When the Collins Cup was announced last fall, I was open-minded — but I wasn't entirely convinced the pros were going be able to pull it off. It sounded crazy ambitious. One of the biggest questions I had was how they'd ever get a live audience to show up. With Roth as the launch venue next summer, I think there's a possibility that they’re putting together a product that has the potential to really mix things up for the pro sport.
Three more reasons I’m optimistic:
1. The introduction of an independent athlete ranking system. I wanted to cheer, when I saw the PTO ranking system included in the Roth announcement. The pros have needed this so badly. It can be leveraged to build energy, excitement and an audience throughout the year — and it can be sponsored. So great — and bravo to Thorsten Radde for designing the algorithm that drives it.
2. Wasserman's involvement. They're one of the top media and talent groups out there, and they’re executive producers for the race broadcast. They do exceptionally good work.
3. Many of the top pros have deleted Ironman's name from their Twitter profiles and are simply identifying themselves as professional triathletes. Jan Frodeno's bare-bones profile was the first one that caught my eye, causing me to check others. Not everyone has done it, but a lot have. While it may seem like a small detail, I'm guessing: it may be a sign that the pros are taking other steps behind the scenes to create a balanced platform for themselves — which would be good for everyone in the industry, Ironman included, if so.
My additional two cents — these are four business model elements that would be great for the pros and the race — hopefully they're all already in play:
1. A PTO ownership stake in the race — or, absent outright ownership, allocation of a percentage of all of the race’s media rights, sponsor and merchandise revenues to the PTO.
2. A basic, subsistence appearance fee for every pro who participates, no matter where they and their team place in the race.
3. Not only a live TV broadcast of the event, but also live streaming on Twitter, Amazon or YouTube.
4. Independent of the Collins Cup — introduction of a well-designed, integrated pro website and mobile app, making it easier to follow the pros across all races and creating a platform for sponsors to get involved with the pros directly in a variety of ways, throughout the year.
I'm not completely starry eyed — they still have huge sponsorship and production challenges ahead — that said, to me, the early signs are really promising. I'm watching with continued interest.
Three more reasons I’m optimistic:
1. The introduction of an independent athlete ranking system. I wanted to cheer, when I saw the PTO ranking system included in the Roth announcement. The pros have needed this so badly. It can be leveraged to build energy, excitement and an audience throughout the year — and it can be sponsored. So great — and bravo to Thorsten Radde for designing the algorithm that drives it.
2. Wasserman's involvement. They're one of the top media and talent groups out there, and they’re executive producers for the race broadcast. They do exceptionally good work.
3. Many of the top pros have deleted Ironman's name from their Twitter profiles and are simply identifying themselves as professional triathletes. Jan Frodeno's bare-bones profile was the first one that caught my eye, causing me to check others. Not everyone has done it, but a lot have. While it may seem like a small detail, I'm guessing: it may be a sign that the pros are taking other steps behind the scenes to create a balanced platform for themselves — which would be good for everyone in the industry, Ironman included, if so.
My additional two cents — these are four business model elements that would be great for the pros and the race — hopefully they're all already in play:
1. A PTO ownership stake in the race — or, absent outright ownership, allocation of a percentage of all of the race’s media rights, sponsor and merchandise revenues to the PTO.
2. A basic, subsistence appearance fee for every pro who participates, no matter where they and their team place in the race.
3. Not only a live TV broadcast of the event, but also live streaming on Twitter, Amazon or YouTube.
4. Independent of the Collins Cup — introduction of a well-designed, integrated pro website and mobile app, making it easier to follow the pros across all races and creating a platform for sponsors to get involved with the pros directly in a variety of ways, throughout the year.
I'm not completely starry eyed — they still have huge sponsorship and production challenges ahead — that said, to me, the early signs are really promising. I'm watching with continued interest.