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

IN NO-SPECTATORS ERA, DIGITAL PLATFORMS ARE TURNING SPORTS SPONSORSHIP ON ITS HEAD
Nothing beats the thrill of watching live sporting events unfold. Those impossible acts, the surprise results and glorious victories – there is nothing else like it. Sport is emotional, it is engaging and it has the power to unify. There is a huge global appetite for sport and, after the Covid-19 pandemic forced many spectator sports to shut down for much of 2020, fans became hungrier than ever for the excitement of live events.
For more on this story, head to TheDrum

GLOBAL ATHLETE CALL ON TOP SPONSORS TO BACK FREEDOM OF EXPRESSION FOR ATHLETES
Competitor-led movement Global Athlete has called on the sponsors of the International Olympic Committee (IOC) and International Paralympic Committee (IPC) to support its calls for greater freedom of expression for athletes at the Olympic and Paralympic Games. The athlete representation group, is seeking support from the top tier of IOC and IPC sponsors, known as The Olympic Partners (TOP), for the removal of Olympic Charter Rule 50.2 and IPC Section 2.2.
For more on this story, head to SportBusiness

BETTING SPONSORSHIPS: SPORT’S NEXT FINANCIAL CRISIS
Britain’s sports industry – already on its knees due to the impact caused by the Covid-19 pandemic – is bracing for another financial crisis. In what is described by The Sunday Times as the “biggest shake-up of advertising in professional sport since tobacco promotion was outlawed”, the paper reports that gambling logos are set to be banned from all kits.
For more on this story, head to TheWeek

MURRAY BARNETT – TRENDS AND PREDICTIONS FOR 2021
Increasing convergence of sports and society/politics – Athletes will increasingly use their profile and platforms to pursue (positive) societal agendas. Colin Kaepernick blazed a trail for the Black Lives Matter movement in the US, and Marcus Rashford has been instrumental in campaigning for school dinners in the UK. The success of these campaigns will no doubt embolden others to follow suit. Whilst obviously important for society at large, there are risks for the brands and teams they are paid by. Witness Arsenal and their China-related issues following Mesut Özil’s Uighur comments.
For more on this story, head to SportBusiness

GOOD SHOUT
PODCAST: Unofficial Partner – Patrick Nally
FORBES: The Huge 2020/21 Deadlines Facing Manchester United And Manchester City
SPORTBUSINESS: Hearn: Cazoo’s WST sponsorship first step in reducing betting sector reliance
JAPAN TIMES: How Japanese soccer survived the coronavirus

SOURCE:The Briefing #132| POWA index