The House View: Sportel, Artificial Intelligence and Me: How AI can play a transformational role in evaluating and reshaping fan engagement

October is always a bustling month for conferences, but one event that truly stands out for me is Sportel Monaco. It has been over four years since I last attended, and I am eagerly looking forward to hearing about new innovations driving the broadcast industry. One particular area that has piqued my interest, and one that I intend to delve deep into, is the transformational role that Artificial Intelligence (AI) is playing in evaluating and reshaping fan engagement from a broadcast and rights holder perspective. 

One specific area that has caught my interest is the transformational role that Artificial Intelligence (AI) is playing in evaluating and reshaping fan engagement from a broadcaster and rights-holder perspective. I plan to delve deep into this subject and attend the panel that discusses . Can AI revolutionize your understanding of your audience and deliver the content they crave? Can AI handle tasks like drafting contracts and proposals? 

As a market leader in this space, I am looking forward to hearing Magnifi’s CPO Ashwin Limaye, Dave Gillett, Head of Media Rights, Extreme E and TK Gore, Head of Sports Business Development, KISWE.

Interestingly, Magnifi, built on an AI solution, has revolutionised the way sports highlights are created, personalised and distributed, and I am keen to see the difference it can make to the post-production workflows.

My view is fans are seeking new ways to engage in real-time with their favourite sports. The power of AI for fan engagement is nowhere more evident than in its capacity for personalisation. We’re living in an era where Gen Z and the emerging generation demand a highly personalised experience from broadcasters, OTT platforms and sports rights holders to provide fans with live or non-live content tailored to their unique tastes. Whether it’s a highlight or exclusive behind-the-scenes access, AI-driven personalisation ensures that fans feel seen, heard, and catered to like never before.  This is something that we talk about a lot in our Masterclass+ events and provokes much discussion around best practice and how to best deliver. 

Another area which presents both an opportunity and a challenge is content automation. Automation will play a pivotal role in optimising content distribution. It can tailor content for various platforms, schedule posts for optimal audience engagement, and even adapt content based on real-time feedback. It is entirely “normal” these days to be able to create and distribute a 5-minute package of the best bits of a 90-minute football match without any human intervention! 

The marriage of AI and social media & liner broadcasting is a powerful force driving the evolution of digital communication and content creation. The future of social media broadcasting is intrinsically linked to AI’s capabilities, and those who lead in this space have a unique opportunity to shape how it communicates and connects. By embracing AI while maintaining a strong commitment to ethical practices, we can harness its transformative potential to create a more connected, informed, and empowered world through social media & broadcasting.

That’s it for now! See you all in weeks’ time, and I look forward to connecting with old acquaintances and fostering new connections. Please do get in touch to meet with myself or Jay Stuart.

The World Round-up: What have we learnt over the past three weeks

Over the last three weeks we have been jetting around the world and had fantastic insights from Africa, US and the Middle East.

Sportico’s Data Reporter Lev Akabas spotlights on the rollercoaster the US Open prize money structure is.

Read it here

“After years of offering larger prize money increases to early round losers, the U.S. Open is putting more money toward the brightest stars this year. The 2023 tournament has the largest purse in its history at $65 million, an 8% increase over last year for an event that has long paid the most of tennis’ four Grand Slams.”

Patrick Raupach, Partner and Head of Public Sector at Portas Consulting, looks into the region’s efforts to transform the national sports federations landscape.

Read it here

“In the ever-evolving world of sports, the significance of sports federations cannot be overstated. These organizations, tasked with governing and promoting specific sports, are the linchpins of a nation’s sporting ecosystem. Across the Middle East, where sporting ambitions are soaring to new heights, sports federations are emerging as key drivers of transformation.”

Cynthia Mumbo, CEO of SportsConnect Africa pens down a whirlwind of exciting developments in the sporting world and how East African nations have stepped into the limelight with a series of groundbreaking announcements over the past few weeks.

Read Cynthia’s thoughts here

“In a landmark move, Rwanda has partnered with one of the giants of world football, Bayern Munich. This collaboration announced recently, is set to revolutionize Rwandan football and solidify the nation’s position on the global sporting map while promoting tourism through the VISIT RWANDA platform. It is worth noting that Rwanda has had remarkable partnerships with Arsenal, PSG and the NBA through the same initiatives.”

Member Insights: Thomas Bach’s Decade Of Living Dangerously As President Of The IOC

Olympic advisor Michael Pirrie looks at the IOC’s historic weekend session in Mumbai, marking the ten-year anniversary of Thomas Bach’s presidency of the Olympic Movement, the most senior position in world sport.

Sport’s constant movement into spectacle and entertainment will take a giant leap forward when Hollywood joins the Olympics at the 2028 Los Angeles Games – more than four decades after 84 pianists simultaneously performed Gershwin’s Rhapsody in Blue on 84 grand pianos perched on raised platforms at the Opening of the Los Angles 1984 Summer Games.

India may now follow in Hollywood’s footsteps, and  bring Bollywood to the Olympics after Prime Minister Modi signalled strong interest in hosting the 2036 Games at the IOC’s historic weekend session in Mumbai.     

The Mumbai session was vital to progressing Bach’s Olympic legacy and vision, targeting host cities and sports to cushion the Games in unpredictable global conditions. 

OLYMPICS BOWLED OVER BY CRICKET

The elevation of cricket, India’s most powerful social, commercial, and political sport, to the Olympic program was critical to engaging the nation as a rising economic superpower and potential Olympic Games host.

The announcement, at the IOC Executive Board meeting also in Mumbai, was perfectly timed with the ICC Men’s Cricket World Cup also underway in India and the home team in commanding form.

The move sets the scene for India’s development as a future Olympic events destination, and counterbalance to a growing reliance on China.

The IOC’s cricket play will make the Olympics more relevant to Games nations also passionate about cricket, such as Bangladesh, Pakistan, Sri Lanka, and South Africa, and Caribbean nations. 

It will also help to generate vital revenues in  ticket sales for the Brisbane 2032 Olympic Games in Australia, also a cricket powerhouse.     

Bach’s tenure as IOC chief and effective leader of world sport, was also celebrated and discussed at dinners and on the sidelines of Mumbai, ten years on from his presidential election at the Buenos Aires Olympic session.

While Bach’s experience as an Olympic fencing champion and elite sports administrator for Germany were important in his election win, his expanding vision beyond nation horizons has been vital since to understanding and responding to the rapidly changing international landscapes of his presidency.

“Bach has managed to keep the vast multi-billion dollar Olympic enterprise of global Games operations, sports events, and commercial programs and assets functioning and performing more effectively than most might have thought possible in such turbulent times.”

Bach has moved quickly to reform and modernise; the Olympic Movement was not left in a post-election holding pattern, as often happens under new leadership in sprawling international organisations operating in fast moving, politically and commercially sensitive environments, with complex business models and diverse stakeholder needs. 

Nor was there a paralysis in decision making despite hostile global conditions, although delays in deferring the Tokyo 2020 Olympic Games as the fatal Covid virus rapidly shut down the world did surprise.               

This has been a presidency steeped in the historic sweep and scale of world events and change, which have marked and shaped Bach’s time at the apex of world sport.  

From clandestine meetings between North and South Korean government and Olympic officials, under satellite surveillance in a demilitarised war zone, to helping Afghan athletes escape with humanitarian visas and their lives after the Taliban’s brutal return, the IOC’s presidential and executive offices in Lausanne have often been on high alert.

Anticipating the likely mood and managing expectations of the international community and world sport to unexpected developments – such as Russia’s invasion of Ukraine and the recent Hamas attack on Israel and its response – has been one of the major challenges of the Bach administration.

There were new war crimes and crimes against sport, clashing with traditional values and rules of sport and international society.

This was an Olympic decade that witnessed a generational cross-over of politics, conflict, security and intelligence operations, human rights violations and drugs in sport.

The cross over involved nations like Russia that see sport and the world differently.

DECADE OF DANGER

The optimism that followed the spectacular success of the Vancouver 2010 and London 2012 Olympic Games, and Bach’s election, faded rapidly as a decade of existential Russian despair descended from the pages of ‘War and Peace’ and ‘Crime and Punishment’ on the sporting world and beyond.

The distress and desperation were triggered initially by whistle blower revelations of Russia’s covert doping operations at the Sochi 2014 Winter Olympic Games.

WADA’s subsequent investigations would alert the world to the enormous, hidden scale of Russia’s doping, the fall-out from which has spanned the decade.

The WADA reports would also highlight the need to urgently dismantle Russia’s doping culture and programs, although it still remains unclear how many lives and careers had been ruined by the state sanctioned illicit drugs program.    

Following his election, Bach likened his role as president to a worldwide orchestra conductor. If so, the score for the decade that has followed might have come from the epic musical drama, ‘Ride of the Valkyries,’ rather than Beethoven’s ‘Ode to Joy.’ 

This was the Olympic decade of living dangerously in a global obstacles course of near misses and close calls.

These included the finish of the Beijing Winter Olympics just a few days before Russia’s Ukraine invasion; issuing of shoot-to-kill orders against protestors in Almaty, the only alternative host city to Beijing for last year’s Winter Games; and diplomatic boycotts against human rights violations in China that did not develop into a withdrawal of athletes from the Beijing Games.   

The soundtracks to Olympic competition events and routines, such as “Oblivion,” “Secret Spies,” and “Ring of Death,” would also reflect the political intrigue and danger of the decade. 

United States Olympic basketballer Brittney Griner was detained by Russia on the eve of Putin’s invasion, and Chinese Olympic tennis star Peng Shuai disappeared suddenly after accusing a Communist Party official of sexual abuse.   

Sir Craig Reedie, a former IOC vice president who led WADA during its investigations into Russian doping, was targeted by a Russian spy suspected in the poisoning plot of a former Russian double agent living in the UK with his daughter. 

Meanwhile, Bach’s concern for Russian teenage skater, Kamila Valieva, who tested positive for a banned substance before competing at the Beijing Winter Olympics, was criticised as inappropriate and wrong by Russia’s deputy prime minister.

There were miraculous comebacks and escapes too. These included, in particular, the global effort against Covid and rapid vaccine development, enabling the world and international sport to recover more quickly than expected. 

There were also new ways, new mantras and new mottos under Bach as the Olympic Movement sought to move Together in Unity through Diversity.

Bach did more than change the Olympic lyrics and background music.  There has been much substance as well as symbolism.

CHANGING OLYMPIC FORTUNES

While Bach’s performance will be judged favourably against a variety of outcomes, Games and host cities for Games – the movement’s revenue lifeblood and global flagships – must be the essential key performance indicators. 

If so, this has been a consequential presidency with consequential outcomes, achieved in some of the most daunting of circumstances.

The safe, successful and surreal delivery of the Tokyo Games in pandemic conditions transformed traditional thinking about sport and complex events.

This was essentially a world-wide sporting event held inside a giant Tokyo medical science laboratory. The Games fascinated and gripped the planet.

Hope floats, and Bach has expanded the Olympic narrative and lexicon, promoting the Games as a metaphor for hope in difficult times.

Athletes also spoke with hope in Tokyo’s mixed zones after performing under strict anti-virus protocols. 

This broadened the appeal of the Tokyo Games to a world struggling with fear and death.  

“I don’t want anyone to feel sorry for me, or feel like silver or any other medal besides gold is a disappointment or anything,” said US swimming legend Katie Ledecky. 

“I would much rather people be concerned about people who are really, truly struggling in life.”

The Olympic Truce brokered between the two Koreas for the Pyeongchang Winter Games also defied expectations, a discreet network of diplomatic and political back channels and connections helping to secure the unlikely peace deal.

The Unified Korea Women’s ice hockey team brought the reclusive North temporarily out of cold isolation, and reconnected the Olympic Movement with its focus on peace.

Bach was recognised with a peace prize, and a post Olympic diplomatic career with the United Nations may await after his presidential term, which is expected to end in 2025.    

OLYMPIC LEADERS

Bach was earmarked as a potential Olympic leader, along with middle distance running champion Seb Coe, who were both chosen by the late former legendary IOC president, Juan Antonio Samaranch, to represent the athletes at the Baden-Baden Olympic Congress in 1981, a landmark for the Olympic Movement.

While Samaranch brought more of the sporting world to the Games and the Games to more of the world during an unprecedented period of Olympic expansion, Bach has guided the Olympics through an era of dramatic turbulence and uncertainty with his Agenda 2020+5 roadmap;  ‘Change or be Changed.’ Another mantra. 

Bach has been supported in key areas by Coe and John Coates, an IOC vice president, who both dined with the future president and his wife on the eve of the Buenos Aires session vote.        

As one of Bach’s key lieutenants, Coates played a central role in delivering the Tokyo Olympic Games – along with billions in revenues for Olympic sports – and in repairing the broken host city selection process. 

The reforms have helped to reverse the decline in cities bidding for the Games – due to high costs and lack of local support – by making the world’s biggest event more affordable, sustainable and relevant for host nations, cities and communities.        

Coe, as President of World Athletics, has reformed and rescued track and field with new sponsors, formats, and audiences following a series of devastating doping and corruption scandals, also involving Russia. 

Coe’s successful overhaul of track and field has helped to transform world athletics, the most important Olympic Games sport. 

The first Olympian to win consecutive 1500 metre gold medals – Coe is also a highly gifted and thoughtful international sports administrator and diplomat who led the organisation of the globally acclaimed London 2012 Olympic Games, and may be a potential candidate with skills and experience to also lead the Olympic Movement, as Samaranch envisioned.          

SAFEGUARDING SPORT & ATHLETES

The intense negotiations and lobbying in the Olympic family to secure a majority position on Russia’s war and position in sport also continued in Mumbai, heralding a new geopolitical era in sport.

This was also reflected in IOC plans announced in Mumbai to establish regional sports safeguarding hubs for athletes, beginning in Southern Africa and Pacific Islands. 

“Our world has changed in fundamental ways in recent years,’ Bach said on the eve of the Mumbai session.

“As we anticipated at the beginning of the Covid-19 crisis, we are now facing its far reaching social, financial, economic and political consequences, which are exacerbated by the ongoing conflicts, wars, and natural catastrophes which we must address.”  

Bach has also brought the IOC much closer to the United Nations for support in troubled times, in areas important to both organisations, such as climate change and human rights. 

The introduction of the Olympic Refugees team, in particular, has been important, focussing international attention on the talents, skills and needs of this globally disenfranchised and disadvantaged group.  

Russia’s war continues to take world sport deeper into territory it had not anticipated nor prepared for, with UEFA recently banning the Russian U-17 team from  the upcoming European Championship qualifications.

RUSSIA’S WAR ON HUMAN LIFE & SPORT

The war continues to challenge and divide the international community, on whether sport can be neutral to Russia’s unrelenting slaughter of human life and possible presence at the Paris Games.

Senior international sports figures fear the unique Olympic Games vision, of athletes from the nations of the world gathering in one city for peaceful competition, may be undermined when the conduct of one nation sets it so far apart from the wider family of nations that its presence threatens the Games experience for the rest of the world. 

Russia’s murderous war and ideology for many has made Olympic participation in Paris about sport’s heart, soul and humanity even more than neutrality.    

While many of Ukraine’s athletes have perished on the front lines, Russia’s athletes are expected by their  national Olympic Committee to support the war, but are spared military service to prepare for a possible Paris Games call up.

Their places in the war are taken by legions of disadvantaged young Russian men regarded as expendable because they are not gifted enough to compete in Paris. Instead, they are sent to early deaths by the Kremlin in a purposeless war.

While neutrality may provide a pathway back to Olympic competition for Russia, there may be no way back after Paris for Ukraine’s athletes if Putin prevails in his ‘special military project’ to destroy Ukraine. 

Several of the western nations that have helped to grow, fund, and globalise the Olympic Movement are also supplying military training and weapons to Ukraine, further complicating the position on sport, Russia and warnings of nuclear attack.

A final decision about Russia’s Olympic participation is also of growing significance in how the Olympic Movement is historically perceived and positioned as the death toll escalates in Ukraine. 

While Hitler’s infamous 1936 Berlin Olympic Games was used to promote Nazism pre-war, Putin’s war in contrast is already well underway, posing a growing modern-day risk to Europe and beyond in the countdown to Paris.

While Olympic leaders believe neutrality is fundamental to the identity of the Games, privately, there are also concerns about identifying the Olympic Games and brand with a war of unimaginable suffering, and a dictator also wanted by the International Criminal Court for kidnapping Ukraine’s children.

Any pretence at neutrality in Paris could ring tragically hollow, with the prospect of athletes from Russia competing in the French capital while fellow compatriots conduct mass murder and assassination operations in neighbourhoods and homes occupied by children, elderly parents, the disabled and civilians less than four flying hours away in Ukraine.

With the world heavily invested in both the Olympic Games and in saving Ukraine from genocide, the recent weekend discussions in Mumbai might prove pivotal to the future of the Paris Games and final Satz of Bach’s unfinished Olympic symphony. 

Less Than A Week To Go For SPORTEL Monaco

With just one week to go, SPORTEL Monaco (23-25 October), the world’s leading event for sports media, broadcast and technology, is on full throttle to host a content packed International Conference Summit, presented by a melting pot of sports industry decision makers and technology innovators. During the 3-day event, alongside a thriving market floor with over 2000 executive participants – a series of exciting masterclasses, visionary keynotes, innovative presentations and successful partner case studies around the latest trends revolutionizing the sports media and broadcast industry, will be announced firmly under the spotlight at Speakers Corner.

Keynotes come in the form of SPORTEL favourite, the legendary LALIGA President Javier Tebas who will share the latest insight into the iconic Spanish league’s hottest developments. Professional Fighters League CEOPeter Murray will exchange in a fireside chat about PFL’s global growth and how they are creating the champions league of MMA.

A series of eight thought provoking Masterclasses, will set the stage for discussions between sports business executives with a goal to provide the SPORTEL community with vital insights on how the future of the industry is shaping and important details to reflect upon when decision making. From  media rights, content and business tech perspectives, in collaboration with SportBusiness (Callum McCarthy and Imran Yusuf), two panels: “Sport as Entertainment : Creating Content, Building Platforms” will address whether D2C is the way to go to engage fans, monetize dark markets and sweat archive assets,  featuring Endeavor Streaming (Peter Bellamy), SailGP (Melissa Lawton) and Meg Yodfat (Infront Labs). Then a panel with a focus on: “India: A Major Global Market for Sports Media & A Tech Driver In  Our Industry”, will deliver an authentic discussion highlighting how  the region is now a major global market for sports media and driver of technology set to play an even greater role in the industry over the coming years. Panelists include Formula E (Arti Dabas), ICC (Sunil Manoharan) and Quidich (Gaurev Mehta).

A deeper look at tech from a business perspective, will reveal three Masterclasses in collaboration with Sports Video Group (Ken Kerschbaumer), including: “Sport Making Sense of AI: Limits & Possibilities”, debating whether AI is friend or foe and if it can transform the way the sports media industry understands audiences and can deliver them the content they want. Joining the debate will be, Magnifi (Meghna Krishna), Extreme E (Ali Russell)Spiideo (Ian Wray) and Sunset + Vine (Raj Mannick).  A hot topic the industry can’t be slow to embrace, is the surge in FAST and during “A FAST Track to FAST Channels“, expert panelists  including first time attendee Samsung TV Plus (Chris Gregory), along with ATP Media (Alan Bruno), Telstra Broadcast Services (Anna Lockwood) and SoFast (Sandrine Durand), will provide key considerations, both technically and financially, on how rights owners, broadcasters, platforms and aggregators can find fast success in the FAST world.

Diving deeper, a tech talk around: “Making the Most of Automated Productions” with Magnifi (Ashwin Limaye), Kiswe (TK Gore), and Veritone (Gary Warech), will highlight how to make the most of AI tools like cameras, content publishing systems, commentary systems and more, to enhance production and provide great fan moments.

SPORTEL will host two masterclasses, one continuing the business tech theme with: “Digital Evolutions for Content Delivery & Monetization”, to further explore how OTT, streaming and cloud-based services enable dynamic shifts to distribute and manage content whether live, VOD or social, with Arqiva (Greg Burns), EverPass Media (Alex Kaplan), Stages (Tiago Maranhão) and Capture (Peter Shackleton).

The second of the SPORTEL led panels: “A Country Focus: Italia”, highlights Italian sports media on a domestic and international level which evokes a passion from fans of all ages and nationalities throughout the world. An authentic panel of experts from Deltatre (Andrea Marini), FIBA (Frank Leenders), Lega Serie A (Anna Guarnerio) and special guest, the legendary Italian footballer Lega Serie A Ambassador – Fabio Cannavaro, will take participants on this tour of Italy on a domestic and international level.

New partner, Unofficial Partner, will round off with: “Sports Napster Moment” with series producer, (Richard Gillis) hosting a conversation with industry experts, asking what are the lessons of the sports industry’s battle with illegal streaming services.

Throughout the programme, eighteen presentation sessions delivered  by Sportall, LiveU, VIewLift, Pixellot, Spalk, Harmonic, Veritone, Laliga Tech, Studio Automated, Wurl, WSC  Sports, Spiideo, Kiswe, Globant, Capture, Sword Venue and Altman Solon, including a number of new participating companies, will engage the audience with diverse solution based topics and customer shared sessions. Topics will cover AI’s impact on the sports industry including: content montetization, video innovations for use in live productions to broadcast more content and reduce costs, driving fan engagement, managing sporting assets, AI automations and more. Also gain meaningful insight into how the cloud can produce world feed and multilingual virtual commentary studio, the latest in D2C, media management of assets, event planning tools, more on FAST and the future of sports streaming, plus an exclusive global sports survey. A special presentation from SPORTEL CEOLaurent Puons and Argentinian partner, Jorge StrikaCEO, J & S Entertainment Group LLC  will introduce participants to Buenos Aires in Argentina, as a new destination for SPORTEL Rendez-vous from 14-15 May 2024.


Key figures :
 

  • +2 000 participants
  • 13% newcomers
  • 24% Rights Holder / Sport Federation / League / Club
  • 20% Broadcast / Network
  • 10% Distributor
  • 12% New Technology Services / Hardware / Software
  • 66 % Europe, 17% Americas, 9% Asia, 8% others

Discover the list of confirmed companieswww.sportelmonaco.com/shortlist

Full Programme & Speakers : www.sportelmonaco.com/programme

Meet iSportConnect’s team members Ray James and Jay Stuart there.

World Table Tennis signs IC Markets Global as official trading partner

World Table Tennis has announced that IC Markets Global has joined as its Official CFD Trading Partner, marking a significant stride in the partnership between the global table tennis platform and one of the largest forex CFD brokers worldwide.

Having been a distinguished partner at the 2023 ITTF World Championships Finals, IC Markets Global elevates its involvement with World Table Tennis through an extended, multi-event partnership that goes beyond the playing field.

The WTT Series has become a global sensation, now reaching an annual viewership of over 1.3 billion. This new partnership sees IC Markets Global commit to supporting five major WTT events, ensuring an exceptional 400 hours of exposure to this growing fanbase, spanning over 180 markets worldwide. These events include WTT Contender Antalya 2023, WTT Finals Men 2023, Singapore Smash 2024, and two WTT Star Contender events in 2024.

IC Markets Global has also extended this partnership across in-broadcast graphics and WTT’s expansive digital media channels, amplifying IC Markets Global’s reach to an impressive social media audience exceeding 10 million followers and underscoring its increasing dedication to the sport.

Blythe Fitzwiliam, WTT Business Development Director, expressed his enthusiasm, stating, “After the success of this year’s ITTF World Championships Finals, it is great to see IC Markets Global validate that partnership and recognise the great platform we are building across World Table Tennis and the WTT Series. With multiple events in different markets and regions, we look forward to helping IC Markets Global continue to grow their platform through the power of table tennis.”

Cricket, Squash, Lacrosse, Baseball and Softball formally included in the Olympics

Cricket, Baseball and Softball will be part of sports programme of the Olympic Games in Los Angeles in 2028 (LA28).

Cricket’s inclusion was formally ratified by the International Olympic Committee (IOC) at the 141st IOC Session in Mumbai, following LA28’s recommendation last week.

The addition of cricket in the Olympics, for the first time since 1900, concludes a two-year process, in which the ICC worked extensively to develop an exciting proposal that supports the Olympic values and LA28’s mission to create an unparalleled experience for athletes, fans, partners and the local community.

The Olympic Games is estimated to have an audience of more than 3 billion viewers across TV and digital platforms, representing a unique opportunity for cricket to engage new audiences and further boost the sport’s reach across the world, opening the door to a new generation of cricket enthusiasts.

Reflecting on the news, ICC Chairman Greg Barclay commented, “We are thrilled that cricket’s inclusion in the LA28 Olympic Games has been confirmed by the IOC Session today. To have the opportunity to showcase our great sport at the LA28 Games and hopefully many Olympic Games to come will be great for players and fans alike.

“I’d like to thank the International Olympic Committee and LA28 for their support and for their trust in our organization’s ability to deliver a world-class event and countless new Olympic fans from all over the world. The fact that the IOC confirmation of our selection occurred here in Mumbai, during the ICC Men’s Cricket World Cup, is truly icing on the cake. The innings has just begun, and we can’t wait to see where this incredible journey leads.”

Mithali Raj, former India captain and leading female run scorer of all time said: “It is so exciting that cricket is now an Olympic sport and will make its return at LA28. Players will get the chance to compete for an Olympic gold medal and be part of the games which will be so special. It’s also a chance for more fans around the world to enjoy our fantastic sport.”

“Spotlight on the innovations both on and off the field at the Cricket World Cup”

As cricket fever grips India and the world with the ongoing ICC Cricket World Cup from 5th October to November 19th , major brands like Google Pay, Coca-Cola, Emirates among others are hoping for major ROI (return on investment).

As per Deloitte India’s Jehil Thakkar toBloomberg, brands are likely to spend about ₹ 2,000 crore ($240 million) in advertisement spots on streaming platforms during the tournament. He further added that a 10-second advertising slot during matches as well.

Vivek Sethia, Founder and CEO, India on Track says, “World Cup is a great opportunity for the brands to connect with the cricket audience. Leveraging cricket not only ensures eyeballs but also allows brands to connect with a very involved set of audience. The nature of the sport, with constant breaks, also allows for consistent brand messaging creating massive recall for new campaigns.”

Indian brands are already winning in this world cup. Gujarat Cooperative Milk Marketing Federation (Amul), has secured two kit sponsorship agreements for the 2023 Cricket World Cup with the Sri Lanka Team and the South Africa Team and is attracting eyeballs through its iconic outdoor ads. Other brands who are not directly partners with the ICC like Lenovo, Oreo, Kotak Security, Nissan are releasing ads coinciding with the world cup to target the world cup customers. For eg. Lenovo’s latest campaign leverages the unwavering passion of Indian cricket fans, gaming enthusiasts, young professionals, and students through ads set within the world cup context.

As per a report by mFilterIt, ad slot cost on streaming platform is expected to rise by 40% as compared to the 2019 world cup. To leverage the same, both advertisers and broadcasters have introduced lot of innovations as well.

In a first for the sport, the ICC Men’s Cricket World Cup 2023 world feed match coverage which is supported by Disney Star, will see ICC TV produce an additional vertical video feed, that will revolutionize fans’ viewing experience.

Sanjog Gupta, Head – Sports, Disney believes that consumers’ preferences and habits are evolving more rapidly than ever before, catalyzing the emergence of new user experiences.

“Disney Star has always played a pioneering role in taking cricket viewing experiences forward and is now proud to collaborate with the ICC to bring to sports fans for the first-time ever the ‘vertical feed’, on ICC Men’s Cricket World Cup 2023. The ‘vertical feed’ aims to deliver to digital users, enhanced convenience, engagement and immersion, beyond the differentiated screen orientation. With its uniquely designed production style entailing cameras, graphics, direction, replays and other enhancements, it promises to change the way cricket is watched,” he added.

Disney Star, which holds the broadcast rights for the World Cup, has already partnered with 26 sponsors including Herbalife, Booking.com BV and liquor company Diageo Plc.

Ajay Khanna, Senior Vice President and Managing Director, Herbalife India adds, “We are thrilled to be associated with the streaming of the biggest sporting events worldwide. Herbalife is known for its association with hundreds of world-class athletes and sporting events. It is a matter of pride for us to add the streaming of the ICC Men’s Cricket World Cup 2023 to that list. It is an exciting time for cricket, and this collaboration truly reflects our passion for this incredible sport. This also reinforces Herbalife’s mission for better nutrition, empowering people to achieve their full potential through healthier choices for health and wellness.”

“Herbalife takes pride in its sponsorship of over 150 athletes, teams and leagues across the globe, all of whom embody the company’s dedication to promoting a healthy and active lifestyle through adequate nutrition. In India, Herbalife continues to support athletes like Virat Kohli, Smriti Mandhana, Lakshya Sen, Manika Batra, Mary Kom, and para-badminton player Palak Kohli, amongst others, and major sporting events like IPL, Special Olympics World Summer Games, Ironman Goa, and many others.”

Meta too signed a partnership with the International Cricket Council (ICC) to expand the coverage of the ICC World Cup that is being hosted in India. For what Meta claims to be the largest-ever creator campaign for any ICC tournament, Meta will arrange access to various creators to provide behind-the-scenes coverage as well as interactions during, before, and after the matches.

The campaign will involve more than 500 creators who will cover the tournament on Meta’s platforms – Instagram, Facebook, WhatsApp, and Threads. Among these creators, a special group of 50, known as the ‘Super 50’, will have unprecedented access to matches, including pre-and post-match field access, interactions with commentators and ambassadors, and more.

Paras Sharma, Director and Head of Content and Community Partnerships at Meta India says, “The ICC is always looking for ways to reach new fans, and Meta’s platforms are a fantastic way to do that. It has been great to work with Meta on this project, to find unique and creative ways to bring the sport we all love to even more people across the world. We can’t wait to see the unique perspectives these creators will bring to the ICC Men’s Cricket World Cup and help make it the greatest cricket event ever.”

Juventus Announces $200 Million Capital Increase Amid Financial Struggles

Red numbers everywhere this week and we turn our focus on the Juventus situation that is not looking pretty with their recent capital raise. Will this be enough? Carlo De Marchis, ‘a guy with a scarf’ pens down this month’s business index.

Italian football club Juventus announced plans for a €200 million ($195 million) capital increase as the team grapples with continued financial losses.

The capital raise, Juventus’ third in four years, was approved by the board of directors along with the company’s annual report showing a net loss of €123.7 million for the year ended June 30, 2023. Juventus said its shareholders’ equity was reduced to just €42.1 million as of June 30 and would be wiped out by additional losses expected in the first half of the current season.

The proposed capital increase will be put to a shareholder vote on November 23. Majority owner Exor, the holding company of the Agnelli family, has committed to subscribe to its 63.8% stake, amounting to €128 million. Including the upcoming capital raise, Exor will have injected €575 million into Juventus over the past four years as the club struggles financially. An incredible investment.

Juventus posted its sixth consecutive annual loss, albeit a smaller net loss of €123.7 million compared to €239.3 million the prior year. However, net financial debt more than doubled from €153 million to €339.9 million during the year. Revenue rose 15% to €507.7 million, aided by €70 million in profits from player sales. This is all extremely troubling.

The lack of Champions League revenue this season amid a disappointing start in Serie A play will continue to strain Juventus’ finances. The club said it expects to report a loss for the 2023-2024 fiscal year, but cost-cutting initiatives should yield improved operating performance.

Juventus’ share price has dropped nearly 40% over the past year amid the team’s on-field and financial struggles. The upcoming capital increase indicates significant dilution for existing shareholders as the club seeks to raise urgently needed funds. 

In Other Stories:

There is quite some red again in general across the index mirroring the global markets that are all down on the month with the honourable exception of the UK’s FTSE 100.  The only positives could be found among the gaming sector. 

Borussia Dortmund are also not doing well, and I could only track a very technical cash-flow related reason for that or perhaps the Juventus malaise is affecting other clubs too. I know there is a different ownership structure and business model but sectors can often move together

Formula One remains positive, maybe the Apple rumours have helped but this is a great example of a Sport property that has built an incredibly robust story and they are reaping the rewards .

Sportradar has taken quite a hit as well, at this stage I’m not sure exactly why but I spotted a story about a patent infringement from yesterday. I’ll keep an eye on this one

TKO is really not doing well after their recent IPO, could WWE cuts be a reason or is the merger not making sense in reality?

Here’s the full index:

NFL signs Toyota as official automotive partner

Toyota and The National Football League (NFL) jointly announced that they have entered into a multi-year sponsorship agreement designating Toyota as the Official Automotive Partner of the NFL. 

With this agreement, Toyota will leverage the year-round NFL calendar as a powerful marketing platform to communicate its brand message to football fans across the U.S.

Engaging fans in their environment has never been more critical. With the ability to activate at official NFL events, Toyota will aim to connect with consumers in an authentic way, enhancing their fan experience and driving Toyota brand loyalty.

“The NFL is the number one sports property in the U.S. with 205 million passionate fans,” said David Christ, group vice president and general manager, Toyota. “This partnership provides us the opportunity to connect with fans through a wide array of NFL programs and platforms, allowing us to share our brand message and promote our vehicles to a diverse and highly engaged audience.”

The partnership will extend beyond the bright lights of the stadiums and into football-loving communities across the country. The League’s commitment to growing and prioritizing multi-cultural programs is directly aligned with Toyota’s focus on diversity and inclusion, as it seeks to leave no one behind in its goal to provide mobility for all. 

“We’re thrilled to welcome Toyota, a brand that has supported both the League’s media partners and its clubs, now as the Official Automotive Partner of the NFL,” said Tracie Rodburg, senior vice president, Sponsorship Management at the NFL. “Toyota shares the NFL’s strategic vision and goals, prioritizing authenticity and a commitment to their consumers, our fans. We look forward to working together to bring fans exciting programs in the seasons ahead.”

Toyota is no stranger to fans of the NFL. In the 1980s, the “Toyota Halftime Show,” first appeared on ABC’s Monday Night Football. In 2006, Toyota tackled halftime sponsorship for NBC’s Sunday Night Football, an engagement that remains in place today. Toyota’s new partnership with the NFL will be enhanced by national broadcast television and online media investments.

At a regional level, Toyota also currently sponsors eleven NFL teams through its network of dealer associations. Local activations will be driven by Toyota’s 1,200+ dealers across the U.S. Together, these partnerships will bring the shared mission of Toyota and the NFL into the living rooms and communities of fans across the nation. 

“For more than half a century, Toyota and the NFL have brought American families together for memorable experiences and iconic moments,” Christ added. “With this partnership, and the combined resources of Toyota and the NFL, the best is yet to come.”

“Brands within sport and entertainment have heightened litigation vulnerabilities”

Stephen Townley, Special Counsel, Sports & Entertainment, Stobbs IAM, International Neutral JAMS London and New York enlists the emerging litigation risks sport and entertainment brands face.

Risk 1: Environmental, social and governance risks (ESG)

ESG, according to the Corporate Finance Institute, helps stakeholders understand how an organisation is managing risks and opportunities related to environmental, social and governance. This description covers a range of topics in both sport and entertainment, including reputation.

My favourite quote of all time on reputation is that of Abraham Lincoln, who said: “Character is like a tree, and reputation is like a shadow. The shadow is what you think of it; the tree is the real thing.”

Brands within sport and entertainment have heightened litigation vulnerabilities, particularly from reputational issues. They drive curiosity, debate and public opinion. Reputations underpin brand value. With success, sport and entertainment personalities become influencers. Which brand a successful sportsman or entertainer wears, uses or endorses, either in or out of competition or performance, will influence the behaviour of others. This includes purchasing decisions. High-level influencers can then monetise this role.

Taking Abraham Lincoln’s idea of a reputation being akin to a shadow, the size of the shadow can change between sunrise and sunset and occasionally may disappear when the sun goes behind a cloud.

“Character is like a tree, and reputation is like a shadow. The shadow is what you think of it; the tree is the real thing.”

A very recent event illustrates how brand values can be impacted in the blink of an eye, or in this case by a kiss on the lips. This kiss overshadowed the victory of Spain’s Women’s World Cup team against England in the final in Australia in August 2023. The incident no doubt damaged some reputations, yet might have improved others who responded promptly. The event happened when the president of the Spanish Football Federation, Luis Rubiales, is alleged to have kissed one of Spain’s leading players Jenni Hermoso on the lips without consent during the award presentation.

Public perception of gender reputational issues highlighted by the ‘Me Too’ movement has evolved quite rapidly. Its origin can be traced to Myspace in 2006. However, when Harvey Weinstein was arrested in New York on charges of rape in 2018, the phrase became global news. The allegations against Mr Rubiales hardly warrants fair comparison with Mr Weinstein’s convictions. However, a shadow has been cast because of public attitude towards what is acceptable behaviour of a senior football official. In the entertainment sector, recent days have seen serious allegations against Russell Brand. The response from YouTube has been to take down the feed (and, therefore, the monetisation model) relied upon by Mr Brand, who is reported to have 6 million followers.

Risk 2: Likely increasing challenges to the ownership and exploitation of intangible assets as a result of the evolution of technology including generative AI

Monetisation of sport and entertainment brands has largely relied upon on an exclusivity of access model. Performing a song and streaming  a record are both examples of the creation of an intangible asset.

Such intangible assets may be recognised as intellectual property (IP) and in some circumstances exist as a combination of IP and contracts sometimes known as contract IP. IP can exist, for example, in names, images, likenesses, designs, works, performances, etc. In the sport industry, access might be through a sponsorship or endorsement agreement. Blockchain technology offers innovative new ways to monetise intangible assets through a tradeable instrument known as an NFT or smart contract. In the music industry, securitisation of a back catalogue – innovated, I believe, originally by David Bowie – has remained popular.

The lawyer’s approach to is first to identify property or analogous rights in the point of their origination and then consider their further application at the point of output. This includes  copyright, trademarks, patents, personality rights, unfair competition and goodwill.  Identifying the proprietary basis of the asset is only part of the story. A paintert may own copyright in a painting. If Hockney was the artist, the painting would have an entirely different value. Brand values reflect the value of the reputational shadow. The extent of the shadow will follow from a series of interactions with, for example, media, fans, followers, volunteers, influencers, participants, users, customers, partners, suppliers, staff, investors or shareholders and regulators.

Monetisation of sport and entertainment brands has largely relied upon on an exclusivity of access model.

When casting one’s mind back to original copyright ownership, it seemed straightforward to determine  origination at input and output and establish provenance. For example, in 1953, the Supreme Court of the United States decided that in 1937 Walt Disney broke an agreement when an unauthorised copy of 32 copyrighted images was made. In 2023, the global artist Ed Sheeran was cleared by of a claim that he had breached copyright in Marvin Gay’s song ‘Let’s Get It On’.

AI increases opportunities to conceal and confuse origination and provenance of recognised proprietorship concepts. This is apart from huge practical difficulties in enforcement with jurisdiction shopping and non-alignment of national laws. Most civil law and some common law systems require human input for artists’ copyright to exist. AI technology has transformed the ability to generate  content e scraped from the web and social media, which may involve copyrighted works  to store it in a data-lake and then decide itself without human input how to repurpose the output.

In a recent speech from Lord Justice Birss reported in the Law Society Gazette, he admitted using ChatGPT in writing a paragraph of a judgement. He was clear, however, that he had already made his decision and he was simply using a large language-based system to help put his judgement into words.

Can copyright subsist at the point of input or output of AI-generated content? Possibly. More likely at the point of input! If it does exist, who will own it and do defences such as fair use or data mining exceptions apply? AI has already generated a short film and a rock band. It was apparently used to show Harrison Ford as a young man in the latest Indiana Jones film. Sir Paul McCartney has said recently that it might generate a new Beatles album. Interesting times lie ahead.

The majority of the value in sport events rests in a live performance. This is not the same monetisation model as parts of  the entertainment or creative industries. One current manifestation of the challenges posed by the use of AI is the Hollywood dispute with the Writers Guild of America. The US has a system of registration of copyright, so a lot of early cases are arising in this jurisdiction.

Risk 3: The ‘prune juice effect’ following maturity of business structures and likely future changes in the content ownership model of intangible assets

As money inflows increase, there is a recognised phenomenon in sporting parlance called the ‘prune juice effect’. It was first observed in relation to US pro league athletes. Over time, a greater proportion of the wealth generated from monetising a sports performance and related rights as intangible assets would end up in the hands of the athlete. The magic percentage at the point of maturity in the cycle is 67% of income should flow to the athlete.

The majority of the value in sport events rests in a live performance.

This so-called prune juice phenomenon is an example of athlete power within the sport industry that seeks an increasing share of values generated. This places pressures on organisers of sports events to improve efficiencies in order to maintain margins when the cake gets sliced up. Similar initiatives have arisen in the entertainment sector as performers’ brands have become more valuable than the record labels.

This issue is now moving on as technology applied to the distribution and connectivity of content has provided new opportunities for sports and entertainment personalities to gather communities around themselves and seek to monetise these directly.

I see these changes as challenging parts of the traditional commercial models in sport, particularly with the growth of the brands of individuals through social media. Sanctioning models in sport provides an opportunity to make rules and regulations. Asserting ownership of rights by selecting hosts and agreeing terms for participation is the leverage needed.

Get in touch with Stephen Townley here.