The Briefing #095

12th November 2019Posted by: Stephen O'Malley

The DataPOWA view on the most important talking points in the worlds of sport sponsorship and digital.


Forbes Sports Money’s Chris Smith on how Major League Soccer’s surging expansion fees and sales prices are not being driven by financial performance. In fact, although revenues are broadly on the rise, the league and most of its teams continue to operate at a significant loss. But MLS investors are still spending big to secure a share of the U.S. soccer market because their eyes are set on potential goldmines down the road: a new national TV deal in 2023, a stateside World Cup in 2026 and, if everything goes just right, a future American sports landscape wherein domestic soccer can hold its own against the likes of the NFL and the NBA.
For more on this story, please visit Forbes


From measuring audience metrics to platform and tournament sponsorship, monetising esports is not without it challenges. IBC365 speaks with industry experts on tactics for broadcasters to deliver live esports production. Esports viewership and industry engagement is on a rapid global upward trajectory, likely to challenge the success of traditional sport broadcasts and audience figures.
For more on this story, please visit IBC365


Sine Qua Non report on the recent Rugby World Cup in Japan and on how they believe it was the perfect marriage of sport and technology and a feast of exciting action, colourful fans and innovation. There was so much to enjoy during the tournament, but it was not just the action on the field that had people talking. The local organisers, world governing body, sponsors and broadcasters made sure that this was one event that will live long in the memory.
For more on this story, please visit SQN


Airbnb is set to announce a multi-year sponsorship with the International Olympic Committee (IOC) ahead of Japan 2020, a major marketing deal for the brand as it readies for an IPO. It’s attracted the company into the sponsor stable with a new ‘experiences’ category. Airbnb would join 13 other top-tier sponsors including Coca-Cola, Samsung, Visa, P&G and Panasonic. The deal is still to be confirmed by either IOC or Airbnb, but according to reports, will be in place for Tokyo 2020 and will run through to 2028 LA games.
For more on this story, please visit The Drum


Adam Grossman, CEO of Block Six Analytics summaries the annual PwC Sports Outlook report which was released this week (focused on the North American market). While there are several pieces of good news for the sports industry in terms of annual revenue growth, the most interesting to Block Six Analytics (B6A) was that “the sponsorship category will be the industry’s biggest mover, growing 4.1% year-over-year.” In addition, PwC projects the sponsorship category will grow by 5.7% in 2020 and “could eclipse gate revenue to become the second-largest segment by the late 2020s.”
For more on this story, please visit B6A


eToro, in association with KPMG Football Benchmark, have created a comprehensive study into the financial commitment UK football fans make to their Premier League clubs. As one of the biggest sponsors in the Premier League with six club partnerships. This is a study into the financial commitment UK football fans make to their Premier League clubs and which clubs offer the best value.
For more on this story, please visit eToro


Morning Consult: UEFA targeting New York area for 2024 UCL Final
Soccerex: Supercoppa Italiana heads to Saudi Arabia for second year running
Forbes: ‘Awful business’ or the new gold rush? The most valuable companies in esports are surging
Soccerex: New Balance’s LFC kit deal appeal rejected
The Guardian: Rugby X is neither league nor union, but it might just catch on
F1: How technology has supercharged the world