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 WOMEN’S 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 SPORT WOMEN’S €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.