[Source: ESA] Sponsorship across Europe continued its post-pandemic recovery in 2022 as the sport sector achieved a record high, according to research from the European Sponsorship Association [ESA] and Nielsen Sports. 

The 2023 ESA Sponsorship Market Overview found that the total value of Europe’s sponsorship market increased by 4.3% over the past year from €27.85bn to €29.05bn. The total volume remained more than €1bn lower than 2018 and 2019 levels, with a record high of €30.69bn measured in 2019. 

The Sponsorship Market Overview covers sport and non-sport, and both sectors enjoyed an increase in 2022 but sport went from surviving to thriving with a record high volume of €20.69bn compared with €19.80bn in 2021 and €20.26bn in 2019. The recovery of the non-sport sector was modest in comparison but still significant with a 3.85% gain from €8.05bn to €8.36bn. 

Nielsen Sports, which has been delivering this annual report since 2008, concluded that the lifting of COVID-19 restrictions was the main contributor to the market growth across sport events, festivals and concerts. Sport also benefited from the staging of major events such as UEFA Women’s Euro 2022 and the Commonwealth Games, as well as spill-over from the Winter Olympics and FIFA World Cup.  

The authors also noted that the rapid increase in crypto sponsorship had both a positive and negative impact on the industry, bringing a cash injection alongside a degree of volatility due to the instability of the sector. They also acknowledged the negative impact on all markets caused by Russia’s military occupation of Ukraine. 

The Sponsorship Market Overview measures the top 10 markets in Europe, and it found that Spain (14%) and the United Kingdom (10%) were this year’s fastest growers. The report found that Spain had benefited from market stabilisation after the ban on betting sponsorship in 2021, with renewed commercial growth driven by FC Barcelona and Atletico Madrid, along with the emergence of female athletes as ambassadors. The continued growth of the Premier League was a major contributor to increases in UK sponsorship. 

Samantha Lamberti, Managing Director International, Nielsen Sports, commented: “A look at the figures confirms 2021’s trend: the sponsorship market in Europe is growing for the second year in a row. Lifted restrictions and the increased adaptation of Web 3.0 technologies served as drivers of growth.” 

Andy Westlake, ESA Chairman, added: “The continued recovery of the sponsorship industry is highlighted by Nielsen Sports’ latest Sponsorship Market Overview, which paints a picture of a dynamic and resilient sector. 

“It’s remarkable how well sponsorship has bounced back after the devastating effects of the pandemic, and we all enjoyed the full resumption of in-person sporting and cultural events that contributed to the regrowth of the sector in 2022.  

“To see the volume of the 2022 industry come close to matching pre-pandemic levels underlines the importance of sponsorship to companies across Europe that need to achieve tangible connection with their customers. Sport sponsorship reached record levels last year and I am sure 2023 will see a continued regrowth in non-sport sponsorship. 

“This good news comes in spite of some very profound challenges affecting business stability, not least Russia’s continued military occupation of Ukraine. The 2023 Sponsorship Market Overview also highlights the positive and negative impact of crypto sponsorship on our industry. It’s more important than ever that companies use reliable data to inform their sponsorship decision-making – and this vital annual analysis by Nielsen Sports leads the way in that category.” 

ESA members can click here to see the full report. This report was produced using Nielsen Sports Market Intelligence and is available exclusively to ESA members. The ESA Sponsorship Market Overview has been conducted annually since 2008. 

ESA is a Strategic Partner of Host City.

[Source: IOC] The International Olympic Committee (IOC) and Deloitte today announced a decade-long, five-Games TOP partnership through 2032. Deloitte will serve as a Worldwide Olympic and Paralympic Partner for the following Games: Paris 2024, the Olympic and Paralympic Winter Games Milano Cortina 2026,  Los Angeles 2028, the Olympic and Paralympic Winter Games 2030 and Brisbane 2032.

As a Worldwide Olympic Partner, Deloitte will apply its deep expertise in management and business consulting to help enhance and secure the IOC’s digital ecosystem supporting the Olympic Movement.

Deloitte and the IOC have formed a “partnership with purpose” that leverages Deloitte’s considerable business acumen to help the IOC realise the possibilities of its strategic roadmap for the future, Olympic Agenda 2020+5, and its vision to build a better world through sport. In partnership with the IOC, Deloitte will provide a global team with wide-ranging management and business consulting capabilities to deliver meaningful impact to the National Olympic Committees, billions of fans, and the thousands of athletes who make the Olympic Games possible.

Deloitte will utilise its environmental, social and governance services expertise to assist the Olympic Movement in driving progress on critical challenges identified in Olympic Agenda 2020+5 related to corporate governance, strategy, sustainability, diversity, equity and inclusion, and athlete support and well-being.

“We are living through one of the most consequential moments in history. The Olympic Movement plays a vital role in uniting the world through friendship, solidarity and fair play, and never has this been more important than now. Together, Deloitte and the IOC aspire to make an impact that matters – to strengthen, enhance and create a long-lasting and positive impact on society through the Olympic Movement,” said Punit Renjen, Deloitte Global CEO.

“We are delighted to be working with Deloitte and excited by the opportunity this partnership presents for the entire Olympic Movement. Deloitte’s initiatives to advance the UN Sustainable Development Goals align with the IOC’s philosophy of further change and transformation as expressed in the IOC’s Olympic Agenda 2020+5 strategic roadmap for the future,” said IOC President Thomas Bach.

“Having worked with Deloitte for several years now, the IPC is enthusiastic to explore with Deloitte how its expertise and wide range of services can benefit the wider Paralympic Movement as we aim to use sport as a tool to drive social inclusion,” said International Paralympic Committee President Andrew Parsons.

Enabling the transformation of the Olympic Movement

Deloitte will support the IOC with its digital transformation strategy. It will utilise its digital expertise to help advise in such areas as personalising the fan experience and enhancing digital services, connecting fans around the world and extending the appeal of the Olympic Games between editions.

Advancing the IOC’s purpose and efforts to address global challenges

As a leader in purpose-led organisational initiatives, Deloitte will bring that expertise to support and advise the IOC in the development of strategies that will help it achieve its vision of building a better world through sport.

Deloitte will work with the IOC on the development of programmes, legacy projects and playbooks on initiatives such as athlete support and mental health, diversity, equity and inclusion, sustainability and the reduction of the Games’ carbon footprint.

In recognition of the importance of good governance and transparency, as expressed in Olympic Agenda 2020+5, a “Centre of Excellence” will be developed through this partnership relating to best practices in administration and management operations for participating National Olympic Committees.

Michele Parmelee, Deloitte Global Chief People and Purpose Officer, said: “This partnership brings together two iconic global brands who share a passion for driving positive societal impact.  We see this spirit embodied in the Olympians and Paralympians who work for Deloitte and inspire us to see the possibility of what Deloitte and the IOC can accomplish together.”

Jiri Kejval, IOC Marketing Commission Chair, stated: “Deloitte’s relationship with the Olympic Movement is a clear example of how the Worldwide Olympic Partner Programme continues to attract the most renowned names in business. Deloitte’s commitment to providing world-class expertise to the Olympic Movement demonstrates the unique opportunity that the TOP Programme provides.”

This is Deloitte’s first global partnership with the IOC and is the culmination of Deloitte’s many years of support for various parties in the Olympic Movement. The new global partnership complements Deloitte’s ongoing agreement with the Olympic and Paralympic Games Los Angeles 2028, as well as with the Canadian Olympic Committee, German Olympic and Paralympic Committees, Irish Olympic Committee, Polish Olympic Committee, and United States Olympic and Paralympic Committee, where Deloitte’s member firms provide support to thousands of Olympians and Paralympians.

[Source: Super League Triathlon] Super League Triathlon (SLT) has announced a three year deal with global athletic performance brand DRYWORLD (OTC Pink: IBGR) who are to become the official apparel partner of SLT. 

DRYWORLD will design, develop and manufacture tri-suits and training gear for Super League’s world-class professional athletes as well as kitting out staff. It will also create a special and eagerly awaited lifestyle collection for athletes and fans. This will be available in the New Year at events and online through a dedicated SLT global e-commerce platform. 

The Canadian-born athletic brand, known for its high performance and sustainable apparel lines, is celebrated for its laser-sharp focus on developing the best purpose-driven products for athletes. Now turning their unique approach to R&D on the triathlon market.

Through this partnership, Super League athletes and staff will enjoy the brand’s signature innovations and differentiators. SLT Professionals have even been involved in the product development and testing of DRYWORLD’s new technical tri-suit, which will be available in 2022. 

SLT is the world’s fastest swim-bike-run series. It pits the greatest triathletes against each other in quick and exciting race formats, across stunning destinations, worldwide.

The athletes will first showcase their DRYWORLD kit at the Arena Games Triathlon in spring 2022. A dynamic new esports format in collaboration with World Triathlon, the Arena Games Triathlon blends together real life and virtual racing to deliver an immersive viewing experience via a unique partnership with Zwift. 

SLT will then host its renowned annual Championship Series later in the year. The series sees professional triathletes battling against each other for one of the largest prize purses in the sport. Their disruptive race formats and revolutionary approach to triathlon is redefining the discipline for a modern audience. 

Head Of Partnerships at Dryworld, Ian Hollister, said:

“DRYWORLD is most excited about partnering with a brand that is innovative in its approach to the sport. As well as its incredible global Championship Series, Super League is the first major sports brand to incorporate a virtual element to real world competition in their unique product, the Arena Games Triathlon in partnership with Zwift. In fact, SLT Arena Games just won the Cutting Edge Award at the Sports Industry Awards”. 

Martin Cawte, Chief Commercial Officer at Super League Triathlon, said:

“Super League Triathlon is always looking to partner with brands who share our philosophy of innovation and progress and DRYWORLD is exactly that. This partnership will not only see DRYWORLD bring their science, expertise and unique technologies to prepare cutting edge race kits for the best triathletes on the planet, but also for age groupers around the world and fans of the sport, who will be able to enjoy a comprehensive SLT merchandise range.”

About Dryworld 

DRYWORLD is a premium performance sports brand offering innovative, superior quality apparel and gear for the athlete in all of us. We build purpose-driven products that give all athletes the edge. Engineered by athletes, proven by science. Shop DRYWORLD

DRYWORLD Instagram

DRYWORLD Facebook

DRYWORLD Twitter

Contact: info@thedryworld.com 

www.thedryworld.com 

About Super League Triathlon 

Super League Triathlon (SLT) is the world’s premier swim-bike-run series. We take the very best athletes and pit them against each other in fast, exciting, and unique race formats, in fantastic destinations across the globe. The Championship Series takes place from August-November. This sees the world’s best triathletes taking on game-changing race formats which are redefining the sport for a modern audience. 

Super League’s Arena Games Triathlon is a dynamic new esports format which blends real life and virtual racing. It delivers a unique and immersive viewing experience via a unique partnership with Zwift. It will crown the world’s first official triathlon esports World Champions, thanks to a ground-breaking partnership with World Triathlon. 

For more information visit superleaguetriathlon.com

[Source: Global Esports Federation] The inaugural Singapore 2021 Global Esports Games is proud to be supported by a slate of partners that includes Singapore Airlines, MyRepublic, Samsung, Razer, and Flare Networks, signalling the strong backing that the event has received from organizations across the APAC region.

The GEG, the flagship event of the Global Esports Federation, is a global, multi-title competition. The inaugural edition features Dota 2, eFootball 2022, and Street Fighter V: Champion Edition, with participation from esports athletes and players from over 50 countries and territories. At the World Finals, over 100 athletes from 40 countries and territories will compete in Singapore in front of a LIVE audience and multi-channel broadcast. The event runs from December 18-19 at Resorts World Sentosa.

This is Singapore Airlines’ first esports partnership, and the national carrier is the GEG’s Official Airline Partner. The GEG’s other official partners in their respective areas are MyRepublic (Telco), Samsung Neo QLED (Technology), Razer (Esports), and Lazada (E-commerce). Joining them are community partners TikTok and GosuGamers, and venue partner Resorts World Sentosa.

In a tangible demonstration of its deep commitment to the esports community, Flare Networks, GEF’s Global Partner for Blockchain Ecosystems, is making a grant of their Songbird Tokens ($SGB) to every athlete and team heading to Singapore and helping the global broadcast reach the entire world.

Chris Chan, President of the GEF said: “We are thrilled by the support from world-class brands for the first-ever Global Esports Games. We are now in the final phase of preparations for the GEG. The entire team remains focused on staging a prestigious international competition as planned despite the challenging circumstances. We are grateful to our partners for their commitment to sharing and supporting our #worldconnected vision.”

GEFcon, the GEF’s international convention of esports thought leaders and idea creators, takes place virtually on December 16. Visit www.gefcon.org for panel information and sessions details. You can register on https://tinyurl.com/GEFcon21Registration to access the sessions. A Keynote Panel debating the current and future state of esports will be staged LIVE from Resorts World Sentosa (Singapore) on Friday, December 17 at 2.00pm. The panel will feature discussions with the GEF President, the GEF Chief Executive Officer, and leaders from the Istanbul 2022 and Riyadh 2023 Global Esports Games Organizing Committees.

The GEFestival, meanwhile, is staged between December 4-18, brings together esports and gaming, music, art and technology. As a prelude to the Global Esports Games, GEFestival offers a series of community esports competitions and the premiere of a specially curated documentary, music, and art showcase that celebrates esports and youth culture. View all key events of the GEFestival on YouTube and Twitch.

Viewers around the world can watch live streams of the GEG on Twitch, Facebook, YouTube, Huya, and GosuGamers.

Aggreko, the global leader in mobile and modular energy solutions, today announces a new partnership with Host City, the leading magazine and conference organisers for cities, rights holders, organisers, venues and suppliers of major international events.

As part of the new partnership, Aggreko will become the headline sponsor of the flagship Host City 2021 Conference, as well as Official Sustainability Partner of the Host City Americas Conference. Today’s announcement is the latest in a long and successful partnership between the two organisations, with Aggreko having supported Host City since it moved to Glasgow in 2015.

In addition to the partnership, David De Behr, Head of Sales - Aggreko Event Services, has been appointed as Advisory Board Member for Host City. David has worked within the events team at Aggreko for over 20 years, delivering innovative energy solutions for some of the biggest events in the world, including the Olympics and Glastonbury Festival. David’s role as an Advisory Board Member will focus on helping Host City to develop their sustainability efforts.

David De Behr, Head of Sales – Aggreko Event Services, said: “As the energy transition gathers pace, the global events sector continues to take the changing landscape in its stride, with events organisers continually adapting the way they operate to reduce their carbon footprint. As a key player in events, we’re proud to be supporting Host City in its efforts to achieve its sustainability targets.

“As an Advisory Board Member, I look forward to working closely with the Host City team. This partnership brings our two organisations even closer together after many years of successful collaboration, and demonstrates our collective commitment to leading carbon reduction efforts in event energy solutions”.

Ben Avison, Editorial and Conference Director at Host City said: “The topic of how to stage sustainable events gets more prominent every year at Host City and we are pleased to provide a platform for Aggreko to share its leadership in the urgent field of carbon reduction. We look forward to shaping the agenda with David’s expert input, and to welcoming him to the stage alongside other world class speakers in Glasgow and the Americas.”

About Aggreko

Aggreko is a world-leading provider of mobile modular power, temperature control and energy services. We are working at the forefront of a rapidly changing energy market and are focused on solving our customers’ challenges to provide cost-effective, flexible and greener solutions across the globe.

We harness innovation that helps us maintain a global reach and supply portable equipment for a wide range of uses. From unique commercial industrial projects, through to utility provision and humanitarian emergencies.  We bring expertise and equipment to any location, from the world’s busiest cities to its most remote places.

Aggreko specialises in serving eight key sectors: Oil & Gas, Manufacturing, Mining, Petrochemicals & Refining, Business Services & Construction, Events, Data Centres and Utilities.

Across these, our equipment offers maximum fuel flexibility, using gas, diesel (including HFO), and renewable fuel sources. We offer microgrid and storage solutions and are developing our offer to include more tools to help our customers adapt to the energy transition the world is experiencing. What makes us unique is our extensive expertise, experience and values.  This means we put our customers first, innovate and deliver leaner and more efficient equipment quickly.

Since 1962, Aggreko has grown from a small local business to a global energy pioneer. We have more than 6,000 employees, operating in around 79 countries. With revenues of approximately GBP 1.6bn (USD 2.0 bn or Euros 1.8bn) in 2019, we are listed on the London Stock Exchange (AGK.L) and headquartered in Scotland.

Aggreko draws together global expertise and technology development to go further for customers. The ability to provide power, heating and cooling will continue to open-up opportunity and create potential for individuals, communities, industries and societies all over the world.

Together and over time, we believe our services will make a massive difference.

About Host City

Host City is the event and media brand that connects the owners, hosts and organisers of major events.

Through its conference, exhibition and online publishing platforms, Host City shares best practice within the international community of international sports, business and cultural events.

Host City events are renowned for the highest level of speakers, content and networking.

Launched in 2014, the annual global Host City conference takes place in Glasgow each November/December. The first Host City Americas takes place online on 29-30 June 2021, following the success of Host City Asia events in 2018 and 2019.

For more information visit www.hostcity.com 

Independent sports marketing consultancy, Inside Edge, has been appointed as the global sponsorship sales agency for the 2023 UCI Cycling World Championships and will be responsible for marketing the sponsorship rights for the inaugural event to be held in Glasgow and Scotland.

This is a major milestone for the Championships as it looks to establish purpose-led partnerships with brands that will help drive forward the event’s ambition to deliver meaningful societal change by creating and supporting programmes and ideas that help more people to ride bikes more often.

Over the next three years, Inside Edge will have international exclusivity in marketing all available rights for the Championships and through an innovative ‘one partnership team’ approach, the agency will work alongside the host and the cycling governing body to pool all rights and develop a single set of innovative packages for global sponsors.

As well as being the single biggest cycling event in history, the 2023 UCI Cycling World Championships will be a catalyst for behaviour change across Scotland from now until long after the event. It will celebrate the power of the bike and all it can bring to our everyday lives, whether it’s physical and mental health, easing congestion on the road to help the environment or simply making it easier for people to get around.

It is this vision and ambition that will provide brands with a unique opportunity to gain visibility around a new event concept with long lasting societal impacts.

Paul Bush, 2023 UCI Cycling World Championships Chair, said: “The appointment of Inside Edge is a key milestone on our journey to 2023 as we look to bring on board brand partners who will help us successfully deliver this brand-new event and create meaningful societal change by celebrating the unique power of the bike to deliver on our important policy outcomes.

“Inside Edge’s experience, shared vision and data-led approach to help create purpose-led partnership opportunities will be vital to our success, and we look forward to working with them over the next three years.”

Andrew Markham and Jon Naspe, Co-founders of Inside Edge, said: “Inside Edge is delighted to be representing the 2023 UCI Cycling World Championships and we will be applying our extensive experience of running international partnership sales processes for best in class rights holders to ensure that this ground-breaking platform is a commercial success. 

“We will start to reach out to organisations that align with the clear objectives of the Championships and its key stakeholders over the coming months. Principally we will be targeting brands that are looking to drive positive societal change through projects that encourage more diversity in sport, enhance physical and mental wellbeing and bring greater awareness to environmental sustainability initiatives.

“Cycling is more than a sport, it is a part of everyday life for over a billion people globally, be that as a way of commuting, spending time with family and friends or just being active. There is a real opportunity for brands to work with us to build a meaningful dialogue with a desirable, highly engaged audience and leave a long-lasting legacy for Scotland, the UK and the wider world.”

UCI President David Lappartient said: “The 2023 UCI Cycling World Championships in Glasgow and across Scotland will bring together thousands of cyclists around 13 of cycling's existing UCI World Championships into one mega event for the first time. This landmark cycling festival, celebrating the power of the bike, will delight athletes and fans for what will remain an unprecedented experience in our sport’s history. I am confident that Inside Edge, as global sponsorship sales agency for the Championships, will translate this ground-breaking event into a commercial success.”

Taking place in Glasgow and across Scotland in August 2023, the Championships is being delivered in collaboration between cycling’s governing body the Union Cycliste Internationale (UCI), Scottish Government, Glasgow Life, UK Sport, British Cycling and VisitScotland with its EventScotland team, with the partnership creating a blueprint for future editions by ensuring the inaugural event is authentic, innovative and distinctive.

[Source: SportAccord] The agreement strengthens FITEQ’s presence at the global sports industry’s most influential annual gathering, with SportAccord 2021 taking place from 23-28 May next year at the IEC Ekaterinburg-Expo in a dynamic and stunning sporting city situated at a crossroads between Europe and Asia.

FITEQ, which was founded in 2017, was a Gold Partner of the 2018 SportAccord World Sport & Business Summit in Bangkok before serving as a Bronze Partner for the inaugural Regional SportAccord Pan America in Fort Lauderdale last year.

The governing body of Teqball – a football-based sport that is growing rapidly worldwide and is practised by some of world top footballers and teams – was granted Observer Status by the Global Association of International Sports Federations (GAISF) Council in January. FITEQ was also previously recognised by the Olympic Council of Asia in 2018 and the Association of National Olympic Committees of Africa (ANOCA) in 2019.

FITEQ, based in the Olympic Capital of Lausanne, Switzerland, will be able to use its SportAccord 2021 Gold Partnership as a platform to build on its primary mission – to develop Teqball globally by supporting the establishment of national federations and uniting the sport’s international community.

SportAccord Managing Director Nis Hatt said: “We are delighted to have this Gold Partnership with FITEQ, the governing body of a sport that is widely regarded as among the most forward-thinking and innovative in our industry today.

“In a short space of time, FITEQ has already made tremendous progress in establishing itself, and the exciting sport of Teqball, at the heart of the international sports movement. We are looking forward to working with FITEQ in the coming months as preparations accelerate ahead of what will be an unmissable SportAccord 2021 in Ekaterinburg.”

FITEQ General Secretary Marius Vizer Jr said: “Our partnerships with SportAccord in the past have been highly successful and a Gold Partnership in Ekaterinburg will further enhance our efforts to connect with sports leaders from around the world and form strategic alliances that will support the global development of teqball. SportAccord is one of the most important events in the sports calendar for FITEQ, as it enables us to meet with stakeholders from across the global sports industry and share our vision for the most exciting and fastest growing sport in the world! Russia is also a key growth market for teqball and being a Gold Partner in Ekaterinburg will also give us the opportunity to connect with key stakeholders in Russian sport.”

The annual World Sport & Business Summit is a six-day event attended by leaders of the global sports community. As the only global sports industry event attended by all International Sport Federations and their stakeholders, SportAccord also brings together organising committees, hosting cities and regions, governments and administrations, rights-holders, agencies and athletes, as well as top-level experts and organisations from the sports media, technology, investment, medical and legal sectors.

Registration is open for the SportAccord World Sport & Business Summit 2021 in Ekaterinburg, the 19^th edition of SportAccord’s flagship annual event. Organisations interested in becoming an official partner or exhibitor can contact SportAccord to discuss these investment opportunities by emailing sales@sportaccord.sport, with SportAccord also offering an interactive exhibition floorplan and 3-D flyover of the SportAccord 2021 exhibition space.

You can follow SportAccord’s portfolio of events via Twitter @sportaccord or keep up-to-date via LinkedIn and Facebook, YouTube and Flickr.

[Source: SportAccord] SportAccord has announced that Tourism & Events Queensland (TEQ) will be a Silver Partner of the SportAccord World Sport & Business Summit for the next three editions of the global sports industry’s most influential annual gathering in 2021, 2022 and 2023.

The long-term partnership will begin with next year’s highly anticipated event from 23-28 May at the IEC Ekaterinburg-Expo in the dynamic city of Ekaterinburg, Russia.

Tourism & Events Queensland (TEQ) played a vital role as a Host City Partner in the successful delivery of SportAccord 2019 in Gold Coast, Australia, which took place just a year on from the acclaimed 2018 Commonwealth Games in the same city.

SportAccord 2019 was recognised at a prestigious annual awards show for the Australian events sector in May 2020. SportAccord 2019 was selected as Platinum Award winner for Best Event at the 2019 Meeting & Events Australia (MEA) State and National Awards and also scooped the overall Government Event of the Year and Queensland’s Event Legacy Award.

“We are immensely grateful for the support of Tourism & Events Queensland,” SportAccord Managing Director Nis Hatt said. “TEQ proved to be an outstanding Host City Partner for SportAccord 2019 and we are delighted to be working with the organisation as a Silver Partner as it focuses on driving the state’s considerable post-SportAccord legacy opportunities.”

Leanne Coddington, CEO of Tourism & Events Queensland, said: “We are looking forward to building on the legacy of SportAccord 2019, which represented an unprecedented opportunity to showcase our world-class hosting capabilities. We are working hard to convert significant interest in Queensland into future events across the state and our SportAccord Silver Partnership will play a central role.”

The annual World Sport & Business Summit is a six-day event attended by leaders of the global sports community. As the only global sports industry event attended by all International Sport Federations and their stakeholders, SportAccord also brings together organising committees, hosting cities and regions, governments and administrations, rights-holders, agencies and athletes, as well as top-level experts and organisations from the sports media, technology, investment, medical and legal sectors.

Registration is open for the SportAccord World Sport & Business Summit 2021 in Ekaterinburg, the 19^th edition of SportAccord’s flagship annual event. Organisations interested in becoming an official partner or exhibitor can contact SportAccord to discuss these investment opportunities by emailing sales@sportaccord.sport, with SportAccord also offering an interactive exhibition floorplan and 3-D flyover of the SportAccord 2021 exhibition space.

You can follow SportAccord’s portfolio of events via Twitter @sportaccord or keep up-to-date via LinkedIn and Facebook, YouTube and Flickr.

As sponsorship professionals, we put relationships, be they brand-to-brand or with our audiences, at the heart of everything we do. Central to these relationships is humanity: knowing what people need, why they need it and how to fulfil that need in a genuine way. 

With mass sport and entertainment event cancellations and businesses across Europe moving to work from home, now more than ever, we need to find ways to stay connected and do what human beings do best: adapt. 

Over the last week, we’ve seen wholesale changes from automotive manufacturers working with the government to repurpose factories and tool up to produce ventilators to LVMH’s perfume arm using their skills to make hand sanitisers. 

We’ve seen sports brands changing to fit the new needs of their customers, as Peloton and the Nike Training Club extend free trials and add at-home workouts to their apps or Borussia Dortmund livestreamed ‘digital fan viewing party’ allowing them and their partners to keep in touch with fans.

We’ve also seen media tastemakers like The Drum, shifting with impressive agility, as their usual SXSW commentary from the Soho-based Drum Arms shifted to a web-based festival on the apposite topic of digital transformation. In true Drum style, they also managed to recreate their intimate, almost conspiratorial, heard-it-here-first vibe, despite only being connected to their audience through a screen: https://www.thedrum.com/digital-transformation-festival

In times like these, in work as in life, relationships come first, so influencers not brands are the likely first port of call for consumers (also known as people, including me) to seek advice, find solace and relatability, so to survive we, as organisations, more than ever need to humanise the way we communicate. 

My particular interest this week has been how small, medium and even large multinational organisations are changing the way they communicate with one another, starting with LinkedIn. There’s a big shift from me to we, which, to my mind, is good news exactly when we need it!

My bet is that those who cooperate with, support and talk to one another will thrive. Now is a time for community building and collaboration, not putting your arm round your homework or selling on toilet rolls to the elderly at a mind-blowing mark up (shame on you!)

Below are some examples I enjoyed over the course of last week.

1.         Make confident moves, your way. Independent Record label Defected Records, known for bringing people together through music in their own unique way, stayed true to form and didn’t wait for government mandates. They regrouped, worked out what was best for their long-term business, culture and staff and took positive action postponing all events and sending their team to work from home. Not only did they take this bold move, they proudly announced their decision and reasons to shut up shop in a public statement: https://www.linkedin.com/posts/jameskirkham_defected-have-called-it-early-were-taking-activity-6644201765761888256-pM4x  

They even showed their team set up and ready for business as usual in their new settings (https://www.linkedin.com/posts/jameskirkham_the-defected-records-insta-stories-right-activity-6644321106369097728-6yQe) before launching their Defected Virtual Festival: https://www.nme.com/news/music/defected-records-announces-virtual-music-festival-in-wake-of-coronavirus-outbreak-2627828

2.    Support and inspire through new communities. Start-up skincare brand By Sarah whose purpose is “to empower conscious living” were straight out of the starting blocks sharing a link to a WhatsApp community that anyone could join that would provide constant company, tips for your new home-based lifestyle and stability at this time of change: https://www.linkedin.com/posts/lauren-murrell_covid19-community-helpeachother-activity-6645285039691182080-9UEY

3.    Embrace the blank slate. With no live football taking place, League Two football club Leyton Orient FC seized the chance to be on a level playing field with the largest clubs in the land and kicked off a global call to join an inter-club, inter-league FIFA tournament: https://www.linkedin.com/posts/josh-stephens-b940855a_leyton-orient-on-twitter-activity-6645294744324845568-qHMm  

With well over 100 teams signing up, 3.9k retweets and 17.7k likes on Twitter (when they regularly get only one or two) they even used the popularity to call for new partners on LinkedIn and in the last week have announced both a renewal and a new deal! Go the Os.

4.    Put a human face on it. Energy giant BP isn’t known for being the most accessible organisation and takes its share of flak (not always fairly), but their new CEO (who is also active on Instagram @bernardlooney_bp) has put his head above the parapet and not only to highlight the good deeds BP is doing.  

He’s been discussing the current situation in the first-person, showing his personal set up, casual work gear and even used an emoji! A shout-out to both the BP workers who can’t decamp home and the wider everyday heroes in society – doctors, nurses, police, teachers shows a human quality and awareness that we should all keep front of mind: https://www.linkedin.com/posts/bernardlooneybp_last-week-i-explained-that-everyone-at-bp-activity-6645634611365982209-KgQc 

5.    Help us understand. A personal favourite when it comes to comms thought leadership for their Trust Barometer, Earned Brands report and crystal ball amongst others, is always global PR leader Edelman. Finger on the pulse, they started releasing easily digestible blogs week ago to handle crisis comms, specifically relating to the COVID-19 situation.  

However, they surpassed themselves in my eyes two days ago when they released their 10-country Trust Barometer Special Report, acknowledging that the annual thought leadership piece they release at the start of each calendar year and dine out on for the next twelve months may no longer be accurate in these unprecedented times, yet now more than ever we need to know how to build trust among uncertainty: 

https://www.linkedin.com/posts/edelman_edelman-trust-barometer-special-report-on-activity-6646049798766108672-S04z

As the global situation continues to evolve, it’ll be interesting to see how they stay on top of the crisis, but I’ve no doubt that with their insight and experience they’ll help us all to make better informed choices as it unfolds.

Needless to say, WeAreFearless are doing everything we can to ensure business as (or better than) usual, as well as cultural and commercial continuity, all of which can be followed here: https://www.linkedin.com/company/wearefearless/. If you have other examples, share them in the comments section, or with katie@wearefearless.com

European Sponsorship Association is a Strategic Partner of Host City

[Source: CGF/Birmingham 2022] The Commonwealth Games Federation (CGF) has signed a partnership agreement with Longines for the next three editions of the Commonwealth Games, starting with Birmingham 2022. The announcement comes on Commonwealth Day today (9 March), where Birmingham 2022 unveiled a Longines Countdown Clock in the heart of Birmingham’s iconic Centenary Square.

The agreement represents the first ever multi-Commonwealth Games partnership in history with Longines receiving exclusive status as the “Inaugural Partner of the Commonwealth Sport Movement”. Known worldwide for excellence in precision timing, Swiss watchmaker Longines will be the Official Partner and Timekeeper for Birmingham 2022 as well as the 2026 and 2030 Commonwealth Games. This new partnership sees Longines provide all timing and scoring equipment for every single event within the next three Commonwealth Games.

An additional aspect of the partnership means that Longines is also named as ‘Presenting Partner’ of rugby sevens, table tennis, gymnastics and athletics. The historic agreement reinforces the strong ties between Longines and the Commonwealth Games. Longines was originally a partner of the Perth 1962 Commonwealth Games and renewed its partnership for Glasgow 2014 and Gold Coast 2018.

The announcement comes on Commonwealth Day today (9 March), where the CGF, in partnership with Longines and Birmingham 2022, unveiled a Countdown Clock in Birmingham’s Centenary Square. The striking clock has begun counting down the days, hours, minutes and seconds to the start of the opening ceremony of the Birmingham Commonwealth Games, on 27 July 2022. 

The Longines Countdown Clock features a fully accessible ramped approach to allow both wheelchair users and non-wheelchair users to move freely under the structure. Manufactured in England, its structure forms the shape of the iconic ‘B’ logo of the Birmingham 2022 Games. This distinctive shape was created by connecting 12 towns and cities across the region, joining together key Games locations, where for the 11 days of the Commonwealth Games, 19 sports, including eight fully integrated para-sports, will take place.

CGF CEO David Grevemberg CBE said: “I am absolutely delighted and privileged to have Longines join with us as the Inaugural Partner of the Commonwealth Sport Movement. It marks an exciting new chapter in the longstanding friendship we have had with Longines that dates back to the Perth 1962 Commonwealth Games.”

“This is a truly historic agreement and having this multi-Commonwealth Games partnership in place showcases real confidence in the future direction of the Commonwealth Sport Movement. The partnership has been made possible because of the new Games delivery model, coordinated by CGF Partnerships, which looks at multi-Games opportunities and efficiencies.”

“It is particularly special to be announcing this on Commonwealth Day, a day of celebration across the Commonwealth, where we are unveiling the Longines Countdown Clock to the Birmingham 2022 Opening Ceremony. With this striking yet elegant structure now taking pride of place in the iconic Centenary Square, the countdown to Birmingham 2022 has really begun.”

Longines Vice President Marketing, Matthieu Baumgartner commented: “On this special day, Longines is very excited to announce its participation in the XXIInd Commonwealth Games, considered as one of the world’s most important sporting events.”

“With 870 days to go until the start of this great event, our brand is delighted to reveal a historic multi-Commonwealth Games partnership with CGF, covering the 2022, 2026 and 2030 editions.”

“We are extremely proud of our partnership with the Commonwealth Games, which extends all the way back to the 1962 Perth Commonwealth Games and more recently the 2014 Glasgow and 2018 Gold Coast Commonwealth Games.”

“Timing is crucial when it comes to winning a gold, silver or bronze medal. In this regard, Longines is looking forward to providing its timekeeping expertise in various disciplines, including Athletics (Track & Field), Gymnastics, Rugby Sevens and Table Tennis, the sports we are partnering with during the Commonwealth Games.”

“Our brand has a long history of innovation and precision in sports timekeeping, dating back to the late 19th century already. For the three next Commonwealth Games, starting with Birmingham 2022, Longines is perpetuating this history, together with athletes and sports fans from all over the world.”

John Crabtree, Chair of Birmingham 2022, said: “This marks a hugely significant day for the Birmingham Commonwealth Games, as we build momentum and edge ever closer to July 2022.

“Longines has a prestigious history in sports, and great heritage when it comes to Commonwealth Games. To have their continued support for Birmingham in 2022 is very much welcomed and we are proud to have them as a partner.

“The countdown clock will become a key attraction and focal point and will ensure the people of Birmingham have a visual reminder that their city has been chosen to host one of the biggest sports and cultural events in the world. It will count down to an important moment when the eyes of the world will be on Birmingham and the West Midland region.”

Cllr Ian Ward, Leader of Birmingham City Council, said: “The Countdown Clock is an exciting contemporary addition to our diverse range of public art in the city.

Set in the recently revamped Centenary Square and in front of the world-renowned Library of Birmingham, it creates a fantastic Games-related city centre destination for citizens and visitors in the years to come as the excitement builds for everything we do as a council and with our partners on the road to Birmingham 2022.”