Fluid Fan Featured Four Newsletter
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From our Founder Angela Ruggiero
"We often say that you cannot innovate alone, and we know that Bet is one of the premier Fluid Fan behaviors that will help recoup lost revenue from 2020."
Sports bettings news and partnerships flooded the headlines this past week. Michigan was the latest U.S. state to go live with sports gambling this past week, and leagues and teams across the U.S. partnered with multiple global properties. The NHL signed a deal with Tipsport to secure the league’s first European betting partner. PlayUp, an Australian betting operator, signed a partnership with the New Jersey Devils. The hockey club became PlayUp’s first U.S. professional sports team partner. In Virginia, the Washington Football Team agreed to a partnership with FanDuel after the state’s new sports betting laws went into effect last Thursday afternoon. We often say that you cannot innovate alone, and we know that Bet is one of the premier Fluid Fan behaviors that will help recoup lost revenue from 2020. As first movers in these new markets, many of the companies listed above are positioning themselves to stay ahead and win the attention of these fickle Fluid Fans. When fans have a stake or wager on the game they are more inclined to watch and engage with the event. Whether it is on a mobile device, at a sportsbook, or in a betting lounge at a stadium there are multiple new forms of engagement for leagues and teams to attract Fluid Fans through sports betting.
Weekly Brand Breakthrough
Adidas has just released the most star-studded ad of the socially distant era using none other than Whatsapp. The clothing brand designed the ad as if the world's best soccer players were all in a group chat together. What would they talk about? According to Adidas, they would be talking about the new Predator Freak soccer cleats. The ad brought together stars such as David Beckham, Wendie Renard, Toni Dugan, Paul Pogba, Zinedine Zidane, Marco Asensio, and many others. In a creative and casual environment, everyone can relate to. This clever move by Adidas shows their willingness to think creatively when they are unable to bring everyone together and connect with fans where they are. This may be their best ad yet.
Weekly Live Entertainment Breakthrough
As the vaccine slowly rolls out across the US, we have begun to see the light at the end of the tunnel. What does this mean for sports? In the US, more and more fans are attending games in person, as some NFL stadiums welcome 20% capacity, and NBA and NHL teams venture outside of their 2020 bubbles, slowly things seem to be returning to normal. This is not the case in Germany, where the Bundesliga has recently announced that games will remain behind closed doors until at least the end of October. With the 2021 season not set to start until mid-September, there is plenty of time for things to evolve. The Bundesliga was the first league to resume this past spring, behind closed doors. Their conservative approach has allowed them to play most of their games, innovate their broadcasts, and engage in new ways with their passionate fans at home.
Weekly Media Breakthrough
Sky Sports broke records two weekends ago with their coverage of the Liverpool vs. Manchester United game. Viewership for the epic matchup peaked at 4.5 million in the last five minutes of the 0-0 draw, making it the most viewed game behind a paywall for the broadcaster. Sky has said the match reached 25% of the total TV audience at the time—the high demand for games like these remains. Sky’s most recent contract with the Premier League is estimated at a value of around 1.193 billion pounds a season, including 128 live matches each campaign. Although other media coverage forms are gaining traction, traditional methods still hold a massive audience, demonstrating their staying power.
Weekly Athlete Breakthrough
Boxing and MMA champion Conor McGregor has launched an innovative sports recovery line called TIDL sports. The fighter returned to the ring on January 23rd after a six-month retirement, fueled by his new dedication to recovery. Although he did not come out victorious on Saturday, his new line has gained some traction. TIDL Sport combines plant-based therapies with proven exercise science to provide immediate relief and long term recovery. The thirty-two-year-old athlete recognizes that he can no longer rely on sheer athleticism and grit to win championships but instead must invest equal focus on preparation, practice, and recovery. While Mcgregor personally uses TIDL Sport, the product also represents his brand as the acronym comes from his defining adjectives: Tenacity, Intensity, Dedication, and Lifestyle. Products such as these represent a new focus on athlete health and well-being and show the power of athletes as ambassadors and walking ad campaigns.
For more information on the changing trends in sports and all of our latest research visit sportsilab.com
Sports Innovation Lab Events
THE FUTURE IN YOUR HANDS WITH FIFA
Produced in collaboration with FIFA, the latest Sports Innovation Lab report outlines what innovation to expect in the next decade at sports mega-events like the FIFA World Cup™, and why the smartphone is still the most groundbreaking technology of our lifetime.
THE TOP 25 MOST INNOVATIVE TEAMS IN THE WORLD FEATURING CITY FOOTBALL GROUP
First, Angela Ruggiero will be joined by two of the minds behind our latest report The Top 25 Most Innovative Teams in the World, co-founder and Sports Innovation Lab President Josh Walker and our Product Manager Molly Tissenbaum. Josh and Molly will walk through the methodology and the data behind the rankings and really go in-depth on the process used to create the Top 25. After that, Angela will be joined by Omar Berrada, the Chief Football Operations Officer for City Football Group. Manchester City FC is the top-ranked team on the list and Omar is here to talk about how City Football Group has put innovation, data, and the fan experience at the forefront of their truly global organization. Omar spent the last 4 years working as COO of Manchester City and brings his business experience and background to the football side of the City Football Groups Operations.