The Suspicions Of A Year Ago Becoming The New Reality

iSPORTCONNECT’s Head of Consultancy Brandon Garcia overviews how some of the gossip and suspicions within sport from 12 months ago have become the new reality:

Sharing Responsibility

Shared responsibility between broadcasters and sport (cutting down the giant cheques and rights bidding wars), resulting in more available content for a number of digital assets and platforms.

Are they just taking advantage of these organisations at their weakest point?

This has, and continues to be, an opportunity for rights holders to entertain fans over their own channels, gain more followers and obtain more transparency over data rather than losing it to other companies.

Financial Opportunity

Investment firms are grabbing more and more pieces of the sporting cake.

Is this a fair safety net for those sports and organisations in distress? During this year we have seen CVC’s investment in the Six Nations, with the group also negotiating a deal to buy around 20% of Italy’s Serie A. Numerous SPAC’s within the sports industry have also appeared.

Do we wave goodbye to the production truck with big satellite dishes we all know?

Is this a bargain for the investment desk? Are they just taking advantage of these organisations at their weakest point, it is something that many people have been expecting since last year, but may have been accelerated by the pandemic.

Where do we go from here with broadcasting?

Do we wave goodbye to the production truck with big satellite dishes we all know? Cloud-based and remote production has been the primary way for many companies to broadcast sports events in recent months.

Whether that continues to increase after Covid-19 That’s something that remains to be seen, but we are already seeing the avalanche of AI – production based conversations and initiatives.

France 2023 To Work With Two Circles For UK&I Ticketing

France 2023, the organising committee for the Rugby World Cup, has named Sport Industry Agency of the Year Two Circles as its official ticketing marketing agency for UK and Ireland.

Working in partnership with France 2023, Two Circles will help France 2023 achieve its ambitions of selling record-breaking 2.6m tickets and generating up to €373m in ticketing revenue by designing and delivering a three-year, end-to-end marketing campaign for the tournament’s biggest international market.

Two Circles uses data to grow direct relationships between sports and fans, and is the leader in global event ticket marketing having helped events such as the ICC Cricket World Cup, golf’s Open Championship and Nitto ATP Finals deliver record ticket sales. 

The agency’s proven approach helps event organisers build direct relationships with fans and then uses a deep, data-driven understanding of their demographics, behaviours and attitudes to develop and execute engaging and commercially-successful ticketing campaigns.

France 2023 CEO Claude Atcher said: “Our ambition is to host a tournament that breaks records, and our ticketing strategy will play a central role in our commitment to generate a record level of revenue to be reinvested back into rugby union. Two Circles have a proven track record helping major global events achieve record ticket sales and reaching fans from outside the traditional sporting bubble – we are delighted to have their support to reach our friends across the Channel.”

The partnership also marks the opening of a fifth global Two Circles office in Paris. The office will be led by Clément Barouillet, a seven-year veteran of Two Circles, whose team will service Paris-based clients including Paris Saint-Germain and the LFP, in addition for France 2023. Two Circles also works with several French clients based outside of Paris, including Ligue 1 football clubs OGC Nice and Montpellier HSC.   

Richard Harris, Head of Ticketing, Hospitality and Marketing at Two Circles, added: “There is huge demand globally for live experiences – even despite the pandemic – and a global showpiece like France 2023 will be no exception. Due to the UK and Ireland’s proximity, we believe there are record numbers of fans, both rugby enthusiasts and general sports-lovers, that will want to experience a once-in-a-lifetime sports event in unique and charming towns and cities across France. We’re excited to be working in partnership with France 2023 and helping realise their record-breaking ambitions.”

“Social Media Can Be A Labyrinth With No Map”

In this week’s Digital Cafe, David Granger takes a keen look at how data is utilised in the world of content.

Taking time to drop in was Brad Rees, CEO of data translators Mediacells. He talked to us about measuring content success and what clubs should be aiming for with their content, with the numbers to back it all up.

Social media can be a labyrinth with no map but conversely, can also provide the opportunity to change the dynamic between team and fan. It can (will) consume enormous amounts of time, energy and budget and yet still be difficult to quantify in terms of return on investment.

MediaCells specialise in ensuring data is used effectively in sports marketing and by influencers is monitoring and measuring that return. It’s tracking, week by week engagement of top soccer clubs on social – and it doesn’t always mirror their on-pitch performance. 

Since the start of the 2020/21 EPL season the company, which lists global and European football federations and premiership clubs as long term clients, produces a weekly top ten social engagement league. 

But who’s getting it right? They measured engagement across the week with Twitter posts and came up with an alternate football league: which clubs were most successful on social.

Social media can be a labyrinth with no map but conversely, can also provide the opportunity to change the dynamic between team and fan.

“Club Social is a weather report for how effectively you as a club are getting your message across to your fans in the competitive context of your rivals. But your rivals are not who you think they are. For example, the Paris St Germain merchandise brand is not competing with Olympique de Marseille or Arsenal’s new 2020-21 kit is not competing for fan attention with Spurs, that would be preposterous,” said Rees.

So your rivals might not (actually) be other clubs: “In this context, the competitor landscape shifts to Apparel brands like Gucci, Louis Vuitton, Cartier, Zara, Chanel, Hermes. Club Social not only enables marketers to benchmark themselves against rival clubs’ fan engagement levels but also to jockey for walletshare against the fashion brand giants and generate more income for the club.

“If the club wins on the pitch, fans want to buy from the store and if the club is intelligently informed on what social content is hot and what is not, they can maximise, optimise purchase opportunities.”

And it threw up some interesting trends and anomalies. Leeds United’s return to the premier league and the manner in which they did it was impressive on the pitch, but also has seen positive sentiment towards them and an engagement rise to give them a position on the Mediacells Club Social chart higher than their actual league position. and while Wolverhampton Wanderers have constantly improved since their promotion, their social influence was assisted, not by performance by their artist in residence. And in the first week of the season, Manchester United remained relevant on social even when they weren’t actually playing.

Successful posts tend to be personality-driven, team celebration posts? Not so much.

Mediacells takes the data available to teams and federations and asks the questions to bring a deeper understanding of what is driving business and bringing fans closer to clubs.

So, for Brad, what – statistically – makes for great engagement? Which trends in social which he can see working well?

“Successful posts tend to be personality-driven, team celebration posts? Not so much. The  ‘How It Started … How It’s Going,’ meme-theme is powerfully deployed in the football experience. The basic concept is to showcase the passage of time with an inspiring or surprising current status as the bookend.

Official channels are sometimes the most authentic and emotional.

“Southampton were innovative in adopting the trendy meme when Gareth Bale returned to Spurs. To be a Saints fan this return from Real resonates because of the debut career the young Bale enjoyed at St Mary’s Stadium AND leaving to Tottenham Hotspur the first time around.

“For me, the above shows how complex and enmeshed true fan engagement has to be and how official channels are sometimes the most authentic and emotional.” You can find the MediaCells Club Social tables from this season, along with some pointers as to what’s working on their blog. 

Christian Seifert To Step Down From DFL CEO Role In 2022

Christian Seifert, CEO of the DFL (Deutsche Fussball Liga) has announced he will step down from his role once his current contract comes to an end in 2020.

Seifert has overseen the DFL since 2005 and has today released a statement sharing his intention to leave the role.

Seifert said: “These are demanding times – and they call for clarity and reliability. That applies both to DFL as a whole and to my own professional ambitions. For this reason, I have informed the Chairman of the Supervisory Board of DFL GmbH of my intention to leave the company when my contract expires in June 2022.

“It is important to make my decision known now, so that the Supervisory Board have ample time to take account of it in their future organizational planning for DFL GmbH.

“In my position at the apex of DFL, I have been able to play an active role in steering the development of what is simultaneously one of the world’s biggest sports leagues and a crucial social institution, and in establishing one of Germany’s most innovative media enterprises. It has been both a pleasure and a privilege to do so.

“In two years’ time, I want to begin writing a new chapter in my professional career.

“But for as long as I work for DFL, I will continue to focus, with the utmost dedication and ambition, on the current and future challenges facing the organization.”

Caesars Entertainment and William Hill Become Betting Partner Of The NFL’s Indianapolis Colts

Caesars Entertainment, Inc. and its exclusive sports betting partner, William Hill US, today announced their first NFL team sponsorship together, becoming a sports betting partner of the Indianapolis Colts. The partnership highlights a new integrated way for the Colts, Caesars Entertainment and William Hill to engage with sports fans throughout the 2020 football season in Indiana.

“In the digital age, and particularly this virtual world in which we find ourselves now, finding new ways to engage with our fans, partners and community is one of our top priorities,” said Roger VanDerSnick, Colts Chief Sales & Marketing Officer. “This partnership with Caesars Entertainment and William Hill will help us better connect with Colts fans everywhere as we navigate this very unique season in 2020 and offer a greater fan experience well into the future.”

As part of the agreement, Caesars Rewards, the largest customer loyalty program in the industry, will sponsor a free-to-play “Pick 6 Predictor” game on the Colts Mobile App. The Pick 6 Predictor generates a series of questions, that fans predict the outcome of, before the upcoming games. Correct picks are rewarded with weekly prizes, and all participants are entered into a chance to win a trip to Las Vegas to stay at a Caesars Entertainment property.

“Our company has deep roots in Indiana,” said Chris Holdren, Co-President of Sports and Online Gaming for Caesars Entertainment. “This expanded partnership with William Hill and our long relationship with the Indianapolis Colts deepens our strong ties within the community. Combined, both will provide an exciting entertainment experience – on gamedays and beyond.” 

Pending regulatory approval, the Caesars Indiana mobile sports betting app “Caesars Sports Book by William Hill” will integrate into the franchise’s media and marketing efforts, bringing exclusive offers and promotions directly to fans through the newly branded sports betting app.

“William Hill Sports Book entered the Indiana market last year and has seen tremendous success. This latest partnership between William Hill, Caesars Entertainment and the Indianapolis Colts brings together three industry-leaders that are reshaping the way fans engage with sports during unprecedented times,” said Sharon Otterman, Chief Marketing Officer of William Hill. “We’re excited to be revolutionizing the way fans connect with their hometown team in Indianapolis and look forward to all that’s in store for this football season.”

“The Sports Industry Needs To Come Up With New Ideas On How To Sustain Fan Engagement”

Get to know iSPORTCONNECT Chief Relationship Officer Ray James better in our latest community piece.

How did you get into sport and why did you want to work in sport?

Well I always enjoyed sport, even though I was terrible at football, but I really enjoyed the business side of sports, which I always wanted to get into. I went the media route, working for the likes of EMAP and a small ad agency who looked after Panini stickers. 

That opened the door for me to get to the sports world, where I started at Chelsea Football Club as an advertising/sponsorship manager.

I went for my interview where Colin Hutchison and Ken Bates were the interviewees. The first thing they asked me was which team do I support, I said Crystal Palace and apparently that was the right answer. They didn’t want anybody working there who supported the club.

It was an intense interview then Ken Bates decided to leave the room, he said ‘I’ll be back in a minute’. I must have waited there for at least an hour and a half. We’re talking about the owner of the club here, I didn’t know if he was playing a game with me.

Eventually he comes back and notifies me that he’d just sacked Ruud Gullit, that was my introduction to the football world!

What would you say is the most challenging thing about the sports industry?

Creativity, innovation and revenue generation. The sports industry needs to come up with new ideas on how to sustain fan engagement whether at the live game or at home, and need to keep their fans involved and engaged.

This means extending their content through various sources of media and providing fans more ways to interact with their brand to engage with fans, supporters and customers. Naturally digital will play a massive part.

What about inclusion and diversity within sport?

There’s been lots of conversation around Black Lives Matter and various organisations, and rightly so, but we’ve had all the talking now, it’ll be interesting to see what sport will do in the next 6-12 months to deliver real social change from the boardroom to the pitch.

What’s the best sports product in the World?

I think it has to be the Olympics. The games bring so much attention to smaller sports that wouldn’t otherwise have a following. When else is archery going to have international broadcast coverage? These incredible athletes devote their lives to sports and finally get the recognition and respect they deserve.

The best sports event you’ve ever attended?

Very good question. It’s got to be a World Cup, if I had to pick one Germany 2006.

What’s your favourite moment in sport?

It might sound sad but one of my favourite table tennis players is a guy called Jan-Ove Waldner, watching him win the 1992 Olympic Games. Because China and Asia have always dominated, but he transcended that sport and for me he’s probably one of my all-time heroes as well as Desmond Douglas.

Your favourite city in the world?

Georgetown, St Vincent.

Favourite film ever?

Shawshank Redemption 

What would be your final meal on earth?

Caribbean soul food, chicken rice and peas.

And finally, where will Crystal Palace finish in the 2020-21 Premier League?

In the top 6 European places and above Brighton.

Ball Corporation And Kroenke Sports & Entertainment Sign Global Partnership, Including Denver Arena Naming Rights

Ball Corporation and Kroenke Sports & Entertainment today established a first-of-its kind global partnership across three marquee venues in Denver, Los Angeles and London. The partnership was founded on a shared vision to advance sustainability in sports and entertainment by strengthening in-venue aluminum recycling, providing fans with a more environmentally friendly fan experience and showcasing aluminum beverage packaging as the most sustainable choice.

The partnership includes naming rights for Ball and KSE’s hometown arena in Denver, Colorado, home to the NBA’s Denver Nuggets, NHL’s Colorado Avalanche and NLL’s Colorado Mammoth, and also home to family entertainment and concerts. The partnership is a demonstration of both companies’ steadfast commitment to a sustainable future and builds on their long history of working together to support the Denver community.  

Ball and KSE will also partner with the Premier League’s Arsenal F.C., which plays in London’s Emirates Stadium, and the NFL’s Los Angeles Rams and their home stadium, SoFi Stadium. In each location, in addition to in-venue aluminum beverage packaging solutions, Ball and KSE will enhance local community programs and increase awareness of the importance of aluminum recycling.  

“This is an important moment in sports and entertainment, and we are proud to partner with Kroenke Sports & Entertainment to advance sustainability in venues by implementing real-world solutions to the packaging waste crisis,” said John A. Hayes, chairman, president and chief executive officer of Ball Corporation. “We are committed to making recycling an easy, everyday choice for consumers by providing them with infinitely recyclable aluminum cans, bottles and cups that can be used and back on a store shelf in just 60 days, and enhancing recycling infrastructure in venues. We look forward to continuing to work with KSE to bring about positive change for years to come.”

The partnership marks a new era for both companies’ hometown multi-purpose Denver arena, the site of iconic athletic, entertainment and cultural moments throughout the past 30 years.

“It is with great pride that we introduce Ball Arena as the new home of the Denver Nuggets, Colorado Avalanche and Colorado Mammoth,” said KSE Founder and Chairman E. Stanley Kroenke. “Our goal in selecting a long-term international venues partner was to find a Colorado-based company with global renown to grow side-by-side with our talented young teams. Ball Corporation is an ideal fit for that vision, an innovative leader that shares our commitment to our local community, to environmental sustainability and creating quality jobs in Colorado. We look forward to unveiling Ball Arena and welcoming our fans back home when it is time once again to celebrate live sports and entertainment events responsibly. We ask everyone to continue to stay safe and look after each other so that we can soon enjoy countless amazing memories at Ball Arena.”

The partnership also takes Ball and KSE’s growing relationship to the next level, reflecting a shared vision for the future of the global sports and entertainment industry.

“This announcement is an extension of a relationship that began between Ball Corporation and KSE a year ago with the introduction of their infinitely recyclable Ball Aluminum Cup™.  That opened the door to this incredible opportunity, that builds on the importance of aluminum packaging and recycling,” said Michael Ceilley, KSE Senior Vice President, Partnership Marketing & Media Sales.  “Working together, we believe this partnership will be transformative and help redefine the way arenas and stadiums operate globally. We are also grateful for PepsiCo’s dedication to elevating the fan experience at our arena for over 21 years, and through ongoing official beverage partnerships with the Denver Nuggets, Colorado Avalanche, Colorado Mammoth and Ball Arena.” 

These iconic venues will make the event and fan experience more sustainable by making infinitely recyclable beverage packaging more accessible and ensuring fans have confidence their beverage containers are being recycled and returned to the shelves. At all three locations, this partnership enables KSE to provide guests with real solutions that address the packaging waste crisis, including cold beverages in the infinitely recyclable Ball Aluminum Cup™  and in aluminum cans and bottles, with improved fan-facing recycling programs available on-site.

  • At Ball Arena in Denver, Ball will be KSE’s Official and Exclusive Sustainability Partner, working with KSE to transition to aluminum beverage packaging – cans, bottles and cups – for 100 percent of the venue’s concessions, with the goal of implementing a closed loop system by 2022. The partnership will include a comprehensive recycling and sustainability plan designed to strengthen the venue’s collection, processing and reclamation, as well as investments in community education focused on aluminum recycling.
  • In London, Ball will partner with Arsenal – one of the most watched soccer teams in the world – as its official sustainable aluminum beverage packaging partner. The partnership will explore ways in which Ball can support the club in reducing its impact on the environment and assist with educational initiatives for its global fanbase about the importance of recycling and other green practices. Ball’s partnership with Arsenal builds on both parties’ long history of working to support their community and signals a long-term commitment to a sustainable future.
  • In Los Angeles, Ball will become the official Infinitely Recyclable Aluminum Packaging Partner of SoFi Stadium and the Los Angeles Rams. SoFi Stadium – the new, 70,000-seat home to the Los Angeles Rams and Los Angeles Chargers – will feature the company’s infinitely recyclable aluminum cups for draft beer and cocktails. The Rams will use the cups at team training facilities, camps and on game days. Additionally, the partnership will allow Ball to create local sustainability awareness events, targeted community recycling improvements and educational programming.

Ball, a leader in cutting-edge aluminum beverage packaging, as well as climate monitoring and weather forecasting technologies through the Ball Aerospace business, has made sustainability foundational to its business, operations and products. This partnership builds on Ball’s success in developing and piloting the lightweight Ball Aluminum Cup™ in sports and entertainment venues. The cup, a direct response to growing consumer preference for more sustainable products, debuted in 2019 at the former Pepsi Center, now Ball Arena. It is also available at the University of Colorado Boulder’s Folsom Field and at Hard Rock Stadium in Miami, among other major venues. KSE is a natural partner as Ball seeks to expand the cups’ reach and provide an infinitely recyclable solution to sports fans, concert-goers and consumers around the globe.

Throughout the life of the partnership, Ball and KSE will develop and implement fan-facing activities in all three venues, and focus on educational and recycling infrastructure programs for the surrounding local communities to celebrate and encourage aluminum recycling – an everyday sustainable choice for consumers and a cornerstone of making a circular economy a reality.

Nubia Technology To Become BLAST Premier’s First Ever Mobile Phone Partner

BLAST Premier and Nubia Technology have announced a partnership with the global mobile company set to sponsor the leading esports tournament organiser’s Counter Strike Fall Series. 

The partnership will see in-game branding featuring Nubia’s RedMagic 5S phone appear across the BLAST Premier’s Fall Series where the world’s top CS:GO teams go head-to-head.

As part of the deal, Nubia will be giving fans opportunities to win the brand new phone and  behind-the-scenes access during the tournament as part of various giveaways while all on-screen talent will be given the gaming phone to try for themselves. 

The global mobile technology company was founded in October 2012 and aims to bring high-end innovative gaming smartphones to the wider esports community via their RedMagic 5S model. 

The RedMagic 5S provides unrivalled gaming experiences while enabling gamers to play without the limitations standard mobile phones have. The end result is a device that strikes the balance between premium and sleek hardware and fully optimised software. 

Leo Matlock, Commercial Director at BLAST, said: “We are excited to showcase Nubia’s impressive RedMagic 5S gaming phone to the esports ecosystem via our global audience. This partnership is a strong fit with both brands sharing a major focus on innovation, technology and gaming – and with more and more people gaming and watching BLAST Premier on their phones every day – their product should be something that naturally resonates with our fans.”

Ni Fei, CEO of Nubia, said: “We love nothing more than offering gaming enthusiasts the latest advanced technology and a user experience that will take mobile gaming to a whole new level. We’re excited to build on the successful RedMagic range of models which has become one of the highly-rated gaming smartphones since its launch. We’ve worked hard to improve every last detail.

“We are confident about the RedMagic 5S. It will give gaming enthusiasts in the region the opportunity to enjoy the smoothest gaming experience so they can stay ahead of the competition whatever game they are playing.

RLWC2021 Add Sophie Pontifex To Commercial Team

Rugby League World Cup 2021 (RLWC2021) has today added to its commercial team with the appointment of Sophie Pontifex as Sponsorship Lead.

Sophie’s new role will see her taking responsibility for the management, activation and delivery of RLWC2021 sponsorships in the build-up and during tournament time in October and November next year. 

As Sponsorship lead, she will work with all functions across the business to coordinate and deliver all contractual rights and activity for official sponsors of the tournament, which currently include Eversheds Sutherland, Deloitte, Manchester Metropolitan University, Kappa and Kuehne + Nagel.

Previously Sophie was a Senior Account Manager at Octagon Worldwide leading sponsorship partnerships such as Stella Artois and Wimbledon, AIG and the All Blacks, and Mastercard and the UEFA Champions League.

Sophie said: “I’m thrilled to be joining the RLWC2021 team to help deliver not only a world class event, but also the biggest, best and most inclusive Rugby League World Cup to date.

“It is a fantastic opportunity to work with brands to deliver unique and truly collaborative partnerships, by providing exceptional assets and experiences, with partners that share our ambitious, innovative and inclusive values.”

Jonathan Neill, Commercial Director at RLWC2021, added: “Sophie’s experience and skill set will ensure that all our partners have the best possible experience with RLWC2021, and enable them to achieve their brand and business objectives.

“Sophie will play a critical role as we continue to grow our sponsorship programme over the next 12 months and deliver world class sponsorship management and activation.”