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

THE NEW IMPORTANCE OF ESPORTS TO TRADITIONAL SPORTS BRANDS
Expanding commercial capabilities, all sports clubs and organisations have been forced to optimise brand dynamics, seeking to create stronger bonds with fanbases, audiences and communities.
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LIVE SPORTS AND ENTERTAINMENT ARE SHUT – SPONSORSHIPS ARE TAKING A HIT
Sports, entertainment and arts events ranging from National Basketball Association games to the Coachella Valley Music and Arts Festival have been postponed or cancelled outright as the struggle against coronavirus rules out all large gatherings. That’s left billions of dollars in sponsorship deals up in the air.
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WHAT WILL SPORTS PARTNERSHIPS SPACE LOOK LIKE?
In truth, nobody can truly know what the sports partnerships space will look like post pandemic. What we can do is anticipate a few different scenarios and plan for them. The global recession looming ahead will have severe implications on business across the globe, which usually means one thing – reduced marketing spends.
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ATHLETES OWNING THE STORY
7 League’s Francois Westcombe on athletes becoming media; players are becoming more aware of the value of access and no-one controls access better than the players themselves.
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DESPITE LOCKDOWN, MLS TEAMS GAIN VALUE IN 2020
Even in times of economic turmoil, an investment in a Major League Baseball team is a sure bet.
Major League Baseball has seen this play before: A global calamity spreads fear and panic. Equity values plummet. The future gets scary. And prices for the most valuable teams in the league hold their lead. No one knows this better than the billionaire Ricketts family, who bought the Chicago Cubs from Tribune as the great recession was coming to an end, the year after the S&P 500 fell 37%.
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GOOD SHOUT
Washington Post: Silicon Valley is racing to build the next version of the Internet. Fortnite might get there first
European Sponsorship Association: Esports in the age of COVID-19
BBC: Facebook reveals Gaming app to rival Twitch and YouTube
The Players’ Tribune: Jeremy Lin -The Darkness Has Not Overcome It

SOURCE:The Briefing #109 | POWA index