• by Wayne Friedman , January 5, 2017

Looking to simplify the complex world of brand marketers linking up with sports TV franchises, Turner is starting up sports marketing services unit Turner Ignite Sports.

For its networks, including TBS and TNT, Turner Ignite Sports will look to match TV advertisers on a deeper level with its big sports TV franchises, including NBA games, post-season Major League Baseball, NCAA “March Madness” and the new “E-League” video-game programming.

It also has digital media platform, Bleacher Report.

The idea is to pull in major marketers — not just in buying companies but in-show branded marketing deals and other opportunities. Turner looks to develop “intellectual property” for marketers associated with these sports properties.

Turner says marketers combining traditional TV commercials with in-show branded deals yield better ROI for companies. The announcement was made at the Consumer Electronics Show in Las Vegas.

Will Funk, EVP of sales and property sponsorships at Turner Sports, will head up Turner Sports Ignite. He said the new division will streamline marketers efforts when it comes to strategy, consulting, creative ideation, production, talent, distribution, and intellectual property rights.

In addition, Turner Sports Ignite will use data, analytics and technology for advanced targeting and distribution of content across all screens.