KFC Sponsorship of 2017 Rugby League World Cup Leaves a Bad Taste For Experts

By Christian Radnedge

The announcement of fast-food chain KFC as the latest sponsor for the 2017 Rugby League World Cup has been met with widespread condemnation from public health experts.

This week it was revealed that KFC will be the official quick-service restaurant at the tournament which is to be held in Australia, New Zealand and Papa New Guinea between October and December this year.

The partnership also includes a number of marketing rights, such as on-pitch advertising and branding on the video referee board during try referrals.

However, the deal has not gone down well with public health officials who claim the sponsorship is negative step in the fight against obesity.

Consumer NZ chief executive Sue Chetwin said the advertising would be particularly harmful to children.

“[KFC] is doing it because they want to build up a life-long addiction to their food,” she said.

“Rugby League as a game is largely supported by Maori and Pacific Islanders and these children are the children suffering most already.”

Her comments were backed by obesity expert Dr Robyn Toomath, who argued that fast food chains were jumping on the positive atmosphere surrounding big sporting events.

She said: “When you advertise something that is inherently bad with something that is recognised as inherently good, you get the ‘halo effect’.

“The bad thing gets elevated into an arena where people think it is a terrific thing.”

Ministry of Health figures show that New Zealand has the third highest obesity rate in the OECD with one in three people older than 15 obese, and one in 10 children.

However, New Zealand’s Minister of Health Jonathan Coleman defended the deal in the wake of the criticism and insisted that this type of sponsorship was needed.

“You’ve got to look at do the benefits outweigh the potential costs,” Coleman said.

“The fact is a lot of sport in New Zealand, right down to the community level, wouldn’t take place without this type of sponsorship.”

The 2017 Rugby League World Cup will be the 15th edition of the tournament, with 14 teams competing for the top prize – last won by Australia in 2013.

British Olympic Association Extends Partnership With Deloitte Up Until Tokyo 2020

The British Olympic Association (BOA) has announced its continued partnership with Deloitte UK up to and including the Tokyo 2020 Games. This will extend the alliance that started in 2007 and has been integral to the planning, preparation and delivery of the BOA’s success through London 2012 and Rio 2016.

Deloitte will draw on its experience of delivering performance programmes, its global network and its position as a leading advisor in the sports business industry. Services will be provided through a combination of consultancy projects and Deloitte secondees embedded within the BOA’s core team.

Deloitte is already working with the BOA in its advanced planning and readiness preparations for the PyeongChang 2018 Olympic Winter Games and the Tokyo 2020 Olympic Games as well as providing strategic advice to support the BOA to create and implement a long-term digital strategy.

Deloitte enjoys a strong history with Olympic Sport, having been at the heart of the operations for London 2012, which set a new benchmark in hosting Olympic Games. The success of the London Games acted as the launchpad for the BOA partnership and cemented Deloitte’s place as a vital part of the team that propelled Team GB to historic success in Rio; where, against a backdrop of challenges, it finished second in the medals table, as the first nation to ever win more medals at a Games following a home Games and with gold medals in more sports than any other nation.

It was acutely understood that the Rio 2016 Olympic Games would pose a series of complex problems in the build-up and during the execution of the Games themselves. The BOA’s planning and operations, developed in close partnership with Deloitte, were geared towards achieving the objective of having the best prepared, best performing and best supported team during the Games.

Deloitte will continue to bring innovative approaches to help the BOA strengthen its position as a financially sustainable business and competitive global brand. This builds on the firm-wide crowdsourcing initiative it ran in 2015, creating ideas to develop the Team GB brand and the BOA’s events strategy.

Bill Sweeney, British Olympic Association CEO, said: “Deloitte played a vital role in shaping and driving our programmes in the build-up to and during Rio 2016. There are a lot of independent and interactive components that deliver success on the field of play and Deloitte were key in helping us to manage this process. We share a long and successful relationship and it is therefore with great pride that we can look ahead to PyeongChang and Tokyo, putting in place innovative and bespoke solutions to help reach our ambitious targets.

“This extended partnership also takes us into a new strategic phase where we will review various initiatives which will allow the British Olympic Association to evolve and grow as a fully integrated and sustainable business model.”

David Sproul, Deloitte Chief Executive and Senior Partner, said: “Our Deloitte British Olympic Association secondees in Rio played critical roles in supporting Team GB athletes to deliver the best ‘away Games’ performance ever. Renewing this partnership will help us further the impact we have on the BOA as an organisation, whilst providing unique opportunities for our people and clients over the next four years.”

Manchester City Have Nothing To Celebrate, Says Chairman Al-Mubarak

Manchester City’s chairman Khaldoon Al-Mubarak has insisted that there is “nothing to celebrate” from the club’s 2016-17 campaign, the first under manager Pep Guardiola.

Al-Mubarak was speaking to City’s inhouse media following the end of the Premier League season in which the club finished third.

City also suffered upsets in the UEFA Champions League and FA Cup, losing to Monaco and Arsenal respectively.

But Al-Mubarak was confident that the club was heading in the right direction and promised to back Guardiola with significant funds to boost fortunes on and off the field next year.

“There’s nothing that annoys me more than people either calling me or sending me a message congratulating me on third place,” he said.

“My answer was pretty standard to everyone, ‘Don’t congratulate me on getting third, there’s nothing to congratulate, only congratulate me if we win the league’.

“So, this is not the ambition, not at all. There’s nothing to celebrate. I think it’s something which is important, it’s critical, and I know it requires a lot of hard work, particularly in this league, to be in the top four, but our ambition is to win the league. And if not winning it, to go as close as physically possible to winning the league. I think this year, in that area, we didn’t do that.

“In a normal circumstance ending the season without a trophy would be a very disappointing season but it’s not, it really isn’t.

Right Direction

“I think while I would say not winning the league and not being within close range of winning the title is no doubt a disappointment, not winning either the FA Cup or the League cup is also, I think, a disappointment. We are team now that expects to win every year at least one trophy. And then to go further every year in the Champions League.

“So from that perspective the season has been a disappointment but if you look at it from a different lens we are truly going in a direction that is positive. I am very excited about how we are developing as a team, how Pep has taken the squad and really started a process of going through that natural cycle of development.

“We’ve gone through several cycles over the last nine years and we’re in the middle of one now but you can see where we’re going. I have high confidence that we are going in the right direction. You’ve seen many glimpses of us playing a type of football that is very exciting and very entertaining that I think the fans will grow to love and the results will come, I have no doubts the results will come.”

City have already made a number of key investements ahead of the new season. In March, they announced a partnership with Nexen Tire to become the Premier League’s first official kit sleeve partner.

The club has also lavished funds on player recruitment, spending £43.6 million Bernardo Silva from Monaco and £34.7 million for Benfica goalkeeper Ederson.

iSportconnect Praised by Sports Business Leaders For ‘Valuable’ Wimbledon Masterclass

LONDON, 24 May 2017 – Sports business leaders praised iSportconnect for delivering a brilliant Digital Fan Engagement Masterclass, filled with high-profile attendees and “valuable” insights on the digital aspect of sports.

More than 100 people attended the event, hosted for the first time at the All England Lawn Tennis and Croquet Club (AELTC), home of The Championships, Wimbledon, on 23 May 2017.

The event featured three panels and two case studies, in which speakers discussed ideas and strategies to improve fan engagement and revenues. Also, two breakout sessions between panels gave the attendees the opportunity to sit down and engage in discussions on the changes in the digital environment in sports.

World-renown organisations, such as UCI, Wimbledon, Sky Sports, LaLiga, World Sailing, Jaguar & Land Rover, IBM, NEC Group, Thomson Reuters and Arsenal FC led the conversation, providing information on the perks of data-driven marketing or strategies for turning fans into paying customers.

Other prominent organisations in the sports industry attended the event, including AS Roma, ATP Media, Chelsea FC, Discovery Networks, Draft Kings, EFL, FC Barcelona, Formula-E, Inter Milan FC, Ironman, ITF, Liverpool FC, Manchester City FC, NBA, NFL, Sport England, The FA, The Premier League, UEFA, Williams Martini Racing, World Rugby and WWE.

Sebastien Gillot, UCI’s head of communication, said: “I want to thank iSportconnect for inviting the UCI today. It was a great experience and it allowed us to share challenges and find ideas to develop our strategies for the digital industry.”

Daniele Sano’, head of strategic alliances at AS Roma, said: “I found this event valuable for the level of the speakers and the content discussed. Also, there were many rightsholders from many sports and it was useful to share views and ideas in a relaxed environment.”

As all iSportconnect events, the Digital Fan Engagement Masterclass operated under Chatham House rule to encourage a free exchange of ideas and views.

For more information and to register your interest in future event, please contact our Event Manager at adi@isportconnect.com

England Netball Appoint Sport Collective to Support Commercial Strategy

The National Governing Body for England’s biggest female sport has appointed sports rights and marketing agency Sport Collective to support England Netball’s strategic business plan and forward commercial operations.

England Netball has overseen unprecedented growth in the sport with circa 1 million women and girls regularly playing netball each week. The continued expansion of the

Vitality Netball Superleague and Netball World Cup taking place in Liverpool in 2019 provides the perfect timing for England Netball to utilise the commercial experience of the team at Sport Collective.

Sport Collective will be working closely with England Netball to develop and implement new strategies to increase return from participation and coaching pathways, membership and engagement and traditional commercial revenue streams.

Joanna Adams, CEO of England Netball said: “We’re delighted to be working with Sport Collective to utilise their fantastic experience and insight in creating commercial strategies in sport. They have already demonstrated their creative approach to business planning with our participation programmes and we look forward to working with them across other areas of the business.”

Sean McAuliffe, Director of Sport Collective said: “England Netball has done an incredible job in growing the sport and this is an exciting time to be working in Netball. We have vast experience of executing winning strategies for NGBs and we’re excited about the new initiatives we’ll be putting in place as we support the ongoing commercial programme.”

Sahara Force India Announce Partnership with SPORTbible

Sahara Force India announced a new partnership with SPORTbible.

Part of the popular LADbible Group, SPORTbible will bring to life a busy activation programme aimed at showcasing the excitement of Formula One to a young audience – very much in line with the sport’s desire to open up access to new generations.

Starting at the Monaco Grand Prix and throughout the 2017 season, SPORTbible branding will be featured on the nosecone of the VJM10.

Vijay Mallya, Team Principal of Sahara Force India: “It’s great to begin working closely with SPORTbible. They are an exciting brand, reaching out to engage a dynamic group of young fans who are going to shape the future of our sport. This partnership is a testament to the growing appeal of our team with the younger generations, who identify with our can-do approach and our friendly, yet professional attitude.”

Paul Rayner, Publisher of SPORTbible: “We’re excited and incredibly proud to be partnering with Sahara Force India. There’s a great deal in common between our two businesses – they are young, focused and delivering results in a competitive environment, just like us. Together, we’ll be collaborating to deliver a unique angle on the world of F1 for the smartphone-first generation. “

ATP Extends Season-Ending Tournament in London Through 2020 With New Title Sponsor

The ATP announced today that its season-ending tournament will continue its stay in London a further two years through to 2020, under a new title sponsorship with one of Japan’s leading innovation companies, the Nitto Denko Corporation.

The tournament, first staged in London in 2009, will now be renamed the Nitto ATP Finals.

“We’re delighted to extend our stay in London and to have Nitto come on board as title sponsor over the next four years,” said Chris Kermode, ATP Executive Chairman & President.

“It’s fantastic news to have such an ambitious and innovative company partner with our season-ending showcase in what is unquestionably one of the most exciting times in men’s professional tennis in recent memory. We look forward to a successful partnership and to the continued growth of our season finale in London,” added Kermode.

Kermode was joined for the announcement, held at The View from The Shard in London, by special guests including the likes of Boris Becker, a three-time former champion.

Nitto is Japan’s leading materials manufacturer offering over 13,500 diversified materials to more than 70 business fields such as electronics, automobiles, ecology and life science.

In 2018, the company will celebrate its 100-year anniversary and the Nitto ATP Finals will form an integral part of their strategic initiatives for increased business and brand value to their next century.

Hideo Takasaki, Nitto President, CEO & COO, said: “We are very proud to become the title sponsor of the ATP Finals. Featuring the world’s top men’s professional tennis players, the ATP Finals fits very well with Nitto’s philosophy, where we challenge ourselves to gain top share by utilising our unique technology both locally and on a global level.”

International Festival of Extreme Sports Announce Video Production Partnership

The Festival International des Sports Extrêmes (FISE) announced Tellyo for the video production, editing and sharing of the FISE World Series in Montpellier, France.

in 2017, FISE celebrates the 20th anniversary of its World Series, bringing together the best amateur and professional riders in disciplines such as BMX, Skateboard, Mountain Biking and Wakeboard.

FISE will use Tellyo to enhance the experience and atmosphere of the Montpellier Festival through social videos, creating clips and highlights in real-time.

Since entering the market in 2015, Tellyo has collaborated with numerous entertainment and sports brands, including MTV and the International Table Tennis Federation (ITTF).

Speaking about the partnership, Richard Collins, CEO of Tellyo, said: “We are delighted to have been selected by FISE; extreme sports create very special and thrilling content, by using our solutions, this can be captured and communicated via social in real-time.”

Joseph Villeflayoux, Marketing and Communications Director at Hurricane Action Sports Company, which oversees the event added: “Over 600,000 spectators are expected at the Montpellier Festival as well as many of the world’s leading extreme sports athletes; both groups are young, dynamic and demanding in regards to digital content.”

“The action at the Festival will be very impressive and by working with Tellyo, we hope to recreate the experience online and give our audience engaging content across multiple social media platforms.”

Leeds United Appoints Former West Ham Managing Director

Leeds United announced the appointment to the Board of Angus Kinnear as Managing Director, starting 8th June 2017.

Angus joins the club after spending the past three years as Managing Director at West Ham United where he presided over the Hammer’s move from Upton Park to the Olympic Stadium, growing the season ticket base to over 50,000 and doubling commercial revenue.

Prior to his spell at West Ham, Angus spent a decade at Arsenal as the Gunner’s Director of Marketing, Sales and Partnerships.

During his time with Arsenal, he led the club’s sales and marketing strategy for the Emirates Stadium and the surrounding property regeneration before focusing on growing Arsenal’s brand and commercial interests internationally.

Speaking about the appointment, Leeds United chairman Andrea Radrizzani said, “I am delighted to bring in a Managing Director of Angus’ calibre and experience and on behalf of everyone at Leeds United, I would like to wish him a very warm welcome to the club.

“I have experienced working with Angus in the past and I am confident his commercial experience and management skills will help to bring Leeds United to the next level of engagement for partners and fans.

“I am looking forward to working with him as we drive Leeds United forward into a new era.”

Tottenham Hotspur Extends Shirt Sponsorship With AIA to 2022

Tottenham Hotspur have agreed an extension with kit sponsor and insurance group AIA until 2022.

The Premier League club announced the news while in Hong Kong, where AIA has its global headquarters.

Tottenham began their relationship with AIA in 2013, and the original deal was believed to be worth around £16m a year to the new club.

Reports suggest the new extension has brought an increase on that figure.

Tottenham, who finished second in this year’s Premier League campaign, are currently on a post-season tour of Asia and this announcement further signifies their intent to grow the club’s fanbase in the region.

Their cause has been helped by the form of South Korean forward Heung-min Son, who scored 21 goals in all competitions to become the most prolific player from his country in European football history.

Spurs chairman Daniel Levy said: “This new long-term agreement demonstrates the strength of our relationship with AIA and underlines just how much we both value this partnership.”

In response, AIA group chief executive Ng Keng Hooi said: “I am delighted we are extending our partnership at such an exciting time in AIA’s history as we continue to grow, guided by our vision to be the pre-eminent life insurer in the world.”

The new deal is expected to include visits of Spurs coaches to AIA foundations in the Asian region.