Intel sponsors Olympics, VAR at ConfedCup, Athletes and Tech @CDM Digital Sport — Issue #24

Valentino Rossi wins Assen for the 10th time.
He now has 115 Grand Prix wins across all classes, second only to compatriot Giacomo Agostini’s 122 victories between 1964 and 1977.

Intel and IOC sign a technology/sponsorship deal until 2024.
Is it the resurgence of the infamous VIK (Value-In-Kind) but this time with an interesting innovative twist? While I would discourage sports properties to sign VIK deals for standard technology provision, the story becomes intriguing if the focus is on cutting-edge technology.

TheFA terminates its deal with betting firm Ladbrokes, quite a sensible move from a federation point of view.

FIFA and VAR (Video Assistant Referee) at Confed Cup. An imperfect start, but hey guys, relax and embrace change! I would also like to see referees speak loud to fans like in rugby, to be honest…

Perform’s CEO Oliver Slipper and Social, a point of view, worth a read with DAZN in mind.

Sean Bratches, leading Commercial at FOM, have a different opinion on how rights should be distributed in the future and feel the pain of the golden-pot-pay-tv model where at the end just a fraction of fans watch the full experience, which makes lots of money but may harm long-term objectives (unless you are football — for now).

NBC goes eSports too. It’s a must-have now. If you are not in eSports don’t show up at dinner. I am a big fan of experimenting but I tend to see a not-so-strong rationale in recent eSports deals.

Have you followed the NBA Draft 2017
Always great to learn from the other side of the ocean how to make something an event, European leagues, and Federations should get inspired.

Proud Reminder: NFL Game Pass will a be a Bruin/deltatre/TwoCircles baby this season for Europe.

The biggest news of the week: Intel sponsor the Olympic Games for VR and drones

SPECIAL: VAR at Confed Cup

FIFA Strongly Backs Imperfect VAR System During Confederations Cup 
 FIFA head of refereeing Massimo Busacca simulated the sounds of the heartbeat when discussing the pressure that can impact the referee on the field while m

We wanted video replay in soccer, and it doesn’t work now that we have it 
 It’s been pretty bad at the Confederations Cup.

VAR experiment at Confederation Cup illustrating football’s price of ‘justice’

“Still, we need to remember that this is a trial,” he added. “It’s an experiment. And, if in the long term it brings what it is supposed to bring — more justice to the game — then we’ll get used to it.”

OTT and Live Streaming

How Bruin/deltatre and WPP’s full-service coalition plans to turbo-charge NFL Game Pass 
 George Pyne and Matthew Entwistle, two key figures behind the NFL’s all-new Game Pass OTT service in Europe, outline their data-driven digital plan to accelerate football’s growth across the Atlantic.

F1’s commercial chief criticises broadcast rights model 
 Sean Bratches, Formula One’s managing director of commercial operations, has hit out at the motor racing series’ broadcast rights model inherited by the previous regime led by Bernie Ecclestone, stating that a focus on pay-television, especially in the UK market, has been detrimental to the sport.

NFL live-streaming deals are ‘the future,’ Patriots owner Kraft says 
 Amazon reportedly paid $50 million for the right to live-stream 10 “Thursday Night Football” games during this upcoming NFL season.

Congressional Baseball Game Gets Nearly Six Million Views On Facebook 
 Politicians from the both sides of the aisle participated in the Congressional Baseball Game for Charity in the wake of a shooting targeted at the Republic

Netflix launches new ‘interactive shows’ that let viewers dictate the story 
 Netflix is putting a new spin on the old Gamebook genre with its all-new interactive shows that put viewers in charge of the story.

New Study: Quality of OTT Video Streaming Experiences Directly Tied to Viewer Loyalty

Akamai Technologies, the world’s largest and most trusted cloud delivery platform, today released new research demonstrating how the quality of streaming impacts viewers loyalty.


Oliver Slipper (Perform) on Social for Sports

For rights-holders themselves, despite some medium-term concerns over media rights income, social media has created some fantastic direct-to-consumer opportunities

Jeramie McPeek: What Sports Clubs Should Be Doing On Social Media

Jeramie McPeek, the former VP of Digital & Brand Strategy for the Phoenix Suns and Social Media Quarterback for the Houston Super Bowl Host Committee.

UFC to provide its viewers with real-time stats as it looks to become huge on social media 
 UFC are to incorporate real-time statistics into the coverage of their fights for the first time, aiming to give their fans a better understanding of the bout they’re watching.

How AS Roma, with 8.8m Facebook fans, generated over 70m video views in 5 days

When it was announced that Francesco Totti would play his final game for AS Roma after 25 years, we began to work on a content plan that we hoped would pay a fitting tribute to the player himself, engage the club’s supporters and also allow fans of other clubs to join the conversation.

Instagram Stories is still growing quickly and now has 250 million users 
 That’s 50 million new users in just two months.

ESPN Reporters Will Be Allowed To Tweet NBA Draft Spoilers Ahead Of TV 
 ESPN reporters won’t be restricted from tweeting out draft picks before the TV broadcast.


Intel Sports Group Sees Future Of Virtual Tickets For VR Sporting Events 
 For baseball fans experiencing Intel True VR’s free coverage of a Major League Baseball game of the week in live virtual reality this season, they’re being

MLB wants you to sit through an entire baseball game in VR 
 Major League Baseball, Samsung Gear VR, and Intel team up to give fans VR experiences.

Ready or Not, Augmented Reality Is Coming to Fantasy Sports and Dating Apps

It seems that mobile app developers are constantly coming up with new ideas to apply augmented reality, with Apple’s ARKit promising to increase adoption in apps exponentially.

VR For The Masses? That’s YouTube’s Goal With A New Format And New Tools 
 The company announced its 180-degree format, VR180, and a series of compatible cameras, both designed to make VR more accessible to mere mortals.

Sport Marketing, Sponsorship and Rights

Intel and the IOC ink 7-year Olympics tech deal for VR, drones and more 
 Intel has been targeting the sports industry as part of its bigger push into emerging technologies (and finding customers for the resulting new services),..

IOC and Intel announce Worldwide TOP Partnership through to 2024 
 Intel will work with the IOC to reimagine the future of the Olympic Games with new levels of fan interaction through leading-edge technology

What Intel’s Olympic sponsorship says about the future of marketing around the Games 
 Long-running Olympics sponsor McDonald’s ended its partnership with the IOC in a surprise move last week only to be swiftly replaced by Intel. But, on closer inspection, was it an inevitability given the shifting nature of sports sponsorship?

Amazon, NFL Thursday Night Football Ads to Cost Millions is looking to charge advertisers $2.8 million for packages that include 30-second spots during the Thursday night NFL games.

FA ends sponsorships with betting firms as it looks to move beyond gambling controversy 
 The Football Association (FA) has announced it will end all sponsorship deals with betting companies, including terminating its long-term deal with Ladbrokes.

Red Bull’s Salzburg and Leipzig given wings to enter UEFA Champions League 
 June 21 — Both RB Leipzig and Red Bull Salzburg have been given the go ahead to participate in the UEFA Champions League, having restructured their relationships with the Austrian Red Bull energy drinks company to overcome the regulatory prohibition on common ownership of clubs.

Sports Sponsorship Done Right: 4 Findings From The FA Cup Final 
 In May, Arsenal and Chelsea faced off in an exciting matchup in the Emirates FA Cup Final. As entertaining as the action was on the field, it may have been outpaced by the activity off of it. The event generated over $21 million in sponsor media value. Here is what sports sponsors can learn from it:

Infographic: What Marketers Need to Know About U.S. Soccer Fans

Already the biggest sport on Earth with an estimated 4 billion fans worldwide, soccer has seen its profile rise dramatically in the U.S. in recent years.

NEW:Athletes and Tech

Curry, Iguodala to host technology summit for NBA players 
 The Players Technology Summit will be hosted by Stephen Curry and Andre Iguodala and sponsored by Bloomberg.

The World’s Top 20 Most Tech-Savvy Athletes 
 From founding tech-centric startups and deploying strategic investments to leveraging social media and building a digital brand, today’s athlete, whether a


NBC Sports Jumps on the eSports Bandwagon 
 Comcast’s NBC Sports plans to televise an esports tournament later this summer, the latest broadcaster turning to competitive videogaming to grow viewership at a time when many consumers are cutting the cord.

Portuguese Football Association Launches $22,000 FIFA Esports League 
 The Portuguese Football Association (FPF) has launched a FIFA eSports league and full eSports division in partnership with German financial services compan

ESL North America CEO Craig Levine On VR’s Overlap With Esports 
 Craig Levine, who is the ESL North America, recently discussed with SportTechie the overlap of virtual reality with esports.

Picture of the week

NBA: The class of 2017

Chart of the week

Basketball Euroleague Stats