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NEWS REAL

• Serena Williams has withdrawn from the Miami Open (March 23) due to knee issues.

• Picking up the mantle of National Women’s Month, and anticipating what next year will be its 70th anniversary, the LPGA has unveiled “Drive On,” a multi-platform refined brand position. According to the LPGA, “Drive On is clearly rooted in golf, but it's a bigger idea. It captures the power and potential in each of us and celebrates the hard work, focus and tenacity that it takes to achieve our goals.” Full story here.

• The NBA said that the Chinese and Croatian National Teams would join all 30 NBA teams to compete at MGM Resorts NBA Summer League 2019 in Las Vegas, marking the first time that the league will feature two international teams, with 83 games over 11 days (July 5-15).

• The 2019 Alliance of American Football Championship, originalluy scheduled for April 27 in Las Vegas, will be played in Ford Center at The Star in Frisco, Texas., which is owned and operated by Jerry Jones and the Dallas Cowboys.

• MLB and the MLB Players’ Assn. have unveiled numerous changes to the game to be installed over the next two seasons that will impact game length, marketing broadcast partners, the All-Star Game and the Home Run Derby. Full story here.

POLL POSITION

Top Ten Most In-Demand MLB Tickets (based on total ticket sales on StubHub thru March 14):
1. New York Yankees
2. Boston Red Sox
3. San Francisco Giants
4. Chicago Cubs
5. St. Louis Cardinals
6. Los Angeles Dodgers
7. Philadelphia Phillies
8. Texas Rangers
9. New York Mets
10. Houston Astros

SOURCE: STUBHUB

KEEPING SCORE

The Most-In-Demand MLB Home Openers
(based on total ticket sales on StubHub thru March 14, all on March 28):

• Arizona Diamondbacks at the Dodgers (average ticket price $229.
• Baltimore Orioles at New York Yankees (average ticket price $202)
• Atlanta Braves at Philadelphia Phillies (average ticket price $84)
• Chicago Cubs at Texas Rangers (average ticket price $254)
• Pittsburgh Pirates at Cincinnati Reds (average ticket price $122)

BUY SELL

Weekend Box Office March 15-17
1. Captain Marvel $69.3M
2. Wonder Park $16M
3. Five Feet Apart $13.2M
4. How To Train Your Dragon: Hidden World $9.4M
5. Madea Family Funeral $8M
6. No Manches Frida 2 $3.9M
7. Captive State $3.2M
8. Lego Movie 2 $2.1M
9. Alita: Battle Angel $1.9M
10. Green Book $1.3M
Source: Box Office Mojo

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COLLEGE

BodyArmor Into NCAA
No. 1 Colleges Since '92
Notre Dame Builds Brand
Cancer Drives Home
Men's Hoops Are 'Toxic'

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
SUPER BOWL LIII

Thursday
Mar152018

State Farm Ensures Sponsor Spend On College Sports Hits Record $1.24B In 2018

By Barry Janoff

March 15, 2018: College sports has more than 190 million fans, split about 60-40 between male and female, with 31 million of them earning at least $100,000 per year and 27 million in the sweet marketing demo ages of 18-24, according to leading collegiate sports marketing and licensing firm IMG College.

All told, “The fans of college sports comprise the largest, wealthiest, most diverse, and best educated base audience in all of sports,” reports IMG College, which represents the NCAA, its 89 championships and more than 200 of the nation’s top universities.

Targeting that massive a base, marketers from a bevy of categories are spending more time and money than ever at schools nationwide supporting sports, seeking to attract fans, athletes and consumers.

So much so that sponsorship spending on college athletics is expected to total a record $1.24 billion in the 2017-2018 season, a 4.5% increase over 2017.

By comparison, overall sponsor spend in 2018 is projected to rise 4.5% while overall sports sponsor spend in 2018 is expected to rise 4.9% versus the prior year.

Insurance is the most active category sponsoring college athletics, followed by Automotive, Banks, Retail and QSR.

State Farm is the most active sponsor overall in the NCAA — ahead of Nissan, Nike, Coca-Cola and AT&T — as well as with most individual conferences, according to research and consulting firm ESP Properties, Chicago.

College sponsor spend in 2014-15 was $1.1 billion, $1.15 billion in 2015-16, $1.18 billion in 2016-17.

ESP Properties did not indicate how much State Farm or other marketers spent.

College athletics sponsorship spending covered by ESP Properties includes NCAA Corporate Champions and Corporate Partners, College Bowl Game title sponsors and co-sponsors, College Football Playoff sponsors, Power Five Conference school sponsors and non-Power Five conference school sponsors.

The figures do not include national TV ad spend, which adds billions more to the total pot.

Last year, for example, companies spent a record $1.28 billion on national TV ad spend during March Madness, a figure that is expected to rise during the current NCAA Div. I Basketball Tournament, according to Kantar Media, NY.

“With a high passionate fan base and a demographic profile that spans young to old, college sports remains a desirable marketing platform for those already in the sport as well as new companies looking to make their mark on the college scene,” said William Chipps, senior content editor for the ESP Sponsorship Report.

Where does the money go? At a time when the debate over whether or not to pay college athletes has risen to a new crescendo, the NCAA said that “NCAA schools distribute more than $3.3 billion in athletics scholarships each year.”

The NCAA also said that 80% of college athletes are earning degrees, “The highest rate ever.”

State Farm is the most active sponsor in college sports, with 72% of NCAA properties with a sponsor in the insurance category reporting an alliance with State Farm.

By conference, 73% of ACC properties with a sponsor in the insurance category report an alliance with State Farm, 82% in the Big 12 Conference, 80% in the Big 10, 60% in the SEC and 77% in the Pac-12, according to ESP Properties 2017-18 College Sponsorship Spend Report.

Among all NCAA schools and conferences, the most active brands behind State Farm are Nissan (63% of NCAA properties with a sponsor in the automotive category reporting an alliance with Nissan), Nike (61%), Coca-Cola (42%), AT&T (41%), UPS (34%), Geico (34%), Gatorade (32%), StubHub (25%), Toyota (21%), Koch Industries (21%), Ford (21%), Pepsi (20%), Delta (20%) and Muscle Milk (20%).

As part of the NCAA Men’s Final Four in San Antonio, the Music Festival is sponsored by AT&T, Coca-Cola and Capital One, with Capital One also presenting sponsor for the Final Four Fan Fest presented by Capital One (in the Henry B. Gonzalez Convention Center).

Behind State Farm in the ACC, the Top Five also included Coca-Cola (60% of ACC properties with a sponsor in the soft drink category reporting an alliance with Coca-Cola), Nike (60%), Geico (53%) and Gatorade (47%).

Behind State Farm in the Big 12, the Top Five also included Nike (73%), Geico (64%), Koch Industries (64%) and AT&T (55%).

Along with State Farm in the Big 10, the Top Five also included Libman (67%), UPS (60%), Nike (60%) and Meijer (53%).

In the Pac-12, the most active brand is AT&T, with 92% of Pac-12 properties with a sponsor in the telecom category reporting an alliance with AT&T. Second was State Farm, followed by Nike (72%), Muscle Milk (54%) and Nissan (54%).

In the SEC, co-leaders State Farm and Coca-Cola (60%) were followed by Zaxby’s, Regions Bank and Nissan (40-% each).

As the most active category, insurance companies are 6.2 times more likely to sponsor college sports than the average category.

Top categories behind Insurance are Automotive (4.8 times more likely to sponsor college sports than the average category), Banks (4.3), Retail (3.8), QSR (3.7), Sports Apparel (3.4), Telecom (3), Soft Drinks (2.6), Medical (2.6), Ticketing (1.6), Sports Drinks (1.3), Fuel (1.3), Logistics (1.2) and Airlines (1.1).

NCAA Corporate Champions are AT&T, Capital One and Coca-Cola.

NCAA Corporate Partners include Buffalo Wild Wings, Buick, Enterprise, Google Cloud, Infinity, Intel, Lowe’s, Marriott, Nabisco, Northwestern Mutual, Pizza Hut, Reese’s, Unilever and Wendy’s.

March Madness National TV Ad Spend Tops $1.2B

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