The renovation ensures that the historic arena, opened in 1962, one-time home to too many teams to count and concerts going back to The Beatles, will not be shuttered permanently. Baltimore will not be placed in the same category as Richmond, VA which saw its primary arena, the Richmond Coliseum (opened in 1972), shuttered since Dec. 2018 after the Harlem Globetrotters played there. Richmond’s arena is still technically standing, but it is fenced off, awaiting demolition, similar to RFK Stadium.

The RoFo Arena, it’s nickname and Twitter handle, will be back and potentially usher in a new era of arenas that serve as ultimate Live performance spaces instead of the traditional arena model of relying on anchor sports teams as tenants.

Until recently, major acts would naturally aim to book the much larger Capital One Arena in the much larger DC metro area. With the renovation and freedom of many more open dates to choose from, acts could opt to play The RoFo in addition to or even instead of DC. This is more likely in the months of April, May and June when arenas that are home to NBA and NHL teams have to keep their schedules more clear in the event that its teams advance in the playoffs. Early postseason exits can be costly, not just to the arena but the surrounding entertainment district.

Renderings of the renovated arena show improved concourses and new premium seating experiences. Based on other OVG properties, other improvements could center around sustainability and grab-and-go technology. For example, CNBC.com recently reported that OVG invested $2M in germ-killing air filtration systems at the UBS Arena which opened in New York in November and is home to the NHL’s Islanders. At a second OVG arena property, the Climate Pledge Arena in Seattle and home to NHL expansion club The Kraken, it achieved carbon-neutrality with solar power and mechanisms in place to capture and recycle rainwater. The arena also uses Amazon’s grab-and-go technology to enable customers to quickly shop and pay for items seamlessly without having to wait for a cashier. Climate Pledge Arena, formerly Key Arena, opened the same year as The RoFo.

During renovations, ensuring the roof’s durability and efficiency is just as crucial as enhancing seating or incorporating cutting-edge technology. A solid, well-maintained roof not only complements the overall upgrade but also safeguards the investment from weather-related damages. Partnering with Roof repairs perth experts during this phase ensures that roofing solutions are seamlessly integrated, protecting both the structure and the new features added within.

A quality roof directly impacts the longevity and appeal of a renovated arena. Whether it’s installing energy-efficient materials or reinforcing the existing structure, skilled professionals help maximize the value of every improvement. By prioritizing reliable roofing work, arenas can offer a safe, comfortable, and modern experience for visitors, reinforcing the commitment to quality that major acts and their audiences expect.

With so much innovation and investment going into modernizing arenas—from advanced air systems to carbon-neutral initiatives—it’s important not to overlook the core structural elements that make those upgrades possible. The roof, in particular, plays a central role in preserving the integrity of everything below it, from technology and lighting to premium seating and fan amenities.

It’s not just about shielding from the elements; it’s about energy performance, sound insulation, and long-term cost savings. That’s why bringing in experienced professionals who understand both the functional and architectural demands of large venues is key. Providers such as https://keithroofingcompany.com/ offer a complete line of roofing systems that meet the diverse needs of facilities undergoing major renovations. Their expertise in combining modern materials with time-tested craftsmanship ensures that each roofing solution contributes not only to the arena’s protection, but to its overall performance and sustainability goals—making them an integral part of any forward-thinking renovation strategy.

Regular roof service and maintenance keep these massive venues running smoothly long after the renovation spotlight fades. Small issues—loose flashing, worn sealant, minor membrane fatigue—tend to grow into expensive surprises when left unattended. Staying ahead of these problems preserves the integrity of the entire structure and protects the advanced systems beneath it.

In larger facilities, partnering with a dependable team such as Lee’s Roofing ensures that inspections, routine repairs, and long-term care are handled with precision. Their steady, traditional approach helps arenas avoid disruptive breakdowns, extend the lifespan of their roofing systems, and maintain a safe, reliable environment for every event that lights up the venue.

When a roof has reached the end of its service life, routine maintenance alone is no longer enough to preserve performance. In large venues, a timely roof replacement becomes a strategic decision—one that protects seating areas, fan amenities, lighting systems, and the structural framework beneath. Replacing aging materials with modern, high-performance systems restores waterproofing integrity, improves thermal efficiency, and reinforces the long-term reliability that event facilities depend on year after year.

Even after replacement, consistent upkeep remains essential. Understanding factors such as the size of hail that causes roof damage allows facility managers to respond quickly after severe weather and schedule targeted inspections before hidden issues worsen. A disciplined maintenance plan—grounded in regular assessments and prompt repairs—ensures the new roofing system delivers its full lifespan, safeguards the investment made, and keeps the venue operating without costly interruptions.

In looking ahead to arena events, Steve Collins, COO for OVG, was recently quoted in the Baltimore Business Journal as saying, “We want to be doing Drake and Lady Gaga and all that good stuff right after CIAA and start to get a return on our investment.”

The focus on making The RoFo a concert-first building could be a growing trend. The first arena to venture down this route was the T-Mobile Center in Kansas City, Missouri, which opened in 2007. Other than briefly hosting an Arena Football League team for two seasons, it’s been nearly all concert events. The building also hosts the Big 12 Conference basketball tournament and other NCAA Division 1 games. Its 2022 events schedule features WWE and concerts by Elton John, Twenty One Pilots and others.

In Glendale, Arizona, the city recently decided not to renew its annual lease with the NHL’s Arizona Coyotes and instead renovate its 18,000-seat arena as an entertainment and live events building. Usually, it’s the teams that decide to abandon a venue and not the other way around. The team is now without a home for next season, with rumors of a relocation to Houston, Texas.

As a concert-first building, The RoFo could boost its profile and impact on surrounding businesses by assembling a diverse array of events to host. A hint to that future could be evident in looking at several peer arenas that are seeking a second life following an initial life hosting professional sports teams:

• Oakland Arena – Oakland, CA. Opened in 1966 and former longtime home of the NBA’s Golden State Warriors before the team moved across the bay to San Francisco two seasons ago. The arena currently has 24 events listed on its 2022 calendar, including several canceled events (Celine Dion, The Weeknd) and postponements (Rage Against the Machine). Its calendar features a diverse array of events such as pop acts, latin music and a performance by Guru Randhawa and Kanika Kapoor – singers in the Hindi and Punjabi music industry. This arena is in a competitive large market with the new Chase Center across the bay and SAP Center to the south (home to the San Jose Sharks).
• Nassau Live Center/Nassau Veterans Memorial Coliseum – Uniondale, NY. Opened in 1972 and former longtime home to the NY Islanders. Following the Islanders departure this season to the new UBS Arena, the Coliseum still has two sports tenants in the NY Riptide (NLL) and Long Island Nets (NBA G League). It’s now in the most competitive arena market in the country and, consequently, a more sparse events calendar that features two Elton John concerts, Randhawa and Kapoor but not much else.
• The Forum – Inglewood, CA – The Fabulous Forum, longtime home to the Lakers and Kings, is alive and well. Despite its proximity to larger and newer arenas such as the Crypto.com Arena (formerly the Staples Center) and Honda Center (Anaheim), The Forum is still booking high profile events which offers some excitement that The RoFo could do likewise. Its calendar for 2022 features three-night stands each from John Mayer and Billie Eilish, along with seven dates by Mexican rock band Mana. Without pro teams to tie up the building, artists can opt for smaller, more intimate venues over multiple nights. The Forum will soon have a new neighbor though in 2024 when the LA Clippers open their $1.8B Intuit Dome.
• AllState Arena – Rosemont, IL – Remember the Rosemont Horizon out by O’Hare Airport? Its still open and operates under its naming rights partner name. Similar to The RoFo, it once hosted a Major Indoor Soccer League team as well as Arena Football. Following the departure of the WNBA’s Chicago Sky, it’s remaining sports tenant is a minor league hockey team – the AHL’s Chicago Wolves. It’s ice surface allows it to have a dozen upcoming Disney on Ice events, along with five Monster Trucks shows and back-to-back dates from 1980s boy band New Kids on the Block. Additionally, the arena has multiple dates for latin musical acts Bad Bunny and Banda MS along with one date from Ricardo Arjona.

The RoFo version 2.0 (i.e. the arena was previously renovated in the 1980s) has five remaining events listed, including Disney on Ice, 70s Love Jam and the CIAA tournament. When the CIAA’s 4pm game on February 26th concludes, the countdown to version 3.0 begins.

The post Royal Farms Arena reboot – Let the Fun Begin appeared first on Baltimore Sports and Life.

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Back in the middle of the 2011 season, I was a colleague of Bob’s at the Nationals. Bob served as EVP for six seasons while I worked in the marketing department from 2009-2015. It was a time when the club was building its fan base and one in which any type of promotion was considered (e.g. remember $1 Mondays?).

Usually, in late May or early June, a meeting was convened to draft initial game times for the following season, with the goal of balancing maximizing fan attendance, TV ratings and team travel considerations. This was a meeting that I looked forward to every season and considered one of the more unique and fun experiences of working for a professional sports club. The meeting typically included myself, Wolfe, GM Mike Rizzo, VP of Travel Rob McDonald, VP of Marketing & Broadcasting John Guagliano, VP of Ticket Sales Chris Gargani, and Owner and Managing Partner Mark Lerner.

Since relocating from Montreal, the Nats had always been home on the 4th of July, with the exception of the first season of baseball at Nationals Park – 2008 (at Cincinnati).  Outside of the club’s inaugural season at RFK Stadium, games on that day had not drawn capacity crowds:

* 2005 vs. NY Mets (1pm) – 44,328 (@ RFK)

* 2006 vs. Miami (1pm) – 23,118 (@RFK)

* 2007 vs. Cubs (12pm) – 39,207 (@RFK)

* 2008 – away game

* 2009 vs. Braves (1pm) – 23,708

* 2010 vs. NY Mets (1:30pm) – 29,234

* 2011 vs. Cubs (1pm) – 32,937

With so many other events held on The Mall and elsewhere, a discussion ensued on how to try and entice fans to fill the ballpark on the holiday, as previous game times at Noon or 1pm had not been as successful as the club would have liked. It was at this point that Bob suggested the 11AM start time. A consensus was immediate, with Lerner noting that it could be akin to the Red Sox 11AM Patriots Day, an 11AM game held on the third Monday every April.

League approval was sought for the special game time and received with one stipulation – the game could not be the first game of a home series. To accommodate travel, league rules required that the first pitch of the initial game of a series be no earlier than 1PM.

For the 2012 season, the July 4th game fell on a Wednesday as the middle game of a three-game series vs. the San Francisco Giants. The 11AM game tradition was born. The result: paid attendance of 35,806. The game also featured a marquee matchup, as the Nats were en route to their first NL East title and postseason berth while San Francisco would eventually win the World Series title in a sweep over the Detroit Tigers, the club’s second of three titles in a 5-season span.

The following season in 2013, the holiday game was held on a Thursday vs. the Brewers and drew an even larger crowd of 38,221. In 2014, a Friday game vs. the Cubs surpassed that with 41,274 tickets sold.

The July 4th 11AM tradition is usually preceded by a July 3rd fireworks night. At the same time, the club wanted to ensure that players, as well as ballpark and team staff, had ample rest for the early start the following day. After starting the 2012 game at 6:30pm, the club moved up the 2013 game to 6pm. The game wound up being played in 2 hours 46 minutes, under the expected 3-hour average and ended while there was still too much daylight than is typically desired for fireworks. The fireworks were set off but only after a short delay to allow for darker skies. Fast forward to last night’s game which started at 7:15pm for inclusion in the Fox network’s Game of the Week schedule. Following a long rain delay, analyst John Smoltz noting a 3-3 tie, joked that there would be 2am fireworks.

Interesting to note, the 11AM tradition may not be Bob Wolfe’s most unique July 4th MLB experience. Prior to the Nats, he spent 12 seasons with the Atlanta Braves, eventually rising to Sr. Vice President. In 1985, the Braves hosted the Mets in what would become a legendary July 4th game. That game was delayed by 90 minutes due to rain and was eventually won in 19 innings by the Mets, 16-13. The Braves tied the game twice in extra innings, once with a home run by pitcher Rick Camp while Mets, and former Nats manager Davey Johnson, was somehow ejected twice. When the game ended at 3:55am, the club’s postgame fireworks show began. Wolfe was there for its entirety, manning the scoreboard operations for all 19 innings.

The post How The Nats July 4th 11AM Game Came To Be appeared first on Baltimore Sports and Life.

The Washington Capitals great and future NHL Hall of Famer was introduced on Monday by the Washington Spirit of the National Women’s Soccer League (NWSL) as the latest to invest in the club. The investment represents not only Ovi’s first stake in a pro sports franchise but continues a recent trend of high-profile athletes and other individuals being attracted to NWSL clubs. Among its investor roster, the Spirit count Chelsea Clinton, Jenna Bush Hager and Olympians Dominique Dawes and Briana Scurry, all who were added this past February. Elsewhere in the NWSL, a year ago, Serena Williams joined a star-studded ownership group (Natalie Portman, Eva Longoria) to create expansion franchise Angel City FC to fill a void for pro women’s soccer in Los Angeles. This past January, William’s on-court rival Naomi Osaka became an on-field rival by becoming an owner of the North Carolina Courage.

Ovechkin and his wife Nastya were among eight other new investors that were announced by the Spirit. According to a statement released by the club, over 40 distinguished individuals have now been welcomed into the investment group. The Washington Post reported that the Ovechkin’s investment is in the top half of the new investors.

Ovechkin appeared in an online zoom press conference on Monday afternoon that lasted 30 minutes and was attended by approximately 30 members of the media – the latter a strong indicator of where the Spirit now stand amid the busy pro sports landscape in the mid-Atlantic region.  Managing Partner Steve Baldwin appeared alongside two current team members: goalkeeper Audrey Bledsoe, who has been with the club since 2018 , and midfielder Tori Huster, the club’s longest tenured player who was drafted back in 2013 and has previously appeared with the U.S. Women’s National Team. The event was also streamed on the club’s twitch channel (replay is available at https://www.twitch.tv/washingtonspirit).

Baldwin shared that his recruitment of Ovechkin was initiated earlier this year by Kyle Lehrman, a good friend of Ovi’s agent, David Abrutyn. Lehrman connected him with Ovi. “Through David, we had a lot of interactions and talked about what we were looking to do with the club both on the field and in the community, and they thought it was a good fit,” said Baldwin.

Ovechkin echoed that statement and described how the opportunity will enable him to fulfill several areas that are of personal importance to him. For starters, he described how it was a way to honor his mother who had been a professional basketball player and gold medal winner at the World Basketball  Championships. Secondly, he views it as way to help continue to bring the Spirit into the wider landscape of DC pro sports and one that is more inclusive of women’s sports.

“(I’ve) Been around women’s athletes for a long time. My mom was a pro athlete, so I know how hard it is to get attention. Very important for me, and everybody to support. It’s a pretty big community and I’m hoping to help the community grow. When we’re done (with the NHL season), hoping that I can come to practice and show my skills, support the team. I love soccer. Have lots of friends who play; pretty cool thing,” Ovechkin added.

During the Q&A format, both players indicated that the new investors would be involved in the club beyond financial support.

“They’re not only providing financial support, but also their time, energy and expertise,” said Huster. “They can provide advice and be mentors as professional athletes as they deal with something that is maybe a step above where women’s sports is at currently. Help us be better professionals across the board. We’re sponges. Having more diversity of people who have that expertise will be beneficial to us.”

Bledsoe added “Everyone is going to take an active role to make us the best  club in the world. Not just taking an investment. Putting together sub-groups to see how they can partner with us as mentors, provide job experiences.”

Providing job opportunities and experiences will dovetail with three key priorities that Baldwin outlined in regard to his goals in building up the investor group. Baldwin stated that the first goal of utilizing the network was to reach corporate partners and address the trend of 90% of sponsorship dollars allocated to men’s pro sports. Secondly, he pointed to growing the club’s audience with the intention of becoming a global brand. “ With Alex, Chelsea, Jenna, Dominique and other new investors, we have dramatically changed the reach that we have to people across the globe,” said Baldwin.

The third priority mentioned was to “create an ecosystem that is open to the players to enrich our lives; we have people across a breadth of industries who will afford players opportunities as we go forward. One of our new investors, Tracey Fitzsimmons – President of Shenandoah University as already worked with us to put in place a program for free grad school that our players now have available to them,” Baldwin added.

He continued, “28 months ago – I spoke then about the need to transform women’s sports. Part of that is bringing people to our investor group. We have brought forth a group that is the best investment group in the league. It starts at the top; we have a good organization, a good roster, as deep as it’s ever been. Our expectation is to be in the hunt every year, as the Caps have.”

Baldwin indicated that other potential owners would be evaluated on a case-by-case basis

In his final comment on the press conference, Ovechkin reiterated the energy that he and his wife will bring to the team. “We are happy and excited to be a part of the sport. Very important  for us to support women’s sports, especially here in DC. Challenge is to bring people to the stands. I want to meet up with the players. Once it is safe, to be around the team.”

The Spirit will begin regular season play on May 16th with an away match at the Orlando Pride. The club’s first home game will be on May 26th at Segra Field in Loudon County. The Spirit will split its home games this season between that venue and Audi Field in Washington, DC.

The post Ovechkin joins Washington Spirit as Investor and Mentor appeared first on Baltimore Sports and Life.

Johnson, the only play-by-play voice that the club has ever known during its 25-year history, began his tenure with the team’s coverage on NBCSWA’s predecessor, Home Team Sports (HTS). That network later became Comcast SportsNet (CSN) and carried the club’s local match broadcasts through the 2015 season. For 2016-2018, the club brought its TV coverage in-house and games were shown on Newschannel 8 and other Sinclair over-the-air affiliates. In 2019, the club became the first in MLS to go to a streaming-only option with FloSports. Last season, the club’s games were back on Newschannel 8.

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With the move, United fans may no longer need to consult the club’s TV schedule – 33 of its 34 matches will be carried locally on NBCSWA. One match, vs. Atlanta United FC on September 18, will be televised nationally by Univision. Additionally, for the first time, games will be broadcast locally with Spanish-language commentary on TeleXitos, Telemundo’s multicast network.

For Johnson, who started at HTS in 1991, going back to NBCSWA has extra meaning. “It’s always been the channel in this area to go to for sports. When it started up, it made history – a channel in this area dedicated to our local sports teams. It’s very special to me and will always feel like home. It’s still the place for sports in this area for me,” said Johnson in a telephone interview earlier this week.

Starting with this Saturday night’s home opener vs. NYCFC, Johnson will be back in the midfield broadcast booth at Audi Field. Joining him for the 5^th season will be analyst and former D.C. United defender Devon McTavish.

Johnson is also excited to see fans back in attendance at Audi Field. The club was initially granted approval by the District to admit up to 10% of capacity or 2,000 fans. Within the past week, that limit was doubled to more than 25% of the venue’s 19,000 seating capacity. Due to strict Covid restrictions last season, Johnson called both home and away matches from the broadcast booth inside an empty Audi Field. 

Road matches were called off of monitors as the broadcast booth was transformed into a broadcast studio. “They were incredibly resourceful to make it happen. In some ways, it was indeed strange though to walk into the stadium and expect to see a crowd but not see any,” Johnson added.

Calling games remotely off of monitors is something that Johnson had experience in long before Covid. He first called soccer matches remotely during the 2006 World Cup for XM Satellite Radio. Although he was in Germany, the host nation, limited space at venues resulted in him having to call 14 out of 24 matches remotely in a studio there.

Johnson, who has also served as the longtime radio voice of the Washington Wizards, has encountered a similar setup this season at the Capital One Arena. For home games, the broadcast position has been on the club level in section 216. “It’s a great vantage point to call a game from. The only difference is that there are no fans; they are sorely missed ,” said Johnson. Road games have been called from inside the arena in a studio type setup featuring multiple monitors in front of him. Johnson remarked that it has been “amazing to see how much they have done to make it successful to call a game there.”

On the Wizards radio side, Johnson has continued to embrace the #RadioParty community format on Twitter which has taken on even more importance during the on-going fan displacement. “The connection is needed now, more than ever. I can recall some tweets on how people have said they have needed a sense of community more than before. Overall, it’s been a safe excuse to have a community back together,” said Johnson.

Just five years from now, the United States is set to host the World Cup, with both Baltimore (M&T Bank Stadium) and Washington, DC (FedEx Field) among the finalists for host venues. The last time the nation hosted the event in 1994, Johnson served as the public address announcer for the games held at RFK Stadium. He also covered the event for a weekly soccer show on HTS that he had started in 1992.

“At the time, we were the only weekly Live soccer show on TV. Since it was the time of satellite TV, we would get reactions from all over the country. We once gave out a prize – a US Soccer jersey – and had bags of mail in the studio, more than an Orioles trip to Iceland prize giveaway at the time,” said Johnson.

For content, the show scrapped together whatever it could. “There was no MLS at the time. We used whatever highlights we could get – not sure some of it was even legal to use at the time,” Johnson said.

Dave credited the show’s DC location with some of its early success. “We had access to national team people when they would pass through the area. Bruce Arena was a fan of the show and would call in, would travel up to appear on the show too. We also had Alexei Lalas and his rock band in the studio. His mom lived in DC and we had her on when he went to play in Italy.”

Another example of the show benefiting from being in the nation’s capital was during an early series called “24 in ‘94” in which it enlisted help from the embassies. “The show was not just about soccer, but about the culture – I recall having Bolivian dancers in the studio. Whatever we could do to promote the game. We had a blank canvas and did it for 5 years.”

Dave’s ability to transform a blank canvas into art for a soccer audience was evident even before HTS. While working with the Maryland Bays in 1988, he asked the team owner if he would cover Dave’s travel costs to Miami in exchange for getting the game air time on a local radio station. The owner agreed. What happened from there, and more specifically on gameday in South Florida, was a premonition of the dedication that capital area sports fans have come to know as they can fall asleep to Dave calling a Wizards game and then wake-up hours later to hear him deliver the highlights Live on WTOP-FM where he serves as the Sports Director.

“I went to a religious station in Towson which charged $250 for the air time of 2 hours. On the day of the playoff game, driving to Lockhardt Stadium, there were charcoal black clouds. The game was supposed to start at 7:00 and it’s still raining. So I go on the air at 7:00 and it’s just me, and I was just literally grabbing people as they went by – ushers, vendors, fans. It’s a religious station, so there are no commercials. I grabbed a guy who had a local soccer newsletter. I talked straight for an hour before the game even started. The game took 4 hours and I don’t think I’ve been so tired after a game since. The station took pity on me, didn’t charge me any extra,” said Johnson.

Friday night, Dave will be in section 216 calling the Wizards game as they return home to face the New Orleans Pelicans. Less than 24 hours later, he’ll return to Audi Field to call United’s opening match vs. NYCFC.

The post D.C. United & Dave Johnson – back at their original TV home appeared first on Baltimore Sports and Life.

Moneyball of course, is now two decades old. While most of the attention on the business side has revolved around the search for a new home, most recently targeting Oakland’s Waterfront Ballpark District, the A’s have introduced new business models that have gained the attention of the sports business world.

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A few years ago, in 2018, the A’s reset the season ticket membership model with A’s Access. Whereas traditional ticket plans were just that (i.e. a 10-game plan holder had tickets to 10 games), the new A’s model functioned more like a gym membership, enabling a 10-game plan holder to enter the venue for any of the other 71 home games and watch from a standing view/general admission area. The all access membership model soon became a best practice for other teams to consider. At league meetings, the club noted not just the increased sales results, but its appeal to younger demographics. COO Chris Giles, who had joined the club in 2017 and spearheaded the model, left in January 2020 to start up his own venture (Greenfield Sports Group) to market the strategic offering to teams in other sports.

This coming season, similar to other teams (more on the Orioles and Nationals later), the A’s have had to remain as flexible as possible based on the capacity of fans allowable within local health guidelines. Instead of the A’s Access, the club has been marketing FlexTix, or vouchers sold in increments of 16 and 32 than can be redeemed for varying games and seating allotments.

From a broader marketing and business standpoint, these kinds of flexible ticketing strategies reflect a deeper shift in how organizations are thinking about audience engagement. It’s no longer just about selling a fixed product; it’s about creating an adaptable experience that mirrors how people actually consume entertainment today.

Digital ecosystems now sit at the center of that approach, where data, personalization, and timing carry as much weight as the offering itself. Teams and brands alike are investing in smarter platforms that track behavior, anticipate demand, and refine messaging in real time—because guessing is expensive, and precision wins.

Right in the middle of that evolution sits the growing importance of search visibility and discoverability. A well-structured digital presence ensures that when fans go looking, they don’t wander off to a competitor out of sheer convenience. That’s where tools and strategies connected to SEO.me come into play, quietly doing the heavy lifting behind the curtain.

Traditional advertising still has its place, no doubt—it’s the old guard for a reason—but modern growth leans heavily on being found first, loading fast, and speaking directly to the right audience. In a landscape where attention spans are shorter than a rain delay in July, businesses that blend classic principles with sharp digital execution tend to stay a step ahead.

Rather than sit back and wait to see how fans return, the A’s went a step further this past Sunday when they became the first team in pro sports to launch a ticket option specifically priced in bitcoin. That option is a full season private suite that seats six people per game.

In a press release issued Sunday afternoon, A’s President Dave Kaval was quoted:

“We invite our fans to become the first Bitcoin suite holders in sports. We’re excited to be one of a handful of teams to accept cryptocurrency for payment and the first to price tickets in crypto instead of US currency. The price of a season suite may fluctuate depending on when it’s purchased, which adds to the excitement! Suites are the perfect way for groups who want to safely socially distance themselves from other fans to enjoy A’s baseball this season.”

The offer is valid until April 1 – Opening Day, when the A’s host the Houston Astros. The timeframe is also appropriate due to the volatile nature of bitcoin trading value. For example, according to Morningstar, on Saturday, March 13, when the A’s were putting the finishing touches on the offer, one bitcoin was worth $61,284 – roughly $3,000 below the full season cost of $64,500 for a suite across all 81 games. The day after the offer was released, it had dropped in value to $55,744 or nearly $10,000 below the face value cost.

Kaval wasn’t kidding when he told Sportico – “So you’re getting a little bit of a bitcoin discount right now,” Kaval said with a chuckle. “Obviously it could change, but right now you’re getting a discount.”

A year ago, one bitcoin was worth $5,332. It’s value crossed $30K right after New Year’s Day and hasn’t looked back. As a result, the A’s bitcoin discount should remain within the typical 15-25% range that season ticket members usually receive over face value prices. The offer presents the A’s with the unique opportunity to either convert the bitcoin to dollars or hold the cryptocurrency as an investment vehicle.

In addition to setting the bar in terms of creativity, the A’s also capitalized on social media buzz that has accompanied the intersection of sports, cryptocurrency and digital collectibles/Non-Fungible Tokens (NFTs) especially as of late. According to Zoomph social intelligence, the A’s bitcoin offer announcement generated 187 social posts accounting for 467,380 impressions in the first 48 hours alone.

To begin the season, the A’s, in accordance with local health and safety guidelines, will limit attendance to 20% capacity or approximately 10,000 fans per game. In the mid-atlantic region, the Orioles will start off at a capacity of 11,000 fans while the Nationals will be at 5,000 fans.

The post Oakland A’s Again Set The Bar By Introducing Cryptoball appeared first on Baltimore Sports and Life.

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Fast forward to this year – 2021 marks the end of the first decade of Stan Kasten’s role as President of the LA Dodgers. His accomplishments on the field could not be higher, with the team entering the new season as the defending World Series Champions. Off the field though, Kasten has been equally if not more successful in imparting his leadership principles to build and maintain a brand and fan base and revamp a fan experience within one of the world’s most iconic sports venues. 

During a keynote presentation this past Thursday at the Sports Industry Networking & Career (SINC) conference, hosted by George Washington University but held online this year, Kasten delivered to the mainly student audience a clear roadmap behind his three pillars or building blocks to achieve success. A roadmap that he has followed and honed not just in LA, but previously as President of the Atlanta Braves (1986-2003) and more locally with the Washington Nationals during their initial seasons (2006-2010). As Kasten described his process and results, he conveyed its relevance not just to baseball but to consumer facing businesses in general.

In summary, the three principles are: 1) The team or product; 2) The fan experience at the stadium or the customer; and 3) Community relations or brand management.

1. The product – the team

Kasten pointed to this principle as achieving not just one shot at success but instead attaining a sustained level of achievement. This principle was more than fulfilled by the Atlanta Braves who set the definition of Division Dominance by winning 14 straight division titles from 1991-2005, still an MLB record. A second point in this area which was emphasized was on building a foundation for scouting and player development to remove any notion that a team could be fully constructed via free agency.

“You need a foundation – scouts, covering the globe, minor leagues. I learned it in Atlanta where we were good in developing internationally. In Washington and LA, we turned our focus to building for the long-term.” said Kasten.

Although his current and previous stops account for the past two World Series champions, the situation encountered at the start of his tenures could not have been more opposite.

“In Washington, there hadn’t been baseball in 35 years. So we built one fan at a time. It’s going to take 4-5 years, so grow with us. In LA, we didn’t have to do this. We had a great many fans – 50,000 a night that had supported us for 50-60 years. We couldn’t go to them with same approach. We had to compete right away and build for the long-term. With such a big market, we had the resources in the community to do both. Most teams in most cities couldn’t do that. We knew that if we did it right, we would get the support back in tickets, hot dogs and media.” Kasten added.

In finishing out this principle, Kasten mentioned that the Dodgers achieved their goal of having a top ranked minor league system that allows the club to turn over players as needed. “In all the teams in the postseason, we were #1 in homegrown players. Reliance on homegrown players gets less attention.”

2. The stadium – the customer experience

With its majestic backdrop looking out from Chavez Ravine, many would agree with Stan’s assessment that Dodger Stadium remains the most beautiful place to watch a game. Opened in 1962, it is still every bit as iconic as it was then. It was in its fifth year of operation when it hosted the second-to-last Beatles concert on August 28, 1966. In fact, it is only one of two stadiums from that tour that are still standing, with the other one technically standing but now shuttered (RFK Stadium in Washington, DC).

With history and iconic status though, comes challenges. As Kasten told the midday (ET) online audience, “When you refer to pipes and wiring as iconic, those are not good terms.” In describing the infrastructure that dated back to the stadium’s opening, he mentioned how there was a need to update the clubhouses and back-of-house operations.

“We had to widen the concourse, improve bathrooms, the video sound system – we had to do things for the fan. We spent about $200M modernizing the stadium. We knew the fans would pay us back, the return would be there, and it has been. We’ve led baseball in attendance for 8 straight years. When you do your job, should expect the customers to support you.” Said Kasten.

He continued, “We brought the stadium into the 21^st century – when you describe a baseball stadium, it’s the vista from foul pole to foul pole – we knew the value of that. So in everything we did, we stayed true to that. Even with all the amenities that we added, we kept the comfort and experience that everyone had known since 1962.” 

One of new amenities that Kasten highlighted as an example of adding to the experience without touching the vista is a two-acre entertainment center that was constructed beyond the two outfield pavilion seating areas. “We now have this area that is our front door that will blow people away.”

Overseeing the buildout is a name familiar to Baltimore – Janet Marie Smith, Senior Vice President, Planning & Development, who joined the club in 2012 and narrates the video clip below. Smith served as the Orioles Vice President of Planning & Development from 1989-1994 and was instrumental in the design of Camden Yards which opened in 1992. It should also be noted that Kasten has been joined at each of his MLB stops by Bob Wolfe who now serves as the Dodgers Executive Vice President & Chief Operating Officer.

The area affords fans with additional food options and features statues of Dodger legends including Jackie Robinson and Sandy Koufax. Kasten is hopeful that California will follow Arizona (Spring Training) in allowing for 20-25% of capacity to enable 10,000-12,000 fans inside per game. The club had been scheduled to host last year’s All-Star Game and had used the awarding of the game as an incentive for the buildout.

3. Community Relations – brand management

In this area, Kasten described how at all three MLB teams that he has led, he has prescribed an “obligation to our community to be good citizens and do as much as we can. When you develop a relationship with your fan, it’s what sustains you during the down times. The Dodgers have done this better than anyone. It’s why we work so hard at having our players do autographs and make appearances at hospitals.”

Kasten also described having players give autographs at the gates as fans arrived at the ballpark. This was something I saw firsthand during my first two years working in the Nationals’ marketing department which coincided with Kasten’s time there. At the time in 2009, the club was still building a fan base and this was an important gesture towards rewarding the fans that attended games in those days. Kasten himself would be there at the gates as well. When Stan departed for the west coast following the 2010 season, so did this promotion.

Kasten ended this point by mentioning that he was “Proud to say that while we weren’t selling tickets to games this past year, we became the largest Covid testing and vaccination center in America. These are the things that connect us in our community. It’s not just the right thing for any sensible corporate citizen but also good business management.”

Following his keynote, Kasten fielded questions and described the value of his time working for Ted Turner as well as the opportunity he believes MLB has in engaging younger fans.

On his time in Atlanta with the Braves and how Ted Turner shaped his career: “We’re living in a time of great innovation. We want to be on every platform, even ones invented yesterday. When I was there (Atlanta), we turned on the Superstation – really the first national team, much to chagrin of some other larger teams. I took from Ted the spirit of entrepreneurship. Take big swings. Be Bold. I’ve tried to carry that wherever I’ve gone. Can’t be afraid of failing. And that’s because of the climate of working for Ted.”

On the opportunities ahead for MLB to engage younger fans: “Developing internationally – we are way behind other sports. There are real opportunities here to expand. The NBA is on TV in over 200 countries. I look at EPL and La Liga teams. I talk to the Head of Marketing at (FC) Barcelona as they have done tremendous work with fan clubs in countries all over the world.”

“Attracting younger people – we have an advantage over other sports. We have 300 discrete breaks in the action each night and it’s now up to us to program that 20 seconds while they are on other screens. We have to figure out how to use that time – trivia, videos, gambling. If we can figure out how to use that programming, I like our chances of reaching younger fans.”

As a UCLA alum, I would never suggest that anyone be compared to John Wooden. There is only one Wizard. Kasten’s contributions to the fan experience in LA though have already earned him a place in sports history in the Southland. He is far from finished in Chavez Ravine, and at this rate, in time, his association with terms “LA” and “Wizard” would not be unjustified.

The post Stan Kasten – The Wizard of Chavez Ravine appeared first on Baltimore Sports and Life.

Then came the Deflategate commercial, followed by the Mike Tyson commercial.

This year – the GOAT commercial.

In each case, Michael & Son, the family-owned plumbing and heating company based in Alexandria, VA, has continued to set the standard for local Super Bowl commercials. The backstory on the ads, and the social buzz created by this year’s ad, are as impressive as the ads themselves.

Local ad spots for the big game are arranged individually by the affiliate stations (i.e., these are not the national $5.5M ad buys). For this year, Michael and Son’s agency, ESB Advertising, secured spots in Baltimore, Richmond, Virginia Beach and several North Carolina markets between Raleigh and Wilmington – essentially the company’s service footprint. Spots on WUSA-TV in Washington, DC were not available though the station had been included in the past.

(You can discuss this on the BSL Board here.)

This year’s ad featured a goat and lasted 5 seconds. Snackable content at its best. It aired at the start of the halftime break, when local spots typically appear.

The ad was created by Eiman Bassam, Founder & CEO of ESB Advertising (Alexandria, VA) who has worked with Michael & Son since the first ad appeared in 2014. “The idea for the GOAT ad came up a week before the Super Bowl. It’s nothing that we try to plan out months, years ahead and I didn’t bring it out until Brady made the Super Bowl. We like waiting until 2 weeks out to see what is relevant in sports and politics, what you can talk about and not offend anyone. Something that is funny, so we usually wait until the last minute.”

Bassam added that the ad was intended to “just congratulate the G.O.A.T. Everyone knows what this is. We were going to congratulate him whether he won or not, whether you were a New England or Tampa fan or not, you have to respect what he has done in his career. Now the fact that he won, the way he did – was just icing on the cake.”

To produce the ad, Bassam bought stock video of a goat and added the Michael & Son jingle. “We didn’t have to shoot anything; there were minimal production costs.” The goat was also useful since Tom Brady’s image could not be used in the ad spot.

Unlike national advertisers, who now post their ads online in the week leading up to the game to create early buzz, Michael & Son opts to premiere their spot on TV and then post it to its social channels. “We like to wait until it’s Live and then have it go out. We post it as soon as we get the signal that it has aired, within 30 seconds.” said Christopher Thompson, Michael & Son Director of Marketing.

The timing of the ad, with half the game remaining, was also noteworthy. “At first, I thought it was a little over the top, a little crazy. But obviously, they wanted to get people talking. And it absolutely got people’s attention. Once we put it into the 5-second spot, it made total sense. And once it went social, people got crazy ideas that it [the game] was rigged, that we knew that Tom Brady and the Bucs were going to win the Super Bowl. It was a very funny and well received short 5-second spot.” Thompson added.

Both Bassam and Thompson indicated that, if Brady and the Bucs had not made the Super Bowl, there was not a Plan B. “In previous years, we’ve seen success in waiting to see what happens. Wait, sit back, and hope that something happens. If Tom Brady didn’t play, I don’t know what plan B would have been.” Said Thompson.

For this year’s spot, Bassam specifically targeted the 5-second inventory when booking spots with affiliates, beginning two weeks out from gameday. “The 5-second ad gets more buzz than the 30-second ad. When we started with 5-second ads, no one was buying those. Now, it’s in tremendous demand. If the creative is good enough, you don’t need a 30-second ad.” Said Bassam, who indicated that, years ago, he had to first convince stations to sell him spots that were otherwise reserved for station IDs (5 per game).

Bassam added, “We are lucky to have a partner like Michael & Son that can get creative and push the envelope. Basim Mansour (President) is a visionary, he gets it.”

The relationship started 7 years ago with the Obama Super Bowl, a 30-second spot.

The following year came the Deflategate ad, in reference to the allegation that the Patriots deflated footballs in their win over the Colts in the 2014 AFC Championship game. “We got more feedback on twitter/social on 5-second ads because of how relevant they were. Started during the New England Deflate-gate where we pumped up a football. All we did was pump up a football and play our jingle in the background: “If you can’t, we can.” Said Bassam.

And lastly, the legendary Mike Tyson ad. “With Mike Tyson, it started as a joke. If he can’t knock someone out, one of the technicians would come in and finish the knockout. Obviously, Mike Tyson can knock anyone out, so we got clever and involved his son – he is local. His son couldn’t knock the guy out, so then Mike Tyson came in and finished the knockout. With his son in it, Mike got excited about it. That one took a year of going back and forth. The surprise factor is there – that’s all you are trying to do in the Super bowl. Not sell anything. Be creative instead.” Said Bassam.

Bassam now has 50 weeks before planning the next ad begins. When asked if there was a person that Michael & Son would like to feature in a future ad, Thompson replied, “ Getting Arnold Schwarzenegger would be a dream come true for Basim.”

Below – check out the Tyson spot – Behind the Scenes

The post The G.O.A.T. 5-second Super Bowl TV ad – Michael & Son appeared first on Baltimore Sports and Life.

Take this Sunday’s Super Bowl. Want to end up on the field for the postgame celebration, when either Tom Brady is lifting up the Lombardi Trophy for a record sixth time or Patrick Mahomes becomes the youngest ever to win his second? Well, thanks to the NFL’s continued strategic focus on winning over Gen Z, you can be there in-text thanks to the league’s Twitter Confetti campaign. By using one of two hashtags – #Runitback if you are pulling for KC or #GoBucs if you are rooting for the home team – your tweet can wind up printed on a piece of confetti that then drops during the trophy celebration, with a chance of winding up in a social post. Chances are that at least one player will attract attention by doing a snow angel in the confetti, right?! Expect this trend to continue into March Madness and possibly supplant the One Shining Moment montage.

(You can discuss this on the BSL Board here.)

Yesterday, at the “Brand Innovators Sports Marketing Upfront during Super Bowl LV” online event, NFL Chief Marketing Officer Tim Ellis spoke about how the league has a strong focus on bringing in younger generations after a 7-year decline. To combat that trend, the league has focused on “rejuvenating and injecting vitality into the brand” with an emphasis on a youthful and emotional approach to its content.

Anyone who watched this year’s unique NFL Draft, with Commissioner Roger Goodell announcing the picks from his basement, saw this approach first-hand.  For example, the NFL gave each prospect a draft kit which included a phone for them to capture footage. Prospects were also asked to have a family member record them opening the kit which included a tripod and camera to ensure quality footage during draft night.  Further, content was captured in vertical format to utilize more of the phone for optimal viewing and engagement. The end result was a focus on authentic storytelling from the family of the prospect. Ellis credited this approach with helping to make the draft a big cultural moment. “True environment and authentic selves resonate with Gen Z.” Post-draft research showed that Gen Z was 19% more likely to follow an NFL Draft.

The NFL’s overall content strategy to use “emotional and youthful storytelling” will be strengthened by what Ellis emphasized as its Helmets Off campaign to facilitate “a more human connection when we can see our player’s faces.”  “That’s the secret sauce – get their helmets off, people want to know who these guys are. People want to get to know the players.”

Overall, the guiding principles include: Bridge generations, Celebrate the joy of the game, Create water cooler moments and using the Player as Influencer. A subsequent presentation slide presented the NFL brand ambition: “Become sport’s most passionate & modern storyteller.”

One additional focal point on Gen Z was “NFL Votes” an awareness-driven campaign which Ellis presented as its first ever league level voting campaign leading up to the November election.

The campaign was credited with achieving a 41% awareness among those under 21.  Last week’s virtual Pro Bowl was also targeted at engaging younger viewers.

Perhaps the most visible digital content all season long was thanks to the #Showtimecam – interactive big screens that were mounted in each stadium’s end zones to provide a place where players could celebrate directly in front of fans watching remotely. Espn’s Chris Berman once proclaimed, “No one circles the wagons like the….Buffalo Bills.” In 2020, it could be said that “No one circled the #Showtimecam like the….Buffalo Bills.”  Hint – Numerous defensive scores. And while we’re at it, check out the Bills on TikTok. A pump video for the water boy? Yes, they did that.

The post NFL Drives to Win Over Gen Z appeared first on Baltimore Sports and Life.