EXCLUSIVE: Man Behind WWE’s Netflix Deal Revealed, Cites Dwayne ‘The Rock’ Johnson As Big Reason Behind Agreement

In the ever-evolving landscape of sports media, the convergence of traditional broadcasting and digital streaming has ushered in a new era of content consumption. As audiences increasingly turn to over-the-top (OTT) platforms for their sports fix, the industry is presented with both challenges and opportunities. On this week’s episode of EssentiallySports Think Tank, our host Trey Holder sat down with Rob Kligman, a seasoned executive with a wealth of experience in sports media—including roles as Chief Revenue Officer of Anthem Sports Group and in various senior positions at leading organizations such as WWE and USA Today—to delve into the intricacies of this transformative shift, highlighting stars like Dwayne ‘The Rock’ Johnson as pivotal to WWE’s strategy.

Here’s a sneak peek at the episode that was released on July 9th: With his finger on the pulse of the sports media landscape, Kligman offers invaluable insights into the challenges, opportunities, and future trajectory of this dynamic industry. From the democratization of content creation to the fragmentation of audiences, the industry veteran paints a vivid picture of the OTT landscape and its profound implications for spreading brand awareness. Don’t miss this opportunity to hear from a true visionary who has been shaping the future of sports media for over a decade!

WWE’s First Step Into Netflix in an OTT Revolution—Looking at a Paradigm Shift in Sports Media Through Rob Kligman’s Eyes

The rise of OTT platforms has disrupted the traditional sports broadcasting landscape, empowering viewers with unparalleled choice and flexibility. Kligman, a seasoned veteran in the sports media arena, recognizes the significance of this transition, stating, “The power of OTT is still gonna be there; I think the simplicity of OTT is important, especially for opportunities that have content, and we are content, and I still think content is king.” With this shift, we’re witnessing the dawn of a new era where control lies in the hands of the viewers.

This democratization of content creation and distribution has opened doors for emerging players to compete with established giants, fostering a more diverse and dynamic media landscape. As the former WWE VP of Digital and Sponsorship Sales aptly puts it, “I think OTT is not gonna be the end factor; I think we’re gonna look for distribution deals that are both OTT-based but also broadcast-based, to give us the largest audience possible.” Incorporating stars like Dwayne ‘The Rock’ Johnson has not only bolstered WWE’s storytelling prowess but also expanded its audience reach. Indeed, the game has changed, and everyone wants a piece of the action!

Kligman then sheds some light on WWE’s groundbreaking deal with Netflix, shedding light on the strategic considerations and potential implications of this landmark partnership. He recalls, “We were able to break the first Netflix programming deal with regards to advertising its sponsorship… Those were two big accolades that I like to say I take credit for, because we were able to bring it forth, and I think it gave a great introduction to what the power of WWE could be.” This deal, he explains, has paved the way for a multi-billion-dollar partnership, allowing WWE content to reach a brand-new audience both domestically and internationally. Such partnerships are shaping the future of sports entertainment.

The guest elaborates further on the significance of this collaboration, highlighting the involvement of key WWE stars like Dwayne ‘The Rock’ Johnson, stating, “We worked with 2 different movie releases; one had The Rock in it, um, the other had another superstar within WWE, and the ability for us to take that content and merge it within our storyline, which is somewhat coveted in WWE, allowed us to really become familiar with some of the powers to be in Netflix, and allowed us to truly see, and I think for them to see the power of sponsorship across WWE.” The inclusion of such iconic figures has not only enhanced WWE’s content appeal but also solidified its presence in the streaming realm.

While the OTT revolution offers immense potential, it also introduces unique challenges. One primary concern is audience fragmentation, as viewers spread their attention across multiple platforms and devices. The CRO of Anthem Sports Group acknowledges this issue, emphasizing the need for strategic content distribution to capture and retain viewership. He states, “OTT has given us an outlet that, you know, back 15-20 years ago, wouldn’t have been around.” Yes, the media viewership landscape might be evolving rapidly, but the focus remains on reaching the audience wherever they may be.

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Despite these challenges, the OTT landscape presents numerous opportunities for content creators and distributors. The ability to personalize content, leverage data analytics for targeted advertising, and experiment with innovative formats are just a few advantages that OTT platforms provide. Kligman believes that by embracing these opportunities and adapting to the changing needs of audiences, as discussed in his conversation with Trey Holder, sports media can thrive in the digital age. “People wanna reach their content where they are going to consume it, and that’s a phone, that’s a tablet, that could be a console from a gaming perspective,” he explains. The integration of stars like Dwayne ‘The Rock’ Johnson ensures WWE maintains its relevance in an increasingly fragmented media landscape. The future is personalized, and those who can adapt will lead the pack.

What does the road for OTTs look like going forward? In this week’s episode of EssentiallySports Think Tank, our host Trey Holder facilitates Rob Kligman’s insights into the challenges and opportunities that lie ahead for sports media in the OTT era, sharing his insights on how content creators and distributors can navigate this complex landscape and thrive in the digital age. The veteran with over two decades worth of brand marketing and advertising experience provides a glimpse into the future of sports media, offering his predictions on the trends and technologies that will shape the industry in the years to come. It’s a sneak peek into the strategies that could redefine the industry.

As the lines between traditional broadcasting and digital streaming continue to blur, the future of sports media remains uncertain yet undeniably exciting. Rob Kligman envisions a future where “content is king,” and the ability to create engaging, relevant, and accessible content will be key to success. The industry specialist emphasizes the importance of staying ahead of the curve by embracing new technologies, experimenting with innovative formats, and constantly evolving to meet the ever-changing demands of audiences. The involvement of stars like Dwayne ‘The Rock’ Johnson in their OTT collaborations ensures WWE remains at the forefront of sports entertainment, poised to capitalize on emerging trends and technologies. Gain this behind-the-scenes knowledge from one of the industry’s leading voices—tune in to Think Tank’s latest episode to learn more about the evolving landscape of sports media and WWE’s groundbreaking deal with Netflix. The future of the sports content industry is unfolding, and you won’t want to miss it.

Think Tank is a premium initiative of EssentiallySports where we bring together the finest brains who talk about strategy, leadership, change, and opportunities in the world of sports content business. Stay tuned for some serious thought leadership from our experts. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.

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