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

WHY SPORT WILL PLAY A PIVOTAL PART IN SAUDI’S $500M MEGA-CITY NEOM
The woman tasked with making sure that Saudi Arabia’s new mega-city NEOM can become the most physically active place on earth by 2030 has insisted it’s “a marathon, not a sprint” as she revealed plans for sporting success.
For more on this story, head to ArabianBusiness

FORBES – THE WORLD’S MOST VALUABLE SOCCER TEAMS
Move over, Madrid. Spain has a new No. 1. Barcelona tops the Forbes list of the world’s 20 most valuable soccer teams for the first time, knocking Real Madrid to No. 2. Barcelona is valued at $4.76 billion, just nudging out Real Madrid at $4.75 billion. The top spot had been monopoliSed by two teams for the previous 16 years, with Real Madrid taking it five times and England’s Manchester United 11 times.
For more on this story, head to Forbes

WHY THE DIGITAL AGE DEMANDS A REVISED FAN-CENTRIC APPROACH TO SPORTING BRANDS
Jung von Matt SPORTS chief executive Robert Zitzmann and Soeren Jessen, the creative agency’s head of strategy, explain why building an authentic and relevant brand identity starts with a fan-centric, emotion-led approach.
For more on this story, head to SportsPro

WHY GROWTH OF WOMEN’S SPORT IS BOGGED DOWN BY SMALL STEPS FORWARD
Coverage of women’s sports has not historically attracted the same level of advertisers’ interest or media coverage as men’s sports. Inhibitors include lagging efforts by publishers in this space, a dominance of men in sports media and a struggle to convince advertisers of the value of aligning with content beyond big sports events. But progress is being made, albeit slowly.
For more on this story, head to DigiDay

SPONSORSHIP MARKET DYNAMICS FAVOUR PREMIUM SPORTS BRANDS IN PANDEMIC
In tough economic times, high-end sellers like to present their products or properties as exceptional. It’s no different in sports sponsorship, where there is an expectation that sponsorship sales at premium properties – those sport brands that combine prestige with big audiences – will come through whatever the macroeconomics.
For more on this story, head to SportBusiness

GOOD SHOUT
SPORTICO: Tennis player sells ad space for an arm & NFT
SPORTSPRO: Wolfsburg rank as Bundesliga’s most sustainable club
INSIDERSPORT: Tiktok expands sports sponsorship portfolio with Extreme E deal
UNOFFICIAL PARTNER: Podcast – Football as a platform

SOURCE:The Briefing #137| POWA index