You will be redirected back to your article in seconds

120 Sports Digital Net Launches with League Backers, But Faces Tough Odds to Attract Fans

Venture’s investors include Time Inc., MLB and NHL, with programming comprising 2-minute video clips

If you build it, there’s no guarantee they will come.

120 Sports, which officially launches Wednesday with an eight-hour block of short-form clips, is about to test the appetite of fans for yet another digital outlet of daily news and analysis for all things sports.

Equity investors in 120 Sports include Time Inc., Major League Baseball, the National Hockey League, digital sports-media company Silver Chalice, and Campus Insiders, a joint venture between IMG College and Silver Chalice.

But 120 Sports, while it will deliver content in a 24-hour fashion like a linear TV network, will not offer live games. Moreover, it lacks a deal with the NFL — a critical gap, considering that pro football is America’s most popular sport. The NFL is gearing up to launch its own personalized 24-hour digital network, NFL Now, in August.

SEE ALSO: Time Inc.-Backed 120 Sports to Launch Internet Video Network with MLB and Other Leagues

The venture touts its ties to leagues, which will contribute highlights, archival footage and live game look-ins, as helping it stand out from the dozens of other sports websites and video services. The free, ad-supported service is also designed from the ground up to incorporate real-time social chatter, according to 120 Sports.

But 120 Sports faces a slew of competition in the crowded sports news and info market online. Those range from cable sports giant ESPN, which reached 68 million unique users who watched 362.7 million video clips in May 2014, to Time Inc.’s Sports Illustrated itself, which last year launched daily sports talk show “SI Now.”

Other competitors include emerging sports-oriented YouTube multichannel networks, like The Whistle, which also counts sports leagues as partners, including MLB and the NFL.

Set to debut live at 6 p.m. Eastern, 120 Sports — named after the 2-minute segments that comprise its programming — has hired a team of analysts and commentators to host the video clips. These include former NBA player Antoine Walker; Danny Graves, a former All-Star pitcher for the Cleveland Indians and Cincinnati Reds; and Steve Phillips, who worked in the New York Mets’ front office for 13 years as SVP and g.m. from 1997-2003. In addition, 120 Sports has signed Rick Strom, former sports host of The Young Turks Sports Network on YouTube.

“As we work to offer even more original, diverse and all-encompassing sports programming to our audience, this new co-host and group of analysts will serve as an excellent complement to our already strong roster of talent,” Jason Coyle, president of 120 Sports, said in a statement.

The online network has lined up four launch sponsors: Geico, Nissan, Transamerica and Verizon Wireless. According to 120 Sports, the video user experience includes patented, interactive “data cards” that allow real-time integration of sponsor messaging.

Silver Chalice is overseeing production and business operations, with 120 Sports programming produced from a facility on the campus of Oprah Winfrey’s Harpo Studios in Chicago. Silver Chalice and Sports Illustrated’s national sales organizations will lead all sales and marketing, while Sports Illustrated and Time Inc. will also provide operational and business development support.

The 120 Sports video is streamed via a new platform built by MLB Advanced Media. The product will debut as a free native application for smartphones and tablets as well as on the web at 120Sports.com and other distribution outlets.

More Digital

  • Niantic's Harry Potter: Wizards Unite Game

    ‘Harry Potter: Wizards Unite’ to Launch This Week

    “Pokemon Go” maker Niantic is getting ready to launch its next big game: “Harry Potter: Wizards Unite” is set to launch in June 21, the company revealed in a tweet this week. The worldwide launch of Harry Potter: Wizards Unite begins this Friday, June 21! Keep your eyes peeled and wand ready for more information [...]

  • google podcast creator program

    Google, PRX Unveil Second Slate of Their Podcasts Creator Program (EXCLUSIVE)

    Roughly a year after first unveiling its podcasts creator program, Google is renewing its commitment to train budding podcasters. Together with public radio and podcast distributor PRX, Google has chosen 6 podcasters from around the world to participate in the next round of the creator program. The podcasts included in the second cohort are “37 [...]

  • Camila Cabello

    Camila Cabello Reveals Podcast Obsessions, Teases New Album at Cannes Lions

    Camila Cabello was the featured speaker at a Tuesday afternoon panel at Cannes Lions, the annual gathering of marketing, design and entertainment professionals in the south of France. Joined by Spotify chief content officer Dawn Ostroff, the talk, moderated by Variety editor Shirley Halperin, was centered around the theme of the golden age of sound [...]

  • Meg Whitman and Jeffrey Katzenberg

    Quibi Has Already Booked $100 Million in Ad Sales, Jeffrey Katzenberg and Meg Whitman Say

    Quibi, the ambitious short-form video venture from Jeffrey Katzenberg and CEO Meg Whitman, has sold $100 million in upfront ad inventory with six advertisers ahead of its April 2020 debut. Advertisers that have committed ad spending to Quibi include Google, Procter & Gamble, PepsiCo, Walmart, Progressive and AB InBev, according to the company. The $100 [...]

  • China's iQIYI Signs Content, Channel Pact

    China's iQIYI Signs Content, Channel Pact With Malaysia's Astro

    Astro Malaysia, Malaysia’s leading pay-TV operator, has struck a strategic agreement with Chinese streaming platform iQIYI. Astro obtains the exclusive rights to deliver iQIYI content on TV, on-demand and via OTT in Malaysia. It will launch the first iQIYI-branded channel comprising iQIYI’s extensive slate of original content from drama to variety shows and movies. Astro [...]

  • Toy Story 4 Forky

    ‘Toy Story 4’ Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by TV ad measurement and attribution company iSpot.tv, Disney Pixar claims the top spot in spending with “Toy Story 4.” Ads placed for the animated film had an estimated media value of $5.53 million through Sunday for 1,073 national ad airings on 38 networks. [...]

  • Murder Mystery

    Netflix Reveals Record-Breaking Stats for Sandler-Aniston 'Murder Mystery' Flick

    “Murder Mystery,” the latest Adam Sandler film to debut on Netflix, broke viewing records on the streaming service, the company revealed Tuesday. The film, which is co-headlined by Jennifer Aniston, was seen by close to 30.9 million households in its first 3 days, according to a tweet sent out Tuesday afternoon. 🚨ADAM SANDLER AND JENNIFER [...]

More From Our Brands

Access exclusive content