Fanatics to Replace Nike as Exclusive Manufacturer/Distributor of NFL Fan Gear

Fanatics 200x200

Starting in 2020, Fanatics will become the exclusive manufacturer and distributor of all Nike-branded, adult-sized (i.e. no kids), NFL fan merchandise. The league wants a partner with on-demand production capabilities so it can provide fans with “instant gratification” (think: Chiefs fan who seeks rookie Kareem Hunt jersey after 246 total yards/3 TDs in season opener) and maximize revenues; as opposed to the consumer finding the product “out of stock” (Nike would not have printed the jersey of a 3rd round selection in quantity before the season) and leaving money on the table. Fanatics produced Nike fan gear (to include the Swoosh) will be sold on NFL Shop (Fanatics controlled), on all team sites and in all team stadiums (some of which Fanatics controls), through and also at brick and mortar retailers like Dick’s, Modell’s. Nike will continue to manufacturer jerseys and the balance of their on-field product line for players and coaches. The deal runs through 2029.

Howie Long-Short: Sure, fans will benefit from Fanatics printing on demand, but this deal doesn’t happen unless everyone involved was going to benefit. Nike had been compensating NFL owners with a percentage of the wholesale price on all merchandise sold, but the new deal entitles team owners to a percentage of the retail price on products sold through Fanatics — in addition to their cut of the wholesale price on sales to brick and mortar retailers. Increasing the take on retail sales will help the league continue to grow the pie, particularly with Fanatics’ ability to increase sales by an estimated 50% over the life of the deal (thanks to its wide product line and on demand availability). Commissioner Goodell has openly stated the league’s intention to generate $25 billion in revenue by 2027 (currently at +/- $14 billion). NFL owners will receive ancillary benefits (think: increased valuation) from Fanatics’ “higher sales base”, as the league is a minority investor in the company.

As for Fanatics and Nike (NKE), they’ll come out on top too. Fanatics will increase sales (and ultimately their valuation), while Nike can refocus on what it does best – develop best in class sports performance footwear and apparel. Nike may not make more money with this deal, but any losses will be negligible since they’ll gain extra exposure with more Nike NFL product sold. MLB was the first to pursue this on-demand DTC model that split the rights between a performance brand and Fanatics, but with the NFL now on board it’s safe to say we’re looking at the future of fan gear sales – one’s an accident, two’s a trend.

There are a couple of ways to play Fanatics, as Alibaba Group Holdings (BABA) and Softbank (SFTBY) are stakeholders. In September ‘17, Softbank invested $1 billion in to the company at a valuation of $4.5 billion (+/- 2x revenue), bringing the total capital raised to $1.7 billion. Fanatics is well positioned for long-term success, maintaining exclusive long-term licensing agreements with all the major U.S. sports leagues through at least 2030.

Fan Marino: Fanatics has had a busy month, doing a deal with Aston Villa to become the exclusive licensing rights holder for all club merchandise (noteworthy as they’ll be competing with the big apparel brands) and another with Formula One (FWONK) to become the exclusive merchandise retail partner on race-day (they’ll have an enclosed Superstore in the Fanzone) and online. F1 fans can expect a wider range of merchandise for each of the 10 teams and custom gear designed for each of the 21 Grand Prix.

Interested in Sports Business? Sports Finance? Sign-up for our free daily email newsletter list, here!

Formula One Coming to Miami in 2019


The Miami City Commission and Miami Dade County’s Economic Development and Tourism Committee voted 5-0 to “bring the Formula 1 Racing Circuit to the City of Miami for the Formula 1 Miami Grand Prix from 2019 to 2028”. The unanimous vote means Formula One will now draft a host city contact for review prior to July 1. Assuming the deal is consummated, the Miami Grand Prix will take place in October 2019 (between circuit stops in Austin and Mexico); with a 2.57-mile street track proposed to run through downtown Miami, by American Airlines Arena (home of the Heat) and over Biscayne Bay. Liberty Media Corp., which has spoken extensively about increasing its presence in the U.S., is also reportedly exploring the potential for races in Las Vegas and New York/New Jersey.

Howie Long-Short: Liberty Media Corp. (LMCA) reported Q1 ’18 earnings of $131 million on $1.5 billion in revenue (+9% YoY), but Formula One Group didn’t contribute to those profits; F1 reported an operating loss of $118 million during the first quarter.

The F1 TV Pro streaming service launched ahead of this past weekend’s Spanish Grand Prix, but unfortunately it made a less than stellar first impression. Subscribers of the $89.99 (annual) service complained of issues with audio, buffering and video display. F1 (FWONK) has since announced they will be refunding subscribers 2 weeks’ worth of subscription fees, but that’s unlikely to appease fans unhappy about missing the race. Of course, while that will hurt Q2 revenue, it’s not a reason to panic; you may recall Amazon’s NFL coverage got off to a rocky start and they managed to quickly resolve the issues.

Fan Marino: Formula One has applied for a trademark on the “shoey”, a traditional Aussie “celebration” (stemming from early 2000’s surf culture) where one drinks alcohol from a worn shoe (it looks as strange as it sounds, here’s video). While Daniel Ricciardo, an Australian driver who competes for Red Bull racing, has been credited with popularizing the tradition within the sport; it was Australian MotoGP rider Jack Miller to first do it on the podium back in June 2016.

Interested in Sports Business? Sports Finance? Sign-up for our free daily email newsletter list, here!

DRL Announces Global Expansion, Title Sponsorship Extension

DRL 200x200

The Drone Racing League (DRL) announced global expansion and a new major media partnership. On Saturday June 16th, the DRL will bring the first pro drone race to Allianz Riviera Stadium in Nice; Level 5 of the 2018 Season. Groupe AB, a French content producer/distributor/aggregator, will carry the race; becoming the first broadcast network to bring DRL to the region. In related news, the drone racing organization announced the extension of its partnership with the circuit’s title sponsor Allianz to 5 years.

Howie Long-Short: There are several ways to play DRL with Liberty Media, Allianz, World Wrestling Entertainment and Sky all maintaining stake in the circuit. While DRL does not share equity details, it is known that the U.K. satellite provider (SKYAY), John Malone’s Liberty Media complex and Lux Capital (privately held) led the organization’s $20 million Series B round in March 2017.

As for Groupe AB, the company was acquired by the production-distribution group Mediawan for +/-$290 million in January 2017. GroupAB, widely distributed throughout French speaking Europe and Africa, is now at the center of Mediawan’s business; which is rapidly expanding as the company scoops up content generators across fiction, animation and documentaries. Mediawan trades on Paris’ Euronext under the symbol EPA: MDW.

In late March, MDW reported FY17 financials; including $198 million in revenue (3% above target) and $49 million in EBITDA. CEO Pierre-Antoine Capton noted that a “substantial international appetite for original European productions” will lead to international expansion, across Europe, in 2018.

Fan Marino: Back in 2008, New Meadowlands Stadium, LLC was in discussions with Allianz SE surrounding a naming rights partnership for the Jets/Giants new venue. However, overwhelming outrage over the company’s past association with Nazi Germany (learn more, here), forced the developer to break off negotiations. I had to ask DRL CEO Nick Horbaczewski if the racing organization had any reservations about associating with the Munich based financial services company?

Nick: “We’re thrilled to have extended our title sponsorship with one of the world’s leading insurance companies, Allianz, who has partnerships with iconic brands all over the globe, including legendary art museums like MoMA, innovative sports leagues like Formula E, and historic football teams like FC Barcelona.”

Interested in Sports Business? Sports Finance? Sign-up for our free daily email newsletter list, here!

Liberty Media Details Plans for Formula One


Liberty Media (FWONK) has unveiled its plans to make Formula One more competitive, in time for the 2021 season (following expiration of the Concorde Agreement). The adoption of a team budget cap (+/- $150 million, would not include driver salaries), more equitable distribution of prize money (Ferrari will retain a bonus, albeit 60% less) and technical changes designed to make engines simpler, cheaper and louder were among the changes proposed (along with modifications to the sport’s governance and regulations). To increase overtaking, FWONK is working to reduce the impact of engineering technology; as the most powerful cars have been minimizing the impact of the driver. F1 Chairman Chase Carey indicated that the individual teams would have the ability to share their opinions on the proposed rule changes before any decisions are finalized.

Howie Long-Short: In early March, we noted that Liberty had introduced F1 TV; a subscription-based OTT service that will carry commercial-free live race streams (beginning with the start of 2018 season on March 25th), live video from 20 in-car driver cameras, coverage of qualifiers, practice footage, highlights and press conferences. F1’s head of digital and new business Frank Arthofer believes the platform can eventually generate $500 million in revenue (would boost company revenue +28% over ’17 results), crucial for a sport that has all but maxed out the traditional revenue streams (see: race hosting fees, ticket sales). I asked Octagon SVP (Global Media Rights Consulting Division) Dan Cohen if it would be feasible for F1TV to generate $500 million in revenue within 12 months of launching the platform?

Dan: I don’t think so. The U.S. market is still not in love with F1 and to generate the type of revenues they’re talking about (that must occur). They’re more than 12 months away from turning the casual U.S. sports fan into an F1 fan.

JWS: They tout 500 million fans worldwide. Do they really need the U.S. market?

Dan: They need the U.S. market if they want to provide a return on investment for Liberty.

Editor Note: We’ll have Part 1 of a wide-ranging interview with Dan, on everything from ESPN+ to the first global broadcaster of sports, in tomorrow’s newsletter.

Fan Marino: In December ’17, Ferrari CEO Sergio Marchionne indicated that his team would leave Formula One “in 3 seconds” at the expiration of their contract (2020), if “simple and cheap engines like NASCAR” became standardized; Marchionne even floated the idea of forming an “alternative championship” to start in 2020-2021. I’m calling his bluff. While Ferrari chose not to publicly respond to FWONK’s presentation, Mercedes said that many of the “ideas and proposals have been either overdue or necessary or good”; while McLaren has said it’s on board with Liberty’s fan-centric approach.

Aston Martin CEO Andy Palmer said, “the prospective changes support many of the requirements needed” for their company “to enter the sport as an engine supplier.” One suspects Aston Martin’s interest in entering the sport would be to raise the company profile ahead of a pending $7 billion IPO. While more than 90% of the luxury sports car maker is privately held (Kuwaiti investors + Italian PE firm), you can play Aston Martin via Daimler AG (DDAIF); which owns 5%.

Fun Fact: Mercedes driver Lewis Hamilton wears +/-$158 million worth of sponsorship logos (12 companies) on his fire suit. To put that number in perspective, Manchester City’s jersey sponsorship deals with Puma, Etihad and Nexen only total +/-$134 million.

Interested in Sports? Sports Business? Sports Finance? Sign-up for our free daily email newsletter list, here!

Liberty Media Introduces F1 TV, Could Generate $500 Million/Year in New Revenue


Formula One (FWONK), in collaboration with Tata Communications (NSE: TATACOMM), has launched F1 TV; a mobile application that will enable Grand Prix race fans to “create their own unique, immersive motorsports experiences.” The subscription-based OTT service, powered by TATACOMM’s Ultra Live Video Delivery Network (or VDN), will carry commercial-free live race streams (beginning with the start of 2018 season on March 25th), live video from 20 in-car driver cameras, coverage of qualifiers, practice footage, highlights and press conferences. Liberty Media plans to offer the service in “light” ($70/year) and “premium” packages ($120/year); the premium service will only be offered in F1’s most popular markets (Germany, France, Spain etc.).

Howie Long-Short: Formula One estimates that the sport has 500 million fans worldwide, with “conservatively” 1% of that audience considered to be a “super avid hardcore fan.” If Liberty’s estimates are correct and they can convert those “super fans” into $500 million/year in new revenue (they won’t be able to in short-term due to existing agreements with traditional broadcasters), it’ll boost the FWONK revenue 28% (generated $1.784 billion in ’17). That will be welcomed news to the teams, as the collective payment declined $47 million (to $919 million) in the first year under Liberty Media ownership. TATACOMM, which delivers 25% of the world’s internet routes, isn’t new to Grand Prix racing; the company has been the Official Connectivity Partner of Formula 1 for the last 6 seasons. Shares of the company are down 18% (to $9.40) over the last 12 months. The concern? The time frame for the company to become profitable. It will be 2019, at the earliest.

Fan Marino: Liberty has hired Brian Tyler (an all-time Top 10 grossing film composer) to compose a theme song for the sport. Assuming Tyler is being compensated, I wouldn’t classify that as a responsible expenditure; certainly, not after watching 2017 revenues decline. While Tyler will likely do a great job, who cares? Not the “super avid hardcore fan” that’s paying for the OTT service. While the decision is unlikely to make a difference to the fans, it has the teams upset; they believe Liberty should be picking up the tab on this project.

Interested in Sports? Sports Business? Sports Finance? Sign-up for our free daily email newsletter list, here!

Accounting Mechanism Could Impact F1 Share Price


Morgan Stanley is projecting $216.1 million in net losses for Formula One auto racing (FWONK) over the next 3 years. While team payouts (68% of profit) remain F1’s biggest combined expense, the financial services firm projects the racing organization’s single largest line item to be the $394.6 million annual amortization hit anticipated between now and 2020. The company is also on the hook for $515 million in interest payments (related to $5 billion in debt) over the same period. The Morgan Stanley report reflects F1 amortization and interest will exceed EBITDA by $115.2 million in ’18, $78.5 million in ’19 and $22.4 million in 2020. While private companies can massage earnings reports to show adjusted bottom line figures, public entities are required to follow fixed reporting standards; showing significant annual losses could negatively impact investor interest in FWONK.

Howie Long-Short: Formula One auto racing (FWONK) revenue declined (-$18 million, to $1.8 billion) in 2017, for just the second time in a decade, following the loss of (and inability to replace) the German Grand Prix and several key sponsors (see: Allianz, UBS). While F1 “shares are up nearly 20% since YE16”, if you exclude their 34% interest in Live Nation (LYV) “the F1 stub is actually up less than 5%.” As for the Morgan Stanley report, the net losses could actually be worse; their growth forecast has been called into question after a key source issued contradicting statements pertaining to increases in broadcast revenue.

Fan Marino: The Formula 1 U.S. Grand Prix is in Austin in October. Rolling Stone is reporting a Bruno Mars (6 Grammy’s last month) tour stop at the Circuit of the America’s on October 20th; coincidentally the week of the race. Stevie Wonder, Taylor Swift and Elton John have performed at the track the past 3 years, headlining the weekend’s off-track events.

Interested in Sports? Sports Business? Sports Finance? Sign-up for our free daily email newsletter list, here!

SportBusiness Disputes 42% of Morgan Stanley’s ’18 Formula One Growth Forecast


Morgan Stanley’s 2018 growth forecast for Formula One auto racing (FWONK), projected a $187 million increase in broadcasting revenue. However, 42% of that total has since been called into question after one of the sources cited in the report (SportBusiness) issued statements contradicting several key assumptions. The report assumes FWONK “will see the bulk of their major markets step up with new (larger) TV contracts”, increasing the company’s broadcasting fees 31% YOY (to $785 million); but, SportBusiness is projecting rights fees in Spain (F1’s biggest market) remain flat and has noted Germany does not have a pay-TV operator in place for the start of the 2018 season. When asked if Morgan Stanley would be revising its report in the wake of SportBusiness’ comments, Head of Media Research Ben Swinburne said “these are our estimates, based on a variety of analysis and press reports. I am unable to comment on any potential future changes to our forecast.”

Howie Long-Short: FWONK shares spiked (to over $39) following the release of Morgan Stanley’s report, which included an increased price target ($47); but, the document clearly states that among the risks are “broadcast contracts renewed under less favorable terms.” Assuming SportBusiness projections are accurate, then Morgan Stanley greatly overestimated FWONK’s ability to increase revenue YOY. Shares have steadily declined since SportBusiness issued a statement on Friday, closing at $36.56 on Tuesday.

Fan Marino: F1 has announced it will be replacing its Grid Girls with Grid Kids for 2018 season, a move is designed to drive youth interest in the sport. Grid Kids will be selected by merit or lottery, by their local motorsport clubs; with all those participating actively competing in karting or formulae.

Interested in Sports? Sports Business? Sports Finance? Sign-up for our free daily email newsletter list, here!

F1 Seeks to Maximize Sponsorship Opportunities, Offering Brands Unique Experiential Activities at Track


Under the Bernie Ecclestone regime, TV rights and race hosting fees were F1’s primary sources of revenue; but FWONA, under Liberty Media, has focused on expanding its appeal to maximize revenue-generating sponsorship opportunities. Efforts to draw in the female fan (men are currently 50% more likely to watch F1 than women) and the launch of an esports program, are designed to build on already attractive fan demographics. 83% of F1 fans shop online each month, 50% buy products from brands they see marketed during the race, the average F1 fans spends 2 hours/day on the internet and 43% of all internet users are F1 fans. FWONA recognizes it’s going to take time for brands to overcome “their perception of what F1 is”, but, for those who consider the opportunity; they’ll find the company has combined a fan centric approach with a “yes, why not?” attitude. The result has been a series of unique experiential activities at the track (i.e. Heineken pool party at the Monza Grand Prix) and an “authentic integration” of sponsors into the sport.

Howie Long-Short: Liberty Media Corporation, controlled by Chairman John Malone, is comprised of assets including the F1 racing circuit (FWONA, FWONK), satellite radio provider SiriusXM (LSXMA, LSXMB, LSXMK) and the Atlanta Braves (BATRA, BATRK). The company reported Q3 earnings increased 37% YOY (to $168 million). Liberty Sirius XM (+$183 million) and Liberty Braves (+$22 million) drove the growth, while the Formula One Group lost $37 million.

Fan Marino: FWONA has announced plans to revamp how merchandise is sold at the racetrack; creating a “superstore tent”, operated by Fanatics, as opposed to individual team tents. F1 Commercial Chief Sean Bratches has said “all race supporters support the plan”, but that isn’t the case with all teams; Ferrari, which has sold more merchandise than any other F1 team in history, believes it will “lose revenue with the new structure”. They believe impatient fans won’t want the trouble of seeking out the product they wish to purchase. They may be right, NASCAR attempted a similar model in ’15; it was rejected by fans (i.e. sales were down) and the racing series returned to the old scheme for the ’17 season. Red Bull and Mercedes are on board with Bratches plan.

Want more JohnWallStreet? To join our free daily email newsletter list, sign-up here!

New F1 Logo Likely Infringing on 3M Trademark


The new F1 (FWONK) logo, created by Wieden & Kennedy (created Just Do It for NKE), may be infringing on a pan-European trademark (and potentially trademarks in 10 other countries) registered to 3M (MMM). The new logo representing a “race track”, looks eerily like the logo used by Futuro (compression tights) to represent a “stylized knee joint”. The purpose of the FWONK rebrand, which cost an estimated $1 million, was to create a logo that would be optimized for digital platforms and merchandising; with the intention of launching the new clothing line at the season opener in March, a plan that may now need to be altered. 3M has not yet opposed FWONK’s trademark registration, but is “looking in to this matter further.”

Howie Long-Short: 3M (formerly Minnesota Mining & Manufacturing Company) owns Scotch tape, Scotch-Brite and Post-It Notes (among others); and sells more than 55,000 products. In 2016, the company generated $30.1 billion in revenue; 17x what FWONK brought in. FWONK could pay MMM for the rights to continue using the logo, but that decision would likely draw pushback from the teams; as the expense would reduce their prize pool. Alternatively, FWONK could choose to use one of the other 2 logos it applied for trademarks on; or simply revert to the old logo (the fan choice).

Fan Marino: F1 fans may not love the new logo, but they should be excited about David Hill participating in the production of F1 race broadcasts. Hill “will oversee the graphics package and the way the race is televised”. Fans may not recognize Hill’s name, but if they watch the NFL on Fox they’ll recognize some of his work; including the score bug and first-down graphics. He’s also credited with launching Fox Sports, building the Fox Sports network of RSNs (recently sold to DIS) and won an Emmy for producing the 2011 World Series. Great hire!

To join our free daily email newsletter list, sign-up here!

Ferrari CEO Again Threatens F1 Exit, Implies Start of Competing Series

At the company’s annual Christmas meeting, Ferrari (RACE) CEO Sergio Marchionne reiterated that the team will be leaving F1 (FWONK) if Liberty Media execs institute plans to standardize parts and revise power plant rules. Marchionne said, “we are not interested in cars being the same, with simple and cheap engines like NASCAR. If they decide to make us all the same, we will go in 3 seconds”. Should the team decide to leave the sport, Marchionne indicated Ferrari would look to form an “alternative championship from 2020/2021.”

Howie Long-ShortFWONK fell 4.7% on Wednesday following Marchionne’s statement. Shares are down 12.3% over the last 30 days, a loss of nearly $1 billion in value. As for RACE, the company posted strong Q3 results with net profit +24% YOY (to $166 million). Now there are rumors circulating the company may be looking to increase production 12% (from ’16 numbers) by 2019, which should excite investors.

Fan Marino: Standardizing engines take away one of Ferrari’s biggest advantages, as one of the series’ biggest spenders. Any leveling of the racing field will have a direct negative impact on the team’s bottom line, in a sport where the winner’s pool was already cut 13% this (down to $273 million); so, it’s understandable why the team is opposed. Former F1 CEO Bernie Ecclestone certainly doesn’t think F1 should cater to Ferrari’s demands, saying, “democracy has no place in Formula 1”, adding this type of behavior is nothing new from the sport’s most famous team “if they don’t win there is usually panic.”

Ferrari Claims It Could Leave Formula 1, Start Its Own Series

For the balance of today’s newsletter, sign-up here!