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Going to music events is the top live leisure activity among 16-to-34 year-old men in the UK, according to IPC’s Today’s Man: Live! research.
Almost two thirds of males surveyed said they attended a live music event in the last year, compared to just 55% who’d gone to a football match. Going to gigs was the most popular of live music experience, ahead of festivals.
The survey also showed that music is hugely important to young men, with 69% saying that it is part of their identity and defines who they are.

By Simon Fuller. England’s dismal display against Germany in the World Cup might have come as a shock to some, but another surprise might be just how little UK consumers knew about brand involvement in FIFA’s event heading into the competition.
Brand research outfit Echo conducted a study into public awareness of brand sponsorship around the tournament, with the result that many brands failed to score – out of eight of the tournament’s big backers, among them Sony, McDonald’s and Visa, only Coca-Cola was identified as a sponsor by more than half of respondents.

Money game. Manchester United is the highest placed Premier League Club in Deloitte’s Football Money League, ranking third behind Spanish clubs Real Madrid and FC Barcelona with 2008/09 revenues of £327 million.
The English club’s commercial revenue spiked to £70 million – up £6 million on the previous season – thanks to the addition of several second-tier sponsors, among them Saudi Telecom and Swiss watch brand Hublot. US insurer AIG will deliver £14 million in shirt-front sponsorship for the final time in 2009/10, with a replacement agreement with Aon worth a reported £80 million over four seasons, an increase of 40%. Nike will continue as United’s long-term kit supplier until 2014/15.

Branded football. Real Madrid sits atop Deloitte’s latest Football Money League rankings, having pulled in revenues of €401 million in 2009, the first time a club has broken the €400-million mark.
Real’s commercial revenue grew by €10 million (8%) last year, with the Spanish club sitting comfortably in the middle of long-term sponsorship agreements with key partners. The club’s shirt sponsor, online betting company Bwin, has extended its agreement by three years to 2012/13 in a deal reportedly worth €15 million to €20 million a season, Deloitte says. Real’s long-standing association with adidas – which commenced in 1998 – runs to 2011/12.

Ice power. Paddy Power is getting in on the game by sponsoring The Snow Leopard for the upcoming Vancouver Winter Olympics. The UK bookmaker’s cash will fund ski technicians, physios, transport and logistics to support Kwame Nkrumah-Acheampong, the first Ghanaian to qualify for the games.
“The Olympics has a habit of throwing up sporting underdogs, but surely there is no greater underdog than a skier from a country that has no snow,” the brand says on its blog.