PFA and N3XT Sports launch digitalisation project

The Professional Footballers’ Association (PFA), the dedicated football players union in England and Wales, has appointed N3XT Sports to undertake a wide-ranging digitalisation project as part of work to modernise the organisation’s internal operations and its communications with PFA members.

N3XT Sports, a leading consulting firm specialising in the transformation and modernisation of the sports industry, has spent the past eight months working with the PFA to implement the union’s long-term digital strategy ahead of its rollout.

Plans include developing and implementing a member services platform, so that PFA members will be able to quickly and easily access services they receive from the union. The work will also simplify and improve the way member data is collected and managed.

The creation of a bespoke digital system to collate and process members data will allow the PFA to tailor and adapt the services it provides based on members’ needs. The union will also be able to use data analysis to offer targeted advice specific to members’ career journeys and milestones and ensure they receive timely, relevant and valuable information from the PFA.

The PFA’s CEO Maheta Molango said: “We want PFA members to see what the union is doing and how we can help them throughout their careers, both on and off the pitch. We also want to better understand the diverse needs of our former members and ensure they receive a more personalised experience every time they interact with the PFA. This project with N3XT is a critical part of that work.”

The organisation-wide project started in December 2021, when N3XT Sports completed a thorough and holistic assessment of existing PFA data to identify areas where the introduction of digital tools and solutions could help improve the organisation’s administrative processes. This included plans to transform the PFA into a paperless organisation and to create data dashboards to make the process of accessing PFA member services more efficient.

Mounir Zok, CEO of N3XT Sports, said: “We recognise the importance of this project, both for the digital transformation of the Professional Footballers’ Association (PFA), and the wider sporting ecosystem, including tens of thousands of former and current professional football players. Our team at N3XT Sports is working diligently to ensure that, by taking this step, the PFA keeps pace with change and is able to provide its members with a modern, data-driven service.”

As well as improving how the PFA utilises member data, the digitalisation project will also include personal development for all PFA staff, with the creation of an ‘educational pathway’ focused on the implementation of new tools, concepts, and technologies.

The upskilling process aims to develop a data-driven culture at the PFA that will be at the heart of all
reporting, analysis and service provision. Everyone at the PFA will contribute to the project, including the internal team, the Operational and Players’ Boards and most importantly, the PFA’s members.

“When I joined the PFA, I set out my intention to take a player-centric approach to leadership,” Molango added. “After six months of work meeting and engaging with the membership, I prioritised this digital transformation project to ensure that we operate as a modern, data-driven and efficient organisation.

“However, this project is about outcomes, not technology. My commitment is to ensure that members can rely on the PFA to set the benchmark for leading member-based organisations in the sports world as a campaigning and representative union that is proactively at the heart of conversations about the future of our game.”

RealFevr and Beach Soccer Worldwide launch first digital collectibles

Portuguese startup RealFevr and Beach Soccer Worldwide will launch the first ever beach soccer digital collectibles globally on August 31, at 4 p.m. CET, with iconic moments from some of the sport’s biggest stars, such as French soccer icon Eric Cantona, Portuguese star Madjer – who is the official ambassador of the first drop – Brazil’s Filipe Silva, Switzerland’s Noël Ott, among others.

This drop is part of a three-year contract signed by Beach Soccer Worldwide and RealFevr through which they will create digital collectibles of key moments in the history of the sport.

This first RealFevr drop dedicated to beach soccer, titled “Drop #4: Summer Edition,” features not only beach soccer legends such as Madjer, Amarelle or Jorginho, but also former world-class soccer players such as the Frenchmen Eric Cantona, Laurent Blanc, Christophe Dugarry and Djibril Cissé, Brazil’s Júnior, Spaniards Emilio Butragueño and Míchel and German icon Karl-Heinz Rummenigge.

Madjer, one of the most successful beach soccer players ever, is the new RealFevr ambassador. “It is an honor to be a part of this drop. Beach soccer is a sport full of unique and spectacular moments, so I am sure that the demand to collect some of them will be high,” said the former Portuguese national team star.

Madjer continued, “This type of digital asset is increasingly successful and I have no doubt that the same will happen with this drop. The partnership between RealFevr and Beach Soccer Worldwide will be another way to promote the sport of beach soccer globally.”

Promotion of the launch will be carried out by Beach Soccer Worldwide’s 27 ambassadors around the globe. The drop includes two types of packs – 4,851 RARE ($29 and 4 Collectibles) and 500 ULTRA ($139 and 10 Collectibles) – for a total of 28 unforgettable beach soccer moments between 1998 and 2021. The rarest collectibles in this drop are called UNIQUE, since there is only one copy, and will be from iconic goals of Cantona, Madjer, Filipe Silva and Noël Ott.

Periodically, new drops will be released and beach soccer fans around the world will be able to own a historic moment, purchasable with $FEVR, the RealFevr token. 

Since the summer of last year, RealFevr has released three pack drops: the first two focusing on some of the biggest names in soccer and video moments from the Portuguese league. The most recent release was made in partnership with Torino FC, which included everlasting moments from the Italian league and was also a sales success. In total, RealFevr sold more than 135,000 packs and all drops sold out within a 24-hour period.

Mass Participation World and Abbotts World Marathon Majors launch digital toolkit to inspire return to running

Today Mass Participation World (MPW) has designed a digital toolkit to help encourage participants to come back to in-person events.

MPW have been working in partnership with Abbotts World Marathon Majors to launch their #togetherwemove campaign.

This toolkit is partnered with an inspirational video that is designed at reminding runners about the joys of running alongside others.

Alongside the video, the toolkit also contains six images that are ready to go for social media and an email offering support. 

The video is the centrepiece of the campaign and was designed by UK-based agency Cravens. It is voiced by former World Champion middle distance runner Steve Cram, turned athletics commentator.

Phil Coverdale, Managing Director of Cravens, said: “The world is a better place when we move together. Having the opportunity to understand and communicate the wellbeing and wider benefits of Mass Participation Events has been a great experience for the Cravens team. It’s fantastic to see the #togetherwemove campaign up, running and helping make a positive impact!”

A study by MPW and other industry research showed that during the peak of COVID- 19, participating in outdoor activities was fundamentally safe. From more than 10 million participants, there were only five COVID-19 cases reported as a possible result of connecting with others at these events.

Chris Robb, CEO of MPW said, “Mass Participation World (MPW) is excited to be partnering with the Abbott World Marathon Majors to support the industry with the #togetherwemove digital toolkit at this challenging time. “One of our key missions is to facilitate global collaboration. We have no doubt that this initiative will help organisers to remind participants of the joy of participating together which in turn has the potential to positively impact the health and wellbeing of millions.”

Sentry extends title sponsorship of Tournament of Champions until 2035

The PGA TOUR and Sentry Insurance, which has served as title sponsor of the Sentry Tournament of Champions since 2018, announced today a sponsorship extension through 2035. The new term further extends a 10-year partnership, announced in January of 2020.

Kicking off the 2023 portion of the season, the Sentry Tournament of Champions held at The Plantation Course at Kapalua (January 2-8) will feature a purse of $15 million, up from $8.2 million in 2022. The event will lead off 2024 when the TOUR transitions to a calendar-year season.

“Today’s announcement of support through 2035 further solidifies the tremendous efforts Sentry Insurance has made in enhancing this event since 2018,” said PGA TOUR Commissioner Jay Monahan. “Kicking off the PGA TOUR season at the Sentry Tournament of Champions starting in 2024 will further elevate the event as the world of golf will be squarely focused on Maui that week. Our thanks to Pete McPartland and his team at Sentry for their partnership, loyalty and trust in the PGA TOUR.”


The Sentry Tournament of Champions field includes all winners of official PGA TOUR events in the preceding calendar year, and beginning in 2023, will also include the top 30 players from the FedExCup Playoffs Points List who qualify for the TOUR Championship in recognition of the outstanding performance required throughout the FedExCup Season to advance to East Lake. The Sentry Tournament of Champions joins a select list of events that the top 30 players who qualify for the TOUR Championship earn exemptions into including the Masters Tournament, PGA Championship, U.S. Open, Genesis Scottish Open and Open Championship. Scott Stallings, Cameron Young, Collin Morikawa, Corey Conners, Brian Harman, Sahith Theegala, Adam Scott and Aaron Wise will be exempt for the 2023 tournament as a result of the new criteria.

The original agreement in 2018 represented the first major sports sponsorship for Sentry, one of the largest business-focused mutual insurance companies in the United States. The company has been involved with golf since 1982 when it built SentryWorld – Wisconsin’s first destination golf facility at its headquarters in Stevens Point – which played host to the 2019 U.S. Girls Junior and will be the site for the U.S. Senior Open in 2023.

“One of the smartest decisions we’ve ever made was to align ourselves with the PGA TOUR,” said Pete McPartland, Sentry’s Chairman of the Board, President and CEO. “It’s been a great relationship—one that has helped us connect with our customers and other business decision makers who watch and play the game. We have established something very special with the Sentry Tournament of Champions, and we’re excited about what the future holds for both the PGA TOUR and our event. We’ll continue to work with the TOUR on elevating our championship in ways that will benefit the game and the island of Maui, which we consider our second home.” 

Since becoming title sponsor, Sentry has fully engaged the Maui community and has extended its community outreach well beyond tournament week. This includes creating a scholarship program for graduates of Maui Public Schools, providing support to the Maui United Way for COVID-19 pandemic relief efforts and to help address childhood hunger in Maui County, and spearheading an initiative that connects similar organizations on Maui and in Stevens Point in the areas of community service, arts, education and agriculture to exchange ideas and best practices for the benefit of both communities.

“We have tremendous support from the community, fans and The Plantation Course coupled with an incredible title sponsor that strives to help this event grow every year,” said Sentry Tournament of Champions Executive Director Max Novena. “We appreciate the great partnership with Sentry and are confident the best is yet to come. We’re excited to serve as the PGA TOUR’s opening week event in 2024 when the new calendar year schedule debuts.” 

“We believe it’s important to have purpose in what we do, and we’ve made it a priority to spend significant time on island building relationships with community leaders and organizations,” said Stephanie Smith, Chief Brand and Marketing Officer for Sentry. “Together, with the PGA TOUR, we’ve built great momentum these past five years and, together, we’re committed to making a positive, long-term and year-round impact on the Maui community.”  

The Sentry Tournament of Champions has a rich history of champions, from World Golf Hall of Fame members to modern-day stars as represented by just the past four winners: defending champion Cameron Smith, Harris English (2021), two-time champion Justin Thomas (2020, 2017) and Xander Schauffele (2019).

DP World Tour announces first eTour competition

The DP World Tour today announces the introduction of a new eTour competition, in partnership with the leading online and mobile game World Golf Tour (WGT) by Topgolf, and esports specialists DreamHack Sports Games, that will open to players across the globe on 31st August.

The new eTour competition has four stages, with the entire competition played on the stunning Wolf Creek Golf Course in Nevada, USA, culminating in a live grand finale hosted at DP World’s high-tech FLOW Pavilion in Expo City, Dubai.

The four stages will be:

Open Qualification: Taking place on WGT by Topgolf and starting on 31st August until 16th October.

The Bracket: The top 128 players in Open Qualifying will be eligible to play in The Bracket, which takes place over four days, from 20th to 23rd October. This consists of eight individual brackets of 16 players each, who will play a knockout format to determine the winner of their bracket.

The Shootout: A one-round tournament to determine the final four players, taking place in the week commencing 24th October.

The Global Final: The final four players will go head-to-head in a live final on 16th November at the DP World FLOW Pavilion at Expo City Dubai to crown the 2022 DP World eTour winner. This is the same week as the season-ending DP World Tour Championship on the DP World Tour. 

The WGT by Topgolf platform will also feature new DP World eTour branded apparel in its virtual store from August 31st to November 30th.

The competition is the latest collaboration between the European Tour group, Topgolf Entertainment Group and DreamHack Sports Games. In 2020 the organisations joined forces to launch the European eTour on the WGT platform, which saw more than 750,000 entries and five million rounds played in its first two seasons.  

WGT by Topgolf is an established leader in online golf competitions and has currently been downloaded by over 30 million users worldwide. It offers the most photorealistic golf gaming experience available, giving players the opportunity to virtually play some of the most famous championship golf courses.

Speaking about the new eTour competition Richard Bunn, Managing Director of European Tour Productions, said: “The esports industry allows the DP World Tour to engage with our existing audience in a different way and attract new fans through our broadcast and digital platforms. After working together with WGT by Topgolf and DreamHack Sports Games before on the European eTour, we knew they were the perfect partners to help introduce a new DP World Tour branded competition to our fans. With the support of our title partner DP World, the final promises to be a spectacular event, taking place at their impressive FLOW Pavilion in Dubai, that includes an 8K screen which is a stunning backdrop for the best WGT gamers to compete for the chance to be the DP World eTour Champion.”

Daniel van Otterdijk, Chief Communications Officer, DP World, commented: “We’re delighted to be part of the new global DP World eTour competition and particularly pleased to be able to host the grand final here in Dubai, in what will be a spectacular showdown. Dubai is not only one of the most prominent sports capitals of the world, but also a hub of world-class technology and innovation. Our DP World FLOW Pavilion in Expo City, which is dedicated to logistical and technological excellence, is a fitting setting to bring the DP World eTour to a close this November. We would like to wish all the competitors the best of luck and thank the partners involved in making it all happen.”

In November 2021, the European Tour group and DP World jointly announced a ground-breaking evolution to their long-term partnership, with DP World becoming the title sponsor of the group’s main tour from the start of the 2022 season.

MotoGP launches first augmented reality lens

MotoGP™, the world’s first motorsport World Championship, is launching a new AR lens on Snapchat to give fans a new, immersive way to engage with the sport they love, while the 2022 Championship is in full swing. This new activation gives them a chance to show their creative flair, designing their own helmet.

This new AR lens is called MotoGP™ Lens, allowing fans to see how they’d look as a MotoGP™ rider by designing their own helmet in Augmented Reality. Helmets are a crucial part of a rider’s equipment – often the most personal – and every racer has to design theirs at some point in their career. With the new MotoGP Lens on Snapchat, fans across the globe can now design their own helmet, just like the pros. From choosing their favorite colours to picking the hottest designs, adding fun stickers and more, fans can get creative to see how they would look as racers in the world’s fastest motorcycle racing Championship – and then share their creations with their community.

The AR Lens can be found on @motogp’s Snap Star account where the Championship shares Stories and Spotlights of the sport, offering fans a whole new way to interact with MotoGP™. The MotoGP™ Lens is another exciting addition to the Championship’s huge presence on Snapchat and across social media.

Manel Arroyo, Chief Commercial Officer at Dorna Sports: “Snapchat is a point of reference in the digital universe with an incredible platform, and we are proud to partner with them to create this MotoGP™ Lens.

“MotoGP™ is always looking for innovative ways to engage with our fans and offer new content formats for our global fanbase to enjoy, as well as to seek out new audiences and ways to grow our sport. This new MotoGP™ Lens ticks every one of those boxes. We’re delighted to see it go live and very much look forward to seeing what fans create and share.”

Alejandro Arenas, International Sports Partnership Manager at Snap Inc.: “The MotoGP™ World Championship brings 24 of the world’s best riders to battle across nearly every continent over a calendar of 20 races, creating some of the closest competition on the planet. It’s an immense privilege for Snap to help such a prestigious championship engage with their fans on a deeper level, thanks to our AR capabilities. MotoGP™ is a sports partner that always pushes the limits of creativity, much to the delight of their fans around the world!”

The FIM recognise the FIM World Supercross Championship as only Supercross Championship

In light of recently announced developments in the marketplace, Fédération Internationale de Motocyclisme (FIM), the global governing body of motorcycle racing, reaffirms that the FIM World Supercross Championship remains the only supercross world championship series that is recognised and sanctioned by the FIM. 

Whilst the AMA Motocross and Supercross Championships are successful domestic Championships in their respective own rights, these domestic championships do not combine to score points towards any official FIM sanctioned World Championship as this is entirely contrary to the exclusive rights granted to SX Global as the exclusive sanctioned FIM World Supercross Championship promoter.  No other sanctioned world championship exists in the sport of supercross, and no winner of any other competition will be acknowledged as “world champion” by the FIM.

The FIM has selected SX Global as its sole and exclusive world championship partner due in large part to its inclusive global approach, its deep experience in motorsports, and its commitment to creating an elevated supercross experience for riders, teams, fans, brands and broadcast partners.
Reinforcing the position of the World governing body, which is the sole recognised competent authority in motorcycle sport by the International Olympic Committee, FIM President Jorge Viegas stated: “SX Global is the exclusive current right holder for the FIM World Supercross Championship. I look forward to attending the opening round of the 2022 FIM World Supercross Championship in October which will definitely mark the beginning of a thrilling season.”

SX Global’s model for the FIM World Supercross Championship has been designed to promote a diversity of riders, team, and partners to attract and grow fans around the world – underpinned by a global roster of teams and riders and an inclusive, partnership-driven approach of operational and financial advocacy. In total, more than USD$50 million has been designated specifically for team and rider support over the first five (5) years of the FIM World Supercross Championship, ensuring a well-capitalized effort focused on uniting all constituents in pursuit of a global championship and culminating in the crowning of a single, sanctioned world champion.

The opening round of the pilot season of the 2022 FIM World Supercross Championship is set to take place on Saturday 8th October at the iconic Welsh National Stadium, the Principality Stadium in Cardiff, as lead up to a full global championship taking place in 2023.

Rugby League World Cup 2021 to unite sports and arts with Cultural Festival

With just over 50 days to go until the start of the tournament, Rugby League World Cup 2021 has today launched details of its Cultural Festival.

Funded by Arts Council England, The Rugby League World Cup Cultural Festival will bring together audiences of sport and art to showcase the history and atmosphere of the highly anticipated tournament. 

Taking place in four of the tournament host cities – Newcastle, Hull, Leeds and Manchester – the festival will amplify the strapline of ‘The Power of Together’, celebrating inclusivity and positive social impact.

The festival will be delivered via three different strands – The Power of Connecting, The Power of Poetry, and The Power of Performance: This Is Us.

Kick-starting the pre-tournament celebrations through its partnership with Libraries Connected, The Power of Connecting will deliver a programme of activity across libraries in the North of England, allowing people to get involved with a range of workshops including creative writing, crafts, and drama.

The Power of Poetry strand, created by Robert Montgomery, a poet and artist known for his light and text installations, and Emergency Exit Arts, brings together eight poets to capture themes of inclusivity, the sound of the stadium, the joy of reconnecting the community through sports in a post-Covid world, and the dynamic nature of rugby league. The four double poems, written in light, will tour the country throughout the period of the tournament.

Also capturing the atmosphere and energy of the sport and bringing it to the city streets, the Power of Performance will tell three distinct stories about rugby league – its origins as a working-class game, how the game became more inclusive through pioneering players, and the special connections between players and the fans. Each of these zones will have its own narrative, showcased via dance, aerial performance, special effects, music and staging. The Power of Performance will be directed by Robbie Graham from Southpaw Dance Company with Simon Sharkey serving as writer and artistic adviser.

The wider community from all backgrounds will also have the opportunity to be involved in the large-scale spectacular alongside a team of professional performers, helping to bring the energy, atmosphere, and passion. From community groups to sports teams and budding street performers, the festival is currently recruiting for participants within each of the four cities, with no former dance experience required. 

Pinwheel, headed up by Katy Fuller, has been commissioned as the Creative Director and Producer for the Cultural Festival, with partners also including Leeds 2023, Newcastle City Council, Hull City Council and Greater Manchester Combined Authority.

To register your interest in being a performer in the festival, visit: https://www.pinwheel.org.uk/rugby-league-world-cup.

RLWC2021 Chief Executive, Jon Dutton, said: “In what is set to be the biggest, best and most inclusive Rugby League World Cup in history, the Cultural Festival provides so much more opportunity to bring together the wider community – uniting sport with the arts.

“The tournament is already reaching new heights when it comes to the record-breaking 61 matches and three competitions running simultaneously for the first time, and we believe the festival will extend the level of participation and excitement around it. This Rugby League World Cup Cultural Festival is the perfect opportunity to celebrate the origins of the sport in a fun, inclusive and contemporary way.”

Katy Fuller, Creative Director and Producer, who also played an instrumental role in Hull’s journey as UK City of Culture 2017, added: “The Rugby League World Cup Cultural Festival offers a brilliant platform to showcase the North of England in all its glory, on an international stage. It’s a great honour to have been chosen to support such a major event and bring it to life.

“From humble beginnings to where the sport is at now, the festival will allow us to tell the powerful story of how rugby league has broken down a number of barriers and bring to life the strapline – The Power of Together.”

Motorsport UK announce Masterbuilt as Official Partner

Motorsport UK is delighted to unveil Masterbuilt as an Official Partner across both the British Rally Championship and the Motorsport UK Academy.

Masterbuilt’s aim is to show that with the right tools, mastering the art of charcoal smoking is effortless. Just like switching on a gas grill, you can fire up their range of grills and smokers by pressing a button. Best of all, they deliver the unmistakable smoky flavour that only comes from charcoal – with none of the fuss.

The partnership between British Rally Championship and Masterbuilt is cemented on their shared emphasis on digital innovation, efficiency, smart technology, skilled craftsmanship and epic experiences.

Ben Forte, Masterbuilt Global Marketing Manager says: “We’re delighted to start what we hope to be a strong relationship between Motorsport UK and Masterbuilt BBQs. The motorsport world knows how to work hard and play hard, and in our book there’s no greater pleasure than kicking back with friends over a BBQ. We hope to reach the wider motorsport community through showcasing our range of charcoal grills and smokers.”

First established over six decades ago, the British Rally Championship has long been the ultimate proving ground for the sport’s stars, with five BRC champions going on to become World Rally Champions.

With a pathway designed to support contemporary, thoroughbred rally challengers, more classic machinery, and a Junior championship to encourage the next generation of rising stars through the sport, Masterbuilt’s support of the BRC elevates what is already an integral part of the UK’s vibrant motorsport community.

Away from special stages, Masterbuilt will also lend their support to the Motorsport UK Academy, the governing body’s pathway for aspiring stars of the future in other disciplines, including circuit racing.

The programme comprises four steps, at the top of which sits Team UK for elite athletes competing at international level; drivers past and present includes the likes of Callum Ilott, Jamie Chadwick, Louis Foster, Oliver Bearman and Tom Williams.

Drivers rising through the ranks are selected to be a part of Team UK Futures, a two-year scheme designed to elevate their performance, or are part of a dedicated Co-Drivers programme for rallying. The entry level consists of those studying for an Enhanced Diploma in Sporting Excellence (DiSE) alongside their racing activities.

Hugh Chambers, Chief Executive Officer of Motorsport UK said: “It’s fantastic to welcome Masterbuilt as an official partner to both the British Rally Championship and the Motorsport UK Academy.

“Both are key aspects of our motorsport community here in the UK, and their support will not only enhance one of our British championships, but also help to forge greater pathways for the next generation of rising stars within the sport, across all disciplines.”

DAZN Bet launches in the United Kingdom

DAZN Bet has launched in the United Kingdom, its first market ahead of a rollout in more markets in the near future.

DAZN Bet is the result of a strategic partnership with DAZN, the sports entertainment platform which is fast becoming a one-stop shop for everything a fan wants.

DAZN Bet seeks to refresh the casual betting market by creating a more recreational, sociable, and relevant experience for today’s sports fan.

Sports fans in the United Kingdom can head over to DAZN Bet right now by clicking here. Fans elsewhere in the world can use the website to stay tuned for more details on when the soft launch will come to their country.

DAZN is fast becoming the daily destination for sports fans. Its ambition is to reinvigorate sports broadcasting by delivering the widest catalogue of sports contents to fans globally while creating a truly 360-degree interactive sports entertainment experience for customers. 

Soon, DAZN customers will be able to not only watch live and on-demand sport, but listen to and read about sport, enjoy betting, buy sporting NFTs, tickets, and merchandise.

Mark Kemp, CEO, DAZN Bet, said: “Today’s launch is only stage one.

“We are on a mission to create a richer product that is integrated into DAZN’s sports streaming service, where possible, providing sports fans with something much more immersive and interactive than what is currently available.

“It is a journey, and we begin it today.”