Sports business advisor Michael Broughton takes a look at how SPAC’s can fit into the world of sport, and what one of the current high-profile companies, RedBird Capital Partners, could be looking for in the industry.
Former Sky Sports Chief Barney Francis Joins WePlay As Strategic Advisor
Barney Francis, long-time former managing director of Sky Sports has been appointed to the Advisory Board of WePlay, the fast-growing, first-of-its-kind, performance marketing agency for the sports industry.
The TV sports heavyweight – a 20-year industry veteran – spent 10 years at the helm of Sky Sports before becoming CEO of Comcast’s Future Sport division in 2019, tasked with identifying global growth opportunities within sport’s changing landscape.
He will advise WePlay on business growth strategy, joining as an advisor to the WePlay Board that was formed in late 2019 following an initial round of investment. Chaired by Simon Cummins, Global Head of Odgers Berndtson’s sports, media & gaming practice, it also features Olivier Gers, Digital Media Advisor, former IMG, MediaCom, Endemol & IAAF (World Athletics) CEO, Adam Bellamy, former PureGym CFO and Nick Basing, Chairman of Ten Entertainment.
The appointment comes at a strategic time for WePlay, which specialises in helping sports brands to achieve their commercial growth objectives across emerging direct-to-consumer revenue streams, as the impact of Covid-19 accelerates the transition towards OTT/ SVOD, eSports, digital sponsorship and e-commerce.
The UK-based agency has a growing global presence with bases in London, Paris & Madrid, serving a global clientele including ESPN, UFC (Fight Pass), FIFA, LaLiga, European Club Association, AC Milan, Paris Saint-Germain, IRONMAN, World Rally Championship, PGA European Tour, British Athletics, Ligue de Football Professionnel (LFP) and Olympique de Marseille.
Barney Francis said of the appointment: “WePlay is a really exciting agency, purpose built for this new era in sports. I’m a big fan of the “outcomes over outputs” approach that sets WePlay apart from the old agency guard. This is becoming increasingly important at a time when marketers need to justify every cent of brand spend.”
Simon Cummins, Chair of the WePlay Board, said: “Barney is a terrific addition to the team, which speaks to the direction of travel – not only for WePlay but the sports industry at large. We are very fortunate to have someone of Barney’s standing to join our existing Board.”
Luca Massaro, WePlay CEO, said: “It is absolutely fantastic to welcome someone of Barney’s experience, industry clout and knowledge to the WePlay team. The shift towards OTT and other direct-to-consumer sports revenue streams is accelerating exponentially and we have seen it directly over the Covid period, with 220% growth in our OTT business, 140% in ecommerce and over 300% in digital sponsorship. We have aggressive growth plans to expand internationally and I firmly believe that Barney can help us to achieve our ambitions for the future, building on a proud track record of year-on-year growth since the agency’s inception.”
888sport Becomes First Official Sports Betting Partner Of The NFL In The UK & Ireland
888sport, one of the world’s most popular sports betting providers, is delighted to announce it has signed a sponsorship deal with the National Football League (NFL) to become the NFL’s official sports betting partner in the UK & Ireland.
The partnership is the first of its kind between the NFL and a sports betting provider in the UK & Ireland, and comes in time for the brand-new season, which begins on Thursday night when the Kansas City Chiefs, defending Super Bowl champions, host the Houston Texans. Celebrating a growing international passion for the NFL, particularly amongst sports fans in UK & Ireland, the partnership will also see 888sport become the official sports betting partner of the Super Bowl and official sports betting partner of the NFL London Games during the 2021-22 season. The deal will be supported by broadcast sponsorship of the Playoffs, the Super Bowl and Sunday and Monday Night Football, which start this weekend on the new Sky Sports NFL channel.
The first full Sunday of NFL action sees Sky Sports airing three games: the New England Patriots against the Miami Dolphins; Tom Brady’s debut for the Tampa Bay Buccaneers at the New Orleans Saints; and the Los Angeles Rams hosting the Dallas Cowboys.
Providing fans with engaging content in the build up to fixtures, 888sport is also launching a new weekly social video series called ‘The Punt’, which begins on Thursday September 10. Available to watch via 888sport’s social channels, the series will welcome celebrity guests, including former Olympic gold medalist and Kansas City fan Sam Quek, Dallas Cowboys fan and social influencer Will Brazier and BBC journalist and Las Vegas Raiders fan Steffan Powell. Each week the panel will discuss the biggest talking points throughout the season.
The partnership is the latest exciting development for 888 and the NFL, which expands upon the Group’s ongoing sponsorship of the New York Jets in the US – the first and only partnership of its kind between a pure digital gaming company and an NFL team.
Guy Cohen, SVP Head of B2Cat 888, commented: “This is the start of an exciting chapter for 888sport. We pride ourselves on being at the forefront of live sporting experiences and we’re delighted to partner with an internationally adored brand such as the NFL. We look forward to playing our part in an exciting NFL season, which kicks off this weekend, and beyond.”
Chris Halpin, NFL Executive Vice President, Chief Strategy and Growth Officer, said: “We are delighted to partner with 888Sport, our first official UK betting partner. It is a brand that will help us deepen fans’ engagement with our sport, and this partnership will provide us with strategic insights that will shape our broader sports betting strategy.”
ATP And Nitto Denko Corporation Extend Partnership Until 2025, ATP Also Adds Four New 2020 Events
The ATP and Nitto Denko Corporation have today announced a five-year extension of their highly successful partnership, until 2025. The extension will see Nitto continue as title partner of the season-ending Nitto ATP Finals, in partnership with the Italian Tennis Federation (FIT), as the event moves to its new home in Turin, Italy in 2021, following twelve editions of the tournament hosted at The O2 in London.
In addition to extending their title partnership of the Nitto ATP Finals, which began in 2017, Nitto will also become a year-round Gold Partner and the Official Athletic Tape of the ATP Tour. The partnership will provide Nitto medical taping products for use by ATP medical team at Tour events with Nitto branding featured on ATP physiotherapists’ official clothing.
“We are very proud to extend our partnership with Nitto for five more years,” said Andrea Gaudenzi, ATP Chairman. “Nitto are global industry leaders and have fully embraced their sponsorship of our season-ending event since our partnership began three years ago. Together with the FIT, we look to build upon that relationship and the record growth the event has achieved during its time in London. We also look forward to working closely with Nitto as our year-round Tour partner, as they assist in protecting players’ health by providing top quality medical products for use at events across the season.”
Hideo Takasaki, Nitto President, CEO & COO, said: “We are delighted and excited to be extending our partnership with the ATP and our long-term commitment to the Nitto ATP Finals. As a Gold Partner of the ATP Tour and its Official Athletic Tape Sponsor, we look forward to supporting tennis players participating on Tour, throughout the season. In Turin, a city with a strong spirit of innovation, we are confident the Nitto ATP Finals will be an event that amazes and inspires people all over the world.”
Chiara Appendino, Mayor of Turin, said: “Turin is excited to welcome the Nitto ATP Finals in 2021 and write the next chapter in the event’s rich history. To be doing so with the long-term commitment of a world-leading partner like Nitto is a real statement of belief in Turin’s ability to deliver an exceptional and innovative event.”
Angelo Binaghi, FIT President, said: “We would like to thank Nitto for their invaluable commitment and support of the ATP Finals. The event has already received tremendous commercial interest from major global brands and will be a historic milestone for tennis in Italy, helping to inspire the next generations of players and fans.”
The Nitto ATP Finals is the largest indoor tennis tournament in the world, featuring the ATP’s top eight singles players and doubles teams competing over eight days for over US$ 9 million in prize money. The 2019 edition delivered record social and digital engagement, including 400 million impressions, 69 million video views and 12 million social interactions via ATP Tour and TennisTV channels.
Four New Events For 2020
The ATP has also announced the addition of four new ATP 250 events to the 2020 provisional schedule, as tennis continues its return following suspension of the season due to the COVID-19 pandemic.
The updated schedule introduces two new back-to-back ATP 250 events in Cologne (Germany, Indoor Hard) and new ATP 250 events in Sardinia (Italy, Clay), and Nur-Sultan (Kazakhstan, Indoor Hard) issued as single-year licenses for 2020. The granting of licenses follows applications by tournament promoters and host localities able to satisfy strict health & safety, international travel, and ATP event requirements.
“Adding new events to the Tour calendar is a positive step given the many challenges our sport has faced this year, and I would like to thank all the event organisers on the calendar,” said Andrea Gaudenzi, ATP Chairman. “Our goal was to create additional opportunities for players and entertainment for our fans, and to do so in a safe and practical way. We are delighted to have tennis back on court again and these new events will help us finish the year strongly, as we build towards the season-ending Nitto ATP Finals.”
The provisional calendar remains subject to change and continued assessments will be made relating to health & safety, international travel policies, and governmental approval of sporting events.
Loch Lomond Whiskies Agrees An Exciting New Partnership With The European Tour
Award-winning, independent Scotch whisky distiller Loch Lomond Whiskies has agreed an exciting new partnership with The European Tour, becoming the first Official Partner of the innovative new UK Swing.
The partnership with the European Tour means that the distiller’s innovative and exciting range of Single Malt Scotch Whiskies will become “The Spirit of the Tour” throughout the duration of the UK Swing. Loch Lomond Whiskies have been “The Spirit of The Open” since 2018.
As part of the new relationship, Loch Lomond Whiskies’ hand sanitiser will be available on every tee during each of the six UK tournaments when the European Tour returns to action in July.
Loch Lomond Group were one of the first spirits companies in the world to utilise their existing resources and infrastructure to make hand sanitiser, so as to help and support those in need across the country throughout the Covid-19 pandemic. As the European Tour resumes, Loch Lomond Whiskies will help ensure good hygiene at all six UK tournaments as part of the European Tour’s comprehensive Health Strategy.
As an Official Partner of the European Tour’s UK Swing, Loch Lomond Whiskies will also support the launch of the new ‘Golf for Good’ initiative which will underpin all European Tour events in 2020 by making a positive impact in the communities where the European Tour plays – and the wider world of golf – rewarding heroes of the pandemic such as front line workers, and promoting the many health benefits that golf offers to everyone.
Colin Matthews, CEO of Loch Lomond Group, said: “The European Tour is one of the most internationally recognised and respected golf bodies in the world and we are delighted to become a key partner of the UK Swing. This new association further extends our already very successful association with the game of golf through our existing sponsorship agreement with The R&A for both The Open and The Women’s British Open and The PGA and allows us to support the launch of the European Tour’s excellent “Golf for Good” initiative.”
Max Hamilton, the European Tour’s Head of Commercial Partnerships, said: “We are delighted to welcome Loch Lomond Whiskies and their award-winning brands as the first Official Partner of our new UK Swing. This innovative stretch of six events marks the start of our new Golf for Good initiative, enabling us to give back during these unprecedented times. Our health strategy is vital to this and Loch Lomond Whiskies will also contribute to that through the provision of hand sanitiser. This is a great example of how brands can work together in different ways at the moment.”
ABB FIA Formula E Championship To Resume With Six-Race Berlin Showdown
- ABB FIA Formula E Championship to be decided in Berlin at Tempelhof Airport, following approval of the FIA.
- Six behind–closed–door races to take place in nine days.
- Three double–headers on multiple track layouts to be held in quick succession on August 5/6, 8/9 and 12/13.
- Formula E and the FIA to implement strict safety measures to protect staff and competitors.
Formula E is set to resume racing in August at Tempelhof Airport in Berlin following approval of the FIA, with six races in nine days deciding who will win the 2019/20 ABB FIA Formula E Championship.
The historic German airfield has been chosen to close out the current season, hosting three double–headers in quick succession on August 5/6, 8/9 and 12/13. Each pair of races will use a different track configuration, presenting opportunities for distinct strategies and the conditions for Formula E’s unpredictable and exciting racing.
Formula E had already completed five races before the season was suspended due to the coronavirus outbreak, with DS TECHEETAH driver Antonio Felix da Costa (PRT) topping the standings, but only 11 points clear of nearest rival Panasonic Jaguar Racing’s Mitch Evans (NZL).
Da Costa will be looking to use the six–race season finale in Berlin to seal his first Formula E title, promoting him onto the champions’ roll of honour alongside his DS TECHEETAH team–mate and two–time reigning champion Jean–Eric Vergne (FRA).
The three double–headers in Berlin will complete Formula E’s revised season six calendar, taking the total number of rounds to 11. With the top–four drivers in the championship separated by fewer points than a single race win offers, it’s still all to play for when the racing recommences in Berlin.
Formula E and the FIA have been working in close consultation with teams and local authorities to define a robust plan to conclude the championship in a safe manner. To mitigate risk, Formula E is implementing strict safety measures including racing behind closed doors with only essential staff and competitors travelling to the event.
As per German government guidelines, there will be a maximum number of 1,000 people on site at any given time, including local suppliers and medical crews. All other operations will be carried out remotely.
Key health and safety protocol includes mandatory coronavirus testing prior to the races, as well as on–site screening every day upon arrival at the track. Formula E will also actively enforce the use of face masks, social distancing and limit movement across workspaces with clearly defined zones for different event populations.
For more information about the full list of measures being put in place, please visit www.FIAFormulaE.com/championship/closed–door–racing
Track configurations and race start times will be revealed in due course on official Formula E digital platforms.
“Since taking action to suspend our season in March, we have emphasised a revised calendar which places the health and safety of our community first, represents Formula E’s distinct brand of city–centre racing and offers an exciting conclusion to the compelling season of racing we had seen so far. We’re heading to Berlin Tempelhof, a venue that our teams, drivers and fans love, to stage a nine–day festival of racing with three back–to–back double–headers.
“The festival will feature three track layouts, presenting a new challenge and creating the conditions for an unpredictable and drama–filled climax to our season. The team at Formula E has been working incredibly hard over the past weeks to enable us to go racing again in Berlin. I’d like to thank the FIA, our manufacturers, teams and partners for their continued support, the city of Berlin for their cooperation and flexibility and our fans for their patience.”
Tottenham Hotspur Announce Mondelēz As Club’s Official Snack Partner
The Club has today announced a new partnership with Mondelēz, owner of world-renowned brands such as Cadbury, Oreo, and Toblerone, for Cadbury to become its Official Snack Partner.
The partnership will see us collaborate on a series of initiatives to engage with fans and the community, in both the UK and around the world.
To kick off the partnership, our iconic stadium was illuminated in the brand’s famous purple colours.
Cadbury will be backing the Club’s Hotspur Heroes campaign, which recognises and celebrates Spurs-supporting key workers and fans who have gone above and beyond during the COVID-19 pandemic. Cadbury will also look to support local businesses within the Club’s community to help aid their economic recovery from the effects of the pandemic over the coming months.
Throughout the partnership, Cadbury will be offering supporters unique access to the Club, even while matches are being played behind closed doors.
The first campaign is Cadbury’s Match and Win promotion, which will enable fans to win millions of exciting prizes, including hospitality experiences, match tickets and vouchers for the Spurs Shop.
Tottenham Hotspur Head of Partnerships Fran Jones said: “We are delighted to announce this new partnership with Mondelēz. We share the same values and it is a natural fit that Cadbury is supporting our Hotspur Heroes programme, which aims to recognise individuals that have made a significant contribution during the COVID-19 pandemic. Cadbury’s commitment to the Hotspur Heroes programme and local businesses within our community will help us to recognise and reward a greater number of deserving individuals during this challenging time and beyond.”
Samantha Greenwood, Global Cadbury Equity Lead at Mondelēz, added: “At Cadbury, we believe there is a glass and half of generosity and kindness in everyone. Tottenham Hotspur is a club that reflects these values and plays an active role in the wider community, so this initiative felt like a perfect match. We are extremely excited to start looking at all the opportunities to bring Spurs fans into this partnership.”
iSPORTCONNECT’s Interview With Michiel Aulbers, ATPI’s Head Of Global Sports Business & Partnerships
iSPORTCONNECT spoke to Michiel Aulbers, Commercial Head For Global Sports Business & Partnerships at ATPI, about how the company has adapted during Covid-19, the implications for the sports and events industry and advice for events organisers during this time.
LaLiga Names M88 As Regional Betting Partner Until 2024
LaLiga has signed a new commercial agreement with M88, which sees the brand become the league’s Official Regional Betting Partner through to 2024.
A leading online betting platform, M88 will be promoting exclusive content from the Spanish football competition to audiences across Asia.
For the next four seasons, M88 will work alongside LaLiga to produce exclusive content and competitions that will further engage football fans and maintain the growing profile of the competition in Asia.
Among the planned content is a weekly video series that will explore and analyse LaLiga in greater detail. Featuring LaLiga Ambassadors, the programme will provide insights and storylines to increase traction across the market.
Promoted both by M88 and through LaLiga’s digital channels, fans will have the opportunity to win LaLiga merchandise, match tickets and other money can’t buy experiences.
Oscar Mayo, Head of Business, Marketing and International Development at LaLiga said: “The love of football continues to spread rapidly in Asia and LaLiga’s following has grown incrementally for several years. With fans looking for increasingly local and entertaining content, this agreement with M88 gives us a new way to reach new audiences and show them a side to the competition they haven’t seen before.”
A spokesperson for M88 added: “We are incredibly excited to be partnering with LaLiga, an organisation with whom we share many values and aspirations. As the league continues to grow in popularity throughout Asia, we are eager to engage with LaLiga fans and bring our own members closer to the action. We are looking forward to a successful and rewarding partnership for many years to come.”
Bundesliga International And SABC Agree Two-Year Broadcasting Deal In South Africa
Bundesliga International, a subsidiary of the DFL Deutsche Fußball Liga, is pleased to announce a two-year broadcasting rights deal with the South African Broadcasting Corporation (SABC) to show the Bundesliga.
SABC and Bundesliga International have reached an agreement for the Free-to-Air (FTA) broadcasting rights of the Bundesliga for the 2020-21 and 2021-22 seasons. The Bundesliga FTA package includes one live match broadcast per match week, as well as the Bundesliga “Weekly” preview show and the Bundesliga highlights show.
As Germany’s elite football competition, the Bundesliga is home to the current UEFA Champions League winners FC Bayern München, and showcases world class football talent with the likes of Bayern’s Robert Lewandowski and Borussia Dortmund’s Erling Haaland. The league also features some of the best national team players from across Africa, including Salif Sané from FC Schalke 04, Diadie Samassékou from TSG Hoffenheim, and Edmond Tapsoba from Bayer 04 Leverkusen.
SABC Sport General Manager, Gary Rathbone, said, “There has been an enormous amount of effort that has gone into making this deal happen and we are very happy to partner with the DFL in bringing football from one of the world’s best leagues to viewers right across the country. The Bundesliga is a very attractive football proposition and South Africans will now get an open window through which to watch some of the game’s most iconic football rivalries, in a league displaying exquisite technique and an abundance of passion, from one of the world’s great football nations. The Bundesliga truly is ‘Football As It’s Meant To Be’. With this acquisition, SABC Sport is well on the way to delivering a diversified sport offering that understands the different needs of our audiences and commercial partners, and aims to bring more great sports content into their homes and onto their digital devices”.
Robert Klein, Bundesliga International CEO, said: “With SABC we have secured the premium Free-to-Air broadcaster in South Africa to screen the Bundesliga over the next two seasons. We are very excited to partner with SABC to bring Germany’s top league to South Africa’s vibrant, passionate community of football fans. With consistently more goals than Europe’s other top leagues, we know that viewers will be hooked by the exciting brand of football played in the Bundesliga and we are excited to use this partnership with SABC to reach more South Africans than ever before.”