The AST wrap-up: inclusion is key for effective sports marketing

This week, Spurs are showcasing a ‘turbocharged marketing’ approach, Puma embeds themselves deeper in urban sports culture, and boxing looks to captivate more young eyes to its brutal sport.

Tottenham Hotspur ‘All or Nothing’; what outcomes could the club expect?

Photo by Dom Le Roy on

It’s been an eventful week for the Lilywhites. Their groundbreaking ‘docuseries’ has come to an end, and they are edging closer to the most significant transfer of the window happening, fellow Welsh champion Gareth Bale returning to the North London club.

Tottenham Hotspur ‘All or Nothing’ will turbocharge the clubs PR and marketing strategy. They will receive high volumes of monetisation from the Spurs shop, considering the exclusive merchandise they were selling on the platform. It’s opened a new wave of content for Spurs consumers that the Lilywhites could explore further with Amazon Prime, to entice a new demographic of Gen Z audiences.

Despite the docuseries not painting the full image of the club, it’s content Spurs fans appreciate as they remain connected to their beloved football team, meaning the commercial opportunities could be endless to exploit further.

Neymar’s recent partnership with Puma entices the brand into urban sports culture

Photo by Ashutosh Sonwani on

The Brazillian superstar is making headlines, not for his performance on the pitch for a change. Instead, he’s swapping boots! The PSG forward has called an early end to his partnership with Nike now to explore a new agreement with significant sportswear competitor, Puma.

Neymar announced across social media the rationale behind joining Puma consisted of wanting his name amongst Pelé, Cruyff, Matthäus, Eusébio and Maradona, who all wore Puma soccer boots.

The German franchise has built its portfolio across urban youth culture by collaborating with some respected names such as US rapper Meek Mill, Big Sean and singer Rihanna. These are characters that resonate closely with the urban youth community, which Neymar also has an attraction towards, taking Puma’s brand to another level of competitiveness.

How would Floyd Mayweather vs Logan Paul keep boxing ahead of the curve?

LOS ANGELES, CALIFORNIA – SEPTEMBER 14: Logan Paul onstage at the KSI VS. Logan Paul 2 – launch press conference held at Gilbert Lindsey Plaza on September 14, 2019 in Los Angeles, California. (Photo by Michael Tran/Getty Images)

Undoubtedly the most bizarre headline this week consisted of US creator Logan Paul potentially stepping into the ring with 50-0 boxing legend Floyd Mayweather in an exhibition bout. Despite the controversy that surrounds this ‘circus act’, it keeps boxings profile ahead of the modern sports landscape.

The sports industry continues to evolve into a global entertainment business, where young tech-savvy audiences are an imperative demographic to influencing the strategy behind modern-day sports content. This is a market segment Logan has to a massive scale, millions of online followers! Both personalities have a combined net worth of $304m, meaning this bout will become a phenomenal brand marketing opportunity, bound to attract mass-amounts of attention from a diverse portfolio of partners and sponsors.

Gen Z audiences are a demographic boxing has had the opportunity to unlock through utilising content creators in the ring. YouTube boxing has been fundamental to supporting the shift of traditional sports culture to entice this influential audience further, seeing Floyd and Logan jump in the ring will elevate boxing’s profile ahead of any other sport to engage with Gen Z.

European Professional Club Rugby launches streaming service for deprived territories

Photo by Patrick Case on

European Professional Club Rugby (EPCR), the organisation representing Rugby Union’s Heineken Champions Cup and European Rugby Challenge Cup has devised an OTT streaming platform-, to provide coverage for their markets that don’t have TV deals. Consumers have the opportunity to purchase Champions Cup matches singularly for 3.55 euros per game. Alternatively, they can buy single Challenge Cup game for 1.99 euros.

This initiative provides an opportunity for the EPCR to optimise their fan engagement strategy, targeting territories that have been deprived of Rugby content due to broadcasting limitations. EPCR can also capitalise on turbocharging their broadcasting fees, which already contribute to 85% of their total revenue. It additionally opens up long-term chances for exclusive rugby content to be made available through the streaming service, once the demand is increasing for OTT content in the sport.  

Sub-Saharan Africa brings Women’s Tennis over with SuperSports broadcast deal

Photo by Shelagh Murphy on

South-African media organisation SuperSport secures live broadcast rights to the Women’s Tennis Association (WTA), encompassing 50 countries in sub-Saharan Africa. The women’s game is in a great place and bringing it to such a diverse continent will reflect positively amongst tennis’ inclusive community.

That’s a wrap! How will SuperSports sub-Saharan Africa WTA deal impact on the African sports demographic? Will the growth of ‘YouTube boxing’ ever stop? And, could Neymar be the asset to take Puma to the next level of sportswear stardom?


Published by Ash

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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