The DataPOWA view on the most important talking points in the worlds of sport sponsorship and digital.

SOCCEREX USA: POWA INDEX DATA SHOWS BARCA TOP BRAND IN NORTH AMERICA

It’s Soccerex USA week, and DataPOWA has collaborated with Soccerex to produce the list of top global soccer properties in the North American marketplace. It’s a very interesting list which including clubs and international teams and leagues. Barcelona are the most powerful brand and are closely followed by their fierce rivals Real Madrid.
For more on this story, please visit Soccerex

TOP UK ATHLETES THREATEN LEGAL ACTION OVER SPONSORSHIP
Top British athletes are threatening to sue the British Olympic Association over sponsorship regulations. Mo Farah, Katarina Johnson-Thompson, Laura Muir and Adam Gemili are among those listed as claimants in a legal letter sent to the body. Athletes competing in the Olympics are currently bound by the International Olympic Committee (IOC) ‘Rule 40’. It protects the exclusive rights of official Games partners but prevents athletes promoting their own sponsors. Athletes argue it unfairly prevents competitors from cashing in on the biggest moment of their sporting careers, and reduces earning potential.
For more on this story, please visit BBC Sport

LALIGA CHIEF ON GLOBAL AMBITIONS
After a summer which has seen Spanish soccer’s top flight face numerous challenges, LaLiga’s President outlines its blueprint for global expansion and the role of the league’s OTT service. Roughly an hour before sitting down with SportsPro, Javier Tebas, LaLiga’s outspoken President, is talking about data and the role artificial intelligence (AI) is playing in the league’s bid for international expansion. He’s on stage at Sportel, the annual sports broadcast convention held in Monaco, and, while delivering his lecture in Spanish, many members of the audience are listening to a translator via an earpiece. With more rights holders adopting direct-to-consumer (DTC) models in a bid to engage global audiences, it does provide an interesting insight into LaLiga’s own strategy and how its clubs are leveraging user behaviour via LaLigaSportsTV, a predominantly non-soccer platform, to tap into overseas markets.
For more on this story, please visit Soccerex

HEINEKEN DOUBLES DOWN IN EUROPE
Beer giant Heineken has been announced as the official beer partner for Euro 2020. The brewer will also continue sponsoring the UEFA Champions League until at least 2024, continuing a partnership that stretches back more than 25 years. This adds to a sponsorship portfolio that also includes the Rugby World Cup, Formula One, Formula E and Heineken Champions Cup among others. The news also increases the brand’s share of the sports sponsorship marketing, having been estimated to spend around $118.3 million (£92.97 million) in figures released in October 2018.
For more on this story, please visit Forbes

GOOD SHOUT
SportScore: British cycling suspend first ever eracing champion
Proactive Investors: The Esports market should look to WWE for inspiration
Sport Techie: Jeff Bezos Could Be Looking to Join the NFL Owners’ Club
BBC Click: Xbox’s boss: Years before game streaming is mainstream
Euronews: Estudiantes marks roaring return to stadium with flaming lion

SOURCE: The Briefing #096 | POWA index