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

BUNDESLIGA OFFERS SPONSORS A SANITISED GLIMPSE AS TO HOW SPORTS WILL RESTART
Empty stands. Substitutes sitting six feet apart, wearing club-branded protective masks. The eerie absence of a familiar roar when the ball slams the back of the net. And, in one case, thousands of cardboard cutouts of fans “cheering” on the home team. Welcome to the weird but satisfying return of live soccer.
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WHY BRANDS SHOULD LOOK TO GAMING DURING LOCKDOWN
From brand safety to diverse audiences, Unruly’s Nick Woodford outlines three reasons why brands should look to gaming to complement their advertising strategies during the coronavirus pandemic
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COVID-19 CUTS PAYDAYS FOR SPORTING ELITE
Paydays for the world’s top-earning athletes dropped for the first time in four years, according to the 2020 Forbes ranking as the coronavirus wreaked havoc on sports and cancelled or postponed many marquee events for the first time since World War II. The 100 highest-paid athletes earned a combined $3.6 billion this year, which is 9% below 2019 and the first decline since 2016, when boxers Floyd Mayweather and Manny Pacquiao skewed the results with a $400 million payout from their May 2015 “Fight of the Century” pay-per-view bout.
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For more on Roger Federer’s income click here

WILL WOMEN’S SPORT RECOVER MOMENTUM AFTER COVID-19?
Women’s sport had positioned itself to capitalise on a bumper 2019 before for the coronavirus pandemic struck at the most inopportune moment. Now, there are concerns that female leagues and competitions will be hit hardest by the health crisis, raising questions about where they go from here.
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SPONSORSHIP STILL MASSIVELY VALUABLE WITH RIGHT DATA
Sports sponsorship for brands remains “a massively valuable asset if data is properly utilised,” according to Giles Morgan. The coronavirus pandemic, and subsequent worldwide shutdown of sports, has cast doubt on future partnerships for brands and rights holders. A study from sports marketing agency Two Circles this month fueled further doubt, predicting that global sports sponsorship spend in 2020 is set to take a US$17.2 billion hit as a result of Covid-19.
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LA LIGA’S INTERNATIONAL FOCUS IS PAYING OFF IN SPONSORSHIP
Since LaLiga put internationalisation at the heart of its commercial growth plans in 2016, the Spanish league operator has increased its international presence to 84 countries and – as a result – grown its sponsor portfolio five-fold.
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GOOD SHOUT
VARIETY: Facebook’s New App Wants Sports Fans Looking at Their Mobile Phones
THE DRUM: LeBron James narrates Nike ad connecting sporting comebacks to pandemic perseverance
SOCCEREX: Danish soccer team invites 10,000 fans to a Zoom watch party
BBC: How World in Motion heralded England’s leap out of the dark ages
SPORTBUSINESS: Lessons from “The Last Dance”

SOURCE:The Briefing #114 | POWA index