{"id":7430,"date":"2022-10-19T10:25:34","date_gmt":"2022-10-19T09:25:34","guid":{"rendered":"https:\/\/www.twentyfirstgroup.com\/?p=7430"},"modified":"2022-10-19T10:26:08","modified_gmt":"2022-10-19T09:26:08","slug":"securing-superstars-creating-competition-value","status":"publish","type":"post","link":"https:\/\/www.twentyfirstgroup.com\/securing-superstars-creating-competition-value\/","title":{"rendered":"Securing Superstars: Creating Competition Value"},"content":{"rendered":"<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-0  el_before_av_three_fifth  avia-builder-el-first  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-1  el_after_av_one_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><div  style='padding-bottom:10px; ' class='av-special-heading av-special-heading-h2  blockquote modern-quote  avia-builder-el-2  avia-builder-el-no-sibling  thought-leadership-heading '><div class ='av-subheading av-subheading_above  ' style='font-size:15px;'><p>Thought Leadership<\/p>\n<\/div><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >Securing Superstars: Creating Competition Value<\/h2><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-3  el_after_av_three_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-4  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  av_inherit_color '  style='color:#80808a; '  itemprop=\"text\" ><h4><span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> 8<\/span> <span class=\"rt-label rt-postfix\">MIN READ<\/span><\/span><\/h4>\n<\/div><\/section><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-author '   itemprop=\"text\" ><h3><strong>By Ben Marlow<\/strong><\/h3>\n<hr \/>\n<h3>October 19, 2022<\/h3>\n<\/div><\/section><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-7  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div><div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-8  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><p><div  class='avia-image-container  av-styling-    avia-builder-el-9  el_before_av_hr  avia-builder-el-first  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-7417 avia-img-lazy-loading-not-7417 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-scaled.jpg\" alt='' title='Paris Saint-Germain v Manchester City: Group A - UEFA Champions League' height=\"1707\" width=\"2560\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-scaled.jpg 2560w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-300x200.jpg 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-1030x687.jpg 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-768x512.jpg 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-1536x1024.jpg 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-2048x1365.jpg 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-1500x1000.jpg 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/GettyImages-1343630807-705x470.jpg 705w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/div><\/div><\/div><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-10  el_after_av_image  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div><\/p>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-11  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-12  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-share '   itemprop=\"text\" ><h3>Thought Leadership<\/h3>\n<p>Inspired by what you&#8217;re reading? Why not subscribe for regular insights delivered straight to your inbox.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap avia-button-left  avia-builder-el-14  el_after_av_textblock  el_before_av_textblock ' ><a href='https:\/\/www.twentyfirstgroup.com\/contact\/news-signup\/'  class='avia-button  avia-color-theme-color   avia-icon_select-no avia-size-small avia-position-left '   ><span class='avia_iconbox_title' >Subscribe<\/span><\/a><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><hr \/>\n<h3><\/h3>\n<\/div><\/section><br \/>\n<div  class='av-social-sharing-box  avia-builder-el-16  el_after_av_textblock  avia-builder-el-last  '><div class='av-share-box'><h5 class='av-share-link-description av-no-toc '>Share this story<\/h5><ul class='av-share-box-list noLightbox'><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/www.twentyfirstgroup.com\/securing-superstars-creating-competition-value\/&#038;t=Securing%20Superstars%3A%20Creating%20Competition%20Value' aria-hidden='false' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Facebook' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href='https:\/\/twitter.com\/share?text=Securing%20Superstars%3A%20Creating%20Competition%20Value&#038;url=https:\/\/www.twentyfirstgroup.com\/?p=7430' aria-hidden='false' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Twitter' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href='https:\/\/linkedin.com\/shareArticle?mini=true&#038;title=Securing%20Superstars%3A%20Creating%20Competition%20Value&#038;url=https:\/\/www.twentyfirstgroup.com\/securing-superstars-creating-competition-value\/' aria-hidden='false' data-av_icon='\ue8fc' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on LinkedIn' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-17  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">All sports are locked in a battle for superstars. Younger fans &#8211; whose attention is critical for future growth and is therefore coveted by most commercially-minded sports properties &#8211; are increasingly attracted to the brands of superstar athletes over the teams for which they play, or the competitions in which they compete. The commercial growth of a sport is now largely determined by its ability to attract the biggest stars.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a zero-sum revenue industry, access to the sport\u2019s superstars is key. The most popular athletes also tend to be the best, meaning that they elevate both the quality of any competition through their performance, and the level of connection fans have with the sport through their profile.\u00a0<\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-19  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-20  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-21  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-22  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-7420 avia-img-lazy-loading-not-7420 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/Flywheel-01-1030x961.png\" alt='' title='Flywheel-01' height=\"961\" width=\"1030\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/Flywheel-01-1030x961.png 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/Flywheel-01-300x280.png 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/Flywheel-01-768x717.png 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/Flywheel-01-1536x1433.png 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/Flywheel-01-2048x1911.png 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/Flywheel-01-1500x1400.png 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/Flywheel-01-705x658.png 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-23  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-24  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-25  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">This is the founding principle of LIV Golf\u2019s tilt at the PGA Tour &#8211; buy the involvement of the biggest players and seize a significant share of the global media and sponsorship spend allocated to golf. Their deep pockets and the belief that players were not being remunerated in line with their commercial worth gave them confidence in being able to win the battle. Recognising the danger, the PGA Tour have responded in kind through increased prize money and expanding the Player Impact Programme &#8211; the proportion of revenue distributed to players in 2022 has increased to 55% which is broadly in line with many other sports. PGA Tour\u2019s swift response in incentivising their biggest stars to stay along with LIV\u2019s conspicuous failure to secure golf\u2019s two biggest names &#8211; Tiger Woods and Rory McIlroy &#8211; mean the PGA Tour may have done enough to prevail, but the episode demonstrates the importance of superstars to the commercial clout of any elite sports property.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The IPL\u2019s stellar growth is another example of the impact of securing the participation of the world\u2019s best players each year, with the auction adding further sizzle to the superstar status of players like Jos Buttler and Glen Maxwell. The latest media rights deal makes the IPL second only to the NFL for revenue generated on a per match basis. The IPL\u2019s growth sits in stark contrast to Australia\u2019s Big Bash League, which despite early success is now facing declining audiences. Increased competition from other franchise leagues and the expansion of the competition have undoubtedly contributed to this, but one often overlooked factor is the participation of the world\u2019s best players &#8211; the number of superstar players featuring in the competition has fallen significantly since the league\u2019s inception in 2011.<\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-27  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-28  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-29  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-30  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-7415 avia-img-lazy-loading-not-7415 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-LinkedIn-Graph-Templates-181022-09-1030x590.jpg\" alt='' title='TFG - LinkedIn Graph Templates - 181022-09' height=\"590\" width=\"1030\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-LinkedIn-Graph-Templates-181022-09-1030x590.jpg 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-LinkedIn-Graph-Templates-181022-09-300x172.jpg 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-LinkedIn-Graph-Templates-181022-09-768x440.jpg 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-LinkedIn-Graph-Templates-181022-09-1536x880.jpg 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-LinkedIn-Graph-Templates-181022-09-2048x1173.jpg 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-LinkedIn-Graph-Templates-181022-09-1500x859.jpg 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-LinkedIn-Graph-Templates-181022-09-705x404.jpg 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-31  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-32  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-33  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">In some ways, this is nothing new &#8211; most sports have always recognised the importance of superstars. For example, MLS\u2019s \u2018Designated Player\u2019 rule which enables teams to pay players outside of the salary cap was created to enable David Beckham\u2019s move to LA Galaxy back in 2007. But the attention economy &#8211; where all forms of entertainment compete for the attention of Generations Z and Alpha &#8211; is exacerbating the trend. As a result, sports properties are now seeking to find ways to attract the best athletes to their competitions, for which capital is generally required. While LIV Golf is leveraging the Public Investment Fund of Saudi Arabia, many sports properties are turning to Private Equity to raise the capital necessary to secure the services of the best. CVC Capital Partners alone have invested in Rugby, Football, Cricket, Motorsports, and Volleyball.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Football\u2019s Bundesliga is the most recent \u2018Big Five\u2019 European league considering raising capital through private equity in an attempt to grow overseas audiences. Plans are reported to include opening new offices overseas, tours and the creation of a direct-to-consumer streaming platform. While these all have merit they are no more important than ensuring the league is home to football\u2019s biggest superstars. Currently, Bundesliga clubs pay out less of their revenue to players than any of the other big 5 leagues, limiting their buying power. This, along with adding jeopardy to the competition (Bayern Munich have been champions since 2012) &#8211; will be the biggest draw for young and international fans alike.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-35  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-36  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-37  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-38  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-7412 avia-img-lazy-loading-not-7412 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-11-1-1030x846.png\" alt='' title='TFG - Updated - 101022-11 (1)' height=\"846\" width=\"1030\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-11-1-1030x846.png 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-11-1-300x246.png 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-11-1-768x631.png 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-11-1-1536x1262.png 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-11-1-2048x1683.png 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-11-1-1500x1232.png 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-11-1-705x579.png 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-39  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-40  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-41  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-42  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-7413 avia-img-lazy-loading-not-7413 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-12-1-1030x715.png\" alt='' title='TFG - Updated - 101022-12 (1)' height=\"715\" width=\"1030\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-12-1-1030x715.png 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-12-1-300x208.png 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-12-1-768x533.png 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-12-1-1536x1066.png 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-12-1-2048x1422.png 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-12-1-1500x1041.png 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2022\/10\/TFG-Updated-101022-12-1-705x489.png 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-43  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-44  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-45  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">While capital can be decisive, it isn\u2019t always a question of buying power. Superstars can be created. Formula 1\u2019s Drive to Survive is perhaps the finest example of shining a light on the protagonists in a way that <\/span><a href=\"https:\/\/www.twentyfirstgroup.com\/teed-up-pga-tour-building-fan-connection-on-netflix\/\"><span style=\"font-weight: 400;\">builds connection between their sport and new fans<\/span><\/a><span style=\"font-weight: 400;\">. Sports properties who lack the global appeal to benefit from oven-ready superstar athletes &#8211; such as SailGP or Volleyball &#8211; are increasingly looking at ways in which their own superstars can be created to drive growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it is right to focus on issues such as changing consumer habits, the growth of digital and Web3, sports properties mustn\u2019t forget that commercial success remains determined by what happens on the pitch. And what happens on the pitch is most compelling when it involves the biggest and the best.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">If you would like to find out more about our competition intelligence and fan connection services please get in touch with <\/span><a href=\"https:\/\/www.twentyfirstgroup.com\/contact\/get-in-touch\/\"><span style=\"font-weight: 400;\">Ben Marlow<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-47  el_after_av_three_fifth  el_before_av_codeblock  column-top-margin\" style='border-radius:0px; '><\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":16,"featured_media":7417,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"inline_featured_image":false,"footnotes":""},"categories":[53,55,33],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.0 - 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