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

PUSH TOWARDS PERFORMANCE BASED SPONSORSHIP MODEL GAINS MOMENTUM
Adam Grossman (CEO, Block Six Analytics) said he considers Chevy’s 2014 deal with Manchester United to be the official end of the previous sponsorship era. “The [automaker’s] CMO was perceived to be fired only days after signing that deal because he could not explain how Chevy was going to gain value from being the team’s primary kit sponsor – particularly at the price point they were paying. The company ended up exiting the European market entirely before the sponsorship was even activated.”
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PREMIER LEAGUE SPONSORS EMBRACE NEW TACTICS FOR FOOTBALL’S RETURN
Whether it’s the best football league in the world or simply the best-marketed one, the Premier League’s return is big news for fans and sponsors starved of action. Absence has indeed made the heart fonder according to top marketers from Cadbury, Coca-Cola, Barclays and Budweiser, official partners who now look upon the property in a new light. Here they share how their tactics will take shape come kick-off on 17 June.
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HOW SPORTS LEADERS ARE PLANNING TO MEET DEMAND FOR LIVE EVENTS
While the country’s frontline NHS staff and key workers remain centre stage during the coronavirus pandemic, supporting them, and the more vulnerable in our communities, is a quiet army led by some of the UK’s biggest sports institutions. Much like when they are out on the pitch, on the court or on the track, what they have achieved is pretty impressive.
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ASIA FOOTBALL FANS WANT LIVE DIGITAL EXPERIENCES
European football clubs have spent decades nurturing their overseas fanbases. Shorn of their central connection to their teams – coverage of live games – in the last few months, how have those fans been bearing up? SportBusiness spoke to European football fan clubs across Asia to find out.
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COVID-19 HAS NOT ACCELERATED THE SHIFT IN SPONSORSHIP MONEY TO ESPORTS
The Coronavirus outbreak and subsequent sports hiatus has resulted in countless sponsorship activations being postponed or cancelled. It would have been reasonable to assume back in mid-March that brands impacted by the loss of traditional sports marketing and advertising opportunities would look to esports to fill the void.
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GOOD SHOUT
SPORTS SHOW: Top 10 Most Popular Sports in The World
SPORT BUSINESS: New Zealand Rugby considers investor route to sale of All Blacks shirt rights
SPORT BIBLE: Conor McGregor’s UFC And Boxing Career Earnings Revealed After MMA Retirement
INCROWD: Will Covid accelerate the growth in larger sports and leagues?
STRATEGY & BUSINESS: Sports, health, and cash flow: A delicate balance ahead

SOURCE:The Briefing #115| POWA index