Three things to expect from the business of sport in 2021 December 30, 2020 What does next year hold for sport in a commercial sense? Here, Neil Hopkins, global head of strategy at M&C Saatchi Sport and Entertainment, gazes into his crystal ball. Grounds for optimism Fans are back. Not many of them, but they are back. With vaccination under way, at some point in 2021 the tentative trickle of [...]
Sportspeople have never had so much power. In 2021 they will continue to change the way they are defined December 29, 2020 The coronavirus pandemic has been the dominant theme of 2020 for the entire global population and its impact on the world of sport – its events, competitions, clubs and athletes – has been equally transformative. But, as Benjamin Franklin’s famous quote states, out of adversity comes opportunity. And as we look ahead to the sporting [...]
The Week in Sportbiz: ATP Tour omits Alexander Zverev from new campaign, Bundesliga courts private equity, Matchroom signs Campbell Hatton December 10, 2020 The ATP Tour launched its new marketing campaign this week, and tennis fans didn’t need Hawk-Eye to notice there was someone missing. Stars of the men’s circuit Roger Federer, Novak Djokovic and Rafael Nadal naturally featured prominently in the promotional material. So did some less well-known names, including world No34 Hubert Hurkacz, No37 Jannik Sinner [...]
The making of Chris Kamara: How ex-footballer went from lads and dads’ hero to prime time national treasure November 27, 2020 As a football player and later a manager, Chris Kamara forged a successful if, by some standards, unspectacular career in an unfashionable era. England recognition never arrived, and his biggest victories came outside a top division that had not yet become the millionaires’ playground of today. More than two decades since he left the game, [...]
How to stage a limited capacity match in the Covid era, from socially distanced seating to ordering drinks November 25, 2020 Sports clubs across England are preparing to host limited-capacity events when lockdown ends next week, but Harlequins are one step ahead. The Premiership rugby club had 2,800 at their home, The Stoop, for a match against Bath in early September, as part of a nationwide pilot scheme. Here, Adrian Wells, chief marketing officer at Harlequins, [...]
‘Cultural relevance’ is the key to brands connecting with Generation Z sport fans October 28, 2020 ‘Cultural relevance’ is a phrase increasingly being discussed in boardrooms of brands and advertising agencies across the world. As reaching Gen Z becomes more important every year, the need to go beyond traditional marketing and connect with the values and beliefs of this audience is now vital. At Ear to the Ground, we know that [...]