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



Gideon Spanier is the Global Head of Media for Campaign Magazine. Here he’s talking to the London Evening Standard about the recent glut of brand advertising pitches. On top of all its shenanigans with the competition authorities over the Fox deal, Sky has just kicked off a review of its £400 million media-buying account for the first time in 13 years.

The UK Government, another major advertiser, is reviewing its £140 million media account. Other leading brands including McDonald’s, Mars and Adidas — advertised by Paul Pogba (pictured) — are in the process of reviewing their media planning and buying globally. A big company putting its account up for review always gets pulses racing in ad land and pitching  is the lifeblood of agencies because  it sustains them and helps them grow.

To read the full article, visit The Evening Standard link

Tags: Sponsorship, Pitching, Sky, UK Government



Danish beer brand Carlsberg is to hang up its boots as a sponsor of the England national football team after backing the club for 22 years. The advertiser instead plans to broaden its attention with a focus on alternative sporting events and live music in a bid to “broaden its partnerships as a brand in the UK”.

Carlsberg’s vice-president of brands Liam Newton said that despite a shift in focus football will still play a role in the brewer’s mix, as it continues to be the official beer to eight Premier League clubs including Liverpool and Tottenham.

To read the full article, visit The Drum link

To read about Budweiser’s new England Team sponsorship deal, visit The Drum link

Tags: Carlsberg, Budweiser, England Football, The FA



Like a lot of 23-year-olds, Omar Raja started an Instagram account in college because most of his friends were on Instagram. Unlike a lot of 23-year-olds, Raja’s Instagram account was a lot more than selfies and food porn. He amassed 8.2 million followers, including NBA superstars LeBron James, Steph Curry and Russell Westbrook, used the account to land his first job and helped start viral internet memes, like the “Running Man Challenge” and the “Drive-By Dunk Challenge.”

To read the full article, visit The Recode link

Tags: Omar Raja, House of Highlights, Instagram



Chris Blivin is Director, Commercial Partnerships & Esports for Lagardère Sports. In VentureBeat he asks why aren’t more brands using esports as a marketing platform? It reaches an attractive millennial demographic. From the classical marketing viewpoint, the customer lifetime value of the esports millennial is significant for brands and worthy of meaningful marketing spending.

He goes on to say, the answer is simple: perceived risk. No one wants to be laughed out of the room for suggesting an investment in a platform that few understand or are familiar with, Esports is still in its infancy.

To read the full article, visit The VentureBeat link

Tags: Esports, Gaming