June 2019

www.sportbusiness.com Moving on up WHY THIS BIG SUMMER OF WOMEN’S SPORT IS THE NEXT STEP ON THE COMMERCIAL LADDER Issue no. 252

www.sportbusiness.com INSIDE THIS ISSUE

MLB begins ‘long-term Mexico City’s illustrious IMG Arena bets golf is Twenty things we learned journey’ in Europe with history of major events a ‘sleeping giant’ for from the Sports Decision London games gives way to uncertainty sportsbooks Makers Summit in Miami CONTENTS Glasgow, UK | 26 - 27 November 2019 June | Issue no. 252

The Largest International Meeting of Cities Women’s Sport 5 Fifa and Uefa have plans for women’s football, but is and Sports, Business and Cultural Events the pace of change quick enough?

9 Investment grows but sustainability is still an aspiration for most women’s sport

14 2020 ICC T20 World Cup splits men’s and women’s events to diversify sport’s audience

Media

5 37 DAZN-led US boxing deals promised a revolution, but it’s business-as-usual for the sweet science

Event Hosting

44 Mexico City’s illustrious history of major events gives way to uncertainty

Sports Betting

53 With European Tour and PGA Tour deals, IMG Arena bets that golf is a ‘sleeping giant’ for sportsbooks

At Host City 2019, Ciies, Event Owners and Suppliers will exhibit alongside a truly 37 Sponsorship outstanding conference programme that include top-level speakers from some of the most influenial organisaions worldwide alongside representaives from businesses with 60 Virtual advertising technology unlocks split sponsorship experience of all aspects of event hosing. This is where city representaives, desinaion inventory and multi-lingual graphics for Formula One marketers, event owners, organisers and suppliers from all over the world meet to network 62 Heineken calls for Uefa to ‘nurture’ sponsors with more and learn from each other. free-to-air Champions League coverage 64 Crystal Palace aims to become sponsors’ “club of choice in London” INNOVATE • REFORMULATE • CO-CREATE Rights Owners 26 Premier Lacrosse League aims for mainstream audience 44 62 with touring model 32 MLB begins “long-term journey” in Europe with London games

58 After teething troubles, Big3 basketball league begins to find its feet

Other Business

19 Twenty things we learned from the Sports Decision 19 Makers Summit in Miami

www.hostcity.com #HostCity [email protected] +44 (0)203 675 9530 @SportBusiness | www.sportbusiness.com 3 WOMEN’S SPORT Governing bodies have plans for women’s

Editor

CALENDAR football but are they doing enough? Ben Cronin [email protected] + 44 (0)20 7265 4232 Deputy Editor Fifa and Uefa have both unveiled Uefa considering expansion of Critics say women’s game is still Adam Nelson [email protected] strategies for the long-term centralised rights to Women’s under-funded and federation + 44 (0)20 7265 4234 development of women’s football Champions League commitment patchy Head of Content Richard Welbirg [email protected] + 44 (0)20 7265 4233 Editorial Director Kevin Roberts [email protected]

Senior Designer Alex Smith 09-10 JUL | LONDON 19 AUG | COLOGNE [email protected] SPORTS DECISION MAKERS SPOBIS GAMING & MEDIA Production and Distribution Manager SUMMIT Craig Young “SPOBIS Gaming & Media takes place at the [email protected] “Sports Decision Makers Summit London interface between the gaming, media and sports Head of Media Sales is the second in a series of next-generation business industries, providing an opportunity [email protected] + 44 (0) 2072 654182 conferences designed specifically for the to consider the latest topics of relevance and owners and C-suite executives of sports to bring top decision-makers from the different Subscription/Information Sales companies. The invitation-only event is built industries together.” [email protected] + 44 (0) 2072 654178 around a series of insightful keynotes and panel discussions. Each panel will be given spobis-media.de//en Head of Key Account Development [email protected] context by data on fan attitudes gathered from + 44 (0) 2072 654183 an exclusive research programme for the event.” Sales Director london.sportsdecisionmakers.com/ [email protected] + 44 (0) 2072 654223

www.sportbusiness.com 03-06 SEP | SEVILLE 16-18 SEP | SINGAPORE EASM SPORTS MATTERS

“Hosted by two outstanding academic partners, “Asia’s leading sports and entertainment (VI Images via Getty Images) Universidad Europea and Universidad Pablo industry conference, All That Matters, is unique. Published by: Olavide, EASM will bring together academics It offers the meeting point in the region for the SportBusiness, a division of SBG from all continents with top officials from most influential players in global entertainment. Companies Ltd, New Penderel House, Frank Dunne the local organisers had to think about. event. This first event was very positive. different sectors of sport industry. The EASM Music Sport Gaming Digital Marketing… these 283-288 High Holborn, London In December 2016, Uefa opened a The stadium was sold out and there was WC1V 7HP Board and the Local Organising Committee industries gather in Singapore in the most quick glance at the result bidding process for the hosting rights a very strong push from the federation have been working hard to ensure a stimulating exciting week of the entertainment calendar T: +44 (0) 20 7265 4100 F: +44 (0) 20 7265 4220 for May’s match. The federations of in Hungary,” he adds. academic programme and a friendly forum for prior to the Formula 1 Grand Prix.” of the Uefa Women’s exchange of ideas and socialising, underpinned Registered address: Spain, Scotland, Lithuania and the In the Groupama Arena, just under sportsmatters.asia/ Champions League final on by great Spanish hospitality.” Park House, 116 Park Street, London, May 18 – Lyon’s 4-1 victory Czech Republic expressed interest, but 20,000 fans watched the game, up on W1K 6AF easm2019.com/ Aover Barcelona – might have induced in the end the bidding came down to the 14,000 that watched the 2018 final in Printed in the UK by Pensord Press Hungary and Azerbaijan. In September the Valeriy Lobanovsky Stadium in Kiev. www.pensord.co.uk a feeling of déjà vu in the average fan. 2017, Uefa awarded the final to the In France, the average live television The paper used within this publication has This was Lyon’s fourth consecutive title 17-20 SEP | LONDON 21-23 OCT | MONACO been sourced from a Chain-of-Custody-certified Groupama Arena in Budapest. audience was 1.3 million, split across manufacturer, operating within international – with the same scoreline as last year – BETTING ON SPORTS SPORTEL environmental standards such as ISO14001 and and sixth overall. But for those involved “We are making sure that the people the Canal Plus and TMC channels, with EMAS. This is to ensure sustainable sourcing of who host it, want it”, Uefa’s director of a further 500,000 watching live on the the raw materials, sustainable production and to in the promotion of the women’s “Betting on Sports Week 2019 is a must-attend “The world’s only exhibition and trade floor for minimise our carbon footprint. marketing Guy-Laurent Epstein points Barça TV and Gol channels in Spain. conference and exhibition for members of the the international sports media & technology game the match was significant. It sports, betting and gaming industries. You will industry. Attend this event if your company has SportBusiness Review is published monthly © was the first time the final venue had out. The stadium initiative was one of experience the very best industry speakers and commercial objectives within the global sports SBG Companies Ltd 2019. All rights reserved. “If it’s distributed on the back of several that Uefa has put in place No part of this publication may be reproduced been separated from that of the men’s content with plenty of high level networking and business industry. Sportel guarantees a unique or transmitted in any form or by any means, Champions League final. the men’s Champions League, that in the last three years to develop business opportunities.” opportunity to expand your business.” or stored in any retrieval system of any nature remains the main event. The bidders women’s football. Others include the without prior written permission, except for Yoking the women’s final venue sbcevents.com/betting-on-sports/ sportelmonaco.com/ permitted fair dealing under the Copyright for the Women’s Champions League in unbundling of sponsorship rights to its Designs and Patents Act 1988. Application to that of the men’s had not had the for permission for use of copyright material desired effect of leveraging interest isolation really want to do it and will competitions from those of the men’s including permission to reproduce extracts in put all their resources behind it. They events and increasing the funding from other published works shall be made to the across from the bigger event. It had publishers. Full acknowledgement of author, will focus all their resources on that one its Women’s Football Development publisher and source must be given. ISSN arguably diminished the women’s final, 1757-5346. turning it into another of the ‘add-ons’ event, so that will become the major Programme to national associations,

4 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 5 from €100,000 ($112,000) per year to have a massive impact on the growth optimising existing ones around Football Association in England or the like Jamaica and Thailand and others development work. So whatever money WOMEN’S SPORT €150,000 per year by 2020. of the women’s game globally. Fifa is women’s events FFF in France invest a lot and have who do not compete on the same level. goes in should be 50:50. Right now, there expecting a cumulative global television • Creating a more sophisticated had a lot of success but there are many It’s ridiculous that these federations is a minimum for women’s football and Five-year plan audience of over a billion, up from the women’s football ecosystem and that just pay lip service. In Europe, the cannot create a proper structure and for the rest it is up to the federation, so This month, Uefa unveiled ‘Time 750 million who watched part of the encouraging leadership roles for federations are generally doing OK environment for women’s football.” you get a huge difference in the level of for Action’, it’s five-year plan to 2015 event in Canada. women to modernise management of with supporting women’s football. But Haenni believes that two underlying investment from country to country. double participation in the women’s In June 2015, Fifa launched its Female the game. in Africa, Asia, South America and the problems are lack of representation – You will never close the gap if you don’t game by 2024. In tandem with the Leadership Development Programme, Caribbean some countries are far away. not just of women, but of experts in invest more in women’s football.” WOMEN’S SPORT WOMEN’S Fifa has also doubled prize money wider developmental objectives of aimed at increasing the number of Women’s football is not respected. women’s football – and under-funding. Haenni, who is currently head of for the Women’s World Cup from $15m increasing participation, improving women leaders and role models in There is progress all over the world. The “From Uefa and Fifa development women’s football for the Swiss Football to $30m. playing standards and increasing the football. In 2016, it established its own question is how fast and in what relation programmes you have at least a Association and has been president of FC representation of women on Uefa Women’s Football Division. Patchy and unequal to the men’s game.” minimum of funding that each Zürich women’s club since 2000, accepts bodies, the strategy contains some Last October it unveiled its own As a consequence of this patchy association must put in. But if that is, that female representation has increased Fifa’s former head of women’s football, specific commercial commitments. strategy for the women’s game, based commitment, she points out, there is let’s say $100,000 out of $1m, it is not in recent years but believes women’s Tatjana Haenni, broadly welcomes the These include: on three objectives: still a two-speed World Cup. “You have fair. It cannot be that only the amount “football know-how and expertise” is still Fifa and Uefa initiatives but argues the likes of Germany, the USA, England earmarked as the minimum for women’s not adequately represented. • Creating innovative solutions, • Increasing the level of female that the confederation zeal is not and France, with top professional football goes to women’s football and “There have to be proper women’s commercial revenue and media- participation in football globally to translating into the same kind of action players who work in a proper all the rest goes into men’s football. football structures at the associations rights models with sponsors, 60 million players by 2026 across all associations. environment. Then you have countries This funding to the federation is for and Fifa and the confederations have partners and broadcasters • Shaping new revenue streams and “National federations like the to insist upon this. This is the biggest • Doubling the reach and value of the issue. Take women’s football seriously, Women’s Euro and the Women’s which means proper structures and Champions League. experts in the decision-making bodies. Most rights-holders who have As long as women and women’s properties in a development stage of football experts are not sitting on their evolution put reach first and look the decision-making table it will only for revenues later. But Epstein argues develop in little steps.” that a natural symbiosis between the Haenni does not go as far as two is possible as the technical and demanding equal pay for men and tactical quality of the football improves. women representing their national “The viewership of women’s football teams – an issue she describes as “a is growing organically. The audiences very delicate and sensitive topic that on free-to-air in some markets are very has to be looked at in a pragmatic significant for the Women’s Euro and way” – but there are others that do. the Champions League final. This is In March, all 28 members of the USA something we can monetise today in a women’s squad that will start among way that wouldn’t have been possible in the favourites to lift the World Cup the past. If it is delivering audiences, the filed a complaint in the District Court revenue will grow with that. of California accusing the United “You can increase reach and revenue States Soccer Federation of gender at the same time by improving the discrimination. quality of women’s football. With better The complaint said: “Despite quality, you’ll get bigger audiences and the fact that these female and male more revenues. With more established players are called upon to perform products there is a trade-off between the same job responsibilities on their reach and revenue. But for women’s teams and participate in international football it is compatible because we were competitions for their single common starting from further away,” he says. employer, the USSF, the female players Uefa is also looking at changes to the have been consistently paid less money format of the Champions League and than their male counterparts.” is considering extending the central For Haenni, it ultimately boils down sale of media and sponsorship rights to to a question of respect. “Women’s the competition, which currently only football needs to be treated fairly and applies to the final. respectfully. Every federation has to decide what that means in practice. Fifa There is so much more money in men’s The Women’s World Cup in France football, that it might be legitimate from June 7 to July 7 will undoubtedly (Brad Smith/isiphotos/Getty Images) that prize money is different. It’s a

6 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 7 different market, and my first instinct Visa is also a long-standing partner Schools Partnerships – a player WOMEN’S SPORT is that you can’t expect it to be exactly of Fifa and for many observers its development scheme that will roll out in the same. But what can’t be accepted commitment to spend the same 100 locations across the UK. Investment grows but sustainablity still is the conditions for female players amount of money activating around Phil Carling, managing director of representing their country being inferior this summer’s Women’s World Cup as football at the Octagon Worldwide to the conditions for men. That is not it does around the men’s World Cup agency, believes that the brands are an aspiration for most women’s sport right. There are so many areas in which is one of the clearest signs yet that the not looking at these investments as there is shocking discrimination against women’s game is finally starting to traditional sponsorships based on Women’s sports are attracting Some mainstream brands remain Rights-holders are becoming WOMEN’S SPORT WOMEN’S women players.” punch at a higher commercial weight. media value and exposure but in terms more brands and greater reluctant to invest in women’s increasingly creative in packaging of values. commercial value sports because of a lack of data properties as standalone entities Unbundling working “Women’s football needs to be “All the traditional metrics that apply If driving greater revenues directly to sponsorship don’t currently apply from the women’s game is a key plank treated fairly and respectfully. to the women’s game. It doesn’t do the in closing that wealth gap between the Every federation has to decide numbers of the men’s game and there men’s and women’s games, one prong what that that means.” are more efficient ways of reaching of Uefa’s strategy which does appear to the kinds of audiences that women’s be delivering immediate results is the Tatjana Haenni | head of women’s football, football delivers than sponsoring unbundling of sponsorship rights. Swiss Football Association women’s football. “It enables us to identify brands that “However, there is a whole different want to be associated with women’s reason why brands want to be involved football, that really want to support Rival credit card company Mastercard and that has to do with values. Many women’s football, that have a drive for has also thrown its weight behind the brands are trying to find ways to be it, to help improve the quality and the women’s game through a series of deals good corporate citizens, promoting story-telling around it, and that will put with clubs, including Lyon and Arsenal, diversity and inclusion and equality in resources behind it,” Epstein says. and top players including Lyon’s 2018 the workplace. If you think of women’s In December, card payments services Ballon d’Or winner Ada Hegerberg, Lyon football as a metaphor for how you brand Visa became a partner of Uefa’s team-mates Kadeisha Buchanan, Saki drive those values, that is the basis on main women’s football properties in Kumagai and Wendie Renard, former which you are seeing all this investment. a seven-year deal, from 2018-19 to England captain Alex Scott, Wolfsburg That’s not to say that events like the 2024-25. The deal is worth over €2.5m striker Pernille Harder and Sam Kerr, Women’s Champions League final don’t per season, according to research by the Chicago Red Stars forward and get an audience but it doesn’t stack up SportBusiness Sponsorship. The deal Australia national team captain. as an opportunity from that perspective. covers the Women’s Euro at full Banking group Barclays became “But from the values perspective, national team, U19 and U17 levels, the the first ever title sponsor of the FA it’s very good value. Increasingly, Champions League and the Women’s Women’s Super League in a three-year consumers are asking brands to stand Futsal Euro. deal, from July 2019 to July 2022. As for something. Diversity and inclusion – (Matt Roberts/Getty Images) This was followed in March by a part of the deal, the bank also becomes what CEO in the world doesn’t have that three-year deal with US sportswear Lead Partner of the FA Girls’ Football on their agenda for their company?” Z manufacturer Nike, under which Rory Squires undisclosed value of the partnership the next two or three years. Nike will become supplier of the having doubled. “I’m feeling pretty positive about the official match ball across all women’s f insurance company Vitality’s The deal reflected a wider trend increasing commercial value of women’s competitions. record-breaking sponsorship within women’s sports. sports properties, but I think we’re a long “Visa have a strong willingness to renewal with England Netball is a According to data provider Nielsen, way off financial sustainability,” says push women’s football. We have Nike, guide, the halo effect is happening in the number of women’s sports Sally Horrox, managing partner of the a partner we don’t have in any other Iwomen’s sport. sponsorship deals rocketed by 47 per women’s sport-focused Y Sport agency. competition and who came specifically The high-profile commercial deals cent between 2013 and 2017, with the “Professional sport is expensive to support the women’s game. We also sealed by the likes of Fifa and Uefa average value of the partnerships rising and multi-million-pound investment have other brands joining us, where in women’s football ahead of major 38 per cent. is needed over several years if we are about to finalise the contracts,” tournaments such as this summer’s Fifa commercial partners are to help edge Epstein says. Women’s World Cup have been well Sustainability a sport, competition or event towards He says the response generally from documented, while tennis has produced Whether the properties themselves sustainability. the market has been “very positive” and commercially-attractive female are commercially self-sustainable yet “We are only just seeing deals of that vindicates the decision to unbundle. superstars for decades. is another matter. As Adams outlined sort of value and duration being done “The growth in participation in However, it was in netball where following the Vitality extension, in Europe, and still predominantly in women’s football reflects wider changes “probably the largest female team sport England Netball is still 64-per-cent women’s football, prompted by the in society and commercial entities are sponsorship in the UK” was struck funded by government-backed Sport 2019 Fifa Women’s World Cup. Tennis clearly prepared to attach themselves to last year, according to England Netball England, with the goal being to flip the and football occupy such a dominant this movement to push it further.” (Daniela Porcelli/Getty Images) chief executive Joanna Adams, with the ratio – to 64-per-cent self-funded – in position in terms of global appeal,

8 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 9 WOMEN’S SPORT infrastructure and fanbase, it’s difficult the men’s game, but as we see the want nuanced alignment with women’s Sport Trust, a lack of data is often cited for others to compete.” commercial possibility of these assets athletes, and, of course, access to by CMOs as a reason for not taking the standing on their own two feet and broadcast coverage. risk of investing in what they perceive to Formats earning greater value, separation is a “In 10 years’ time, if not before, you be an immature market. Despite the challenge, international natural phenomenon,” he said. “The are likely to see greater recognition of Although it does not fully justify their federations are investing more tendency from now will be for the women’s sport in the media which will stance, it could be argued that these time and resources into developing women’s game to be marketed far more pull some of the more established mega- CMOs have a point when it comes to

WOMEN’S SPORT WOMEN’S female-facing initiatives, from on its own merit, rather than bundled brands across into this space. Sadly, it long-term data. tailored marketing campaigns to new with the men’s game.” may mean the smaller brands are priced Several sports have experienced competition formats, often on the out and go looking for other, more a surge in female participation in a back of expanding corporate social “Multi-million-pound affordable platforms.” relatively short period of time. World responsibility strategies. investment [in women’s sport] According to Nielsen, out of people Rugby has reported a 28-per-cent The International Cycling Union in the UK who are interested in at least increase in registered female players (UCI), for example, is introducing a new is needed over several years.” one women’s sport, 51 per cent are since 2017, while according to England Junior Women category in cyclocross Sally Horrox | Managing director, Y Sport female and 49 per cent are male. Across Netball, since England won gold at the for 17- to 18-year-olds, while equal prize all sports fans in the country, 65 per 2018 Commonwealth Games, more than money is being implemented across cent are male versus 35 per cent female. 130,000 women have taken up the sport various disciplines and minimum Clark adds: “With women influencing or started to play more often. (Messerschmidt/Getty Images) salaries will be in place for riders in UCI Patience 80 per cent of consumer purchasing There is also a long-term issue Women’s WorldTour teams from 2020. Long-term vision and patience are decisions, I foresee more brands surrounding the talent production Similarly, World Rugby chief needed, says Horrox. identifying this opportunity [in line for girls versus boys in sport, with “In 10 years’ time, if not before, Personalities executive Brett Gosper recently spoke “My educated guess is that new women’s sport]. The onus is on sports female participation falling off a cliff in In the immediate term, though, Horrox of new underage tournaments as part women’s properties will still need to to understand and connect brands with the teenage years. you are likely to see greater believes women’s sports properties of the governing body’s launch of the be underwritten with core investment this dynamic.” In a study of 2,000 youngsters aged recognition of women’s sport and rights-holders should leverage the ‘Women in Rugby’ brand identity, for at least a four-year and perhaps an between eight and 18 last year, data in the media.” “power of the personality” to become which will spearhead its long-term eight-year commercial cycle to break Frustrations measurement company One Poll found more commercially attractive and strategy to engage more women and even or turn a profit,” she says. There are still lingering frustrations that just 57 per cent of girls play some Catherine Bond Muir | chief executive, “focus on the professional presentation girls in the sport. Catherine Bond Muir, chief executive with brands that are reluctant to take kind of sport outside school or college, W Series of the sport and its development as an “The development of women in rugby of the W Series women’s motorsport the leap. compared to 79 per cent of boys. entertainment product”. is the single biggest opportunity for our competition, acknowledges that Adams told SportBusiness Review in This drop-off in female sports She adds: “The deals that have been sport to grow over the next decade,” commercial viability remains “inexorably March that “a lot of brand managers participation is a headache the world study, which was released in April, done [in women’s sport] this year are said Gosper, before adding that, from linked with broadcast coverage, even in and sponsorship managers don’t over, even though, according to Nielsen outlines how sport can be adapted to be higher in cash value, longer term, and a commercial perspective, the goal is today’s mobile digital world”. want to jeopardise their jobs by doing data, people between the ages of 16 and more relevant to girls’ lives. with much greater activation spend. In to “grow the commercial value of the Speaking broadly about women’s something they might not get an 24 are most likely to be interested in “There are so many pressures on girls women’s sports, the brands currently women’s game as fast as we can”. sports, she adds: “I believe the key immediate return from”. women’s sports. today that even the most active are at investing see the value of increasing This, he suggested, will require a new opportunities you are likely to see She added: “We’ve sat in front of a lot In New Zealand, the government risk of stopping playing sport as they visibility with great content, powerful commercial approach. probably lie with brands that cannot of female brands for whom you’d think last year released a new ‘Strategy on hit the teenage years,” Women in Sport personalities and accessible role “Historically they [women’s rugby reach the financial threshold of the it’s a complete no-brainer to be involved Women and Girls in Sport and Active chief executive Ruth Holdaway says. models. assets] have been bundled with leading male sports, and specifically in women’s sport.” Recreation’, highlighting the need “Sports organisations need to get to “From a reputational point of Adams namechecked Gillette, Dove for “collective action”, according to grips with the way teenage girls live their view, women’s sport gives a brand and L’Oréal as brands that have a Jennah Wootten, general manager of lives; their hopes, fears and aspirations. the opportunity to demonstrate its significant presence in men’s sports but partnerships and communications at Sport must be relevant to the complex commitment to equality and to make are “missing open goals” in women’s Sport New Zealand. and busy lives these girls lead.” a social impact – beyond simply sports. “Without a doubt the biggest England Netball chairman Colin increasing market share. England Hockey commercial director challenge is addressing the rapid Povey adds that the progress of “This is incredibly relevant socially Jonathan Cockcroft told Marketing decline in participation that occurs women’s sports will be measured in and commercially right now as Week last year that there are not enough during teenage years, and from which the future by “capturing youngsters at consumers seek out greater corporate marketing directors and CMOs who at present there is no recovery during an early age, finding ways to keep them and social responsibility and social “have the imagination, the bravery and adult years,” Wootten says. engaged in the sport, and providing purpose from the companies with whom the gut instincts to go for something them with content that remains relevant they spend their money.” that’s slightly less mainstream”. He Relevance to their lives”. More brands than ever before also said that an insufficient number of One poll found that more than a third He says: “We need to continue to are recognising the potential of an agencies put non-mainstream properties of girls blame their lack of sports build ‘independent identities’ for the association with women’s sports. in front of big brands. participation on feeling like they are not women’s games and capture the spirit However, despite some notable good enough to take part, while 18 per of independence that underpins so exceptions, financial self-sustainability Data cent said they were too shy. many of the modern social trends for women’s sports properties According to Jo Bostock, co-founder and The Women in Sport organisation’s amongst girls, young females and the remains an aspiration rather than an (Scott Barbour/Getty Images)) joint chief executive of the Women’s ‘Reframing Sport for Teenage Girls’ more mature.” achievement for the majority. Z

10 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 11

Helen Housby, who scored in the final second and her England teammates celebrate at full time and winning the Netball Gold Medal Match between England and Australia on day 11 of the Gold Coast 2018 Commonwealth Games at Coomera Indoor Sports Centre on April 15, 2018 on the Gold Coast, Australia. (Photo by Scott Barbour/Getty Images) by multi-million-pound investment don’t lead, they follow. And as with their bias behind the fake certainty of OPINION from household name brands making the case of gender equality, they are the spreadsheet. Brands backing women’s sport is wonderful a long-term commitment,” says Sally often bloody slow to do so. For all Of course, the entry of big brands Horrox, managing partner at Y Sport. the talk of thrilling disruption, the is great news, and it’s right they OPINION – but they are followers, not leaders “We are starting to destroy old myths sport sponsorship market is mostly a should pay through the nose for the around women’s sport – and it’s not just ponderous, bovine presence. They’ll opportunity to signal their virtue. But football.” be all over women now because that’s they aren’t the heroes of this story. Richard Gillis on why we should avoid the trap of projecting a moral compass on to multinationals, or thinking I really, really hope this is true. I have where the rest of the herd is going. Let’s instead focus on the people that brands take a leading role in important societal issues. a daughter and I want her to see women Yet for years we were told the who’ve cajoled and bullied the rights- in positions of power, doing incredible numbers for women’s sport don’t add up, holders into taking women seriously, to ejoice! The sports marketing breathe the rarefied air of the moral residential mortgage-backed securities things, whether that’s in sport, science, that they didn’t support the investment create properties that can be properly industry has officially high ground. Who knew that restoring that helped cause the financial crisis. politics, fronting the news or leading required to build a credible marketing commercialised, and who have pushed recognised half the population a corporate reputation could be so easy, Taken along with announcements FTSE 100 companies. Whatever works, platform. Now suddenly they do. the media to build platforms fit for a of the world. This wonderful and so cheap? For the price of a trader’s from Visa, Boots, adidas and Budweiser, I’m all in. The chronic under-investment whole new cadre of sporting heroes. The Rnews comes just 91 years after British bonus, Barclays is now mentioned in the Barclays deal has been hailed But we should avoid the trap of in women’s sport was always just back-breaking grind that got us here has women got the right to vote. These sentences that also include words like as a new dawn, and there’s talk of projecting a moral compass on to about personal prejudice: someone, been carried out day to day by people really are heady times. ‘brave’, ‘fearless’ and ‘brand purpose’. momentum in the air. multinationals or thinking that brands somewhere high up just didn’t fancy it, such as Kelly Simmons, Liz Nicholl, Barclays’ decision to sponsor the FA The last time they were on News “Deals valued at hundreds of take a leading role in important societal and then used the numbers to post- Ruth Holdaway, Sue Campbell, Tanni Women’s Super League led the news at Ten they were being fined £1.4bn thousands of pounds – more of it value issues. rationalise. A benefit of data analytics is Grey-Thompson, Katherine Grainger, agenda in March, allowing the bank to (€1.6bn/$1.8bn) for fraudulently selling in kind than cash – are being replaced With very few exceptions, sponsors that it allows career bureaucrats to hide Sally Hancock, Anna Kessel, Charlotte Atyeo…this is just the start of a long list of genuine thought leaders who’ve done something important: they made it no longer acceptable to simply benchmark women’s football, cricket, golf, hockey, tennis and rugby against the men’s versions. These sports are doing a different job, and they stand and fall on their own merits. It’s for this reason my mind goes to Nora Ephron, who waged a parallel battle in the film industry. Before her death, the writer and/or director of hits such as When Harry Met Sally, Silkwood and Sleepless in Seattle wrote a collection of essays that included two lists, entitled What I Will Miss and What I Won’t Miss. In the latter she wrote: ‘Panels on Women in Film’. She was bored of the handwringing, and instead wrote parts for women that were “as complicated and interesting as women actually are”, rejecting Hollywood’s inclination to use female characters as mere adornments to men. In this way, Ephron’s films always passed the writer Alison Bechdel’s acid test for assessing the presence of women in fiction: 1. Does it include at least two women? 2. Who have at least one conversation? 3. About something other than a man or men? More than half of films still fail this test, but the ones that pass make more money. It’s a lesson the sports business may yet learn. Z

12 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 13 WOMEN’S SPORT hold the biggest audience ever for a audiences both on television and in- people from demographics who may 2020 T20 World Cup splits events to women’s sporting fixture. The world’s stadium. It too has specifically targeted not usually be interested in attending largest cricket stadium will open its families; and done so by offering a range live cricket but want to be part of what full 90,000 capacity for the day, and of activities aside from just watching the final, on International Women’s create year-long spectacle of cricket Hockley is confident of a sell out. the game, encouraging parents to bring Day, represents. “We want to make “It’s a massive shift and a huge their children for an evening at the it bigger than just the sport itself,” target,” he says. “But we’re not going to cricket in the hope of developing a new Hockley says. “We’re calling on people

WOMEN’S SPORT WOMEN’S Next year will see the men’s Tournament CEO is aiming to Women’s final at the MCG is leave any stone unturned in our efforts generation of fans, something Hockley from the cricket community, from and women’s events take place attract a more diverse “non- expected to break attendance to get there. We could have said, ‘let’s says the World Cup will build on. While around Australia, and from around the separately for the first time traditional audience” records for a women’s event play in a 10,000, or a 20,000-seater no announcements have been made at world to be in that venue and help us stadium’, and we’d have sold out very this stage, the plan is for concerts and celebrate everything that’s great about quickly. But you’re not going to create other performances to form a significant an equal society.” genuine change unless you really part of the draw for both the men’s and Tickets have been priced affordably, try to set new benchmarks. We’re women’s World Cups. “because we’d rather get people in, unapologetically bold, but it’s really Particularly for the Women’s World enjoying the cricket and hopefully an opportunity to change the image Cup, a major push has been made to convert them to the sport than just of cricket and safeguard the future of attract “non-traditional audiences”, sell to those who are already going to this sport. come anyway”, says Hockley. Seats at “Look back less than 10 years, “We could have priced the the Women’s World Cup are available Australia hosted the women’s Cricket for A$20 (€12/$14) for adults for every World Cup in 2009, and we had a tickets higher...but we didn’t fixture, while children’s tickets are crowd of 2,500 at North Sydney Oval. want to risk putting off that priced at just A$5 throughout the entire We’re trying, in the space of 10 years, to non-traditional audience.” tournament, including the semi-finals go from that to the highest attendance and final. “We could have priced the ever for a women’s sporting event.” Nick Hockley | Chief executive, ICC T20 tickets higher, certainly at the lower Hockley says he and his team have World Cup 2020 end, but we didn’t want to risk putting “gone to great lengths” to distinguish off that non-traditional audience.” the Women’s T20 World Cup from the men’s, sharing knowledge with previous tournaments and looking further afield than cricket for inspiration on everything from ticketing strategy to host city and venue selection. “We’ve really studied the demographics in Australia, looked at data from India in 2016 [the last T20

(Michael Dodge/Getty Images) World Cup] and the 2015 ICC Cricket World Cup [co-hosted by Australia and New Zealand]. And we looked at Adam Nelson held separately, as independent events. February and March, the men’s not a range of other major events – the The 2018 T20 Women’s World Cup until October and November. “It Netball World Cup in Sydney in 2015 ttracting a more diverse took place in the West Indies, but no means that the women’s event is and the Fifa Women’s World Cup audience is “absolutely corresponding men’s tournament was given its own space entirely,” Hockley in Canada, which was an absolutely key to cricket’s future”, held that year. says. “It’s not in the shadow of the massive event,” Hockley says. says Nick Hockley, chief “In previous editions, the women and men’s tournament, it’s its own thing Many of the lessons learned Aexecutive of the ICC T20 World Cup men have played in a double-header, in completely. It’s an ambitious plan, but have been around marketing and 2020. “Not just here in Australia, but the same venues, in the same cities,” it’s one that we think is necessary to how to appeal to as wide a base around the world. That’s the approach Hockley says. “What that ends up continue growing cricket and engaging as possible. “The audience we’re we’ve taken to the organising of this looking like is that the women’s event new audiences.” looking for is everyone,” he says. tournament, and that’s the philosophy is a curtain-raiser for the men’s, with “Women, men, boys, girls, from with which we’ve taken many of the matches played while people are still at Diversifying cricket’s audience across all cultures. We want this decisions around this World Cup.” school, still at work, and really paying The realisation of that ambition to be a celebration of multi-cultural We should be talking about World less attention to the tournament.” will come on March 8 next year, Australia.” Cups, plural: Australia 2020 will In 2020, the two events aren’t just International Women’s Day, when the The Big Bash League, Australia’s represent the first time that the men’s being held separately, but across two T20 Women’s World Cup will host its domestic T20 competition, has also and women’s twenty-over tournaments summers, either side of the southern final in the iconic Melbourne Cricket helped to pave the way, with its have been awarded to one country but hemisphere winter: the women’s in Ground, which organisers hope will women’s matches attracting significant ICC T20 World Cup 2020 chief executive Nick Hockley (Michael Dodge/Getty Images)

14 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 15 WOMEN’S SPORT 17 partners.” Z partners.” The women’s final, he adds, will be The women’s be final, he adds, will in a very about demonstrating, “It’s course, but also through our school our school through but also course, getting really and programmes the sponsors engaged down with fans right take all the activities that throughout Cup, not just the World place around during the fixtures.” in the stadiums commercial a huge opportunity for partners as well as for the sport more full of 90,000 A stadium generally. Day, Women’s fans, on International game, will be for a women’s cricket to platform for brands “an incredible attach he says. themselves to”, that we that, the world positive way is that there’s absolutely to aspire in sport and in society. gender equality, image, of the If you think about that world in the ground biggest cricket full of 90,000 people, beamed into parts of the world where there’s still go on that journey…that’s to some way a very powerful particularly symbol, for the minds of the next generation, yes, cricket actually, ‘absolutely, say to is a game for women as much as it is for men’. I think that’s something that will deliver value for our incredible ) (Michael Dodge/ Getty Images School programmes and other youth and otherSchool programmes youth ensure “Our to priority is real Chief executive, ICC T20 | Chief executive, ICC Nick Hockley packed stadiums, to as wide a to as wide a packed stadiums, range of fans as possible.” range that we’re playing in front of of in front playing that we’re World Cup 2020 World companies. The ICC does not have a a have does not The ICC companies. a vertical Hockley sponsor, banking believes prove could in the lucrative of Nissan, The likes market. Australian top- ICC’s the Coca-Cola, and Emirates tier partners who buy a full package period, will of events over a four-year after Australia turn their attention to World one-day the conclusion of the Cup in England and Wales. encourage initiatives designed to of participation, rates greater particularly among young girls, will also give sponsors the chance to and calendar, the throughout activate a younger demographic. to of packed in front playing that we’re of as wide a range stadiums, to fans as possible, and that the gettingsponsors are the leverage full opportunity to their partnerships with says the tournament,” do look to “We’ll Hockley. of that by selling tickets, “Our priority is to ensure real The T20 World Cup will be played Cup will be played The T20 World “They’re buying one event, but a “pretty of Despite full roster” get people to come for the cricket but but the cricket come for to get people for other and reasons stay to hopefully the country.” dollars into bring tourism in 13 different venues eight across cities – seven for the men’s and women.six for the Canberra, the capital, will host only Australian near while Geelong, women’s matches, the Tasmanian and Hobart, Melbourne, capital, will stage men’s fixtures state is not spread That geographical only. in front get players just a chance to allow sponsors and of fans, but to commercial partners the greatest of in front activate opportunity to Hockley. different demographics, says opportunitiesCommercial While the two events being held are there has been no independently, the way the change to corresponding local organising committee is set up, or it sells media and sponsorship the way That Cups. rights for the T20 World means that broadcasters approach and partners effectively getting are “two events for the price of one”, though he argues that Hockley says, money on the table, leaving far from this offers a continuity and value-add boost for partners that has helped to than selling them those rights far more done. independently have would Cups across they’re getting two World he says. almost a whole calendar year,” will The final of the men’s tournament 15, a full ten on November place take ball is bowled the first in months after 21. “But it’s the women’s on February even than that when more you look the pick it up after start to We’ll at it. Cup [the final is on July ICC World 14] and sponsors will get their first this year, later activate opportunities to when do a trophy we’ll in the summer, culminating in the women’s tour final. And then as soon as that almost the finishes, we’ll be building towards of men’s the winter final throughout 2020.” existing ICC commercial partners for the event, Hockley’s local organising fill in committee will be looking to the remaining sponsorship categories over the coming months with national The T20 World Cup, he adds, should adds, should Cup, he The T20 World relationships strong built really “We teams as possible to each host city. each host city. as possible to teams There was a census in 2016 and that inform some of our has helped to go and about decisions about where to place which teams.” where to also not be viewed in isolation, but as part of a continuation of Cricket for growing the strategy Australia’s game that also included 2015’s ICC the host cities and For Cup. World venues, to 2020 is an opportunity “revisit and re-engage with” the huge success of that event. and partnerships each of the host with cities then I think they [in 2015], and of a fantastic dividend in terms all saw visitors the numbers of international “Out he says. Australia,” to it brought of just over a million attendees across the event, 145,000 were overseas, from those host which was a huge boost to see if we can be looking to We’ll cities. focus our of lot a so that, betterthan go is on engaging the across broadly really eight host cities and thinking about them overseas, how we can promote This kind of ethnographic research research This kind of ethnographic the take “The principle has been to Chief executive, ICC T20 | Chief executive, ICC Nick Hockley as possible.” cities and as many of the fans cities and as many of the fans the teams to as many of the the teams to as many of the World Cup 2020 World played into the city and venue the city and venue into played selection, as well as the decisions over India’s will play. where each team for instance, will play men’s team, their first four games of the T20 World Sydney and Melbourne, Cup in Perth, up over racking Adelaide respectively, days in just ten 3,000 miles of travel of a in front – but in doing so will play people of the 700,000 large proportion heritageof Indian living in the country. many of the cities and as to teams as many of the fans as possible, so says they can see their heroes play,” that we for ways looked “We Hockley. as many of the competing could take “The principle has been take to @SportBusiness )

This, Hockley hopes, will also help to This, Hockley hopes, will also help to Celebrating “multicultural Australia” “multicultural Celebrating has become “the T20, Hockley says, pinnacle of the women’s game” where its popularity in Australia, matches. and one-day outstrips Test The format is also the most egalitarian and competitive version of cricket, with all 105 ICC member countries status holding full T20 International as of the start of 2019 – against just 12 status. Test nations granted diversebring a more and multicultural next year’s tournaments. audience to for There still two spots available are for the women’s qualify World to teams Cup, and six for the men’s, “and all of those different competing teams with expat well represented really are he says. populations in Australia,” for instance, is men’s team, “Nepal’s 11th in the world. currently ranked expats There 90,000 Nepalese are that If they qualify, living in Australia. bring opportunity to would be a real and different communities together a growth It’s cricket. bring them into vehicle for the game globally.” (Michael Dodge/Getty Images www.sportbusiness.com | www.sportbusiness.com WOMEN’S SPORT WOMEN’S 16 SPORTS DECISION MAKERS SUMMIT... IN ASSOCIATION WITH

Twenty things we learned at SDMS

The first Sports Decision Makers Summit – from SportBusiness and Sportel – was held at the W South Beach in VIDEO PRODUCTION Miami over 6-7 May. After the event, our moderators shared the most interesting learnings they took home.

European Super League would that”. As a result, she said, Wasserman Olympic movement,” said Terrence WEDO 1 also hurt MLS has ‘flipped the model’: the absolute size Burns, and any consumer-facing brand “[MLS commissioner] Don Garber has of an athletes social media following is – “and a lot of B2B brands, frankly” – done the best job [among the US major no longer the be-all and end-all – the should already have a strategy for these leagues] of building a brand” – the words company now spends significantly more events. But what can brands do when of billionaire entrepreneur and AS Roma time and resources analysing “who’s they lack the $400m to partner with co-owner James Pallotta, who opened engaging and what you can tell about Fifa or the IOC? One option is sporting the conference with a Monday keynote. them, than in how many you have of bodies like the US Athletics Federation But there was a kicker: “While I think them” when trying to secure sponsorship but the other, Burns was at pains to he’s done a great job, I think I’ll be dead partnerships for their athletes. point out, is athletes: “everybody with a before it becomes anything I think is phone is a media outlet, and athletes are significant.” Why? Pallotta believes that …but some followings really do using theirs.” the resurgent possibility of a European 3 move the needle super league is a particular threat for When Cristiano Ronaldo left Real Madrid Profiting from sports betting MLS – many of whose consumers are last summer, the club’s Instagram 5 requires patience fans of both a domestic and a European lost a million followers; the club he Gambling is still one of the hottest club – because it would look to play joined, Juventus, added 4.7 million. topics in the American sports business WE PITCH AND PRODUCE VIDEOS matches on weekends, chopping off the “What would it cost,” Terrence Burns, sphere, but a little patience is required, engagement growth of the US league as executive vice-president of global sports according to William Hill US digital TO VIEWERS ACROSS THE WORLD surely as it would for the remainder of at Engine Shop, asked the crowd on president Ken Fuchs. The progress of domestic leagues in Europe. Monday morning, “to add almost five state-by-state legalisation is a “slow million people to your Instagram? I don’t roll” and the general public is still Follower count is a limited know – I don’t know how you do that. warming up to the idea. “Think about metric… WE DO Video Production is a digital production agency, WE DO is based in Milan and has a widespread 2 That’s an example of where athletes are fantasy sports in like 1996…we’re at fusing expertise in the art of filmmaking with an intuitive international footprint through a highly experienced It’s not hard to do brand deals for a extraordinary.” this baseline with a core, avid person grasp of the digital world. network bringing passion, creativity and technical major star who has millions of followers. who has bet before, but the core sports Since 2005 WE DO has partnered with a range of clients, excellence to each story that we help to create for But, as Jennifer van Dijk, Wasserman’s Brands need clever strategies population has never done that.” managed TV channels and worked with many international clients. executive vice-president of marketing, 4 for 2026-28 Montana became the ninth state to broadcasters producing powerful video content to drive told the conference, “it’s a different “The world is coming [to the US] in legalise sports betting just before the engagement across multiple audiences. www.wedovideoproduction.it proposition to look at athletes who have 2026 in the context of football; and it’s conference began; Tennessee, Iowa and 10,000 or 100,000 and how you market coming in 2028 in the context of the Indiana are expected to be next in line.

@SportBusiness | www.sportbusiness.com 19 SPORTS DECISION MAKERS SUMMIT... IN ASSOCIATION WITH WEDO

…and state law will hugely always cloudy ROI of sponsorship 6 influence the eventual landscape deals. And after AB InBev’s Eelco van “People think every sports betting der Noll had spoken in favour of clear company is making billions,” said Adam incentive-linked partnerships, Fenway Davis, chief revenue officer at Harris Sports Management president Mark Lev Blitzer Sports & Entertainment, “but was asked if he thought the same way. the margins are actually pretty small”. Not so much: “We feel that with iconic The implication is that the specific rules brands like the Red Sox or Liverpool each state sets will have a huge influence [both owned by Fenway Sports Group] on the shape of the market. Davis cited there’s real value delivered by having an New Jersey – no entry fee for operators association.” and a 14-per-cent tax on each bet – and Pennsylvania – a $10m entry fee and a Media platforms need to 36-per-cent tax – to note: “think how 14 ‘come together’ to fight piracy much more valuable I am as a New To deal with the twin threats of changing Jersey resident than I would be as a consumer behaviour and piracy, sports Pennsylvania resident.” media needs to take more combined action and create more unique content. Stadia should cut back on Antonio Briceño, deputy managing 7 retail space director, US & Canada, beIN Sports, told Stadium operators should drastically the conference that piracy required a cut space for offices and retail stores at more coordinated response: “It took the their venues in order to maximise the music industry 10 years. I think we have WEDO commercial footprint, according to San to be much faster than that, because Francisco 49ers president Al Guido. “You we don’t have 10 years.” He found will see retail shops becoming smaller… agreement from Eli Velazquez, executive IN ASSOCIATION WITH ASSOCIATION IN SUMMIT... MAKERS DECISION SPORTS you’ll see more in-demand retail,” Guido vice-president, sports content, NBCU told the gameday experience panel. Telemundo Enterprises. Velazquez said: “There’s always a need to have retail, but “I like Antonio’s idea – we should come I think how big those spaces become is together and attack these challenges – (all images Melina Pardo) interesting...I don’t see a lot of reason but also as content providers we should for us to continue to have brick-and- be working harder to create content mortar retail outlets.” US eSports Federation pointed out, the but “we don’t believe in things like Barcelona’s plan for a NWSL …as does the long-planned that makes people not [want] to do business model right now is more like amateurism; we want our players to 11 team remains in limbo… 12 LaLiga USA game those things? How much special access Esports’ growth should worry entertainment, given the short lifecycle get paid”. That means, for example, Xavier O’Callaghan, managing director “It’s one of the best tools to promote content can you create, around this IP, 8 traditional rights-holders… of the top players, their teams and even identifying when a university team is of FC Barcelona’s US office, told the the game and the league,” added that is must-see?” About a third of esports fans don’t watch the games they play. creating content on Twitch and “making summit that the club’s long-term O’Callaghan. “We have to see that game any traditional sports. The average sure they are compensated”. sponsorship deal with Nike – which as a tool to present what soccer could Costly stadia unlikely to be NFL viewer is 50 years old, the average covers all versions including the be. This is what we have to explain to the 15 the right home for esports baseball viewer is 57. Bobby Sharma, 9 …and even college sports? The Olympic movement women’s team – remains the hold-up. organisations who are not allowing us to Lance Mudd of the US eSports founding partner of the Electronic The debate over college athletes, and 10 needs to reconnect to youth The NWSL currently has a central play abroad.” The contretemps between Federation argued that investments Sports Group, says this should worry whether they should be paid directly Another property with an aging fanbase commercial partnership with Nike but LaLiga and Spain’s football federation, in physical esports stadia were traditional sport. “If I’m invested in for their labour, is the most furious in is, perhaps surprisingly, the Olympic could move to a rival in the future. the RFEF, was a “big handicap” to that, unreasonably high. “When I see these traditional sports and I see a massive, US sport right now. So far, collegiate Games. As bid expert Terrence Burns Should that happen, Barcelona would and overcoming this – and opposition $50m esports stadia coming online,” he growing global audience and I see my conferences are holding the line on pointed out, the Games’ most avid fans have to leave the NWSL – a situation the elsewhere – will require “pedagogy” on said, “it’s kind of difficult to see how asset, and the league in which it plays amateurism – but could esports also be “look like me – they’re white and over club wants to avoid. “It’s not so easy to the part of the clubs. they are going to make the revenue getting older and fast…I have some a wedge issue here? Tyler Schrodt, chief 50”. “I don’t care what product you sell, do it, to make it real. We are asking for to have a physical stadium and drive concern”. But the backbone of esports’ executive and founder of the Electronic if your core consumer is white and over [a sponsorship] exemption – but it is not Not everyone is a fan of enough events to succeed. I do know growth will be rather traditional, even if Gaming Federation, describes his idea 50 you’ve got a problem. This race to be in our hands,” O’Callaghan said. “We 13 incentivised partnerships [casual esports friends] want to go to the platforms aren’t: media rights. That for the organisation as “something relevant to 18-to-34-year-olds isn’t just believe we can boost the competition Data was a theme of the summit, and an event once in a year; I don’t know said, the industry isn’t there yet – as that looks very similar to the National a thing for brands like Coca-Cola or for but if there is no way to do it then we on the marketing panel the question if they’ll want to do that every week.” Lance Mudd, founding member of the Collegiate Athletic Association [NCAA]” the NBA whoever, it’s for the IOC.” will not take part in it.” was how it could bring clarify to the The opportunity, he argued, was in

20 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 21 WEDO

London 9-10 July 2019 | Rosewood London

Sports Decision Makers Summit is a series of next-generation conferences designed specifically for the owners and C-suite executives whose decisions shape the future of the sports business.

Featuring speakers and panellists from the world’s top sports organisations, exclusive networking opportunities and an agenda driven by unique fan research, it is the must-attend event this summer in London.

temporary stadia, like in Formula One said that promotion and relegation was the conference’s media rights and the Latest speakers or the 2018 IeSF World Championship still the big turn-off for US investors Pac-12 Network. The Pac-12’s current in Kaohsiung. “I don’t know if the NFL when it came to spending on European broadcast rights deal with Fox and model, which it seems like Blizzard is football clubs. “Relegation is really a ESPN – worth $3bn over 12 years – doing, is going to be the sustainable very scary proposition for US investors isn’t up until 2024, but the conference model for esports.” who have a lot of trouble getting believes the addition of a strategic comfortable with that concept.” partner now will help it improve the Tech companies will product for greater impact then. “We 16 eventually ramp up Budweiser ‘super-excited’ know we are sitting on a lot of growth sports investment 18 about teetotal Qatar in value [of our TV rights],” Scott IN ASSOCIATION WITH ASSOCIATION IN SUMMIT... MAKERS DECISION SPORTS George Pyne – founder & chief Qatar has strong restrictions on the said. “Our schools are interested in Garry Cook Tony Singh Guillame Sabran Stefan Kuerten executive of major sports investment consumption of alcohol, but this monetising the value sooner and invest Executive Chairman, Chief Commercial Officer, Head of Sponsorship Executive Director, group Bruin Sports Capital – said he hasn’t stopped Eelco van der Noll – the in programming and new businesses Gfinity England Cricket Board and Licensing, Eurovision Sport was convinced that tech companies head of partnerships & experiential and acquire new rights [for the Pac-12 UEFA will scale up their investment in sport. marketing for AB InBev – getting Networks] so our rights are more In his keynote, Pyne predicted that the “super excited” about the 2020 Fifa valuable in 2024.” tentative movements into sport taken World Cup in the country. Budweiser, by Amazon, Facebook et al would give an AB InBev brand, has been Fifa’s F1 wants new races in the way to serious engagement. “Eventually official beer for over a quarter century. 20 US & China you are going to see them come in Speaking at the Sports Decision Makers Formula One under Liberty continues because sport is so valuable it’s hard Summit in Miami, van der Noll said to look beyond its European not to invest,” he said. “Eventually the country’s laws weren’t a problem, heartlands. F1’s managing director of these tech companies are going to be because the actual location of the commercial operations Sean Bratches the next Rupert Murdoch, and they World Cup is not the chief focus of closed the conference by saying the Majid Ishaq Jonny Nye Christopher Lee Keith Harris are going to want sport.” Drawing on Budweiser activations – “wherever the series was “acutely interested” in Managing Director, Managing Director, Managing Director, EMEA, Deputy Chairman, the experience of media companies World Cup is being played, it helps our adding new grands prix in each of the Rothschild & Co 23 Capital / Otro Populous Everton FC in the US, Pyne said: “What was the activations around the world.” US and China, shifting the balance Fox network before it acquired the away from Europe, which hosts 10. NFL? Not very relevant. Look at CBS Pac-12 seeks investment to And he was optimistic that one would Secure Your Participant Pass after they lost the NFL. They were less 19 keep up with college rivals be in Miami – “from a destination relevant.” Pac-12 commissioner Larry Scott standpoint, it probably aligns with the opened up about his collegiate athletics Formula One brand as well or better What’s included: Access to all conference sessions, exclusive networking events and receptions, networking tool and One thing about European conference’s call for investment. In than any city in the world in which we free report on the exclusive findings of our fan insights programme. 17 soccer still terrifies investors partnership with the Raine Group, race” – despite past setbacks in that “They look at the relegation risk and it the Pac-12 is seeking a $750m attempt. “I’m an optimist but I’m also Who will attend: Senior executives from teams, leagues, federations, broadcasters, media companies, sponsor brands, just can’t be stomached.” Chuck Baker, investment, of which $50m will go a realist: these are complicated things agencies, investors and advertisers in the business of sport worldwide. O’Melveny Sports partner and co-chair, toward a new entity that will manage but we’re working on it.” Z Register now at www.sportsdecisionmakers.com/london 22 www.sportbusiness.com | @SportBusiness In association with

Dame Katherine said: “I have had International Campaign of the Year in in association with Getty Images. The ECB, FA and Ocean Race win dual awards an amazing time as an athlete being association with YouGov Sport going to judges were impressed by MATTA’s part of the incredible system Liz built Visa for its Zlatan Ibrahimović-fronted abundant client roster, impressive as Octagon scoops Agency of the Year and I have had the most incredible Ultimate Fifa World Cup FOMO. financials, and a very good pitch/win BT SPORT INDUSTRY AWARDS 2019 privilege over the past two years working Meanwhile, the UK Campaign of the ratio – all underpinned by a strong alongside her and seeing first-hand not Year category, in association with Smart culture and identity of its own. he England and Wales Cricket minster – to Ocean Race for its Impact Award founded by Dow Jones just the phenomenal professionalism Group, was won by Paddy Power’s The final award of the evening saw Board, Football Association, #TurntheTideonPlastic campaign. Sports Intelligence. The presentation that she brings and the respect she has Rainbow Russians campaign. Octagon successful for the first time and Ocean Race were double Mr Blair was followed on stage by recognised the England and Manchester everywhere, but also the heart and the Brand of the Year in association with in the coveted Agency of the Year winners and Octagon scooped Baroness Amos, the former UN Under- City star’s powerful use of his platform passion and the excitement of working Wiggin went to adidas, while Event of category. TAgency of the Year at last month’s Secretary-General for Humanitarian to speak out on a range of important in high performance sport that is there the Year, in Association with Miller, was The judges recognised the clear step BT Sport Industry Awards, held at Affairs, who announced The FA and societal issues including racial abuse every day.” awarded to The European Tour for the change the agency has gone through BT SPORT INDUSTRY AWARDS 2019 AWARDS INDUSTRY SPORT BT Battersea Evolution in London. the England Men’s World Cup Squad and discrimination. The FA was successful in both the Ryder Cup 2018. over the last year. Boasting an enviable The annual showcase began with a as winners of the Leadership in Sport Outgoing UK Sport chief executive Communications Award and Film Sport Organisation of the Year, in client roster, the judges said it scored speech by former prime minister Tony Award. Liz Nicholl was also honoured with the Content Award categories, while the association with AXA XL, was presented consistently highly across every Blair paying tribute to the work of The outgoing and incoming chief Coutts Lifetime Achievement Award in ECB won the Diversity & Inclusion to England Netball, with judges praising touchpoint with quality of work, happy his friend and former colleague Tessa executives of the FA, Martin Glenn recognition of her role in transforming Award in association with BT Sport the governing body’s smart long-term clients and happy employees. Jowell, who, as Olympic Minister, played and Mark Bullingham, were joined on the UK into a global sporting power. and the Fan Engagement Award in strategic approach that delivered an The Goat Agency, a former winner a key role in securing the legacy of the stage by England men’s national team Nicholl was presented with the association with Socios.com. impressive commercial performance as of Young Agency of the Year, was also London 2012 Games. Manager Gareth Southgate to receive trophy by her colleague Dame Katherine The Ocean Race added to its early well as fantastic results from grassroots Highly Commended in the Agency

In association with Blair went on to award the Dame the trophy. Grainger, now chair of UK Sport, who success by securing a further win in the to elite level. category, with judges highlighting its Tessa Jowell Social Impact Award – Southgate then presented Raheem recognised the impact of Nicholl’s work Cutting Edge Sport category. Three-times shortlisted MATTA position at the forefront of a changing renamed in honour of the late former Sterling with The Integrity and on her earlier sporting career. The evening concluded with was named Young Agency of the Year industry and impressive rapid growth. Z

Agency of the Year winner– Octagon Experimental Marketing Award winner – Samsung

24 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 25 RIGHTS OWNERS grown from 56 NCAA Division I teams didn’t have the luxury to spend two or challenge by eliminating three of Premier Lacrosse League aims for in 2008 to 73 in 2019, while over 380 three years figuring out the economics its nine teams this year – the Ohio men’s and women’s college teams have of purchasing MLL and we felt that Machine, the Florida Launch and the been created over the last decade. the timing right now has never been as Charlotte Hounds – and reacquiring mainstream audience with touring model Meanwhile, the International powerful as it has been to start a league, all its media rights in order to explore Olympic Committee granted provisional which is why we took [that route].” broadcast options that could offer recognition status to the Federation of Rabil – who will also play in the greater reach. There will also be a

RIGHTS OWNERS RIGHTS International Lacrosse last November, PLL – concedes there are some risks 51-per-cent increase in the salary cap, which represented the first step towards in creating a league that will rival an expanded schedules and rosters, inclusion at the Olympic Games. established sports property but believes along with a comprehensive, league- they are worth taking. wide rebrand. Splitting from MLL “Certainly there is a competitive Is there room in the US for both the After leading Johns Hopkins University element when you are launching a new PLL and MLL? “I guess we’ll find out,” to national championships in 2005 and league and there is an existing league says Rabil. “In the short term, it’s been 2007, Paul Rabil spent 11 seasons as a but we view the marketplace as far more massively beneficial [to the sport] that star player in MLL, winning multiple expansive than what has been tapped we’ve come in and accomplished what individual and team awards while into,” he says. “We believe that with the we’ve done since the six short months playing for the Boston Cannons and the right model we can tap into that fanbase of announcing. But I think in the long New York Lizards. and we also feel with the right strategy term for the health of any industry you The 33-year-old Maryland native was we can build support and fandom from need one professional league that is top the first lacrosse player to earn more new sports fans. in at least that market.” than $1m (€897,000) in endorsements. “We think less about competition and But he was extremely frustrated with more about our product, how we can Challenge of starting from scratch the pay and working conditions overall improve it, and how we can get lacrosse After deciding to go it alone, the Rabils in MLL, in which the average salary was and our players in front of our current put together a business plan to take to $8,000-$9,000 last year, forcing almost fans and new fans.” potential investors, a process which (Sam Brettschneider) all players to take second jobs. MLL has responded to the PLL began almost two years ago and was “When I was playing with my peers in Major League Lacrosse faces Players will receive full-time Commercial partnerships with Major League Lacrosse, we just felt like challenge from new pro league salaries, health benefits and an NBC and adidas indicate potential we weren’t making the right strategic backed by high-profile investors equity stake in the organisation of new summer property decisions to help our sport grow,” Rabil tells SportBusiness Review. “Examples would be: the venues we were playing Bob Williams on June 1, three games will be held counterparts in the semi-professional at, the distribution we didn’t have from over a weekend at each venue, with fan MLL, according to the PLL, as well a network capacity, the timing of the ithin just seven months, festivals and sponsorship activations to as health benefits, an equity stake season…So over the past couple of years, Paul and Mike Rabil – the help draw in supporters. in the league, the opportunity for [with] my brother Mike, we decided co-founders of the Premier personal branding on PLL social-media to look critically at the opportunity to Lacrosse League – have platforms, plus the chance to play build a professional league that can take Wcompletely transformed the image and in superior venues and on national the sport to the next level.” commercial potential of professional television. The Rabils initially explored acquiring lacrosse in the United States. Lacrosse is still a niche sport in MLL and converting it into a tour-based Announced in October 2018, the the US – its strongholds are elite East model but decided it would be easier start-up league has gained the backing Coast universities and the prep schools and quicker to build a new league from of a number of high-profile investors, that feed them – but it has grown scratch. “In the case of most mergers including Creative Artists Agency, the significantly in popularity in recent and acquisitions, nine out of 10 at least Raine Group, the Chernin Group, Blum years. Nationwide participation at the in Silicon Valley fall through because of Capital and Alibaba billionaire Joe Tsai. youth, high school, college, professional differences in valuation, differences of PLL has also secured a broadcast deal The league is directly competing with and post-college level, for men and opinion of which business model might with NBC Sports Group and an apparel the 18-year-old Major League Lacrosse women, rose from 253,931 in 2001 to work,” Rabil adds. “You have owners deal with adidas. Many other commercial for players, fans, commercial partners 826,983 in 2017. and operators who think they are doing partnerships are being finalised. and media attention. But the PLL is According to governing body US a great job and don’t need support and The PLL features 160 players bullish about its chances of success. Lacrosse, it has been the fastest-growing you have potential acquirers who are on six teams competing in a tour- Thanks to a generous compensation US team sport at the high-school level thinking the opposite. based model, which will travel to 12 package, the PLL has secured many for at least the past two decades. The “M&A is difficult and for an amalgam major-market cities over 14 weeks players from its rival outdoor summer number of high-school players doubled of reasons it didn’t work, but for Mike throughout the summer. During the league. Participants will earn on from 162,021 in 2006 to 324,689 in 2017. and I the most important aspect of (Sam Brettschneider) 10-week regular season, which starts average four times the salary of their At the college level, the men’s game has this project was timing. We felt that we

26 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 27 RIGHTS OWNERS 29 Sep 14 Sep Jun 1-2 Jun Jun 8-9 Jun Sept 21 Sept Boston, MA Boston, New York, NY New York, Jun 22-23 Jun Philadelphia, PA Philadelphia, Baltimore, MD Baltimore, Source: Premier Lacrosse League Lacrosse Premier Source: Due to the touring model, the PLL model, the touring Due to professional The most recent start-up league can learned that a start-up “We and we also have the agility to create our create to agility the have also we and network windows times around game available.” that are that names team create to did not want specific cities with were associated them As localised. such, the and make been called have league’s first six teams the Archers, Chrome, Atlas, Chaos, the After and Whipsnakes. Redwoods decided whetherfirst season, it will be teams. add more to Alliance of league in the US, the just after collapsed American Football, season. eight weeks of its inaugural take believes thereRabil to is much the AAF’s experience,from both good and bad. and capture a lot of exposure generate of attention really and can be a ton also learned said. “We Rabil exciting,” and know expensive, that sports are and of your capital be stewards to you have that you sure as co-founders and make a very tight plan in understanding have we are This is why partnerships. spending so much time with NBC partners that we’re and the corporate bringing on.” Z Aug 17-18 Aug Hamilton, ON Hamilton, Jun 28-29 Jun Washington, DC Washington, Jun 15-16 Jun Chicago, IL Sep 6-7 Jun 28-29 Jun Columbus, OH Atlanta, GA Atlanta, The touring model was set up in large was set up in large model The touring a low- of being like as a result “Also Co-founder, Premier Lacrosse Lacrosse Premier Rabil | Co-founder, Paul generate and a lot of exposure League capture a ton of attention and a ton of attentioncapture and exciting.” can be really and greets – to encourage fans to come encourage fans to – to and greets activate. partners to and allow corporate financial it made more part because the rental sense, to in regard especially “Where the currentof venues. team can be problematicsports model sports is that you don’t for non-core own venues previously so the MLL at college stadiums and was playing sometimes high school stadiums, or fan which isn’t optimal for the player experience when talking about are you Rabil. sports,” says pro a venue on a lease at you priority tenant can’t optimise your schedule fully for windows programming with a available distribution network. By going tour- picking the best venuesbased…we are “A start-up league can league can start-up “A Jul 27-28 Jul San Jose, CA San Jose, Jul 27-28 Jul Denver, CO Denver, Jul 21 Jul Los Angeles, CA Angeles, Los The other Homewood are facilities most specifically over the past “MLS, multi-year deals with have “We in revenueThe PLL will share at Alongside the games, there will be CITIES AND DATES OF THE FIRST PREMIER LACROSSE LEAGUE SEASON LACROSSE LEAGUE SEASON CITIES AND DATES OF THE FIRST PREMIER Field (Baltimore, Maryland), (Baltimore, Georgia Field Georgia), Stadium (Atlanta, State & MaryCasey Stadium (Albany, Tom Field and Tim Hortons York) New which is the only Canada), (Hamilton, of the US. game outside decade, has ownership that has invested of millions of dollars into hundreds these venues that sit 20,000-25,000 people. So they venues world-class are a good fit for the attendancethat are of Rabil. sport,” says a non-core many of the venues and in subsequent some years we’ll look at where we saw go success, where potentially we could ability that have and success more see to agile.” be to the venues based on metrics such as sales are Ticket attendance numbers. rather complex, as each venue has its own with a ticket unique relationship which the PLL must navigate. provider, team an entire ticketing have “We says. Rabil working on that process,” events inside and outside stadiums – meet- such as live music, games, player The NBC deal, in turn, led to the in turn, led to The NBC deal, PLL College DraftThe inaugural on began there the Rabils From music, graphics standpoint. We share share We standpoint. graphics music, in revenue for them feel like and we they’ve given inventory the television any other sports non-core us is unlike Rabil. league,” says partnership with adidas, which became apparel and the official athletic footwear for the league in a multi-year deal. brand “Every partnership we build from that here on out provides validation more us,” join and entices to people more a close with really “We’re Rabil. says financial services a beverage company, transportation, hospitality, company, alcohol…there a lot of companies are at the goal line with us but that are getting our venture capital partners was getting NBC partner our important to concept ‘this is a validated like, feel to that’s in it for the long run’, so every the securing partnership dating back to partners the next.” secures and the NBC NBCSports.com NBCSN, of Sports app had a cumulative average Nielsen. 168,500 viewers, to according MLS stadiums targeted in, the PLL play choosing the cities to In began with a long list of 300, which was at looked 30. “We then boiled down to trends such as participation numbers venues in market, available in market, household viewership numbers when in specific is on television lacrosse data at looked also thenwe and markets, census on household income, likelihood go out of sports fans and willingness to Rabil. event,” an says to conversationsvarious stadium with which venues determine to operators is for the league. It would be best suited no coincidence PLL is playing that the in nine Major Soccer League stadiums: California), Jose, Stadium (San Avaya DC), Banc (Washington, Field Audi Angeles, of California Stadium (Los Sporting Goods Park California), Dick’s Gillette Colorado), City, (Commerce Massachusetts), Stadium (Foxborough, Ohio), Mapfre Stadium (Columbus, Jersey), Bull Arena (Harrison, New Red and SeatGeek Stadium (Bridgeview, Illinois), with the championship game Energy (Chester, Stadium at Talen Pennsylvania). ) (Sam Brettschneider The investment firms clearly liked The investment firms clearly liked The initial financial investment led to are the type of strategic investors that investors the type of strategic are the patience to understand and have all the value across build enterprise revenue that we’ve sculpted.” streams at looked have “We what they saw. for in lacrosse and invested lacrosse many years because of the trends in the managing the sport,” Colin Neville, “We us. tells Group, of Raine director seen in the US very significant have growth in the sport at high-school level, the at college level and historically outside game had not been presented the like that it should. We in the way investing in a general trends, we like we new ultimately sports league and the are and Mark Rabil believe that Paul get it done.” guys to deal, which includes the NBC broadcast main on the three 16 games on NBCSN, NBC network and 20 on subscription serviceGold. “NBC NBC Sports talent, a production, supports us from @SportBusiness

“Before Mike and I were able to ever and I were able to Mike “Before venture capital targeted The Rabils “The value of raising says: Rabil initially funded out of pocket. runway build a capital we had to secure had “We Rabil. for this business,” says our business model, we had create to it with case comparisons with back to on our bring other sports, we had to first set of employees which we funded build contracts we had to out of pocket, this proof we have for players…so to of concept by which you can take money and raise off of.” investors firms that could offer expertise and connections in the sports and media industries as well as just finance. Terms of financing thus far have of two rounds not been disclosed. equity or venture capital versus private friends even and family or taking out a bank is that venturedebt from capital knows of in a 10-year process you are building out something that has ideally These a large multiple on the return. www.sportbusiness.com | www.sportbusiness.com RIGHTS OWNERS RIGHTS 28 ) (Michael Dodge/Getty Images OPINION why that forecast is so conservative. Chances of that happening in the brand to evoke and inspire the best in Up until the IOC handed LA city that gave the world Hollywood and human spirit. ‘Ambitious’ $2.5bn LA 2028 forecast the Games, Olympic organising the country that pretty much invented That’s a pretty powerful pitch

OPINION committees had a seven-year event sports marketing? I’d say high. anywhere, but particularly in America, horizon. LA’s is eleven and there are where consumers love the Olympics is in reality deeply conservative still ten to go. – hence all that NBCU money, which That gives it unprecedented time wouldn’t be there if they didn’t – and Ex-Synergy chief executive Tim Crow argues that LA 2028’s $2.5bn sponsorship revenue forecast – hailed as to innovate the Olympic sponsorship which hasn’t staged the Games since ambitious in the press – is in fact deeply conservative, and predicts that the final tally will break $4bn. offer and prepare and operationalise its 1996. go-to-market strategy. But in an America that is more mbitious. That was how that target and deliver $4bn if not Then there’s the undeniable fact that We’ve already seen the first example divided than it has been for fifty years, the mainstream and sports more. Corporate America loves the Olympics. of that with the recent deal with with all the challenges that creates for business media universally Here’s why. It is by far the biggest IOC investor, NBCU, which has not only de-risked businesses and brand marketers, it’s described LA 2028’s Let’s start with the strong in the shape of NBC Universal’s $12bn LA’s budget but also added significant the most timely, relevant and above all Alatest forecast of $2.5bn (€2.2bn) for correlation between the size of American Olympic broadcast contract value to what will become LA 2028’s unifying mass marketing opportunity domestic sponsorship revenue when economies and host nation domestic and six – almost half - of the IOC’s top-tier sponsor pitch by integrating bar none. LA published its revised Games budget Olympic sponsorship revenue. global partners. into it an NBC media buy. And LA 2028 will be taking all that, in late April. London 2012 generated over $1bn. Right on cue, LA 2028 appears I expect more of the same when it drenched in California sunshine and Really? Tokyo 2020 has generated over $3bn close to agreeing its first sponsorship, comes to innovating the sponsorship wrapped in the Team USA flag, to I don’t buy it. and counting. Japan’s GDP is almost with Nike, the biggest American offer itself, as there is plenty of scope market. Just as I didn’t buy it when in twice as big as the UK’s. sports sponsor of them all, in a deal to re-invent the dated, category-driven I wish them well, and I think they’ll late 2016 LA forecast $1.9bn from US GDP is almost four times bigger reportedly running well into nine Games rights package by creating new There’s one other factor that have no shortage of takers. Z domestic sponsorship in its bid for the than Japan’s. figures that will as such take a big platform- and content-focused rights convinces me above all that LA 2028 2024 Games, which ultimately won And the GDP of California alone chunk out of that $2.5bn. around the huge range of themes and will deliver an historic number. Tim Crow is the former chief executive it the 2028 edition after the IOC’s makes it the fifth-biggest economy in With LA 2028 still nine years away. stories that an Olympics presents, way The power of the Games to unite a of Synergy. Follow him on Twitter unprecedented dual award of 2024 and the world. Those nine years are another reason out from the Games. country, and the power of the Olympic @shaymantim 2028 to Paris and LA respectively. Of course, everyone in the Olympic sponsorship business knows how these things work. Olympic bids always low- ball their sponsorship forecasts (and much else besides, but that’s another story). Back in 2016 the LA bid admitted as much, describing that domestic sponsorship estimate of $1.9bn as conservative. Fast forward to today, and OK, let’s pay that extra $600m the respect it deserves. It’s anything but small change. Neither should anyone blame LA 2028 for spinning that the revised forecast is ambitious. Much better to emulate the strategy of Peter Ueberroth, architect of LA84, who under-promised and over-delivered to such an extent that he resurrected not just Olympic sponsorship but the Games itself after the disasters of Montréal and Moscow. Yes, LA 2028 is up against big competition for the big dollars from American sports, the 2026 Fifa World Cup, and everything else. But make no mistake: $2.5bn is still conservative. Whether by volume or value of sponsors, LA 2028 will smash

30 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 31 RIGHTS OWNERS before then-MLB commissioner Bud London games in recent years. The Red Stadium work Selig was succeeded by Rob Manfred Sox also agreed to give up two of its The two London MLB games will be MLB begins ‘long- in early 2015. On the field, the Yankees home games at Fenway Park to be the played at London Stadium, main venue and Red Sox are baseball’s most-storied home team in London, though they will for the 2012 Summer Olympics and rivalry, intra-division combatants that be compensated financially for those current home to the EPL’s West Ham term journey’ have played more than 2,200 games over games by the league. United. Like many special event games the past century, battled several times “It’s been a constant dialogue among played both domestically and abroad, RIGHTS OWNERS RIGHTS in Europe with for or in the post-season, and in 1920s all of us,” Levine says. “For months, an MLB crew led by longtime field were involved in perhaps the sport’s it’s at worst weekly conference calls, consultant Murray Cook has planned most famous player transfer ever with often more frequent than that. But it’s out a rapid, three-week conversion of London games the Red Sox sale of Babe Ruth to the created a deep level of collaboration. the stadium to baseball, including the Yankees, creating for Boston what was And we started from a strong place construction of dugouts, backstop, foul known during a subsequent 86-year because MLB made what I believe to be pole and the batter’s eye. championship drought as ‘The Curse of the right decision to put its best foot The league also opted for the the Bambino’. forward and enter a new market like installation of a synthetic turf field for Off the field, though, the current this with its premier franchises and the games, with both the short lead time owners and executives of the Yankees premier rivalries.” to construct the field and the ability to and Red Sox are friendly with each other, are often brainstorming on new business initiatives that could be mutually beneficial, and serve together on various MLB business committees. Red Sox president and chief executive Sam Kennedy describes a steady conversation about playing in London over the last several years that also involved his team’s principal owner, John (Michael Dodge/Getty Images) Henry, along with Yankees managing general partner Hal Steinbrenner and MLB wants to develop a new Two games to be played June League’s aim is ‘to be considered president Randy Levine. talent base in Europe in order to 29-30 at London Stadium on an part of the established sporting That ongoing discussion was further grow the game artificial pitch calendar’ in Europe amplified by the soccer interests each team has, with the Red Sox being a sister holding to Liverpool of the Eric Fisher baseball hotbeds, the June 29-30 games as BT Sport and Fox Sports Europe, English Premier League through at the Olympic Stadium involving the there is not a prominent pro baseball Fenway Sports Group, and the Yankees The Arizona Diamondbacks batting during the 2014 MLB Opening Series against the Dodgers in Sydney, Australia. he concept of a British New York Yankees and Boston Red league on the continent to mirror being a partner in Major League (Cameron Spencer/Getty Images) Invasion is well established Sox at once present an active level of Japan’s Nippon Professional Baseball Soccer’s New York City FC with City in American pop culture, involvement by MLB sponsors and media or Mexico’s Liga Mexicana de Beisbol. Football Group, the parent of reigning beginning with The Beatles’ partners and the league’s biggest push Europe is also not currently a fertile EPL champions Manchester City. Tarrival stateside more than 55 years yet into a long-problematic area on its source of MLB talent, and baseball is “These games are something that ago and since applied in numerous international map. not the most popular sport among fans Randy and Hal and John and I have been other contexts. “For so long, these games have in most parts of the continent. talking about playing going all the way Major League Baseball’s upcoming been theoretical, but now it’s finally Rather, MLB will be seeking to export back to the Selig days,” Kennedy says. pair of games in London, marking the becoming real,” says Charlie Hill, its product to a ‘soccer-mad’ part of the “Having this subplot of our competing league’s first-ever contests in Europe, managing director of MLB Europe. “But world just before the July 1 start of the soccer interests only heightened our will essentially attempt a similar notion the long-term thinking is what’s key 2019 Wimbledon Championships. interest in participating over there that in reverse, with the league hoping for here. Having these games is great, but “We ultimately want to be considered much more. Give credit to Rob and some version of a baseball Beatlemania that in and of itself it doesn’t create part of the established sporting calendar [deputy commissioner] Tony Petitti for by bringing its biggest rivalry to the a business. We really need to think here at this time of year, along with finally getting this done. We see this as United Kingdom. of these games as a European-wide Wimbledon, the Champions League and an incredible showcase for our brand.” The league playing regular-season proposition and merely the beginning of so on. Getting that kind of foothold is a Getting that deal done not only games outside its established team something much bigger here.” big goal for us,” says Hill. required a two-year commitment, with locales in the continental US and Canada Building that European business, another set of games planned for the is nothing new, with contests staged in however, will be far easier said than Games long envisioned 2020 season, but starting with MLB’s sites such as Mexico, Japan, Puerto Rico, done. Though MLB has long shown It was against this uphill climb that premier rivalry. That marquee matchup and Australia dating back to 1996. But live games in the UK and elsewhere MLB’s European games were first contrasts sharply with the often sub- unlike many of those visits to established in Europe through broadcasters such envisioned nearly a decade ago, years par pairings the NFL has staged for its The London Stadium will host this summer’s games (Jason Hawkes/Getty Images)

32 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 33 In association with SPORTRADAR 35 “The international market is ripe for market “The international data means deep, advanced “Statcast markets The UK has embraced in-play “Withaccuracy the speed and of our bet on a host of will be able to “Fans Whether or it’s via the betting market and fans will While many spectators products and services,products the using Byrd, data and Steve former’s Statcast at Partnerships of Global Strategic Head the level and depth of says Sportradar, for both tool such stats can be a unique media outlets and betting operators. development “We said Byrd. for MLB,” believe in betting an increase markets as well as other media internationally, opportunities that our data can help provide, will further engage existing audiences new and bring in brand fans. insights including perceived velocity, This quality and exit velocity. spin rate, and depth of data adds a new level of intrigue and engagement for audiences meaning theyand bettors, can get under the skin of the game in new ways.” as part of its football consumption and believesByrd MLB is ideally positioned on similar opportunities capitalise to among betting audiences in the States and overseas. endless,”data, the possibilities are he continued. in-depth and increasingly interesting fans more which helps keep markets engaged the game and throughout for new fans.” excitement increases data is the fuel engaging media content, many organisations – including MLB – fan engagement and create using to are open new audiences. eye on fantasy-defining a keen have plenty home runs and pitches, stats like on levelat boardroom will be keener data engagement interaction figures, and follower numbers as organisations get ‘on base’ in new MLB look to like the world. Z around territories “What we’re also seeing over also seeing “What we’re in The legalisation of gambling in the of Part and building relationships with currentand building relationships ones,” explains Lampitt. – and this the US space in particular our to is something that remains key is the growthethos as a company – of You data-driven insights. automated platform and see it with our Radar360 how that drives output for publishers what and media houses, but increasingly will become the norm is automated, that content personalised, targeted better monetise allows organisations to their product.” been a recent only have the US may development for leagues, bookmakers the country, but the size of and punters coupled with its primary sports and means their compatibility with betting, vast. the opportunities are aforementioned agreement will also see MLB and Sportradar collaborate on new hen Major League Baseball up at pitches (MLB) Stadium Olympic London’s onlythis month, it will not Defending World Series champions Defending World to tended US sports have Traditionally, a to MLB agreed Earlier this year, As well as opening up potential “Data-driven London calling: How deep data is helping is helping data deep How calling: London fuel MLB’s fan engagement drive fan engagement fuel MLB’s serve as a vehicle to help grow the game serve as a vehicle to the but also offerin Europe insight into and sports to approaches contrasting data either side of the pond. on the New will take Sox Red Boston at a sold-out Olympic Yankees York approach Stadium, but the cultural level and the ball game behind an elite usual Premier tenants from League fare be more Ham could scarcely West different. stats and datalend themselves to more – counterparts than their transatlantic long been an intrinsic part ofthey have the watches the fabric of how the States MLB, the NBA, of likes NFL or NHL. multi-year partnership wide-ranging, with leading sports data intelligence enhance and provider to Sportradar expand the distribution of the league’s the game statistics across real-time globe. the emerging around US avenues the provisionbetting of a market, content proliferate platform by which to and drive engagement is one MLB seize upon, to has been savvy Sportradar’s to according of Managing Director Operations,Group David Lampitt. and the content engagement that brings is a great for leagues tool and federations such as MLB, when attracting newit comes to audiences W ) Z (Al Bello/Getty Images Fox and ESPN, the league’s two and ESPN, Fox the 2019 London games Before journey for “This is a long-term by the league in a manner similar to by the league in a manner similar to the postseason. MLB is managing all sponsorship sales for the event, with a existing business presenting deal sold to and communications technology and other agreementspartner Mitel said in the works. be to partnersnational broadcast in the US, will each get a piece of this for domestic showing first the with Fox broadcast, game and ESPN the second, and both networks using their lead broadcast talent teams. happen, deep the league is already in planning for the 2020 event, with the another prominent baseball rivalry, Louis Cardinals, Chicago Cubs and St. be the participants. to rumored strongly A formal announcement of those games the end before of June. is expected us in this part of the world, and it start somewhere,” says. Hill has to is for what we’d like “But ultimately part be a regular this to something like want a of our calendar season. We each opportunities.” game live of portfolio The efforts carry two primary goals: talent Europe, in “There is playing Though the London games will batting cages, and pitching tunnels. Part Part tunnels. batting cages, and pitching Ball youth of the league’s broader Play participation push, MLB will also stage both a Little and a League tournament tournament larger elite-development players. teenage for top the in allow anyone who is interested to event and in London that weekend be part of it in some fashion, and help player of European develop a wave its funnel talent that could ultimately big leagues. the to way support it as much and we want to look at “You says. we can,” Hill what happened NBA in the with the Dirk continent once [German-born] the league and came to Nowitzki we want Europe thrived. Ultimately, entrenched be more in our sport. to and That happens ways, in multiple supporting the development of players is certainly multiple age groups across an important part of it.” essentially midseason be standard, they are contests, regular-season sold and managed being operated, @SportBusiness

The league will also stage near “It’s a fabulous stadium, but it’s “It’s quickly for the two games Tickets prompted The quick sell-through “The level of demand seeing is we’re www.sportbusiness.com | www.sportbusiness.com London Stadium a local version of Play London Stadium a local version of Play of that will serve as a center Ball Park youth-focused baseball and softball diamond, activity with a temporary Support events MLB will supplement the two London Stadium games with a series of fan engagement and youth development events the city aimed at around of the eventexpanding the reach holders. ticket beyond total the 120,000 baseball festival called A three-day will be held at East London Yards Brewery featuring London’s Truman stations, cuisine music, virtual-reality and live and Boston, York New from screenings of the two games. not built for baseball,” Hill says. says. Hill not built for baseball,” but creativity, a lot of “That’s required and his the good news is that Murray deeply are experienced in these team sorts of field conversions.” that pricing sold out last fall, despite per out at £385 (€436/$487) topped for premium for non- seats, £320 ticket outfield and some premium inventory, corner seats going for £220, costs far MLB games higher than regular-season Low-end general in most US markets. at £30, and started admission tickets Sox holdersRed for the season ticket were given a presale and Yankees buy seats. to opportunity in November receive, seek, and ultimately MLB to boost permission local officials to from capacity for each of the games from than 60,000. slightly more to 57,000 as the also stood The two games have most popular games on the entire MLB’s league schedule for StubHub, partner. resale official ticket representativedirectly of the historic of this eventnature the appeal of and says. involved,” Hill the two teams use the turf again next year driving next year turf again use the several Though that decision. their home other clubs play MLB turf fields, games on synthetic means the London the decision be the first betweengames will the on not played Sox and Red Yankees grass. natural RIGHTS OWNERS RIGHTS 34 MEDIA EARLY Hyped television deals of 2018 have BIRD RATE masked business-as-usual in boxing * 790 € US media-rights deals struck Instead, boxing is more divided Platforms looking beyond ON VISITORS PASS in 2018 came with promises to than ever, with six promotions pay-per-view, but fighters and make fan-friendly fights spread across four platforms promoters don’t seem ready UNTIL 30 VAT xcluding

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21-23 OCT.2019 #SPORTELMONACO SPORTELMONACO.COM

Deontay Wilder and Tyson Fury fight to a draw at LA’s Staples Centre on December 1, 2018 Harry( How/Getty Images)

Callum McCarthy boxing is moving as slowly as it ever has. The era’s best heavyweights – Anthony In every weight class, there are obvious Joshua, Deontay Wilder and Tyson here is no order in boxing. fights that would make huge amounts of Fury – are affiliated with different There are forces that attract money. In almost any other sport, these broadcasters and appear a long way from and repel – money, pride, matches would be inevitable. In boxing, agreeing to fight each other in 2019. ego, hatred – but ultimately they’re a privilege. Wilder and Fury fought in 2018 and Tonly chaos. There are five international The era’s best middleweights, Saul looked almost certain to agree a rematch governing bodies with very little power ‘Canelo’ Álvarez and Gennady ‘GGG’ in 2019, until Fury signed an exclusive between them. There are over 60 world Golovkin, have already faced each other deal with ESPN via his US promotion, champions but just one of them is twice in two evenly-matched, high- Top Rank, which immediately claimed undisputed. The best do not have to earning bouts. They now have exclusive the fight couldn’t happen because of SPORTS MEDIA & TECHNOLOGY CONVENTION beat the best in order to be the best. deals with the same US platform, DAZN, broadcast conflicts. Top Rank now says Nothing seems to make any sense. which aims to use a third fight between the bout will happen in 2020 “at the After a brief burst of optimism last the two to push its subscription earliest”. Joshua’s promoter, Matchroom, year – generated by a series of high- numbers to over a million. Despite this, has also said that broadcast conflicts will profile, big-money deals between neither fighter seems in any rush to prevent him from fighting his rivals in fighters, promotions and broadcasters – complete the trilogy. the near future.

@SportBusiness | www.sportbusiness.com 37

SPORTBUSINESS_210X265.indd 1 16/05/2019 09:57 MEDIA the deal that would finally bring the Golovkin respectively. It now charges Instead, with the knowledge that these NUMBERS world’s best fighters under one banner $19.99 per month. budgets would be guaranteed for years

MEDIA to compete against one another, all for In the words of Joe Markowski, to come, the promotions have dug their $9.99 (€8.90) per month. DAZN’s executive vice-president, North trenches deeper. With few exceptions, By joining forces with Matchroom America: “Sometimes, as a broadcaster, the promotions are protecting their best $1bn – a UK promotion with no roots in you’re dealing with global superstars fighters’ reputations and preventing the murky world of US boxing politics and they prefer to be handled that way. them from fighting their closest rivals, The publicised value of the deal – DAZN hoped to take the US boxing It’s not as clean as buying a set of rights even when they share the same platform. between Matchroom and DAZN, scene by storm. It promised to eliminate from a rights-holder.” In boxing, one loss can be the end of a which later transpired to be an pay-per-view – boxing’s standard After all was said and done, six fighter’s earning power. approximated budget for the project. distribution model for the biggest different promotions were spread across The exclusive deals between DAZN will now commit much less fights – by locking in fighters with large four different platforms. Collectively, promoters and broadcasters have than this to the joint venture. guaranteed sums and building a critical the platforms were promising 134 boxing contributed to the slowdown, but mass of subscribers. events per year at an annual spend of Stephen Espinoza, president of “If you don’t have a promotional about $450m. Showtime Sports, believes exclusivity contract and you’re a world class fighter, As is often the case in boxing, the clauses are being used as a convenient $60m you need to call me asap. I’ve got exactly figures were grossly exaggerated. Each excuse for why we aren’t seeing the per year what you need,” Eddie Hearn, group purported rights fee – the ‘$1bn’ DAZN biggest fights get made. Minimum amount DAZN will pay managing director of Matchroom Sport, was to pay Matchroom; the ‘$130m’ “I believe that much of the criticism Golden Boy Promotions for exclusive Anthony Joshua talks to the media ahead of his September 2018 fight against Alexander Povetkin Justin( Setterfield/ said when it launched in May 2018. PBC was set to earn; the ‘$90m’ per and angst in these situations is Getty Images) rights to Saul Álvarez’s next ten fights, “Within 12 months, we will have by far year ESPN was to pay Top Rank – was misplaced, simply because there is plus up to 10 other Golden Boy events the strongest stable ever seen in world in reality an approximated ‘maximum so much misdirection in the parties’ per year. boxing.” spend’. In most of these deals, the [promoters and fighters] public Hearn added: “All the promoters in the conditions required to fulfil that statements,” Espinoza says. “Network US want us to fail. Everyone will say it’s a maximum spend were either improbable conflicts are an easy scapegoat for a new platform and it might not work. And or entirely impossible. The number promoter to explain why a fight isn’t I could see the argument, but not with of events relating to each deal also happening. It’s an easy scapegoat for a $90m the amount of money I have to spend.” represented projected numbers rather fighter, too.” per year Unfortunately for Hearn, he was right than concrete commitments. “There’s no question in my mind ESPN’s self-reported value of its – all the promoters in the US wanted it As a source close to more than one that the biggest fights can happen,” exclusive deal with Top Rank, which to fail. And they all had money too. of these deals told SportBusiness Media Espinoza says. “It’s all a question of relates to a maximum spend. in November: “There’s a lot of money desire and intention.” An opposite reaction being promised but not a lot being Sensing that DAZN and Hearn were spent. All these deals are predicated on Pay-per-view still preferred targeting fighters that competed in commitments, not actual spends. These Espinoza’s frustrations are also + Premier Boxing Champions, US pay- numbers relate to contingency funds.” relatable to the unfolding situation $100m television broadcasters Showtime and Another source close to multiple between Álvarez and Golovkin. The The amount Gennady Golovkin could Fox – which had aired the series from deals said: “There has been a PR race for two have already fought twice, in 2017 stand to earn from his six-fight deal 2015 to 2018 – convinced PBC owner presentation of these deals, exaggerating and 2018. Now they both have exclusive with DAZN in the US, should certain Eddie Hearn, group managing director of Matchroom Sport and Simon Denyer, chief executive of DAZN Group (Bill Haymon to agree a co-exclusive three- the value, volume and length of deals. I’m deals with DAZN, a third fight should conditions be met. Tompkins/Getty Images) year deal to continue the series. The not convinced there are 120 quality fights be an inevitability. broadcasters were reported to have out there next year. DAZN is paying Álvarez a guaranteed Three of the world’s top four promotions and broadcasters were promised Haymon a combined $130m “A little bit of this is about setting $27m per fight over the course of a welterweights – Keith Thurman, Errol accompanied by plenty of claims that per year to stave off Hearn’s advances a target to reach for, but the pace of 10-fight deal, which could increase to

Spence Jr. and Shawn Porter – compete they would bring boxing back to its on his fighters. licensing and programming is different $35m per fight should subscription $130m under the Premier Boxing Champions 1970s and 80s glory days, when the ESPN was next to move, locking to the totals announced. All the growth and churn targets be met. per year banner and share a manager in PBC best fought the best and pay-per-view down its exclusive relationship with structures have some flexibility because Golovkin is set to be paid a minimum The supposed combined value of owner Al Haymon. They all fight on was a rarity. Instead, they have left the Top Rank promotion – which is that number of events is not going to be of $80m over the course of his six-fight Fox and Showtime’s investment in the same US broadcasters, Fox and boxing more divided than ever, with few in turn affiliated with Queensberry, reached.” deal and potentially more than $100m if Premier Boxing Champions over Showtime, but only Thurman and Porter blockbuster bouts to look forward to. Matchroom’s rival in the UK – until certain conditions are met. the next three years. The figure have faced one another, back in 2016. August 2025. ESPN says the deal is Little bang for the broadcast buck But the two fighters are not relates to the combined total of both Terence Crawford, the other top Enter DAZN worth $90m per year. Despite the inflated headline figures, last contractually obliged to face one welterweight, competes exclusively on For a while, things looked rosy. Money With these paths to success blocked year’s flurry of deals saw DAZN, ESPN, another, and it is up to DAZN to broadcasters’ maximum spends. ESPN. Crawford has never faced any of seemed to be pouring into the sport, off, DAZN switched to Plan B. Outside Fox and Showtime provide huge budgets incentivise them to make the fight. Both broadcasters will compete his closest rivals at welterweight, and and streaming platform DAZN led the its joint venture with Matchroom, it to their respective partners in the hope Despite the guarantees and escalators, it against each other for events, it seems unlikely he will do so any time charge. Its ‘billion-dollar’, eight-year struck direct deals with Golden Boy they would feel comfortable enough to appears that both fighters believe a third so neither maximum spend can soon. joint venture with Matchroom Boxing, Promotions and GGG Promotions, take risks with their fighters and make fight between them is worth more than realistically be reached. Last year’s agreements between agreed in May 2018, was advertised as acquiring the rights to Álvarez and the most lucrative bouts possible. DAZN is currently paying.

38 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 39 MEDIA

“Network conflicts are an easy Floyd Mayweather Jr. throws a left at Manny Pacquiao during their welterweight fights on HBO”. scapegoat for a promoter unification championship Al( Bello/Getty Images) Two years later, HBO and Showtime

MEDIA shared pay-per-view rights to Tyson v to explain why a fight isn’t Lennox Lewis, an event that amassed happening. It’s an easy over $100m in pay-per-view revenue. Floyd Mayweather Jr. and Manny scapegoat for a fighter, too.” Pacquiao found themselves in a Stephen Espinoza | President, Showtime similar situation earlier this decade. Sports The era’s two best welterweights had exclusive deals with Showtime and HBO respectively, and their fight took six In each of their two previous bouts, years to put together. Again, hundreds Golovkin and Álvarez generated over of millions of pay-per-view dollars $100m in pay-per-view revenue. Even shared between the fighters, promoters if both fighters earned the maximum and broadcasters greased the wheels. for a single fight under their deals In 2017, Mayweather’s pay-per-view with DAZN, this would likely be less blockbuster against UFC fighter Conor than what they earned in each of their McGregor was also facilitated by previous two bouts. Showtime, generating another nine- Speaking to the Los Angeles Times, figure sum. DAZN Group executive chairman Money is, and has always been, John Skipper described the platform’s the most powerful force in boxing. relationship with Álvarez as “one of Despite the well-publicised ‘war-chests’ trust”. “We both have some leverage, available to them, the fighters and but if we each don’t want to do promoters believe that, at the present something, the outcome is stalemate,” moment, there is more money to be Skipper said. “We have to figure out how made from the waiting game than the to do something that is beneficial to fighting game. all…it’s mutually-assured destruction if History tells us this is probably true. we don’t make it work.” Public consensus is that both Tyson “Both Gennady and Canelo are above v Lewis and Mayweather v Pacquiao needing a title at this point in their happened too late. None of the fighters career,” Golovkin’s promotional partner were in their prime and both fights Tom Loeffler said in a press conference. were deemed disappointing from a “I think the third fight will come down sporting perspective. But those delays to economics.” did nothing but make the public even more excited, and this was reflected at Platform bouts the box office. Even between the platforms, there is For fighters like Joshua, Fury division. Showtime, Fox and ESPN are and Wilder – 29, 30, and 33 years of happy to continue distributing fights age respectively – time is on their side. on pay-per-view, as this is the tried From a promotional standpoint, as long and tested way of incentivising top as they keep competing and winning fighters to compete against one another. Buffer, say that as a result of DAZN’s navigate these problems, Markowski Markowski mentioned relate to a “A close examination reveals that against other opponents, the appetite It almost always ensures the fighters new subscription model, pay-per-view said: “The devil will be in the detail. potential heavyweight title unification the actions don’t match the stated for them to compete against one receive the maximum possible earnings was “screwed”. If a two-fight deal is being discussed bout between Anthony Joshua and intentions,” Espinoza said. “It doesn’t another can only grow. Whether they for their bout, and helps to bridge gaps DAZN’s commitment to a between two fighters [where two Deontay Wilder. DAZN holds first seem anyone was offering Wilder a big are still in their prime years between broadcasters, promotions and subscription model makes it much platforms each receive exclusive rights option and matching rights over fight. They were leveraging their assets when those fights do eventually fighters. If all parties have an equal harder for it to work with other to one fight each of a two-fight series] Joshua’s US media rights, while Wilder in order to get him to sign a long-term happen is of no concern. The numbers (or near-equal) share in an event, it broadcasters and promotions. Without we’re very open to those conversations. recently signed a one-fight deal with deal for their network.” at the box office are ultimately all provides them with a shared process the indisputable metric of pay-per-view We’ll happily work across the aisle, even Showtime to compete on May 18. After that matters. that leads to a common goal: earning as buys, third parties would have to put if we don’t have formal relationships that, Wilder is a free agent, and could Money makes it work Despite the public pleas of willingness much money as possible. faith in DAZN’s accurate reporting of right now. We have a window at the feasibly sign a deal to fight Joshua later Historically, even the biggest divides in from platforms, promoters and fighters, DAZN, on the other hand, has vowed metrics such as subscription growth back of the year to make a major this year. boxing have eventually been bridged. it could be a long time before anyone never to put boxing on pay-per-view. A related to the fight, total number heavyweight fight, and there are ongoing Espinoza, who signed Wilder to that The late Jay Larkin, former executive crosses the aisle to work together. And 30-second ad promoting Álvarez’s first of watched hours and subscriber conversations around that. I think that one-fight deal in the face of competition producer at Showtime, famously said in only money will heal the divisions fight on the platform saw the world’s retention. would end my year on a positive note.” from DAZN and ESPN, has trouble 2000 that “pork chops would grow on created by boxing’s latest landgrab. most famous ring announcer, Michael Speaking about how DAZN might The “ongoing conversations” believing that fight will be made this year. the trees in Tel Aviv before Mike Tyson Lots and lots of money. Z

40 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 41 In association with SPORTACCORD 43 Hosting rights for severalHosting other GAISF also announced that Nur- place against The meetings took the first time, the conferences For Federation for the inaugural University for the inaugural Federation Championship to Powerlifting World Russia. in 2022 in Moscow, place take World The events were awarded: place in Games 2025 will take Chengdu, China, following ratification Games World at the International Association’s annual general meeting, Games Masters while the International Association confirmed that the 2023 place Games will take Masters European Finland. in Tampere, will Sultan, the capital of Kazakhstan, Combat World host the inaugural Games in 2021. of a bustling exhibition the backdrop a busy conference hall and, as ever, programme. five distinct sub streams, were split into comprising an expanded LawAccord, HealthAccord, as well as CityAccord, and the SportAccord MediaAccord Summit, at which former United secretary-generalNations Ban Ki-moon Z provided the opening address. In a meeting with the IOC, AIOWF AIOWF a meeting with the IOC, In There were also significant Sports University The International video link from both candidates for the both candidates video link from OlympicsStockholm-Åre – 2026 Winter in Sweden and Milan-Cortina in Italy – ahead of the final decision on June members an also received 24. AIOWF the organising committee from update Games for the Beijing 2022 Winter events early next ahead of the first test year. members discussed preparations for the Olympic Youth Lausanne 2020 Winter Games and also the candidacy process Olympics to through for the Winter Olympic 2030, as well as the 2024 Youth Games. developments for individual federations World at SportAccord. Ski Archery and the International signed agreements with Federation for Sport, the Court of Arbitration powers for delegating adjudicatory of anti-doping rule the determination sanctions to violations and the resulting the new CAS Anti-Doping Division. also sealed a partnership Federation Powerlifting with the International ASOIF president Francesco Ricci Ricci ASOIF president Francesco issues raised Successive IFs At the association’s general assembly, at the Association of Meanwhile, Bitti, who reminded members that the matter cannot be reviewed until urge did the Olympics next year, after 2020 liaise with the Tokyo them to delegation in Gold Coast over a number of concerns about the Games. quality of athlete including transport, accommodation and the look of the amid reports of cuts of 80 Olympic sites some budgets. per cent to the to Marisolre-elected Casado was ASOIF Council and two new members – Watanabe and Morinari DeIngmar Vos replace Baumann to – were elected Casado’s election Perurena. and José she had proposed after came just days during an ASOIF Council meeting that a new on group consultative advisory gender equality and diversity should be established by following the association of the recent publication of its Future Global Sport report. Sports Olympic Winter International general assembly, (AIOWF) Federations members presentations received via At one of the meetings, with the United Through Sport Festival, which Sport Festival, Through United for a second edition followingreturned giving its successful debut last year, thousands of children opportunities to try out different sports. IOC presence As of the strengthening an illustration betweenrelationship GAISF and the Olympic the Committee, International as well as the SportAccord Festival, was attended by opening ceremony, IOC president Thomas Bach, who also part in a number of meetings with took organisations overumbrella the week. Association of Summer Olympic (ASOIF), Federations International that some members are Bach was told unhappy with the current revenue- sharing agreement that was reached the London 2012 with the IOC after Olympic Games. Chiulli, who has served as the Chiulli, who has served as the GAISF the death of However, delegates, many SportAccord For in silence to stood Delegates and forward-thinking organisation,” and forward-thinking said Chiulli, who will serve a two-year as president of GAISF and also term SportAccord. president of the Association of IOC Sports International Recognised since 2013, had been Federations stand for the GAISF to expected presidency at the 2020 general assembly in Beijing. presidentand SportAccord Patrick forward Baumann last year brought Chiulli’s election. the absence – who had of Baumann been significant presence at last – was very year’s gathering in Bangkok noticeable. remember Baumann, not only in various meetings, but also at the start of the @SportBusiness

he unanimous election Chiulli as the of Raffaele president of the Global Association of International

Confirmation of Chiulli’s Chiulli’s agenda on focuses the traditions, “Whilst I am loyal to

SportAccord Raffaele wrap-up: 2019 Chiulli leads GAISF into new era into Chiulli leads GAISF Sports Federations (GAISF) wrapped wrapped (GAISF) Sports Federations 2019 in Gold Coast, up SportAccord Australia. appointment general at the GAISF of SportAccord assembly on the Friday the International week came after president had Federation Powerboating of the outlined his vision for the future association. supporting the growth of youth development and social programmes initiatives, as well as responsibility strengthening of GAISF as a the role services-based organisation. I also values and principles of GAISF, believe a modern that we must be

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with association In SPORTACCORD 42 EVENT HOSTING the Pan American Games seven years Its 55,000-capacity Estadio BBVA City’s event-hosting prospects in Mexico City’s illustrious history of after the 1968 Olympics, took place 33 Bancomer, which opened in 2015, is recent times. years ago. The Estadio Azul is being streets ahead of any of Mexico City’s The city’s race deal with F1 expires lined up for demolition, although a biggest facilities in terms of comfort, after this year’s grand prix in October. major events gives way to uncertainty project to build a new home for local sightlines and technology. Earlier this year, it emerged that the football club Cruz Azul – which moved $21m (€19m) usually reserved for out of the venue and into the Azteca hosting and promoting the race would EVENT HOSTING EVENT last year – has stalled, with little sign “Mexico needs a new national instead be spent on a new rail project of progress. stadium and it won’t be in in the south of the country. The Azteca, meanwhile, suffered the The timing could not have been indignity of being dropped as a host Mexico City.” worse for advocates of Mexico City’s of an NFL International Series game César Esparza | chief executive, place on the congested and competitive last year, with the league switching the Monterrey International Stadium F1 calendar. Mexico City Sports Los Angeles Rams v Kansas City Chiefs Institute director Horacio de la Vega contest to the Los Angeles Memorial expressed his concerns at the time, Coliseum amid concerns that the state saying that “there is no other event of the Mexico City stadium’s playing Meanwhile the figures behind the that compares to it”. surface presented “unnecessary risks” proposed development of a new state- to player safety. of-the-art Monterrey International Changing times The annual NFL fixture is set to Stadium have made no secret that they The F1 announcement symbolised return to the Azteca this year, but will lobby intensively to bring the NFL a degree of political turbulence that its long-term future as a host of the and national football team games to the could have serious implications for the American football league’s high-profile new facility when it opens. They are capital’s event-hosting credentials. series looks far from certain. also optimistic of securing a permanent Last year, Mexico held elections NFL franchise in the city in the coming at local and federal level, with Rival years, which would continue to shift president Andrés Manuel López The city of Monterrey, located some the balance of power north from Obrador assuming office in December. 500km north of Mexico City, has Mexico City. Following the elections, a review of the Aerial view of Mexico City’s Azteca stadium emerged as a rival to the capital. Monterrey International Stadium leadership and management positions (Hector Vivas/Getty Images) With a population of nearly five chief executive César Esparza summed at the publicly-funded Mexico City million and GDP per capita nearly up the north-eastern city’s bullishness Sports Institute took place. double the national average, Monterrey when he said in 2017: “Mexico needs a Andres Vergara, who resigned from Mexico City’s Sports Institute has City’s stadium infrastructure is Political upheaval at a local and has forged a cosmopolitan and cool new national stadium and it won’t be in the institute in December after serving nurtured a diverse portfolio of outdated and facing competition national level leaves the city’s reputation. It is a stone’s throw from Mexico City.” since 2014, explains to SportBusiness sports events in recent years from Monterrey event-hosting direction unclear the Texas border, reflected in a culture The political mood music has also Review that the new administration did that is widely seen as Americanised. been less than encouraging for Mexico not consider his role – as commercial

Bradley Rial Pentathlon World Championships. the body that has been primarily In 2017, it added the high-profile responsible for identifying and exico City is steeped in WGC-Mexico Championship golf attracting events in recent years. sporting history, but its tournament to its portfolio, while it has future direction as a major staged a leg of the Formula E electric Challenges event host is unclear. car-racing series since 2016. The city’s major facilities include the MThe first Latin American city to host Meanwhile the iconic Estadio 87,000-seat Azteca, the 72,000-capacity the summer Olympic Games, in 1968, Azteca is poised to create history Estadio Olímpico Universitario and the the Mexican capital can count Formula by becoming the only venue to have Estadio Azul, which holds 33,000. One, the NBA and the NFL among staged matches at three different The 20,500-seat Estadio Alfredo the global sports properties it has Fifa World Cup tournaments, when Harp Helú, the second largest ballpark welcomed in recent times. the 2026 competition is co-hosted by in the country, opened this March, A packed calendar over the past Mexico alongside the US and Canada. but it is the only significant sports couple of years has included sizeable The Azteca hosted two of the most development in the city since the Foro homegrown events, such as the famous World Cup finals in history – in Sol multi-purpose venue opened more Mexico City Marathon, as well as an 1970, when Brazil beat Italy 4-1, and in than a quarter of a century ago. eclectic collection of international 1986, when Argentina overcame West Meanwhile the three largest sports offerings, including the World Germany 3-2. venues in the city are showing their Archery Championships, World Para But despite its illustrious history, age. The most recent significant Swimming Championships, World Para serious challenges lie ahead for renovation work at the Estadio

Powerlifting Championships and UIPM the capital and its Sports Institute, Olímpico Universitario, which hosted Mexico City’s hosting agreement with Formula One expires after October’s grand prix (Clive Mason/Getty Images)

44 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 45 EVENT HOSTING and strategic partnerships director – to such a strategy could be at the expense management knowledge, workforce Under de la Vega, the Sports from various parties. in the city, instead of delegating it be “part of their strategy”. of attracting and hosting major professionalisation, community Institute started to document the “Bidding always involves a mix of to tourism or other entities who we A shift in the national sports international events. physical activation, operational economic impact of sport on Mexico stakeholders,” he says. “There is not worked with closely.” development strategy also appears innovations, international networking City as part of a partnership with one single event that the Mexico City In relation to the events portfolio to be underway. López Obrador is a Strategy focus and more. research company SMG Insight Sports Institute organised without a that was established by the institute passionate baseball fan who became In the context of administrative “It is very important to stress that spanning 2015 to 2018. partnership. It would always depend on before the management upheaval, he a global ambassador of the sport in changes, Mexico City’s sports strategy Mexico City’s success was in large The report found that the total the event, as international federations adds: “Regarding the decision on which EVENT HOSTING EVENT February following a meeting with the is clearly in a transitional phase. part thanks to its partnerships. There economic impact of sport on Mexico have a defined structure for bidding, events to bid for, it was also a matter of World Baseball Softball Confederation “The sports strategy from 2013 to was a great effort made to align with City during this period was $5.37bn, as do various other events, but many those events that aligned with the city’s (WSBC). Mexico City staged Major 2018 had four main focuses: high- the federal government and the including $1.24bn of visitor spend and times the initiative to bid came from vision, but we always tried to have a League Baseball games in 2016 and performance sport, community sport, private sector, notably sponsors and $430m of media value. the institute.” diverse offer of sports.” 2018. This year, the league opted for sports infrastructure and sporting promoters, and the outcome was the The economic impact rocketed by 18 According to Vergara, Mexico City’s With a solid recent track record of Monterrey. events,” Vergara says. “The vision was hosting of more than 35 international per cent year-on-year from 2015 to 2016 former mayor Miguel Ángel Mancera, local and national events in a range of In March he pinpointed boxing and to transform Mexico City into a global events per year that added up to before increasing by 13 per cent and who served from December 2012 to Olympic and non-Olympic sports, but walking, alongside baseball, as priority sports capital, positioning it as the the more than 450 sporting events six per cent in the following two years, March 2018, prioritised the role of also with facility and administrative activities for the general public and leader in sports at the national level, organised in the city annually.” respectively. Visitor spend in relation the institute. It remains to be seen challenges, Mexico City is at a suggested that most of the available but also internationally. Vergara cites the Mexico City to sports events increased by $360m whether Mancera’s successor, Claudia crossroads with its sports strategy. budget being ploughed into sports “Mexico City is well known around Marathon as an example of how the year-on-year in 2018 – just over $100m Sheinbaum Pardo, attaches the same With the dust seemingly yet to settle development programmes from the world as a tourist destination, Sports Institute elevated the city’s more than the total rise in 2015. importance to the organisation. on the upheaval locally and nationally, government coffers would be allocated but we also wanted to make it a status. The race did not feature on the “He always ensured that the Mexico it appears that sports rights-holders for his favourite sport. sports destination and achieve results Association of International Marathons Partnerships City Sports Institute led all the city’s seeking to take their events to the Some fear that such a focus on beyond tourism. Hosting major and Distance Races’ 300-strong ranking Vergara underlines that the city’s efforts regarding sport,” Vergara said, gateway of the Americas will have to boosting participation in a small sporting events allowed the city to list in 2012, but by 2018 it was ranked successful event-bidding projects referring to Mancera. “This was really be patient as Mexico City’s decision- number of disciplines could be the accelerate positive outcomes that eighth in the world, attracting an have been traditionally supported by a beneficial as it allowed us to have a makers figure out what is desirable and wrong approach. Critics also wonder if impacted sports infrastructure, event impressive 32,645 runners. collaborative process involving input complete picture of the sports scene sustainable in the long run. Z

(Buda Mendes/Getty Images)

The 2018 Mexico City Telcel Marathon World Golf Championships-Mexico Championship (Pedro Mera/Getty Images) (Photo by Hector Vivas/Getty Images)

46 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 47 In association with LALIGA 49 (LaLiga) “We have different key performance different key have “We themselves programmes The training addition, many of LaLiga’s In relevant and reporting methodology LaLiga’s headquarters. methods at Progress the ongoing to With regard development a great of the initiative, emphasis is placed on monitoring and enhancing progress the programme wherever possible. each project, to relating indicators of the players, including the satisfaction practices training adherencepartners,to Blanco and impact on the community,” continuous that we receive “After says. our online meetings feedback through and personal platform, such as technical reporting and evaluation forms.” Sessions are region. to region vary from per week, while five days held on up to LaLiga also hosts football camps that as offering weeks, as well three last up to sessions and summer campssingle-day location. in a fixed 10 days of around academies now are entering The initiative itself is led byThe initiative itself is LaLiga’s we review the programme “Every day to collective intelligence takes “It A significant amount of effort is put Pro-certified coaches with moreUefa develop a healthy and long-term interest interest develop and long-term healthy a in the game.” Sports Projects Department. our online platforms bythrough setting coaches up meetings with all our review and sessions the training to the them and adapting programmes to and different of that day circumstances week,” Blanco says. improve everyhelp the programme At the end we of each season day. defining the whole programme, evaluate many different changes from potential perspectives.” take identifying to the right coaches into LaLiga’s methodology worldwide. footballthan five years of grassroots experience are in Spain and abroad a while most of them also have recruited, in sport science.bachelor’s degree Before the programme, they welcomed to are the to introduced the coaches are “To begin with, our coaches develop a “To we for the experience of players, “As of improvement, daily based on the reports personal our coaches and our of different the experience in executing programmes.” training Methodology is the At the heart of the initiative – essentially‘LaLiga methodology’ to the right way youngsters teaching and enjoy the game. play the Spanish game style that is based on lots of time – including decision making, player’s the to on the ball, adaptability – and then adapting characteristics this with local footballing styles in with local coaches,” collaboration Blanco adds. and tactical provide technical physical, a holistic perspective. from training The to most important part is for players enjoy football, which is central learn to players sure make We values. our to of lots of touches of all abilities have giventhe ball and are the chance to By doing this we help them to compete. (LaLiga) The league’s ambitious approach The league’s ambitious approach adapt it “The biggest challenge is to football succeeds, we succeed.” significant presented has, predictably, with LaLiga’s keeping In challenges. initiatives, other international – which such as its Global Network has stationed 45 of the league’s representatives in specific markets build engagement and worldwide to in the league – establishing interest and successful presencea credible a carefully worldwide requires considered strategy. Blanco and context,” each territory to a common this, we created “For says. methodology when department the was unify the patterns in 2015, to created of grassroots of our clubs in terms is a continuous process It development. “Our approach is to help strengthen “Our is to approach emerging football markets, helping to helping to emerging football markets, more style of football to LaLiga’s take children than ever before. Momentum “The initiative was conceived in 2015 as it was decided that LaLiga would efforts. its internationalisation increase build stronger working This led us to with local leagues and relationships of federations and begin an exchange Blanco, LaLiga’s Hugo best practices,” says. of sporting projects, director level the football at a grassroots around world, because we think it will lead to stronger pathways local leagues, more more football for young players, into football fans and therefore greater where visibility for LaLiga. Ultimately @SportBusiness

aLiga’s top clubs and players clubs and players aLiga’s top been of a source have the for youngsters inspiration world over for many years.

But since 2015, LaLiga’s global only launched have The initiative may than 450 Spanish coaches More

Learning from LaLiga from Learning

academies gained initiative has momentumirresistible in building a genuine development grassroots platform for the ideals and skills of football league. Spain’s top coincide with LaLiga’s four years ago to expanding global outlook under Tebas. president Javier progressive the growth been has already However, spectacular. worldwide been already posted have work on various sporting by LaLiga to spanning established and projects www.sportbusiness.com | www.sportbusiness.com

LaLiga’s global academies initiative is opening up opportunitiesis opening initiative academies global to footballers and their coaches young for LaLiga’s football on offer. professional possible pathway into a with worldwide, skills their develop L

with association In LALIGA 48 In association with LALIGA

international tournaments to offer a different territories. plans for a permanent training base in “As far as future academies are chance to compete against players from “Often this will help clubs in their Madrid as part of a strategic alliance. concerned, we have just opened two LaLiga Football Schools in India different backgrounds. internationalisation strategies as we The permanent base will build on academies in North America – in Miami

LaLiga also organises scouting camps can open more doors for them. We an extensive partnership between the and Toronto – and will be focused on LALIGA for selected players in Spain, where they continuously learn from clubs and two organisations, with more than growing these in the coming months.” can test themselves against some of the we never share anything that is not 120 LaLiga coaches having already LaLiga’s Global Network has country’s strongest youth clubs. approved in advance.” visited China and about 500,000 also helped to make connections in In association with “As it occurs outside of typical LaLiga also links up with partners in children having taken part in training countries such as Angola and Nigeria, school schedules, the programme is each territory to develop its academies, programmes of varying durations. where strong working relationships more intensive and allows us to focus from leagues or associations to specific In May this year, LaLiga, China with local associations, clubs, leagues on all aspects of player development, companies with local experience. Sports Futurity Investment and the and broadcasters have been forged, from football theory to IQ tests, fitness “It depends on the needs of each governments of the city of Kunming providing a platform for the academies programmes and technical skill,” territory and its own football structure,” and the county-city of Anning scheme. Blanco says. Blanco says. “We choose partners based announced that the Spanish league “We have strong partnerships with “These camps usually have scouting on their brand values, their promoting will establish its first permanent local federations in Nigeria and Angola processes attached to give the different of the LaLiga image and logistical academy in China as part of a 10-year designed around the development of institutions feedback about their capabilities that will help us to be memorandum of understanding. young talent and work closely on coach players. We also provide different successful in our mission. The academy, which is expected to training projects in both countries,” masterclasses for local coaches that “We work closely with local leagues, open in the second half of 2021, will Blanco adds. help in their daily work throughout the governments and federations who include schools, sports training camps, “The objective is to strengthen whole year.” support the initiative. In China, it has a specialised medical centre and a football at a local level. We work (LaLiga) been a huge advantage to work with the football museum. in close partnership with local Support Ministry for Education as they have been In addition, the inaugural edition governments, leagues and federations, For many sports, India, with its rich the schools. LaLiga’s teams are vital partners in the making sure that football is a strong part of the Hope Cup – a new under-16 who of course have the same objectives heritage in cricket, has been a tough In order to drive a long-term legacy, programme, even though traditionally of physical education. We have been tournament that will feature Barcelona, as we do. market to gain a foothold. LaLiga has teamed up with India On football clubs are very protective of sharing strategies on football coaching Sevilla, Espanyol, Deportivo Alavés, “What we offer is a high-quality, Uefa- However, there are positive signs Track, an organisation dedicated to that the LaLiga Football Schools project developing India’s sporting culture, to their talent-scouting strategies. methods for over three years now.” Valencia and Atlético Madrid, as well as accredited form of training that will is establishing the right foundations teach students values such as discipline, “The main objective of LaLiga is six Chinese clubs – will take place this help players to enjoy football and reach for future growth in the second-most commitment, dedication, effort, fair play, to serve its clubs,” Blanco adds. “No Chinese partnership summer. their potential. The visibility of LaLiga populous country on Earth. respect and teamwork. matter their other activities, we offer China has represented a significant “This project is a big step forward in is an added bonus for us. As these are The initiative is growing rapidly across “Mixing social and sporting education clubs the chance to join us in many success story for the initiative. LaLiga’s strategy in China and shows LaLiga programmes, there is exposure the nation, with LaLiga having opened 36 is how you inspire the next generation of different projects and will work to In December 2018, LaLiga and the our commitment to the development to scouts from Spanish clubs but local centres for children between the ages of footballers,” Diaz adds. five and 18 since late last year. Students also have the opportunity introduce or consolidate their image in Chinese Football Association put in place of football in the country at all levels,” clubs are involved too.” Ongoing training is being provided to to take part in international training Tebas said at the announcement. “For The impact of the programme has around 2,700 students at the centres tours and can visit Spain to immerse years we have been collaborating with been truly global. and a total of more than 12,000 boys themselves in the LaLiga experience, Chinese football, its clubs, institutions A new partnership with US Club and girls have participated so far in the learning about the different clubs and and academies.” Soccer will expand support for coaches, programme, which has been designed by their various training methodologies. with more than 1,500 having already LaLiga alongside its team of Uefa Pro- Vasquez says: “When I see the kind Global prospects received training. Meanwhile in the certified coaches. of talent and passion Indians have for “Our approach offers a mix of physical, football, I am convinced that we will see With regard to LaLiga’s global Middle East, LaLiga has created technical and tactical development, but global stars emerge from this country. It grassroots development prospects, academies and high-performance most important is that players of all is a huge source of pride to provide the Blanco adds: “We hope to create centres in Dubai and Abu Dhabi. abilities learn how to enjoy football, with platform where they can be discovered.” more permanent training bases as we Two youngsters from the Du LaLiga lots of contact with the ball and chances Hugo Blanco, LaLiga’s director of continue to increase the appeal of our High Performance Centre in Dubai were to compete,” LaLiga Schools technical sporting projects, adds: “The immediate programmes and recruit more coaches. recently taken on trial by LaLiga club director Javier Cabrera says. “This is focus in India is to work with local We will go step by step. The most Levante – and the talent pathway will essential to making sure that our values coaches to develop their skills and by are shared and that children can develop extension, help local players to improve. important factor is to ensure the high continue to expand. a healthy and long-term interest in the “We have found an approach that quality of our programmes. “Players from various academies have game.” works with some great local partners “We already have projects running in been invited to train at clubs around the Cabrera, together with two of LaLiga’s and we are confident that in the not- 33 countries around the world and while world and some have also been awarded Uefa Pro coaches, Saúl Vasquez and Jon too-distant future we will begin to see a we expect to continue this expansion, professional contracts,” Blanco says. Diaz, provide co-ordination and training new generation of playing talent come our priority is to keep improving our “We are excited to see this develop in to 48 coaches who are stationed across through.” methods to the benefit of local players. the future.” Z

50 @SportBusiness | www.sportbusiness.com 51 SPORTS BETTING IMG Arena bets that golf is a ‘sleeping giant’ for sportsbooks

Lack of in-play betting markets IMG Arena to employ between Data distributor to bundle on golf blamed on difficulty of 75 and 80 data scouts for streaming rights to two par-3 data collection European Tour events holes per round into data product

1075774622, Matthias Hangst

Sport from every angle Marcus Kinhult of Sweden poses with the trophy following his victory in the Betfred British Masters. Betfred’s sponsorship of the tournament shows its appetite to encourage more Sport from every angle betting on the sport (Andrew Redington/Getty Images) Ben Cronin H2 Gambling Capital and IMG Arena between the different venues and suggests 95 per cent of the gross win are all environments which are Getty Images provide strategic content solutions to rights holders, agencies, ide bets on the longest drive [sportsbook revenues before operating reasonably easy to control in terms media and brands across the globe. Our creative and agile approach combined or the player nearest the pin expenses] on golf is derived from pre- of the variables, every [golfing] venue Getty Images provide strategic content solutions to rights holders, agencies, might be standard fare in event betting – a figure that compares you visit will be different,” says with a team of award-winning photographers and videographers will drive the average club fourball or unfavourably with tennis and football. Max Wright, senior vice-president, media and brands across the globe. Our creative and agile approach combined Scorporate golf day, but until now the The greatest impediment to a wider commercial, IMG Arena. stand out communications in a competitive market. with a team of award-winning photographers and videographers will drive ability to wager on professional golf array of gambling opportunities in golf The recently-launched sports has been a lot more limited. has always been the complexity and betting content division of IMG Media, stand out communications in a competitive market. Partner with us. Sportsbook operators have tended expense of capturing the enhanced data formerly known as IMG Gaming, is to offer customers the chance to on which bookmakers depend to price taking a calculated gamble that it place pre-event bets on outcomes their live markets. can change this, having acquired the Partner with us. gettyimages.com/sport like the outright winner of the biggest “Unlike a basketball court, or worldwide data rights to the both @gettysport tournaments, but have generally a tennis court or indeed a soccer the PGA Tour and European Tour gettyimages.com/sport stopped short of offering more pitch, which are all environments earlier this year. For it to succeed in detailed in-play markets. Analysis by that are relatively standardised commercialising them, it will have [email protected]@gettysport

[email protected] @SportBusiness | www.sportbusiness.com 53 SPORTS BETTING to develop a data capture system for themselves hugely popular for live the latter tour, he estimates about the 40-plus events on each calendar betting because every time a point 75-to-80 data scouts, operation and that will be sufficiently streamlined to is contested it throws off the rapid management staff will typically be keep costs low, while simultaneously creation and settlement of a fresh required at each tournament on the satisfying the demand from batch of betting markets and customers European calendar. bookmakers for fast and accurate data. can have their bet settled and their “Every hole needs to have a number Sportsbook operators will in turn have stakes returned to them almost of scorers who are placed strategically to trust that they will be able to create instantly. This has led to a huge growth to ensure that we’ve covered every SPORTS BETTING SPORTS enough demand for in-play markets on in the contribution of sports like tennis possible scenario,” he says. “If you golf to justify buying the data in the to the overall sportsbook revenue take a par-4 hole, we will have a data first place. make-up.” scout behind the tee box, we will have another data scout in the landing zone Volume and a shot-by-shot format “When you compare the where the majority of the drives will The number of tournaments and end up, and we will also have another the duration of play in golf is both a suitability of certain sports data scout behind the green.” strength and a weakness for a data to a live betting format, golf For the PGA Tour, the company plans distributor like IMG Arena. Betting to reduce data collection overheads companies favour sports with high stacks up incredibly well.” by upgrading the tour’s pre-existing volumes of content in which multiple Max Wright | Senior vice-president, ShotLink system. This a proprietary match actions are taking place commercial, IMG Arena data capture solution powered by cloud simultaneously because they offer the computing solutions provider CDW opportunity to create a larger range that has been providing media outlets of instant betting markets. The most But whereas data capture is the with data about shots that have taken successful example is tennis, which job of one or two data scouts at most place, live conditions, and distances for provides a huge number of matches tennis events (often the umpire acts as upwards of 20 years. to bet on year-round and a shot- the scout, inputting match information “ShotLink is fantastic but it hasn’t by-shot format that is appealing to into a tablet), many more staff will be been at the levels of speed required for sportsbooks. required to collect information in golf the sports betting sector,” says Wright. “When you compare the suitability – at least where European Tour events “One of the things we’ve been doing of certain sports to a live betting are concerned. with the PGA Tour since we signed our Rory McIlroy celebrates with the trophy after winning The Players Championship. The tournament is included in the PGA Tour data rights package (Gregory Shamus/Getty Images) format, golf stacks up incredibly well,” Although Wright says IMG Arena agreement last year is working with argues Wright. is still in ‘an R&D phase’ to create them in ensuring their processes are “Sports like tennis have proved an efficient data capture system for as efficient as possible, working with live betting on putts. He stresses that “We have been talking with all to be passed on to bookmakers. An them on things like workflow and at data scouts located alongside the additional assumption is that the what point their scouts will enter in greens will provide an extra layer of of the major championships price a bookmaker would pay for the different pieces of data, helping them scrutiny on the data points created by about bringing their rights data would be based on the scope with ideas around the design of the the additional technology. into the solution.” of exploitation, so a pan-territory or software and use for that data capture, global operator would pay more for positioning of scouts on certain holes Expense Max Wright | Senior vice-president, the data than one operating in a single to ensure they are in a position to be Add the travel, subsistence and commercial, IMG Arena territory. Bookmakers that have pre- able to deliver against certain service accommodation expenses for each existing deals with IMG Arena might levels that a sportsbook would expect member of staff to the technology also expect to be offered a discount. from a live data service.” overheads, and the costs in providing the fee for the PGA Tour’s betting Wright is also reluctant to discuss For both tours, IMG Arena will a data service for golf increase rapidly data would not have been significant. the price point for its golf data, saying supplement manual data collection in comparison with sports like tennis IMG already has a broad, ongoing only that all of its agreements with with GPS technology and greenside and football. This is especially the relationship with the PGA Tour and betting operators will be “structured in cameras to provide an additional case for the European Tour, where no the person in question thought the such a way as to incentivise all parties layer of data capture. Wright says the data-gathering infrastructure currently data deal ought to be viewed as the two to grow the reach and appeal of golf as greenside cameras digitally plot the exists. The question for IMG Arena companies exploiting an additional a betting sport”. area of the green and are able to pick is whether it can encourage enough niche in their cooperation rather than He adds that the company is still up incoming golf balls and then track bookmakers to invest in its golf data to as a sizeable deal in its own right. in the process of developing its golf their movement around the green in justify its outlay on the data rights and The default pricing mechanism for data collection service, with plans for real time. Providing distances which data gathering operation. selling betting data to sportsbooks the first relationships with betting are accurate to less than the width of The company was not willing to is a rate card concept based on the operators to go live in 2020. In the a golf ball, they are designed to track reveal how much it paid for either cost of collecting the information. If interim, the company is engaging in and measure all activity on the green set of data rights, but one data-rights IMG is using the same mechanism discussions with sportsbooks to help and provide that information instantly expert contacted by SportBusiness for golf, that means some of its them understand its offering. IMG Arena will provide bookmakers with detailed information about ball lies and on-course conditions to help them price in-play markets. (Patrick Smith/Getty Images) within the scoring feeds to facilitate Review gave a qualified guess that overheads would inevitably have One sportsbook contacted by

54 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 55 SPORTS BETTING SportBusiness Review said it had specialist said an “aggressive” price judgement about whether a player is unauthorised data scouts from trying activity. The system compares real-time lower-tier golf events are not included held early conversations with the point and the absence of the data more likely to hit their ball nearest to provide a cheaper data product to odds movements from global betting in the scope of IMG’s data deals with company about the service but was rights to the four golf majors had so the pin.” bookmakers. markets with predictive algorithms, either tour. An Independent Review of yet to discuss the pricing of any deal. far deterred any bookmakers from The coverage will be hosted on the “There are pieces of information providing automatic alerts for any Integrity in Tennis published last year The operator said IMG’s status as a purchasing it. He thought the ability to IMG Arena’s Golf Event Centre, a that we are able to deliver that you irregular activity. indicated that betting issues were much trusted data distributor in tennis and offer in-play markets on these leading front-end digital environment which simply cannot get without that inside- more common in the development the sophistication and investment it tournaments would be appealing to can be white-labelled by each betting the-ropes access of the data scouts,” “We’ve been calling golf the base tier of the ITF World Tennis Tour, had made in the golf data service sportsbooks because of their proven operator to curate the fan betting he says. “As the players are walking where the lower prize money makes it SPORTS BETTING SPORTS meant there was ‘every ability to attract casual bettors. experience. This will offer digital up to their balls, our landing zone ‘sleeping giant’ of sportsbook easier to corrupt players. opportunity’ for the When asked if IMG Arena was graphical rendering of each of the scorer is able to find the ball for each products and...it’s easy to Margin product to succeed. planning to add the majors to its golf holes at every event and the ability of the players and plot an accurate see why.” Another data offering, Wright said: “We have to favourite specific players, follow GPS coordinate of where it is but also There are other respects, however, in data rights been talking with all of the major specific groups or watch a particular to note down incredibly detailed lie Max Wright | Senior vice-president, which golf might want to follow the championships about hole as different groups of players positions, and that information is commercial, IMG Arena path created by tennis. After initial bringing their rights into come through. incredibly valuable from the betting scepticism, in-play betting on the sport the solution we have One of the bookmakers contacted operators’ point of view. has grown to the point where it provides created. by SportBusiness Review said the speed “That’s just information that you The PGA Tour’s deal with Genius the third-most lucrative live market for “We think and accuracy of the IMG data would wouldn’t be able to get – either from the stretches back to 2017 and has included bookmakers after football and basketball. the major be the primary concern for betting broadcast or an unofficial data service – a full-scale review of the tour’s rules Sportradar’s five-year deal with the championships operators, but the value-added features where you have people standing outside around betting and the development International Tennis Federation, from would benefit of the event centre were a compelling of the ropes trying to second-guess.” of a digital education module that tour 2017 to 2021, worth about $14m per year, hugely because they would addition. He thought bookmakers would In spite of these difficulties, Miller professionals and caddies have to take. offers a benchmark for the European not only be able to drive most likely integrate this product into says that the PGA Tour has already Genius Sports’ relationship with the and PGA Tour’s ambitions. The incremental revenues their own apps to give a trusted and caught unofficial ‘scouts’ gathering data European Tour is more recent and does endpoint for golf will be to build the through the distribution of seamless experience. at its events and that its on-site security not include such a significant player appetite for in-play betting and increase this content but also be able As with the legalisation of betting in teams have been briefed to monitor this education component because the the value of its data rights to the point to have an improved level certain US states, the consensus is that type of activity. European Tour’s Golf Integrity Unit is where it can command similar fees. of integrity management and the creation of more in-play markets “It’s a violation of our on-site taking the lead on this element. “We’ve been calling golf the ‘sleeping visibility included into how the will help to increase fan engagement policies, and potentially a criminal “Our primary responsibility is to our giant’ of sportsbook products and when sports betting sector was using around PGA and European Tour events activity depending on the jurisdiction, players. We will educate and support all you consider all of these characteristics their IP and presenting their and give fans and non-fans a greater so we remove the individual from the professionals to ensure they have the it’s easy to see why,” says Wright. “In data.” incentive to watch more holes. premises, investigate, and coordinate right guidance and understand the latest the coming years, having this market- “The idea is to generate interesting with the local authorities,” he says. golf betting regulations,” said European leading solution for golf will be a major Streaming markets that provide golf fans with IMG Arena’s experience of operating Tour chief operating officer Keith factor for sportsbooks in sustaining To further encourage betting a new way to engage with PGA Tour data products in tennis will also alert Waters when the deal with IMG Arena customer interest and we fully expect companies to buy the product, events,” says David Miller, vice- it to the threat of ‘courtsiding’, a was announced. the product to more than pull its weight IMG Arena will bundle the president & assistant general counsel phenomenon which has regularly reared The likelihood of a match-fixing as a customer acquisition and retention streaming rights to two selected at the PGA Tour. “We expect to see live its head in the sport, particularly in scandal is reduced by the fact that tool.” Z Par-3 holes per week into the betting markets for every shot in PGA lower-tier tournaments. data package it makes available to Tour competition.” This is where a spectator sat courtside betting companies for both tours. passes on, or uses, information which “When we think about Integrity leads to bets being placed on in-game delivering a sophisticated sports Miller estimates the illegal market for markets before the bookmakers receive betting product for golf, that betting on golf to be in the range of $1bn information from the official data scout needs to contain elements of to $2bn a year in the US. The hope for and has the opportunity to change the audio-visual streaming as well the relationship with IMG is that those odds due to the in-play happening. to generate that similar level of revenues can be directed back to the In some instances, courtsiders have excitement and the easiest way to sport. bribed umpires to delay inputting do that is by streaming the par- To protect the value of its data rights, scoring data long enough for them to 3s,” says Wright. and help IMG’s ability to monetise them, place a bet on a point that has already “You have a smaller the organisation continues to lobby for taken place. requirement in terms of the bookmakers in the US to be required to Another imperative will be to number of cameras on any hole purchase official data as sports betting is prevent match-fixing by players. To and it also translates incredibly legalised in certain states. defend against this, the European Tour well for consumers who might But even without such legislation, and PGA Tour will both use Genius not necessarily be so fluent in Wright thinks the complexity and Sports’ bet-monitoring system, which (Stuart Franklin/ the world of golf. They can watch size of the operation needed to gather coordinates with bookmakers and Getty Images) a par-3 and instantly make a data at golf tournaments will dissuade regulators to identify irregular betting (Kevin C. Cox/Getty Images)

56 @SportBusiness | www.sportbusiness.com 57 RIGHTS OWNERS expressed interest in creating a video He explains: “The first event took to push out the founders. The group, After teething troubles, Big3 basketball game based on the league. five-and-a-half hours and to be on a Sports Trinity, pledged to invest $11.5m The introduction of three-on- three-hour window that would not have for a 15-per-cent stake, with $9m more three basketball at the 2020 Summer been good. We were able to cut that in sponsorship money over three years, league begins to find its feet Olympics in Tokyo is also likely to down after the first week, making [games but only $7.5m was paid by the group. increase interest. “More exposure to the first to] 50 points instead of 60 and The lawsuit reportedly cost the league the sport is always a good thing. The the way we handled time-outs and other millions of dollars and its commissioner,

RIGHTS OWNERS RIGHTS TV ratings and attendances for League expanding number of Early issues included lawsuit fact that three-on-three basketball is things. It gave us the opportunity to Roger Mason Jr., was sacked in part Ice Cube’s three-on-three league teams and cities, while players against Qatari investors and so popular globally is only positive for make mistakes that we could correct. By because of his relationship with the have grown steadily have shown more interest sacking inaugural commissioner our league,” Big3’s chief executive Amit the end of the season, we were ready to group. Former NBA player Clyde Bajaj tells SportBusiness Review. go live. When we did the championship Drexler has since replaced him. The next step is to go international: game live, people said it looked like we To take the next step, the Big3 will the Big3 plans to make an had been on the air for 30 years.” most likely have to land a superstar announcement this year with regards to Fox aired games live in the second player and organisers have long courted taking the league overseas. season, while one game a week was also LA Lakers legend Kobe Bryant. But “There are other things that we streamed on Facebook, but the network fitness and a willingness to compete potentially have our eyes on, and you decided not to renew its contract. The are as valuable as name recognition. shouldn’t count us out because we’ve Big3 has since moved to CBS, which will The league seemingly secured a coup got a compelling product and some broadcast the 2019 season opener and in landing Hall-of-Famer Allen Iverson great partners,” adds Bajaj. “And as title game on its main channel, while as a player-coach in 2017, but he barely Cube and Jeff have shown in the past, cable channel CBS Sports Network played and pulled out of appearing in they can get almost anything done.” will carry up to 25 hours of live action Philadelphia, where he starred for the throughout the 11-week season. 76ers for most of his career. He was also Bumps in the road suspended for a no-show in Dallas. The path to stability has been far Funding the future Interest in participation has grown, from straightforward. Kwatinetz tells The search for investment has caused with 132 players competing for 31 roster SportBusiness Review: “It was difficult the Big3 some major problems. “We spots at this year’s Big3 Combine. Players because a new league hasn’t succeeded in do have a good group of investors who are believed to earn $100,000 a season 20 years or so since UFC, so you have to have been very supportive, additive and while there is a reported revenue-share get people to buy into it. No one thinks strategic, we don’t just take money from based on final team standings. a first-year league is going to succeed. In anyone. The league is well-financed,” “If you look at the data around the the second year they think, ‘maybe the says Kwatinetz, without adding details. players who participated in the combine first year was a fluke’ and by the third However, in April 2018 Ice Cube despite not having a great chance of year they start to think, ‘wow, this thing and Kwatinetz sued a group of Qatari being drafted, that speaks for itself,” says (Ronald Martinez/BIG3/Getty Images) is really going to work’. Establishing the investors in the league for $1.2bn Bajaj. “I think we’ve realised that the league as a real, credible, professional (€1.1bn), claiming they broke their ceiling for this league is quite high and league rather than a novelty play, that promises to fund the Big3 and then tried we’ve had to meet that interest.” Z Bob Williams being allowed for the first time. In the million viewers, up from 632,000 in 2017. was the most crucial thing.” first two seasons, the league was limited With innovations such as a four-point One of the biggest issues the league fter suffering growing pains, to just former NBA players who were at line and a 14-second shot clock, the had was finding a broadcast partner for the Big3 basketball league least 30 years old. league has proven attractive to a younger the first season. According to the LA appears to have found its feet The head coaches have real star power, audience. The median age of the Big3 TV Times, every network but ESPN passed ahead of its third season. with NBA legends Julius Erving, Gary audience is 44, younger than that of every on meeting Ice Cube and Kwatinetz AFounded by hip-hop star-turned Payton, Michael Cooper, Rick Barry and major league and collegiate sport except when they were first pitching the league. entrepreneur Ice Cube and his business George Gervin on the sidelines. The Big3 for the NBA (42) and Major League Eventually Fox agreed to partner Jeff Kwatinetz, the professional has also stolen a march on the NBA by Soccer (40), according to Nielsen data. televise the league, in a revenue- three-on-three half-court basketball naming two female head coaches: Nancy Commercial partnerships have share deal. The other terms of league is expanding from eight to 12 Lieberman and Lisa Leslie. followed. In April 2019, the league the deal have not been made teams and, in its touring model, will visit The league, which aims to provide announced a sponsorship deal with public. “We were lucky that we 18 cities in 2019, up from 10 last year. basketball fans with a fix during the Toyota and a jersey-patch deal with got Fox...it’s hard to get a first- Matches will now take place on two NBA off-season, has shown signs of cbdMD following the league’s use of year broadcast deal of any type,” nights per weekend instead of one, commercial growth. Average attendance cannabidiol for pain management. says Kwatinetz. while there will be three games a night was 14,000 last year, up from 11,000 in Adidas became the league’s official Unsure of the quality of games and instead of four. Meanwhile, in an effort 2017, the league’s first season. On TV, outfitter in 2018, in a three-year deal, how long they would take, Fox decided to expand the player pool and to engage average game ratings across Fox and Fox while the two companies have partnered to broadcast the games on tape delay on with its young fanbase, the eligibility age Sports rose from 191,000 to 395,000. The to start Young3, a three-on-three youth cable channel Fox Sports 1 on Monday for players has been lowered to 27, with network’s coverage of the second Big3 basketball initiative. Meanwhile, 2K evenings. Kwatinetz says the decision professional international experience championship game recorded just over a Sports and EA Sports have reportedly “saved the league”. Co-founder Ice Cube poses ahead of the Big3 Draft (David Becker/Getty Images)

58 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 59 SPONSORSHIP Ofcom, the British broadcast “Stadium sports are generally a lot and team strategies intuitively. Virtual advertising technology unlocks regulator, deemed that the graphic was easier to do,” he says. “You can put a His production team have also in breach of rule 9.5 of its Broadcast camera on a ledge that doesn’t really experimented with new camera Code, which prohibits products, services move. With us, we are building it, taking positions and techniques to give split sponsorship inventory for F1 or trademarks from being given ‘undue it down, all within four or five days a greater sense of the speed and prominence’ during programming and under huge time pressures.” dynamism of the sport.

SPONSORSHIP placed the British broadcast rights- But one virtual advertising expert “It’s really hard, I’ve spent 21 years Digital replacement technology is Sponsorship and data rights Production team have also holders, Sky and Channel 4, under contacted by SportBusiness Review felt it trying to do it,” he says. “The camera ‘cleaner and more cost-effective’ partnership with ISG ‘predicated’ overhauled world feed to reinforce investigation. Sky called for leniency, was easier to make the signage appear does seem to kill the speed of the cars. for the motorsport on the technology dynamism and speed of sport arguing that its contract with F1 natural in a F1 setting than in football. Sometimes it’s the way you cut it. stipulated that it had to broadcast the This is because views of the large run- “Some of our cameramen are actually world feed live, while Channel 4 argued off areas and trackside assets on most almost too smooth through some of Ben Cronin that the time between the live broadcast circuits are rarely impeded by passing the shots and actually it’s a question of and its highlights show left no room to cars whereas football players regularly making it look a little bit more violent. ormula One is likely to step up edit the Rolex image out of its coverage. pass in front of pitchside virtual assets, Just waiting for the pan until the car’s the use of digital replacement Ofcom cleared Sky but found Channel 4 which can create an unsettling halo completely in frame and then snapping technology (DRT) in its global in breach of its code. effect for the television viewer. it around.” broadcast feed following last The regulator said both broadcasters He added that some of the on-screen FSeptember’s sponsorship and data rights also raised concerns to Formula footage of Ayrton Senna racing in the “We’ve been doing virtual partnership with Interregional Sports One Management (FOM) about the 1980s and 1990s that reappeared in Asif Group (ISG). appearance of the Rolex image in the advertising for a long time Kapadia’s 2010 documentary about the DRT allows sponsor logos and world feed and no sponsor image has and most people don’t really Brazilian driver had put his team under graphics to be represented ‘virtually’ on been shown so prominently since. know because it’s so good.” pressure to make the modern coverage advertising boards and other trackside appear as exciting. assets and creates the potential for split Global feed Dean Locke | Director of broadcast “Our head of onboard cameras hates sponsorship inventory in F1 coverage. F1 began the process of taking its and media, Formula One that clip,” he says. “Unfortunately, The technology creates the potential production operation away from local the cars aren’t that violent [anymore]. to sell the same assets multiple times broadcasters in 2004 to deliver a more But we’ve done things like taking the depending on the region where content consistent media product. It has been Multi-lingual graphics dampening out of cameras, looking at is being viewed. More contentiously, providing a global feed to all of its media A further benefit of DRT is that it will the actual lenses, cropping in a little bit it can also be used to make sponsor partners since around 2008. allow F1 to tailor the language of its on- tighter.” messages more impactful by integrating After Liberty Media acquired the screen graphics to specific audiences. The impact of all of the new graphics them into architecture or other blank sport, it has moved to differentiate At the moment, F1 is able to provide and camera techniques on F1 audiences spaces in the broadcast feed. this feed for specific markets. It now its graphics in four different languages, are tested by the sport’s new in-house Speaking at the Sport Industry produces three regional feeds: one to the but it is close to being able to put local research team. “Never before have we Breakfast club in early May, Sean Asian marketplace, one to the Americas graphics into every single market where had access to this research department Bratches, F1’s managing director, and one to Europe, and also offers an its races are shown. that we have now. That is a real game- (Charles Coates/Getty Images) commercial operations, said the international feed that goes out as an Locke says the changes are consistent changer for us because we can test introduction of DRT was instrumental overlay in the event that it is needed. with attempts to overhaul the world things out and we can get feedback quite in the partnership with ISG. Under has built out its expertise in delivering to superimpose an image of Bernie Locke said the only limitation on a feed and make the sport more accessible quickly,” says Locke. the deal, ISG will have the right to customised feeds to different regions. Ecclestone onto the track during the more extensive deployment of DRT to new fans, while not losing sight of its The sport broke new ground at last sub-license betting partnership rights Its favoured solutions provider is former chief executive’s tenure to were the difficulties involved in setting more knowledgeable core audience. To year’s British Grand Prix at Silverstone to select betting brands around the Vizrt, a company that has developed an promote a drink driving safety campaign up the technology in a sport where no this end, F1 has employed the services when it conducted a biometric study world. F1 will offer the ability to sell unobtrusive DRT solution that does not as part of Heineken’s worldwide event is the same from a production of an emoji designer to create new, on- of 60 fans to identify their emotional regionalised on-screen graphics and require any additional lenses to be put partnership with the sport. perspective. screen symbols that explain race events responses to its TV coverage. Z physical and virtual trackside signage. on cameras for it to work. F1’s implementation of the “It was predicated on their ability to “We’ve been doing virtual advertising technology has already forced go to specific regions and sell to betting for a long time and most people don’t broadcast regulators to revisit the rules parties in those particular regions,” really know because it’s so good,” F1’s around product placement in sports said Bratches. “I’m not sure if they’ve director of broadcast and media, Dean programming. The motorsport stood signed any deals yet. They may have, Locke tells SportBusiness Review. “It accused of taking its use of DRT too far but we haven’t started activating it. But was originally used to put advertising at the 2016 Singapore Grand prix when from a technological standpoint we’re where you couldn’t put advertising, it superimposed the image of a giant delivering the requisite feeds.” but it became such a reliable process watch face from worldwide partner that actually it was cleaner and more Rolex onto the Singapore Flyer – the Customised feeds cost effective [than static trackside giant ferris wheel that sits alongside The sport has been experimenting with advertising].” the Marina Bay circuit – during the virtual technology for some time and F1 employed Vizrt technology qualifying session for the race. An example of a race with and without the use of virtual advertising.

60 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 61 SPONSORSHIP alcohol and sporting performance. Heineken calls for Uefa to ‘nurture’ UCL “There’s nothing wrong with fans watching football and having a nice Heineken, so our activations are always sponsors with more free-to-air coverage around events and fans getting together,” says Tuijt.

SPONSORSHIP For this year’s Champions League Brand sponsors events rather Small number of Champions final, the brand activated its sponsorship individuals to avoid connection League sponsors helps brand to rights by offering fans opportunities to between alcohol and performance amplify its messages watch the ‘unmissable’ event during a ‘green month’ of promotions in pubs, bars and supermarkets. It is estimated the brand had point-of-sale promotions in 20,000 supermarkets worldwide offering opportunities to win tickets for the final. For the 2019 final it gave away Clarence Seedorf (centre) and Luis Figo (right) at a Heineken Champions League activastion (Heineken) an additional 16 tickets to consumers in Germany through the Kaufland from the two finalists, Liverpool and alcohol-free beer] to fans in the supermarket chain. Tottenham, were only allocated 17,000 stadium,” says Tuijt. The brand also activated alongside seats each out of the 68,000 capacity in Tuijt says digital activations are the other eight event partners at the the Wanda Metropolitano host venue. playing an increasingly important role in Champions League Festival, a four-day “The final is never big enough,” says Heineken’s partnership with Uefa. It will event across four venues in Madrid. Tuijt. “If you do it for 100,000 people send a creative unit and media buying Heineken organised watch parties for you will still have a shortage. Maybe we and digital execution teams to the final fans outside of Spain, including large should look at live viewing events in so that it can respond instantaneously events in Nigeria and the Democratic the cities that are participating. If you to the digital conversation around the Republic of Congo, where the favourable had a 100,000-capacity stadium, you’d match. time zone allows for concurrent evening have the same problem as if you had a “It is important that you are digitally events. 200,000-capacity stadium.” present when it matters, and so we “In the Congo we have a viewing party need to talk about the Champions of 8,000 people,” says Tuijt. “We claim Beer ban League in the few days around the (Jason DeCrow/AP Images for Heineken USA) the final is unmissable and so we really Those fans who made it to the Wanda Champions League and produce content try to make sure people don’t miss the Metropolitano were not able to enjoy around that,” he says. “The Champions final and have a great viewing experience the official beer owing to a Spanish law League final is one of the big digital Ben Cronin is moving on, but I still believe getting be no misunderstanding.” around the world.” which forbids the serving of alcohol at conversations around the world, so we the right balance between broad reach Heineken International is in the Champions League sponsors have sports events. want to make sure Heineken is part of hampions League sponsor and income is something that you need first year of a new three-season deal, come under pressure from supporter “We do have pouring rights in the this conversation.” Heineken has renewed to have. Otherwise the last viewer is from 2018-19 to 2020-21, to be an groups to release a greater share of stadium but as it is in Spain, we will be For all of the concerns about the calls for Uefa to make the going to pay for everything, and I don’t Official Partner of the Uefa Champions tickets after it emerged that fans serving Heineken 0.0 [the company’s diminished reach of the tournament competition more widely think that’s the right thing for the sport, league. The drinks brand is one of the on pay-television, Tuijt feels that the Cavailable on free-to-air television to nor for the sponsors.” competition’s longest-serving sponsors Champions League remains a powerful ‘nurture’ its eight official sponsors and Tuijt thinks it is “too soon to say” and celebrates a 25-year association sponsorship platform. give them more brand exposure. if the smaller television audiences with the event this year. Between 1994 “What I like about the Champions In recent years the governing body are having an impact on Heineken’s and 2005 it supported the competition League is that it has only eight brands has favoured pay-television broadcasters association with the event and through its Amstel lager brand before its that activate against it. It is one of the in its media-rights negotiations and is questions whether the growing social flagship Heineken product took over. tournaments with the smallest number now behind a paywall in the top five footprint of the tournament will help to The company seeks to engage with of sponsors. European television markets. Although compensate brands for any shortfall. audiences around the globe through “We enjoy the branding on the pitch. this has delivered increased revenues, “Is social making up for the loss of their passion points – music, sports and The nice thing about the Champions it has also limited audiences for the viewing? I don’t have the answer; we’ll film. Aside from football, it sponsors League is that you get the break bumpers showpiece club event. have to see in that area,” he says. “We Formula One, the Rugby World Cup and as part of the package as well – that’s “As a marketeer I think you have a have concerns, we’re looking at it, we’re will partner with the forthcoming James in-programme advertisement, match brand and you need to nurture that working through it. For example, in Bond movie. bumpers and that helps. But more brand,” Heineken director of global Brazil, Facebook has the rights to the importantly, next to that, there’s all the sponsorships, Hans Erik Tuijt, tells Champions League and there’s still Events rather than teams activities in Madrid, the Champions SportBusiness Review. some work to be done to get that back Heineken sponsors events rather than Festival and we have of course the right “You need to make sure that you have to the [audience] levels we are used to. teams or individuals because it doesn’t to bring it to life.” Z broad reach. I understand that the world There are definitely challenges, let there want to make a connection between Hans Erik Tuijt, director of global sponsorships, Heineken

62 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 63 SPONSORSHIP From there, Webber constructed “I think the days are gone could cost “anywhere between £25,000 Crystal Palace aims to challenge rivals as a “nimble, flexible commercial and £50,000”, says Webber. programme” that allows the club where you get major brands to work with partners from various signing up for four or five Getting brands on the ’conveyor belt’ sponsors’ ‘club of choice’ in London backgrounds, with varying budgets, and years.” Having brought brands in on short-term for varying durations. deals – usually a single-season contract

SPONSORSHIP There is, Webber feels a “massive Barry Webber | Commercial director, but often shorter – Webber’s goal is ‘Nimble’ platform allows Palace to Club offers sponsorship packages Longest spell in the top flight has void” that exists in the partnership Crystal Palace then to show partners what Palace work with wider range of partners starting with a single match and helped Palace treble commercial structure of other top-tier clubs, which is able to offer and up-sell them into than most Premier League clubs looks to upsell from there income since promotion tend to be quite rigid and focused on longer-term, higher-value renewals. His retaining long-term, big-ticket partners. “With the uncertainty in the goal, he says, is to make Palace “the club “I wouldn’t quite call it an ‘arrogance’, economy, I think the days are gone of choice for brands in London”. but there is certainly a feeling in the where you get major brands signing up That is no small ambition given the Premier League, outside the top six that, for four or five years,” says Webber. “But club shares the capital with Champions ‘we’re in the Premier League, so our a lot of global brands are working with League regulars Arsenal, Chelsea and price point is X’,” says Webber. “You’ve Palace because they’ve got a product Tottenham. While Webber doesn’t got a top-tier premium partner paying launch with a 12-month marketing expect to compete with the big six sides £30,000–£40,000 per executive box strategy, and they want to get some for major sponsorship briefs, he feels for the season, and then nothing until traction in the marketplace, and the that for most brands hoping to capitalise you become an official partner paying shorter-term contracts work for them. on the visibility of the Premier League, £200,000. So one of the things I wanted We’re seeing that now at a level where Palace’s offering is second to none. to bring in was a stepping-stone tier, and we’re working with brands on just three- “When you start ticking off the boxes to build a local partner platform that or four-match campaigns, brands who that the top media agencies will look for allowed us to work with anyone on two are launching a product or promoting when placing spend, I think we’re in a conditions: 1) that they actually wanted a movie release, and they just want the really strong position,” he says. “We’re to work with Crystal Palace and 2) that visibility in the month of October or a recognised Premier League outfit they had a budget of some kind. It needs November. The platform we’ve created now. Our LED system in the stadium some budget, but I never wanted to lose means we can offer that.” is one of the best in the division. We’re business because of someone telling me Every aspect of each partnership is 20 minutes from Canary Wharf, so they couldn’t afford it. I just wanted to tailored, he says, with no “bog standard the location is great for corporate start working with partners, and then box of rights, ‘this is the set fee’” hospitality. We have a huge, engaged we up-sell them from there.” approach to negotiations. Depending on fanbase and offer a fantastic match-day And though the strategy was built the time of year, the matches in question, experience. If we can show brands these

(James Williamson/AMA/Getty Images) to suit Palace at a time the club was the inventory acquired, the availability things, we’ve seen that they will want to building a Premier League reputation, it of televised home matches and a host keep working with us.” has continued to prove effective. of other factors, a four-match campaign He points to the example of Utilita Adam Nelson and West Ham United. He has overseen renegotiations, renewals and bringing in growth of sponsorship and advertising new business – a strategy, Webber says, aving consolidated its place revenues from £4.3m (€5.0m/$5.6m) in which means he and his team “have to CRYSTAL PALACE ANNUAL COMMERCIAL REVENUES, 2014-2018 in the Premier League over the 2015-16 season to £9.5m in 2017-18. work much harder”, but which offers the past few seasons, South Overall commercial revenues – taking “huge incremental gains”. 20 London football club Crystal into account hospitality, conferencing On joining the club, Webber designed HPalace is a model for aspirational and banqueting, retail and related areas, a corporate partnership structure to second-tier teams dreaming of the in addition to sponsorship – broke the meet the challenges Palace was facing, riches of the top flight. £15m mark for the 2018 financial year, the first among which, he explains, was 15 £15.2m The side’s four previous spells in the more than trebling income over a five- simply “that we weren’t really known, Premier League all ended after a single year period. from a commercial perspective”. season and, until its current stay, it had “Brands and agencies and media that £11.9m never spent more than four consecutive Nimble platform might have wanted to work with us just 10 £10.4m years in the top division of English “The next three to four months will didn’t know how to get in touch, or we £8.3m football. Recent victory over Arsenal really make or break our financial year,” weren’t front-of-mind and considered confirmed its place for the 2019-20 says Webber. The commercial growth because we hadn’t established ourselves 5 campaign, a seventh successive year of he has overseen has been driven by a at the top level,” he says. “So early on, £4.8m Premier League football. strategy which means the spring and we spent a lot of time networking with The club’s commercial director, Barry summer months are an especially busy the big agencies, the big media buyers, Webber, was appointed in 2016, having time at Palace. Due to a preponderance just putting ourselves out there and 0 2014 2015 2016 2017 2018 previously worked in similar roles at of relatively short-term deals, the trying to really show what Crystal Palace Premier League sides Newcastle United club spends this period dealing with can offer to partners.” Source: Crystal Palace FC

64 www.sportbusiness.com | @SportBusiness @SportBusiness | www.sportbusiness.com 65 Energy, which now works with several Premier League clubs but was in the continues its early stages of its football sponsorship strategy when it first worked with Palace in 2016. That partnership began as a short-term, ad-hoc arrangement, international expansion with the

SPONSORSHIP and has since expanded. Utilita is now the front-of-shirt sponsor for the Palace academy and women’s teams, opening of its Asia office provides the energy for the Selhurst Park stadium, and is a key partner of the Palace for Life foundation, the club’s charity arm. “And that’s grown out of a simple ‘let us show you what we can do’ arrangement,” says Webber. “It was a short-term, local deal that has grown London into a really important club client. The key to our strategy is that we just want Miami to get brands working with us, then we’ll move you through the conveyor belt.” Local partnerships have also played an important part in Palace’s Singapore commercial development and offer an opportunity to bring brands in on a short-term basis to show the kind of ROI Palace can offer. The “South London and proud” mantra of the fans is one the club has worked hard to turn into a wider identity, striking deals with South Crystal Palace has made South London a key part of its commercial identity, with local players such as Aaron Wan- London businesses and supporting Bissaka, pictured, forging close relationships with fans and sponsors (Dan Weir/PPAUK for cpfc.co.uk) the local economy. A partnership with the Croydon Boxpark – the pop-up more proactive than most major clubs, arrangement to ensure maximum value Helping you make more profitable decisions shopping centre built out of shipping especially as it is not asking for large for both parties. containers close to Palace’s home investments up front and can pitch to a “Shorter-term deals really challenge stadium – is “so on-brand” for the club, wider range of brands than many clubs’ us to improve and review what we’re says Webber. Taking advantage of its partnership structures allow. “It’s very doing,” Webber says. “We sit down location and reputation as a meeting rare in the marketplace, in my opinion, regularly with the brands, and those point for a young, diverse demographic, where a rights-holder will go to a brand meetings are led by us. Obviously, Crystal Palace has hosted several and say, ‘here’s some ideas, here’s what they’ve got key stakeholders asking ‘is takeover events at the Boxpark, giving we’re doing. How do you think you can this sponsorship working?’; and they GLOBAL REACH, LOCAL BENEFIT ALL MARKETS AN EVER-GROWING ARCHIVE fans the opportunity to meet with plug yourself into this? Where do you do, because we give them reports across RELEVANCE ‣ The sharpest and most relevant ‣ For the first time you can enjoy a players, chairman Steve Parish, and club see value in this?’. media, across digital, a cut-through ‣ SportBusiness’ market-leading coverage of the deals, decisions selection of in-depth articles from legends. That deal, Webber confirms, is “We want the opportunity to show exposure report. We help brands move insight is based in three core and issues facing the sports sector our ever-growing Chinese archive also renegotiated on an annual basis. local brands, national brands, global through that initial 12 months together, markets: the UK, the Americas in Asia Similarly, the South London-based brands what we can offer on a match and then hopefully it’s a seamless and now Asia University of Roehampton came on day and non-match day, what our digital renewal process at that point and they ‣ Clients around the world can board as a local partner at the beginning ecosystem looks like, what kind of want to continue working with us. ‣ Providing internationalised data benefit from global coverage, of the 2018-19 season and, after just personalised campaign we can create to “For a club of the size of Crystal and content, through an extensive providing unique context and a few months of collaboration with promote your brand to our fans and to Palace, I think it’s quite a rare localised network perspective the club, expanded its arrangement to football fans generally.” ecosystem to plug yourself into as a become the sponsor of Crystal Palace’s As well as proactively pitching for partner, as a brand. We’re really proud highlights packages across all digital new business, part of the Crystal Palace of some of the campaigns and some of platforms. The university’s logo is now “conveyor belt” is how closely the the activations that we’ve done working displayed whenever fans watch goals club continues to work with a sponsor with brands. But it’s all about the using the official app or the website. through the duration of a partnership, funnel, it’s all about, let’s show you how The strategy means Palace has to be constantly adjusting and fine-tuning the we’re different.” Z

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