Shortlist for Deal of the Year in association with 23 Capital Revealed

10 Mar 2020

By: Sport Industry Group

Honouring the best dealmakers in the industry, the shortlist for the Deal of the Year in association with 23 Capital, a capital and solutions company focused exclusively on the sports, music and entertainment sectors, has been revealed.  

Designed to highlight the organisations and individuals that are working to unleash greatness, enable value and demonstrate innovation within the sport industry, the Award honours those that use ambitious and innovative thinking to achieve solutions, as well as added value for all parties involved.

The category’s shortlist reflects all of these qualities and more, and is an indication of the exciting, creative and ground-breaking work being done within the industry to appreciate value through partnership and collaboration.

The Deal of the Year in association with 23 Capital shortlist is as follows:

Airbnb becomes IOC TOP partner

The newest member of the IOC’s TOP (The Olympic Partnership) programme, Airbnb will provide an innovative service to the Olympic Games, with an impressively simple solution to a number of financial and sustainability issues for host cities and creating new opportunities for fans, athletes and support for refugees.

The two organisations will launch a new programme, Olympian and Paralympian Experiences, giving fans the chance to train with athletes or explore their host city, allowing athletes to develop their own revenue streams. In addition, the IOC will make at least $28 million worth of Airbnb accommodation available over the course of the partnership to competing Olympic and Paralympic athletes. The partnership will also see the IOC and Airbnb establish programmes to provide long-term support to refugees.

Barclays becomes title partner of The FA Women’s Super League

Barclays became the first title partner of The FA’s Women’s Super League in a move that helped kick start a summer of growth for women’s football. Through an eight-figure investment – including the first prize pot in the history of the competition – The FA & Barclays are working to create transformational change for a generation of females by growing the popularity of women’s football offered through visibility of the Barclays FA WSL alongside offering girls’ more opportunities in the game through increased access at grassroots level.  

It is a statement of intent for women’s football that the sport is able to attract sponsorship from a corporation that appeals to all audiences (not just those interested in women’s sport).

BT partners with all four home nation FAs, whilst also extending the Wembley lead partnership

In 2019 BT became the exclusive lead partner of the English, Scottish, Welsh and Northern Irish FAs for the next five years, in a bold and brave sponsorship that is actively seeking to benefit underserved football communities across the whole of the UK – not just one part. The telecoms brand has also unveiled some very specific ambitions for its sponsorship, which will focus on utilising the power of technology and innovation across grassroots, women’s and disability football.

It has made those aims clear from the outset and has also unveiled a clear plan for achieving them with its ground-breaking ‘4-3-3 Strategy’ – four home nations, three football communities, and three clear overarching goals for each territory. The deal also tied in the extension of the successful sponsorship of Wembley for EE for a further 5 years, using the Stadium to champion its network with a focus to bringing 5G to life and improving fan experience.

CVC invests in rugby

CVC has become one of the most prolific investors in rugby, taking stakes in the Gallagher Premiership and the Guinness PRO14 as well as entering into exclusive negotiations with the Guinness Six Nations.

Growing professionalisation in the sport has seen growth for the women’s game as well as sevens, but club rugby is set to gain from a more joined-up approach to compiling the rugby calendar as well as a significant cash injection. Fans, stadia, clubs and players will all benefit from the plans, while CVC will be committed to ensuring both the club and international games go from strength to strength.

Smartly, Oakwell (CVC’s strategic, commercial and financial advisers in rugby) and CVC have also created a unique structure for Unions and clubs which respect their traditions and history by maintaining current controls of governance (regulatory and sporting) whilst delivering significant potential commercial benefits by separating out and investing in new commercial entities.

Endeavor acquires On Location Experiences

When the NFL spun out its events and hospitality business, On Location, in 2015, the company was focused solely on Super Bowl packages. In the last five years, On Location Experiences (OLE) has expanded into offering bespoke packages to a growing portfolio of iconic events across a variety of sports and entertainment properties.

That growth attracted interest from Endeavor, who paid more than $650m for the opportunity to leverage that hospitality offering across its already-impressive sports and entertainment client and owned properties list. The sports, entertainment and fashion company’s links across a range of events and brands leave it perfectly positioned to unleash the full potential of OLE.

Following a rigorous judging process, the final winner will be announced on the night at the Sport Industry Awards 2020 – the industry’s biggest night of the year.

Honouring the work done across the sport business sector, the Sport Industry Awards bring together the great and the good of sport under one roof for an evening of success, sharing and celebration. Welcoming more than 1,700 high profile guests annually, #SIAwards2020 is the most prestigious commercial sports awards in the world, and has been the industry’s flagship evening for nearly 20 years.

The night itself will be hosted by former international footballer Alex Scott MBE and TV personality Mark Durden-Smith, both ready to welcome a string of celebrities to the incredible celebration.

Last year high-profile attendees at the ceremony in London included England and Manchester City star Raheem Sterling, England Manager Gareth Southgate, former Prime Minister Tony Blair, Baroness Valerie Amos, Britain’s most decorated female Olympian Dame Katherine Grainger, swimming sensation Adam Peaty, racing’s Sir AP McCoy and rising athletics star Laura Muir.