Highlight Reel: Real Madrid Open Up a World of Opportunities with Dubai Park 🎢

Plus, supertri tap into athlete narratives in NEOM finale and TGL considers either a women's league or mixed events...

Nov 22, 2024

The Sports Pundit’s Highlight Reel is back – your go-to roundup of the latest sports business news, insights, and trends shaping the industry.

Each week, we bring you the key stories and developments that have captured the attention of sports executives and leaders across our global network.

In today’s email;

Real Madrid World Launches in Dubai 🎢
supertri Taps into Athlete Narratives in NEOM Finale 🏃
TGL Consider a Women's League or Mixed Events ⛳️

Happy Friday!

Andy 😊 🙏

P.S. Congrats to Chris Samson, our latest ‘Contributor of the Week.’

Other honourable mentions go to Michael, Nick, Gemma, and Nathan.

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RIDING HIGH

Real Madrid Open Up a World of Opportunities with Dubai Park 🎢

Real Madrid has kicked off its latest venture: a six-hectare theme park in Dubai—equivalent to six Santiago Bernabeus—packed with 40 games and experiences.

Highlights include Star Flyers, the world’s tallest flying chairs at 140 meters, and the Hala Madrid Coaster, the Middle East’s first wooden roller coaster.

Soccer fans can explore the Real Madrid Challenge: Road to Victory and the Bernabeu Experience, celebrating the club's 15 European Cups in football and 11 in basketball. Meet the Stars offers photo ops with life-sized figures of legendary players, including Cristiano Ronaldo. Fans can also gather to watch live games at the park.

According to Roger Hampel, Founder of Football Business Journal, the park represents significant opportunities for Los Blancos:

What he says:

“What are the key business benefits for the club?
Expanding Global Footprint: By establishing a presence in a key market like the UAE, Real Madrid strengthens its international brand, extending far beyond football into the entertainment sector.
Revenue Diversification: The theme park offers new revenue streams, tapping into destination tourism, retail, and unique experiences that go beyond traditional match-day income and merchandising.
Expanding Retail and Merchandising Opportunities: The park includes exclusive retail outlets featuring themed merchandise, unique to Real Madrid World.
Targeting the Next Generation of Fans: The immersive and family-friendly attractions are designed to engage the youngest visitors, turning a day at the park into an unforgettable introduction to the club.
Building a Global Lifestyle Brand: Real Madrid World positions the club not only as a football team but as a leading entertainment and lifestyle brand, appealing to a wider audience and enhancing its appeal in new markets.
Creating New Partnership Opportunities: The scale of the project opens doors for collaborations with top-tier brands in entertainment, aligning the club with industry leaders and expanding its network of strategic partnerships.
Enhancing Sponsorship Value: Real Madrid World offers new, unique sponsorship opportunities, allowing partners to integrate their brand into the park’s attractions and experiences (i.e. "Fly Emirates Coaster"?)”

Reports suggest Tiger Woods and Rory McIlroy’s TGL is considering either a women's league or mixed events involving PGA and LPGA players. Meanwhile, Eli Manning, Derek Jeter, and Jimmy Fallon have joined the investor group for TGL’s New York Golf Club ⛳️
The Players Fund, the UK’s first athlete-led VC firm, backed by stars like Ben Stokes and Jess Ennis-Hill, has invested in health start-up OptimallyMe, following investments into Naomi Osaka’s media company Hana Kuma and high-end ticketing marketplace Seat Unique 💸
NBA Champion Giannis Antetokounmpo has launched Build Your Legacy Ventures, a firm focused on sports and entertainment investments, driven by his family’s dedication to fostering innovation and entrepreneurship 🏀
Former Manchester United and Chelsea star Juan Mata has become a partner in San Diego FC’s ownership group, making him the first active international soccer player to hold an MLS ownership stake ⚽️
Jake Paul secured a unanimous victory over former heavyweight champion Mike Tyson in a fight that may have lacked competitive drama but broke records for betting activity 🥊
SailGP is on track to break even this season, with managing director Andrew Thompson confirming revenue has more than doubled since 2022/23, bolstered by Rolex becoming the series' first title sponsor ⛵️

RUNNING NARRATIVES

How Can Sports Brands Effectively Market Themselves Given the Shift Towards Personalities? 🤔

Earlier this month, Georgia Taylor-Brown etched her name in supertri history with a record third league title in a thrilling finale in NEOM, Saudi Arabia. Finishing just two seconds behind Jeanne Lehair, the Brit narrowly kept the title from slipping to the Podium Racing star.

On the men’s side, Crown Racing’s Hayden Wilde secured the 2024 title, though Alex Yee stole the show with a one-second victory in the latest chapter of their fierce rivalry—a storyline that captured global attention during the Olympics in Paris earlier this summer.

These are just two dramatic narratives to have emerged from the premier short-course triathlon series this year.

Upon returning from Saudi Arabia to attend the inaugural Sports Pundit Speakers Only event, supertri’s Commercial Director, Chris Williams, was posed a compelling question: How Can Sports Brands Effectively Market Themselves Given the Shift Towards Personalities?

With time for reflection post-event, he recently shared this thoughtful response:

What he said:

“The media landscape has changed in recent years and we’re all creators now. Whether it’s sharing a photo on Instagram, logging a run on Strava, or posting a reel on TikTok, people everywhere have the means to build their own following and shape their own story. And among all these creators, athletes are uniquely positioned to inspire. Look at the growth of events like Hyrox and CrossFit; these aren’t just sports, but communities built around individual journeys. In endurance sports especially, athletes bring fans on their journeys with them, fuelling a sense of community and network effect that has the power to amplify brands far beyond what was previously possible.
As brands, we can still play an important role - providing them with a platform. Our competitions serve as authenticators of talent and success, making it easier for audiences to connect with each athlete’s story.
At supertri, we’ve embraced this by removing red-tape for athletes, and focusing on the unique personalities of each athlete, blending their stories with our brand to build strong, identity-driven teams. Take Brownlee Racing as an example, built on the legacy of the Brownlee brothers, whose iconic profiles were solidified around London 2012 and beyond. By nurturing that legacy through the next generation - represented by Olympic champion Alex Yee - they’re not only continuing the Brownlee story, but crafting a powerful narrative around British triathlon that resonates with fans. It’s similar to how TMRW Sports’ TGL golf league, featuring Tiger Woods, allows other golfers to boost their own profiles by playing alongside a legend. Like young football players joining Manchester United, an athlete’s profile can rise simply by association.”

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JOB BOARD

Partnerships Manager - WPLL (London, UK)
Marketing Manager, Football - Baller League (London, UK)
Snr Director, Global Brand Partnerships - ESL FACEIT Group (London, UK)
Manager International Cooperation and PR - Bundesliga (Frankfurt, GER)
Sales Manager, Sports Tech - LaSource (Remote)

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