Crossover combat series promoted by Misfits Boxing will see the biggest global names in entertainment, sport, and lifestyle headlining blockbuster fight nights exclusively on DAZN for the next five years.
In another move that cements the global sports entertainment company as the ultimate home of sports, DAZN Group today announces a landmark partnership with social media megastar KSI and his promotional company Misfits Boxing. The deal, in association with the Sauerland brothers, Wasserman Boxing and Proper Loud, will see all KSI fights and MF&DAZN: X Series events broadcast exclusively on DAZN for the next five years.
DAZN is a leading digital sports platform in Italy, Spain, Germany, Belgium, Portugal, Japan, Canada, the US and the UK. Its wide range of exclusive content includes top-flight football from the world’s most popular competitions – Bundesliga, English Premier League, J.League, LaLiga, Serie A, and the UEFA Champion’s League, in addition to the biggest sports from around the world – Formula 1, NFL, NBA, MotoGP and the UFC. DAZN is a global home for boxing and combat sports through its partnerships with Matchroom Boxing, Golden Boy Promotions, the Professional Fighters League, and a global home for Women’s Football with Women’s European Champions League and Liga F. DAZN is adding more sport and more forms of entertainment to its platform to create the ultimate destination for sports fans.
This pioneering partnership will bring five more years of crossover drama and non-stop boxing action to DAZN subscribers around the world. The series will feature the biggest global names in entertainment, sport, and lifestyle, and will be delivered to DAZN’s best-in-class live production standards.
This announcement follows the huge success of the MF & DAZN: X Series to date, which has seen unprecedented numbers tuning in to watch the drama live and on-demand. The first show alone, headlined by KSI in August, attracted nearly 2 million global viewers on DAZN (with 90% of those tuning in being first time subscribers to DAZN), with the highlights and build-up content generating a further 30 million views across DAZNs social platforms.
“DAZN brings the very best in sport and entertainment to millions of customers worldwide. The MF&DAZN: X Series has quickly proved to be hugely popular, driving significant new audiences and engaging a new generation of sports fans. We are extremely excited to be partnering with KSI, Wasserman Boxing, Mams Taylor and the entire Misfits team to build on this early success over the next five years”, said Joe Markowski, CEO DAZN North America.
KSI, CEO of Misfits Boxing, said: “This is a massive agreement between everyone involved with Misfits Boxing, and I personally couldn’t be more excited for what this means for everyone moving forwards. It just shows everyone is here to establish a long-serving crossover boxing promotion that aims to provide ultimate entertainment and somewhere the fans and fighters can call home. There’s no better way to celebrate this deal than with me fighting on Jan 14th and setting up a huge 2023. Misfits Boxing has arrived and is here to stay.”
Co-President of Misfits Boxing and CEO of Proper Loud, Mams Taylor said: “Misfits Boxing was birthed to give the fans crossover boxing of the highest quality, and a promotion that is as much theirs as it is ours. The success, due to the fantastic partnership between KSI, DAZN, KSI, Wasserman Boxing and myself, has meant that we can continue to remain the established home of this sport. We are proud that the future will be filled with countless MF & DAZN: X Series events, and this deal is just the starting point of what Misfits Boxing will go on to achieve for the next five years.”
“This agreement is truly an historic event and one which changes the dynamics of the entire ‘crossover’ boxing industry. We are so proud of Misfits Boxing’s achievements in its first six months of smashing records but now, with the long-term vision with our esteemed partner DAZN in place, we can focus on consistency of delivering the best events under the MF & DAZN: X Series Events starting with the blockbuster on January 14”, said Kalle Sauerland, Co-President of Misfits Boxing and Head of Global Boxing at Wasserman Boxing.
MF & DAZN X Series 004 sees KSI and Faze Temper fight it out in an epic grudge match at the OVO Arena Wembley in London on January 14th. This blockbuster night will be available around the world for DAZN subscribers and as a DAZN PPV in Australia, Canada, France, Netherlands, Mexico, New Zealand, Sweden, the UK, Ireland and the U.S.
Tokyo 2020 provided an Olympic experience unlike any other. The international multi-sport event, which was postponed a year due to the COVID-19 pandemic, was the first and, so far, only Olympic Games to be held without official spectators.
Read on to discover how ATPI, Team Canada’s Authorized Ticket Reseller (ATR), Travel Services and Hospitality Provider navigated the pandemic and helped get Team Canada to Tokyo 2020:
The Canadian Olympic Committee (COC) directs Team Canada’s podium success and promotes Olympic values throughout Canada. The COC is an independent and primarily privately funded organisation that provides the resources that Canada’s elite athletes require to perform at their best and give their all every day.
For the 2020 Olympics, the Canadian Olympic Team comprised of 370 athletes competing in 30 sports, the largest team the country has sent to the games since Los Angeles 1984. Furthermore, 131 coaches accompanied the team.
The challenge can be summed up in two words: The Pandemic.
In March 2020, the Canadian Olympic committee announced that they would not take a team to the summer games, the first National Olympic Committee to do so, putting athlete and public health first.
This uncertainty set off a chain reaction.
“It was like we were preparing for five different Olympics at the same time. We had no idea what Tokyo 2020 was eventually going to look like. We had to be ready for everything”
Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.
When the International Olympic Committee (IOC) officially announced that the Games would not take place in 2020 and instead would be held in the summer of 2021, ATPI immediately communicated with all stakeholders, including the COC, National Sport Organizations, the COC’s Marketing Partners, who had committed to programmes to bring clients or their executive teams to the Games, and the general public in Canada.
“When that ultimate decision to postpone the Games was rendered, we reassured our stakeholders the next day saying, ‘we’ve got your back’. We have put in the official requests to all the different suppliers to regain or get your money back to be able to refund you 100 per cent”
Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.
This necessitated a complex renegotiation and extension of hotel contracts, with special clauses added in the event that the Games did not take place or occurred without spectators. Another challenge was obtaining tickets, with the Tokyo 2020 Organizing Committee providing five different windows and deadlines with quick turnaround times for refunds.
“There were cases where we decided to refund even before getting our money back… One family had purchased $30,000 packages and with COVID-19 had lost their employment and were in a dire situation.”
Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.
The IOC announced in April 2021 that the Games would take place but without spectators. ATPI’s work behind the scenes helped ensure that Canadians received full refunds for all event tickets, which did not happen in some other countries.
When the Tokyo Games finally arrived, ATPI assisted Team Canada with the unique COVID-19 requirements, which saw athletes and team officials fly in seven days before their events and out two days later. When an athlete needed to wait for the results of a PCR test, ATPI collaborated with Air Canada to delay a flight for a few minutes.
Another case saw ATPI receive a call less than 24 hours before one of Canada’s top athletes flight, complaining of back trouble and a request to get into premium economy to help with the 13 hour flight.
“We worked with Air Canada through the night and found a solution. I can’t say more because it’ll give it away, but the athlete did extremely well. Their mother even wrote to us thanking us and said that we had a small but direct role in their success in Tokyo. Yes that’s just one seat for one athlete, and ATPI did upwards of 5,000 flights for Tokyo alone, but really it’s just an amazing part of the job to be able to help Team Canada’s athletes and all our customers in whatever way we can.”
Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.
The 24 medals won at the 2020 Summer Olympics mark the country’s best-ever total medals result after the 1984 Games, surpassing the 22 medals won in 1996 and 2016. ATPI’s efforts did not go unnoticed by the Canadian Olympic Committee who were most appreciative:
“ATPI is an incredible partner. The past two years of COVID-19 caused much uncertainty and we knew we could always count on them. During Games periods they are truly a part of Team Canada, helping our logistics team manage the incredibly complex task of getting all members of Team Canada and many of their supporters around the world and back safely. Regarding Tokyo of course, ATPI’s efforts to get Canadians full refunds was tireless and something that truly sets them apart.”
Jacquie Ryan, Chief Brand and Commercial Officer of the COC and CEO of the Canadian Olympic Foundation
There wasn’t much time for a break after Tokyo with Beijing less than six months away and the pandemic showing no signs of ending.
“We pivoted to Beijing before Tokyo was even over. These Games present a whole other set of challenges, but working together with the crew at Team Canada, we’ll always find a solution.”
Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.
Before Christmas, The Anfield Wrap launched their five-part documentary series that has been described as a love letter to Jurgen Klopp. German beer ERDINGER is the main partner of the project and iSportConnect’s Content Manager, Alex Brinton, sat down with their Head of Sales and Marketing, Felix Durchdewald, to speak about it and the direction ERDINGER is going as a business.
You have been at ERDINGER for nearly eight years. How has the business changed in that time?
It has changed quite a lot. Our biggest market is here in Germany where beer consumption in general is in decline. So, we have had to evolve and change as a business to match that market. Three or four years ago we introduced two new products which were the ERDINGER Alkoholfrei mixed products and that was a really big step for us as a business.
Our owners were very cautious about doing this because they didn’t want to do anything that would have an impact on the taste of the beer – for them that is always the most important thing. We managed to use a lot of market research to persuade them it was a good idea and we now have two different flavours: lemon and grapefruit.
We also had to look outside of the country for sales and did a lot of research on countries where wheat beer is popular, and we are now one of the top five exporters of beer in Germany.
Tell us about your time at ERDINGER, you have moved up the ranks, what has that journey been like?
It is a cool story really. I used to work for Adidas eyewear in Stuttgart but then I moved to Munich and had to find another job. As I am sure we will get onto later, ERDINGER does a lot of work in sport so that’s how I started here. I started off as a marketing manager, but I have been the Head of Sales Marketing since the summer of 2018.
ERDINGER has got a great history, what is it like working for such an established brand?
It is definitely an advantage because everyone knows the brand, knows the beer and knows what we stand for as a company. But it also poses one of the biggest challenges because we need to evolve and appeal to new audiences all the time in order to grow and that is hard when people already have a clear view of what your product is.
We must have a good handle on who the people drinking our beer are, here in Germany it is predominantly people over the age of 50 and we need to expand into younger markets because that just isn’t sustainable. But it is hard to change with such an established brand. We are hoping that the new products we are introducing will introduce our beers to younger drinkers and we have already seen an increase in the number of younger, more affluent, people starting to drink ERDINGER because they are tired of the lagers that are available, which is encouraging.
In terms of partnerships, you have Jürgen Klopp as a brand ambassador. What was the thinking behind that?
We have always had big brand ambassadors, before Jürgen we had Franz Beckenbauer, and we prefer to go for individuals that fit with our brand rather than going after big clubs. Jürgen is such a down-to-earth, uncomplicated guy and he is actually from a brewing family as well as sharing a lot of the same values with us as a business and the ERDINGER Weissbier brand. Those shared values are where the relationship started and it took a few years until we got him, but it is perfect – we actually call it the perfect match.
You’ve chosen to partner with The Anfield Wrap, and support them with their documentary on Klopp, why did you choose to support this project?
To start with our activities were obviously very Merseyside and Liverpool focused and through that we became aware of The Anfield Wrap and the work they were doing. It is a great way for us to raise our profile because the people we want to connect with are the fans, so we need to start at that level and work on something that appeals to them, and this documentary is definitely something that does that.
When they came to us with the finished documentary, we didn’t hesitate in partnering with them because what they have made is such a high-class product that celebrates Jürgen in a real way. It is almost a letter of love from The Anfield Wrap to Jürgen and that is what makes it so special.
They have been fantastic as well and we have got a great relationship with them. We are always texting about football, it is so nice to have such a strong relationship with our partners. There are obviously financial parts of the deal but this partnership is a lot more than that, they really wanted to partner with people who understood them and what they were trying to achieve with the documentary, and we have been fortunate enough to be that company.
What surprised you about the documentary when you watched it for the first time?
It sounds insulting to them, but the detail and quality of the documentary is so high. We knew they were capable of it but actually seeing the final cut was mind blowing. The detail and the quality of the people they interview make it so interesting and compelling. Like I said before it is a love letter to Jurgen and for anyone who wants to know more about him this is the best documentary on it I have seen. It is also made by the fans for the fans, so it doesn’t have a commercial message behind it at all.
A lot of alcohol brands spend a lot of money on partnerships with sports teams and leagues. Carlsberg had a front of shirt sponsorship with Liverpool for years. Is this something you are looking at more as a business?
It isn’t something we are actively looking at to be honest, the amount of money needed for a front of shirt sponsorship is something that is completely out of our price range. We have to be clever with the sort of partnerships we do and The Anfield Wrap partnership is a prime example of that.
We try to be creative, but we are constantly reviewing our strategies and if the opportunity did arise to do a front of shirt sponsorship or if a similar project that matches our brand values is identified then it is definitely something we would take a look at.
Is the UK one of your key targets at the moment, where else in the world are you looking at going into?
Yes, the UK is a top focus for us and has been our biggest export market for a few years now. That is why we are putting the amount of time and resources into it that we are. We export to over 100 countries in total, our other big ones are Switzerland and Asia. We do export to the US as well, which is a market that is growing really nicely for us at the moment and presents us with some interesting opportunities.
We want to keep pushing in the UK though, our clear goal is to become the biggest wheat beer in the UK within the next couple of years.
You launched your non-alcoholic beer in 2001 and had the most popular non-alcoholic beer in Germany by 2006, how has that industry changed in the last 21 years?
We were actually the first brewery to move into the market and as a result we were able to shape the market as best we could. If I do say so myself, our brewers were the first to make alcohol-free beer taste just the same as normal beer and that was a massive boost for us and probably a big reason why it proved to be so popular.
The fact that there are isotonic benefits to ERDINGER Alkoholfrei actually made it a ‘sports recovery drink’ and this was – and still is – a massive part of our marketing around the beer. The fact you could have a beer after finishing a marathon and it actually helps your recovery by replacing lost fluids and vitamins is such a fun idea and that is how we got into our work with mass participation events.
The industry has definitely evolved since we started, especially with Generation Y, they are so health conscious as a generation, so we have to make sure that we keep the number of calories to a minimum. Also we have seen a lot of our competitors taking a lot of inspiration from our product which is quite rewarding because it shows we are doing something that works and that we are shaping the market.
As we touched on a second ago, ERDINGER does a lot of work with mass participation events, tell us a bit about those partnerships?
We started off by approaching the organisers and we pitched the idea that at the end of the race everyone gets a free ERDINGER Alkoholfrei instead of sugar loaded soft drinks. They were a bit reluctant at first but we explained that the beer had isotonic benefits and they were more interested. It quickly became a big success and now different events come to us rather than us going to them.
For us it is a great way to get more people tasting and sampling our product. When I finished my first Triathlon about ten years ago, they handed me a half litre of ERDINGER Alkoholfrei and I was a bit confused but when I had it, the taste was really good but it is also fun because it helps reduce tiredness and promote normal energy metabolism so is the perfect sporty thirst quencher.
Drinking habits are changing with Gen Z, what changes have you noticed and how have you adapted to those changes?
They are drinking less for a start, that is the first major change and they really want to challenge and change the industry into creating new options. Their drinking portfolio as I call it is a lot wider than it has ever been and they have a lot less brand loyalty than before.
But for sure we need to be really innovative and make sure that we listen to what they are telling us and react. That can be hard to predict so it is tricky but whatever the next innovation is, we will always make sure ERDINGER beers are brewed to provide the highest quality possible.
The Sport Industry Awards 2023 has announced that nominations for the Integrity & Impact Award in association with InsightX are now open.
The Integrity & Impact Award in association with InsightX recognises individuals or organisations that have demonstrated outstanding levels of ethics, integrity or trust in sport and helped to set a global standard for best practice in sport governance and business.
On opening nominations for the Integrity & Impact Award, InsightX CEO, Sophie Elsworthy, said, “It’s wonderful to be partnering with Sport Industry Group for such an important award.
“Current events mean that integrity in sport has never been more important so we are very much looking forward to seeing who the next worthy recipient of this award will be.
“Once again, we’d like to acknowledge this award’s co-founder and our former colleague, the late Simon Greenberg. Integrity in sport was of great importance to him and as we seek the next award recipient he remains at the forefront of our minds.”
The award, now in its sixth consecutive year, will be presented at the Sport Industry Awards 2023 on Thursday 27th April at Evolution London.
In 2022, it was awarded to Athlead Founder and CEO, Kat Craig, by Baroness Tanni Grey-Thompson. The human rights lawyer accepted the award on behalf of a number of individuals and organisations who were instrumental in the evacuation of the Afghan Women’s National football team and other vulnerable female athletes from Kabul, Afghanistan.
In 2021, the award was given to Marcus Rashford, for the remarkable work he has done – both on and off the pitch – in fighting for those less fortunate, less represented, and less heard in society.
In 2020, US international footballer and social activist Megan Rapinoe received the award, honouring the work she did in highlighting racial and discriminatory divisions in the United States throughout 2019 and 2020.
In 2019, Manchester City and England footballer Raheem Sterling was presented the award by his national team manager Gareth Southgate. The award recognised Sterling’s campaigning against racism within football, and the media’s role in discrimination within the sport.
In 2018, US gymnast-turned-lawyer Rachel Denhollander was rewarded for her courage and determination in speaking up as a survivor of the abuse of Larry Nasser, picking up the inaugural award.
Sport Industry Group and InsightX are now officially inviting members of the public to put forward nominations for this year’s Integrity & Impact Award. Nominations can be made here.
The Sport Industry Awards 2023 will take place at Evolution London on Thursday 27th April 2023.
Kia ambassador and 22-time Grand Slam champion Rafael Nadal launched the 130-strong Kia fleet this morning ahead of Australian Open 2023.
The fleet handover at Federation Square also marked the extension of one of the longest-standing sports sponsorships in Australia, as Kia extended its partnership with the Australian Open for a further five years, until 2028. Kia has now proudly supported the Australian Open for more than 20 years.
“We could not be more delighted that Kia is extending what is already one of the longest partnerships in Australian sport for another five years,” Australian Open Tournament Director Craig Tiley said.
“We deeply value our partnership with Kia which has helped the AO to grow and evolve into the globally recognised sport and entertainment event it is today.
“It’s also wonderful to see this year’s fleet include ten all-electric vehicles, in keeping with Kia’s reputation as a contemporary, innovative and responsible company. Fans know the AO has come to town when the AO branded Kia cars emerge across the streets of Melbourne as they ferry players and officials to and from the precinct.
“Kia and the Australian Open are synonymous in many people’s minds, and we look forward to building on this strong and unique partnership for years to come.”
Damien Meredith, Kia Australia Chief Operating Officer, said, “It’s been a pleasure to be involved in our own backyard with a world class spectacle like the Australian Open for such a long period of time. Both brands have grown and evolved over the course of the partnership and have shared synergies focusing on innovation, technology and sustainability. We’re very proud of our partnership and excited at the prospect of collectively reaching new heights over the next five years.”
The 2023 Kia fleet will keep players, officials and VIPS moving safely around Melbourne throughout January. It includes more electric vehicles than ever before, demonstrating Kia’s commitment to sustainability and to becoming carbon neutral by 2045.
Kia and the Australian Open’s partnership will be on display throughout the tournament with fan-favourite Kia Sunday returning on Sunday 22 January and the Kia Wave activation located among all the action on Grand Slam Oval showing off Kia’s all new EV6 GT.
The iconic Kia Arena is set to be the backdrop of many of the AO’s most memorable matches, just as it was in 2023, as well as the inaugural three-day Finals Festival. Kia Arena will also be home to the Make Your Move activation where fans will have the opportunity to follow in their hero’s footsteps in an interactive game. As they watch Rafa Nadal in action on a large screen, fans can attempt to copy the moves of the defending Australian Open champion and generate electricity with their footsteps via a special floormat, which will be later used to power the Kia EV6 models in the AO23 fleet.
Experienced financial leader Sarah Wallace has joined the British Olympic Association (BOA) as the organisation’s new Chief Financial Officer (CFO).
Sarah, who previously worked in the sport sector for Virgin Sport, joins the BOA’s senior leadership team at an exciting time ahead of the Paris 2024 Olympic Games.
The BOA is an entirely independently funded organisation, reliant on its commercial revenues to take athletes to the Olympic Games. Joining from B2B media company Unleash Group, where she was CFO, Sarah will work closely with the BOA’s CEO Andy Anson to drive the organisation’s finances, which are crucial to the long-term success of the Olympic team and movement in the UK.
Sarah replaces David Glassey as CFO, following his departure after a successful eight-year career at the BOA.
Speaking of her appointment, Sarah said: “I’m thrilled to be joining the BOA as their new CFO. I’ve experienced first-hand the inspirational impact sporting events have on participants and spectators. With Paris 2024 on the horizon, the chance to be involved in supporting Team GB was too big an opportunity to turn down, and I cannot wait to get started.”
CEO, Andy Anson, added: “Sarah was the outstanding candidate, and she will bring both great expertise and her strong personality to the business. I’m looking forward to working with her in the coming years to ensure we can continue to support our outstanding athletes at Games-time, in the best possible way.
“I’d like to thank David Glassey for his hard work and dedication to the BOA. He leaves the organisation in great shape and with our very best wishes for the future.”
Our events are evolving. Next year our Masterclass+ series will be smaller, more intimate and focus on helping you solve real industry problems.
We will have fewer panels, more roundtable discussions and allow you to learn from your peers and other experts.
Additionally our Web3 Summit will be having an exciting rebrand so look out for this in the New Year.
The provisional calendar is below so please do register your interest for any event now as places for our Masterclass+ series will be limited to 50 people per event.
In this Member Insights piece Richard Brinkman, looks back at the last year in sport and why authenticity and generosity seem to be the way forward.
Beyond 2022’s wins, losses and outstanding sporting performances my over-riding impression this year is just how much better sport is when it acts as a metaphor for real-life. When it is reflective of the world that we all really live in. When it has a meaning and resonance in our lives over and above the result.
Achieving incredible feats on the pitch, track, court, table or track is well out of range for the vast majority of us. They remain purely aspirational, a (very!) distant dream. However, when we can relate to the struggle, the battle, the endurance, tenacity and determination; to the disappointments, the heartbreak, near-misses, humiliations and occasional triumphs then what we see and discuss becomes truly involving. The magic comes to life and the unique emotional pull and value of sport is realised.
This is where, for me, Women’s sport has really made an impact in 2022. Humility plays a big role in how relatable many sportswomen are. However, even more than that, it is the mutual respect between players and the fact that they just look like they are having fun, enjoying what they are doing, that is appealing to the average fan. This is sport as the majority would like to see it. As the majority experience it – generous of spirit and borne of enjoyment.
Is 2022 the year that sport really has finally started to blend with entertainment – beyond merely sharing some mutual audiences and distribution platforms? Entertainment is so much more accessible when it is delivered with a smile and surely that is indicative of what most want from their sport – an entertaining and engaging distraction. Particularly in the current climate where most of us have far more pressing matters to occupy us than whether our team has won or lost.
Indeed, memories of 2022 are not just focussed around winning. Like most I couldn’t help but be captivated by the Lionesses enjoying each other’s company and their roller-coaster ride to the Euros trophy. Equally, Rachel Blackmore’s sheer excitement and utter disbelief after the Cheltenham Gold Cup is the sort of authentic human reaction that we all love to see. However, the dignity, good grace and beaming smile that Sarah Hunter displayed after what must have been an agonising loss in the World Cup Final will live equally long in the memory.
This authenticity and relatability, to my mind, is much of the “secret sauce” that Women’s sport enjoys. Long may it last and I very much hope that it is not lost as female sport continues to grow and “professionalise”. Far too much of the polemic around it is focussed on what Women’s sport is not (ie what we are familiar with in Men’s sport) rather than on what it can be. To fulfil its potential Women’s sport needs to add to the entertainment offering, not be more of what sports fans already have.
With a news cycle of discontentment, increasingly polarised views and a paucity of good news it is perhaps no surprise to see sports teams and organisations respond to what fans want to see – to how we want to be entertained. The Stokes/McCullum approach to Test cricket (ripping up the rulebook and just “going for it” at all times and any cost) is “on brand” at the end of 2022. The pragmatism and seemingly joyless and risk-averse approach of Eddie Jones’ England rugby team is not tolerable – even if it does reduce the team’s chances in next year’s World Cup.
It seems that, in the current climate we all want our sport to be more Kevin Sinfield, and less Cristiano Ronaldo. The court of public opinion seems to be responding harshly to those that do not act authentically and generously. Behaviour and values appear to be at least as important as achievements.
Will 2022 go down as the year that sport’s focus on “playing the system”, doing “a professional job” and whatever it takes to win is surpassed by a greater focus on what you do and how you do it – regardless of result? The year when being entertaining and genuine becomes more valuable than being victorious?
In this Member Insights piece, David Alexander looks into some of the PR nightmares that have faced sport over the past year.
The opportunity for sport to engage and inspire a wide range of diverse audiences endures.
And yet, a lack of communication or a total failure to understand internal and external audiences has led to another catalogue of crises that have damaged reputations and potentially the bottom line.
Organisations should certainly be undertaking regular communications audits, preparing for the unpredictable and utilising communications executives to provide strategic counsel.
However, there have been so many examples this year that suggest that communications executives are not being given the support and influence that their expertise deserves.
What is clear this year is that many sports organisations do not put enough thought into some of the things that they do, or they treat their audiences with indifference, confident that they will stick with them come what may.
Whether that results in sponsors departing, leadership leaving or fans boycotting, it’s another reminder that what you do is as important as what you say.
We saw it with FIFA, breaking commitments to sponsors and trying to proclaim football to be the global game for all while banning rainbow armbands and failing to support the LGBTQ+ community with a raft of deflections that no communications director could have been party to.
Rainbow campaigns were a theme of 2022 – with Australian rugby league side Manly Sea Eagles ultimately getting relegated after a breakdown in communications.
Seven of the team boycotted a game in July, citing religious and cultural beliefs they said prevented them wearing the pride jumper with coach Des Hasler also seemingly unaware of the initiative.
Protests abounded from those angry or supportive of the players, the Sea Eagles never recovered and their divided team ended up getting relegated, Hasler was sacked and leaked emails suggested that the campaign had been months in the planning.
Human rights remain a big issue where sport is concerned. The Australian Open’s heavy handed approach to demonstrators campaigning for the release of Peng Shuai, while at the same time enjoying fruitful partnerships with Chinese brands, was at odds with the WTA, who admirably took a financial hit and scrapped events in China until Peng’s long-term wellbeing was resolved.
Those who think sport and politics cannot mix may look to FIA president Mohammed Ben Sulayem, who argued the sport had become ‘too political’ because of drivers taking the knee or wearing rainbow helmets to support marginalised strands of society.
He quickly backtracked when he realised that the issues weren’t going away while delays in team punishments for financial misdemeanours created an information vacuum and a brutal war of words which did little to benefit the sport.
In mid-February, Brittney Griner, possibly the greatest female basketball player of all time, was detained and later imprisoned for nine years in a highly political move by the Russian government amid the backdrop of the Ukraine war.
The somewhat muted response from the WNBA, whose relatively low salaries are connected with Griner’s appearances in Russia, is a reminder that not all governing bodies fight the corners of their athletes as vigorously as they should.
Equally, some do not always value all their athletes the same, with the ICC’s Independent Chair, Greg Barclay, pouring scorn on the idea of five day tests for women, increasing the clamour for a separate women’s cricket governing body once again.
Talking of women’s teams, Raith Rovers Women cut ties with the club when they signed former striker, David Goodwillie, who had been found by a civil court in 2017 to have raped a woman.
Sponsors, employees and even the Scotland First Minister condemned the decision, which the club declared was purely for footballing reasons, before having to accept their error of judgement and cancel his contract.
That fate also fell to Henrik Stenson, who was relieved of his duties as Europe’s Ryder Cup captain after signing with LIV Golf.
The Saudi-backed golf competition, looking to shake up the game, took an aggressive approach under CEO Greg Norman rather than engage with the PGA and DP World Tour.
Under-briefed players were left to face the media, critical journalists were thrown out of press conferences and golf legend Tiger Woods joined World Number One Rory McIlroy in condemning the competition’s format and conduct, fracturing the sport perhaps irrevocably.
Sport should be about building relationships, sharing cultures and, most importantly, providing a fair and reasonable platform for athletes that dedicate their lives to competition.
The International Boxing Association (IBA), which relies upon a strong and collaborative relationship with the International Olympic Committee (IOC), remains in exile after years of corruption and mismanagement.
Abortive elections which remain under a cloud, the banning of Ukraine’s boxing association while welcoming back internationally suspended Russia and Belarus and a refusal to seriously address the IOC’s concerns suggests that only when an entirely new regime takes over Olympic boxing can the sport move forward at amateur level.
These, and so many more, are reminders of the importance of engaging with stakeholders, from athletes to fans, coaches to staff and suppliers and sponsors.
Transparency, authenticity and ethical behaviour should be at the heart of the culture of every organisation – and take precedence over short-term gain that usually causes long term pain.
Research shows that people want to support or associate themselves with organisations that do good and behave ethically, treating every stakeholder with respect and consideration.
That so many lose sight of this, so often, underlines how much work there is to do.
As part of our end of year wrap up here is David Granger’s now (nearly) annual review of the digital world of sport, the Digital Café takes a look back at another great year online.
Tweet of the Year:
Before Twitter got all Elon-gated, it was one platform you could guarantee you’d find athletes, and occasionally federations, who should really have applied a PR-filter before they posted. The tweet of the year fits that bill perfectly. It goes to a football boot customisers Zebra Customs who managed to pimp a pair of Nike for Wrexham striker James Mullins.
Why tweet of the year? Well, we’re politically neutral here in the Digital Café, but what this did was demonstrate some great guerrilla marketing, a swift response from the apolitical club and a new chant for the Racehorse Ground faithful.
Nike brought out the big guns and enlisted a galaxy of soccer superstars for its 2022 World Cup ad. The premise was what would happen if the greatest football players of all time could be brought to play together in one mad-lab in Geneva. It had everything: players from all ears, jokes at the expense of Ronaldo’s expanded waistline, a nod to Back to the Future, an acknowledgement of esport and an inclusive message. Genius.
Bandwagon of the Year: The Documentary
Currently groaning under the weight of Drive to Survive, Hollywood took sporting storytelling to an even further degree when Wrexham (yep, them again) real life started imitating Ted Lasso art and two American actors took over a Welsh football club. It makes great telly, it’s given Wrexham a new lease of life and a new load of cash and an interesting line on Ryan Reynolds and Rob McElhenney’s CVs. But, like Drive to Survive, will the entertainment outlive the loyalty of the supporters? If you’re really looking for great sports documentaries, then check out Last Chance U –what it lacks in pantomime team principals and Welcome Hollywood to Wales shtick, it makes up for in gritty, occasionally grim stories of young athletes for who sport is life, not just an entertaining side gig.
Don’t Believe the Hype Award: The Metaverse This one will divide those who believe that augmented/virtual reality and crypto are going to revolutionise the fan experience, the in-stadium engagement and the way we pay players and those who think it’s not actually going to change anything. Apart from Mark Zuckerberg’s credibility. The concept of playing or watching sport in a virtual space would seem to be a concept which fails to comprehend the nature of live sport. But that doesn’t stop tech trying. From keeping kids amused at baseball games to a Manchester City connected scarf, technology and removing the live elements of live sport were all the rage. Let’s see if they survive as well as crypto currencies.
Prediction of the Year: The World Cup
According to FIFA (the game) it was going to be an Argentinian win beating Brazil in the final… at the time of writing at least one of those is not correct. It’s been one of the most topsy-turvey sporting tournaments of all time, but next time, perhaps we really should leave it to Paul the Psychic Octopus.
