Top advertisers return to the NBA, MLB, and NHL; Spotify partners with Riot Games for its first esports audio content; and IBM develops an augmented reality app to keep remote fans engaged during the U.S. Open.  For these stories and more, check out the Red Phoenix Global Sports Update:

NBA, MLB, and NHL Returns Generate Close to US$100m TV Ad Spend

A recent study by MediaRadar found that 527 companies have spent nearly $100M on TV ads during games since the NBA, MLB, and NHL returned, including 83 percent of the top 100 advertisers.  Financial firms were the most active at purchasing advertisements, while alcohol brands made up the second-largest share of ad spending. Full Story Sports Pro Media (8/27)

DAZN And J. League Agree to Profit-Share Rights Deal

DAZN Group and the J.League, Japan’s professional soccer league, announced a two-year extension to their existing 10-year partnership. The transformational agreement redefines traditional sports rights models, as the extension will bring in an incentive-based revenue sharing model with a reduced annual fee. The original deal, worth ¥210bn ($1.97bn), has been revised to be worth ¥223.9bn($2.1bn). Full Story Broadcast Sport (8/26)

FIBA Gives Long-term Backing to East Asia Super League in Club Competition Drive

The East Asia Super League (EASL) has reached a multi-year agreement with FIBA, providing FIBA’s exclusive recognition and support for EASL to launch and operate the first champions-league style competition platform for professional basketball in East Asia. EASL will feature tournaments and teams from China, Japan, Korea, and the Philippines and aims to grow into one of the top professional basketball competitions in the world by 2025. Full Story Sport Cal (8/20)

Spotify Agrees ‘First-of-its-kind’ League of Legends Audio Partnership

Music streaming giant Spotify and top game publisher Riot Games have recently teamed up for an official and exclusive League of Legends Esports partnership. The multi-year partnership includes creating and launching a podcasts series where esports fans will hear about behind the scene stories, game highlights, recorded interviews, game sound effects, and new interviews from players. Full Story Sports Pro Media (8/24)

ONE Championship Announces Partnership with Kaskus

Singapore-based martial arts organization ONE Championship has announced a partnership with Kaskus, the largest Indonesian online community and forum. ONE and Kaskus will collaborate on content initiatives to develop Indonesian martial arts and create opportunities for Indonesian stars to engage with their fans. Full Story The Jakarta Post (8/27)

Bilibili Secures Publishing Rights to Mobile Version of Fall Guys in China

China’s leading online entertainment platform Bilibili has recently secured the domestic publishing rights for global hit game Fall Guys: Ultimate Knockout, expanding the game’s opportunity to engage with a fast-growing and loyal fan base in China. Outbidding Chinese video game industry leaders Tencent Holdings and NetEase, Bilibili is expected to publish a mobile version of the game in the world’s largest video game market. Full Story Esports Observer (8/22)

IBM Re-Tools U.S. Open Activation with No Fans On-Site in New York

IBM partnered with the United States Tennis Association to activate its sponsorship of the US Open tennis tournament with the launch of an iPhone application featuring augmented reality. The new app called Around Me for the US Open features live, location-based data streams and mobile ads from IBM and American Express. Fans will be able to obtain live scores and game results on the app. It was originally designed to provide game attendees with on-site experiences, such as information on the closest food stands, restrooms, and transportation. Full Story Sports Business Daily (8/28)

 India Plans BRICS Games during Khelo India Games in 2021

India is planning to host a ‘BRICS Games’ in 2021, with athletes and sports from Brazil, Russia, India, China, and South Africa. Sports Minister Kiren Rijiju said that the event would be simultaneously held with India’s national Khelo Games. India will receive chairmanship of the five-nation independent international group in 2021. Full Story The Hindu (8/26)

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