President’s Message
By Andy Nobbs
BATTER UP
the announcement, and there’s a
growing appreciation in the sports
environment for what we do.
The sports world is going global, as
the National Hockey League and
National Football League held
games in London recently, and base-
ball continues to grow in places like
Taiwan in a way that was nearly
unthinkable a few years ago.
According to the Sports Business
Journal, sports marketing is a $250-
billion industry, and with such a
large amount of revenue at stake,
its crucial for these companies to be
able to track, for example, a play
during Game 2 of the World Series
when it airs in that night’s newscast,
when it airs six days later in a blooper
piece, and when it shows up seven
The sporting world has been taking to learn, represent very big business.
months later in an archive program.
its lumps lately. Controversies about With baseball alone averaging $5.8
steroids, stars being indicted and billion in annual revenue, it is of
From the biggest leagues in the U.S.
sentenced to prison, referees and course crucial for leagues to keep
to much smaller sports in Europe
coaches being suspected of trying to track of how their product is being
and Asia…big or small, U.S., German,
gain unfair advantages…all of these disseminated. It was with that pur-
French, Australian, Japanese…they
have put the concept that is the pose in mind that, in early October,
all can benefit from Teletrax.
cornerstone of all organized sports Major League Baseball announced
– fair play – into serious question in an agreement with Teletrax to test
That’s what we call – if you’ll pardon
the minds of many fans. our service by digitally watermark-
yet another expression – hitting a
ing its content and evaluating the
home run.
Go beyond those headlines, however, broadcast television usage of all its
and you’ll still find rabid fan bases, post-season games in 2007, and to
whether it’s gridiron devotees test Teletrax via our coverage of
cheering on the unexpected resur- satellite, cable, and terrestrial stations
gence of Green Bay Packers quar- in all 210 U.S. television markets
terback Brett Favre or weekend through the end of 2008.
duffers delighting in Tiger Woods’
latest accomplishments. The deal has resulted in a greater
awareness about Teletrax and a more
However, behind the scenes, sports specific understanding of the values
is not – if you’ll pardon the expression we bring to the sports marketplace.
Andy Nobbs is president and managing
– all fun and games. The major Other leagues and rights holders
director at Teletrax. He can be reached at
sports leagues, you’ll not be surprised have moved ahead since we made anobbs@teletrax.tv
“However, behind the scenes, sports is not – if
you’ll pardon the expression – all fun and games.”
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