The Rundown: The Ultimate Podcast for Sports Event Presentation Scott Cunningham, Atlanta Braves
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Feb 10, 2020 Scott Cunningham, VP of Fan Experience for the Atlanta Braves, leads promotions, entertainment, A/V and broadcasting with 20+ years in live events. He dives into offseason planning, cross-department collaboration, and managing in-game inventory. He also shares the long creative journey behind developing Blooper the mascot and the logistics of performer selection and appearance strategy.
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How Beat The Freeze Became A Viral Feature
- Scott developed Beat the Freeze from a 2016 offseason idea into a viral 2017 in-game race by testing it on open inventory and later securing Racetrack as sponsor.
- He iterated timing, character (the Fox idea) and waited for a sponsor fit before full rollout.
Partnerships And Presentation Are Complementary Tensions
- Partnerships and game presentation often clash because goals differ: partners sell revenue, presentation sells experience.
- Scott stresses mutual understanding and relationship building so both sides can compromise effectively.
Be The Sponsorships' On-Call Creative Tool
- Make yourself an accessible creative resource for sponsorships rather than scheduling constant formal meetings.
- Scott meets sponsors on calls or in person to ensure features have entertainment or educational value before they sell them.