Comcast’s Michael Schreiber is building a beast of sports advertising on the main line.


Michael Schreiber calls the company he founded “the biggest sports network you’ve never heard of.”

Nearly two years ago, former Comcast Corp. executives launched Playfly Sports LLC, a sports advertising company in Chester County, which now reaches 83% of U.S. sports fans, has 8,500 professional and college video games, We generate 230 billion ad impressions annually through our streaming platforms. , digital banners, radio programs, newsletters.

It’s half of a mini-boom by two Berwyn sports tech companies with ties to Comcast. Playfly’s office is located at a former roller-skating rink on the downhill side of SEPTA’s Paoli/Thorndale line. Epoxy.ai, also a start-up founded by his former Comcast exec, leases offices to Line Inbound his truck within rock-throwing distance of PlayFly. Epoxy.ai personalizes his sports bets through mobile phones.

It’s all about monetizing the engagement of sports fans here. Playfly for advertising and Epoxy.ai for betting. Former Comcast executives know all about the economics of big-money sports, the sustainability of sports television ratings, and squeezing value out of sports media rights.

Epoxy.ai co-founder Chris Reynolds, who knew and worked with Schreiber at the Philadelphia firm, said:

Schreiber’s idea was to create a sports platform that would allow national brands like TD Ameritrade and BMW to reach local sports fans without having to call local sports teams. For example, an alcoholic beverage company can advertise a hard seltzer drink in New York and a low-calorie beer in Los Angeles “on one bill,” Schreiber said.

The sports advertising market is huge and diffuse. In total, about 800 brands spent his $6.2 billion on ads during his 2020-21 NFL telecast, according to an advertising research firm, Sports Business Journal reports. The NFL he is just one league and most of the ads are national. Playfly mines sports ads at the regional level.

Andrei Mikhailchenko, a professor of business administration at California State University in Sacramento, found that sports fans are 5 more likely to recall brands advertised in college or professional games than brands advertised in movies or general entertainment. said to be twice as high.

To get out of the block faster, Playfly acquired seven companies supporting Schreiber’s vision for more than $100 million, giving it access to its tech platform and ad inventory for professional baseball, basketball and hockey games in advertising nationwide. Mainly for sale. The most significant deals were three former Fox Corporation companies: Home Team Sports, Impression Sports and FOX Sports College Properties. Other acquisitions allow Playfly to sell sponsorships to universities and naming rights to Arena.

Schreiber declined to provide revenue to the privately held company, but said it would be profitable. In addition to Schreiber, Sinclair Broadcast Group and Baltimore investment firm Access Holdings have also invested in Playfly.

Sports fans are five times more likely to recall brands promoted during college or professional games than they are in movies or general entertainment.

Andrei Mikhailchenko, California State University

The company employs 50 staff in Berwyn. Playfly’s website has vacancies in Berwyn or Philadelphia. Playfly employs his 350 employees in other parts of the country, with jobs posted in New York as well. El Segundo, California. Atlanta; Chicago; and Detroit. Additionally, Playfly employs about 300 contractors.

In July, Orlando Sentinel reported that Playfly had signed a 13-year deal with the University of Central Florida, agreeing to pay $125 million for media rights.

“Playfly is betting on making more than $125 million to buy Central Florida,” said Kirk Wakefield, a retail marketing professor and sports advertising expert at Baylor University in Texas. said.

Playfly and UCF confirmed in a news release that a deal has been reached. They didn’t disclose the financial terms.

In college sports, Wakefield said Playfly faces heavyweight Rearfield, who is owned by investment fund Attyros Group. Atairos also has a link to Comcast — deep. Comcast’s former chief financial officer, Michael Angelakis, oversees his Atairos based in Bryn Mawr, about nine miles from Playfly’s offices. Comcast has agreed to give Atairos his $4 billion in funding.

Sports advertising used to be for the masses. But Wakefield said brands now want to know that their ads have “changed the minds and behaviors” of consumers. “Organizations that can handle such data will win.”

For some fans, sports games and stadiums already feel saturated with advertising.

“Overload can lead to saturation [teams] Mikhail Chenko, a professor in Sacramento, said, pointing to European professional hockey jerseys patched with multiple brand logos.

But he also believes there is an “endless market” for marketing around sports, as advertisers can target fan groups by demographic, lifestyle, geography, or behavior to segment audiences. increase.

It’s no coincidence that Playfly and Epoxy.ai have offices in close proximity. The town of the Western Suburbs is a Comcast bedroom community accessed by a Regional Rail that also carries reverse commuters from Philadelphia to Berwyn.

Epoxy.ai “has a great team who live primarily in Center City and had to be comfortable with the reverse commute,” says Reynolds. “And nothing is more manageable than getting off the train and walking to the office.”

Reynolds also said it’s great to see spin-offs and start-ups flocking to the region. Although small, it resembles Silicon Valley and other innovation hubs.

Originally from Baltimore, Schreiber, 46, worked for NBCUniversal and moved to the Philadelphia area in 2011 when Comcast acquired NBCUniversal.

“The goal was to show everything on the living room TV and make it available on digital platforms like the iPhone,” Schreiber says of the first Comcast project.

Schreiber said that in negotiating Comcast’s content deal, he realized that large advertisers could reach general sports audiences on ESPN and other national networks. But it wasn’t easy to reach his fans of the local sport, the most passionate and prized eye-catcher for any advertiser.

In 2016, Schreiber left Comcast for a new post as Chief Content Officer at Altice USA, a cable TV and broadband provider in New York. He didn’t want to move his family to Paoli, so he commuted by train to Artis’ office.

Schreiber left Altice in June 2020, launched Playfly a few months later, and began looking for a local headquarters. “I didn’t want to be on the Strip somewhere,” Schreiber said.

He was fascinated by the Berriwyn Theater, which opened in 1913 and brought Broadway theater to the suburbs. After that, it was used as a roller skating rink and a law office.

After a $2 million renovation, Schreiber opened the Playfly office in the building in May. His indoor basketball court is located in the excavated basement, with employee desks surrounding it like a press box. The main floor was covered with an outdoor lawn that mimicked a soccer field. Banners of professional and college teams cover the walls. There is a gym and an area to hang out.

Prior to the interview, Schreiber threw a basketball. “Hit foul shots. Must be made before every meeting.”



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