Luke Bernstein

MICDS ‘20 \ Dayton Football ‘24🛩\Barstool Athlete\Yoke Gaming Athlete\ Krazy Koala #6927

[Luke Bernstein @BernsteinLuke42]

Very excited to announce my commitment to the University of Dayton! I would not be where I am today without the constant support I have received from my family and all of the coaches who have helped me along the way. 🔴⚪️GO FLYERS⚪️🔴

[Luke Bernstein @BernsteinLuke42]

@RhettCards Nice toes Rhett!

[NCAA March Madness @MarchMadnessMBB]

🏆 Weekly Awards from @TheAndyKatz 🏆

Team of the Week: Dayton
Player of the Week: Dylan Harper

[Big Cat @BarstoolBigCat]

Kirby almost made a play on the ball there

[Luke Bernstein @BernsteinLuke42]

@RBsSportsPlays @DKSportsbook Dead

[Luke Bernstein @BernsteinLuke42]

@d00gs AG's right hand man

[Dave Portnoy @stoolpresidente]

Barstool is the mob. Conjure magic for them and they'll be distracted. Take away their freedom and still they'll roar. The beating heart of Barstool is not the marble of the senate, it's the sand of the coliseum. Klemmer bring them boredom - and they will love him for it.

[doogs @d00gs]

This shit means something to me man.

[Gateway Grinders @gatewaygrinders]

The UFL has announced that St. Louis will be the host of this year’s championship game.

Just imagine if the Battlehawks get to play for a title in front of a sold out dome… #kakaw

[ArtButMakeItSports @ArtButSports]

The Feast Of Bacchus, by Phillips de Koninck, 1654, 📸 by @k__h__r

[doogs @d00gs]

DARON GOT A 3 BALL

[Luke Bernstein @BernsteinLuke42]

@CodyBrownBets Bangggg

[Luke Bernstein @BernsteinLuke42]

@CodyBrownBets Meyers 57
Watson 73

[St Louis CITY SC @stlCITYsc]

No matter 𝙬𝙝𝙚𝙧𝙚 we go, you follow 🤝

Thank you, CITY fans! #AllForCITY

[Luke Bernstein @BernsteinLuke42]

All I’m saying is this new team colored box thing the @NFL is trying out better not make it to the regular season.

[DaRon Holmes II @DaRonagon]

Let’s get it Flyer Nation !!!✈️

[Luke Bernstein @BernsteinLuke42]

@gatewaygrinders @TicketsForLess @mbernsteinstl

[Michael Denning @michaeldenning9]

Blessed to be a Rocket 🚀

[Nathan Baugh @nathanbaugh27]

In 2015, the former CEO of Formula 1 summed up the sport’s approach to marketing:

“I’d rather get the 70-year-old guy who’s got plenty of cash. So there’s no point trying to reach these kids.”

As great as that strategy sounds, it failed.

Then Liberty Media bought F1 in 2016…

Liberty’s first order of business? Addressing the ‘US issue.’

“The sport had long attracted premium advertisers in Europe, but failed to find an audience in the US.”

Liberty’s idea – position F1 as a content company.

2 years later F1 announced a deal with Netflix for a docuseries.

It got little attention. Many in F1 thought it was dumb.

The two biggest teams (Mercedes and Ferrari) refused to participate.

Red Bull, maybe the best marketing company in the world, was the only top-3 team to participate in season 1.

A blessing in disguise.

It forced the producers to focus on:

– The championship battle
– The mid tier
– The bottom tier

Giving viewers a relationship with all 20 drivers.

***

Great storytelling maximizes tension and conflict.

F1 is set up to do just that, in a unique way.

There are two dynamics to watch:

– Tension between teammates
– Tension between teams

Let’s talk about each.

Tension between teammates:

Only one other driver has the EXACT SAME car as you – your teammate.

If someone else beats you, you have an excuse…

But if your teammate beats you, he was simply better.

This creates a fascinating dynamic between teammates, as seen across the DTS seasons:

– Verstappen / Checo
– Hamilton / Bottas
– Lando / Ricciardo

As a viewer, it’s incredible TV.

Then you have the dynamic between teams.

With only 10 teams, finishing 1 or 2 spots above or below where you’re projected means making (or losing) tens of millions.

The team principals and owners best show this:
– Horner / Wolff
– Brown / Stroll
– Guenther

***

Max Verstappen, the reigning world champ, accused DTS of ‘dramatizing’ F1.

He’s not wrong.

It’s the same tactic used by Hard Knocks and the Ultimate Fighter.

— Identify season-long storylines
— Magnify the drama
— Profit

The results are staggering. Since DTS launched in 2019, F1 has seen:

— 40% increase in US viewership
— 7 of the 10 most watched races ever
— The most attended race ever: 400,000 at the 2021 US Grand Prix in Austin

The success has translated to dollars.

Formula 1’s valuation has gone from $8B to $17B in just 4 years (113% increase).

***

Less than 20% of Drive To Survive is racing.

Why?

In a sport where drivers wear helmets, seeing their faces and personalities drives more affinity for new fans.

F1 estimates the show has earned 73M new fans 🤯

But what shocked me?

Netflix actually pays F11 a licensing fee for Drive To Survive.

Essentially, F1 gets paid to air one of the best commercials ever.

That’s brilliant.

[Luke Bernstein @BernsteinLuke42]

@barstoolsports @LightsCameraPod Game of thrones easy