The British & Irish Lions Name Fuller’s London Pride As Official Beer Partner

Fuller’s London Pride has signed a two-year partnership with The British & Irish Lions.

The agreement will see Fuller’s London Pride become the Official Beer of The British & Irish Lions continuing the brand’s long standing relationship with rugby; from supporting the game’s grassroots community clubs up to the elite level, and as an iconic ale enjoyed by spectators and players alike for generations.


Fuller’s London Pride will launch the partnership with its Roar with Pride campaign, offering supporters a range of VIP experiences around the Lions’ three-Test series against Rugby World Cup champions, South Africa. Fans of the amber ale will also find Lions branding incorporated across Fuller’s London Pride packaging and products, as well as at point of sale in pubs and supermarkets.


The campaign will also look to support clubhouses and grounds across the UK, with Fuller’s London Pride set to also announce further promotions in partnership with the Lions designed to give something back to fans, clubs, and the wider rugby community.


The partnership will see the Chiswick-based brewer pouring at the Lions’ historic match against Japan at BT Murrayfield Stadium on Saturday 26th June 2021, the first time the Lions have played a Test match on home soil since 2005. In addition, Fuller’s London Pride will receive access to the Lions’ coaching team and behind the scenes footage from the Tour to offer beer lovers an exclusive content series. A limited-edition range of Fuller’s London Pride and Lions merchandise will be available to win for promotional activities.


Ben Calveley, Managing Director at The British & Irish Lions, said:
“We all know that big sporting occasions go hand in hand with an excellent beer, so we are delighted to have agreed this partnership. London Pride is an iconic brand with a rich rugby heritage and is enjoyed by rugby supporters up and down the land. We are delighted to welcome them to our family of commercial partners and look forward to working together to create a truly memorable Series.”


Tim Clay, Managing Director, Asahi UK, said: “Fuller’s London Pride has had a proud association with rugby for many years, so it is very exciting and a real privilege for us to become the Official Beer of The British & Irish Lions and to be able to display the iconic Lions shield across our product range. The Lions has a special place in the heart of rugby fans throughout the four nations, and we hope to be able to help fans to maximise their enjoyment of the much-anticipated Series.”

Why Sports Brands Need To Be Fanatical About Their Subscribers

All this week, iSPORTCONNECT in collaboration with Singula Decisions, will give you insights into the Psychology of a Sports Subscriber to celebrate the launch of the new report from the specialists in Subscriber Intelligence.


As a sports brand, you’ve spent a great deal of time and money acquiring rights for sports content. Then you create a pay-offering, where fans are able to subscribe to your service and enjoy their favourite sport, team and player. For many brands, that’s all you need right? The truth is, the relationship between a subscriber and their sports OTT service is far more involved and needs to be carefully cultivated.

Understanding a subscriber is not just about what they watched, what demographic group they are, or what propensity models predict; to fully understand what makes subscribers tick – you need to get to know them on a much deeper level. What do they think? How do they feel? Do they really care about your brand or is it only the sport they care about?  By exploring these questions, all sports OTT brands can take a fresh look at their subscriber and build an experience that goes beyond just the sport.

In a new consumer study, Singula Decisions commissioned QualiProjects to take a deep dive into the psychological and emotional drivers that consumers experience when subscribing to sports subscription services such as Sky Sports, Amazon Prime, ESPN+, NFL Game Pass and more…and the results were surprising.

THE SUBSCRIBER PSYCHE 

Unlike an entertainment OTT service, sports delve much deeper into the psyche of a subscriber. This creates a complicated relationship, with an emotional struggle between the brand, the sport and the subscriber. 


All subscriptions by nature are akin to emotional relationships with two people and hence require the building of trust and respect. Sadly, the brand-subscriber relationship is incredibly weak, creating ample opportunities for rupture and churn and allowing any threat from competition to become even stronger. 


TWO IS COMPANY, THREE’S A CROWD

Sports subscriptions have 3, not 2, parties in the relationship – the subscribers, the brand and the sport. For many, the brand is simply the vehicle to getting to watch their favourite sport – like an annoying friend you tolerate, just because you have to. 

From a psychological perspective, the sport (and not the brand) fulfils many core human needs which means that subscribers are typically less loyal to these brands – so subscribers can be fickle and will naturally leave when an alternative is available.

It is therefore crucial for sports OTT brands to understand and consider how they can cater to core psychological drives – not only through the content they offer, but also through how they interact with a subscriber base that is intensely passionate about sport.



MOVE FROM TRANSACTIONAL TO EMOTIONAL

Ultimately, many sports brands are failing to understand the ‘subscriber mindset’ and are struggling to connect emotionally with their customers. Therefore, sports OTT brands need to work much harder to building relationships with their customers in order to grow revenue, services and subscription longevity. 

For brands that want to be relevant and retain subscribers, it’s crucial to quickly move from a transactional relationship that is defined by price, to an emotional (ideally indispensable) relationship in which it’s very clear to customers that it is the sports brand which provides the value to their lives.

BE FANATICAL ABOUT YOUR SUBSCRIBERS

However, all is not lost. Don’t give up on the relationship just yet. Instead, be fanatical about your subscribers, think differently and connect emotionally across all stages of the customer journey. Your brand can be so much more than the sport your subscriber cares about.  

For more insight into the Psychology of a Sport Subscriber, download a copy of the free report by following this link – https://campaign.singuladecisions.com/sports.

DHL To Continue As Formula One’s Official Logistics Partner

DHL and Formula 1 have extended their long standing global partnership, which spans across a number of decades.

DHL thus remains the Official Logistics Partner of Formula 1® for further years and will continue to be responsible for shipping world-class motorsport around the world. 2021 sees 23 destinations on the Formula 1® racing calendar, the largest number in the sport’s history, with DHL transporting race cars, fuel and oil, equipment for the racing teams and transmission technology. DHL has been official logistics partner since 2004, winning each “races between the races” at every Grand Prix around the world. 

“We are proud to continue our unique partnership for the years to come,” says Arjan Sissing, Global Head of Brand Marketing at DHL. “Formula 1 has been delivering the ultimate in speed, precision and technology to its fans for over 1000 races and it is DHL who delivers Formula 1 across the globe. For more than four decades, our common values connect us with each other and made it possible to win any logistics races around the world, before the first tires touch the track. We are looking forward to defend our title in each of these races between the races.”

The transport volume of up to 1,400 tons have to be transported from one venue to the next within the shortest possible time and with great reliability. That’s why DHL employs a team of motorsports logistics specialists who work closely with Formula 1® management and the racing teams. Just like on the race track, it’s all about speed, precision and cutting-edge technology.

Stefano Domenicali, President and CEO, Formula 1®, added: “DHL is our longest standing global partner and we are delighted to have signed a partnership extension that demonstrates our strong and collaborative relationship. For the past 16 years we have delivered on and off the track together. We are proud to be working with the world’s leading logistics provider as we look ahead to the biggest season ever for Formula 1″.

The 2021 FIA Formula 1 World Championship™ begins March 28, with the Formula 1 Gulf Air Bahrain Grand Prix 2021 and closes December 12 with the Formula 1 Etihad Airways Abu Dhabi Grand Prix 2021. The 2021 race calendar takes in 23 races on five continents and is thus more action-packed than ever. This year, drivers, teams and DHL’s logistics crew all face the special challenge of three triple headers, where three races are held over three consecutive weekends. 

In the first triple header, the action takes place in Europe. The Formula 1 Rolex Belgian Grand Prix 2021 in Spa-Francorchamps on August 29 will be followed by the Formula 1 Heineken Dutch Grand Prix in Zandvoort on September 5. A week later, the Formula 1 Heineken Gran Premio D’Italia 2021 will be held in Monza on September 12. 

The second triple header is logistically even more challenging because significantly greater distances have to be covered. A week after the Formula 1 VTB Russian Grand Prix 2021 in Sochi on September 26, it’s off to the Singapore street circuit on October 3. And then on October 10, the Formula 1® circus travels to Suzuka in Japan.

There’s also quite a distance to cover in the season’s third triple header. The first stop is the Formula 1 Aramco United States Grand Prix 2021 in Austin, Texas, on October 24. From there, racing continues in Mexico City, with the Formula 1 Gran Premio De La Cuidad de Mexico 2021 on October 31. The triple header finishes on November 7 in São Paulo, Brazil. 

“An intercontinental triple header is where logistics is really put to the test,” says Paul Fowler, Global Motorsport Head, DHL Global Forwarding. “Even during the race, before the checkered flag is waved, the DHL team start dismantling and stowing equipment.” And for the logistics experts, the job becomes especially difficult when parts have to be flown out and back in again during the three-week triple header timeframe – such as for testing in special laboratories located all around the world.

New events like the Formula 1 Heineken Dutch Grand Prix 2021 in Zandvoort, which is back on the Formula 1 schedule, and the Formula 1 Saudi Arabian Grand Prix 2021, which this year will be held on a new street circuit in Jeddah, also test the logistics specialists.

This is why scouts explore the new routes to ensure that, despite unfamiliar surroundings, things run smoothly and everything fits into place. For Paul Fowler, it’s challenges like these that make motorsport so appealing: “Behind the scenes, we give our all to ensure that the teams and drivers can perform at their best, and that racing fans everywhere get to see the sport they love.”

With the extended partnership, DHL will again be offering two awards: The DHL Fastest Lap Award and the DHL Fastest Pit Stop Award for special achievements by drivers and teams. This year’s awards will be presented to the winners in Abu Dhabi on the final day of the racing season.

SPORTFIVE Extends Bundesliga Agreement Until 2025

The global sports business agency SPORTFIVE and Bundesliga International, a wholly owned subsidiary of the DFL Deutsche Fußball Liga, have agreed to extend their existing cooperation until 2025.

As in the past eight years, SPORTFIVE will take over the marketing of the Supercup and the relegation games of the German professional football leagues.


The mandate includes worldwide marketing rights for the annual Supercup between the German champions and the DFB Cup winners as well as for all relegation games between the Bundesliga and the 2nd Bundesliga and the 2nd and 3rd Bundesliga.

In addition to the marketing of classic marketing rights, SPORTFI V E will also contribute its expertise in the field of virtual advertising as well as the strategic network, experience in rights holder management and constant feedback from rights holders to optimize the marketing opportunities for the LED strip system at the Supercup.

Hendrik Schiphorst, Managing Director at SPORTFI V E Germany, says:
“The relegation and the Supercup are two of the most attractive and wide-reaching formats that exist in German football and represent the emotional and sporting highlights after and before a Bundesliga season. With extensive advertising presences, both formats offer outstanding access for brands and we are pleased to be able to continue to occupy them with high quality on behalf of the DFL. “

Robert Klein, CEO of Bundesliga International, explains: “Since the beginning of our cooperation around the Supercup and relegation, we have maintained a very reliable and successful partnership with SPORTFI V E. We are convinced that we will continue to implement many innovative ideas together in the coming years in order to continuously develop the cooperation. “

Therabody Bolsters Sports Portfolio With AC Milan Deal

AC Milan has announced a multi-year partnership with global innovator Therabody, making the tech wellness company the Official Recovery Partner of AC Milan’s Men’s and Women’s First Team.

AC Milan has always recognised the psychophysical integrity of its players as one of the most precious assets of a football club and has always applied a systemic approach to improve their health and wellbeing with the aim of optimising the results on the pitch.

As part of the new partnership, the Club will integrate Therabody’s industry-leading devices and research into pre- and post-match training and recovery protocols to support player performance and to optimize overall health.

Therabody is the creator of the world’s first-ever, hand-held percussive massage therapy device, Theragun®, which is used to accelerate recovery, help prevent injury, and improve athletic performance. Since its launch in 2016, the company evolved from Theragun to Therabody, an entire ecosystem of industry-leading wellness content, products, and services.

As AC Milan’s new Official Recovery Partner, Therabody will provide the Club with Theragun devices that can be used in training or on-the-go between matches. The Rossoneri players, coaches, and medical staff will also have access to its network of health and fitness experts through Therabody University, the brand’s educational division offering science-driven, research-backed wellness techniques and resources.

AC Milan Chief Revenue Officer Casper Stylsvig said: “We are delighted to welcome Therabody to our family of global partners. As a modern and innovative Club, we have always been at the forefront when it comes to optimal management of our players.”

“However, we are always on the lookout for new ways to improve our performance on and off the pitch” – added Stylsvig – “and that is why we are particularly proud to join forces with Therabody – recognized internationally as the leaders in self-care and wellness solutions – and to be able to use their best-in-class products to support the health of our players.”

Dr. Jason Wersland, Founder and Chief Wellness Officer of Therabody added: “We are thrilled to be supporting AC Milan in its pursuit of player wellness. The Club is incredible on the pitch, and I am honoured to be developing customised, effective warm-up and recovery protocols for the team. I’m looking forward to seeing both the Men’s and Women’s First Teams take their performance to the next level.”

Leeds United Signs Skrill As Official Partner

Leeds United has signed a new deal with Skrill, the digital payments brand, to become an Official Partner of the club.

Founded in 2001, Skrill is a leader in digital payments. It offers a multi-currency digital wallet with a prepaid card which provides instant access to online funds and the ability to use your Skrill balance wherever you are. Skrill customers can also send money to their contacts, make international money transfers as well as buy and sell interests in cryptocurrencies. Skrill is part of Paysafe, a leading specialised payments platform.

As part of the official partnership, Skrill will become a live payments option on the Leeds United online merchandise store and ticketing portal. Skrill branding will be prominently displayed around Elland Road throughout all of Leeds’ home matches via LED advertising around the stadium, starting this weekend at Leeds’ hotly anticipated home game against Chelsea FC at 12.30pm GMT on Saturday, March 13, continuing an incredible first season back in the Premier League for the Yorkshire club.

Skrill will work closely with the club on a range of exclusive content campaigns, providing fans with additional entertainment and access to players. Skrill will also be promoted across the club’s website, official mobile app and social media channels.

Andrea Radrizzani, Chairman of Leeds United, said: “We are delighted that Skrill is joining us as a partner. Both Skrill and Leeds United are dynamic forces in our respective industries, challenging the status quo and going through a particularly exciting time in our journey. Both of our brands have a strong and loyal fan base in the UK and internationally, and we look forward to rewarding our fans through this partnership.”

Lorenzo Pellegrino, CEO of Skrill, NETELLER and Income Access at Paysafe, added: “With the eagerly anticipated return of fan presence at football stadiums and the incredible season which Leeds United is having, I can’t think of a more exciting time for Skrill to be entering into this partnership. We already know from our football partnerships that fans enjoy the benefits of Skrill and that our service is very relevant to them.

We will be making the most of this new relationship to add value to the Club’s payment ecosystem and our own valued customer and partner base to make it a winning formula all round. We wish the team all the best for the big game this weekend and the remainder of the season.”

Spanish Police Takes Down Mobdro Application After Complaints By LaLiga And Premier League

Europol supported the Spanish National Police (Policía Nacional) to dismantle a criminal group distributing illegal video streams. The investigation also involved law enforcement authorities from Andorra and Portugal.

The investigation started in October 2018 when the Spanish National Police received complaint reports from the Alliance for Creativity and Entertainment, Football Association Pretoria, the Premier League and the Spanish Football League (La Liga Espanola de Fútbol) about a mobile application illegally distributing video streams. The application, downloaded by more than 100 million users via different websites, illegally offered the streaming of videos and TV channels.

The investigation identified a number of connected websites and platforms located in Spain and Portugal with connections to servers in Czechia. The Spanish company behind the illegal activity earned its profits through advertisements. Through the computer infrastructure and power, they were able to sell user information to a company related to botnet and DDoS attacks. Investigators estimate the overall illegal profits at more than €5 million.

Brazilian Football Confederation And OneFootball Signs Content Partnership

The Brazilian Football Confederation (CBF) and OneFootball have signed a global partnership which will see original content and all official CBF website editorial shared with football fans around the world.

The partnership will allow CBF to tap into OneFootball’s vast user base of young and highly engaged football fans and provide them with original CBF content wherever they are – frictionless and in real-time – via the OneFootball app and website.

As the most popular global media football platform with 85 million users per month, OneFootball gives the new generation of football fans non-stop news from their favourite teams and its fully personalised app is the top-rated sports app on Google Play and the App store. Via a bespoke technical interface, all CBF articles will now appear automatically and simultaneously on both the federation’s website and the OneFootball platform. CBF is the first national federation to join OneFootball, which already has content partnerships with some of the world’s leading clubs including Manchester City, Real Madrid, Leeds United, AS Monaco and Schalke 04.

All Brazilian men’s, women’s and youth national team news, statistics and live scores will be available globally to ensure maximum reach and will incorporate the CBF logo to indicate that it is official content. Additionally, through close cooperation between CBF and OneFootball’s editorial teams, breaking news can be sent instantly by push notification to all app users or to segmented user groups – even exclusively to ‘Seleçao’ followers. This unique feature not only allows CBF to engage with fans in real time, but also ensures a high visibility of targeted news articles at users’ fingertips.

Douglas Lunardi, CBF Communications Director, said: “Football fans from all over the world are interested in Brazil’s national teams and news from the country, which exports players to the best clubs in the world.

“Our national competitions, like the Brasileirão and the Copa do Brasil, have more and more international viewers and the distribution of this content through OneFootball will strengthen this process.“

Lucas von Cranach, Founder and CEO, OneFootball, said: “Brazilian football is iconic and loved by millions of fans around the world and I’m thrilled OneFootball will now be working alongside the CBF to share original and exclusive content.

“The Brazil national team and CBF’s competitions feature some of the world’s most skilful players. Through our innovative partnership we will be keeping Seleçao fans up to date with breaking news alongside the latest scores and more.”

Two Weeks To Go: International Olympic Committee Join Broadcast eMasterclass

iSPORTCONNECT are thrilled to announce that Jérôme Parmentier, Head of Broadcast & Media Rights at the International Olympic Committee, will be joining as a speaker for our Media & Broadcast eMasterclass on March 25th

Jérôme is responsible for the distribution of the Olympic Games broadcast rights around the globe as well as the management of the commercial exploitation of these rights by broadcasters, and we are delighted he will be able to join us to talk through some of his viewpoints on the current broadcasting landscape.

Our exclusive eMasterclasses will be returning with this event, in an all new format starting from 12pm GMT and we are delighted to add that Emma Dodds, experienced television presenter and broadcaster, will be with us to host the event.

Emma has worked for an array of broadcasters throughout her career and is currently seen on BT Sport and Premier Sports. She has worked across many flagship sporting events, such as the summer and winter Olympics, Rugby and Football World Cups, Commonwealth Games and much more.

Jérôme joins Johan Cederqvist, Head of Pay Channels and Rights at TV4 Media, as our currently announced speakers, but keep a close eye out over the coming days as many more are revealed.

If you would like to register interest for this limited event please email bethany@isportconnect.com or by heading to this link – https://www.isportconnect.com/event/emasterclass-series-media-and-broadcasters/

We do hope you will be able to join us for this all-new event, and follow iSPORTCONNECT’s website and social media channels for the key news to ensure you do not miss out on what should be a terrific afternoon.

Six Nations Rugby Agrees Long-Term Strategic Partnership With CVC Fund VII To Build Commercial Capabilities

Six Nations Rugby, the official organising body of the Six Nations Championships and Autumn Internationals have agreed a long-term strategic partnership with CVC Fund VII, subject to customary regulatory approvals.

The partnership with Six Nations Rugby comes at an exciting time following the newly centralised ownership and operational activities for the Men’s, Women’s & Under-20s Six Nations Championships, alongside the Autumn International series.

The objective of the partnership is to invest to grow and develop the game; to further enhance the sporting spectacle of all the tournaments, the teams and the brands; and to build the data, technology, and broader commercial capabilities to support these ambitious plans. These steps will ensure continued development of these prestigious tournaments for the benefit of existing fans, and to attract a new more diverse and global fan base, which will support the wider rugby community, including the players, clubs, and unions, to achieve their full potential over the long-term.

CVC will bring to the partnership its significant experience in sports, as well as its global network, working alongside the unions and the Six Nations Rugby management team, to deliver on ambitious growth plans for the Six Nations Championships and Autumn International series. Under the terms of the agreement the six unions will retain sole responsibility for all sporting matters as well as majority control of commercial decisions.

The CVC Fund VII investment into Six Nations Rugby will be paid to the six unions over a period of five years, reflecting the long-term nature of the partnership. This capital investment, combined with the expected growth of the tournaments, will help the unions to support the development of rugby at all levels in their respective territories over the years ahead.

Ben Morel, CEO of Six Nations Rugby commented: “This is a hugely positive development and I want to express my thanks to all parties involved. In particular, our six unions and federations, for the strong sense of unity and collaboration they have shown throughout this process to create a unified Six Nations Rugby and agree the partnership with CVC.

“The Six Nations Championship is steeped in rugby tradition, stretching back to 1883, and together with the women’s, Under-20s and Autumn International series, is synonymous with all the excitement, colour, and passion that rugby has to offer. This external investment is an important validation of what Six Nations Rugby has achieved to date and is a key next step as we invest to grow the game on the world stage.

“When we started this journey, our aim was to ensure we found the right strategic partner, who can add real value and is committed to a long-term relationship. CVC recognises the exciting potential in the Six Nations Championships and Autumn International series, and they are aligned with our vision for the future.

“CVC has a proven track record of partnering to support growth strategies in sport and is uniquely positioned to help promote collaboration across the sport of rugby for the benefit of fans, players, clubs and unions and all other rugby stakeholders.”