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

THE MOST VALUABLE SPORTS TEAM IN 2020
Fans are stuck at home, seasons are at risk, and revenue is plummeting. Things might seem terrible for professional sports, but amazingly most of the world’s top franchises are worth more this year than last on the Forbes List.
For more on this story, head to Forbes

HEINEKEN’S BIGGEST EVER NON-ALCOHOLIC BEER SPONSORSHIP
Heineken recently announced a huge gear change in its alcohol marketing by entering into ‘the largest ever single sponsorship deal involving a non-alcoholic beer brand’, replacing Amstel as a Uefa Europa League sponsor. Hans Erik Tuijt, Heineken global sponsorship director, explains why.
For more on this story, head to TheDrum

THE RISE OF ATHLETE PODCASTERS
2020 has witnessed an incredible amount of sports podcast activity in the first half of 2020. Ranging from M&A, fundraisings, slate launches, and high-profile talent and company partnerships.
For more on this story, head to WeAreRockwater

THE RETURN OF WOMEN’S SPORT IS CRUCIAL AMID EVENT RECOVERY
Paul Bush, director of events at VisitScotland, discusses post-pandemic events in women’s sport and why we have a lot to look forward to in spite of the recent setbacks caused by Covid-19
For more on this story, head to SportBusiness

THE IMPACT OF COVID-19 ON US SPONSORSHIP VALUE
As much as US$14 billion in sponsorship value needs to be made up in the US following the suspension of live sports and entertainment events, according to IEG, which said the figure equates to over 50 per cent of paid rights fees for this year.
For more on this story, head to SportsPro

GOOD SHOUT
THE DRUM: Can cycling brands keep wheels in motion post-lockdown?
EPIC GAMES: Free Fortnite
HEADS UP: Troy Deeney + Alex Scott talking mental health for Heads Up
SPORTSPRO: New York Yankees pen ‘$10m’ TikTok sponsorship
LONDON POST: Giant pitch portrait of Premiership Rugby stars unveiled at Twickenham
SHERIDANS SPORT PODCAST: Steve Martin of M&C Saatchi talks all things sports & entertainment

SOURCE:The Briefing #122| POWA index