Community, Author at iSportConnect

Allstate Names As Founding Partner of the LA28 Olympic and Paralympic Games

Allstate has announced that it is a Founding Partner of the LA28 Olympic and Paralympic Games and the official home and auto insurance partner of Team USA. The partnership extends Allstate’s longstanding support of student-athletes to the biggest stage in sports.

“For more than 20 years, Allstate has supported student-athletes because we believe in the power of sport to build leaders, strengthen communities and help people reach their potential,” said Elizabeth Brady, Allstate EVP and Chief Marketing, Customer and Communications Officer. “Many Olympians and Paralympians develop that character on college campuses long before representing their country. Supporting Team USA and LA28 is a natural extension of that commitment and of Allstate’s purpose: protecting people, strengthening communities and helping them achieve their hopes and dreams.”

For more than 20 years, Allstate has supported college athletics through university and conference partnerships, scholarships and programs that recognize student-athletes’ leadership and community impact.

Since 2005, the Allstate Good Hands® Field Goal Nets program has generated millions of dollars for scholarships with every field goal and extra point scored. The Allstate Good Works Team® has also grown beyond football to recognize student-athletes in fall, winter and spring sports who use their leadership to strengthen communities.

The partnership with Team USA and LA28 extends this commitment to the Olympic and Paralympic stage, supporting athletes as they represent their country at the highest level of competition.

“Team USA athletes dedicate years of effort in pursuit of excellence on and off the field of play, chasing their dreams of representing the United States on the biggest stage in sports,” said Sarah Hirshland, CEO of the U.S. Olympic & Paralympic Committee. “Allstate’s support will help Team USA athletes access the resources they need to train and compete at the highest level, while also helping to inspire the next generation of Olympians and Paralympians.”

“Allstate’s commitment to LA28 reflects the momentum we’re building toward the Games,” said Reynold Hoover, CEO of LA28. “As we welcome new partners who believe in what these Games can do for Los Angeles and the country, we’re that much closer to delivering a Games this city and this country can be proud of.”

Allstate will also support NBCUniversal’s multiplatform coverage of the Olympic and Paralympic Games, bringing fans closer to Team USA and the stories behind the athletes’ achievements.

“Allstate’s support of athletes extends far beyond competition, reflecting a longstanding dedication to helping them reach their full potential,” said Mark Marshall, Chairman, Global Advertising and Partnerships, NBCUniversal. “That shared belief in the power of sport and opportunity makes them a natural partner for Team USA and LA28, and we’re proud to celebrate the stories, achievements and lasting impact of the Olympic and Paralympic movement together.”

Is Football Really A Team Sport: What Happens When Leaders Stop Believing They’re Part Of The Team?

The past week has been one of the most tumultuous in football’s history with FIFA President Gianni Infantino proposing an investment vehicle to sell of shares in the World Cup.

The outrage from fans, federations and confederations saw the idea scrapped within a week, with Infantino trying to reset his Presidency as one ‘to unite and to improve’ the football family and its income.

My son plays football for a professional team’s junior development squad. He dreams of being signed and getting to make his hobby his career.

Watching him train and play, five to six times a week during the season, there’s such a balance between focusing on his actions and impact and the greater good of the team.

I want him to do well, to stand out, to get spotted by scouts, but I know that having good players around him makes that a lot easier and raises the level for him and his team-mates.

It’s the same in any organisation. Everyone has their role, everyone has their strengths and weaknesses, and the better the staff do individually and as a team, the more likely the chances are of success.

Gianni Infantino seems to have forgotten that – and it could well cost him the leadership of football.

While the football at the FIFA World Cup this summer was enjoyable, there were elements of the tournament that go against the traditions of the sport.

The cost of tickets and city travel, hydration breaks and the final’s half-time show all fuelled concerns that commercial interests were taking precedence over the fan experience. Controversial officiating, including a red card seemingly rescinded at the request of the US President, further undermined trust in FIFA’s ability to govern for the good of the game.

Infantino was at the heart of the decision-making process for these changes, and has proceeded to plan to extend the World Cup further to a 64-team tournament.

That may benefit smaller countries who earn transformative sums to fund their grassroots and professional league investment, but at what cost?

After already extending the Club World Cup, he has forgotten the golden rule of leadership.

We are accelerating to a point where footballers will strike, such are the demands placed on the top performers to play 11 months or so of the year.

Meanwhile fans are expected to find more money to fund supporting their teams, with the assumption that they will simply always find a way.

Great leaders understand that they are custodians of an organisation, not its owners. The moment they begin to believe the organisation exists to serve them, trust starts to erode.

The doomed Fifa Forward Enterprise (FFE) scheme saw Infantino make significant mistakes, drunk, perhaps, on the increase in his own power and profile, safe in the knowledge that his re-election next year was almost certain.

It became clear through statements from FIFA executives that Infantino had forgotten the rules of teamwork, which apply as much in the boardroom and in governance as they do on the field.

He had undertaken little to no consultation with his colleagues and other stakeholders, and then proceeded to warn anyone rejecting the plans that they would lose out financially as a consequence.

Spare a thought, also, for the FIFA communications team, who bear the brunt of much criticism at times like these when they are demoted to messengers rather than the management function that could have mitigated for this reputational disaster.

While football could of course have done without the drama, Infantino has done the sport a huge favour.

By showing that he believes he is more important than the beautiful game, its traditions and structures, and that wealth creation should come before anything that has made football the most popular sport in the world, he has made his position untenable.

Whether he accepts it’s time to hang up his governance boots or is forced to the sidelines by those who understand the importance of retaining football’s traditions remains to be seen.

As I tell my son, football rewards those who put the team first. The same is true of leadership. Communication, collaboration and humility matter just as much in the boardroom as they do on the pitch.

The author David Alexander is the founder of Calacus PR.

OMODA Becomes Official Automative Partner of the Lloyds Tour of Britain

The Lloyds Tour of Britain has signed OMODA, the UK’s fastest-growing automotive brand, as an Official Automotive Partner of the Lloyds Tour of Britain Women and Men.

Through the partnership, OMODA will support the Lloyds Tour of Britain Women and Men, joining a growing portfolio of partners helping to deliver one of the UK’s largest and most accessible sporting events. The collaboration will see OMODA integrated into activity surrounding this year’s races, including the Omoda VIP in Race Car Experience with further opportunities to engage fans and communities planned throughout the Tour.

Further to being an official partner to the Lloyds Tour of Britain, OMODA ‘s involvement with the Tour will include the prestigious King of the Mountain and Queen of the Mountain classifications sponsor. OMODA will also supply the official vehicle fleet for the race director cars, and in-car experiences.

The announcement follows a partnership signing ceremony held in where representatives from OMODA and British Cycling Ventures formally marked the beginning of the collaboration ahead of this year’s events. The deal was constructed by British Cycling’s exclusive commercial partner IMG.

Darren Henry, Managing Director, British Cycling Ventures, said: “We’re delighted to welcome OMODA, the UK’s fastest-growing automotive brand, as an Official Partner of the Lloyds Tour of Britain.”

“At its heart, the Lloyds Tour of Britain is about bringing people and communities together through the joy of cycling. Through the men’s and women’s races, we celebrate the places, landscapes and local communities that make every stage unique, while inspiring more people to connect with the power of sport.

“OMODA shares our ambition to create meaningful connections and memorable experiences, making them a natural partner for the Tour. This partnership demonstrates the growing appeal of the Lloyds Tour of Britain as a platform that enables brands to create meaningful connections with communities and audiences across the UK, whilst building a more sustainable future for one of Britain’s biggest sporting events”

Victor Zhang, Country Director of OMODA UK, said: “This partnership is about much more than supporting elite sport. OMODA is a lifestyle brand, and our collaboration with the Lloyds Tour of Britain reflects a shared belief that driving a car is about more than getting from A to B – it’s about exploration, well-being and creating meaningful experiences.

“We’re excited to play a role in bringing the Tour to communities across Britain while also allowing fans to experience the OMODA brand. Together, we hope to inspire more people to embrace active lifestyles and discover how our vehicles can support every journey, from the daily commute to weekend adventures.”

The Lloyds Tour of Britain continues to unite communities across the UK through world-class cycling, showcasing Britain’s towns, cities, landscapes and culture while bringing millions of people closer to one of these biggest moments in the UK sporting calendar.

DAZN Secures Exclusive Streaming Rights to YES and MSG Networks

MSG Networks and YES Network have entered into a landmark partnership that will make DAZN, the world’s leading sports entertainment platform, the exclusive direct-to-consumer streaming home of MSG Networks and YES Network during the 2026-2027 NBA and NHL seasons. Subscribers within the networks’ respective regional coverage territories will have access to live Yankees, Knicks, Nets, Rangers, Devils, Islanders and Sabres games, as well as 24/7 feeds of the MSG, MSG Sportsnet, and YES networks, and a wealth of on-demand content including highlights, behind-the-scenes programming and Emmy Award-winning original series.

Subscribers who receive MSG Networks or the YES Network as part of their pay TV subscription will continue to receive MSG and YES content, as applicable, via the DAZN platform at no additional cost.

Current users of The Gotham Sports App will continue to receive uninterrupted access to the content they love as YES and MSG prepare to migrate users to DAZN during the 2026-2027 NBA and NHL seasons. Exact timing and other details of the migration will be announced in the coming months.

The partnership is a significant move for DAZN, strengthening its role in the US market as the home of some of America’s most beloved franchises in the largest sports market with dedicated and passionate fans. Over the years, DAZN has made a name for itself within the US sports landscape as the go-to platform for combat sports, airing 185+ fight nights a year with some of the sport’s top talent and promoters, and world-class soccer leagues and competitions, such as the UEFA Champions League and FIFA+. Outside the US, DAZN also brings the most popular US sports to huge international audiences, including NFL Game Pass, NHL.TV, the NBA and NCAA college football and basketball.

Shay Segev, CEO, DAZN Group
“The New York sports landscape has a rich heritage of teams and DAZN is honored to partner with both the YES Network and MSG Networks to become their exclusive direct-to-consumer streaming home, bringing the Yankees, Knicks, Rangers, Nets, Devils, Islanders, and Sabres to more fans than ever before. This is what DAZN does best – connecting fans to the sport they love and creating immersive digital experiences that go far beyond the game. It is a defining moment for us and underscores our commitment to expanding our footprint in the United States.”

Jon Litner, President and CEO, YES Network said: “Our new strategic partnership with DAZN reflects the YES Network’s continued commitment to elevate the streaming experience for our direct-to-consumer subscribers and TV Everywhere users. DAZN offers a world-class technology platform and elite, live sports streaming expertise, and we look forward to working with them and MSG Networks to continue to serve Yankees and Nets fans, as well as fans of the teams carried by MSG, with the most compelling sports content in the country.”

Kevin Marotta, SVP, Content and Marketing, MSG Networks said: “DAZN is a premier streaming platform that operates all over the world and we couldn’t be happier to offer our fans this opportunity to watch MSG Networks content on their state-of-the-art platform. Coming off of a historic Knicks Championship season, we are excited to take our streaming offering to the next level. Fans of the Knicks, Rangers, Islanders, Devils and Sabres deserve the best of the best and we’re proud to offer the MSG and YES direct-to-consumer content through this partnership with DAZN.”

Axi Becomes The Official Online Trading Partner Of The DP World Tour

The DP World Tour has announced that Axi, the global online Forex and CFD trading company, has become an Official Marketing Partner and the Official Online Trading Partner of golf’s global Tour in a multi-year agreement that runs until 2029.

Founded in Sydney, Australia in 2007, Axi has grown into a trusted top 10 global Forex and CFD provider, serving tens of thousands of active clients in more than 100 countries. This is the first time the DP World Tour has introduced an Online Trading Partner category to its partner programme, and Axi becomes the first company in this sector to partner directly with a professional golf Tour.

As a top-tier Official Marketing Partner, Axi will benefit from significant brand exposure at DP World Tour tournaments and will also become an Official Partner to four tournaments on the DP World Tour schedule each season. Axi will also benefit from bespoke content campaigns on the Tour’s award-winning digital channels, and visibility on a broadcast feed that reaches approximately 600million homes each week.

The partnership’s storytelling campaigns will focus on the ‘Axi Edge’, with the DP World Tour and its players, like Axi, relying on continuous innovation and attention to detail to gain an edge on the competition. A key example of this will be in the DP World Tour’s Fantasy Game, which will now be called Fantasy DP World Tour Powered by Axi. Each golfer will have a new ‘Axi Edge Score’ to help fans make the right calls, which is calculated using metrics such as recent scoring form, consistency, and approach to risk.

Speaking about the new partnership Rajesh Yohannan, CEO of Axi, said: “Golf and trading share the same DNA: success comes down to preparation, discipline, and the fine margins that separate good from great. That’s what Axi’s Edge is all about. Partnering with the DP World Tour—a truly global Tour with a truly global audience—allows us to tell that story on one of the biggest stages in sport. We’re proud to be the first online trading company to partner with a professional golf Tour, and we can’t wait to bring fans and our clients closer to the game through innovations like Fantasy DP World Tour Powered by Axi.”

Guy Kinnings, CEO of the DP World Tour, added: “Axi are a global platform with big ambition, and we’re delighted that they have chosen the DP World Tour for their first partnership in golf. Our audience is affluent, financially savvy and come from all four corners of the globe—giving Axi the perfect marketing platform to build from. Together, we will create compelling multi-channel brand campaigns and networking opportunities that elevate their presence in priority markets as we travel around the world each season.”

Al Ahly Signs Landmark Investment Deal With Vodafone

In a landmark move for sports investment in the region, Al Ahly has signed the largest sports investment deal in the Middle East with Vodafone, granting the telecommunications company the naming rights to the club’s new stadium.

The agreement was signed during a ceremony held at the Giza Pyramids in the presence of Al Ahly’s board of directors, led by club president Mahmoud El Khatib.

The event underscored the stature of the African club of the century as it unveiled one of the biggest commercial partnerships in its history.

Separately, Al Ahly Football Company signed a new sponsorship agreement with Vodafone, surpassing the club’s previous deal. Under the four-year contract, Vodafone will become the main shirt sponsor of Al Ahly.

The ceremony was attended by Youth and Sports Minister Gohar Nabil, several cabinet ministers, the boards of Al Ahly Football Company, Al Ahly Sports Facilities Company and Red Castle Company, which is overseeing the financing and construction of the stadium project, as well as Vodafone representatives and prominent figures from the sports, business and media sectors.

The agreements mark a major step forward in sports investment and will help maximise commercial revenues to turn the club’s long-held ambition of building a world-class stadium into reality, while further strengthening its position as one of the region’s leading sports institutions through a historic partnership with one of the world’s largest companies.

Coca-Cola Germany Returns As Official Partner of The Bundesliga

After ten years, Coca-Cola Germany is back as an official partner of the Bundesliga. The cooperation, which is scheduled to run until at least the 2028/29 season, builds on the brand’s previous commitment and strengthens the company’s long-standing presence in German football.

The commitment is accompanied by integrated communication that connects TV, digital and social channels, retail and fan experiences. From the couch to the stadium, Coca-Cola accompanies fans throughout the season along the fan journey in the immediate vicinity of selected football locations. The campaign is complemented by digital content, social media measures, creator collaborations with exclusive fan prizes and activations at the point of sale.

In addition, Summer Cem will release a new song on the usual streaming platforms in August. In keeping with the new Bundesliga partnership, Coca-Cola has secured the artist’s as yet unreleased track as the musical centerpiece of the campaign. The idea for the song comes from a world in which football and music have always belonged together: in the chants in the stands, on the playlist for the away trip or in the song that the whole pub sings after a victory. Summer Cem has been active there for years both as an artist and as a passionate football fan. Coca-Cola immediately recognized the potential of the track and developed its integration into the campaign together with the artist team. The song tells of fans, clubs and the special energy of a match day. More details on the release will follow in August.

With the start of the 2nd Bundesliga at the beginning of August, communication will initially begin digitally and in retail. The Bundesliga kicks off with a TV spot and fan experiences. As the season progresses, Coca-Cola brings together fans and well-known personalities from football, entertainment or pop culture. Creators will be there to share personal football stories via livestream or from selected locations and talk to fans about special matchday moments. The activations are complemented by mobile stations at stadiums throughout Germany, where fans can cheer on their favourite club at full volume. The volume is measured and rewarded with chances to win tickets as well as other exclusive Bundesliga experiences.

“The Bundesliga is a particularly strong environment because it combines sporting relevance with local identity. It is experienced together week after week in stadiums, fan pubs and living rooms,” says Evelyne De Leersnyder, Managing Director of Coca-Cola GmbH. “We create additional, emotional, experiences around match day.”

“Coca-Cola has consistently been one of the best-known and most valuable brands in the world for many decades. Hardly any other company has had such a lasting impact on the consumer goods industry – with consistency, creativity and adaptability. The combination of global appeal and local roots is an excellent fit for the Bundesliga and makes this partnership so special. Together, we want to use the power of football to inspire fans with creative activations,” says Peer Naubert, Chief Commercial Officer and member of the Executive Board of the Bundesliga subsidiary Bundesliga Media.

Inside European Shooting: Elena Allen On Growing The Sport, Youth Development And Commercial Challenges

As participation, innovation and athlete development continue to shape the future of Olympic sport, the European Shooting Confederation (ESC) is investing heavily in youth pathways, federation support and modern competition formats while addressing the commercial challenges unique to shooting sports.

iSportConnect’s Taruka Srivastav spoke with Elena Allen, former Olympian and Sports Director at the European Shooting Confederation, about the ESC’s long-term vision, its €200,000 federation grant programme, strategies to attract more young athletes and women to the sport, the challenge of securing commercial partners, and how her experience as an elite athlete continues to shape her leadership today.

What is the primary role of the European Shooting Confederation (ESC) and how vast is its reach?

The ESC is the governing body for shooting sports in Europe. It represents 58 national federations and thousands of athletes. The organization manages all European shooting under the Olympic program and hosts all European Championships across every Olympic shooting discipline.

What age-specific competition formats does the confederation offer to keep youth engaged?

The ESC has introduced custom competition formats for youth to ease transition phases and keep athletes from dropping out:

Under-16 & Under-18: Features 10-meter events. Additionally, the under-18 category covers 25-meter pistol, 50-meter rifle, and shotgun disciplines.
Under-23: Newly established to support junior shooters transitioning into senior-level competitions, a difficult period where many athletes find themselves struggling to remain competitive and are often lost to the sport.
Youth Leagues: Includes targeted programs like the Youth League Championships and the Youth League Finals in shotgun and 10-meter events.

Beyond organizing competitions, what initiatives does the ESC provide to support its member federations?

The ESC runs various educational, development, and technical courses to help national federations grow. Following strong showings like the Paris Olympics—where European athletes won 18 medals—the confederation focuses heavily on expanding these programs so member countries do not simply rest on past successes.

What was the core idea behind the ESC’s major fund distribution, and how is it structured for member federations?

Attracting corporate sponsors to shooting sports is uniquely difficult because public perception occasionally views shooting negatively.

Due to this commercial challenge, the ESC has launched a grant programme to help national federations develop in the areas they most require support. This includes the purchase of new training equipment, preparation of athletes for international events, upgrading of facilities or the construction of new ones.

-Each federation can apply for a maximum grant of up to €200,000 structured over a four-year period.

-If a country operates two separate federations (such as independent shotgun and rifle associations), the €200,000 maximum is split equally, allowing each to receive up to €100,000.

What specific developmental areas can federations invest in using these grant funds?

The funds are highly flexible to help smaller federations and can be allocated toward:

Purchasing technical equipment and weapons.
Modernizing existing venues or building brand-new facilities.
Covering athlete preparation and travel costs for European Championships.
Funding training camps or custom development projects.

Can you share any immediate success stories resulting from this funding program?

The program has already yielded notable developmental breakthroughs:

Liechtenstein: Used the financial support to purchase equipment, modernize facilities, and build a localized catalyst to attract youth, allowing them to compete internationally for the first time in years.
Ireland: Funded its target shooting federation to send a full team to the European Championships in Osijek.
Georgia & Sweden: Georgia utilized its funds upfront to build brand-new shooting facilities, while Sweden staggered its allocation to bring in international coaches for junior shooters and fund training camps.

Why is it notoriously difficult to attract commercial brands to shooting sports?

The primary hurdle is public perception and the literal word “shooting”. In places like Great Britain, the public often misperceives the sport as an elite, aristocratic activity reserved for the upper classes. Additionally, outsiders frequently disassociate the word “shooting” from “sport shooting,” completely overlooking the athletic discipline involved.

What is your main pitch to global brands to convince them to invest in shooting sports?

The pitch relies on the sport’s unmatched inclusivity, longevity, and heritage:

Universal Accessibility: Unlike sports that require a specific athletic body type (such as javelin), shooting welcomes all shapes and sizes.
Lifespan of a Surfer: Most sports have a short physical peak (e.g., gymnastics in the early 20s; elite swimming around 24–27). In shooting, athletes can compete at the absolute highest level well into their 60s, as demonstrated by a Kuwaiti shooter winning an Olympic bronze medal at age 54 and repeating the feat at the following Olympics.
Mental & Physical Mastery: It is a precision-based, highly challenging outdoor sport that pulls participants away from computer screens and smartphones.
Olympic Legacy: It carries immense historic prestige, having been an integral part of the modern Olympic movement since Pierre de Coubertin first introduced it.

What steps is the ESC taking to make the sport more engaging and easier for television audiences to follow?

To counter complex decimal scoring systems that confuse casual viewers, the ESC has pioneered a simplified point system format for its regional series. In this format, athletes win a set number of shots to earn two points, splitting them if they tie. This system is highly scannable, builds instant crowd excitement, and follows successful evolutionary steps taken by sports like archery to boost television viewership.

Has female participation increased over the years, and what barriers still exist for women?

Inclusivity has grown massively since early global events. Historically, women’s events were severely limited; during an early World Championship in Peru, organizers struggled to assemble even 10 women, forcing an athlete from a different discipline to fill in. While participation remains slightly lower than men’s due to family-raising responsibilities and a lack of local shooting clubs, countries like Slovenia have found success by building local, welcoming community clubs where the majority of local children participate.

How does your background as a former elite athlete help you run a sports federation effectively?

Having experienced the entire journey from the grassroots level to the peak of an athletic career gives an administrator a complete, authentic understanding of what it feels like to step into the circle. It establishes deep credibility when working with current athletes.

While active athletes naturally focus purely on what is best for them to win a medal, a former athlete in an administrative role can bridge that gap by teaching them the broader commercial reality: that the sport cannot survive in the Olympic movement without also cultivating audiences, attracting media coverage, and engaging fans.

Ekstraklasa Strengthens Commercial and Technology Strategy with Amazon.pl and Hawk-Eye Partnerships

Poland’s top-flight football league, Ekstraklasa, has announced two significant long-term partnerships with Amazon.pl and Hawk-Eye Innovations, reinforcing its commercial growth strategy while accelerating the adoption of cutting-edge technology across the league.

The agreements underline Ekstraklasa’s ambition to enhance fan engagement, modernise match operations, and strengthen its position among Europe’s most technologically advanced football competitions.

Amazon.pl has become the Official Partner of Ekstraklasa through a partnership that will run until June 2028. The collaboration forms part of Amazon’s long-term investment in Poland and is built around a shared commitment to football as a platform that unites millions of fans.

Alongside the commercial partnership, Ekstraklasa has also entered into a long-term agreement with Hawk-Eye Innovations, part of the Sony Group, through its production arm, Ekstraklasa Live Park.

Beginning with the 2026/27 season, Hawk-Eye will introduce a suite of advanced technologies to the Polish league, including semi-automated offside technology, with implementation scheduled to begin later this autumn. The system will also be fully integrated with the Polish Football Association’s existing VAR infrastructure.

Beyond offside technology, the partnership will introduce enhanced tools for match analysis, officiating and broadcast production, further improving the quality of live coverage and operational efficiency across the competition.

Marcin Animucki, President of Ekstraklasa SA, described the investment as a key strategic milestone.

“This is a very important investment decision made by Ekstraklasa clubs. Continuous technological development is one of our strategic priorities, which we have been consistently implementing across various areas of our business for years. The pace of progress in this area is enormous. Thanks to our cooperation with Hawk-Eye, we are once again introducing the most advanced solutions used in football at the highest global level. These technologies will support the sporting development of Ekstraklasa clubs while enhancing the attractiveness of matches and television broadcasts for broadcasters and fans.”

The twin announcements reflect a broader trend across European football, where leagues are increasingly balancing commercial partnerships with investments in technology to create stronger value propositions for broadcasters, sponsors, clubs and supporters alike.

While the Amazon.pl agreement strengthens Ekstraklasa’s commercial ecosystem through one of the world’s leading technology and retail brands, the Hawk-Eye partnership positions the league at the forefront of football innovation by bringing elite-level officiating and broadcast technology to Polish domestic football.

Together, the partnerships represent another step in Ekstraklasa’s long-term strategy to combine commercial growth with technological excellence as it continues to elevate its global profile.

Bluestone Equity Leads $55M Investment in Cue Sports Innovator Poolhouse

Bluestone Equity Partners (“Bluestone”), the institutionally-backed global private equity firm focused on the Sports, Media & Entertainment industry, announced that it has led a $55 million growth equity investment in Poolhouse, the technology-enabled cue sports company founded by Steve and Dave Jolliffe, the creators of Topgolf and Puttshack. The investment will fund the global expansion of Poolhouse’s proprietary technology platform, BillyQ, and the continued rollout of its premium, tech-enabled venues.

Poolhouse is bringing modern technology, game design, and data infrastructure to cue sports, one of the world’s oldest and most widely played social sports. With more than 200 million weekly players globally and an industry-estimated total addressable market of approximately $35 billion, cue sports represent a large, global participatory category that remains meaningfully under penetrated by technology.

At the center of the Poolhouse platform is BillyQ, a proprietary gameplay system developed over six years in collaboration with the team behind Hawk-Eye, best known for the computer vision technology used to track ball trajectories, support officiating, and enable broadcast replay applications across many major sports. Combining advanced projection with precision tracking, BillyQ overlays a responsive digital layer onto the pool table, enabling interactive gameplay, automated scoring, and real-time player analytics. The platform also incorporates a dynamic handicapping model that adjusts to player ability, allowing mixed-skill groups to compete on a more level playing field without altering the integrity of the game.

“Cue sports have extraordinary global reach and are inherently social, with a centuries-old foundation and millions of tables in use worldwide, yet the category has never had a scaled technology and data layer,” said Bobby Sharma, Founder & Managing Partner of Bluestone Equity Partners. “Poolhouse is building that infrastructure with a team that has already helped define modern competitive social entertainment. For Bluestone, this is a compelling opportunity to back exceptional operators in one of the largest global participatory sports categories, representing a multi-billion-dollar market, and to help build a category leader across venues, licensing, and the home.”

“We set out to build Poolhouse because we saw the same opportunity in pool that we once saw in golf: a beloved, mass-participation game that could be transformed through technology, design, and a better player experience,” said Steve Jolliffe, Co-Founder of Poolhouse. “Bluestone is the ideal partner for this next phase. Their portfolio of complementary sports, media, and entertainment businesses, combined with their global network and institutional approach, will accelerate our ambition to build a worldwide platform powering pool anywhere it’s played.”

A Global Rollout Underway

“Poolhouse is building a platform that can scale far beyond our branded venues, combining best-in-class hospitality with a proprietary technology layer designed to unlock new ways to play, compete, and engage with cue sports,” said Andrew O’Brien, Chief Executive Officer of Poolhouse. “With Bluestone’s partnership, we are well-positioned to accelerate our global expansion and establish BillyQ as the underlying infrastructure for cue sports worldwide.”

Poolhouse’s flagship London venue at Liverpool Street has opened to strong customer and critical reception. The company is seeing strong landlord interest in the US, including locations in New York City and Nashville, and has executed a franchise agreement with Signature Hospitality Group, a leading Australian hospitality operator.

While Poolhouse’s premium venues are the most visible expression of the brand, the broader opportunity is the technology platform itself. The capital raised will primarily fund the expansion of BillyQ beyond Poolhouse’s owned locations into hotels, traditional pool halls, casinos, bars, and other hospitality venues, and, over time, into the home – building a scalable, recurring revenue platform on top of a global installed base of tens of millions of tables.

Poolhouse also plans to launch a consumer version of BillyQ designed to bring gameplay, tracking, handicapping, and training into residential settings. With tens of millions of residential pool tables installed globally, the consumer product will further extend Poolhouse from a venue and licensing business into a direct-to-consumer platform.