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

THE MAKING OF TIKTOK’S EURO 2020 DEAL
TikTok’s head of marketing for the EMEA region, James Rothwell, has said the video-sharing platform’s sponsorship of Uefa Euro 2020 is likely to be the precursor to further marketing deals in football.
For more on this story, head to SportBusiness

HOW COULD ATHLETE SPONSORSHIP CHANGE AFTER THE FRENCH OPEN?
Tennis star Novak Djokovic won the French Open on Sunday, beating Stefanos Tsitsipas — the culmination of two weeks of matches. During that time, four-time grand slam champion Naomi Osaka declined to speak to the press in order to prioritise her mental health. She was fined $15,000 and faced the possibility of disqualification if she continued to refuse press engagements, prompting her to withdraw from the tournament.
For more on this story, head to MarketPlace

GAMING IS NOT A MEDIA CHANNEL
The total numbers may be attractive, but brands need to go much deeper if they really want to be part of the scene says MediaCom’s Misha Sher as part of our deep dive into all things gaming.
For more on this story, head to TheDrum

CR7 AND LANG PING TOP RANKING OF MARKETABLE SPORTS STARS IN CHINA
Portuguese footballer Cristiano Ronaldo and national team volleyball coach Lang Ping are the most valuable sports stars in China for sponsors, according to a new ranking.
For more on this story, head to SportBusiness

GLOBAL SPORTS SPONSORSHIP ARE NOW PURPOSE-DRIVEN MARKETING
The events of the last 14 months caught us all off guard. A global pandemic changed how we live, but also perhaps what we consider to be meaningful. Who would have imagined that restaurants and bars, as age-old social gathering spots, would be closed or restricted in capacity for so long?
For more on this story, head to Forbes

GOOD SHOUT
SPORTBUSINESS: Premier League clubs agree on anti-Super League measures
THE DRUM: BBC, Heineken, Adidas, ITV: what’s your favorite Euros ad?
CREATOR UPLOAD PODCAST: The Creator Age Is Officially Upon Us
UNOFFICIAL PARTNER PODCAST: Talking to Women About the Sports Business #4

SOURCE:The Briefing #140| POWA index