DataPOWA’s regular guide to the most important happenings in the world of sport sponsorship and marketing, digital and of course, data.

OYLMPICS SPONSORSHIP – THE REAL THING?

Coca-Cola has a long history of sports sponsorship including the Olympic Games, football and tennis. Coca-Cola has been involved with the Olympic Games since 1928. It has been sponsoring the football World Cup since 1978 and is actively involved with the Wimbledon Championships. Ahead of his appearance at The Brand Conference, Sports Pro Media interviewed James Willliams, Coca-Cola vice president of Olympic assets and marketing for Tokyo 2020, and he explains the soft drinks giant’s longstanding relationship with sport’s showpiece occasion.

As we all know, the Olympic Games is world sport’s biggest party. Not only can it offer a sponsor a worldwide audience of over 3.5 billion but its three core values – friendship, respect and excellence – are attractive qualities for any company to become synonymous with.

Coca-Cola has enjoyed a long and fruitful identification with the movement. The American soft drinks giant’s 89-year history with the winter and summer Olympics began when it travelled with Team USA to the 1928 Amsterdam Olympics. It was a move masterminded by Robert W Woodruff, the then president of Coca-Cola, as a means of spearheading the brand’s overseas expansion.

To read the full article, visit the sportspromedia.com link

Tags: Coca Cola, Olympics

 

F1 REVS UP FOR eSPORTS WITH GFINITY

With yet another first for eSports, Gfinity have announced their appointment as the eSports partner for Formula 1, to deliver the Formula 1 Esports Series. For the very first time, Formula 1 fans and gamers will have the chance to compete against each other with the same target as the 20 real Formula 1 drivers: to become World Champion! The competition, starting in September 2017, will see gamers from all over the world battle it out to uncover the best virtual F1 driver from across the globe.

The series will be held on the new F1 video game, published by Codemasters due for release on the PlayStation 4, Xbox One and PC platforms on Friday. A qualification period will be held in September and from it the 40 fastest drivers will attend the semi-finals to be held at the Gfinity London Arena in October. The top 20 drivers from the semi-finals will reach the finals, a three-race event to be held at F1’s season finale in Abu Dhabi in November.

The interest in and return from eSports has been growing exponentially in recent years. A survey by Nielsen revealed that 14% of Americans over the age of 13 are fans of professional gaming. The gaming market research company Newzoo’s latest report placed the global eSport audience at 385m and worth $696m, a figure they are predicting will reach $1.5bn in annual revenue by 2020.

To read the full article, visit The Guardian link

Tags: eSports, Formula One, F1, Gfinity

 

SUPER-FREAKSHOW

The Telegraph’s Tom Cary’s take on this weekend’s boxing extravaganza. It’s not my cup of tea, but it’s certainly interesting how much its captured the public attention, as Tom goes on to show, this hybrid event is all about money, not sporting excellence.

When Jesse Owens returned from the 1936 Olympics in Berlin, he found his commercial opportunities in a Depression-era America limited.  Despite having defied Adolf Hitler and Nazi Germany by winning four gold medals at those Games, becoming a star in the process, Owens had had his amateur status revoked for opting to capitalise on his newfound celebrity by accepting a few endorsements.

With his athletic career effectively over, he ended up having to resort to cheap stunts, at one stage accepting an invitation to race against a horse in Havana, Cuba (it was a stunt he would repeat a number of times over the next few years).

“People said it was degrading for an Olympic champion to run against a horse,” Owens later remarked, “but what was I supposed to do? I had four gold medals, but you can’t eat four gold medals.”

To read the full article, visit The Telegraph link

Tags: Boxing, UFC, Martial Arts, Conor McGregor, Floyd Mayweather

 

GAMING IN THE MAINSTREAM

The Economist carry an article which proves what I already know, eSports is here to stay and its disrupting the sport & entertainment sector right now.

Fireworks detonated, smoke wafted over the stage and confetti began to fall. Seventeen thousand fans cheered the European players of Team Liquid, with monikers like “MinD_ContRoL” and “MATUMBAMAN”, who had just triumphed over a Chinese side to win The International, a tournament held in Seattle’s KeyArena on August 7th-12th. In the stands Max Martinez, a 25-year-old bartender from Phoenix, was in a state of nirvana. “This is like my Super Bowl,” he said.

But the players in this tournament had no need to catch, throw or run. Their most important muscles are those in their fingers. MinD_ContRoL, a bespectacled Bulgarian named Ivan Ivanov, excels at a computer game called “Dota 2”. Valve Corporation is the producer of “Dota 2”. It has put on The International since 2011, offering more than $10m to this year’s winners. The prize money is particularly rich, but the tournament itself is not unusual. E-sports, in which computer gamers compete before thousands of fans in person and millions more online, is on the rise.

To read the full article, visit The Economist link

Tags: Gaming, eSports

 

GOOD SHOUT

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