TKO Group Holdings, Inc. (NYSE: TKO) and Polymarket, the world’s largest prediction market have announced a comprehensive multi-year partnership in which Polymarket will become the Official and Exclusive Prediction Market Partner of UFC and Zuffa Boxing.
The agreement establishes UFC and Zuffa Boxing as the first sports organizations to integrate prediction market technology directly into the live fan experience. Polymarket will create a new storytelling metric, visualizing fan sentiment and perceived momentum that complements, not competes with, regulated sports betting.
“By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement,” said Ariel Emanuel, Executive Chair and CEO, TKO. “Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real time, transforming passive viewership into active participation.”
“Few sports generate emotion and debate like the UFC,” said Shayne Coplan, Founder and CEO of Polymarket. “By bringing prediction markets to the broadcast and arena, we’re giving fans a new way to be part of the action — not just watching outcomes but watching the world’s expectations evolve with every round.”
As the Official and Exclusive Prediction Market Partner of UFC, Polymarketwill strategically activate its brand across a wide array of UFC premium assets, including live events, broadcasts, and social media content.
Among the highlights, Polymarket will power the first-ever real-time Fan Prediction Scoreboard within UFC broadcasts. This innovative integration will offer a dynamic new layer of storytelling that visualizes how fans around the world are forecasting each fight as it unfolds. The Fan Prediction Scoreboard will transform fan sentiment into a visible, data-driven narrative that measures the unofficial “pulse” of the audience in real time for every UFC event.
UFC and Polymarket will also collaborate on a new custom social series entitled Matchup Predictions – Who’s Next? that will run across official @UFC Facebook, Instagram, Threads, and X channels following UFC events. Who’s Next? will highlight potential matchups for top UFC superstars and champions coming off a win. The speculative nature of these posts will spark social debate and engagement and create a topical market for Polymarket to host on their platform.
Polymarket will also have the distinction of serving as the first official brand partner of Zuffa Boxing, the new professional boxing promotion launching in January 2026.
As the Official and Exclusive Prediction Market Partner of Zuffa Boxing, Polymarketwill bring its unique fan engagement experiences to Zuffa Boxing events, featuring in arena activations and custom digital and social content.
Birla Estates, a wholly-owned subsidiary of Aditya Birla Real Estate Limited (ABREL) has announced its association with Gujarat Titans as the team’s Principal Sponsor for the upcoming Indian Premier League (IPL) 2026 season. The partnership marks a significant step in Birla Estates’ brand journey, underscoring its commitment to innovation, excellence, and creating meaningful connections with communities across India, values that both Gujarat Titans and Birla Estates strongly embody.
K.T. Jithendran, MD & CEO, Birla Estates, said: “At Birla Estates, we are committed to creating landmarks that inspire life — spaces and experiences that go beyond the ordinary. Partnering with Gujarat Titans, one of the most dynamic and forward-thinking teams in the IPL, aligns perfectly with our philosophy of excellence, innovation, and community. This collaboration allows us to connect with millions of fans across India and beyond, celebrating shared values of passion, perseverance, and progress. Together, we look forward to building something truly special that resonates both on and off the field.”
Colonel Arvinder Singh, COO of Gujarat Titans, said: “We are delighted to welcome Birla Estates, a legacy brand synonymous with trust and excellence, as our new Principal Sponsor. This association marks a powerful synergy between two brands that share a vision for innovation, performance, and impact. Partnering with Birla Estates not only enhances the Gujarat Titans’ brand portfolio but also reflects our commitment to collaborating with iconic institutions that elevate our presence across geographies. Together, we look forward to creating unique experiences that strengthen our collective brand value and open new avenues for growth.”
As a brand that believes in inspiring life and community through meaningful experiences, Birla Estates’ association with Gujarat Titans reflects its commitment to engaging with India’s youth and fostering shared experiences beyond real estate. Having been associated with the IPL for the past four years, the partnership reinforces Birla Estates’ growing involvement in India’s sporting ecosystem, symbolising its belief in teamwork, perseverance, and ambition – the same values that define both cricket and homebuilding.
DP World and the DP World Tour have extended their long-term partnership, reaffirming a shared commitment to growing the game of golf. Under the new agreement, the largest in the Tour’s history, DP World will continue as Title Partner and Official Logistics Partner until 2035.
The original agreement, which started in 2022 and saw the European Tour renamed the DP World Tour, supported the continued expansion of golf’s global Tour – playing 42 tournaments in 26 different countries this season – with record prize funds and an expanding fan base, making golf more global, more inclusive and better connected than ever before.
“The first stage of our landmark Title Partner relationship has been focused on raising awareness globally of the DP World brand and building a strong pipeline of new business leads for their sector-leading services. Over the past four years, that has been a tremendous success” said Guy Kinnings, Chief Executive Officer of the DP World Tour.
“The partnership has also evolved and will see DP World continue to become an integral cog in delivering our global tournament schedule, utilising their supply chain expertise. This is a truly integrated partnership that will continue to deepen over the next decade. This agreement also shows the continued strength of the DP World Tour, which is enjoying growth in our fan base and spectator numbers, as well as our partnership portfolio. DP World’s decision to invest in the DP World Tour for another decade is further proof that the DP World Tour is going from strength to strength.”
Yuvraj Narayan, Group Deputy CEO & Chief Financial Officer of DP World, said: “Our partnership with the DP World Tour reflects how sport can connect markets and communities, just as we do through global trade. This long-term investment demonstrates our belief in the Tour’s future and our commitment to making golf more inclusive and sustainable. New events such as the recent DP World India Championship show how we are supporting the game’s growth and accessibility for the long term.”
As part of the renewed agreement, DP World will continue as Title Partner of the DP World Tour Championship in Dubai until 2035 – the season-ending Rolex Series event where the Race to Dubai Champion is crowned. In addition, DP World will become an Official Partner to a further 15 tournaments each season – providing greater opportunities to engage fans and communities across key markets.
Building on its success and the enthusiasm of Indian fans, the DP World India Championship will return in 2026, with the ambition to become a regular fixture on the Tour calendar. The event highlights DP World’s shared vision to expand the game’s reach in emerging markets.
Both organisations will continue collaborating on initiatives designed to make golf more accessible and inclusive around the world. Through DP World’s Second Life initiative and its global Clubhouse programme, the company uses its smart logistics expertise to create new grassroots facilities – repurposing shipping containers into training hubs to inspire the next generation of golfers and ensure lasting community impact.
DP World’s association with the Tour stretches back to 2009, when it became a presenting partner of the Race to Dubai finale. Since then, the relationship has evolved and expanded. The renewed agreement marks the latest step in that journey, connecting the worlds of trade and sport.
Atlético de Madrid and its major shareholders – Miguel Ángel Gil, Enrique Cerezo, Quantum Pacific Group and Ares Management funds – have reached an agreement for Apollo Sports Capital (‘ASC’), the global sports investment company of Apollo (NYSE: APO), to become the Club’s majority shareholder.
As part of the agreement, Mr Gil and Mr Cerezo will continue to lead Atlético de Madrid as Chief Executive Officer and President, respectively, and will remain shareholders, ensuring continuity of vision and leadership. Over the last two decades, Atlético de Madrid has become one of Europe’s most successful and recognized football institutions under Mr Gil’s and Mr Cerezo’s stewardship, achieving sustained sporting success, global brand growth and a strong community presence.
The investment by ASC will reinforce the Club’s position among football’s elite and support its ambition to deliver long-term success for millions of fans worldwide. As long-term investors, ASC and the existing shareholders will partner with Atlético de Madrid’s management to enhance the Club’s financial strength, sporting competitiveness and community impact.
The shareholder group intends to invest additional capital to support the Club’s long-term plans, including further investment in Atlético de Madrid’s teams and in major infrastructure projects. This includes the development of the Ciudad del Deporte, a new sports and entertainment district adjacent to the Riyadh Air Metropolitano stadium designed to serve as a world-class destination for sport, leisure, culture and community activity. Drawing on Apollo’s deep expertise across the sports, media and entertainment ecosystem, ASC aims to create a vibrant, transformative, multi-use urban hub serving the wider Madrid community.
Chief Executive Officer of Atlético de Madrid Miguel Ángel Gil said, “We are very proud to welcome a committed new partner to the club. Apollo Sports Capital is a powerful ally who respects the history, traditions and defining identity of Atlético de Madrid and its fans, while bringing additional strength and enthusiasm to help maintain our growth and competitiveness.”
Mr Gil added: “This exciting next phase will build on the model that has driven our progress in recent years, and Atlético would not be in the position it finds itself today without the support of Wanda Group, Quantum Pacific and Ares, whose backing has strengthened us at pivotal moments. Our achievements also reflect the dedication of our employees, the commitment from our players and coaches and, above all, the unwavering passion of our fans – the true heart and soul of the club.”
“Looking ahead, together we see significant opportunity to drive strong, sustainable growth of Atlético de Madrid as we build on our remarkable legacy. It was important to me to select a long-term investment partner who believes in our strategy and can enhance our activities off the pitch with the development of Ciudad del Deporte,” concluded Mr. Gil.
Apollo Partner and co-Portfolio Manager of ASC Robert Givone said, “Atlético de Madrid is one of Europe’s great sporting institutions and we are honored for Apollo Sports Capital to invest in this storied club and its more than 120-year heritage. Miguel Ángel has done a tremendous job transforming Atlético and it was important to us that we invest behind his continued leadership, in addition to investing in the team and the local community.”
Givone continued, “We’re excited to back the team and honor its spirit and traditions, and to add value in areas where we excel, such as growth of the Ciudad del Deporte and enhancing the fan experience. Supporting the ambitious plans for the sports city can create significant value for both the Club and the local economy.”
The investment by Apollo Sports Capital is subject to customary closing conditions, including regulatory approvals and is expected to be completed in Q1 2026. Upon close, Atlético de Madrid, including Atlético de San Luis and Atlético Ottawa, will be majority owned by Apollo Sports Capital alongside Mr Gil, Mr Cerezo, Quantum Pacific Group and Ares Management funds, as shareholders. Financial terms of the transaction were not disclosed.
Apollo Sports Capital is a global sports investment company and affiliate of Apollo. ASC invests across the sports and live events ecosystem, predominantly in credit and hybrid investment opportunities. Atlético de Madrid will be ASC’s flagship majority equity investment and is not part of a multi-club control ownership strategy. Other recent investments by Apollo Sports Capital include the Mutua Madrid Open and Miami Open tennis tournaments, in partnership with Ari Emmanuel and Mark Shapiro’s new company MARI. ASC is led by CEO Al Tylis, co-Portfolio Managers Rob Givone and Lee Solomon, and Chief Strategy Officer Sam Porter.
A&O Shearman acted as legal counsel to Apollo Sports Capital. ECIJA acted as legal counsel to Mr Gil and Mr Cerezo.
Baller League, the innovative six-a-side league shaking up the football scene, has announced a landmark two-year partnership with Nike, uniting the world’s most iconic sports brand with one of football’s most exciting new formats.
The ground-breaking deal sees Nike become official apparel and equipment provider for the league, a partnership that will see every team across the UK, Germany and USA wear custom-made kits designed in close collaboration with Baller League and their managers, cementing Nike’s role at the heart of the league’s future.
The eye-catching match-worn shirts seen in Season Two fuse Nike’s cutting-edge performance innovation with the bold identity and energy that defines Baller League. Fans will have noticed Kai Cenat, Speed and other talent wearing unreleased Total 90 gear in the US announcement trailer – this a partnership that transcends the pitch and is already rewriting the rules.
Nike’s support goes beyond team kits. Over the next two years, referees and staff will be kitted out in official Nike gameday wear and players will receive Nike Tech Suits and lifestyle products for team activities, providing the competition and its players the very best in Nike football apparel. Nike will also supply the official match balls used throughout the league from Season Two in the UK, embedding the brand across all layers of Baller League.
This partnership builds on Nike’s ongoing collaboration with Baller League Germany, where the brand supplied full kits for the Final Four in Berlin, along with apparel for players and staff. The move into the UK marks the next chapter in a fast-growing relationship, as Baller League continues to scale.
Felix Starck, CEO of Baller League, said: “To have Nike on board as our official partner is not just a milestone, it’s a statement. Nike has always been synonymous with creative, dynamic football, supporting the game at every level, and this partnership sets a new benchmark for small-sided football. Together with Nike, we want to create moments that move football culture forward while giving our players the elite-level gear they need to perform at their best.”
The sports media landscape is undergoing a shift in fan consumption, with audiences increasingly moving towards digital-first, on-demand content. This transition is driven by evolving fan behaviors, intense competition and the need for direct fan engagement. The OTT video market worldwide is projected to reach US$343.82bn in 2025, with an expected CAGR of 6.31% from 2025 to 2030, leading to a projected market volume of US$466.82bn by 2030. This highlights its steady growth and long-term potential. This shift in consumption is evident in changing fan habits: 53% of Gen Z sports fans now prefer short highlight clips and demand instant access over full live matches. This behavior is particularly amplified in the high-growth women’s sports sector where a new, digitally-native Gen Z fan base is more likely to engage with athlete-driven stories and highlights on social media platforms than to watch full live matches on traditional television. This is further underscored by the live streaming industry’s projected growth to $184.27bn by 2027, with sports content making up a dominant 86% of that market. This growth is fueled by highly engaged fans, making a data-driven content strategy critical for unlocking new revenue streams and fostering deeper fan connections.
Data-Driven Trends Shaping Sports Content and Engagement
Sports organizations’ strategic mastery of their content is driven by a series of interconnected data-centric trends. These trends leverage advanced analytics and AI to redefine content creation, fan engagement and monetization.
Data-as-Content/ Real-time Performance Analytics: The role of data in sports has evolved dramatically; raw game data is no longer confined to coaches and analysts but has become a powerful tool for creating engaging, real-time content that significantly enhances fans’ viewing experiences. There is a growing demand for interactive sports viewing experiences, extending to features such as multi-casts and in-game betting integrations. Real-time statistics and interactive features are proven to considerably boost fan engagement and monetization.
NFL Next Gen Stats is a prime illustration of transforming raw performance data into compelling content. It leverages player tracking data (e.g., speed, acceleration, distance covered) combined with AI-driven analytics to generate dynamic insights and visualization. These are seamlessly integrated directly into live broadcasts, offering fans deeper context, richer narratives and a more analytical understanding of the game as it unfolds. The impact is enhanced fan immersion, leading to higher ad yields and increased rights value due to the enriched viewing experience.
AI-Powered Hyper-Personalized Content Curation at Scale: Moving beyond basic content recommendations, AI is enabling hyper-personalized content delivery that tailors the viewing experience to individual fan preferences and behaviors at an unprecedented scale. A key driver for fan engagement is that viewers crave hyper-personalization and highly relevant advertisements; nearly one-third of fans actively seek personalization to elevate their sports-viewing experiences.
Hyper-personalization, driven by AI, is the key to fostering deep fan loyalty and retention. MLB.TV utilizes AI to analyze a fan’s historical viewing data, preferred teams and players, and engagement patterns. Based on this, the AI automatically generates a unique, customized video recap for each fan, featuring highlights and analysis that’s most relevant to their interest, delivered daily. The impact is a sticky, highly relevant experience that fosters emotional loyalty, significantly reduces churn and unlocks premium monetization opportunities.
Holistic Fan Data Unification for Lifecycle Management: Achieving a comprehensive 360-degree view of the fan by unifying data from all online and offline touchpoints, is not merely an operational goal but a fundamental imperative for developing personalized engagement and monetization strategies across the entire fan lifecycle. Granular data, such as that collected from Pay-Per-View (PPV) models, provides details and refined fan audience insights. This allows for more precise and targeted analytics compared to less detailed data from passive distribution methods like video-on-demand.
This unification transforms disparate fan interactions into a cohesive understanding of fan lifetime value. For instance, Real Madrid’s digital transformation journey, unifying fan data for 600 million global fans involves integrating data from their OTT platform, social media, merchandise, ticketing and CRM systems.5 This builds comprehensive fan profiles, enabling highly-personalized marketing and bespoke experiences globally, maximizing lifetime fan value.
Sentiment-Driven Content Strategy and Authentic Community Building: Leveraging sentiment analysis to understand the real-time emotions and opinions of the fanbase is a powerful, yet often underutilized, approach to inform content creation, foster authentic community engagement, and significantly enhance brand loyalty. Multi-screen viewing activities are on the rise, particularly social media engagement, as consumers actively seek new ways to connect and be together. This indicates a rich, real-time source of fan sentiment.
Understanding and proactively responding to real-time fan sentiment is crucial for building genuine community and deep loyalty. For example, an NBA team used sentiment analysis to understand fan emotions and identify a craving for more authentic content. They shifted their strategy to feature 50-80% original, behind-the-scenes footage. This led to increased engagement and transformed fans into brand ambassadors by tapping into emotional drivers.
Future Trajectory of Sports Content and Data Analytics
The future of digital sports content will be intrinsically tied to data analytics, driving hyper-personalization and immersive experience. Fans will control their viewing with customizable angles and dynamic data overlays, leveraging VR/AR. Content formats will evolve to be more fluid, bite-sized, and interactive, blurring consumption and participation. Strategic alliances and acquisitions will also be vital to expand content libraries and combat subscription fatigue, using data to identify optimal partnerships and enhance value.
Recommendations for Sports Organizations
To thrive in the evolving digital sports landscape and fully harness the potential of their digital content strategies, sports organizations must strategically embed data analytics at the core of their operations. The following recommendations highlight key areas for investment and development:
– Invest in a Unified Fan Data Platform: integrate all fan data into a robust Customer Data Platform (CDP) for a comprehensive 360-degree fan view, enabling personalized content and marketing to maximize lifetime value.
–Prioritize Real-Time Data Infrastructure and AI-Driven Automation: Invest In advanced real-time data capture, processing and delivery and deploy AI for content creation to meet demand for speed and personalization.
–Implement Advanced Sentiment Analysis: Strategically use AI-powered sentiment analysis on social media and feedback channels to inform content strategy, foster community and enhance brand loyalty by responding to fan emotions.
–Leverage Data for Strategic Partnerships and Monetization: Utilize data analytics to identify optimal alliances, refine tiered pricing and explore new revenue streams to combat fragmentation and maximize ROI.
About EXL: EXL has been partnering with major sports organizations across the globe to navigate issues surrounding data management, viewership, subscriptions and fan engagement to achieve business goals and to strategize for the future. EXL works extensively with these organizations to derive data-driven insights, identify opportunities for growth and deliver end-to-end improvements. To learn more about how EXL can support your organization, please get in touch with us at Sports.Analytics@exlservice.com.
Contributors:
Anuroop Talwar
VP – Head AI & Analytics – Sports Media Entertainment
Managing complex travel logistics for major sporting events is what ATPI Sports Travel does best. At the 2025 Canada Games in St. John’s, Newfoundland and Labrador, our team faced the challenge of coordinating a movement on a scale rarely seen in Canada outside of military operations.
Over the course of two weeks of competition, 5,500 athletes, coaches, team managers, and officials needed to arrive on time and be ready to perform across 19 different sports. Behind the scenes, this meant moving 300,000 pounds of baggage and sports equipment, booking 11,000 seats on 83 commercial and chartered flights, and coordinating arrivals and departures through 15 different Canadian airports, all arriving at one destination.
The pressure peaked on Turnaround Day, when week-one athletes departed and week-two athletes arrived. Shelley Fleming, Senior Project Manager at ATPI Sports Travel, explains: “Turnaround Day is where the true complexity of an event like this comes to life. It’s about making sure every athlete has what they need, exactly when they need it, so the Games can keep moving without missing a beat.”
For ATPI, it wasn’t just about managing travel logistics; it was about creating confidence, removing stress, and allowing athletes and coaches to focus on what mattered most: the Games themselves.
The challenge: two force majeures at once
Despite 18 months of careful planning, ATPI Sports Travel faced not one, but two force majeures while on-site.
On August 11, a wildfire erupted less than 20 km from St. John’s. Entire communities were evacuated, and the second week of competition stood on the brink of cancellation. Within just 12 hours, backup plans were in place to fly the week-one athletes and staff home. Fortunately, shifting winds and dedicated firefighting efforts prevented the worst from happening.
Two days later, on August 13, another challenge hit. Canada’s national carrier announced a strike, putting 1,200 booked seats at risk, many of them reserved for Team Québec, Team Ontario, and Technical Officials.
“Everything was planned down to the last detail,” says Shelley Fleming. “ And then suddenly, we were faced with two simultaneous crises, one natural, one industrial. Each of them could have brought the Games to a halt. Together, they tested every ounce of our resilience.”
With fast decisions, trusted partners, and true team spirit, ATPI Sports Travel kept every athlete and official moving safely and on time.
The solution: fast response and relentless coordination
Over the course of 72 intense hours, ATPI’s experts worked around the clock to keep the Games moving. Two additional charter flights were secured to replace lost Air Canada inventory, while athletes, coaches, and officials were rebooked and rerouted across a patchwork of commercial and charter services. At the same time, oversized baggage and equipment, more than 7,500 items, had to be tracked and transferred, all while managing real-time communication between national sport organizations, Canada Games organizers, and airlines. “The speed at which our team came together to support the challenges presented was incredible,” says Shelley. “Our mission was simple: get every athlete, coach, and official to where they needed to be, on time and stress-free. We didn’t stop until that was achieved.”
The outcome: a skillfully executed Turnaround Day
Despite fire threats, a national airline strike, and a string of operational challenges, from delayed luggage to check-in system crashes and baggage belt malfunctions, ATPI Sports Travel delivered a flawless Turnaround Day at the Canada Games. More than 5,500 passengers transitioned seamlessly between weeks, every seat and bag was accounted for, and not a single athlete or official missed a competition.
As Jayne MacDonald of Diving Canada reflected, “You all pulled off a miracle that I wasn’t sure was possible. You all deserve a huge pat on the back. Thanks so much.”
Key takeaways
ATPI Sports Travel successfully managed one of the most complex logistics operations in Canadian sport: moving 5,500 athletes, coaches, team managers, and officials, 300,000 pounds of equipment, and more than 11,000 booked seats. Within the same week, the team overcame both a national airline strike and a nearby wildfire. In just 72 hours, alternative travel was secured for 1,200 passengers. The result: none of the athletes were stranded, and not a single competition was missed.
ATPI Sports Travel: where precision meets performance
“Our job goes far beyond booking flights,” says Shelley. “It’s about seeing challenges before they arise, solving problems at speed, and giving every athlete the freedom to focus on their performance, not the travel logistics. That’s what we do best.”
“From wildfires to airline strikes, we’ve proven that no challenge is too big. Discover how ATPI Sports Travel can deliver certainty, even in the most complex situations.”
Angel City Football Club (ACFC) has announced a new partnership with Football Manager, the world’s leading football management simulation. The partnership highlights a shared ambition to push women’s football forward, connecting Angel City’s trailblazing work on and off the field with Football Manager’s influence in football gaming.
Developed by Sports Interactive, Football Manager is known for bringing players closer to the beautiful game with unmatched realism, depth and authenticity. With women’s football making its debut in FM26, the game is opening up new opportunities to showcase the talent, stories, and strategy of women’s football like never before.
What This Partnership Means
Next-Level Insights: ACFC will leverage Football Manager’s extensive metrics and data to support scouting & recruitment processes
Coaching Impact: The collaboration will support the growth of ACFC’s coaching network, providing new tools and resources for staff
Player & Staff Content: Fans can look forward to exclusive content featuring ACFC players and technical staff, created in partnership with Football Manager and shared across club channels
Championing Women’s Football: This partnership is about more than data – it’s about setting a new standard for how technology and sport can work together to empower women athletes and inspire the next generation
“We’re excited to join forces with Football Manager, a brand that shares our passion for innovation and progress in football,” said Matt Wade, Assistant General Manager of ACFC. “This partnership not only gives our coaches and players new tools and insights, but also ensures that the world gets to experience Angel City’s story in the game – helping us inspire the next generation of players and fans.”
“We are delighted to partner with Angel City,” said Miles Jacobson, Studio Director at Sports Interactive. “We announced in 2021 that we were adding Women’s Football to our games to help break the glass ceiling and drive the women’s game forward. By working with a trailblazing club like Angel City we’re not just supporting a team, we’re showing what’s possible when football and technology unite.”
Nearly fifty years after Muhammad Ali and Joe Frazier’s legendary 1975 bout immortalized the phrase “Thrilla in Manila”, the Philippines once again found itself at the centre of the boxing world. But this time, the roar wasn’t confined to the ring — it reverberated across malls, digital billboards, and social media feeds as Thrilla in Manila 2 brought the sport’s golden spirit into a modern era of digital storytelling and fan engagement.
The IBA tournament, which concluded on October 29, was much more than a fight card — it was an experience. Organizers fused the emotional legacy of the original “Thrilla” with the energy of a generation raised on smartphones, memes, and hashtags. The result was a week-long celebration of boxing, culture, and community that turned Manila into an open-air festival of sport.
A Skyline Stage: The First-Ever Terrace Branding
In a bold move that symbolized how sports can transcend traditional spaces, the tournament’s branding activation took place for the first time on the terrace of a major Manila mall. Against the shimmering skyline, fans were greeted by giant screens replaying archival footage of Ali and Frazier intercut with promos of the new fighters. Neon lights, dynamic graphics, and rhythmic beats turned the terrace into a living homage — where history met innovation.
“It was surreal,” said Miguel Santos, a 29-year-old boxing enthusiast who travelled from Quezon City. “Standing there and watching Ali’s highlights while the city glowed behind me — it felt like Manila was welcoming boxing home.”
The terrace experience blurred the boundaries between a fan zone and an art installation. Visitors could interact with motion-triggered digital boards that displayed trivia, fighter stats, and historical moments when approached. Many described it as walking through a “digital museum in the sky.”
A City Turned Into a Canvas
Digital boards, murals, and life-size cutouts of the “Thrilla in Manila 2” logo were spread across the city. Fans could pose with them. Also, there was a gallery installed in the Gateway Mall with paintings of the “Thrilla in Manila” fight by artist Jun. Aquino.
For Manila locals, it wasn’t just marketing — it was personal. The campaign reawakened collective memory and civic pride. Clarisse Domingo, a university student, shared on Instagram, “I wasn’t born when the first Thrilla happened, but this made me feel part of that legacy. I took photos with every cutout I found — it’s history meeting us where we are.”
The #ThrillainManil trended across platforms for days, with over 1 million impressions on launch weekend. Influencers and athletes joined in, sharing their own stories about what the original fight meant to their families. It became less about the fight itself and more about what the idea of the fight stood for — resilience, rivalry, and redemption.
Merchandise With Meaning
If the citywide branding built anticipation, the memorabilia and merchandise zone at the venue fulfilled every fan’s dream. The collection ranged from retro-style posters and replica gloves to limited-edition jackets embroidered with both the old and new event logos.
“The merch wasn’t just stuff to buy,” said Antonio Rivera, a 52-year-old lifelong boxing fan. “It was emotion. I bought a glove signed by one of the fighters, but it felt like owning a piece of history. You could feel the respect for Ali and Frazier in every detail.”
To bridge the offline and online worlds, each purchase came with a digital access card that unlocked behind-the-scenes training footage and exclusive post-fight interviews. Younger fans, especially Gen Z audiences, embraced it — making the merchandise not just collectible but interactive.
Fans as the Core of the Experience
Perhaps what made Thrilla in Manila 2 so special was how fans weren’t treated as spectators but as storytellers and amplifiers.
“I’ve been to sports events before, but this was different,” said Lara Villanueva, 23, who attended her first boxing event.
For families and casual visitors, it was a chance to experience boxing in a new light — inclusive, fun, and visually stunning. The mix of generations, cultures, and technologies captured the universal essence of sport: connection.
A Masterclass in Modern Sports Branding
The success of Thrilla in Manila 2 goes beyond the punches thrown. It showcased how strategic fan engagement and citywide digital integration can transform a sporting event into a cultural movement.
By choosing to activate branding across public spaces, the organizers shifted the experience from confined arenas to living, breathing urban spaces. The campaign’s accessibility — both physical and digital — ensured that even those without tickets could participate.
Marketing experts lauded the effort for its blend of heritage storytelling and digital-first innovation. Instead of trying to replicate the nostalgia of 1975, the event reinterpreted it — making the Thrilla spirit relevant for a new era.
The Legacy Continues
As the lights dimmed after the final bout, fans lingered — snapping photos, trading memorabilia, and sharing stories under the glow of the terrace lights. What they carried home wasn’t just memories of a tournament but a renewed sense of belonging to something larger than themselves.
In a world where attention spans are short and sports compete with screens, Thrilla in Manila 2 proved that the right blend of emotion, history, and digital creativity can still stop a city in its tracks.
“Ali and Frazier fought for glory,” said fan Miguel Santos as he looked over the skyline. “We came here to celebrate that spirit — and Manila gave it back to us in every light, every screen, every roar.”
JTA, the world’s leading independent communications and international relations consultancy in sport, has announced the launch of neo, a pioneering digital transformation offer in sport and entertainment, which has already delivered a pilot global campaign that successfully reached over 250 million unique users.
Neo combines expertise from across the world’s best digital agencies to form the Neo collective. The Neo collective comprises specialists with a client portfolio that includes some of the most recognisable global brands, including Marc Jacobs, L’Oréal, Amazon, Lamborghini, the Olympic Games Organising Committee Paris 2024 and the International Volleyball Federation (FIVB). Within the neo collective are JTA Design, a world-leading international design agency; Vagabond, industry experts in full-funnel digital performance; and Sticht, a fan-generated content agency that transforms brand enthusiasts into content creators.
neo has already delivered significant results on a global stage with the launch of the inaugural World Volleyball Day in July 2025.
The campaign reached over 280 million people across social media, generated GBP 1.4 million in earned media value, and drove more than 2 million fan interactions and 826 influencer mentions.
Jon Tibbs, Founder of neo, commented:
“The sports communications industry is at a pivotal moment. Its future will be defined not just by storytelling, but by how the digital space transforms the way those stories are shared and experienced. That’s why we’ve launched neo – to give our friends and partners the tools and insight to lead that transformation. After 25 years of helping to shape the global sports narrative, this is the natural next step for JTA: combining our expertise in sport and communications with the limitless possibilities of digital innovation.”
neo’s mission is to help organisations transform how they attract and retain audiences, create value, remain relevant and credible, and lead change.
neo applies a five-stage model that blends creativity, data and technology to deliver measurable impact. The process begins with assessing a client’s digital reality and identifying hidden potential, before the creation of ideas and moments that can move people and brands. These ideas are then activated through campaigns, experiences and social storytelling, amplified through data, AI and performance insight, and continuously evolved through innovation and reinvention.
neo’s Tech Futurist and strategic advisor to many of the neo collective organisations, Andy Evans, commented:
“The digital space is evolving faster than ever – audiences expect more, and the landscape shifts daily. What makes neo different is that it’s built as a collective – a network of specialists who each bring something exceptional to the table. That kind of collaboration is rare, and it’s exactly what the industry needs right now: joined-up thinking that provides fresh perspectives and helps brands to drive culture.”
Salva Ramirez, Vision Director of neo and Managing Director of JTA Design, said:
“Sport and entertainment don’t wait – they move fast, and digital moves faster. Brands that lead don’t just keep up with culture: they shape it.
“That’s what neo does. It’s in our DNA. We’re built on decades of collective experience. In industries where attention is currency and relevance can be ruthlessly short-lived, neo helps brands to move faster, connect deeper and lead where it matters most.”
TJ Lee, neo’s Digital Pulse Lead and CEO of Vagabond, added: “People want to be part of something that feels real. At Vagabond, we’ve always believed that impact doesn’t come from pushy ads or paid noise, but from creating journeys that audiences actually remember. That’s what neo is all about – an integrated approach that connects creativity and data to build genuine relationships. It’s exciting to be part of the neo collective as we look to redefine how stories are told.”
