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NPF Saddles up with Country Music Stars Trick Pony for Multi-Tier Promotional Partnership

June 27, 2016 - National Pro Fastpitch (NPF) News Release


NASHVILLE, TN - With its growing popularity, expanding fan base and increasing TV audience numbers on CBS Sports Network, National Pro Fastpitch (NPF), the premier women's pro softball league, is building on this momentum by roping in the talents of country music stars Trick Pony in a multi-tiered promotional partnership. NPF becomes the latest national sports property to tap into the proven power of country music to heighten appeal among fans across the country.

The award winning tandem features the one-two punch of Heidi Newfield and Keith Burns. Trick Pony has won multiple awards ranging from AMA New Artist of the Year to ACM Best Country Group with multiple nominations in various award categories, including a Grammy nod. Among other branding components for NPF, the band's new single, "Everybody Wanna Be Us," will serve as the theme song for the 2016 season, showcased in on-air promos on CBS Sports Network broadcasts as well as in games available via live stream on NPFTV.

"We are very fortunate and excited to have Trick Pony on board to help us build buzz and fan loyalty for NPF softball," said NPF Commissioner Cheri Kempf. "As we've seen with other successful sports properties, the combined appeal of sports and music makes a very potent product offering."

NPF games on CBS Sports Network will feature Trick Pony in an opening montage, and again during mid-game highlights. In all CBS Sports Network broadcasts, plus 40 live-streaming games, Trick Pony will have a 30-second commercial inviting fans to download the band's new EP and single. The NPF 2016 Championship Series in Tuscaloosa, Ala., August 19-23, will include some form of Trick Pony performance, and discussions are underway regarding Trick Pony concerts in NPF team venues.

"Keith and I are fired up about being part of the NPF family this year and look forward to getting out and meeting the fans they have all across the country," said Newfield. "These women are world-class athletes, and it's a thrill to help get everyone excited about watching them play."

Country music has proven to be a reliable marketing strategy for broadcast sports. ABC and NBC have tapped the popularity of Hank Williams Jr., Faith Hill and Carrie Underwood for their NFL broadcasts. College Football Gameday on ESPN has featured country music stars Big & Rich. ESPN's college basketball productions have featured country artists such as Blake Shelton along with the likes of Ed Sheeran, Wiz Kalifa, Skrillex, and others.

"There are 95 million country music fans in the U.S., and it's the most popular radio format overall," said Kempf, who met Newfield and Burns at a fundraising event in Nashville. "Just over half of all country fans are female, which is one of several demographics that mirror the NPF fan base, so we're confident that this partnership with Trick Pony will have a significant impact on the entertainment value of our product as well as on NPF brand marketing."

NPF has steadily grown its nationwide fan base through its relationship with CBS Sports Network, highlighting the talents of superstars such as Monica Abbott, Sierra Romero, Lauren Chamberlain, Keilani Ricketts, Lacey Waldrop, Lauren Haeger, Hannah Rogers, Dallas Escobedo. Throughout the summer, the network will air more than 50 hours of original, live event coverage, including 23 regular-season games and the NPF Championship Series in August.

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