Aston Villa Signs Visit Rwanda As Principal Partner, Official Tourism Partner and Official Coffee Provider

Aston Villa has announced Visit Rwanda as the club’s Principal Partner, Official Tourism Partner and Official Coffee Provider.

Visit Rwanda’s branding will appear on the front of all men’s, women’s and academy teams’ shirts, as well as in a number of other prominent spaces, in an agreement that will be the most important sponsorship deal in the history of the football club.

Alongside tourism, Rwanda has a growing reputation as a destination for business, investment, major events and sport and both parties will also collaborate on a number of initiatives focused on football and coaching as well as charitable and leadership initiatives and professional development opportunities.

Francesco Calvo, President of Business Operations, said: “This is a very exciting partnership for Aston Villa Football Club and a symbol of the club’s continuing expansion and growth into international markets.

“There is a great range and depth of opportunities for collaboration, learning and innovation and we are looking forward to working with Visit Rwanda to deliver meaningful activations through tourism, investment and sporting development.”

Janet Karemera, Chief Executive Officer of Rwanda Convention Bureau (RCB), said: “This sponsorship is a powerful expression of Rwanda’s ambition to engage global audiences through one of the world’s most influential platforms and position our country as a destination to visit, invest and do business. Bringing together the Land of a Thousand Hills and the City of a Thousand Trades celebrates a shared commitment to enterprise, innovation and ambition.

“Building on eight successful years of raising awareness and engagement in the United Kingdom, one of Rwanda’s key tourism source markets, we look forward to working with Aston Villa to expand our reach to new audiences in the UK, across Europe and beyond. Through this partnership, we aim to deepen the connection with those already considering travel to Rwanda, whether for tourism, investment or business events, all while contributing to the long-term growth and development of the football ecosystem in Rwanda.”

Supporters who have already purchased the 2026/27 home shirt in-store and online, and wish to have Visit Rwanda’s branding on the front, can take their shirts into the Aston Villa stores at Villa Park and the Bullring to have this applied free of charge.

SPORTFIVE Announces Strategic Partnership With The Australian Open


SPORTFIVE has announced its strategic partnership with Tennis Australia and the Australian Open, reflecting a shared ambition to develop brand-led, innovation-driven commercial partnerships, building on the tournament’s continued global growth momentum.

The agreement builds on a collaboration launched in 2025 and is anchored around one of the world’s largest annual sporting events. Australian Open 2026 smashed previous attendance records, welcoming more than 1.37 million fans to Melbourne Park across the three-week event and delivered a cumulative global cross-platform audience reach of 2.2 billion, with 29% of the annual viewership for the AO coming from Europe, underlining the tournament’s scale and international relevance.

As the first Grand Slam of the year, the Australian Open provides brands with access to premium broadcast and digital audiences worldwide through a flexible, partner-centric commercial model designed to translate brand objectives into compelling storytelling and impactful visibility across global markets.

A clear example of the collaboration in action is SPORTFIVE’s role in facilitating the partnership between the Australian Open and De Cecco (F.lli De Cecco di Filippo – Fara San Martino S.p.A.), with the iconic Italian brand joining the tournament as Official Pasta Partner at AO26. The partnership brought together a leading Made in Italy brand and one of the world’s most prestigious sporting events, uniting heritage, quality and excellence on a truly global stage.

The partnership was activated through a multi-layered platform that included virtual signage exposure and premium content featuring Jannik Sinner, delivering targeted visibility and audience relevance across Europe and the Americas.


Commenting on the partnership, Rosolino Amenta, Managing Director Italy, SPORTFIVE said: “The De Cecco partnership highlights how a premium global platform like the Australian Open can be leveraged to activate brands in local markets, delivering strong relevance and measurable impact while operating at international scale.”

Under the formalised agreement, SPORTFIVE works with Tennis Australia as lead agency partner for Italy and Europe, focused on translating brand ambition into partnerships that resonate meaningfully within local markets.

From the Australian Open’s perspective, the partnership reflects a broader ambition to strengthen its European commercial footprint by combining world-class tennis IP with flexible, technology-enabled marketing solutions.

Looking ahead, SPORTFIVE and Tennis Australia will continue to develop regionally relevant partnerships that combine IP-driven activations with content, broadcast, digital, and virtual advertising solutions, enabling market-specific storytelling and scalable brand exposure.

Seattle Seahawks to Be Sold in Record-Breaking $9.6 Billion Deal

The Seattle Seahawks are set to become the most expensive sports franchise ever sold, with the estate of late Microsoft co-founder Paul G. Allen agreeing to sell the NFL team to the Vinod Khosla family in a deal reportedly worth US$9.612 billion.

The transaction, which remains subject to approval by NFL owners, is expected to be reviewed at the league’s meeting in late August. If approved, it will surpass the US$6.05 billion sale of the Washington Commanders in 2023, setting a new benchmark for franchise valuations in the NFL.

In a statement released by the Seahawks, Vinod Khosla said: “We are honoured to be entrusted as the next stewards of the Seattle Seahawks. We look forward to building on the winning legacy Paul Allen created and to earning the trust of the Seahawks organisation and fans everywhere.”

According to information shared with NFL clubs, Neeru Khosla will serve as the controlling owner of the franchise, while Neal Khosla is expected to play a significant leadership role within the ownership group.

The sale follows a competitive bidding process managed by investment bank Allen & Co., with the Khosla family emerging as the preferred buyer from several qualified bidders.

The ownership group currently holds a minority stake in the San Francisco 49ers, which will need to be divested in accordance with NFL ownership regulations before the transaction can be completed.

In a memo circulated to league owners, the NFL confirmed that Commissioner Roger Goodell and league officials have been engaged with the prospective ownership group and have initiated the customary due diligence and review of transaction documents. The Finance Committee will assess the proposed sale before presenting it to NFL owners for a final vote.

The Seahawks have been owned by Paul Allen’s estate since his passing in 2018. Allen purchased the franchise in 1997 for approximately US$200 million, helping secure the team’s future in Seattle before overseeing one of the most successful periods in franchise history, including a Super Bowl XLVIII victory in 2014.

If approved, the acquisition will mark one of the largest transactions in global sports history and further underline the continued rise in valuations of premium sports franchises.

Volleyball England Inks Partnership With Dryrobe

Volleyball England has announced a new partnership with Dryrobe®, the original waterproof changing robe brand trusted by elite athletes across a wide range of sports.

The partnership will see Dryrobe kit out the men’s and women’s elite beach volleyball teams, while the brand will also support Volleyball England events and offer a membership benefit to Volleyball England members. Volleyball England will also release a customised Dryrobe Advance for retail, available to members.

Known for producing high-performance outdoor gear and designed to help athletes stay warm, dry & competition-ready, Dryrobe has become a staple for sports professionals and grassroots communities alike. The partnership with Volleyball England reflects a shared commitment to supporting athletes both on and off the court.

Gideon Bright, founder of Dryrobe commented: “Dryrobe is proud to support Volleyball England. Volleyball has long been close to the heart of the Dryrobe family; whether on the sand or courtside, these athletes require high-performance gear to maintain peak readiness. We remain committed to providing the technical kit necessary for the squad to perform at their best.”

Charlie Ford, CEO of Volleyball England added: “We are incredibly grateful for Dryrobe’s support of Volleyball England and our athletes. Partnerships like this are invaluable in helping our squads prepare and perform in all conditions. It’s especially meaningful to work with a brand that has such a genuine connection to our volleyball community.”

Dryrobe products are trusted by some of the world’s leading sporting organizations and athletes, including Team GB and Paralympics GB athletes, USA Surfing, Red Bull and British Rowing. Their reputation for quality and performance has made them a go to brand for athletes competing in challenging environments.

As the volleyball community continues to grow across England, partnerships like this play an important role in helping players prepare, recover, and perform at the highest level.

Powering The FIFA World Cup: Lenovo’s Asia Sheikh On Technology, AI and The Future of Sport

As the Official Technology Partner of the FIFA World Cup 2026, Lenovo is helping power what will be the largest and most technologically advanced tournament in football history. Beyond brand visibility, the partnership represents a global platform to showcase AI, intelligent infrastructure, edge computing and enterprise innovation at scale.

iSportConnect’s Taruka Srivastav spoke with Asia Sheikh, Global CTO, Sports & Entertainment at Lenovo, about the company’s commercial strategy, AI ambitions, technology innovation and how the FIFA World Cup will serve as a catalyst for transforming sport and entertainment worldwide.

Lenovo is FIFA’s Official Technology Partner for the 2026 World Cup. Beyond brand exposure, what specific commercial objectives is Lenovo hoping to achieve through this partnership, and how will you measure success once the tournament concludes?

The FIFA World Cup is much more than a sponsorship for Lenovo—it’s a global innovation platform. Our goal is to demonstrate how AI, edge computing, intelligent infrastructure and hybrid cloud can power one of the world’s most complex sporting events.

Success isn’t measured only by visibility. It’s measured by operational excellence, customer trust and business outcomes. If we help FIFA deliver an exceptional tournament while inspiring customers to reimagine what’s possible with Lenovo technology—and those conversations translate into long-term partnerships across industries—we’ve achieved our objective.

With FIFA World Cup 2026 set to be the largest and most technologically complex tournament in history, how is Lenovo leveraging this global stage to showcase its AI, infrastructure and device capabilities?

The World Cup is the ultimate proving ground for innovation. It’s about demonstrating how AI, intelligent infrastructure, edge computing and smart devices work together to power one of the world’s biggest sporting events.

Enterprise customers will see our technology solving real operational challenges in real time—not in a lab, but on the global stage. The same innovations supporting the tournament can transform industries such as healthcare, manufacturing, retail, smart cities and live entertainment.

For Lenovo, the World Cup isn’t just a showcase of technology—it’s a showcase of what’s possible when AI meets the world’s biggest stage.

AI is becoming a major differentiator across industries. What role will AI play in tournament operations, media workflows and fan engagement?

AI will become the intelligence layer behind FIFA World Cup 2026, connecting infrastructure, devices, data and people in real time.

For operations, AI enables faster decision-making, predictive insights and smarter venue management. For media, it accelerates content workflows and analytics. For fans, it delivers more personalised and immersive experiences.

This aligns directly with Lenovo’s strategy of bringing AI everywhere—from device to edge to cloud—and turning it into measurable business outcomes.

What are the biggest technology challenges Lenovo has been tasked with solving, and how do those solutions demonstrate the company’s innovation capabilities?

The greatest innovation is technology people never notice—because it simply works.

With 16 venues, three host nations, 104 matches, 48 teams and billions of viewers, our focus is resilience, security, real-time intelligence and seamless operations.

We’re helping enable AI-ready infrastructure, intelligent devices and edge computing that support tournament operations while creating better experiences for media and fans. More importantly, these innovations extend far beyond sport into sectors such as healthcare, manufacturing and smart cities.

How does a partnership of this scale strengthen Lenovo’s brand positioning, and what opportunities does it create beyond the tournament?

The World Cup strengthens Lenovo’s position as a global technology leader, particularly in high-growth markets where sport creates emotional connections at scale.

When customers see Lenovo technology supporting the world’s biggest sporting event, it reinforces confidence in our ability to deliver enterprise AI, infrastructure and services globally.

Our ambition extends beyond football. We want to bring these technologies to basketball, cricket, tennis, baseball, the Olympics and the broader live entertainment ecosystem.

Has Lenovo’s collaboration with FIFA created new business opportunities beyond the tournament itself?

Absolutely.

The partnership has accelerated opportunities with sports organisations, broadcasters, governments and enterprise customers looking to modernise operations.

We are focused on three strategic pillars: sports operations, sports media and broadcast, and sports intelligence. AI, infrastructure and connected technologies are helping organisations rethink how sporting events are planned, delivered and experienced.

While the FIFA World Cup is an important global proof point, our long-term vision is to help transform the future of sport through technology.

When people look back on FIFA World Cup 2026, what do you hope will be Lenovo’s defining contribution?

I hope people remember Lenovo as the company that helped redefine what’s possible in sport through technology—not simply by providing devices or infrastructure, but by making the world’s biggest sporting event smarter, more connected and more intelligent through AI.

The World Cup is our proof point. What comes next is taking these innovations to every sport, every venue and every fan around the world.

If people say Lenovo didn’t just support the World Cup—they helped shape the future of global sport—that will be our greatest achievement.

Can you expand on how being an athlete has helped you in your executive role?

I am former Cricket Professional player and track & field athlete. As an athlete, you learn that success is never about one person. It is about strategy, preparation, trust, execution, and adapting quickly when the game changes. That mindset helps me work with customers, partners, engineers, and business leaders to solve complex challenges in sports and entertainment.

It also gives me a deeper understanding of the athlete, fan, coach, and venue experience. I don’t look at technology only from a systems perspective — I look at it from the human side of the game. How can technology improve performance, enhance fan emotion, support better decisions, and make sports more inclusive and intelligent?

For me, being an athlete and a technologist is a powerful combination. It allows me to bring both passion and precision to the role — using technology not just to support sports, but to elevate the entire experience. The athlete in me understands the emotion of sport; the technologist in me knows how to transform it, I understand the heartbeat of sport because I’ve lived it. Now I’m using technology to amplify it for billions.

IOC Provisionally Lifts Suspension Of Russian Olympic Committee

The International Olympic Committee (IOC) Executive Board (EB) has provisionally lifted the suspension of the Russian Olympic Committee (ROC) that had been in effect since 12 October 2023.

The decision was taken following a thorough analysis by the IOC’s Legal Affairs Commission, considering that the ROC no longer includes as its members any regional sports organisations in territories falling under the jurisdiction of the National Olympic Committee (NOC) of Ukraine. In addition, the ROC confirmed that it does not, and will not, conduct any activities in these territories. The IOC EB will continue to closely monitor the situation relating to any ROC activities in those territories, and reserves the right to take any further measures if deemed necessary.

  • IOC EB provisionally lifts suspension of Russian Olympic Committee
  • ROC no longer includes as members any regional sports organisations in territories falling under the jurisdiction of the NOC of Ukraine
  • Recommended Conditions of Participation as they relate to Russian athletes and teams, including the protective measures, no longer applicable
  • All Russian athletes returning to international competition must meet relevant anti-doping requirements
  • IOC will not organise IOC events in Russia or invite Russian government or state officials to its events
  • IOC will take a decision in relation to the display of the Russian flag, anthem, colours or any identifications for the Olympic Games at the appropriate time
  • IOC continues to stand in solidarity with the Olympic community of Ukraine

With the qualification period for both the LA28 Olympic Games and the Dolomiti Valtellina 2028 Winter Youth Olympic Games having started, and the need to offer equal access to these competitions to all athletes, the IOC EB decided that its recommended conditions of participation for International Federations (IFs) and international sports event organisers of 28 February 2022 and 28 March 2023 as they relate to Russian athletes and teams, including the protective measures, are no longer applicable.

In accordance with the Olympic Charter, and as applicable to all NOCs in general when selecting the athletes participating in the Olympic Games, the ROC must ensure that Russian athletes’ “selection [for the Olympic Games] shall be based not only on their sports performance, but also on their ability to serve as role models who respect, uphold and promote a peaceful society through sport as set forth in the Olympic Charter.” (Bye-law 2.1 to Rules 27 and 28). 

To address the lack of confidence in the global sporting community relating to the return of Russian athletes to international competition and in view of the recent allegations regarding the Russian Anti-Doping Agency (RUSADA)’s governance, and pending confirmation that reinstatement conditions concerning the World Anti-Doping Code have been met, all Russian athletes returning to international competition must meet relevant anti-doping requirements, particularly those set out in the anti-doping rules of the IOC and IFs, as well as best practices established by the World Anti-Doping Agency (WADA). In particular:

  • Russian athletes returning to international competition must be part of a national (RUSADA/ROC) anti-doping programme (including risk assessment, test distribution plan and results management) that is delegated to the International Testing Agency (ITA).
  • All athletes newly returning to international competition must have been tested multiple times prior to their return based on a sports risk assessment.
  • Considering the timeline of qualification events for the LA28 Olympic Games, and to ensure a fair opportunity for participation, the IFs are responsible for establishing the timeframe during which such testing must have occurred prior to any athletes newly returning to international competition, or for those who have not already been included in a registered testing pool.
  • IFs, as part of their anti-doping programme, must agree on an overall testing programme with the ITA, including the adequate number of tests needed and the timeframe for testing.
  • Should RUSADA still be considered non-compliant by WADA in 2028 prior to the LA28 Olympic Games, the IOC will instruct the ITA to ensure that all qualified Russian athletes have been subject to independent testing following the same approach.

The decision on whether to host events and sports competitions in Russia, to invite Russian government or state officials to competitions, or to allow the display of the Russian flag, anthem, colours or any other identifications, is at the discretion of each IF and international sports event organiser, and should reflect whether their national federations are in good standing. In this respect, the IOC will not organise IOC events in Russia or invite Russian government or state officials to its events. The IOC will take a decision in relation to the display of the Russian flag, anthem, colours or any identifications for the Olympic Games at the appropriate time.

CANAL+ Becomes The Exclusive Broadcaster Of LALIGA EA SPORTS in Poland

LALIGA and CANAL+ Polska have signed a new audiovisual rights agreement under which CANAL+ will become the exclusive broadcaster of LALIGA EA SPORTS in Poland for the next five seasons through to 2030/31.

Under the agreement, football fans in Poland will be able to watch all LALIGA EA SPORTS matches live on CANAL+ sports channels and via the CANAL+ streaming service. Coverage will include the competition’s biggest fixtures, such as ELCLÁSICO and the Madrid Derby, as well as thrilling matches featuring clubs such as FC Barcelona, Real Madrid, Atlético de Madrid, Athletic Club, Sevilla FC, Valencia CF and all other teams competing in the league.

The new LALIGA EA SPORTS season is scheduled to kick off on 14 August, giving Polish fans an immediate first look at the title contenders, new signings, promoted clubs and early storylines that will shape the campaign. From the opening matchdays, CANAL+ viewers will be able to follow every team and every narrative as it develops, from the battle at the top of the table to the return of historic clubs and the regional rivalries that make Spanish football one of the most compelling competitions in world football.

CANAL+ has previously brought LALIGA EA SPORTS to fans in Poland. From the 2026/27 season, however, the new agreement establishes CANAL+ as the exclusive broadcaster of the competition in Poland until the end of the 2030/31 season. LALIGA is also broadcast by CANAL+ Group in more than 40 countries worldwide, including Sub-Saharan Africa and Haiti.

“Our goal is to further strengthen CANAL+’s position as the first-choice channel for sports fans. We consistently invest in developing our sports offering, focusing on high-quality, diverse competitions and delivering top sporting excitement to viewers, and securing the rights to broadcast all LALIGA matches is another example of this,” says Edyta Sadowska, President and CEO of CANAL+ Polska.

The agreement strengthens the relationship between LALIGA and CANAL+ Polska, one of Poland’s leading audiovisual platforms and part of CANAL+ Group, which has a strong presence across Europe. The addition of exclusive LALIGA EA SPORTS rights enhances CANAL+’s premium sports portfolio in Poland, which already includes major competitions such as UEFA Champions League, PKO Bank Polski Ekstraklasa and the Premier League.

“CANAL+ has extensive experience in premium sports broadcasting and a deep understanding of the Polish market. This new direct agreement reflects our confidence in CANAL+ as the right partner to continue growing LALIGA EA SPORTS in Poland, offering fans comprehensive coverage, high production quality and engaging storytelling around the competition,” says Rebeca Díaz, Global Media Rights Director at LALIGA.

The agreement forms part of LALIGA’s international strategy to maximize the reach, visibility and value of the competition in key markets around the world by working with leading audiovisual partners that combine distribution, innovation and high-quality storytelling for fans.

New CANAL+ ULTRA offer with access to all LALIGA EA SPORTS matches

Versant Acquires Full Swing For $530m

Versant Media Group, Inc. has announced it has entered into a definitive agreement to acquire Full Swing, a leading sports technology company with patented hardware and integrated software used by consumers, competitive athletes, coaches, and commercial venues.

Under the terms of the agreement, Versant will acquire Full Swing from Bruin Capital and a group of minority investors for approximately $530 million in cash, subject to customary purchase price adjustments.

Full Swing will add an interactive sports platform to Versant’s portfolio, spanning immersive simulation, launch monitors, virtual greens, integrated software, and performance data. Built first in golf and now extending into baseball and other sports, Full Swing supports data-driven practice, play, training, and entertainment across at-home, commercial and professional environments with simulated sports and family entertainment experiences.

The transaction will build on Versant’s leadership in golf while expanding the company’s capabilities into interactive sports experiences. Full Swing will be anchored in Versant’s golf business, supported by Golf Channel, GolfNow and GolfPass, and will provide a new way to engage the growing golf community. The acquisition will also create opportunities to develop a unique ecosystem across content, commerce, training, venues, and performance data, while supporting Full Swing’s continued growth as a sports technology company.

“Full Swing is exactly the kind of strategic platform that reflects how we are building Versant: investing in our core markets, extending the reach of our iconic brands and creating new ways to serve passionate audiences,” said Mark Lazarus, Chief Executive Officer of Versant. “Sports are becoming more interactive, more data-driven and more connected, and Full Swing allows us to build on that momentum. Starting from our strength in golf, we see an opportunity to scale a multi-sports technology platform for athletes, coaches, consumers, and fans.”

“Full Swing will add a powerful performance layer to Versant, bringing interactive products, precise data and immersive software to players wherever they engage, including at home, on the range, in venues or with coaches,” said Will McIntosh, President, Digital Platforms and Ventures at Versant. “We have long admired what Ryan and his leadership team have built at Full Swing and look forward to welcoming them to the Versant family as we work together to extend the platform’s reach and impact across training, competition and entertainment.”

“This is an exciting next chapter for Full Swing. Joining Versant gives us the scale and distribution to bring our technology to even more golfers, athletes and fans, while staying focused on what we do best — building the most connected and immersive way to play and train,” said Ryan Dotters, Chief Executive Officer of Full Swing. “We’re proud of what our team has built, and we look forward to growing it alongside Versant’s portfolio of iconic brands.”

“Joining Versant’s portfolio and resources, under Mark’s vision for the future of sports and fan experiences, is exactly the kind of next chapter we set out for when we acquired Full Swing five years ago,” said George Pyne, Bruin Capital’s Founder & Chief Executive Officer. “Its data and technology are a perfect fit for the interactive, athlete-to-fan ecosystem Versant is building. This is truly a win for everyone, and we’re thrilled for Ryan and the team.”

Following the closing of the transaction, Full Swing will operate within Versant’s Digital Platforms and Ventures portfolio, and Dotters will join Versant, reporting to McIntosh. The transaction is subject to customary closing conditions and is expected to close in the second half of 2026.

Gibson Dunn acted as legal advisor to Versant. Moelis & Company LLC. acted as financial advisor, and Kirkland & Ellis LLP acted as legal counsel to Bruin.

Sky Agrees £1.6bn Acquisition of ITV Media & Entertainment In Landmark UK Media Deal

Sky has reached an agreement to acquire ITV Media & Entertainment (ITV M&E) from ITV in a deal worth up to £1.6 billion (€1.86 billion), subject to customary adjustments for cash, debt and working capital, bringing together two of the UK’s most established media brands.

The transaction comprises £1.2 billion in cash, the transfer of Love Productions, and up to £200 million in performance-related earn-out, subject to regulatory approvals and customary closing conditions.

The proposed acquisition comes as the UK media landscape continues to evolve rapidly, with traditional broadcasters facing growing competition from global streaming platforms and digital-first services. Sky said the combination would create a stronger business capable of competing more effectively in an increasingly fragmented market.

Following completion, ITV’s free-to-air channels and streaming platform ITVX will continue to operate as free-to-air services, with the broadcaster maintaining its public service broadcasting (PSB) obligations, including national and regional news. Sky will continue to offer its portfolio of subscription television, premium sports, entertainment and connectivity services.

The combined business would reach a significant share of UK audiences. ITV currently reaches around 40 million viewers each week and attracts more than 16.5 million monthly digital users. Together, Sky and ITV M&E are expected to account for approximately 20 per cent of all in-home television viewing in the UK, making the combined entity second only to the BBC and ahead of YouTube, while creating one of the country’s largest commercial streaming businesses.

Dana Strong, Group CEO of Sky, said: “This is a defining moment for British media and an opportunity to build a stronger future for two of the UK’s most loved and trusted brands. We have huge respect for the transformation the ITV team has delivered, particularly its successful move into streaming through ITVX, which has brought fantastic British content to millions of viewers across the UK.

“Bringing Sky and ITV Media & Entertainment together combines the very best of free-to-air television, pay TV and streaming, ensuring viewers across the UK continue to enjoy outstanding British programming in a rapidly changing world. ITV will remain a public service broadcaster at the heart of British life, and we’re excited about the future we can build together.”

Carolyn McCall, Chief Executive of ITV, said the transaction builds on ITV’s transformation while preserving its public service role.

“ITV has successfully evolved in a rapidly changing media landscape—launching and scaling ITVX and developing ITV Studios into a major force in the global content market. This transaction builds on that momentum to deliver clear, tangible value for shareholders,” she said.

“Through the commitments made by Sky, the combined ITV M&E and Sky business will continue to deliver everything about ITV that our viewers and advertisers value—from programmes that reflect and shape society to trusted national and regional news. I am also confident that Sky will be a strong and responsible custodian of ITV M&E, investing in its future while safeguarding the qualities that make ITV so valued by viewers and the UK’s creative industries.”

As part of the agreement, Sky will also enter into a five-year content supply agreement worth £2.1 billion with ITV Studios. The deal is expected to support continued investment in British programming while sustaining employment, skills and growth across the UK’s creative sector. Programming commissioned under the agreement will not count towards ITV’s independent production quotas, ensuring continued opportunities for independent producers.

Sky expects the acquisition to generate approximately £200 million in annual run-rate cost synergies by the end of the third year following completion, primarily through efficiencies across marketing, technology platforms and non-UK content operations.

The transaction remains subject to regulatory approval and other customary closing conditions.

From AI to ROI: ATP’s Daniele Sano on the Future of Commercial Partnerships in Tennis

As the commercial landscape of global sport continues to evolve, rights holders are increasingly looking beyond traditional sponsorship models to unlock new sources of value. From artificial intelligence and data-driven fan engagement to outcome-based partnerships and emerging technology sectors, the ATP is positioning itself for its next phase of commercial growth.

In this interview, iSportConnect’s Taruka Srivastav speaks with Daniele Sano, Chief Business Officer at ATP, about the organisation’s commercial strategy, the role of AI in enhancing partner value, and the industries expected to shape tennis sponsorship over the coming years.

ATP has built one of the strongest commercial ecosystems in global sport. What are the biggest untapped revenue opportunities you see over the next five years, and how is ATP positioning itself to capture them?

There is clear potential to unlock value across digital rights, virtual advertising and new activation platforms. A key focus is creating new inventory beyond traditional offerings, aligning more closely with brands’ evolving objectives and delivering solutions that drive measurable business outcomes.

AI is reshaping everything from fan engagement to sponsorship measurement. How is ATP integrating AI into its commercial strategy, and where do you see the greatest impact on partner value creation?

We are in the early stages of integrating AI across our commercial ecosystem, with a focus on end-to-end application—from understanding fans through to partnership activation and valuation.

We are already using advanced data to build richer fan profiles and better predict behaviour, enabling more targeted and personalised campaigns for partners.

AI is also transforming sponsorship measurement, allowing us to quantify media impact, brand visibility and engagement in near real time. Looking ahead, I believe the greatest impact will come from AI-driven content and scalable fan and partner experiences.

Sponsors today expect measurable business outcomes rather than just brand visibility. How is ATP evolving its sponsorship model to deliver deeper ROI and long-term partner retention?

We are evolving our sponsorship model from exposure-led to outcome-led, building partnerships around clear, pre-agreed business KPIs.

This means working with partners to develop longer-term, multi-asset programmes that track impact over time and continuously optimise value.

Alongside traditional brand visibility metrics, we are placing greater emphasis on guest experiences, exclusive activations and other qualitative measures, all supported by robust data.

As brands become more selective with their investments, what makes ATP particularly attractive to both endemic and non-endemic partners, and how has that value proposition changed in recent years?

ATP is increasingly attractive because we offer a truly global, year-round platform across six continents and a continuous flow of premium content, reaching an affluent, gender-balanced audience that creates a highly compelling proposition for brands.

Our value proposition has evolved into a more holistic business platform, combining our unique audience with deeper data, premium experiences and more tailored partnership models. This enables brands to tell more meaningful stories, drive measurable outcomes and build long-term equity in the sport.

Looking ahead, which industries or categories do you believe will become the next major growth drivers for ATP partnerships, and what trends are influencing those conversations today?

We expect strong growth from technology-driven categories, including AI, data infrastructure, smart devices, cloud computing and cybersecurity, as tennis provides a global platform for brands to showcase innovation and performance.

Our focus is on segmenting broad categories such as technology into distinct verticals, unlocking opportunities for complementary specialist partners to coexist and activate in more targeted ways across the ATP platform.