Euroleague Basketball renews partnership with Uludag Beverage

Euroleague Basketball and Uludag Beverage, a brand known for its heritage and premium-quality beverages, have officially renewed their partnership for an additional three years, extending their successful collaboration through the end of the 2026-27 season.

Uludag Beverage, which has been an Official Partner of Euroleague Basketball since 2019, will continue to support the Turkish Airlines EuroLeague and the BKT EuroCup, enhancing its role in the global spotlight. The renewal was unveiled at a special press conference on Monday in Istanbul, featuring Gawain Davies, Euroleague Basketball Chief Commercial Officer, Omer Kizil, Uludag Beverage Vice Chairman and Mete Oz, Uludag Beverage CEO.

Building on their successful partnership, Uludag Beverage and Euroleague Basketball are elevating their collaboration from a regional partnership to a Global Sponsorship Agreement offering branding opportunities, being displayed across EuroLeague and EuroCup games, both in-arena and during broadcasts, as well as on the competitions’ digital platforms and content.

This expanded relationship aligns seamlessly with Euroleague Basketball’s commercial strategy, which focuses on strengthening partnerships with top-tier brands that share Euroleague Basketball’s pan-European identity and global reach. It also offers high-impact branding opportunities, across EuroLeague and EuroCup games, both in-arena and during broadcasts, as well as on the competitions’ digital platforms and content.

“We are very pleased to renew our partnership with such a distinguished brand as Uludag Beverage, which demonstrates once again the trust and dedication of our partners,” said Gawain Davies, Chief Commercial Officer of Euroleague Basketball. “The Euroleague’s global audience is an ideal match for the international reach Uludag Beverage has achieved. This partnership brings a mutual benefit that will help both organizations reach new heights.”

With over 110 years of expertise, Uludag Beverage has a strong international footprint, distributing its products in more than 30 countries across five continents, with key markets in Euroleague territories including Turkey, Germany, Serbia, Greece, and France. Euroleague Basketball, which represents 14 teams from these nations, has seen a 131% year-on-year increase in TV viewership across these countries, underscoring the synergy between the brand and the league.

“As Uludağ İçecek Türk A.Ş., we are proud to announce a new three-year global partnership. With this Euroleague Basketball agreement, our brands Uludağ Gazoz and Frutti Extra will now be showcased in the Turkish Airlines EuroLeague and the BKT EuroCup reaching and international audience. Euroleague Basketball, Europe’s premier basketball organization, is thrilled to partner with both of our brands. We place a high value on long-term sponsorships, and since 2019, we’ve transitioned our regional sponsorship into a global one for another three years, reaffirming our commitment to our strategic vision,” stated Ömer Kızıl, Vice Chairman of the Board of Uludağ Beverage.

Uludag’s Beverage commitment to excellence and innovation aligns perfectly with the values of Euroleague Basketball. With a focus on delivering excitement and unforgettable moments to sports fans worldwide, Uludag Beverage is a natural fit within the Euroleague Basketball ecosystem.

The renewal of this partnership symbolizes a commitment to shared growth and success, as both organizations work together to create lasting global impact over the next three seasons.

iSportConnect signs Corsight AI as latest client

iSportConnect is delighted to announce Corsight AI as the latest client of its Advisory division.

Stadiums today face a range of pressing challenges, from long queues that frustrate fans to unauthorised access to restricted areas. Identifying high-risk individuals on watchlists and managing VIP access add even more complexity, as security teams strive to protect attendees while providing a seamless experience.

Corsight AI addresses these challenges head-on with advanced facial recognition technology that integrates easily with existing security cameras. Corsight’s solution enables real-time identification of individuals on watchlists, helps streamline queues, safeguards restricted zones, and enhances the VIP experience. With highly accurate recognition even in low light, poor video quality, and during extreme weather, Corsight AI is the trusted choice for sports venues worldwide.

Corsight AI’s privacy-first approach ensures non-relevant faces are promptly deleted, keeping your venue compliant with data regulations.

Joe Rowland, Head of Partnerships, iSportConnect: “We are delighted to welcome Corsight AI to the iSportConnect network. They bring undeniable expertise and innovation from their field into the sports space and we are excited to help them on this journey“.

Rob Watts, President and Chief Strategy Officer, Corsight AI: “Partnering with iSportConnect allows us to bring real, measurable value to the sports industry. Our advanced recognition technology helps stadiums and venues address critical challenges – from enhancing fan safety and controlling access to restricted areas to improving queue management and VIP experiences. We’re eager to support sports organisations across the UK in creating safer, more efficient, and enjoyable environments for fans and staff alike.”


iSportConnect Advisory is a full-365 service offering strategic guidance, market positioning and relationship building in sport. iSportConnect is helping many organisations, such as InCrowd, Cortex, Sportian, ATPI, Magnifi, Tixr, EXL, mycrocast, Ably, Cred and many more, drive new business in sport.

Scuderia Ferrari signs IBM as fan engagement and data analytics partner

IBM has entered into a multi-year agreement with Ferrari S.p.A. to become the official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP.

The partnership brings together two iconic and enduring brands, both driven by a passion for innovation and a commitment to progress. IBM and Scuderia Ferrari HP will conceive, develop, and deliver world-class digital experiences to bring racing enthusiasts closer than ever to the racing team.

IBM and Scuderia Ferrari HP will develop a fully reimagined mobile app to be unveiled during the 2025 season. This includes applying IBM’s technology and consulting expertise to analyze and transform Ferrari’s massive volume and variety of data – both current and historical – into custom insights, personalized content, and innovative features designed to supercharge the fan experience. IBM will also provide its new cutting-edge technology and data-driven solutions to increase speed and production.

“In Formula 1, seconds matter whether it’s on or off the track. The ability for Scuderia Ferrari HP to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology,” said Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM. “Bringing together its passionate fanbase, historic prominence, and the latest innovative data and analytics solutions uniquely positions Scuderia Ferrari HP to grow global engagement while also modernizing and scaling its digital operations.”

“We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise,” said Lorenzo Giorgetti, Chief Racing Revenue Officer at Ferrari. “Our two companies share values such as the pursuit of excellence and the desire to always keep pushing the boundaries in our respective spheres of activity, as well as combining our technology and skills to pursue the highest quality and cutting-edge technology. IBM, like Ferrari, seeks out talented people to grow its team and it is therefore the perfect partner to bring a new dimension to motorsport enthusiasts and our loyal fans at a time when Formula 1 has never been so popular with youngsters. The collaboration with IBM will see us offering Scuderia Ferrari HP fans unprecedented experiences that will open the doors of the Scuderia to the outside world, as well as collaborating together on many other fronts to create activations that will generate value for both brands.”

For more than 30 years, IBM has partnered with some of the most iconic sporting organizations – including Wimbledon, the US Open, the Masters Tournament and ESPN Fantasy Football – working side-by-side to modernize their digital infrastructure and bring these marquee events to life for millions of fans around the world. These partnerships are powered by the same data and analytics technology used by IBM clients across industries to build enhanced customer experiences, help their employees reach new levels of productivity and make more informed, data-driven business decisions.

Cricket West Indies secures media rights deal with ESPN Caribbean

Cricket West Indies (CWI) has announced the finalization of a new six-year media rights agreement with ESPN Caribbean, ensuring exclusive broadcast and digital coverage of all West Indies Men’s and Women’s home international matches as well as the Men’s and Women’s regional tournament, the CG United Super50 Cup. The agreement, which runs from 2024 to 2030, further solidifies ESPN Caribbean as the home of West Indies cricket across the region.

Under this partnership, ESPN Caribbean will provide extensive live coverage of the West Indies Men’s and Women’s home internationals, as well as the Men’s and Women’s CG United Super50 Cups.  Fans across the Caribbean will be able to enjoy their favorite teams and players on ESPN’s platforms such as ESPN, ESPN 2 and Disney+, continuing the long-standing relationship between ESPN Caribbean and CWI.

On the agreement, CWI Acting Chief Executive Officer and Chief Operating Officer, Lynford Inverary said,

“This new six-year agreement with ESPN Caribbean marks the largest media rights deal CWI has ever secured in the Caribbean. It not only reflects the growing commercial value of West Indies cricket but also ensures that fans across the region will continue to enjoy comprehensive coverage of our international series and CG United Super50 Cups. ESPN is a longstanding partner, and this new deal will help CWI meet its long-term financial goals, while expanding the visibility and engagement of West Indies cricket within the region.”

Scott McGlone, Sr. Director Programming and Acquisitions, ESPN said: “We are thrilled to continue our strong relationship with CWI with this groundbreaking new deal. ESPN seeks to serve local sports fans anytime, anywhere. What better way to accomplish this goal than a long-term partnership with CWI, that represents such a rich sporting history both locally and internationally”.

Under the new agreement, CWI has retained the right to license post-match highlights on free-to-air and digital platforms throughout the region, ensuring fans will have access to additional content throughout each series and tournament. The new ESPN Caribbean deal, brokered in partnership with CWI’s Media Consultants, Pitch International, is a key milestone in CWI’s broader strategy to enhance the global visibility of West Indies cricket and engage more fans. The partnership aligns with CWI’s ongoing efforts to bring world-class cricket content to Caribbean audiences and deliver the best possible cricket experience to fans.

Aston Villa names Nemiroff as vodka partner

Aston Villa is pleased to announce Ukrainian brand Nemiroff as the club’s new Official Vodka Partner.

Nemiroff is the award-winning Ukrainian brand, proudly present on five continents, who have been making spirits for over 150 years. Being crowned Vodka Brand Champion 2024, it is also one of the fastest-growing players in the international spirits market.

A multi-year partnership with Aston Villa will see Nemiroff Vodka’s marketing assets displayed across Villa Park on matchdays and diverse hospitality experiences.

Chris Heck, President of Business Operations at Aston Villa, said: “This partnership with Nemiroff Vodka comes at an exciting time for both organisations as we look to grow our international presence.

“Their drive for continuous innovation and authentic collaboration with best-in-class partners chimes perfectly with our core ethos and we very much look forward to working together.”

Yuriy Sorochynskiy, CEO at Nemiroff said: “Nemiroff has a long-standing history of global sports partnerships, and our expansion into football is an exciting next step. Football, like Nemiroff, embodies passion, unity, and the celebration of moments that bring people together.

We are thrilled to embark on this exciting partnership with the top tier of English football – Aston Villa, a club that mirrors our global ambitions and dedication to excellence. Same as Aston Villa, we are rooted in 150 years of tradition yet fuelled by an unwavering pursuit of innovation and growth. With our eyes set on global expansion, we’re eager to engage with football fans around the world who share the same spirit. Cheering On – That’s Our Spirit!”

NFL extends On Location partnership until 2036

The NFL and On Location, a global leader in premium experiences, hospitality and travel, today announced a multi-year extension of their global hospitality partnership. This extension will solidify On Location’s standing as Official Hospitality Provider of the NFL through 2036.   

With the extension, On Location will continue to offer unrivaled access to all premier NFL events, providing fans with unforgettable experiences at the Super Bowl, NFL Draft, Pro Football Hall of Fame, Pro Bowl Games and Scouting Combine. Additionally, On Location’s rights to sell and market International Series Games has been expanded to include all international markets. Official packages feature premium seating, in-venue and out-of-venue hospitality, player meet and greets, unique behind-the-scenes activities and more.  

“Our partnership with the NFL was born out of a desire and commitment to give NFL fans one-of-a-kind, memorable experiences on the sport’s biggest stage, the Super Bowl,” said Paul Caine, President, On Location. “Now we work together across the full breadth of the NFL’s touchpoints, also including the Pro Bowl Games, Draft, Scouting Combine, and growing International Games. Together, we have reimagined what it means to truly be on location, continually expanding our offering to meet evolving fan demand for a more personalized, curated, premium experience that extends beyond just sitting in a seat watching a game.”   

“Since being founded at the NFL, the growth of On Location is truly impressive, and it is now widely regarded as the leader in premium experiences for many of the world’s largest sporting events,” said Peter O’Reilly, NFL Executive Vice President of Club Business, Major Events, and International. “Delivering a world-class experience for our fans is so core to what we do at the NFL. With On Location being acquired by TKO, the impact of our partnership will only be enhanced, giving our fans access and experiences they will never forget. We look forward to working with them around our biggest events for years to come.”   

The extension follows a record-breaking Super Bowl earlier this year, which surpassed previous hospitality sales highs, and continued global growth and expansion. This included record-high number of hospitality packages sold for the first-ever International game held in Brazil, and an NFL Draft that set an attendance record as 775,000 fans experienced the three-day event in Detroit.   

The NFL founded On Location before selling equity to RedBird Capital Partners, Bruin Capital and the Carlyle Group in 2015. In 2020, On Location was acquired by Endeavor, fueling its global growth and continually enhancing the premium fan experience around the biggest sporting events in the world, including the Super Bowl, Olympic and Paralympic Games (Paris 2024, Milano Cortina 2026, and LA 2028), FIFA World CupTM 26, WrestleMania, Daytona 500 and Final Four. Endeavor recently announced that it has reached an agreement with TKO Group Holdings, Inc. for TKO to acquire On Location, in a transaction expected to be completed in the first half of 2025.    

Are we about to wave goodbye to live matches and say hello to all-virtual sporting entertainment?

According to Arc & Foundry’s director David Granger, the answer’s no, but interesting developments are being screened at a bar near you.  

Doing the rounds recently of social channels were the images of a bar in the US showing English Premier League football live.

The difference with the images coming from the Cosm in Los Angeles and your average sports bar was that these weren’t merely big tellys showing the game, the soccer spectators were given a taste of Old Trafford via a massive 9,600-square foot high-resolution screen. It wrapped around the fans and their loaded nachos recreating a corner of the stadium to give them the sensation of sitting in a stand in the northwest of England. Without the weather. 

And this difference in perspective is what grabbed most people’s attention. The size of the audio-visual meant that it really did look like an immersive experience to rival actually going to Manchester. The effect had more than a passing resemblance to the inside of the Las Vegas Sphere – a venue using advanced tech and wrap-around screens to provide a complete event.

The increase in this level of live-but-not-actually-there-in-person viewing is the result, obviously, of advances in technology like LED screens, surround sound and panoramic views. But the replication of a communal atmosphere which this brings also means there is, to a degree, a replication of the unique allure of live sport. And it’s a growing trend. In financial opportunities it’s good for both the remote venue which gains punters and money over the drinks bar and the rights-holders. It becomes more a franchising of the live event, rather than just a screening of Sky coverage in the saloon bar.

Where does this leave the traditional punter? The Newcastle United fan who has for the last 15 years travelled to Leicester mid-week to watch a sodden, sullen score draw? Why bother when there’s a corner of the King Power recreated on Tyneside which doesn’t cost a train journey or a half-day at work?

The benefits of being present are still in existence: the camaraderie of having made the journey, the atmosphere only an away end can generate, the raw energy of being *at* the match or the race. But we may see a shift away from every fan going to every game. A Gen Z/Alpha fanbase may actually appreciate the digital-driven space more, and the revenue model for leagues and rights-holders may move if venues become as good an experience as live. It will also have an adverse effect on cities and towns which rely on an influx of (thirsty) visitors every weekend. 

Several sports, especially ones in the US, have made inroads to create a hybrid model for fan engagement, using augmented and virtual reality at games to make it more appealing to fans – again, especially those in a younger demographic whose attention span may not (actually) be diminishing, but who need to get hooked on events early on.

While sitting, sipping something chilled in an immersive sports bar in sunny Cali may be appealing to fans who can’t make the trip to the Stretford End, if Covid lockdown (remember that?) taught us anything, it’s that it certainly is better to be at game rather than seeing it on a screen. Whatever the scale. You only have to look at the scenes coming out of South America where football matches become firework displays to know that’s an unbeatable, visceral experience. Then again, so is a soggy Silverstone Saturday morning before final F1 free practice, but for slightly damper reasons. The other restraint is that not every lower league English town is going to have a 112m high dome that can seat 18,600 people, and many (most?) fans will want to retain the experience of live sport. What is more likely is that digital experiential activity will complement, rather than replace the live arena.

The Cosm Man United screening is one option for ensuring more people experience watching more sport in real-time but will remain the exception rather than the rule. Although there may be some fans, United’s included, who’d rather not witness some games at all.

Fresh Perspectives and Growing Tech Presence Define SPORTEL Monaco’s 34th Edition

SPORTEL Monaco has never been an event that stays still. Last week there were 160 companies attending for the first time. That means a whopping 20% of the 800 companies present from October 28-20 were newcomers.

“It’s hugely important for us to attract new companies and a large part of the reason is that the companies that have attended year after year, even for 30 years, need the fresh input and interaction,” said Loris Menoni, at his first market as Executive Director of SPORTEL Monaco. “This is a fast-changing business and in order to stay on top you need to be learning and evolving all the time.”

Once again, the numbers speak for themselves. The world’s top sports business trade event drew 2000 participants to the 34th edition and most significantly, 29% of them were content buyers, with 46% of the overall attendance C-level executives.

While Europe supplied two-thirds of the delegates, 16% of them came from the Americas, 10% from Asia and another 10% from the Middle East and Oceania.

“Every year we are seeing technology playing a bigger role in the media market,” added Laurent Puons, Managing Director of SPORTEL. “Anti-piracy, fan engagement and AI already have a strong presence here and the importance of technology will only continue to grow.”

New this year in the in the Grimaldi Forum was an innovation showcase enabling companies to demonstrate their game-changing technology and products.

But tech will not be the only source of new energy for SPORTEL, according to event sales advisor Nick Volante. He predicts the re-emergence of the small agency model. “When I started at SPORTEL almost 15 years ago, we had agencies like MP & Silva and Lagardère here. Now they are gone and the market is dominated by the really big players like IMG and Infront and Dentsu. They will remain because they are so big powerful. But there is a gap for serving smaller rights owners such as many international federations and smaller leagues that don’t get the attention from the biggest agencies and have small staffs, sometimes only one person responsible for all the TV and media work, and just do not have the in-house bandwidth to manage their own media rights. It makes sense for smaller agencies to be playing a renewed role.”

In a month’s time SPORTEL heads to New York for the first SPORTEL Talks taking place December 16th at the New York Hilton Midtown Hotel. The new format will offer an intense afternoon of high-impact discussions and networking opportunities at a fraction of the cost of the annual market.

Puons said. “New York is obviously an important place to be with so many companies there, but it’s also very expensive too, so we are co-locating the event with our friends at SVG. The aim is ultimately to attract new participants to SPORTEL markets.”

SPORTEL Miami will return from April 1-2 at the downtown JW Marriott. The first event in Florida was held more than 20 years ago. There were 1000 attendees then and with the growing profile of Miami as an innovation hub it’s a safe bet that the event will attract a strong turnout next year.

And there may be new destinations farther afield the horizon for SPORTEL. Discussions have taken place about holding an event in India and South Africa is also a possible destination in a couple of years. “We are willing to take risks going to new places, that is not a problem at all,” Puons said. “The question for us is always can we bring participants from the region that we go to? We can always attract European delegates, but if we go to South Africa, for example, we need to have people from the continent there to deliver value for our community.”

The author is Ray James, COO of iSportConnect.

Leicester Tigers renew partnership with Yakult

Yakult announces a renewed partnership with Leicester Tigers, extending their collaboration into the 2024-2025 season.

Yakult has become a key player off the field as an Associate partner in 2021, fuelling their squad with its iconic fermented milk drink to support the wellbeing of the senior men’s team.

As part of the partnership, Yakult will have a presence at Tigers’ home ground in the Mattioli Woods Welford Road Stadium as well as across digital and social activations including access to the team’s players.  

Yakult’s involvement goes beyond commercial interest. The company understands that success starts from the core—whether on the field or in maintaining good health. Yakult recognises the major role that nutrition plays in sport, and how the gut is central to overall health and wellbeing, having worked with many sports associations in this area.

Speaking about the partnership extension, Leicester Tigers Chief Executive Officer Andrea Pinchen said, “It’s great to renew our deal with Yakult, who are contributors to the club in more ways than one. Their support of Leicester Tigers extends to being a part of our players’ preparation and recovery programmes.

“We have had a brilliant working relationship with them during the past three years and look forward to continuing it into the future.”

Yakult National Sales Manager UK & Ireland, Kevin Mansell, added: “At Yakult, we understand the role of nutrition in sport and wellbeing. We are pleased to renew our partnership with Leicester Tigers for a third season and continue to supply the team with their daily Yakult.”  

The partnership also aligns with Yakult’s broader mission to contribute to global health and happiness. Founded in 1935 by Japanese scientist Dr. Shirota, Yakult remains committed to his pioneering principles of preventive medicine and the belief that “a healthy intestine leads to a long life.” These values continue to shape the brand’s focus on promoting wellness through nutrition.

Hisense named first Official Partner of the FIFA Club World Cup 2025

Consumer electronics and home appliance brand, Hisense, has been named as the first Official Partner of the new FIFA Club World Cup.  

The announcement continues the brand’s strong affinity with sports sponsorship following its global partnership for two consecutive FIFA World Cups and three UEFA European Championships.  

The new FIFA Club World Cup 2025™ will unite the world’s 32 top clubs every four years. The partnership with this inaugural edition of the tournament will provide the perfect platform for Hisense to further grow its global brand among fans of the world’s most popular sport and club teams, and to showcase the state-of-the-art technology and appliances with Hisense TVs to be visible across the tournament. 

Speaking at the partnership launch, FIFA President Gianni Infantino said: “We are delighted to welcome Hisense, a global market-leading brand, as an Official Partner of the FIFA Club World Cup 2025™. Hisense’s commitment to innovation and technology aligns with our vision for this tournament, which will bring together the 32 best teams from around the world for an unforgettable celebration of our game that will revolutionise club football.” 

“This partnership will offer fans unique ways to engage with the tournament, both on and off the pitch, while laying a technological and innovation-led foundation for the FIFA Club World Cup to flourish.” 

Arun Bhatoye, Head of Marketing for Hisense UK, added: “As the first Official Partner of the FIFA Club World Cup 2025™, we’re excited to see what next year brings as we advance our global sports marketing strategy. Bringing together the first-class excellence with the top clubs from all six confederations, perfectly aligns with Hisense’s brand values and innovations across our range of categories.” 

The collaboration with FIFA underscores Hisense’s commitment to delivering pioneering home appliance technology in the pursuit of improving everyday life, with innovative products and technologies in enhancing the viewing experiences for fans worldwide and making football more accessible and more engaging for all.