- Horizon Media unveiled a fully integrated sports marketing and experiences agency, covering a range of functions including intellectual property creation, media rights management and sponsorship deals. per press release.
- Horizon Sports & Experiences (HS&E) is merging the network’s existing Scout sports and entertainment offerings and adding a recently launched Web3 consultancy called Chapter & Verse. The Metaverse will continue to be a focus at HS&E.
- The group is led by co-CEOs David Levy, founder of Back Nine Ventures and former president of Turner Broadcasting, and Chris Weil, who previously served as Chief Executive of Momentum Worldwide. The launch comes as niche sports spark consumer interest and the category as a whole makes a bigger leap into the digital world.
Horizon Media aligns its sports and experiences capabilities with the launch of HS&E, which combines and expands on the existing expertise of companies such as Scout Sports and Chapter & Verse. The move comes as a confluence of factors is changing the landscape of sports marketing and consumers are becoming accustomed to hybrid experiences that blend digital channels with real life.
Smaller and niche sports are attracting more attention, opening up opportunities for marketers to contend with fragmented consumer attention. Anheuser-Busch InBev Last week, a major league pickleball team acquired in an attempt to capitalize on what is to become one of the fastest growing sports in the United States Rival Molson Coors also recently made Vizzy the Official Hard Seltzer of the Professional Pickleball Association. Outside the IRL sports arena, the sport has blossomed into a powerhouse that has seen an influx of brand investment this year.
The continued rise of streaming has simultaneously created a greater impact on broadcasting and potentially transformed the way advertising, commerce and analytics can be connected. NFL’s Thursday Night Football made the jump to Prime Video this year as part of a major deal with the league. while apple and supposedly Netflix is also trying to shore up their mainstay with media rights contracts.
Horizon Media is taking additional steps to strengthen its position in areas such as connected TV (CTV) that linear media will dominate. The independent media agency today (November 14) announced a multi-year supply path optimization deal with sell-side platform Magnite to buy CTV ads. according to Digiday. The two have worked together before.
HS&E also sees the Metaverse and Web3 as important components of the future sports experience. The metaverse has drew harder skepticism lately as leading platforms like Meta struggle to create interest and scope. But marketers still seem eager to dip their toes. Forrester Research almost found out 70% of CMOs at consumer facing brands seek Web3 related strategies, what the researcher expects will lead to an upswing in specialist retail next year.
“With fundamental shifts in consumer attitudes and behaviors that continue to drive the evolution of brand experiences — both physical and digital — I believe Web3 will be the ‘experience web,'” HS&E’s Weil said in a statement. “So we’re creating a company that will be at the forefront of monetizing Web3 in this mixed physical-digital world.”