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

FOOTBALL AND POLITICS: LESSONS OF THE SUPER LEAGUE FIASCO
The Super League football fiasco, with its pleasing echo of David defeating Goliath, bears thinking about.
For more on this story, head to TheArticle

HOW NETFLIX AND SOCIAL MEDIA HELPED F1 BUCK A GLOBAL SPORT SPONSORSHIP SLUMP
According to the European Sponsorship Association in the overall sector dropped 23% in 2020, the first fall in over a decade. The survey found that sports sponsorship dropped by 9%, while the music industry experienced a contraction of 70% – no surprise given the live performance nature of the sector, which was obviously hit particularly hard by Covid-19.
For more on this story, head to RaceFans

COULD NEW UK LAWS STOP GAMBLING BIZ FROM SPONSORING SPORTS? DON’T BET ON IT
A new review of UK gambling laws has been launched by the Department for Digital, Culture, Media and Sport (DCMS) with initial calls for evidence having now closed. But with the UK already imposing some of the strictest advertising and promotional rules in Europe, what could this mean for the future of sponsorship in sports?
For more on this story, head to TheFinTechTimes

MASTERS WINNER HIDEKI MATSUYAMA COULD SET OF A SPONSORSHIP FRENZY IN GOLF-OBSESSED JAPAN
With just one stroke, Hideki Matsuyama guaranteed a lifetime of riches. The 29-year-old Japanese golf sensation won by one shot to win the 2021 Masters at Augusta National Golf Club. The victory was the first by a Japanese player at any men’s golf major, cementing his status as one of the country’s most venerated champions.
For more on this story, head to Forbes

NO NEED FOR REVIEW – WHY VAR SPONSORSHIP IS A DUD
Daniel Haddad, head of commercial strategy at the Octagon agency, sees little merit in sponsorship proposals around Video Assistant Referee (VAR) technology, the application of which has only detracted from the fan experience.
For more on this story, head to SportBusiness

HOW BREXIT HAS IMPACTED THE SPORTS INDUSTRY: A LEGAL PERSPECTIVE
From 1 January 2021, the UK’s relationship with the EU operates under a different legal framework, with the UK and EU Trade and Co-operation Agreement (TCA) governing various aspects of trade between the two (however, the EU Parliament and Council are yet to ratify the TCA and so it is only in effect provisionally until this process is complete). As the UK and EU enter into a new phase of their relationship, there are a number of issues that those in the sports industry should be aware of, consider and (if necessary) take appropriate action to address.
For more on this story, head to LawInSport

GOOD SHOUT
BBC SPORT: Indian Premier League 2021: The story of the Knight Riders brand
THE GROCER: How sports sponsorship is upping its game for a post-Covid world
THE GUARDIAN: Dulux’s Twitter trolling of Tottenham takes gloss off club’s new sponsorship
PODCAST: Fuse’s Louise Johnson on brand expectations and the future of the sports marketing agency

SOURCE:The Briefing #138| POWA index