U.S. Casinos Agree To Marketing Code For Sports Wagers

U.S. casinos on Tuesday agreed to a code of conduct for responsible marketing of sports betting, a year after a pivotal court ruling paved the way for a new country-wide legal sports wagering market.

The code calls for members of the American Gaming Association, a casino industry group, to advertise sports betting products only to adults.

Reuters reports:

That means no cartoon characters, music or entertainers that appeal primarily to kids. It also bars ads placed in media outlets and venues where most of the audience is expected to be below the legal sports wagering age, which is usually 18 to 21 years old depending on the state.

The new U.S. sports betting market is a huge opportunity for media companies, leagues and teams to cash in on sportsbook operators’ need to reach betters through advertising and marketing.

Those operators include William Hill PLC, FanDuel Group, a unit of Paddy Power Betfair PLC, DraftKings, MGM Resorts International, Caesars Entertainment Corp, tribal casinos and many others.

Sports betting could drive $7 billion of incremental advertising spending in 2019, Evercore ISI analyst Anthony DiClemente said last year.

In the beginning of 2015’s National Football League season, FanDuel and DraftKings battled for dominance in daily fantasy sports, drowning the airwaves with ads during games, to the annoyance of many fans.

Combined, they spent more than $305 million on more than 80,000 ads that year, according to iSpot.tv.

Since the U.S. Supreme Court a year ago overturned a 1992 federal ban on sports wagering outside of Nevada, states have passed legislation that legalizes, regulates and taxes the activity.

Currently, eight states are offering sports betting. Indiana Governor Eric Holcomb signed a bill into law last week, while Iowa Governor Kim Reynold signed one on Monday.

The market is expected to grow to $5.7 billion in annual revenue to gaming operators in 34 states by 2024, according to research from GamblingCompliance.

That does not include huge population centers like Florida, California and Texas, where political and legal hurdles have complicated legalization efforts.

A more bullish forecast that includes some of those areas could see 40 states go live and $7.9 billion of revenues by 2024, GamblingCompliance found.

If all 50 states legalize it and allow mobile wagers, sports betting could generate more than $17 billion over time, the analytics firm Eilers & Krejcik predicts.

CNN Money Focuses On THE SPOT

It’s only two weeks to go before Lausanne becomes THE SPOT for innovation in sport, when hundreds of visionaries, tech gurus, curious minds, solution seekers, providers and investors gather at the SwissTech Convention Center from May 28-29.

Speakers on the conference programme will include senior executives from the likes of Google, Adidas, Dentsu, FIFA and the IOC sharing their insights on the huge tech-driven changes taking place in sport.

iSportconnect Editor at Large Jay Stuart will be moderating a session called Chasing The Audience on the future of sports media.

CNN Money talked to Anna Hellman, Director of ThinkSport, which launched THE SPOT in 2018, about the aims of the event. Watch the interview here.

ThinkSport founding partners are the City of Lausanne, the Canton of Vaud, the Swiss Confederation and the International Olympic Committee.

 

Evaluation Remains “A Key Challenge” For Sponsorship

The sponsorship market is established, growing and multifunctional with new opportunities being created and new audiences reached, but evaluation remains a key challenge.

This year’s MKTG Frontier report, conducted in association with Think! Sponsorship and the European Sponsorship Association, found only 19% of respondents confident they can measure return on investment.

This figure is unchanged year on year suggesting an urgent need for the industry to develop key metrics and prove business return.

The report, based on a survey of over 300 sponsorship professionals worldwide, revealed that 50% of respondents are expecting to see growth in sponsorship this year, particularly in new areas such as women’s sport.

The research also revealed that two thirds of respondents believe brands are now considering sponsorship as an essential part of marketing mix, with 90% of respondents believing it works best when combined with other marketing channels and three quarters of brands demanding exclusive digital and social content as part of the sponsorship package.

Some key findings:

  • over 50% of respondents agreed women’s sport is growing, and 70% have seen an increase in media coverage of women’s sport.
  • 80% agree that streaming and OTT channels are changing the way sport is consumed
  • 72% want access to money can’t buy experiences.
  • 75% of brands want exclusive social and digital content.
  • 84% of audiences are demanding experiences rather than things and 85% agree online communities are widening the reach and connection with fans
  • only 19% are confident they can measure return on investment, while only 11% are confident they can prove value of talent IP to a brand.

Sandra Greer, Insight Director at MKTG commented: “Sponsorship is sophisticated, multi-functional and continuing to grow. We are seeing an increase in the combination of different platforms, with sponsorship working best when utilised within the overall advertising mix.  It is catering for an experience-hungry audience and there is a rising call from brands for exclusive and tailored content as part of their sponsorship agreement.”

Dutch Grand Prix Returns To F1 With Heineken As Title Sponsor

The Dutch Grand Prix returns to the FIA Formula 1 World Championship from 2020, it was announced today.

An agreement has been signed between Formula 1 and Dutch Grand Prix – a partnership formed by SportVibes, TIG Sports and the Circuit Zandvoort – and will run for at least three years.

Heineken, one of the longstanding Global Partners of Formula 1, will be the Title Sponsor of the event.

Reuters reports:

F1 is set to make the most of Max Verstappen’s popularity with the return of the Dutch event at Zandvoort after an absence of 35 years.

Red Bull driver Verstappen, 21, is the most successful Dutch driver ever as well as Formula One’s youngest race winner and draws many thousands of orange-shirted fans to grands prix around Europe.

He is third overall in the championship after finishing third at the Circuit de Catalunya with plenty of supporters in attendance.

“I think a Dutch Grand Prix, with the popularity of Verstappen, is going to be immense. I think that’s positive for Formula One,” Red Bull boss Christian Horner told reporters.

Zandvoort last hosted a Grand Prix in 1985 after making its first appearance on the calendar in 1952.

The race deal is the second, after Vietnam, negotiated by U.S.-based Liberty Media since taking over the sport in 2017 and ousting former commercial supremo Bernie Ecclestone.

The French Grand Prix at the southern Le Castellet circuit returned in 2018 after a 10-year absence but that deal was done by Ecclestone. Vietnam is due to make its debut next year with a street race in Hanoi.

Zandvoort, on the North Sea coast, looks likely to have an early May slot when the 2020 calendar is published later in the year and could replace Spain as the start of the traditional European season.

“It’s a really narrow track. I’ve been there only once but it’s really challenging on the driving side. So, I think to put some F1 cars there will be pretty cool and exciting,” said Verstappen’s French team mate Pierre Gasly.

Williams driver George Russell said Zandvoort was a favourite.

“I just truly hope we don’t get rid of the gravel runoffs in the two high-speed corners because that’s what makes the circuit so daunting and so incredible to drive,” said the Briton, last year’s Formula Two champion.

The future of Spain’s race remains uncertain, with the Circuit de Catalunya out of contract at the end of this year.

 

MLS Launching New Free Streaming Channel

Major League Soccer is launching a new league channel on Viacom’s free streaming service Pluto TV.

The new MLS channel will join Pluto TV’s 100+ live, linear, curated channels and thousands of movies on demand from nearly 150 major studios, networks, publishers and digital-first outfits.

Viewers and fans can access Pluto TV via Amazon’s Fire TV, Roku, Android TV, Chromecast, on Smart TVs by Vizio, Hisense, and Sony, or on gaming consoles such as PS4. It is also available via apps for iOS, Android, and Amazon, on PC and Mac, or on the web at www.Pluto.TV.

“Major League Soccer’s agreement with Pluto TV offers fans a new way to experience the game and interact with our high-quality content,” said MLS SVP of Media, Chris Schlosser. “Major League Soccer is always evaluating new opportunities to provide our young, diverse and tech savvy fan base increased access to our matches, athletes and clubs. We are thrilled to offer a new free, content destination for our fans.”

Highlights of the available programming include classic matches, such as MLS Cup 2018 and Zlatan Ibrahimovic’s debut for the LA Galaxy, a 4-3 win over crosstown rivals LAFC. Original features on offer will include The Movement, which explores the intersection of soccer and culture, and The Birth of a Rivalry, MLS’s flagship series about the passion of new rivalries. 

Additional programming includes Matchday Central, featuring expert analysis from MLS personalities; Extratime driven by Continental, a twice-weekly talk show; MLS Review, a weekly show; and highlights including “Top 10 Plays” and “All Goals,” among others.

“Establishing our first league offering with a renowned and respected organization like the MLS is the perfect match,” states Amy Kuessner, SVP of Content Partnerships for Pluto TV. “Expanding Pluto TV’s sports offerings has long been a goal of the platform, and we’re proud to kick that off with the most popular game in the world.”

Real Madrid Renews Codere Partnership

Real Madrid has renewed its relationship with Codere as official betting partner for the next three seasons.

Codere has been the official betting company of the LaLiga club since 2016.

Codere Apuestas was the first authorised sports betting company in Spain and it is the only sports betting company present in all of the regulated Autonomous Communities.

It currently has 3,500 sport betting machines in almost 1,000 betting shops and 10,000 bars, as well as its online version.

Codere also has operations in Mexico, Panama and Colombia and has plans to expand in other regions around the world.

Facebook, 12Bet and Dorna Sports To Feature At iSportconnect’s 2019 Madrid Summit

iSportconnect is delighted to announce that our 2019 Madrid Summit will feature Kike Levy of Facebook, Rory Anderson of 12Bet and David Arroyo of Dorna Sports. To be held on Friday 31st May at Callao City Lights, the day prior to the highly anticipated UEFA Champions League Final hosted at Atlético Madrid’s Wanda Metropolitano, this event will kick off iSportconnect’s Global Event Series. 

In partnership with LaLiga, iSportconnect has assembled a content programme that will bring together thought leaders from premier rights owners and brands to discuss and debate strategic issues impacting the future of the global sports business, including digital content strategies, sponsorship and partnership issues, hosting major events and the future of sporting facilities.

The speaker lineup includes the following:

  • Javier Alonso, Executive Director at Kosmos & CEO of Kosmos Tennis
  • Kike Levy, Sports Strategic Partnership Manager, Facebook
  • Rory Anderson, CEO Europe, 12Bet
  • David Arroyo, Digital Director, Dorna Sports
  • Mark Parkman, General Manager, Olympic Channel
  • Scott Kegley, Executive Director of Digital Media & Innovation, Minnesota Vikings
  • Ellie Norman, Director of Marketing and Communications, Formula 1
  • David Hopkinson, Global Head of Partnerships, Real Madrid CF

With over seven years of sports media and marketing experience, Kike is Facebook’s Strategic Partner Manager for the sports industry across EMEA. He designs, consults and implements digital strategy for sports partners, and was instrumental in delivering some of the most socially engaged sporting moments of 2018, including the FIFA World Cup, UEFA Champions League and LaLiga. Prior to Facebook, Kike worked at Twitter as well as media rights and marketing agency Infront Sports and Media.

Rory entered the gaming space in 2003.  He joined 888.com (then named Casino-on-Net) as Sports Marketing Manager, becoming the second member of the offline marketing team.  Rory then joined Empire Poker as UK General Manager. Empire were then acquired by Party Gaming where Rory went on to enjoy a Senior marketing position. He joined 12BET as CEO in 2010 and is now acting as a consultant and strategic advisor for both 12BET and ONEworks, Rory is still heavily involved in the sponsorship space having been responsible for partnerships with over 10 Premier League clubs, and World Championship level sponsorships with a variety of sports.

David has led the Dorna Digital team since late 2017, covering MotoGP and the entire portfolio of Championships in Dorna Sports. Since then, MotoGP have radically changed their digital content strategy obtaining record viewing and engagement figures. MotoGP was a pioneer in launching their OTT service in early 2000 and is still the leader across Social Media channels for fans of Motorsport with over 25 million followers across Facebook, Instagram, Twitter and Youtube. Having quickly progressed through the Dorna ranks from web editor, Live Content Specialist and a Media Sales Executive, David was from 2015 to 2017 the Media Director for World Superbike, setting up the entire media team from scratch including Content, Communication, TV Production and Media Sales. From 2011 to 2014, David was also part of the team launching the Mobile Advertising business for Telefonica Digital.

Sree Varma, Founder & CEO of iSportconnect said: “I am absolutely thrilled to announce the Madrid Summit in partnership with our great friends at LaLiga. Our summits have had attendees from the sports industry around the globe and we are excited to bring this exclusive event to Spain again. It will be the first of our summits this year as we continue to connect with our global members.”

With a maximum of 150 invite-only delegates, iSportconnect provides a media/agency free opportunity to network with influential senior-level sports business executives. We are famous for our intimate and relaxed environment, encouraging ideas exchange and helping to introduce you to the right new connections.

To register your interest in attending the 2019 Madrid Summit, please contact Chloe McCombie at info@isportconnect.com

Invitation Policy: The Madrid Summit is a complimentary event for iSportconnect members who are from governing bodies, sports teams, brands and broadcasters. There is no fee to become an iSportconnect member. No sports agencies, professional service providers & suppliers are allowed.

For limited partnership opportunities, please contact Hugo Millns at info@isportconnect.com

Chiulli: “Relevance” Is The Aim As SportAccord Goes Regional

Raffaele Chiulli, who was elected President of the Global Association of International Sports Federations, during the 17th edition of SportAccord in Gold Coast, Australia, was also elected President of the SportAccord Convention organisation.

In this exclusive interview with iSportconnect, he shares his vision for the expansion of SportAccord into regional events, starting with the first North American SportAccord in Fort Lauderdale, Florida, from December 10-12, 2019.

Chiulli is President of the International Powerboating Union.

The 18th SportAccord takes place in Beijing from April 19-24, 2020.

Hold-Out Ferrari May Join F1 Esports Championship

Ferrari is considering engaging with Netflix on a second Formula One documentary as well as joining the rest of the 10 teams in the esports world championship, according to Mattia Binotto, the Team Principal.

Reuters reports:

Ferrari and champions Mercedes did not cooperate on the successful ‘Drive to Survive’ 10-part fly-on-the-wall series filmed by Netflix last season, arguing that they needed to focus on the title battle.

When their cars or drivers did feature, it was from the official world feed television footage.

“It’s certainly an interesting program. We were not participating last season as Ferrari,” Binotto, Ferrari’s  Managing Director Gestione Sportiva and told reporters at the Spanish Grand Prix, the fifth round of the 21-race championship.

“We are considering it at the moment. We have not taken our final decision, so it’s something we will do in the next few weeks.”

Formula One  Managing Director Sean Bratches said this month that he expected a second series to go ahead, with filming already underway.

Ferrari is also the only team without a presence in the official F1 esports championship, which is in its third season and involves the teams only later in the year. Mercedes won both titles last year, as in the real world.

Binotto said Ferrari’s stance on that could change as well.

“Esports is increasing in terms of interest and certainly as Ferrari we are looking seriously into it,” he said.

“We are not yet fully committed to the program but it’s something where the discussions are ongoing and we will very soon make our own decision.”

LaLiga Business School Launches International Programmes

As an organisation that grew from 35 to 580 employees in just five years, LaLiga is an example of how investment in education can help sports businesses to expand globally.

To pass on its knowledge to others it has launched the LaLiga Business School project, now active in nine international markets, becoming the first major football league to provide uniquely designed professional sports courses to students around the world.

Working with universities, local federations and clubs, the project brings together expertise from across the business and sporting worlds to share best practices and create an appetite for learning. As well as classes within Spain, the programme has agreed new partnerships with educational and sporting institutions to bring courses to nine countries across the Americas and Africa.

For José Moya, Director of LaLiga Business School, these agreements are key to securing football’s long-term future. “We want to help professionalise the sports industry at all levels by capturing and developing the talent of today and tomorrow’s professionals,” he explained. “The more qualified people we have working in the industry, the better equipped football will be for growth.”

To learn more about this ground-breaking initiative, click here to read the story in Global Fútbol.