Coca-Cola Becomes Premier League Sponsor

Coca-Cola will be a sponsor of the English Premier League (EPL) as of January 2019.

The U.S. beverage manufacturer has signed a three-year contract with the league to promote a variety of products including fruit drinks, with low or zero sugar options

Coca-Cola joins Barclays, Carling, Cadbury, Nike, Tag Heuer and EA Sports as EPL sponsors.

Under the terms of the agreement, Coca-Cola will also launch a nationwide Premier League Trophy Tour, to get English football fans closer to the league and to the brand’s products.

Richard Masters, managing director of the Premier League, said: “We are excited that this is Coca-Cola Great Britain’s first portfolio-wide partnership and they will be bringing it to life across a range of brands.”

Jon Woods, general manager of Coca-Cola Great Britain and Ireland, said: “The Premier League is one of the most diverse leagues in the world and unites people with a shared passion for football and we’re looking forward to working together to help bring fans to closer to the action.”

Arsenal Links With Beer Partner In Africa

English Premier League club Arsenal has reached a deal with SKOL as Regional Beer Partner in Rwanda, with plans to expand into other territories across Africa over the next two and a half years.

SKOL Brewery Limited Rwanda already sponsors several clubs in the region and the partnership will involve Arsenal staff providing football consultancy services to offer guidance and advice to support the development of these clubs.

Arsenal will also be providing football teams sponsored by the brand with trips to London to visit Emirates Stadium and receive coaching sessions with Arsenal coaches.

SKOL Brewery Limited Rwanda and Arsenal will also run coaching clinics to support grassroots football.

SKOL Brewery Limited Rwanda will promote the partnership through TV commercials, the production of special edition co-branded bottles and large scale on-pack promotions offering supporters the opportunity to win match tickets and official Arsenal merchandise.

Fans will also be able to attend sponsored match screening parties and join newly created official supporters’ clubs.

Arsenal Commercial Director Peter Silverstone said: “We are delighted to welcome SKOL Brewery Limited Rwanda to the Arsenal family. The partnership is a direct result of our successful partnership with the Rwanda Development Board and re-affirms our affinity with Africa.”

“We have nearly 90 million followers across Sub-Saharan Africa, and we’re looking forward to connecting with new fans in the region whilst sharing our knowledge and experience, developing coaching programmes and helping SKOL Brewery Limited Rwanda build their business.”

Ivan Wulffaert, General Manager, SKOL Brewery Limited Rwanda, said: “SKOL Brewery Limited Rwanda are proud of their approach to brewing and product quality. We always take that extra step to ensure the best experience for our customers and consumers. We are very happy and proud to partner with Arsenal FC as we view Arsenal as the team that takes great pride in their approach to football and the quality of their play on the pitch. A refined version of the great game.”

Also in the News Today

  • Portugal’s SportTV has bought all the local rights for the 2020 UEFA European Championship. The company will own both free-to-air and pay-television coverage rights for the first time. SportTV CEO Nuno Ferreira Pires said a free-to-air partner for Portugal national team matches has yet to be found.
  • Meredith Starkey joins the Carolina Panthers at the end of March as the NFL team’s first CMO. She comes from T-Mobile, where she has been VP Marketing, Sponsorships & Events. Panthers President Tom Glick (who has spoken at several iSportconnect events) said she is “a proven difference maker in our industry and understands fans and how to deliver special moments, memories and experiences to continue to fuel their passion.”
  • Sky Italia has been hit with a €7 million fine by the country’s Competition Authority (AGCM) for failing to tell potential subs that it did not have all Serie A’s games in its football package this season. The regulator ruled that Sky engaged in “an aggressive practice” that did not make clear that its Sky Calcio package would offer fewer Serie A games than in past seasons when it held all rights.
  • Nike faced a PR nightmare after one of its shoes split open during an NCAA  basketball game on Wednesday night. Not only was the shoe worn by probably the top college player in the country (Zion Williamson of Duke), the game was on national TV – and former U.S. President Barack Obama was in the crowd (and appeared on camera reacting to the event). Nike stated afterward: “We are obviously concerned and want to wish Zion a speedy recovery. The quality and performance of our products are of utmost importance.” The statement called the shoe explosion “an isolated occurrence.”

Also In The News…

The Rugby League World Cup has announced the first seven projects to receive grants for the provision of capital items, kit and equipment or to refurbish and improve existing facilities.

Applications for CreatedBy RLWC2021 Capital Grants have been open since October 2018, with a total of £10 million available for local clubs and community projects to create a positive impact, of which £9 million will be allocated to large-scale requests costing more than £15,000, with the remaining £1 million being granted to smaller-scale projects.

The government investment, delivered in partnership with the RFL and Sport England, is part of RLWC2021’s ambitious plan to leave a lasting legacy.

Protocol Sports Marketing has been appointed as the worldwide media rights agency for the semi-finals and finals of the World Boxing Super Series, on behalf of Comosa AG, a joint venture between Sauerland Events and Swiss promoter Richard Schaefer, the former CEO of Golden Boy Promotions.

The NBA game between the Golden State Warriors and the Philadelphia 76ers on ABC led U.S. primetime on Saturday in the 18-49 demographic with a 0.9 rating from 8:30-11 p.m.

LiveScore Launches Free-To-Air Live Streaming Service, Will Air Remaining Serie A Matches

LiveScore, one of the world’s leading real-time sports updates and results providers, is set to launch its first ever live streaming service, offering millions of UK users a front-row seat as live football returns across Europe’s top leagues.

Having secured live streaming rights to all remaining matches in Italy’s Serie A season, LiveScore will be on-hand to help football fans in the UK and Ireland celebrate the return of elite sport, through to the climax of the current 2019/20 campaign.

The deal, the latest successful negotiation led by Saran Media Group on behalf of LiveScore and agreed with Premier Sports, also sees LiveScore secure the rights to live-stream one third of all remaining fixtures in Portugal’s Primeira Liga. Live football successfully returned to the country this month, whilst Italy’s iconic Serie A domestic league will restart this weekend on Saturday June 20th as Torino host Parma.

Tonight LiveScore’s new streaming service will be showing a match of big significance to the title race in the Primeira Liga, as sixth placed Rio Ave host second placed S.L. Benfica at 21:15 BST.

The free streaming service – which is to be integrated within the existing LiveScore iOS and Android application – ensures that LiveScore remains the go-to destination for fast and reliable sports coverage. With a global audience of 56 million monthly active users, including 2 million in the UK alone, the new OTT service complements existing unparalleled coverage, content and statistics for hundreds of sporting leagues and competitions around the world.

Ric Leask, Marketing Director at LiveScore, said;

“We’re excited to celebrate the return of football by providing live free-to-air streaming on LiveScore for the very first time. This is a hugely important step for LiveScore, as we continue to innovate and offer our audience the most immersive sports coverage possible.

“Serie A and Primeira Liga are two of the most popular and keenly followed European leagues amongst our 2 million monthly users within the UK and Ireland, so this is a fantastic opportunity to give something back to our loyal userbase. After a long wait for top-level football to return, this is a brilliant start for our new live streaming service.”

The new free-to-air live streaming capability will be facilitated by LiveScore’s partnership with leading sports OTT specialists StreamAMG. The relationship will enable a fully integrated video product which will deliver a first-class viewing experience.

Premier Sports will remain as the exclusive UK and Ireland broadcast TV partner for both the Primeira Liga and Serie A, with their subscribers able to watch all matches live on TV.

LiveScore Launches Free-To-Air Live Streaming Service, Will Air Remaining Serie A Matches

LiveScore, one of the world’s leading real-time sports updates and results providers, is set to launch its first ever live streaming service, offering millions of UK users a front-row seat as live football returns across Europe’s top leagues.

Having secured live streaming rights to all remaining matches in Italy’s Serie A season, LiveScore will be on-hand to help football fans in the UK and Ireland celebrate the return of elite sport, through to the climax of the current 2019/20 campaign.

The deal, the latest successful negotiation led by Saran Media Group on behalf of LiveScore and agreed with Premier Sports, also sees LiveScore secure the rights to live-stream one third of all remaining fixtures in Portugal’s Primeira Liga. Live football successfully returned to the country this month, whilst Italy’s iconic Serie A domestic league will restart this weekend on Saturday June 20th as Torino host Parma.

Tonight LiveScore’s new streaming service will be showing a match of big significance to the title race in the Primeira Liga, as sixth placed Rio Ave host second placed S.L. Benfica at 21:15 BST.

The free streaming service – which is to be integrated within the existing LiveScore iOS and Android application – ensures that LiveScore remains the go-to destination for fast and reliable sports coverage. With a global audience of 56 million monthly active users, including 2 million in the UK alone, the new OTT service complements existing unparalleled coverage, content and statistics for hundreds of sporting leagues and competitions around the world.

Ric Leask, Marketing Director at LiveScore, said;

“We’re excited to celebrate the return of football by providing live free-to-air streaming on LiveScore for the very first time. This is a hugely important step for LiveScore, as we continue to innovate and offer our audience the most immersive sports coverage possible.

“Serie A and Primeira Liga are two of the most popular and keenly followed European leagues amongst our 2 million monthly users within the UK and Ireland, so this is a fantastic opportunity to give something back to our loyal userbase. After a long wait for top-level football to return, this is a brilliant start for our new live streaming service.”

The new free-to-air live streaming capability will be facilitated by LiveScore’s partnership with leading sports OTT specialists StreamAMG. The relationship will enable a fully integrated video product which will deliver a first-class viewing experience.

Premier Sports will remain as the exclusive UK and Ireland broadcast TV partner for both the Primeira Liga and Serie A, with their subscribers able to watch all matches live on TV.

BT Sport Launches App On NOW TV Devices

BT Sport is giving customers more ways to watch, by making its award-winning app available from today (16 June) on NOW TV devices.

NOW TV joins a wide range of large screen devices and platforms on which sports fans can watch BT Sport, including Samsung smart TV, Sony PlayStation, Xbox and Apple TV, as well as mobiles, tablets, BT TV, Sky, TalkTalk and Virgin Media.

Customers with a NOW TV Smart Box with 4K, who have the necessary subscription, will be able to access BT Sport Ultimate, the only channel providing regular live sport in stunning 4K with High Dynamic Range, which provides the highest quality pictures seen outside of cinemas.

Existing BT Sport customers with access to its app for large screen devices can access BT Sport on NOW TV devices at no extra cost, allowing them to watch live, catch-up and on-demand sport, and, have a second screen to watch two livestreams simultaneously*.

New customers can access the app in a range of ways including BT Sport Monthly Pass, which offers all sports fans a flexible way of watching top-flight sport for a simple monthly fee with no contract. Available for just £25 per month for instant access, BT Sport Monthly Pass lets anyone buy and watch BT Sport on a month-by-month basis. Over the month from BT Sport’s first live Premier League game on 20 June, the pass will offer live matches from the Premier League, every match from Germany’s Bundesliga, plus live UFC, Turkish Super Lig, WWE, AFL and more. To find out more customers simply go to bt.com/sport/monthly-pass, download the BT Sport App from their app store and log in.

Additionally, BT Sport is increasing the range of catch-up and on-demand content available via its app for large screen devices (NOW TV, Samsung smart TV, Sony PlayStation, Xbox and Apple TV). Customers can now access classic matches and events from the UEFA Champions League, UEFA Europa League, Premier League, Emirates FA Cup and more. Full event replays are also now available, enabling fans to re-watch Premier League games in full, soon after they are broadcast on BT Sport.

Andy Haworth, managing director, commercial, BT Sport, said: “Today’s news marks the latest in this season’s sport innovations from BT, following our launch this season of Europe’s only channel offering sports in stunning HDR picture quality. BT continues to create more ways for our customers to watch their favourite sport, and we’re connecting more viewers to our content as BT Sport continues to go from strength to strength.”

Today’s launch comes ahead of the Premier League returning to BT Sport this June. BT Sport will kick off with a double header of Watford v Leicester City at 12.30pm this Saturday (June 20) and Brighton & Hove Albion v Arsenal, the first Premier League game to be shown at 3pm on a Saturday.

Red Bull And Dorna Sports Extend Sponsorship Agreements

Dorna Sports is delighted to announce an extension to its partnership with iconic energy drink company Red Bull. Part of the agreement will see Red Bull title sponsor both the 2020 Gran Premio de España and 2020 Gran Premio de Andalucía, which are set to take place at the Circuito de Jerez-Angel Nieto from the 17th to the 19th of July and the 24th to the 26th of July, respectively.

Moreover, the agreement also sees the global energy drink brand confirmed as the title sponsor of the Gran Premio de España and the Grand Prix of the Americas until 2024, as well as a co-sponsor of the Gran Premio di San Marino e della Riviera di Rimini.

Over the years Red Bull has shown a strong commitment to sports worldwide, including the MotoGP™ World Championship. Not only is Red Bull present in every category partnering with a wide range of athletes and teams, but it is also a significant contributor to the motorcycle racing scene through the Red Bull MotoGP™ Rookies Cup, one of the most successful talent development programmes. Red Bull is both title sponsor and co-organiser of the Cup.

Pau Serracanta, Managing Director of Dorna Sports: “Red Bull is a true partner of MotoGP™. As we approach the end of this agreement, it will be nearly 20 years that we will have spent working together – since 2005, when Red Bull was the title sponsor of the US GP at Laguna Seca. In addition to this agreement, we have also worked together as co-organisers of the Red Bull MotoGP™ Rookies Cup for more than a decade, Red Bull has been our partner in the MotoGP™ eSport Championship since inception, as well as the Idemitsu Asia Talent Cup, and we organise the Austrian Grand Prix together at the Red Bull Ring – in addition to our broadcast agreement with ServusTV covering Austria and Germany. We are delighted to continue working with Red Bull.”

With this extension of the partnership that has already existed for many years, Dorna and Red Bull show a solid commitment to keep growing the sport together for many more years.

Digital Café: How Lockdown May Change Social Media Communications In Sport

In the Digital Café this week, we sit down to discuss how social media in a time of lockdown might shape the future of communications. Will the medium really now shape the message?

No Filter

Something which is going to be interesting to monitor as sport gets back to business is what has changed once the enforced closed season is over. While “the new normal” was born, post-Covid, what will we have become used to in the world of digital and social in sport?

One prediction is there will be a realignment of the relationship between an athlete and their PR departments. A couple of cases have highlighted that in lockdown the connection between sportspeople and their audience (not necessarily their fans) has strengthened and that social media now merrily skips the filter Comms and PR usually provide, sometimes for good, sometimes, well…

When soccer player Clevid Dikamona took to Twitter back in March to make a statement regarding his future at Hearts he prefaced it with “Before someone distorts reality…”. An indication he was keen to ensure the the statement and his sentiments were his own words, rather than have anyone spin the story for him.

He later confirmed his departure with a second post https://www.edinburghlive.co.uk/sport/football/clevid-dikamona-confirms-hearts-exit-18338254. The interesting thing about the second post (below) was, not only was it pretty emotional for an au revoir, but it also read the tone of the supporters and the replies were nigh-on universally positive.

before someone else distorts reality … pic.twitter.com/LntjS4IxdF

— dikamona clevid (@DikamonaClevid) March 20, 2020

Contrast that with the communications situation just a few years back and firstly there would not have been the access to publicity without third party media and secondly sportspeople would be seen and, for the most part, not heard.

The second example was Lewis Hamilton calling out his whole sport on Instagram. Pundits and fans often bemoan the bland responses of rigorously media-trained drivers who aren’t keen on voicing their opinions – the heady time of James Hunt not holding back are cited as the good old days. 

But Lewis took matters into his own hands over the recent events in the US and the ensuing Black Lives Matter protests. He reprimanded the whole sport on Instagram https://www.instagram.com/lewishamilton/, and asked why people were silent. This prompted responses from several other drivers and also brought media and commentators’ attention to bear. It was a move which the multiple world champion had the confidence, and arguably the authority to do, but social media gave him the means to voice his message loud, clear and unfiltered. 

If, as Marshall McLuhan famously said, the Medium is the Message https://medium.com/@obtaineudaimonia/the-medium-is-the-message-by-marshall-mcluhan-8b5d0a9d426b, then social media has put sportspeople right back in touch with the fans.

During the turbulent first half of 2020, at a time when sport has been put on hold more and more drivers, players and athletes have had the time to hone their messages on a medium which has been available for some time, but is right now coming into its own. 

What will be interesting will be to see how teams, sports and even federations attempt to shape those messages and whether (or not) there will be a realignment of that relationship between the comms and PR teams who once held sole power over the message published and their athletes and teams. 

…Because there will have to be some alignment – or education – to avoid situations where it’s not only you, but your family’s social media that detrimentally affects your career. Such as Serbian winger Aleksandar Katai’s decision to leave LA Galaxy after inappropriate posts by his wife on Instagram. https://www.nbcnews.com/news/sports/la-galaxy-release-serbian-soccer-star-aleksander-katai-over-wife-n1226601

International Coalition Brings Down Piracy Ring Boasting 40,000 Video Channels, VOD content And 2 Million Subscribers

Deutsche Fußball Liga (DFL), the Spanish Football League (LaLiga), NAGRA and Nordic Content Protection thank the Spanish National Police, and law enforcement agencies throughout Europe, for crackdown on international illegal IPTV streaming network 

The Deutsche Fußball Liga (DFL), the Spanish Football League (LaLiga), NAGRA and Nordic Content Protection today announced the shutdown of an illegal IPTV streaming network based in Spain that served more than two million paying subscribers worldwide. 

The shutdown is the result of criminal complaints and assistance of DFL, LaLiga, NAGRA and Nordic Content Protection to the Spanish police. The Alliance for Creativity and Entertainment (ACE) was also involved on behalf of the content industry. The coordinated international law enforcement operation was led by the Spanish National Police with the support of Europol, the law enforcement agency of the European Union, and Eurojust, the European Union Agency for Criminal Justice Cooperation.

The pirate network was offering more than 40,000 video channels and video-on-demand content, offering a wide range of channels, sports events, films, documentaries, and series, as well as 50 pirate servers located in various countries in Europe. All were shut down as part of the anti-piracy operation. 

The piracy network was based in Spain but operated worldwide – in Belgium, the Czech Republic, Denmark, France, Germany, Italy, Luxembourg, the Netherlands, Romania, Sweden, Switzerland, the United Kingdom, Canada and the United States generating profits in excess of 15 million euros and causing much higher damages to the content industry. Its IPTV service was offered to resellers allowing them to create their own brand and illegal service as a franchise. Arrests were made in several European countries including Spain, Denmark, Germany, Italy, and Sweden. Individuals were charged with crimes against intellectual property, communications fraud, money laundering and criminal organization.

“We are grateful to the Spanish National Police and all involved in this operation for working together to protect and defend content owner rights,” said Melcior Soler, Audiovisual Director at LaLiga. “Piracy is a global problem and it’s critical for the industry as whole to come together to fight it, share knowledge and leverage key partnerships and anti-piracy technologies to preserve high-quality content for our fans – whether it’s in sports or other types of entertainment. Together we can make a difference and alter the piracy landscape.”

“The DFL welcomes this transnational anti-piracy operation that comes at the same time major European championships resume their activities. Tackling large pirate operations at the source is a key component in the fight against large-scale content theft,” said Dr. Holger Blask, Director Audiovisual Rights at DFL. “We are glad the industry is more and more united against piracy, in this case both the sports and the content industries joined efforts to make it happen”.

“We applaud the Spanish National Police for leading this anti-piracy effort to a successful outcome,” said Pascal Métral, VP Legal Affairs and Head of Anti-Piracy Investigations, Intelligence and Litigation at NAGRA. “These results could not have been achieved without close collaboration between all stakeholders – content owners, governmental entities and anti-piracy companies – and is a clear demonstration of how such efforts can have a real impact on stopping the spread of commercial piracy. We are honored to support the effort through our investigations and intelligence teams and to represent the interests of the sports and content industry to ensure their rights are protected.”

“Nordic Content Protection congratulates the Spanish National Police and other national law enforcement agencies throughout Europe that conducted this very successful operation. With assets and money worth six million Euros confiscated from the pirates, it’s a strong signal to other pirate organizations that organized IP crime eventually does not pay off,” said Anders Braf, CEO at Nordic Content Protection.

This latest success further illustrates the importance of a close partnership between content owners, operators, technology providers, policy makers and governments, to make real strides in the battle against piracy and to protect all media and entertainment industry stakeholders’ legitimate business.

LaLiga President Javier Tebas has also provided comment on LaLiga’s latest ruling regarding the beoutQ piracy operation.

“LaLiga welcomes the WTO’s ruling which indisputably establishes Saudi Arabia’s role in one of the most sophisticated and damaging piracy operations that has ever existed. Never before have we seen one of LaLiga’s attempts to protect its intellectual property deliberately blocked by a government. If Saudi Arabia wants to be taken seriously in world sport, it simply has to play by the rules.”