Ear to the Ground to unveil 22/23 Fan Index at iSportConnect Brands Masterclass

Ear to the Ground are going to unveil their 2022/23 Fan Index at the iSportConnect Brands Masterclass on October 19.

The fan index is an annual brand ranking tool for charting the trends shaping sports, esports and gaming, giving you vital insights to help you win big with the New Breed of Fan. 

Relied upon by top marketers as the industry standard for cultural relevance, the Index is born of the Fan Intelligence® Network – our global network of 11,000+ culturally-connected fans and tastemakers. They speak, we listen, then we collaborate – all on behalf of the brands that we work with. 

This new edition comes at an inflection point. 

As the global economy rocks under unprecedented volatility, there is a real opportunity for brands who can cut through the noise and deliver what fans are craving. 

Learn who is leading the way when it comes to the new digital playgrounds of the metaverse and Web3. 

Discover why brands who educate their audience are seeing positive results, alongside those who embrace cultural crossovers. 

Understand how brands are seeking to drive positive change, as fans demand a more authentic diversity. 

Find out who is doing it best and what everyone else can learn from them. 

All this and more is included. 

We all know the value of listening but few have the ability to do it at this scale. That’s why we built the Fan Intelligence® Network in the first place – a vital resource for marketers at the cutting edge of culture, informing the strategy and creative of major global brands including PlayStation, New Balance, and Coca-Cola. 

The Index is your taster of that insight, and this year’s report is one you won’t want to miss. 

The 2022/23 Fan Intelligence Index will drop on 25th October. 

To book your place at the Brands Masterclass click here: https://share.hsforms.com/1pMHXEN6UT1-s62O4iA0bCQ31xsb?_hsmi=227076374&_hsenc=p2ANqtz-9P2xgrbPIrmS1tYRs3d4ZVDnz1EYd7Hc7oWkKaH4ZnKGTjkTwlAXwRllPF9ZU4WckF0EswBmO9kSg8SNMi3JM8QvV0vw

Pre-order your free copy by emailing stevynmonaghan@eartotheground.org

Member Insights: Do Turkeys vote for Christmas

The Domestic Media Tender is out for the English Football League (EFL) rights from the 2024/25 season. The major talking point is how the EFL is testing market interest in removing the 3pm protected broadcast window.

Until now, the EFL and the English Premier League (EPL) have adhered to UEFA article 48 which allows leagues to block broadcasts of the 3pm window matches to protect both match attendances and grassroots football.

Most other European leagues have now opted out of this protection, but would the EFL abandoning the blackout be like Turkeys voting for Christmas? Will it green light EPL to do the same, thereby diminishing the EFL product further, damaging attendances and leave the EFL and non-League football in a worse place?

There is no doubt the EPL would love to opt out of this rule, as it would allow another saleable match window and bring its domestic rights packages in line with its international packages.

However, in the wake of the controversy over the European Super League, and with the prospect of an English football regulator very much a possibility (despite rumours the new government may drop it), this would be a step too far for the EPL – at the moment.

Then there is the question how much additional revenue would it generate? For the latest rights cycle, Sky, BT and Amazon renewed their domestic rights at the same level without an auction at a time when the EPL realised a competitive auction process might reduce the overall domestic fees.

To shake up the rights packages when the right market is so uncertain is no guarantee of enhanced revenue. Better to wait until the rights market picks up, either if Warner Bros Discovery BT (WBDBT) decide to bid more aggressively (unlikely) or a major global digital player decides to go all in (Amazon, Apple or the like). So the EPL is content to bide its time.

Does grassroots football need protecting? Technology is allowing more and more amateur sport to be broadcast live on digital platforms and viewed on smart TVs. There is therefore a real risk that established leagues will lose viewers to this amateur coverage. 3pm Saturday may become compulsive viewing for Amateur football.

The new technologies will only grow grassroots viewing. Not to mention all the kids know how to access illegal streams for the 3pm EPL games anyway, so would legally live EFL games make much of a difference to that?

There is also a feeling that the Women’s Super League (WSL) would benefit from moving into the Saturday 3pm slot. Currently it is scheduled on Sky late Sunday to avoid clashing with the EPL. This potentially would help continue to raise the profile of the WSL. The option, if it is realistic, would be quashed if the EFL took the slot. The WSL could probably get away with a first move without the EFL and EPL subsequently reacting given the optics of being seen to damage the women’s game.

Is the EFL moving to potentially counter the grassroots digital revolution, or any potential WSL move – doubtful. The issue for the EFL’s member clubs, coming off the back of Covid, is how to increase its revenues. Many clubs are simply unsustainable at the moment.

While there is clearly a governance issue over club’s spending beyond their means, the EFL management is under significant pressure to increase income. The last deal, reported at about £600m pa, was heavily criticised by the big Championship clubs which felt it undervalued their rights. However, rights values are driven by competition, and BT was simply not prepared to try and outbid Sky. There is nothing to suggest WBDBT would wish to do so this time either.

So, in a static or even falling right market for domestic rights, the EFL has chosen to shake things up. More games allow broadcasters to offer more money, even in a declining market. It also opens the possibility of the EFL putting the 3pm games on its iFollow digital steaming platform, building a much bigger digital presence for itself in the UK.

Premium global media rights are becoming fewer and will likely settle around the NFL, EPL, F1, IPL and NBA. The EFL will struggle to keep its offering compelling to broadcasters which is why developing an
own brand digital approach is so important, and something the EFL have been ahead of the
game on.

Including all non-Sky games on iFollow could be a domestic game changer for the EFL. Such an approach is also less likely to cannibalise club’s attendance revenues, so long as each club gets the majority of their iFollow revenue.

A fan of Sheffield Wednesday is unlikely to pay to watch another team. It would also bring its domestic offering into line with its international digital offering, perhaps eventually looking for outside investment in the vehicle.

Until the time is rights for the EPL to move, this feels like a purely internal cost benefit analysis for the EFL. Grassroot will be fine. The WSL will continue to grow. How would EFL attendance revenues be impacted by streaming 3pm games? Is it not better to lead the way, and build its content assets now, rather than follow the EPL, WSL and grassroots after the fact?

This is going to come sooner or later, so better to act sooner. And if that impacts in stadium revenues, perhaps the EFL clubs should be looking at how to improve their match day experience, how to attract a broader, more family-based crowd? How to keep fans in the stadium longer? This is key. Streaming will happen. The EFL needs to find its long-term place in the future media and entertainment landscape, and I don’t see how sticking with the status quo now helps them achieve that. So why not vote for Christmas?

David Murray, Director EM Squared Consulting, specialising in Sports Rights and Negotiation

Lando Norris’s Quadrant team prepare for Rocket League Championship Series

Esports and lifestyle brand expands esports programme with first competitive outing in Rocket League.

Quadrant has today (October 14) signed a Rocket League roster ahead of the upcoming Rocket League Championship Series (RLCS).

During what is still its first year of competing, Quadrant continues to grow as it finds success in the esports space, having recently become a partnered team within the Halo Championship Series.

Quadrant is perfectly placed to showcase the esports title to its predominantly motorsport and gaming-focused audience. The championship has proven to provide excitement and drama time and time again, making it ideal for new or seasoned esports viewers to consume. Quadrant hopes to have decals and in-game items available for fans to use in 2023 to showcase their support for the franchise.

The Quadrant RLCS 2022-23 Roster:

●  (Player) Kurtis “Kash” Cannon

●  (Player) Lucas “Relatingwave” Rose

●  (Player) Dylan “Eekso” Pickering

●  (Coach) Nicolai “Snaski” Andersen

●  (Analyst) Wesley “Hotness” Canady

The RLCS gets underway today (14-16 October) with the Fall Split Open. With the commencement of the first Regional this year, Quadrant will be gunning to become the first all-British roster to make a Major in RLCS history.

Lando Norris, Chief Executive Officer & Founder of Quadrant, said: “Quadrant finally has our own Rocket League team. It’s a title we’ve always had an interest in, so after a great debut year in esports, we’re now adding another team to our roster. Competition is in our DNA, so it’s going to be awesome to see how we compete on the big stage, and it all starts today with the Fall Open.”

Jamie MacLaurin, Chief Gaming Officer of Quadrant, added: “We are starting to build some good momentum now with our esports programme and signing this roster was a big statement for us. Rocket League is an esport we have admired for a long time, and we know will resonate well with our fan base. This all-British lineup is full of star quality and we look forward to an exciting season with them ahead.”

Liverpool immerse themselves in the ‘meta’ verse

Reds fans can now customise their own digital avatars in official club colours with this unique collection on Meta’s platforms, which include Facebook and Instagram.

Supporters have the options of digitally decking out their avatars in the bold, no-nonsense home kit or the iridescent, multi-coloured away strip from the 2022-23 season, as well as LFC’s own-label lifestyle collection.

The Meta Avatars Store features digital outfits from global brands offering a unique way to create a digital version of yourself and express your personality online.

Drew Crisp, SVP for digital at Liverpool Football Club, said: “We’re incredibly excited to be the first Premier League club with our own Meta Avatars. This is another fantastic opportunity for our global fanbase to digitally engage with Liverpool Football Club and create their own individual club-coloured avatars.

“Having a digital connection to the club that our fans adore – whether they’re here, near or far – is so important and helps to bring our global family closer together when physical connections aren’t always possible.

“We have more than 70 million global supporters following our Facebook and Instagram channels, and we’re really looking forward to seeing many of those avatars change and don our iconic kit or lifestyle apparel.”

Available from today, the debut collection of LFC digital apparel can be purchased in the Meta Avatars Store on Facebook and Instagram in the USA, Canada, Mexico, Thailand, as well as in Spain, Italy and the UK, where Meta recently introduced its Meta Avatars Store.

Middlesbrough and Rangers to wear Safe Gambling Shirts next week

As part of Kindred Group’s commitment to its unique model of sponsorship, Middlesbrough and Rangers will wear shirts with bespoke branding during this year’s Safer Gambling Week.

Middlesbrough FC will wear shirts with a newly designed logo highlighting Kindred’s ‘Zero % Mission’ in its EFL Championship fixtures against Wigan Athletic (19th October) and Huddersfield (22nd October). The branding will replace the standard Unibet logo. 

And during its Premier Sports Cup game against Dundee (19th October), the Gers will also replace the Unibet branding and wear kits emblazoned with the ‘Zero % Mission’ branding.

Safer Gambling Week is a cross-industry initiative to promote safer gambling in the United Kingdom and Ireland and raise public awareness of gambling safeguards and best practices.  It runs from October 17th- 23rd.

Kindred Group – which incorporates eleven of Europe’s most successful online gambling brands including 32Red and Unibet in the UK – is committed to providing customers with a safe and entertaining gambling experience.

As part of its ‘Zero % Mission’ strategy, Kindred’s ambition is that zero percent of its revenue will be generated from harmful gambling by the end of 2023 – with the latest data showing around 3% of revenue is derived from high-risk players with a steady downward trend. 

Kindred implements a series of early detection measures, focusing on educating customers on safer gambling and engaging when it identifies signs of changed behaviour. And, in nearly 85% of cases, customers who receive an intervention go on to reduce their risk – with the Group now focused on improving that figure through increased awareness on its platforms of responsible gaming tools to keep gambling safe and enjoyable via its Zero % Mission.

Neil Banbury, General Manager UK, Kindred Group: “We’re committed to implementing a new kind of sponsorship model together with the clubs and communities we support. As we enter Safer Gambling Week, it’s a good time to reflect on the continued progress we have made in terms of protecting customers, as well as the improvements we continue to make through advances in our technology and processes. We are on a journey and still have further to go, but we are confident that our approach is delivering results”.

In its UEFA Champions League away tie against Napoli, Rangers FC will once again promote ‘Team Talk’ – a mental health initiative run in conjunction with the Rangers Community Trust and Kindred. It had previously worn shirts endorsing the project during the UEFA Europa League Final in May.

Team Talk is a weekly programme run in conjunction with the Rangers Charity Foundation and funded by Kindred Group. It assists men across Glasgow who are seeking advice and help in discussing their mental health. The programme is in its second year, and has helped hundreds of men in the city thus far.

Additional digital ‘Zero % Mission’ branding will be visible on official club channels including website and social media, LED advertising, and screens.

ICC announce global partnership with Aramco

The International Cricket Council (ICC), today announced a global partnership with Aramco, one of the world’s leading integrated energy and chemicals companies.

The partnership will include Aramco sponsorship of all major men’s and women’s ICC events scheduled until the end of 2023, including the ICC Men’s T20 World Cup 2022 in Australia, the ICC Women’s T20 World Cup in South Africa, the ICC World Test Championship Final in the UK, and the ICC Men’s Cricket World Cup 2023 in India.

It will connect Aramco with a global cricket audience of more than one billion cricket fans, as the company expands its mission to deliver affordable, reliable and more sustainable energy to customers around the world.

The partnership is rooted in both organisation’s drive for excellence, and Aramco has been granted naming rights for ICC Player of the Match awards, which celebrate elite performances throughout each event.

It also reflects a shared focus on sustainability and innovation, as the ICC moves towards making cricket a more sustainable sport. Aramco recycling machines will be installed across all seven match venues in Australia for the ICC Men’s T20 World Cup later this month. Plastic waste recycled from these machines will be converted into clothing for future ICC events.

ICC Chief Executive Geoff Allardice said: “We are delighted to welcome Aramco into the family of ICC global partners. Our shared commitment to excellence is the foundation of the partnership and we are looking forward to working with Aramco on our major men’s and women’s events through to the end of 2023.”

Aramco Global Public Affairs General Manager, Talal Al-Marri, said: “This represents a significant addition to our network of global partnerships and we are pleased to join forces with the ICC. Excellence is one of our core values and this is reflected in our support of cricket at the elite level. It is a sport that demands high levels of focus, teamwork, discipline, integrity and ability — and these are all attributes that we value highly at Aramco.” 

Formula E announce record-breaking audience figures

The ABB FIA Formula E World Championship has grown its cumulative audience for Season 8 beyond the record-breaking levels achieved the previous season with a four-way battle for the championship, a new qualifying format and a return to racing in Asia contributing to the new highs.

Among a series of broadcast presentation and sporting enhancements introduced for Season 8, a new qualifying format saw all 22 drivers compete in two groups with the top four in each going into a head-to-head knockout ‘Duels’ tournament.

A first for world motorsport and a popular innovation for fans, the cumulative audience for qualifying increased 49% compared to audiences for the traditional fastest-lap format in Season 7.

The biggest-ever ABB FIA Formula E World Championship calendar of 16 races in 10 world cities included a return to Asia with successful debuts in Jakarta, Indonesia, and a double-header in Seoul, South Korea, to close Season 8.

The Jakarta race in June was the first Formula E race in Asia since 2019 and was the most-watched domestic race in the championship’s 100-race history with a cumulative audience of 27.6m in Indonesia.

Live viewers made up the majority of Formula E’s audience for the first time in Season 7 and that trend continued in Season 8 with a 10% increase in live audiences YOY to 216m, part of a 20% growth in total cumulative audience to 381m.

The combination of enhanced scheduling consistency and improved coverage of more competitive racing contributed to significant increases in audience engagement. Total viewing hours for Season 8 races increased by 58% compared to Season 7 and the championship enjoyed a 28% YOY increase in the average viewing duration per live race.

Across Formula E’s social and digital channels there were significant gains in video views (+165% vs. Season 7) and engagements (up 49%) as a refreshed social media content strategy came into effect.

Jamie Reigle, Chief Executive Officer, Formula E, said: “The ABB FIA Formula E World Championship is building a passionate global fanbase, establishing itself as an appointment-to-view, premium live sport. Millions more fans tuned in to watch last season than ever before thanks to consistent scheduling, improved broadcast presentation and sporting innovations like our game-changing qualifying format. The championship went down to the wire in Seoul with four drivers vying for the title and Stoffel Vandoorne emerging as World Champion.”

“We thank our global network of committed broadcast partners for their contribution to delivering a record-breaking Season 8. We will work together to build on our momentum and reinforce Formula E’s emergence as a mainstream sport for the next generation.”

The new Gen3 race car was unveiled earlier this year in Monaco as the fastest, lightest, most powerful and efficient electric race car ever built. It will debut in the ABB FIA Formula E World Championship on 14 January 2023 in Mexico City at the start of Season 9.

Role of Web3 in creating fan experiences panel to be held at iSportConnect Brands Masterclass

We have a panel on that very topic at our Brands Masterclass on October 19.

We will be joined by Mason Edwards from Tezos Foundation, Stuart Ramsey from Socios.com and Tom Fleetham from Zilliqa.

We will be joined by brands such as Dr. Martens plc, Socios.com, New Balance, Grind Coffee Co, Adobe, Britvic plc, PlayStation, TeamViewer, Mukuru

There are only a few places remaining so make sure you sign up here: https://share.hsforms.com/1pMHXEN6UT1-s62O4iA0bCQ31xsb?_hsmi=227076374&_hsenc=p2ANqtz-9P2xgrbPIrmS1tYRs3d4ZVDnz1EYd7Hc7oWkKaH4ZnKGTjkTwlAXwRllPF9ZU4WckF0EswBmO9kSg8SNMi3JM8QvV0vw

Member Insights: “When it comes to maximising sponsorship investment, it is essential to explore every avenue”

Ben Phillips is very experienced in the world of sports technology, he has previously worked at Infront and InCrowd. He is now at Outbox, a leading white label ticket supplier.

When it comes to maximizing sponsorship investment at sporting events, it is essential to explore every possible avenue of delivering a brand’s message to the fans they are seeking to communicate with. As the consumption habits of sports fans evolve, the availability of alternative communication channels that sports organisations can offer, as well as brands’ decisions to adopt new sponsorship opportunities is also evolving.

Historically, live sporting events have been a lucrative avenue for brands to gain high level exposure to large audiences via traditional in-venue inventory, such as LED/ big screen display advertising programme sponsorship and on-site activation. These methods of communication to fans offer incredible brand exposure and the chance to deliver your message to a large audience at a very high level, but are generally more difficult to quantify and are often considered to be less targeted.

As the ability to collect and understand fan data has evolved in line with advancements in technology, opportunities for brands to deliver more personalised and target messaging have emerged. These data-driven methods of communication offer unique opportunities for sports organisations to deliver targeted sponsorship products which allow partners to communicate directly with fans throughout their event experience, starting the moment they decide to purchase a ticket.

What makes ticketing unique from every other element of an event, is that no matter who a fan is or what access they have, whether they are a general admission or hospitality guest. The single common factor that binds every fan attending an event is that they hold a ticket. And in that, hold a direct channel of communication between the event, its partners, and each individual fan. 

With the increased availability and adoption of digital ticket fulfilment, the ability to better understand who fans at each event are, has never been greater. Alongside enriched fan data, digital ticketing has also opened opportunities for brands far beyond the traditional methods of simply placing a logo on a ticket or confirmation page.

Branded ticket allocations to reward customers and create positive brand sentiment

Brands can take advantage of sets of event tickets which they can offer exclusively to their audience as part of a sponsorship agreement. This is nothing new, but allocating and distributing tickets digitally enables brands to collect additional customer data, whilst event organisers can maintain visibility and control over ticket allocations.

Fully branded ticket journeys to create a deeper association between a brand the event

White-labelled digital ticket solutions offer the opportunity for brands to create personalised ticketing journeys for their customers. Keeping their brand and its association with the event at the forefront of the fan journey and maximising value for both the brand and the event organiser.

Personalised branded messaging pre and post event, directed specifically at those who had a ticket

Full visibility of the data for each ticket holder at all stages of the ticket journey, even when a ticket is transferred or shared multiple times, means event organisers and associated brands can share highly targeted messaging, tailored to each individual fan regardless of whether they attended or not.

Opportunities to surprise and delight by enhancing attending fans experiences through the ticket with exclusive offers and promotions

The use of digital tickets can extend far beyond entry to a venue, into other areas of the event experience such as merchandise or food and beverage. Leveraging this functionality, brands can share real-time, targeted offers exclusively to ticket holders which will enhance their overall experience.

For event organisers, the benefits of utilising an effective digital ticketing solution stretch beyond the direct and personalised messaging opportunities it can create for brand partners. 

New and unique sponsorship packages (to expand existing agreements or create new brand partnerships)

Adapting the method of ticket delivery and ticket journey tracking means sports organisations and event organisers can offer targeted sponsorship products that expand their existing offering.

Diversification of ticket distribution to a larger addressable audience by leveraging partner channels

With the ability to digitally control and manage sponsor ticket allocations, event organisers can make their tickets available to brand new, expanded audiences via their partners communication channels.

Enhanced data collection opportunities as a result of reaching new, untapped audiences

By reaching new audiences through partner channels, event organisers open the opportunity to grow their future addressable audience by collecting data from potential fans who they are yet to reach independently.

Expansion into closed, ticketed events in the virtual world

By embracing digital ticketing alongside the emergence of Web3, event organisers can begin to explore closed events in the virtual world which require ticketed entry. These events offer huge opportunities to target and gather data on brand new audiences, whilst offering even more opportunity for sponsors and partners to be associated with unique sporting experiences.

FIFA and Roblox announce landmark partnership

FIFA and Roblox (NYSE: RBLX) yesterday announced a new ground-breaking partnership that will offer the Roblox community, as well football fans around the world, free-to-play access to FIFA World – a virtual environment that celebrates the power of football and the rich history of its pinnacle events.

As part of its commitment to developing new football gaming titles for fans, FIFA will work with Roblox to create an exciting new online immersive experience for all football fans to hang out in social spaces, earn rewards and collect exclusive virtual items through various skill games and multiple collectors’ challenges.

The FIFA World will also host bespoke video content, built from FIFA+’s extensive library, alongside exciting in-game events, while Spain star Pedri and German icon Lena Oberdorf will feature within.

Launching today, FIFA World will continue to evolve over time and adapt to celebrate FIFA’s top tier tournaments, adjusting and adapting for the FIFA World Cup Qatar 2022™, the FIFA Women’s World Cup 2023™, and beyond.

“As part of our commitment to grow football and develop ways for new fans to engage with the sport, FIFA’s immersive experience on Roblox will provide football fans with a hugely exciting new way to interact with friends, celebrate the rich culture and heritage around the world’s biggest sports competition, and demonstrate their creativity and national pride through various features and mechanics,” said FIFA Chief Business Officer, Romy Gai.

“FIFA believes that such a multi-layered experience will result in a truly inclusive and fun gameplay – in turn, engaging new and existing football fans from across the globe, as well as promoting the values of the sport to an even broader audience.”

Christina Wootton, VP Global Partnerships at Roblox, added: “We believe discovering and enjoying events together with friends from all over the globe is a unique experience that often can’t be replicated in the physical world. With FIFA World, fans are able to come together to celebrate and express their fandom with one another, support their favourite teams, and get access to FIFA’s top sporting events year round.”

Spain and FC Barcelona star, Pedri, said: “It’s incredibly exciting to see FIFA and Roblox come together, and I can’t wait to be a part of FIFA World as it continues to evolve! The football fans I see in the stands every week love gaming and it’s great to be taking the FIFA World Cup to them in the digital space and interacting with them directly in our Roblox world.”

Germany and Vfl Wolfsburg midfielder, Lena Oberdorf, added: “Fans are the lifeblood of our game, and so to be involved in this project as we meet them in the world of Roblox is a hugely exciting opportunity. We love celebrating with the fans, and now we can do it in FIFA World as well as on the pitch. It’s fantastic to see FIFA and Roblox using this opportunity to give a huge platform to the women’s game, and I can’t wait to see what’s in store for the experience in 2023 as we head to Australia and New Zealand.”