Sabrina Salabi’s Post

🏁📈 We're witnessing a surge in brands taking bolder steps with storytelling; driven by increasing ways to strategically measure the impact of Brand Entertainment initiatives. Now, more case studies than ever show brands winning big by prioritizing authentic storytelling over overt promotion. The key insight? Brands have learned that by loosening the reins on creativity, the end-product feels less like an ad and more like genuine entertainment — much to audiences' delight. Authenticity is the new currency, and this approach is clearly seeing impact as brands seek a more engaged and expanded audience - across all platforms. Take the latest example — NASCAR. Drawing inspiration from F1's "Drive to Survive", NASCAR shifts gears towards content with a grip on narrative depth and relatability. With goals beyond viewership, their strategy is to humanize stars, making them relatable and the sport accessible. It's more than watching a race; it's about feeling the pulse of competition and aspiration, fitting seamlessly into today's fragmented media landscape. And with $7.7 billion in streaming deals announced, they’re not just chasing the checkered flag; they're rewriting their playbook on fan engagement. 🎥🏎️ #BrandEntertainment #NASCAR #StreamingStrategy #MarketingEvolution #Engagement #Brand #Entertainment #content #contentstrategy

Is Drive To Survive the greatest brand building story of the 21st century?   Season Six arrived on Netflix last week, and F1's juggernaut keeps on rolling.   I don't just appreciate it because it keeps Married At First Sight off our TV in the evenings. It's also a marketing masterclass.   A good brand campaign is a rising tide that lifts all ships, and that's certainly true for F1 and Drive to Survive.   📈 Liberty Media (F1's owners) have added over $12bn to the value of their stake in F1 since 2016 - up from $4.4bn.   🚗 Searches for Alpine cars have increased 45% worldwide since they took over the Renault team's branding in 2021. How much would that have cost through an ad campaign?   📖 Guenther Steiner, breakout star and former Haas F1 boss, had a Sunday Times bestseller last year. He got 27x more searches in 2022 than he did in his first two years as Haas principal.   If you look at it as a marketing campaign for F1, Drive To Survive does so many things right. ➡ It builds on a consistent brand platform year-after-year 📣 It reaches a huge chunk of the potential addressable audience through Netflix. Not just hardcore motorsport fans who pay for TV sports subscriptions 🎯 It targets profitable new segments. 46% of D2S viewers are female, and a third are 18-29. That may explain why Charlotte Tilbury were recently announced as sponsors of F1 Academy, something perhaps unimaginable a decade ago.   And if nothing else, at least it stops my wife from watching dreadful Australian reality TV for a few weeks   #drivetosurvive #marketing #branding #mafs #marketingcampaigns ------------------------------------------------------ On a personal note, I'm currently looking for my next role as Head of Marketing or a Marketing Director. If you or someone you know is looking for a well-rounded, commercial marketer to lead a team and drive growth, please feel free to connect or share my profile. Recommendations and introductions are greatly appreciated.

🚀 📈 The sports entertainment industry is embarking on an exciting new era, highlighted by the recent spectacle of the Jake Paul vs. Tyson fight. While the in-ring performance and technical streaming may have disappointed, the event drew over 70,000 fans to AT&T Stadium, generating $18.1 million at the gate and streaming live on Netflix to 100 millions worldwide. Over the past couple of years, I’ve had the opportunity to work with athletes like Mookie Betts and Mike Tyson - in the lead up to last night’s fight - helping them navigate and innovate in this evolving landscape. There is immense potential for both athletes and fans to thrive in this space when approached from a creator's mindset. This transformation offers significant opportunities based on the following trends - highlighted by Aaron Miller (in his article linked in comments) : ✅ Changing Content Landscape: Creators are reshaping the way fans consume sports, shifting viewership away from traditional platforms to engaging formats that captivate younger audiences. ✅ Redefining Stardom: The rise of creators offers a broader definition of athletic success, allowing both established and emerging talents to shine. Athletes can leverage their unique stories to connect with fans on a personal level. ✅ Emergence of New Leagues: Innovative leagues formed around creators are tapping into expansive fan bases, presenting new revenue opportunities and reshaping the sports landscape. ✅ Diverse Revenue Models: Creators are exploring various monetization avenues, from sponsorships to consumer products and live events, paving the way for athletes to diversify their income streams. ✅ Engaging Younger Fans: New properties resonate deeply with younger audiences, which is crucial for building future loyalty and engagement. ✅ Growth Potential: The rise of creator-led properties indicates substantial potential for rapid revenue generation, allowing both new and seasoned athletes to capitalize on their platforms. Lots of opportunity lies ahead for the fans, the athletes, brands, platforms and leagues 🌟 #SportsEntertainment #Innovation #AthleteBranding #JakePaul #MikeTyson #Netflix

Here’s an exciting update about our project ‘NASCAR: Full Speed’… In just one month, we've hit a groundbreaking milestone with 3.2 million unique streams and has been placed on the Top 10 TV Shows in the U.S list 🏆. This project was more than just a marketing campaign for us; it was about bridging the gap between a legendary sport and the next generation of fans… Here's the inside track of how we did it: 🏎️ Targeting a New Audience: We focused on appealing to younger consumers - those who might not even know NASCAR. Our aim? To introduce them to the thrilling world of racing, one stream at a time. 🏎️ Humanizing Heroes: Our strategy centered on humanizing the drivers. By showcasing their stories, struggles, and triumphs, we didn't just aim to create fans of the sport; we aimed to connect viewers personally with the drivers, making every race a story of their own. 🏎️ Building Brand Loyalty: The project was a testament to the power of strategic branding and marketing. Aligning viewers with drivers, we've not only increased viewership but fostered a sense of loyalty and connection that transcends the sport. This achievement is a testament to the hard work and innovative strategies of our team at AlteredPixel Digital Marketing. We're not just watching history; we're driving it. 🏁 To everyone who's streamed, shared, and supported: Thank you!! This is just the beginning. Let's continue to revolutionize how the world views NASCAR one race at a time. 👀 If you haven't checked it out yet, race over to Netflix and start binging. Let's make history together! #NASCARFullSpeed #netflix #netflixseries #marketingstrategy #branding #innovationinsports I'm Cameron Saunders 👾 I run the last digital marketing agency you’ll ever need. Click my name + follow + 🔔

🎥 Netflix shattered viewership records on Friday as nearly 60 million households worldwide tuned in to watch Mike Tyson face Jake Paul in a highly anticipated boxing match. The event peaked at 65 million concurrent streams, making it one of the most-watched live events in the platform's history.: Always something to learn with new milestones! Lessons from the Netflix Jake Paul vs. Mike Tyson Event 🥊 On November 15, Netflix brought together an unexpected yet dynamic duo—Mike Tyson and Jake Paul—for a boxing event that transcended sports. Garnering a jaw-dropping 65 million viewers, this was not just about punches but about precision marketing. Here’s why this event is a case study in modern branding and strategy: 1️⃣ Leveraging Legacy and Controversy: • Mike Tyson, the legendary heavyweight champion, brought decades of legacy and nostalgia. • Jake Paul, the social media maverick turned boxer, appealed to a younger, digital-savvy audience. • Together, they merged two distinct fanbases, amplifying reach across demographics. 2️⃣ Platform Synergy with Netflix: • By streaming live, Netflix tested its potential in the live sports arena—a bold step into a space dominated by traditional broadcasters. • The subscription model, paired with global accessibility, ensured the fight reached households worldwide without the usual pay-per-view hurdles. 3️⃣ Strategic Brand Partnerships: • Companies like Celsius, DraftKings, and Meta Quest capitalized on the fight’s reach, embedding themselves into the event narrative. • These partnerships showcased how brands could seamlessly integrate into high-visibility events, blending entertainment and advertising. 4️⃣ Digital Storytelling and Hype: • Months of social media teases, press conferences, and playful trash-talking created anticipation. • The event became not just a fight but a digital spectacle, designed to engage a constantly connected audience. 5️⃣ Outcome: A Win-Win-Win: • Jake Paul: Solidified his brand as a serious entertainer-athlete. • Mike Tyson: Continued to monetize his enduring legacy. • Netflix: Made a splash in live sports while boosting subscriptions. 💡 Takeaway : This event demonstrates the power of pairing nostalgia with novelty, creating high-engagement ecosystems, and leveraging partnerships that align with audience aspirations. It’s not just about what happens in the ring—it’s about what happens outside it. Netflix #leadership #businessmanagement #marketing

📺🏈 𝗦𝗽𝗼𝗿𝘁𝘀 𝗠𝗲𝗱𝗶𝗮 𝗥𝗶𝗴𝗵𝘁𝘀 & 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗶𝗲𝗿𝘀 🚀🏀 What do the National Basketball Association (NBA), NBCUniversal, and Amazon have in common? They are all at the nexus of a quickly evolving U.S. sports media rights landscape, which has significant implications for teams, leagues, & investors. 𝗠𝗲𝗱𝗶𝗮 𝗘𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺-𝗥𝗲𝗹𝗮𝘁𝗲𝗱 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀: With cord-cutting on the rise and streaming services struggling for profitability, legacy media players are re-evaluating content spend, including on live sports & entertainment. Simultaneously, tech giants are bringing a highly analytical approach to evaluating spend and ensuring content acquired aligns with broader business strategies. Apple, Amazon, Netflix, and Meta have also not yet become the big spenders many hoped for. 𝗖𝘂𝗿𝗿𝗲𝗻𝘁 𝗠𝗲𝗱𝗶𝗮 𝗥𝗶𝗴𝗵𝘁𝘀 𝗠𝗮𝗿𝗸𝗲𝘁: Simultaneously, a series of renewals for must-have Tier 1 & 2 content is underway. The NBA, currently collecting ~$2.5B+ annually, aims for a sizable 2-3x increase; tech players have been public about their interest, in addition to expected bids from NBC and incumbents ESPN and Turner. Simultaneously, the College Football Playoff just wrapped a 6-year extension poised to generate $1.3B annually beginning in 2026. Coming to market in 2025 are UFC ($500M avg. annual value), Top Rank ($90M), and US Open ($75M). These renewals will extract an incremental $3-4B+ from already challenged content budgets. 𝗕𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁𝗲𝗿 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 & 𝗦𝗽𝗼𝗿𝘁𝘀 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗶𝗲𝗿𝘀: As legacy broadcasters try to bolster their status in shrinking cable bundle and try to maintain channel economics, focus intensifies on prioritizing spend on Tier 1 content that delivers the largest audiences. With increasing competition from digital entrants, fees for Tier 1 content will continue to surge. Coupled with flat to low-growth broadcaster economics, lower-tier properties are now at greater risk of receiving proportionally fewer media rights dollars. 🔍💰𝗙𝗼𝗿 𝘁𝗲𝗮𝗺𝘀, 𝗹𝗲𝗮𝗴𝘂𝗲𝘀 & 𝗶𝗻𝘃𝗲𝘀𝘁𝗼𝗿𝘀 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝗮 𝗳𝗲𝘄 𝗸𝗲𝘆 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀: 𝗦𝗽𝗼𝗿𝘁𝘀 𝗟𝗲𝗮𝗴𝘂𝗲𝘀: Across all tiers, leagues need new strategies & investments to expand a property's brand, drive relevance, grow engagement, and increase viewership for core, live content. These moves position properties for sustained future growth via media rights (and other streams). 𝗜𝗻𝘃𝗲𝘀𝘁𝗼𝗿𝘀: Investors must evaluate in what tier a target's live content sits and understand the sport’s strategies for growing audience. Evaluating how future media rights renewals will differ from past performance leads to more informed investment decisions & superior returns. 🏅💡The sports media rights space is evolving rapidly - this requires new strategies and careful diligence to ensure continued financial growth and sustained returns like those of the last 30+ years! 🌐🔥 #SportsMediaRights #Streaming #SportsBiz #Broadcasting

The reason I decided to take on the role of Editor-in-Chief at VIDAA summed up in one banner. While everyone else is chasing volumes, we're focused on quality. Content is not a game of numbers but of relevance. It's not about trumpeting that you have 1000 channels. It's about knowing which (if any) of them are relevant to your audience by entertaining, educating, or informing them. The content game is about understanding content, not transmission and technology stacks, or programmatic advertising, or using AI for smart recommendation. It's about knowing that the final race of MotoGP™, the second largest motorsport circuit globally, will run on a free streaming channel by Red Bull on your platform in Germany and Austria and making sure you promote the heck out of it to drive traffic. Because THAT is what is relevant to our consumers and that's what we're here for. It's that simple! P.S. Go, Brad Binder!

Do You Have A #FanFlywheel In Your Business🎡 Peloton Interactive Just Lost Part of Their Fan Flywheel With More Instructors leaving Amidst Contract Negotiations (Kendall Toole, Kristin McGee, @Ross Rayburn) 😞 One of the most important parts of the fan flywheel is to #Humanize the relationship with the customer and that is exactly where these #Instructors play a huge role in #FitnessBrands and #Content. 🚴♂️ The Instructor Factor Outranks Brand by 2.4X I've had the fortune to work with hundreds of Instructors and Brands and the magic was in the #Talent and in our own research and surveys the Consumer validated this by saying the Instructor outranks the brand itself a lot. But Guess What, The "Talent" Formula is not the only magic bullet. 👀 The starting point when it comes to taking a prospect and turning them into a #RavingFan starts with the Customer. 👉 The Fan Flywheel Starts With The CUSTOMER! Customers have dreams and problems in realizing those dreams. And one of the best ROI's and outcomes I've seen are #Programs, not VOD subscriptions. The programs and variety in content solves the problem for them first, making them the #Hero and then seeing multiple people in that content gives them the opportunity to find their person and/or #Tribe. In fact, the programs come before the VOD subscriptions, Live Classes, Etc. but the constant is talent and overtime for that relationship to continue to grow you HAVE TO HUMANIZE that relationship. So once you have done that like #Peloton has done so well then you kind of have to keep it cause it is your product or in essence you eliminating your product 💥 There are many layers in how to build a fanbase and fan flywheel, in fact I have 12 different types of content/media you can use in 4 different layers of the customer relationship so you can take somebody from a nobody to an acquittance to a friend and ultimately a raving fan or one of your #True100Fans. 📽 And to put this into perspective.... If you have ever read my other content posts, it takes close to 30 hours of content consumption to become an acquittance and your best friends consumer over 300 hours of your content... 📌 So this brings up the question - Do You Have A Fan Flywheel In Your Business? You don't have to be a VOD/Online Content company to do this and now days having a #FanStrategy is super super important. BTW, I shot this course 1-2 years ago but I just re-watched some of the courses and it seems to still hold true. #FanFlywheel #Fanbase #FitnessFans #BusinessGrowth #Fitness #VS

Brands have massive value, particularly in a competitive market place. Look at Red Bull or Coke. Put the same fizzy drink in a different can and the attractiveness, and thus the value, evaporates. Brands are build up in the consciousness over many years of marketing, but also providing a quality product or service. Which is where I am struggling with WBD naming its streaming service Max. Here is a company that has one of the most valuable premium brands in media, in HBO, built up since 1972. No name stands for quality content more than HBO. It's the main reason an awful lot of people will buy Max, evidenced by its launch in time for series 2 of House of the Dragon. So why bury the lead? Why confuse the public with a name most will associate with Pepsi? This is on top of re-naming BT Sport "TNT", a name that means nothing on this side of the Atlantic. I am sure there is a master plan here, but to me, a non-marketing expert, it feels like a compromise devised by committee. They very rarely work. I would love to know the thinking, and how in this era of highly competitive streaming services, WBD can afford to take such a gamble. Please enlighten industry dinosaurs such as myself! Malph Minns https://lnkd.in/e98Yqw_W

Is Formula 1 slipping back into its old, closed off ways? 📰 “F1 ‘content creators’ fuel the sport’s growth by embracing its newest fans” was a headline in The Athletic in April 2023. 🗞 This week has seen some pretty different headlines from the likes of The SportsRush: “F1 Content Creators Get ‘Cease Or Desists’; Forced to Change Usernames”. 📺 When Liberty Media came into #F1, the lid was lifted to a side of the sport not many had seen before. Behind-the-scenes access increased through the likes of #DriveToSurvive, pushing the F1 storyline and in-turn increasing viewership and arguably brining back a golden era of F1’s commercial offering. 🌍 The ‘new’ Formula 1 has brought in a fresh fan demographic, with a younger, more geographically diverse audience, notably with the growing US presence. 🔞 Previously, under Bernie Ecclestone’s tenure, the younger generation hadn’t been a focus, Ecclestone went as far to say "I don't know why people want to get to the so-called 'young generation’” and “Most of these kids haven't got any money. I'd rather get to the 70-year-old guy who's got plenty of cash”. 📈 It’s an interesting intersection for the sport; fans and content creators have driven a new commercial angle and value for Formula 1, but Formula 1 understandably wants to protect its IP… 💲 Brands invest millions of dollars to leverage the IP, so in their interest and therefore the commercial interest of F1, that IP should be protected and not given away for free. However, that value is partly down to F1’s resurgence in popularity, which content creators can certainly claim they have contributed to in growing the audience. Brands can be supportive of the content creator value add, though. UBS’ Head of Brand Activation & Sponsorship Anneliese Mesilati noted the value in content creators and their contribution to the growth of the sport on the Unofficial Partner podcast. We find ourselves in a catch-22: Should F1 protect its IP strictly and protect its commercial partners, or should F1 and F1 partners reap the rewards of a less strict approach? #SportBusiness #SportPartnerships https://lnkd.in/e4snCuzR