Meet The Member: “Current Scenario Provides The Sporting Industry A Good Opportunity To Accelerate Adoption Of Technology & Innovate” – JSW Sports CEO

iSportconnect spoke with Mustafa Ghouse, Chief Executive Officer, JSW Sports. JSW Sports, the sports vertical of the JSW Group, owns and operates franchises in three of India’s biggest leagues — IPL (Delhi Capitals), Indian Super League (Bengaluru FC) and Pro Kabaddi League (Haryana Steelers). The JSW Group has also led the establishment of the Inspire Institute of Sport, India’s first privately funded high-performance training centre for future Olympians, in Bellary, Karnataka.

How different and difficult it is going to be for the sporting realm in India amidst COVID19?

The impact from COVID-19 is being felt across the board and sports is no exception. In fact, the sporting industry relies heavily on events and therefore, there would be a definite financial impact that would be felt throughout the sector. Besides the impact on professional sports leagues and Olympic sports, there is a massive group of allied industries, semi-professional and amateur athletes, grounds staff and other professionals who have been impacted by the pause in sporting activity. To use an example, the Sports Good Manufacturing Industry is massive in India and a significant portion of the products are exported (bats, footballs etc). This industry alone does business of close to $1 billion annually an employs 500,000 people. Given the extent of India’s lockdown, it’ll be key for the industry as a whole to address these aspects as we move towards some sense of normalcy. I do not think we can really say sports is well and truly back until the maidans (fields) in Mumbai and Kolkata are back with kids playing cricket and football all over.

So yes, it is going to very different for sure, but it also provides the industry a good opportunity to accelerate adoption of technology and innovate in terms of improving the sporting experience for everyone involved.

How drastic has been the impact on your business as IPL/PKL may get cancelled this year as JSW Sports owns franchises in these leagues?

There will be a definite impact on business due to the postponement/cancelling of events. Globally, there are reports that sponsorship rights-fees are expected to fall around 37% year-on-year. While it is too early for us to be able to quantify this in exact terms, we are bracing for a 25-30% impact on our topline for this year. This would, of course, be subject to how the situation normalises over the coming months. For instance, all our conversations with the leagues we are involved with seem to suggest that there is a possibility for the IPL, PKL and ISL to go ahead in some form this year. So while it is almost certain that it won’t be like a regular season, the finer details of how the matches do go ahead, what sort of travel, staff and spectator restrictions are in place etc will all play a role in sponsor interest and consequently, on the financial conditions of the franchises.

What are the brands JSW Sports teams currently work with? How do you narrow down on brands you want to be associated with?

At JSW Sports, we work with 80+ brands from different segments across our sporting properties, which include the 3 franchises (across cricket, football and kabaddi), our roster of Olympic talents and the Inspire Institute of Sport- the High Performance Training Centre we’ve led the establishment of. Through our assets, we feel that we are well positioned in the Indian sports ecosystem to cater to a range of brand marketing needs. For example, we’ve been able to drive some milestone partnerships with Kia Motors, for their first sports marketing association in India through Bengaluru FC, and Bridgestone, an IOC TOP Sponsor, who have partnered with the Track & Field Program at IIS part of their CSR initiative. The common thread across all our sports properties is a focus on professionalising sport in India and developing young sporting talent for the nation. We’ve found that brands looking to reach the aspirational youth of India find such partnerships very effective. Similarly, with non-cricket sports getting more attention in India and more Indians becoming competitive at the world stage, we’ve seen a lot of interest from brands wanting to associate with our Olympic talent.

We know Bengaluru FC is one of the top teams in ISL. What is the future of football in India? Like LaLiga is being broadcast on Facebook, you reckon the ISL can follow suit?

Bengaluru FC was started with a hope to bring about a change in the way football teams are run in India and the journey so far has been extremely satisfying for us. That being said, football is a long-term play for us as management and we’re working on building on a strong foundation that we have been able to set so far through strategic partnerships such as the one we signed with Rangers FC last year. On the broadcast plans and mediums, that is a call for the league to make. The broadcast partner is a key stakeholder in any league and I think Star has done a great job in helping ISL get the visibility it has through its broadcast platforms and Hotstar. As franchise owners, we are in constant touch with the league management and would welcome any move which can unlock value for the league and its teams.

Any plans of venturing into eSports? Is the eSports scene growing in India?

eSports is an interesting space we’re observing closely. Online gaming platforms have seen incredible growth and this has accelerated even more during the past few months. India’s demographic advantage, increasing disposable household incomes and access to data and internet make the online gaming and eSports market an attractive proposition and while we aren’t planning on entering the space at this moment, it is an area we are keeping a close eye on for the future.

DFL Awards Domestic Live Rights Of Bundesliga To Sky And DAZN Until 2025

The German Football League (DFL) has agreed to award the domestic live rights to the German Bundesliga, from 2021-22 to 2024-25, to pay-television broadcaster Sky Deutschland and OTT streaming service DAZN, according to The Associated Press.

The growth in the value of Bundesliga broadcast rights has ended under a four-year deal secured as the media industry grapples with the economic consequences of the coronavirus pandemic.

The Comcast Corp.-owned Sky and the DAZN streaming service will pay less than the 4.64 billion euros (around $5.2 billion) generated in the 2017-21 agreements, people with knowledge of the deals reported The Associated Press.

The people spoke to The Associated Press on condition of anonymity because they were not authorized to discuss the deals ahead of the German league organization.

The top games will be on Sky, which has the rights to 200 matches on Saturdays.

DAZN, which currently sub-licenses around 40 games from Eurosport, will be able to show 106 games across Fridays and Sundays from the 2021-22 season after securing a package in the auction with the league.

Dentsu Partners Global Esports Federation To Promote Esports Business

Dentsu has signed a strategic partnership with the Global Esports Federation with the aim to promote the global development of the growing eSports business.

The strategic partnership will focus on joint efforts to develop new marketing programs and eSports events. In collaboration with JeSU, Dentsu will lend its expertise and experience to collaborate with various game publishers, commercial partners and various International Organizations to further elevate the credibility, legitimacy and prestige for eSports.

Chris Chan, President, Global Esports Federation said: “We are certain that this strategic partnership will strengthen the future prospects of the GEF, expanding the vital work that the team has already established. We look to Dentsu for their expertise to bring together the best of eSports and sport, further fulfilling our mission to elevate eSports and the world’s eSports ecosystem.”

The GEF was launched in December 2019, in Singapore, to establish the voice and authority for the worldwide eSports movement. The federation brings together diverse leaders from eSports, a well as more traditional sporting organizations and athletes, with the vision to create a sustainable ecosystem for eSports. Tencent is the Founding Global Partner of the GEF, and from Japan, the Japan eSports Union (JeSU) is a member of the federation.

EUROPEAN CHAMPIONSHIPS 2022 To Welcome Nine Different Sports

More diverse, more exciting, more fun! The multi sports European Championships 2022 will welcome athletes from nine different sports to the city of Munich as they battle it out for medals between 11 and 21 August. Joining athletics, gymnastics, rowing, cycling and triathlon on the schedule will be sport climbing, canoe sprint, table tennis and beach volleyball.

The Federal Minister of the Interior, Building and Community Horst Seehofer says: “Munich provides world-class conditions for elite international sport, which will be demonstrated in 2022 when this city plays host to the European Championships. This is a huge opportunity for sport in general and a tremendous event for the public. I am extremely pleased about this decision as the Federal Minister, but also as a sports enthusiast. Therefore, I would like to extend a warm welcome to everyone coming to Munich for this event.”

Joachim Herrmann, Bavarian State Minster of the Interior, for Sport and Integration: “This is going to be a big deal and an amazing sports festival. I am particularly looking forward to seeing the Olympic sports venues filled with new life. I believe in the concept of sustainability, the sporting standards and the range of sports represented in this event. Who else has nine European Championships in such diverse disciplines at one location? I am certain that these championships will set a precedent and serve as a model for future competitions throughout Europe.”

In late April, Munich city council gave the green light for the European Championships to be expanded to nine sports – instead of the original seven – while maintaining the same budget.

Dieter Reiter, Lord Mayor of the City of Munich: “I am delighted that we have been able to add even more sports than initially planned for the European Championships 2022: beach volleyball, sport climbing, table tennis and canoe sprint athletes will now also be competing for European Championship titles. Exactly 50 years after the 1972 Olympics, a top-class, vibrant and diverse sporting spectacle will once again take place in Munich. I am already looking forward to exciting, fair competitions in nine sports.”

“We are happy and proud to host the European Championships in a wide range of Olympic sports during what is set to be a very special anniversary year. This diverse festival of sport will thrill both visitors from throughout Europe as well as the local population here in Munich – that is our aspiration and the goal we are working hard to achieve,” explains Marion Schöne, CEO of the Olympic Park Munich.

Exactly fifty years after welcoming the Summer Olympic Games, the Olympic Park Munich is set to celebrate another major sporting event. The European Championships will be the largest event to take place in the Olympic Park since the 1972 Summer Olympics. 4,400 athletes from across Europe will descend on the city to compete in 158 medal events across nine sports.

Despite the size of the event, the European Championships 2022 will focus on environmental sustainability. No new infrastructure will be built for the Championships in order to minimise the impact on the city and the region. The proximity of the venues to each other and the excellent public transport links between the Olympic Park, the city centre and the surrounding area will contribute to creating a green European Championships in 2022.

Football Federation Australia And Fox Sports Agree New Broadcast Deal

Football Federation Australia (FFA) and Fox Sports Australia (Fox Sports) tonight confirmed they had reached agreement on a new broadcast deal that will see football broadcast on Fox Sports through to the end of July 2021.

The agreement ensures that the remainder of the Hyundai A-League 2019/20 season will resume on 16 July and be completed as planned.

Australia’s final four FIFA World Cup Qatar 2022™ Round 2 Asian Qualifiers will be shown on Fox Sports, while Socceroos and Westfield Matildas friendly international matches will be aired on the network through to 31 July 2021.

The A-League 2020/21 and Westfield W-League 2020/21 seasons will also be shown on Fox Sports.

FFA Chief Executive Officer James Johnson acknowledged Foxtel and Fox Sports for their collaboration during the negotiation, noting that the deal will help to provide the certainty football requires.

“I would like to thank Foxtel CEO Patrick Delany and Head of Fox Sports Peter Campbell for their continued support for Australian football,” Johnson said.

“The pandemic has created uncertainty and accelerated disruption to the sports media sector and to football here in Australia and abroad – this new agreement adjusts to this new reality, secures the immediate future of football in Australia and provides flexibility for FFA to lay a foundation to transition into a new world for Australian professional football.

“The deal will see the professional game – for women and men – reactivated, and ensures that football is at the heart of all our thinking in the future.

“It will also provide immediate certainty for clubs, players, coaches, officials and, most importantly, fans, for the remainder of the current Hyundai A-League season, as well as the next.

“We are equally as pleased to have secured the next season for the Westfield W-League to ensure we can continue to drive interest and growth in women’s football in Australia,” he said.

Australian Professional Football Clubs Association (APFCA) Chairman Paul Lederer also thanked Foxtel, Fox Sports and FFA for successfully concluding their discussions.

“Fox Sports has been an outstanding partner of the Hyundai A-League and the Westfield W-League and we are pleased that this partnership will continue until the 2020/21 season,” Lederer said.

“This deal ensures that our fans and members will be able to enjoy the exciting conclusion to the current Hyundai A-League season, and look forward to the next A-League and Westfield W-League seasons.”

FFA CEO James Johnson added that a key feature of the new broadcast deal includes a shift in the timing of the next A-League season, with the 2020/21 season now commencing in December 2020 and concluding in July 2021.

“The shift in the timing of the next A-League season is a strategic decision to enhance the alignment of our top tier professional men’s league with the grassroots playing season of the largest community sport in the country,” Johnson explained.

“There are numerous benefits to this, including better aligning the competition pyramid of Australian football to facilitate enhanced football outcomes like a modern domestic transfer system, and enabling deeper engagement with our vast grassroots football community at the precise time our many participants are most engaged in our great game.

“Despite challenging times, this deal will help us continue the process of transforming our professional leagues and move the sport towards an exciting future.”

Free-to-air broadcast partner ABC TV will continue to broadcast one A-League and Westfield W-League match per week through to the end of July 2021, along with FFA-controlled Socceroos and Westfield Matildas matches.

The new agreement will no longer see the FFA Cup broadcast on Fox Sports and FFA will consider innovative new broadcast arrangements for the only truly national Cup competition in Australian sport.

“The FFA Cup is unique in the Australian sporting landscape and connects the grassroots and National Premier Leagues with the Hyundai A-League. We will be forever grateful to Foxtel and Fox Sports for sharing our vision to create this special competition in the first place. We are excited for the future of the FFA Cup and will make further announcements about its future direction in due course,” Johnson concluded.

Peter Campbell, Head of Fox Sports said: “We want to be there for football fans and we are pleased to have a new agreement that supports the completion of the 2019/20 A-League season and provides certainty for FFA, clubs, players and supporters to begin planning and to get excited for next season.

“This new deal also provides us with the opportunity to work with FFA over the next year as they reset and reenergize the professional game in Australia and explore the best possible range of future broadcast options for the game.

“Football has been through a challenging period and we are excited to have the W-League, Socceroos, Matildas back on Fox Sports and for the A-League restart on 16 July, every game live and ad-break free during play.”

LaLiga’s International Audience Rises By Almost 50% After The Competition’s Restart

  • According to figures from consultants Nielsen Sports, LaLiga Santander’s international audience increased on the first matchday of the competition following the forced hiatus.
  • Across Africa, viewing figures rose by 73% while India saw an increase of 72%.

LaLiga Santander increased its international viewing figures by more than 48% on the first matchday (Matchday 28) after the competition resumed following the COVID-19 pandemic.

According to international consultants Nielsen Sports and based on preliminary official viewing figures and estimates, international audiences during live games on Matchday 28 showed a significant rise compared to the average from the first 27 matchdays of the season.

To read the full piece and subscribe to LaLiga’s Global Futbol Newsletter, follow this link: LaLiga’s International Audience Rises By Almost 50% After The Competition’s Restart

Member Insights: How Have Sports Brands And Organisations Responded To The Covid-19 Crisis?

As we continue through the coronavirus pandemic, and hopefully edge closer to the finish, Ben Appleby of Calacus PR, takes a look at some of the best and worst ways in which sport has responded to the virus…

The coronavirus pandemic has had a colossal impact on the sports industry with governing bodies, federations, clubs, sponsors, and suppliers all struggling to stay afloat.

As always in a time of crisis there are winners and losers when it comes to managing reputations.

For every Marcus Rashford and Jordan Henderson showcasing the best of sportspeople during difficult times through their contributions to local charities and the community, the likes of Kyle Walker and Jack Grealish have unfortunately shown the opposite side of the spectrum by flouting lockdown restrictions. 

It’s not just players that have been under the microscope, with Liverpool and Tottenham Hotspur – two of the top 10 richest football clubs in the world – under the microscope for announcing they would be taking advantage of the UK government’s furlough scheme to pay the majority of salaries for non-playing staff.

To their credit, both clubs did make a u-turn and said they wouldn’t apply for the scheme, although it took Tottenham almost two weeks before they reversed their decision, by which point much of the reputational damage had already been done.

The London club haven’t covered themselves in glory throughout the pandemic with manager José Mourinho and some of his players also caught flouting government advice during lockdown to train on Hadley Common, and Dele Alli receiving a fine and one-match ban for a Snapchat video that was deemed to be an “unacceptable racist stereotype”.   

Premier League clubs have been under particular scrutiny with so much money involved at the top of the game, combined with the Project Restart push to resume the division as quickly as possible, but Tottenham are far from the only culprits of making mistakes during the pandemic.

Although no one could have predicted Covid-19 or the impact it would have, companies must be acutely aware of their actions during any crisis and put themselves in the position of their stakeholders to ensure their decision-making is thorough.

Business leaders and communications departments must always ask themselves:

  • How will we communicate with internal staff and external stakeholders?
  • Is our messaging consistent across all channels?
  • Who are the key spokespeople, and have they been thoroughly briefed?
  • How are you monitoring social conversations about your brand/company?

During a pandemic that has led to tens of thousands of tragic deaths in the UK and beyond, the most important thing for any organisation is to show compassion for the situation and actively making a positive difference rather than just empty words or gestures.

Despite their mistakes, Tottenham have put their new stadium to excellent use by opening their doors to patients of North Middlesex Hospital’s Women’s Outpatient Services, while Mourinho has been pictured helping out at a local food bank in Enfield.

We’ve seen Premier League players at several clubs taking wage deferrals or salary cuts, as well as some wonderful community initiatives such as players having phone calls with vulnerable fans and clubs providing essential support for those most in need.

At a time of great uncertainty and worry in the UK, the return of live sport continues to be a beacon of hope for many, something to take their minds off the day-to-day concerns of the virus.

All businesses have a responsibility to do what they can to ease the burden and provide support to all those that have supported them in the past.

The football industry is often portrayed as money-driven and the Premier League must be careful that it isn’t seen to be compromising the welfare of players and staff for financial gain.

Now is the time for those in senior leadership positions to communicate with key stakeholders at every step as life begins to return to a semblance of normality.

Tata Communications Appoints iSportconnect As A Strategic Partner

Tata Communications is a digital ecosystem enabler that powers today’s fast-growing digital economy, the company enables the digital transformation of enterprises globally, including 300 of the Fortune 500.

This partnership comes at a time when Tata Communications is focusing on the digital transformation of sports broadcasting and live streaming to aid Sports Federations and Rights Holders.

Tata Communications currently delivers over 5,000 live sporting events globally, including the majority of motorsports in Europe, cricket, football, and for most major global sports federations.

Low latency streaming is another key focus for Tata Communications who help their clients to build a greater audience share. With nearly 30 percent of the world’s Internet routes travelling over its network, Tata Communications has established itself as a leader in the increasingly digital, cloud-powered, and IP-enabled media and entertainment industry.

Dhaval Ponda, Global Head & General Manager of Media and Entertainment at Tata Communications, said: “We are very happy to have appointed iSportconnect as a strategic partner.  This is another step for us as we look to continue and expand our work within the industry.

iSportconnect Founder and CEO Sree Varma commented: “At iSportconnect, we are thrilled to now be working alongside a company such as Tata Communications. This partnership with Tata Communications is a statement from us here at iSportconnect and how we hope to play a key role in their market growth and look forward to a successful partnership.”

iSportconnect’s Consultancy division works to help our clients with commercial development, marketing and communications and business strategy surrounding the world of sport. We help to provide business intelligence, global sports market entry strategy and support and are constantly on hand as advisors 24/7 for our clients. Some of our consultancy clients include the likes of LaLiga, Sodexo, Sportradar, Hookit and ATPI.

About iSportconnect 

iSportconnect was launched in 2010 with the aim of bringing together sports business professionals around the world in a sports business networking community enabling them to meet one another, find information and obtain access to a wide range of relevant services. The platform is now the largest global private network of sport business executives, where membership is exclusive and follows a strict door policy.

iSPORTCONNECT Interview With Drew Townley, CEO Of Kairos Esports

iSPORTCONNECT spoke to Drew about how the world of Esports has been changing since the start of the COVID-19 pandemic, whether Esports will continue to flourish once traditional sports begin to return and the difficulty that comes with convincing executives at both traditional rights holders and brands in engaging with Esports.