EuroLeague and The Coca-Cola Company Announce Multi-Season Partnership

Euroleague Basketball and The Coca-Cola Company have announced a new multi-season global partnership that will see Sprite become an Official Partner of the EuroLeague, starting from the 2026-27 season, with Sprite set to appear during the highly anticipated 2026 EuroLeague Final Four Athens presented by Etihad.

The agreement marks Sprite’s first partnership within Europe’s premier basketball competition and brings one of the world’s most iconic brands in the sport into the heart of the European game at a time when the sport is growing rapidly across the region.

Basketball has long been central to Sprite’s DNA, with both Sprite and Basketball sitting at the intersection of street culture. For decades, Sprite has shaped how fans connect through the culture surrounding the game, spanning sport, music, fashion and self-expression. Through this ground-breaking new partnership, Sprite will bring that legacy into a new chapter in Europe, creating fresh ways for fans to engage with the EuroLeague.

“Basketball is more than a sport. It’s a powerful force in culture, shaping how people connect through music, style, self-expression and community” said Michael Willeke, Vice President, Marketing – Sparkling Flavors Europe at The Coca-Cola Company. “Sprite has always stood for fresh perspectives, and we see basketball as a space where culture isn’t just consumed, it’s cocreated. Through our partnership with Euroleague Basketball, we will celebrate the voices, creators and communities that unlock fresh energy, new connections and experiences keeping basketball culture moving forward.”

As part of the partnership, Sprite and Euroleague Basketball are exploring a series of premium, access-driven fan experiences that bring supporters across Europe closer to the heart of the game. These include opportunities to meet current and former players and engage with the EuroLeague trophy, gain behind-the-scenes access to team environments, and experience the competition from unique vantage points typically reserved for insiders.

This relationship aligns with Euroleague Basketball’s commercial strategy, which focuses on strengthening partnerships with top-tier brands that share the organization’s pan-European identity and global reach.

“This partnership with Sprite represents an exciting milestone for Euroleague Basketball,” said Gawain Davies, Euroleague Basketball Chief Commercial Officer. “Partnering with one of the world’s most iconic brands reinforces the global appeal of the EuroLeague and reflects our commitment to collaborating with partners that share our ambition to continue growing the competition. Together, we look forward to creating memorable experiences for fans across Europe and beyond.”

The collaboration will leverage EuroLeague expansive digital ecosystem, offering Sprite’s unparalleled visibility and engagement opportunities across multiple platforms. It will also feature in-venue channels, including on-court branding and in-arena advertising, bringing the brand into arenas across Europe, starting with the EuroLeague Final Four in Athens this May.

Rajasthan Royals Sold for $1.63 Billion, Resetting IPL Franchise Valuations

The business of the Indian Premier League has entered a new phase of global capital inflow, with the Rajasthan Royals reportedly sold at a valuation of $1.63 billion (approx. ₹15,000 crore), signalling a major inflection point for franchise cricket.

According to multiple reports, a US-led consortium headed by entrepreneur Kal Somani has acquired a majority stake in the franchise. The deal, facilitated by The Raine Group, represents one of the largest private equity-style investments into Indian sport.

Somani, already a minority stakeholder, is backed by a high-profile investor group including Rob Walton and the Hamp family, owners of the Detroit Lions, underscoring the increasing crossover between US sports capital and IPL assets.

Competitive Bidding Reflects Institutional Appetite

The acquisition follows a competitive bidding process, with the winning consortium reportedly outpacing rival interest from an Indian multinational group aligned with David Blitzer.

Notably, the Royals’ board—led by Manoj Badale—had earlier declined a higher $1.7 billion offer from Columbia Pacific Capital Partners, citing concerns around deal execution. The Somani-led bid is understood to have offered stronger strategic alignment alongside immediate financial clarity.

The transaction sets a new benchmark for so-called “mid-tier” IPL franchises, reinforcing the league’s evolution into a blue-chip sports investment ecosystem.

RCB Sale Expected to Cross $2 Billion

The ripple effects are already being felt across the league, with the impending sale of Royal Challengers Bengaluru expected to exceed the $2 billion valuation mark.

Owned by Diageo through United Spirits, RCB is benefiting from a surge in brand equity following its 2025 title win and sustained global fan engagement. Market estimates suggest a 15–20% premium over the Royals’ valuation.

Bidding interest has narrowed to a group of heavyweight institutional investors, including a consortium led by Ranjan Pai, alongside KKR and Temasek.

They face competition from a rival bid combining EQT and Premji Invest of Azim Premji, as well as a late entry involving Blackstone and David Blitzer.

IPL’s Investment Case Strengthens

The aggressive bidding activity highlights the IPL’s positioning as a premium global sports property. Institutional investors are increasingly drawn to:

  • Expanding media rights cycles
  • Growing international fanbases
  • Scalable franchise ecosystems
  • Year-round monetisation opportunities

The entry of US sports investors, private equity firms, and sovereign wealth funds signals a structural shift—from promoter-led ownership to institutional capital-driven growth.

On-Field Focus Remains Intact

Despite the ownership transition, which will take effect post the 2026 season, the Royals remain focused on performance. The franchise will enter the new season under the captaincy of Riyan Parag, with Kumar Sangakkara continuing as head coach.

Their campaign begins against the Chennai Super Kings on March 30 in Guwahati.

FIFA Partners YouTube For World Cup Livestreaming

YouTube has officially partnered with FIFA to become a Preferred Platform for the FIFA World Cup 2026™.

“FIFA is delighted to welcome YouTube as a Preferred Platform for the FIFA World Cup 2026. By spotlighting FIFA’s premium content and unlocking new opportunities for Media Partners and creators, this agreement will engage global fans in ways never seen before,” said FIFA Secretary General Mattias Grafström.

 “As the world’s attention turns to the action in Canada, Mexico and the United States, this collaboration with YouTube reinforces our ambition to maximise the tournament’s impact across the ever-evolving media landscape, offering fans everywhere easy access to an immersive view of the biggest single-sport event in history.”

The Ultimate Fan Experience

From your living room screen to on-the-go, this innovative partnership will provide fans with an immersive FIFA World Cup™ experience, where premium content from the tournament’s media partners and creators live side-by-side, everywhere YouTube is available.

FIFA is also bringing the history of the game to the platform by unlocking content from its digital archive on FIFA’s official YouTube channel – including full length past matches and many more iconic moments in the sport’s history. Fans will be able to experience the upcoming global competition from a whole new angle.

Unlocking More Content for Media Partners

The innovative deal offers media partners more premium content to showcase on their YouTube channels, including more opportunities to monetize their content. Media partners will be able to:

  • Share Every Angle: Go beyond live play with access to the most robust library of match footage across formats. This includes the opportunity to publish extended highlights, behind-the-scenes footage, Shorts and video-on-demand content that resonates with audiences on YouTube to extend their overall reach and engagement.
  • Feature the Kickoff: For the first time in the competition’s history, Media Partners will have the option of live streaming the first 10 minutes of every match on their YouTube channel, enabling fans to experience the energy from the very first whistle.
  • Broadcast the full 90: Media Partners will be able to stream a select number of matches in full on their YouTube channel, engaging global audiences and promoting where to watch more of the competition.

The Unique Creator Lens

Together with FIFA and the tournament’s official media partners, we’re giving a global cohort of YouTube creators unparalleled access to matches and more. They won’t just be reacting to the game, they’ll bring a fresh perspective to the FIFA World Cup™ including human stories, tactical breakdowns, and behind-the-scenes action that further brings to life the legendary tournament as it unfolds.

Even before the tournament begins, creators will play a role in promoting the competition and engaging diverse audiences thanks to extraordinary access to FIFA’s Digital Archive.

This collaboration will enhance opportunities for Media Partners to extend their reach, for creators to share unique perspectives on the competition and bring the next generation of fans closer to the FIFA World Cup action with YouTube.

From Football Match to Cold War Spy Thriller – Inside the Defections that Shook World Sport

Olympic Games organizing executive and bid adviser, Michael Pirrie, outlines the significance of the national anthem protest and daring midnight bid for freedom by the Iranian Women’s Football Team and why it symbolizes a new era in international sport linked to rising geopolitical tensions, military conflict and uncertainty.

The music began to play as it always does in a pre-match ritual as old as international sport itself – players standing shoulder to shoulder, eyes forward, voices raised in unison.

But on this occasion something was amiss.  As the broadcast cameras panned the stadium and the anthem of Iran echoed across the field of play, the team members stood in silence – no movement, no words, no acknowledgement. Just silence.

In that moment, far from home and under the protection of Australia, the familiar pre game ritual gave way to something far more consequential: an act of defiance that would shake world sport and the wider international community.  

THE MOST DANGEROUS AWAY GAME IN SPORT

The women’s national football team from Iran walked off the pitch dejected and defeated after the match. On the scoreboard the team lost every game of its campaign, but the real contest was not the one played between the lines.

The AFC Women’s Asia Cup had become a tournament of survival and bid for freedom for several Iranian team members. The scoreboard didn’t matter any more 

The countdown to ‘Escape from Iran’ started, more than ironically, on the previous evening of International Women’s Day, inside the team bus as it waited outside the Gold Coast stadium with several players sitting quietly in their seats surrounded by team members, officials and guards.

Through tinted bus windows it seemed the outside world and concerned local Iranian  team supporters could hardly see or identify the players. Then came the spark that would ignite an international political and diplomatic firestorm: a cry for help disguised as a hand gesture.

The international SOS distress signal (holding one hand up with the palm facing out, tucking the thumb into the palm and closing the fingers over the thumb) was subtle and almost unseen. 

The bus soon began its journey back to the team hotel but those fateful few seconds changed everything.

The plea for help was noticed and word began spreading that the players were afraid to go home. A tense high risk rescue operation was underway.

GAME OF SURVIVAL 

After remaining silent during Iran’s national anthem and branded as “traitors” back in Tehran, the team’s true opponent was a hardline government waiting thousands of kilometers away for the players to return to Iran where refusal to sing the anthem was regarded as treasonous.

Instead of match suspensions or fines this was punishable by prison, torture or execution.

The tournament had become a game of potential life or death that would go deep into extra time and into locations far beyond the Gold Coast football stadium for team members seeking refuge from a vengeful Iranian government whose pursuit of nuclear weapons had triggered a war with the US and Israel and killed its supreme leader. 

SOS

The initial bus hand signal for help and  subsequent extraction of players from under the tight surveillance of guards loyal to the regime would develop into one of the most dramatic periods in contemporary sport and politics.

The granting of emergency humanitarian visas sought by team members – several of whom would later relinquish asylum and return to Iran following suspected death threats and coercion against their families – reads like a John le Carre Cold War spy thriller. This involved:

–           a late-night escape from the team’s hotel

–          evacuation to a safe house

–          police protection

–          emergency meetings with high level Australian Government figures and minister 

–          a dramatic early morning telephone call to the Australian Prime Minister from the President of the United States, Donald Trump, warning the team would “most likely be killed” if they returned to Tehran, unaware Australian authorities were already processing urgent asylum requests by team members.

–          A suspected regime friendly infiltrator within the team group pressuring players to return to Iran or risk endangering their families  

The drama in the Gold Coast city of Australia, which will co-host Olympic Games events in 2032, symbolizes a new era of disruption in world sport shaped by geopolitical tensions, wars, shifting trade and military alliances, and widening ideological and cultural differences.

While the Asian football competition is not normally a high-profile event, the team’s silent protest became the focus of global headlines as the war in Iran erupted in the background. 

For a moment, the world seemed to hold its breath as the small group of female footballers – raised in a country where women’s lives are tightly policed and monitored and dissent can carry a terrible price – transformed a football competition into an act of defiance.

The decision by some team members to also seek refuge in Australia electrified global audiences who saw in them something bigger than sport – a rare expression of courage, resistance and the universal human longing for freedom. 

International audiences understood and connected with the Iranian women footballers almost instantly. Much of the world was on their side. 

The sounds of silence and unspoken words   of the national anthem were heard around the world. This was sport’s silent night; a hymn to the human need for freedom over fear  

It was also the soundtrack to a new sports era.

This is an era in which the fault lines of global politics run straight through the lives of athletes and the games they play.

The boundaries of sport and geopolitics are eroding and the actions of the Iran women’s team were more than an isolated act of protest disrupting sport. 

In another era, defections involved secret agents and unfolded at embassies, airports or barbed wire borders. In this new era, they might begin in secret team meetings, stadium tunnels, on team buses, inside change rooms or in hotel hallways after a match.

Even as they faced pressure from Iran to surrender their asylum in Australia, the team’s refusal to sing the anthem became a defining moment of this new era in which athletes are no longer bystanders in the sporting events they attend.  

In choosing silence over oppression, the Iranian players created a moment that transcended sport and reflected a changing world where power, identity and conscience increasingly collide on the stages of sport.

By refusing to sing or acknowledge the anthem of the hardline government the players drew a line between courage and coercion, sending a powerful message of solidarity with those living under pressure and fear of the regime.

This was also a message to FIFA and world governing bodies and wider world beyond the stadium that national representation on the sporting field without freedom is not representation at all.

Following the anthem protest the team was seen as an instant much needed symbol of hope that a new Iran could emerge from struggle at home for successful regime change.

The team’s protest captured the imagination of the international community and media with animations depicting images of the women surging down the football field before bending the ball beyond the reach of an outstretched ayatollah goalie into the net and scoring their goal for freedom  

The plight of the Iranian footballers has dominated the quadrennial Asian football showpiece, which concludes on Saturday

The fate of the team was especially sensitive to tournament host nation,  Australia, which has become familiar with Iran’s exported terrorist activities and feared for the welfare of women’s team after its own recent experiences with the sinister regime. 

These included the imprisonment of Australian academic, Kyle Moore-Gilbert, on fake espionage charges while attending a conference in Iran in 2018 before her eventual release in a prisoner swap.     

Australian intelligence has also identified direct involvement by the Iranian Government and its operatives in recent domestic incidents of violence, including a terrorist attack on a synagogue, resulting in the expulsion of Iran’s ambassador.

Australia has also become a popular destination for athletes fleeing hard line governments and political systems.

The nation granted humanitarian visas and sanctuary to dozens of female Afghanistan athletes and footballers following the return of the repressive Taliban in 2021.      

A former world top 10 Russian born tennis player, Daria Kasatkina, moved to Australia last year to seek safety and freedom. 

SPORT AT WAR IN NEW ERA OF DISRUPTION

In a time when governments, wars and political rivalries are increasingly intruding into sport, stadiums are struggling to remain islands of neutrality in a turbulent world.

This is dividing governing bodies, international federations and the international community on which sport depends.

From conflicts that divide teams and federations to political protests that follow athletes across borders into host cities and venues, the playing fields are no longer isolated from the struggles of the outside world

This is causing growing concern for world governing bodies as the fault lines of geopolitics increasingly run through stadiums as sport evolves and adapts in a multi crisis world.

The AFC Women’s Asia Cup, scene of the Iranian women’s team protest, is the third significant sporting event already this year that has been impacted by major geopolitical incidents since the start of the year.

These include the banning of a Ukraine skeleton racer from wearing a memorial helmet in competition to honor fellow athletes killed in Putin’s apocalyptic war on Ukraine.

The international support for the Ukraine skeleton racer and his helmet in response to the IOC ban at the recent Milano Cortina 2026 Winter Olympic Games signaled a shift in direction for greater support and solidarity with Ukraine and its victims at sporting events as opposition against Russia hardens. 

This was further demonstrated at the Milano Cortina Paralympic Winter Games, with seven nations boycotting the Opening Ceremony in a diplomatic protest against the International Paralympic Committee’s (IPC) decision to allow Russian and Belarusian teams to fully participate at the Games while Russian forces were still bombing and murdering Ukraine’s citizens with the support of Belarus.    

The IPC decision was strongly condemned by the European Paralympic Committee, highlighting the discomfort and distress it caused among athletes and fears of a negative impact on the brand and sponsorship support.

Russia’s return also triggered protests by athletes from different nations, including Germany, when its cross country skiing sprint classic silver medalists turned their backs on Russian gold medalists during the medal ceremony.

“Four years ago, in Beijing we had a great exchange with the Ukrainians. We wanted to show solidarity with them…I simply do not believe it’s right that Russia can compete …while the Ukrainians are also here, ” one of the German athletes said. 

In another incident, a Ukrainian athlete was forced to remove earrings that read “stop war” before being awarded her gold medal.

The disruption likely to continue in the coming months as sporting bodies struggle to respond to changing social, political and military landscapes that are challenging the pillars of global sport established of last century.

The current wave of global disruption is impacting sport in different regions and in different ways – from planning to participation.  

The IOC has cancelled preliminary discussions with Indonesia as a potential future Olympic Games host after visas for an Israeli team to compete in the Muslim nation were withheld by the government during the Gaza conflict.

Iran did not send an athlete to the Milano Cortina Paralympic Games because it said it was too dangerous to travel.

FUELLING SPORT & DISRUPTION

Iran has also recently confirmed it will not send a team to the FIFA World Cup finals later in the year due to the conflict with the US and Israel, plunging the showpiece into chaos as organisers seek a replacement team, likely to be Iraq

Iran’s withdraw announcement came within days of the women team’s anthem protest, prompting speculation the move was taken as a precaution to avoid humiliation over a similar a protest by the men’s team and anti-regime Iranians living in America, a cohost world cup nation.  

FIFA Cup organisers are also working on contingency plans should games need to be relocated from Mexico to alternative sites in the US or Canada due to safety and security fears for players and fans from  highly organized and resourced violent military styled criminal drug cartels.   

The conflict in Iran will have its greatest initial impact on sport in the surrounding Middle East region where the rich Gulf states host a growing number and range of major international events but have suffered a range of random missile and drone attacks on their critical energy infrastructure.

F1 events in Bahrain and Saudi Arabia scheduled for next month could be among the biggest events to be impacted in the coming weeks but much will depend on the duration of the war and its intensity in coming days.

The worsening conflict is causing serious concerns within governing bodies, organizing committees and host governments staging events in 2026.

These concerns include soaring petrol and jet fuel costs, available open sky space and flight paths, and other restrictions that could impact transportation of logistics and supply chain items and infrastructure needed to support major events, along with travel costs and safety of teams, officials and fans. 

With no end to war on the horizon, there are fears conditions for world sport could deteriorate rapidly if petrol and energy costs continue to escalate, causing inflation to spike and triggering a cost-of-living crisis and possible recession.

A GOAL FOR FREEDOM & A TERRIBLE CHOICE 

The plight of Iran’s women’s football team has also provided greater moral clarity over the motivations of the state and culture of death and violence that pervades the regime, which, along with its nuclear aspirations is involved in fueling the war.    

Fears were mounting among experienced Iran watchers with player connections that families and relatives of the female footballers were targeted by regime operatives to force team members to abandon their quest for asylum in Australia

Shiva Amini, a former Iranian soccer player, said in a post on X that “the Iranian Football Federation, working with the Islamic Revolutionary Guard IRGC, has placed intense and systemic pressure on the players’ families in Iran.” 

Anger is also mounting that not enough was done by FIFA and the AFC (Asian Football Confederation) to intervene sooner to protect the players from manipulation and coercion to return to Iran.

LINE OF FIRE – SPORT’S SHOOTING STARS & TARGETS

Athletes, footballers and sports stars have long been targeted by the Iranian regime to instill fear and deter dissent and public demonstrations against the regime.

These have included athletes and civilian victims killed during peaceful anti-government gatherings earlier this year in which defenseless Iranians seeking better living conditions were slain in the streets with high powered weapons wielded without warning by Iranian guards and troops. 

According to recent reports up to 30,000 or more Iranians were slaughtered, among them Zahra Azadpour, a footballer for Mehrgan Pardic Women FC, who was killed by Islamic Republic forces during a protest near Tehran in January.

Aged just 27, Zahra had been training with the national team in preparation for the current tournament in Australia when she was fired on by Iran security forces. 

A dedicated athlete, Zahra’s death shocked the football community and is reported to have fueled protests and defiance against the regime.

The assassination of footballer is reported to have inspired the Iranian team’s recent refusal to sing the national anthem.   

Other victims of the January massacres also included a female football umpire.

The exiled crown prince of Iran, Reza Pahlavi, leader of the Iran democratic opposition, called on FFIFA and the Asian Football Confederation to accept responsibility for athletes who participated in the tournament in Australia and hailed the actions of the Iranian football team as a landmark for Iranian women

The exiled leader wrote that while the Islamic Republic has tried to own Iranian women’s bodies, voices and choices, “these young women on a football pitch on the other side of the world (in Australia), refused. And they will not be the last.”

CONCLUSION 

The Iranian women’s football team arrived in Australia simply hoping to compete. They finished the competition winless but left a legacy what will endure as something far more powerful than winning the tournament trophy  

The Asian Women’s Football Cup will be remembered for when a group of women footballers from a violent, murderous regime turned a tournament into an epic bid for freedom and for positive change in the life of their nation.   

A MORAL FOR ESCAPE 

The anthem protest, signal for help, and midnight escape from the Gold Coast hotel into a police protected safe house transformed the continental football competition into an act of defiance and resistance heard around the world. 

The pitch that night became more than a field of play. It became a modern-day political minefield and Rubicon crossing moment from fear to empowerment.

While the players left the tournament without a win, in the greater contest of courage against repression they walked away champions.

This was an overwhelming victory of resistance over repression delivered on a football pitch and not in a Human Rights Commission or Tribunal hearing.

SPORT IN A CHANGING WORLD 

The story of the Iranian Women’s Football team highlights sport’s changing role and relationship with society in turbulent times, 

The players who arrived in Australia as footballers became something else entirely – reluctant freedom fighters. 

The women who had sought asylum told Australian government officials they wished to be known as athletes rather than activists. 

In doing so, they also highlighted the transition underway in world sport where the geopolitical struggles of the 21st century are increasingly played out at major sporting events. 

For the Iranian team, the stadium was a crossing point between repression and freedom. 

In the end, the Iranian women’s team did not need to sing to be heard. Despite seemingly immense pressure to abandon their asylum in Australia and submit once more to the repressive rule of Iran, the players’ protest secured something that will endure long in international sport and society.

By refusing to sing the anthem of the state that oppressed them and its own people, the players rejected the legitimacy of that oppression and will be remembered as sporting icons for freedom and for women in Iran and everywhere who live under coercion and repression.

The Iranian women footballers reminded the world that in an era of global crisis and uncertainty the most important victories in sport may not always be measured in goals or medals 

It was significant Iran’s much feared clerics were initially defeated and humiliated when the women’s football team refused to honor the anthem of the ayatollahs on a distant football field in Australia while bombs and missiles reigned down around them at home in the Middle East. 

In one of history’s sharpest sporting ironies, the Iran regime encountered a silence that greeted its own anthem in front of the world at a sporting event it could not control, cancel or punish.

This is what sport might begin to look and sound like in an era when geopolitics, conflict and morality come into play and spill across the boundary line. 

Sport has long prided itself on being a neutral field where politics stopped at the stadium gates. In this new era those gates can resemble border crossings between two worlds.

In one world lie governments, ideology and power. In the other world stand athletes who can sometimes carry the hopes and fears of entire societies, like the Iranian Women’s Football Team, and decide on which side of history they want to live

Sport stadiums are built for noise and for chants, cheers, celebrations and for anthems sung with pride. The Iranian women’s football team showed that silence in a stadium that can sometimes have the greatest impact. n, and defend the simple right to live – and play sport – in peace and freedom.

La Roche-Posay Named As Title Partner of the French Challenger team

La Roche-Posay is now the Title Partner of the French Challenger team (K-Challenge) for the 38th America’s Cup, competing under “La Roche-Posay Racing Team”.

The America’s Cup unites both elite athletes and young sailing talents, all competing for the oldest sport trophy. La Roche-Posay Racing Team will compete in the America’s Cup, the Youth America’s Cup and the Women’s America’s Cup with an AC75 and an AC40, two boats which design will be unveiled later.

With the combined impact of UV rays, salt, wind and thermal shocks, the America’s Cup serves as a true living laboratory. By exposing sailors to the most demanding weather conditions, the brand will demonstrate its expertise knows no limits, both in sun protection and skin repair.

“I am delighted that La Roche-Posay is participating in the America’s Cup, a legendary sailing race. We share with the French team values of innovation, collective performance, and the quest for excellence,” says Alexandra Reni-Catherine, International General Manager La Roche-Posay. “It’s very simple: if La Roche-Posay can protect and repair athletes’ skin in extreme conditions, it can protect all skins, everywhere.”

Through “La Roche-Posay Racing Team,” the brand will implement unprecedented skincare and sun protection protocols, tested in real-life conditions. This research program will further push technological innovation, ensuring proven efficacy even in the most extreme situations.

“We are proud to welcome La Roche-Posay, an iconic brand which embodies unique dermatological expertise. Their scientific rigor and pursuit of performance is an obsession we share,” says Stéphan Kandler, CEO of La Roche-Posay Racing Team. “At sea, the skin of athletes, engineers and technicians is constantly under stress. Having a dedicated program to improve comfort and skin health is a major innovation and will allow us to focus 100% on the competition.”

Ahead of the America’s Cup final, happening on July 10, 2027, in Naples (Italy), the six Challenger teams will compete in preliminary regattas, the first of which is taking place in Cagliari from May 21 to 24.

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.