NIBE Becomes Premium Sponsor of the LaVita IBU World Cup and World Championships Biathlon

NIBE, a leading provider of energy-efficient and sustainable climate solutions have announced a new strategic partnership with Infront, the International Biathlon Union’s (IBU) exclusive global marketing partner, joining the IBU ecosystem as a Premium Sponsor across the LaVita IBU World Cup, IBU World Championships and LOOP ONE Festival.

NIBE has built its business around harnessing renewable energy through intelligent, energy-efficient technology. Its climate solutions, spanning heating, cooling, ventilation and hot water, are designed to reduce energy consumption and carbon emissions from buildings, helping households and businesses move away from fossil fuel-based heating while maintaining a comfortable indoor climate. By leveraging the global reach of biathlon and NIBE’s expertise in energy-efficient climate solutions, the collaboration aims to create meaningful connections with fans while promoting a more sustainable future.

NIBE will enjoy a significant presence across the IBU’s premier events and platforms. The partnership includes extensive branding and activation rights, featuring venue advertising, start number placements at select locations, rifle stickers, warm-up area branding, press conference and victory ceremony backdrops, stadium advertising, fan activation spaces, hospitality opportunities and VIP experiences. It will also benefit from logo integration across IBU platforms, promotional rights and a range of additional marketing assets designed to maximise engagement both on and off-site.

Maria Hägg, Head of Marketing & Communications at NIBE said: ” Partnering with the IBU provides a unique opportunity to engage with passionate winter sports fans who share our appreciation for nature and the environment. At NIBE, we have spent decades developing energy-efficient climate solutions that help reduce energy use and carbon emissions from buildings. Through this partnership, we want to create engaging experiences for fans while raising awareness of the role intelligent, renewable energy technologies can play in the transition to a more sustainable future.”

Michael Witta, Senior Vice President Marketing Sales & Services at Infront commented: “This partnership is a strong example of how leading brands can connect authentically with passionate sports audiences through shared values. NIBE’s use of technology to positively counter some of the environmental and sustainability challenges fans have in many of biathlon’s core markets makes it an excellent fit for the IBU. It’s hugely satisfying to facilitate collaborations like these that create value for all parties while creating a better experience for biathlon fans worldwide.”

Felix Bitterling, Commercial & Marketing Director of the IBU added: “With NIBE we are welcoming a strong and renowned brand, which is proud of its Nordic heritage, to the Biathlon family. As the IBU works towards reducing biathlon’s environmental impact partnering with a company like NIBE is a natural and strategic fit. Together with NIBE’s experience the IBU will further create opportunities to integrate sustainable technology into our event delivery and develop future-oriented solutions. Biathlon provides a great platform and wide visibility to showcase NIBE’s products and ambitions for energy-efficient and sustainable climate solutions.”

Real Madrid Signs Iren As Official AI Cloud Partner

Real Madrid and IREN have established an alliance between two organizations committed to the community, innovation, and technological progress.

Real Madrid continues to expand its commercial portfolio, with the latest partnership reflecting the growing role of technology companies in global sports sponsorship.

The development comes as AI and cloud computing firms increasingly turn to sport to build brand awareness beyond the technology sector, using partnerships with major clubs and leagues to reach global audiences.

Australian data-centre company Iren has also accelerated its expansion, recently acquiring Spanish data-centre developer Nostrum Group and adding approximately 490 megawatts of secured power capacity to its portfolio.

The company has made a significant push into professional team sports. In June, Iren became the primary jersey patch sponsor of the NBA’s Golden State Warriors from the 2026–27 season, replacing Rakuten. The agreement, reportedly worth around US$50 million annually, has been described as the most lucrative sponsorship deal in North American team sports history.

The partnership extends beyond the NBA franchise, with Iren branding at the Warriors’ 18,064-capacity Chase Center, on warm-up jerseys for the WNBA’s Golden State Valkyries and on the jersey patch of the G League’s Santa Cruz Warriors.

For sports properties, the growing interest from AI and cloud computing businesses presents an opportunity to diversify commercial revenue streams as traditional sponsorship categories, including betting in certain markets, face increasing regulatory restrictions. For technology companies, partnerships with high-profile teams offer a platform to strengthen consumer recognition and connect with audiences at a global scale.

RFU And Gilbert Extend Partnership

The Rugby Football Union (RFU) has announced the renewal of its official partnership with Gilbert, cementing one of rugby’s most celebrated commercial relationships.

Gilbert – the world’s leading rugby brand and Official Supplier to England Rugby – will continue to supply match balls, training equipment and RFU match official clothing under a new agreement.

The renewal marks more than 25 years of official partnership, underpinned by a bond that stretches far deeper: Gilbert balls have been supplied to England Rugby matches for over a century, woven into some of the most iconic moments in the nation’s rugby history.

For over 200 years, Gilbert has been at the heart of the game supplying their products to generations of rugby players, many of whom have relied on the quality and precision of Gilbert rugby balls throughout their rugby careers.

To this day, Gilbert continue to inspire the rugby community through market-leading products, partnerships and content. The Gilbert brand is authentically rugby, from the international stage to the heartbeat of the game at grassroots level.

“Gilbert is a truly famous rugby brand and is engrained in our sport. Having a close relationship between the RFU and Gilbert just makes sense,” said Claudio Borges, RFU’s Executive Director of Commercial and Marketing.

“Our partnership goes back over 25 years, and we are excited that we will continue working together for the foreseeable future.”

Richard Gray, Gilbert’s Commercial CEO, said: “For over a century, Gilbert balls have been at the centre of England’s greatest moments – and renewing this commitment for our longest term ever is a privilege we don’t take lightly. We are extremely excited to continue our long-spanning relationship with the RFU

“The length of our partnership is testament to the quality and trust that Gilbert has built for over 200 years – the reason we are the chosen partner of elite unions and grassroots clubs across the globe.

“What drives us every day is the belief that the right ball, in the right hands, changes the game – from the first time a child picks one up to the moment it’s placed on the tee at Allianz Stadium – those special moments are what connects Gilbert to England Rugby.

“As rugby continues to grow globally, we are proud to be its original brand – and prouder still to be the trusted partner of the team that has inspired the world to play it.”

SportAccord Appoints Kelly Fairweather as Chief Executive Officer

The SportAccord Executive Committee has appointed Kelly Fairweather as Chief Executive Officer, marking a transition from his previous role as Managing Director.

Kelly will continue to lead SportAccord, working closely with President Prof. Dr. Uğur Erdener, the Executive Committee and the team. This new role better reflects the current evolution of SportAccord and its commitment to strengthening its events and strategic priorities, while supporting its Member Umbrella Organisations and their International Federation members. SportAccord events will continue to serve as unique and indispensable gatherings where the international sports movement comes together to share knowledge, foster collaboration and shape the future of sport.

Kelly brings a wealth of expertise and leadership experience, having spent more than 40 years in international sport, across coaching, sports administration and governance. His senior roles include Sports Director at the International Olympic Committee (IOC), Director of WADA’s European Regional Office and International Federations Relations, and Chief Executive Officer of the International Hockey Federation (FIH). He led the International Tennis Federation (ITF) now known as World Tennis as Chief Operating Officer from 2017 and later, became CEO in 2022, contributing to its significant global growth.

He will continue to lead the delivery of SportAccord’s flagship events, including the SportAccord Convention 2027 in Baku, Azerbaijan, from 9 to 13 May.

Baseline Vision Signs Multi-Year Partnership With The Tennis Data Innovations

Baseline Vision, a leading provider of portable, AI-powered tennis technology, has announced a multi-year partnership with the Tennis Data Innovations (TDI) to provide real-time data solutions across the ATP Challenger Tour, worldwide.

The agreement represents a significant expansion of advanced data technology across professional tennis. Baseline Vision’s portable, AI-powered system uses computer vision to track the ball and players in real time, generating high-quality data directly from the court. Designed to operate without permanent court infrastructure, Baseline Vision’s solution can be deployed efficiently across a wide range of venues and tournament environments.

Through the multi-year partnership, Baseline Vision’s technology will provide real-time data from ATP Challenger Tour matches around the world, supporting the TDI’s continued development of its data capabilities and creating new opportunities to enhance the experience for players, tournaments, fans and other stakeholders across the sport.

Michael Chojnacki, Co-Founder and CEO of Baseline Vision. “We are incredibly proud to have been selected by TDI for this partnership. This is a tremendous achievement for our entire team and a recognition of the quality, accuracy and reliability of the technology we have worked so hard to build. It is also a testament to how forward-thinking TDI is in finding ways to scale advanced technology across hundreds of tournaments and make it an integral part of professional tennis worldwide.”

David Lampitt, CEO of Tennis Data Innovations. “We’re delighted to be working with Baseline Vision to expand the availability of high-quality, real-time data across the ATP Challenger Tour. The scale and global reach of the Challenger Tour require technology that is both accurate and reliable, while also being agile enough to deploy efficiently across a wide variety of tournament environments. Baseline Vision’s innovative approach enables us to extend advanced data capture across the Tour and supports our broader ambition to unlock more value from tennis data for the benefit of the sport.”

The ATP Challenger Tour provides an important pathway within professional tennis, with tournaments staged around the world throughout the season. The scale and geographic reach of the Tour requires technology that can be deployed consistently and efficiently across a diverse range of venues. Baseline Vision’s portable architecture enables professional-grade tracking and data collection without the complexity and infrastructure traditionally associated with such systems.

The partnership marks another major step in Baseline Vision’s mission to make advanced tennis technology accessible and scalable across every level of the sport.

Formula 1 Inks 10-Year Agreement With African Grand Prix

Formula 1 has announced a landmark 10-year agreement to bring the sport back to the African continent, with the Formula 1 African Grand Prix, presented by Visit Rwanda, set to join the calendar in the early 2030s.

The agreement marks a defining moment in F1’s history and will see the sport return to Africa for the first time since 1993.

Racing in Africa has been a long-standing ambition for F1, with Tuesday’s announcement following years of collaboration to ensure the right foundations, with the best partner, are in place to deliver a successful, sustainable and world-class Grand Prix for generations to come.

The long-term agreement will see the first race in the country take place once a new purpose-built circuit in Bugesera, Rwanda, has been completed, which is expected to be early in the next decade.

The new track will be developed to FIA Grade 1 standards as part of a wider sports, tourism, infrastructure, and commercial development project led by the Rwanda Development Board.

Located approximately 40 kilometres south of capital city Kigali, and adjacent to the new Kigali International Airport, the circuit will be designed to work in harmony with the natural landscape, using the area’s elevation changes to create a unique and challenging racing experience while delivering exceptional viewing opportunities for fans.

Beyond race weekends, the venue will serve as a year-round destination capable of hosting international motorsport, major events, conferences and entertainment, helping to drive long-term economic growth and investment across the region.

The announcement reflects F1’s continued commitment to expanding its global reach and connecting with new audiences around the world. Africa represents one of the most exciting growth opportunities for the sport, with more than 100 million fans already following F1 across the continent, and almost 60% of fans in key Sub-Saharan African markets under the age of 35.

Rwanda has established itself as one of Africa’s leading destinations for international events, successfully hosting major sport and global gatherings including the UCI Road World Championships, the ICC Women’s Challenge Trophy, 2023 FIFA Congress, the Basketball Africa League, the 2024 FIA General Assemblies and the FIA Awards Ceremony.Everything we know about F1’s all-new race in Rwanda

The Formula 1 African Grand Prix, presented by Visit Rwanda, represents the next chapter in the country’s ambition to become a globally recognised hub for sport, tourism, innovation and business.

More than simply bringing F1 back to Africa, the project is designed to create a legacy by supporting tourism, attracting investment, developing local talent and creating new opportunities for communities and businesses.

Together, F1, the Government of Rwanda and the Rwanda Development Board share a vision to build an event that generates meaningful economic and social impact while inspiring future generations across the continent.

Further details regarding the inaugural race date, circuit development milestones and race weekend plans will be announced in due course.

A vision of how the circuit in Rwanda might look

“Today is a landmark moment for Formula 1,” said Stefano Domenicali, President and CEO of F1. “With Rwanda joining the calendar from the next decade, our sport will race in every inhabited continent, bringing the World Championship closer than ever to fans around the globe.

“Africa has always been part of Formula 1’s future, and from the beginning we were determined to return in the right way, with the right partner, a long-term commitment and a clear vision for creating meaningful impact.

“I would like to thank His Excellency Paul Kagame, President of the Republic of Rwanda, the Government of Rwanda, the Rwanda Development Board, FIA President Mohammed Ben Sulayem and everyone whose dedication and collaboration have made this possible.

“This is about much more than hosting a Grand Prix. Together, we can create lasting economic and social benefits through tourism, investment, skills development and local business growth, ensuring the positive impact of this event is felt for generations.

“For our fans, this is an especially exciting moment. Africa is home to more than 100 million Formula 1 fans, and that number continues to grow rapidly. We are bringing the excitement, energy and drama of Formula 1 closer to millions of people who have waited a long time to see our sport return to the continent, and we look forward to writing an exciting new chapter together.”

SPORTEL Monaco 2026 Reveals Conference Programme: Bruin Capital, YouTube, SURJ Sports Investment, LALIGA Among Other Brands

The global sports industry is entering a new era in which media, technology, data, investment, brands and fan engagement are increasingly interconnected. At SPORTEL Monaco 2026, leading executives from across the sports ecosystem will come together to examine how these forces are transforming the way sports content is created, distributed, monetised and experienced.

Taking place on 19 and 20 October at Monaco’s Grimaldi Forum, as part of SPORTEL Monaco (19-21 October), the 2026 Conference Programme, brings together an exceptional line-up of thought leaders and innovators from across broadcast, investment, leagues, digital, technology, brands and entertainment.

Through keynotes, masterclasses, panels and client case studies, the programme will examine the major trends shaping the next phase of the global sports business, from AI to direct-to-consumer, to new distribution models, remote production, data-driven fan experiences, live sports betting, sponsorship, women’s sport and esports.

At the heart of the programme is the question of how sports organisations can create and capture value as audiences become increasingly fragmented and the traditional boundaries between media, technology and entertainment continue to disappear.

Business tech dominates the masterclass programme including: “The New Global Sports Ecosystem” where leading executives Jeff Roth (Bruin Capital), Hillary Mandel (IMG) and Peter Bellamy (Deltatre) led by Imran Yusuf (SportBusiness), will explore the rapid globalization of digital, changing fan behaviours and how investors are identifying and evaluating emerging opportunities across the evolving sports value chain.

Bruin Capital’s Jeff Roth commented ahead of the conference, “In a world where media consumption has become so fragmented, leagues and teams have had to become much more direct-to-consumer businesses. They’ve had to really focus on customers in the way an e-commerce business would, but the path to growth just isn’t as simple as traditional media rights being linear and moving up and to the right. You have to invest in new areas, grow internationally and follow where the consumer wants to go.”

AI will be a major theme throughout the programme, with the industry moving beyond experimentation towards practical applications across content, audiences, operations and commercial strategy. “Defining Your Corporate AI Strategy”, one of two masterclasses led by Ken Kerschbaumer (SVG), will examine how AI is reshaping sports media, from content creation and fan engagement to monetisation and operational efficiency, while considering the continuing importance of human creativity and editorial judgement.

The panel will feature Danny Townsend (SURJ Sports Investment), Prashant Khanna (JioStar), Marcin Serafin (Live Park – Ekstraklasa) and Paola Marinone (BuzzMyVideos), who will share their personal experiences and vision for the future.

The transformation of live sports production during major sporting events, including the Olympics and recent World Cup, is proving remote production does not equate less quality in production. The masterclass, “The Future of Production : « Which Way to Go? » featuring Lowell Conn (Protocol Sports Marketing), Sarah Jakob (LiveU), Carlos Silva (TNA Wrestling) and Dominik Scholler (Bundesliga Media GmbH), moderated by Will Strauss (SVG Europe), will dive into how organisations leverage new ways of working to improve efficiency and control costs.

The final masterclass, “Live Sports Betting: The Technology, Data & Fan Experience”, Adrian Gatt (AWS) and Steve Carter (Bolt6), led by Ken Kerschbaumer (SVG), will examine the opportunities and challenges facing sportsbooks, rights holders and fans – including scalability, latency, integrity and regulation.

A keynote interview with the legendary LALIGA President, Javier Tebas, “LALIGA’s Next Frontier: New Broadcast Models, Formats and Challenges”, will offer insight into how the league is approaching innovative distribution models, strategic partnerships and content development, while addressing piracy, audience fragmentation and the changing media landscape. A second headline keynote from Mediapro will be announced shortly.

An innovative showcase of client presentations, panels and partner case studies, include YouTube, who will feature prominently in the programme with three sessions examining the platforms growing role in sports distribution and fan engagement. In “The Value Multiplier: Making YouTube Fundamental to Your Distribution”, Jonny Keogh (YouTube) along with Scott Melvin (The Overlap), will examine how the platform can provide global reach, diversify revenue streams and support the next generation of sports fandom through creator-led storytelling. A further session, “Reaching the Next Generation of Olympic Fans” will feature Jason Wachs (YouTube) and Srinath Sripath (IOC), as they explore how the Olympic Games are navigating an increasingly dynamic media ecosystem. Then, “LiveMode, YouTube, and the Next Era of Live Sports Broadcasting” with Pedro Pina (YouTube), Thiago Tourinho (LiveMode), moderated by media expert Evan Shapiro (ESHAP), will give key insight in to how LiveMode broke World Cup broadcast records and how creator communities and brand partnerships drive modern fan engagement, and are influencing the future of live sports distribution.

Carrying on the live sports thread, the programme will also look at the growing importance of personalization. In “Personalization and Storytelling in Live Sports”, Kish Patel (Dolby OptiView) will explore how technology can reshape engagement, retention and monetisation.
The evolution of free streaming will be examined in “Local Fans, Global Reach: How Free Streaming Is Expanding the Sports Experience”, moderated by Keith Bedford (Wurl), this panel will discuss how free ad-supported streaming TV is giving teams, leagues, and media companies new ways to strengthen local connections while reaching fans around the world.
AI and automation will also feature in “Highlights 3.0: The Next Era of Live Content Is Human-Led, AI-Accelerated”, with Volodymyr Boiko (Epic Clips) exploring the evolution of broadcast-quality highlights produced within minutes of the live moment.

Immersive tech will take centre stage with Phil Ventre (Pixotope) and John Murphy (BBC Sport) during “From The Studio to the Live Game, How Advancements in Graphics Technology are Reshaping the Present & Future of Live Sports Production”, examining how XR and virtual production can create new commercial opportunities, including sponsorship and in-game revenue.
Carrying on the immersive theme, the XR Sports Alliance with “Learnings from the FISE World Series Immersive Project”, the world’s largest annual urban and action sports festival, will be unpacked by partners Charles Edwin Rolot (HBS) and Jose Somolinos (Accedo) and moderated by Patrick Costello (Qualcomm).

Elsewhere, Lawrence Bowden (Deltatre) and An Dang Duy (World Athletics) will share how together they are “Reinventing the Athletics Experience: Broadcast Graphics, Data and Digital at the Ultimate Championship”. Then, the challenge of distributing live events globally and reliably will be addressed in “The Role of DTC Digital Infrastructure in Global Event Distribution”, featuring Manik Bambha (ViewLift), Gibran Khan (FISU) and Victorien Tixier (ScorePlay). We then go behind the scenes with Chandradev Bhagat (Grey Matter Entertainment) for a sports documentary, “Beyond Competition: How Grassroots Sport Can Transform Communities”, about India’s largest rural sports festival and the extraordinary challenges of filmmaking in its most raw and immersive setting.

Esports returns to the agenda, as the industry looks to build sustainable global properties and connect with new generations of fans. “Beyond the Broadcast : How Esports Is Expanding the Global Sports Audience” where Mohammed Alnimer (Esports Foundation), Bertrand Amar (NEO – New Esports Org.) and Patrick Maitrot (Warner Bros. Discovery), led by Giovanni Aquilanti (SPORTEL) will share insight on the growth of the Esports World Cup (EWC) and Esports Nations Cup (ENC) and how broadcasters, platforms and rights holders can work together to create new value.

SPORTEL’s popular “Pitch Perfect Innovation Contest”, will bring together a selection of SPORTEL newcomer companies (BuzzMyVideos, Epic Clips, Media Distillery, Pixotope, ValkaAI, Wyplay among others), who have a creative or innovative solution to showcase during their three-minute pitch and two minutes of questions with judges, to win prizes and prestige alongside other emerging innovators.

“SPORTEL Monaco has once again confirmed its place as the intersection of sports media and tech which is evident in the largest programme to date of client case studies between tech providers, leagues, broadcasters and industry partners and confirms how key tech is to the evolution of the business of sports media. We are very pleased to welcome several major organisations for the first time to the programme alongside some traditional and startup innovators, proving that SPORTEL’s diverse programme provides a platform for all players from across the ecosystem to communicate their latest partnerships and solutions” said Marine Picoulet, Executive Director, SPORTEL Monaco.

NEW! On Monday 19 October, a dedicated CMO Brand Programme in partnership with Qualcomm, founding member of XR Sports Alliance, was created for the SPORTEL community to connect with senior brand decision-makers. Leading marketing executives Ashish Babu (TCS), Rory Miller Cheevers (Revolut), Paddy Carberry (Guiness/Diageo) and Garret Ponder (Qualcomm), will join a behind closed doors panel for “Brands & Sport: harnessing the full value of sponsorships in the age of Tech, Data & Total Video”, moderated by Imran Yusuf (SportBusiness), exploring how brands and sports properties can create value for one another and how that relationship is evolving. A second lunch event panel on “Brands and Sport: Rethinking the Role of Sponsorship in the Age of Media, Technology and Content”, moderated by Stéphane Corbule (RTL AdAlliance), will explore how brands evaluate sports partnerships, from global rights versus local relevance, and teams versus leagues, to data versus emotion and exposure versus engagement.

On Tuesday 20 October, the popular Women’s Lunch networking event and panel, in collaboration with AWS, will dive into “Women’s Sport: From Momentum to Market – What Will it Take to Unlock the Next Wave of Growth”. The panel will be moderated by Fiona Harold (AWS), with panelists Elizaveta Bracht (Athlete), Danny Townsend (SURJ Sports Investment) and Frank Leenders (FIBA) debating what it will take to move women’s sport from a compelling growth story to a mature and investable market.

International Biathlon Union Signs Continental Reifen Deutschland GmbH As Premium Sponsor

The International Biathlon Union (IBU) and Continental Reifen Deutschland GmbH have announced a new strategic partnership that will see the renowned tire manufacturer join the IBU ecosystem as a Premium Sponsor across the IBU World Cup, IBU World Championships and LOOP ONE Festival. The agreement was brokered by Infront, the IBU’s exclusive global marketing partner.


As one of the world’s leading tire brands, Continental is synonymous with innovation, safety and performance. Through this partnership, Continental will connect with biathlon’s passionate global fanbase across some of the sport’s most prominent events and platforms, leveraging the unique reach and authenticity of one of the most popular winter sports.

Continental will enjoy a significant presence across the IBU’s premier events and channels. The partnership includes extensive branding and activation rights, including venue advertising, selected start number placements and a range of additional on-site marketing assets. The agreement also provides fan engagement and promotional opportunities at events, digital rights across IBU-owned channels, access to official event footage and photography, as well as hospitality experiences including VIP ticket allocations.

Felix Bitterling, Commercial & Marketing Director of the IBU, said:

“With Continental, we are welcoming a strong and renowned brand to the Biathlon family. The company’s commitment to quality, innovation and performance resonates perfectly with the values of our sport and federation. Biathlon provides an excellent platform and global visibility to showcase the brand while creating meaningful engagement opportunities with our passionate fan base.”

Alexandra Gaillard, Head of Marketing at Continental, said:

“Our partnership with the International Biathlon Union brings together two organisations that share a common belief: challenging and unpredictable conditions do not have to limit what is possible. They can create opportunities for those who are prepared. Whether on the biathlon course or on winter roads, determination and the right equipment make all the difference when conditions change. Together with the IBU, we want to inspire people to rediscover winter and embrace the possibilities it offers, helping them navigate changing conditions safely and confidently.”

Ferdinand Hoyos, Head of Business Area EMEA at Continental, said: “Biathlon is a natural fit for Continental: success in the sport depends on the perfect combination of performance, precision and control in winter conditions, just as it does for our winter tire portfolio. For decades, biathlon has been one of the most popular and successful winter sports on the Olympic stage, and throughout those decades, Continental has remained a trusted leader in winter tire technology. This shared commitment to excellence, performance and reliability makes for a great partnership and provides a strong platform to engage with fans, customers and retail partners across EMEA.”

Marco Sautner, Managing Director Infront Germany, added: “Continental has seen firsthand the value that winter sports can create for leading brands. Biathlon’s passionate fan base, strong presence in key European markets and range of activation opportunities provide an excellent platform to build on that success. It is hugely satisfying to bring together two organisations that stand to benefit from a long-term collaboration.”

The partnership further reinforces the IBU’s position as one of winter sport’s most attractive marketing platforms, providing brands with access to a dedicated international fanbase through a combination of broadcast exposure, on-site activations, digital engagement opportunities and premium hospitality experiences.

Disney+ To Broadcast Season Five of The Icon League Live in Germany

Disney+ will broadcast Season Five of The Icon League live in Germany, Austria and Switzerland from October 18, 2026. All matchdays of the new season will be shown on Disney+ and supplemented by pre- and post-match coverage. Following the live broadcasts, the matches will also be available as a full match replay on demand.

During the season, Disney+ will supplement the live broadcasts with additional content related to The Icon League. This includes interviews with players and creators, behind-the-scenes insights and content from the Disney+ Creator Lounge on site, which is played out via Disney+’s social media channels. The broadcasts will be commented on by Florian Mahlburg, who has accompanied the league’s coverage since its launch.

The Icon League was founded by Toni Kroos and Elias Nerlich and enters its fifth season in October. On a total of nine match days, twelve teams will compete against each other, led by well-known team heads from sports and entertainment. Most matchdays take place on Mondays in Berlin, supplemented by several double-headers during the season.

The game will be played in a 5-on-5 format. Additional game elements such as the so-called rulebreakers can be used during a game and have a direct influence on the course of the game.

Eun-Kyung Park, SVP DTC & Networks, Country Manager of The Walt Disney Company GSA, says: “Disney+ stands for extraordinary entertainment that connects people and creates shared experiences. With The Icon League, we are adding one of the most innovative sports entertainment formats in the German-speaking world to our offering. This cooperation underlines our claim to offer our subscribers unique live experiences in addition to first-class entertainment. Together, we will bring the new season to life on Disney+ with exclusive content, creative activations and new fan moments.”

Elias Nerlich, co-founder of The Icon League, says: “Starting the next season with Disney+ is a huge statement. We bring world-class entertainment and the new generation of sports together. This combination is just perfect.”

Marco Sautner, Managing Director of Infront Germany, says: “The Icon League has become much more than a format for your own community. The fact that Disney+ is now on board shows how important digital sports formats have become. As a marketing partner of the league, we are particularly pleased to be involved in this development. We are excited about Season Five and what will develop from it.”

West Ham United and Lyca Mobile Renew Long Standing Partnership 

West Ham United and Lyca Mobile have extended their partnership which will see the global mobile network operator continue as the Hammers longest standing commercial partner. 

The renewal will see the Club and Lyca Mobile continue to champion the east London community, using the power of the partnership to forge meaningful connections and enhance participation in sport for everyone of all backgrounds. 

Lyca Mobile will receive a wide range of partnership assets including match day LED activations, whilst also prominently appearing across the Club’s Men’s and Women’s teams digital portfolio. 

The partnership will also be utilised to promote SIMZY, an international travel eSIM (embedded SIM) provider. SIMZY provides instant mobile data across more than 220 destinations worldwide, including dedicated regional packages for Europe, Asia-Pacific and North America. With plans able to be activated in a little as 3 minutes, SIMZY will also use their Rights to enhance the West Ham United community when they travel overseas.

Lyca Mobile, the Club’s Official Telecommunications Partner for the past 14 years, have been synonymous with West Ham United and its supporters, in particular on a wide range of activations that have had the community at its core. This includes the Lyca Mobile Cup, a football tournament providing a platform for young players of all backgrounds to participate in the sport. 

Most recently, Lyca Mobile headline sponsored West Ham United Track Nights which has seen hundreds of runners take part in a free of charge run club at the London Marathon Community Track in Stratford. The activation has also seen appearances from Club legends, West Ham United coaching staff and Czech international midfielder Tomas Soucek who gave his support to runners at February’s edition of ‘Track Nights’. 

Speaking on the renewal of the partnership, David Chaplin, Director of Commercial Strategy at West Ham United said: “We are proud of our long-standing partnership with Lyca Mobile and are delighted to continue our relationship which has a real impact on the local community throughout our time working together. Our shared pride in community makes the partnership a natural fit and we’re excited in continuing to build on the success we’ve achieved during the past 12 years.”

Holly Flintoft, UK Head of Digital Sales at Lyca Mobile said:  “We’re proud to renew our partnership with West Ham United. Through initiatives such as the Lyca Mobile Cup and Track Nights, we’ve seen how this relationship can bring people together and create opportunities for the local community. We’re excited to continue working alongside the Club and look forward to seeing where the partnership takes us next.”

Ninavarapu Naresh, Vise President of Digital Sales performance and Governance at SIMZY said: “This partnership gives us an opportunity to introduce SIMZY — and the promise of roaming made easy — to West Ham supporters. Whether fans are travelling for football, a holiday or to visit family, we want mobile connectivity to be an easy part of their journey.”