Tata Communications announce acquisition of The Switch Enterprises

Tata Communications, a global digital ecosystem enabler, today announces completion of the acquisition of The Switch Enterprises LLC (The Switch) through its wholly owned international subsidiary Tata Communications (Netherlands) B.V. The US $58.8 Mn (₹486.3 Crores) cash transaction has been closed post customary adjustments and regulatory approvals.

Tata Communications, through its wholly owned international subsidiary Tata Communications (Netherlands) B.V. entered into a definitive agreement to acquire 100% equity stake in New York-headquartered The Switch Enterprises LLC on 22nd December 2022.

With the close of this transaction, the combined strength of Tata Communications and The Switch is set to usher in a new world of end-to-end video production and transmission of high-quality, high-speed, and more immersive live video experiences for viewers and fans from event venues and racetracks to screens across varied equipment such as televisions, mobile devices, etc.

“Immersive video experiences in real-time are going to be the next game changer for enterprises, and our combined expertise will make for a formidable force creating shared value for all,” said Tri Pham, Chief Strategy Officer, Tata Communications. “We’re gearing to bring more powerful platforms for sports federations and broadcasters to help them deliver fast-paced, always-on and interactive entertainment forms for viewers across borders. We’re extremely pleased to welcome The Switch team to Tata Communications.” 

Dhaval Ponda, Global Head of Media & Entertainment Business, Tata Communications added, “Tata Communications and The Switch are now a powerhouse with the combination of live production capabilities, global edge platform dedicated for media & entertainment industry along with end-to-end managed services. These are exciting times in the world of video production for us to make a difference for enterprises and engage consumers. Together, we are leveraging the expertise of both companies to bring some never-before-known experiences for fans globally – whether they are playing esports, watching a live tournament or live streaming a concert. We welcome and wish our colleagues from The Switch all the very best for their future.”

Eric Cooney, President & CEO, The Switch said, “The Switch is a market leader offering live production and transmission services to hundreds of customers in the United States and abroad. This acquisition by Tata Communications is a key milestone in our growth journey and enables us to expand our horizons. Together with Tata Communications, we are excited to step up our customers’ growth journeys, enhance viewer experiences and expand globally.” 

With the completion of this transaction, The Switch Enterprises joins the Media and Entertainment Services (MES) business of Tata Communications under the leadership of Dhaval Ponda, Global Head of Media and Entertainment Business, Tata Communications.

Matchroom and DAZN announce three-year extension

Matchroom and DAZN are delighted to announce a three-year extension to their broadcast deals in the USA and Mexico – a deal further cements Matchroom as a true global leader in boxing while also confirming DAZN as THE home of global combat sports with the platform available in over 200 territories.

Matchroom held their first event live on DAZN in October 2018 when Jessie Vargas took on Thomas Dulorme in Chicago, and since that night in the Windy City, President Eddie Hearn has teamed up with the global streaming giants to put on over 50 events in America and Mexico.

The first Mexico night took place in February 2019 when Humberto Soto defeated Brandon Rios in Tijuana, and Hearn has hosted seven more thrilling nights in the country and Matchroom’s latest event saw World-rated Lightweight Angel Fierro stop Eduardo Estela in Culiacan to move closer to World title action. Matchroom are in a strong position in Mexico after Mauricio Lara joined Juan Francisco Estrada and Julio Cesar Martinez as World champions from the boxing hotbed with his stunning KO win over Leigh Wood in Nottingham, England to become WBA Featherweight ruler, as they meet in a rematch in Manchester, England in May.

Matchroom kicked off 2023 in America in style with a double-header of Undisputed World title action in New York that saw Amanda Serrano and Alycia Baumgardner crowned the undisputed rulers at Featherweight and Super-Featherweight respectively and San Antonio had it’s first two-weight World champion in April, as future pound-for-pound star Jesse Rodriguez bravely boxed on with a broken jaw to add the WBO Flyweight crown to the Super-Flyweight strap he won and defended in style in 2022.

The blockbuster action continues in May as Canelo Alvarez defends his undisputed Super-Middleweight crown against and John Ryder in what promises to be a spectacular homecoming for the Mexican hero in Guadalajara on Cinco de Mayo weekend. The next action in America sees Hearn’s newest signing in action as Super-Middleweight star Edgar Berlanga faces Jason Quigley in New York in June, with the Brooklyn-based Puerto Rican KO artist the latest addition to a stacked Stateside stable along with young talents Criztec Bazaldua and Yankiel Rivera, with promoter Eddie Hearn ready to add more great nights and fighters to the already stacked schedule with this announcement.

PSG Esports partners with Tundra Esports

Paris Saint-Germain Esports is returning to Rocket League in style, thanks to a partnership with leading organisation Tundra Esports. Determined to break into the global elite, the two have their sights set on producing long term championship results together. Competing under the name PSG Tundra, the team will be leveraging the Paris Saint-Germain brand’s growing stature in gaming with the unique expertise of Tundra in esports performance and content creation to build a highly engaged global audience of fans.

The aim of this partnership is to create a competitive Rocket League team capable of winning every competition it enters and a brand that reflects the mainstream interests of its fans. The full team information including players and coach will be announced in due course. 

Regarded as one of the most technically complex of video games, Rocket League quickly became an esports sensation. Released in July 2015, this football/driving hybrid is played by nearly 100 million people globally every month, which is an indication of its success with gaming and football fans.

Paris Saint-Germain Chief Brand Officer Fabien Allègre said: “We are delighted to be back in Rocket League, one of the most popular games in the world. We are anxious to see the PSG Tundra team succeed. In putting together our team Paris Saint-Germain is looking to make the most of its presence in Europe and to continue its expansion. Thanks to the PSG Tundra team, the club now has seven Esports teams.” 

Tundra Esports was formed in 2019 with the aim of bringing together the best Esports talent worldwide. Winning countless titles including the Dota International 2022 and FNCS EU Championship, the British organisation has developed a breakthrough profile with their disruption to the esports scene and is the one to watch on the international stage. 

Tundra Esports Executive Chairman, Carleton Curtis said “We are delighted to partner with the elite French team Paris Saint-Germain. PSG shares the same values as us at Tundra – excelling beyond the competitive game and offering fans a unique and unforgettable experience through gaming culture, art and music! We are very much looking forward to seeing what this dynamic duo can achieve.”

Why Web3 may have an answer for AI

Less than a year ago Web3 was all over the media as the next big thing. Since the end of the cryptocurrency craze you hardly hear about it anymore. Now it’s AI everywhere you look. The similarity in hype is hard to miss. But don’t think that just because Web3 isn’t making as much noise, blockchain is any less important or less likely to be shaping the future of the internet ¬ and of the sports and entertainment businesses.

The simple fact is that AI is easier to “get” than Web3. You can easily experience it first-hand. All you have to do is pop a question into ChatGPT and say “wow” when you see what comes out. Web3 is about the underlying architecture of the internet. It’s like plumbing. You don’t want to see plumbing, it’s just supposed to work. When the buzz was around Web3, the curious had to buy crypto or an NFT or at the very least you needed to get a wallet. 

My point is that AI has now become the hot topic that Web3 and the metaverse were last year, maybe hotter.

The thing that I find striking is that Web3 and AI are at different ends of the spectrum of the future internet.

AI is about centralization. Look at who’s calling the shots in headline-making generative AI at present. The usual Big Tech suspects. Microsoft is behind ChatGPT. Google has countered with Bard. I will also mention Adobe’s Firefly. AI underpins Big Tech. It’s at the heart of Facebook.

Web3 is about de-centralization of the internet. The whole premise is that control of data and interaction will reside, not with the platforms that control Web2 but with individuals and the communities they choose to be a part of. Put simply, the logic of the Web3 vision for internet users is anti-Big Platform (just as the logic of crypto is anti-Big Banks). 

Does this mean that AI will not have a place in a Web3 future? Not at all. That would be a backwards step. But it does seem to suggest that the answer-bots would have to navigate the internet in a different way than they currently do, by scraping every bit of Web2 in order to appear all-knowing. 

Indeed, it has been suggested that Web3 can be the much-needed “trust layer” protecting us from the potential excesses of AI. Pay attention!

Martin El-Khouri of Bertelsmann Investments, who will be a speaker at the SEG3 Sports, Entertainment & Gaming conference in London coming up June 28-29, told me this week that he sees Web3 as the future of the internet, and that advertising and the media business will be transformed by blockchain and the potential for brands to reinvent their relationships with fans and consumers. Given that Bertelsmann is one of the world’s largest media conglomerates (the 68 TV channels of their RTL Group reach 99% of European homes), anyone in sports and entertainment should pay heed. 

In a similar vein, Accenture’s business trends survey shows that executives expect 4.2% of their revenues to come from the metaverse in the next three years.

And yet, the current levels of Web3 attention and understanding still remain far from where they should be. While Web3 and the metaverse are enthusiastically embraced by the initiates, too many sports and entertainment decision-makers have just not got their heads around what is happening. And that’s a shame because beyond Web2 the opportunities for building deeply engaged communities and profitable new businesses are far bigger than they imagine

I’m not sure ChatGPT will tell them that.

By Jay Stuart, Content Director iSportConnect

Volleyball World announce betting partnership with Stake.com

Volleyball World has announced that Stake.com will become the exclusive betting partner of the Volleyball Nations League (VNL).

Volleyball World and Stake.com are excited to announce a far-reaching new collaboration for the VNL in 2023. The new partnership follows Stake’s involvement in the VNL Osaka event in 2022 and will now extend to cover all rounds of both the Men’s and Women’s VNL. This thrilling development underscores the strengthened trust, mutual respect, and shared dedication to promoting the sport of volleyball worldwide.

“We are ecstatic to welcome back Stake.com as our partner for the 2023 VNL. With our reach in multiple markets, including Brazil, Canada, and beyond, our partnership will offer an unparalleled platform to connect with a passionate and engaged fanbase from around the globe. We look forward to seeing how Stake.com will elevate the matchday experience for our fans and add even more excitement to the tournament.” said Finn Taylor, CEO of Volleyball World.

Akhil Sarin, Director of Acquisition for Stake.com added: “Our involvement with the VNL in 2022 was a resounding success, so it was an easy decision to secure a partnership on a larger scale for 2023. We’re looking forward to seeing the Stake branding light up the courts and offering Volleyball fans globally an unbeatable proposition on our platform throughout the tournament.”

The World View: Around the world in five insightful articles

We have been touring the world in our articles over the past six weeks, from Africa we have flown to Lausanne, the Middle East, Asia, Lausanne and the US. Here is a recap of what we have learnt so far.

Cynthia Mumbo, CEO Sports Connect Africa, explains some of the challenges the sports business has in order to grow in Africa.

Despite Africa’s sports business industry’s potential for growth and development, significant challenges must be addressed. One of the most difficult challenges is infrastructure. Africa has 54 countries, over 2000 languages, and a wide range of cultures and norms. What works in Nigeria may not work in Ghana or elsewhere in Africa to the east. It is critical to comprehend these dynamics.

Read the rest of her piece here

Donal McElwee, Head of Middle East and Africa for Portas Consulting, talks about sports growth in the Middle East.

A recent World Economic Forum report suggested that the Middle East’s sports industry is expected to grow by 8.7% by 2026 – compared with global sector growth of 3.3% over the same period. This is driven by a significant public investment, underpinned by both economic and social policy ambitions, and increasingly supported by local and global private sector investors. 

Read the top 10 drivers of sport in the Middle East here

Unmish Parthasarathi, Founder and Executive Director of Picture Board Partners, writes about why India and cricket are a commercial match made in heaven.

Cricket is a whole new ball game when it comes to India, a media market unlike any other in the world – it’s the lone BRIC worth building a house in! One notable international benchmark is the $71.3 Billion sale of 21st Century Fox to Disney, the Hotstar-Star Sports combine was reportedly valued at 20% enterprise value or $14bn. 

Read the rest of Unmish’s thoughts here

During March Madness, Sportico’s Eben Nova-Williams and Lev Akabas looked into how it works on a commercial level.

The SEC sent eight teams to this year’s tournament, more than anyone except the Big Ten, and those teams will end the tournament having played 17 games. Each game played will be worth roughly $2 million, according to Sportico’s calculations, paid out in annual installments through 2029, bringing the SEC’s haul to roughly $34 million. The Big 12 is next with 16 games played for $32 million, followed by the Big East with 15 games for $30 million.

Find out more about March madness here

Deputy Secretary General of the World Obstacle Federation, Michel Cutait, looks into the sources of income for sports federations

To understand this reality, it is necessary to discuss the business model of these organisations, which are commonly set up as non-profit associations.

Being a non-profit organisation means that the organisation cannot share its profits among its members. So, unlike a for-profit company or corporation, the purpose of an association (or sports federation) is not to make a profit but to develop its purposes regarding the sport they are governing.

Read the rest of Michel’s piece here

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The House View: Good governance remains fundamental as European club football remains at war

This week saw the launch of the Union of European Clubs (UEC), a new representative body for European club football which wants to “fill the governance gap”.

The body was set up to address the lack of a voice for the small- and medium-sized clubs outside of the “elite” as well as a perceived imbalance in the redistribution of commercial revenues from UEFA club competitions. 

It is those who fund the game that hold the key to the future

UEFA reported revenues of over EUR 3 billion from its club competitions in the 2022/23 season, and typically around 80% comes from media rights. It is the prospect of not only growing the overall pie but counting on these revenues year on year that is so appealing to the ownership groups that control many of the elite clubs.

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In a media market which is ever more fragmented, no sports property outside of the US provides an appointment to view for so many and so often as the Champions League. However, the competition for Champions League spots is fierce and even the mighty Bayern Munich, Real Madrid, PSG and Manchester City, who rarely finish outside of the top two in their respective leagues, are in theory only a few seasons away from missing out on the competitions’ millions. 

The customer is king but currently has no voice

Increasing the value of the current club competitions or creating more value for clubs in a closed Super League is predicated on the assumption that fans will pay through increased attention and/or by dipping deeper into their wallets. 

While the success of the Champions League has proven there is a huge value in the best in Europe competing against the best, it still feels like the voice of the customer (no apologies for using this term given the importance of delivering a quality product), which is the most important for any business, is the only voice not proportionately represented in the current debate.

This is complex and challenging to solve given the various interests at play. But it remains one of the single most important problems to be solved in European club football.

The politicians will also have their say

As the football “family” continues to remain split over the future of European club football, the government regulators are closing in.

The European Court of Justice is examining the question of whether UEFA retains the right to be both a regulator and organiser of European competitions. A22, the organisation behind efforts to launch a European Super League, are challenging UEFA’s monopoly.

The European Commission, which is an important institution within the European Union and responsible for proposing and implementing EU laws and policies, was represented at the launch of the UEC by Vice President Margaritis Schinas and he was quoted as saying, “UEFA should ensure that the commercial success of the elite level supports all the other levels”.

Earlier this year the British government announced plans to introduce an independent regulator whose powers will include, amongst others, blocking clubs from joining a breakaway Super League. 

Where do the athletes stand?

The recently announced plans to introduce an enlarged 32-team FIFA Club World Cup, which is set to take place every four years, has raised tensions between FIFA and UEFA. The new tournament would generate significant revenue for FIFA and the participating clubs. However, the biggest clubs in Europe have been reluctant to participate, citing concerns about scheduling and player fatigue.

FIFPRO, the global players union, has also publicly spoken out against moves to introduce the tournament which is planned to commence in 2025. FIFAPRO said in a statement released in late 2022 that it is working with another representative body, the World Leagues Forum, “on the alignment of the match calendar with mandatory health protections for players”.

A question of governance

In the end, much of the debate around who gets what shines a light on questions over how football, and sport at large, is governed.

Football is still a cottage industry and estimated to be worth single digit billions per year compared to global retail which is estimated to be a double-digit trillion dollar industry.

Nevertheless it is still an industry and requires certain minimum standards of governance. Ethics, transparency and accountability are the terms we often hear and when you dig into the stakeholder relationships of those represented in the current debate, as well as those potentially not represented, everything about the future of European club football comes back to these three fundamental principles. 

It is of course naive to think that European club football can flick a switch and turn on a bright and happy future but until there is an acceptance that basic principles of good governance are key to a sustainable future, the current state of play is set to become even more complex and fragmented. 

By David Fowler, MD Advisory iSportConnect

The Bottom Line – WWE share price rises by over 20%

In this month’s iSportConnect Business Index Ian Whittaker, Founder and MD of Liberty Sky Advisors, and twice City AM Analyst of the Year, looks into the WWE and Endeavor deal and what is going on at Manchester United.

There has been a lot happening in the iSC Top 30 Sports Index this month, with a number of major moves in the space. Probably the major item has been the tie up between WWE and Endeavor’s UFC which has been very well received by the market which sees a number of opportunities from the $21bn combination. Both sides have arguably a lot to earn from each other – WWE leads in consumer products while UFC does in sponsorship. Bringing the two together the transfer of best practice but also give them much bigger muscle when it comes to renegotiating media rights, which makes up over 70% of revenues. Given the growth of ‘non-traditional’ sports such as UFC amongst younger audiences, the combined entity should be in a prime position to get more for its rights, especially given the entry of the Tech giants into the sports rights arena and the desire of other players such as Netflix to look at alternatives to the main sporting rights. 

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Elsewhere, Flutter rose by more than 12%, mainly driven by hopes that it will move its listing from London to New York, which should (presumably) lead to a higher valuation for the stock. But more generally, the sentiment around the gambling space remains positive with Draft Kings rising nearly 20% as investors continue to be positive on the potential opportunities of the US market. Within Media and Tech, WBD has fallen as investors digested the implications of the investor day, which saw HBO dropped from the Max+ brand, causing much discussion about the drivers behind the move while Tech has continued its gradual recovery, which is likely to be boosted by the results coming through from Alphabet (Google), Meta (Facebook) and Microsoft, whose results have all pleased investors. In the Retail space, Under Armour continues to suffer over fears around inventory and future revenue trends but the ‘controversy’ over Nike’s campaign featuring Dylan Mulvaney has not impacted the share price, more the opposite. 

And what about the saga at Manchester United? Well, that continues. The latest news reports suggests the Glazier Family may be looking for alternative financing that allows them to remain owners which has impacted already concerned sentiment about whether a sale would actually take place as the Glaziers demand a higher price. This one continues to roll and, while it looks like Manchester United are heading back to the Champions League (as long as they do not suffer an end of season collapse), the continued uncertainty will raise fears about the longer-term future.

Member Insights: Olympic Games in crosshairs of Russia’s war

Olympic Games advisor, Michael Pirrie, says Russia’s push for inclusion at the Paris Olympic Games while it continues its devastating war in Ukraine presents a confronting vision for the future of sport in turbulent times.

Russia has taken world sport to a new flashpoint – this time over plans for its athletes to compete again in international sport at the Paris Olympic Games.

After initially recommending the removal of Russian sporting teams and events from the world stage post the Ukraine invasion, the IOC is attempting to navigate a pathway back for Russian and Belarusian athletes in Paris as neutral competitors. 

The military war has also become a fierce war of words in some of the highest offices of international sport and government.

Russia’s Olympic return has been hit by volleys of incoming missiles of resistance from sporting bodies and political leaders.

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The matter is now escalating and has divided world sport, Olympic continents, nations, and Paris 

The unresolved issue has become a growing global sporting and political crisis amid concerns the preconditions for a possible Games boycott may again be forming on the horizon.

This would be crippling for the Olympic Movement, its sponsors, that include some of the world’s biggest and most successful brands, and funding from junior to elite levels of sport.  

Olympic officials are now under growing pressure from more than 30 governments, including the United  States, United Kingdom, Germany and host nation France  – all leading, loyal and committed Olympic nations – to ban athletes from Russia.

International federations, world governing bodies, national Olympic committees and government leaders have formed the front lines of defence to block the pathway to Paris next summer. 

The opposition to Russia also includes lingering concerns amongst a number of senior sports leaders about Russia’s long-time use of banned drugs and corruption of the Olympic sports system

Some senior Olympic sports insiders indicate Russia’s regular reference to UN anti-discrimination articles to argue its case lack credibility – especially after Russian athletes have long discriminated against sporting rivals through extensive use of powerful performance enhancing drugs.

Ukraine supporters also claim it is not against Olympic traditions nor discriminatory to exclude a team from a country that is attempting to destroy another Olympic nation.

The widening division between Olympic leaders and several Olympic sports governing bodies and nations over Russia’s Olympic qualification options is now looming as one of the biggest external challenges for the Olympic Movement in decades.

This could lead to a dramatic reshaping of the global Olympic landscape. 

The clash over Russia’s Olympic future has also become a heated moral battle about war crimes and punishment.

While Olympic officials believe Russia’s presence in Paris will contribute to a greater understanding about sport’s role in turbulent times, many in the international community believe Russia’s invasion cannot be understood nor justified in Paris. 

While sports neutrality has been a pillar of the Olympic Movement, Russia’s growing list of sports crimes and violations under Putin has also raised questions about whether it is the right nation to go to war for in order to defend the principle of sports independence.

The Paris Games controversy is the latest in a slew of sports scandals involving Russia that have rocked international sport over the past decade under Putin, including the Kremlin’s notorious athlete doping and testing manipulation programs.  

Russia’s Paris Olympics offensive also comes after allegations Russia was awarded the 2018 World Cup after bribing FIFA officials.

The most recent scandals have included Russia’s teenage skating prodigy, Kamila Valieva, whose positive drugs test revealed during last year’s Beijing Winter Olympics shocked the international community.

The Russian-linked secretive cyber criminal intelligence team known as “Fuzzy Bear” is also suspected of hacking the files of the World Anti-Doping Agency after it recommended a ban on Russian athletes at the Rio 2016 Olympics.

With its style of government and sport so intertwined and so foreign to most Olympic nations, some senior international sports regulators believe Russia may be almost beyond rehabilitation will remain an Olympic outlier under Putin.  

For many in the international community, sports neutrality becomes less urgent as more cemeteries in Ukraine are filled with soldiers, citizens and children.

While Olympic officials attempt to find a Paris pathway, the worsening war violence has made it increasingly difficult to remain neutral.

Russia’s invasion has forced the international community to take sides – overwhelmingly with Ukraine – on and off the sporting field, and in other key sectors including national security.

This has seen some of Europe’s most traditionally neutral countries including Finland sign up to NATO, with Sweden also set to follow, and both firm supporters of moves to keep Russia out of the Paris Games.        

While preparations for Paris continue, the resistance against Russia shows little sign of subsiding.  

Opposition is still strongest in the Olympic heartland of Europe, closest to the war’s epicentre, where sporting and political leaders are strongly united in support of Paris Olympic sanctions.

Sport can’t stop war, but Ukraine President Zelensky, backed by European sports leaders and politicians, believes that removing Russia from the Paris Games can help to keep the spotlight on Putin’s war crimes and atrocities.

While IOC President Thomas Bach has often reached out with support to President Zelensky, the Ukraine leader and experienced Russia watchers believe that Putin gains enormous domestic support and international prestige from Olympic success.

Europe’s leaders believe that Olympic bans can be a key weapon in the armoury of sanctions to further isolate Putin on the world stage.  

This would also help to maximise the Olympic experience for Ukraine athletes in Paris, which could be the last Games for the proud sporting nation if Putin prevails. 

Continental power brokers believe it may be time for Olympic sport to move on without Russia, which was recently banned from the European Games in Poland, Europe’s biggest multiple sport event, organised by the European Olympic Committee.   

The Russia ban cuts vital qualifying opportunities from Russia athletes in a variety of sports, and will reduce the number of competitors who may be able to attend Paris.   

The Olympic Council of Asia, which includes Russia’s closest ally, China, has provided a pathway for Russian and Belarusian athletes to qualify for Paris at the Asian Games in China later this year, stating that athletes “should not be punished for the actions of their governments.” 

While Russia may try to host a smaller breakaway multi-national, multi-sport event if banned from France, this is unlikely due to the IOC’s Olympic Solidarity programme that funds National Olympic Committees.

China would also be unlikely to support a rival international event, despite its deepening relationship with Russia, because of the deep prestige and regard it holds for the Olympics.

Conclusion

Russia’s war and Olympic push have taken the world into unchartered territory involving life and death situations decisions that sport had not anticipated before nor prepared for.

While athletes from many countries of war have been participating at the Olympic Games in recent times, none of the waring nations have Russia’s vast nuclear arsenal nor threatened to deploy. 

Russia’s plans to participate in Paris while still waging war, along with previous violations of international sport and criminal interventions in wider international society – including the downing of Malaysian Airlines passenger flight 17 by Russian-controlled forces that killed more than 290 on board – heralds a dramatic new landscape in the geopolitics of sport.

It heralds a new cross over of politics, sport, security, spying and military operations involving nuclear weapons, and covert doping operations and governments like Russia that see sport and the world differently.

This includes national agendas and goals that clash with long standing codes of international conduct and values both on and off the sporting field. 

While a negotiated diplomatic settlement for Paris currently seems almost impossible without significant concessions from Russia, a new approach will be needed that protects the world’s best athletes and integrity of the Olympic Games experience, sport and security in Paris – all of which could be undermined if Russia attends 

The strategy must also help to support future athletes of Ukraine who may still be defending themselves and their nation against Russian bombs and murder squads during the Paris Games, where athletes from the rogue nation may be competing, just three flying hours from the killing fields of Ukraine created by its Russian invasion 

The intense positioning, bargaining and lobbying currently underway over Russia’s Olympic relevance and future in wake of the Ukraine crisis heralds a profound new era of geopolitical change in sport this century

This is an era in which IOC President Thomas Bach warned that sports governance will need to be rethought in the post Covid climate of rising global uncertainty and mistrust. 

While neutrality was an early casualty of widely endorsed sports sanctions in the early response to Europe’s first major war this century, Russia’s attempts to have bans lifted for the Olympic Games while it continues its horrendous war could be a Rubicon crossing moment in sporting history.

The Russia crisis indicates the rules and articles of faith and engagement that guided the Olympic Movement through much of the last century may no longer be sufficient to deal with violent geopolitical shifts and challenges from nations like Russia in the decades ahead 

The IOC has attempted to de-escalate the crisis by deferring a final decision. 

While Olympic officials have attempted to thread a needle through from the fog of war to allow athletes who have not been involved to compete in Paris, new processes must be developed to enable international sport to continue – with or without Russia.

Castore continue expansion with Athletic Club deal

We’re proud to announce our multi-year partnership with Athletic Club, the collaboration sees us becoming the club’s ‘Official Kit Partner’ for the 2023-2024 season and onwards. 

The partnership signifies our ongoing commitment to the highest level of football, while further strengthening our presence in La Liga. 

We will be manufacturing and designing high-performing, playing and training kits, which will be worn by the Athletic Club’s first team, women’s team and youth academy sides. 

Athletic club is currently enjoying a successful season in the Spanish topflight, with the Basque side sitting in the top half of the La Liga and challenging for a place in Europe. 

Castore and Athletic Club are aligned in future goals for both the sportswear brand and the club, with commitment to innovation and high-performance at the forefront.

Tom Beahon, co-founder at Castore, said: “We are incredibly proud to announce our partnership with Athletic Club today. The club is full of heritage and tradition, but also shares Castore’s desire for innovation which will be the key to our success as partners.

“Together we look forward to getting fans excited about our bespoke product and retail offering which will cement Castore’s position in the Spanish & Basque football market.”

Jon Uriarte, President at Athletic Club, said: “Castore is a leading sportswear manufacturer that already works with some of the most important entities in the world. It is another example of the club’s intention to be at the forefront of innovation and high performance.”