HOW TO SAVE SPORTS
...And How Sports Could Come Back Better Than Ever.
With COVID-19, our national pastimes face unprecedented obstacles: empty stadiums, declining viewership and revenues, and uncertainty surrounding the weeks and months ahead. We, on the other hand, see unprecedented opportunity. Having worked behind the scenes to help brand the world’s biggest leagues and differentiate their most important events, we offer a few suggestions:
A Change of Venue
Major sporting events require immense physical infrastructure to accommodate the tens of thousands of fans, food concessions, suites, merchandise pavilions, restrooms, etc. Untethered from the need to support that infrastructure, why not host events in unique, unexpected places to consistently captivate fan interest? Major League Baseball is already planning a “Field of Dreams” game at the ballpark made famous by Hollywood, cornstalk outfield and all. Imagine NBA games played under the lights at legendary Rucker Park in New York City, or Serena and Venus Williams facing off on the world’s highest tennis court atop the Burj Al Arab hotel in Dubai. (Just build a protective fence first!) PGA Tour events could move to some of the most visually alluring, rarely-seen courses in the world, such as sensational Cabot Cliffs in Nova Scotia or Cape Kidnappers Golf Course in New Zealand.
Sports have already experimented with this concept in recent history. Take for example Veterans Day 2011, when Michigan State and North Carolina played an NCAA men’s basketball game on an aircraft carrier in an event fittingly dubbed the “Carrier Classic”, or the huge success the NHL has seen with its annual Stadium Series and Winter Classic outdoor games. In a time where “status quo” has gone out the window, it couldn’t be more opportune to experiment with novel and compelling venues.
A Change of Focal Length
Fox Sports’ most ambitious broadcast effort is the annual World Series, where 40+ state-of-the-art HD cameras–some with frame rates as fast as 20,000 frames per second capture every detail, even the compression of a baseball when smashed by a bat.
Smaller, more intimate venues without spectators open the door to more innovation. Enlist innovative cinematographers like John Schwartzman (Seabiscuit), Caleb Deschanel (The Natural, The Right Stuff) or Janusz Kaminski (Warhorse) to explore new ways to present the grandeur of sport. Wearable cameras, drones, audience-controlled cameras and cameras dedicated to specific players can elevate the experience even further.
Expand Content Delivery
While being part of an energized crowd is not possible, fans still crave proximity and access. HBO’s Hard Knocks and Road to the Winter Classic are great examples of behind-the-scenes content. Now, not only cameras but microphones can forge a deeper connection between the players and the fans.
For the last six seasons, ESPN has 'MegaCast' College Football's National Championship game, dedicating all of its platforms to this single event. ESPNU shows “Coaches Film Room” while ESPN2 brings “Field Pass” commentary — something for everyone. More content translates to more audience participation. Supplement sports with real-time polling and live tweeting. And of course, utilize all of the latest cutting-edge advances virtual and augmented reality have to offer, placing fans in the middle of the action, face-to-face with their favorite sporting
Micro-branding
What if specific team matchups, series, or calendar dates were ‘micro-branded’ to make them more special? These made-for-TV identities could be a powerful tool on social media to drive viewership and fan participation. The upcoming NFL season is packed with subplots: Patrick Mahomes versus Lamar Jackson for bragging rights as the league’s top player when Kansas City takes on Baltimore in late September, and settling the Greatest Of All Time debate once and for all as fans follow the week-to-week minidrama of Tom Brady and Bill Belichick after last year’s stunning split, among others. Leverage these storylines with specialty logos, limited edition apparel, and other corresponding brand assets to generate even more excitement around games that live only on screens.
Bottom line: As we transition into whatever our new normal is, the future of sports depends on leagues’ ability to keep fans engaged. Now more than ever, it’s time to rip up the playbook and try new things. Put us in, coach; we’re ready to play.
