F1 and Netflix renewed their contract for this and tomorrow's two seasons of documentaries, and Serie A conducted a meta-universe live broadcast | DEAL

Sports can have today's commercial value, not only because it can be physically fit, but because it is a good content product in itself. Content is a core value of sports and the reason why brands collaborate with sports themes.

In the past two weeks, there has been an endless stream of cooperation between the domestic and foreign sports industries to enhance the content experience. Meta-universe live broadcasts, documentaries, e-sports offline viewing, and various copyright cooperation. Sports will always be watched, but what matters is how to make sports a better content and generate higher value.

The following are important cooperation cases in the sports industry at home and abroad in the past two weeks.

1. F1 and Netflix will continue to collaborate on two seasons of the Drive To Survive documentary

Cooperation type: Content cooperation

Overview of the partnership: On May 6, F1 and Netflix jointly announced that the documentary "Drive To Survive" series will confirm that there will be a fifth and sixth season. The series first aired in 2019 and the first three seasons were rave reviews, but the latest fourth season was considered to have a certain tendency, and word of mouth suffered a decline.

Lazy Bear Synopsis: Drive To Survive is almost the most successful publicity case in F1 in recent years, and it has also brought a lot of attention to F1, especially in the US market, and F1 will even hold 3 races in the US next season. This official announcement also indicates that Chinese car fans can see Zhou Guanyu in next year's documentary.

2. eBay became an official partner of Serie A

Type of cooperation: Event Sponsorship

Overview of the partnership: Recently, Serie A and online sales and auction platform eBay announced the establishment of a new partnership, the latter into the ranks of official Serie A partners.

Lazy Bear Summary: eBay has been in the European market for many years, but its market share is always far from that of competitor Amazon. Last year, eBay's monthly visits in Italy were only 40% of Amazon's. In recent years, eBay has begun to try to use football to expand its presence in Europe, and last year the company reached a partnership with the English Football League (EFL).

3. Marriott Travel Home has become a partner of the three major KPL events

Type of cooperation: Event Sponsorship

Cooperation Overview: On May 7, Marriott Travel Enjoyer, a subsidiary of Marriott International Group, announced that it has officially become a partner of the KPL King of Glory Pro League, the King of Glory World Champions Cup and the King of Glory Challenger Cup. In the future, some of its brand hotels will create a series of experiences such as the king's glory event game space, the event viewing room, and the event-themed afternoon tea.

Lazy Bear Summary: In recent years, the popularity of online competitions has been quite high, but there has been a lack of suitable offline viewing scenarios, and this exploration may be an effective expansion of the source of investment in e-sports events.

4. Adi replaced Nike as the main partner of Foot Locker basketball equipment

Cooperation type: Dealer cooperation

Cooperation overview: Recently, Adidas and the United States sportswear, footwear retailer Foot Locker issued a joint statement, the two companies will strengthen cooperation, Adidas will replace Nike as Foot Locker's main partner in the field of basketball. The partnership aims to achieve more than $2 billion in retail sales by 2025, three times the number of Adidas sales at Foot Locker in 2021.

Sloth Bear Summary: In February, Foot Locker's stock plunged 30% after announcing that it would reduce its dependence on nike, the largest supplier. Nike seems to be speeding up the DTC process, in which case Foot Locker has to seek help from another giant. But it is inevitable that dealers must consider the problem of transformation.

5. Serie A broadcast live in the meta-universe for the first time

Cooperation type: Content cooperation

Overview of the partnership: In the Serie A match 1-0 of AC Milan over Florence on May 1, Serie A partnered with TIM Telecom, blockchain technology company ConsenSys, and blockchain metacosmity company The Nemesis for the first meta-universe live broadcast in the Middle East and North Africa region. In a dedicated "Serie A" room on The Nemesis, in addition to watching matches, participants can play related games, visit Serie A's social channels and view real-time statistics of matches, or virtualize themselves wearing jerseys.

Lazy Bear Summary: There have been meta-universe live broadcasts of concerts on the platform before, and now the football game has also begun. However, from the picture point of view, the current so-called metaverse live broadcast is still mainly a gimmick, and the experience is still far from the metaverse that people expect.

6. OPPO will sponsor AC Milan women's football team

Type of cooperation: Club sponsorship

Overview of the partnership: On May 5, AC Milan announced that its partnership with OPPO will be extended to its women's soccer team, and the new agreement will include AC Milan women's football team in this partnership and create a series of "OPPO Women's Stories" that allows Milan women's first team players to tell their personal stories, including what motivates them to become a footballer.

Lazy Bear Summary: The commercialization level of European women's football is as rapid as the improvement of competitive strength, the system is mature, as long as the sponsor can realize the value of women's football, it is relatively simple to achieve commercialization.

7. Huya obtained the rights to the live broadcast of the 2022 "Qiao's Cup" Chinese billiards event

Type of cooperation: Copyright cooperation

Cooperation Overview: Recently, Huya Live announced the in-depth cooperation with the organizer of the Qiao Masters, "Qiao Group", and obtained the live broadcast rights of all Chinese billiards annual events in the 2022 "Qiao Cup".

Lazy Bear Summary: Huya Live has frequently involved in sports event copyright since 2020, including 21/22 snooker annual events, as well as Bundesliga copyright, etc. In addition to game live broadcasting, sports have become another business segment of Huya.

8. Puma became the sponsor of Wuhan Chegujiang Women's Football Equipment

Type of cooperation: Club sponsorship

Cooperation Overview: On April 30, Puma and Wuhan Chegujiang Women's Professional Football Club reached a cooperation agreement. Starting from the 2022 Women's Super League season, Puma has become the equipment sponsor of Wuhan China Chegujiang Women's Professional Football Club. This is also the second professional team sponsored by Puma in China after Sichuan Jiuniu Club.

Lazy Bear Summary: After the Asian Cup, women's football related sponsorships have obviously increased, Wuhan women's football team is currently ranked first in the women's super league, with a number of international footballers, naturally it is also expected to become the vanguard of the commercialization of women's football clubs.

9. Youku obtained the rights to the live broadcast of the Badminton World Series for 5 years

Type of cooperation: Copyright cooperation

Cooperation overview: Recently, Youku and the International Badminton Federation reached a cooperation agreement to broadcast the Badminton World Championships such as the Thomas Cup, Uber Cup and Sudirman Cup in the next five years, and invited retired world champions and Olympic champions such as Bao Chunlai, Gao Leng and Wang Shixian to comment.

Lazy Bear Synopsis: When it comes to the sports copyright market, many people may forget about Youku, an old player. Youku was quite active around 2018, and although the number of copyrights is not as good as before, it still holds the copyright of the Champions League, badminton and other events.

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