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Korea Opportunities Page 23 Page RULING DILUTES RULING DILUTES RULE 40 GERMAN CARTEL GERMAN CARTEL JANUARY/FEBRUARY 2018 NO.238 GERMAN CARTEL EXPERTS MAKE THEIR GIANNI INFANTINO ON THE CASE FOR RULING DILUTES DIGITAL PREDICTIONS HIS PREFERENCE FOR PROMOTION AND RULE 40 FOR 2018 JOINT HOSTING RELEGATION IN MLS Page 23 Page 28 Page 40 Page 48 SportBusiness • Issue International number 238 • January/February 2018 Korea opportunities WILL PYEONGCHANG 2018 BE A COMMERCIAL SUCCESS? [ PAGE 18] 01_238_cover.indd A4 V 29/01/2018 14:59 N o . 238 : JANUARY/FEBRUARY 2018 3 CONTRIBUTORS 40 FRANK DUNNE Chief sports writer Contents/1FEATURES Frank Dunne is a specialist in media rights having formerly edited sister publication TV Sports Markets. He also regularly covers the subject of sports sponsorship for stablemate Sports Sponsorship Insider. @frankdunneTVSM 10 KEVIN ROBERTS THE GREAT MURDOCH Founding editor, MYSTERY SportBusiness International Kevin Roberts is the founding editor of What the Disney-Fox deal means 10 SportBusiness International and has worked for sport for the publication since its inception in 1996. Before working for the magazine, he was the communications director for the 18 London-based CPMA agency. DOWNHILL STRUGGLE @krobsportbiz A commercial preview of the Winter Olympic Games 23 ROBIN JELLIS RULE YOURSELF Editor, TV Sports Markets Robin Jellis joined SportBusiness Group in IOC’s athlete marketing restrictions February 2013 as a reporter for TV Sports risk death by a thousand cuts Markets and Sports Sponsorship Insider. He began writing solely for TV Sports Markets in December 2013 and became editor of the 28 publication in June 2015. THE DIGITAL YEAR AHEAD @robinjellis Experts make their 2018 predictions for sport 32 18 MATTHEW GLENDINNING CASE STUDY Editor, Sports Sponsorship Insider Matthew Glendinning has been writing on the Newcastle Falcons follow analytical business of sport since 1996. He joined the approach to revive attendances SportBusiness Group full-time in 2007 and now edits sister title Sports Sponsorship Insider. @mattglen 40 HEADLINER Fifa president Gianni Infantino speaks exclusively to SportBusiness RICHARD CLARKE 44 Digital correspondent UP-AND-DOWN 58 Richard Clarke is a digital and social media ROLAND-GARROS consultant. He has run the social media MLS promotion-relegation debate 23 accounts at major football clubs in the UK and makes a comeback New roof brings benefi ts USA having worked for EPL club Arsenal and MLS club the Colorado Rapids. @MrRichardClarke 48 62 GROWING UP MONEY CAN’T BUY Why Los Angeles and Nashville fi t The sports teams putting a MLS's expansion plans premium on hospitality MARK DREYER China correspondent 52 66 Mark Dreyer is a specialist in the growing SAUDI ARABIA NBA 2K LEAGUE sports sector in China. He is based in Beijing Why the NBA and its teams are and founded and edits China Sports Insider. Prince extends reforms to sport Before working for this publication, he worked going all-in on esports as a football reporter for Sky Sports. @DreyerChina 01/02.18 : SportBusiness International 03-04_contents.indd 3 26/01/2018 16:58 4 N o. 238 : JANUARY/FEBRUARY 2018 Editor Ben Cronin [email protected] Contents/2REGULARS 68 Commissioning Editor Adam Nelson Chief Sports Writer Frank Dunne Founding Editor Kevin Roberts US Correspondent Bob Williams 25 Head of Product DIGITAL COMMENT Matthew Horsford Richard Clarke on the latest in digital Creative Director 8 and social media Andy Medley Production and Design 39 Squires Media PEOPLE Production and Distribution Manager Industry moves Craig Young Media sales [email protected] 57 Robin Hume VENUES & FACILITIES Information sales The latest news on sports stadia, [email protected] venues & facilities Max Frew Laurence Burton Scott Longhurst 65 Patrick Odling ESPORTS NEWS Director of Sales Tom McMullen Gamer and influencer Liam Thompson’s regular round-up Head of Group Business Development Paul Santos Head of SportBusiness Group 68 Ben Speight CHINA NEWS www.sportbusiness.com/sportbusiness- Mark Dreyer’s update on the international 8 emerging sports sector in China MEDIA NEWS AND ANALYSIS Published by: SportBusiness, a division of SBG Companies The best of TV Sports Markets 16 Ltd, 133 Whitechapel High St, London E1 7QA 69 T: +44 (0) 20 7265 4100 CONFERENCES & EVENTS F: +44 (0) 20 7265 4220 15 Sports industry event calendar Registered address: COMMENT Park House, 116 Park Street, London, W1K 6AF Kevin Roberts, founding editor, Printed in the UK by Pensord Press SportBusiness International 70 BEING BRILLIANT www.pensord.co.uk The paper used within this publication has Our new columnist, behavioural been sourced from a Chain-of-Custody 16 scientist Kevin Brilliant, on the secret certified manufacturer, operating within SPONSORSHIP & MARKETING of a good loyalty card scheme international environmental standards such as ISO14001 and EMAS. This is to ensure The best of Sports Sponsorship sustainable sourcing of the raw materials, Insider sustainable production and to minimise our carbon footprint. 22 SportBusiness International is published monthly © SBG Companies Ltd 2017. All rights reserved. No part of this COMMENT publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system Ex-Synergy CEO Tim Crow on of any nature without prior written permission, except why it's time for a stripped-back for permitted fair dealing under the Copyright Designs and Patents Act 1988. Application for permission for use Olympics of copyright material including permission to reproduce extracts in other published works shall be made to the publishers. Full acknowledgement of author, publisher and 57 source must be given. ISSN 1757-5346. 01/02.18 : SportBusiness International 03-04_contents.indd 4 26/01/2018 16:59 6 SNAPSHOT Snapshot Off -fi eld and left-fi eld stats, stories and soundbites from the world of sport TATTOO INCENTIVE OVERWATCH V TNF NUMBER CRUNCHER MLS team Philadelphia Union have hit on a The backers of the Overwatch League way to use their fans as billboards: sign up city-based esports competition claim its for a tattoo of the team’s logo and they will viewership figures represent a victory over knock the price of the new ink off the cost of traditional sports. OWL’s opening day drew a season ticket. Showing meticulous attention an average per-minute audience of 408,000, to detail, the club says the offer will only apply while more than 10 million viewers tuned in 600,000 to fans who chose pre-approved designs by over the four-day period via Twitch (OWL’s Predicted attendances across the the team’s ‘Chief Tattoo Officers’ – local firm exclusive third-party digital broadcast 3 weeks of the French Open tennis Bonedaddys. That the team has an approved partner), MLG, and Chinese streaming tournament once a new roof is added tattoo parlour reveals all you’ll need to know partners ZhanQi TV, NetEase and Panda to the centre court allowing for day/ about the way it’s trying to re-position itself TV. A press release said this compared night sessions of tennis. The current in the Philadelphia region. It says it has been favourably with the average viewership of fi gure for the 3 weeks is 472,000. inspired by urban culture in the city and fan- 372,000 for NFL Thursday Night Football on (see page 58) centred focus groups to come up with three Amazon Prime. But the comparison is hardly brand pillars: ‘young, fearless and challenger’. fair. TNF averages 525,000 viewers across One wonders where fans who take the team other online platforms and on each of its GOOD MONTH: up their offer stand on the MLS promotion- television partners - CBS and NBC - averages BEIJING 2022 WINTER relegation debate (page 44). over 14 million viewers. OLYMPICS Organisers of the Beijing 2022 Winter TWEET OF THE MONTH Olympics have passed their marketing revenue target of $880m (€719.6m), taking advantage of fierce rivalry between China Darren Rovell @darrenrovell Mengniu Dairy and the Yili Group to drive The Simpsons has now predicted Disney buying Fox, a sponsorship five times the size of other the FIFA scandal, Greece’s economic collapse & deals. Dairy wars contributed one of the stories of Rio 2016 when the Mengniu- President Trump sponsored Chinese team dropped star 4:26 AM - 14 DEC 2017 524 27K 45K swimmer Ning Zetao after he signed for Yili. The swimmer only made the plane to Rio after an 11th hour compromise. Expect more yoghurt-related intrigue at Beijing. BAD MONTH: FORMULA 1 Formula 1 is facing questions after it emerged its new logo bears a striking resemblance to a pan-European trademark registered by US conglomerate 3M. It’s hard to know whether the motorsport Forget the trade press. If you really want to know what’s going to happen in the sports series will be more annoyed about the business – or media or politics for that matter – watch The Simpsons. The cartoon, as this potential legal dispute or the fact its tweet from ESPN’s Darren Rovell points out, correctly anticipated the Fifa scandal and attempts to create a more youth-oriented more recently the Fox-Disney merger. So what do the latest editions of the series tell us? identity were so easily confused with Junior lacrosse is going to be massive in the US, apparently. In There Will be Buds, an episode the branding on a range of compression that aired at the end of 2016, the children of Springfield switch to the sport after a spate of tights. 3M says the tights are designed to concussions make Pee-Wee Football too violent for the tastes of their parents. You heard it “improve circulation, minimise swelling there first. and relieve tired, achy legs”. 12.17/1.1801/02.18 : SportBusiness International 06-07_Snapshot.indd 6 26/01/2018 16:35 SNAPSHOT 7 OVERALL ATTENDANCES IN UK IOC SAYS NO TO SPORT IN 2017 (M) GIGANTOMANIA Ben Cronin, Editor Paid attendances at professional sports events in the UK reached 74.5m in 2017, according to research by Deloitte.
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