News
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10 December 2019
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.
News
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02 December 2019
City Football Group (CFG), the parent company of English Premier League champions Manchester City, is acquiring a 65% stake in Mumbai City FC in what is seen as a landmark deal for Indian football.
Case Study
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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.
News
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27 November 2019
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 ...
News
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26 November 2019
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.
Opinion
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Alex Burmaster, November 2019
As the dust settles on the 2019 Rugby World Cup, Alex Burmaster of sports marketing platform caytoo picks out his favourite sponsor activations which highlight sponsorship best practice.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Grupo Dignidade, a non-profit organisation, successfully devised a social media campaign to protest the World Cup event in Russia, while also supporting LGBTQ+ fans at the event.
News
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06 November 2019
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.
Article
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Henry Chilcott, Admap, November 2019
Henry Chilcott, Group Marketing Director, McLaren Group gives an exclusive insight into the inner workings of the racing group’s partnership strategy.
News
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31 October 2019
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.
News
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10 October 2019
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.
News
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30 September 2019
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.
Article
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Research on WARC, September 2019
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.
Article
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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.
Opinion
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Alex Burmaster, September 2019
With the Rugby World Cup about to kick off in Japan, Alex Burmaster of sports marketing platform caytoo crunches the numbers around sponsors and media coverage .
News
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13 September 2019
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.
News
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09 September 2019
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 ...
Research Paper
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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.
Research Paper
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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.
Article
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Research on WARC, September, 2019
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.
News
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27 August 2019
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.
Article
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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.
News
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06 August 2019
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.
News
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01 August 2019
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.
News
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30 July 2019
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.
