Northern Super League Redefines Modern League Launch with AI-First Digital Infrastructure

By combining modern fan distribution strategy with Spectatr.ai’s real-time AI automation, the league built instant global digital visibility in its historic first season.

The Northern Super League (NSL), in partnership with AI sports technology company Spectatr.ai, delivered real-time, AI-powered highlights across its complete inaugural season, establishing new standards for emerging sports properties building global digital presence. From April 16 through November 15, 2025, the collaboration enabled Canada’s first professional women’s soccer league to compete in a crowded digital sports landscape through automated content generation at scale.

Six founding clubs competed across 80 matches spanning seven months, culminating in Vancouver Rise FC’s championship victory over AFC Toronto at BMO Field—Canada’s first neutral-site women’s professional sports championship. For NSL, the inaugural season represented a critical opportunity: build digital operations from the ground up without legacy constraints, establishing immediate visibility while creating scalable foundations for long-term growth.

Reaching New-Age Fans in Real Time

As Canada’s first professional women’s soccer league, NSL entered its inaugural season with a unique opportunity: building digital operations from the ground up without legacy constraints. With six clubs operating from Halifax to Vancouver, the league designed a content strategy aligned with how modern audiences consume sports. New-age fans engage with sports content on social media, with short-form platforms now distributing content to more than 70% of users who don’t follow the account. NSL embraced this shift, prioritizing real-time delivery of key moments—goals, saves, celebrations—across multiple platforms simultaneously.

To achieve this, NSL deployed Spectatr.ai’s AI engine, PULSE, to automate real-time highlight generation across all matches, enabling instant capture and distribution of key moments onto social media platforms.

Real-Time Highlights at Scale

Throughout the season, Spectatr.ai’s AI platform continuously monitored live match streams, automatically detecting key soccer moments: goals and assists, saves and clearances, disciplinary actions, penalty situations, player celebrations, and tactical substitutions.

Within seconds, moments were converted into ready-to-publish clips enriched with metadata—player names, jersey numbers, club affiliations, match context, and action tags—automatically formatted in multiple formats, including 9:16 and 4:5 for Instagram, TikTok, and YouTube Shorts, enabling immediate publishing without post-production delays.

Content was delivered directly to NSL’s central hub and all six club digital teams, enabling real-time publishing across local and global audiences without requiring dedicated video production resources at every match venue.

The collaborative approach between NSL and Spectatr.ai teams—built on instant feedback and rapid adjustments—allowed the content system to evolve alongside the league’s needs, focusing resources on what drove the strongest audience engagement.

Measurable Impact Throughout the Season

Automated coverage at scale: Spectatr.ai’s AI platform captured and processed 37K+ match moments across 80 competitive matches spanning seven months, providing continuous content generation throughout the inaugural season.

Sustained digital engagement throughout the competition calendar: Real-time highlights content published across NSL’s social channels generated 51.8 million video views from opening fixtures through the championship, maintaining a consistent audience connection across the full seasonal timeline.

Doubled digital audience during inaugural season: 2x follower growth across the league’s Instagram account, demonstrating how a holistic content strategy accelerates fan growth and engagement for first-year properties.

Strong audience interaction demonstrating content quality: Published real-time content generated 110K+ likes throughout the season, reflecting sustained fan engagement and indicating that automated detection successfully identified genuinely compelling moments.

Blueprint for Growth

The sports industry stands at an inflection point. Automated content generation has become foundational for digital presence, yet the next evolution is already emerging: agentic AI enabling real-time fan interactions, hyper-personalized engagement adapting to individual preferences, and conversational experiences transforming passive viewers into active participants. The shift from content distribution to continuous fan dialogue represents the next competitive frontier in sports technology.

For emerging properties evaluating digital infrastructure, the NSL and Spectatr.ai partnership demonstrates how early automation adoption establishes operational foundations—creating visibility at scale while building systems capable of evolving alongside rapidly advancing fan engagement technology.

Winmau Signs 10-year partnership extension with the PDC

Winmau, the world’s leading dartboard manufacturer, has announced a record-breaking extension to its already powerful partnership with the PDC, which will see Winmau continue to be the organisation’s official equipment provider.

The announcement was made by PDC Chief Executive, Matthew Porter, and Nodor Group CEO, Tom Brown, as part of the draw event for the 2026 Winmau World Masters.

The renewed, long-term partnership is the biggest of its kind in darts equipment supply and it will see Winmau dartboards continue to be used exclusively across the PDC’s televised events, with events this year spanning 17 countries including the UK, USA, Saudi Arabia, Australia and New Zealand.

With the recent World Darts Championship attracting over 10 million TV viewers in the UK alone, the partnership will see Winmau introduced to a rapidly growing fanbase while ensuring the world’s best players enjoy the world’s best equipment as they excite new and existing audiences around the globe.

The deal is spearheaded by Winmau’s latest dartboard, the revolutionary Blade X – the most advanced dartboard in the world. The Blade X will make its PDC debut at the Winmau World Masters this week and will become the official dartboard of the PDC for all Premier and World Series Events moving forward.

Built on years of championship engineering and offering elite and amateur players an unrivalled experience when it comes to precision, durability and playability, the Blade X cements Winmau’s position as a pioneer in darts equipment engineering and production and is a major factor behind the long-term extension of its relationship with the PDC.

The new deal will see Winmau remain a title sponsor of the Challenge Tour, Development Tour and World Youth Championship, highlighting its joint commitment with the PDC to developing the next generation of darts talent, improving player pathways and introducing the sport to new players of all abilities.

Winmau are also a partner of the PDC-affiliated Junior Darts Corporation and sponsor many top professional stars – including Michael van Gerwen, Daryl Gurney and Danny Noppert  – as well as emerging talents from around the world.

Tom Brown, Nodor Group CEO, added: “We’re incredibly proud to be a long-term partner of the PDC and this record extension further cements our great relationship and our commitment to growing darts in the UK and around the world.

“We pride ourselves on our heritage and providing the very best-in-class dartboards and equipment and this new deal, spearheaded by the launch of our latest board, the Blade X, is testament to our unrivalled level of engineering, craftsmanship and production, ensuring that the world’s best players continue to play with the world’s best equipment.”

Matthew Porter, PDC Chief Executive, commented: “Winmau have been a fantastic partner of the PDC over the last four years, and this record-breaking extension reflects our shared ambition for the future of the sport.

“Their commitment to innovation, quality and performance is unmatched, and the launch of the Blade X sets a new benchmark for darts equipment at the very highest level.

“We’re delighted to continue working together to deliver the best possible playing conditions for our players while helping to grow darts to new audiences around the world.”

Korn Ferry Named as Founding Partner of LA28 Olympic and Paralympic Games

Korn Ferry has announced it has established a strategic partnership to serve as a Founding Partner of the LA28 Olympic and Paralympic Games. As the Official Talent & Organizational Consulting Partner for the LA28 Games and Team USA, Korn Ferry will bring the firm’s full suite of talent, leadership, and organizational capabilities to one of the world’s most inspiring stages. 

“With millions of fans, thousands of athletes and countless volunteers, the LA28 Games will display a beautiful mosaic of people, perspectives and passion on one of the world’s most inspiring stages,” said Gary D. Burnison, CEO, Korn Ferry. “Our partnership is all about building the culture and energy that will define the Games. Simply put, we’re powering the people who power the LA28 Olympic & Paralympic Games.”  

Korn Ferry is working closely with LA28 to hire, onboard, and develop the more than 5,000-people workforce needed to deliver the Games, while cultivating leaders and high-performing teams that reflect the spirit of Los Angeles and the Olympics and Paralympics.  

“The 2028 Games will celebrate human potential and achievement with moments that unite the Los Angeles community, the nation and people around the globe,” said Casey Wasserman, Chairperson and President, LA28. “Our work with Korn Ferry began nearly two years ago with the placement of Reynold Hoover as our CEO. Now, through our expanded partnership, we are building the team that will bring the LA28 Games to life and inspire the world.” 

The partnership has been deployed throughout the organization and will continue to showcase Korn Ferry’s brand when the world’s attention turns to Los Angeles. 

F1 Signs Standard Chartered as Official Wealth Management and Corporate and Investment Banking Partner

Formula 1 has announced that Standard Chartered will join as Official Wealth Management and Corporate and Investment Banking Partner in a multi-year deal from 2026.

Standard Chartered will also extend its support to F1 Academy, the all-female driving series, where it will help advance the development of female talent and skills across motorsport, both on track and beyond.

Stefano Domenicali, President and CEO of Formula 1, said: “I am thrilled to welcome Standard Chartered, an incredible financial powerhouse, as a new partner to Formula 1. We are both truly global in nature, sharing fantastic locations around the world with the desire to drive performance and create experiences that excite people and bring them together. With Standard Chartered’s support for F1 Academy, I can’t wait to have them join us in the paddock and see what we can achieve together.”

Roberto Hoornweg, CEO, Corporate & Investment Banking, Standard Chartered, said: “We’re proud to become an Official Partner to F1, which shares our relentless commitment to high performance, innovation, a world-class client experience, and distinctive global connectivity. F1’s footprint reflects our own cross-border network, with our presence in 19 out of 21 F1 race markets and many other countries where clients enjoy watching one of the most exciting, fastest-growing sports in the world.”

Judy Hsu, CEO, Wealth and Retail Banking, Standard Chartered, said: “As a leading international wealth manager, we will draw on our international network and expertise to bring clients closer to the excitement of F1. Our clients value premium service, innovation and seamless global connectivity, and this partnership will unlock exclusive experiences for them. Our support for F1 Academy reinforces our commitment to championing female talent and developing the next generation of motorsport talent across our unique footprint.”

Anta Buys 29% Stake in Puma for $1.8B in Major Sportswear Deal

Chinese sportswear giant Anta Sports has agreed to acquire a 29.06% stake in Puma for €1.5 billion ($1.8 billion), marking one of the most significant recent investments in the global sports apparel market.

The stake is being purchased from Artémis, the Pinault family’s holding company, and will make Anta Puma’s largest shareholder. However, Anta will remain below the 30% threshold that would trigger a mandatory takeover offer under German law. The deal is expected to close later this year, subject to regulatory approvals.

Puma shares jumped sharply following the announcement, reflecting investor optimism that the partnership could support the German brand’s ongoing turnaround. Puma has been working to revive sales and brand momentum under CEO Arthur Hoeld, with restructuring measures that include job cuts, tighter product focus and a marketing reset.

For Anta, the move strengthens its international expansion strategy and adds another major global brand to its multi-brand portfolio. The company has previously built a strong track record through overseas acquisitions, most notably Amer Sports, as it seeks to diversify beyond China and grow its presence in Europe and the Americas.

Strategically, the deal brings together two brands with complementary geographic strengths: Puma has a solid footprint in Europe and Latin America, while Anta continues to build scale outside its domestic market. The investment also positions Anta in the mass-market performance and sports lifestyle segment, broadening its reach across global consumer tiers.

The transaction reflects wider momentum in global sports industry dealmaking, as brands look to reposition portfolios, unlock value and adapt to shifting consumer demand and competitive pressure ahead of a major cycle of international sporting events.

MLS Partners with Polymarket as Official Prediction Market Partner

Soccer United Marketing (SUM), the commercial arm of Major League Soccer (MLS), has announced a new multi-year partnership with Polymarket, the world’s largest prediction market, naming the company an official partner of MLS and an official partner of Leagues Cup in the United States.

Under the agreement, Polymarket will serve as the official and exclusive prediction market partner of MLS, MLS All-Star Game, MLS Cup presented by Audi, and Leagues Cup.

The partnership reflects MLS and SUM’s continued focus on innovation and positions MLS among the first global soccer leagues to integrate prediction market insights into the fan experience.

Polymarket and MLS plan to work together to develop new fan experiences across MLS digital platforms, with a focus on enhancing the live match experience and second-screen engagement for fans. These efforts are intended to bring supporters closer to the game through innovative digital content across MLS and Leagues Cup platforms that reflect real-time collective fan sentiment around key moments.

“As soccer’s audience continues to grow and evolve in the U.S., fans are looking for new ways to engage more deeply with the game,” said Shayne Coplan, Founder and CEO of Polymarket. “Through our partnership with MLS and Leagues Cup, we can surface real-time collective sentiment around key moments, matches, and season-long storylines, giving fans a more interactive, data-driven way to experience the game and engage with the world’s most popular sport.”

“As MLS continues to grow, innovation remains central to how we engage fans and evolve the league,” said Gary Stevenson, MLS Deputy Commissioner and President of Soccer United Marketing. “Partnering with Polymarket allows us to integrate prediction markets as a new fan engagement format and position MLS as an early leader among global soccer properties.”

The partnership includes safeguards designed to protect the integrity of MLS and Leagues Cup matches, including independent monitoring of trading activities and collaboration on MLS and Leagues Cup markets offered.

Today’s announcement comes amid sustained momentum for soccer in North America. With the FIFA World Cup arriving in the region in 2026, Major League Soccer and Leagues Cup are entering a new era of visibility and growth, creating expanded opportunities to engage fans in meaningful and modern ways.

The New Olympic Era: Kirsty Coventry’s Leadership in a Time of Global Upheaval

With the Milano Corina 2026 Winter Olympic Games set to showcase a new year of international sport, Michael Pirrie reflects on the events, issues and figures who shaped Olympic and global sport over the past 12 months in a multi crisis world, and also looks at the growing influence of new IOC President Kirsty Coventry.

“In the epochal change we are living through, there is a need for hope, and sport contains and transmits this precious value,” Italian President Sergio Mattarella, December 2025, said on the arrival of Olympic flame in Italy for the Milano Cortina 2026 Torch Relay.

Final preparations have now commenced for the world’s premier winter sporting event in the mountains, valleys and regions of northern Italy. Levels of adrenaline and anxiety are beginning to increase in the countdown to competition as each new day breaks, more venue overlay is brought in and floodlights and generators cut through the cold. There is excitement, expectation and uncertainty.

The memory of Nodar Kumaritashvili, the young Georgian luger who died during a training session just hours before the Opening Ceremony for the Vancouver 2010 Winter Olympic Games, lingers vividly over winter sports and sport more widely as the ultimate moral duty and responsibility for athlete safety.

The usual pre-Games worry over government funding gaps and delays in venue completion and testing are also present, perhaps with more urgency this time. The atmosphere and settings have added significance here, where new IOC president, Kirsty Coventry, will soon oversee her first Games in charge of the Olympic movement.

TESTING TIMES

The former Olympic champion has placed athlete welfare and representation high on her agenda and is sensitive to dangers inherent in the spectacle of sport.

Milano Cortina will not only be a test of athlete conditions, new sporting events, integrated operations for a new decentralised Games model, and legacies for venues, the environment and regional host communities. 

From Salt Lake City’s  vote buying scandal, Sochi’s almost incomprehensible venue costs and Russian Government’s state orchestrated doping operations to Beijing’s synthetic winter of snow manufactured mountains, the Winter Games have been a bellwether for major issues and challenges that have expanded and shaped Olympic and world sport over the past year – from host city selection and event costs, venues and service level budgets, military conflicts and geopolitical instability to economic uncertainty, worsening weather conditions, political neutrality, gender fairness and moral complexity.

SPORT’S PERSON OF THE YEAR

These and other issues will be addressed by Coventry and her teams in the coming months and beyond as the new IOC president attempts to navigate the Olympic movement through increasingly fragmented and unpredictable global landscapes into a new world of sport still forming on near and far horizons. 

In a year of enormous international instability, Coventry was the sports person and story of 2025

Her election as president of the IOC eclipsed the grandest sporting events of the past year because it will shape how world sport is governed, where the Games take place, who it includes, where investment in sport flows and where sport will survive, thrive and grow for decades to come.

More than a Wimbledon or Champions League final in a non-Olympic year, Coventry’s election was a milestone moment for the international community and for sport more significant than the presentation of a trophy or cup 

The significance of Coventry’s election from outside the long-established geopolitical networks of power and influence is matched only by the position itself.

The IOC presidency and policies influence how politics, economics, diplomacy, human rights, national identity and global development can play out through sport.

SPORTING BRILLIANCE 

In a year of extraordinary sport, Armand Duplantis eclipsed the pole vault world record for the fourteenth time.

The performances of two female athletes however perhaps best captured some of the dramatic shifts underway in world sport over the past 12 months, realized with Coventry’s election.

China’s 12-year-old Yu Zidi became the youngest swimming medalist in world championships history, while Lindsey Vonn of the US became the oldest alpine skier to win a World Cup race, aged 41.

The two athletes expanded the biological boundaries of sport and human achievement and were part of a landmark year for women in sport.    

The two record breaking performances and accomplishments by other female athletes also underscored the importance of protecting the women’s category and integrity of women’s sport as it has surged culturally and commercially, with broadcast audiences soaring and investment growing.

Female athletes around the world led the most significant global discussions on eligibility, fairness and safety in sport for decades

The federations listened and reviewed policies, led by World Athletics and its president, Seb Coe, who introduced genetic testing to confirm the sex of athletes in track and field – the biggest and most important Olympic sport.

Coventry also established an expert working group to look at the complexities of transgender participation shortly after gaining office.

Coventry’s presidency was born in a multi crisis world that will shape the priorities, directions and challenges of her leadership.

Sport over the past year was impacted profoundly by upheavals, conflicts, and devastation the world over 

The search for meaningful peace in Ukraine and Gaza was a roller coaster that transformed sport into a moral and geopolitical battlefield. 

Putin’s unrelenting slaughter of human life in Ukraine developed into a deeper crisis inside and outside sport, highlighting how differently the Russian government views the world and sport

The mounting death toll of innocent Ukrainian civilians and families – as well as athletes and coaches – filled more cemeteries and graveyards and further eroded the distinction between sport neutrality and moral neutrality

The world’s leading federations and governing bodies could not remain neutral to the apocalypse war, with the IOC and Fifa banishing Russian national delegations and teams from the world’s biggest sporting stages this year, ensuring the Winter Olympic Games and Football World Cup do not become Trojan Horses for Putin propaganda.

The bans create an exclusion zone, helping to defend sport’s humanity and integrity, and isolate Kremlin controlled sports systems and National Olympic Committee which require athletes to support and defend Putin’s full-scale invasion.

These and other bans also follow Russia’s violation of the Olympic Truce, , intended to shield athletes and competitions from armed conflict, and years of documented systematic state sponsored doping designed to manipulate, weaponize and dominate global sport for Putin and Russia’s power and prestige.

The bans against Russia’s atrocities also recognizes that sport does not occur in a moral vacuum and were widely supported by the international community on which the Olympic movement depends. The International Paralympic Committee misread the mood and was strongly condemned after lifting suspensions on Russian and Belarusian paralympic teams.

The move immediately prompted anger from athletes and concerns it would dilute credibility of the brand and commercial interest and support for the paralympic movement.

The fates and fortunes of Olympic host and bid cities and nations, on which the Olympic Movement depends, were impacted in different ways by geopolitical violence and deteriorating climate and political conditions in 2025, which continue to intensify

The turbulence spanned the year, beginning with the destructive climate change driven LA wildfires in January, in the next summer Games host city, and ending in December with the Bondi horror mass shootings, the worst terrorist attack in the history of Australian, host nation of the Brisbane 2032 Games.  

While Bondi did not happen in Brisbane, it was felt more broadly across Australia as a profound attack on its open, multicultural and faith inclusive way of life and will form part of the wider national background and story of the host nation and 2032 Games.

The Bondi shootings will also form part of the broader global geopolitical environment in which Games are now planned and delivered.

COVENTRY’S EARLY INTERVENTION & IMPACT

The political and human catastrophe of Gaza began to impact sport more significantly in 2025, and Indonesia withheld visas from Israeli gymnasts to enter the Muslim-majority nation for a major sporting event.

In a defining early intervention, Coventry’s IOC acted swiftly and decisively to its first major international test, applying a principle of collective Olympic solidarity that treated an attack on one nation as an attack on the Movement itself, and suspended early Games bid engagement and advised federations against hosting events in Indonesia. 

A brutal, murderous crackdown on citizen protests over deteriorating living conditions in Iran along with the return of Islamic State fighters in Syria further destabilized the Middle East region, where Qatar and Saudi Arabia are seeking to host the Games.

India launched missile strikes on Pakistan in response to claimed terror attacks but will not deny athlete visas, keeping alive its powerful bid backed strongly by the Modi government to bring the Games to the new superpower with the world’s biggest youth sports market.

OLYMPIC CRITICAL SUCCESS FACTORS

Meanwhile, a new approach to Games success and athlete welfare and career planning and development, core Coventry KPIs, was launched by the Australian Olympic Committee in late 2025    

The strategic $50 million Olympian Futures Fund provides retirement grants linked to Olympic appearances and selection, as well as targeted financial support for athlete mothers returning to elite competition.

Its purpose is to enable athletes to better plan for their post competition lives and to extend the careers of Australia’s Olympians in order to maximize medal winning performances at Brisbane 2032 by domestic athletes – the single most consistent driver behind the success of iconic host Games in recent times, including Sydney 2000, Vancouver 2010, London 2012 and Paris 2024 

THE ‘FIRST LADY PRESIDENT’ 

While the IOC presidency is regarded as one of the most complex roles in international affairs, internal reviews of Kirsty Coventry’s early leadership have been impressive and overwhelmingly positive, with a marked strengthening of confidence within the IOC administration and among members since taking over.

Despite a low-profile election campaign, Coventry has consolidated authority quickly and calmly and with quiet self-confidence, buoyed by the scale of her election victory and mandate. 

One former IOC executive board member described Coventry as “the First Lady President with a first-class Olympic pedigree and political judgement to meet the moment.”

Coventry’s inclusive leadership style – particularly with broader member engagement, including direct consultation on Zoom calls – was cited as having materially shifted internal attitudes.

Sources report improved coordination across specialist advisory committees and groups discussing issues vital the future of the Games.

These include seasonal scheduling and locations for some Olympic sports to combat the expanding impacts of climate change on sport.  

There was growing support for change that would provide members with a genuine choice of multiple bid cities to stage the Games.

PARIS GENDER DIFFICULTIES

Significantly, sources emphasized the need also to protect the core intention behind the recent redesigning of the host selection model, recognizing the Games now represent a uniquely complex, high risk global undertaking that requires best practice boardroom governance to prevent possible block voting, external manipulation, geopolitical interference, fraud and reputational damage.    

Members and staff have also responded positively to a change in strategic direction, encouraging the IOC to approach Games rules issues more proactively. These include sensitive areas such as gender eligibility following “difficulties in Paris,” according to a senior member.  

The long-awaited IOC findings into the globally controversial issue of transgender rights, differences in sexual development and male-to-female athletes, looms as a milestone moment in modern sport and society.

The IOC rulings, expected later this year, will attempt to balance inclusion and fairness in sport with safety and equality paramount for female athletes.

The IOC’s new rules to protect the women’s category are fundamental to the integrity of the Olympic Games as the world’s biggest sporting event for women and will form an important part of Coventry’s legacy.

While debate and protest are unlikely to disappear, there is emerging international legal and community consensus recognizing the fundamental importance of biological sex in women’s sport. 

A specialist United Nations report has warned of the risks to women’s safety in gender diverse sporting competitions and environments. “To avoid the loss of fair opportunity, males must not compete in the female categories,” and human rights positions “must continue to be consistent with science and fact,” the post Paris 2024 report said.

COVENTRY’S NEW OLYMPIC WORLD

CONCLUSION

The world’s geopolitical, economic, climate and security fault lines deepened and widened during the Bach era. 

The old paradigms and protocols that protected sport from sudden international jolts are less able to isolate sport and neutralise new geopolitical shocks.

While much has been made of the changing rules-based global order, the rules governing orderly planning for the successful location, preparation and hosting of major world events  are also changing.

This shift is impacting western nations, values and conditions that have long sustained, grown and globalised the modern Olympic Games, linked to   strong government financial and public support for the mega event

According to recent World Bank reports, political stability has fallen everywhere, especially in Europe and the US, where the vast majority of Games have been hosted.

There has also been a marked decrease in the proportion of the global population living in a democracy, down from more than 50 per cent a decade ago to not much more than a quarter now, governed for the first time by mostly right-wing populists.

SELECTING CITIES IN TESTING TIMES 

While the total value of global companies is back near a record high, the global cost of living, affordability and inflation, which traditionally influence public and government support for major events, currently show little sign of diminishing.

Selecting cities and nations capable to host the Games, the world’s biggest event and piece of project planning and management, in such fragile conditions, will be Coventry’s biggest challenge.

The central test for the new IOC leader is whether the Olympic movement can embody humanity, cooperation and a credible pursuit of peace in a multi crisis world when millions live amid insecurity, division and conflict- and whether the Olympic Games and its host cities and programs can be spaces and places where these values and goals are visibly demonstrated, pursued and practiced.

HOPE & THE NEW OLYMPIC NARRATIVE 

The performance of host cities as well as the athletes in these new geopolitically complex times is central to new Games narratives.

The Olympic Games are being judged less by how perfectly they are staged but also by how resiliently they respond to crisis in a fractured world. 

In a new age of overlapping crises, the Games have evolved into something greater than a sporting spectacle, taking on renewed significance as events and experiences of collective hope.

We saw this in London in 2012 when the city showed the world that in the face of terrorism societies can still move forward together with courage and confidence; in Tokyo where the Games was a reminder that even amidst the greatest global public health crisis of our times, the world could still come together even when separated; and in Paris, nations of athletes journeyed from around the world to the French capital to compete during the first major European war in nearly 80 years.      

This new narrative which also extends to LA 28 – designed to show how major cities, urban areas and major events can respond with new solutions and resilience to destructive climate conditions – is starting to transform how the world sees the Olympic Games.  

The Milan o Cortina Games will soon arrive under the leadership of Kirsty Coventry, who symbolizes this shift in the Olympic narrative. 

Her appointment as leader of one of the last global institutions capable of bringing the people and cultures of the world together is also a reminder that the Olympic Games can stand as an international expression of hope and space for nations to gather in peace, choosing competition over confrontation and a better world over a divided one.

As European countries prepare for possible conflict in the background of Milano Cortina 2026, rearming and reintroducing national service on the Olympic home continent, the Games can show why the world needs an event like the Olympics in these tumultuous times. 

Michael Pirrie is an international communications and major events consultant who has advised and worked on several major global events and was Executive Advisor to the London 2012 Olympic Games Organizing Committee. 

British Olympic Association appoints Jon Dutton OBE as new Chief Executive

Jon Dutton OBE has been appointed as the new Chief Executive of the British Olympic Association (BOA).

Dutton will join the BOA from British Cycling, where he has been the CEO since April 2023. His career in the sports industry to date spans three decades: prior to joining British Cycling, Dutton led the Rugby League World Cup 2021 as Chief Executive, having held previous roles with the PGA European Tour, UEFA and the Tour de France Grand Depart.

Dutton will bring a wealth of experience in delivering both successful commercial partnerships and social impact programmes to the BOA, alongside an extensive knowledge of the Olympic movement. His tenure at British Cycling saw him lead the organisation through a summer Olympic Games at which Team GB riders returned a total of 11 medals – including a world record-breaking gold for the women’s sprint team on the track, and Tom Pidcock’s astonishing comeback to retain his mountain bike title.

Jon Dutton said: “It has been a tremendous honour to lead British Cycling through such an important and ambitious period of change. I am incredibly proud of what we have achieved together – strengthening our organisation, delivering meaningful impact in communities, and laying foundations that will support the sport for many years to come. I am sincerely grateful to the outstanding colleagues across British Cycling for their daily inspiration, and particularly to Chair Frank Slevin for his leadership and support.

“The decision to move on was made with careful consideration, but the opportunity to lead Team GB presents an exciting new challenge. To take on one of the most coveted and impactful roles in British sport is a privilege and I look forward to joining colleagues at the BOA at a pivotal and exciting time for the organisation as plans continue to build towards the Los Angeles 2028, French Alps 2032 and beyond.”

Dame Katherine Grainger, Chair of the British Olympic Association, said: “On behalf of the Board, I am delighted to be welcoming Jon to the BOA. He is a highly regarded and well-respected figure in high performance sport. Jon’s combination of strategic leadership, commercial acumen and collaborative culture will ensure the BOA continues to thrive in a rapidly evolving sporting landscape.

“Jon has already demonstrated a clear commitment to driving the highest standards of support for Team GB athletes and promoting the values and ideals that underpin the Olympic movement, and I’m confident that his leadership will make a positive difference as we look to an exciting future.”

Dutton’s appointment to the BOA follows the departure of former CEO Andy Anson in October 2025. Shahab Uddin MBE will continue in the role of Interim Chief Executive until Dutton’s start date at the BOA, which is to be confirmed in due course.

Australian Open: From the Service Lines and Scorelines of Tennis to the Front Lines of War, Sport & Society

Despite their different international locations, seasons and settings, the tennis grand slams share a similar vibe, daily ritual, emotional arc and tournament narrative – from the promise, hope and disappointments of the first and second rounds to late round elation and devastation for finalists.

The Slams also share a similar rarefied atmosphere, a sense of space and place ‘inside the Slam bubble’, that is separate and suspended from the realities of everyday life.

The starkly different realities of those living and competing inside the bubble were exposed at the Australian Open earlier this week when the outer layer of protection and privilege that encases elite sporting events was stripped away.

The glimpse into the struggles faced by Ukrainian athletes on the world’s sporting stages while their nation comes under constant and merciless Russian attack emerged during a media conference by rising Ukrainian tennis star Oleksandra Oliynykova.

The surprising and unexpected but powerful account given by 25-year-old Oliynykova of Putin’s apocalyptic war and its toll on modern sport and society temporarily changed the slam’s vibe.

Oliynykova is emerging as one Ukraine’s brightest sporting heroes even as her beloved homeland clings to survival with a fighting spirit embodied by the tennis player through her presence against overwhelming odds on the world’s most famous tennis courts.

While Grand Slam narratives are typically based around existential themes as tournaments progress and players fight to survive round after round of sudden death, no second chance contests, Oliynykova’s media conference flipped the script.

She spoke of a very different battle of survival that transcends the meaning and metaphors of grand slam players fighting to prevail over opponents for sporting glory.

Her gripping eye-witness accounts gave a compelling insight into Ukraine’s wider tragedy and suffering through the lens of sport.

Oliynykova gave a rare insight into the deep emotional and psychological trauma faced by Ukrainian players at sporting events involving Russian competitors whose fellow countrymen conduct mass murder operations in Ukraine during international sporting events – Ukrainians athletes who compete in terrifying circumstances not knowing if their loved ones will still be alive when a sporting event is over.

She arrived at the slam as a trail blazing comet, leaving a deep first impression on the Australian Open’s sky blue courts where she pushed the reigning champion American Madison Keys to a first set tie break before losing her way and losing the match.

Oliynykova’s maiden Australian Open post-match media conference was even more remarkable and memorable.

The Ukrainian was disarming, articulate and energetic in recounting her journey from the battle lines of the war obliterating her country and culture to the front lines of global sport

The day before she flew out for the Australian Open she awoke to her apartment block shaking from a near fatal drone attack. Her father is a soldier and she has no electricity or running water in her apartment.

She was unyielding in her belief that Russian and Belarusian players – including world No. 1 Aryna Sabalenka – should be banned while the war in Ukraine continues and urged those with power and influence behind the scenes to do more.

She was also adamant it was “very wrong” that Russian and Belarusian players were able to compete, despite a ban on their flags in an attempt to neutralize the presence of the two nations at the tournament.

Sabalenka is believed to have been singled out for reportedly signing a letter supporting Belarus President Alexander Lukashenko – who has close ties with Putin – during protests in 2020 following Lukashenko’s vigorously contested presidential election win viewed as a sham by western governments two years before the Russian invasion of Ukraine.

The World No 1 has since stated that she does not support the war or Lukashenko and declined to engage in the issues raised by the young Ukrainian at the grand slam

Oliynykova also urged tennis officials to take stronger action against players from Russia and Belarusia and follow leading world governing bodies and international federations banning delegations and teams from the two counties – such as the IOC, Fifa, International Ice Hockey Federation, World Athletics and others.

Nor is this the first time that Russia’s cataclysmic invasion of Ukraine has spilled on to the courts of the Australian Open – pro-Putin demonstrators targeted the Grand Slam in 2023 with a fan displaying the controversial ‘Z’ pro-war emblem in support of the Ukraine invasion.

The young Ukraine tennis player reinvented grand slam conventions and storylines at the Australian Open. Instead of wearing an outfit emblazoned with sponsor branding, she pulled on a top after her match with Keys that said: “I need your help to protect Ukrainian children and women but I can’t talk to you about it here.”

This was perhaps a reference to keeping politics away from press conferences at major sporting events, another tradition that is sinking under the enormous moral weight of Putin’s war.

While other players insisted they were at the Melbourne Park tournament to compete and not for geopolitical debate, attempts to separate sport from politics have proven almost impossible in the Russian system where sport and politics service each other.

Making the case for political neutrality has proven increasingly difficult the longer Putin’s genocidal war mission has continued, characterized by the unrelenting slaughter of human life.

This has resulted in bans and restrictions on Russia by world sport governing bodies and federations against Putin and Kremlin controlled sports system in which athletes are expected to support and defend the war.

Oliynykova’s presence was not a protest but a plea to the world for help and not forget Ukraine’s plight nor become compassion fatigued by the grinding war.

It was also a declaration perhaps that despite appearances, things may not always be as they appear in highly choreographed moments of major sporting events.

“Because I know that here is the picture that we are like all tennis girls playing but the people don’t see the things behind it,” she told a local media outlet.

“And this is you know, the people with money and power, and they are using this to support aggression against my country.”

It is not clear why Oliynykova chose the Australian Open slam to make a public stand.

After losing her opening round match to Keys, she thanked the crowd and made the heart symbol, perhaps feeling safe in the grand slam host nation which has provided military and diplomatic support to Ukraine since the start of the war and which has also suffered great pain at the hands of Putin in recent times.

This followed the downing of a Malaysian Airlines passenger jet crippled by surface to air missiles which killed all on board including 38 Australians following orders widely suspected by international investigators and intelligence agencies to have been given by Putin’s Kremlin.

Australians would also be deeply sympathetic and sensitive to Oliynykova’s situation and the horrific violence inflicted on her Ukraine as the nation continues to grieve the victims of a terrorist attack at its iconic Bondi Beach that rocked Australia prior to Christmas.

Former AO Women’s champion Naomi Osaka was stunning as she entered centre court this week in a floor length jelly fish like outfit with long flowing hat, while Oliynykova was also striking in her own eye-catching, warrior like appearance, wearing temporary face tattoos of blue flowers along with permanent ink on her neck, arms and legs.

While Osaka’s high end fashionable appearance left centre court audiences gasping, Oliynykova was perhaps making a more subtle fashion statement with her presence at the Melbourne slam this week – that the defence of human life can never be allowed to go out of fashion in sport.

The writer is Michael Pirrie.

Mercedes F1 inks a US$60m-a-year Microsoft partnership to drive innovation and AI

Mercedes-AMG PETRONAS F1 Team and Microsoft Corp. have announced a multi-year partnership that puts Microsoft’s technologies at the heart of race team operations. Through this new collaboration, the companies aim to drive efficiencies and innovations that will help drive performance and amplify the excitement for the more than 800 million Formula 1 fans worldwide.

The 2026 Formula 1 regulation changes usher in a new era of racing for the sport, with increased electrification, efficiency and sustainability, representing one of the most significant technical evolutions in modern Formula 1 history. As the Mercedes-AMG PETRONAS F1 Team prepares for this transformation, it is partnering with Microsoft to harness the power of its trusted cloud and enterprise AI technologies across the business, from the factory to the racetrack.

“Our sport is driven by those who lead through innovation,” said Toto Wolff, CEO and Team Principal, Mercedes-AMG PETRONAS F1 Team. “We are delighted to partner with Microsoft, one of the world’s foremost technology leaders, whose name is synonymous with groundbreaking innovation. This partnership also reflects our commitment to staying at the forefront of performance and progress. By putting Microsoft’s technology at the centre of how we operate as a team, we will create faster insights, smarter collaboration and new ways of working as we look ahead to the next generation in F1.”

In a sport where races are decided by tenths of a second and every decision is data driven, Formula 1 represents the ultimate stress test for modern enterprise systems: extreme data volumes, real-time decision making, global operations and zero margin for error. United by the belief that technology is a competitive advantage, Microsoft and the Mercedes-AMG PETRONAS F1 Team will look to set a new standard for how enterprise technology drives performance at the highest levels of competition.

“This partnership puts Microsoft’s cloud and enterprise AI technologies at the heart of racing performance, where milliseconds matter and data determines outcomes,” said Judson Althoff, CEO, Microsoft commercial business. “Together with the Mercedes-AMG PETRONAS F1 Team, we are harnessing data and turning it into real-time intelligence that powers faster decisions, smarter strategies and sustained competitive advantage both on and off the track.”


Modern Formula 1 cars are defined by precision and pace. Each Mercedes-AMG PETRONAS F1 Team car carries more than 400 sensors, generating over 1.1 million data points per second. From tire degradation and aerodynamic behaviour to Energy Recovery System deployment and evolving track conditions, every variable must be interpreted in real time.

Microsoft Azure and its AI capabilities will expand the Team’s existing high-performance computing and data capabilities, both at the factory and trackside, with scalable cloud and AI resources supporting simulation workloads, performance analysis, race strategy modelling and cross-team analytics. The flexibility and agility of this platform will help ensure engineers and strategists have real-time insights available at the moments that matter most.

“It is a privilege to welcome Microsoft into the Mercedes-AMG PETRONAS F1 Team partner ecosystem,” said Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team. “Microsoft’s technology already plays a central role in how we operate as a business, and this partnership opens new opportunities to innovate as we look toward the next era of technological development. I look forward to seeing how our teams collaborate to unlock new ways of working across the organization.”

Fuelling human ambition Microsoft 365 and GitHub already underpin many of the Mercedes-AMG PETRONAS F1 Team’s engineering and operational workflows across its headquarters in Brackley and Brixworth, as well as trackside in the paddock. Building on this foundation, the team will expand its use of Microsoft 365 to unlock new levels of agility, accelerate innovation and enhance operational efficiency across the business.

Microsoft’s GitHub development tools and platforms help engineers innovate faster, optimize performance and push the boundaries of design, modelling and simulation. Going forward, the team’s engineering, simulation and software development groups will deepen their integration of GitHub to modernize and accelerate development workflows enabling greater consistency, speed and efficiency.


Working with Microsoft Azure to accelerate AI technology experimentation and scale, the Mercedes-AMG PETRONAS F1 Team used real-time sensor data and Azure cloud tools to pilot intelligent virtual sensors, enabling rapid testing without waiting for new on-premises infrastructure.

With Azure Kubernetes Service (AKS), they were able to easily adjust computing power, scaling up when demand is high and down when it’s not, delivering meaningful technological advancements while meeting strict financial and regulatory requirements.


For more than 30 years, Microsoft and Mercedes-Benz have collaborated across the automotive value chain, from AI-powered smart factories and electric vehicle telemetry to onboard vehicle intelligence and cloud-enabled engineering systems. From the factory floor to Formula 1, this new partnership builds on that foundation, bringing the same innovation mindset and digital capabilities into the world’s premier motorsport.