unrelenting positivity. A nesota Timberwolves. The 35-member Komoroski to getting a Ph.D.
and attendance, creating an impactful guiding light for Komoroski’s own
“It changed the course of my life,”
social responsibility platform and reno- said Hunter, who now owns the Chi-
cago Dogs, an independent minor
vating Rocket Mortgage FieldHouse. league baseball team. “If I’d use one
word to describe Lenny in terms of how
But a defining aspect of his legacy he went about strategy and execution,
he was relentless. … I would put him
Getty Images transcends those achievements, center- in a rare category of leaders always
looking to pull people up. He launched
ing instead on the very faces at the other so many of our careers.”

end of those messages, specifically the Komoroski’s next challenge emerged
as senior vice president and chief of
ones who once called him their boss. business operations of a then-distressed
franchise, the Philadelphia Eagles.
They had cornered the market on the
worst facilities in sports — Veterans
Stadium was called a concrete ashtray
— and their business infrastructure
was nonexistent. But with Komoroski’s
arrival came strong winds of change;
his fingerprints were on the multimil-
lion-dollar naming-rights deal for a new
training facility, the 20-year, $140 million
stadium naming-rights agreement with
Lincoln Financial Group, and creating
a sophisticated NBA-style front office.

O’Neil recalled Komoroski’s first day
on the job in Philadelphia. As director
of corporate sales, O’Neil was long on
work ethic, short on experience. Ko-
moroski put the challenge to the ex-
ecutive, telling him he was far too young
for his role. O’Neil embraced the op-
portunity and thrived, learning from
Komoroski how to “think bigger than
reasonable, bigger than what others are
thinking, bigger than what seems pos-
sible,” O’Neil said. Before diving into
a project, he learned to phone 20 teams
for perspective.

“I had high expectations for myself,”
O’Neil said. “His were higher. A bril-

CONTINUED ON PAGE 14

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PORTFOLIO CAREER IN FOCUS

LEWARHNATEDLFERONM... In this photo taken in

TIM LEIWEKE: 1989 while Komoroski

“Tim taught me at a young age worked for the
that if you put your mind,
passion, drive and determination Minnesota Timberwolves
into it, anything truly is possible. are: Shawn Hunter
The only limits are the ones we (left), Komoroski, Tim
place on ourselves.” Leiweke, John Thomas
and Brenda Tinnen.
EDWARD J.
DEBARTOLO SR.: CONTINUED FROM PAGE 13 challenged us to think that way.” president of event booking for the Courtesy of Cleveland Cavaliers
Listen to Komoroski, now focused on Cavaliers. “But it definitely influenced
“Mr. DeBartolo was so far ahead liant strategist. He might be the best me. When I talk to my team, I’m always
of the times with one of the first strategic planner in all of team sports.” special projects, growth and develop- like, ‘Don’t worry about the show you
true sports platforms, with ment for REG — the umbrella entity of didn’t get, worry about the show you’re
multiple teams, managing The next mountain loomed with the the teams and venues that are part of working on.’”
multiple venues, taking risks on Cavaliers — last in the league in atten- Cavaliers Chairman Dan Gilbert’s Rock
events, concessions, ticketing dance and revenue — who were per- Family of Companies — and hear en- O’Neil said even Komoroski’s depar-
and media production ceived to be the fourth team in a thusiasm build as he details the success ture unfolded in a highly professional,
companies in-house — it was a three-team town. Komoroski joined the of his former executives. He also prais- “typical Len fashion,” adding that “he
candy store for my first job in Cavaliers in 2003 as president and es the myriad influences on his own left it tidy, a nice box, all wrapped with
sports. If you could monetize it, started serving as CEO in 2013. Thanks journey — Ed DeBartolo Sr., Tim Lei- a bow.” That plan entailed Komoroski
he wanted to control it.” in no small part to fortuitously landing weke, Gordon Gund and Gilbert among bringing Nic Barlage, who had worked
LeBron James in the 2003 NBA Draft, them — while saying he may have been with the Cavaliers from 2008 to 2014
JEFFREY LURIE: the franchise underwent a transforma- a “decent judge” of finding talent. before spending three years with the
tion. Komoroski assisted in developing Phoenix Suns, back to the franchise in
“Jeffrey demonstrated how we one of the league’s most dynamic in- He talks about pinpointing “that cer- 2017 with the explicit intent of Barlage
could use our team’s platform venue, game-day experiences, helped tain extra special something” that dis- assuming the CEO role when Komoros-
as a change agent, ranging spearhead the $185 million transforma- tinguishes employees, a tenacity and ki stepped aside. Barlage, who joked
from social responsibility tion of Rocket Mortgage FieldHouse, drive “almost like they are coming that he’s probably spent more time with
matters to climate change.” and saw the franchise acquire G League, across the table at you to be the best Komoroski the last four-plus years than
American Hockey League and esports they can be.” He talks about delegating with his wife, called Komoroski an ego-
DAN GILBERT: teams during his tenure. more as his career progressed, being less, gentle giant in the profession.
“blown away by what team members
“Dan is at the forefront of how His tutelage helped springboard accomplished beyond whatever I could “Len has a very unique way of ex-
to create and sustain a culture scores of executives, including Kerry have done.” He talks about the impor- panding what you think the potential
of innovation and execution at Bubolz, whom Komoroski hired for the tance of providing employees with of a situation may be,” said Barlage,
the highest levels. His ethos of second time in 2003 — the first came challenges from which to grow, and that now CEO of the Cavs, Rocket Mortgage
‘For More than Profit’ also in 1994 with the IHL’s Cleveland Lum- sometimes their next one may organi- FieldHouse and Rocket Entertainment
drives a sense of greater berjacks. The goal was lofty: Build a cally emerge externally. Group. “He really looks at the business
purpose and our ability and business over several years that would in exponential opportunities, and he’s
responsibility to positively rank among the NBA’s top five in every “This has been really phenomenal really helped me stretch my own think-
impact our communities.” revenue metric. In his 13 years in Cleve- to see so many terrific people go out ing. This unique ability to dream an
land, Bubolz learned not to allow mar- on their own and to take things to outcome into reality.”
GORDON GUND: ket size to determine expectations. He another dimension,” Komoroski said.
learned Komoroski’s mantra: Com- “To see them blow the doors off what At various stops Komoroski has
“Gordon is a man of exceptional munity impact is a contact sport. their next stage and next part of their sought to create environments where
character who modeled for us journey is, I feel fortunate to have “people can reach for the stars every day
how to treat anyone and Now Bubolz is putting those tenets played just a small part along the way and redefine what excellence is.” As he
everyone with incredible class to successful practice as president and in their journey.” embarks on his next mountain to climb,
and respect. As an example, CEO for Foley Entertainment Group, some guiding principles — community
even for people he may have met which encompasses the Vegas Golden Many who worked for him continue engagement, passion, a can-do attitude
only once, he would remember Knights, an American Hockey League to use him as a sounding board on big — continue to resonate with him, as well
the most minute details about team, indoor football team, two com- decisions. Hunter, for one, said Ko- as the many former employees who have
people or their families that munity ice facilities and The Dollar moroski’s positivity still resonates: “His blazed their own trails.
made them feel special.” Loan Center. cup isn’t just half-full, it’s overflowing.”
“If you’re able to do those well, any-
DAVID STERN: “He’s the best strategic thinker I’ve Yavitch summons Komoroski’s de- thing is possible in your world,” Ko-
ever worked for,” Bubolz said. “He re- meanor when hard times hit. “I don’t moroski said. “And whether it be here
“Dating back to the inception ally helped instill in me how to play know if Len just always has the silver or somewhere else, opportunities will
of the Timberwolves, I was decisions out — not just one step — but lining or learned to show the silver lin- find you.”
fortunate to have a front row like both ways two and three steps. He ing,” said Yavitch, who was the vice
seat to see David lead the NBA
in redefining the business of WWW.SPORTSBUSINESSJOURNAL.COM
sports. He pushed all of us
outside our comfort zones to be
our best with his holistic
approach to our industry and
attention to every detail —
or else!” — E.P.

1 4 | S E P T E M B E R 5-11, 2022

SPORTS BUSINESS JOURNAL

JOEL ADAMS Over four decades in the sports business, Len Komoroski has managed JEFF RYZNAR
VP, Premium Sales or worked alongside some of the industry’s most recognized executives Owner
Los Angeles 898 Marketing
Clippers KOMOROSKI’S
CONNECTIONS JUSTIN SAMRA
SEZIN AKSOY Vice President -
SVP, Global Data Business
Strategy & Analytics Development &
AXS Brand Strategy
Rothman
ROB ALBERINO Orthopaedic
Vice President, Institute
Content and
Production MEREDITH
Kansas City Chiefs SCERBA
Senior Associate
SPENCER Athletic Director
AMBROSIUS for External
VP, Ticket Sales & Relations
Service University of
Detroit Red Wings South Florida

KIM BABIAK SCOTT O’NEIL MEKA WHITE OLIVIER SEDRA
PHILLIPS Former CEO MORRIS Voice of the
VP of Marketing SVP, CRO Brooklyn Nets
The Howard Harris Blitzer Sports
Hughes & Entertainment Minnesota Twins BOB SIVIK
Corporation VP of Sales
Health Academy
SCOTT BAILEY
Getty Images (2); Pierina Inciarta; David Durochik; Pictures by Todd; Cleveland Cavaliers (2); NYC FC; Miilwaukee Bucks; Oak View Group; Philadelphia Eagles General Manager- MOLLY ARBOGAST DIONNA WIDDER DON SMOLENSKI BRAD SIMS RON
ODU Sports President & CEO CRO President President & CEO SKOTARCZAK
Properties New York City FC EVP, Chief Sales
Playfly Sports POV Sports Marketing Houston Dynamo Philadelphia Eagles and Marketing
Officer
JOSH BAKER Madison Square
CRO, SVP of Global Garden
Partnerships Entertainment
Professional Bull Corp.
Riders
KERRI STEPHEN
TAMZIN Vice President,
BARROILHET Fund Development
Senior Lead of United Way of
Global Sports Summit & Medina
Marketing,
Basketball & Team KERRY BUBOLZ DAVID NIC BARLAGE PAUL BEE STEVE
Sports President & COO LIVINGSTON CEO, Cleveland Cavaliers, VP, Ticket Sales STRAWBRIDGE
Under Armour Foley Entertainment Chief
VP, Global Rock Entertainment & Service Administrative
BRIAN BASLOE Group Partnerships Group, Rocket Mortgage Milwaukee Bucks Officer
CEO Oak View Group Pro Football Hall
Concierge Live FieldHouse of Fame
Cleveland Cavaliers
MIKE BEHAN MICHAEL
COO, Collegiate TOMON
Partnerships Co-President
Legends & COO
Legends
LEONARD
BONACCI MARLYSE FANT COLLEEN JIM HEIM CARL MANTEAU DAVID PAINTER WENDY ROSS TROY TUTT
Regional Vice Founder & GARRITY Former SVP of VP, Ticket Sales Director, Basketball Former Senior Head of Strategic
President, President VP Marketing Events and Race Minnesota Facilities Director, Partnerships
Stadiums and Inquisitive Excel Sports Director / Senior Timberwolves Orlando Magic Integrated TicketManager
Arenas Partnership Management Member Of Marketing
Official ASM Marketing Consulting Staff / ABBEY MATHIS M AT T Washington BRUCE
Global LIZ GODEK President VP, Premium Sales PAPATHEODOROU Commanders WIMBISH II
MARC FELDMAN Director of TCS New York City & Service Director, Marketing Now Founder, Vice President
JEFF BOWLER Founder of Premium Seating Marathon / Sacramento Kings Cleveland Browns Principal Anomaly Sports
Former VP, Feldman Law Firm University of Intelligent Crowd LeadUp Strategic Group
Business LLC and AGC at Michigan Solutions / KEN MEREDITH DAVID PERRY Marketing
Operations Five Forty Athletics Paddling Vice President, Senior Vice SCOTT
Monumental Investments Productions Inc. Premium & East President, DAVE ROWAN WOODRUFF
Sports & Feldman Law Firm SCOTT GORDON Coast Sales Integrated Former COO, VP, Strategic
Entertainment LLC / Five Forty Assistant SHAWN HUNTER Professional Bull Sponsorships National Lacrosse Partnerships
Investments Executive Director Owner Riders Pac-12 Networks League Intersport
TAD CARPER Georgia PGA Chicago Dogs Current CEO,
Senior VP, JOHN FISHER JENTRY MULLINS AMANDA PETRAK BLOCS - Business MARK WRIGHT
communications SVP, Ticket Sales JONNY GRECO STEVE KESSEN Sr. Director, Team Regional Corporate Leadership Vice President,
Dallas Cowboys and Marketing Co-founder, CEO CEO Consulting and Responsibility Organized for Film
Arizona Shine Fathom Executive Search Officer Catholic Schools Higher Ground
ERIC CLOUSE Diamondbacks Entertainment General Sports KeyBank Productions
CCO MIKE LEVY Worldwide STEVE RYAN
Haslam Sports TODD FLEMING JOE HAMLIN President of DOUG PLAGENS Senior Vice HALLIE
Group Vice President and Director, Operations GARIN NARAIN Voice of the President, YAVITCH
GM Partnership Hall of Fame SVP, PR Florida Panthers Business SVP Booking
CHAD ESTIS Legends Strategy Village Atlanta Hawks Development and Marketing
EVP, Legends / Cleveland Browns DAN PURDY Arizona Cardinals Crypto.com Arena,
EVP, Business NICK FRASCO MIKE MALESKI MIKE ONDREJKO GM Microsoft Theater
Operations CRO CHRIS HECK EVP President, Global Akron Sports & L.A. Live
Legends / Dallas OneTeam Partners Former president Babcox Media Sales Properties
Cowboys Philadelphia 76ers Legends
Source: Len Komoroski

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PORTFOLIO SPORTS MEDIA

The New Voices
Of Fox Sports

Inside the strategy
to replace Joe Buck

on NFL and MLB
broadcasts

BY JOHN OURAND

Kevin Joe Davis B ACK IN JANUARY, hours before
Burkhardt the NFC Championship game
kicked off, Fox’s top produc-
tion executive made his way

up to SoFi Stadium’s broadcast booth to chat

with Joe Buck and Troy Aikman.

Their conversation that day was unremark-

able. The trio engaged in typical pregame

banter that lasted a couple of minutes. Brad

Zager, Fox Sports’ president of production and

operations/executive producer, had made this

trip countless times before to catch up with

his announcers.

As Zager left the booth and headed down to

the production truck, he had no clue that it

was the last pregame chat he would have with

Buck and Aikman as Fox employees.

“When I was standing in the booth with Joe

and Troy, I never would’ve imagined that they

were calling their last NFC Championship

game,” Zager said.

A little more than a month later, Aikman

left Fox for an $18 million per year contract

with ESPN. Buck followed Aikman to ESPN a

few weeks afterward with a five-year deal of

his own worth between $12 million and $15

million annually.

Their moves left Fox Sports CEO Eric Shanks

and Zager with the exceedingly rare opportu-

nity to pick a new top network voice for two

of its top properties.

Fox’s top broadcast booth for the NFL and

MLB has been rock solid for the better part of

a quarter century. Buck has called all but two

World Series since 1996 for Fox and had become

the voice of baseball over the past quarter

century. Buck replaced Pat Summerall as Fox’s

top NFL play-by-play announcer in 2002. He

and Aikman have called games together for

21 years.

“These top jobs, especially on the NFL, are

Supreme Court justice jobs,” Zager said. “They

don’t open very often, and if you do it right,

you only get one swing at it.”

What Shanks and Zager found, however, was

that they were not working from a blank slate.

It quickly became apparent that two of their

own announcers were the ones they wanted Fox Sports

to replace Buck on MLB and the NFL, respec-

tively: Joe Davis and Kevin Burkhardt.

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SPORTS BUSINESS JOURNAL

 Burkhardt and Davis recounted their
paths to the lead play-by-play voices

for Fox Sports’ NFL and MLB coverage.
Would you believe one even involved
an assist by a Taco Bell owner?

S HANKS AND ZAGER’S first priority was
baseball, since the season started less
than a month after Buck and Aikman

signed with ESPN. They almost immediately focused

on Joe Davis, a 34-year-old announcer who had been

with Fox Sports for about a decade and had im-

pressed higher-ups when he filled in for Buck on

occasion. Before he left, Buck recommended that

Fox pick Davis as its new baseball voice.

More importantly to Shanks and Zager, Davis

already had experience in replacing a legendary

baseball voice. The Dodgers hired him in 2017 to

replace Vin Scully for SportsNet LA.

“He respects the game,” Shanks said. “Being rec-

ommended by Joe Buck and having to fill Vin’s

shoes? When those are your mentors and you can

combine the best of both of them, it’s really special.”

Davis is a baseball play-by-play lifer, having called

minor league games as a college student for the

Schaumburg Boomers and, after graduating from

Beloit College, for the Montgomery Biscuits.

Davis was so intent on finding a job calling games

that when he attended a Chicago Cubs game while

in college, he wrote a letter to team announcer Len

Kasper, looking to pick his brain. Before he walked

into the game, the letter fell out of his pocket and

was lost. W ITH THE TOP MLB booth set, Zager a play during one of his sideline reports. Gowdy
and Shanks set their sights on the and his senior coordinating producer, Gregg Pick-
“I wound up getting a call while we’re on the way NFL. Fox carries the Super Bowl er, decided to give him more responsibility, putting
Burkhardt on play-by-play in the rare instances
home from the game, and it was from the owner of that Gary Cohen missed a game.

the Taco Bell across the street from Wrigley Field,” this season, which added pressure to the decision. Burkhardt liked doing play-by-play and wanted
to develop those skills. He took any play-by-play
Davis said. “She said somebody had found my letter But just like with Davis, they had an experienced assignment offered, which led to him to another
unscripted moment — when Compass Media Net-
out on the sidewalk. It had a small footprint on it, and likable announcer calling NFL games in the works tapped him to be an emergency fill-in an-
nouncer for the Texas Bowl between Missouri and
but they brought it in, and she would make sure 48-year-old Burkhardt. Navy on Dec. 31, 2009.

that it made its way to Len when they got back from One of the reasons they were so high on Burkhardt His performance led Compass to use Burkhardt
as the Dallas Cowboys’ radio play-by-play voice,
the road trip they were headed on.” had nothing to do with the way he called NFL games. which put him on Fox’s radar. Plus, Burkhardt was
pushed by the late Bill Webb, a legendary director
Sure enough, two weeks later, Kasper sent Davis Rather, they felt his role hosting Fox’s MLB studio who worked on MLB telecasts for both Fox and SNY.

an email and the two started a friendship. Davis show with David Ortiz, Alex Rodriguez and Frank Fox hired Burkhardt in 2013 and paired him with
John Lynch on its No. 2 NFL broadcast team. He
would send Kasper tapes from Schaumburg, and Thomas will help him in the NFL booth. called a playoff game for Fox that first year.

Kasper would offer his critiques. “It’s rare to have your lead NFL play-by-play guy “When I went to Fox’s football seminar that July,
I was around all those people and Joe and Troy and
Davis credits Kasper for the Montgomery job — also host a studio show with really big personalities Terry and Howie and Jimmy and Michael and Kurt,”
Burkhardt said. “I was like, ‘Oh my God, this is the
Kasper called the team’s Chicago-based owners to the rest of the year,” Shanks said. “That gives him real deal.’”

recommend Davis. a unique perspective of air traffic control. That’s It didn’t take Fox long to pick Burkhardt as Buck’s
replacement on the NFL. Greg Olsen will be his
By chance, an ESPN communications executive something other play-by-play guys just haven’t done broadcast partner this season. Next season, Tom
Brady is expected to replace Olsen as Burkhardt’s
named Dan Quinn heard Davis calling Biscuits at that level.” partner in Fox’s top NFL booth.

games over the internet and introduced him to Burkhardt’s route to Fox’s top NFL booth was a “When the NFL job opened, we took a step back
to make sure that we weren’t missing anything,”
people who eventually would hire him to call games lot different than Davis’ to the network’s top MLB Zager said. “At the same time, when you have some-
body like Kevin on the roster, you don’t want to
for ESPN3. booth. It’s been Burkhardt’s ability to excel during take that step too far back and miss the opportu-
nity to let him know how much you believe in him.
Two years later in 2014, as Fox launched FS1, unscripted moments that have impressed executives Kevin Burkhardt’s ready for this role.”

Davis decided to make the move, primarily due to throughout his career.

Fox’s deals to carry the NFL and World Series. Davis He started out reading updates and hosting early

made enough of an impression that Zager recom- morning and Saturday night shows on occasion on

mended him to the Dodgers, where he ultimately New York sports radio station WFAN. Burkhardt

replaced Scully. said his first big break came when he started doing

For Shanks and Zager, Davis was an obvious updates during the station’s popular “Mike and the

choice to replace Buck as the voice of the World Mad Dog” weekday show.

Series, where he will be paired with John Smoltz. It was the unscripted part of those updates — the

“Following Vin is what makes the Dodger job way he interacted with hosts Mike Francesa and

every day so meaningful — knowing the responsi- Chris Russo — that people especially noticed. Curt

bility of sitting in that chair,” Davis said. “And Joe’s Gowdy Jr., head of production at the SportsNet NY

Fox Sports (2) the guy that I grew up listening to. I wanted to be RSN, was one of those people. He hired Burkhardt

like him and call some of those events someday. to be a sideline reporter for Mets games.

Going from that to having him become a friend and Once again, it was Burkhardt’s creativity that

a mentor is a big part of what makes it special.” opened doors for him — sometimes he would call

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NFL SEASON PREVIEW

NEXT PERSON UP

The Denver Broncos found a buyer for a record price, but the Bowlen family saga
shined a light on the importance of succession planning for the NFL and its owners.

F BY BEN FISCHER
OR 30 YEARS, Pat Bowlen took an active Despite the apparently happy outcome, the Broncos
role in managing his prized possession. saga underscores a challenge the NFL may soon con-
But the Denver Broncos owner did more front again in the near future: how to maintain that
than just focus on leading a Super Bowl tradition of high-quality owner leadership as older
winning franchise. He also helped run the generations depart.

entire NFL. Only eight controlling owners in the NFL are too

“No one in ownership spent more time on league young for Medicare, and the average age is 72. The

matters than Pat Bowlen,” Dallas Cowboys owner Jerry most prominent owners are even older than that. The

Jones once said of his free-speaking colleague who Patriots’ Robert Kraft is 81 and Jones turns 80 this fall.

served on 15 different committees, influencing every Both have been essential power brokers in the league

part of the league as it grew from a national obsession for more than a quarter century.

to a global entertainment juggernaut. Falcons owner Arthur Blank, recently the chairman

Bowlen was as important to the NFL as any owner of the compensation committee, turns 80 this month.

had ever been before, and as crucial as any executive Stan Kroenke, whose Rams just won the Super Bowl

at the league’s offices on Park Avenue. That came to in a stadium brought to life by his deal-making skill,

an end when his progressing Alzheimer’s disease forced is 75. Green Bay’s president and CEO, Mark Murphy

him to turn over control of the team to longtime Pres- — not an owner but the equivalent for the nonprofit

ident Joe Ellis in 2014. After years of being owned by Packers — will retire in 2025 the day he turns 70, the

a trust — and legal battles among his children over club’s mandatory retirement age.

who would ultimately succeed him — the team was Combined with speculation about when the 63-year-

put up for sale last February. old Commissioner Roger Goodell himself might step

The Patriots’ Four months later, former down (see related story, Page 23), all this adds up an
Robert Kraft and Walmart Chairman Rob Walton inescapable fact: The people who have overseen a pe-

the Cowboys’ Jerry reached a deal to buy the team riod of remarkable growth for the NFL will likely not
Jones have long for $4.65 billion, the highest be the ones who must build upon that foundation in
been the two most price ever paid for a profes- the next decade.
important voices sional sports team in the U.S.
among the owners. The NFL declined to make anyone available to discuss

AP Images

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SPORTS BUSINESS JOURNAL

Getty Images (3) above: Rob Walton led family members of current owners? For to the booming market of Las Vegas, a family hands since 2010. But a litany
the group that purchased the latter, the NFL offers apprentice- transaction that has fundamentally of factors, among them complicated
the Denver Broncos for a ships in its junior rotational program altered the team’s financial outlook. estate planning and unpredictable fam-
record $4.65 billion this at league headquarters. Other owners ily, legal and tax dynamics, figure to
offseason. and executives quietly give frank feed- In Houston, on the other hand, the make orderly successions within a
back on possible candidates, and elevate previously reliable Texans have en- single family the exception rather than
above right: Clark Hunt the most advanced ones into committee dured repeated crises since founding the rule. Combine that with the limited
is the second-youngest roles. It was a path started in recent owner Bob McNair died in 2018, leaving ranks of people wealthy enough to pay
controlling owner in the years by Brittany Bowlen, the fifth of the team to his wife, Janice, with his the soaring costs of acquiring an NFL
league, but does the Pat’s seven children, in Denver, before son, Cal, running the organization. In franchise, and it will be harder than
Chiefs owner want to be the trust that ran the team decided to three full seasons in the new regime, ever for the league to be sure that who-
a league-first figure? put the Broncos up for sale. the Texans have fired a GM, two coach- ever owns the team is also the best one
es, a team president, won just four for the league.
right: The Houston Ultimately, of course, it’s up to the games in two seasons, and fallen to 17th
Texans franchise has owner to designate their appointed fam- in attendance after finishing between nnnnn
stumbled since Cal ily successor. Some are clearly identi- 8th and 11th in each of the 10 seasons
McNair took over upon fied and well on their way to a smooth before the pandemic. One of the most visible illustrations
the death of his father, succession — Kraft’s oldest son, Jona- of the transition work is the NFL’s com-
founding owner Bob than, and Jones’ oldest son, Stephen, For the most part, the NFL has en- mittees, where owners or their desig-
McNair. are already respected and influential joyed remarkable stability among the nees oversee and direct key business
around the league. ownership ranks. The Texans are one matters. They also give new, younger
leadership planning strategy, and sev- of eight franchises that have been leaders a chance to gradually learn from
eral owners declined to comment as It can be hard to predict the outcome owned continuously by the same fam- and replace elders. Take, for instance,
well. But future ownership is a par- of even natural succession plans. Many ily since their founding — including Chiefs owner Clark Hunt, widely seen
ticularly important question for the thought the Raiders’ Mark Davis wasn’t the Arizona Cardinals (Bidwill), Chi- as the most influential “young” owner
NFL, where a culture of hands-on, ac- up to the task of filling the shoes of his cago Bears (Halas/McCaskey), Cincin- and at 57 the second-youngest control-
tivist owners dates back to its founding iconic but combative father, Al, yet he nati Bengals (Brown), Kansas City ling owner in the league.
and modern owners participate at lev- has exceeded all expectations. Not only Chiefs (Hunt), New York Giants (Mara),
els uncommon in other major leagues. did he join forces with the league in Pittsburgh Steelers (Rooney) and Ten- Hunt ascended to Chiefs chairman
ways his father never did, he secured nessee Titans (Adams) — while the in 2005, one year before his father, team
“The NFL expects all new owners to a sweetheart deal to move the franchise Broncos were the sixth team to change founder Lamar Hunt, died. Hunt joined
add to the league … that they will con- the NFL’s powerful finance committee
tribute to the future of the NFL,” said in 2012 and spent seven years there
consultant Marc Ganis. under Chairman Bob McNair. Three
months after McNair died in 2018,
There is simply no guarantee that Goodell named Hunt chairman, where
the next generation of owners will be he now is the single most influential
as capable — or as interested — as their owner on questions related to club and
forebears, and the NFL’s options to league finances.
exert influence are limited. “At the
league office, you can’t tell any owner Before last season, the Cincinnati
when to sell, and you can’t tell any Bengals’ Mike Brown, now 87, stepped
owner or an estate who to sell to,” said down from the Management Council
Eric Grubman, former NFL executive
vice president of business operations CONTINUED ON PAGE 22
and now chairman of Super Group Hold-
ing Co. “You can try to be influential
around the edges, and you can fret, but
in reality you can’t do much.”

The question is twofold: How can the
league strategically develop future own-
ers, whether new buyers of clubs or

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THE STORY NFL PREVIEW

CONTINUED FROM PAGE 21 JOIN THE CLUB

Executive Committee after three de- Controlling owner Team Age Sale Details
cades on that body, which leads the Virginia McCaskey Chicago Bears
NFL’s negotiations with the NFL Play- Carol Davis Las Vegas Raiders 99 years, 9 months Team has been in the family since its founding in 1921
ers Association. The rare vacancy went Mike Brown Cincinnati Bengals
to the Cardinals’ Michael Bidwill, the Janice McNair Houston Texans 91 years, 0 months* Husband, Al, bought majority control in 1972
57-year-old son and grandson of owners, Stephen Ross Miami Dolphins
who himself had spent 12 years as team Robert Kraft New England Patriots 87 years, 0 months Team has been in the family since its founding in 1968
president prior to his father’s death in Arthur Blank Atlanta Falcons
2019, when he became controlling Jerry Jones Dallas Cowboys 85 years, 11 months Team has been in the family since its founding in 1996
owner. Rob Walton Denver Broncos
Gayle Benson New Orleans Saints 82 years, 3 months Bought from Wayne Huizenga for $1.1 billion in 2009
Bidwill is viewed favorably as a fu- Stan Kroenke Los Angeles Rams
ture top-tier leader. Jonathan Kraft Woody Johnson New York Jets 81 years, 3 months Bought from James Orthwein for $172 million in 1994
chairs the fan engagement and major Zygi Wilf Minnesota Vikings
events committee, which oversees the Dean Spanos Los Angeles Chargers 79 years, 11 months Bought from Rankin Smith family for $545 million in 2001
Super Bowl. Jones scions Stephen (com- Shahid Khan Jacksonville Jaguars
petition), Charlotte (chair of the NFL Denise DeBartolo York San Francisco 49ers 79 years, 10 months Bought from H.R. Bright for $140 million in 1989
Foundation) and Jerry Jr. (fan engage- Terry Pegula Buffalo Bills
ment and major events) hold seven total 77 years, 11 months Bought from estate of Pat Bowlen for $4.65 billion in 2022
committee assignments. Stan Kroenke’s Shiela Ford Hamp Detroit Lions
son, Josh, who already runs the Colo- 75 years, 7 months Husband Tom bought from John W. Mecom Jr. for $64 million in 1985
rado Avalanche and Denver Nuggets, Jeffrey Lurie Philadelphia Eagles
was first appointed to an NFL commit- Art Rooney II Pittsburgh Steelers 75 years, 1 month Bought remaining 60% from two owners for $450 million in 2010
tee in 2019 (international). Jimmy Haslam Cleveland Browns
John Mara New York Giants 74 years, 4 months Bought from estate of Leon Hess for $635 million in 2000
Sometimes a future candidate emerg- Mark Murphy Green Bay Packers
es from the even younger ranks. One Amy Adams Strunk Tennessee Titans 72 years, 4 months Bought from Red McCombs for $600 million in 2005
of the hottest names in NFL business David Tepper Carolina Panthers
circles now is Elizabeth Blackburn, the Jody Allen Seattle Seahawks 72 years, 3 months Bought from Eugene V. Klein for $40 million in 1984
31-year-old granddaughter of Mike
Brown and the daughter of Bengals Jim Irsay Indianapolis Colts 72 years, 1 month Bought from J. Wayne Weaver for $770 million in 2011
Executive Vice President Katie Black-
burn. The younger Blackburn has at- Steve Bisciotti Baltimore Ravens 71 years, 11 months Father, Edward DeBartolo, bought team for $16-$18 million in 1977.
tended recent league meetings and has
infused the Cincinnati organization Daniel Snyder Washington Commanders 71 years, 5 months Bought from trust of Ralph Wilson for $1.4 billion in 2014
with a sense of entrepreneurism that Michael Bidwill Arizona Cardinals
stands in contrast to Brown’s famous Clark Hunt Kansas City Chiefs 70 years, 11 months* Father, William Clay Ford, bought team from a consortium for $6
conservativism. She played a key role million in 1963
this offseason in the team finally land- Joel Glazer Tampa Bay Buccaneers
ing the first naming-rights deal in the 70 years, 11 months Bought from Norman Braman for $185 million in 1994
22-year history of what had been called
Paul Brown Stadium and is now Paycor 69 years, 11 months Team has been in the family since its founding in 1933
Stadium.
68 years, 5 months Bought from Randy Lerner for $1 billion in 2012
“You can’t guarantee it,” said Frank
Hawkins, former NFL senior vice 67 years, 9 months Team has been in the family since its founding in 1925
president of business affairs. “You’ve
got to look for people you think are 67 years, 1 month Team is owned by a community nonprofit
going to have it. You can cultivate it,
put the next generation on league com- 66 years, 11 months Team has been in the family since its founding in Houston in 1959
mittees, which [Goodell] has been re-
ally good about doing, to see if they 64 years, 11 months Bought from Jerry Richardson for $2.275 billion in 2018
develop an interest and expertise, but
there’s no magic bullet.” 63 years, 7 months Brother Paul bought team from Ken Behring for $200 million in 1997

In general, experts are optimistic the 63 years, 2 months Father Robert bought team from Carrol Rosenbloom for $19 mil-
NFL can rise to meet these challenges. lion in 1972
They point to strong policies and pro-
cedures, and the league’s track record 62 years, 4 months Bought team from Art Modell for $600 milliom in multiple transac-
of blending legacy ownership groups tions ending in 2004
with the occasional influx of new busi-
ness expertise. They also expect the 57 years, 9 months Bought team from estate of Jack Kent Cooke for $800 million in 1999
soaring valuations and virtually guar-
anteed profits to lure the best and 57 years, 8 months Team has been in the family since its founding in 1932
brightest possible new owners.
57 years, 6 months Team has been in the family since its founding in 1959
The league is strong enough to absorb
the loss of any single power player, and 55 years, 5 months Father Malcolm bought team from estate of Hugh Culverhouse
it doesn’t need all 32 owners to be elite, for $192 million in 1995
activist types.
*-estimated; Source: SBJ Research
“There’s always a few who are high-
ly capable and want to be highly active Grubman. “At the end of the day, both longtime Ross business associate change. Another approach would be
at a league level, some others choose categories are important, but you can’t Bruce Beal had had the right of first to allow institutional funds to own
to be highly active on a club level,” said have that many all focused on the league refusal to buy the team upon Ross’s minority shares in NFL clubs, which
stuff at the same time.” death. Ross now intends to leave the is already permitted by the other four
team to his daughter, Jennifer. big North American leagues. It could
nnnnn help legacy families gain liquidity
The NFL has tried other ways to without losing control of their teams,
The question of who is positioned eliminate uncertainty from inter- and widen the pool of possible bidders
to succeed each NFL owner might be family succession. It allows trust own- if a family does go to the open market.
a guessing game to some, but not to ership, currently in place for the So far, however, the league has re-
the league. Every year, each team must Seattle Seahawks under the Paul Allen sisted taking that step.
file paperwork with the office of NFL Trust, and has lowered equity mini-
general counsel Jeff Pash detailing mums for the head of legacy family Overall it would be virtually impos-
their succession plan. At minimum, owners to as little as 1%, which mini- sible for the league to get total control
the document indicates who will take mizes estate taxes. In 2020, owners over the future of franchise assets. The
over in the event of a sudden vacancy voted to give Goodell the power to issue sheer complexity of multibillion-dollar
— a 25th amendment for the gridiron large fines to groups that fall out of estates, overlap with other businesses
set. Recently, Miami Dolphins owner compliance with ownership policies, and large families, and changing per-
Stephen Ross informed league execu- such as the minimum equity threshold. spectives within those families mean
tives that he intends to change his there are always surprises.
long-standing succession plan. Since Further increasing debt limits for
2016, Dolphins limited partner and team acquisitions (now at $1 billion) “You can’t really set hard and fast
or making more use of one-off debt rules,” said Hawkins. “One owner has
waivers could also help manage
CONTINUED ON PAGE 24

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SPORTS BUSINESS JOURNAL

WHO FOLLOWS GOODELL? seen occur. Others have speculated the lack of clar-
ity is by Goodell’s design, to maximize his leverage

in this round of talks. They note his decision to leave

FOR CLUES about who might succeed Roger Goodell Troy Vincent, executive vice president/football op- the COO title vacant after Maryann Turcke left in

as NFL commissioner, one theory is to watch Brian erations); subject-matter specialists (CMO Tim Ellis); August 2020. Also consider what happened when Chris

Rolapp’s job title over the next few months. or within a few years of retirement themselves (gen- Halpin, former chief strategy and growth officer —

After the Sunday Ticket rights and NFL Media eral counsel Jeff Pash; Joe Siclare, executive vice considered a possible candidate — left in January:

equity sale deals get done, does president/finance and league policy). For this reason, His portfolio’s four key items were distributed to four

BY BEN FISCHER Goodell promote Rolapp to chief any reshuffling that consolidates power under would different executives.
operating officer? be noted with great intrigue. Owners want a proven commodity, but also some-

If so, then Rolapp is clearly This vagueness around the future has become a one who could fill the job for at least a decade. Some-

Goodell’s choice to replace him. If not, the field is key point in the ongoing negotiations between Goodell one seen as too green now — such as Anderson,

wide open. and the owners’ compensation committee over a new O’Reilly, or even league office veteran-turned Denver

It’s just one idea, but it illustrates the difficulty contract. Some owners have Broncos President Damani Leech

facing any attempt at predicting who will become the said his next deal must be ac- — could be plausible by the time

league’s next commissioner. Insiders and observers companied by a succession Goodell steps down. Conversely, a

have always assumed the job would go to an internal plan with specific obligations trendy choice for a possible external

candidate — which Goodell, who served as COO him- for both the committee and candidate, like 58-year-old Big Ten

self, once was — given its highly political work man- Goodell — with one even sug- Commissioner Kevin Warren, might

aging relationships with owners and the esoteric gesting the last year of a new be too old.

details of operating a complex league. But the roster contract be a transition year There is energy around the pros-

of plausible internal candidates is very small. overlapping with a new com- pect of a new approach: splitting the

Rolapp tops that list because of his strong track missioner. job with a football-oriented commis-

record overseeing media rights, the financial lifeblood This is not an urgent matter. sioner and a president of business.

of the league. He’s close with many owners and Goodell’s current contract ex- That would lessen the need to culti-

Goodell. But most insiders say he’d need more expe- pires in 2024, and his next deal vate the rare blend of football, po-

rience outside of the media/commercial portfolio. would likely take him to 2026 litical and business expertise in one

The other members of the NFL’s current C-suite or 2028. person. And it would then be easier

tend to be seen as promising but insufficiently sea- But some owners worry for owners to reset the salary scale

soned (Peter O’Reilly, executive vice president/club about the risk of having so Kevin Warren could be an outside and dilute executive power com-
business and league events; CRO Renie Anderson; little clarity, should the unfore- name to watch for NFL commissioner. pared to ownership.

Getty Images

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THE STORY NFL PREVIEW

HOUSE HUNTING: THREE renovation plans for Soldier Field, but the Bears’
response flatly indicated their view in a statement:

TEAMS EYEING NEW STADIUMS “The only potential project the Chicago Bears are
exploring for a potential new stadium project is Ar-
lington Park.” The Bears’ lease at Soldier Field runs

THERE ARE NO NEW STADIUMS scheduled to open over of 2021 to acquire the 326-acre Arlington Interna- for 11 more years but can be broken as early as 2026

the next four seasons, which would make for the lon- tional Raceway from Churchill Downs Inc. and build for a fee of more than $80 million.

gest time between new NFL venues in over 30 years. a new stadium in Arlington Heights, a suburban vil- When the racecourse deal closes, the Bears are

But three franchises are making progress toward lage northwest of Chicago. The $197 million deal is expected to build a multiuse development on the site,

new homes: the Buffalo Bills, Chicago BY BRET McCORMICK expected to close in the first half of 2023, centered around the new stadium.
Bears and Tennessee Titans. according to Churchill Downs CEO Bill

Carstanjen. TENNESSEE

BUFFALO The team’s relationship with the city Nissan Stadium opened in 1999 and lacks the mod-

In the spring, the Bills and owners Pegula Sports and the municipal park entity that oversees Soldier ern creature comforts that sports fans now expect.

& Entertainment secured a signed memorandum of Field has deteriorated substantially, especially since The city would like to position a new stadium amid

understanding with the state as well as NFL approv- an early 2000s renovation — which didn’t enclose the a proposed development on the east bank of the Cum-

al for G-4 funding (the league’s program for stadium nearly century-old stadium — has proved to be a badly berland River that runs past Nashville’s downtown.

development loans), significantly increasing the missed opportunity. Chicago Mayor Lori Lightfoot A detailed proposal is due to Nashville’s city council

likelihood of the team’s stadium project becoming recently released three possible multibillion-dollar in November, but the Tennessee state government

reality. already promised up to $500 million to help

The MOU for the proposed $1.4 billion stadium fund the venue, provided it was covered

included $850 million in public taxpayer money (about with a roof. The Manica architecture firm

61% of the total), and a 30-year lease, though terms is working on the project for the Titans,

haven’t been hashed out yet. The negotiating deadline, and their early concept designs show the

originally Sept. 1, was recently extended, but the plan stadium enclosed with a synthetic roof,

is still to break ground next year and have the sta- enabling year-round event hosting

dium finished ahead of the 2026 season. The new stadium is estimated to cost

Legends is overseeing the project for the Bills, while more than $2 billion, but there is still the

Scott Radecic and Jonathan Mallie are leading Pop- dim possibility of a Nissan Stadium reno-

ulous’ design work. The team has made clear that it vation. The city approved a “condition as-

wants an open-air stadium to preserve its cold weath- sessment” of the existing venue this

er home-field advantage. summer that must be completed — to de-

termine if a new stadium is the best course

CHICAGO One of three possible renovations for Soldier Field, which opened forward — before finalizing any deals with
in 1924 and has been home to the Bears since 1971. the Titans.
The Bears signed a purchase agreement in the fall

CONTINUED FROM PAGE 22 kept close at hand for the next team to petence. Daniel Snyder bought one of for a “league-first” role, insiders say. Courtesy of the city of Chicago / Twitter
go on the market. Both Carolina Pan- the league’s flagship franchises in Art Rooney II has influence, but maybe
three children, the other has five. You thers owner David Tepper and Cleve- Washington for $800 million in 1999, not the necessary political skills. Jack-
can set general principles but that’s it.” land Browns owner Jimmy Haslam outbidding by $80 million the respect- sonville’s Shad Khan is well liked, but
were developed from their role as lim- ed son of admired owner Jack Kent quiet. John Mara, chairman of the labor
nnnnn ited partner to the Pittsburgh Steelers’ Cooke. In the 23 years since, the team’s committee, is well positioned. Bidwill
Rooney family. Amazon founder Jeff fan base has withered, Washington has is on eight committees.
The big-business bona fides of the Bezos is said to have been in contact won just two playoff games and Sny-
Walton/Penner group in Denver may with key owners already. der’s frequent scandals have consumed An inflection point could come when
appear to have seemed like stroke of untold man-hours at the league level. a new commissioner takes over. Goodell’s
luck for the team and the league, but it But one reason the NFL wants to keep ascension in 2006 was partially due to
wasn’t. At the press conference after teams in legacy families — if the fam- The evolution of owner leadership strong support from owners such as
league owners voted unanimously to ily wants to do so — is to limit the risk is likely to be slow. Only 11 teams have Pittsburgh’s Dan Rooney and Carolina’s
approve the deal, Walton said he and associated with an open market acqui- changed hands this century, and there’s Jerry Richardson, and he ultimately
Penner first kicked off inquiries about sition. Families with limited assets no specific reason to believe the oldest relied on a slightly different group than
buying the team nearly a decade ago. outside of football are certain to make owners intend to step aside any time predecessor Paul Tagliabue did.
the NFL their top priority. The his- soon.
Such quiet solicitations are not rare torical bonds that families like the When it comes time to find Goodell’s
from either the buy or the sell side. In Maras and the Rooneys bring to the nnnnn replacement, one expert advises to keep
fact, senior owners regularly pitch pos- league are not mere nostalgia; they an eye on the makeup of the search
sible future owners from among the often have similar goals, and know the Then there’s the question of who committee. Those people will instantly
billionaire ranks, hoping to prepare importance of sticking together even among current owners might step up be considered favorites to become
them for the work that will be expected amid robust disagreement. in influence. It’s rare to find the com- owner-leaders in the next era.
should they take over a team in the bination of talent and charisma pos-
future. Keeping teams within the same fam- sessed by the elder Jones and Kraft, Any talk of succession at the owner-
ily has the added benefit of limiting and some insiders see few natural suc- ship level means unpleasant talk of
“The NFL doesn’t take that shit for transactions, which keeps scarcity value cessors who possess those traits in mortality, frank assessments of indi-
chance,” said one source familiar with high. Tepper paid $2.275 billion for the similar measure. viduals’ strengths and weaknesses, and
league operations. “The owners are Panthers in 2018, at the time a record jockeying for influence. It’s so sensitive
actively working to recruit guys, for a team in North America. It took four Who could demonstrate similar that even talking about the subject can
they’re actively working with them on years for another NFL club to go on the clout? Jed York, son of San Francisco alter family relationships.
business ideas and plans.” open market, and when it did it sold for 49ers owner Denise DeBartolo York, is
more than twice that figure. just 42 but in his 12th year as CEO. Hunt With so many variables, there may
For instance, the three unsuccessful is already important, but there’s been not be tidy answers to these questions.
finalists for the Broncos purchase — The NFL has also learned that wealth some question about his enthusiasm But with the NFL in a period of relative
groups led by Jose E. Feliciano, Josh does not necessarily translate into com- calm, the time for the league’s power
Harris and Mat Ishbia — will surely be brokers to discuss them is now.

2 4 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

THE BROADCAST TEAMS
NEW
“Thursday Night Sunday NFC “Sunday Night “Monday Night
NEW THINGS Football” package Football” Football”

OF ALL THE NEW FEATURES for the upcoming Amazon Prime Fox NBC ESPN/ABC
NFL season, the most significant is Amazon Joe Buck, Troy Aikman
Prime’s 11-year, $1 billion annual pact to be the Al Michaels, Kirk Kevin Burkhardt, Greg Mike Tirico, Cris (Hired away from Fox to
exclusive home of “Thursday Night Football.” replace Steve Levy, Louis
This marks the first time a regular-season Herbstreit (both new) Olsen (both promoted Collinsworth (Tirico Riddick and Brian Griese)
package of games will be exclusively available
on a streaming service and serves as the from within) promoted from within)
biggest change in NFL game distribution since
it first left broadcast for cable in a 1987 deal NEW LOGO ALTERNATE HELMETS
with ESPN. But that is far from the only new
development for what promises to be another The Eagles The league changed a policy limiting teams to one helmet,
strong year for America’s favorite sports league. changed and many took advantage
their word-
mark after
26 years.

n The Cowboys (below) will have their
classic ‘60s-era white helmets back, and a
slightly different white “color rush” helmet.

MEDIA PROPERTY TEAM SPONSORS
PRESIDENTS
NFL+, a streaming subscription service that offers every game that’s televised REPLACING
Baltimore Ravens:
locally on mobile devices, and other features, for $5 per month. Sashi Brown REPLACING
(replaces Dick Cass)
NFL (3); Amazon Prime, Fox, Twitter; ESPN/ABC; Carolina Panthers; Dallas Cowboys NEW (OLD) UNIFORMS NEW TEAM NAME:
Carolina Panthers:
The Washington Football Team is Kristi Coleman (replaces
now the Washington Commanders, Tom Glick)
with new logos, wordmarks, uniforms
and helmets. Denver Broncos: Damani
Leech (replaces Joe Ellis)
Cowboys: Added new classic
uniform. Las Vegas Raiders:
Sandra Douglass Morgan
Giants: Added a new classic uni- (replaces Dan Ventrelle)
form to commemorate 1980s/90s era
REPLACING
look.
Patriots: New classic red jersey COUNTRY:

uniform and white “Pat Patriot” Munich hosts Germany’s
helmets, also added silver pants first regular-season game
to their primary uniform system. Nov. 13 at Allianz Arena, with
Tampa Bay facing Seattle.
OTHER UNIFORM CHANGES
Commanders: All new
uniforms in variations of
burgundy, white and
black.

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M S EP T EMB ER 5 -11, 2022 | 2 5

ESPORTS
RISING

awards

Sports Business Journal is proud to present the inaugural class
of the Esports Rising Awards honorees. Selected by the SBJ Esports staff,

Esports Rising honors not just what we see as the “best” in industry
but also those deals and strategies that stand out — a brand activation unlike others,
leveraging technology that gives one organization an advantage over its competitors

or developing a media strategy no one in the industry has ever pursued.

We will present the awards on Oct. 13 at Esports Rising 2022 —
SBJ’s annual gathering of esports industry decision-makers, sponsors and executives —
at the Westin New York at Times Square. The event will explore issues important to the growth

and sustainability of competitive gaming, the trends and strategies that are leading to
innovation, and the state of the esports world.

Esports Rising kicks off with an off-site welcome reception Oct. 12,
and after the main event concludes, attendees may go to Madison Square Garden’s
Hulu Theater to watch a League of Legends World Championship Group Stage match.

For more information on Esports Rising, visit www.sportsbusinessjournal.com.

AArriissiinngg BBrraanndd OOrrggaanniizzaattiioonn oonn tthhee RRiissee

Mercedes-Benz Xset

Page 27 Page 27

EEssppoorrttss TTeecchh IInnnnoovvaattiioonnss rriissiinngg aabboovvee

Hewlett Packard Enterprise Riot Games
and Evil Geniuses for “Arcane”

Page 28 Page 28

EEssppoorrttss RRiissiinngg DDiivveerrssiittyy aanndd IInncclluussiioonn Gutter Credit for all images goes here

Valorant Game Changers

Page 30

2 6 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

Lord of the Rings: MERCEDES-BENZ

Mercedes-Benz  FOUNDED: 1886
activations show
creative flair  HQ: Stuttgart, Germany
I NNOVATIVE AND GROUNDBREAKING esports
activations — including creating personal-  KEY EXECUTIVES: Board of Management:
ized championship rings for the reigning Ola Källenius, chairman; Jörg Burzer, Renata Jungo
League of Legends world champions, Edward Gam- Brüngger, Sabine Kohleisen, Markus Schäfer,
Britta Seeger, Hubertus Troska, Harald Wilhelm
ing, and finding innovative ways to integrate its
 KEY ESPORTS PROJECTS/INITIATIVES:
products into League of Legends’ intellectual prop-  Exclusive automotive partner of all global
League of Legends events.
erties — earned Mercedes-Benz the of the community by listening to community feedback  Mercedes-EQ and Riot Games created the
as well as my suggestions and critiques.” championship ring (left) for the Worlds trophy
BY TOBIAS Arising Brand Award. ceremony.
The Mercedes-Benz ESL One Hamburg sponsor-  Partnered with SK Gaming, a leading esports
SECK The German luxury car manufac- ship generated unprecedented social media engage- organization and one of the world’s most
turer’s journey to building organic ment thanks to activations, including sponsorship recognized brands in competitive video gaming,
of broadcast segments, team intros inspired by car on Project Avarosa to promote diversity in esports.
brand awareness among esports fans commercials, team-branded cars used by teams and
displayed outside the arena throughout the event, SK Gaming co-owners Deutsche Telekom and Ger-
began with its sponsorship of ESL One Hamburg and the Mercedes-Benz MVP award. Alexei “Solo” man soccer club FC Cologne.
Berezin, who was selected by analyst and fan votes
2017 and its interaction with the community watch- as the tournament MVP, won a new E-class sedan. Beyond co-owning and sponsoring SK Gaming,
Mercedes-Benz maintained its partnership with
ing the Dota 2 Major. “Mercedes-Benz partnering Following the success of its first esports activa- ESL and added League of Legends creator Riot
tion, Mercedes-Benz sponsored some of the biggest Games to its partnership portfolio. As the main
with us was the first time a nonendemic sponsor of esports clubs and tournaments before taking its sponsor of Riot Games’ major international League
engagement a step further. At the beginning of 2019, of Legends esports events, such as the Mid-Season
its size activated its brand within an ESL tourna- Mercedes-Benz acquired a 25% stake in German Invitational and the League of Legends World Cham-
esports organization SK Gaming, taking on the pionships, Mercedes-Benz developed fresh ideas to
ment,” said Kristina Müller, former ESL head of challenges of esports ownership alongside its equal engage the audience, including animated car cameo
appearances in the music video for the official
strategic partnerships, who oversaw the activation. Worlds anthem “Burn It All Down.”

Müller also recalled how impressed she was by a

premium brand such as Mercedes-Benz taking the

risk of venturing into esports and its intent to create

value for the community over just grabbing eyeballs.

“Mercedes-Benz demonstrated that it takes esports

seriously and wanted to become a genuine member

All In:

Xset builds organization intentional about diversity
X
SET’S FOUNDERS had a vision for an elite organiza- XSET
tion that went beyond competition. For them, it
wasn’t just about excelling at esports but inviting  FOUNDED: 2020

those into the fold who might not have understood they were wel-  HQ: Boston

come, too. In just over two years, Xset has grown into a competitive  KEY EXECUTIVES:
Greg Selkoe, Clinton
esports juggernaut and an organization rich in diversity looking Sparks, Wil Eddins,
Erin Ashley Simon
to disrupt the status quo. The inaugural Organization on The
 KEY ESPORTS
BY KEVIN Rise Award winners — Xset and its founders Greg PROJECTS/
Selkoe, Wil Eddins, Clinton Sparks (right) and Marco INITIATIVES:

HITT Mereu — say that this is just the beginning.
The Boston-based organization, which fields

teams in esports such as Valorant, Rocket League,  Produced Drais

Splitgate and Rainbow Six: Siege, also made a promise to grow beyond gaming. She’s just so smart around business and strat- Gaming Cabanas in
and promote Valorant on the women’s side. In March — basi- egy,” said Selkoe. Las Vegas
cally a week after making the vow — the organization announced  Esports teams in
it had signed a women’s Valorant roster. Recently, Xset added tattoo artist Joaquin Ganga (aka “Ganga”), Valorant, Rainbow Six:
who has tattooed the likes of LeBron James, Drake, Post Malone Siege, Rocket League,
“We have established a brand that has certain values and I think and many other celebrities and pro athletes, to its partnership Call of Duty: Warzone,
we have walked the walk,” said Selkoe, CEO of Xset. “I think it’s ranks. They will create gaming spaces in Ganga’s tattoo studios. iRacing, Splitgate
had a big influence on gaming in general, the way we’ve done things.  Culture and
We’re a young organization, and to have the caliber of folks that Xset also acquired Astoic Management, a Black-owned talent entertainment efforts
have come in and invested and gotten behind us, even in this tough agency with offices in Beverly Hills, Calif. Both of the firm’s featuring: Ozuna,

climate, has obviously been super-meaningful to us.” co-founders, Lonnie Anthony (an SBJ New Voices Under 30 hon- Tee Grizzley, Kyle Van

Xset has found its way not only in competitive gaming but also oree in 2021) and Rob Martin, have been appointed to executive Noy, Swae Lee,

Mercedes-Benz; Xset in integrating a host of others into the operation. Xset invited roles at Xset. Fanga, Nigel
Erin Ashley Simon, a talented entertainment and gaming host And Xset isn’t done expanding. Sylvester, Minna
who knows the industry, into its ownership group. Simon, who “We have so many new models that we’ve created,” Sparks said. Stess, Adrian Colbert,
has been a co-host on the Bloomberg show “Cheddar” and featured Stephen Tomasin,
on “Good Morning America,” has been a gamer all her life. This “We have some culturally disruptive things to announce in the Anthony Alfredo.
makes Xset one of few esports organizations to have a woman near future that we’ve been working on behind the scenes. Once  Diversity and
of color in its ownership group. we unload those, not only is it going to be a significant increase inclusion: Partnered
in awareness of our brand, but it’s going to open the doors and with Big Brothers Big
“She’s a superstar. She’s not only great in front of the camera, really change the game for what gaming can be and what it means Sisters of America.
but she also has her hands on a ton of stuff in gaming and and how it can grow all the opportunities that can come with it.” 

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M S EP T EMB ER 5 -11, 2022 | 2 7

IN-DEPTH ESPORTS RISING AWARDS

Data Driven:

HPE, Evil Geniuses boost use
of performance analytics
E
VIL GENIUSES has long been at the forefront of in- EVIL
novation, as befits one of the most recognized GENIUSES
esports groups in North America and beyond.

Highly Acclaimed: Looking to capture technological competitive advantages, the  FOUNDED: 1999

’Arcane’ earns high Seattle-based organization has turned to advanced analytics  HQ: Seattle

praise for taking and performance metrics, while enlisting the aid of Hewlett  KEY EXECUTIVES:
Packard Enterprise's cutting-edge technology, to improve play- Nicole LaPointe

er performance. Evil Geniuses uses technology to benefit both Jameson, CEO; Chris

esports mainstream BY KEVIN players and fans, making it the inaugural winner DeAppolonio, chief
of the Esports Tech Innovations Award. innovation officer;

R IOT GAMES’ recent his- “A RCA N E ” HITT This past year saw EG embark down the road Jessica Hammond,
tory of rich storytelling chief culture officer;
of League of Legends  FOUNDED: 2021 of technological innovation and partnerships John Jung, VP of
related to player performance. Using HPE’s data operations and studio;
extended to Netflix with the 2021 release  HQ: Los Angeles analytics capabilities and artificial intelligence services bolsters Leonard Edwards, VP
EG’s proprietary player performance models. The partnership and head of global
of “Arcane,” the critically acclaimed  KEY EXECUTIVES: has been a boon to more than a few endeavors, such as the new partnerships
John Needham, Factor platform.
story of sisters Vi and Jinx (two char- president, esports; Factor, launched last year by EG, provides advanced statistics  KEY ESPORTS
Shauna Spenley, for professional League of Legends players that allows all play- PROJECTS/
acters from the game). The series is global president of ers to learn from its information. INITIATIVES IN
entertainment; Whalen TECHNOLOGY AND
also Sports Business Journal’s Esports Rozelle, COO, esports

Rising Above Award winner for its  “Arcane” was Riot’s
first animated series set
efforts in bringing the League of Leg- in the IP of the League “With Factor, we’re responding to fan interest in advanced DATA AND
of Legends game. It
ends intellectual prop- was integrated into the stats and esports analysis and driving a change in how this ANALYTICS:
2021 League of
BY HUNTER erty to a wider audience Legends World complex data is accessed and analyzed,” said Chris DeAppolo-  Pioneered the use
Championship.
COOKE and doing it in a way “Arcane” dropped on nio, EG chief innovation officer. “Our hope is that Factor sparks of data and analytics
that’s garnered critical Netflix several hours
after the conclusion of further analytical discovery of what defines top talent across in esports to build a
and mainstream praise. Worlds last year. The competitive League.” championship
winning LCS team,
The strong connection between the This year, EG has taken its analytical skills to Counter-Strike: using EG’s propri-
Global Offensive in the launch of Blueprint, its proprietary etary technology and
sisters and the story it fleshed out data analysis system. The system enables the organization to data science team to
help arrange its rosters to fit each tournament it plays in. In discover new talent
wowed not just League of Legends order to best use the Blueprint system, EG has deployed a 15-per- in the North

fans but mainstream critics as well.

The series was nominated for five

Emmys, receiving favorable compar- son roster split up into three teams, a first in the CS:GO scene. American League of

isons to HBO’s “Game of Thrones” “We look at how we've integrated data into everything we do Legends scene;

for its character development. Netflix show was distributed at EG as it relates to gaming and esports, which is a natural created leading
viewers embraced “Arcane” when it by Netflix and held the
first debuted, maintaining its momen- No. 1 global spot for extension for us that started with League of Legends, where talent development
tum over the duration of its run. Its three weeks in a row, our team was able to build out not only scouting metrics and programs for Evil
Rotten Tomatoes ratings are through also hitting the top 10 rubrics to identify talent and score talent and figure out who Geniuses League of
the roof in every single aspect. in over 87 countries. to bring onto our amateur and academy rosters, but also to help Legends teams; and
identify when players are ready to move up,” said DeAppolonio. elevated strategy
“Arcane wouldn’t exist without the  Season 1 maintains a development for
overwhelming excitement and love rare 100% critics score Developed by Danny Engels, EG director of gaming excel- upcoming matches
and passion that players have,” said on Rotten Tomatoes lence, the system gives the organization’s CS:GO teams infor- through automated
Whalen Rozelle, Riot COO of esports, and won nine Annie
of the “love letter” for those invested Awards (honoring the mation on to how to play against certain teams, which maps insights that
in League of Legends. Riot’s most best in animation),
recent Worlds tournament for League including Best TV/ are advantageous for them, and more. And once again, EG is streamline the
of Legends featured “Arcane”-inspired Media General
imagery of lore-based towns Piltover Audience, Best planning to use some of this data for the scene at-large, not just research for teams,
and Zaun. Riot’s other esports offer- Character Design, and
ing, Valorant, featured an in-game Best Writing, making it itself. The organization wants to help grow the game in North allowing coaches
bundle with a skin for the sheriff the most-nominated
modeled after Jinx’s “Zap!” ability and awarded TV show America, for both pros and players at home. more time to focus on
from League of Legends. of 2022. the players.

In the past, media based on games  “Enemy,” the hit  Signed a multiyear
have been underwhelming. Riot’s “Ar- single by Imagine
cane” shows it’s possible to make the Dragons from the partnership with
world of a video game emotionally show’s original
compelling, easy for those who have soundtrack, has Hewlett Packard
never played League of Legends to reached over 2 billion
get into, and fulfilling for longtime streams and went to Enterprise with the
No. 1 on the Billboard
U.S. radio chart in May. goal of bringing

real-time data-driven

insights to esports

through AI and

machine learning.

 Launched Factor.

gg, a free-to-use

esports analytics Riot Games; Evil Geniuses

platform that provides

in-depth statistical

League fans. Arcane ticks every single information for
box on the proverbial shoulder content
for a competitive video game enter- ”Arcane” also performance analysis
recently won three
Creative Emmy Awards. of professional

League of Legends.

tainment category.

2 8 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

yonte, Herman Chan, Tomio Chan, Gabriel Chaves, Christine Chi, Timothy Cho, Taylor Chou, Soham Chowdhury, Jon Coello, Mallory Collins, Philip Collins, Adam Cont EVILGENIUSES.GG
s Contreras, Sylas Dall, Avelina Daum, Spencer Davenport, Christopher M. DeAppolonio, Sebastien Demontigny, James A. Dowdle, Connor Doyle, Casey Doyle, Peter D
nya Edizer, Leonard Edwards, Matthew Elbon, Danny Engels, Alejandro Enriquez, Kayci Evans, Kurtis Gallo, Kelly A. Garcia, David Garrido, Emmalee Garrido, SPONSORSHIPS EVILGENIUSES.GG
ddes, Anna Gutierrez, Renee D. Hall, Jessica Hammond, Earl Han, Samuel Han Jr., Robert W. Harris, John Ho, Tommy Ho, Sabrina Ho, Craig Hooker, Marcus Houston, A
acio, Jim Jackson, Kaitlyn Jang, Eonyoung Jeong, Kimberly Johnston, Stefanie L. Jones, Jett Joye, John Jung, Eric Karp, Justin Kats, Jayce Keller, Julie Kettman, Joyie
lippe Laflamme, Michael Langland, Nicole LaPointe Jameson, Corbin Lee, Bryan Lenning, Joseph W. Lima, Sarah Loomis, Antonio Neri, Kiara Makua, Ian McCorm
rn M. McLaren, Dominique McLean, Kristen Mee, Lindsey Migliore, Zoe Monday, Melisa Mundor , Austin Oliver, Munkhbat Orkhon, Ricki Ortiz, Tyler Oswald, Ru
el, Thierry Pienaar, Josh J. Pigue, Kelden E. Pupello, Joseph J. Pyun, Tyler ahhaar, Mykleanne Rauer, Nathan Retterath, Jonathan Riskin, Steven T. Rivera, Jesse Robe
omas J. Ryan, Kyle Sakamaki, Nicholas Savio, Jean M. Schmidlapp, Muhammed H. Senturk, Chanel Shen, Ivan Sheng, Kodiak Shroyer, Parker B. Singh, Michael Skril
cper Sloma, Benjamin J. Smith, Max Soong, Kanishka Sosale, Hal Sparks, Matthew Speidel, Caitlin Story, Connor A. Sullivan, Kari Sunderland, Timothy Ta, Paul Top
el Vales, Daryl Vales, Lucy Verkaik, Brendon Vu, Lisa Wallen, Cyndie Wang, Zhizhang Wei, William Wierzba, Stephan A. Williams, John D. Willis, Rae Wong, Katr
n, Anqi Xiao, Jacky Yip, Caroline Young, Tyler Young, Annabel Zinn, Monika Zygadlo, Tal Aizik, Alexa Aliotta, Cameron Almaraz, Drew, Armour-Ordonez, Zem
herz, Matthew Baker, Hayes Barber, Connor Barton, Andrew Barton, Judy A. Brizendine, Benjamin Brooks, Vincent Cayonte, Herman Chan, Tomio Chan, Gabriel Chav
ristine Chi, Timothy Cho, Taylor Chou, Soham Chowdhury, Jon Coello, Mallory Collins, Philip Collins, Adam Contini, Luis Contreras, Sylas Dall, Avelina Daum, Spen
venport, Christopher M. DeAppolonio, Sebastien Demontigny, James A. Dowdle, Connor Doyle, Casey Doyle, Peter Dun, Alanya Edizer, Leonard Edwards, Matthew Elb
nny Engels, Alejandro Enriquez, Kayci Evans, Kurtis Gallo, Kelly A. Garcia, David Garrido, Emmalee Garrido, Bo Geddes, Anna Gutierrez, Renee D. Hall, Jessica Hammo
rl Han, Samuel Han Jr., Robert W. Harris, John Ho, Tommy Ho, Sabrina Ho, Craig Hooker, Marcus Houston, Alan Ignacio, Jim Jackson, Kaitlyn Jang, Eonyoung Jeo

EVEN MORE GENIUSric Z. Jiang, Kimberly Johnston, Stefanie L. Jones, Jett Joye, John Jung, Eric Karp, Justin Kats, Jayce Keller, Julie Kettman, Joyie La, Philippe Laflamme, Michael Langla

ole LaPointe Jameson, Corbin Lee, Bryan Lenning, Joseph W. Lima, Sarah Loomis, Antonio Neri, Kiara Makua, Ian McCormick, Lorn M. McLaren, Dominique McLe
sten Mee, Lindsey Migliore, Zoe Monday, Melisa Mundor , Austin Oliver, Munkhbat Orkhon, Ricki Ortiz, Tyler Oswald, Rushi Patel, Thierry Pienaar, Josh J. Pigue, Kel

IN EVIL GENIUSESPupello, Joseph J. Pyun, Tyler ahhaar, Mykleanne Rauer, Nathan Retterath, Jonathan Riskin, Steven T. Rivera, Jesse Roberts, Thomas J. Ryan, Kyle Sakamaki, Nicho

io, Jean M. Schmidlapp, Muhammed H. Senturk, Chanel Shen, Ivan Sheng, Kodiak Shroyer, Parker B. Singh, Michael Skrilo , Kacper Sloma, Benjamin J. Smith, Max Soo
nishka Sosale, Hal Sparks, Matthew Speidel, Caitlin Story, Connor A. Sullivan, Kari Sunderland, Timothy Ta, Paul Topley, Ariel Vales, Daryl Vales, Lucy Verkaik, Brend

Lisa Wallen, Cyndie Wang, Zhizhang Wei, WilNliaomrWthierAzbma, Seterpihcaan’sA.PWrilelimamise, rJohEnsDp. oWriltliss,ORaregWaonngi,zKaattiroinna Xian, Anqi Xiao, Jacky Yip, Caroline Young, Ty

ung, Annabel Zinn, Monika Zygadlo, Tal Aizik, Munkhbat Orkhon, Ricki Ortiz, Tyler Oswald, Rushi Patel, Thierry Pienaar, Josh J. Pigue, Kelden E. Pupello, Joseph J. Py
er ahhaar, Mykleanne Rauer, Nathan Retterath, Jonathan Riskin, Steven T. Rivera, Jesse Roberts, Thomas J. Ryan, Kyle Sakamaki, Nicholas Savio, Jean M. Schmidla
hammed H. Senturk, Chanel Shen, Ivan Sheng, Kodiak Shroyer, Parker B. Singh, Michael Skrilo , Kacper Sloma, Benjamin J. Smith, Max Soong, Kanishka Sosale, H
arks, Matthew Speidel, Caitlin Story, Connor A. Sullivan, Kari Sunderland, Timothy Ta, Paul Topley, Ariel Vales, Daryl Vales, Lucy Verkaik, Brendon Vu, Lisa Wal
ndie Wang, Zhizhang Wei, William Wierzba, Stephan A. Williams, John D. Willis, Rae Wong, Katrina Xian, Anqi Xiao, Jacky Yip, Caroline Young, Tyler Young, Anna
n, Monika Zygadlo, Tal Aizik, Alexa Aliotta, Cameron Almaraz, Drew, Armour-Ordonez, Zemira Asherz, Matthew Baker, Hayes Barber, Connor Barton, Andrew Bart
y A. Brizendine, Benjamin Brooks, Vincent Cayonte, Herman Chan, Tomio Chan, Gabriel Chaves, Christine Chi, Timothy Cho, Taylor Chou, Soham Chowdhury, Jon Coe
llory Collins, Philip Collins, Adam Contini, Luis Contreras, Sylas Dall, Avelina Daum, Spencer Davenport, Christopher M. DeAppolonio, Sebastien Demontigny, James
wdle, Connor Doyle, Casey Doyle, Peter Dun, Alanya Edizer, Leonard Edwards, Matthew Elbon, Danny Engels, Alejandro Enriquez, Kayci Evans, Kurtis Gallo, Kelly
rcia, David Garrido, Emmalee Garrido, Bo Geddes, Anna Gutierrez, Renee D. Hall, Jessica Hammond, Earl Han, Samuel Han Jr., Robert W. Harris, John Ho, Tommy
brina Ho, Craig Hooker, Marcus Houston, Alan Ignacio, Jim Jackson, Kaitlyn Jang, Eonyoung Jeong, Jerric Z. Jiang, Kimberly Johnston, Stefanie L. Jones, Jett Joye, John Ju
c Karp, Justin Kats, Jayce Keller, Julie Kettman, Joyie La, Philippe Laflamme, Michael Langland, Nicole LaPointe Jameson, Corbin Lee, Bryan Lenning, Joseph W. Lim

Esports Rising Awardsah Loomis, Antonio Neri, Kiara Makua, Ian McCormick, Lorn M. McLaren, Dominique McLean, Kristen Mee, Lindsey Migliore, Zoe Monday, Melisa Mundor , Aus

ver, Munkhbat Orkhon, Ricki Ortiz, Tyler Oswald, Rushi Patel, Thierry Pienaar, Josh J. Pigue, Kelden E. Pupello, Joseph J. Pyun, Tyler ahhaar, Mykleanne Rauer, Nath
terath, Jonathan Riskin, Steven T. Rivera, Jesse Roberts, Thomas J. Ryan, Kyle Sakamaki, Nicholas Savio, Jean M. Schmidlapp, Muhammed H. Senturk, Chanel Shen, I

ESPORTS TECH INNOVATIONng, Kodiak Shroyer, Parker B. Singh, Michael Skrilo , Kacper Sloma, Benjamin J. Smith, Max Soong, Kanishka Sosale, Hal Sparks, Matthew Speidel, Caitlin Story, Con

AWARD WINNERSullivan, Kari Sunderland, Timothy Ta, Paul Topley, Ariel Vales, Daryl Vales, Lucy Verkaik, Brendon Vu, Lisa Wallen, Cyndie Wang, Zhizhang Wei, William Wierz

phan A. Williams, John D. Willis, Rae Wong, Katrina Xian, Anqi Xiao, Jacky Yip, Caroline Young, Tyler Young, Annabel Zinn, Monika Zygadlo, Tal Aizik, Alexa Alio
meron Almaraz, Drew, Armour-Ordonez, Zemira Asherz, Matthew Baker, Hayes Barber, Connor Barton, Andrew Barton, Judy A. Brizendine, Benjamin Brooks, Vinc
yonte, Herman Chan, Tomio Chan, Gabriel Chaves, Christine Chi, Timothy Cho, Taylor Chou, Soham Chowdhury, Jon Coello, Mallory Collins, Philip Collins, Adam Cont
s Contreras, Sylas Dall, Avelina Daum, Spencer Davenport, Christopher M. DeAppolonio, Sebastien Demontigny, James A. Dowdle, Connor Doyle, Casey Doyle, Peter D

Thank you to Hewle Packard Enterprise for yournya Edizer, Leonard Edwards, Matthew Elbon, Danny Engels, Alejandro Enriquez, Kayci Evans, Kurtis Gallo, Kelly A. Garcia, David Garrido, Emmalee Garrido, Bo Gedd
na Gutierrez, Renee D. Hpalla, Jessticna Hearmsmohndip, Ea,rlSHapn,oSamtuesl HBan Jur.,sRoibneret Ws. HsarJriso, JouhnrHno,aTolmamny Hdo, STabrhinea HoE, Csrapig Hoooktesr, Marcus Houston, Alan Igna

Jackson, Kaitlyn Jang, Eonyoung Jeong, Jerric Z. Jiang, Kimberly Johnston, Stefanie L. Jones, Jett Joye, John Jung, Eric Karp, Justin Kats, Jayce Keller, Julie Kettman, Jo

Observer for this award and recognition; andPhilippe Laflamme, Michael Langland, Nicole LaPointe Jameson, Corbin Lee, Bryan Lenning, Joseph W. Lima, Sarah Loomis, Antonio Neri, Kiara Makua, Ian McCorm

rn M. McLaren, Dominique McLean, Kristen Mee, Lindsey Migliore, Zoe Monday, Melisa Mundor , Austin Oliver, Munkhbat Orkhon, Ricki Ortiz, Tyler Oswald, Ru

to all the people behind the logos for believing.el, Thierry Pienaar, Josh J. Pigue, Kelden E. Pupello, Joseph J. Pyun, Tyler ahhaar, Mykleanne Rauer, Nathan Retterath, Jonathan Riskin, Steven T. Rivera, Jesse Robe

omas J. Ryan, Kyle Sakamaki, Nicholas Savio, Jean M. Schmidlapp, Muhammed H. Senturk, Chanel Shen, Ivan Sheng, Kodiak Shroyer, Parker B. Singh, Michael Skril
cper Sloma, Benjamin J. Smith, Max Soong, Kanishka Sosale, Hal Sparks, Matthew Speidel, Caitlin Story, Connor A. Sullivan, Kari Sunderland, Timothy Ta, Paul Top
el Vales, Daryl Vales, Lucy Verkaik, Brendon Vu, Cyndie Wang, Zhizhang Wei, William Wierzba, Stephan A. Williams, John D. Willis, Rae Wong, Katrina Xian, Anqi X
ky Yip, Caroline Young, Tyler Young, Annabel Zinn, Monika Zygadlo, Tal Aizik, Alexa Aliotta, Cameron Almaraz, Drew, Armour-Ordonez, Zemira Asherz, Matthew Bak
yes Barber, Connor Barton, Andrew Barton, Judy A. Brizendine, Benjamin Brooks, Vincent Cayonte, Herman Chan, Tomio Chan, Gabriel Chaves, Christine Chi, Timo
o, Taylor Chou, Soham Chowdhury, Jon Coello, Mallory Collins, Philip Collins, Adam Contini, Luis Contreras, Sylas Dall, Avelina Daum, Spencer Davenport, Christop
DeAppolonio, Sebastien Demontigny, James A. Dowdle, Connor Doyle, Casey Doyle, Peter Dun, Alanya Edizer, Leonard Edwards, Matthew Elbon, Danny Engels, Alejan
riquez, Anna Gutierrez, Renee D. Hall, Jessica Hammond, Earl Han, Samuel Han Jr., Robert W. Harris, John Ho, Tommy Ho, Sabrina Ho, Craig Hooker, Marcus Houst
n Ignacio, Jim Jackson, Kaitlyn Jang, Eonyoung Jeong, Jerric Z. Jiang, Kimberly Johnston, Stefanie L. Jones, Jett Joye, John Jung, Eric Karp, Justin Kats, Jayce Keller, J
tman, Joyie La, Philippe Laflamme, Michael Langland, Nicole LaPointe Jameson, Corbin Lee, Bryan Lenning, Joseph W. Lima, Sarah Loomis, Antonio Neri, Kiara Mak
McCormick, Lorn M. McLaren, Dominique McLean, Kristen Mee, Lindsey Migliore, Zoe Monday, Melisa Mundor , Austin Oliver, Munkhbat Orkhon, Ricki Ortiz, Ty
wal d, Rushi Patel, Thierry Pienaar, Josh J. Pigue, Kelden E. Pupello, Joseph J. Pyun, Tyler ahhaar, Mykleanne Rauer, Nathan Retterath, Jonathan Riskin, Steven
era, Jesse Roberts, Thomas J. Ryan, Kyle Sakamaki, Nicholas Savio, Jean M. Schmidlapp, Muhammed H. Senturk, Chanel Shen, Ivan Sheng, Kodiak Shroyer, Parker
gh, Michael Skrilo , Kacper Sloma, Benjamin J. Smith, Max Soong, Kanishka Sosale, Hal Sparks, Matthew Speidel, Caitlin Story, Connor A. Sullivan, Kari Sunderla
mothy Ta, Paul Topley, Ariel Vales, Daryl Vales, Lucy Verkaik, Brendon Vu, Lisa Wallen, Cyndie Wang, Zhizhang Wei, William Wierzba, Stephan A. Williams, John
lis, Rae Wong, Katrina Xian, Anqi Xiao, Jacky Yip, Caroline Young, Tyler Young, Annabel Zinn, Monika Zygadlo, Tal Aizik, Alexa Aliotta, Cameron Almaraz, Dr
mour-Ordonez, Zemira Asherz, Matthew Baker, Hayes Barber, Connor Barton, Andrew Barton, Judy A. Brizendine, Benjamin Brooks, Vincent Cayonte, Herman Ch
mio Chan, Gabriel Chaves, Christine Chi, Timothy Cho, Taylor ChouC,opSyroighhta©m202C2hEvoilwGedniuhsuesr. Ayll,RJigohtns RCesoereveldl.o, Mallory Collins, Philip Collins, Adam Contini, Luis Contreras, Sy
l, Avelina Daum, Spencer Davenport, Christopher M. DeAppolonio, Sebastien Demontigny, James A. Dowdle, Connor Doyle, Casey Doyle, Peter Dun, Alanya Edizer, Leon

IN-DEPTH ESPORTS RISING AWARDS

Open Door: VALORANT GAME CHANGERS

Valorant’s  FOUNDED: 2021
Game Changers
expands  HQ: Los Angeles
opportunities
V  KEY EXECUTIVES: John Needham, president,
ALORANT’S LAUNCH has turned the esports; Whalen Rozelle, COO, esports; Anna Donlon,
first-person shooter world on its head. senior vice president and studio head
The Counter-Strike-adjacent game
 KEY ESPORTS PROJECTS/INITIATIVES:
has emerged as a real competitor to shooters over  Game Changers supplements the competitive
Valorant season by creating opportunities and
the course of its 2½ years. One of its crowning sionate individuals who took up that [diversity] ral- exposure for women within Valorant Esports. It aims
lying cry, and we sort of challenged ourselves,” Rozelle to cultivate a competitive women’s scene and
achievements has been the Game Changers initiative, said. Esports has the capability to have a truly neutral highlight aspiring Tier 1 and Tier 2 professionals.
winner of Sports Business Journal’s Esports Rising playing field, he said, and Game Changers is a way Additionally, Game Changers Academy supports
to break down societal barriers that are placed in grassroots competition and improvement
BY HUNTER Diversity and Inclusion Award. front of women in the esports industry and globally. opportunities for Tier 3 and amateur players.
COOKE Formed in February 2021, Game  With its launch in North America, Brazil, Latin
The spirit of Game Changers exists across Valorant, America, Southeast Asia, and Europe in 2021, Game
Changers is a parallel competition in Rozelle said. One of the pillars of the program is not Changers hosted more than 25 regional tournaments
the Valorant Champions Tour format relegating Riot’s diversity efforts to just esports teams and supported more than 300 players around the
— but rather to give women and other marginalized globe. In 2022, Riot Games is elevating Game
that created unique opportunities for genders platforms as casters, observers, administra- Changers by bringing together regional competition
women and other marginalized genders within the tors, and various other job titles. into a final, global tournament in November.

Valorant ecosystem. If team participation is any in- While Game Changers is separate from the main vidual regions need as Game Changers. “[That time]
VCT competition, Riot will integrate Game Changers was well worth it,” he said. “It’s serving the needs
dication, Game Changers is a rousing success so far: more deeply with the organizations that are fielding and meeting the needs of the women in each region.”
Cloud9, Evil Geniuses, Shopify Rebellion, and more rosters. Specifically, Rozelle said he’s proud of the
time devoted to listening to what women from indi- The future of Game Changers will continue to be
have bought in. decided by the women who are taking part. Rozelle
said that any iteration of Game Changers will be
Whalen Rozelle, Riot Games’ COO of esports, is informed by feedback and take the perspectives of
proud of what Game Changers has accomplished and the marginalized people it serves into account.

acknowledges that there’s a long way to go. “Game

Changers came about due to a bunch of really pas-

3 0 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

OPINION

Tackling workplace inclusion in the U.S. golf industry

T HE DAYS OF GOLF being associated only with wealthy white ■ 15% of the participants reported that over those who don’t (meaning they may have
men are largely behind us. Much has changed, yet (as in the last year, they had been treated in a biased experience with the game but don’t consider
many industries) there is more work to do to diversify or inequitable way at work. A majority felt themselves golfers), and those who don’t play
at all, we found larger gaps for non-golfers
not only those who play the sport but those who work and do uncomfortable reporting the behavior. than the other groups.

business within the industry. This work began many years ago, ■ 25% of participants believe that their or- This speaks to an assumption we find with
many prospective candidates who believe
but it was against the backdrop of the summer of 2020’s COVID- ganizations are focusing too much on DEI, that to work in the business of golf, they need
to have golf knowledge, playing ability, and
19 restrictions that golf experienced a resurgence. This upsurge, which suggests an opportunity for better com- experience — highlighting the work needed
to dispel that myth while addressing inclu-
along with the racial and social justice reckoning the country munication around the business case for DEI. sion issues to attract diverse candidates.

was grappling with, compelled Seth Waugh, the CEO of the PGA Out of all the underrepresented groups What’s Next

of America, to meet with PGA Tour Commissioner Jay Mona- that participated, the industry had the great- Thanks to those who took the time to re-
spond candidly to the survey, we have robust
han and former LPGA Commissioner Mike Whan (now BY SANDY CROSS est opportunity to improve with findings that inform the ways we are begin-
USGA CEO) to capitalize on this powerful moment in LGBTQ+ employees in every cat- ning to tackle the gaps and the issues that
need to be addressed first. In addition to
time to retain the new golfers who were generated dur- egory of measurement, indicating recommending strategies, tools, and resourc-
es, we are enlisting “hand-raisers” who will
ing the pandemic and to further diversify the compo- that the community is feeling less champion solutions within their organiza-
tions. However, and importantly, we as an
sition of who plays, works, and does business in golf. Waugh: included by their organizations and industry industry own these issues and opportunities
and are deploying effective solutions to
“We need to do something.” overall. change the face of golf. In doing this, we will
achieve our objectives, thereby creating the
They wanted more than just an initiative. They wanted to cre- ■ 49% reported experiencing or witnessing diverse and energized community that golf
needs and deserves.
ate an energized movement that was both outwardly engaging biased or inequitable treatment.
Sandy Cross is chief people officer at the
and inwardly transformative. Outwardly, they created a power- ■ 45% feel comfortable reporting such be-
PGA of America.
ful initiative exemplified by the motto Make Golf Your Thing. havior.

Its mission is to attract people from all walks of life, including In terms of gender, a slightly lower figure

all ages, abilities, and identities, to the game of golf and the of women reported being treated unfairly.

business of golf. To support this initiative, there are six cross- ■ 44% reported experiencing biased or in-

industry work groups: equitable treatment.

■ EDUCATION AND SKILL DEVELOPMENT: Enhancing golf’s culture ■ 53% feel comfortable reporting such be-

at the point of play and putting inclusion into operation. havior.

■ TALENT ACQUISITION: Identifying, attracting, and engaging

talent from diverse backgrounds. An Additional Surprise

■ PROCUREMENT: Diversifying golf’s $84 billion supply chain We included questions around identifica-

through inclusive procurement practices. tion with the sport to tap into in-group and

■ YOUTH AND ADULT PLAYER DEVELOPMENT: Bolstering commu- out-group dynamics. We found that in the

nity-based programs that are authentically engaging consumers three areas of those who identify as golfers,

from diverse backgrounds.

■ MARKETING AND COMMUNICATIONS: Establishing a unified

voice to grow interest in golf participation.

■ HUMAN RESOURCES: Developing HR protocols and programs

that promote diverse, equitable and inclusive workplaces across

golf industry employers.

The State of Inclusion

To that end, HR launched the first collaborative industrywide
effort to assess the state of inclusion at golf industry employers.
We were already aware of some workforce diversity statistics
that suggested there was a problem with workplace inclusion,
so we surveyed 35 employers and more than 2,300 employees
with a focus on the corporate side of employment to give us hard
data and insights into creating strategic industrywide solutions.
Though many golf businesses do conduct their own surveys,
this is the first time we’ve undertaken an industrywide effort
of this scale.

The Good News

Most participants reported feeling valued and respected at work
within the golf industry, with inclusion scores high and similar
across race, gender and age. There was praise for their companies’
recent efforts to create more welcoming cultures, with one par-
ticipant saying, “I have been an employee here for many years
and the culture has improved so much in recent years, which
makes me extra proud to be part of the organization.”

■ Overall, most participants agree that DEI should be high
priorities in their organization.

Needs Improvement

Not surprisingly, the golf industry is less diverse than the
American labor force.

■ A majority of the survey participants were white (85%) and
male (59%) and non-LGBTQ+ (90%).

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M S EP T EMB ER 5 -11, 2022 | 3 1

FACES & PLACES

FIELD TRIP

The Columbia University
Sports Management

Program’s new student
cohort kicked off the
new semester with a

trip to MetLife Stadium
on Aug. 29. Professors
Russ Scibetti, Scott

Rosner and Bill
Squires led the group

to a special visit prior
to the Jets-Giants
preseason finale.

CHARLIE SIFFORD CENTENNIAL CUP

Players from six historically Black colleges and universities — Alabama State, Florida A&M,
Howard, Livingstone, Texas Southern and host Johnson C. Smith — played in the Charlie Sifford
Centennial Cup at Quail Hollow Club in Charlotte on Aug. 29. The Presidents Cup and PGA Tour
announced a $25,000 donation to each team participating in the event, which was part of a
yearlong celebration of what would have been the World Golf Hall of Famer’s 100th birthday on
June 2. The Charlotte native, who was the first African American to earn a PGA Tour card, died in
2015. The tour also announced a $25,000 contribution to the Dr. Charles L. Sifford Scholarship.

STAR-STUDDED GALA BREAKS UNLIMITED Danny Hagenlocher; Michael J. LeBrecht II/USTA (2); James Nix / PGA Tour; Athletes Unlimited; PHF; BSPNTX
FUNDRAISING RECORD INNOVATION

TOP: USTA Foundation Chief Executive Dan Faber and USTA Athletes Unlimited and
Foundation Board President Kathleen Wu addressed the USTA Sports Innovation Lab
Foundation Opening Night Gala at the U.S. Open on Aug. 29 in hosted a partner softball
Flushing, N.Y. The foundation announced that it raised a record- game and Innovation
breaking $3 million during this year’s gala. Collective Summit in
Chicago on Aug. 18-19.
ABOVE: Gathering at the Gala: (From left) Tracey Collins; New York City From left: Athletes
Mayor Eric Adams; USTA Foundation board member David Scharf; Unlimited’s Micah Lubow
Anna Wintour; Cheryl Scharf; Vera Wang; Josephine Becker; and Alessandra Bilardello;
USTA Foundation CEO Dan Faber; USTA Foundation Board President Sports Innovation Lab’s Mia
Kathleen Wu; Tomas Zak; Sela Ward; Howard Sherman and guests. Steinberg; AU co-founder
and CEO Jon Patricof; SIL
co-founder and President
Josh Walker; and SIL’s
Morgan Stearns and
Grace Athanas-Linden.

DEAL-MAKERS ONE ON ONE
IN NORTH TEXAS
The Premier Hockey Federation celebrated its new
two-year ESPN deal with a trip to Bristol, Conn., on The National Society of Black Sports
Aug. 26. From left: PHF Commissioner Reagan Carey, Professionals North Texas hosted Dallas
Metropolitan Riveters forward Madison Packer, Ann- Mavericks GM Nico Harrison for a
Sophie Bettez of the new Force de Montreal and PHF one-on-one conversation moderated
board member John Boynton. by WFAA sports anchor Joe Trahan on
Aug. 17 at Hughes-Trigg Student Center
Auditorium at SMU in Dallas. From left:
Breon Dennis, Frisco RoughRiders;
Rijo Walker, College Football Playoff;
Harrison; Destiny Price, University of
North Texas; Cherise Lee, American
Airlines Center; Trahan; Scottie
Rodgers, Goodyear Cotton Bowl
Classic; and Larry Lundy, LMG.

Please submit photos for review of industry conferences, parties, product launches and openings showcasing the people and personalities at the event.
Include the event date, location, names/titles of those featured along with credit information. The photo specifications are as follows: 300dpi, tiff, jpeg
or eps color images. Submit digital photos for review at: [email protected] or send color prints to: Faces & Places, c/o Street & Smith’s
Sports Business Journal, 120 W. Morehead St., Suite 310, Charlotte, NC 28202.

3 2 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

CAREERS

On the Move of remote production operations at ESPN.

Changing places and MULTITEAM COMPANIES
positions around the industry
Monumental Sports & Entertainment
BASKETBALL UNZICKER STEWART named CHARLES MYERS chief technology
officer. Myers was vice president, media
The Atlanta Hawks promoted ALEXIS ROE LIVE EVENTS and development engineering, and
to director of DEI programs and JAZMINE general manager at Sirius XM.
KING to event strategy and experience Legends named BRETT UNZICKER senior
specialist. vice president, partner solutions, for its global OLYMPICS
technology solutions division. Unzicker was
The Detroit Pistons promoted DAN global vice president and general manager, USA Nordic Sport named ADAM
LEFTON to chief revenue officer. sports and entertainment, at Tomorrow.io. PROVOST chief executive officer. Provost
was chief operating officer at QB Collective.
The Oklahoma City Thunder named MARKETING
NATASHA STAMPER vice president of OTHER
diversity, equity and inclusion. Stamper Learfield hired JEFF MENARD as general
was a DEI consultant at Kanarys Inc. manager for Big Sky Sports Properties. WWE named CRAIG STIMMEL senior vice
president and head of global sales and
COLLEGES Innovative Partnerships Group hired partnerships. Stimmel was head of global
KELLY GARZON as marketing manager and brands at Snap.
Saint Joseph’s University promoted TREVOR GOULD as business development
AMANDA HALL to deputy athletic director coordinator. SPORTS COMMISSIONS
for operations and campus recreation; KEN
KRIMMEL to associate athletic director for MEDIA The Greater Columbus Sports
compliance; and ROB SMITH to assistant Commission named DAWN STEWART its
athletic director for high performance, and ESPN named KEVIN SCELSA manager, strategic partnership director. Stewart
hired TRICIA PURCELL as associate athletic sports brand solutions. was Otterbein University’s vice president
director for campus recreation and special of student affairs.
events; JAKE EDINGER as assistant athletic FloSports hired OZGE ERTURK as chief
director for facilities and event marketing officer and JOE BAKER as vice To have your personnel announcements
management; DAN SIMMONS as director of president, production. Erturk was head of included in “On The Move,” please send
facilities and operations; MATT BUSCH as U.S. marketing for subscriptions and product information to careers@sportsbusiness-
assistant director of athletic discovery at Amazon and Baker was director journal.com.
communications; ASHLEIGH HUME as
athletics and recreation facility specialist;
and JD NOEY as athletics development
associate.

120 West Morehead Street, Suite 310 Krista Meyers, Senior Social Media Manager SPORTTECHIE Jerrod Campbell, Account Director
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CHARLOTTE Eric Bohm, Director, Sales & Strategic Partnerships Julie Tuttle, Strategic Partner Director
LEADERS GROUP Bill King, Senior Writer — Betting
Bret McCormick, Facilities, ticketing, tennis Andrew Cohen, Staff Writer AUDIENCE DEVELOPMENT
Whitney Shaw, Chairman Alex Silverman, Hockey, soccer Tom Friend, Senior Writer
Warren Thune, CEO Michael Smith, Colleges Keith Jicha, Manager, Partnerships Hunter Steinberg, Circulation Account Executive
Adam Stern, Motorsports, combat sports Daniel Kaufman, Managing Director Samuel Trader, Circulation Account Executive
Eileen Silvergleid, Chief Revenue Officer NEW YORK Joe Lemire, Senior Writer Gabe Hubbard, Circulation Account Executive
Derek DeVeaux, Global Product Owner Terry Lefton, Editor-at-Large — Marketing, sponsors Casey Robinson, Director, Experiential Strategy &
Shaun Robbins, Program and Operations Manager Erik Bacharach, Baseball Molly Kirkpatrick, On Campus Program Manager
Ben Fischer, Football Partnerships Bridget Ernst, Administrative Specialist and
Nick Brown, Fullstack Developer John Ourand, Media David Rumsey, Newsletter Editor Management Support
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W W W . S P O R T S B U S I N E S S J O U R N A L . C O M S EP T EMB ER 5 -11, 2022 | 3 3

CLOSING SHOT

Jon Bon Jovi got the 2002 campaign rolling with a Times Square concert prior to a 49ers-Giants game that launched the concept of NFL Kickoff.

A Rockin’ Start

The NFL turned up the volume for the 2002 season, creating an annual Thursday night
kickoff tradition of music and fun that amplifies both the sport and the league.

BY ERIK SPANBERG

TRACY PERLMAN REMEMBERS attending an internal having a concert before a concert,’” Perlman said. kickoff game include FanDuel, Microsoft and Pepsi. Getty Images
planning meeting in 2002 for what would become “It was pretty incredible.” Peter O’Reilly, the league’s executive vice pres-
the NFL’s first Thursday night season opener and
brainstorming about tie-in events. The matchup It got a lot more incredible for the actual concert ident of club business and events, said the kickoff
was already set: 49ers at Giants. at Times Square, when a crowd estimated as high game and concert have stayed close to their roots:
as 500,000 gathered to watch Bon Jovi, Enrique “Creating this moment after Labor Day and we’re
Perlman, then the league’s vice president of en- Iglesias, Alicia Keys, Eve, and the cast of the Broad- back to football and the rhythm of [fans] returning
tertainment and marketing, said someone threw way musical “Rent.” The NFL made donations to to their weekly ritual.”
out the idea of shutting down Times Square in a 9/11 charities and the combination of a stand-alone
show of resilience as the first anniversary of the Thursday night kickoff game and concert was born. NFL Kickoff has become a milestone date on the
9/11 attacks approached. Most of the room thought league calendar. Over the past five years, combined
the idea was a long shot, but Perlman called the This week, NFL Kickoff celebrates its 20th an- digital and TV viewership has ranged from 19.6
mayor’s office and received an enthusiastic re- niversary with a similar pairing of events: At SoFi million to a high of over 26 million in 2021 for the
sponse. Stadium, the Super Bowl champion Los Angeles Dallas-Tampa Bay opener. In each of those years
Rams will host the Buffalo Bills in a game that will spanning 2017 through 2021, the Thursday night
With that, Perlman said, came the real challenge: be shown by NBC, Peacock and Universo. Begin- opener’s audience has been 23% to 57% higher than
figuring out how to create and stage a major event ning earlier the same day — Sept. 8 — at Alamitos the full regular-season average for combined digi-
far from the game site while navigating neighbor- Beach in Long Beach, the NFL will host a concert tal and TV viewing.
hood, city and other regulations. headlined by J Balvin with thousands of fans at-
tending for free. A game watch party with large Over the years, the NFL has tinkered with the
Fast forward to Sept. 4, 2002, the night before the screens set up on the beach will follow the concert. model, sometimes staging the concert and fan fest
Thursday night kickoff concert. The NFL found a in a separate city from the game, sometimes having
short window around 11:30 p.m. for headliner Bon Verizon is the presenting sponsor, and other cor- the game and concert all in one location, and, as
Jovi to rehearse. porate partners — Bud Light, Invisalign, Smirnoff with this year, putting the events in the same metro
and Snickers among them — will be part of tie-in area but not on the same site to allow for broader
“All of a sudden there were 25,000 people stand- fan events such as field goal and 40-yard dash sta- fan involvement.
ing in Times Square and Bon Jovi looked at me and tions at the kickoff concert. Other NFL sponsors
said, ‘First of all, I can’t believe that you guys con- starting new football-themed campaigns around the “Each year we try to build upon [the past games]
vinced New York City to do this. And now we’re and add to the pieces of it,” O’Reilly said.

3 4 | S E P T E M B E R 5-11, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

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