RMG partner with EngageCraft to launch new fan engagement products ahead of Qatar Goodwood Festival

Racecourse Media Group (RMG) has partnered with EngageCraft to launch a new digital fan engagement campaign using the EngageCraft Touch platform.

The group, which owns Racing TV and handles the combined media rights of 62 British and Irish racecourses, commissioned EngageCraft following a competitive pitch to develop a new suite of digital engagement tools.

Under the year-long agreement, EngageCraft will work with RMG to deliver a broad portfolio of gamification widgets, which can be adapted and optimised cost-effectively via the self-serve EngageCraft Touch platform at race meetings and for multiple racing partners throughout the year.

The first product – a “Pick 5” game – will be launched this week on racingtv.com during the Qatar Goodwood Festival, in partnership with Paddy Power.

The full portfolio, which includes predictors, video votes, quizzes and polls, will integrate automated data feeds including race schedules, jockeys, trainers, form, silks, betting odds, and betslip ‘handoffs’ to bookmakers.

The products are designed to engage and grow racing audiences, while also delivering first-party data capture and insight into fans. RMG will seek to use Touch to drive prospects for Racing TV as well as providing additional commercial inventory for partner activation.

Touch was launched by EngageCraft in 2021 as a first-of-its-kind self-serve platform designed to create engaging content at scale and speed via automated data feeds and templates.

It builds on the company’s reputation as a provider of next-generation digital fan engagement products to numerous top-tier global rightsholder, media and betting clients.

Clive Cottrell, RMG Marketing Director, said: “We’re delighted to be working with EngageCraft to deliver a new, fun and innovative range of engagement products for racing fans. Using Touch, we’ve been able to move this project from commission to live in just a few weeks. We believe the tools will help us grow and know our racing audiences better, while also delivering the first-party data and new digital commercial inventory which is becoming ever more important to our business.”

EngageCraft Director, Damon Russell said: “It’s a huge honour to welcome such a significant and ambitious media owner as RMG to our EngageCraft Touch platform. We look forward to working with the group and its partners to drive audience growth, data, insight and revenues across the race calendar; and to demonstrating the efficiency, speed and flexibility of the EngageCraft Touch platform.”

AC Milan partner with Sorare to be part of a global NFT fantasy game

AC Milan and Sorare are delighted to announce today an exclusive multi-year partnership that sees the player-owned fantasy sports game leveraging non-fungible tokens become the Club’s Official NFT Fantasy Football Game Partner, joining the Rossoneri’s roster of Premium Partners. 

With this new deal, AC Milan officially enters Sorare’s NFT-based fantasy football game, in which users can collect, trade and play with officially licensed digital cards as part of an immersive worldwide gaming experience. Starting from the 2022-23 season, the over 2 million registered users will be able to collect, trade and play with digital cards from AC Milan, strengthening even further the connection between the international Rossoneri fans and the Club they love in the digital world. 

The partnership with Sorare, a leader in the fast-growing football NFT space, offers AC Milan an important new digital fan engagement tool, which gives fans and gamers globally the platform to celebrate, share and own their football passion. It also brings a new revenue stream created through the establishment of a new game licensing category: non-fungible token licensing.

The new partnership is a significant development for AC Milan in its wider Web 3.0 strategy. The Club is moving further into the NFT world by working with experts to create unique digital experiences for its fans, which aim to give them more access, more ownership and bring them even closer to their beloved Club.

Casper Stylsvig, Chief Revenue Officer of AC Milan, commented: “We are delighted to welcome Sorare into our exclusive family of Premium Partners. Today marks the beginning of a new journey with an exciting and young brand that is at the forefront of the NFT revolution and that has been able to merge digital collectibles and fantasy sports. As an innovative Club, this is a sector that we are exploring with a clear strategy in mind, with the goal to offer our over 500 million fans across the globe with exciting additional ways to engage with their Club. That is why we are pleased to partner with Sorare and introduce their digital collectibles to our fanbase.”

Michael Meltzer, Head of Business Development of Sorare added: “We’re building a gaming experience fueled by passion where fans can connect with football and a global community. On Sorare, they can truly own the game. We’re proud to partner with the legendary AC Milan to help them connect with fans globally through the future of football collectibles.” 

Sorare combines digital collectibles with fantasy sports to bring fans closer to the game they love. Since it was founded in 2018, the company has experienced incredible demand and hypergrowth, reaching more than 2 million users around the world with 260 partnering sports organisations. 

Ear to the Ground announces US office launch with two senior hires

Ear to the Ground, the sports, esports and gaming creative agency has opened in LA and kicked off with two senior hires.

The creative agency’s US offices will service current global and US-based clients such as PlayStation, New Balance and Coca-Cola. The team will also seek to grow the client base with new state-side clients using the agency’s unique Fan Intelligence® model that taps into the future of fandom and works with brands to lead culture. 

Olu Green has been appointed Sport, Culture and Talent Director North America, and Jessica Domain is Senior Influencer Marketing Manager North America. Both Jess and Olu will be working across the agency’s major US based clients and will be collaborating closely with Ear to the Ground’s UK offices. The move comes as part of a major global business strategy from the creative agency, which holds ambitious plans to grow its US business to become 25% of its European business by 2023.

Olu is a talented marketeer with a wealth of experience across US sports, entertainment, and gaming. Olu has both client and brand-side experience including Beats by Dre, and Call of Duty. Jessica is a prolific gamer who started her career promoting a League of Legends forum and has managed high profile clients such as Tencent. 

With eyes firmly on the FIFA Men’s World Cup 2026 and 2028 Olympics, Ear to the Ground is using its experience in brand strategy and activation for major brands across large-scale sport events (both sponsors and none), to pick up further substantial work in North America.

Richard Adelsberg, Chief Executive Officer at Ear to the Ground, commented: “Launching a US base has been a long-term plan of ours. With at least three major North American clients being serviced from the UK we believe the time is right to establish a permanent US footprint.

“Looking ahead, the FIFA Men’s World Cup 2026 and 2028 Olympics are big opportunities for us but I’m equally excited about the esports potential in such a vast mature market. Fan Intelligence® specialises in bringing fans to the heart of our clients’ challenges and this will only continue as we look find our next major LA based hire. We’re looking for a culturally aware strategic Creative Director who loves the idea of collaborating with our network of 11,000 fans around the world. We’re confident our experience, Fan Intelligence® and our talented new hires will ensure we will be seen as one of the North America’s leading sports, esports and gaming agencies.”

Goodwood enters into multi-year deal with Heineken

Goodwood has entered into a multi-year agreement with HEINEKEN UK as the Official Beer Partner across all events and poured across the estate throughout the year.

The deal includes the Qatar Goodwood Festival, popularly known as ‘Glorious Goodwood’ and one of the highlights of the flat racing season, which starts tomorrow 26 July-30 July, as well as the recently staged Festival of Speed and the upcoming Goodwood Revival.

HEINEKEN UK is the name behind some of the UK’s most loved beers and ciders, including Amstel, Birra Moretti, Heineken®, Heineken Silver, Inch’s Cider and Old Mout.

Brixton Brewery craft beers will be the official beer at all racecourse meetings throughout the year. Birra Moretti will be the official beer of Goodwood Revival, the vintage car and motorcycle event staged entirely in a period theme from 16-18 September.

The recent Festival of Speed saw Heineken 0.0% as the official beer and the creation of the Heineken Green Bar. Branding is also featured on the racecourse and motor racing track.

Jonathan Gregory, Commercial director at Goodwood, said: “This is a very exciting partnership for both parties with HEINEKEN able to offer visitors an extensive range of different beers across the calendar of events at Goodwood. They too have a proud family history and share our values and passion for quality.”

HEINEKEN UK spokesperson said: “We’re delighted to extend our long-standing partnership with Goodwood. For the hundreds of thousands of visitors who will be enjoying the superb events at Goodwood, we’re pleased they can cheer on the festivities with great tasting beer and cider.”

The news comes off the back of Goodwood’s most successful ever Festival of Speed presented by Mastercard. The event saw over 200,000 visitors across the four days with the Friday, Saturday and Sunday complete sell-outs with visitors from 64 countries. Digital content for the event was viewed over 30 million times with YouTube alone accumulating over 1.3 million hours watched in 190 countries.

Virtua joins Yorkshire CCC as official Metaverse partner

Metaverse platform Virtua will officially partner with the Yorkshire County Cricket Club (YCCC) for the remainder of the 2022 season and beyond.

The partnership begins today and fans will begin to see Virtua branding appear around YCCC’s home ground for domestic and international matches. As part of the partnership, Virtua and YCCC are exploring a number of NFT collections for fans, including ‘money can’t buy’ experiences.

The partnership will see Virtua working with another major brand in British sport, since it joined Williams Racing as its official metaverse partner earlier in the year, and its logo can now be seen on the side of the Formula One racing car and on driver overalls.

Yorkshire is one of eighteen first-class county cricket clubs in the UK and plays its home games at Headingley in Leeds. The club also hosts several England international cricket matches each year and Yorkshire CCC players including Joe Root, Katherine Brunt and Jonny Bairstow, are frequently part of England’s first team.

Established in 2017, Virtua is a gamified metaverse platform and industry-leading NFT marketplace, which partners with leading brands and IPs to produce premium NFT collections and provides access for brands and individuals to enter the metaverse.

Jawad Ashraf, CEO, Virtua, “We’re excited to be partnering with Yorkshire County Cricket Club, discussions are already taking place around what could be our first NFT collection. Following Williams Racing, it’s another great partnership for us to explore activity that will transition into our soon-to-launch metaverse.”

Yorkshire CCC’s Chief Operating Officer Andy Dawson said: “Virtua are the ideal partner to collaborate with as we look to take Yorkshire County Cricket Club to the next stage in fan engagement, the metaverse. We’ve been interested in exploring NFTs for some time, what they can offer our fans in terms of real-world utility and in the metaverse.”

The partnership begins this weekend, and to celebrate Virtua has launched a competition to win four pairs of VIP tickets to the one-day international between England and South Africa on Sunday the 24th of July. To enter, follow the Virtua Twitter page for more details.

PA Betting Services launch World Cup content packages

PA Betting Services are one of the UK’s leading and most-prolific sports editorial content providers, boasting one of the largest teams within the industry.

Ahead of the first-ever winter World Cup, PABS are launching in-depth, interactive betting content packages to inform, entertain and prompt betting engagement across pre-match and in-play, for every game in Qatar. 

Renowned for powering the betting industry with both domestic and international editorial content, our expert content creators have turned their hand to the World Cup as the requirement for interactive betting and tipping content continues to rise. There are three core packages (Go, Pro and Ultimate) tailoring to every need, including images by alamy and live matchday data via the PA Betting Services Football API.

With the Pro and Ultimate packages, we are excited to partner with EngageCraft in an industry-first collaboration utilising the market-leading Touch platform to create visual engagements that encourage users to interact with content, generate organic growth through social media and increase dwell time all while capturing user data that can later be used to generate further insights.

Eugene Delaney, Director of PA Betting Services said: “As part of our content investment, we are delighted to be offering a market leading product to support this year’s World Cup in Qatar. The PABS content creators have delivered an exceptional range of packages tailored to suit the needs of our customers target audiences. The aim was to drive consumer engagement and interaction, and we’re confident of achieving that.” 

Aston Villa and Brentford launch new away kits

Aston Villa and Brentford have today launched their new away kits for the upcoming Premier League season, the kits are supplied by Castore and Umbro respectively.

Aston Villa

Villa’s 2022/23 Castore away kit displays tonal jacquard stripes in our timeless club blue, ribbed cuffs and a V-neckline with claret trim to combine classic sophistication with ultra-modern technical details

Laser-cut holes work with innovative, quick-drying fabric to provide extra ventilation to optimise your performance.

The jerseys feature a 3D silicone Villa crest across both Replica and Pro editions, with the club’s iconic lion below the collar on the reverse.

Principal partner Cazoo, the UK’s leading online car retailer, will again proudly feature their branding across all men’s and women’s shirts, including junior and infant kits.

The international launch of our 2022/23 away kit, which will be worn for the first time in our pre-season fixture against Manchester United on Saturday, has seen the strip revealed in the UK at the same time as an unveiling event at an official AVFC Fan Party in Perth, Australia. 

A number of first-team players have joined more than 400 fans Down Under at the Raffles Hotel, taking to the stage for a live Q&A wearing the new strip.

To celebrate the international launch, the club wanted to showcase genuine Villa fans from all around the world and were overwhelmed by the support and engagement from all corners of the globe.

The Villa family are truly Part of the Pride wherever you are in the world!

Brentford

“With our fans behind us, we are never away from home.” The words of Thomas Frank which have helped inspire Brentford’s new Umbro second jersey for 2022/23 and 2023/24 seasons.

The new kit has been revealed today and will go on sale in the Bees Superstore on Saturday 23 July, 9am. The light blue design, reminiscent of our away kits from the eighties and early nineties, feature an embroidered castle crest and will be the second kit in as many years which will be rolled over for two seasons.

The castle crest was introduced in 1975 as a celebration of ‘the fortress’ Griffin Park, when, in the 1929/30 season, the Club went on a record-breaking run of 21 home wins and was used by the Club for 18 seasons between 1975/76 and 1992/93. It has been reintroduced to the new kit for this two-year cycle, representing the fortress which our fans help us to build away from home. 

With its stylish design and comfort, we believe it will please the fans as much off the pitch as it will the players on it. It also features ribbed cuffs and collar, signed off on the inside with ‘Bee Together’, our message of inclusivity and our Bee symbol printed on the neck.

Jon Varney, Chief Executive of Brentford FC, said: “The castle badge holds a special place in many of our fans’ hearts and this kit gives us the chance to celebrate a period in our history while acknowledging the impact that our fans’ support gives Thomas and the team, particularly away from home.”

SailGP ready to deliver milestone event in the clean energy journey

SailGP will take its biggest step forward in its ambition to be the most sustainable and purpose driven global sports league, with some of the most progressive technological and sustainable clean energy innovations in action at the Great Britain Sail Grand Prix in Plymouth next weekend (July 30-31).

Hosted in Britain’s Ocean City, home to the UK’s first National Marine Park, Plymouth’s stunning natural amphitheater will provide the perfect venue for the third event on SailGP’s global Season 3 calendar, as nine teams race not only on the water but for a better future powered by nature.

In partnership with Aggreko, the world-leading provider of mobile modular power, Plymouth will boast the largest solar array SailGP has ever used and will display bio-methanol fuel as an energy source at a live event within the UK for the first time in history. This will enable the entire race village to be 100 per cent powered by clean energy, whilst also supplementing wider energy across the site. 

Aggreko will also continue to utilize other previously seen renewable energy technologies such as Hydrotreated Vegetable Oil (HVO), which will be used to power the famous Trinity Pier and Clyde Quays where SailGP’s Technical Area is located, home to its world-class athletes and cutting-edge F50 race boats. 

The Great Britain Sail Grand Prix will be the most sustainable on-water event ever with the largest number of electric solutions integrated across the race weekend through agreements with RS Electric, Evoy and Vita, as part of SailGP’s target to power its entire on-water fleet by clean energy by 2025.

The Inspire Program – SailGP’s community, education and outreach initiative – will showcase races run 100 per cent on clean energy for the first time ever, providing a glimpse into the racecourse of the future for the hydro-foiling F50s. This includes MarkSetBot, the world’s first robotic sailing marks, and support boats fitted with electric Epropulsion engines.

DRIFT Energy will also showcase a world-first technology of a foiling yacht that produces green hydrogen on board – leaving nothing behind but oxygen.  The green hydrogen, having been produced entirely by the power of the wind, could in future form a tangible part of SailGP’s event and on-water clean energy strategy.

SailGP global director of purpose and impact Fiona Morgan said: “As we’ve seen Britain shatter its record for the highest temperature ever registered this week as a direct result of climate change, now more than ever all businesses, including sports organizations, need to act. It’s great to be back in Plymouth and collaborating with a wide range of key partners and suppliers to find innovative solutions to minimize our impact, focusing on clean energy. These are just a few steps in our ambition to be fully powered by nature by 2025, but it’s a real showcase of how we need to work together to tackle the climate emergency and every change makes a big difference.”

Out on Plymouth Sound, Sir Ben Ainslie will make his SailGP debut on home waters at the Grand Prix, hoping to lead his Great Britain team to a victory that would break the stranglehold Tom Slingsby and his Australia SailGP Team are developing on the competition. The two-time defending champion Australia has also claimed the first two events of Season 3, defeating Ainslie and the Phil Robertson-led Canada team in both finals. 

In the lead up to the event Ainslie described Plymouth Sound as a challenging but great venue. “It ticks all the boxes, it can be baking hot with a light sea breeze or pouring rain and blowing 25 knots (29 mph), you just don’t know what you’re going to get. But you also don’t get many opportunities to race at home at this sort of level and it’s extra special to race in front of a home crowd,” Ainslie said. 

On Sunday, July 31, The Duchess of Cambridge, Royal Patron of the 1851 Trust, will visit Plymouth and join a group of young people taking part in the Protect Our Future program by the 1851 Trust – the official charity of the Great Britain SailGP Team. Her Royal Highness will then get a taste of the incredible speed and skill involved in SailGP when she boards Ainslie’s British F50 and takes part in a friendly Commonwealth race against UN Patron of the Oceans, Lewis Pugh, who will race with Peter Burling and Blair Tuke’s New Zealand SailGP Team. The race will take place ahead of the three SailGP races on the final day of the Great Britain Sail Grand Prix and be commentated live from the Official Race Village.

On shore and on-water tickets are selling fast for what is sure to be an unforgettable weekend of racing. On shore, there will be an Official Race Village on Plymouth Hoe with live race commentary, official merchandise shop, local concessions and refreshments, stage and podium with athlete appearances. Adult tickets start from £6.75 and kids go free.

For a closer view of the action, SailGP has partnered with Plymouth Boat Trips offering the closest vantage point of the racing. Alternatively, fans can take their own boats out to watch the high-speed racing. Register your boat for free and receive all the race, tide and weather information as well as live commentary over VHF. Or purchase a premium boater flag to receive a SailGP welcome pack with official merchandise and an unrivalled viewing position at one of the turning gates.

Member Insights: Looking back at the Tokyo Olympics one year on

As Japan prepares to mark the one year anniversary of the landmark Tokyo Olympic Games at the weekend, Olympic Games adviser and commentator, Michael Pirrie looks at the legacies of the historic Games on world sport and impact of the recent death of former Prime Minister and Olympic supporter, Shinzo Abe.

A year ago the curtains were about to rise amid much controversy and conjecture on the Tokyo Olympic Games, the biggest and most contentious international sporting event of modern times. 

Fears were escalating the mega event posed an unacceptable health risk, and would trigger an unstoppable wave of covid infections and deaths across the host city and beyond.

Fears were rising that the costs and impacts from the Games could not be justified in a global pandemic.

Rather than uniting the world, it was feared the Olympics would further divide international and domestic communities.

Instead, the Tokyo Games was an unprecedented planning triumph, delivered with minimal spread of the virus against almost all expectations and expert opinion. 

Just getting to the Games for example was an unparalleled international transport planning operation.  

This involved the coordinated arrivals and departures of thousands of athletes from across the globe with immoveable competition schedules and deadlines, many boarders and light paths closed and airlines grounded.

This forced the Fijian men’s rugby team to hitch a ride on a seafood cargo plane to successfully defend the nation’s first gold medal from the Rio Games. 

Tokyo Olympic officials, volunteers and residents will attend special events at the Olympic stadium this weekend to mark the first anniversary of the Games.

The return of crowds to Japan’s Olympic stadium highlights how far Tokyo and other major cities have come in fighting Covid since the games, even with dangerous new variants beginning to sweep the globe.

While crowds were locked out of Tokyo Games venues, the return of spectators for the anniversary on the weekend may be subdued, like the Opening Ceremony 12 months ago.

This follows the recent shock assassination of Japan’s longest serving Prime Minister Shinzo Abe.

Abe was a key figure and force in bringing the Games back to Japan.

His performance as the iconic Nintendo video games character Super Mario helped to rally national and international support for the Games.

Abe also worked closely with the IOC to maintain whole-of-government resourcing during extensive preparations for the pandemic delayed Games.

“The atmosphere will be somewhat subdued because of the circumstances surrounding Shinzo Abe’s death,” a Japanese resident told iSport.

“There is sadness that Shinzo Abe won’t be there to be part of the celebrations for the Tokyo Games, which is regarded as one his greatest legacies and achievements,” according to the resident. 

While other Games legacies will take longer to unpack due to Tokyo’s unique circumstances, the Abe government’s commitment to the Games in the face of almost overwhelming domestic and international opposition as the pandemic worsened remains a cornerstone for Tokyo’s success.

It is also a key lesson for future Games committees and governments.  

The enormous scale of  planning and impact of the Tokyo Games on world sport has become more apparent over  the past 12 months.

Tokyo was a lightning rod over how, where and whether the world’s most popular and highest revenue generating events could be staged safely in a global emergency.

The Games divided Japan and the international community and became a turning point in world sport.

Tokyo was the Games of the century, implemented with seemingly minimum harm in the most difficult conditions for sport in 100 years.

Tokyo also was the most relatable Games and may have touched the world more than any other sporting event. 

There were new legacies beyond traditional budget overruns (inevitable this time due to pandemic delays), new venues, infrastructure and environmental upgrades from previous Games.

Tokyo 2020 heralded a new way, a new blueprint and new role for sport in pandemic and turbulent times.

This was writ large from the moment Japan’s baseball legend, Sadaharu Oh, lifted the Olympic flame in the final stages of a torch relay of perseverance many thought might never reach the cauldron’s steps.

I had listened previously to Oh tell audiences that baseball helped to rebuild Japanese society after the Second World War. 

Athletes would provide perspective to a world in crisis at Tokyo and at sporting events since.

These include Canada’s teenage tennis star, Leylah Fernandez, at the US Open following Tokyo.

Putting aside her disappointment after losing the women’s final, Fernandez acknowledged the profound loss of the city 20years after the attacks on the twin towers, which changed the world. Like Covid.

“I know on this day, its especially hard for New York and everyone around the United States,” she said, standing courtside in solidarity with victims’ relatives.

Twenty year anniversary tributes to “Let’s Roll” hero Todd Beamer – who led passengers in a desperate effort to regain control of the third hijacked airliner – highlighted the influence of sport in his life before his bravery on the hijacked jet. 

Beamer’s character and values, according to his father, were formed at Wheaton Christian High School while ‘walking the soccer field…walking the baseball field…walking the basketball court…’

Athletes set new benchmarks in human achievement in locked down venues in Tokyo that viewers in an isolated and disconnected Covid world could relate to.

Staged for the first time in an unfolding global emergency, the Games highlighted the positive role of sports in times of crisis.

Tokyo cut through the disillusionment surrounding the pandemic and corruption in mega events, reminding audiences of why they fell in love with the Games many years ago.

The Tokyo Games pushed sport into new directions beyond medals and entertainment.

Simone Biles addressed mental health while others showed the return of the Taliban could not kill the spirit of Afghani athletes who opposed its reign of terror.

The Games in Tokyo reflected the diversity and uncertainty of sport and life in turbulent times – everything from the hardening political climate in China and Russia to climate change and crushing marathon and outdoor sport temperatures.

The search for a so-called new normal continued in Tokyo, demonstrating that sport is far from normal. 

The athletes broadened the appeal and relevance of the Olympic Games in Tokyo and highlighted the power of sport to bring together for communities across the globe in times of deep crisis.

This may be the defining legacy of Tokyo