Sports as an industry has realised the potential that cryptocurrencies and blockchain technologies can bring to further monetise fan engagement, attract sponsors and engage a global market in ways that were unimaginable decades ago. Passionate fans, each a citizen of digital technology, consume sports and related content beyond the actual duration of a match. Teams, … Continue Reading
The global COVID-19 pandemic has affected many areas of the sporting world, resulting in cancellations and postponements across the globe. The Olympic and Paralympic Games (together, the “Games”) are just two of many high-profile events that have been affected by the pandemic. The Games were due to take place in Tokyo, Japan between July and … Continue Reading
Last year, Sports Shorts reported on the opportunities for football clubs looking to get involved in the world of esports. Recent news indicates that other footballing stakeholders are also alive to these opportunities; earlier this month Real Madrid and Wales star Gareth Bale launched a new esports team called ‘Ellevens Esports’. Bale co-founded the new … Continue Reading
Last month, in recognition of International Women’s Day, Sports Shorts celebrated recent successes in women’s sport (apologies to Dina Asher Smith who wasn’t mentioned… there were too many examples to choose from!). While we celebrated the achievements of women in sport, we also recognised that work still needs to be done to improve the overall … Continue Reading
UEFA recently announced that it will be launching its own over the top (“OTT”) streaming platform within the next few months. When the provisionally named ‘UEFA TV’ goes live in time for the 2019/20 season, it will allow fans outside of Europe and North America to view Euro 2020 and future editions of the UEFA … Continue Reading
The Rule 40 debate (covered by Sports Shorts last year) has resurfaced in recent weeks, this time in the context of the upcoming South East Asia Games (“SEA Games”), which will be taking place in Kuala Lumpur later this month. This time, the subject is Singaporean marathon runner Soh Rui Yong who has been issued … Continue Reading
In the past week, two high-profile, long-term commercial relationships have come to an end. First came the announcement that the International Olympic Committee (“IOC”) and McDonald’s had mutually agreed to end their worldwide partnership with immediate effect, three years before it was due to expire (the commercial background to the break-up, and any financial terms … Continue Reading
On Sunday 23 April 2017, Liverpool Ladies Football Club won their FA WSL Spring Series opener 4-1 against Yeovil Town Ladies FC. It was a strong start for the Liverpool outfit in the WSL’s one-off competition (being held to bring the FA WSL league fixtures in line with the men’s calendar). The visitors blasted four … Continue Reading
The FA and Nike are reportedly close to signing a new sponsorship deal, to take effect on the expiry of their current agreement, which is set to expire in 2018. The new 12-year agreement is reported to be worth £400 million. Whilst this new deal is, on one level, “the most lucrative England kit sponsorship … Continue Reading
Sports Shorts recently wrote about morality clauses in the context of Sharapova and Head, asking whether we are seeing a shift in sponsors’ attitudes. Last week, in the wake of a Trump electoral victory, morality clauses were once again brought into focus when Mexican racing driver Sergio Pérez announced on Twitter that he was severing … Continue Reading
Earlier this month, the Court of Arbitration for Sport (“CAS”) published its decision in the case of Maria Sharapova in her appeal against a 24-month ban imposed by an Independent Tribunal following a positive test for the prohibited substance meldonium. The CAS reduced Sharapova’s ban from 24 months to 15 months (she will be free … Continue Reading
