The Briefing #053

25th April 2018Posted by: Michael Flynn

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


Formula 1 returns in Australia this weekend and for the first time in its history has marked the launch with a global marketing campaign. The aim is to challenge the sport’s perceptions by showing through the eyes of the fans what F1 really feels like.

Bold new imagery, a new tagline and a hero film which features six of F1’s biggest super fans was released on F1’s social channels, putting superfans at the visceral heart of the action, as though they are the ones battling it out from behind the wheel.

To read the full article and watch the video, visit The Formula One

Formula One’s Ellie Norman talks rebrand, going OTT and its first-ever marketing team

Tags: Formula One, Motor Racing



Brands need to be more assertive when they strike deals with sports rights holders if they are to make sports marketing more effective, Lucozade Sport’s head of partnerships James Young has warned. Young revealed he is seeing rights holders becoming more creative and that brands need to push for this.

To read the full article, visit the Campaign Live

YouTube Video: How brands are are using sports marketing to connect with consumers

Tags: Lucozade Sport



The recently concluded 2018 Winter Olympics in PyeongChang, South Korea marked the start of Chinese e-commerce giant Alibaba 10-year partnership with the International Olympic Committee (IOC).

With the Olympics staying in Asia for the next four years – the 2020 and 2022 Olympics will be held in Tokyo and Beijing respectively – sports marketing experts tell The Drum that this represents more opportunities for other Asian companies to join Alibaba and build their international profile by associating with the prestigious Olympic brand.

To read the full article, visit The Drum

Tags: Olympics, PyeongChang 2018



Long before Qatari billions fuelled Paris Saint-Germain’s ascent, another French club, Matra Racing, tried to take Paris by storm.  In the summer of 1986, Enzo Francescoli, the Uruguayan forward known as El Principe, blazed the trail when he was snared by another club that believed it could combine the allure of Paris with apparently bottomless wealth to create, almost from scratch, a team of superstars. Before Neymar, before P.S.G., there was Matra Racing de Paris.

To read the full article, visit The New York Times The New York Times

Tags: Matra Racing, Paris Saint-Germain