Ecommerce Giants Making Their Mark

By Andy Thwaite Oct 17, 2017

Ecommerce Giants Making Their Mark

It’s been a busy 12 months for ecommerce and sports. In November 2016 Rakuten became the shirt sponsor of FC Barcelona, with Amazon allegedly in close consideration. Then in January, a partnership between Alibaba and the IOC was announced, and now in the last month Rakuten has completed further deals with the Golden State Warriors and this week a massive partnership with the NBA. In addition to all this, Amazon have completed media rights deals with NFL and ATP.

Why it’s important?

These partnerships highlight the growing convergence between sponsorship and content and the importance of data. The ecommerce giants have access to huge audiences and their information, by activating their association with the property and distributing the property’s content on their distributions channels, they are helping to grow fan bases, participation, and monetizing those audiences through subscriptions, advertising and merchandise. And for that, they are paying the rightsholder significant money.


content digital media fan engagement OTT premium video social media streaming technology trends activation


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Andy Thwaite

About the Author

Andy is vice president, digital strategy of ESP Properties. He is an experienced sports marketing and media executive, delivering business growth for leading rightsholders, media organizations and brands. Working at the intersection of sports, media and technology, Andy brings unique insights from his experience at the world’s largest seller (IMG) and buyer (WPP) of sport, along with commercial roles at PBR and Turner Sports.



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