We have written about our vision for a “connected stadium” in an earlier column of iSportconnect; designing with the latest technology infrastructure in mind and considering how this can benefit the many stakeholders involved in the live sporting experience. Today we are considering one of these stakeholders in particular, the sport’s Sponsors.

The pioneers in sport sponsorship are looking to use a stadium’s technology investment to position their brand, show innovation, and create unique and exciting experiences for their customers. We have been working with one such sponsor in Australia to create a new kind of space by taking a former stock standard hospitality suite at ANZ Stadium in Sydney and turning it into a whole new technologically immersive experience for the fan. My colleague, and head of Activate in Australasia, David Fleming explains.

Telstra is Australia’s largest telecommunications company. It is the naming rights partner of the Telstra Premiership competition and Internet and Mobile partner of the National Rugby League.  Telstra was also integral to ANZ Stadium’s achievement as the first venue in Australasia to offer free Wi-Fi to all fans in and around the Stadium.

Telstra briefed Populous Activate to “totally reimagine” a hospitality suite at ANZ Stadium and create something entirely new in connectivity for the fans. It wanted to capitalize on its recently installed Wi Fi and its vision for the NRL so it needed to be completed in time for the 2014 National Rugby League (NRL) Grand Finals. The result was “The Connected Lounge”, an imaginative and interactive technology centre delivering content simultaneously using several platforms.

Telstra’s Group Media Manager, Matt McCann was clear the redesigned lounge was not to be exclusively for corporates.  “We wanted it to be the next part of Telstra’s strategy to provide brilliantly different experiences for all our fans and customers.  We wanted to use technology to bring fans closer to the action, keeping them “connected” in an environment and atmosphere that was exciting,” he said.

Telstra’s Connected Lounge is the first such corporate suite of its kind in Asia where a sponsor’s customers, NRL fans and partners all have a chance to be part of a new type of live game experience.

Some of the features of this interactive technology centre included:

•           A wall of interactive televisions with Gesture Recognition Software showcasing customised video content and live stats

•           Bespoke content generated from the Lounge by NRL media partners Triple M who called the game live for fans at the stadium

•           NRL Broadcaster Channel 9 produced half time content from the suite which was then displayed on the big screens in the stadium

•           Social content created specifically for the fans at the stadium and subsequently generated direct from inside the Lounge

•           Ability to promote Telstra loyalty initiatives to their customers in the form of instant ticket upgrades or a chance to visit the Lounge in real time.

“The Connected Lounge is the blueprint of how we’ll continue to deliver on our Connected Stadium strategy at our other stadiums throughout Australia, and how we’ll engage with customers and fans through digital channels,” said Matt McCann.

“We want to connect with our customers on a personal and meaningful level through tailored content, to deliver on Telstra Media’s strategy to create different content experiences anywhere, anytime on any screen.”

At Populous, we do not believe developing digital activations like Telstra’s Connected Lounge is the exclusive domain of the telecommunication or digital companies.  With the consumer expecting she or he will always be “on” (and every leading company knowing it must embrace the potential of digital into its business model), we anticipate there will be more and more exploitation of digital infrastructure by brands, both at stadiums and other venues.

Richard Breslin is a Senior Principal at Populous and a Director of the Asian/Pacific office headquartered in Brisbane. Richard also sits on the worldwide strategic Board of Populous. Richard is responsible for all of the firm’s projects in New Zealand and Australia.

Richard is currently leading the Populous team on the Darling Harbour Live project in Sydney in a HASSELL+ Populous joint venture. The $750M project includes the design of a convention centre, exhibition centre and theatre. He is also Director in charge of the redevelopment of Margaret Court Arena in Melbourne.

In 1997, Richard commenced work with the team on the design of Stadium Australia (now ANZ Stadium), the main venue for the Sydney 2000 Olympic and Paralympic Games. At this time, he also worked on the event overlay for the Games before moving to London where he worked on the design of the 90,000 seat Wembley Stadium, and the design of the Soccer City Stadium in Johannesburg, South Africa, for the 2010 FIFA World Cup. He was also project leader for Populous’ successful master plan for the London 2012 Olympic Park.

In 2007, Richard immigrated to New Zealand, where he led the teams on Eden Park redevelopment in Auckland and Forsyth Barr Stadium in Dunedin; – both were venues for the 2011 Rugby World Cup. 

Richard’s 

David has worked in the commercial side of sport and entertainment for over 15 years. A former member of the National Sponsorship Association, David has worked extensively in sponsorship, having acted on behalf of both brands and rights holders. He is now applying that expertise to Populous’ core business, helping design business outcomes for different sporting stakeholders such as Sponsors, Sporting codes, Government and Stadium owners.

Recent commissions include working with the ACT Government on a blueprint to develop the cultural masterplan for the City to the Lake in Canberra; commissions with brands such as Coca-Cola Amatil and Telstra on sponsorship activation at venues; working with Stadiums Queensland to identify strategic sponsorship opportunities at both Townsville and Skilled Park on the Gold Coast, and assisting Sydney Showgrounds in the development of sponsorship assets around the Royal Sydney Show. David is also working with several high profile Populous Clients in Asia on sponsorship opportunities around venues under construction.

David’s

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Global soccer icon Lionel Messi is set to face trial for alleged tax evasion, a Spanish judge has ruled. 

The judge rejected a prosecution appeal to drop the charges on the grounds the player’s father was responsible for his finances.

Messi, who plays FC Barcelona and Argentina, and his father Jorge are accused of defrauding the authorities of more than 4m euros (£3.1m; $5m).

The pair, who deny wrongdoing, have five days to appeal against the ruling. It is alleged that they withheld the money between 2007 and 2009.

The income related to Messi’s image rights, including contracts with Banco Sabadell, Danone, Adidas, Pepsi-Cola, Proctor and Gamble, and the Kuwait Food Company.

The judge ruled: “In this type of crime, it is not necessary for someone to have complete knowledge of all the accounting and business operations nor the exact quantity, rather it is sufficient to be aware of the designs to commit fraud and consent to them.”

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By Zak Brown, Founder and CEO, JMI

Recent tragedies

Over the last month the motorsports community has been left shocked and saddened by the tragic loss of two hugely talented friends. Dan Wheldon was a true IndyCar champion and one of Britain’s most successful drivers who overcame the odds to win in spectacular fashion in this year’s Indy 500. Marco Simoncelli was one of the youngest, and arguably, most exciting and vibrant riders that MotoGP has seen in years. Both these hugely talented men leave behind family, friends, colleagues and fans who took huge pleasure from their achievements.

So what impact do these events have on motorsports in general? Although one week apart, these accidents were of course unrelated – they occurred in entirely different forms of the sport, on other sides of the world, and were very different in nature. The unfortunate reality is that this is a sport where risk is ever-present – albeit, thankfully, manifestly reduced from previous levels due to an incessant drive by governing bodies, participants and the industry at large to increase safety in every area.

The infrequency of fatalities in motorsports, due to huge safety and technological advances, means on the rare occasion they occur it leaves us stunned. History tells us incidents like these accelerate the safety agenda as we saw in the aftermath of Dale Earnhardt in NASCAR and Ayrton Senna in Formula One.

Fans, like all of us, want to see great racing by the best exponents of the art and I don’t think events such as these, tragic though they are, deter sponsors. Like all others involved in motorsports, they enter the sport aware of the same risks and ultimately prepare for these eventualities. The key outcome is that the sport continues to take every opportunity to learn new ways to improve itself and safety is no exception.

F1 comes to the East Coast

On a happier note American motorsports and F1 received a timely boost regarding the confirmation of plans for New Jersey to play host to F1 in 2013. On the commercial front this would be the uplift the sport’s profile in North America needs and a street race, with the stunning Manhattan scenery as a backdrop, can do just that.

It will make the sport more relevant to this key geography as it taps into the cosmopolitan East Coast market. Moreover, the global appeal of this iconic destination has already generated a real buzz for everyone involved in the sport. As we have seen with Singapore, the street race format is proving to be an efficient and economical way to host a Grand Prix.

Danica’s presence good news for NASCAR

From a NASCAR perspective it’s been an interesting year with many sponsorship deals coming up for renewal.

The budgets available for brands might not be what they were pre-downturn but companies are still staying in the sport, just on a lower scale. This illustrates the intrinsic power and appeal it possesses for sponsors who want to stay associated at some level even in tough times. It’s also been helped by a fantastic end to the current season with Tony Stewart just pipping Carl Edwards for the Sprint Cup title at this weekend’s final race in Florida.

With NASCAR’s TV figures for 2011 healthy I’m excited for next year – especially with Danica Patrick’s full-time switch to the NASCAR Nationwide Series. Her presence will put the spotlight firmly on NASCAR, boost TV viewership and potentially bring in a fan demographic.

The way the sport responds to the growing Hispanic demographic imperative in the U.S. will be an interesting feature of 2013 and NASCAR, like many of the major league sports properties in North America, is already recognising the importance of this factor. Beyond NASCAR, I expect to see this as a strong theme of F1’s revival Stateside.

JMI (Just Marketing International) is the global leader in motorsports marketing. JMI leverages its insider knowledge, influence and relationships to deliver creative customized solutions to organizations that seek a differentiator through motorsports sponsorship to drive their business.

JMI is an independent, full-service agency representing corporations in all forms of motorsports worldwide. JMI operates from six offices around the globe and manages more than $300 million in annual motorsports investments.

JMI’s client list comprises leading corporations and brands including Boehringer Ingelheim, Castrol, Crown Royal, DIRECTV, Farmers Insurance, FXDD, GlaxoSmithKline, Johnnie Walker, LG Electronics, UBS, IBM, SUBWAY® Restaurants, UPS and Verizon Wireless.

JMI’s clients participate in all major motorsports series including NASCAR, Formula 1, IZOD IndyCar Series, The World Rally Championship, GRAND-AM, NHRA, FIA GT1 World Championship, and the American Le Mans Series.

Zak Brown’s

If you have any questions or comments for Zak Brown, please post them below…

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