“Finally the impression 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 a couple of years’ journey of beginning to immerse myself, finding out the house, 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 may have.”
Within the time since then, Correnti attended conferences within the house, studying that the main focus was on challenges of the previous relatively than alternatives for the longer term, and even partnered with Alexis Ohanian, founding father of Reddit and lead investor of NWSL group Angel Metropolis FC, and NBCUniversal for the primary Enterprise of Ladies’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 take a look at an rising market like this, in the event you’re not transferring, you’re not competing. Be the shark.”
As a shark within the girls’s media panorama, Deep Blue isn’t trying to simply glide. Whereas Big Spoon’s tagline says it needs to “stir shit up,” Deep Blue needs to alter your entire enterprise of girls’s sports activities, right down to the nitty-gritty of measurement and media shopping for.
As an example, one main challenge nonetheless ongoing is bundling, with Correnti noting, “It’s a must to purchase the worst of males’s sports activities to get the very best of girls’s.”
“Lots of the patrons within the media market which are representing manufacturers investing on this house 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 we now have a foreign money problem, and we now have a metric problem.”
In accordance with Correnti, Deep Blue will probably 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 foreign money has to alter; the media has to alter; the filters for the 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 method.”
