Richard Jefferson Takes TikTok by Storm

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According to new data from National Research Group, 30% of fans are watching more women’s sports today than they were five years ago, yet 91% of fans are not willing to pay to watch women’s sports.

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Richard Jefferson takes TikTok by storm

The former NBA Champion and current ESPN analyst has reinvented himself on the popular social media platform with over a million followers in just a year.

What's the deal?

For the most part—outside of his viral Snapchat content during the Cavs’ title run—Jefferson avoided social media during his playing days. As he began to share his humorous NBA takes on Twitter and Instagram as a broadcaster, Jefferson and his team at The Content Capital Group—an athlete-focused social media consultancy—saw TikTok as a potential game-changer for him during the 2021-22 NBA season.

“Officially transitioning to the media side of things, I knew I needed social media,” Jefferson told Boardroom. “My goal was to hit one million followers in one season — the content on there is so unique and organic and the users consume it so well. My only rule was that I wasn’t going to dance, but I broke that with my second TikTok.”

The bottom line:

“The consistency is one of the hardest things everyone deals with,” Jefferson said. “It’s the unfair advantage that I have — I have the resources with Content Capital to outsource some of my consistency. A lot of my success is due to the fact that I have amazing resources that help me. That’s an important thing to talk about.”

Read: Boardroom


ESPN, Formula 1 extend track with new rights deal

ESPN has extended its current rights deal with Formula 1 racing, a pact sports agents have suggested has become surprisingly lucrative for an agreement not tied to football or basketball. The new contract will keep F1 races on ESPN networks in the United States through the 2025 season.

“Formula 1 and ESPN have been a strong and successful team and we’re delighted to extend our relationship,” said Burke Magnus, ESPN’s president of programming and original content, in a statement. “We look forward to serving fans in some new and innovative ways in the next three years as we continue to bring the reach and relevance of the Walt Disney Company networks and platforms to Formula 1.”

Read: Variety


NFL adds first-ever Black Friday game exclusively for Amazon

The NFL is expanding its hold on Thanksgiving weekend and building its relationship with Amazon and the world of live sports streaming. The league announced that it is creating the first-ever Black Friday game, which starting next year will take place the day after the NFL’s traditional Thanksgiving games and stream exclusively on Amazon Prime Video, home to “Thursday Night Football.”

For Amazon (AMZN), the Black Friday game further solidifies its streaming service as a destination for live sports and strengthens its partnership with the NFL. It also falls on a day when many Prime subscribers are already logging on to Amazon (AMZN) to buy goods and take advantage of sales.

Read: CNN


Special Kickoff Rate Ends Monday at Midnight

Entries are open for the 5th Hashtag Sports Awards! Enter before our special kickoff rate ends to save $200 per entry off the final entry price.

  • Kickoff Rate ($395): Ends Oct 31 at 11:59 PM ET
  • Early Entry Period ($425): Ends Jan 4 at 11:59 PM ET
  • Regular Entry Period ($495): Ends Jan 30 at 11:59 PM ET
  • Final Entry Deadline ($595): Ends Feb 17 at 11:59 PM ET

While the final entry deadline ends earlier this cycle than in prior seasons, we've opened entries earlier than ever to provide you with an extra month to submit your top work. Explore our 50+ categories and ensure your team is recognized for excellence in engaging sports fans and consumers.


SiriusXM eyes live sports rights as subscriber growth slows

SiriusXM is increasing its investment in live sports rights in an effort to lure and retain more premium subscribers. Sports listeners have a lower churn rate than the average SiriusXM subscriber, and sports advertising now accounts for nearly a quarter of ad sales for SiriusXM, executives noted.

Unlike the video landscape, where rights for the major league games are scattered, SiriusXM has the exclusive audio rights to every regular season and postseason game for the NFL, NHL, MLB and NBA, with the exception of the local radio rights that are limited solely to local markets. In the past few years, it's also landed exclusive rights for 24/7 branded channels dedicated to the SEC, ACC, Big Ten, Big 12 and Pac-12 college conferences. While SiriusXM wouldn't disclose what it pays to have those rights, Greenstein noted that the cost is significantly lower than exclusive rights cost for video streaming those games.

Read: Axios


How the NBA on TNT’s viral Charles Barkley bus graphic came to life

It’s understandable if you’ve never heard of Aaron H. Dana. But if you are an NBA fan — and particularly a viewer of TNT’s “Inside the NBA” studio show — you have likely seen Dana’s work. Like many NBA watchers, I was struck by the hilarious graphic that popped up this month on social media featuring Charles Barkley driving a bus filled with the NBA’s biggest stars.

There’s so much good stuff — and I wanted to know how an illustration such as this comes together. The answer led me to Dana.

Read: The Athletic

What Else Is Trending?
  • BRANDS: adidas has parted ways with Ye (much like sports stars) over his antisemitic comments, creating questions about the rights to one of the world's most coveted, and commercially valuable, sneakers.
  • MEDIA: Here's how the Manningcast landed former President Obama for Monday Night Football.
  • CONTENT: NFL Films is building its "own version of the Marvel Universe" with a push into movies and dozens of TV projects.
  • BETTING: Fubo Sportsbook has been shuttered by FuboTV after a strategic review failed to produce a viable path forward.
  • ATHLETES: Lewis Hamilton is launching a film and TV company with a project from the Top Gun: Maverick director already in the works.
  • E-COMMERCE: LeBron James, Kevin Durant, and other big names invest in Fanatics lifestyle brand Mitchell & Ness.



Jägermeister and the NHL renew U.S. partnership with multiyear deal

The Details

As the "Official Shot of the NHL," Jägermeister's new agreement arrives as the 2022-2023 season kicks off, allowing the brand to continue bringing its premium ice-cold shots to NHL rinks across the country. As a long-time partner, Jägermeister will continue to create compelling and engaging integrated programs that will be supported across multiple channels, including new Digitally Enhanced Dashboards and virtual slot in-ice ads that will appear during each nationally broadcasted game throughout the regular season and Stanley Cup® Playoffs. Jägermeister will also be present at the NHL Winter Classic®, NHL All-Star Game, and NHL Stadium Series™.


Head of Social/Influencer Marketing
NWSL - New York, NY

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Universal Music Group - Hollywood, CA

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HSS - New York, NY

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Under Armour - Baltimore, MD

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Vista - Boston, MA

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Rugby ATL - Atlanta, GA

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