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

DAVID BECKHAM ENTERS ESPORTS MARKET
The former England and Manchester United star has invested in Guild Esports, a new esports business based in London. Guild, as it wants to be called, intends to coach players in the traditional football academy model, with scouts looking out for the best young talent.
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ESA SURVEY SIGNALS ‘CAUTIOUS OPTIMISM’ IN SPONSORSHIP SECTOR AS SPORT RETURNS
A survey by the European Sponsorship Association (ESA) has revealed a mood of ‘cautious optimism’ among stakeholders in sponsorship as sport and entertainment returns from the hiatus forced by the Covid-19 pandemic.
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TIKTOK LAUNCHES ‘TIKTOK FOR BUSINESS’ FOR BRANDS
TikTok has today officially launched TikTok For Business – its new global brand and platform for brands. The new update will serve as the home for new products and services to allow brands to engage further with TikTok users.
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MICROSOFT’S MIXER STREAMERS ARE SAD, ANGRY, AND MOVING TO TWITCH
Microsoft’s surprise closure of Mixer sees the company working with Facebook Gaming to transition streaming partners over to Facebook. It sounds like an easy win for Facebook Gaming, letting it obtain streamers who will help boost its streaming service, but it’s difficult to find many Mixer streamers who are willing to move to Facebook instead of Amazon-owned Twitch.
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MICROSOFT NOW ONE OF NBA’S HIGHEST PAYING SPONSORS
The NBA’s multi-year sponsorship deal with Microsoft, signed in April, places the technology giant among the highest-spending brands on the NBA’s roster. SportBusiness understands from industry sources the deal is worth about $25m (€22.2m) per year, starting from the 2020-21 season, and puts Microsoft in the top five NBA sponsors by pure marketing rights spend.
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STORYTELLING IS KEY TO GROWING WWE’S FEMALE AUDIENCE
Behind the scenes, personality-driven content has been key to growing World Wrestling Entertainment’s (WWE) female audience, according to Stephanie McMahon. Speaking during the latest SportsPro Insider Series, the WWE’s chief brand officer revealed that “nearly 40 per cent” of the audience for the company’s core programming is female.
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GOOD SHOUT
BROADCAST SPORT: Free-To-Air Triumphs With Return Of The Premier League
INSIDE WORLD FOOTBALL: Mediacom picks up a slice of the future with Brazil and Real Madrid starlet Vinicius Jr
CNBC: PGA Tour procures 1,000 smart bands to help detect coronavirus symptoms in golfers
BBC RADIO: Life, Uncertainty & VAR
UNOFFICIAL PARTNER PODCAST: Who’s There? #2 – Lesa Ukman

SOURCE:The Briefing #116| POWA index