The Digiday Podcast: Verizon Revamps Sports Strategy, Works with Paige Bueckers and NIL Athletes Release Date: January 21, 2025

Hosts: Tim Peterson & Kamika McCoy
Guest: Nick Kelly, Vice President of Partnerships at Verizon

Introduction and Overview

In this episode of The Digiday Podcast, hosts Tim Peterson and Kamika McCoy delve into Verizon’s evolving sports marketing strategies amidst a rapidly changing digital landscape. The discussion encompasses recent developments surrounding TikTok’s potential ban in the U.S., Verizon’s innovative approach to sports partnerships, and the Federal Trade Commission’s (FTC) updates on children’s online privacy laws. The highlight of the episode is an in-depth interview with Nick Kelly, Verizon’s VP of Partnerships, who shares insights into the company's strategic pivots, including collaborations with Paige Bueckers and Name, Image, and Likeness (NIL) athletes.

News Roundup

1. TikTok's Legal Challenges and Future in the U.S.

At the outset, Peterson and McCoy address the Supreme Court's decision to uphold a law that could result in TikTok being sold or banned in the United States. [03:08] McCoy explains, “the Supreme Court has upheld the law that would require TikTok to either sell TikTok or for the app to be banned in the U.S.” However, the Biden administration has indicated it does not plan to enforce the law immediately, leaving the platform's future uncertain. [04:39] Peterson adds, “TikTok plans to shut down on Sunday in the U.S., now, whether that's because they just don't want to be fined... or if it's just TikTok being like, all right, you all really want this to happen, let's see what happens.”

2. Super Bowl Streaming on Tubi

The conversation shifts to the innovative move by Fox to simulcast the Super Bowl on Tubi, a free, ad-supported streaming service. [10:31] Peterson remarks, “It's interesting because it puts it on a free streaming service... This year you won't have to get a digital antenna to watch the Super Bowl.” He further explores the potential challenges Tubi might face in handling live streaming for such a high-profile event, including technical glitches and the ability to manage dynamic ad insertion. [12:22] McCoy notes, “There's a lot riding on this. What a time to come into live sports via the Super Bowl.”

3. FTC's Update on Children's Online Privacy Protection Act (COPPA)

Another significant piece of news discussed is the FTC's update to COPPA, now requiring opt-in consent from parents for targeted advertising towards children. [13:22] Peterson explains, “the FTC decided to update the Children's Online Privacy Protection act to now require opt-in consent from kids' parents for targeted advertising.” This update has far-reaching implications for both buy-side and sell-side companies, especially in how consent is managed on household devices. [14:26] McCoy adds, “that just muddies the water entirely,” highlighting the complexities introduced by the new regulations.

Main Interview: Nick Kelly on Verizon’s Sports Strategy

Background on Nick Kelly

Nick Kelly, with a rich background in PR, partnerships at Anheuser-Busch, and executive roles with Major League Soccer and the Carolina Panthers, brings a wealth of experience to his role at Verizon. His journey from PR to leading Verizon’s sports partnerships provides a unique perspective on the intersection of sports, marketing, and technology.

Verizon's Evolving Sports Partnerships

Kelly outlines Verizon’s comprehensive approach to sports marketing, emphasizing the importance of authentic and strategic partnerships. [20:45] He states, “it really is what is the message we're trying to deliver and who's the right person to deliver it.” Verizon’s strategy involves collaborating with both high-profile celebrities like Beyoncé and local NIL athletes to create meaningful and resonant campaigns.

Collaboration with Beyoncé at the Super Bowl

A significant highlight is Verizon’s partnership with Beyoncé for last year’s Super Bowl ad. [23:51] Kelly shares, “She is truly, like, you know, one of a kind. So it was a process.” The collaboration was not just a commercial endeavor but a genuine partnership aimed at amplifying Beyoncé’s new album launch. The meticulous planning and execution led to a highly successful campaign that elevated Verizon’s brand presence.

Shift to Local Partnerships and NIL Athletes

In response to a saturated sports marketing arena, Verizon is pivoting towards localized partnerships and leveraging NIL athletes like Paige Bueckers. [38:21] Kelly explains, “We wanted to tell stories and empower... we want to do something different.” By focusing on local markets, Verizon aims to create deeper connections and drive both brand loyalty and customer acquisition more effectively than broad, national campaigns.

Measuring Success Across Different Partnerships

Kelly discusses the distinct metrics for evaluating national versus local campaigns. For high-profile collaborations, success is gauged through brand awareness and sentiment. In contrast, local NIL partnerships are measured by direct actions such as retail traffic and data capture. [41:05] He notes, “the actual ability to see the value of local nil activation is far greater than some of these national things because it is typically very specific call to action.”

Future Plans and Super Bowl Fan Fest

Looking ahead, Verizon plans to scale its local partnership strategy with initiatives like the Verizon Super Bowl Fan Fest, a series of simultaneous events across 30 key markets. [44:02] Kelly describes it as, “We can provide greater value back to existing customers to invite them to this awesome super bowl event,” while also driving new customer acquisitions through incentivized campaigns.

Conclusion

The episode concludes with Tim and Kamika reflecting on the insightful conversation with Nick Kelly, highlighting Verizon’s strategic shift towards more authentic, localized, and impactful sports partnerships. As Verizon navigates the crowded sports marketing landscape, their innovative approaches, from collaborating with top-tier celebrities to empowering NIL athletes, position them uniquely in the digital age.

For listeners keen on understanding the dynamics of modern sports marketing and Verizon’s role within it, this episode offers a comprehensive and engaging exploration of the strategies shaping the future of brand partnerships in sports.

Notable Quotes:

• Kamika McCoy [04:39]: “Who the hell knows where this all ends up.”

• Nick Kelly [23:51]: “She is truly... one of a kind. So it was a process.”

• Nick Kelly [38:21]: “We wanted to tell stories and empower... we want to do something different.”

• Nick Kelly [41:05]: “The actual ability to see the value of local nil activation is far greater than some of these national things because it is typically very specific call to action.”

This detailed summary captures the essence of the podcast episode, providing listeners with a comprehensive overview of Verizon’s strategies and the broader digital landscape affecting brands, agencies, and publishers.