The Briefing #057

31st May 2018Posted by: Michael Flynn

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


There might have been no real contest between the two Manchester clubs in the Premier League title race this season, but United did manage to come out on top off the pitch in terms of money earned. It was a close run thing, with City getting more prize money for finishing first, but losing out when it comes to the revenue from televised games and the Premier League’s commercial revenue.

City’s record-breaking season earned them £149,438,654, but because they played two fewer televised games than their neighbours they only got them second place in the revenue league table. United ended the season trophy-less, but earned £149,767,145 from central revenue, with that extra income possibly enough to pay a week of Alexis Sanchez’s wages.

Just below City were the rest of the Premier League’s top four this season, with Liverpool (£145,904,609) just edging out Tottenham (£144,446,238) on the basis of more televised games despite finishing below them in the real table. Chelsea and Arsenal missed out on the money that Champions League qualification will bring, but both earned over £140m from the Premier League as two of the clubs who featured most regularly on TV.

Down at the other end of the table, the three relegated clubs all earned less than £100m, to add financial injury to the insult of exiting the top flight. They will all still benefit from Premier League monies next year though, as did recently relegated clubs in 2017/18, with more than £242m paid out to eight former Premier League clubs in parachute payments.

You can read the full article and see more financial information here

Tags: Football, Premier League, Manchester United, Manchester City



Their Champions League adventure might have ended in heartbreak in Kiev, but Liverpool aren’t wasting any time looking to the future. They’ve extended their shirt sponsorship deal with Standard Chartered, which began in 2010 and is now set to run through to 2023. This will make it their second longest shirt sponsorship deal in the club’s history.

“Liverpool FC is one of the world’s best-known football clubs and we are proud to be associated with them. It is a fantastic club that shares many of our values and is hugely popular across our global footprint,” added Bill Winters, group chief executive at Standard Chartered.

“Our partnership has provided valuable support to the charitable initiatives close to our hearts and has helped us to further engage with our clients and staff as well as with LFC fans. We are excited to be able to continue this partnership, and look forward to building on our successful relationship.”

You can read the full article here

Tags: Liverpool, Standard Chartered



The Indianapolis 500 is one of the world’s biggest motor racing events and Salesforce managed to steal a lot of the headlines before and after this weekend’s race thanks to its sponsorship activity of Car 66. The CRM specialists also hosted an interactive experience based on its Einstein Analytics product, which gave fans the Analytics Pit Stop Experience.

This allowed fans to use statistics from races dating back to 2011 to compare and contrast cars and drivers to gain insights into who might come out on top in the race itself, whilst also showcasing Salesforce’s data handling capabilities, of course. On the racetrack itself, driver JR Hildebrand managed an 11th place finish in the Salesforce-sponsored Car 66, a replica of which was on display in the lobby of their San Francisco office.

You can read the full article here



Weeks after ESPN became the exclusive streaming partner of UFC in the United States, it has expanded its interests in the mixed martial arts competition by agreeing a $1.5bn five year deal for the TV rights as well. The rights are currently held by Fox Sports, and ESPN will take over the digital and TV deals from 2019 and represent a big leap in revenue for UFC as it continues to grow in popularity and commercial significance.

“ESPN’s unparalleled multimedia platform is the perfect home for the UFC and will deliver tremendous value to both parties,” said ESPN president Jimmy Pitaro. “UFC fans are passionate and loyal and we plan to bring the full power of ESPN’s live coverage, powerful storytelling and unmatched distribution to serve them in an unprecedented fashion.”

You can read the full article here




The World Cup represents a chance to get your brand seen by millions of people all over the globe, so it’s no surprise that lots of big companies are happy to spend a lot of money to get their logo plastered all over the tournament. However, Ken Robertson, who made his name on ambush marketing stunts at Paddy Power, has said that anyone willing to spend that kind of money ‘should be shot’.

Robertson told Marketing Industry News: “Any CMO who spends £100m on a category sponsorship at a World Cup should be shot, I think it is an appalling waste of money. It is a wallpaper logo. People expect more from brands now than seeing it on the perimeter boards during a major event. These partnerships show a lack of imagination and even some insecurity from the brand.”

During his time at Paddy Power, Robertson helped mastermind the stunt where Danish striker Nicholas Bendtner celebrated a goal by pulling his shorts down to reveal branded underwear. It earned Paddy Power a lot of attention, but cost Bendtner an £80,000 fine and a one match ban, while FIFA have made the punishments even more strict now, with unlimited fines possible, making it harder for brands to get that kind of exposure without paying the premium sponsorship prices.

You can read the full article here



Budweiser has been announced as one of the three main sponsors of the World Cup coverage on ITV, taking 50% of the sponsorship idents during the tournament, while Volkswagen and Screwfix will get 25% each.

For Budweiser, this adds to the role it is is already playing as the official beer of the tournament, and ITV has confirmed that all three brands will feature in each of the 32 games it will be broadcasting.

ITV has also revealed that it expects its ad revenue to go up by 2% for the first half of 2018, largely because of the boost of the World Cup.

You can read the full article here




If you have got five more minutes take a look at these articles:

SportsPro Media: Mo Salah delivers DHL deal

Digital Sport: How the NBA can learn from the NFL when it comes to social media in the UK

Sports Pro Media: McLaren drive home FxPro deal

Sports Pro Media: Schalke 04 agree Deutsche Glasfaser esports deal