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SBJ Unpacks: Twins refresh united amid search for patch sponsor

Tonight in Unpacking: The Twins are refreshing their brand identity for the first time since 1987. Will the new look boost their fortunes both on the pitch and in terms of landing a partner shirt patch?

Other titles:

  • Cal’s ‘The Play’ to beat Stanford lives on as part of sports culture
  • NFLPA empowers players with new BreakAway data partnership
  • Sources: Activision Blizzard demands ended NetEase relationship
  • Showtime, DAZN ends standoff, accepts Davis-Garcia fight
  • John Malone: ​​Liberty Media assesses factors of F1 media strategy

in today Morning Buzzcast, SBJ’s Abe Madkour watches as Qatar surprises keep coming; Infantino’s run continues; more spinoffs from FTX; and highlights from SBJ’s awards week in New York.

The Twins introduce a major brand overhaul for the first time since 1987, when they won the World events in the first season wearing their new sons, writes SBJ’s Erik Bacharach.

If there’s similar good karma with this latest uniform and logo update, it may help them break an 18-game playoff losing streak, the longest in sports history. professional in North America. Twins Executive Vice President Joe Pohlad led the redesign effort and approximately 10 Twins staff members were closely involved in the process. Season ticket holders, former Twins and current players were among those interviewed at various points along the way.

The new looks, unveiled Friday at Mall of America in Bloomington, Minnesota, could help make an immediate revenue difference this offseason. Not only will this help boost merchandise sales, but it will also give the Twins another edge as they engage with potential sponsors for the sale of their first shirt patch.

Minnesota is the only one of MLB30 clubs to change their uniforms for the 2023 season. The 4-by-4-inch ad patches are allowed to debut next year as part of MLB’s new five-year CBA reached last spring, but until now only two clubs – the Red Sox and padres — are publicly known to have secured sponsorships. Team President Dave Saint-Pierre is optimistic: “It is certainly an added advantage for this good business partner to be part of our new Twins brand from day one.”

Read an Early Access version of the story here.

Changes to the four new uniforms include new logos, wording and branding

It has been 40 years since the broadcaster Joe Starkey called one of the most iconic games in sports history: the epic winning rally by cal more Stanford forever known as “The game», note SBJ xavier hunter.

The November 20, 1982 game ended when Cal returned a kickoff that included five side passes and the Golden Bears. Kevin Moen storm the end zone, cross the Stanford group and knock down the trombonist Gary Tyrell. “Oh, the group is on the ground! Starkey shouts. The decades since have provided many incredible finishes in college football, from Boston College and Doug Flutie‘s 1984 “Miracle in Miami,” at Auburn‘s 2013 “Kick Six” to win the iron bowl.

But The Play is forever etched in sporting tradition. Earlier this month, as the game’s 40th anniversary approached, ESPN released a new hour-long documentary, speaking with the many people who played a part in the game, even the hapless Tyrrell.

Check out an Early Access version here.


Joe Starkey’s amazed and cracking appeal is almost as iconic as The Play itself


The NFLPA helped lead sports unions’ quest for ownership of the data their athletes generate and the agency to market to their prerogative, and the latest iteration for NFL players is a new partnership with Break data, writes SportTechie’s Joe Lemire.

The agreement will allow all NFLPA constituents to have access to the startup’s mobile application for the collection, storage and analysis of their data. Terms and length of the deal were not disclosed, but the NFLPA is acquiring a stake in BreakAway Data, just as the union did when it partnered with Sports Data Laboratories in June on monetization opportunities.

Meanwhile, SportTechie’s tom friend explore further how the NFLPA uses technology and data to support injury prevention and overall player health. Also in player data/likeness space, ImagineAR powers a new platform in the crows mobile app that lets fans pose in virtual photos and videos with players, including lamar jackson.

ActivisionBlizzard representatives, led by the CEO Bobby Kotick and financial director Armin Zerzademanded China-based NetEase to pay Blizzard Entertainment the next two years of sponsorship revenue upfront at the end of their renewal, sources tell SBJ Hongyu Chenand when NetEase refused, it brought an end to the 14-year publishing partnership between the two major game companies.

The move also casts doubt on the future of Blizzard’s gaming and esports scenes in the lucrative Chinese market. An Activision spokesperson said, “Blizzard is committed to finding additional ways to serve the community in China affected by the expiration of these agreements and continues to see significant long-term growth opportunities for its business in the country. We are looking for alternatives to make our games accessible to avid Chinese gamers in the future.

All of Blizzard’s biggest titles, such as World of Warcraft, Foyer and Surveillancewill be suspended at midnight on January 24.

Show time and DAZN revealed that the proposal Gervonta DavisRyan Garcia lightweight boxing match has been agreed, SBJ rating Adam Stern.

It gives a boost to a sport that had been criticized recently for not putting on its best possible fights. The two star fighters both said they wanted a fight, but their affiliate promoters and media companies were unable to agree on terms. A similar problem occurs with welterweight stars Terence Crawford and Errol Spence Jr..

In this case, Davis is aligned with Showtime, while Garcia is aligned with Golden Boy Specials and DAZN. A contract has not been signed, but the fight is expected to take place in Vegas in the first half of 2023. Both Showtime and DAZN would show the PPV on their platforms.



Freedom Media Chair John Malone discussed the distribution strategy of F1, owned by Liberty. Malone: ​​”Are you moving from Formula 1 to streaming and getting paid a lot of money by a streamer, or do you keep bifurcating it, getting a lot of it on TV?”

Malone appeared on CNBC‘s”scream in the street and added: “When you’re trying to build scale and support for a sport, reach is very important. You want the widest possible exposure.”

Speaking more generally about the rights environment, Malone said: “You always see enormous market power in sports, as long as there is competition between distributors, so if a distributor feels he has to have it or he is going to lose a significant number of his customers to a competitor, he will pay the price.

Malone: ​​”The history of using sport as a driving force or as a marketing tool has a long history in our business, and I suspect it will be experienced by Apples and the Amazons“However, the leagues” are going to have to be careful; they don’t want to end up with a very expensive premium service without reach.


Click on the image to see the full segment


In this week SBJ soccer newsletter, Ben Fischer looked:

  • Foggy Commanders image cooling activity
  • USFL, XFL the competition for attention intensifies
  • NFL Movies/Skydancing collab: What we don’t know yet

In this week SBJ Esports newsletter, Jason Wilson, Kevin Hitt, Tobias Seck and Hunter Cooke examine:

  • Warriors show investment in esports with new SoCal facility
  • Earnings season: Overactive media at the top; FaZe-Clan down
  • IEM Rio Majoraudience statistics of are less than Antwerp, stockholm



  • Lenovo CMO Emilie Ketchen said the IT company “is striving to have very good initial metrics” in its first year as an official partner of F1, SBJ rating Adam Stern. F1 ends its 2022 season this weekend in Abu Dhabi.
  • The Oxygen Esports-belonging Boston Breach will host the Call of Duty League Major II from February 2 to 5 at MGM Music Hall at Fenwayreports SBJ Hunter Cooke. At the end of 2021, Oxygen Esports merged with Kraft Sports and Entertainmentwho own Overwatch League crew Boston Uprising.
  • Bellator will make its television debut early next year, reports the SBJs Austin Karpe. The MMA outfit hosts its first event of 2023 on CBS prime time (ViacomCBS owns Bellator). The event will take place on February 4 at Kia Forums in Inglewood, Californiatitled by a ryan baderFyodor Emelianenko struggle.
  • Ahead of the fifa world cup in Qatar, sports radar launched a new AI-powered social engagement platform called Sportradar Virtual stadium, reports SportTechie’s Joe Lemire.
  • The Ducks this weekend will end the hospitality duties for the 12th USA Hockey Sled Classic presented by the NHL. The event started Thursday and ends Sunday at Great Park Ice Cream and FivePoint Arena in irvine, California. It’s the first time the Ducks have hosted the event, which features 279 skaters from 23 sledge hockey teams across the WE and Canada.


Before the USA Hockey Sled Classic, sledge hockey athletes Sarah Bettencourt and Aaron Loy drop the puck during a Ducks game




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