The Athletic to Double Women's Sports Coverage in Partnership with Google

presented with

Fan Fact
According to Nielsen's influencer rankings, Brazilian footballer Antony has seen the biggest growth surge on social media during the World Cup so far.

Top Story

The Athletic to double women's sports coverage

The Athletic plans to double its coverage of professional women's sports through a multiyear partnership with Google, its chief commercial officer Seb Tomich says.

What's the deal?

In addition to written articles, the Google deal will provide support for the expansion of women's sports-focused podcasts and newsletters.

Traditionally, there hasn't been enough brand spend to support the coverage of women's sports, Tomich said. But there's been "a sizable uptick this year in brands showing interest in supporting women's sports." The Google partnership will help build a broader and stronger audience of women sports fans for The Athletic, which in turn "is a better business."

The bottom line:

Because the readership of The Athletic's parent company — the New York Times — is fairly split between men and women, the Times' ability to bring over more women readers to The Athletic "is a huge advantage," Tomich said.

Read: Axios


NBA joins gamification wave, fanning the flames of loyal followers

When Hope Tannenbaum joined the NBA in 2020, the idea of the league launching a fan rewards program was just that—an idea. Tannenbaum had previously worked with Foot Locker and American Express’s loyalty offerings, two of many companies that rely on similar programs to boost customer retention.

This year, she helped unveil NBA ID, a fan membership system that links a user’s profile between existing products like League Pass and Pick’Em while offering rewards ranging from merchandise discounts to ticket giveaways. Soon, the league will announce additional benefits around the NBA All-Star Game, including increased voting power and trips to the game in Utah.

Read: Yahoo Sports / Sportico


YouTube Shorts and e-commerce alongside creators like Deestroying lead YouTube's World Cup strategy

The 2022 World Cup is the first edition of the tournament to ever be held in the Arab world. To celebrate that fact, YouTube has also included some Arabic creators in its starting XI: Noor Stars and Rima will attend early matches, while Ahmad Aburob, AboFlah, and Saba7o Korah will show up later in the tournament.

Additionally, YouTube Shopping and FIFA launched the Game Face Shoppable Shorts Challenge for the 2022 World Cup in Qatar. Fans can display their country pride by posting a YouTube Shorts video with the hashtag #FIFAWorldCupChallenge. From the Shorts videos with the hashtag, viewers will be able to directly purchase the official FIFA World Cup T-shirt for their country.

Read: Tubefilter, Variety


How to win the Super Bowl

For brands and sponsors, the likes of the Super Bowl and NBA finals provide unmatched opportunities to engage and convert sports fans.

But getting eyes on your brand and products gets harder (and more expensive!) every year.

If you want to win over sports fans in 2023, there are two words you should care about: authenticity and context. Without them, your campaign is doomed to fail.

Learn how Jersey Mike's and Heineken used gamification and data-driven social ads to bring the magic of sport to their marketing.

Plus, read our five-part fan activation series and check out our Switch on Genius ad.


Why the NFL's big Sunday Ticket streaming deal is going to overtime

Nearly five months later, the league is still looking for a technology or media company willing to replace DirecTV as the rights holder for Sunday Ticket, which allows fans to watch every NFL game, not just those broadcast in their region. The negotiations are now expected to extend into next year, according to five people familiar with the talks.

In the absence of a deal, Google has stepped up its pursuit, aiming to win the package for YouTube TV. Robert Kyncl, YouTube’s chief business officer, has played a key role in Google’s pursuit. Though he will take a new job early next year as chief executive of Warner Music Group, Mr. Kyncl has committed to working with YouTube to see the deal through.

Read: NYT


Lenny Daniels, Turner Sports President, exits

Lenny Daniels on Monday became the latest WarnerMedia veteran to exit the company since it was acquired by the former Discovery Communications.

Daniels had been president of the sports-media operation once known as Turner Sports, which encompasses the company’s NBA, NHL, and Major League Baseball telecasts and studio shows as well as the NCAA March Madness tournament that its parent corporation, Warner Bros. Discovery, shares with Paramount Global’s CBS Sports. He “has decided to leave WBD Sports, effective immediately, Luis Silberwasser, chairman of Warner Bros. Discovery’s sports operations, told staffers in a memo Monday. “While this change will take place right away, Lenny has agreed to work with me to ensure a smooth transition.”

Read: Variety

What Else Is Trending?
  • VIEWERSHIP: Thanksgiving weekend drew massive ratings across NFL, college football, and World Cup matches.
  • ATHLETES: Michael Vick will executive produce a docuseries from SMAC & Fubo focused on the evolution of Black quarterbacks.
  • MEDIA: F1 set a U.S. ratings record in 2022, with viewership among women in particular up 34%.
  • BUSINESS: Apple is said to be considering a takeover bid of Manchester United.
  • VENUES: The Seattle Seahawks have added three more concession stores using Amazon's Just Walk Out technology.



UConn women's basketball stars Paige Bueckers and Azzi Fudd announce NIL deals with Nerf

The Details

UConn women's basketball stars Paige Bueckers and Azzi Fudd announced name, image and likeness deals with Nerf by posting a video on social media in which the two competed in a challenge using Nerf toys. Bueckers posted the video on her Instagram story and on Twitter Monday night. Instead of simply announcing the partnership with Nerf, Bueckers and Fudd took a more entertaining approach.


Sports Biz Dev Manager
Cisco - New York, NY

Digital Audio Producer
ESPN - Los Angeles, CA

Chief Content Officer
FloSports - Austin, TX

Social Media Manager
PointsBet - Denver, CO

Partner Management
NBA 2K League - New York, NY

UGC Creator (Social Media)
Fan Controlled S&E - Atlanta, GA

Spread the Word

Share today's edition with a friend who is a Ryen Russillo fan.