How Broadcasters Can Plan A Digital Roadmap

The digital transformation of the TV market will be an overarching, if unstated, theme of iSportconnect’s annual Broadcast Masterclass next week in London on Thursday April 4.

With digital impacting everything, what should broadcasters and pay-TV providers be thinking about as they design their development roadmap for the next three to  five years?

Here are some suggestions from a timely new white paper prepared by Comcast Technology Solutions and MTM.

Data and analytics tools can enhance all areas of the business, notably monetisation.

For companies now building direct relationships with consumers, developing a holistic view of their consumers involves a steep learning curve, but the benefits of prioritising data and analytics tools and the potential for maximising revenues via hybrid monetisation are now becoming clear.

Collaboration and partnerships to build scale will be key to future success.

In the face of competition from global players, broadcasters and pay-TV operators are looking to scale their businesses by forming partnerships or alliances with peers in their own market, or even across other markets.

New alliances, such as Salto in France or the multi-territory European Media Alliance, can deliver scale, but will require a new and flexible approach from the partnering companies.

It is also likely that such alliances, rather than relying on incumbents’ own solutions, will look to third-party technology providers to deliver solutions that can work for all parties.

Re-think internal structures and processes but focus on culture too.

The requirement to develop consumer-friendly products and services means that broadcasters and pay-TV platforms must ensure that they are delivering operational efficiencies within the rest of the business through a focused approach on transitioning to IP. While companies must re-tool and restructure in order to compete in a multi-platform and diverse market, this change must go beyond technology or strategy. If a company’s culture fails to evolve, no new strategy can succeed.

Look beyond the current business for future growth

As companies embrace digital transformation, they should focus on continuing to drive scale, driving distribution across multiple platforms, and delivering operational efficiencies. However, they should also focus on finding new sources of value creation for the longer term.

If you are interested in attending the Broadcast Masterclass, email Chloe McCombie at info@isportconnect.com.

Jockey Club Signs Sparkling New Pouring Deal

The Jockey Club has announced a new three-year exclusive partnership making Coates & Seely the only English sparkling wine served across 14 of the Jockey Club’s 15 racecourses.

The Jockey Club stages major events in the sporting calendar including the Randox Health Grand National at Aintree, the Investec Derby at Epsom Downs and the QIPCO Guineas Festival at Newmarket’s Rowley Mile.

Under the new partnership running until 2022, Coates & Seely will have pouring rights across 14 racecourses and the brand’s wines will be offered to all winning owners and trainers after each race as a part of the Jockey Club’s ‘Winning Connections’ initiative.

Coates & Seely will have a 1952 British Leyland coach liveried in British racing green stationed at key race meetings throughout the year serving Coates & Seely wines.

Nicholas Coates and Christian Seely (right and left in the photo above), co-founders of their company, said:

“We are delighted to have been appointed an Official Partner by the Jockey Club, which is a major accolade for our young brand. There are many qualities that connect fine wine with racing – not least the endless pursuit of form and quality and a love of celebration – and we greatly look forward to developing our activities across this wonderful portfolio of racecourses.”

Paul Fisher, Chief Executive of Jockey Club Racecourses, said: “It’s great to be working with Coates & Seely and we’re really looking forward to a prosperous partnership over the next three years. We look to support British producers on our menus and wine lists wherever we can and I’m sure our racegoers will be impressed with this sparkling wine.”

Bayern Munich Links With Chinese Bank

Bayern Munich has signed a new partnership with the Industrial Bank of China (CIB), one of the country’s biggest banks and among the world’s largest in the world..

Under the new deal, which was simultaneously announced today via LED screens at the most important landmarks in the five largest Chinese cities, co-branded credit cards will become available in the Chinese market, where the bank currently has 70 million customers.

Bayern Munich Executive Board Member Jörg Wacker said: “We are delighted to welcome the Industrial Bank of China as a new regional partner in China. CIB is one of the biggest banks in the world and like FC Bayern, stands for financial stability and reliability. This partnership underlines the strong appeal FC Bayern already enjoys in China and is another important step in expanding our brand and our network.”

Chen Jinguang, CIB Vice-President, said: “The cooperation with the world-famous FC Bayern is another important milestone for CIB and shows sport and finance standing shoulder-to-shoulder in China. For us, the cooperation between the CIB and FC Bayern is a symbol of the Chinese goal of further developing football and promoting cultural exchange between China and Germany in the spirit of the ‘One Belt, One Road’ initiative. We are therefore now making our contribution too.”

Wang Yu, General Manager of the CIB Credit Card Center, added: “The introduction of co-branded credit cards is only the first step in our strategic partnership. We want to use the FC Bayern cards as a bridge to offer our customers who are ardent football fans more service and convenience.”

Rouven Kasper, Bayern Munich Managing Director in China, said: “We are proud to welcome CIB as our new partner and will work together to deliver very special activities for our fans in China.”

LaLiga President On Video Referees: “There’s No Going Back”

LaLiga held its Extraordinary General Assembly in Madrid this week, where President Javier Tebas spoke in detail about the renewal of audiovisual contracts and the importance of LaLiga having an effective digital strategy.

One of the main topics dealt with was the upcoming renewal of certain audiovisual contracts, especially in Europe.

During the press conference following the assembly, Tebas responded to several questions regarding VARs (video assistant referees) as follows: “It’s something that’s going to end up being implemented. The big European leagues and competitions are already using it. We’re lacking coordination here, but there’s no going back.”

To read the story in full, click here.

European Qualifiers Deliver Big Audiences

National team football matches have been delivering chart-topping audiences around in recent days with European qualifiers in full swing.

Italy’s 6-0 home win over Liechtenstein on Tuesday evening gave RAI 1 the biggest Italian TV audience of the day with 7.295 million viewers and a share of 28%.

On Sunday, Germany’s 3-2 away victory over Holland was number one on television in both Germany and The Netherlands.

In Germany, RTL pulled 11.11 million viewers for the first half and 12.50 million for the second, and the match drew a big 39.2% share in the 14-49 demographic.

Dutch public broadcaster NPO1 had 3.418 million viewers for the game with a massive 50.7% share.

The same match also aired in Spain, where Cuatro drew 1.223 million viewers and 6.8% share.

In France, the national team’s 4-1 away win over Moldova drew the biggest audience of the day on Friday with 6.392 million viewers on TF1 and a share of 29.4%.

On Tuesday in Germany, the U-21 match between Germany and England got up to 320,000 viewers on ProSieben Maxx.

Hopman Cup Future In Doubt After Losing Host City

Perth has been chosen as the third city to host the inaugural ATP Cup in January 2020, signalling an end to the Hopman Cup international mixed team event that has been hosted by the Western Australian city for the past 31 years.

The move leaves no room in the revamped tennis calendar for the Hopman Cup, which is popular with players and has traditionally served as a warm-up for the Australian Open, the year’s first Grand Slam.

Paul McNamee, founder of the Hopman Cup and a four-time doubles Grand Slam champion, said he did not know if the tournament would move to another city.

Reuters reports:

Sydney and Brisbane were announced as the other ATP Cup host cities in January, with Sydney hosting the knockout rounds and final.

“The ATP Cup will launch the global tennis season for the men,” Tennis Australia CEO Craig Tiley said at the Perth Arena on Thursday.

“Four of the top 12 male players, and eight of the top 24, will play in Perth, with 24 teams competing across three cities — Perth, Brisbane and Sydney.”

The ATP Cup will have 750 ranking points and $22 million in prize money up for grabs.

“My immediate feeling is sadness that it’s not going to be there anymore and concern about where the Hopman Cup may be in the future,” McNamee told ABC News.

The International Tennis Federation (ITF) which runs the Hopman Cup said it was “committed” to continuing to stage the event and had begun searching for a new tournament partner.

“The ITF is committed to upholding the core values of the Hopman Cup in the future and are encouraged by the interest that has already been expressed,” ITF President David Haggerty said in a statement.

“We are in discussions with potential partners to decide where and when this tournament will be next hosted. We will keep the Hopman Cup alive and look forward to successful future editions of this unique event.”

This year’s event saw Roger Federer face Serena Williams as Switzerland beat the United States.

McNamee said watching two of the sport’s biggest names battle it out was a fitting farewell.

“If there was a sign off… to say well, bye bye Hopman Cup, it was the fact that probably the two greatest players in the history of the sport, Roger Federer and Serena Williams, went on court at the Perth Arena and went head-to-head,” he said.

Sports Tech Funding Climbs In North America

Funding for sports technology ventures in the USA jumped by 34.5% in 2018 over the previous year, according to the new North American Sportstech Report compiled by SportsTechX.

The size of the average deal rose to a record high of $8.75 million last year.

Only two years ago, content was the hottest investment area. Now  wearables and equipment, followed by esports, are attracting the most investment.

As the video below shows, New York City, not Silicon Valley, is the deal-making hub of the sector.

SportsTechX is the top source for data and insights about sports tech start-ups and the surrounding ecosystem. Founder Benjamin Penkert and his team has mapped the world and they help people and organisations navigate through it with authoritative publications, podcast shows and speaking gigs.

To access the North American research and learn more about SportTechX, click here.

Brewery Lines Up Phillies Pitcher In Rare Promotion Deal

A pitcher for the MLB Philadelphia Phillies has become one of the few active players in America’s major leagues to sign a beer endorsement deal as decades of resistance to player-led beer advertising gives way.

Rising star Aaron Nola, 25, will be a brand ambassador of Pennsylvania-based Yuengling Brewery, which has been a sponsor of the Phillies since 2017.

Beer and liquor companies have had advertising partnerships with teams and leagues for years, but until last year, professional sports leagues discouraged players from personally endorsing alcohol.

Last September A-B InBev made a deal with the player unions of baseball and basketball, the MLBPA and NBPA, allowing the brewer of Budweiser (among other brands) to use team sport player names and imagery in ads for the first time in about 60 years.

Since the 1950s, beer companies had voluntarily barred using players in ads through the Beer Institute’s Advertising & Marketing Code.

Nola will make personal appearances at special events to promote Yuengling beer and Phillies fans will also be given a chance to win a Yuengling home vending machine and participate in other social media sweepstakes and giveaways.

Research Shows Clubs Don’t Use Social Media To Push Retail

New research on social media has found that Somerset Cricket Club is the most effective sports team in the UK at engaging fans, ahead of the big guns in the English Premier League.

Search marketing agency Red Hot Penny rated Somerset number one, thanks in part to a phenomenal engagement rate on Instagram. Rugby union team Northampton also made the top five.

A strong performance on Twitter helped the Scottish Premiership (SPFL) claim the top spot as the strongest performing league overall, based on research from last November 5-December 7.

In examining scores of professional sports clubs, the Facebook, Instagram and Twitter activity for each club was scrutinised and ranked along with total follower numbers, followers per seat at their stadium (for Spurs the capacity of the new stadium was used), average post engagement and engagement rate across all three platforms.

The top five in the study, with the number of followers and their engagement rates.

  • Somerset Cricket – 379,504 and 4.03%
  • Glasgow Celtic – 2,781,377 and 1.48%
  • Tottenham Hotspur – 16,310,000 and 1.56%
  • Everton – 5,572,000 and 1.41%
  • Northampton Saints – 241,830 and 1.10%

Red Hot Penny found that many clubs aren’t paying the enough attention to social media to drive retail sales.

During the research period, some clubs were posting retail-related content effectively, notably Tottenham, Hearts, Dundee and Manchester City, but most teams made no mention of retail, had no ads running on their profiles and were driving zero traffic to their retail sites.

Russ Powell, Head of Marketing at Red Hot Penny, said: “Very few clubs are using social media to support their retail business, so they are missing out on a massive opportunity to bolster their revenue stream. The vast majority of social media profiles didn’t link to a club site, let alone a retail site.

He added, “Many fashion brands would bend over backwards for access to influencers such as professional sportsmen to wear their apparel. Yet clubs are just not using their assets in a smart way. It’s time for sports clubs to use what they have at their disposal and step up their retail ambitions.”

Second-Screen Use Accelerates For Young Bundesliga Fans

Apps have overtaken television as the primary way in which young people consume Bundesliga content, and the younger they are, the more they access a second screen while watching matches.

Research by the DFL show a large jump in using a second screen between fans in the so-called GenY age group and the younger GenZ demographic as second-screen use accelerates.

The most common use for the second screen is to follow a parallel match at the same time, just ahead of getting more information on the one being watched.

Check out the fascinating data in the video.