Things Are Changing: Cricket, Drinks, SkyDomes.
South Africa to Launch Cricket League. PRIME Partners with Arsenal. Blue Jays Upgrade Their Home.
Our thoughts are with the country and people of Ukraine, hoping a peaceful end is near.
On Today’s Agenda:
South Africa Looks To Launch Their Own Domestic Cricket League
EPL Giants Partner With YouTubers & PRIME Hydration Drink
Improved Fan Experiences Coming to Toronto Soon
Third Time’s The Charm
South Africa Looks To Launch Their Own Domestic Cricket League
By Hiral Patel
Over the last year, the sport of cricket has made its way into global headlines for a few reasons – ones that we’ve talked about in previous editions of The Sport Marketeer. Numbers talk, and the numbers coming out of the IPL have been nothing to glance over. From the Indian Premier League (IPL) expansion to its most recent media rights deal, the potential for the game to explode on a global scale has increased exponentially.
Once the floodgates of expansion are open, it’s hard to contain the growth – and cricket’s rise is no different. Just over a week ago, the South African T20 league (which is the same format of cricket as the IPL) auctioned off rights to their first 6 franchises and got the ball rolling on starting their new domestic league.
This marks the 3rd time that Cricket South Africa (CSA) has attempted to launch a T20 cricket league, with the first 2 attempts failing due to a lack of interest from broadcast and media partners. CSA has made a commitment to the sustainability of this new T20 league, even forfeiting a scheduled series against Australia because it conflicts with their planned schedule. This act can impact South Africa’s direct qualification into the 2023 ODI (One Day International) World Cup, and the CSA has demonstrated that they are not concerned with anything that impacts the league.
What makes this iteration of the CSA’s T20 League significant? The winning bidders for 6 franchises are current owners of IPL franchises. For some IPL owners, this is not the uncharted territory- such as Red Chillies Entertainment, which owns the IPL’s Kolkata Knight Riders and the Trinibago Knight Riders in the Caribbean Premier League.
The IPL Owners taking a stab at the South African T20 League is welcomed news for the CSA, who know that the ownership groups come with an established presence in domestic cricket, and an appetite for big broadcast deals. The million (perhaps billion) dollar question is if IPL owners will pressure the Indian cricket board to allow Indian players to play outside of the country – especially when the owners have a vested interest in seeing the growth of the game overseas.
As the cricketing landscape focuses on entertainment value, national cricket boards are beginning to prioritise scheduling time for these domestic leagues – as per a new draft that was circulated by the International Cricket Commission (ICC) for international tours. The domino effect of the IPL’s success is expected to continue across the world, and we may see a bigger presence of cricket in North America in the coming years.
Arsenal: Prime’d and Ready To Go
EPL Giants Partner With YouTubers & PRIME Hydration Drink
By Christopher Nascimento
Recently, partnerships in sports have been causing a SPLASH… see what I did there? The beverage and hydration space in particular has resulted in the most headline-worthy news: Changing Things Up: BioSteel Signs NHL, Gatorade Drops Sponsorship Deals With NHL and Others, and more.
Because of these changes, the industry has opened up new, exciting, and forward-thinking brands. PRIME falls comfortably into that category, with a product and founders at the forefront of modern culture says Arsenal’s Chief Commercial Officer, Juliet Slot. We’re now in a time where there’s a shift occurring in partnerships.
Brands no longer want to slap their logo on the pitch, boards, or court and call it a day. There’s a greater desire to involve more elements that can span to digital, content, experiences, and more. The partnership between PRIME and Arsenal shares exactly that.
Not only is it an upcoming player in the hydration space but they are disrupting the market with its two founders leading the charge. If you’re unfamiliar, PRIME is founded by two YouTube sensations KSI and Logan Paul. Their whole objective is to approach the hydration space in scale, where they don’t only focus their attention on athletes but on becoming the fuel for your day-to-day life.
One of the most valuable assets in 2022 is eyeballs, PRIME and its founders provide that. Not only are they new, exciting, and forward-thinking but their brand can provide the ability for Arsenal to attach themselves to two huge influencers. It’s a win-win situation for both parties involved. PRIME gets validation by partnering with an EPL giant, whilst Arsenal gets a new hydration partner that has a global community that can allow them to grow both nationally and internationally.
Major Upgrades for Blue Jays & SkyDome
Improved Fan Experiences Coming to Toronto Soon
By Caleb Gilligan
The Rogers Centre, formerly known as the SkyDome, has been a topic of discussion around Toronto for several years now. Many fans have voiced their concerns about the long-term viability of the Blue Jays' home. In 2020, the concerns were addressed when Mark Shapiro, President, and CEO of the Blue Jays, announced that the club would be renovating the Rogers Centre to add another 10 to 15 years of usage before looking for a permanent replacement.
The renovation project started in 2020 when the Rogers Centre went through an extensive process to find another turf for the field and replace it for the start of the 2021 season. The sound system was also redone and small upgrades to the 100-level seating were completed.
During the 2021-22 offseason, the Rogers Centre once again went under the knife for some major cosmetic upgrades. A brand new 8,000 square-foot video board was installed in the outfield, alongside new display panels and ribbons along the side of the stadium. The stadium lighting was also improved as over 500 LED fixtures were inserted. More concessions were added to improve the list of food and drink options that fans can choose from during the game.
This week, the club announced the next stages of renovations for the Rogers Centre. Following the 2022 season, the stadium will undergo a $300 million makeover to transform the outfield into a better fan experience. Select seats are being replaced with social spaces such as patios, bullpens will be raised to allow fans a better view of pitchers warming up, outfield walls will be moved closer to the seats, bringing the fans closer to the action on the field, and every 500-level seat will be replaced. The players will also receive upgrades with improved training facilities, a brand new 5,000 square-foot weight room, and new player-family rooms. Further renovations to redo the infield 100 and 200-level seats are expected following the 2023 season.
The renovations are a part of a larger focus on improving the connection between the Blue Jays and their fans. Most of the improvements have been made to make the Rogers Centre a better environment for fans through innovative social spaces in the outfield and better viewing experiences in the infield. The Blue Jays have also prioritized more partnerships that improve the fan experience. This includes a 10-year partnership with TheScore Bet to support more engagement opportunities such as a brand new state-of-the-art sports bar and a new multi-year partnership with A&W for new in-stadium collaborations.
With the recent and upcoming renovations and improved fan partnerships, the Toronto Blue Jays are once again turning into a top club in the MLB, on and off the field.
