iSPORTCONNECT’s Monthly Deals Update – March 2021: TeamViewer Make A Splash
April 14, 2021
Rory Stewart-Richardson, Founder & CEO of Connexi, casts his eyes on three of the biggest deals in the sporting world during the month of March.
Manchester United sign new shirt sponsorship deal with TeamViewer
A new age partnership with a business that must have been one of the few to strive through COVID, and they have subsequently followed this up with a recent deal with Mercedes.
It is interesting to see more and more brands looking to create case studies through sponsorship partnerships, and what better way than to create a partnership with two leading assets on a global scale – Mercedes / Lewis Hamilton and Manchester United.
As Manchester United look to take their global following on a digital transformation journey, what better way than to partner with one of fastest growing software companies.
Six Nations Rugby agrees long-term strategic deal with CVC
A great move for the future of Rugby, and a natural next step for CVC, who have already invested in Premiership Rugby and the Pro 14. CVC are looking to broaden and increase Rugby Union’s global popularity, enabling the game to stay relevant in a fast-changing, increasingly competitive sporting world via wider use of technology and more personalised content.
This new approach may see the Men’s, Women’s and U20’s go behind a paywall, however the positives for the 6 Nations, with CVC’s investment, is it will enable the game, both men’s and women’s, to build a more secure and prosperous future, post COVID-19.
UFC signs $350m betting deal with DraftKings
A first for the world of MMA, partnering with a sportsbook and DFS provider. For UFC, this partnership will allow Draftkings, to create bespoke odds, free-to-play games, in game promotions, etc to UFC fans, whilst also ensuring non-stop action 365 days a year, as UFC does not have an off season.
For Draftkings, they have seen a rise in popularity for combat sports, across their sports book and DFS, so this seems a punt, but a logical one based on the increased interest. Exciting times ahead.
Here are some of the other notable deals from March:
Sports Flick + UEFA
ELEVEN Portugal + WTA
Borussia Dortmund + Bet MGM
World Surf League + Rip Curl
eToro + DS TECHEETAH
PGA Tour + AWS
DraftKings + DISH
PGA Tour + Maestro Dobel Tequila
World Sailing + MUSTO
Pittsburgh Pirates + PNC Bank
B&I Lions + Royal London
MLS + Deltatre
Extreme E + Mindprober
EFL + Cazoo
Super Rugby + World Rugby
IPC + egoli
NBA + Mondelez Intl
ESPN + NHL
WC Air Race + Aurora Media
Six Nations + CVC
Leeds + Skrill
Therabody + AC Milan
DHL + F1
MotoGP + Spark Sport
Flosports + Infront
Valorant + LDN UTD
Comcast + LA2028
British Gymnastics + Pulseroll
Lebron James + Pepsi
UFC + Love Hemp
Bayern Munich + Tipico
FA + BBC / SKY
SailGP + KuenheNagel
Sportradar + Synergy Sports
McLaren + Bitci
UEFA + Just Eat
Sportradar + CBA
Subway + Guild Esports
F1 + Drive Coffee
Caesars + Superdome
FTX + Miami Heat
Castore + Patrick Reed
AFC + NEOM
Eleven + Team Whistle
New York Yankees + Hyperice
AC Milan + BMW
Zenith + Extreme E
Redbird Capital + FSG
ICC + Himalaya Men
England Cricket + Lifebuoy
