DataPOWA’s regular guide.

The regular digest of the most important happenings in the world of sport sponsorship, marketing, digital and data. If there’s anything below that makes you think you’d like to learn more about it – let’s have a chat, we could even do it over a nice lunch in Charlotte St.



UK agency Frukt create and delivers smart ideas in culture and entertainment for brands. New research uncovers how brands that connect through entertainment facilitate a more human, more valuable, and more powerful connection with consumers. In developing this research, Frukt has engaged with respected academics, industry pioneers, leading brand practitioners and, most importantly, passionate fans in order to uncover how play and storytelling shapes our identity, social connections and expectations of brand involvement in entertainment culture.

The Drum reports that a vast majority of consumers have admitted they could not live without their favoured medium, and 71% thought that entertainment was the primary medium for brands to reach out to them.

The ‘Press Play: Brands and the Power of Entertainment’ study looked at the industry, encapsulating everything from “a Rachmaninov concerto to Pokemon Go”, and in doing so touched down with 1,000 music, film and TV, and gaming fans across the USA and UK to explore their thoughts on brand involvement in the space.

Get the full report from the Frukt website: Link

To read the full article, visit The Drum link

Tags: Entertainment, Market Research, Marketing, Brand



Now, I’m not adverse to the odd small bet or gamble, as I’m able to stop way before the ‘fun stops’, however I have got a problem with the fact that nearly 50% of the current Premier League shirt sponsorship deals are with betting or online gambling brands. The fact that kids are seeing their heroes promoting these firms, therefore normalising the brands, suggests a potential gambling epidemic in the coming years.

Labour are making moves to try and curb this situation, by proposing football clubs should be banned from signing shirt sponsorship deals with betting companies (under a Labour government of course). The policy, unveiled by deputy leader Tom Watson, is understood to be the first of a series of proposals to curb the power of gambling firms, ramping up pressure on the government ahead of its own review of the industry.

Charlie Sale is reporting that the FA are going to terminate Ladbrokes’ £4m per season deal with the FA Cup, as they are close to agreeing a deal with LG electronics for the cup and the England team sponsorship – news that’s very welcome and could signal a shift in thinking for the PL itself, and the major clubs.

To read the Charlie Sale article on the FA Cup link

To read the full article about Labour’s plans, visit The Guardian link

Tags: Sponsorship, Football, Gambling, Betting



Over in the USA, Budweiser have unveiled their newest ‘light’ based gimmick to activate their American Football sponsorships. They have unveiled beer glasses that light up after touchdowns. The Bud Light Touchdown Glass was unveiled at the NFL season opener between the New England Patriots and Kansas City Chiefs at Gillette Stadium. The bases of the glasses are designed to light up blue after every Patriots scoring play, as well as when the team unveils its Super Bowl LI banner. The lights are controlled using in-stadium radio frequency technology.

Bud Light is also offering glasses featuring the Patriots and several other teams for sale online. They can be connected to a special mobile app that causes the glasses to illuminate whenever the team scores a touchdown.

To read the full article, visit The Ad Age link

Tags: Sponsorship, Budweiser



Gaming industry expert Rob Fahey has a very insightful article on the Rovio IPO. Rovio are the company behind Angry Birds and back in 2011, Zynga offered to buy the whole firm for $2.3 billion. Just a year later, numbers as high as $9 billion were being touted for an impending IPO. I don’t think we’ve even scratched the surface with the mobile gaming sector, and Rovio obviously think the same.

Fahey states, “Talk to any good venture capitalist or expert in company investments, and they’ll likely list many of the same factors as being vital for a successful ‘exit’ – the point when a fledgling company brings home the bacon for its investors either through a stock market flotation or a high-value sale to a larger player. They’ll talk about how valuations work, about learning to assess risk profiles, about the different ways of valuing a company’s IP, its talent and its potential; but they’ll all, at some point, definitely talk about timing.”

To read the full article, visit The Games Industry link

Tags: Mobile Gaming, Rovio



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