The Briefing #066

25th October 2018Posted by: Michael Flynn

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


MLS side Portland Timbers lead the way when it comes to fan engagement in sports thanks to the open and collaborative relationship they have with their supporters.

The team has enjoyed a very vocal following since forming in 2009, and the fans group Timbers Army are a prominent voice in this. They work closely with the club to produce elaborate displays for games and are even given access in the days before matches to test them out.

It’s a situation Timbers’ president of business Mike Golub is delighted by and it’s helped the club gain worldwide attention.

“We have had NFL teams, NBA teams, Korean soccer teams, Australian Rules football teams, teams in sports all over the world come and spend time with us on the subject of supporters and the kind of environment they create,” Golub explained.

“We have a collaborative relationship with them and an ongoing dialogue but we are not in the business of legislating what they do, sing or chant. One of the really powerful things about our game experience is it is truly supporter driven and organic.”

For more on this story please visit Forbes


Canelo Alvarez has signed what is thought to be the biggest deal in sports history after putting pen to paper on a contract with DAZN.

The middleweight boxer will fight 11 times on the streaming service in an agreement worth $365m (£278m) that will run until 2023.

The deal was brokered by Golden Boy Promotions, whose CEO Oscar De La Hoya said: “This is easily one of the best days in the growing history of Golden Boy Promotions.

“We are committed to making this sport as accessible as possible and at an affordable price for all the fans. My dream has been to make boxing a sport for all.

“DAZN has the perfect platform to make this dream come true, and with the biggest star in the sport at the helm of this journey, I have no doubts that we will succeed in unimaginable ways.”

For more on this story please visit the Daily Mail


Scottish football should look to rugby league for inspiration, Forbes’s Mike Meehall Wood writes.

On both the domestic and international scene, the sport has struggled in recent years thanks to a Premier League that lacks competition and national side that hasn’t qualified for a major tournament since 1998.

Meehall Wood attributes these problems to a number of factors and argues that instead of trying to emulate the English Premier League, a different sport altogether could offer a useful route forwards.

“Super League is far from the paragon of sports administration,” he writes, “but there are some kernels of ideas that Scottish football could adopt.

“The Super League launches regular marketing campaigns to directly target viewers outside of its home region, while also using their paymasters at Sky to tap into an audience of casual sports fans.

“They have also launched their own app, OurLeague, as a sport-wide membership scheme for fans that offers premium content and discounts on match tickets, as well as gamification via fantasy sports and unique content.

“Many suspect that, should the next television contract with Sky Sports fail to meet expectations, the entire sport may adopt a pay subscription model to view games live via the app.”

For more on this story please visit Forbes


Bosch is the latest major brand to sign a sponsorship deal with Formula E.

The German company will be the official auto parts, white goods and power tools partner of the sport, which has also seen Heineken sign on recently.

“Bosch is one of the leading automotive suppliers and a renowned and respected name – and the move into the ABB FIA Formula E Championship is definitely a big step,” Alejandro Agag, Formula E’s founder and chief executive, said.

“I couldn’t think of a more natural tie-up – with Bosch’s long-standing tradition of competing in motorsport and expertise in electrification, automation and connectivity.

“In my mind, these pillars are key to the future of urban mobility and together with our complete roster of partners we can collectively help to speed-up the switch to electric.”

For more on this story please visit The Drum



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