The AST wrap-up; a new era for fan engagement in sport

Motorsports new fan engagement initiative is set to captivate Gen Z audiences, ground-breaking partnerships are made in the MMA world, and sports stadium experiences are to reach a new level of entertainment.

AC Milan aim to boost fan engagement across Asia

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Italian giants AC Milan are set to underpin their Asia fan engagement strategy with partnering alongside Casino and sportsbook operative, Yabo Sports. This collaboration has resulted in Yabo Sports joining the club’s virtual fan village for their digital summer tour this year.

AC Milan and Yabo Sports’ joint venture will support the growth of Milan’s brand presence across Asia through collective fan experiences. It opens up a realm of commercial opportunities for Milan to explore localised partnerships, raise its profile amongst the betting sector and adds diversity towards its partnership portfolio.

Formula 1 launches Esports competition to captivate further Gen Z audiences

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Formula 1 integrates its brand one-step further into Esports with their new global esports competition, inspired by the F1 mobile racing game. The Esports incentive is free to download on mobile devices which will run over four months, which started this week.

F1 accumulated significant amounts of success from their Virtual Grand Prix series this year which has influenced the competition to unlock new a Gen Z demographic. The game will exclusively be played through the app, and no broadcasts will be covered, meaning the product will be organised, managed and delivered solely through the mobile world.

Eurosport India produces a ground-breaking deal with the Professional Fighters League

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For the first-time, MMA will be broadcasted across Eurosport India through a multi-year partnership. This collaboration will see the Professional Fighters League’s (PFL) original programme content, Championship & play-off events alongside their classic fights aired through the Indian medium.

What does this mean for the PFL? Well, the PFL continues to make an illustrious growth in combat sport, following on from its broadcasting partnership with Telesport Russia. Plus, the league is working with global distribution agency Fighting Spirit to optimise the tournament’s media rights and partnerships.

The MMA industry is one of the most competitive in the sport, seeing the UFC lead the game, ONE Championship dominating the Asia region and now the PFL is taking appropriate action to embark its identity amongst similar global audiences.

Clap your hands for DAZN’s six-year deal to broadcast the handball championships

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Global streaming service DAZN has secured collaborative rights for the European Handball Federation club competitions with the marketing company, Infront Sports & Media. The deal will operate from 20-21 to 25-26 where Infront will sell the rights for the tournament.

Despite DAZN’s challenges throughout lockdown, they’ve remained proactive in leveraging the opportunity to become ‘The Netflix of Sports’ through their innovative business model which has been a game-changer in the sports broadcasting landscape. Under DAZN’s profile, handball could be set to experience a rise in its global identity from having its sport accessible by millions of DAZN consumers.

Google re-enters the digital sports landscape to optimise the NFL’s fan engagement

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Search engine giants Google have penned a multi-year agreement with Los Angeles’ SoFi stadium and their two householder teams, the Rams and the Chargers. The partnership will foresee the internet leaders underpin multiple business activations to enhance consumer experiences at the stadium. One primary activation includes the development of a ‘concierge’ app, supporting fans with stadium coordinates, ticketing, and food & beverage orders. Google intends to discover extensive media and wireless solutions to take the event experience to new heights, including replay accessibility, innovative camera angles and 4k mobile phone coverage.

Adding more string to the bow, YouTube has obtained rights as the official video streaming sponsor of the Rams, Chargers, SoFi stadium and Hollywood Park.


That’s a wrap! How do you think the Professional Fighters League will prosper under its new broadcasting agreement? Will stadium experiences break more headlines upon the return of fan attendance compared to results achieved with sports content and how advantageous will Formula 1’s esports competition be to grow its global distinctiveness?

Published by Ashwyn Lall

I'm a First-Class Graduate in Sports Business Management who has worked across Local Government, Sport and the Third Sector. Throughout my career, I've developed a thriving passion to promote sport being used as a tool to bring positivity to the world we live in. This ethos has inspired me to create a website which champions this value through comprehensive online content for you to gain value from. Join me on this journey of discovering what sport can do to enhance society.

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