Coca-Cola Named as Official Soft Drinks Partner to Glasgow 2026 Commonwealth Games

The Coca-Cola Company and Coca-Cola Europacific Partners (CCEP) GB, the largest independent bottler of Coca-Cola globally, will be the Official Soft Drinks Partners to the Glasgow 2026 Commonwealth Games and an Official Partner of Team Scotland.

The partnership between Commonwealth Games, Team Scotland, Coca-Cola and CCEP was announced at CCEP’s East Kilbride manufacturing site. Phil Batty OBE, CEO at Glasgow 2026 and Team Scotland’s Chief Executive, Jon Doig OBE were joined by Scottish athlete Eilidh Gorrell, who represented Team Scotland at Birmingham 2022, for a tour of local operations with CCEP’s Site Director for East Kilbride, Seamus Kerrigan as the Games return to Scotland for the first time since 2014. 

CCEP is a returning Games sponsor and was also the Official Soft Drink Provider for the Birmingham 2022 Commonwealth Games. At the Glasgow 2026 Games, Coca-Cola Zero Sugar, Powerade and Smartwater will be the Official Soft Drink, Sports Drink and Water providers, respectively. 

To support Glasgow 2026’s commitment to a greener Games, CCEP is partnering with environmental charity Keep Scotland Beautiful, on a project to clean up the riverbanks closest to the Commonwealth Games sports venues near to the River Clyde. CCEP will provide funding and volunteer support to the project. 

The waste collected will support the Royal Commonwealth Society’s Commonwealth Clean Oceans Plastics Campaign, which has been running as part of the King’s Baton Relay in all 74 nations and territories of the Commonwealth, with a mission to prevent one million pieces of plastic from entering Commonwealth waterways before the Games commence. 

CCEP will also work closely with the venue waste management teams to support recycling efforts throughout the Games. All CCEP bottles sold at venue outlets will be recyclable, with the 500ml range made from 100% recycled plastic. 

Phil Batty OBE, Chief Executive at Glasgow 2026, added: “We’re proud to welcome back one of the world’s most iconic brands to the Commonwealth Games sponsor family. Coca-Cola joins us with a wealth of experience in elevating spectator experience at major events, while also encouraging behaviour change when it comes to sustainability, which supports our ambition to deliver a greener Games. 

“The incredible team at East Kilbride is manufacturing a world-class product locally in Scotland and we’re looking forward to working with the team over the coming months.” 

Stephen Moorhouse, General Manager at CCEP GB, said: “Supporting the Commonwealth Games in Glasgow feels particularly special for us, because we have strong roots through our local operations in East Kilbride. Working with our partners on the ground, we’re focused on creating a positive impact for communities across Glasgow, and an enjoyable experience for the thousands of people set to attend the Games.” 

Seamus Kerrigan, Site Director at CCEP’s East Kilbride facility, said: “East Kilbride is a big part of our story in Scotland, we’ve been manufacturing locally for over 60 years, so it feels like the right place to share this news as the Commonwealth Games return to Glasgow in 2026. Glasgow 2026 is an exciting moment for the country and we’re proud to support the Games in a way that reflects our focus on sustainability and the communities around us.” 

Jon Doig OBE, Chief Executive at Team Scotland, added: “Coca-Cola’s commitment to supporting communities, promoting sustainability and celebrating local Scottish manufacturing reflects the values we champion for Team Scotland athletes. We’re thrilled to welcome a world-leading brand who are so embedded within the local community as a partner for Glasgow 2026.” 

SportAccord Convention in Baku Postponed 

SportAccord today announced that the SportAccord Convention  2026 in Baku, scheduled for May of this year, has been postponed to a later date to ensure  the best possible experience for the host and participants. SportAccord remains fully  committed to hosting an edition of the SportAccord Convention in Baku, recently named  World Capital of Sport, and an announcement on the rearranged dates will be made in due  course. 

SportAccord President Prof. Dr. Uğur Erdener said: “We are grateful to our partners in Azerbaijan and the city of Baku for their flexibility and  continued commitment to hosting the SportAccord Convention. We have no doubt they will  host an exceptional edition of this special event when the time is right.” 

Azerbaijan’s Minister of Youth and Sports, H.E. Farid Gayibov said: “Azerbaijan has proven itself to be a safe and reliable partner to sport’s stakeholders. We  have no doubt that the SportAccord Convention in Baku will showcase this capability and  ensure the ideal setting for discussions which will shape the future of sport. We look forward  to welcoming the world’s sports leaders on their road to the next Olympic and Paralympic  Games.” 

SportAccord is also finalising plans for an exciting programme of initiatives later in the year,  including the IF Forum, with further updates to follow in the coming weeks. 

With SportAccord in advanced discussions with a number of world-class cities regarding  future editions of the Convention, the organisation expects to be able to soon announce  host locations for the coming years. 

Sky Sports and Jake Paul’s Most Valuable Promotions Agree Broadcast Deal For Women’s Boxing

Sky Sports and NOW will be the home of Most Valuable Promotions’ new women’s boxing platform, MVPW, in the UK and Ireland, after agreeing a multi-year deal with the promoter.

The deal means Sky Sports will exclusively broadcast two all-female UK fight nights every year with the card at London’s Olympia on Sunday April 5 being MVPW’s first UK event.

The all-women’s bill at Olympia, live on Sky Sports this Sunday, will include a historic double main event with Caroline Dubois meeting British rival Terri Harper in a lightweight world title unification, as well as three-belt super-bantamweight champion Ellie Scotney facing Mexico’s WBA world titlist Mayelli Flores in a bout where victory would see her become the UK’s youngest ever undisputed champion of the four-belt era.

As well as events on UK soil, Sky Sports will also show selected MVPW US fight nights, starting in the early hours of April 18 when unified super-featherweight world champion Alycia Baumgardner defends her titles against South Korea’s Bo Mi Re Shin at the Infosys Theater at Madison Square Garden.

On the undercard, Shadasia Green will make a 10-round defence of her unified IBF and WBO super-middleweight world titles against former light-heavyweight champion Lani Daniels.

Sky Sports‘ chief officer UK and Ireland, Jonathan Licht said: “This agreement with MVP underlines Sky Sports‘ ambition to showcase the very best in women’s boxing to sports fans and new audiences.

“As the UK and Ireland’s biggest investor in and broadcaster of women’s sport, we are proud to be part of the momentum women’s boxing is enjoying and adding the sport to our unrivalled line-up.

“2026 is set to be a huge year yet again for women’s sport with the ICC Women’s T20 World Cup on home soil as well as the Solheim Cup, WSL and more, all live on Sky Sports.”

Jake Paul and Nakisa Bidarian, co-founders of Most Valuable Promotions, said: “This partnership with Sky Sports marks a major milestone for MVPW and women’s boxing globally.

The video you are trying to watch cannot be viewed from your current country or locationWatch Caroline Dubois’ most spectacular wins ahead of her April 5 fight against Terri Harper live on Sky Sports

“Through MVPW, we are committed to delivering meaningful opportunities for fighters while producing premium events that expand the global reach and commercial potential of women’s boxing.

“Bringing two premium all-female MVPW events to the UK and Ireland each year, starting with the historic MVPW-01 on Sunday April 5 at London’s Olympia, is exactly what we envisioned when we launched this platform.

“We have the best female British boxers in the world and Sky Sports is the perfect home to showcase the elite talent and championship-level action that defines MVPW.

“Together, we’re committed to continuing to elevate women’s boxing to the main stage it deserves, delivering unforgettable nights for fans across the UK and beyond.”

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Sky Sports has broadcast some of the most iconic moments in women’s boxing, including the first all-female card in 2022 which was headlined by Claressa Shields’ landmark victory over Savannah Marshall.

More than two million viewers tuned in, making it the most-watched women’s professional boxing event at the time, delivering Sky’s biggest audience for live women’s sport ever.

Just last year, Sky Sports exclusively broadcast the second all-female card in the UK, headlined by Lauren Price vs Natasha Jonas from the Royal Albert Hall.

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As the UK and Ireland’s biggest investor in and broadcaster of women’s sport, Sky Sports‘ agreement with MVP reinforces the broadcaster’s commitment to showcasing the best female fighters and contributing to the continued growth of the sport.

Sky Sports accounted for 79 per cent of all televised women’s sport coverage in 2025 in the UK, with total viewing up 25 per cent across over 4,000 hours of women’s sport broadcasting.

Further details of future cards will be announced in due course.

The IOC, Chromosomes & Competition – The Games Go Genetic: Global Sport’s Turning Point

Olympic Games adviser Michael Pirrie looks inside the IOC’s new gender defining Ganes decision and what it means for a new generation of women in sport.

The IOC’s long-awaited ruling on transgender participation in sport is a milestone moment in modern sport and society.

The landmark ruling transcends the IOC’s primary role of selecting cities to host the Olympics and overseeing Games competition and welfare of athletes.

The IOC, for the first time, has placed biological conditions and restrictions on who can compete in women’s sports at the Games. 

SPORT’S BRAVE NEW WORLD

This is the most important development in world sport since women were first allowed to participate at the Games in 1900 in Paris, with British tennis player Charlotte Cooper the first female Olympic champion.

The ruling is highly significant because it says women’s sport is not just about who is included, but what is protected – fairness; integrity; and significance of biological differences.  

The IOC ruling has also helped to clear blurred lines between different biological and identity categories in women’s sport and wider society

NEW BATTLELINES  

The ruling comes at a sensitive time for the  international community.

The ban has attracted global attention with transgender issues triggering heated debate in recent times and places sport on the frontlines of wider culture wars and conflicts.

These include ongoing transgender disputes in everyday life and society in schools and youth sport, ranging from participation in girls’ teams and access to female changing rooms.  

The IOC ruling has been seen by some activists as a set-back for the transgender movement and its push into a growing number of traditionally sex segregated and intimate women’s spaces and sectors, sparking fierce opposition. 

The ban may become the subject of wider cultural debate within and beyond the landscapes of sport, and could fuel legal challenges and political campaigning by activists 

The new ban, announced by the IOC’s first female president, Kirsty Coventry, shows that a high-profile international institution is prepared to reassert sex-based limits where necessary for women’s sport to function fairly and safely in the rapidly changing and uncertain global environment

The ban has raised concerns amongst some transgender, legal, and human rights activists that the boundary lines and principles drawn around elite women’s sport could radiate outwards and influence how transgender disputes in other sectors of society are impacted.

NEW GLOBAL FLASHPOINT

While the IOC has defined the women’s category by biology not identity, the ground was already starting to shift significantly following the global outrage that followed two boxers who won gold medals at the Paris 2024 Games in women’s boxing despite failing female sex tests. 

While the Paris boxing controversy quickly evolved into a wider debate over what defines a woman athlete, triggering an internation storm over sex and gender diversity and inclusion and fairness and equality in sport

This led to concerns of ‘chromosomal doping’ and fears for the safety of women competing against genetically male athletes or athletes with differences in sexual development that provide significant advantages in strength, speed and endurance.   

A 2024 United Nations report expressed concerns over the safety, fairness and rights of women in sport.

The report raised concerns about the welfare of  women athletes from “the intrusion of males in female only sports (which) undermines integrity and safety.”

Entitled “Violence Against Women and Girls in Sports,” the UN report warned of the risks to women’s safety in gender diverse sporting competitions and environments.

The UN report sounded the alarm on “policies implemented by international federations and national governing bodies, along with national legislation in some countries, (which) allow males who identify as women to compete in female sports categories. In other cases, this practice is not explicitly prohibited and is thus tolerated in practice,” the report said.

The cultural, social and political sensitivities surrounding transgender issues have become a lightning rod for the wider women’s  movement and international community as well as women athletes and Olympic and other governing bodies

The push for  protection of the women’s category was led by double Olympic gold middle distance running legend and President of World Athletics, Seb Coe, who introduced sex testing last year. 

The pioneering move by Coe and swimming and cycling world governing bodies, followed by the IOC, are designed to stabilize women’s sport and maintain its credibility, surging commercial and broadcast momentum and social and community appeal and support.   

THE FAULTLINE IN SPORT

The IOC research into transgender biology confirmed that the category of women’s sport must be protected to offset athlete advantages of male puberty.

These include muscle mass, bone density, and cardiovascular capacity which can provide overwhelming athlete advantages.

Once the transgender advantages were scientifically validated by and expert panel, the IOC was compelled to act.

To organize women’s sport without a sex-based category would dissolve the sport.  

The IOC executive reached its decision after a two-year investigation into biological advantages in strength, power and endurance based on medical and scientific studies

It means eligibility for any women’s category event at the Olympic Games or event is now limited to biological females as determined by a one time genetic test 

The ruling does not apply to grassroots community or recreational sport events 

While it has no impact on community and grassroots  sport, there are concerns that trans athletes may face scrutiny at lower levels

While some critics fear the ban may herald a brave new world of sport where sex is destiny, the ruling  essentially reinforces the status quo with a simple scientific test, already available and in use

It ensures Olympic sport remains safe and fair for all women

IOC FORCES SPORT TO CHANGE 

Under the new policy, transgender women or athletes with any differences in sexual development who have gone through male puberty will also be excluded from women’s events

With even the smallest of margins constituting the difference between a life spent in pursuit of Olympic victory or defeat, it would not be fair for biological males to compete in the female category, In some sports it would be unsafe

The ruling however could trigger a series of ethical, legal and human rights explosions across sport and wider society 

The IOC decision has generated global interest with significant sections of the world’s population spending at least some of their childhood involved in sport or attending, watching or supporting sport in adulthood  

The new policy will need to be adopted by international federations and other sports governing bodies, including NOCs

“Every athlete must be treated with dignity and respect, and athletes will only need to be screened once in their lifetime. There must be clear education around the process and counselling available along side expert advice,” Coventry said

IOC DECISION RESHAPES WOMEN’S SPORT

The ruling provides essential clarity and certainty around eligibility for female athletes to continue to compete on a level playing field.

This is fundamental to the credibility and integrity of sport in the current era of growing moral complexity and geopolitical change and tension disrupting sport  – from the Russian invasion of Ukraine and sanctions to the war in Iran and protests by national sports teams. 

HOW THE IOC REFRAMED WOMEN’S SPORT

Significantly, the decision provides clarity for all young girls who want to compete at the Olympic Games. Female athletes will know that when they compete it will be fair

The IOC decision was based on a working group of specialists in sport science, endocrinology, transgender medicine, sports medicine, , women’s health, ethics and law 

The panel produced overwhelming evidence of biological advantage that men have over women, who could sue for injury, negative career impact or other damages suffered in competitions involving a transgender male

“There is 10-12 per cent male performance advantage in most running and swimming events,” the 
IOC said.

There was also a 20+ per cent male performance advantage in most throwing and jumping events, while the male performance advantage can be greater than 100 per cent in events that involve explosive power, eg in collision lifting and punching sports.

The IOC report demonstrates that the Olympic Movement has a compelling interest in having a sex-based female category.

This is necessary to ensure fairness, safety, and integrity in elite competition. 

Biological men who identify as women are no longer allowed to compete in women’s competitions

The decision protects female athletes at the highest levels of competition ensuring it remains safe and fair

NEW ERA DAWNS FOR WOMEN IN SPORT

The IOC ban and global debate swirling around the ruling goes to the heart of women’s sport and the need to have a category in which athletes can compete on meaningfully equal and fair terms.

The IOC ruling confirms why women’s sport must be based on biological sex and not gender identity – because the category exists to offset physical differences created by male puberty which provide significant athlete advantages.

Without clear criteria, the women’s category risks losing credibility, on which everything else depends – from participation and performance to personal and commercial faith and investment of those who fund, attend and consume sport.

WSL Football Launches Official App For Fans

WSL Football have created a new app to give fans of the Barclays Women’s Super League and Barclays Women’s Super League 2 front row seats to content they won’t find anywhere else.

Available to download now from the Apple App Store or Google Play Store, the official app has everything a fan of the women’s game in England needs, all in one place.

In pursuit of building the best match centre in women’s football, we launched an app beta and consulted fans during the development process. 2000 testers fed back on what features were most important to them.

The top four features that fans wanted included live statistics, where to watch games, in-game clips and match previews, all of which feature in the first iteration of the app.

Full App features at launch include:

  • Live match stories: A first for domestic football in this country, watch the story of every Barclays WSL and Barclays WSL2 match as it unfolds on pitch. From walkout to whistle and beyond, fans will have access to live clips as they happen on the WSL Football app and WSL Football website.
  • Favourite team and player personalisation: Signing up gives fans the option to favourite 3 clubs and 5 players which means they will receive tailored content such as goals, news and highlights in a personalised feed. 
  • Match centre: The one source of truth for every game, with match and player statistics updated in real time, meaning more data than ever before alongside gamification to supercharge engagement.
  • Live streaming: Matches broadcast on YouTube can be streamed live in-app accompanied with real-time updates to tell the story behind the stream.
  • Home of fixtures: Every fixture will be on the app alongside information on how to get to game guides, tickets links, find your nearest match day and where to watch.
  • Dedicated content section: From player content, to highlights and club collaborations, the app is the home of all WSL Football’s original shortform and longform content. 
  • Statistics from 2011: In the coming weeks, the app will become the official place for league and player statistics covering the history of the women’s game in England.

As the app evolves further, we will add more features for fans to engage with the women’s game including gamification and other features based on feedback from the community. Fans will have a part to play in curating what comes next too, with feedback opportunities in app.

Ruth Hooper, Chief Marketing Officer, WSL Football, says: “The launch of the WSL Football app represents the next step for how fans experience the women’s game.  

“Our priority was to create something that was shaped by the people who love it the most so fans could have what they wanted in one place. 

“As we continue to evolve the app, we’ll keep responding to their needs and introduce new features to create the most engaging digital home for our leagues.”

WHOOP Raises $575M with Backing from Cristiano Ronaldo, LeBron James and Global Investors

Whoop the human performance company has announced it has raised $575 million in Series G funding at a $10.1 billion valuation, advancing its global expansion and long-term vision for personalized health.

The round was led by Collaborative Fund and includes global participation from 2PointZero Group, Qatar Investment Authority (QIA), Mubadala Investment Company, Abbott, Mayo Clinic, Macquarie Capital (entities administered by Macquarie Capital), Glade Brook, B-Flexion, IVP, Foundry, Accomplice, Affinity Partners, Promus Ventures, and Bullhound Capital alongside a group of prominent global athletes and individual investors.

Individual investors in the round include Cristiano Ronaldo, LeBron James, Rory McIlroy, Reggie Miller, Niall Horan, Karen Wazen, Virgil van Dijk, Mathieu van der Poel, and Shane Lowry, underscoring the deep connection between WHOOP and elite performance, health, and global culture.

This funding comes at a defining moment for WHOOP and the future of health. Chronic disease is rising globally, while many healthcare systems remain built for reactive care. At the same time, advances in AI and continuous biometric data are enabling a fundamentally new approach that predicts risk, guides behavior, and improves health in real time. WHOOP has spent over a decade building toward this moment. With this investment, the company will accelerate global expansion and scale its platform as a new standard for personalized, preventive health.

“Our raise brings together the world’s most sophisticated investors, leading health institutions, and iconic global athletes behind the mission to unlock human performance and healthspan,” said Will Ahmed, Founder and CEO of WHOOP. “We are building the personal health platform that people use to improve their health and livelihood.”

Accelerating International Growth

WHOOP is experiencing rapid global momentum amid an extraordinary period of growth:

  • The company now has over 2.5 million members around the world 
  • In 2025, bookings grew 103% year-over-year, exiting the year at a $1.1B run rate
  • In 2025, WHOOP operated cash flow positive 
  • WHOOP is hiring for over 600 new roles around the world this year to support research and development and international expansion

Proceeds from this Series G financing will fuel further U.S. growth and international expansion across Europe, the GCC, Latin America, and Asia. 

This financing will accelerate WHOOP in building the world’s leading personal health platform – an intelligent, unified system designed to extend healthspan, optimize performance, and prevent disease before it begins.

Abbott, a global healthcare leader, joins as a strategic investor. With a broad portfolio spanning diagnostics, medical devices, nutrition, and generic medicines, Abbott brings deep healthcare expertise, scale, and a track record of health tech innovation, creating solutions that are more responsive, connected, and personalized. WHOOP and Abbott share a commitment to empowering people to take control of their health.

Powered by more than 24 billion hours of physiological data and purpose-built AI models, WHOOP delivers predictive, personalized health insights. Members open the app an average of over eight times per day – almost three times higher than other screenless wearables – to understand how they slept, whether they are recovered, how hard to push or pull back, and how daily behaviors like training, nutrition, and stress are impacting their performance and long-term health. These insights go beyond sleep and fitness, helping members identify early warning signs, reduce risk, and take action that can prevent serious health events. From world leaders and executives to elite athletes and artists, WHOOP has become an essential platform for those committed to performing and living at their highest level. 

“WHOOP has become one of the most important tools I use to support my long-term health,” said Cristiano Ronaldo, a WHOOP investor and global ambassador. “I am proud to participate in this round because I believe in the future we are building together. No other company has created a health platform this powerful that people are proud to wear.”

Sheffield to host the World Snooker Championship until 2045 following £45m Crucible Theatre refurbishment deal

Snooker’s World Championship will remain at the Crucible in Sheffield following a landmark long term agreement between World Snooker Tour and Sheffield City Council.

The new deal will see snooker stay in Sheffield until at least 2045, with an option to extend to 2050.

Separately, plans are being developed to transform the Crucible theatre, with the sport’s most famous venue set to benefit from a major refurbishment, including the potential to add up to 500 additional seats in an ‘in the round’ configuration, alongside other significant improvements such as enhanced spectator facilities.

The Championship will continue to be staged at the Crucible in its current design through to 2028. During the planned redevelopment period, the event is expected to be hosted temporarily at an alternative venue before returning to a transformed Crucible. 

The agreement reflects a citywide commitment, ensuring Sheffield and its partners continue to benefit from snooker’s long term future in the city.

From cultural venues such as Sheffield Theatres to sporting facilities including the English Institute of Sport, and businesses across the city centre, the deal supports ongoing economic and reputational benefits as the sport continues to grow its global audience and profile.

Snooker’s flagship event first came to the Crucible in 1977 and will celebrate its 50th anniversary at the iconic venue next year. The current agreement runs until 2027, and principles for a new long-term arrangement have now been agreed to secure one of the world’s greatest sporting events at its traditional home.

This year’s Halo World Championship runs from 18 April to 4 May, as the world’s top 16 players and 16 qualifiers gather to compete for a trophy first contested in 1927, alongside a top prize of £500,000. The event has a global cumulative audience of 771 million.

WST Chairman Steve Dawson said: “This is the news that players and fans around the world have been waiting and hoping for. It comes following years of close negotiation with Sheffield City Council and the UK Government and we are delighted to have reached this far reaching agreement.

“I would like to thank our partners as we have shared a vision which continues the wonderful relationship between snooker and Sheffield. I can imagine walking back into that arena as the planned transformation is delivered and seeing something even more fabulous.”

Barry Hearn, President of Matchroom Sport, said: “For over 50 years I have been promoting sport all over the world but no venue on this planet means more to me than the Crucible. I am so happy that after a long period of meetings and discussions we have finally agreed a deal to stage the World Championship at its historic home – the Crucible. My thanks must go to Sheffield City Council for all of their hard work in ensuring this great tournament remains at its spiritual home.”

Prime Minister Keir Starmer said: “We have a deep cultural and sporting heritage here in the UK – sport, art and culture are the very best of us. It’s what makes us proud not only of the country, but the places that we’re from.
 
“I had the pleasure of recently visiting Sheffield, the home of the oldest football club in the world, to urge partners to support a major redevelopment of the iconic Crucible theatre to keep sport and culture thriving in this city.
 
“I’m delighted with today’s confirmation that the theatre and the city will stay host to the famous World Snooker Championship for at least the next two decades.”

Councillor Tom Hunt, Leader of Sheffield City Council, said: “Sheffield loves snooker – and it’s here to stay. We’ve reached an agreement to keep the World Snooker Championship at the Crucible, the home of snooker, supporting its future in our city.

“Snooker is part of Sheffield’s identity, and I’m incredibly proud that it will continue to be played on the world stage right here. And the ambition doesn’t stop there. Separately, plans are in place for a £45 million transformation of the Crucible, which would deliver around 50 per cent more seats and enable the venue to operate as a theatre in the round.

“This progress has been made possible through close work with the World Snooker Tour, Sheffield Theatres and Government partners. It’s a hugely proud moment for Sheffield, and we’re excited about what comes next.”

Snooker legend Stephen Hendry said: “There is simply nowhere else like the Crucible or anywhere else that could replicate that atmosphere or the sense of history. It was always my favourite place to play and I still love going to Sheffield. I am thrilled that we are staying there long term.”

Current World Champion Zhao Xintong added: “I am so happy because I love the Crucible, it is a very special place and all Chinese players want to play there. Sheffield has become my home in the UK and it is famous around the world as the home of snooker. I am so pleased that we are working together to keep the World Championship in the city.”

Is AI in sport a problem – or is it the humans who use it?

Like every sector AI is becoming more prevalent in sport, but it’s vital we retain human checks, balances and oversight to avoid relinquishing all decisions to chatbots which may not get the game as David Granger explains.

For most of us, AI is a decent research assistant, an occasionally amusing meme-maker or an interactive search engine. For one football coach it was the reason given for him getting the sack. If you ask ChatGPT to handle your teams away game travel arrangements, you need to double check things like sleep times and training session schedules. 

It may be apocryphal, but the story of Spaniard Robert Moreno the (now former) FC Sochi manager became a cautionary tale for AI users beyond the world of soccer and sport. 

According to Sochi’s (also) former sporting director, Andrei Orlov, the Russian club’s now ex-coach Moreno would chat with ChatGPT (the large language model used for everything from planning family holidays to helping students with their homework) to take care of the seemingly mundane, straight forward footballing decisions. Mundane decisions such as the week’s training regimes or, using player data from Wyscout, formulating transfer strategies and making the call on which striker to buy. The results, according to Orlov, were players being told to remain awake for 28 hours at a time and told told to attend a training session at 7am two days before the match.

The problem was not the reliance on artificial intelligence per se, it was the abdication of logic and critical thinking. The problem was relinquishing rationale. Like those stories of lorry drivers getting stuck in fords for relying on the sat-nav and not the flood warning signs, this would become AI legend. 

The trouble is when this is done without context or oversight. Relying solely on a machine means failing to take into account such trivialities as Russian time zones, squad dynamics, or what a footballer’s body needs at altitude. If you do not check and abdicate all rational thought in favour of his chatbot. 

It’s worth emphasising that Moreno vehemently denied this story. In a Spanish newspaper, he said: “I have never used ChatGPT (or any AI) to prepare for matches, decide lineups, or choose players. Like any professional coaching staff, we use analysis tools (video, data, scouting) to organize information, but the sporting and human decisions are always made by the coach and his staff.”

So it may be that the club was looking for a scapegoat and found a premium subscription to blame.

What Moreno says is correct – artificial intelligence is being used more and more in sport – an industry in which data and data analysis is crucial in every sector from player rankings and value to odds for betting companies.

Take Women’s Rugby where AI is being deployed with purpose and a healthy dose of human oversight. 

The Australian Women’s Rugby Sevens used VueMotion, an AI-powered movement analysis tool, with cameras capturing athletes’ movements during training and giving instant data feedback to allow coaches and players to correct form, turning athletic effort into measurable, actionable performance insights.

The key here is that AI informs the coach, it doesn’t replace them. The technology knows what it’s good at: pattern recognition at scale, while we humans know what we’re good at which is the motivation of players and forging relationships. In the Women’s Rugby World Cup AI enhances decision-making under match pressure without removing the human in the loop.

According to WSC Sports, three out of four professional teams now rely on real-time analytics for performance and strategy (something we’ve done in F1 since, well… since the first race) while 89% of sports executives expect AI to significantly impact their business operations within the next three years.

From Red Bull Racing’s partnership with Oracle to implement AI for race strategy simulations to FIFA’s semi-automated offside review, AI excels at narrow, well-defined tasks because its boundaries have been defined and are monitored by humans.

The cautionary tale is not that AI is involved, but when it has no defined remit or checks. For Women’s Rugby, AI is succeeding as it as a clear, purposeful context and task. AI delivers great insight and data analysis, but does not (yet?) have the emotional intelligence and leadership which human coaches possess and which great teams deserve.

David Granger is former global editor-in-chief of redbull.com and director of Arc & Foundry, a UK-based content marketing agency. 

Steering Tradition Forward: Siobhan Cassidy on Leading The Boat Race into a New Era

iSportConnect’s Taruka Srivastav speaks with Siobhan Cassidy, Chair of The Boat Race Company, about leading one of the most historic events in global sport. From her journey as a former international rower to shaping the commercial and strategic future of The Boat Race, Cassidy reflects on balancing tradition with innovation, advancing gender equality, and reimagining fan engagement in a rapidly evolving sports landscape.

Siobhan, you’ve been an athlete yourself and are now leading one of the most iconic sporting events. Tell us about your journey.


I was fortunate to grow up enjoying a wide range of sports, but what really drew me to rowing was watching the Boat Race on television in the 1970s. It looked dramatic, raw, and completely different from anything else. I didn’t even live near a river, but I remember thinking—if I wanted to do this, I’d have to go to Oxford or Cambridge.

That idea stayed with me. At 13, I saw a photo of a girls’ rowing team at a school I was visiting, and that changed everything—I didn’t even know you could row at that age. I moved schools, pursued rowing seriously, and later competed internationally at the U23 and student level, where I won a medal.

My experience in sport was shaped by incredible teammates, coaches, and mentors—not just in performance, but in learning life skills like resilience, teamwork, and leadership. I later rowed in the Boat Race in 1995 while studying in Cambridge.

What struck me then was the disparity in support between men’s and women’s rowing. That stayed with me. I eventually returned as a volunteer to help build better structures for women’s rowing—fundraising, coaching, and creating support systems. Over time, I took on leadership roles, joined the Boat Race Company board in 2018, and later became Chair.

From a business perspective, how has the Boat Race evolved commercially?

The Boat Race Company was created to organize and commercialize the event because it doesn’t receive direct funding from the universities. That surprises a lot of people.

It’s also a unique challenge—we’re not in a stadium. The race stretches over 4.25 miles of river with around 200,000 spectators attending for free. That’s part of its charm, but it also means we can’t rely on ticket revenue.

So partnerships are critical. What’s interesting is that our most successful partnerships—like with Channel 4 and Chanel—are not transactional. They’re built on shared values.

The Boat Race represents tradition, excellence, teamwork, and youth. Brands that align with those values tend to stay with us long-term. Chanel, for instance, connects deeply with the heritage and storytelling, while Channel 4 brings a fresh, engaging approach to broadcasting, helping us reach new and younger audiences.

We’ve also invested in storytelling through digital content like our Turning the Tide docuseries, which gives audiences insight into the athletes behind the race.

The Boat Race is deeply traditional—but how modern is it behind the scenes?


The event itself is traditional, but the sport and preparation are anything but.

The athletes train like elite professionals. They work with world-class coaches, sports psychologists, and use advanced tools like video analysis, lactate testing, and data tracking. Boats are designed using cutting-edge materials like carbon fiber, and performance is constantly analyzed for marginal gains.

What makes it even more impressive is that all of this is balanced with a full-time academic schedule. These are students—engineers, medics, researchers—training multiple times a day while studying.

So while the race looks historic, the preparation is highly modern and constantly evolving.

You’ve seen the evolution of women’s rowing closely. How do you reflect on that journey?

It’s something I feel incredibly proud of. When I raced, the women’s event wasn’t even held on the same course as the men’s—it was in Henley. There was a clear disparity in support.

But that’s changed significantly. The women’s Boat Race moved to the Tideway in 2015, and in 2020, the men’s and women’s clubs merged. That was a major step forward.

We’re also approaching the centenary of the women’s Boat Race in 2027, which is a huge milestone. It’s a testament to the women before us who kept pushing forward despite the barriers.

With changing audience behavior and shorter attention spans, do you see the format evolving?


The uniqueness of the Boat Race is exactly what makes it special. It’s longer than an Olympic race, it’s on a challenging river course, and it’s tied deeply to academic excellence. That identity won’t change.

However, how we present it can evolve. Our partnership with Channel 4 allows us to create more engaging formats—highlight shows, behind-the-scenes content, and storytelling that resonates with younger audiences.

We’re also seeing crossover with culture—fashion, art, storytelling—which opens the event to audiences who may not traditionally follow sport.

And I think young audiences can surprise us. When they’re genuinely interested in something, they’re willing to engage deeply. Our job is to create that connection.

What excites you most about the future of the Boat Race?


The balance between heritage and progress. We’re nearly 200 years into this event, and yet it continues to evolve—whether that’s in gender equality, storytelling, or global reach.

Most of all, it’s the athletes. Every year, a new group of young people brings fresh energy, ambition, and perspective. That’s what keeps the Boat Race alive and relevant.

The CHANEL J12 Boat Race 2026 takes place on Saturday 4 April and will be broadcast live on Channel 4 from 1:30pm BST

SPORTEL Returns to Singapore, Strengthening Ties Between Asia-Pacific and the Global Sports Media Industry

SPORTEL successfully concluded its highly anticipated return to Singapore, reaffirming its role as a key platform connecting the global SPORTEL Community with the fast-evolving Asia-Pacific region.

Held from 24 to 25 March at the Orchard Hotel Singapore, SPORTEL Asia brought together 370 participants representing more than 220 companies from 35 countries.Over two days, the event featured a strong international mix of industry leaders, broadcasters, rights holders, technology providers, and media companies through a programme combining exhibition, conference sessions, and multiple networking opportunities under one roof. Beyond the scheduled meetings, networking remained at the heart of the SPORTEL experience, with highlights including the Welcome Cocktail hosted by World Table Tennis and an exclusive immersive tour of the National Stadium and the Singapore Sports Museum in collaboration with The Kallang, offering participants additional moments to connect, exchange ideas, and extend conversations well beyond the formal programme.

Approximately 55% of participants travelled from Asia-Pacific and the Middle East, with the remaining 45% from Europe and the Americas, highlighting the event’s role as a strategic bridge between regional and global markets. The event also demonstrated strong commercial activity, with around 1/3 of participants representing content buyers and approximately 1/3 of rights holders — creating ideal conditions for discussions around future partnerships, rights acquisitions, and distribution strategies.This momentum was reflected in the strong presence of broadcasters and content buyers from across the region, including ADVANCED INFO SERVICES, ASTRO, BEIN SPORTS APAC, BG SPORTS, BILIBILI, CJ ENM, COUPANG PLAY, DAZN JAPAN, DIGICEL, FOX SPORTS AUSTRALIA, FPT PLAY, ESPN AUSTRALIA & NEW ZEALAND, IEG, J SPORTS, MEDIACORP, MONO, STARHUB, SINGTEL, STAN SPORT, TELKOM MALAYSIA, and WOWOW etc.,  further underscoring the growing strategic importance of the Asia-Pacific region in the global sports media ecosystem.

A Strategic Moment for the Asian Sports Media MarketAlongside the exhibition, the Conference Summit programme explored the key forces shaping the future of sports media across Asia-Pacific. Sessions addressed the evolving landscape of sports media rights in the region, strategies for commercial expansion for European leagues in APAC, the growing legacy and economic influence of women in Singapore’s sports industry, and content acquisition approaches in an increasingly digital-first market.Industry leaders also discussed emerging trends in sports technology — including cloud production, generative AI, and automation — alongside panels on streaming personalisation, piracy, cybercrime in sports broadcasting, and the rapidly evolving sports media ecosystems in Australia and New Zealand.To close the event, the Pitch Perfect Innovation Contest spotlighted five innovative companies — Phygital International, BitMovin, S.O. Casual Creative, Appear and Layer Cake — some attending SPORTEL for the first time and offering them an exclusive opportunity to showcase their solutions to the broader SPORTEL community.

The lucky winner, Padraig O’Donovan from Layercake, was awarded a full-access Attendee pass for the next edition of SPORTEL Monaco (19–21 October), providing them with the opportunity to further engage with the global sports media industry.Expanding the SPORTEL CommunitySPORTEL’s international editions play a pivotal role in expanding the community by introducing the SPORTEL brand to new regional stakeholders. Hosting events in key markets such as Singapore enables companies discovering the platform for the first time to connect with the global industry while building long-term relationships within the SPORTEL network. This edition in Singapore serves as a stepping stone for companies across Asia-Pacific and beyond before attending SPORTEL Monaco (19–21 October), the flagship event where the global sports media industry gathers each year.


“Singapore has once again proven to be a strategic gateway for connecting the Asia-Pacific sports media industry with the global SPORTEL community. Beyond the business conducted during the event, these regional editions are essential for welcoming new companies into the SPORTEL ecosystem and introducing them to the opportunities it offers — because SPORTEL is where deals are made, partnerships are built, and announcements come to life,” said Agnès MarsanExecutive Director of SPORTEL Asia.

SPORTEL Asia in numbers:

  • 370 participants from 220 companies
  • 20% of new companies
  • 63% of C-level attendees
  • 1/3 of content buyers
  • 35 countries represented
  • 55% of participants from APAC and the Middle East & 45% from Europe and the Americas

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