Industry Shorts: Formula One, Chelsea, LLDC, Tour de Yorkshire

10 Jul 2019

By: Sport Industry Group

Formula One has agreed a two-year partnership with British start-up Lifesaver that is designed to ensure fans never run out of power for their mobile devices when attending races.

The agreement covers all events this season, with the exception of the Monaco Grand Prix and the Brazilian GP. Lifesaver and F1 have partnered to create F1Power; an unlimited mobile power bank service that will be available to all fans, allowing them to continue to broadcast and share their favourite moments when attending races.

Lifesaver will bring its closed-loop business model to F1 fans at this weekend’s British GP at Silverstone. A used power bank can be exchanged for a fully charged unit at any of the fixed kiosks or mobile vendors across the event. Only a deposit will be charged, with the deposit refunded on return of a power bank. 

Archie Wilkinson, CEO of Lifesaver Power, said: “This contract comes at a great time for us as we are about to launch a £200k raise on Crowdcube.”

Chelsea has agreed a three-year extension to its partnership with Thai beer brand Singha.

The two parties first teamed up in 2010 and the relationship will now continue through to the end of the 2021/22 season, making Singha the Premier League club’s longest-serving sponsor. Singha will retain exclusive pouring rights inside Stamford Bridge stadium, while continuing to help engage Chelsea’s growing audience across Southeast Asia and in particular, Thailand.

As part of its commitment, Singha hosts regular live screening parties of Chelsea games throughout the season, as well as running the Chelsea Singha Football League, a seven-a-side tournament across Thailand which features more than 100,000 players.

London Legacy Development Corporation (LLDC) has appointed the Sports Revolution agency to commercialise media assets at Queen Elizabeth Olympic Park.

The five-year contract will see Sports Revolution sell advertising on screens located at the London Aquatics Centre and Copper Box Arena. The deal also includes visitor attraction the ArcelorMittal Orbit.

The agreement will also see Sports Revolution work with LLDC on a one-year rolling basis to commercialise Europe’s largest digital LED screen, located outside the 60,000-capacity London Stadium.

Sports Revolution will collate, manage and develop an inventory of advertising assets, using digital media screens and advertising boards.

Organisers of cycling’s Tour de Yorkshire and Asda Tour de Yorkshire Women’s Race have reported significant increases in engagement for this year’s editions of the events.

The Welcome to Yorkshire organisation said the 2019 races were viewed across the globe by a record-breaking audience of 28 million. This is an increase of 124% on the fourth edition viewing figures of 12.5 million in 2018.

Both races were televised in their entirety and watched by TV viewers in 190 countries, with more media rights holders (47) and live broadcasters (13) than ever before. The number of press articles mentioning the race also grew 12.9% year-on-year.

The races, which took place from 2nd to 5th May, boosted the county’s economy by close to £60m with 1.96 million spectators lining the routes, according to an economic impact study conducted by independent research company GRASP and compiled by Leeds Beckett University. The study also showed that the majority of roadside spectators were from Yorkshire (80%) while 20% were from elsewhere in the UK and abroad.