Probably the most recognised football club on the planet, Manchester United has agreed a deal with Alibaba Group’s Youku video streaming service that will include select first-team matches, highlights, and original content for a Chinese audience.
MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
Formula 1, the highest class of single-seater auto racing, developed a robot that created a near-real-time picture of the scale and context of fan activity in the UK, which the brand used to uncover what excites fans most about F1.
Advertisers seeking to tap into the 2020 Super Bowl are having to look at pre- and post-game slots after Fox Sports reported it had sold all 77 in-game slots – the first time in five years a network has sold all such inventory well ahead of game ...
Uefa, the governing body of European football, and the organisers of the Champions League competition, is reportedly considering a proprietary streaming service to guard against cooling interest in sports rights from traditional broadcasters.
Many of the advanced technologies and approaches that power Formula 1 racing can also be applied to businesses seeking competitive advantage in the fourth industrial revolution, according to McLaren’s group marketing director.
GolfTV, the Discovery-owned golf streaming app, is “exceeding expectations” in the ten months since its launch as it continues to build out its ecosystem via a series of unique events featuring top players.
The fallout from a tweet by the Houston Rockets basketball team’s general manager Daryl Morey in support of Hong Kong protesters appears to be growing, with potential implications for other foreign brands in China.
Facebook has secured a four-year deal with the International Cricket Council (ICC), the sport’s global governing body, to become the exclusive digital content rights partner for ICC global events in the Indian sub-continent until 2023.
2019 saw a particularly cluttered sporting summer in the UK: seven major events, including three World Cups, made it much harder for rights holders and sponsors to cut through and achieve a decent share of the sporting voice.
Sam Peña-Taylor, Event Reports, SportsPro Fan Conference, September 2019
Formula 1, the auto racing series needed to appeal to a broader set of fans outside of its core markets and chose to partner with Netflix on a series that could tell a more relatable story about the sport.
The Athletic, the digital sports news organisation, has applied an ad-free subscription model since it was founded in Chicago in 2016, but now it is about to launch an ad-supported podcast entirely outside of the site’s paywall.
Rugby fans from Japan and Australia are the most enthusiastic in Asia Pacific, according to a new study that uses stadium attendance data to profile supporters of the game, but interest in the game extends beyond those countries taking part in the ...
Pedro Almeida and Nuno Miranda, ESOMAR, Congress, 2019
MindProber, an automated consumer neuroscience company, and Eleven Sports, a leading European sports OTT broadcaster, monitored the reactions of a panel of hundreds of fans of the UEFA Champions League games, allowing the broadcaster to improve product optimization and commercial efficacy.
Matthew Roberts, ESOMAR, Congress, 2019
Formula 1's new global research team worked with spacial intelligence company Meshh to deliver insights into spectator behaviour around race circuits, with a view to maximising commercial revenue and spectator engagement at F1 events.
Presents findings from a study that analysed data of 60,000 rugby fans to provide deeper insights for sports administrators, event organizers, sponsors, tourism officials and marketers ahead of the Rugby World Cup.
Peloton, the fitness brand, is creating a “loop” whereby it manages everything from making hardware to crafting digital content and delivering goods to customers, all with the goal of providing a seamless end-to-end consumer experience.
Stephen Whiteside, Event Reports, Owning Your Narrative: The Future of Media
Peloton, the fitness brand, is building a brand loop that enables it to take end-to-end control of the customer experience, and that can help further expand its audience through driving recommendations.
The Athletic has launched in the UK. Originating in the US, the in-depth sport journalism site has gone on an intense hiring spree for its ad-free platform, which aims to bring in ‘over six figures’ of subscribers.
The high-profile partnership between Tencent and the USA’s NBA shouldn’t blind marketers to the many other opportunities that exist across Asia to tie their brands to the hugely popular sport of basketball.
Almost half a billion basketball fans in China watched NBA programming on Tencent’s platforms last season, figures which have encouraged the pair to extend their existing partnership for another five years and expand it into new areas.
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.