The Briefing #079

24th April 2019Posted by: Michael Flynn

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


Deloitte has predicted that esports will grow by 35 per cent in North America thanks to the sponsorship and licensing packages the sport is attracting.

Though overall global growth will slow slightly because of the maturity of the sport in Asia and regulatory uncertainty in China, revenues are still expected to hit $1 billion.

The forecasts come as part of Deloitte’s ‘Technology, Media and Telecommunications Predictions 2019′ report, which states that one of the driving forces behind esports’ growth is its sense of social inclusion.

“The rise of social networks and, now, social streaming speaks to a deep human need. People often want to engage with entertainment together, whether physically or virtually.

“For better or for worse, media entertainment is becoming a participatory social experience, less something one consumes and more that something one does. It appears to be time for traditional media companies to get on board with getting online.”

For more on this story, please visit Deloitte


Nascar has rejected a new sponsorship offer from Monster Energy as it looks to rearrange its partnership model into a new tiered structure.

The energy drink company has been Nascar’s title sponsor since 2017 in a deal that’s understood to be worth around $20 million.

They had been hoping to renew, but with attendances falling Nascar is looking to switch from its current sponsorship approach to breathe new life into the sport.

It is thought they will be offering up certain assets for sponsorship for the first time and that Monster may still be involved, but only as a second-tier sponsor.

Speaking last year on a podcast hosted by semi-retired racer Dale Earnhardt Jnr, two-time Nascar champion Terry Labonte said that the weakness of the sport’s sponsorship offering is in part to blame for its current problems.

“I think the thing that people have lost is the fact that you don’t have sponsors today like you used to have back then,” he said. “[Dale Jr.’s] dad was Mr. Goodwrench. He was the GM Goodwrench car. I was the Kellogg’s car. Rusty [Wallace] was the Miller car.

“Everybody was really identified with those cars, and those sponsors did really good jobs promoting their teams and their drivers.”

For more on this story please visit SportsPro Media


Tiger Woods’ dramatic victory at the Masters could be the start of a long and record-breaking revival, the New York Times is speculating.

The iconic golfer finished 13 under par to win by one stroke in April, putting him back among the sport’s elite after years in the wilderness.

It’s been called one of the greatest comebacks in sporting history, and already looks set to bring him back into the sights of sponsors.

It could also help him beat Jack Nicklaus’s record of 18 major championships (this was his 15th) and gives him a chance of winning what only one other golfer has achieved: claiming all four majors in the same calendar year.

Woods himself though is keeping his eye on 15 for the moment: “I’m sure that I’ll probably think of it going down the road. Maybe. Maybe not. But right now, it’s a little soon, and I’m just enjoying 15.”

For more on this story, please visit The Telegraph and The New York Times


Queens Park Rangers have opened up the naming rights for Loftus Road to a charity that will be chosen by the club’s supports.

Good causes with strong links to the local community are among those in the running, and the deadline for nominations is the 3rd May.

“There are so many worthwhile causes out there who do incredible things, so the next question was how we decide which charity to work with,” said chief executive Lee Hoos.

“Consultation with fans is something that I have always believed in, and so it makes absolute sense to let the supporters make that decision.”

This marks the first time in QPR’s history that Loftus Road will be known by another name.

For more on this story, please visit BBC Sport


LAW IN SPORT: How Sweden’s new gaming and betting market works and its potential impact on the sports industry

FOX BUSINESS: Masters Tournament’s green jacket: A mysterious sports symbol worth millions

W SERIES: W Series races to be broadcast live on Channel 4

FORBES: Raheem Sterling And Alex Oxlade-Chamberlain Invest Over A Million Pounds Each In STATSports @SportBizAwards Sports Tech of the Year finalist alongside POWA index

SPORTS PRO MEDIA: The NBA is leading the way but the personalised content revolution is far from complete