Connect with us

Published

on

The NHL is considering changes to its digitally enhanced dasherboards (DED) after fan criticisms during their debut season.

DED technology allows for the digital replacement of camera-visible arena ads on local, national and international broadcasts. The digital boards allow broadcasts to constantly change which advertisers appear. Ads are sold like commercials, with brands buying 30-second increments, based on the game clock.

The digital ads faced criticism from fans during the first year for everything from technical glitches to disruptive artificiality to the way some moving advertisements detracted from ongoing play.

While the NHL is contemplating some of those critiques, the league said it believes most viewers have grown comfortable with the digital ad boards. The NHL said it has heard feedback that the technology actually makes hockey easier to watch on television.

“It was certainly the vocal minority. There’s plenty of folks that think it’s a much better viewing experience to watch the game,” said Keith Wachtel, the NHL’s chief business officer and executive vice president of global partnerships.

“The overwhelming sentiment was that the cleanliness of the boards is less jarring for the viewership. That it blends in more. Other than when [the ads] might change where people notice it, the prevailing thought is that they’re kind of in the background,” he said.

Wachtel confirmed that the NHL made two changes to the technology during the 2022-23 season: tweaking the brightness of the ads and applying some motion-blurring to them so they would better blend in during play.

He said the system uses artificial intelligence rendering to improve the look of the ads from game to game.

“We were able to do some things that we thought would enhance the viewing of the game. We still think that the viewing of the broadcast with DED is significantly better than the old static [ads] way,” Wachtel said. “We continue to tweak it so that we make sure the viewing experience is as optimal as we can make it.”

One of those tweaks might involve ads that include moving elements, which some fans found disorienting.

“Yes, there is the occasional funny meme of the car going one way and the player skating another way. Very infrequent, when you look at the totality of how many ads are running. We limit [the movement] to a few seconds,” Wachtel said. “What we are doing, though, is continuing to look at what the motion is. At this point, we’re not making any big changes, but we are looking at ways to perhaps tweak it — to look at where and how these ads appear versus where the players and the puck might be at that moment on the ice.”

The NHL is less concerned with fans who claim that the digital boards “swallow up” the puck.

“The puck getting lost really doesn’t happen. I mean, you’re talking about 2,000-plus [feeds] and there can always be an issue with any technology, but that was really infrequent,” Wachtel said. “I would venture to say that those that had trouble following the puck have trouble following the puck to begin with.”

Overall, he believes fans will continue to feel more comfortable with the technology.

“I just think it needs a little bit more time. We have a full year under our belt. I think the experience will continue to get better and better,” Wachtel said. “Some of those fans that might not like [the DED] as much will start gravitating towards it because they’re going to start to see some really cool things throughout the broadcast that will enhance the viewing experience even more than what we think we currently have.”

While overlaying other advertisements on the boards will be its primary function, the DED system eventually will allow broadcasts to use the boards for other special effects.

There are innovations planned for the 2023-24 season. On national broadcasts, the DEDs will be emblazoned with a graphic that promotes the teams you’re about to watch. “It makes the game feel bigger,” Wachtel said.

Coming out of breaks, the boards will be used for more targeted promotion of upcoming games coupled with an announcer voiceover. The boards will also come to life when the game goes to overtime or a shootout.

Down the line, the hope is to use the boards to announce who’s participating in the shootout — remember that advertising inventory for overtime and the shootout isn’t always sold.

“We’ll use those boards as creative elements for those important times of the game,” Wachtel said.

In the near future, the boards will light up at the end of the game in celebration of the winning team. The NHL also expects to eventually use the boards to convey real-time statistical information.

One innovation the NHL already tested at last year’s All-Star Game was using the boards to enhance goal celebrations. The challenge now is the way the game is shot for television. What usually happens after a goal is scored is that the camera cuts directly to the player celebrating, which means the shot will have the ads featured in the arena rather than their digital replacements.

“We would need to work with the broadcaster to hold on that main game camera for a little bit longer,” Wachtel said. “The problem with that is you miss some great enthusiasm and excitement and celebrations, which are really important for our game.”

One of the biggest innovations this season for the DED initiative is having a world feed for every game. On Saturdays and other “game of the week” nights, the NHL is creating four different international feeds where digital ads can be sold: The world feed, a Czech and Slovak feed, a Nordic feed and Commonwealth of Independent States feed.

That additional ad space will build on what Wachtel called an “unbelievably successful first year” from a financial perspective.

SponsorUnited, which tracks sports sponsorship data, reported in June the NHL experienced a 21% increase in sponsorship revenue year-over-year and that 700 brands were involved with the DED.

Wachtel said that, in total, 12,000 pieces of creative were built in the NHL’s hub for the digital boards. SponsorUnited found that the NHL had “eclipsed all other leagues with close to 90%” of all virtual signage assets in televised sports.

The league uses MVP Index to track the amount of time the ads are displayed during games and during highlights distributed on social media.

“All in all, it was very successful Year 1, for which we’re making some small, but we think exciting, changes for Year 2,” Wachtel said.

Continue Reading

Sports

Cindric docked points, fined for spinning Dillon

Published

on

By

Cindric docked points, fined for spinning Dillon

CHARLOTTE, N.C. — Austin Cindric was docked 50 points and fined $50,000 by NASCAR on Wednesday for intentionally spinning Ty Dillon in last weekend’s Cup Series race at Circuit of the Americas.

Dillon moved Cindric up the track early in the race and Cindric quickly retaliated by hooking Dillon in the right rear, spinning Dillon’s car.

NASCAR has made clear they will not tolerate drivers hooking competitors in the right rear to spin them because of the potential hazards. Bubba Wallace and Chase Elliott have both previously been suspended for similar actions.

The penalty drops Cindric of Team Penske from 11th to 35th in the standings heading into this weekend’s race at Phoenix Raceway.

NASCAR fined Carson Hocevar $50,000 and penalized him 25 points for intentionally wrecking Harrison Burton last year. Hocevar hooked Burton in the right rear while under caution at Nashville Superspeedway.

One of the reasons Cindric was not suspended, per a NASCAR official, is because it happened on a road course with lower speeds and tight confines — and the result didn’t draw a caution flag.

Wallace and Elliott both hooked other drivers on ovals with higher speeds that led to cautions.

In additional penalties announced Wednesday, NASCAR said two members of Kyle Larson‘s pit crew had been suspended two races for a tire coming off his car during last weekend’s Cup race at COTA. Brandon Johnson, the jackman, and front tire changer Blaine Anderson were both suspended.

Continue Reading

Sports

Briscoe wins appeal over spoiler at Daytona 500

Published

on

By

Briscoe wins appeal over spoiler at Daytona 500

CHARLOTTE, N.C. — Chase Briscoe and Joe Gibbs Racing won their appeal Wednesday when the National Motorsports Appeals Panel said his Toyota did not have an illegally modified spoiler when he won the Daytona 500 pole.

The victory restores the 100 points and 10 playoff points NASCAR had penalized Briscoe for the spoiler violation. The team also gets its 100 points and 10 playoff points back, and crew chief James Small’s four-race suspension was rescinded, as was the $100,000 fine to the team.

Briscoe is now tied for 14th in the season standings with Carson Hocevar headed into Sunday’s race at Phoenix Raceway. They are one point ahead of Kyle Larson, who is 16th in the season standings.

“The panel believes that the elongation of some of the holes on the number 19 Cup car spoiler base is caused by the process of attaching that specific spoiler base to the rear deck and not modification of the single source part,” the panel wrote.

Joe Gibbs said he was appreciative of the process “NASCAR has in place that allowed us the opportunity to present our explanation of what led to the penalty issued to our No. 19 team.

“We are thankful for the consideration and ruling by the National Motorsports Appeals Panel,” the team owner added. “It is obviously great news for our 19 team and everyone at Joe Gibbs Racing. We look forward to focusing on the remainder of our season starting this weekend in Phoenix.”

Briscoe also thanked the panel and NASCAR on social media “for giving us the option to show our evidence.” He also thanked Joe Gibbs Racing for preparing his car for his debut season with the team.

The appeals panel consisted of former motorsports marketing executive Dixon Johnston, former Speed Channel president Hunter Nickell and former South Boston Speedway general manager Cathy Rice.

Continue Reading

Sports

NASCAR countersues in dispute over charters

Published

on

By

NASCAR countersues in dispute over charters

CHARLOTTE, N.C. — NASCAR’s revenue-sharing charter system is under threat of being disbanded according to a Wednesday counterclaim filed by the stock car series against Michael Jordan-owned 23XI Racing and Front Row Motorsports that singles out Jordan’s longtime business manager.

The contentiousness began after more than two years of negotiations on new charter agreements — NASCAR’s equivalent of a franchise model — and the 30-page filing contends that Jordan business manager Curtis Polk “willfully” violated antitrust laws by orchestrating anticompetitive collective conduct in connection with the most recent charter agreements.

23XI and Front Row were the only two organizations out of 15 that refused to sign the new agreements, which were presented to the teams last September in a take-it-or-leave-it offer a mere 48 hours before the start of NASCAR’s playoffs.

The charters were fought for by the teams ahead of the 2016 season and twice have been extended. The latest extension is for seven years to match the current media rights deal and guarantee 36 of the 40 spots in each week’s field to the teams that hold them, as well as other financial incentives. 23XI and Front Row refused to sign and sued, alleging NASCAR and the France family that owns the stock car series are a monopoly.

NASCAR already has lost one round in court in which the two teams have been recognized as chartered organizations for the 2025 season as the legal dispute winds through the courts.

What is NASCAR counterclaiming?

In the new counterclaim, Polk is repeatedly singled out as the ringleader against the current charter proposals. NASCAR attorney Christopher Yates went so far as to tell The Associated Press that Polk, who in addition to being Jordan’s business manager is a co-owner of 23XI along with three-time Daytona 500 winner Denny Hamlin, does not understand the NASCAR business model.

“Curtis Polk basically orchestrated and threatened a boycott of one of the qualifying races for a major event and others did not go along with him,” Yates said. “He got other teams to boycott a meeting that was required by the charter. When you have a threatened boycott of qualifying races that are covered by media that’s not a good thing for other race teams, not a good thing when you are trying to collectively grow the sport.”

The qualifying race in question was the 2024 pair of 150-mile duels that set the field for the Daytona 500.

“I don’t think Mr. Polk really understands the sport,” Yates told the AP. “I think he came into it and his view is it should be much more like the NBA or other league sports. But it’s not. No motorsport is like that. He’s done a lot of things that might work in the NBA or might be OK in the NBA but just are not appropriate in NASCAR.”

Who is violating the antitrust act?

NASCAR’s complaint alleges “the undisputed reality is that it is 23XI and FRM, led by 23XI’s owner and sports agent Curtis Polk, that willfully violated the antitrust laws by orchestrating anticompetitive collective conduct in connection with the terms of the 2025 Charter Agreements.”

“It is truly ironic that in trying to blow-up the Charter system, 23XI and FRM have sought to weaponize the antitrust laws to achieve their goals,” the counterclaim says, alleging Polk’s threats are “attempting to misuse the legal system as a last resort to secure new terms.”

Bob Jenkins, an entrepreneur, owns Front Row Motorsports and joined 23XI in the lawsuit when he declined to sign the 2025 charter agreement last September.

NASCAR’s counterclaim asks for an injunction eliminating guaranteed starting spots for charter teams. NASCAR wants the four combined charters held by 23XI and Front Row before the lawsuit to be returned to NASCAR, and it wants to dissolve the two charters each team purchased ahead of the 2025 season for their own individual expansion.

“There’s a misperception out there that somehow 23IX and Front Row might achieve something that other teams can take advantage of, and that’s just not right,” Yates told the AP. “This is not going to be a renegotiation. NASCAR has no intent of renegotiating the terms of the charter. Front Row and 23XI are threatening the charter system and its continuation, and NASCAR is fine without the charter system.

“The charter system was created at the request of the teams. That was before 23XI and Curtis Polk’s time, I don’t think they understand that history. But if they succeed with their lawsuit and the charter system goes away, that’s OK.”

What do 23XI and Front Row want?

Yates told the AP he’s asked Jeffrey Kessler, the attorney representing 23XI and Front Row, what is it the two teams want and cannot get a straight answer.

“The mere fact that the lawsuit calls the system into question, I really think 23XI and Front Row are being pretty selfish in terms of what they are trying to do, and I don’t think they are taking into account the 32 teams that have signed the charters and think it is a good deal for them,” Yates said. “Do some of them think they should have gotten more? I’m sure. Does NASCAR think it should have gotten more? Absolutely. But NASCAR does not see the charter system as necessary.”

Jordan has said he’s suing NASCAR on behalf of all the teams so that even the smallest ones can receive equal footing in terms of benefits as a participant in the top motorsports league in the United States.

Among the improvements in the 2025 charters is a more equitable revenue share, but missing is the demand that teams wanted the charters to become permanent. NASCAR at its discretion can claw back charters from underperforming teams or eliminate the system completely. Yates said NASCAR has no intention of renegotiating the charters signed in September by 13 organizations, nor did he see a scenario in which NASCAR settles the lawsuit.

“Polk and 23XI’s other owners openly professed that they wanted to change NASCAR’s economic model by demanding more money for the teams from NASCAR media revenues, instead of teams competing against each other,” Yates said. “However, 23XI and FRM did not merely reject the terms of the 2025 Charters. Rather, those teams embarked on a strategy to threaten, coerce, and extort NASCAR into meeting their demands for better contract and financial terms.”

Continue Reading

Trending