EFL and Carabao Renew Partnership

The EFL has agreed a major extension to its long‑standing partnership with Carabao, securing the brand as title sponsor of the League Cup through to the 2028/29 season.

The new two‑year agreement takes the partnership to 12 seasons, extending Carabao’s period as the longest‑serving naming partner in the cup’s 66-year history and underlines the enduring strength and relevance of one of English football’s most iconic cup competitions.

Since Carabao first put its name to the League Cup, the competition has produced many memorable moments, not least Manchester City lifting the trophy on four consecutive occasions during the partnership.

Pep Guardiola’s team are one of four different winners in the Carabao era, alongside Manchester United, Liverpool and Newcastle United, the latter ending a 70‑year wait for major silverware with a landmark victory at Wembley.

Across that time, the Carabao Cup has continued to grow in appeal, welcoming more than 10 million supporters through the turnstiles, driving a 20 per cent increase in attendances, and delivering a cumulative global television audience of more than one billion.

From next season, the League Cup will also provide the stage for the UK launch of Carabao Lager, with branding visible across stadiums nationwide and selected fixtures offering supporters the chance to sample the new premium lager on matchday – bringing the partnership directly into the heart of EFL communities and enhancing the shared experience of attending live football.

The impact of the partnership extends well beyond midweek floodlit cup football and the chance for Clubs to win the first silverware of the season at Wembley Stadium.

Through initiatives such as Coach the Coaches, EFL coaches have worked alongside over 2,000 local coaches in Thailand, while 1,800 grassroots teams have competed in Carabao‑supported tournaments for the chance to attend the Final.

Trophy tours and fan events across Thailand, Vietnam and China have brought the competition to new audiences, reinforcing a global reach that now spans 177 territories, with every Carabao Cup match broadcast live on Sky Sports this season.

Trevor Birch, Chief Executive Officer at the EFL, said: “We’re delighted to extend our long-standing partnership with Carabao, taking their title sponsorship of the League Cup to 12 seasons – the longest in the competition’s history.

 “The Carabao Cup occupies a special place in our game, bringing people together and creating moments that live long in the memory.

“Carabao have been an outstanding partner throughout, and this renewal underlines a shared commitment to help the competition continue to flourish.

 “Together, we want to keep celebrating what makes the Carabao Cup special – exciting, competitive football alongside the opportunity it creates for all 92 clubs, and their supporters, across the English football pyramid.”

Carabao Group CEO, Sathien Sathientham, added: “As proud sponsor of the Carabao Cup since 2017, Carabao is honoured to continue its long-standing partnership with the EFL.

 “We are extremely delighted to have extended our sponsorship agreement through to the 2028/29 season.

“This continued partnership reflects our deep commitment to the competition, to the EFL, and to football fans around the world.

 “Being part of the competition’s journey for so many years is something we are incredibly proud of, and we look forward to supporting its growth and success for many seasons to come.”

Accenture Named Official Partner of The R&A

The R&A and Accenture has announced a new six-year partnership which will see Accenture become the Official Business and Technology Consulting Partner of The R&A as well as an Official Patron of some of golf’s most iconic championships – The Open, AIG Women’s Open, and ISPS HANDA Senior Open – until 2031.


As the Official Business and Technology Consulting Partner of The R&A, Accenture will provide business transformation and management consulting services to support its strategic priorities across governance, championships and development of the sport by harnessing deep expertise in digital, cloud, data and artificial intelligence. The partnership will accelerate the use of technology in golf – enhancing insights, operations, and fan and player experiences – to help open the game to more people, in more places, around the world.


Mark Darbon, Chief Executive of The R&A, said: “Accenture has a renowned reputation worldwide for its expertise in technology, data and innovation and we see this partnership as a valuable opportunity to support our strategic priorities in golf and help shape the future of the sport.


“As both an Official Patron of our major championships and our Official Business and Technology Consulting Partner, Accenture will work closely with us to help modernize how we govern and deliver the game, while sharing our ambition to inspire people through world-class championships and showcase golf as a sport for everyone to enjoy.”


Through the partnership, Accenture will provide consultancy support to help modernize how the sport is governed, delivered and experienced, building on its track record of working with major global sports organizations to drive innovation at scale.
Mauro Macchi, CEO of Accenture in EMEA, said: “Golf is one of the world’s great global sports, with a rich history and an exciting future. We’re proud to partner with The R&A as its Official Business and Technology Consulting Partner, as well as an Official Patron of its most iconic championships.
“Together, we will apply technology, data, and AI to help open the game to an even wider audience – strengthening the sport’s foundations, enhancing experiences on and off the course, and supporting The R&A’s mission to grow and evolve golf for generations to come.”
Accenture will also collaborate with The R&A to activate its Patron status across The Open, AIG Women’s Open, and ISPS HANDA Senior Open, supporting the storytelling, heritage and global reach of golf’s most prestigious championships.

Otabek Umarov: How Uzbekistan Is Building a New Sporting Hub in Central Asia

As Uzbekistan accelerates its ambitions to become a major hub for international sport, the country is investing heavily in infrastructure, event hosting and athlete development to strengthen its global presence. In this exclusive interview with iSportConnect, Taruka Srivastav speaks with Otabek Umarov, First Vice President of the National Olympic Committee of Uzbekistan and Vice-President of the Olympic Council of Asia, about the strategic vision behind the country’s sporting rise, the impact of landmark projects such as Olympic City in Tashkent, and how sport is being used to drive youth development, international partnerships and long-term national growth.

Uzbekistan has significantly strengthened its presence on the global sporting stage. What has been driving this strategic push to host more international sporting events in recent years?

Guided by the strategic vision of President Shavkat Mirziyoyev, Uzbekistan has been steadily strengthening its position as a destination for major international sporting events.

At the core of the country’s sports policy lies the national philosophy “Healthy Person – Healthy Nation.” The initiative promotes physical activity and encourages a healthier lifestyle among the population. According to research, around 44% of Uzbekistan’s population does not engage in regular physical activity, which is why the development of sport has become a key national priority.

To support this strategy, Uzbekistan has been actively investing in modern sports infrastructure. One of the most notable examples is Olympic City in Tashkent – the largest sports complex in Central Asia – which provides world-class conditions for both athlete preparation and the hosting of major international competitions.

At the same time, Uzbekistan continues to strengthen cooperation with international sports federations and organizations, allowing the country to regularly host world championships, continental tournaments, international series events and major sports forums.

Hosting such events plays an important role not only in the development of sport but also in promoting the country internationally, boosting sports tourism and strengthening global partnerships.

Our goal is to inspire the next generation, build a healthier society and firmly establish Uzbekistan as a reliable partner and one of the emerging centers of global sport.

The development of the new Olympic City has been a landmark project. How will this complex transform athlete preparation, grassroots participation and Uzbekistan’s ability to host world-class competitions?

As mentioned earlier, Olympic City is the largest sports complex in Central Asia and a symbol of our long-term investment in the future of sport.

Spanning nearly 100 hectares and officially opened in August 2025, the complex includes five major venues, among them a 12,000-seat stadium, a velodrome and a modern aquatic center.

The project was designed not only as a competition venue but as a complete sports ecosystem. The site houses national team training bases, offices of sports federations and the State Sports Academy. In essence, we have created a unified sports cluster where education, athlete development and international competitions come together in one place.

The complex is already delivering tangible results. In October, Olympic City will host a stage of the World Aquatics Swimming World Cup, bringing together more than 750 athletes from over 50 countries. This will be a historic event for Tashkent and another sign of the international sports community’s trust in Uzbekistan.

In addition, the venue hosts the unique multi-sport event known as the Presidential Olympiad, where the strongest athletes from all regions of the country compete. These games help identify new talents, increase youth interest in sport and also serve as an important step in preparation for the Asian Youth Games Tashkent 2029.

Olympic City has therefore become much more than just sports infrastructure. It is now a key platform for elite sport development, grassroots participation and the strengthening of Uzbekistan’s role in the global sporting movement.

Uzbekistan’s qualification for the FIFA World Cup is a historic achievement. How has this influenced national sports policy, youth development and public interest in football?

Uzbekistan waited more than 34 years for this moment – qualification for the FIFA World Cup. It is not only a major sporting milestone but also a powerful social moment for the entire nation.

This achievement inspires young people, strengthens belief in their potential and opens new horizons. Most importantly, it significantly increases the younger generation’s interest in sport.

Our footballers will not only demonstrate their sporting abilities this summer but will also have the opportunity to showcase Uzbekistan’s rich culture and history on the world’s biggest sporting stage to a global audience estimated at more than five billion people.

Uzbekistan already inspired millions of fans during the Olympic Games in Paris 2024, and that journey will continue at the FIFA World Cup.

Hosting the largest-ever General Assembly of the Olympic Council of Asia was an important diplomatic milestone. What did this event demonstrate about Uzbekistan’s growing role in the Olympic movement?

It was a great honor for Uzbekistan to welcome leaders of the Olympic Movement and representatives of international media and give them the opportunity to experience the country’s traditional hospitality.

Hosting the largest General Assembly in the history of the Olympic Council of Asia reflects the rapid development of sport in Uzbekistan and the strong attention the government places on this sector.

The successful organization of such a large-scale event demonstrated to the Olympic Movement that Uzbekistan is fully capable of hosting major international sporting competitions and global events.

As Uzbekistan expands its sports infrastructure and event-hosting ambitions, how do you ensure long-term social and economic impact rather than just short-term image benefits?

The year 2026 will be particularly significant for Uzbekistan, as the country will host several major international events.

These include a stage of the World Triathlon Championship Series in Samarkand on April 25–26, the 46th FIDE Chess Olympiad in Samarkand from September 15–28, and a stage of the World Aquatics Swimming World Cup in Tashkent from October 8–10.

These events represent an investment in the future. With around 60% of Uzbekistan’s population under the age of 30, sport has been identified as one of the country’s national priorities alongside healthcare and education.

By investing in sport today, we are building a healthier and more resilient Uzbekistan for tomorrow.

Sporting success and sports diplomacy often go hand in hand. How does Uzbekistan use sport to strengthen international partnerships and its global image?

Today, sport has become an important platform for international dialogue and cooperation. Uzbekistan actively uses it to strengthen partnerships, exchange experience and expand its presence within the global sporting community.

Hosting major events such as the FIA General Assembly and Awards ceremony in 2025, as well as the Olympic Council of Asia General Assembly, creates unique opportunities not only to deepen relationships within the Olympic Movement but also to establish new international partnerships.

For example, during the week of the OCA General Assembly, more than 20 cooperation agreements were signed, including initiatives to establish regional academies for wrestling and weightlifting aimed at developing sport and supporting young talent.

As a result of Uzbekistan’s consistent sports strategy, the country is increasingly becoming a meeting point for global sports leaders. In 2025, Uzbekistan welcomed major figures from the international sports community including FIFA President Gianni Infantino, World Aquatics President Husain Al-Musallam, United World Wrestling President Nenad Lalovic, International Judo Federation President Marius Vizer, World Triathlon President Antonio Arimany, International Weightlifting Federation President Mohammed Jalood and FIA President Mohammed Ben Sulayem.

These visits are not merely ceremonial. They are meaningful working meetings where concrete projects, international competitions and long-term cooperation programs are discussed.

Thanks to this comprehensive approach, Uzbekistan is steadily emerging as one of the key sporting hubs of Central Asia and a reliable partner of the global sports community.

Looking ahead to the next decade, what is your vision for Uzbekistan’s place in the Olympic and global sporting landscape?

At the Olympic Games Paris 2024, Uzbekistan achieved its best-ever result, finishing 13th in the overall medal table. This is a strong indication that the country’s athlete development system and sports infrastructure are moving in the right direction.

As we continue to strengthen our sports ecosystem, we aim to build on this success at the Olympic Games Los Angeles 2028. Statistics show that Uzbekistan’s performance improves from one Olympic cycle to the next, reflecting a systematic approach to athlete development, modern infrastructure and strong support for talented athletes.

Our progress is also evident at other major international competitions. Uzbekistan finished second at the Asian Youth Games in Manama and the Islamic Solidarity Games in Riyadh, and achieved a historic first place at the Asian Youth Para Games in Dubai.

However, for us sport is not only about medals. Our long-term vision is to make sport an integral part of everyday life.

Such achievements inspire young people to take up sport and lead active, healthy lifestyles, which ultimately strengthens the health and wellbeing of the nation.

We are confident that in the coming decade Uzbekistan will continue to grow as a competitive sporting nation, a trusted host of major international competitions and a country where sport plays a central role in society.

Sport Event Denmark Confirmed as Partner for SportAccord Convention in Baku

Sport Event Denmark has been confirmed as one of the first silver partners for the upcoming SportAccord Convention in Baku, reinforcing a decade-long collaboration built on shared ambition, trust and a commitment to shaping the future of international sport. 

Established and supported by the Danish Government, Sport Event Denmark is the national organisation responsible for attracting and delivering major international sporting events. Over the past decade, it has played a central role in positioning Denmark as one of the world’s leading sports event destinations, with more than 250 international events delivered in close partnership with Danish cities and national federations. 

“The SportAccord Convention is a must-attend event for anyone involved in the business of sport. It’s where International Federations and other right holders unite with forward-thinking cities, destinations and nations. We’re thrilled to be back as a main partner,” said Lars Lundov, Chief Executive of Sport Event Denmark. 

A platform for the future of international sport 

SportAccord remains the defining meeting point for the international sports ecosystem, bringing together International Federations, rights holders, cities and destinations to exchange ideas, forge partnerships and collectively address the opportunities and challenges shaping global sport. 

As the industry evolves through artificial intelligence, data-driven decision-making and digital innovation, SportAccord provides a critical forum for exploring how these technologies can enhance event delivery, deepen fan engagement and strengthen the long-term legacy of international events. 

It is a platform Sport Event Denmark knows well. Denmark has developed a strong and interconnected SportsTech environment, connecting federations, cities, innovation hubs and technology companies working across data analytics, digital fan engagement, smart event operations and emerging sport formats, tools that are increasingly central to how Sport Event Denmark plans, delivers and measures the impact of major international events. 

Built on continuity, trust and innovation 

From SportAccord’s perspective, this kind of long-term commitment is exactly what the convention is built on. 

“Sport Event Denmark has been an important partner for SportAccord for a number of years,” said Kelly Fairweather, Managing Director of SportAccord. “Their continued engagement and early commitment for Baku once again demonstrate the value of long-term partnerships.”   

For Lundov, the relationship is also a personal one. “I have had the pleasure of participating in every SportAccord Convention since its inception in 2003 in Madrid, and as a partner for almost all editions. Obviously, I find this event as the most important platform for networking, meetings and reconnecting with the global sports leadership.” 

That continuity has helped Sport Event Denmark build a strong reputation for combining strategic vision with delivery excellence, informed by Denmark’s broader commitment to innovation and ensuring that each international event builds on the experience, knowledge and impact of those that came before. 

Looking ahead to Baku 

In Baku, Sport Event Denmark will bring its expertise, collaborative mindset and future-oriented approach to the global stage, reinforcing its position as a leading destination for international sporting events in an increasingly connected world.   

Together, Sport Event Denmark and SportAccord are helping to shape a new chapter for international sport creating events that are not only inspiring and unifying, but smarter, more adaptive and built for the next generation of athletes, fans and stakeholders. 

About Sport Event Denmark 

Sport Event Denmark is the national organisation responsible for attracting and delivering major international sporting events in Denmark. Established and supported by the Danish Government, it works in close partnership with Danish cities, national federations and the broader SportsTech ecosystem to position Denmark as one of the world’s leading sports event destinations. Since its founding, it has delivered more than 250 international events across the country. 

Ratcliffe Immigration Remarks Trigger Backlash for Manchester United and INEOS

In this article, David Alexander of Calacus PR explores how Sir Jim Ratcliffe’s controversial comments on immigration triggered a rapid backlash that quickly spilled into football, forcing Manchester United into damage-limitation mode and raising fresh questions about the club’s communications discipline, leadership messaging, and brand reputation.

Sir Jim Ratcliffe’s comments that the UK has been “colonised by immigrants” have sparked a backlash that has quickly spilled into football, forcing Manchester United into damage-limitation mode and raising fresh questions about the club’s communications discipline under its new leadership. 

The remarks were made in a Sky News interview in which Ratcliffe, the INEOS founder and Manchester United co-owner, linked immigration to economic pressure and claimed the issue was “costing too much money”. 

Ratcliffe said: “You can’t have an economy with nine million people on benefits and huge levels of immigrants coming in. I mean, the UK has been colonised. It’s costing too much money.

“The UK has been colonised by immigrants, really, hasn’t it? I mean, the population of the UK was 58 million in 2020, now it’s 70 million. That’s 12 million people.”

Amidst the uproar and the fact that the population figures don’t tally with official data, Manchester United responded a day later with an official club statement that did not name Ratcliffe, but positioned the club in direct contrast to the language used. 

The club said: “Manchester United prides itself on being an inclusive and welcoming club.

“Our diverse group of players, staff and global community of supporters, reflect the history and heritage of Manchester; a city that anyone can call home.

“Since launching All Red All Equal in 2016, we have embedded equality, diversity and inclusion into everything we do.” 

The statement was intended as a damage limiter, but it also underlined the core problem for United – Ratcliffe’s remarks were always going to be interpreted through the lens of the club’s identity, its city and its global fanbase. 

The wording left United open to criticism that it was trying to distance itself without directly addressing the source of the controversy. 

Anti-discrimination and anti-racism groups moved quickly. Kick It Out described the comments as “disgraceful and deeply divisive.” 

Show Racism the Red Card said it was “deeply concerned” by Ratcliffe’s use of the term “colonised.” 

One of the most pointed interventions came from the Manchester United Muslim Supporters Club, which warned that the language used carried wider consequences beyond a single interview. The group said: “Public discourse shapes public behaviour.

“When influential figures adopt language that mirrors extremist talking points, it risks legitimising prejudice and deepening division.” 

Political criticism followed, with the Prime Minister condemning the remarks. Keir Starmer described the comments as “offensive and wrong” and called for Ratcliffe to apologise. 

Ratcliffe later issued a partial apology focused on wording rather than substance. He said: “I am sorry that my choice of language has offended some people in the UK and Europe and caused concern but it is important to raise the issue of controlled and well-managed immigration that supports economic growth.” 

By stating that he regrets the phrase while reaffirming the underlying argument, Ratcliffe raised more questions about whether United’s leadership appears aligned with the club’s stated values.

In PR terms, the core error was predictability. A comment using the language of “colonised” was always likely to be interpreted as echoing far-right framing, regardless of intent, and therefore guaranteed to trigger condemnation from equality bodies, supporter groups and civic leaders. 

Those reactions were not hard to forecast, which is why critics have noted that the episode is a basic failure of risk assessment and message discipline as much as a political misjudgement. 

Perhaps after his success in business, Ratcliffe cares little for what he may consider to be political correctness. As an immigrant himself in Monaco and thus avoiding tax in the UK, there was certainly an irony to his comments.

The football world’s response was not limited to campaign groups. Manchester City manager Pep Guardiola used the moment to deliver a broad defence of immigration and multiculturalism, arguing society improves when it embraces people from different backgrounds. 

Within United’s fanbase, the reaction combined moral anger with a familiar frustration that the club keeps becoming the story for the wrong reasons. Manchester United Supporters’ Trust described Ratcliffe as a “total embarrassment” in remarks reported by ITV Granada, while separately stressing that the club’s leaders should be lowering the temperature, not raising it. 

The backlash also surfaced physically outside Old Trafford, where a billboard praising immigrants appeared near the stadium in a direct response to Ratcliffe’s comments. 

Manchester United’s attempt to defuse the situation has been criticised as clumsy for two reasons.

First, the club tried to reassert values without acknowledging the speaker. That might work for a player’s social media misstep, but it lands awkwardly when the subject is a co-owner who controls football operations and is regularly positioned as the public face of change. 

Second, the club response did not answer the practical question supporters immediately asked: whether Ratcliffe’s views reflect the tone at the top of United’s project, including how it treats its own diverse workforce and how it represents Manchester internationally. 

United’s statement allowed critics to define the narrative: that the club was distancing itself because it had to, not because it wanted to. 

This is where the episode becomes a broader PR problem rather than a one-day controversy. United are in the middle of a reputational rebuild that depends on civic permission, political relationships and commercial confidence, including around stadium and regeneration ambitions. 

Ratcliffe has called for public funds for the Old Trafford redevelopment, so using language widely viewed as inflammatory invites exactly the scrutiny that makes those projects harder – scrutiny of motives and his tax position, let along credibility. 

It also reopens a pattern under Ratcliffe’s early United tenure: big interventions, followed by backtracking, followed by a club statement that tries to sound institutional while avoiding the human source of the problem.

Even this week, separate reporting indicated Ratcliffe felt the need to apologise to the Glazer family over the row, underlining the sense of internal awkwardness rather than control. 

The Glazers, hardly popular themselves at United, are reported to be ‘horrified’ by the comments and Ratcliffe had to apologise to them, with concerns rising about the impact of the fallout.

Ratcliffe’s comments undermine the heritage United has been built up – that the club is for everyone. 

He has to visibly adopt the club’s inclusive language or step away from public commentary on politically charged topics that predictably ricochet back onto the club.

The issue is compounded by the way Ratcliffe frames leadership in public. In his Sky News interview he portrayed the UK’s challenges as requiring tougher decisions, a stance that plays well in some political circles but is a liability for a football club built on mass belonging. 

The brand is not INEOS, it’s Manchester United, a global, multi-ethnic and emotionally owned by millions of people who interpret language through lived experience. 

There is also a competitive context with United positioned as a modern club with an ‘All Red All Equal’ identity. United’s business model depends on inclusion being uncomplicated and unquestioned. 

For United’s leadership, the risk now is escalation into a longer-running governance story and the commercial implications for global brand partners who may want to distance themselves from divisive rhetoric.

Sponsors could ask one question: will this keep happening? 

The club statement looked like damage control rather than leadership. In crises, credibility is shaped by what you do after the first statement, not the statement itself and in that regard, United have a long way to go to repair the damage Ratcliffe has done.

Hamburg Targets €100m Profit with Proposed Olympic Games Bid

The German city of Hamburg has outlined plans to spend €4.8 billion ($5.6 billion) if it secures the right to host a future edition of the Olympic and Paralympic Games, with city officials stating the project could ultimately generate a financial surplus.

The figure, announced by the governing senate of the Hamburg city state, includes projected costs for venues, technology, marketing and operational staffing as part of the city’s proposed Games delivery plan.

According to officials, 76% of the required venues already exist, while the remaining 24% would be temporary facilities, a model designed to reduce infrastructure spending and align with the International Olympic Committee’s growing emphasis on sustainability and cost control.

The projected €4.8 billion budget is significantly lower than the €11.2 billion estimate presented during Hamburg’s earlier bid for the 2024 Olympic Games, which was ultimately withdrawn after a public referendum in 2015.

Hamburg’s finance senator Andreas Dressel said updated planning and a more streamlined Games model have helped reduce expected costs.

“The financing costs we will incur to host the Olympic and Paralympic Games in Hamburg are significantly lower than what was estimated in 2015,” Dressel said.

“We can host economically viable Games in this city based on transparent calculations.”

Dressel also suggested that a successful Olympic bid would accelerate both public and private investment in infrastructure projects across Hamburg.

“If Hamburg’s bid is successful, public and private funds will flow more quickly and in a more targeted manner into infrastructure projects in Hamburg – rather than into Munich or the Rhine-Ruhr region,” he added.

External analysts commissioned as part of the feasibility work have suggested that future Games hosted in Hamburg could generate a profit of around €100 million, with the proposed budget including a €628 million contingency fund to cover unexpected costs.

However, critics have raised concerns similar to those voiced during the city’s 2015 Olympic discussions, warning that major sporting events often exceed initial budgets and may not deliver the projected economic benefits.

A public referendum scheduled for May 31 will determine whether Hamburg moves forward with its Olympic bid.

The German Olympic Sports Confederation (DOSB) is currently evaluating potential host cities as part of a national bid strategy targeting the 2036, 2040 or 2044 Olympic Games.

Hamburg faces competition from Munich, Berlin and the Rhine-Ruhr region, with a final decision on Germany’s preferred candidate expected in September.

Germany last hosted the Olympic Games in Munich in 1972, and the Bavarian capital has already secured local support for a new bid through a public referendum.

Mediaset Secures Free-to-Air Rights to Select F1 and MotoGP Races in Spain

Commercial broadcaster Mediaset has reached a sublicensing agreement with sports streaming platform DAZN to broadcast selected Formula 1 and MotoGP races on its free-to-air channels in Spain.

Under the agreement, Mediaset will air two Formula 1 events, including the Spanish Grand Prix at Circuit de Barcelona-Catalunya (12–14 June) and the inaugural Madrid Grand Prix (11–13 September), which will see the championship race held in the Spanish capital for the first time.

The deal also covers key rounds of the MotoGP calendar, allowing Spanish fans to watch several races free-to-air. These include the Spanish Grand Prix in Jerez (24–26 April), the Catalan Grand Prix (15–17 May) and the Valencia Grand Prix at Circuito Ricardo Tormo (20–22 November).

The agreement expands access to two of motorsport’s premier championships in Spain, giving fans the opportunity to watch select races on free-to-air television alongside DAZN’s broader live coverage.

MatchWornShirt and LA Clippers Launch Game-Worn Jersey Auction Partnership

MatchWornShirt (MWS), the global destination for authenticated match-worn sports memorabilia, has signed on with the LA Clippers as Official Digital Auction Partner to launch a new series of official game-worn jersey auctions starting this season and extending into the 2026-27 season.

This real-time auction experience allows fans to bid on jerseys worn by various players during select games. Each auction goes live immediately from tip-off and continues as the game unfolds. With every play on the court, every jersey starts to take on added significance, driving bid activity and transforming the auction into a fully immersive, interactive extension of the game.

After completing a rigorous authentication process using microchip verification technology, winning bidders typically receive their game-worn jerseys within 7-10 days, complete with MWS’s proprietary Fabricks certification to ensure that fans and collectors receive a one-of-a-kind piece of Clippers history.

“This partnership with MatchWornShirt truly gives Clippers fans an authentic connection to the moments that define our season,” said Scott Sonnenberg, Chief Commercial Officer, LA Clippers and Intuit Dome. “From rivalry games to statement performances, these jerseys tell the story of Clippers basketball as it happens.”

“Our ethos at MatchWornShirt is to bring fans closer to the game,” said Tijmen Zonderwijk, CEO and Co-Founder of MatchWornShirt. “Partnering with the LA Clippers allows us to deliver iconic moments through authenticity, access, and a powerful storytelling platform that reaches fans in any part of the world.”

Step into the SPORTEL Singapore Conference Programme

Ready for a SPORTEL Singapore Sling? Still time to pack your bags and head to Singapore  to join the SPORTEL Asia community from 24–25 March 2026 at the Orchard Hotel  Singapore and be part of the international gathering at the world’s leading sports industry  market and conference summit. 

Inspiring masterclass panel discussions and innovative deep dive presentations will bring  together leading voices, forward-thinking innovators, and key decision-makers from across  the global sports, media, and tech industries, where the audience will gain fresh insights  from the expert, conversations, defining tomorrow’s sports media landscape in Asia and  beyond. 

The opening keynote panel will set the scene at Speakers Stage with an overview  of, “Sports Media Rights in Asia: Landscape, Challenges & What’s Next”, to address  how media rights can capture even greater value across the region. Led by Shoto Zhu, CEO  SponsorForce, with leading regional and global executives, Mike Kerr (beIN Sports  APAC), Shishir Gupta (Culver Max Entertainment), Mustafa Ghouse (Centre Court  Capital) and Jean-Christophe Petit (FIFA), to kick oJ the programme with a bang. 

A highly engaging locally flavoured panel, “Women Leading Sport in Singapore: Inspiring  Legacy & Economic Power”, will embrace the journeys, insights, and impact of women  leaders and fans transforming the sports media ecosystem. Regional mentor Peggy Tng,  (GSIC APAC), will exchange with Jignesh Chedda (ONE Championship), Neha Monga  (Microsoft Asia), Joanne Warnes (Octagon) and Ren Kai Yip (Reddentes Sports) for an  inspiring exchange between women and men championing the way forward. 

A strategic discussion focused on “Away Goals: European Football & APAC – Strategies  for Commercial Growth” will explore how media rights strategies in APAC are evolving and  how major rights-holders are working with broadcasters to unlock local value to expand  commercial growth. Top European leagues and experts led by Joseph Perry  (SportBusiness) include Ivan Codina (LALIGA), Anna Guarnerio (Lega Calcio Serie  A) and Robert Klein (IMG), will discuss the latest strategies for a dynamic regional  expansion.

Turning to tech, the “Technology Master Class: Making Sense of New Trends”, will  discuss how the world of sports content creation technology is advancing faster than ever  as concepts like cloud-based production, generative AI, and automated production  continue to mature. Moderator Ken Kerschbaumer, (SVG) will be joined by  experts Lorenzo Ceretto (Fever), Guillaume Mau_rey (Riedel Communications), Guy  Port (WSC Sports) and Ursula Romero Gerberding (International Sports Broadcasting)  for an in-depth overview of the state of the industry. 

Media rights, traditionally lay at the heart of SPORTEL. A new open panel format “What the  Buyers Want! Content Acquisition Strategies in APAC: A Q&A”, a discussion between  panelists and the audience aimed at broadcasters, buyers, content owners, agencies and  anyone in the field, will share how they approach sports rights acquisition and sales,  monetization, and partnership models in APAC and notably now for a digital first  market. Joseph Perry, (SportBusiness) will lead the discussion with acquisition  broadcasters, Aisyah Razak (StarHub), Haruka Sekita (J Sports Corporation) and  content owner James Frewin (Professional Fighters League), alongside a look at  acquisitions for sports betting by Ben Turner (Sportradar). 

An authentic discussion “Australia & New Zealand (ANZ): A Booming Sports Media &  Tech Landscape” will shine the spotlight on these two countries with deep sports  traditions and huge fan followings with a growing digital engagement and a generation who  consume diJerently. Hear how this authentic lineup led by Cam Vale (ASTN), with Patrick  Bour (ESPN Australia / NZ), Anna Lockwood (Telstra), Padraig O’Donovan  (Layercake) and Glenn Critchley (New Zealand Cricket) are leaning into innovation. 

A main preoccupation both for the region (as well as globally) “From Illegal Streams to  Cybercrime: Tackling the Streaming Piracy Threat in Asia”, will bring experts together  who are leading the way to address the complex criminal ecosystem in Asia, built on illicit  IPTV services, account-resharing markets, pirate apps, and malware-infected ISD and the  risks all this entails to broadcasters and content owners. Matthew Cheetham (AVIA) will  be joined by Grace Paul (Singtel) and Jacelyn Tan (beIN Sports) to share critical insight  into how the sports media industry can protect content from illegal streaming. 

“Streaming & the Holy Grail of Personalisation” is the perfect way to embrace a future  where you will be able to deliver fans a better experience. Whether its alternate  commentary, personalised highlight reels, or simply the ability to deliver a low-cost stream  of a niche sport it’s clear that fans want more content that speaks directly to them. Ken  Kerschbaumer (SVG), Sean Curran (Eluv.io) and Lowell Conn (Protocol Sports  Marketing), will discuss the ins and outs of improving personalisation.

Three exciting presentations by both regional and international organisations highlighting  the diverse industry scope of SPORTEL, will showcase K League’s Head of International  Business Development, Min Joo Kim, presenting, “Beyond the Pitch: Showcasing K  League Through Media and Content Strategy”, about their approach to developing  football through media and content business, evolving beyond domestic  boundaries. Moving on to a tech presentation, Eluv.io’s APAC GM, Sean Curren will dive  into “The Real Value of Content Fabric for Sports Rights Holders” who will address the  complexity of the traditional “broadcast-to-OTT” chain and provide insight around how  Eluvio Content Fabric is redefining the media supply chain for the world’s leading sports  properties. Finally, FeedConstruct CEO, Narek Harutyunyann, will share unique strategy  insight when he takes the stage for “Beyond the FeedConstruct: Our Journey and Your  Place in It” 

To conclude the insightful conference programme, sessions will close with the ever popular  “Pitch Perfect Innovation Contest”, showcasing some of the newest companies to  SPORTEL and their quick fire pitches and Q&A in front of an expert judging panel and  SPORTEL attendees. 

Conference Programme : https://www.sportelasia.com/programme/conference-summit Press Registration : https://press.mysportel.com/wizard/step_1

Leaders Explore the Impact of Data and AI at iSportConnect Masterclass in London

Leaders from across sport, technology and global brands gathered for the latest iSportConnect Masterclass+ on Data, AI and Digital Business Innovation, hosted in partnership with Pinsent Masons. The event brought together rights holders, brands and technology leaders to explore how data and artificial intelligence are reshaping the sports industry.

Opening the session, Ray James, CEO of iSportConnect, welcomed attendees and highlighted the growing importance of collaboration between sport and other industries as organisations adapt to rapid technological change.

Throughout the morning, discussions focused on how sports organisations can strengthen fan engagement, unlock new commercial opportunities and build more effective digital strategies through the smarter use of data.

Monetising Fan Data: New Revenue Models for Rights Holders and Broadcasters

One of the central discussions explored “Monetising Fan Data: New Revenue Models for Rights Holders and Broadcasters,” moderated by Shaun Simmonds, Head of Commercial & Marketing at Sussex Cricket.

The panel featured industry leaders including:

  • Ian Nolan, Chief Marketing Officer, Science in Sport Group
  • Joe Darkins, Chief Technology Officer, Burnley Football Club
  • Yanni Andreopoulos, EVP Global Partnerships, The IRONMAN Group

Speakers examined how sports organisations are increasingly leveraging first-party fan data to drive personalisation, enhance sponsorship value and develop new revenue streams.

The discussion highlighted how AI and advanced analytics allow rights holders to gain deeper insights into fan behaviour and deliver more targeted engagement strategies for both audiences and commercial partners.

Panellists also emphasised that data quality, ownership and connected fan journeys are becoming critical strategic assets as fan interactions increasingly move across multiple digital platforms.

Breaking the Echo Chamber: Learning from Outside Sport

Another panel explored how industries beyond sport are approaching similar challenges in Data, AI and Digital Transformation.

Moderated by Jay Stuart, Director at iSportConnect, the session featured executives from a range of global organisations, including:

  • Anuroop Talwar, Vice President – Sports, Media & Entertainment Analytics, EXL
  • Jivesh Juneja, Global Head – Digital & Customer Experience, Nissan Motor Company
  • Miryem Salah, Head of Data & AI Strategy, VodafoneThree
  • Premal Desai, Head of Data & Analytics, The Gym Group

The panel highlighted how sectors such as automotive, telecommunications and fitness are leveraging data-driven strategies to improve customer experiences and operational efficiency.

For sports organisations, the message was clear: innovation often accelerates when the industry looks beyond its own ecosystem and adopts lessons from other sectors.

How AI Is Reshaping Sport

Earlier in the event, Alex Balfour, Director and Co-Founder of Generate Digital, delivered a session exploring how AI is reshaping sport and what it means for everyone working across the industry.

Balfour examined the growing influence of artificial intelligence in areas ranging from fan engagement and content production to performance analysis and commercial strategy.

He highlighted how AI tools are enabling sports organisations to operate faster and more efficiently, while also creating new opportunities for personalisation and storytelling.

At the same time, he noted that while AI can accelerate processes, human creativity, brand identity and strategic thinking remain essential in delivering meaningful fan experiences.

The Legal Perspective on AI in Sport

Trevor Watkins, Global Head of Sport & Entertainment at Pinsent Masons, also shared insights from a legal perspective, outlining how organisations across sport and other industries are navigating the rapidly evolving AI landscape.

Watkins discussed how many of his clients are already exploring the implications of AI adoption, digital transformation and data governance, emphasising the importance of clear frameworks as technology becomes increasingly embedded in business operations.

Driving the Future of Sports Business

Across the sessions, a consistent theme emerged: while AI and digital technologies are transforming the sports landscape, success ultimately depends on clear strategy, strong data foundations and a fan-first mindset.

The Masterclass once again reinforced iSportConnect’s role as a platform bringing together leaders from across sport, technology and business to exchange insights and shape the future of the industry.

iSportConnect also extended its thanks to Pinsent Masons for hosting and supporting the event, helping bring together experts from across sectors to explore the opportunities and challenges shaping the next phase of sports innovation.