Stanford’s Sports Equity Lab Partners with Ethical AI Platform Amoofy to Transform Sport Through Storytelling

In a strategic move to reshape the global sport ecosystem, Stanford University’s Sports Equity Lab (SEL) has announced a groundbreaking partnership with Amoofy, an ethical AI storytelling platform, to elevate underrepresented voices and drive systemic reform across sport.

The collaboration aims to harness the power of ethically-driven technology and human-centered storytelling to surface lived experiences—particularly from athletes, coaches, and communities who have long been excluded or silenced in sport.

“It’s not sport alone that changes the world. It’s sport done well—safe, responsible, inclusive,” said Yetsa A. Tuakli-Wosornu MD, MPH, a world class athlete and Harvard-trained physician, now leading Sports Equity Lab.. “The power of sport lies not just in its spectacle, but in its ability to reflect and reshape society.”

Addressing the Unspoken Realities of Sport

Despite sport’s often-celebrated role as a unifier, today’s systems continue to mirror societal inequities. Global data presents a sobering picture:

  • 1 in 3 women experience gender-based violence (UN Women, 2023)
  • 1 in 5 NCAA athletes report abusive coaching practices (SEL, 2025)
  • 1 in 7 people globally live with a disability and often face exclusion from sport (WHO & World Bank)
  • Physical inactivity contributes to 5 million deaths annually (WHO)

By leveraging AI to detect patterns in personal narratives, the SEL–Amoofy partnership aims to transform these stories into actionable insights that influence policy, governance, and grassroots reform.

Ethical AI, Real Impact

At the heart of the initiative is Amoofy—short for A Moment of You—a Public Benefit Corporation built on transparency, privacy, and consent. Unlike traditional tech platforms, Amoofy does not extract or commodify data but instead ensures that narrative ownership remains with the community.

“Stories shape how we see the world, and in sport, they hold the key to building a more just and inclusive future,” said Luis Duarte, CEO and Co-founder of Amoofy. “At Amoofy, we believe in the healing power of stories—both at the individual and systemic level. Our ethical AI is designed to protect and empower voices, not exploit them.”

The collaboration will include the collection and analysis of first-hand accounts from athletes, coaches, and spectators, with a focus on detecting recurring themes such as discrimination, mental health, resilience, and leadership.

“We already know the problems,” said Yetsa. “What we’re doing now is surfacing the solutions—many of which already exist within sport itself, waiting to be heard and scaled.”

Shaping the Future of Sport

The long-term vision includes developing resources and platforms that turn these insights into impact:

  • Educational toolkits and advocacy materials based on lived experiences
  • Training content for sport federations and leadership programs
  • A secure digital space for athletes to share stories and report abuse safely

“Imagine a young athlete’s story of gender-based discrimination sparking global policy change,” said Duarte. “Or a village coach’s inclusive method being adopted by Olympic training programs. That’s the future we’re building.”

While sport has led the way in anti-doping, cross-cultural exchange, and health promotion, SEL argues it’s time for the sector to also lead in justice, ethics, and inclusion.

“Sport must no longer lag behind in matters of gender equity, abuse prevention, and representation,” said Yetsa. “This partnership is about ensuring sport becomes a leader in setting ethical standards—not just on the field, but across society.”

Call to Action

This partnership between Stanford’s SEL and Amoofy signals a critical shift in the global conversation around sport, technology, and equity. Stakeholders across leagues, federations, media, and education are invited to participate.

“This is not a tech project—it’s a cultural movement,” Duarte concluded. “We’re ensuring the hidden wisdom within sport is not just preserved, but used to drive lasting change.”

To learn more about the initiative and get involved, visit: https://rtdnglobal.com

CFI Named Official Online Trading Partner of the 2025 Turkish Airlines EuroLeague Final Four

CFI, the MENA’s leading online trading provider has announced its new designation as the Official Online Trading Partner of the 2025 Turkish Airlines EuroLeague Final Four, taking place at the Etihad Arena in Abu Dhabi. This collaboration, in partnership with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), marks a significant milestone for CFI, further strengthening its association with world-class sporting events and expanding its global brand presence. This agreement underscores the group’s commitment to connecting with broader audiences through high-impact platforms and celebrating values of performance, excellence, and unity.

The Turkish Airlines EuroLeague Final Four is the final stage of the most prestigious club basketball League in Europe, bringing together the top four teams from across the continent to compete for the championship title. As the Official Online Trading Partner, CFI will benefit from widespread brand visibility across broadcast, digital, and on-ground platforms.

“We are delighted to welcome CFI as a new partner for our signature event, the Turkish Airlines EuroLeague Final Four,” said Gawain Davies, Chief Commercial Officer of Euroleague Basketball. “Partnering with CFI, the leading online trading platform in the MENA region, perfectly aligns with our ambition to grow the EuroLeague brand and business across the Middle East. The Final Four in Abu Dhabi presents a unique opportunity to showcase the true spirit of EuroLeague Basketball to new audiences and markets.”

The partnership will also allow CFI to engage with fans through various experiences that reflect the brand’s values of innovation and excellence. From interactive moments to exclusive experiences for selected guests, CFI aims to contribute to the overall excitement of the Final Four.

“We are proud to support the Turkish Airlines EuroLeague Final Four in Abu Dhabi, a global celebration of sport, unity, and excellence,” said Hisham Mansour, Co-Founder and Managing Director of CFI Financial Group. “This partnership reflects our values and aligns with our strategy to connect with the communities where our audiences live and engage—through moments that inspire, unite, and create lasting impact.”

This collaboration is yet another step in CFI’s broader strategy to align with platforms that amplify its presence and impact. With Abu Dhabi, the capital of CFI´s headquarters country, as the home of several key initiatives, CFI aims to build deeper connections with its audiences by participating in cultural and sporting events that resonate with the values of ambition, discipline, and achievement—core principles shared by traders and athletes alike.

SPORTEL Miami 2025:A Landmark Edition at the Heart of the Sports Business Industry

The first event of the 2025 SPORTEL season wrapped up successfully. Following a booming edition in Buenos Aires in 2024, SPORTEL returned to North America with a strategic stop in Miami, a key player in the sports business market. Held from 1 to 2 April 2025, SPORTEL Miami reaffirmed its status as a global hub for the sports media and tech industry, welcoming 350 participants from more than 200 companies across 37 countries.

The event kicked off in style with a vibrant Opening Party at JW Marriott’s Pool Deck, offering attendees the perfect opportunity to connect in a relaxed and dynamic setting before diving into two days of intensive business networking. A highlight of the evening was an exclusive live painting performance by Lili Cantero, the renowned sports artist, who captivated the audience with her unique artistic tribute to the world of sports.

Over two intense days of networking and conferences, the SPORTEL community had the opportunity to engage with top decision-makers (46% of C-Level and 1/3 of Content Buyers) from across the global sports media and technology ecosystem. This included media rights holders, broadcasters, streaming platforms, sports leagues, federations, agencies, and tech innovators specializing in AI, data analytics, and immersive fan experiences.

“This edition proved once again that SPORTEL Miami is more than just an event — we are committed to driving innovation and staying ahead of industry shifts, solidifying SPORTEL Miami as a must-attend marketplace for fostering growth and forging strategic partnerships in the sports business arena. It’s the perfect opportunity to network with top-tier executives, gain strategic insights, and unlock new business opportunities in an intimate and privileged setting. We sincerely thank all our esteemed sponsors, partners, exhibitors, and speakers who contributed to the success of this Miami edition,” stated Agnès Marsan, SPORTEL Miami Executive Director. 

In addition to the traditional marketplace, the expertly curated Conference Summit programme —continuously expanding in scope and significance — explored several forward-thinking themes shaping the future of the industry. A diverse lineup of international sports executives and disruptive innovators took the Speakers Corner stage to deliver engaging sessions on key topics such as the role of the US as the world’s largest media market, the impact of Generative AI on content creation and fan engagement, the monetization of data, the new era of live sports streaming, evolving sponsorship models, and the expansion of European football leagues into the US market.

Another highlight of the event was the Pitch Perfect competition, where ten new SPORTEL companies—pioneers in sports content innovation—had the opportunity to showcase their cutting-edge solutions to an international judging panel of top-tier experts. The lucky winner, Johnny Kutnowski, Chief Product Officer at Blinkfire, was awarded a full-access Visitor pass for SPORTEL Monaco 2025.

Bringing together North and Latin America with the global sports media and tech ecosystem under one roof, SPORTEL Miami reaffirmed its role as a strategic gateway between these markets, fostering meaningful connections, sparking new collaborations, and providing a key platform in today’s fast-evolving landscape.

“While SPORTEL’s schedule for 2026 is currently preparing, we remain committed to creating fresh opportunities through our international spring events. We are actively working on new destinations and event concepts to further expand SPORTEL’s reach and continue delivering unparalleled value to our global community, wherever we go,” concluded Laurent Puons, Managing Director of Monaco Mediax.

SPORTEL Miami in numbers:

350 participants from more than 200 companies

19% of new companies

46% of C-level attendees

1/3 of content buyers

37 countries represented

42% North America, 14% LATAM, 37% Europe, and 7% other (Asia, Middle East, Oceania…) 

SAVE THE DATES: 

SPORTEL Press Service – media.sportel@monacomediax.com

Breaking into the Sports Industry: Joao Frigerio on Building Careers Through iWorkinSport

In this exclusive interview, iSportConnect’s Taruka Srivastav speaks with Joao Frigerio, the founder of iWorkinSport, about the platform’s journey—from its inception as a job fair to becoming a global hub for sports career growth. Frigerio shares insights on emerging job trends, the role of AI and sports tech, and how iWorkinSport is shaping the future of sports recruitment.

With the iWorkinSport Convention and Job Fair set to take place on May 9, 2025, in Switzerland, he also reveals what attendees can expect, including participation from major brands like UEFA, adidas, and FIBA. Whether you’re a job seeker, recruiter, or industry professional, this conversation is packed with valuable takeaways on how to thrive in the world of sports business.

Platforms like iWorkinSport are crucial for people looking for jobs within the industry. What was your vision when you founded it? Was this your initial goal as well?

Actually, I didn’t have the ambition to create an online platform at the start. I was consulting with CIES, the organizers of the FIFA Master, and the project was to find better ways to help place their students. Like many courses, they had a career department aiming to support students with job placements. That’s when I started connecting with recruiters in the sports industry. My background was more in media rights, sponsorship rights, and events. However, around 2016, I shifted more toward the recruitment side.

Our initial goal was to find a job fair to take students to, but when we reached out to companies, they told us that such an event didn’t exist and that they were also looking for something similar. That’s when I saw an opportunity. I approached them and asked, “If I create an event, would you come?” The first five companies that agreed to participate were UEFA, FIFA, the IOC, Adidas and the NBA. That led to the launch of our first event in 2017 with about 14 companies. It started as a one-off event alongside my consulting work, but the brand gained traction.

By 2019, we announced expansions, including virtual events, even before COVID. When the pandemic hit, we were already experienced in online events, and in 2020, our virtual event was one of the few happening worldwide. We resumed in-person events in 2022, and now in 2025, we’ve expanded to call it the iWorkinSport Convention and Job Fair.

Which major brands will headline this year’s event?

At this stage, we are still in discussions with many companies, but I can mention a few confirmed participants. UEFA, FIBA, adidas and the International Equestrian Federation are regular participants and are coming back once again. Agencies like Infront and Sportfive are confirmed as well, with Sportfive exhibiting and recruiting for the first time. Volleyball World, FC Lausanne Sport and a Brazilian event focused on football business called “Confut,” which is launching an event in the U.S. will be joining us for the first time.

We are in discussions with international football clubs and other companies from outside Switzerland and even beyond Europe. The list will be finalised closer to the event.

When is the event scheduled to take place?

The main event will take place on May 9, 2025, at the SwissTech Convention Center. Exhibitors and academic partners will also attend some VIP activities at the Olympic Museum the day before.

What is the current job market like in the sports industry? Are there any emerging trends or sectors hiring the most professionals?

I don’t have specific statistics, but certain trends are evident. Sales and commercial roles, including sponsorship and media rights, are always in high demand. Additionally, the sports tech sector is rapidly growing, with AI and innovation roles emerging within football clubs and other organizations.

Event management remains a strong employment driver, though these roles are often temporary. Through a collaboration with Meent (formerly known as Sportcarriere), we now provide the largest recruitment company for sports professionals in Europe and have also observed an increase in hiring for positions related to technology and innovation, sponsorships, and commercial rights. These areas are likely to see significant growth in the coming years.

Your platform bridges the gap between organizations and professionals in the sports industry. Beyond job postings, do you also work with recruitment agencies?

Absolutely. iWorkinSport functions as a hub for all things related to recruitment, career growth, and education in sports. We have our own job board and also collaborate with partners such as ThinkSport to power their job boards. Unlike a traditional competitor, we actively promote all job boards, ensuring our users have access to a variety of opportunities.

We recently published a document listing over 50 specialized job boards for sports, covering multiple languages and territories like India, Germany, France, Japan, and Brazil. Additionally, we offer career growth resources, such as career coaching, lectures, and educational programs. Our AI-powered quiz helps users find the best sports management courses tailored to their needs.

Previously, we did not operate as a recruitment agency, but through Meent, we now provide executive search and headhunting services for companies seeking top talent. This allows us to offer a comprehensive solution covering job placements, career development, and industry education.

Any final thoughts for job seekers or companies looking to hire in the sports industry?

iWorkinSport aims to be the go-to platform for sports career growth. Whether you’re a job seeker looking for opportunities, a recruiter searching for top talent, or an organization wanting to showcase educational programs, we provide the resources to help you succeed.

For those interested in joining the upcoming iWorkinSport Convention and Job Fair on May 9, this is a fantastic opportunity to network with industry leaders and explore new career possibilities. We encourage candidates and companies to register early to maximize their participation.

iSportConnect has partnered with iWorkinSport and is offering a 25%discount to anyone who registers with the promo code ISPORTCONNECT .

Hilton named as official partner of England teams

The FA and Hilton have announced a three-year partnership, with Hilton becoming Official Hotel Partner of the England football teams.

This includes Wembley Stadium connected by EE and St. George’s Park and will see Hilton support the Three Lions and Lionesses at every home and away match.

Hilton will also be the official partner of the England Supporters Travel Club, offering loyal fans Hilton Honors perks on hotel stays when they travel to support the teams at home and abroad.

As a partner of St. George’s Park, Hilton will join forces to showcase Hilton St. George’s Park as a destination and place to stay for football fans. The hotel already provides a home away from home to the England women’s and men’s squads during international camps.

Hilton Honors members will be able to turn their hotel stays into some of 2025’s most sought-after tickets at Wembley Stadium connected by EE. This includes major sold out gigs, Emirates FA Cup and Adobe Women’s FA Cup Finals, and other high-stake matches.

Packages will be available via the Hilton Honors Experiences platform, and could include matchday experiences with stays at Hilton London Wembley, ‘meet and greets’ with women’s and men’s England legends and tickets for the biggest games and music events around, from the comfort of Wembley Stadium’s One Twenty Club.

James Gray, FA commercial director, said: “We’re delighted to have Hilton on board as a partner across our England teams, Wembley Stadium connected by EE and St. George’s Park.

“With our national teams competing for the biggest trophies over the next three years, Hilton can play an important role in supporting our squads on and off the pitch. We are building on a long and successful association with Hilton, especially with our hotel at the national football centre and this agreement will take our relationship to a new level.

“Our England fans and visitors to Wembley will also feel the benefit of the Hilton partnership with the opportunity to enjoy major matches and countless memorable moments. Wembley continues to stage some of the biggest domestic and international matches on the planet, and regularly welcomes world-leading music acts to perform sell-out shows under the Arch. We’re delighted Hilton will join us on this journey.”

Stijn Bastiaens, vice president marketing and loyalty, EMEA, Hilton, added “At Hilton, we believe that it matters where you stay. From Formula 1, to golf and tennis, Hilton has a long history of providing unforgettable stays to elite sports athletes and teams as they travel across the world.

“Through this new partnership with the FA, we can’t wait to welcome the England teams with our signature hospitality.

“With 2025 set to be a monumental year for music and football at Wembley Stadium, we’re excited to also offer our Hilton Honors members the chance to turn their stays into unrivalled access to some of this year’s most highly coveted events.”

Hilton Honors is the free-to-join, award-winning guest loyalty programme, in which members can benefit from greater discounts and unlock exclusive perks and once-in-a-lifetime experiences, which now proudly includes a host of events at Wembley Stadium connected by EE and with the FA.

By booking directly at Hilton.com or through the Hilton Honors app, members can access a whole host of instant benefits designed to elevate their stay.

Transforming Employee Engagement & Collaboration in Sport: Key Insights from the iSportConnect Round Table

In the ever-evolving landscape of sports organisations, employee engagement and collaboration remain crucial for sustained success. On March 27, 2025, senior HR and communications professionals from leading sports rights owners in football, motorsport, cricket, and sailing gathered in London for an exclusive round table discussion on “Transforming Employee Engagement & Collaboration in Sport.” The session was co-moderated by Ben Elder, Regional Vice President, EMEA at Simpplr, and Dominic Quantrill, Founding Partner of The Quantrill Partnership.

The conversation provided deep insights into the challenges and opportunities surrounding AI integration, organisational culture, and governance in fostering an engaged and collaborative workforce.

Key Insights from the Round Table

Fragmented Systems Hinder Productivity

A major challenge identified was the inefficiency caused by fragmented communication tools and information silos. Research indicates that employees spend approximately 19% of their workday searching for information, while 94% of CEOs acknowledge that enhancing the employee experience directly impacts net profit. The consensus was clear—organisations must streamline digital platforms to enable seamless collaboration and improved productivity.

AI in Communication: Finding the Right Balance

AI-powered tools are increasingly shaping internal communication strategies. While automation has shown promise in drafting messages and managing crises, participants emphasised the importance of maintaining a balance between AI-driven automation and human oversight to preserve the authenticity and nuance of communication.

AI’s Impact on Job Roles

AI’s integration into business processes—particularly in recruitment and project management—has sparked discussions around job role evolution. Organisations must reassess traditional job descriptions and explore how AI can complement human expertise rather than replace it.

Data Security & Governance

The rise of AI-driven recruitment and data management has raised concerns about data security and compliance. Participants agreed that sports organisations must develop clear governance frameworks to mitigate risks associated with AI handling sensitive employee and organisational data, especially in industries governed by strict regulations like GDPR.

Defining Metrics for Success

Measuring the effectiveness of communication and engagement strategies requires a data-driven approach. Participants underscored the importance of leveraging real-time analytics to assess the impact of campaigns, improve decision-making, and ensure alignment with broader organisational goals.

Organisational Culture: The Catalyst for Success

Culture emerged as a critical factor in driving employee engagement. A supportive and inclusive workplace fosters high performance, strengthens community engagement, and enhances organisational resilience—especially during times of uncertainty.

Adaptability in Crisis Communication

Reflections on external disruptions, such as the pandemic, highlighted the need for agile communication strategies. Sports organisations must be equipped to navigate evolving audience expectations and external pressures while safeguarding brand loyalty and organisational stability.

The Future of Employee Engagement in Sport

As the discussion concluded, a key takeaway emerged: sports organisations must strike a delicate balance between leveraging AI and preserving human insight. AI can undoubtedly enhance efficiency, but empathy, strategic thinking, and cultural integrity remain irreplaceable in fostering a thriving workplace.

Ben Elder, EVP of Sales at Simpplr, summarised the opportunity AI presents to sports organisations:

“With employees spending nearly a fifth of their workday searching for information, the need for intuitive, AI-powered solutions has never been greater. At Simpplr, we’re helping leading sports organisations streamline communication, enhance engagement, and ultimately boost productivity—because a connected workforce isn’t just a happier workforce, it’s a more profitable one.”

The session reinforced that by integrating responsible AI practices, establishing clear governance frameworks, and nurturing a strong workplace culture, sports organisations can drive meaningful engagement, collaboration, and long-term success.

Want to learn more? Reach out to Ben Elder via email or connect with him on Linkedin to explore how AI is transforming employee engagement and productivity in leading sports organisations.

Reliance to Partner with BLAST for Esports Business in India

Reliance and BLAST will partner to operate and create market leading IPs in India and bring leading global IPs of BLAST to India for fans, players and brands.

BLAST works with the world’s biggest game publishers in Epic Games, Valve, Riot Games, KRAFTON and Ubisoft to create leading global esports properties. The JV’s ambition is to attract top tier titles and events in the future RISE Worldwide Limited (“RISE”), a wholly-owned subsidiary of Reliance Industries Limited (“Reliance”), and BLAST Esports Limited (“BLAST”), a wholly-owned subsidiary of BLAST ApS, today announced an agreement to form a joint venture to conduct esports business in India.

India is the fastest growing gaming market with a massive gamer base of more than ~600 Mn (18% of the total gamers globally). India’s gaming market is projected to grow at a CAGR of ~19% to reach US$ 9.2 Bn by 2029 from US$ 3.8 Bn in 2024. The global esports market is expected to grow to US$ 16.7 Bn by 2033 from US$ 2.8Bn in 2024, exhibiting a CAGR of ~22%. India esports market is in nascent stages and is expected to be a high growth market. The Government of India has officially recognized esports in the country by declaring it as a part of the “multi-sports event” category.

The strategic partnership will help to accelerate this growth by bringing BLAST’s globally recognised esports properties and production techniques to India while co-creating new tournament IPs tailored to the fast-growing gaming market.

BLAST is a European-based esports entertainment company and one of the biggest tournament organisers in the world. BLAST works with the world’s best game publishers and brands to elevate their properties into world-class esports experiences. These events unite top-tier teams and the biggest stars in the scene as they compete for glory and multi-million dollar prize pools, with arena stops in 2025 set for vibrant cities like London, Singapore, Austin, and Rio. BLAST is known for its unparalleled production quality and game changing fan-first moments. BLAST events are forecasted to generate 2 billion views in 2025, reach global audiences in 150+ territories and broadcast in 30+ languages.

BLAST currently works with leading game publishers such as Epic Games, Valve, Riot Games, KRAFTON and Ubisoft to produce, market and deliver esports for popular titles in Rocket League, Fortnite, Rainbow Six, PUBG, Dota 2 and Counter-Strike 2 – with all titles having a combined active monthly player base of 350+ million. BLAST is best known for its unparalleled production quality and game changing fan-first moments. Bringing together the best teams and biggest superstars to fight it out for glory and multi-million dollar prize pools.

The strategic partnership will form a new JV entity and it will bring together BLAST’s esports media production expertise, publisher relationships, wide suite of highly popular IPs, and Jio’s technology expertise, unparalleled distribution reach, and local relationships to host these events on the JioGames platform for sustainable growth and innovation in the industry. The JV will cater to the entire esports spectrum:

Robbie Douek, CEO for BLAST, said, “India is one of the most exciting and fastest-growing gaming markets in the world, with a rapidly expanding esports audience and appetite for more competitive gaming experiences. By partnering with Reliance, a market leader with unparalleled expertise and reach in India, we have a unique opportunity to elevate the local esports scene to new heights. BLAST has a proven track record of delivering world-class tournaments and entertainment for global audiences, and we can’t wait to bring that expertise to India. This joint venture will not only help grow the Indian esports ecosystem but also create new pathways for local talent to shine on the global stage.”

Devang Bhimjyani, Head of Reliance Sports, said, “We are excited to partner with BLAST, which is a leader in conducting world-class esports tournaments globally in partnership with the largest gaming publishers for marquee gaming titles. I welcome Robbie and his team to the Reliance Group. We are very confident that with this partnership, India esports will be able to realise its full potential. With this JV, Reliance will extend its interest in sports into esports and leverage RISE’s ability to market and promote sporting events and teams, along with Jio providing its distribution and technology expertise.”

DAZN and United Football League Agree To Global Broadcast Deal

The United Football League (UFL), the premier professional spring football league, and DAZN, the world’s leading sports entertainment platform, have signed a new global partnership that will see DAZN broadcast every game of the UFL’s 2025 season.

Fans around the world* can enjoy the UFL’s second season for free on DAZN. Founded by Dwayne “The Rock” Johnson, Dany Garcia, RedBird Capital Partners and Fox, the UFL began play in 2024 following the merger of two other spring leagues — the United States Football League (USFL) and the XFL. The deal was secured by the UFL’s media rights partner, IMG.

The 2025 season kicked off on 28 March with a match-up featuring the St. Louis Battlehawks against the Houston Roughnecks and will conclude after 10 weeks of the regular season and two weeks of the postseason with the 2025 UFL Championship Game on 14 June. The league features eight teams – four former USFL and four former XFL teams. The USFL Conference is made up of the Birmingham Stallions, Houston Roughnecks, Memphis Showboats and Michigan Panthers. The XFL Conference includes the Arlington Renegades, DC Defenders, San Antonio Brahmas and St. Louis Battlehawks.

With DAZN, UFL will be available in over 200 markets, across multiple internet-enabled devices and distribution channels, and benefit from DAZN’s marketing expertise and innovative technology. The flexibility and robustness of DAZN’s platform enables live and on-demand content to be streamed at scale, while also providing the capability to localise in key markets.

The UFL joins DAZN’s extensive portfolio of American football, as well as global multi-sport content broadcast on a free-to-air basis. DAZN is the global home of the NFL Game Pass and is the only place for fans (excluding in the US and China) to watch every NFL game. Fans of American football around the world can also watch the European League of Football (ELF) with DAZN’s new ELF Game Pass. Moreover, DAZN offers free content from some of the world’s most exciting sports properties including the FIFA Club World Cup, LIV Golf, E1 and more.

Wendy Bass, Executive Vice President, Business Operations & Administration, said: “The United Football League is proud to join DAZN’s world-class lineup of sports offerings. This league is focused on expanding the global footprint of American football and DAZN is the perfect partner to help us reach that goal.”

Shay Segev, DAZN Group CEO, said: “DAZN’s dedicated audience of sports fans already enjoys a wide range of American Football content on our platform. Our partnership with the United Football League is an exciting extension of this portfolio and will support the growth of this sport’s reach worldwide. DAZN’s is committed to creating the ultimate destination for sports entertainment, and offering the United Football League’s 2025 season to fans for free aligns with this ambition.”

From the Field to the Boardroom: How Former Olympian Manu Leroy is Redefining Sports Marketing at RBFA

Manu Leroy’s journey from being a professional hockey goalkeeper to leading the marketing and commercial strategy of the Royal Belgian Football Association (RBFA) is a testament to the evolving role of athletes in sports governance. As the Chief Marketing Officer of RBFA, Leroy has been instrumental in transforming the federation’s commercial landscape, doubling its revenue, and pioneering digital innovations. In this exclusive conversation with iSportConnect’s Taruka Srivastav, he delves into RBFA’s strategic partnerships, digital expansion, and the evolving sponsorship ecosystem, shedding light on how Belgium’s football federation is navigating the modern sports business landscape.

You’ve had an incredible journey as a former Olympian and hockey player. How did you transition into your current role at the RBFA?

I’ve always combined my passion for sports with my professional career. Back when I was playing hockey, it was semi-professional, so I had to work alongside my sports career. I started in advertising, then moved to Telenet, where I handled sports channels and sponsorship marketing. Eventually, I joined the RBFA, where everything came together. As the CMO, I oversee marketing, commercial partnerships, and fan engagement, which includes everything from campaigns to content production and press relations.

The RBFA has grown significantly in recent years. How did you approach the commercial side of things to drive this growth?

When I joined in 2019, the RBFA was coming off a successful World Cup in Russia, but the commercial side wasn’t reflecting that success. We started by benchmarking against other federations with help from UEFA’s GROW program. We created a new commercial plan from scratch, focusing on renewing existing partnerships and adding new ones. Within three years, we more than doubled our commercial revenue. Our partners include major (Belgian) brands like ING, adidas, Proximus, Jupiler, BMW, Coca-Cola, and PwC, among others.

Digitalization has been a key focus for the RBFA. Can you tell us about your digital strategy?

In 2021, we launched the RBFA app to build direct relationships with fans and collect data. The app allows amateur players to check schedules, stats, and rankings, while fans can access content and live streams. We’re now rebuilding our entire IT infrastructure and football management system with a partner from the United States, Orion. This will take about two and a half years, with the new system expected to be ready for the 2027-28 season. Our data strategy is also a big focus, as we aim to optimize communication and fan engagement.

How do media rights work for the RBFA, especially for national teams?

UEFA handles the centralized sales of media rights for our men’s national team, so we receive revenue from that. For the women’s national team, we manage the media sales ourselves, though the numbers are smaller. The league handles the rights for the first and second divisions, as well as the top-tier competitions. This structure allows us to focus on other revenue streams while UEFA manages the bulk of media rights.

How do you decide on sponsorship categories, and are they fixed or flexible?

Categories aren’t fixed; they can expand or change depending on opportunities. For example, if we lose a partner in one category, we can explore new ones. However, we limit the number of top partners to ensure we can deliver value to each. We also explore regional partnerships, like in China or the US, especially around major tournaments. For instance, leading up to the World Cup in the US, we’re looking for partnerships with US-based brands.

Are you open to partnerships with sports tech startups or innovative companies?

Absolutely. We’re part of two accelerators—HYPE (international) and Sports Tech Belgium (local)—where we collaborate with startups to test new technologies. It’s a win-win situation: they get to pilot their innovations, and we get access to cutting-edge solutions. We’re particularly interested in sports tech and traditional tech companies like Microsoft or Amazon.

Are there any global sports partnerships that have inspired you?

The resurgence of crypto partnerships has been interesting, though it’s a tricky category for us due to Belgium’s strict anti-money laundering laws. We’re also inspired by partnerships with tech giants and innovative brands. For us, the focus is on finding partners that align with our values and can bring something unique to the table.

What categories are currently open for partnerships at the RBFA?

We’re actively looking for partners in several categories, including tires, food delivery, pharmaceuticals, retail, and energy. These are areas where we see potential for growth and alignment with our brand. Once we fill these categories, our sponsorship portfolio will be largely complete.

What’s next for the RBFA in terms of growth and innovation?

We’re focused on rebuilding our IT infrastructure and enhancing our digital capabilities. We’re also preparing forthe World Cup qualifiers, and looking to expand our regional partnerships. Our goal is to continue growing our commercial revenue while delivering value to our fans and partners.

Any advice for brands looking to partner with sports organizations like the RBFA?

It’s important to align with the values and goals of the organization. For us, partnerships are about more than just revenue—they’re about creating meaningful connections with fans and contributing to the growth of football in Belgium. Brands should bring something unique to the table, whether it’s innovative technology, a strong local presence, or a shared commitment to the sport.

Bundesliga International secures media rights deals in nine Eastern European territories

The Bundesliga has further strengthened its position internationally after Bundesliga International, together with its partner Infront, struck new broadcast deals in nine Eastern European countries from the 2025-26 season onwards.

Bundesliga International appointed Infront in May 2024 to manage media rights sales for the Bundesliga and Bundesliga 2 in several markets. Since then, the two organisations have reached agreements with broadcasters across Eastern Europe, with packages covering all 612 games per season of the Bundesliga, Bundesliga 2, as well as the four relegation playoff matches between the two divisions, and the Franz Beckenbauer Supercup.

The broadcast agreements begin ahead of the 2025-26 season and will run until the conclusion of the 2028-29 campaign.

Infront has been working with Bundesliga International to implement tailor-made strategies for each of the respective territories, including a dedicated marketing roll-out to support live broadcasts.

Lithuania – Setanta
Latvia – Setanta
Estonia – Setanta
Albania – Tring
Kosovo (Albanian language) – Tring (exclusive for Albanian language only)
Czech Republic – Nova Sport
Slovakia – Nova Sport
Romania – Digi
Russia – Okko
Bundesliga International Managing Director and Chief Marketing Officer Peer Naubert said: “The Bundesliga remains one of the most popular leagues in the world, and that is reflected in the strength of our media rights sales. Working alongside Infront, we have secured a number of new broadcasters, while in some cases building on long-standing agreements with established market leaders. Across Eastern Europe, there is a long history with German football, and the importance of those traditions continue today as we work together to tell the stories of the Bundesliga each week.

“Our partnership with Infront is one founded on shared expertise and mutual trust, and we now look forward to delivering world class content for the fans across these territories, for the next four years and beyond.”

Amikam Kranz, Senior Vice President Media, Betting and Technology, Infront, said: “Our collaboration with the DFL began only a short time ago, so these broadcast agreements are a testament to the value and trust this collaboration has created in a short space of time. German club football continues to attract audiences globally and these agreements are an indicator that, despite a challenging and competitive market, we have the right network to transform that popularity and deliver broadcast revenue for rightsholders.”