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

WHAT WILL THE POST COVID VENUE EXPERIENCE LOOK LIKE?
Most sports resuming around the world have done so behind closed doors, but fans will eventually return. When they do, the venue experience will look fundamentally different from what they have come to know.
For more on this story, head to SportsProMedia

ESPORTS AND THE NEXT FRONTIER OF BRAND SPONSORSHIPS
Data from Germany and Western Europe indicates that sponsorship of esports can open a valuable marketing channel for brands that know how to use it. By now, it has become clear that the phenomenon of esports is not just hype but a global industry that is here to stay. Although COVID-19 has temporarily ended in-person esports events, the crisis has shown that their popularity has not just endured but grown.
For more on this story, head to McKinsey

FOOTBALLERS PREPARE LEGAL ACTION OVER PERSONAL DATA USAGE
Hundreds of footballers from across the English game are preparing to take legal action against a range of businesses, potentially including betting data providers, demanding payment for the use of their performance and tracking data.
For more on this story, head to iGamingBusiness

THE RESTART HAS PRESENTED US WITH AN OPPORTUNITY
With the NBA season restarting last night with two dramatic, close games, iSportconnect talked to Ralph Rivera, EME Managing Director at the NBA, about how the league is working to bring fans closer to the action in spectator-less halls and some of the steps implemented to ensure the safety of players and that the season is completed.
For more on this story, head to iSportConnect

THE RISE OF LIVERPOOL – FROM SUPER CLUB TO SUPER BRAND
Phil Carling, head of football at the Octagon agency, explains why the brand positioning of Premier League winners Liverpool as a club where ‘This Means More’ is key to unlocking its commercial potential
For more on this story, head to Sport Business

GOOD SHOUT
HOW TO MEASURE: The Rise of the People Meter
CREATIVEBLOQ: If you watch one thing today, make it this incredible new Nike ad
NHL: Birth of a Brand – Seattle Kraken
SPORT BUSINESS: SoFi Stadium looks to break new ground with massive videoboard
Unofficial Partner Podcast: Mundial

SOURCE:The Briefing #121| POWA index