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Merseyside Derby reaches two million viewers on Amazon

Just over a month since their debut as a domestic broadcast partner of the top-flight English Premier League, Amazon has already been a hit with fans.

The Merseyside Derby between Liverpool and Everton peaked in popularity as the match reached approximately two million viewers, according to online media outlet Digiday.

That number is comparable to the amount of people using pay-TV broadcaster Sky Sports when the two clubs previously played each other in March.

To put into perspective how Amazon has taken off, Sky announced earlier this week that Liverpool’s 3-1 victory over Manchester City in November drew an average of 3.36 million viewers, a figure that made it the third most-watched Premier League broadcast in the network’s history.

With Amazon already close to what Sky is achieving, it goes to show where the future of broadcasting may be heading.

According to Digiday, the US technology giant’s first year as a Premier League broadcaster was relatively well received by advertisers. Major brands such as Coca-Cola, Duracell, Heineken, Mercedes Benz and Papa John’s joined on as partners, though buyers have concerns about the data they have received from the streaming platform thus far.

Amazon did not release its viewing figures publicly, while agency executives reportedly received reporting on their specific campaigns from the company this week.

Digiday reports that Amazon’s starting prices offered to advertisers were a cost per thousand impressions of UK£50 (AUD$94) for a broadly targeted adult audience for ‘Tier A’ games, UK£45 (AUD$84) for ‘Tier B’ and UK£40 (AUD$75) for ‘Tier C’ matches. These are understood to be two to three times the price of ads that Sky has sold for similar Premier League games, although in both cases the final prices were subject to negotiation.

When it came to ad performance, the buyers who spoke with Digiday gave a mixed verdict, with below – by as much as 30 per cent – and above expectation impressions reported against Amazon’s initial forecasts.

Going forward, buyers told Digiday that they would like to add access to Amazon’s first-party data, and the option to add their own tags to ads for attribution purposes.

Despite reaming coy with its viewing figures, an Amazon spokeswoman said the 3rd and 4th December were the ‘two biggest Prime sign-up days in UK history’, adding that ‘millions’ of customer streamed the live broadcasts, without clarifying the exact figure.

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Liam Watson is a Senior Journalist with Soccerscene. He reports widely on international football policy, industry matters and industry 4.0

Wolverhampton Wanderers sign sleeve sponsorship deal

Wolverhampton Wanderers have signed a sponsorship deal, with Aeroset to become the official sleeve sponsor of the club.

Wolverhampton Wanderers and Aeroset have signed a sponsorship deal, with the aerospace parts and services provider to become the official sleeve sponsor of the club.

Aeroset branding will appear on LED advertising boards at Molineux Stadium, the Wanderers’ home ground as well as on Wolves’ online platforms and the 2020/21 season kit.

Aeroset are also the main sponsor of Argentina Primera Division club Racing Club de Avellaneda.

“We are thrilled to partner with Aeroset ahead of another exciting season of Premier League football,” Wolves’ executive chairman Jeff Shi said in a statement.

“As with Wolves, Aeroset is a progressive brand with strong links to the UK, United States and Portugal, and we believe they are an ideal firm to join the pack as one of our principal partners.

“We very much look forward to working with them throughout what we hope will be another memorable campaign at Molineux.”

The deal marks the first time that a company from the aerospace industry has been a sponsor of an English Premier League club.

“In the past six months we have been approached by football clubs from all around the globe; Argentina, Brazil, Chile, England, Ireland and the USA,” Aeroset CEO Mariano Longo said regarding the deal.

“One of these team caught our attention immediately – Wolverhampton Wanderers. Passion and courage are Aeroset’s core values and when I translate that into the Premier League, I can only think in one team – Wolves.

“We are absolutely delighted to make our debut in the best league in the world, partnering with such an iconic team and we really hope we can contribute into this path, leading to the glory that this club and their faithful fans deserve.”

The Wolverhampton Wanderers also agreed to a two-year sponsorship deal with online trading platform Samtrade FX last week – the brokerage company becomes the club’s official forex and online trading partner.

Samtrade FX’s branding will appear on the club’s press conference backdrop, Wolves’ online platforms as well as on LED advertising boards at Molineux Stadium.

Wolverhampton won their first game of the 2020/21 EPL season defeating Sheffield United 2-0.

Football Queensland outlines new Opportunities Paper

Football Queensland has released the Future of Football 2020+ Opportunities Paper, to build further on their goal of uniting football in Queensland.

The recently published Opportunities Paper is split into key areas, featuring an in-depth look at the member federations’ governance, administration, competitions and affordability.

In a statement, Football Queensland CEO Robert Cavallucci is delighted to lead the way and find out how to best shape the game in the future in the state.

“FQ is excited to release this Opportunities Paper as we reach another milestone in the statewide Future of Football 2020+ consultation journey,” he said.

“We have spent the last few months engaging with our 12 stakeholder groups and inviting members of the Queensland football community to have their say on the future of the game through our Club Summits, surveys and webinars.

“It’s been fantastic to personally meet hundreds of football stakeholder from across Queensland face to face and obtain deeper insights into how thousands of community members and stakeholders view the current Queensland football landscape and better understand their demonstrated desire for reform across governance, administration, competitions and affordability.

“FQ’s Opportunities Paper brings together the views of the football community through extensive feedback and begins to present possible solutions that have the power to unlock the immense opportunity and potential of the game.

“We now look forward to hearing community feedback on the Opportunities Paper as we continue the six-month consultation process throughout September and October, and prepare for the next phase with the assembly of the First Recommendations Report and FQ’s Implementation Plan, which will deliver clear objectives and pathways to make football the game of choice for all, for life.”

You can find the Future of Football 2020+ Opportunities Paper here, with the full copy available to download.

Football Queensland has also provided an initial Consultation Paper published in May, which can be found here.

30 clubs vying to be part of National Second Division in 2022

The Association of Australian Football Clubs (AAFC) have created a partner group involving 30 NPL clubs across Australia, with the aim of beginning a national second division by 2022.

The list of clubs includes former NSL powerhouses such as South Melbourne, Melbourne Knights, Adelaide City and Sydney Olympic.

AAFC Chairman Nick Galatas believes the partner group is an important step in the process towards a connected football pyramid.

“The Championship is about creating stronger clubs and expanding the football footprint throughout our country for the benefit of our entire sport,” he said.

“The oldest club in the partner group was established in the 19th century and another two early in the 20th century, while the youngest club was established in this century. That says so much about the longevity and popularity of our sport in this country.

“Of surprise to many, perhaps, are that the three oldest clubs are from Newcastle, Hobart and Brisbane.”

The AAFC will now sort through the issues of the proposed competition, with a final report needing approval from those at FFA HQ.

Galatas claims promotion and relegation is necessary throughout the tiers of football in Australia, however A-League clubs may not be relegated immediately, once the second tier begins.

“AAFC’s view is that we cannot be properly considered as a ‘football nation’ without it and having it in place is our ultimate objective,” he said.

“While promotion and relegation with the A-League will hopefully occur (a) little later, we aim for it to start immediately with the NPL below.

“We also recognise a need to get the code back on track and financially viable and that is what we believe the Championship will help in achieving. Connecting clubs from bottom-to-top and top-to-bottom will help unite the game which will help it achieve its potential.”

The 30 clubs involved in the partner group can be viewed here.

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