The Briefing #092

17th October 2019Posted by: Stephen O'Malley

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



Manchester United are confident they can top the £450 million Chevrolet deal as they search for a new shirt sponsor, the deal with the American car manufacturer ends in 2021, and it was never expected to last beyond its current deal length.

Though United have well publicised issues on the pitch, their commercial and sponsorship strength continues to increase year on year.

According to Rob Dawson’s article, sources have told ESPN FC that a number of major brands have expressed an interest in becoming United’s principal sponsor.

For more on this story, please visit ESPN



Cricket’s new ‘The Hundred’ competition has got off to a shaky start after criticism of the way sponsorship has been used on the newly-unveiled kits.

Eight team will compete in the league, which is based around fast and entertaining 100-ball games. It’s being seen as a gateway into regular cricket and is aimed at family audiences.

However, there was condemnation shortly after the reveal of the team’s kits because they’re designed to resemble packets of snacked produced by core sponsor KP Nuts.

“Junk food brands’ sponsorship of popular sporting events is just another way they make sure their unhealthy products take centre stage in children’s minds,” Caroline Cerny of the Obesity Health Alliance said.

“We know that the relentless exposure to junk food marketing that children today are exposed to influences their food choices and how much they eat.”

In response, the English Cricket Board said: “We agree it’s critical to promote this partnership responsibly and we’ll use our own platform … to educate and promote health, activity and balance as a core message.

“As part of our partnership, we’ll get the opportunity to tap into their platform to engage with our core cricket fans, wider sports fans and families who we’re targeting as part of The Hundred.”

For more on this story, please visit The Independent



Premier League clubs lost £166 million in wages paid to injured players last season, with Manchester City the hardest hit.

Research conducted by 21st Club and Catapult outlined the cost of injury and found that City paid out £23 million to players while they were on the physio’s table.

Manchester United were second with £20.7 million and Arsenal third with £14.4 million. The total hits £91.2 million when the top six clubs are taken into account.

Chris Mann, head of content at Catapult, said: “Not only are injuries a major hindrance to individual athletes, but in elite football they can bring significant costs in both financial and performance terms.

“By collaborating with 21st Club, we’ve been able to quantify the cost of injury at the highest levels of the game and demonstrate the value of effective injury risk reduction and return to training processes.”

For more on this story, please visit Forbes



Steve Ballmer is the world’s richest sports team owner for the fifth year running, new figures have revealed.

The Los Angeles Clippers owner is worth around $51.4 billion, a number that’s gone up by $9.4 billion since the last estimate.

“Most sports teams owners are rich thanks in part to soaring franchise values, driven by ever-escalating media deals. And then there is Steve Ballmer-rich,” Forbes write.

“His wealth is more than four times that of the next richest owner in sports, and his 12-month net worth gain alone is more than the total net worth of all but three team owners.”

David Tepper of the Carolina Panthers is second, but the distance between he and Ballmer is considerable: he’s worth $12 billion. Third is LA Kings and LA Galaxy owner Philip Anschutz ($11.5 billion), with Stan Kroenke ($9.7 billion) and the Dallas Cowboys’ Jerry Jones ($8.6 billion) in fourth and fifth respectively.

For more on this story, please visit Forbes



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