Audi reach agreement with Sauber to enter F1 in 2026

Audi have reached an agreement with Sauber to make the Swiss Formula 1 operation their works team from 2026.

The German manufacturer announced in August that they will join F1 as a power unit supplier, when new regulations that feature increased electrical power and 100% sustainable fuels will be introduced in four years.

Ahead of the Mexican Grand Prix, Audi said Sauber – who are currently running under the Alfa Romeo banner – will become their “strategic partner” for their F1 programme and that the automotive company plans to acquire a stake in the Sauber Group.

Audi will create their power unit at their base in Neuburg in Germany – where already more than 120 people are working on the project – while Sauber will develop and manufacture their race car at their headquarters in Hinwil, Switzerland. Sauber will also be responsible for planning and executing the race operations.

“We are delighted to have gained such an experienced and competent partner for our ambitious Formula 1 project,” said Oliver Hoffmann, Audi AG Board Member responsible for the F1 programme.

“We already know the Sauber Group with its state-of-the-art facility and experienced team from previous collaborations and are convinced that together we will form a strong team.”

Sauber Chairman of the Board of Directors Finn Rausing added: “Audi is the best strategic partner for the Sauber Group. It is clear that we share values and a vision, and we look forward to achieving our common goals in a strong and successful partnership.”

Sauber Motorsport CEO and Team Principal Fred Vasseur said: “The partnership between Audi AG and Sauber Motorsport is a key step for our team as we continue to make progress towards the front of the grid.

“To become Audi’s official works team is not only an honour and a great responsibility: it’s the best option for the future and we are fully confident we can help Audi achieve the objectives they have set for their journey in Formula 1.”

Adam Baker, managing director of the F1 project, added: “We are looking forward to working with an experienced team that has helped shape many eras of Formula 1 history.”

Stefano Domenicali, President and CEO of F1 said: “It is great news to hear that Audi will have a partnership with Sauber for their entry into Formula 1 in 2026. The combination of those two names is a very exciting prospect for our sport.

“It highlights the strong momentum that Formula 1 has and the belief in our strategy to further grow and enhance the sport while delivering on our sustainability plans to be Net Zero Carbon by 2030 with advanced sustainable fuels in the cars in 2026. We look forward to seeing their progress over the coming years and the car on the grid for the team’s first race.”

Ahead of Audi’s arrival, Alfa Romeo will end their title sponsorship of Sauber at the end of the 2023 campaign. The Swiss team will continue to use Ferrari power units through to the end of 2025, before taking on Audi power for the following campaign.

Audi – who are part of the Volkswagen Group – say expansion of their Neuburg facility in terms of personnel, buildings and technical infrastructure should “be largely in place in 2023”. They intend to do their first tests of the 2026 power unit in an F1 test car in 2025.

Lego ranked as most culturally relevant brand by Ear to the Ground

Ear to the Ground’s annual Fan Intelligence® Index ranks the most culturally relevant brands in sports, esports and gaming.

Culture is a constantly shifting entity, and every year the Fan Intelligence Index throws up surprising new twists. They tweaked their methodology to match the changing times and saw new brands come to the fore. In addition, sports, esports and gaming are now all ranked equally, which also had an impact on the ranking.

LEGO took top spot after a stellar year within sports, esports and gaming. From breaking gender stereotypes with a Women’s Euro campaign to launching a new Horizon Forbidden West LEGO set alongside the game’s launch, the toy maker held the attention of the New Breed of Fan all year long. 

LEGO’s rise shows the power of a dedicated strategy in sports, esports and gaming to drive cultural relevance and see results with the New Breed of Fan.

Amazon are another winner of this year’s Fan Intelligence® Index, rising 32 places to fourth in the overall ranking. The sporting fly-on-the-wall All Or Nothing documentary series provides fans with unmatched insights into some of the biggest sports teams in the world. Fans love getting closer and being educated about the teams and personalities they admire. 

Amazon continue to invest in and evolve sports broadcasting. Their recent Premier League live gameweek saw them trial managers interviewing each other in a switch-up of the post-match interview, and fans completely loved the irreverent nature. A debut Thursday Night Football NFL programme also saw Amazon Prime break the record for sign ups in a 3-hour period. Combined with regular drops of exclusive loot for Prime Gaming fans and you have a potent, culturally relevant offering designed to appeal to the New Breed of Fan.

For the full ranking, plus deep dives into the trends at play in the coming year, click here:

Genius Sports Limited extends data partnership with bet365

Genius Sports Limited, the official data, technology and commercial partner that powers the ecosystem connecting sports, betting and media, has clinched a long-term extension of its official data partnership with bet365.

Genius Sports will provide bet365 with its exclusive portfolio of official data rights including the Premier League, NFL, CFL, AHL, NASCAR and more. In addition, as the official data partner to the Mid-American Conference, Genius Sports will provide bet365 with the first and only official data feed for betting on NCAA sports. 

In another first, Genius Sports and bet365 will explore the implementation of Genius’ unique suite of ground-breaking betting products powered by its Second Spectrum tracking and augmentation technology.

“Expanding our partnership with bet365, the largest sports betting brand in the world, demonstrates our commitment to delivering the most innovative and compelling products for our customers,” said Mark Locke, CEO of Genius Sports. “Across thousands of events a year, including top-tier competitions such as the Premier League and NFL, we will provide bet365 with the highest quality content and first-of-its-kind betting experience to power immersive and real-time betting markets for millions of customers worldwide.”

Formula One and ESPN to extend broadcast partnership for three more years

Formula One will continue to be broadcast in the U.S. on ESPN networks for the next three years as part of a new contract between the sport and the broadcaster.

ESPN’s commercial-free presentation will continue, with at least 16 races due to air on ABC and ESPN each season.

The new deal also includes additional direct-to-consumer rights, allowing ESPN to roll out content in different ways over the next three years.

The extended relationship comes during a boom time for F1 in the USA, with a race in Miami joining the schedule this year and Las Vegas due to host a new race in 2023.

It also follows the largest U.S television audience for a live F1 race in history, when an average 2.6 million viewers tuned in to watch this year’s Miami Grand Prix on ABC.

“We are delighted to announce that our partnership with ESPN will continue,” F1 CEO Stefano Domenicali said. “Formula One has seen incredible growth in the United States with sold-out events and record television audiences, and the addition of Las Vegas to the calendar next season, alongside Austin and Miami, will see us host three spectacular races there.

“The ESPN networks have played a huge part in that growth with their dedicated quality coverage. We are excited to expand our relationship and continue to bring the passion and excitement of Formula One to our viewers in the U.S. together.”

Burke Magnus, ESPN president of programming and original content, added: “Formula One and ESPN have been a strong and successful team, and we’re delighted to extend our relationship. We look forward to serving fans in some new and innovative ways in the next three years as we continue to bring the reach and relevance of the Walt Disney Company networks and platforms to Formula One.”

PCB and National Bank of Pakistan sign five-year National Stadium naming deal

The Pakistan Cricket Board and National Bank of Pakistan have signed a five-year Memorandum of Understanding (MoU) for the naming rights of one of the country’s most iconic Test venues, the National Stadium in Karachi. As such, the venue will now be known as the National Bank Cricket Arena.

Besides the naming rights agreement, the PCB and NBP will also collaborate and partner on sponsoring initiatives to promote and develop grassroots cricket across the country, including supporting the PCB initiatives of scouting local talent in the rural areas of Pakistan.

PCB Chairman Ramiz Raja: “I want to welcome National Bank of Pakistan back in the PCB family after having supported Pakistan cricket in the past. NBP again partnering with the PCB is a great news as this reflects that prestigious organisations are willing to be associated with the Pakistan cricket brand as they see a lot of value in it for themselves.

“Additionally, I am grateful to the National Bank of Pakistan for also extending support to the PCB Pathways Programme. I have always emphasised on creating processes for the raw talent that can be professionally channelized into the national framework. In this background, this partnership with NBP is a significant movement in that direction.”

NBP President & CEO Rehmat Ali Hasnie: “We are delighted to partner with the Pakistan Cricket Board. The National Stadium, Karachi is one of the most iconic cricket venues in the world and has hosted some of the legends of all eras since Test cricket was first played there.

“We are honoured to associate with such an incredible cricket venue, our endeavour during the next five years would be to help the PCB further uplift the venue while making contributions to Pakistan cricket across the country at the grass root level simultaneously.”

As per the MoU, the National Bank of Pakistan will be allowed to use the venue nomenclature and signage outside the playing area.

Ear to the Ground launch 22/23 Fan Index tomorrow

This special edition of the Future of Fandom will introduce this year’s Fan Intelligence® Index.

Cultural relevance is powerful. All brands aspire to be culturally relevant, but only a few truly understand how to achieve it. Every year at Ear to the Ground, we tap into our Fan Intelligence® Network to create a ranking of the most culturally relevant brands in sports, esports and gaming.

But to call it a ‘ranking’ is only half the story. It’s not just about who is winning, but why. It’s a deep dive into the burgeoning trends shaping our world. And a source of real insight that your brand can use to cut through the noise, accelerate growth, and achieve your own cultural relevance.

Now in its third year, the Fan Intelligence® Index is considered an indispensable tool by top marketers at some of the biggest global brands.

The session will run from 4 PM BST (11 AM EST, 8 AM PST) on Tuesday 25th October. Book your slot here.

ECB appoint Richard Gould as new CEO

The England and Wales Cricket Board today announces that Richard Gould will join as its new Chief Executive Officer.

Mr Gould, 52, will take up the post at the end of January, moving from his current role as CEO of Bristol City Football Club.

He brings significant leadership experience from major organisations across sport, having served as CEO at first Somerset County Cricket Club and then Surrey County Cricket Club before taking up his current role in 2021.

The Nominations Committee unanimously recommended Mr Gould to the ECB Board who ratified the decision on Friday. Clare Connor will continue as Interim CEO until Mr Gould’s arrival.

As CEO, Mr Gould will work to deliver the vision set out by ECB Chair Richard Thompson to make cricket the most inclusive sport in the country. At Surrey, he was instrumental in the launch of the ACE Programme in 2020, which is now an independent charity designed to engage a new generation of children and young people from Black communities within the recreational game and talent pathway.

Richard Gould said: “I am honoured to have been given the opportunity to lead our game forward in England and Wales as part of a talented and committed team that encompasses the ECB, every cricket club in the land, all the counties, our partners, sponsors, fans and the army of players and volunteers that support the game in every corner of our country.

“Cricket is a national asset that can be played by all and helps strengthen and enhance communities across the nation. It can inspire the country and provides opportunities for all. But we have also seen the pain suffered by those who have experienced discrimination. We are determined to repair this damage and show that cricket can become the most inclusive and welcoming sport of all.

“I look forward to taking up the role in the new year, but for now will be an armchair fan supporting our men’s team in the T20 World Cup in Australia, whilst the women prepare for their T20 World Cup challenge in February.”

Richard Thompson, ECB Chair, said: “When I joined the ECB, I said that this was a reset moment for our organisation and our sport. Recruiting a CEO who can lead the organisation forwards and deliver on the vision of becoming the UK’s most inclusive sport was one of the first important steps in that. With his outstanding leadership skills and experience of managing transformation, the Nominations Committee felt that Richard Gould was the outstanding candidate.

“I am looking forward to working with Richard to not only bring our game together, but to show how cricket can do so much more in bringing communities together. We will work in a spirit of collaboration and partnership with the whole cricket network to do this.

“I’d also like to express my sincere thanks to Clare Connor who has done an outstanding job as Interim CEO at an incredibly challenging time for the organisation. I look forward to her continuing to play a leading role in growing our game as part of the ECB’s leadership team when Richard joins.”

Martin Darlow, ECB Deputy Chair, said: “This has been a thorough and rigorous process in which as Deputy Chair I’ve been involved from start to finish, and the Nominations Committee was in universal agreement that Richard Gould was the outstanding candidate. He demonstrated a clear understanding of the importance of working with the whole game to overcome the challenges we face and to grow our game and broaden participation through delivery of our Inspiring Generations strategy. I’m looking forward to working with Richard when he joins.”

A former tank commander in the British Army, Mr Gould was Commercial Director of Bristol City between June 2001 and June 2005 before joining Somerset County Cricket Club for five years as CEO and then moving to the Kia Oval.

FIFA Women’s World Cup award free-to-air media rights to EBU

FIFA is excited to announce that it has awarded free-to-air FIFA Women’s World Cup 2023™ media rights in 28 European territories* to the European Broadcasting Union (EBU).

 This agreement continues the long-lasting partnership between FIFA and EBU and will see EBU member broadcasters give more coverage to women’s football than ever before.

 The rights include broadcast across TV, digital and radio.

Sarai Bareman, FIFA Chief Women’s Football Officer, said: “With the Draw now complete, the FIFA Women’s World Cup 2023 is set to be one of the biggest women’s sporting events ever with the tournament shaping up to be another truly game-changing moment for women’s football and for fans around the world.

 “Alongside FIFA’s ongoing commitment to accelerate the growth and development of the women’s football, free-to-air broadcasters will play an important role in attracting new audiences and growing the women’s game. We look forward to working with the EBU and bringing the tournament and women’s football to new fans in the region.”

The FIFA Women’s World Cup Australia & New Zealand 2023 will truly be a tournament of “firsts” and an incredible celebration of football and sport:

  • The first FIFA Women’s World Cup to be held in the Southern Hemisphere and hosted in the Asia-Pacific Region
  • The first to feature 32 teams
  • The first to be co-hosted by two confederations
  • The first to have 9 host cities and 10 stadiums

Bitget announce partnership with Messi

In this historic engagement, Bitget will team up with Messi to explore the areas of Web3, cryptocurrency and football. We’ll be revealing more developments as they come while Messi prepares for the World Cup 2022 in Qatar with the Argentinian national team.

If you’re a Messi fan, look out for exciting opportunities on Bitget coming your way. One of them will be the King’s Cup Global Invitational 2022: Football Edition, happening from November 21 to December 19, where you can win prizes of up to 100 BTC!

Bitget is committed to supporting sporting excellence. Over the past year, we’ve partnered with Italy’s most successful football club Juventus, Turkish powerhouse Galatasaray FC, esports titans Team Spirit, and premium international esports tournaments and events PGL.