IOC announce all media rights for 2026-2032 have been awarded to EBU and Warner Bros. Discovery

The International Olympic Committee (IOC) today announced that all media rights in Europe for the four Olympic Games in the 2026-2032 period have been awarded to the European Broadcasting Union (EBU) and Warner Bros. Discovery. 

Following the IOC’s launch of a competitive tender, the EBU and Warner Bros. Discovery presented a joint bid to acquire all media rights across 49 territories in Europe* for the XXV Olympic Winter Games Milano Cortina 2026, the Games of the XXXIV Olympiad Los Angeles 2028, the XXVI Olympic Winter Games in 2030 and the Games of the XXXV Olympiad Brisbane 2032, as well as for the Youth Olympic Games in the period.

IOC President Thomas Bach said: “We are delighted to have reached a long-term agreement with two of the world’s leading media companies. The EBU and its Members provide unparalleled broadcast expertise and reach across Europe, and Warner Bros. Discovery, through the recent combination of Warner Media and Discovery, represents one of the world’s largest media and entertainment companies across all programming genres and platforms. It demonstrates the ongoing appeal of the Olympic Games across Europe. As the IOC redistributes 90 per cent of the revenues it generates, this long-term agreement also provides critical financial stability to the wider sporting movement and ultimately supports the athletes themselves.”

The first IOC partnership with the EBU and its Members dates back to 1956. In 2015, the IOC partnered with Warner Bros. Discovery across Europe for the 2018-2024 Olympic Games.

This new agreement guarantees free-to-air reach for the Games through the EBU’s network of public service broadcasters, the vast majority of which continued Olympic Games coverage across the past three Games in partnership with the IOC and Warner Bros. Discovery.

Starting in 2026, the EBU will hold free-to-air rights on television and digital platforms. Every EBU Member will broadcast more than 200 hours of coverage of the Olympic Summer Games and at least 100 hours of the Olympic Winter Games on TV, with a broad range of radio coverage, live streaming and reporting across web, app and social media platforms.

Welcoming the agreement, Delphine Ernotte Cunci, President of the EBU and CEO of France Télévisions, said: “We’re proud to have secured the Olympic Games for audiences to enjoy free to air until 2032. This deal is a game-changer for public service media and demonstrates the abiding strength and solidarity of our Union.

“Through its Members, the EBU has the potential to reach over 1 billion viewers across Europe via linear and non-linear platforms. And that’s why I’m so pleased to welcome this partnership with the IOC and Warner Bros. Discovery, which will ensure the Games will be available to the widest possible audience across Europe.”

For Warner Bros. Discovery, today’s announcement extends its position as “Home of the Olympics in Europe” and follows record audiences and digital viewership growth across the past three Olympic Games, with the Olympic Games Paris 2024 ahead. Under the new agreement, it will continue to be the only place to present “every moment” of the Games on its streaming and digital platforms**, such as its leading sports and entertainment streaming service discovery+, and hold full pay-TV rights, including for its owned and operated Eurosport channels. 

Commenting on the continuation of their partnership with the IOC, Andrew Georgiou, President and Managing Director for Warner Bros. Discovery Sports Europe, said: “As the ‘Home of the Olympics in Europe’ for the last three Olympic Games, we are pleased to be extending our relationship with the IOC through 2032. Ahead of what promises to be a magnificent Olympic Games Paris 2024, we are delighted that Warner Bros. Discovery will remain the only place where fans can get every moment of the following four Olympics

“We are grateful to be partnering with the EBU and its Members on the next stage of our Olympic journey, extending our commitment made together with the IOC in 2015 to reach more people through broad-reaching and accessible coverage. Viewers throughout Europe will continue to have extensive choice and the ability to access the Games across multiple platforms, setting an outstanding foundation to build on the record audience and engagement delivered for Europe for the past three Games.”

Warner Bros. Discovery and the EBU have a long history of collaborating to deliver complementary coverage of major sporting events, most recently with the International Biathlon Union World Cup and World Championship events, in addition to a host of summer sports events including the World Athletics Championships and cycling’s Tour de France and La Vuelta Grand Tour races.

For the past three editions of the Games, Warner Bros. Discovery oversaw broadcast partnerships with more than 45 free-to-air partners and EBU Members to guarantee broad access to the Games. Together with its own platforms, this drove record audiences, as 372 million people across Europe engaged with the Olympic Games Tokyo 2020, 175 million of whom did so on Warner Bros. Discovery’s platforms such as discovery+, while the number of Europeans who visited its platforms for the Olympic Winter Games Beijing 2022 – 156 million – was over 19 times more than the previous Winter Games edition.

Photo credit: Getty Images

The Bottom Line: iSportConnect’s Sports Company Index – January 12

Welcome to the iSportConnect Sports Company Index. Over the next few months we are going to be tracking the top 30 relevant publicly-listed companies in the sports business. As well as ranking them by Market Capitalisation Value each week we will also be looking at who the movers and shakers are. Whose value is going up and whose is going down and why are they. 

A lot of the companies in this Index are not exclusively involved in sport but they have a stake in the future of the industry and are active players.

Take a look at our Index below, this will introduce you to the thoughts behind this content series.

Data correct as of January 11th 4pm

It is interesting to see that the majority of the companies in our Index are up this week, much of that is likely to be due to global index’s moving up in the last week.

The Winners:

  1. WWE’s share price has shot up by 25.84% with rumours of a PIF purchase.
  2. Warner Bros. Discovery is up 19.46% after Goldman Sachs and Bank of America show support.
  3. Roblox is up 13.25% after they announced a partnership with H&M to create an immersive gaming experience last week.

The Losers:

  1. Guild Esports is down 9.15%, although they have appointed three new people to their leadership time today, so it will be interesting to see how that changes.
  2. Manchester United’s share is down 6.06% this week, despite possibility of Qatar buying a stake.
  3. Juventus is down 4.04% this week, going back down after a recent surge, but the allegations of legal and financial misdemeanours are gathering.

The eagle-eyed readers among you will notice that the below list only includes 25 companies – instead of this being half a job done – we actually want to hear from you, who would you like to see in the Index? We want our readers to be involved in this and have their say in shaping this Index. 

We think this is the start of something really exciting that can give you some real value.

For any suggestions please email: alex@isportconnect.com

The House View – The PIF’s plans to purchase WWE

From what I have seen over the last day or so the Public Investment Fund (PIF) of Saudi Arabia is closing in on purchasing the WWE. Not scared of a bit of disruption the PIF have thrown money behind Newcastle United and LIV Golf in the last year as they aim to diversify the Kingdom’s economy and decrease their reliance on oil. 

In October last year, the country also successfully bid for the Asian Winter Games in 2029. The games are set to take place at the Trojena resort in the country’s highest mountain range, the bid makes up part of the ambitious $500 billion NEOM smart city project. To some it seems crazy but clearly the region wants to get serious about sport. The whole sustainability aspect will be interesting to watch. NEOM is all about tech, so this could be a great chance to apply something new to disrupt traditional thinking.

Their move to takeover WWE isn’t a surprising one, they have hosted events in the country since 2014 and since 2019 – barring the pandemic – they have hosted two pay-per-views per year. 

What this will mean for WWE in the future is not altogether clear, but if you can take anything from what has happened with LIV and Newcastle the PIF won’t be scared of putting their money where their mouth is and investing a lot of money into the business.

The move represents a significant investment in the entertainment business and another example of how sport and entertainment are becoming increasingly intertwined. Just this week KSI’s Misfits boxing has signed a five year exclusive deal with DAZN and DJ Carl Cox has started his own Extreme E team. I am fascinated by this crossover and disruption (there’s that word again) to traditional sport and how entertainment has such a major role to play. 

According to Arab News, the PIF has assets worth $607.42 billion and already owns more than 54 companies in ten different sectors. 

By iSportConnect’s Chief Strategy Officer, Sandy Case.

DJ Carl Cox to start Extreme E team and battle against Hamilton, Rosberg and Button

The globally acclaimed legendary DJ and electronic artist Carl Cox is today revealing his Carl Cox Motorsport Extreme E team which has joined the championship as the sport for purpose series gears up for an action-packed third season. 

The current Extreme E line-up includes teams run by legendary motorsport names including McLaren, Lewis Hamilton (X44 Vida Carbon Racing), Nico Rosberg (Rosberg X Racing), Jenson Button (JBXE), and Carlos Sainz Snr. (ACCIONA | SAINZ XE Team). Adding to his incredible motor racing credentials Carl Cox now brings his motorsport brand to the series.

The eponymous team marks Carl’s first venture into electric racing, however he is no stranger to the world of motorsport having launched Carl Cox Motorsport officially in 2013 as a multi discipline outlet for vehicles with two, three and four wheels. 

Cox, Founder and Team Principal of Carl Cox Racing, commented: “I’m here to make a difference. To have the opportunity to be part of something so dynamic on four wheels is a dream come true. Racing, like music, is in my blood and I’m going to bring my passion and energy into this series and build something special. 

“Participating in electric racing is new to me but I’m a fast learner and will bring my hard earned know how and experience into the mix at Extreme E. Carl Cox Motorsports is here to take on all comers and we are going to jump straight in. We are in it to win it.”

“A true icon in music and entertainment Carl will be an important beacon for our series, bringing a whole new energy to the championship and our mission to raise awareness around the world about important climate and societal issues, and their solutions. The grid continues to offer up excitement for our fans, and the countdown to Season 3 is officially on!”

One of the most influential names in dance music, Carl’s illustrious career as a DJ, remixer, live artist and music producer has spanned over 30 years and secured countless accolades. Paradoxically Carl is bigger nowas an artist  than ever with his Sunday Times best selling autobiography “Oh Yes, Oh Yes!” and chart topping new album ‘Electronic Generations’being showcased at his sold out 2022 Wembley Arena show in a year where he headlined 87 shows across 22 countries including incredible sets at Glastonbury, Burning Man, in Ibiza, Ultra Miami and at his annual Brighton Beach show. Always evolving, he performs as a DJ and a live artist and is known by his peers as “the DJ’s DJ” or simply “The King”.

Passionate about all forms of racing, Carl has been involved in everything from motorbikes and sidecars to supercars. He is a competitive drag racer and achieved a personal best (so far) of 5.9 seconds for a quarter mile reaching 252mph in 2021 in Eleanor, his custom built drag car. 

He is a fixture at the Isle of Man TT where he supports his Carl Cox Motorsport riders as they battle it out on the infamous course. Amongst the talent in Carl’s programme is Super Stock champion Davey Todd, Michael Clemente who drives in the TCR Championship and twenty one time Isle of Man TT winner Michael Dunlop, who has been supported by Carl since 2017.

A passion for developing talent saw Carl establish the Carl Cox Motorsport Cup for grassroots riders in New Zealand which is now in its twelfth year, where his sidecar team is based. As a team owner in Extreme E Carl can further his mission in a series that offers the perfect platform for the development of young and emerging talent.

Extreme E aims to minimise environmental impact but maximise awareness, racing in places that have already been damaged or affected by climate change. The all-electric series takes fans deep into the heart of the most pressing environmental issues facing the planet. At the same time, the championship has built-in equality and diversity, with each team fielding one male and one female driver, making it the world’s most diverse racing series.

Alon Shulman, CEO of World Famous Group, an experienced brand strategist and Carl Cox’s manager, will take on the role of Team Director at Carl Cox Motorsport Extreme E. 

Alon comments: “On the racing side Carl Cox Motorsport Extreme E will be competitive from day one and we have various strategic plans that will elevate the team and what we can bring to the series. We will also be actively supporting the host territories Extreme E environmental projects. My role is to make sure that our team is a 365 operation, not just focused on the race weekends, and to maximise the opportunity that we’ve been presented with. 

“Underpinning everything of course is team boss Carl Cox. He is an exceptional human being who will be fully hands on with sleeves rolled up ensuring that we deliver over and above at all times, on and off the track.”

White Paper: The power of sport for good

Introduction

We all understand the power of sport to bring people together.

As Nelson Mandela put it at the inaugural Laureus World Sports Awards in Monaco: “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does.

“It speaks to youth in a language they understand. Sport can create hope where once there was only despair. It is more powerful than governments in breaking down racial barriers. It laughs in the face of
all types of discrimination.”

Sport goes beyond fitness and competition. It teaches respect, focus, self-discipline, and improves mental as well as physical health. After the past few challenging years, people young and old have benefited from the opportunities that sport provides to improve and enhance their lives and, in turn, benefit society as a whole.

A 2022 United Nations report states: “Sport can be catalytic when it is shaped to improve people’s opportunities, confidence, and sense of belonging in the short run, while laying the ground to change mindsets and build inclusive societies.

“Women’s and girls’ participation in sport, for example, can boost confidence and self-esteem while challenging gender stereotypes and influencing the behaviour of men and boys.”

The World Health Organisation estimates that regular physical activity can translate to a 30% reduction in obesity, depression, and other mental health conditions, helping to prevent up to 5 million deaths a year.

Research by Made by Sport earlier this year suggested that, in the UK alone, the average Social Return on Investment (SROI) for sport for good is £6 for every £1 spent, compared to £4 for every £1 spent on sports participation.

Yet only 0.5% of Corporate Social Responsibility (CSR) activity at FTSE 100 firms in the UK supports sport for good charities.

With a £600 million reduction of investment into sport by local authorities, it’s no wonder that over 50% of UK sport for good clubs and organisations rely solely on volunteers.

There is no doubt that governments and big businesses can and should do more, but it’s not all doom and gloom.

According to Deloitte, when companies align their purpose with doing good, they can build deeper connections with their stakeholders.

This, in turn, can amplify the company’s relevance in their stakeholders’ lives.

It also found that brands that have an authentic purpose, which overlaps with CSR, grow three times faster on average than their competitors.

The International Olympic Committee says: “Making sport relevant and recognised as a key contributor of the community makes it more attractive for new members and also for government, private sector and philanthropic funding.”

This white paper showcases some of the best sport for good initiatives undertaken around the world – from a variety of organisations offering opportunities to those whose lives are being transformed by their sport for good support.

Arsenal FC

PROJECT OUTLINE 

The No More Red campaign from Arsenal and Adidas was introduced in January 2022. It is a long-term programme that attempts to address the core causes of teenage violence by giving those who are most affected in the community alternative pathways through the establishment of safe places and mentorship. 

It aims to inspire by showing affected youths that there are other options to violence if they concentrate on their goals and talents, and use the positive support available. 

Sadly, over 750 UK youth centres have closed as a result of government budget cuts in recent years. In addition, 2021 saw the highest number of juvenile homicides in London on record as well as a persistent rise in knife crime. 

Together, Arsenal and Adidas established this programme to aid in assisting the local London youth most in need. 

In addition to their mentorship programmes, they contribute to the funding of new sports fields so that football may serve as a safe haven in the centre of neighbourhoods. In 2022, the first pitch was finished in Islington, and many more are in the works. 

The initiative was introduced on a global stage at Arsenal’s FA Cup third-round match against Nottingham Forest, which was live on television, and helped garner support from the likes of David Beckham, the London Metropolitan Police, and even sparked a debate in Parliament.

The stark all-white Arsenal kit, which replaced the team’s traditional red, symbolised the campaign’s aspirations. The team wore the No More Red kit again in their 3-0 win over Oxford United earlier this week.

The kit will never be offered for sale; instead, it will be given to those who are actively using their creativity to forge their own future and encourage those around them to do the same. 

To help them realise their goals, those people also participate in the No More Red Collective, a mentorship initiative run by Adidas and Arsenal.

KEY STATISTICS 

200+ young people have used the  redeveloped community pitch in 2022, equating to 8,000 hours of play 

Over 70 young people have been awarded the white shirt 

The campaign was seen by 20% of UK population and 33 million+ worldwide 

CASE STUDY 

Verona has been attending the Arsenal Hub since she was 13. 

“Growing up in North London has its ups and downs,” she says. “Knife crime has been around for ages now, and we don’t know how to tackle it. Hundreds of kids are dying for no reason, just because of a postcode. It doesn’t make sense. 

“I used to come to the hub – it was my kind of getaway. It was nice. You used to come to play football, link up with your friends, so in the sense, I was kind of lucky because I knew the hub was here. Whereas people that don’t know the hub exists or any type of youth club or youth centre, you link up after school because there is nothing else to do but then you stay on the roads.” 

Verona left school and went to college to gain qualifications in sports science coaching. However, before the end of her studies, Verona’s teachers noticed her becoming distracted and in collaboration with Arsenal, provided her with an art tutor. 

“We worked together for six weeks. He was basically teaching me new techniques, trying to make it fun but then also showing me you could actually do this as a career. That to me was a shock. 

“Arsenal and Adidas basically rang me up, they wanted me to design the match-day programme. If it wasn’t for the hub I don’t even think I’d be doing this. They hooked me up with one of the local artists, Stazzy, and then two years down the line now they are telling me they want to commission me for a piece of art. 

“It’s crazy to think that I’m involved and I’m part of such a big launch. The No More Red Campaign has such a strong message – it’s a good platform for me to showcase my art. I kind of want the main focus of it to be just a sense of belonging really. 

“The collective is going to really allow me to continue pursuing a career in art. I’ve been kind of linked properly with Arsenal from the age of 13, so by putting two things [together] that are really important to me, which are art plus this whole community, what more could you ask for in a sense?” 

Verona’s artwork appeared on the Arsenal vs Burnley matchday programme on January 22, 2022.

International Olympic Committee

“The practice of sport is a human right. Every human being must have the possibility of practicing sport, without discrimination of any kind and in the Olympic Spirit, which requires mutual understanding and with a spirit of friendship, solidarity and fair play” Olympic Charter Principle 4 

PROJECT OUTLINE

More than 100 million people have been forced to flee their homes across the globe and the sport community can offer so much to ensure that young displaced people can thrive through sport. 

When he announced the creation of the Refugee Olympic Team, International Olympic Committee (IOC) President Thomas Bach said that it serves to “make the world better aware of the magnitude of this crisis.” The IOC Refugee Olympic Team was created ahead of the Olympic Games, Rio de Janeiro 2016, with a team of 10 athletes competing that year and a further 29 in Tokyo five years later. 

Cyril Thatchett II, a member of the IOC Refugee Olympic Team in Tokyo, is a champion weightlifter who left Cameroon and sought asylum in the United Kingdom. He acknowledges that his training and ability to pursue weightlifting significantly helped his depression: “I’d thought about suicide for a long time. I just wanted to end it all. Simply taking part in sports has allowed me to stop thinking, basically.” 

Cyril began studying to become a mental health nurse in order to help rehabilitate others who experienced similar trauma to himself and graduated with a first-class degree from Middlesex University. 

He now works as a lead mental health nurse for the National Health Service in the UK. 

Sadly, one in five people living in displacement experience mental health issues such as depression, anxiety or post traumatic stress disorder (PTSD), although many more are likely to experience some level of psychosocial distress. 

The potential role of physical activity and sport is increasingly recognised as a cross cutting strategy for delivering a range of health and psychosocial interventions. However, a number of barriers and challenges remain not least because sport is too often seen as a luxury and an afterthought when compared with other needs in emerging or protracted crisis situations. 

The Olympic Refuge Foundation (ORF) was launched by the IOC in 2017 as an independent non-profit organisation committed to leveraging sport for the protection, inclusion and empowerment of young people affected by displacement across the globe. 

The vision of the Foundation is a society where everyone belongs and its mission is to shape a movement that ensures young people affected by displacement thrive through sport.

CASE STUDY 

Game Connect is a US$1.5m ORF-funded programme in Uganda which runs from August 2020-August 2023. 

Led by the AVSI Foundation in consortium with Right to Play, Youth Sport Uganda, the Uganda Olympic Committee (UOC) and United Nations High Commissioner for Refugees (UNHCR), the programme aims to improve the well-being and mental health of refugees and host community young people aged 15-24. 

KEY STATISTICS 

More than $6m has been invested to support its 13 programmes in 10 countries 

Pre- and post-participation assessment has shown anxiety levels decreased by 67% 

Depression levels have decreased by 69% 

The group sport sessions are further strengthened by community-level activities aimed at harnessing cohesion and peaceful co-existence which also reference mental health, livelihood and protection services coupled with life skills. 

Monitoring and learning data generated by the programme highlights the following components necessary for the achievement of positive outcomes: peer and parental support, coach quality and individualised support, in addition to group activities.

The local community-rooted programme helps vulnerable young people both in and out of school by developing skills and capacities that benefit their mental health and well-being and develop new and strengthened social and support networks. 

Trained coaches support 20-25 young people over a four to six-month journey of self-realisation and various structured sports activities. The play-stop and reflect cycle is repeated for all interactive sessions to enable young people to connect the issues arising in the game to those affecting them off the field of play

To download the rest of Calacus PR’s white paper click here

Misfits Boxing and DAZN sign exclusivity deal for the next five years

Crossover combat series promoted by Misfits Boxing will see the biggest global names in entertainment, sport, and lifestyle headlining blockbuster fight nights exclusively on DAZN for the next five years.

In another move that cements the global sports entertainment company as the ultimate home of sports, DAZN Group today announces a landmark partnership with social media megastar KSI and his promotional company Misfits Boxing. The deal, in association with the Sauerland brothers, Wasserman Boxing and Proper Loud, will see all KSI fights and MF&DAZN: X Series events broadcast exclusively on DAZN for the next five years.

DAZN is a leading digital sports platform in Italy, Spain, Germany, Belgium, Portugal, Japan, Canada, the US and the UK. Its wide range of exclusive content includes top-flight football from the world’s most popular competitions – Bundesliga, English Premier League, J.League, LaLiga, Serie A, and the UEFA Champion’s League, in addition to the biggest sports from around the world – Formula 1, NFL, NBA, MotoGP and the UFC.  DAZN is a global home for boxing and combat sports through its partnerships with Matchroom Boxing, Golden Boy Promotions, the Professional Fighters League, and a global home for Women’s Football with Women’s European Champions League and Liga F. DAZN is adding more sport and more forms of entertainment to its platform to create the ultimate destination for sports fans.

This pioneering partnership will bring five more years of crossover drama and non-stop boxing action to DAZN subscribers around the world. The series will feature the biggest global names in entertainment, sport, and lifestyle, and will be delivered to DAZN’s best-in-class live production standards.

This announcement follows the huge success of the MF & DAZN: X Series to date, which has seen unprecedented numbers tuning in to watch the drama live and on-demand. The first show alone, headlined by KSI in August, attracted nearly 2 million global viewers on DAZN (with 90% of those tuning in being first time subscribers to DAZN), with the highlights and build-up content generating a further 30 million views across DAZNs social platforms.

“DAZN brings the very best in sport and entertainment to millions of customers worldwide. The MF&DAZN: X Series has quickly proved to be hugely popular, driving significant new audiences and engaging a new generation of sports fans.  We are extremely excited to be partnering with KSI, Wasserman Boxing, Mams Taylor and the entire Misfits team to build on this early success over the next five years”, said Joe Markowski, CEO DAZN North America.

KSI, CEO of Misfits Boxing, said: “This is a massive agreement between everyone involved with Misfits Boxing, and I personally couldn’t be more excited for what this means for everyone moving forwards. It just shows everyone is here to establish a long-serving crossover boxing promotion that aims to provide ultimate entertainment and somewhere the fans and fighters can call home. There’s no better way to celebrate this deal than with me fighting on Jan 14th and setting up a huge 2023. Misfits Boxing has arrived and is here to stay.”

Co-President of Misfits Boxing and CEO of Proper Loud, Mams Taylor said: “Misfits Boxing was birthed to give the fans crossover boxing of the highest quality, and a promotion that is as much theirs as it is ours. The success, due to the fantastic partnership between KSI, DAZN, KSI, Wasserman Boxing and myself, has meant that we can continue to remain the established home of this sport. We are proud that the future will be filled with countless MF & DAZN: X Series events, and this deal is just the starting point of what Misfits Boxing will go on to achieve for the next five years.”

“This agreement is truly an historic event and one which changes the dynamics of the entire ‘crossover’ boxing industry. We are so proud of Misfits Boxing’s achievements in its first six months of smashing records but now, with the long-term vision with our esteemed partner DAZN in place, we can focus on consistency of delivering the best events under the MF & DAZN: X Series Events starting with the blockbuster on January 14”, said Kalle Sauerland, Co-President of Misfits Boxing and Head of Global Boxing at Wasserman Boxing.

MF & DAZN X Series 004 sees KSI and  Faze Temper fight it out in an epic grudge match at the OVO Arena Wembley in London on January 14th. This blockbuster night will be available around the world for DAZN subscribers and as a DAZN PPV in Australia, Canada, France, Netherlands, Mexico, New Zealand, Sweden, the UK, Ireland and the U.S.

Case Study: Canadian Olympic Committee and ATPI

Tokyo 2020 provided an Olympic experience unlike any other. The international multi-sport event, which was postponed a year due to the COVID-19 pandemic, was the first and, so far, only Olympic Games to be held without official spectators.

Read on to discover how ATPI, Team Canada’s Authorized Ticket Reseller (ATR), Travel Services and Hospitality Provider navigated the pandemic and helped get Team Canada to Tokyo 2020:

The Canadian Olympic Committee (COC) directs Team Canada’s podium success and promotes Olympic values throughout Canada. The COC is an independent and primarily privately funded organisation that provides the resources that Canada’s elite athletes require to perform at their best and give their all every day.

For the 2020 Olympics, the Canadian Olympic Team comprised of 370 athletes competing in 30 sports, the largest team the country has sent to the games since Los Angeles 1984. Furthermore, 131 coaches accompanied the team.

The challenge can be summed up in two words: The Pandemic. 

In March 2020, the Canadian Olympic committee announced that they would not take a team to the summer games, the first National Olympic Committee to do so, putting athlete and public health first. 

This uncertainty set off a chain reaction. 

“It was like we were preparing for five different Olympics at the same time. We had no idea what Tokyo 2020 was eventually going to look like. We had to be ready for everything” 

Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.

When the International Olympic Committee (IOC) officially announced that the Games would not take place in 2020 and instead would be held in the summer of 2021, ATPI immediately communicated with all stakeholders, including the COC, National Sport Organizations, the COC’s Marketing Partners, who had committed to programmes to bring clients or their executive teams to the Games, and the general public in Canada.

“When that ultimate decision to postpone the Games was rendered, we reassured our stakeholders the next day saying, ‘we’ve got your back’. We have put in the official requests to all the different suppliers to regain or get your money back to be able to refund you 100 per cent”

Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.

This necessitated a complex renegotiation and extension of hotel contracts, with special clauses added in the event that the Games did not take place or occurred without spectators. Another challenge was obtaining tickets, with the Tokyo 2020 Organizing Committee providing five different windows and deadlines with quick turnaround times for refunds.

“There were cases where we decided to refund even before getting our money back… One family had purchased $30,000 packages and with COVID-19 had lost their employment and were in a dire situation.”

Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.

The IOC announced in April 2021 that the Games would take place but without spectators. ATPI’s work behind the scenes helped ensure that Canadians received full refunds for all event tickets, which did not happen in some other countries.

When the Tokyo Games finally arrived, ATPI assisted Team Canada with the unique COVID-19 requirements, which saw athletes and team officials fly in seven days before their events and out two days later. When an athlete needed to wait for the results of a PCR test, ATPI collaborated with Air Canada to delay a flight for a few minutes. 

Another case saw ATPI receive a call less than 24 hours before one of Canada’s top athletes flight, complaining of back trouble and a request to get into premium economy to help with the 13 hour flight. 

“We worked with Air Canada through the night and found a solution. I can’t say more because it’ll give it away, but the athlete did extremely well. Their mother even wrote to us thanking us and said that we had a small but direct role in their success in Tokyo. Yes that’s just one seat for one athlete, and ATPI did upwards of 5,000 flights for Tokyo alone, but really it’s just an amazing part of the job to be able to help Team Canada’s athletes and all our customers in whatever way we can.”

Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.

The 24 medals won at the 2020 Summer Olympics mark the country’s best-ever total medals result after the 1984 Games, surpassing the 22 medals won in 1996 and 2016. ATPI’s efforts did not go unnoticed by the Canadian Olympic Committee who were most appreciative:

“ATPI is an incredible partner. The past two years of COVID-19 caused much uncertainty and we knew we could always count on them. During Games periods they are truly a part of Team Canada, helping our logistics team manage the incredibly complex task of getting all members of Team Canada and many of their supporters around the world and back safely. Regarding Tokyo of course, ATPI’s efforts to get Canadians full refunds was tireless and something that truly sets them apart.” 

Jacquie Ryan, Chief Brand and Commercial Officer of the COC and CEO of the Canadian Olympic Foundation

There wasn’t much time for a break after Tokyo with Beijing less than six months away and the pandemic showing no signs of ending.

“We pivoted to Beijing before Tokyo was even over. These Games present a whole other set of challenges, but working together with the crew at Team Canada, we’ll always find a solution.”

Kevin Perrin, Head of Commercial and Sports Relations at ATPI Sports Events.

Meet the Member: “Seeing the final cut was mind-blowing”

Before Christmas, The Anfield Wrap launched their five-part documentary series that has been described as a love letter to Jurgen Klopp. German beer ERDINGER is the main partner of the project and iSportConnect’s Content Manager, Alex Brinton, sat down with their Head of Sales and Marketing, Felix Durchdewald, to speak about it and the direction ERDINGER is going as a business.

You have been at ERDINGER for nearly eight years. How has the business changed in that time?

It has changed quite a lot. Our biggest market is here in Germany where beer consumption in general is in decline. So, we have had to evolve and change as a business to match that market. Three or four years ago we introduced two new products which were the ERDINGER Alkoholfrei mixed products and that was a really big step for us as a business.

Our owners were very cautious about doing this because they didn’t want to do anything that would have an impact on the taste of the beer – for them that is always the most important thing. We managed to use a lot of market research to persuade them it was a good idea and we now have two different flavours: lemon and grapefruit. 

We also had to look outside of the country for sales and did a lot of research on countries where wheat beer is popular, and we are now one of the top five exporters of beer in Germany.

Tell us about your time at ERDINGER, you have moved up the ranks, what has that journey been like?

It is a cool story really. I used to work for Adidas eyewear in Stuttgart but then I moved to Munich and had to find another job. As I am sure we will get onto later, ERDINGER does a lot of work in sport so that’s how I started here. I started off as a marketing manager, but I have been the Head of Sales Marketing since the summer of 2018.

ERDINGER has got a great history, what is it like working for such an established brand?

It is definitely an advantage because everyone knows the brand, knows the beer and knows what we stand for as a company. But it also poses one of the biggest challenges because we need to evolve and appeal to new audiences all the time in order to grow and that is hard when people already have a clear view of what your product is. 

We must have a good handle on who the people drinking our beer are, here in Germany it is predominantly people over the age of 50 and we need to expand into younger markets because that just isn’t sustainable. But it is hard to change with such an established brand. We are hoping that the new products we are introducing will introduce our beers to younger drinkers and we have already seen an increase in the number of younger, more affluent, people starting to drink ERDINGER because they are tired of the lagers that are available, which is encouraging.

In terms of partnerships, you have Jürgen Klopp as a brand ambassador. What was the thinking behind that?

We have always had big brand ambassadors, before Jürgen we had Franz Beckenbauer, and we prefer to go for individuals that fit with our brand rather than going after big clubs. Jürgen is such a down-to-earth, uncomplicated guy and he is actually from a brewing family as well as sharing a lot of the same values with us as a business and the ERDINGER Weissbier brand. Those shared values are where the relationship started and it took a few years until we got him, but it is perfect – we actually call it the perfect match.

You’ve chosen to partner with The Anfield Wrap, and support them with their documentary on Klopp, why did you choose to support this project?

To start with our activities were obviously very Merseyside and Liverpool focused and through that we became aware of The Anfield Wrap and the work they were doing. It is a great way for us to raise our profile because the people we want to connect with are the fans, so we need to start at that level and work on something that appeals to them, and this documentary is definitely something that does that.

When they came to us with the finished documentary, we didn’t hesitate in partnering with them because what they have made is such a high-class product that celebrates Jürgen in a real way. It is almost a letter of love from The Anfield Wrap to Jürgen and that is what makes it so special. 

They have been fantastic as well and we have got a great relationship with them. We are always texting about football, it is so nice to have such a strong relationship with our partners. There are obviously financial parts of the deal but this partnership is a lot more than that, they really wanted to partner with people who understood them and what they were trying to achieve with the documentary, and we have been fortunate enough to be that company.

What surprised you about the documentary when you watched it for the first time?

It sounds insulting to them, but the detail and quality of the documentary is so high. We knew they were capable of it but actually seeing the final cut was mind blowing. The detail and the quality of the people they interview make it so interesting and compelling. Like I said before it is a love letter to Jurgen and for anyone who wants to know more about him this is the best documentary on it I have seen. It is also made by the fans for the fans, so it doesn’t have a commercial message behind it at all.

A lot of alcohol brands spend a lot of money on partnerships with sports teams and leagues. Carlsberg had a front of shirt sponsorship with Liverpool for years. Is this something you are looking at more as a business?

It isn’t something we are actively looking at to be honest, the amount of money needed for a front of shirt sponsorship is something that is completely out of our price range. We have to be clever with the sort of partnerships we do and The Anfield Wrap partnership is a prime example of that.

We try to be creative, but we are constantly reviewing our strategies and if the opportunity did arise to do a front of shirt sponsorship or if a similar project that matches our brand values is identified then it is definitely something we would take a look at. 

Is the UK one of your key targets at the moment, where else in the world are you looking at going into?

Yes, the UK is a top focus for us and has been our biggest export market for a few years now. That is why we are putting the amount of time and resources into it that we are. We export to over 100 countries in total, our other big ones are Switzerland and Asia. We do export to the US as well, which is a market that is growing really nicely for us at the moment and presents us with some interesting opportunities.

We want to keep pushing in the UK though, our clear goal is to become the biggest wheat beer in the UK within the next couple of years.

You launched your non-alcoholic beer in 2001 and had the most popular non-alcoholic beer in Germany by 2006, how has that industry changed in the last 21 years?

We were actually the first brewery to move into the market and as a result we were able to shape the market as best we could. If I do say so myself, our brewers were the first to make alcohol-free beer taste just the same as normal beer and that was a massive boost for us and probably a big reason why it proved to be so popular. 

The fact that there are isotonic benefits to ERDINGER Alkoholfrei actually made it a ‘sports recovery drink’ and this was – and still is – a massive part of our marketing around the beer. The fact you could have a beer after finishing a marathon and it actually helps your recovery by replacing lost fluids and vitamins is such a fun idea and that is how we got into our work with mass participation events.

The industry has definitely evolved since we started, especially with Generation Y, they are so health conscious as a generation, so we have to make sure that we keep the number of calories to a minimum. Also we have seen a lot of our competitors taking a lot of inspiration from our product which is quite rewarding because it shows we are doing something that works and that we are shaping the market.

As we touched on a second ago, ERDINGER does a lot of work with mass participation events, tell us a bit about those partnerships?

We started off by approaching the organisers and we pitched the idea that at the end of the race everyone gets a free ERDINGER Alkoholfrei instead of sugar loaded soft drinks. They were a bit reluctant at first but we explained that the beer had isotonic benefits and they were more interested. It quickly became a big success and now different events come to us rather than us going to them. 

For us it is a great way to get more people tasting and sampling our product. When I finished my first Triathlon about ten years ago, they handed me a half litre of ERDINGER Alkoholfrei and I was a bit confused but when I had it, the taste was really good but it is also fun because it helps reduce tiredness and promote normal energy metabolism so is the perfect sporty thirst quencher. 

Drinking habits are changing with Gen Z, what changes have you noticed and how have you adapted to those changes?

They are drinking less for a start, that is the first major change and they really want to challenge and change the industry into creating new options. Their drinking portfolio as I call it is a lot wider than it has ever been and they have a lot less brand loyalty than before. 

But for sure we need to be really innovative and make sure that we listen to what they are telling us and react. That can be hard to predict so it is tricky but whatever the next innovation is, we will always make sure ERDINGER beers are brewed to provide the highest quality possible. 

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Sports Industry Awards announce Integrity & Impact Award nominations open

The Sport Industry Awards 2023 has announced that nominations for the Integrity & Impact Award in association with InsightX are now open.

The Integrity & Impact Award in association with InsightX recognises individuals or organisations that have demonstrated outstanding levels of ethics, integrity or trust in sport and helped to set a global standard for best practice in sport governance and business.

On opening nominations for the Integrity & Impact Award, InsightX CEO, Sophie Elsworthy, said, “It’s wonderful to be partnering with Sport Industry Group for such an important award.

“Current events mean that integrity in sport has never been more important so we are very much looking forward to seeing who the next worthy recipient of this award will be.

“Once again, we’d like to acknowledge this award’s co-founder and our former colleague, the late Simon Greenberg. Integrity in sport was of great importance to him and as we seek the next award recipient he remains at the forefront of our minds.”

The award, now in its sixth consecutive year, will be presented at the Sport Industry Awards 2023 on Thursday 27th April at Evolution London.

In 2022, it was awarded to Athlead Founder and CEO, Kat Craig, by Baroness Tanni Grey-Thompson. The human rights lawyer accepted the award on behalf of a number of individuals and organisations who were instrumental in the evacuation of the Afghan Women’s National football team and other vulnerable female athletes from Kabul, Afghanistan.

In 2021, the award was given to Marcus Rashford, for the remarkable work he has done – both on and off the pitch – in fighting for those less fortunate, less represented, and less heard in society.

In 2020, US international footballer and social activist Megan Rapinoe received the award, honouring the work she did in highlighting racial and discriminatory divisions in the United States throughout 2019 and 2020.

In 2019, Manchester City and England footballer Raheem Sterling was presented the award by his national team manager Gareth Southgate. The award recognised Sterling’s campaigning against racism within football, and the media’s role in discrimination within the sport.

In 2018, US gymnast-turned-lawyer Rachel Denhollander was rewarded for her courage and determination in speaking up as a survivor of the abuse of Larry Nasser, picking up the inaugural award.

Sport Industry Group and InsightX are now officially inviting members of the public to put forward nominations for this year’s Integrity & Impact Award. Nominations can be made here.

The Sport Industry Awards 2023 will take place at Evolution London on Thursday 27th April 2023.

Kia and Australian Open extend partnership until 2028

Kia ambassador and 22-time Grand Slam champion Rafael Nadal launched the 130-strong Kia fleet this morning ahead of Australian Open 2023. 

The fleet handover at Federation Square also marked the extension of one of the longest-standing sports sponsorships in Australia, as Kia extended its partnership with the Australian Open for a further five years, until 2028. Kia has now proudly supported the Australian Open for more than 20 years. 

“We could not be more delighted that Kia is extending what is already one of the longest partnerships in Australian sport for another five years,” Australian Open Tournament Director Craig Tiley said.  

“We deeply value our partnership with Kia which has helped the AO to grow and evolve into the globally recognised sport and entertainment event it is today. 

“It’s also wonderful to see this year’s fleet include ten all-electric vehicles, in keeping with Kia’s reputation as a contemporary, innovative and responsible company. Fans know the AO has come to town when the AO branded Kia cars emerge across the streets of Melbourne as they ferry players and officials to and from the precinct. 

“Kia and the Australian Open are synonymous in many people’s minds, and we look forward to building on this strong and unique partnership for years to come.” 

Damien Meredith, Kia Australia Chief Operating Officer, said, “It’s been a pleasure to be involved in our own backyard with a world class spectacle like the Australian Open for such a long period of time. Both brands have grown and evolved over the course of the partnership and have shared synergies focusing on innovation, technology and sustainability. We’re very proud of our partnership and excited at the prospect of collectively reaching new heights over the next five years.” 

The 2023 Kia fleet will keep players, officials and VIPS moving safely around Melbourne throughout January. It includes more electric vehicles than ever before, demonstrating Kia’s commitment to sustainability and to becoming carbon neutral by 2045. 

Kia and the Australian Open’s partnership will be on display throughout the tournament with fan-favourite Kia Sunday returning on Sunday 22 January and the Kia Wave activation located among all the action on Grand Slam Oval showing off Kia’s all new EV6 GT. 

The iconic Kia Arena is set to be the backdrop of many of the AO’s most memorable matches, just as it was in 2023, as well as the inaugural three-day Finals Festival. Kia Arena will also be home to the Make Your Move activation where fans will have the opportunity to follow in their hero’s footsteps in an interactive game. As they watch Rafa Nadal in action on a large screen, fans can attempt to copy the moves of the defending Australian Open champion and generate electricity with their footsteps via a special floormat, which will be later used to power the Kia EV6 models in the AO23 fleet.