Welcome to The SportBusiness Podcastgetting you informed on the biggest stories in the global sports industry.
This week, Jonathan Rest, Martin Ross and Ben Cronin weigh in on how senior hires made by Relevent Sports Group and its newly-created special purpose vehicle will tackle the commercialisation of Uefa club competitions.
Ben sheds light on Everton’s new stadium naming rights deal with local law firm Hill Dickinson, and Jon and Martin explore the issue of international federation finances, shining the spotlight on the International Table Tennis Federation – which has turned its first profit since 2018.
Plus, we take a look at who’s watching Michael Johnson’s Grand Slam Track as it heads into its third event in Philadelphia and, finally, a toss-up between Pro D2 rugby or a new family car – measuring the price of sports rights in vehicles!
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Host: Catherine Davies
Contributors: Jonathan Rest, Martin Ross, Ben Cronin
Editor: Lumi Lehmuskallio
Sources:
1. EXCLUSIVE: Leadership team installed for Relevant’s Uefa remit
2. Relevent to set up devoted Uefa club business arm
3. Hill Dickinson gets community rights in Everton stadium deal
4. The Stadium Naming Rights Report: Buy Now
the Business of Sports: Naming rights, UEFA’s Commercialization, and the ITTF’s Financial Turnaround – An Expert’s Perspective
Keywords: Sports Business, UEFA, Relevent Sports, Stadium Naming Rights, ITTF, International Federations, Sports Finance, Sports Rights
Time.news recently featured an insightful podcast, The SportBusiness Podcast, delving into the latest happenings in the global sports industry. To unpack some of these key topics, we spoke with Dr. Anya sharma, a leading sports economist and consultant with over 15 years of experience advising sports organizations and investors.
Time.news: Dr. sharma, thanks for joining us. The SportBusiness Podcast discussed Relevent Sports Group’s new leadership team focused on commercializing UEFA club competitions. What are the implications of this move for both Relevent and UEFA?
Dr. Anya Sharma: It’s a meaningful strategic play. Relevent, by creating a dedicated UEFA club business arm, is signaling a significant commitment to maximizing commercial opportunities. this allows them to streamline operations, focus expertise, and ultimately, generate more revenue from UEFA competitions. For UEFA, it means leveraging Relevent’s proven track record and resources to enhance the brand value and marketability of their club tournaments. The key will be how they navigate potentially conflicting interests between different clubs and ensure a fair distribution of revenue.
Time.news: Naming rights are always a hot topic. The podcast highlighted Everton’s new stadium naming rights deal with Hill Dickinson. What makes this deal notable, and what broader trends are we seeing in the naming rights market?
Dr. Sharma: The Everton-Hill Dickinson deal is engaging because it includes “community rights” for Hill Dickinson. this is a smart move, as brands increasingly look for ways to embed themselves within the community and demonstrate social responsibility, not just slap their name on a building. It’s a win for Hill Dickinson, embedding them in the local area, and for Everton, helping them build that local connection too.
More broadly, the stadium naming rights market is evolving. Companies are becoming more sophisticated in their approach, seeking data-driven valuations and focusing on measurable return on investment beyond just simple brand exposure. Reports like “The Stadium Naming Rights Report,” also mentioned in the podcast notes, are invaluable for understanding these trends and pricing strategies. Another change is the move away from purely geographical naming rights into more creative naming conventions (e.g. the “Energy Solutions Arena”).In short, if you’re considering naming rights, do your research and be strategic. Think about your long-term goals, your target audience, and how the partnership aligns with your brand values.
Time.news: The SportBusiness podcast also touched on the International Table Tennis Federation (ITTF) turning its first profit as 2018. What factors contributed to this turnaround, and what lessons can other international federations learn from the ITTF’s experience?
Dr. Anya Sharma: Turning a profit after a period of losses is always a good sign. From what I understand, this involved strategic cost management, increased sponsorship revenue, and potentially a more focused approach to event institution and broadcasting rights. It also speaks of leadership,as mentioned in the podcast notes referencing a contested election.
Other international federations can learn that financial sustainability requires a multi-faceted approach. Diversifying revenue streams beyond traditional sources,investing in digital engagement to reach a wider audience,and maintaining clarity in financial operations are all crucial. Ultimately they should identify new streams of income and ensure that the revenue is reinvested into all levels of the game, from grassroots to elite.
Time.news: So, for our readers involved in the sports industry, what’s one piece of practical advice you would offer based on these themes we’ve discussed?
Dr. anya Sharma: Be adaptable and embrace innovation.The sports business landscape is constantly evolving, driven by technology, changing consumer preferences, and global economic forces. Whether it’s exploring new commercial partnerships like Relevent’s with UEFA, adopting creative approaches to stadium naming rights, or implementing sound financial management practices like the ITTF, staying ahead of the curve is essential for success. Don’t be afraid to experiment, analyze your results, and learn from your successes and failures.
