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

WHY SPORT SPONSORSHIP’S NEXT CHAPTER WILL BE ITS MOST EXCITING
Significant moments offer great opportunity to develop new habits. Research from the Office for National Statistics (ONS) this week showed that more than a quarter of people are considering changes to their career, relationships or home life after the UK lockdown. The In, or more optimistically, Post COVID-19 world will alter many aspects of our lives. So it follows that the world of sport sponsorship will not be immune. You only have to consider the huge number of cancelled or postponed events erased from the calendar and the bleak projections emanating from the Football Association to appreciate the financial strains the pandemic is placing on sport, its ecosystem and the relationships within it.
For more on this story, head to H&KStrategies

SHORT TERM SPONSORSHIPS INCOMING
Short-term marketing campaigns are set to become more commonplace in football over the next year or so as clubs look to find new ways of generating commercial revenue and adapt to brands’ changing demands, according to Elliot Richardson, founder and chairman of the digital media company Dugout.
For more on this story, head to OffThePitch

THE SUN NEVER SETS ON TENCENT’S GAMING EMPIRE
Tencent’s the only video game company that has ownership of developers that make games, the channels where games get distributed and the digital entertainment platforms where gamers watch gameplay. This means Tencent has deep moats to defend its game empire against present and emerging competitors, especially ambitious domestic rivals Netease and Bytedance.
For more on this story, head to TechNode

RIGHTS HOLDERS AND THE FAN EXPERIENCE POST-COVID
A growing number of sporting entities are grappling with an ageing or even declining fanbase which could eventually threaten their very existence. It is not just the audience that have become more selective, media, brand and community partners are all demanding more of rights holders. Ultimately, they want to invest in a product that better reflects the diverse make-up of society, provide opportunity for growth and strengthen their own relevance with the audience.
For more on this story, head to UnofficialPartner

AMAZON AND GOOGLE ARE IN GAMES FOR THE WRONG REASON
Amazon’s Crucible won’t be the last embarrassment if tech companies don’t stop viewing games as a means to drive cloud service revenue. The games industry has its fair share of flops. From games which simply never get the audience and interest their creators hoped for, through to games which totally miss the mark and fizzle out rapidly despite strong pre-launch hype and decent pre-order numbers, every year brings a number of launches – even from very major publishers and studios – that just don’t pan out.
For more on this story, head to GamesIndustry

CLIMATE PLEDGE ARENA SIGNALS A GAME-CHANGING STATEMENT OF INTENT
Amazon, NHL Seattle and Oak View Group surprised the sports world with the landmark naming rights deal – now they’re preparing to walk the talk It was a roof that was built to symbolise America’s growing influence in the world. A roof under which a young Bill Gates and Paul Allen were inspired to dedicate their lives to technological progress. Now, almost 60 years after it was constructed, there’s an ambition that it could play a significant role in the planet’s collective and urgent move towards decarbonisation and avoid the very worst predictions around climate change.
For more on this story, head to SustainabilityReport

GOOD SHOUT
SPORTS PRO: Will sponsors take the high ground if Dan Snyder doesn’t change Washington’s name?
SPORTTECHIE: Bigger, Stronger, Faster, Liverpool
SPORTBUSINESS: Rangers offers ‘virtual matchday’ sponsorships for new season
THESPORTSRUSH: F1 Team Sponsors: Companies investing in Formula 1 teams this season
CNBC: SoFi stadium in LA completes the largest video scoreboard
SKY SPORTS: Stadium sponsors FedEx ask Washington Redskins to change controversial name
SPORTBUSINESS: Lords Committee Recommends Ban On Gambling Sports Sponsorship

SOURCE:The Briefing #118| POWA index