“Finally the influence and the return that the mass public was anticipating had challenges as a result of the business facet wasn’t there,” mentioned Correnti. “[I] went on just a few years’ journey of beginning to immerse myself, learning the area, speaking to many model leaders, CMOs who performed collegiate athletics, and speaking about if we’re transferring even a small quantity of media funding, the implications of what that might have.”
Within the time since then, Correnti attended conferences within the area, studying that the main focus was on challenges of the previous moderately than alternatives for the long run, and even partnered with Alexis Ohanian, founding father of Reddit and lead investor of NWSL staff Angel Metropolis FC, and NBCUniversal for the primary Enterprise of Girls’s Sports activities Summit, which occurred in April.
Following the success of the summit, Correnti knew it was “go time,” particularly heading into an Olympic 12 months.
And that’s the place Deep Blue is available in.
Shaking up the media trade
The agency’s identify is impressed by the biggest shark ever recorded—a Nice White named Deep Blue.
“The thesis of it’s that sharks are at all times swimming, by no means standing nonetheless,” Correnti mentioned. “If you have a look at an rising market like this, for those who’re not transferring, you’re not competing. Be the shark.”
As a shark within the girls’s media panorama, Deep Blue isn’t seeking to simply glide. Whereas Big Spoon’s tagline says it needs to “stir shit up,” Deep Blue needs to vary the whole enterprise of girls’s sports activities, right down to the nitty-gritty of measurement and media shopping for.
As an example, one main situation nonetheless ongoing is bundling, with Correnti noting, “You must purchase the worst of males’s sports activities to get the perfect of girls’s.”
“Lots of the patrons within the media market which are representing manufacturers investing on this area are incentivized to purchase on attain and effectivity, and also you go to {the marketplace} and you’ve got a greenback to spend on Sunday Evening Soccer or the NWSL semifinals, you’re going to place that greenback on SNF each time,” Correnti mentioned. “So now now we have a forex problem, and now we have a metric problem.”
In accordance with Correnti, Deep Blue shall be closely media-forward, specializing in how, the place and why {dollars} are being invested in sports activities.
“What’s the distinctive technique?” mentioned Correnti. “The forex has to vary; the media has to vary; the filters for a way we’re approaching this has to evolve as a result of we’re lacking a large rising progress market alternative as model entrepreneurs [and] advertisers by persevering with to lump this in with our total sports activities technique. It’s time that it warrants its personal unbiased strategy.”
