The FXFL Is Here…Will It Stay?

The allure of minor league sports is very powerful. Doing the right thing, having a great experience with young people as they work their way up the ladder on and off the field, an affordable family experience, a year-round chance for brands both locally and nationally to engage all are great opportunities that happen in a host of professional sports in the United States, from hockey and soccer to hoops and baseball. It is a multi-million dollar cottage industry that has launched thousands of careers.
So into the mix the past few weeks comes the FXFL, the latest in a series of developmental leagues around American football. The premise is that the football talent pool is deep, there is a need to develop that talent, there are other jibs like coaching that need opportunities, and there are rules to be experimented in and brands that are looking to engage that can’t afford the prices of the NFL or are locked out of categories, and there is a whole lot of potential content to be had out there. There are also stadia looking for events, and presumably, there are investors looking to throw money into the dream of sports ownership at some level.
The premise works in other minor league sports, football is arguably the largest and most engaged sport in America, so there has to be a market for it. Right?
So welcome in the four team FXFL, which in two weeks proved what many thought; the talent on the field and in the coaching area is there for more room. They have found a TV home, so there is an interest in content, and they have facilities who want to host games. So that works. They also have set spending limits on talent and have played with rules to help grow the game, so all that makes sense.
The question is; is it a business that can return revenue at some point? That is very hard to say. Staging events, especially football, is a very, very expensive proposition, and gaining market share where money is coming in to justify cost, and investor ROI at some point, is also really really tricky once the buzz of initial exposure wears off and a grind of a season starts. It has been tried before in football, and has never worked, even with the NFL-owned properties a decade ago that tried to develop talent in a smaller setting. Arena football? Some limited success in a different model. The CFL? Much more successful in a culture and a style, and with a TV partner and national brands that have worked for decades. The FXFL in the fall? Tough to say.
Is it fun and engaging? Yes. Is there content to potentially go and do reality or digital programming which could generate interest? Sure. Is there potential as a viable business? Maybe. Will brands look at it, assuming there is a consistent broadcast package and effective and consistent local marketing and sales, to say we want to out our dollars here and activate against and with you? Maybe, but that has to be proven. Will investors step up and buy and operate teams in local markets with substantial capital for years at a time? Hard to say.
The biggest challenge with the FXFL and other parallels like minor league affiliated baseball, the DLeague and even minor league hockey and in some instances soccer now, is that the parent club, major league sports, spends a lot of the cash and in many instances absorbs the L in a P and L. Even in Independent baseball, the possibility exists for those teams, which run greater risk but have good talent, to sell contracts to MLB or MiLB or even Japan for a profit. The FXFL has none of that as a safety net to be innovative or creative and not always look at the bottom line. The NFL, as it has since the failure of the WLAF, watches with no risk and simply picks up the talent with no cost or effort. They are quietly supportive with n involvement, which is a great situation to be in.
Would it be great if the FXFL bucks the trend of minor league football, finds investors and cities willing to support with a media company diving in for a partnership akin to what the NHL and NBC had at one point? Sure. Would it be great for brands to come on board with fixed partnerships that involve cash to raise the bottom line? Yes. Success of the FXFL is a success for everyone involved in sport.
Will it work? It is great the investor group got the league up and running to prove concept. That already is ahead of scores of others who have just talked and spent and never saw the light of day. If it is long term and viable, we will see hopefully next fall and the one after that. Ideas and sports are great, but in the end bottom line is what matters in sports business. Time, and dollars, will tell.

AT and T Scores With #Techgating

The amount of ways any collegiate partner, let alone an NCAA partner, can effectively engage with a young and vibrant audience grows every day. The most important element remains targeting the audience you are trying to reach so that you are not wasting time, and more importantly sponsorship dollars. Case in point is NCAA partner AT and T and their wide ranging partnership activation platform this fall.

AT&T, and NCAA Corporate Champion, have launched  #techgating. The define it as: “Where tech meets the tailgate to create a better game day.” At select college football games this season, AT&T will have an AT&T Fan Zone Tour Truck or its Amplified #Techgating Tour Truck on campus to promote #techgating. Fans can engage in a number of activities from a fight song mash-up station to a social-enabled photo booth. The key is original branded content using the students, alumni and interested fans as the focal point of the project. The more original user-generated content, the more compelling the content will be. It’s not cookie cutter and it helps each school carve its own brand identity. The program will look to capture images and content of all kinds from a wide swath of schools from Oregon to New Jersey, and will continue to post the content in real time on its own branded site, as well as micro-sites for the games they are coming in for.  There is no limit to devices used to upload, which helps AT and T expand its message of portability and accessibility with mobile technology.

Of course there’s a payoff for original content for registered users with various prizes leading to tickets and access for the 2015 College Football Championship Game.  The season-long activation is a smart way to tie local to national while keeping AT and T top of mind with consumers for their investment, all leading back to Dallas and the night when the first playoff champion is crowned.  A smart way to convey core messages while pulling together the most important part of a contest tied to digital; unique, user-generated content. Nice score for the NCAA, for the fans, and certainly for a key brand partner for college football’s biggest conferences.

Great Cross-Promo For An Iconic Gift: The Hess Toy Truck Hits 50…

This weekend I received a call to action postcard about the 50th anniversary of a collectable icon; The Hess Toy Truck. In a time of quick and easy, fast and fun and on to the next thing, the Hess Toy Truck has endured for generations. It has stayed true to its brand; solid, well designed always with a surprise or two, and always with batteries included. Kids, especially boys, of almost every generation love the trucks, and as they get older even keep it on the holiday list as a collectable even in places where Hess gas stations at least may be a thing of the past.

Now Hess is no small mom and pop organization. Founded originally in 1919, the company has been in the oil and gas business since that time and today operates largely in the Northeast, with refineries throughout the world. Its ties to sport, especially in football, stem from the 1960’s when President Leon Hess bought and operated the New York jets, which his family controlled for decades. The Hess Company green and white ties directly to the Jets colors still worn today.  

Over the years Hess has been involved in various forms of sports sponsorship outside of the Jets (where they still put in a good amount of time and effort), ranging from the NY/NJ Super Bowl to the Boston Red Sox, the Tampa Rays, the Pinstripe Bowl, Special Olympics, the Yankees, Arthur Ashe Kids Day, and even projects like the fields at Disney’s Wide World of Sports. The sponsorships have always bled over to their retail stations who hosted and housed promotions around the teams they sponsored, usually in the traditional forms of giveaways. No huge TV campaigns or social promotions; very basic and effective calls to action that helped draw in consumers and raise some awareness of the Hess brand in a crowded marketplace.

However nothing draws interest like the Hess trucks. Still sold at gas stations as well as online, the trucks and their accessories probably have more brand awareness with consumers than the gas stations themselves, or the teams the brand has sponsored over the years, and making it to 50 with a strong annual consumer promotion these days is certainly the stuff of legend, at least a consistent legend anyway.

So as the Hess toy truck hits 50 this winter, are there sports brands that can tie in to amplify the program and get some additional brand affinity. While not a major tie, is there a little NASCAR driver promo that can create awareness, maybe even as a giveaway? Can some of the Hess partners; the Jets, the Yankees etc., find a way to tie to the truck with some of their own living legends for a promo?

For sure the Hess toy trucks, especially with such a grand anniversary, will move this year with consumers. The question is will some of the sports brands long affiliated with Hess find some creative ways to share the spotlight? We shall see. Anniversaries for such a hallmark promotion don’t come along every day.

Bobbleheads For Broadway…

It’s no secret that the most successful promotion in sport, the one with literally the most shelf life, is the bobblehead. So it was great to learn that the bobblehead promo has migrated to theater, and no less to the alleged home of the bobblehead, the Bay Area.

This late winter and spring  the San Francisco engagement of NEWSIES, February 17 – March 15, 2015 will offer up bobbleheads at each of the 32 NEWSIES performances.  It is a promo that has been long in coming but has been challenging to pull off due to licensing, timing and distribution on Broadway, but doing the bobbles as a test away from New York makes great sense.  Disney Theatrical Productions is the first to come on board with the road show of NEWSIE’s which recently ended its long and successful run on New York.

Ironically it is the city of innovation, San Francisco to take the plunge and see what the ROI will be, and it makes great sense. San Fran was the first city to introduce sports fans to the Bobblehead Giveaway concept back in 1999, when the San Francisco Giants Baseball Club handed out 35,000 Willie Mays dolls to commemorate the 40th anniversary of Candlestick Park.  Fifteen years later, bobbleheads (and now Garden Gnomes) are more popular than ever and Bay Area theater fans will be the first to receive a Broadway bobblehead of their own.

The cost of producing bobbles has dropped significantly in recent years, and the limited run with the bobble built into the ticket price, can bring some great value for a kid-oriented play. If it works, copycats beware. Can the Aladdin bobble be far behind?

Great work and perseverance by SHN the preeminent theatrical entertainment company in the Bay Area, and their CMO, Scott Kane, for seeing the value and finding the partner for a crossover promo worth tracking.

What works for one entertainment genre should work for another.

Making Tailgating History…

One of the more documented stories going onto the college football season was the dilemma many colleges were having in engaging their students throughout the mega-experience of Saturday Game days. Millennials don’t take well to five hour long rituals for the most part, they would rather games, and all around it, be fast and easy. Still for its issues, the college game day experience remains a tradition that now alumni of a certain age are engaging their kids with; a little less drinking, a little more throwing the ball around and mixing with friends who also may have kids. A good way to spend a Saturday. Looking to build on that tradition, and engage those families, are a whole host of brands who may seem unconventional to the experience but nonetheless want to hit families who may be less die hard and more casual supporters of alma mater.

One of those new partnerships is with the HISTORY, not exactly your dyed in the wool college football Saturday brand partner. HISTORY this week announced a partnership with IMG to bring the All-American Tailgate Tour to six university campuses. The cross-country tour is big on big, so don’t expect them this year at Colgate or Oberlin. The Tour will stop at Auburn, Florida, Florida State, Ohio State, Michigan and Texas, bringing the “Ultimate Smoker and Grill,” an 80-foot long grill serving up special HISTORY BBQ delicacies. Fans will also get the chance to screen HISTORY TV content from hit series such as Top Gear, American Pickers® and Swamp People and take home HISTORY merchandise. They will also look to partner with brands who engage across their shows and who may also desire that affinity with families on the college map, doing on-campus sampling events with KEURIG and other partners who are a natural fit. Less Jack Daniels, more Jack Daniels barbeque sauce. Less Girls Gone Wild, and more of Moms Feeding The Kids.

The cross promotion makes good sense to build brand loyalty for programs that young families may want to follow when they leave the parking lot, and it ties those programs not just to the families, but even to alma mater as well. It is a great way to engage in and around the game day experience and have a little leave-behind afterwards as well. What else could be added in down the road? Celebrity drop-ins, live activation programs around the shows for families who had engaged during the tailgates, and of course lots and lots of video and good clean fun. It makes great sense for HISTORY, and helps build another tradition around college football for those with disposable income and some time to slide along on a Saturday, especially when some millenials may be heading back to the dorm at halftime.

Nice brand extension for the channel, and a smart use of new resources for the schools.

As The NFL Reels From Dark Days, Five Who Do It Right…

It has been a tough few weeks for the NFL, with the devastating video in the saga of former Rutgers standout Ray Rice leading the way. We felt it appropriate to take a look at five local current or former players doing it right, something which doesn’t always get top billing but which is noteworthy nonetheless: Here is a looka t some solid brand and community work by those who call the area home.

Steve Weatherford, Giants: In 2013, Weatherford was named Health and Fitness Ambassador of the Boys and Girls Club in New Jersey, serving as a role model, mentor, and fitness and nutrition coach to more than 80,000 kids throughout NJ. He was named “head coach” for Wellness in the Schools, leading the charge and acting as spokesperson for that organization’s recess fitness program for more than 77,000 students throughout the NY metro area. In 2013, Steve was recognized for his outstanding community service by the NY Giants organization with the coveted Wellington Mara Award.

The Tom Coughlin Jay Fund Foundation: Created in 1996 in honor of Jay McGillis. Jay was a special young man who developed leukemia while a member of Coach Coughlin’s team at Boston College. In the eight months between Jay’s diagnosis and the day he lost his battle with cancer, the Coughlin family saw first-hand the physical, emotional and financial strains the illness caused the McGillis family. After going through the tragic events with Jay’s family, Coach Coughlin vowed that if he ever had the chance, he would create a way to help families with children battling cancer. Coach Coughlin kept his vow and started a foundation to BE THERE in Jay’s honor. Since then the TC Jay Fund has evolved in size and scope, helping thousands of families in Northeast Florida and the New York/ New Jersey Metropolitan Area who are fighting childhood cancer.

David Nelson, Jets: The wide out for Gang Green has spent countless hours in the offseason raising money and planning visits to help the children of Haiti. After seeing the devastation of the earthquake, Nelson has made it his offseason life to help the children of the Island nation, even renting a home there with his brother Patrick, who lives there full time and takes care of five children. The two are helping to build a school for 250 children, and they are also partnering with former Jets kicker Jay Feely in constructing a $2.1-million sports complex on the Island.

The Marty Lyons Foundation: The popular former Jet now announcer started his foundation in 1982 to fulfill the special wishes of children chronologically aged three (3) and seventeen (17) years old, who have been diagnosed as having a terminal or life threatening illness by providing and arranging special wish requests. The Foundation has 10 Chapters granting wishes in 13 states – Alabama, Connecticut, Florida, Georgia, Maryland, Massachusetts, New Jersey, New York, North Carolina, Pennsylvania, South Carolina, Texas and Virginia. The Second Wish Program is to grant wishes to children who have received a first wish 24 months prior and have exhausted all medical options and are essentially at end-of-life stage or receiving palliative care. With over 6,500 wishes granted in over 30 years, The Marty Lyons Foundation is dedicated in making more dreams come true.

George Martin and The Journey For 9/11: The NY Giants legend and his work to raise awareness for those in and around Ground Zero is no less poignant today, as his book was released recently as well. From Sept. 16, 2007, to June 21, 2008, retired Super Bowl champion put his life on hold to walk from the George Washington Bridge in NYC to the Pacific Ocean in San Diego. His Journey brought him through 13 states and Washington, DC, 3,003 miles and 5 million steps, to raise money for and awareness of the plight of thousands of seriously ill Ground Zero rescue and recovery workers. In his view, they were underserved by the U.S. government, insurance companies, and healthcare plans… so the NFL legend walked.

Martin, former president of both the NFL Players Association and the NFL Alumni Association, is likely the first pro athlete to conduct a solo charity walk across the U.S. and probably the first African-American to do so. He finished his Journey 41 lbs. lighter — but with millions of dollars raised! The book is filled with magical moments: stunning vistas; moving visits to schools, firehouses, hospitals, memorials and historic sites; babies kissed and elderly hugged; the tears of ailing first responders; the food, culture and music of America. With captivating words and dramatic pictures, readers will experience America from coast-to-coast, through the eyes of this mountain of a man.

The Audio Wars Kick Off…

Last year Beats By Dre turned the corner during the NFL Playoffs with a combination of strategic placement and a little bit of luck. Their two big rolls of the dice came with the Seahawks Richard Sherman and the 49ers Colin Kaepernick, both of whom took their games to the next level as the headset of choice skyrocketed through a grassroots campaign that went through the London Olympics a few years before and made sure they touched on every rising star in sports and popular culture. If you were in the limelight, Beats By Dre found their way to you, and that awareness went even more to mainstream when their breakthrough stars really exploded during the playoffs. The next jump came just a few months after the Seahawks Super Bowl, when Apple stepped to the table to buy out the company and bring it into the fold, making the sound systems even more mainstream, albeit still with an urban edge.

This fall as the NFL season kicks off, the gold standard for many years in consumer listening made their own push to get some street cred and establish their top of mind position with consumers. Bose, signed on as an official NFL partner, not only draping every coaches headset with their logo during every game, but going out to sign some marquee names to endorsements as well to combat Beats infiltration into the market. Richard Sherman’s edgy spots now have to battle Russell Wilson wearing noise cancelling devices, and Kapernick’s tune out of fans is balanced by promotions with Clay Matthews of the Packers. Factor in the use of the NFL shield and other official marks, as well as that constant sideline presence, and Bose seems to have found a way to combat the grassroots efforts with a big spend.

Now this is not to say that beats is going away. Johnny Manziel on his own sported beats Headphones this past Sunday, and countless other milennials and the players they follow in Madden and on their fantasy teams are part of the Beats legion of followers, preferring day-glo and unique styles to Bose’s conservative and always effective style.  Critics will line up on both sides for high end audio pluses and minuses, and consumers will to, depending on taste and frankly, the need to buy or not buy large headphones and other products when ear buds and other simpler lower end items exist. However for the audio and listening marketplace, the need for not just quality sound, but cool and hip aspirational wear will never go away. Will either achieve a crossover spot? Will baby Boomers flock to beats or young folks to the high fidelity of Bose? That remains to be seen, but both, in their own calculating fashion, have looked to athletes and specifically football this fall to drive the ship.

Can Bose score in hip and cool? Can “Beats” keep the beat going in the space? Remains to be seen, but it’s clear that a category battle is now fully underway. Who will win? Some say the limited market can support both and even some other sin the space since headphones of that nature are not and everyday purchase. However the issue is more in incremental marketplace exposure, a place where Beats By Dre clearly had been winning a battle for some time. Now it appears Bose is making more noise, riding a constant flow of exposure and the NFL as a partner. Maybe in the end the consumer wins, but for now the battle is getting louder with two mega-players looking to ride a soundwave of success.

Football And Finance…

With the NFL season here, Tanner Simkins spent some time talking the finance side of football with two industry leaders, Brian Friedman Chief Financial Officer, New York Jets and Adam Raiken Vice President Finance, MetLife Stadium.

Full Cout Press: For those looking to get into sport finance – What experiences fundamentally drove your careers?

Brian Friedman: For the most part it is typical finance and accounting experience. I have a broad range of experience mostly in the consumer product area but also in the services industry. I had always had a goal of getting into sports so when the opportunity presented itself I was very interested and it worked out.

Adam Raiken: My background is a little funky. I started college as chemical engineering major; I always wanted to go in business after and figured a technical background would be interesting and helpful. But I hated engineering so I figured why not just study business, so I specialized in accounting. I always loved sports and then landed a job with PWC, and [naturally] I found myself auditing the NBA, NFL, and baseball. When you are working on audits in sports teams the natural progression is to then work for a team. Who knows more about their company than auditors do? You are looking from at their financial statements top down, therefore it is typical for a finance department to call their auditors when looking for new hires. The Yankees called one day, I was recommended for the job – then I was working for the Yankees. Now, six years later, I am here at MetLife.

FCP: What has been the biggest challenge thus far as in your role? How have you overcome it?

BF: The biggest challenge for me was learning a new industry. I feel like I am still learning every day. Ultimately though all businesses operate in a similar manner. You generate revenue, you collect cash and you pay people and your bills. At the end of the day the first part better be larger than the last. As long as you stay focused on that, it is easy to overcome the challenges of a new industry.

AR: I think my biggest challenge here is working with two different organizations run this one. Don’t get me wrong, it’s not a bad thing, in fact I welcome the challenge. But the two teams have occasionally had different philosophies on things and bringing them together to one entity, to one stadium, is tough. The only way to overcome something like that is constant communication between both teams and all those involved.

FCP: Favorite part of your job?

BF: Easy. It is Sundays, specifically, Sundays when we play at home. I really enjoy being a part of something that tens of thousands of people feel so passionate about.

AR: I got a lot of favorite parts. I love my job, I really do. I love the interactions with people, everyone from those with us full-time, to game-day staff, and to part time employees. I love the game day and seeing what the fan is interested in. If I had to pick one favorite part, it would be the fan experience. There’s so much going on at a stadium like ours. I love that.

 FCP: Financially, how hard is it operating in a two-team stadium?

BF: It sometimes requires a bit more discussion but overall the benefits far outweigh any additional complexities.

AR: Honestly, it is no different than running a one-team stadium except there’s more people with more input. As long as you are doing everything you can for your fans and for the building, I would argue it’s not much different than running a single team stadium. Look at it this way, we still have to take the garbage out, we still have to turn the lights on, we still have to repair the building, etc. The difference comes down to capital budgeting projects where the Jets feel one way and the Giants may feel another

FCP: For many reasons there has been a lot of talks on either side…will the Super Bowl at MetLife be a success?

BF: Yes, it will be great.

AR: Were not going to let it fail. As the first open air cold weather stadium. If we have so many eyes on us and willing to help us because our success will open the doors for many other cities to have a subsequent Super Bowl. It’s going to work. What’s the worst that going to happen, it will snows and then we will move it next year?

FCP: What are some industry trends or developments that you are closely following?

BF: The sports landscape is changing. A continual improvement to the home experience continues to challenge all of us to produce more creative fan experiences beyond the game. Fans expect more than just admission to a game they expect to be entertained and have a great game to watch. I am also following the growth and expansion of the secondary market. Teams are no longer the only ones selling access; there is significant competition to sell that access.

AR: Buying and selling stock in athletes. It’s a neat trend, both good and bad; it has the potential to seriously change a lot of things.

FCP: What’s your favorite book, sports related or otherwise?

BF: The Five Dysfunctions of a Team by Patrick Lencioni

AR: The Tao of Pooh by Benjamin Hoff

FCP: Any tips for aspiring sports professionals who may be reading this?

BF: Make sure you enjoy the job not just that it is in sports. It is important to enjoy what you are doing not just enjoy working for a sports entity.

AR: A lot of people think working hard is the most important thing and you do have to work hard. But in my opinion, it’s more important to work smart. Don’t be afraid to ask questions. Not knowing doesn’t make you look bad.

Brian Friedman is the Chief Financial Officer of the New York Jets. He is responsible for all strategic and financial planning for the Jets, daily accounting operations for the team, and all internal and external reporting to the NFL and various other agencies.

Adam Raiken is Vice President Finance, MetLife Stadium.  Amidst many responsibilities, Raiken supervises financial operations for stadium and serves as an integral member of the senior management team

 

Twitter Me This, NFL

While only one aspect of the full digital picture, Twitter continues to be one of the best tools to look at engagement. So as the NFL season starts, Old Forge Media, took a look at their formula on how NFL teams stack up in the twitter verse. Their Old Forge Quality & Competence Rating (OFQCR) System  Management looked at issues like second-degree follower circles, follower-quality, follower-churn, tweet performance and many other other variables which are integral to observing Twitter performance.

Their belief is that because they  are not looking at the right metrics, most companies, athletes, celebrities and teams are only beginning to scratch the surface of their potential on Twitter. Here’s a look at NFL top to bottom on their Twitter-only engagement. You can find out more @OldForgeMedia 

#1 – @49ers QCScore = 23.1

#2 – @steelers QCScore = 21.7

#3 – @Patriots QCScore = 20.9

#4 – @Broncos QCScore = 19.9

#5 – @Seahawks QCScore = 17.9

#6 – @HoustonTexans QCScore = 15.6

#7 – @Browns QCScore = 15.3

#8 – @Giants QCScore = 12.9

#9 – @Colts QCScore = 12.8

#10 – @packers QCScore = 11.8

#11 – @Saints QCScore = 11.1

#12 – @RAIDERS QCScore = 10.8

#13 – @Vikings QCScore = 10.5

#14 – @AZCardinals QCScore = 10.5

#15 – @ChicagoBears QCScore = 10.2

#16 – @Ravens QCScore = 9.8

#17 – @Redskins QCScore = 9.6

#18 – @Jaguars QCScore = 9.4

#19 – @PanthersQCScore = 9.2

#20 – @MiamiDolphins QCScore = 8.9

#21 – @Eagles QCScore = 8.6

#22 – @Atlanta_Falcons QCScore = 8.6

#23 – @Chargers QCScore = 8.2

#24 – @KCChiefs QCScore = 7.4

#25 – @dallascowboys QCScore = 7.2

#26 – @Bengals QCScore = 6.8

#27 – @Lions QCScore = 6.7

#28 – @buffalobills QCScore = 6.7

#29 – @TennesseeTitans QCScore = 6.5

#30 – @TBBuccaneers QCScore = 6.0

#31 – @STLouisRams QCScore = 5.1

#32 – @nyjets QCScore = 3.4

@NFL has a QCScore of 33.7

To date the highest QCScore calculated is 80.1

“Football Passport” A Great Digital Addition As The Season Kicks Off…

Last spring our colleague Peter Casey launched an ambitious online tool where baseball fans could create a mosaic of all the great places they had seen games, and marry those events to a narrative that matched any fans passion for baseball. It followed a similar launch last winter for basketball fans. It was called “Hardball  Passport,” a first of its kind way to catalogue and track all the stadia where games have been played. No need for ticket stubs saved, “Hardball Passport” helped you bring back the memories in a virtual world just like “Basketball Passport” had done for hoops fans not just on the NBA level but on the college level as well.

This past week, as the NFL and college seasons began, Casey and his partners unveiled their latest tracking tool, one which might even be a bigger hit that its first two. It is “Football Passport,”  an easy-to-use web tool that lets football fans track every football game they’ve attended over the years.

“Football Passport” allows fans to find and log almost every game they’ve attended with simple search functionality. Leveraging a comprehensive games database that goes back several decades, the tool serves as a repository for game-going memories. Fans can share stories and ticket stubs, and upload photos to complement their game histories. As fans log their games, “Football  Passport” dishes out personalized stats – number of games attended, stadiums seen, best performances witnessed, and each team’s record for games fans personally attended – to compare year over year or even against other fans. “Football Passport” allows future-oriented fans to easily create and track their stadium bucket lists, plan road trips and compete in head-to-head stadium challenges. Fans that complete a stadium challenge or achieve game-specific accomplishments earn unique digital stamps for their Passport. Combined with active leaderboards for “Most Games Logged,” it  creates a friendly culture of competition among avid game goers.

Will it gain more traction than “Basketball Passport”  or “Hardball Passport” have done in season one? Hopefully. Football has less games which makes it easier to catalogue, and college football is all about passion and tribal following. Fantasy football is also massive now, so that can also play into more interest for football than hoops or baseball, both of which are being refined for the next go-round.

From a business perspective, all have a nice upside. Brands can integrate perks into the platform for fans who engage regularly, and the model remains scalable to any sport, with probably soccer coming next. At some point as the platform expands you will also be able to share across sports, and with soccer, hopefully grow internationally. The biggest need however, especially to engage with millennials, is to have mobile capability and instant social media sharing. That still remains as a gap in the process, but one that is closing quickly. The download is easy, the work to be engaged is minimal, and the idea of being able to share memories and experiences is key for engagement. While not yet perfect, Casey’s “passports” are growing in popularity and make a nice addition as football kicks off. A great continue to watch idea for the digital sports space, “Football Passport” is worth the download.