All-Star Games may be flawed but still a boon for professional sports leagues
Several factors, including a lack of competitive furor and athletes' ability to use social media to engage with fans from around the globe, have left many to wonder whether the standard All-Star Game model is broken.
"All-Star Games used to be an opportunity for players to build their brand," said Bob Dorfman, a sports marketing analyst in San Francisco.
"Now there are so many other ways to do that, that it became less important for players to have to show up in these games and play well."
Just this past week Argentine great Lionel Messi, who is Major League Soccer's reigning MVP, decided not to participate in the MLS All-Star Game held in Austin, Texas, on Wednesday despite not being injured. Messi was handed a one-game suspension for skipping the game, a punishment that Inter Miami owner Jorge Mas said his star was "extremely upset" about.
North America's top four sports leagues have for years been tinkering with the formats for their All-Star showcases in hopes of creating more competitiveness and additional interest in an exhibition game.
The NHL ditched its All-Star Game this year in favor of an international tournament called 4 Nations Face-Off that proved to be a success in many metrics, including attendance, television ratings and, perhaps most importantly, player buy-in.
Even NBA Commissioner Adam Silver referenced the NHL's model when discussing future changes to his league's showcase after admitting the new format for February's NBA All-Star Game, which featured a mini-tournament of four teams, was "a miss."
The NFL's all-star showcase was often missing many top players who were either injured, uninterested or Super Bowl-bound and so in 2022 they replaced it with Pro Bowl Games, which features skills events and a flag football game.
The MLB All-Star Game earlier this month, which for the first time was decided by a home-run swing-off, averaged 7.19 million viewers on Fox, down 3.5% from last year and the second-lowest rating for the Midsummer Classic.
Still, MLB's showcase drew far better than its counterparts, with the NBA All-Star Game and the NFL's Pro Bowl Games each averaging 4.7 million viewers in February.
"There was a time when every All-Star Game was a can't-miss event and people were excited and thrilled," said famed U.S. sports agent Leigh Steinberg, best known as the inspiration for Tom Cruise's character in the film "Jerry Maguire."
But despite the idea that All-Star Games and related events are experiencing a decline in popularity, they still provide leagues with an opportunity for massive brand activation, which experts say is where the real value lies.
The lead-up to an All-Star Game offers leagues a chance to connect with the city they are in that week through initiatives like community events, upgrading sport facilities, equipment donations, school visits and fan festivals.
"When you look at it just as one game on one day, that's not really what the value is," said Joe Favorito, a long-time sports marketing professional and professor at Columbia University.
"The value is everything that leads up to it and everything else that is tied into what the culmination of the game is. The reality is the actual game is probably the least important part of what an All-Star activation is these days."
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Japan Times
5 hours ago
- Japan Times
Cheer with caution: expert advises sports fans have game plan for extreme heat
There's nothing like watching sports in person. The smell of food from the concession stands wafting through the air, the vibrations of the crowd, the pre-event buzz, the bright lights, the applause, chants, gasps and boos — it's a multisensory experience that cannot be fully replicated on a screen. But as summers get hotter and longer due to climate change, fans need to be wary of the health risks of sitting in the glaring sun for hours while watching their favorite team and athletes compete. The consequences of extreme heat exposure range from dehydration to heatstroke and even death. In May, a soccer match between South Korea's Gwangju FC and Gangwon FC was stopped after a 13-year-old girl in the stands collapsed from heatstroke. In July, play at Wimbledon was paused twice after two tennis fans, one of them a 79-year-old woman, fell ill in the heat during the men's semifinal between Carlos Alcaraz and Taylor Fritz, with both requiring medical treatment. Last month in Japan, a man in his 80s was taken away by ambulance after he showed signs of heatstroke at a high school baseball game in Mito, Ibaraki Prefecture. Heatstroke can occur even without direct exposure to sunlight. It happens when your body fails to regulate its temperature, which can happen in any hot environment — shaded or not. According to an internet survey conducted by Heatstroke Zero, a project run by the Japan Weather Association, nearly 90% of the 137 respondents who experienced heatstroke while watching a sporting event during the summer months in 2017, 2018 and 2019 were outside, with 25% of those sitting under a roof. Most respondents developed symptoms — from dizziness, nausea and heavy sweating to muscle cramps, seizures and unresponsiveness — while the game was happening, but about 30% had delayed reactions, feeling unwell either on their way home or after arriving home. Tennis fans had to contend with a heat wave in England during Wimbledon this year. | REUTERS The majority of these cases took place in July and August, and 57% occurred between noon and 3 p.m. It's also important to note that between 22% to 33% occurred in cloudy and rainy conditions. Heatstroke doesn't play favorites. Playing sports in extreme heat is dangerous, but watching sports in hot, humid conditions can be just as risky. Therefore, it is important that anyone attending sporting events in the summer take precautions to stay safe. It's best to avoid going out during the hottest hours of the day, but sometimes that can't be avoided — for example, if you're catching an afternoon ball game at Japan's iconic (and mostly uncovered) Koshien Stadium. So what do we do? 'In order to save lives from extreme heat, the safest approach is to cancel sports altogether. But is that what we want?' said Yasufumi Miyake, the former head of Teikyo University Hospital's advanced emergency medical center who is well versed in heatstroke. 'It's easy to cancel summertime outdoor athletic events, pool activities and physical education classes in favor of indoor sports in air-conditioned gymnasiums. But you can't build a strong body that can adapt to heat that way. And that kind of defeats the purpose of sports.' Miyake has suggested several steps organizers could take, such as setting up a heatstroke prevention committee a year in advance, creating a safety manual, getting educated on how to diagnose, treat, and prevent heat-related illness and collaborating with local fire departments and hospitals. Dehydration is one of the main concerns for spectators. Many professional sporting events in Japan prohibit visitors from bringing bottled or canned drinks and hard-sided coolers into stadiums and arenas, but generally allow empty water bottles or bottles filled with non-alcoholic beverages. Understanding the venue's bag policy is essential to ensure proper hydration. Bad news for beer lovers: heat plus alcohol can equal trouble. While many fans consume booze to unwind and have fun, Miyake points out that alcohol can increase the risk of dehydration and heat illnesses. Fans try to stay cool while watching the Bengals during the team's training camp in Cincinnati, Ohio, on July 25. | IMAGN IMAGES / VIA REUTERS 'Alcohol is a diuretic, which means it causes more urination and therefore speeds up dehydration,' he said. 'Fans should drink plenty of fluids, anything but alcohol, and enough to urinate at normal frequency. The amount of drink that's right for you will depend on your age, body size and level of heat tolerance.' Checking the weather forecast before heading out is also a must-do. Look at both temperature and humidity. And think carefully about whether you want to bring young children, the elderly and those with health problems to the event, as they are particularly vulnerable to heat. In Japan, a general heatstroke alert is issued when the wet bulb globe temperature (WBGT) index is predicted to reach 33 degrees Celsius or higher. If the WBGT, a measurement that takes into account air temperature, radiant heat, humidity and air flow, is forecast to exceed 35 C at all observation points in a prefecture, a "special' heatstroke alert is issued. Heat advisories and warnings should be taken seriously as they indicate dangerous weather conditions that can have deadly implications. 'People in high-risk groups should keep up to date with weather information, heat alerts and WBGT around the sports venue, and consider not going or leaving early if conditions look unsafe,' Miyake said. Finally, pay attention to symptoms that could indicate your body is overheating. If you notice any signs of heatstroke, quickly notify nearby people for help. It is also important to drink water, move to a cool place and cool your body down. Miyake says you should not hesitate to call an ambulance if symptoms are severe, such as impaired consciousness. 'Even if you don't have the symptoms that are common, it doesn't mean you don't have heatstroke. Feeling sick after being in the sun could signal heatstroke,' Miyake said. 'If you suspect heatstroke, follow the FIRE procedure, which stands for fluid, ice, rest and emergency call.'
Japan Times
5 hours ago
- Japan Times
New Giants QB Russell Wilson praises coach Brian Daboll's 'beautiful mind'
He has yet to throw a pass in a game setting for the New York Giants, but new quarterback Russell Wilson, a 10-time Pro Bowler, is already singing the praises of head coach Brian Daboll's offensive knowledge and understanding. He expressed his thoughts on Daboll and other topics while speaking with reporters on Wednesday. "Daboll's got a beautiful mind, how he sees the game, he's coached tremendous football players, he's won Super Bowls, he's been around winning — national championships, all that stuff," Wilson said. "I think that the best part is in terms of the knowledge and what we get to share back and forth is pretty cool. "... Just over the years, all my experience, his experience, how we see the game the same way." Wilson also sang the praises of assistant head coach and offensive coordinator Mike Kafka, who will continue calling plays for the Giants in 2025. "Obviously Kaf's played the game, played the position, he sees it like the quarterback does, and he's got a great viewpoint of the game," Wilson said. "We get to spend a lot of time together in the quarterback room, and I think Kaf is a really brilliant mind, too. "I think the ability to share ideas, the collaboration, is what's really special here." Kafka, with the Giants' coaching staff since 2022, also highlighted the importance of communication with his new pivot. "Yeah, just opening up (those) lines of communication, having dialogue on plays that he likes, things that I like, things that are within the offense already, maybe there's some crossover, maybe there's some new thoughts," the former journeyman QB said. "It's just about opening those lines of communication." After two down years with the Denver Broncos in 2022 and 2023, Wilson started 11 regular-season games for the playoff-bound Pittsburgh Steelers in 2024, posting a 6-5 record while passing for 2,482 yards (225.6 per game), 16 touchdowns and five interceptions. He added another two scores on the ground. Now the 2013 Super Bowl champion is adapting to another new team in New York and transitioning well. "It's going great," Wilson said. "I think guys are working their butts off, man. We're battling every day, going against a really good defense every day, too, so it's even better. "You always want practice to be harder than the games, that mentality of that. ... I think we're getting better every day." Wilson has also expressed his eagerness to play alongside talented second-year receiver Malik Nabers. "I mean, that was (the) first thing I told you guys when I watched him on film. ... It was just his explosiveness," Wilson said of the 2024 sixth overall pick out of LSU. "Once he catches the football, there's only so many people in the world that can do it like he can, and I think he's one of the best in the world to do it. "He's going into a second year of it all, and it's all fresh and all new, but he's definitely experienced in terms of how he sees the game, his mentality attacking the football in the air. ... It's going to be a special thing. I'm excited to play with him, obviously." At age 36, Wilson added that he's already enjoying playing for his fourth NFL team. "I love this locker room, the guys, just the fellowship that we have together all the way from the lunchroom to the film room after practice," Wilson said. "...It's been great, man. I am truly grateful to be a New York Giant."
Japan Times
7 hours ago
- Japan Times
Scottie Scheffler 'rested, ready' for FedEx Cup playoffs
Scottie Scheffler is ready to put his victory at the British Open in the rearview mirror when he tees off on Thursday at the FedEx St. Jude Championship in Memphis. Scheffler, the world's No. 1 golfer, captured his fourth major with a four-stroke victory on July 20 in Royal Portrush, Northern Ireland. The best golfer in the world since 2022, Scheffler notched his 17th career PGA Tour victory and his fourth since May, a run that included the PGA Championship. So, what's Scheffler been doing in the meantime? "Went home not shortly after, and then got some rest," Scheffler said. "I took a little bit of extra time resting. I think just because playing major championships takes a lot out of you, so it was nice to get home and get a little bit of extra rest." Hopefully for Scheffler's sake, the break in his schedule doesn't create an issue with his results. He has recorded 11 consecutive top-10 finishes heading into the playoff opener in Memphis. "Well, I think it all comes down to the preparation and showing up ready to play," he said. "Like I said, at this point in the year, that extra practice is maybe only going to be draining for me a little bit, and that's something that I've learned to manage as my career has gone on. "I would say my prep week last week definitely looked a bit different than it would have looked before the Scottish Open and definitely looked a little bit different than it would have looked if you go back to the beginning of the year when I was coming off injury. So making sure I'm rested, ready to play. "My game is in a good spot, and I feel like some extra practice at this point in the year can almost be detrimental in terms of just physical and mental fatigue. Showing up like you're ready to play." Scheffler, 29, also has showed up on the big screen with a light-hearted cameo in "Happy Gilmore 2." The golfer even finds himself in trouble with the law, resulting in the police hauling him away. "Oh, no. Not again," he says in the movie. All jokes aside, Scheffler said he really enjoyed his time in that environment. "I mean, being able to film a movie was really fun," he said. "They got a great turnout from current players and past players. I think it's just because the first movie was so iconic and Adam Sandler is such an iconic actor and a guy that was a real treat to be able to work with. I had a ton of fun being able to film it. "The reviews for the movie so far have been great. I really enjoyed watching it. I thought they did a great job with the script and the golfers did a great job acting. Will Zalatoris in his role cracked me up. The dinner scene, there were so many good one-liners in it."
