Toyota announces partnership with Team GB and Paralympics GB

Toyota GB has announced an official partnership with Team GB (the British Olympic Association) and ParalympicsGB (the British Paralympic Association).

The eight-year agreement will extend from this year’s Olympic and Paralympic Winter Games in Pyeongchang through to the Tokyo Olympics and Paralympics in the summer of 2020, plus the Beijing 2022 Winter Games and Paris 2024 Summer Games.

Andrew Cullis, Toyota GB Marketing Director, said: “Toyota wants to make sustainable mobility accessible for everyone, regardless of age or physical ability. This mission to deliver ever-better mobility for all is at the heart of our brand and resonates with the way in which athletes can inspire people to go further and realise their dreams.

“It is an honour for us to support our national teams as their Official Mobility Partner over a period in which they will be working with utmost commitment and pride to excel in successive winter and summer Olympic and Paralympic Games.”

Toyota GB’s support for the GB teams links to the spirit of ‘Start Your Impossible’, Toyota’s global theme for inspiring the world to move in its role as the Worldwide Mobility Partner of the Olympic and Paralympic Games.

The concept will be central to the organisation’s marketing campaign supporting its Olympic and Paralympic partnership, which will include original activity and content across TV, print, digital and sponsorships.

Swansea City become first Premier League club to produce commemorative shirt for Chinese New Year

Swansea City have become the first Premier League club to produce a commemorative shirt to celebrate Chinese New Year 2018.

The special jersey, which the Welsh club has worked on alongside shirt sponsor LeTou, features Chinese characters and will be worn by Carlos Carvalhal’s first-team during Saturday’s Premier League fixture against Burnley.

Letou CEO, Paul Fox, said: “I have experienced first-hand the passion of the fans in Asia and by working closely together, LeTou and Swansea are embracing Chinese culture to reach one of the fastest growing fanbases in the world.”

Swansea’s Chief Operating Officer, Chris Pearlman, added: “We have spoken before about the importance of Asia as a key market for Swansea and indeed other Premier League clubs.

“We’re delighted to have worked with LeTou to commemorate Chinese New Year with a special shirt which embraces the language of that great nation and which we hope to repeat in years to come.”

China represents a key audience for Premier League clubs, with hundreds of millions of fans tuning into games every week. NBA sides have previously designed kit with Chinese imagery and lettering, but Swansea’s move represents a Premier League first.

Olympic Channel agrees deal to broadcast PyeongChang 2018 across India and sub-continent

The International Olympic Committee (IOC) has today announced that the Olympic Channel will live stream the Olympic Winter Games PyeongChang 2018 across India and the sub-continent, including Bangladesh, Bhutan, the Maldives, Nepal, Pakistan and Sri Lanka.

The announcement means that the Olympic Channel will air coverage live for the first time on its global digital platform at olympicchannel.com and mobile app.

Furthermore, the IOC will also work with Indian mobile network operator Reliance-Jio to provide comprehensive live coverage on its JioTV app. The ABU (Asia-Pacific Broadcasting Union) has acquired FTA rights in Bangladesh, Bhutan, the Maldives, Nepal, Pakistan and Sri Lanka.

Timo Lumme, Managing Director of IOC Television and Marketing Services, said: “This is an important step for the Olympic Channel as it broadcasts live Olympic Games coverage for the first time ever on the digital platform.

“Through the Olympic Channel and the additional broadcast on Reliance-Jio’s and the relevant ABU members’ platforms, we are able to offer comprehensive coverage across the region and ensure fans will be able to follow all the action from PyeongChang 2018.”

ECB announce new T20 partnership with Vitality

The England and Wales Cricket Board (ECB) has today announced a new partnership with Vitality.

The health and life insurance company has signed a four-year deal to sponsor ECB’s domestic T20 Blast as well as key grassroots T20 tournaments – plus a two-year agreement to be the title sponsor of all England’s home international T20 series, both women’s and men’s.

The new partnership will give Vitality full competition naming rights, in-ground advertising and hospitality rights as well as access to England players.

ECB Commercial Director, Rob Calder, said: “We’re excited to be working with a partner who shares our enthusiasm and passion for T20 cricket. It’s the fastest growing format of the game, an integral part of ECB’s long-term strategy and has a critical role to play in bringing new people to the sport.

“Vitality are an established brand in the sports marketplace with a proven track record of using sponsorship successfully to grow fan-bases and improve participation levels. They’re a natural fit for a partnership to drive interest and engagement in all our different T20 competitions at every level.”

Neville Koopowitz, CEO of Vitality, added: “We’re delighted to be partnering with the ECB for T20 cricket. T20 is a brilliant innovation that’s revolutionising the sport around the world.

“This new sponsorship aligns with our own vibrant brand and fits with our desire to increase awareness and engagement among families and across all levels of the game while at the same time telling more people about Vitality.”

Red Bull unveil plans for new global ‘Pump Track’ cycling series

Red Bull has teamed up with Velosolutions to launch new global cycling race series ‘Red Bull Pump Track World Championship’.

The series plans to take pump track racing to a new level and bring a fresh face to bike racing all around the world from New Zealand, USA, Chile, India, France, Japan and in the UK,.

Qualifier events will take place around the world ahead of the grand final in Lenzerheide, Switzerland, which will coincide with the UCI MTB World Championships.

Claudio Caluori said: “We are extremely grateful for all the adventures, new friendships, countries and cultures we have experienced around the world during Velosolutions pump track constructions.

“Through our partnership with Red Bull we can now give something back, The Red Bull Pump Track World Championship gives riders from around the world the chance to be a World Champion and make their country proud.”

BBC agrees deal to broadcast 2018 All England Badminton Championships

The BBC has agreed a deal to broadcast every day of the 2018 All England Championships live on its digital platforms.

The agreement follows the BBC’s commitment to broadcast 1,000 extra hours of live sport a year online.

Adrian Christy, Chief Executive of the Championships’ organisers Badminton England, said: “To have the BBC back on board broadcasting every day of the YONEX All England live is another significant milestone for our sport and one I am sure will play a significant part in inspiring even more than the one million adults who currently play badminton each month in England alone.

“We are in no doubt that there is demand from sports fans right across the UK to have access to a wider variety of sport online and on their TV screens – and live, world class badminton brings all the action, emotion and drama fans expect.”

Badminton was initially one of five sports to lose all its funding for the next Olympic and Paralympic cycle but UK Sport has now altered its stance and announced plans to fund world bronze medallists Gabby and Chris Adcock for the 2020 Olympics.

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London to host new ‘Athletics World Cup’ as part of #BehindEveryGreatCity campaign

London will host a new Athletics World Cup later this year as part of the Mayor of London’s #BehindEveryGreatCity campaign.

The competition format will feature all field and track events up to and including the 1500m will star USA, Great Britain & Northern Ireland, Poland, China, Germany, France, Jamaica and South Africa. The event takes place under floodlights across Saturday 14 and Sunday 15 July at the London Stadium.

Richard Bowker CBE, Chair, UK Athletics, said: “The Athletics World Cup London 2018 will be one of the biggest athletics events in 2018 and as such we’re thrilled to be able to launch it at the London Stadium. This is world-class competition where nation will face nation and fans will see an amazing feast of athletics over two days featuring many of the biggest global superstars in the world of sport.”

The Mayor of London, Sadiq Khan, added: “It’s fitting that each nation competing in the Athletics World Cup will be captained by a woman as we mark the centenary of the first women securing the right to vote, I am delighted British Athletics has joined me in the #BehindEveryGreatCity campaign to support the continuing success of women and our push for greater gender equality from all backgrounds.”

IAAF president, Sebastian Coe, said: “This is one of the exciting innovative events we are seeing in our sport and our thanks go to British Althletics and the Mayor of London for creating it and hosting it. We have 8 lanes, 8 top nations, 8 teams and a host of world class athletes lining up in each event to win the trophy and prize pot. This will be a fast-paced and exhilarating experience for athletes and fans.”

Formula 1 announces ‘Grid Kids’ in partnership with FIA to make races ‘more relevant’

Formula 1 has announced the introduction of ‘Grid Kids’ in partnership with FIA to make its races more relevant for young fans. The move follows its recent to decision to ban ‘Grid Girls’.

Both Formula 1 and FIA will work alongside Grand Prix promoters ASNs – the FIA-recognised national sporting authorities – to provide a unique opportunity to youngsters and their families to be part of each race weekend.

Sean Bratches, F1 managing director of commercial operations, said: “This will be an extraordinary moment for these youngsters: imagine, standing beside their heroes, watch as they prepare to race, the elite of the elite in motorsport, to be there, alongside them in those precious few minutes just before the start.

“What an unforgettable experience, for them, and their families. An inspiration to keep driving, training and learning so that they can dream of one day being there themselves. What better way to inspire the next generation of Formula 1 heroes.”

FIA President, Jean Todt, added: “Formula 1 is the pinnacle of motor sport and the dream of every young racer competing the junior series that make up the FIA’s single-seater pyramid, from karting all the way to F1.

“We are therefore delighted to bring that dream a little closer by giving the future champions of our sport the opportunity to stand alongside their heroes on the grid in the build-up to the race start.

“For the wider FIA, this is an excellent initiative that provides additional support to our member ASNs in their efforts to grow motorsport worldwide through a unique reward they can make available to youngsters participating in their national series.”

Disrupting sports broadcasting: hidden opportunities for sports streamers

Winter has come for American sports fans in the best possible way, as the weekend’s thrilling Super Bowl will be followed by two weeks of Olympic competition.

I know I am not the only one eagerly awaiting live curling in the pre-dawn hours. Yet, as viewing habits change, more Americans will stream these events instead of watching them on a TV set.

Younger generations are leading the streaming revolution; GfK MRI data shows that 70% of Millennials (+20 points from Americans overall) and 76% of Gen Now (+26 pts) used a streaming service like Netflix or Hulu in the last month.

Streaming is essential to reach and engage younger sports fans, and Millennial sports fans in particular represent a tremendous opportunity for sports broadcasters and marketers.

While 41% say they are willing to pay for sports content (+16 points from Americans overall and +12 points from sports fans overall), only eight percent currently pay for it.

NBC is fully embracing streaming in February. There were 11 hours of streaming content surrounding the Super Bowl, and for the first time the Olympic opening ceremony will be streamed live. NBC is not the only one going all in on streaming: this spring, ESPN Plus will go live, and in the fall, Turner Sports will place most of their UEFA Champions League soccer games on a new streaming service.

Staying ahead of the broadcast curve has never been more difficult, with business models often running to catch up to ever-changing technology and new opportunities coming online every single day.

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Interestingly, teams are also shifting to streaming. In a groundbreaking partnership, MLS’s Los Angeles Football Club (LAFC) announced this week that YouTubeTV will hold their local media rights. The move by LAFC and Turner Sports makes sense as soccer fans are more likely to use a streaming service than sports fans overall (57% vs 50%).

While it’s clear that broadcasters are boosting the accessibility of streamed sports content to meet the needs of the market and capitalise on the sports rights they own, are they prepared to use engagement to keep fans coming back, and paying, for more?

New research has identified a few ways to capture the opportunity that Millennial sports fans present.

Creating a conversation

Millennial sports fans value online communities, and 62% think that virtual interactions can be as good as in-person ones. So how can streaming outlets foster a community? E-sports platforms like Twitch are a great case study, as they allow online spectators to interact with each other and the players in real time. Perhaps TV networks can provide a way for fans to discuss the starting line-up and other key decisions in real time through their streaming services.

Getting personal

Being able to customise the streaming experience will also help attract and keep Millennial sports fans, as 79% tend to prefer products that are tailored to their needs (+15 points from Americans overall). And personalisation that integrates home technology and digital assistants would be even better, with Millennial sports fans being more likely to describe their home as a high tech zone (42%, +14 points from Americans overall) and 1 in 5 having a home assistant like Amazon Echo in their house. Perhaps in the future, Alexa can help tailor a viewing schedule for fans and I won’t have to go hunting to see what channel curling is on at 4 AM.

The good news is that the engagement of Millennial sports fans can lead to advocacy. Sixty-two percent typically go out of their way to tell others about products and services they like, paving the way for future growth.

While Millennials are a commonly decried as disruptors, they can truly lead the way to new revenue streams in the sports world and hopefully, a life-long relationship with teams and the content providers that connect them.

About the contributor

Adam Swift is a Senior Analyst on the Consumer Life team at GfK

PepsiCo renews UEFA Champions League partnership

PepsiCo has extended its partnership with the UEFA Champions League for the 2018-21 cycle.

The new agreement also includes sponsorship rights for the UEFA Super Cup in 2018, 2019 and 2020.

Commenting on the deal, Guy-Laurent Epstein, UEFA Events SA Marketing Director, said: “Since joining the UEFA Champions League partner family in 2015, PepsiCo and its brands have promoted the competition globally and we are pleased to continue our strong relationship into the 2018-21 cycle.

“From innovative digital activations, to on-pack promotions in over 100 markets, PepsiCo is the perfect partner for UEFA as we continue to build interest and awareness of the UEFA Champions League around the world.

“The UEFA Champions League Final Opening Ceremony presented by Pepsi has brought new audiences to the competition and we look forward to another exciting show in Kyiv.”

Ramon Laguarta, PepsiCo Global President, added: “PepsiCo has a great, storied history with the game of football, which is why we’re delighted to be renewing our partnership with the UEFA Champions League. Over the past three years this has been a powerful, exciting platform, and we remain committed to bringing the best of football to millions of fans across the world.”

PepsiCo’s deal represents the third partnership extension for the 2018-21 sponsorship sales process for the UEFA Champions League, with Heineken and Nissan signing new deals, while Santander has joined as a new partner.