The Briefing #065

12th October 2018Posted by: Michael Flynn

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


Manchester United are the biggest football club in Europe when it comes to sponsorship, CSM Sport and Entertainment has revealed.

The company analysed deals in the Premier League, Bundesliga, Serie A, Ligue 1 and La Liga and found that United drove the highest revenue with €269 million a year earned from 68 agreements.

Barcelona are second (€291.5 million) ahead of Bayern Munich (€180 million), Real Madrid (€178 million) and Chelsea (€154 million). Manchester City, Arsenal and Liverpool are also among the top ten.

Financial companies are the biggest spenders, alongside automotive brands, airlines, betting businesses and beer brands.

For more on this story please visit Sports Business


The Golden State Warriors have been identified as the most popular NBA team online in the lucrative Chinese market, thanks to new research.

Produced by digital sports marketing agency Mailman, the NBA Red Card report analyses NBA teams, players and sponsors to understand how they perform on the internet.

The Warriors beat out the likes of the Cleveland Cavaliers and Houston Rockets thanks to a bespoke digital strategy created just for China.

Mailman CEO Andrew Collins said: “One of the findings from the report is that despite the NBA teams being one of the most innovative digital groups, only a few have a clear content strategy and a long-term plan in China.”

For more on this story, please visit The Drum.


AXA has signed a multi-year deal with Liverpool as the club’s global insurance partner.

The company is looking to use the deal to expand awareness in Asia and will work with both the men’s and women’s teams.

AXA CEO Thomas Buberl said: “Like us, Liverpool are leaders in their field, renowned for their long and proud history, strong sense of community and relentless pursuit of excellence.

We therefore look forward towards achieving shared successes, both on and off the field, as we continue to ensure our customers will ‘never walk alone”.

For more on this story, please visit The Drum.


Basketball fans in the United States will be able to watch the last quarter of an in-progress game even if they haven’t bought the whole game thanks to the NBA and Turner Broadcasting.

The companies have announced that fans can purchase access to the fourth quarter of matches for $1.99 the moment the third quarter finishes.

It’s an exciting innovation for the league and, according to NBA commissioner Adam Silver, the first of many more to come.

“It’s a big moment, but it’s also a small first step. There are limitations in the technology right now, but we’re working as quickly as possible so that, at some point in the near future, fans can choose to buy any part of any game.”

For more on this story, please visit ESPN


BBC SPORT: Scottish women’s football ‘will reject alcohol or gambling sponsors’

SPORTBUSINESS: West Ham launches Basset & Gold eSports Cup

THE VEGAN KIND: Plant Power – The Rise of Vegan Athletes

SPORTBUSINESS: US agency signs shirt sponsorship deal with Fiorentina

SPORTSPRO: Valencia centenary prompts bespoke Puma marketing strategy