Manchester City announce global partnership with Asahi

Asahi Super Dry sailed into Manchester today as Manchester City legends Shaun Wright-Phillips and Shaun Goater delivered Japan’s number one beer to the home of the English Champions after becoming a Global Partner of City Football Group.  

Referencing the symbolic ship featured on the Manchester City crest, ‘The Pride of Manchester City’ sailed down the iconic Manchester Ship Canal with a special shipment of Asahi Super Dry on board . The ship, skippered by City legends, Shaun Wright-Phillips and Shaun Goater, was created for the launch of a global partnership that will bring Manchester City fans a taste of modern Japan.

The multi-year deal will put City fans at the heart of the partnership through a series of giveaways and competitions, starting on Saturday 13th August at Manchester City’s opening home game of the 2022/23 season against AFC Bournemouth.

Manchester City legend Shaun Wright-Phillips said: “Man City fans have supported this amazing football club, from 3rd tier to Premier League champions playing some of the best football in the world. They deserve the best beer to enjoy on matchday and Asahi Super Dry offers them that. Sailing it up the historic Manchester Ship canal was a real buzz and I hope City fans enjoy a drink responsibly on Saturday as we embark on another exciting season – Kanpai [cheers] to the fans!”

As part of bringing a unique Japanese super dry taste to City Football Group, Manchester City fans will benefit from being served Asahi Super Dry beer through the cutting-edge technology installed around the concourses. While the world’s leading hospitality facility at the Etihad Stadium will now also be known as the Asahi Super Dry Tunnel Club.

Other clubs within City Football Group, including A-League Champions Melbourne City as well as Japan’s Yokohama F. Marinos and, will now serve Asahi Super Dry from the beginning of their respective seasons and China’s Sichuan Jiuniu from 2023. 

Richard Ingram, Global Brands Director at Asahi Europe & International said: “This is a global partnership like no other – together Asahi Super Dry and City Football Group will place the fans right at the heart of this partnership. We’ve invested significantly into the infrastructure at Etihad Stadium and stadia around the world to elevate the fan experience, immersing them into modern Japan. Delivering a premium football experience is the key to this partnership – we plan to go beyond the expected at every game. Partnering with one of the most progressive football groups worldwide, we are perfectly matched in vision and values, making this an extremely exciting partnership for both brands.” 

Esteve Calzada, Chief Commercial Officer at City Football Group, said: “We’re delighted to be able to announce today’s partnership with Asahi Super Dry. Continuous innovation and improving fan experience are important values that we hold across our clubs at City Football Group and its fantastic that Asahi Super Dry share these principles and are joining us on our journey. Our organisations naturally align across a number of key markets and Asahi Super Dry’s knowledge and expertise will allow us to further increase our presence in these regions, working with four of our CFG clubs. We look forward to working together in the future as the partnership progresses.”

iSportConnect announces summer schedule of community round tables

As we hit the back end of the Summer, we’re helping you shake off the holiday blues and get back into the groove with a series of inspiring in-person lunch round tables which will take place over the coming months.

On August 11th we will be hosting a lunch for brands and rights holders to discuss the role of viewer interaction in driving the value of live sports broadcasts. This will be followed in September by two more events. On September 6th, we will be discussing the role of web versus app in driving marketing, and on the 27th we are talking about commercial growth as well as the role of ticketing in your digital and data strategy. All three round tables mentioned will be taking place right in the heart of London.

In addition to these three confirmed events, we will be hosting three more covering topics as diverse as live broadcast innovation, at-home fitness and how to win over Indian football fans. 

It’s not just the free lunch that makes iSportConnect round tables so special – although that is a bonus. There are a few other reasons:

There is no fee to attend iSportConnect Round Tables

Events are open exclusively to top level executives within our community

Events follow the Chatham House Rule, allowing discussions to remain confidential

They are exclusively for up to 8 delegates and take place in a private and intimate environment

For a flavour of the insight that you can gain from one of our round table events, read this wrap up from our recent digital sponsorship round table which took place at the Emirates Stadium last month.

If this has whet your appetite to learn, share and network, and you’re interested to find out more about any of our planned round table events, please send an email to: henry@isportconnect.com.

Report: Gambling front of shirt sponsorships rise despite potential ban

Alex Burmaster is the Head of Research and Analysis at Caytoo, a company that specialises in sponsorship and commercial intelligence, has written a report that looks into the rise of betting sponsorship’s in football

With reports that Premier League football clubs will vote on voluntarily banning betting firms from team’s front of shirts, new research reveals this type of sponsorship is back on the rise following a huge fall last year.

Gambling saw the joint third-highest rise in the number of front of shirt (FoS) sponsors in the last year across the 226 professional football, cricket and rugby teams in England. It now accounts for 9.2% of sponsors, jumping back into second place behind Automotive (10.5%) and ahead of Retail (8.8%).

“It’s a notable return to favour for gambling after its share of sponsorships nearly halved from 2019 to 2021. However, this year, deals in rugby and cricket have resulted in a mini come back which will surprise many as publicity on gambling sponsorship centres on football,” said Alex Burmaster, head of research and analysis at sponsorship intelligence firm caytoo which conducts the annual study. “So, the big questions are: will the Premier League voluntary ban happen and, if so, will other divisions or sports such as rugby and cricket follow suit?” 

The rather unheralded Manufacturing/Engineering sector has seen the biggest increase in FoS sponsorships from 4.9% to 7.5%. It’s now the fourth most prevalent sponsor, overtaking stalwart sectors such as IT, Construction and Travel & Tourism. Retail (7.1% to 8.8%) is the next fastest-growing sector.

In contrast, Financial Services – last year’s second most dominant sector – has seen the biggest drop (down from 8.4% to 6.1%) and is now ranked fifth. The next biggest faller is Alcohol, down from 3.1% to 1.3% – just one quarter of the share it held three years ago.

“The covid pandemic meant digitally-led firms dominated last year’s fastest-growers but this year, with the exception of online car retail, has seen more traditional sectors leading the charge,” said Burmaster.

In terms of individual sports, Gambling is football’s most prevalent FoS sponsor (15.4% share), while cricket’s is Automotive (17.7%) and rugby’s is Manufacturing/Engineering and Retail (both 13.3%). 

“It’s a reminder that chasing the next new thing isn’t always the best route when selling sponsorship. For instance, we frequently get requests to help find a fintech, crypto or online food delivery sponsor but we’re never asked to find a manufacturing or engineering one,” added Burmaster.

Fulham announce new venue partnership with Sodexo Live

Sodexo Live! has won an eleven-year contract as venue partner for Fulham Football Club on its new Fulham Pier development, starting in July 2022.

Fulham Pier will become one of London’s leading leisure destinations on the banks of the Thames which will include restaurants, a Riverside Market, meetings and events spaces, bars and lounges, a basement entertainment venue, a boutique hotel and a spa experience. 

Sodexo Live! will work with the Fulham Football Club (FFC) leadership team over the coming period to support the physical delivery of the venue and will act as commercial lead to bring together the best of London’s restaurant and entertainment scene via a selection of premium branded retail partners.  The matchday capacity of the venue after the development will be 28,000.

The contract will see Sodexo Live! delivering hospitality, retail and non-event day sales and catering, as well as supporting the club as a strategic commercial partner as it transforms the iconic Craven Cottage. 

David Trotter, Divisional Managing Director of Sodexo Live! UK & Ireland said: “This is an incredible project that will put Fulham Pier at the heart of its community, as a leader in cutting edge hospitality and leisure. We are delighted to be the venue partner for Fulham FC and look forward to bringing the breadth of our knowledge in hospitality, retail, guest experience and venue management to this amazing project.”

Alistair Mackintosh, Chief Executive Officer of Fulham Football Club, said: “Fulham Pier is a game-changing development for the local community.  It will not only bring a wide range of high-quality amenities to the area; it will also attract visitors from far and wide.  We are glad to be working with Sodexo Live! on the project and we look forward to making Fulham Pier a remarkable destination.”

Manchester United announce new global partnership with Qualcomm

Manchester United today announced a multi-year global strategic collaboration with Qualcomm Technologies, Inc.

The arrangement will feature the Snapdragon brand. Snapdragon platforms power many of the world’s premium smartphones, PCs, gaming devices, connected cars, smart wearables and more.

Bringing together the world’s most popular football club with a global leader in technology innovation, the strategic collaboration will create unique events and experiences for Manchester United fans at Old Trafford and around the world, powered by the premium performance that Snapdragon® platforms deliver.

In addition, Qualcomm Technologies will advise Manchester United on planned improvements to mobile connectivity at Old Trafford, which will enhance fans’ experience on match days.

Victoria Timpson, CEO Alliances and Partnerships at Manchester United, said: “Snapdragon platforms will enable ground-breaking experiences for fans across the globe, deepening their engagement with the football club they love.”

“Manchester United has always pushed boundaries of what’s possible and we are excited to be partnering with a company at the forefront of innovation.”

Don McGuire, SVP of Qualcomm Technologies, Inc. and CMO of Qualcomm said: “We are proud to bring the power of Snapdragon together with one of the most iconic names in world sport.”

“We look forward to showcasing Snapdragon to Manchester United fans everywhere and joining the new era of technology innovation at Old Trafford.”

England and Wales’ bid to host 2026 Hockey World Cup includes finals at Tottenham Hotspur Stadium

With the XXII Commonwealth Games in Birmingham, the truly inspirational backdrop of England winning the UEFA Women’s Euros 2022 and the 10-year anniversary of the London 2012 Olympic Games, England Hockey combining with Hockey Wales are delighted to announce further information on how our own major events can excite and inspire our sport through our bid to host the FIH Hockey Men’s Hockey World Cup in 2026.

It is a hugely exciting bid aimed at transforming the sport and showcasing it at its very best on the world’s stage:

  • Finals weekend at the iconic 62,850-seater Tottenham Hotspur Stadium
  • Hockey returning to the Twickenham Stoop after successful Big Stadium Hockey games in 2019
  • A third of the event to take place outside London at Cardiff Arms Park and cinch Stadium at Franklin’s Gardens in Northampton
  • Taking the sport to non-hockey venues using the proven portable pitch technology of Big Stadium Hockey
  • Inclusivity, accessibility and sustainability at the heart of the event including a social impact programme which will benefit our host communities and the breadth of the hockey community alike
  • The biggest Hockey Men’s World Cup ever with more than 300,000 tickets available at affordable prices, starting from £5
  • Global sports marketing company CSM Sports & Entertainment leading the commercial delivery across sponsorship, ticketing and hospitality

England and Wales are in a competitive bid process to win the opportunity to host the 2026 FIH Hockey Men’s World Cup. The International Hockey Federation (FIH) have received competing bids from Germany, South Africa and a joint bid from Belgium/Netherlands.

The hockey community and sports fans across the UK (and beyond) are being invited to show their support and excitement for the event and can Back The Bid at the  England Hockey website. Organisers hope that a strong show of support will give the FIH further confidence to award the event to England and Wales.

England Hockey Chief Executive Nick Pink and Hockey Wales Chief Executive Ria Burrage-Male said: “We are delighted to share more details of our joint proposal for the FIH Hockey Men’s World Cup 2026. Across all of the partners we are hugely excited about what the bid can do for hockey.

“All of us within the sport know how amazing hockey is, and by hosting a world cup on home soil, at Cardiff Arms Park, cinch Stadium Franklin’s Gardens, Twickenham Stoop and Tottenham Hotspur Stadium, we would create the opportunity to take hockey to new fans and new cities. The event showcases the best the sport has to offer on the pitch, and also creates a platform to build a lasting social impact through the sport across the UK.

“With the Commonwealth Games currently taking place in Birmingham we’ve seen great support for international hockey with now more than a million tickets sold for hockey in the UK since London 2012. We’d like to encourage the hockey community to Back The Bid, your support is absolutely essential to our bid and how we can deliver the most impactful hockey event ever seen on these shores.”

The Secretary of State Nadine Dorries said: “I am delighted to support the England and Wales bid for the FIH Hockey Men’s World Cup 2026. Today marks an important step – the announcement of our unique four-stadia approach, spreading the benefit of this exciting tournament across England and Wales, utilising innovative technology in world class stadia in Cardiff, Northampton and London.

“Alongside UK Sport – the Government’s lead strategic agency for Major Events – the UK Government looks forward to working with England Hockey, Hockey Wales, all host partners and the FIH in the latter stages of the bid process to secure a hugely successful event for our nation.”

Andrew Owen, MD for Major Events at CSM Sport & Entertainment said: “Football fans, NFL fans and rugby fans may be accustomed to seeing their teams perform in stadia like those at Spurs or the Stoop. But for hockey fans this will be something truly special as they see their sport on the biggest stage of all – the atmosphere will be electric. Using proven technology we will transform the event experience for players, fans and the media. This represents a step-change for a sport that is something of a sleeping giant. Our stadium model allows hockey to take its place alongside some of the other big world cups in Cricket, Basketball and Rugby.”

This bid is supported by representatives from all corners of the sporting landscape; with a collective desire to use the event as a force for good, both for sport and also for wider social impact. The bid partners are England Hockey, Hockey Wales, UK Sport, CSM Sport & Entertainment, Greater London Authority, Welsh Assembly Government, West Northamptonshire Council, Cardiff Council, Cardiff Rugby, Harlequins F.C Northampton Saints and Tottenham Hotspur FC.

Wales’ Deputy Minister for Arts and Sport, Dawn Bowden said: “I am pleased to throw the support of the Welsh Government behind this exciting bid. Wales has a proud record of hosting world-class international sporting events. We offer sports fans an experience to match the very best anywhere in the world, with world-class facilities and incredible tourism offerings.

“We will work in close partnership with our colleagues at Hockey Wales to ensure the bid has the best possible chance of being successful.”

Zach Wallace, captain of England men’s hockey team, and Rupert Shipperley, captain of Wales men’s hockey team said: “The prospect of playing in a men’s World Cup on home soil is incredible and all of us in our squads are hugely excited about what may lie ahead. The four stadia that are being proposed are truly inspirational, and on top of that the event can leave a lasting legacy for the entire sport, helping boys and girls from all backgrounds to see hockey for the amazing, welcoming game it is.”

The last men’s Hockey World Cup in England took place in London in 1986 but it has never been hosted in Wales. In 2018 London hosted the very successful Vitality Hockey Women’s World Cup, at the time the biggest stand-alone female sporting event the country had ever seen.  Lee Valley Hockey and Tennis Centre, the London 2012 hockey legacy venue, remains England Hockey’s home for FIH Pro League and other events.

The initial bid submission was made in May and the FIH are scheduled to make a final decision in November of this year.

Southampton announce JD as new shirt sleeve partner

Southampton Football Club is pleased to announce JD, the global leader in branded sports-fashion retail, as its new Official Sleeve partner for the 2022/23 season. 

As part of the partnership, Southampton FC has signed a one-year agreement which will see JD become the official sleeve partner for the Men’s First Team, B-Team, Under 18’s and all Academy teams.

“We’re delighted to welcome JD as our new sleeve sponsor. JD is one of the world’s leading retail brands, with exciting aspirations. As a leader in youth fashion, their values align perfectly with our vision of developing young talent and turning potential into excellence. We look forward to working with JD in bringing this partnership to life for our fans over the coming season through a range of different activations,” said, Sarah Batters, Southampton Football Club Partnerships and Marketing Director.

“This is a really exciting partnership for JD, especially our local stores in Southampton, and we feel the Saints are a great fit to showcase the JD brand on the pitch around the world. The club’s connection to the fans and the continued level of talent that the academy produces align with our brand and we are excited to be able to work together to bring this sponsorship to life,” said Nadia Kokni, JD Global Marketing Director. 

All fans who purchase any of the Southampton FC 2022/23 replica kits will be able to go into the Southampton FC stadium store and Marland’s store to have the JD branding applied to their shirts free of charge from this weekend. Alternatively, fans can go to the two Southampton JD store locations and the Eastleigh JD store. Further details will be announced on @southamptonfc & @jdfootball social channels.

To celebrate the new partnership Southampton FC and JD will be giving three lucky fans the chance to win a bundle including 1 x signed shirt, 1 x £200 JD gift voucher and 2 x Hospitality tickets for the Halo Lounge. For more information, people can visit southamptonfc.com.

Leicester City install first frictionless kiosk anywhere in Europe

Leicester City Football Club has become the first in Europe to install a frictionless kiosk at its stadium to dramatically improve the speed in which fans can purchase food and drink on a matchday.

When the Foxes hosted LaLiga side Sevilla in a pre-season friendly on Filbert Way on Sunday 31 July, supporters will be able to experience the Tap + Go technology for the first time in the North Stand Family Section. The system was also in operation for the FA Community Shield on Saturday 30 July when Liverpool played Manchester City.

Operated by Levy UK+I, the sports and hospitality sector of Compass Group UK and Ireland, supporters simply need to tap a payment card upon entry into the kiosk, pick up the items they want and walk out of the gates onto the concourse, where their card will be automatically charged – a process which takes a matter of seconds.

Utilising frictionless technology, Tap + Go is operated via anonymised shopper tracking which recognises the products being selected by customers, before adding them to a virtual basket. Facial recognition is not needed, ensuring complete anonymity.

Checkouts will be replaced by the installation of fully contactless payment terminals connected to the digital barriers upon exit, enabling fans to make purchases in a fraction of the time and with far greater ease.

Leicester City Operations Director, Anthony Mundy, said: “We are constantly looking at new solutions to improve the stadium experience for fans. The launch of Tap + Go at our venue will enable us to take the fan experience to the next level by making it easier than ever for guests to purchase and enjoy our first-class food and beverage offerings. We are confident that our partnership with Levy UK+I will continue to make the future of hospitality accessible to our guests.”

Rak Kalidas, Commercial Director, Levy UK+Icommented: “The truly frictionless F&B purchase experience created through Tap + Go marks a major step forward for Leicester City and the fan experience at King Power Stadium. In an industry currently teeming with innovation, this technology is a fine example of how Levy UK+I stands out in taking the hospitality sector forwards further and faster. We are proud to be working closely with our venue partners to offer guests a revolutionary experience that goes beyond anything currently available in UK stadia.”

Lewis Hamilton joins ownership group of Denver Broncos

It’s a new era in Denver, where the Broncos are hoping to return to a championship-winning standard.

They’re welcoming in someone who knows quite a lot about winning. The Broncos have officially added Formula One superstar Sir Lewis Hamilton to the team’s new ownership group, the club announced Tuesday.

“We’re delighted to welcome seven-time Formula One world champion Sir Lewis Hamilton to our ownership group,” Broncos owner-to-be Rob Walton released in a statement on behalf of the team’s new ownership group. “He is a champion competitor who knows what it takes to lead a winning team and a fierce advocate for global equality, including in his own sport. With over 100 race wins, Lewis is considered the most successful F1 driver of all time. His resilient spirit and standard of excellence will be an asset to the ownership group and the Broncos organization.”

Hamilton stands alongside Michael Schumacher as the only two drivers in Formula One’s 70-plus-year history to win seven World Drivers’ Championships. His F1 career began in 2007, a season in which he impressed the racing world by finishing second in the drivers’ championship, and a year later, he won the title at just 23 years old. Since then, he’s won six more titles with two teams (McLaren and Mercedes) and has established himself as a driver who must always be respected, no matter the condition of his car.

Everton and Davanti Tyres extend partnership

Everton Football Club and international tyre manufacturer Davanti Tyres have announced a renewed, multi-year extension of their global commercial partnership. 

The deal will see Davanti, a long-standing Club partner since 2017, remain as Everton’s ‘Official Global Tyre Partner’.

The ongoing partnership enables the Club to continue to support the brand’s objective to further increase its presence in the UK, Europe, Middle East, Far East and South America.

The renewal will also allow Davanti to benefit from enhanced exposure across Everton’s digital channels and at Goodison Park on matchdays.

Richard Kenyon, Chief Commercial and Communications Officer at Everton, said: “We are pleased to confirm this partnership renewal and would like to thank Davanti for extending their commitment to the Club.

“Our Partnerships team has worked closely with Davanti over the past five years to help develop its brand internationally and it has been really pleasing for us to play a part in their growth – growth which we are sure will continue as our partnership develops in the years ahead.”

Peter Cross, General Manager of Davanti Tyres, added: “Last season demonstrated just how much passion Evertonians have for their great club, and after five years of partnership with Everton we really feel a part of the Club’s journey. 

“We’re delighted to have extended the agreement, and that Davanti will remain as a long-standing partner.”