The 15th Annual Sports Business Awards were celebrated Wednesday night in New York City. Below is the complete list of the winners in the 15 categories:
Sports Event of the Year: MLB at Field of Dreams
Even before Tim Anderson’s “stalk-off” home run landed in the cornfield to give the White Sox a 9-8 comeback win over the Yankees on Aug. 12, it was clear that MLB’s first attempt at staging a regular-season game on the site where the 1989 movie “Field of Dreams” had been filmed was a success. The per caps for fans attending in Dyersville, Iowa, were seven times greater than a typical regular-season game in 2021. “We thought we had a great idea to bring a baseball game to a cornfield,” MLB Chief Operations & Strategy Officer Chris Marinak said while accepting the award. “But we had no idea that it would be the highest rated baseball game since the McGwire home run chase back in 1998.”
Best in Sports Technology: Dapper Labs
The proliferation of the NFT industry wouldn’t have happened — or at least not as rapidly — without Dapper Labs’ NBA Top Shot. That product was accessible to the masses via logistics (by not requiring an Ethereum wallet) and by conception (a clear presentation of a product). Top Shot alone amassed nearly $1 billion in sales with its coveted drops. Dapper raised more than $550 million in investment in 2021, reaching a $7.6 billion valuation. “We are looking forward to building the future fandom with the rest of this industry in here,” Dapper Labs VP/Basketball Partnerships Juan De Jesus said. “This is just the first of many projects we’re doing.”
Best in Property Consulting, Sales and Client Services: CAA Sports
The agency closed a 23-year naming-rights deal with Intuit for the future home of the Clippers in Inglewood, and secured the team’s first founding partnership with green financial services company Aspiration, delivering nearly $1 billion in sponsorship revenue from the first two partners for the $1.8 billion arena. The agency also worked closely with the NHL on its new media deals with ESPN and WarnerMedia that more than doubled the $300 million annually that the league had been receiving. “Now it’s a party,” CAA Sports President Paul Danforth told attendees while accepting the award. “This is not easy and we’ve all made in through the last two years. … I’m just humbled and thankful for all the people in the room that we get a chance to do business with.”
Best in Digital Sports Media: ESPN+
New rights deals brought expanded live content on the platform for PGA Tour events, NHL games, La Liga and others. ESPN+ also saw record numbers for UFC. Its growing slate of original content was even more impressive, including shows like “Man in the Arena” with Tom Brady, “In The Crease,” “Eli’s Places” — an expansion of “Peyton’s Places” — “ NFL Primetime” with Chris Berman, and more. “It’s amazing to compete ever day,” ESPN+ Exec VP & GM Russell Wolff said. “I think we all make each other better.”
Sports Facility of the Year: Climate Pledge Arena
The $1.15 billion project was more complex than probably any North American stadium or arena, owing to the tight footprint of the site and the engineering undertakings: preserving the roof, propping it up (44 million pounds), then building a new arena beneath it. Home to the NHL Seattle Kraken and WNBA Seattle Storm, the venue’s naming-rights deal with Amazon supports environmental sustainability efforts and is backed up with substance inside. “There is nothing more important than saving our earth,” Oak View Group CEO Tim Leiweke said on stage. “So, come join us and our commitment towards sustainability.”
Best in Sports Social Media: Drone Racing League
The Drone Racing League has found the its position at the intersection of sports and entertainment on social media. The DRL knows its audience and caters innovative content to its fans. The accessibility of its content makes its league fun and inviting for a younger audience. Its brand is a blend of unique and extreme. The league also created social-focused campaigns to bring in and celebrate new audiences. “I think I got my steps in for the day,” DRL President Rachel Jacobson joked after her lengthy walk to the stage. On the win, Jacobson said, “Our legacy is delivering an innovative sport to anyone who envisions a new playing field, that’s inclusive for all.”
Best Talent Representation of the Year: Wasserman
Wasserman innovated its representation of athletes by being an early entrant in representing players in the new name, image and likeness space while growing its overall business. Wasserman’s NIL clients included Paige Bueckers, Sedona Prince, Isaiah Mobley, Jaime Jaquez Jr., Cameron Brink and Sarah Fuller, among others. Wasserman’s growth throughout 2021 was highlighted by the acquisitions of Paradigm Music (rebranded as Wasserman Music) and The Montag Group. “The representation business has really never been more competitive than it is today,” Wasserman Exec VP & COO/Talent Representation Jason Ranne said. “So, it’s a big deal for us to be acknowledged like this.”
Athletic Director of the Year: Sandy Barbour, Penn State University
To no one’s surprise, Sandy Barbour announced her retirement in March by talking about the Nittany Lions’ athletes, the community around Happy Valley and the many relationships she’s made after 40-plus years as a leader in college athletics. The Nittany Lions set new department-wide standards in 2021 with $166 million in total revenue, making it the ninth-wealthiest athletic department in the country, and more than $50 million in donations. “This is a team award,” Barbour said. “None of us do any of this alone.” After acknowledging her career soon coming to a close after 41 years, Barbour added, “It really didn’t feel like it was work.”
Best in Agency Creativity & Innovation: Wasserman
For client Diageo, Wasserman secured a landmark deal making its products synonymous with the NFL to fans everywhere. Integration at the 2021 NFL Kickoff included on-site engagement at Smirnoff’s fanfest activation, and for the regular season the agency implemented Crown Royal’s mission to turn game day into giving day with a $1 million commitment from Crown Royal via the Generosity Fund. “At Wasserman, we believe in a pretty simple formula — to succeed,” said Wasserman President of Brands & Properties Elizabeth Lindsey, with a handful of fellow colleagues standing behind her. “You do really great work, with excellence and creativity, and you do it with, and for, people that you actually give a damn about.”
Best in Sports Media: ESPN
ESPN not only renewed its NFL deal at a smaller percentage increase than its broadcast rivals, it added a wild-card playoff game and became part of the Super Bowl rotation for the first time since 2005. ESPN also renewed its MLB deal and brought the NHL back to its schedule for the first time since 2004. Its streaming service, ESPN+, posted impressive growth with 21.3 million subscribers. “It’s a good time to celebrate the sports industry as sports are clearly compelling and ascending,” ESPN Chair Jimmy Pitaro said looking back at the past year. “It wasn’t too long ago where many folks in this room, including me, were questioning whether the sports fan would return.” Pitaro: “It’s safe to say the sports fan is back, and they’re not going anywhere.”
Sports Breakthrough of the Year: Crypto.com
The cryptocurrency platform announced itself in a big way when it signed the most expensive naming-rights deal in history by putting its name on the former Staples Center in Los Angeles for $700 million. Crypto.com’s other blockbuster deals included branding within the UFC’s octagon and as its first global fight kit partner, naming rights to the Formula One race at Hard Rock Stadium in Miami and sponsorship of the 76ers in the form of the team’s jersey patch. “We aim to be the most trusted brand in crypto, and that’s a reflection of our premium partnerships in North America,” said Crypto.com’s Preston Peters, listing off partners like USC, AEG, Angel City FC, LeBron James and others. Peters: “The tremendous growth that we’ve seen over the last 12 months would not be possible without their collaboration and willingness to innovate.”
Sports Sponsor of the Year: Constellations Brands: Beer Division
Sports partnerships are a big reason why Modelo (No. 2) and Corona (No. 5) are among the top five beer brands in the U.S. and Constellation is leading high-end brewers in market share. Of the $115.7 million spent on Corona and Corona Extra commercials on national TV, 70% was devoted to sports ($70.6 million for Corona Extra alone). Modelo also partnered with Damian Lillard as its first NBA ambassador, showcasing his “Fighting Spirit” story in a national TV spot. “Leave it to the beer guy to actually bring the only drink up on stage ,” said Constellation Brands VP/Field, Lifestyle & Experiential Marketing Rene Ramos while sipping a Corona in celebration. Ramos added, “You can really tap into the sport to achieve what you need to do, and that’s what we’ve done.”
Team of the Year: Tampa Bay Lightning
The Lightning’s off-ice success in the past year has mirrored the on-ice performance, with the franchise becoming the third team to win back-to-back Stanley Cups (2020 and 2021) since 1998. This season marked the fourth consecutive year Tampa was in the top three in overall league attendance. New season-ticket revenue totaled $5.7 million while sponsorship revenue numbers were 120% of the NHL league average, including a 10% year-over-year increase. “Another trophy we can drink out of,” Lighting CEO Steve Griggs exclaimed in celebration. Reflecting on the honor, Griggs said, “We have a saying at the Lightning — excellence with humility. Each and every day, every game, presentation, every fan experience is about excellence.”
League of the Year: Ultimate Fighting Championship
The Endeavor-owned mixed martial arts organization delivered the best financial year in its 28-year history. The UFC sold out all nine PPV events during the judging period and revenue was up in all categories, including sponsorships and licensing. The organization also reached a 10-year deal with Crypto.com that includes the company becoming the first global fight kit partner.
“It’s a big honor for us, and it’s great validation for the UFC, our model, and mixed martial arts overall,” said UFC COO Lawrence Epstein. “Last year, we were the first sports organization to put on events, so we feel like maybe it was delayed a year, but we’ll take credit for both years now.
“Every metric we have: ratings, fanbase, sponsorship, pay per views: every metric we have is strong and rising.”
Sports Executive of the Year: Michael Rubin, Fanatics
The 49-year-old billionaire Michael Rubin has deftly rolled up manufacturing, IP and retail rights within sports licensing over the past decade to become the unquestioned leader in that business. More recently, he’s similarly rolled up rights in trading cards and NFTs, founding entities that, while still embryonic, Wall Street evaluated at $10.4 billion and $1.4 billion, respectively. Combine that with a recent $27 billion evaluation of Fanatics’ core business and Rubin’s built quite an empire. “I’m truly humbled and honored to be here tonight to achieve this award, especially with so many amazing nominees that I consider to be really close friends of mine,” Rubin said. On the future of Fanatics, Rubin added, “This might sound crazy but we’re just getting started. We’re in the first quarter of the game. … We look forward to innovating together.”
Acknowledging the evening’s Lifetime Achievement recipient Robert Kraft, Rubin said, “When I think about who has had more impact on the entire sports industry, I don’t think there’s anybody who’s made more of a difference over the decades. … I consider myself to be so lucky to be by your side so many times, to be a sponge to you, to learn from you.”
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