Industry Shorts: Tour De France, Aeltc, Sportsbeat, Ear To The Ground
Technology services provider NTT has renewed its partnership with Amaury Sport Organisation (ASO) to continue delivering innovative viewing experiences during the Tour de France.
During this year’s Tour de France, enhanced TV graphics will be created to elevate the viewing experience, while augmented reality initiatives will be trialled. ‘Le Buzz’, a new machine-learning model which analyses movements within the peloton to predict key moments, is also being trialled.
Other features of the partnership include the #NTTPredictor, which has been enhanced to better account for different race strategies, and the ability to update live stage predictions throughout the race. All solutions delivered during the event will be hosted on the NTT cloud.
The new partnership will run until 2024. The agreement was initiated by the then-named Dimension Data in 2015.
The All England Lawn Tennis Club (AELTC) has launched the Wimbledon Arrivals out of home (OOH) campaign, which has been developed by creative agency Space.
‘The Story Continues’ campaign is running throughout this year’s Championships and links historic Wimbledon moments with era-defining events. The OOH campaign features takeovers of the Southfields and Wimbledon train stations and also incorporates the famous Wimbledon queue.
A total of 30 touchpoints are covered with a range of imaginative outdoor formats delivering the message, including six sheets, canopies, stairwells, directional signage, arches and selfie panorama walls.
Sportsbeat, the sports content division of Beat Media Group, has teamed up with British Athletics to produce digital content for the 2019 season.
The partnership will include video content, editorial and syndication, with Sportsbeat to work across British Athletics channels to promote track and field events.
The agreement covers build-up coverage of both UK Diamond League events, the Müller Grand Prix in Birmingham and the Müller Anniversary Games in London, as well as the British Athletics Championships.
Sportsbeat has also been appointed to manage the digital strategy for the 2019 European Short Course Swimming Championships and the 2020 men’s World Curling Championship, which will both be held in Scotland.
Ear to the Ground has appointed Olie Bailey as the agency’s new Head of Digital Media and Partnerships.
Bailey spent over eight years at DAZN Group, formerly Perform Group, and will report directly to Ear to the Ground Managing Director Richard Adelsberg in his new role.
Bailey will work closely with Fan Intelligence Director and 2018 Sport Industry NextGen Leader Owen Laverty. Bailey will be tasked with spearheading the agency’s digital media offering, with a key focus to be placed on the new digital Fan Intelligence platform.
Havas has hired Charlie Piggott as its New Business Director, for sport, culture and entertainment agency Cake.
Piggott will be responsible for the growth of Cake’s client list, which includes the NBA, EE and Carling, and elevating the brand in the UK. Piggott joins Cake from communications agency MullenLowe Group.
