BCCI signs Apollo Tyres as Main Sponsor for Team India

The Board of Control for Cricket in India (BCCI) has announced a landmark partnership with Apollo Tyres, a leader in the global tyre industry, as the new lead Sponsor of Team India. This marks Apollo Tyres’ first-ever foray into India cricket, a strategic move to align with a sport that resonates deeply with the nation.

The new partnership, secured after a rigorous bidding process, represents a substantial increase in sponsorship value, signifying the immense and growing commercial appeal of Indian cricket.

The agreement spans two and a half years concluding in March 2028. Under the terms of the deal, the Apollo Tyres logo will be featured on the jerseys of the Indian men’s and women’s national teams across all formats. This partnership succeeds the previous sponsorship held by Dream11.

For Apollo Tyres, the sponsorship is a powerful platform to connect with a diverse and passionate audience. The company, known for its commitment to performance and safety, sees a natural synergy between its brand values and the attributes of a world-class cricket team. The company markets its products under its two global brands – Apollo and Vredestein, and its products are available in over 100 countries through a vast network of branded, exclusive and multi-product outlets.

Mr. Devajit Saikia, Honorary Secretary, BCCI, said: “The arrival of Apollo Tyres as our new sponsor is a testament to the hard work and consistent performance of our teams. We are excited about this being Apollo’s first major sponsorship in India cricket, which speaks volumes about the sport’s unparalleled reach and influence. This is more than a commercial agreement; it’s a partnership between two institutions that have earned the trust and respect of millions.”

Mr Rajeev Shukla, Vice-President, BCCI, said: “We are delighted to welcome Apollo Tyres as our new lead Sponsor. This is a momentous occasion, bringing together two of India’s most powerful and enduring legacies: the unwavering spirit of Indian cricket and the pioneering legacy of Apollo Tyres. The competitive nature of the bidding process highlights the strong market confidence in the BCCI and the global brand of Team India. We are confident that this partnership will be a driving force for mutual growth and success.”

 Mr. Prabhtej Singh Bhatia, Treasurer, BCCI: “This partnership is a testament to the immense value and global appeal of Indian cricket. Apollo Tyres’ commitment to innovation and its forward-thinking approach perfectly aligns with our vision for the future of the game. We are confident that this collaboration will be a huge success and will help us continue to grow the sport both in India and around the world.”

Mr. Rohan Gauns Dessai, Honorary Joint Secretary, BCCI: “The BCCI’s partnership with Apollo Tyres is a reflection of the strong and consistent performance of Team India. We are excited to embark on this new journey with a partner that shares our passion for excellence. We extend our warmest welcome to Apollo Tyres and look forward to a long and fruitful association.”

 Mr. Neeraj Kanwar, Vice-Chairman and Managing Director, Apollo Tyres Ltd said: “Cricket’s unmatched popularity in India and worldwide makes it an honour for us to become the National Team Lead Sponsor of Team India. This partnership is about national pride, strengthening consumer trust, and showcasing Apollo as a true leader in our category, while supporting Indian sport at the highest level and creating unforgettable moments for fans worldwide.”

ANOC appoint AquaBloom International Sports Technology Group (ABSG) as Official Innovation and Strategic Partner

The Association of National Olympic Committees (ANOC) has announced the signing of a long-term Master Partnership Agreement with AquaBloom International Sports Technology Group (ABSG), appointing AquaBloom as ANOC’s Official Innovation and Strategic Partner.


The agreement establishes a long-term collaboration aimed at accelerating digital innovation, fan engagement technologies, and content production solutions that will benefit ANOC’s 206 member National Olympic Committees (NOCs) and the broader Olympic Movement.

As part of this partnership, AquaBloom will work alongside ANOC to develop and deliver strategic sport-tech projects, including:


ANOC.TV studio activations at major international events.
The ANOC Digital Content Hub and Digital Accelerator Programme.
Innovation initiatives at the ANOC General Assemblies, ANOC Awards, and seminars.

AquaBloom will also play a role in co-developing sponsorship proposals and connecting ANOC with new strategic partners and investment opportunities, always ensuring compliance with IOC sponsorship and marketing guidelines.

AquaBloom will harness 7 cutting-edge technologies—AI, Robotics, Web3, Meta, Biotech, FinTech, and Intelligent Manufacturing—to drive innovation and deliver transformative benefits to: ANOC, NOCs, Individual Sports Associations, Athletes, and Fans globally.

Robin Mitchell, ANOC President, said: “ANOC is committed to providing its member NOCs with the best possible tools to succeed in a rapidly evolving digital landscape. This partnership with AquaBloom will allow us to bring world-class innovation and technology solutions to NOCs, helping them engage with fans, strengthen their digital presence, and maximize opportunities in the years ahead.”

Mike Yang, Founder & CEO of AquaBloom International Sports Technology Group (ABSG), commented:
“We are proud to join forces with ANOC as its Official Innovation and Strategic Partner. Our mission is to empower NOCs and athletes worldwide with innovative technologies, scalable digital platforms, and new commercial opportunities. Together, we will support the Olympic Movement in reaching new generations of fans.”

Chelsea welcomes ABM as official cleaning supplier

Chelsea Football Club has announced a new long-term relationship with ABM, a leading provider of facility, engineering and infrastructure solutions. The deal to be official cleaning provider sees ABM delivering best-in-class cleaning services at Stamford Bridge and Kingsmeadow stadiums along with the club’s Cobham training ground.

Mobilising more than 200 ABM team members, the partnership will elevate Chelsea FC’s experience for Blues supporters, players and staff alike – ensuring immaculate concourses, hospitality areas, offices, training areas and facilities.

Chelsea is committed to delivering a world-class matchday environment for fans, and this partnership ensures venues are pristine, assets protected, and operational efficiency maximised.

Dan McEwan, director of partnerships at Chelsea Football Club, said: ‘As we kick off the new season, ensuring all areas of the club are at their very best for supporters, players and staff is a top priority. Clean, well-maintained facilities are essential to a great matchday and beyond, and ABM’s proven ability to deliver high standards across a large range of environments makes them the ideal partner for us.’


Richard Sykes, SVP and president of ABM UK and Ireland, said: ‘These historic venues aren’t just where football is played – it’s where generations of Blues supporters have celebrated glory, shared memories, and felt the enduring spirit of the club. Matchday at Chelsea FC is a truly unique experience, and we’re proud to join this team to ensure the grounds are spotless and ready for every kick-off, meeting and event. This partnership is a crucial part of the expansion of our sports and entertainment presence across the UK and Ireland, delivering sustainable, guest-centric services to one of the most storied clubs in football.’

ABM’s leadership in sports and entertainment facility services is grounded in a century of innovation, sustainability and operational excellence. With 15,000 team members across the UK and Ireland, ABM continues to provide industry-leading solutions to a diverse client base from both the private and public sectors.

Acapulco to Host 2026 FootGolf World Cup, Driving Tourism and Economic Recovery

Acapulco will once again step onto the global stage as it prepares to host the 2026 FootGolf World Cup, welcoming 900 players from 60 countries between May 27 and June 7, 2026. The event marks a major milestone for both the sport and Mexico’s tourism industry, underscoring the country’s growing prominence as a destination for international sporting events.

According to Mexico’s Ministry of Tourism, the tournament is projected to generate $7.7 million USD (145 million pesos) in total spending, with $7.2 million USD (135 million pesos) directly benefiting Acapulco. Nearly 1,500 international visitors are expected, with an average stay of 11 nights, accounting for more than 8,000 room nights in double occupancy.

FootGolf’s Growing Stage

First played in Tapalpa, Jalisco 20 years ago, FootGolf has grown into a global sport with competitive structures and international federations. For Mexico, hosting the World Cup is both a recognition of its role as the birthplace of the game and a strategic play in its National Sports Tourism Strategy, which aims to close 2025 with more than 100 sports events and exceed 200 in 2026.

Marte Luis Molina Orozco, Director General of Destination Social Management, speaking on behalf of Mexico’s Minister of Tourism Josefina Rodríguez Zamora, framed the event as part of Acapulco’s resurgence:

“This World Cup will not only attract tourism but also democratizes sports, opening spaces for community, inclusion, and new experiences.”

Strengthening the Sport’s Profile

Fernando Name Guzzy, Director General of the Mexican FootGolf Federation and organizer of the championship, highlighted both the sport’s accessibility and the growing importance of women’s participation:

“FootGolf creates opportunities for everyone, and with this edition we are also committed to strengthening the women’s category, which stands out for its technique and talent.”

The International FootGolf Federation (FIFG), led by President Aleksander Kravanja, praised Mexico’s successful bid against contenders such as the United Arab Emirates and Sweden. He applauded the organizational standards that secured Acapulco as the 2026 venue, reinforcing its international image as a world-class host.

Tourism and Economic Impact

Guerrero’s Deputy Secretary of Tourism Promotion, Emilio Vásquez Villanueva, noted that Acapulco’s infrastructure is ready to welcome visitors, with 16,000 hotel rooms available. He pointed to the city’s recent vacation period, which generated an economic impact of 11 billion pesos ($587.6 million USD), as evidence of its ability to stage high-profile international events.

The 2026 FootGolf World Cup will feature categories across Men, Women, Seniors, and Seniors+, showcasing the sport’s inclusivity and broad appeal.

Acapulco’s Revival

For Acapulco, still rebuilding its international reputation after years of challenges, hosting the FootGolf World Cup represents both a sporting milestone and a symbol of recovery. By combining sport, tourism, and hospitality, the event strengthens Acapulco’s status as a hub for global events and provides a boost to Mexico’s sports tourism economy.

Hisense Confirms Third FIFA World Cup Sponsorship

Hisense, a leading brand in global consumer electronics and home appliances, announced at IFA 2025 that it will continue as an Official Sponsor of the FIFA World Cup™, reinforcing its long-standing collaboration with FIFA since 2018.

Since first partnering with FIFA in 2018, Hisense has achieved several key milestones: initial branding at the 2018 FIFA World Cup™, content cooperation via FIFA+ in 2022, technology integration in VAR operations at the FIFA Club World Cup 2025™, and now the upcoming FIFA World Cup 2026™ sponsorship. Each step strengthened Hisense’s global presence and commitment to enhancing fan experiences.

Catherine Fang, VP of Hisense Group, highlighted that every unforgettable moment starts with the right experience, and that Hisense aims to help fans fully enjoy those moments. She explained that, guided by four key essentials — technology driven, users oriented, smart service, and cultural values — Hisense continuously pushes display boundaries, from HDR to Laser TV and latest RGB-MiniLED, delivering unprecedented picture quality. The user-oriented approach ensures immersive, personalized experiences, making fans feel part of every moment.

At IFA 2025, Hisense, as the origin of RGB-MiniLED, builds on its CES debut of the 116-inch RGB-MiniLED TV with upgrades delivering purer colors, higher contrast, and brightness surpassing QD-OLED, reaffirming leadership in next-gen displays. Building on this vision, FIFA’s chief business officer, Romy Gai, echoed the sentiment, explaining that FIFA would partner with Hisense to welcome the best display technology in order to deliver an unprecedented World Cup for billions of fans around the world.

With the 2026 tournament set to be the first held across three nations with 48 teams, Hisense aims to transform billions of living rooms into front-row seats — ensuring fans everywhere can experience the tournament like never before and truly own the moment.

SportAccord confirms Baku as host of 2026 Convention

SportAccord, the world’s leading sports business conference, confirmed that the SportAccord Convention 2026 will take place in Baku, Azerbaijan, from 24-28 May 2026, following the signing of the Host City Agreement.

This landmark agreement was signed today by SportAccord President Prof. Dr. Uğur Erdener with Azerbaijan’s Ministry of Youth and Sport, and Baku City Circuit Operations Company.

The SportAccord Convention is a leading global platform that connects key decision-makers and experts from across the global sports industry – from International Federations, the International Olympic Committee (IOC), host cities, and rights holders – to discuss and shape the future of sport.

The Baku Convention Center will serve as the hub for cutting-edge panel debates, meetings, exhibitions and networking, while the iconic Heydar Aliyev Center by Zaha Hadid will host the Opening Ceremony, blending Baku’s modern architecture with its rich cultural heritage.

SportAccord President Prof. Dr. Uğur Erdener commented: “We are thrilled to bring the 19th edition of the world’s most important gathering of sports leaders, the SportAccord Convention, to Baku in 2026.

“Baku has a very strong track record in delivering world-class events, and this will be a significant moment both for SportAccord and the entire global sports industry.

“We are excited to work with our partners from the Ministry of Youth and Sport, and Baku City Circuit Operations Company, to deliver a truly exceptional event.

“Delegates can expect world-class facilities, the warmth of Azerbaijani hospitality, and an environment that fosters new connections and meaningful opportunities for the future of sport.”

The next edition provides a timely opportunity to gather the global sports industry, following the Olympic Winter Games and Paralympic Winter Games Milano Cortina 2026, at a time when new leadership in the Olympic Movement and shifting priorities are defining the opportunities and challenges facing the future of sport.

Baku is a city which lives and breathes sport, and its renowned expertise in hosting international gatherings provides a perfect setting for the latest chapter in SportAccord’s illustrious history. Its role as Host City is further underlined by its designation as World Capital of Sport 2026 by ACES Europe, recognising its achievements in staging international competitions and investing in modern infrastructure.

Azerbaijan’s Minister of Youth and Sports, H.E. Farid Gayibov said: “Azerbaijani sports have always been supported with great care and attention by our state leader, His Excellency Ilham Aliyev. Our nation’s sports achievements and our ability to host international events are a direct result of this commitment. Hosting the SportAccord Convention is a fantastic opportunity to further showcase our capabilities and to contribute to the global conversation that will shape the future of our industry. We are incredibly excited to collaborate with SportAccord and are committed to handling this event with great care and responsibility to make it a truly memorable experience for all.”

The vibrant capital of Azerbaijan is situated on the Caspian Sea, and enjoys a rich history fused with striking modern architecture which comprises its impressive cityscape. Baku proudly hosted the inaugural European Games in 2015, and has staged World Championships and European Championships across multiple sports, along with the Azerbaijan Grand Prix in Formula One since 2017.

Its unwavering commitment to the future of sport was further underlined by the UNESCO Global Sports Conference – MINEPS VII in Baku in June 2023, while in November 2024 global leaders gathered for the United Nations Climate Change Conference (COP29) in the city.

The 2026 SportAccord Convention in Baku promises to stand at the centre of the global conversation on sport, driving the connections and ideas that will define its future

iSportConnect and The Multiple Agency Partner to Redefine Fan Engagement and Unlock New Commercial Growth

iSportConnect, the world’s largest private network for senior sports business leaders, has entered into a strategic partnership with The Multiple Agency, the integrated social agency built to entertain, in a move designed to transform how sports brands engage with fans and deliver measurable returns.

The partnership combines iSportConnect’s unrivalled global network and market insight with The Multiple Agency’s expertise in content, influencer marketing, social media, partnerships, and PR. Together, they will provide rights holders, clubs, and brands with the tools to create culturally relevant, entertainment-driven activations that spark fan passion, build communities, and drive commercial outcomes.

The Multiple Agency has a proven track record of delivering campaigns for some of the world’s most influential brands, including Sky, Universal, and Sony, alongside major sports clients such as the England and Wales Cricket Board and The Hundred. The agency also supports England Cricket with strategic sponsorship activations for all of their partners, including Castore and Toyota. Its ability to blend creativity with strategic impact makes it a powerful partner for organisations looking to deepen fan engagement and unlock new revenue streams.

Adam Bullock, COO of The Multiple Agency: “The partnership between iSportConnect and The Multiple Agency marks a significant milestone in our shared mission to revolutionise fan engagement in sports. By combining our deep industry experience with their innovative network, we’re poised to deliver creative solutions that not only captivate audiences but also drive tangible commercial results for our clients.”

Ray James, COO of iSportConnect, said: “We’re really excited to be partnering with The Multiple Agency to unlock new commercial growth for rights holders and brands. At iSportConnect, our focus has always been on connecting senior leaders with the right ideas, people, and opportunities. By combining our global network with The Multiple Agency’s creative and digital expertise, we can help the industry deliver fan engagement that is not only culturally relevant but also commercially powerful.”

FC Barcelona signs Midea as main partner

FC Barcelona has signed an agreement with the home appliance company Midea to join the blaugrana family as an FC Barcelona Main Partner and Official Home Appliances Partner from the 2026/27 season. The agreement will run for five seasons through to the 2030/31 season.

The Midea sponsorship will begin on 1 July 2026 and among other aspects, will see their logo included on the left sleeve of the FC Barcelona first team jersey, both on matchday and during training. There may be several months to go yet, but the agreement has already been signed by FC Barcelona first vicepresident Rafael Yuste and president of Midea International Business Lewis Fu on September 2nd at the Club offices.

Rafael Yuste, first vice president of FC Barcelona said: “It will be an honor for FC Barcelona to welcome Midea, starting from the 2026/27 season, into the great Barça family. Its leadership in the field of smart home solutions and its commitment to research and innovation are perfectly aligned with the spirit of an FC Barcelona that looks to the future. This alliance once again demonstrates the power of the Barça brand as a magnet for companies from around the world that see FC Barcelona as the best platform for their projects.”

Lewis Fu, president of Midea International Business said: “FC Barcelona is one of the most successful clubs of all time and one of the most popular sports teams in the world. We look forward to a long partnership where Midea and FC Barcelona are the world’s No. 1 on and off the field.”

International Cricket Council partners Google to enhance fan engagement in women’s cricket

ICC announced a landmark women’s-only global partnership with Google.

The collaboration will lead to the world cricket governing body leveraging Google’s advanced technology and commitment to supporting women’s sports, enhancing fan engagement and increasing accessibility.

The groundbreaking partnership comes at an exciting juncture in the women’s game, with two major global events scheduled in the next 10 months – the ICC Women’s Cricket World Cup 2025 in India and Sri Lanka and the ICC Women’s T20 World Cup 2026 in England and Wales.

The alliance paves way for fueling further growth and visibility of women’s cricket following the announcement of Unilever as the ICC’s first global women’s partner earlier this year.

Enhancing the fan experience in women’s cricket and making it more dynamic, accessible and meaningful will be Google products, including Android, Google Gemini, Google Pay, and Google Pixel. This integrated ecosystem has been designed to bring fans closer to the game’s key moments, players, and stories, expanding on every stage of the fan journey from discovering match highlights to celebrating wins.

“This partnership with Google is a landmark moment for women’s cricket and underlines our commitment to taking the women’s game to even greater heights,” ICC Chairman Jay Shah said.

“By harnessing Google’s world-class innovation, we will be able to create more engaging experiences for fans and bring the sport closer to people everywhere.

“Women’s cricket is growing faster than ever before, and this collaboration will not only help accelerate its global reach but also inspire future generations to see cricket as a game where they belong.

“Together with Google, we aim to make women’s cricket a truly global force, resonating with fans in both established and emerging markets.”

Shekar Khosla, VP Marketing at Google India, added: “Cricket has always been about community and shared passion. We are proud to partner with the ICC to bring fans of women’s cricket closer to the game through our technology.”

“This alliance is not just about a single tournament; it’s about building deeper engagement, making the sport more accessible, and enabling fans to feel a stronger connection with what they care about.”

Spectatr.ai Launches Jordy AI: The Autonomous Agent Redefining Fan Engagement

In today’s sports world, fans don’t just watch, they expect to interact, connect, and feel part of the action. Yet most digital engagement remains static, slow, and disconnected.

That’s why Spectatr.ai built Jordy AI: an autonomous, sports-trained AI agent that delivers real-time, hyper-personalised engagement across every platform and every sport. Built for Sports Leagues, Clubs, Federations and Broadcasters, Jordy is a fully white-labelled and customisable solution,transforming one-way updates into continuous, interactive conversations that keep audiences connected before, during, and after the game.

The Problem Fans Face

It’s matchday. A key player is injured, the game shifts suddenly, and fans scramble across feeds and apps to stay updated. They want connection, but instead they get noise.

This happens because:

-Engagement tools are generic, not designed for sport.

-Content feels one-size-fits-all instead of tailored.

-Fans move across platforms, but brands can’t follow seamlessly.

-Once the final whistle blows, interaction ends.

Fandom should be alive 24/7, but without the right tools, most experiences fall flat.

How Jordy AI Changes the Game

Jordy AI is built for the rhythm of sport, fast, contextual, and always on. It anticipates fan needs and delivers insights, interactive content, and engagement that feels individual at scale.

Key Capabilities

-Hyper-personalises every fan’s experience so each user sees exactly what matters to them.

-Learns fan preferences and adapts tone to deepen engagement.

-Extends conversations beyond matchday, reducing sign-up drop-off and boosting retention.

-Ingests any content, from articles and stats to video, and personalises it for each fan.

-Powers activations with real-time stats, exclusive drops, polls, and sponsor campaigns.

-Integrates seamlessly across websites, apps, WhatsApp, and Telegram with zero friction.

-Every interaction is timely, relevant, and designed to build loyalty.

    The Data Powerhouse

    Most tools rely on static profiles and broad personas to understand fans. Jordy goes further. It captures fan signals from prompts in real time revealing what’s actually on a fan’s mind and mapping needs across each individual. This makes Jordy not just an engagement layer but a data powerhouse, giving rights holders deeper, actionable intelligence to grow communities, refine strategies, and unlock new revenue.

    Why Jordy Stands Apart

    Generic chatbots can’t keep pace with live sport. Jordy is engineered differently:

    -Autonomous engagement that adapts in real time.

    -Fully white-labelled and customisable to your brand identity.

    -Retention engine that keeps fans active in and out of season.

    -Intelligent content delivery that transforms raw assets into personalised experiences.

    -Commercial impact through seamless ticketing, merchandise, and sponsor activations.

    Jordy doesn’t just react,  it leads.

    Looking Ahead

    With Jordy AI, every moment becomes an opportunity, before the match, during the action, and long after the final whistle. For teams, leagues, federations, media, and sportsbooks, Spectatr.ai is not just keeping pace with fandom,  it’s redefining it. Jordy sets a new standard for engagement that is fast, hyper-personalised, and built to grow communities at scale.