iSPORTCONNECT spoke to Hookit’s Luke Auty for a closer look at what the company does within the world of sponsorship, how the market has been affected by Covid-19 and who managed to see success over recent months.
World Bowling Sign Curveball Digital For Content Creation And Social Media Strategy
Curveball Digital have signed an agreement with World Bowling – the international governing body for the sport of Tenpin, Ninepin and Para Bowling – to provide a broad scope of services, including digital strategy, content creation and social media management.
Curveball’s expertise in video production and social-first content strategy will bring World Bowling a new look and an innovative way of speaking to a wider and more engaged new generation of audiences.
This partnership is another step towards the objective of creating an innovative and immersive digital environment that adds a whole new dimension in the experiencing of bowling, elite sport bowling, international events and a pathway back to bowling as a leisure and lifestyle pursuit, with the ambition and potential to make bowling the most integrated and digitally connected sport in the world.
Paddy Sloane, co-founder of Curveball Digital said: “We are delighted to be partnering with such an ambitious sport. The team at World Bowling have really big ideas for the next few years and we are excited to be at the forefront of it. Curveball strive to build audiences and engage with younger and previously untapped demographics, so we aim to revolutionise how the world views the sport of bowling.”
Andrew Oram, Chief Executive Officer, World Bowling said “Curveball’s fresh and dynamic approach to all things digital and social is critical to the next steps of the build process.
Content needs to be created to be seen by as many people as possible – this means ideas need to start with those who have a strong understanding of what will make an impact across social and digital media.
We need to reach wider, younger and more varied audiences, speak to people who have never been spoken to before and in a way that resonates with them.
Curveball will provide the strategy to our digital environment to allow us to optimise the launch of the new ecosystem to capture the attention of the vast bowling community along with QubicaAMF, Stack Sports, YBVR, Strivecloud and future partners.”
Member Insights: Gamification For Apps – The Best Way To Scale Up Engagement And Loyalty
To keep audiences engaged, sports clubs and leagues are trying to engage with younger people, but to do so they need to build an interconnected fan engagement platform that offers immersive experiences, says Jente Vanhaesebroeck of StriveCloud.
Sports organisations and players are using new technologies to reach a global audience, especially the hyper digitised youth. However, it’s hard to grow userbases and even more so to keep users active on a platform. Gamification for apps might be the way to go.
But can sports organizations keep their fanbase active or will they lose out on engagement? Let’s find out!
- The problem with fan apps & dropout rates
- A fan engagement puzzle – Is gamification for apps the final piece?
- How in-app gamification builds fan engagement
- Gamification for apps helped Kayzr gain 24/7 engagement
- Kayzr’s recipe for scalable esports fan engagement
Value Of Fanatics Hits $6.2 Billion After Company Closes Latest Investment Round
Fanatics Inc. has closed the most recent investment round in the company at $350 Million, taking the overall value of the company to $6.2 billion, says the Wall Street Journal.
In recent years Fanatics has grown its business well beyond that of just partnering with the major sports leagues in the United States, something which started with a deal between the company, then GSI Commerce, and NASCAR.
By 2007 they had e-commerce deals with all four major sports leagues in the United States and since acquiring Fanatics in 2011 the organisation has continued its rise within the world of sports merchandise.
The company are expected to file for an initial public offering, with this Series E round projected to be the final part of private funding ahead of the IPO, states WSJ.
Despite the coronavirus pandemic affecting many businesses, an area which has been less impacted has been e-commerce with many continuing to spend online when they could not go out and spend disposable income in other areas.
It remains to be seen how the incoming financial crisis will affect the sports merchandise market, however funding such as this indicates many are bullish that Fanatics will not see any dramatic downturn. A key benefit is the long-term deals they have in place with a number of league’s and teams.
In the past couple of months Fanatics have continued to add to their vast array of partners, announcing 10-year partnerships with the New England Patriots and Paris Saint-Germain, as well as deals with Tepper Sports and Entertainment (the Carolina Panthers Ownership group), David Beckham’s Inter Miami CF and number one NFL draft-pick in 2020, Joe Burrow.
Case Study: How Sports Broadcasting Is ‘Virtually Limitless’ With The Right Partner
FIND OUT HOW MILLIONS OF FANS AROUND THE WORLD GET TO SEE THE RACE UNFOLD
ORIOL PUIGDEMONT – A FAN’S PERSPECTIVE
Oriol Puigdemont has been a motorsports journalist since 2004, covering different race categories such as MotoGP, Formula 1 and Dakar Rally. Not many people get to go ‘behind the scenes’ at a MotoGP event with one of the world’s largest telecommunications specialists, Tata Communications.
As a fan of the sport, and someone who makes a point of trying to keep up with technology, I thought I might have an idea of what was required to set up a live control centre and broadcast the action around the world. But, you can honestly only begin to appreciate the size and scale of the logistics needed, by seeing something like this first-hand. And I was fortunate enough to have that exclusive access at the Italian Grand Prix. I visited the Tata Communications control centre at the Mugello Circuit in Tuscany, Italy, just hours before the race was due to start.
My remit was to find out how millions of fans around the world got to see the race unfold. This is a story about what goes on behind the scenes; the vast, almost mind-blowing technology that works in the background to make it happen.
MotoGP – The oldest motorsports championship in existence is also the most exciting in the world. MotoGP has been thrilling race fans since 1949 when it was inaugurated as the FIM Road Racing World Championship Grand Prix, and is constantly winning new fans as it continues to expand around the globe. Dorna Sports is the exclusive commercial and television rights holder of the FIM Road Racing World Championship Grand Prix (MotoGP), along with WorldSBK.
IF Forum 2020 To Debate How Sport And Society Can Emerge Stronger Following Global Crisis
The International Federation (IF) Forum 2020 will explore how sport and society can emerge stronger from a global crisis when the global sporting community gathers from 4-5 November at the Hotel Royal Savoy in Lausanne, Switzerland.
Experts will discuss strategies to drive the recovery of sport following the Covid-19 pandemic whilst establishing game plans that sports leaders can put in place to mitigate challenges that may arise from possible unforeseen disruptions in the future.
Topics that will be debated will include crisis management, scenario planning, how to limit risk from a legal and financial perspective, law-related commercial considerations for IFs and how to stay connected and reassure athletes, fans and stakeholders in times of adversity.
International Sport Federation and Partner registration is open for this year’s edition of the annual IF Forum, which is organised by SportAccord for International Sport Federations and their Stakeholders is supported by the International Olympic Committee (IOC). Further details about the IF Forum 2020 conference programme, speakers and participants will be announced in the coming weeks.
SportAccord and GAISF President Raffaele Chiulli said: “The IF Forum will be a vital signpost for the global sports movement in a turbulent 2020 and thoughts turn to a brighter future. As an integral part of communities worldwide, sport will play a crucial broader role as societies and economies emerge from the Covid-19 crisis.”
“All of sport’s custodians and decision-makers have an important part to play in coming together to inspire positive change whilst safeguarding against future challenges, and the IF Forum 2020 in Lausanne will serve as an essential starting point.”
The invitation-only IF Forum 2020 will bring together 300 leaders from 125 International Sports Federations, with delegates, speakers and exclusive Official IF Forum Partners discussing best practice in an intimate environment.
Presentation slots have been scheduled over the course of the programme as part of exclusive rights and benefits available to Partners of the invitation-only event.
The IF Forum 2020 will also feature numerous other opportunities for Partners to engage directly with sport’s decision-makers, including VIP functions and social activities for networking.
To discuss partnership opportunities and take advantage of exclusive access to the IF Forum, contact our Sales Team by email at sales@sportaccord.sport or by phone at +41 21 612 30 79.
For further information about the IF Forum, please download the brochure here or visit: https://www.sportaccord.sport/if-forum.
For media enquiries, please contact: media@sportaccord.sport
Follow #IFFORUM2020 on Twitter, LinkedIn, Facebook, YouTube and Flickr.
Case Study: How Sports Broadcasting Is ‘Virtually Limitless’ With The Right Partner
Find out how millions of fans around the world get to see the race unfold.
ORIOL PUIGDEMONT – A FAN’S PERSPECTIVE
Oriol Puigdemont has been a motorsports journalist since 2004, covering different race categories such as MotoGP, Formula 1 and Dakar Rally. Not many people get to go ‘behind the scenes’ at a MotoGP event with one of the world’s largest telecommunications specialists, Tata Communications.
As a fan of the sport, and someone who makes a point of trying to keep up with technology, I thought I might have an idea of what was required to set up a live control centre and broadcast the action around the world. But, you can honestly only begin to appreciate the size and scale of the logistics needed, by seeing something like this first-hand. And I was fortunate enough to have that exclusive access at the Italian Grand Prix. I visited the Tata Communications control centre at the Mugello Circuit in Tuscany, Italy, just hours before the race was due to start.
My remit was to find out how millions of fans around the world got to see the race unfold. This is a story about what goes on behind the scenes; the vast, almost mind-blowing technology that works in the background to make it happen.
MotoGP – The oldest motorsports championship in existence is also the most exciting in the world. MotoGP has been thrilling race fans since 1949 when it was inaugurated as the FIM Road Racing World Championship Grand Prix, and is constantly winning new fans as it continues to expand around the globe. Dorna Sports is the exclusive commercial and television rights holder of the FIM Road Racing World Championship Grand Prix (MotoGP), along with WorldSBK.
Member Insights: Where Do Recent Events Leave The Future Of Financial Fair Play?
The Court of Arbitration for Sport (CAS) recently handed down its decision in the matter of Manchester City FC (MCFC) v UEFA. The decision had been much anticipated in sporting circles given the stakes and the fact of UEFA’s Club Licensing and Financial Fair Play (FFP) rules, that were put in place to regulate the spending of football clubs, being put under the judicial spotlight.
As discussed below, MCFC came away from CAS with a victory against UEFA. In light of this decision, and the recent financial turmoil imposed on clubs by the Covid-19 virus, questions are being asked about the future of FFP. Below, Tom Edwards and Alex Haffner review CAS’ decision and discuss the future of FFP.
MCFC v UEFA: The Line-Ups And Key Facts
The proceedings before the CAS were an appeal by MCFC against a decision of UEFA’s Adjudicatory Chamber. The investigation against MCFC initially arose out of leaked emails that were obtained by investigative journalists as a result of email hacking. UEFA handed down its decision in February 2020, in which it concluded that MCFC had disguised equity funding as sponsorship income. This was a problem because the FFP rules specifically set limits on the amount of equity funding a club can receive. The effect of the alleged breach was that, in the eyes of UEFA, MCFC had artificially inflated its commercial income by over £200m, and therefore intentionally breached the FFP break-even rules which set the allowable losses of each club over a three year period. As a result of UEFA’s sanctions, MCFC were handed a large fine and banned from European competition for two seasons.
A major issue in the proceedings (certainly in the press), was whether the sponsorship provided by Etisalat would potentially fall outside of the limitation period applied to the charges from UEFA.
The proceedings centred on alleged equity funding from the owners of MCFC, acting through two investment vehicles, jointly referred to in the proceedings as ADUG. UEFA alleged that equity funds from ADUG had been channelled through two sponsors, Etihad and Etisalat, which UEFA alleged were connected to both MCFC and ADUG, and which did not comprise legitimate sponsorship funds, but were a deliberate attempt to circumvent the limits on allowable equity contributions.
Were The Charges Against MCFC Time-Barred?
A major issue in the proceedings (certainly in the press), was whether the sponsorship provided by Etisalat would potentially fall outside of the limitation period applied to the charges from UEFA.

UEFA President Aleksander Čeferin
Article 37 of the UEFA Club Financial Control Body (CFCB) rules states that a prosecution is barred after five years for all breaches of the [FFP]. Therefore if any charges related to the period more than five years before the prosecution took place, those charges would be inadmissible in these proceedings.
Whether or not the limitation had expired depended upon the interpretation of when the prosecution was deemed to have taken place. The CAS panel determined that the prosecution took place when the charges were formally filed against MCFC. In the present case, this was the issuance of the referral decision to the Adjudicatory Chamber on 15 May 2019. Therefore the panel had found that it could only look to charges against MCFC arising from breaches taking place on or after 15 May 2014.
Alleged breaches arising out of financial statements filed with The FA for the years ending May 2012 and May 2013 were therefore time-barred. Actions arsing out of break-even calculations over the same period were also time-barred.
“The panel did not find it credible that a large company such as Etihad would have been able to hide large amounts of money being passed through its accounts to MCFC without it being noticed.”
UEFA were therefore prevented from charging MCFC for any breach arising from the provision of funding by Etisalat as the breach fell outside of the limitation period.
As for the funding by Etihad, the panel found that the payments received in 2012/13 were time-barred, but the payments made to MCFC in 2013/14 and 2015/16 were made within the limitation period, and these charges could therefore proceed.
Did MCFC Disguise Equity Funding As Sponsorship Income?
The key question remained whether the club had disguised payments from ADUG as sponsorship payments from Etihad. UEFA contended that this is exactly what had happened, whether by ADUG directly providing money to Etihad which was then paid to MCFC, or by ADUG directing other third parties to provide the funds to Etihad, which would then be passed on to MCFC. UEFA contended that the leaked emails (which were written by key senior officials of MCFC) proved that the club had arranged for equity funds to be paid to MCFC via its sponsors to disguise the true source of such funds.
However, the CAS panel instead found that the leaked emails by themselves were not sufficient evidence to support the finding that MCFC had provided incorrect information by UEFA by disguising equity contributions as sponsorship. The emails only showed that the arrangements had been discussed, not acted upon. Indeed, the panel was fairly critical of UEFA when addressing this point, noting that for UEFA’s interpretation of the facts to be true, it would have involved a vast conspiracy involving multi-national companies, large accountancy firms, and possibly the government of Abu Dhabi. The panel did not find it credible that a large company such as Etihad would have been able to hide large amounts of money (allegedly from ADUG) being passed through its accounts to MCFC without it being noticed. Witness evidence from senior Etihad figures supported this assertion.
Based on the evidence, the majority of the panel was not comfortably satisfied that equity payments had been disguised as sponsorship, and the panel was not comfortably satisfied that the Etihad sponsorship payments were procured to be funded by ADUG or unidentified third parties.
Did MCFC Fail To Comply With CFCB Investigation?
The CAS panel found that MCFC should have complied with UEFA’s request to make certain witnesses available during the Adjudicatory Chamber proceedings (notably the authors of the leaked emails). In addition, MCFC withheld the identity of an individual that UEFA was seeking to identify until long after the issue could have been clarified by MCFC. Further, MCFC only partially complied with UEFA’s request to provide the full leaked emails and their email chains over a year after the initial request by UEFA in the present proceedings.
The panel considered that the above were reasonable requests by UEFA and MCFC had no reasons for their failure to produce the documents and witnesses. MCFC had therefore breached their obligation to cooperate with UEFA, which was a key pillar of the FFP regulations, and MCFC’s fine was upheld (although reduced) on this basis.

The panel did find that, at times, MCFC had been very reluctant and, at times, uncooperative in providing UEFA with the information requested (copies of the leaked emails and their email chains in full, along with certain witness testimony).
However, the panel reasoned that while MCFC had only partially complied with UEFA’s four evidentiary requests, as UEFA did not pursue these requests further no adverse inference could be drawn from MCFC’s failure to provide such information in full.
The goal of FFP is therefore not to act as a leveller for all clubs (as higher income allows higher expenditure) but to ensure clubs do not spend beyond their means.
The Impact Of Covid-19
It is no exaggeration to say that Covid-19 could spell financial disaster for some top tier clubs. The huge loss of ticket revenue, combined with possible repayments of broadcasting receivables has left clubs with a hue black hole in their yearly accounts (it was recently reported that FC Barcelona’s president said the club was expecting to receive only around 30% of its estimated 2021-21 income, with the club losing €200m between March and June of this year). The financial impact has already been seen to some extent, with a markedly slow summer transfer window, and with major clubs such as Arsenal announcing staffing cuts or redundancies. Undoubtedly, the longer the virus continues to affect clubs, the worse the resulting financial position will be.
In brief, the FFP rules allow clubs participating in European competition (further rules are applied at each domestic league level) to provide certain financial monitoring information to UEFA, and to comply with the break-even requirements. This allows clubs to make a €5m loss over each three year period, though it can be exceeded by a further €30m if such extra loss is covered by equity contributions to the club (these are the same requirements MCFC were alleged to have breached).
The goal of FFP is therefore not to act as a leveller for all clubs (as higher income allows higher expenditure) but to ensure clubs do not spend beyond their means, supposedly making football clubs more financially sustainable. However, the rules really only achieve this measure if a club obtains similar income over the reporting period. The FFP rules arguably don’t protect clubs from sudden and potentially long-term losses of income. UEFA have temporarily relaxed the FFP requirements for the current season (noting most clubs are expect to have large losses), perhaps indicating the FFP rules’ inability to assist clubs with large scale financial crises’.
What is clear, is that the covid crisis has asked major questions about the sustainability of the financial industry of football.
Fladgate Comment
The landmark case involving the FFP regulations was undoubtedly resolved in the favour of Manchester City, but it was not perhaps the overwhelming victory MCFC were looking for. It is clear that at least some of the claims against MCFC were thrown-out as they were time-barred. The charges relating to the Etihad payments simply hadn’t been sufficiently evidenced by UEFA, as a result of what appears to be a failure by UEFA to continue investigating the issue. UEFA clearly thought the leaked emails were all the proof that they required, but CAS drew a clear distinction between showing that matters had been discussed, and those matters actually taking place.
One result of CAS’ decision which is clear, is that UEFA clearly did not utilise their full investigatory powers (i.e. not following up on evidentiary requests, or being satisfied with only part fulfilment). Many will claim that it was UEFA who dropped the ball on this investigation, rather than the underlying rules being flawed in any way. The decision isn’t therefore necessarily a knock-out blow for the FFP regulations, and we expect UEFA to beef up its investigatory powers in the near future. UEFA may also decide to revisit the rules of disclosure regarding proving the source of funds, especially regarding sponsorship payments.
It is possible that UEFA may review the FFP regulations following the covid-19 affected period, perhaps by imposing a maximum expenditure limit on clubs, or insisting that clubs hold certain cash reserves in case of crises.
What is clear, is that the covid crisis has asked major questions about the sustainability of the financial industry of football. UEFA will certainly feel they have a duty to protect European competition from such crises’ in future, so may enact changes to the FFP in this regard.
Alex Haffner – Partner, Tom Edwards – Associate, Sports Business Group – Fladgate LLP
ELEVEN SPORTS Portugal Renews LaLiga Deal
ELEVEN SPORTS Portugal has extended its partnership with LaLiga Santander for the next three seasons.
ELEVEN subscribers in Portugal will continue to enjoy all the best LIVE action from Spain’s top tier – from all the El Clasicos to following the progress of Portuguese stars João Félix, Francisco Trincão, Nelson Semedo, William Carvalho, Hernani, Ruben Vezo, Rui Silva, Domingos Duarte and others.
ELEVEN has also secured exclusive rights to LaLiga SmartBank and will broadcast over 100 games a season from the Spanish second league.
Fans will be able to enjoy comprehensive coverage of Spanish football across ELEVEN’s OTT and linear channels.
Melcior Soler, Director of Audiovisual, LaLiga, said: “ELEVEN SPORTS is a strategic partner for LaLiga in Europe and the renewal of our agreement with them in Portugal is a true reflection of this. We have three seasons ahead of us to continue growing together in Portugal and to offer the best live football to Portuguese fans.”
Jorge Pavão de Sousa, Managing Director of ELEVEN SPORTS Portugal, added: “Over the past two seasons we have worked closely with LaLiga to develop a fantastic value proposition for Spanish football fans, and we want to continue to build on that now and deliver for fans in the years ahead. LaLiga is one of the most exciting competitions in the world and is a natural fit for our portfolio of premium rights here in Portugal, which also includes the UEFA Champions League and F1. We are committed to growing our offering in Portugal and this new partnership with LaLiga is an important step in that journey.”
NFL And Sky Sports Unveil ‘Sky Sports NFL’ Channel, Extends Exclusive Ascot Rights
Sky and the NFL have agreed a new five-year deal to broadcast the NFL, and for the first time ever the league will partner with an international broadcaster to launch a channel dedicated to the sport.
The agreement marks the 25th anniversary of live NFL coverage on Sky Sports and will see ‘Sky Sports NFL’ launching from September 3 ahead of the 2020 season, which kicks off on September 10.
The brand new in-season channel will be the round-the-clock home of the NFL on television in the UK and Republic of Ireland from the regular season through to the playoffs, with Super Bowl LV live from Raymond James Stadium in Tampa on February 7.
Sky Sports NFL viewers can look forward to the following:
- Minimum of five live games each week
- First-pick exclusive game on Sky Sports NFL in the 6pm and 9pm slot every Sunday
- Every Thursday Night, Sunday Night and Monday Night Football
- NFL RedZone
- Every minute of every playoff game, Pro Bowl and Super Bowl live
- Flagship programming from NFL Network, including the popular Good Morning Football and Total Access shows
- Award-winning documentaries and other content from NFL Films and NBC Sports
- Brand new weekly shows to review the action and discuss the stories of the league, including original Sky Sports programming
- Increased coverage across Sky Sports News, Digital and Social platforms
- And much more…
“Sky Sports has been a fantastic broadcast partner for a quarter of a century,” said NFL Commissioner Roger Goodell. “This new five-year agreement and the launch of a dedicated Sky Sports NFL channel will undoubtedly continue our rapid growth in the UK and Ireland. We are excited that our expanded partnership with Sky will provide even more NFL content to our millions of UK and Irish fans.”
Stephen van Rooyen, Chief Executive Officer, Sky UK & Europe said: “We are proud of our quarter-century partnership with the NFL and are hugely excited about launching a dedicated channel which will be a first for the NFL with an international broadcaster. Sky Sports NFL will allow us to take our customers even closer to the sport.
“Sky Sports has shown live NFL since 1995 and played a big role in growing the sport in the UK & Ireland over the last 25 years. Now, as part of Comcast, we are excited about taking our partnership to a whole new level. Our viewers are passionate sports fans and we look forward to capturing the drama of NFL for another five years.”
Sky Sports Racing Extends Exclusive Ascot Pay TV Rights Until 2024
Ascot Racecourse and At The Races today announce that they have agreed to extend their partnership on domestic pay TV and digital platforms. The new agreement covering non-terrestrial television in the UK & Ireland will see Sky Sports Racing broadcast live coverage from all of Ascot’s 25 annual fixtures until at least 2024.
At The Races will continue to manage licensing and distribution of Ascot races for live streaming to UK betting operators under a separate long-term agreement.
The renewal with Ascot is a further boost to Sky Sports Racing’s global rights portfolio which includes the Breeders’ Cup, Kentucky Derby, Qatar Prix de l’Arc de Triomphe, Longines Hong Kong International Races and Melbourne Cup Carnival as well as over 700 domestic fixtures including the St Leger Festival, Boodles Chester May Festival and Coral Welsh Grand National.
Juliet Slot, Chief Commercial Officer at Ascot, said: “We have developed an excellent partnership with the whole team at Sky Sports Racing since re-joining the refreshed channel last year. The growth in their audiences across our time as our Pay TV partner has supported our desire to bring Ascot and all our annual racing to a broader, wider consumer base alongside our Terrestrial partner ITV; reaching new audiences is an important part of our brand strategy.
Alongside the excellent racing broadcast we benefit from the strong digital audiences with attheraces.com and the broader promotional support from the Sky Sports portfolio. It is a huge pleasure to be announcing this extension to the end of 2023 prior to my departure from Ascot.”
Rob Webster, Managing Director, Sky Sports, said: “We are delighted to be renewing our partnership with Ascot Racecourse for an additional three years. Sky Sports has supported horse racing for over two decades and it’s a sport we’re very passionate about. Sky Sports Racing continues to provide a platform for the best of international horse racing and meetings from Ascot Racecourse are a key part of our offering to our customers.”
Matthew Imi, Chief Executive, At The Races, added: “Sky Sports Racing has been a real success in just a year and a half and our partnership with Ascot Racecourse has been an important factor. 3.3m UK viewers tuned into the channel between April and June and over 1.9m on average each month this year, despite the obvious impact of Covid-19 on domestic racing.
We have helped Ascot grow some of its key media rights revenues in a short time and we will continue to use our pay TV and digital platform as well as the support of Sky Sports and Sky Sports News to drive profile and exposure for all Ascot events.”