PSG’s UCL Semi-Final Triumph: A team victory on and off the pitch

Global interest in Paris Saint-Germain is trending towards an all-time high, after they qualified for the 2025 UEFA Champions League final.

In the wake of this surge, PSG gained over 188,000 new Instagram followers in just 24 hours from May 7-8, following their second-leg victory over Arsenal, which saw the club advance to Munich. This marked the highest spike in follower growth the club has experienced this season.

While many sports teams continue to centre their brands around superstars, PSG’s recent off pitch success highlights the power of the collective and marks the culmination of a year-long transformation of the club’s brand narrative.

The days when PSG’s global appeal was built solely on the star power and individual brilliance and high-gloss storytelling — are behind them. This shift represents a slower yet more sustainable path to global relevance.

PSG’s off-pitch strategy thrives through a collective, humble tone in their content supported by collaborations with content creators, influencers, musicians and social media personalities, telling authentic stories that elevate their brand and the club’s ethos of one team.

PSG has also skilfully woven co-branded content into its sponsorships, leveraging media capabilities to craft stories that resonate on a deeper level, creating value not just for the club but for its partners as well.

PSG Chief Innovation & Digital Officer, Jerry Newman, said: “Our strategy is to harness digital innovation to engage and grow our global fanbase. By putting the team at the heart of our storytelling and collaborating with Creators and Sponsors, we’ve built content that feels authentic and culturally relevant to our brand. From social growth to world-firsts—like our live mid-flight press conference with Qatar Airways—we’re using bold, innovative formats to connect with fans and deliver real value for partners.”

WePlay Global Business Development Director, Richard Baker-Morisot added: “From a marketing perspective, it’s a masterclass in the power of a brand reset. Real Madrid bet on superstardom. PSG bet on evolution. PSG are showing what happens when long-term strategy meets short-term success.”

Tixr Inks UK Football Partnership with Dagenham & Redbridge FC

Tixr has officially entered the UK football market, partnering with East London’s Dagenham & Redbridge Football Club (the Daggers) to enhance the fan journey from digital discovery to matchday engagement.

Known for its proud local identity and deep community ties, Dagenham & Redbridge FC is embracing a more future-focused vision by adopting Tixr’s modern eCommerce ticketing platform. The move aims to streamline ticketing operations, increase fan access, and broaden the club’s commercial reach through dynamic features such as Tixr Waitlist, Rewards, and fan-driven upgrades.

John Grabowski, Chief Commercial Officer at Dagenham & Redbridge FC, highlighted the value of the partnership: “Tixr’s modern approach to ticketing, smart fan segmentation, open data capabilities, and intuitive user interface align perfectly with our vision, ensuring our fans enjoy a best-in-class experience while driving our commercial growth,” he said.


“Improving and personalising the matchday experience is of the highest priority, so ensuring our fans can easily find and purchase any of the various ways to get to a match, with little manual input from our lean team, is absolutely paramount. In Tixr I believe we have found the perfect system for this.”

This milestone follows Tixr’s recent collaborations with Leicestershire County Cricket Club and the Royal Windsor Horse Show, further cementing the brand’s growing presence across the UK sports ecosystem. The company’s flexible and data-driven platform is gaining momentum across Europe, offering sports organisations tools to better connect with their fan bases while improving operational efficiency.

Stephanie Rosa Bauer, Tixr’s Managing Director for the UK and Europe, welcomed the new partnership.
“It’s an exciting day for our company to announce our first UK football ticketing partnership with the Daggers,” she said. “It’s been great working with their team in London and we can’t wait to provide fans with a seamless experience every time they watch their club take the pitch.”

As Dagenham & Redbridge FC looks to expand its supporter base and evolve the matchday experience, the integration of Tixr’s platform is expected to deliver significant improvements—ranging from streamlined workflows and smart pricing to more personalised fan engagement. The partnership exemplifies the shifting landscape of sports ticketing, where technology and user experience are increasingly vital to commercial growth and community connection.

CAA Sports acquires global management firm Portas Consulting

CAA Sports has acquired premier global management consulting firm Portas Consulting. The deal adds more than 160 consultants in 4 offices to its business.

Founded in 1975, US-headquratered Creative Artists Agency (CAA) is a leading entertainment and sports agency with 16 offices worldwide.

Its sports division – CAA Sports – advises and supports clients with a broad range of services, including consultancy, branding, media rights, venue development, property sales, and athlete representation.

Since its inception, CAA Sports has completed more than $11 billion in new sponsorship business on behalf of its property clients and orchestrated precedent-setting naming rights agreements, including the San Francisco 49ers’ Levi’s Stadium; Golden State Warriors’ Chase Center; and the LA Clippers’ Intuit Dome – while its sports media advisory practice has structured and negotiated more than $100 billion in media rights deals since its formation.

As CAA Sports looks to build on that legacy, it has announced that it has agreed to acquire sports advisory expert Portas Consulting, subject to customary regulatory approval. The move will see Executive Chairman David Portas and Managing Partner Donal McElwee, join CAA Sports, along with their team of 160 consultants and staff.

“Portas Conulting’s mission is to transform the world through sport,” said McElwee. “We have grown organically by 30% annually throughout the last 10 years to become the leading independent advisor to senior leaders in sport. Our new goal is to expand even faster to create a world leading end-to-end advisory business. CAA Sports is the ideal fit to achieve this growth and diversification for the benefit of the industry, our clients, and our people.”

Founded in 2006, Portas Consulting is ranked among Consultancy.uk’s top sports management consulting firms, and provides its clients in the sector with strategic advice across all areas of the sports economy.

Having delivered projects in more than 40 countries, Portas Consulting has helped create and improve national sports policies; win bids for major events; and optimised famous leagues, associations and clubs; among others.

With offices in London, Riyadh, Dubai, and Singapore, Portas Consulting will rebrand to CAA Portas, following the conclusion of the deal. It will exist alongside the CAA Sports brand, but also be part of the organisation. Financial terms of the agreement were not disclosed.

Paul Danforth, CAA Managing Director and President of CAA Sports, commented, “The global sports marketplace is evolving rapidly, creating unprecedented opportunities for the agency and our clients in both established and emerging markets. As CAA Sports continues its international growth plan, we remain focused on creating new service offerings that we can deliver to clients to accelerate their business objectives.”

“Portas Consulting is a best-in-class management consultancy, whose likeminded leadership and collaborative approach to client service will fit seamlessly into the CAA Sports ecosystem. By adding this unique expertise to our suite of services, we are uniquely positioned to help shape the future of the global sports industry.”

Authenticity, AI & Athletes: FIBA 3×3 GM Alex Sanchez on the Business of Basketball

In this exclusive conversation with iSportConnect’s Taruka, Alex Sanchez Mollinger, General Manager of FIBA 3×3, unpacks the commercial engine driving one of basketball’s fastest-growing formats. From early partnership strategy and athlete-led brand activations to the role of AI, sustainability, and social impact — Sanchez offers a compelling look into how FIBA 3×3 is redefining sports marketing, storytelling, and urban engagement ahead of the LA28 Olympic Games.

From a commercial standpoint, how important is it for you to secure partnerships ahead of major tour events like this one?

Early partnership engagement is critical not just for operational alignment, but for maximising collective impact. When we bring partners in ahead of major events, we’re able to co-design activations, digital campaigns, and on-site experiences that reflect shared objectives. It allows us to move from transactional sponsorship to true collaboration — where partners contribute to shaping the narrative, deepening fan engagement, and enhancing the overall footprint of the event. This integrated approach ultimately delivers greater visibility, stronger community relevance, and more measurable outcomes for all parties involved.

Could you tell us about some of the brands you’re currently working with — and what you look for in a good brand partner?

We are currently collaborating with established partners such as Wilson and Enlio. These partnerships are built on shared values and a mutual commitment to innovation, sustainability, performance, and urban culture. Both are examples of long-term partnerships that have understood the idiosyncrasy of 3×3 to leverage it with a bespoke narrative: Wilson has developed a genuine urban basketball that improves grip and shooting percentage, while Enlio has designed a portable court that improves traction while taking care of athletes’ health. We seek brands that understand our positioning, and are invested in co-creating value through long-term engagement.

Are there any specific sectors — like sports tech, performance analytics, or lifestyle brands — that you’re particularly keen to collaborate with this season?

This season, we are particularly interested in engaging with sectors that are closely aligned with our narrative. We see high potential in collaborations that enhance the athlete experience, support fan engagement, and contribute to the cultural relevance of the sport whether through apparel, connected devices, or consumer-facing platforms.

How has sports technology (wearables, AI-driven performance tools, recovery tech) shaped your strategy lately? 

Technology is one of the enablers to our ecosystem, and it is central to how we operate — not only in terms of performance, but also in driving efficiency, promoting sustainability, and enhancing fan engagement. On the efficiency side, AI-assisted tools help us automate highlight production, streamline workflows, and reduce manual overhead allowing us to do more with leaner teams and fewer resources. From a sustainability perspective, we’ve adopted digital processes that replace physical materials, cutting down on waste and emissions at events. These efforts have been formally recognised through ISO certification for sustainability — an important milestone that reflects our ongoing commitment to responsible event delivery. On the fan side, technology helps us unlock new interactive experiences, offering real-time insights, personalised content, and deeper engagement with the athletes and the game.

With fans engaging more digitally, are you seeing more brands wanting to activate through innovative fan experiences or virtual engagement during tournaments?

Yes, and we’re seeing a clear shift toward athlete-led digital engagement. Brands increasingly want to build authentic connections with fans by working directly with our players — amplifying their stories, personalities, and influence across social platforms. A strong example is our recent collaboration with Karl Lagerfeld, where several of our top athletes were featured in the brand’s launch campaign. The campaign blended fashion, sport, and personality — creating a culturally relevant moment that resonated with our community and extended far beyond the court. These kinds of activations are proving to be more impactful than traditional formats, as they allow fans to connect with both the brand and the athletes on a personal level, through the channels they engage with daily.

Sustainability and social impact are becoming huge themes in sports partnerships. Are these factors important to you when considering commercial tie-ups?

Sustainability and social responsibility are integral to how we design and deliver FIBA 3×3 events. This is the main reason to undergo the process for ISO 20121 certification. It’s important to note that the FIBA 3×3 World Tour is the only basketball competition in the world to have achieved this designation. As an urban sport that operates in the heart of city centres, we take seriously our role in minimising environmental impact and supporting the communities we engage with. We actively seek partners who align with these values  whether that’s through sustainable materials, inclusive programming, or long-term community engagement. Our commitment has been recognized through ISO certification, which was recently renewed through 2027, reflecting the depth and consistency of our sustainability efforts. For us, it’s not just about compliance  it’s about partnering with brands that want to leave a lasting, positive legacy wherever we play.

How do you balance maintaining authenticity on social media while also fulfilling brand obligations?

Elevating athlete visibility is central to our strategy, both in terms of competition and content. We actively support players in building their personal brands through social media amplification, media training, and direct involvement in sponsor campaigns. A strong example is our ongoing collaboration with Wilson. Beyond their role as our official ball partner, Wilson has worked with us to spotlight athletes in branded content, product features, and community activations that go far beyond traditional sponsorship. These initiatives provide players with valuable exposure and create authentic connections between athletes and fans. By involving athletes directly in brand storytelling, we create deeper impact for sponsors and help players grow their presence on and off the court.

Finally, looking beyond Utsunomiya, what are your broader goals commercially and competitively for the rest of the season?

Our broader objective is to continue driving the global growth of FIBA 3×3 as we build momentum toward the LA28 Olympic Games. We are focused on expanding our presence globally, strengthening our relationships with partners, and ensuring that every touchpoint — from events to digital content — delivers tangible value. A major part of that strategy involves supporting the image and reach of our athletes, helping them grow as public figures and brand ambassadors. At the same time, we remain committed to delivering events and partnerships that are sustainable, responsible, and aligned with our long-term impact goals. Everything we do is geared toward building a dynamic, future-ready platform that serves the game, its players, and the communities around it.

CALACUS HIT & MISS The FIFA Women’s Club World Cup

In this Member Insights piece, David Alexander, the founder and MD of Calacus PR how the road to launching the FIFA Women’s Club World Cup has been long and uneven — marked by hope, delays, and renewed vision. With FIFA now targeting 2028 for the tournament’s debut, the global football community stands at a pivotal moment.

The journey toward a Women’s Club World Cup has been marked by anticipation, setbacks, and renewed commitment. 

As FIFA recently announced the postponement of the inaugural tournament to 2028, we find ourselves at a critical juncture in women’s football history. 

This delay represents both challenges and opportunities in the ongoing struggle for gender equality in the world’s most popular sport.

Women’s club football has existed in the shadows of the men’s game for decades. 

While the men’s Club World Cup dates back to 2000 (evolving from the Intercontinental Cup established in 1960), women’s clubs have never had a comparable global tournament to showcase their talents on the world stage.

The 2019 Women’s World Cup in France marked a watershed moment for the women’s game, drawing unprecedented global attention and demonstrating the commercial viability of women’s football. 

Following this success, FIFA President Gianni Infantino first proposed the creation of a Women’s Club World Cup in July 2019, signalling a potential shift in how the governing body viewed women’s club competitions.

The initial announcement was met with enthusiasm from players, clubs, and fans alike, representing not just a new tournament, but a symbolic acknowledgment of women’s football’s growing stature. 

FIFA initially set 2021 as the target for the inaugural tournament, only to see those plans derailed by the COVID-19 pandemic.

FIFA announced in 2022 that the tournament would launch in 2023, which was again revised to 2025, with a proposed 16-team format that would bring together champions from across FIFA’s six confederations.

However, in a significant development in March 2025, FIFA announced another delay, pushing the tournament back to 2028 as part of a broader restructuring of women’s club competitions, including the introduction of an intermediate step – the FIFA Women’s Champions Cup – scheduled to begin in January 2026.

According to FIFA’s announcement, this new Champions Cup will feature the champions from the top eight women’s football nations competing in a knockout format, serving as a bridge to the full Club World Cup in 2028.

The repeated delays to the Women’s Club World Cup highlight the persistent challenges in achieving sporting gender equality in football. 

A December 2024 report by FIFPRO, the global players’ union, identified significant disparities between men’s and women’s professional football. 

The report revealed that while FIFA has committed substantial resources to the men’s Club World Cup, with a prize pool exceeding $1 billion for the 2025 tournament, women’s competitions receive comparatively minimal investment and increased challenges related to player workload and the already congested international calendar. 

While FIFA has announced an unprecedented $1 billion prize pot for the expanded men’s Club World Cup, the details regarding the financial rewards for the women’s equivalent have been less forthcoming – something they will need to navigate from a communications perspective to balance expectations with reality

But the unequal distribution of resources extends beyond prize money. 

Despite recent growth, women’s clubs typically operate with smaller budgets, less developed infrastructure, and fewer professional staff. Players often face precarious employment conditions, with many forced to maintain second jobs alongside their football careers.

Media coverage and commercial sponsorship also remain heavily skewed toward men’s football, creating a cycle where women’s competitions struggle to attract the visibility needed to drive commercial growth. With lower significant media exposure, generating substantial revenue becomes challenging, which in turn affects investment in the women’s game.

Progress has been made to address some aspects of inequality. In 2022, the United States women’s national team secured a historic equal pay agreement after a lengthy legal battle. Similar movements have emerged in countries like England, Spain, and Australia, where players have advocated for improved conditions and equal treatment.

However, clubs and governing bodies face increasing legal risks if they fail to address equal pay and treatment issues. 

Despite the frustration caused by repeated delays, the 2028 Women’s Club World Cup represents a pivotal moment for women’s football, providing formal recognition that women’s club football deserves the same global showcase as men’s. 

A well-executed tournament could also serve as a catalyst for increased commercial investment in women’s club football. By demonstrating the global appeal of elite women’s clubs, the competition could attract sponsors and broadcasters who have traditionally focused primarily on men’s football.

The tournament should also drive development in regions where women’s football remains underfunded. The possibility of qualifying for a global competition provides incentive for investment at confederation and national levels.

Beyond the sporting aspects, the tournament offers a platform for addressing broader gender equality issues in sport and society, giving visibility for female athletes who can inspire the next generation.

FIFA’s decision to introduce the intermediary Champions Cup before launching the full Club World Cup represents a pragmatic approach to building toward 2028. 

This approach may allow for the development of commercial models and operational experience that can benefit the full tournament when it eventually launches.

However, the success of both the Champions Cup and the eventual Club World Cup will depend on meaningful investment and promotion. 

As Brila.net noted in their March 2025 analysis, FIFA’s approach represents a “big gamble” that will require sustained commitment rather than just symbolic gestures.

For the 2028 Women’s Club World Cup to truly advance sporting gender equality, it must receive comparable resources, media attention, and commercial support to the men’s equivalent. 

This means not just staging the tournament, but investing in its success through substantial prize money, global broadcasting arrangements, and marketing campaigns that position it as a premier sporting event.

The path to 2028 offers an opportunity to address the structural inequalities that have limited women’s football – and an opportunity that FIFA must ensure they do right. 

By establishing professional standards, creating sustainable economic models, and providing elite competition, the Women’s Club World Cup could become more than just another tournament – it could represent a fundamental shift in how women’s football is valued, supported, and celebrated globally.

The successful establishment and flourishing of the FIFA Women’s Club World Cup holds immense significance for the future trajectory of women’s football and for FIFA’s standing as a global governing body committed to gender equality.

Seeing the best club teams in the world compete on a global stage will provide inspiration and role models for young people, further elevating women’s football in the global sporting landscape.

The journey has been longer than expected, but the destination promises to be worth the wait – a world where football’s global club competitions reflect true sporting gender equality.

For communications support and information, please contact Calacus via info@calacus.com

Euroleague Basketball names Trendyol as official partner

Euroleague Basketball has announced that Trendyol, one of the world’s leading e-commerce marketplaces, has become an Official Partner of the 2025 Turkish Airlines EuroLeague Final Four, which takes place from May 23 to 25 at the iconic Etihad Arena in Abu Dhabi.

Founded in 2010, Trendyol has rapidly expanded its international footprint, now operating across 27 European countries, Azerbaijan and having made a strong entrance into the Gulf markets in 2023. The brand has become one of the most downloaded shopping apps in the region, serving over three million customers. This new partnership underscores Trendyol’s ongoing commitment to the world of sports, building on its existing support for football, volleyball, and Olympic disciplines.

Paulius Motiejunas, Chief Executive Officer of Euroleague Basketball, said: “It is a pleasure to welcome Trendyol as an Official Partner of the 2025 EuroLeague Final Four. Partnering with a leader in the e-commerce sector with a strong presence in the UAE highlights the EuroLeague’s global appeal and growing influence in new territories.”

Çağlayan Çetin, President of Trendyol Group, said: “We are proud to partner with the EuroLeague for this iconic event in the UAE. As a brand committed to innovation and the growth of sport, this collaboration is a natural step in our journey to expand our impact across key markets and connect with a wider international audience”

The Trendyol brand will be displayed on on-court promotional platforms at the magnificent Etihad Arena, where AS Monaco, Fenerbahce Beko Istanbul, Olympiacos Piraeus, and Panathinaikos AKTOR Athens will compete to become the 2025 EuroLeague champion. Trendyol will also have a strong presence at the Final Four FanZone, the central meeting point for all devoted fans throughout the event.

This high-profile collaboration further cements the EuroLeague’s influence in the Gulf region and reflects Trendyol’s ongoing investment in connecting communities through world-class sporting events.

E1 signs Bombay Sapphire as global partner

The UIM E1 World Championship, the world’s first and only all-electric raceboat series announces an exciting global partnership with Bombay Sapphire.

The new partnership sees Bombay Sapphire become E1’s Official Gin Partner, underlining the appeal of the innovative Championship which has rapidly established itself as one of sport’s most star-studded and exciting.

The Championship’s teams are backed by some of the biggest names in sports and entertainment, including Will Smith, Rafael Nadel and Tom Brady.

The partnership, as Bombay Sapphire rolls out its new ‘Step Into the Blue’ brand platform, will see it become the Official Cocktail of E1, served to guests of the Ocean Club, E1’s exclusive VIP invite only hospitality offering.

The partnership will come to life at E1’s next race weekend which takes place in Dubrovnik, Croatia, from June 13 to 14.

In addition, and deepening its commitment to the sport, Bombay Sapphire will also become Official Partners of current reigning champions Team Brady, owned by NFL legend Tom Brady, and Team Drogba, led by Didier Drogba and Gabrielle Lemaire, unlocking additional branding rights and team specific opportunities throughout the 2025 season.

Underpinning the partnership is E1 and Bombay Sapphire’s shared commitment to sustainability and the acceleration of the protection and preservation of blue ecosystems around the world.

Protecting the planet is also a priority for Bombay Sapphire and has been for over 25 years. Crafted using a unique blend of 10 hand-selected botanicals from sustainably certified suppliers from around the world, Bombay Sapphire is distilled at Laverstoke Mill in the south of England, using a signature vapour infusion process that gently extracts the botanicals’ natural flavours, creating its distinctive vibrant and versatile taste.

When it opened its doors in 2014, the distillery’s design was awarded “outstanding” by one of the world’s leading environmental assessments for buildings and, in 2023, it achieved Wildlife Habitat Council certification, recognising the brand’s efforts to support local wildlife and biodiversity.

To deliver on this shared vision, Bombay Sapphire also becomes the Presenting Partner of E1 Blue Impact Championship – the innovative sustainability-focused league table that challenges E1’s teams to drive positive impact by mobilising society to reverse effects on ocean and aquatic habitats.

Rodi Basso, founder and CEO of E1, said: “Welcoming Bombay Sapphire as a Championship partner solidifies E1’s status as one of the most compelling opportunities in global sport and entertainment. With celebrity star power, highly competitive racing, and a purpose to accelerate change, we’re the sport of tomorrow that innovative brands are backing today.

“In E1, Bombay Sapphire has found a natural home. It is a partnership that is built on a passion for blue sustainability and we’re energised to deliver impactful change together as we redefine racing on water.”

Natasha Curtin, Global VP at Bombay Sapphire, said: “This partnership between Bombay Sapphire and E1 is a bold new chapter in our global journey – and brings our ‘Step Into The Blue’ campaign to life on an electrifying, international stage. We’re proud to join forces with E1 to celebrate innovation, sustainability, and the awe-inspiring beauty of the world’s most breathtaking natural blues – while marking our first ever foray into global sports entertainment.

“Like Bombay Sapphire, E1 is dedicated to inviting audiences to be part of immersive and inspiring moments – and unlocking a world of beautiful blue experiences that not only captivate but are also underpinned by a passion for showcasing the multisensorial beauty of the natural world.”

WTT extends event partnership with Liebherr

World Table Tennis (WTT) has announced that Liebherr will extend its long-standing support for the sport into another landmark year, returning as Official Event Partner for three of the most anticipated events on the global calendar: the ITTF World Table Tennis Championships Finals Doha 2025, WTT Champions Montpellier 2025, and WTT Champions Frankfurt 2025.

The action begins in Doha, where the Qatari capital will host the ITTF World Table Tennis Championships Finals for the second time in history, 21 years after it first staged the event in 2004. From 17 to 25 May 2025, the world’s best will gather for nine days of title-chasing and legacy-defining moments. With a history of hosting elite sport and a flair for spectacle, Doha is the perfect canvas — and Liebherr will be there, courtside, where the drama unfolds.

Adding to the occasion will be Liebherr’s “Coolest Shot of the Day” campaign, which will spotlight the most jaw-dropping rallies and moments of control under pressure, brought to fans daily across ITTF and WTT’s social media platforms.

Then comes WTT Champions Montpellier 2025, where the Sud de France Arena will once again become a cauldron of intensity. After 41,000 fans poured into the venue across six days in 2024, this French stop has cemented itself as one of WTT’s true fan favourites. Now, for the first time, Liebherr enters the Montpellier spotlight as an Official Event Partner, expanding its European footprint and aligning with one of the continent’s fastest-growing sporting events.

Hot off the heels of Montpellier, it’s back to Germany, where WTT Champions Frankfurt 2025 will be the last WTT Champions stop on the WTT calendar. It’s a homecoming of sorts for Liebherr, in their third appearance in the heart of Hesse as Official Event Partner of the event. In a region steeped in sporting heritage and innovation, Liebherr’s presence bridges its local pride with a global stage.

“We’re proud to renew our commitment to the global table tennis community,” said Steffen Günther, Managing Director of Liebherr-International AG. “From Doha to Frankfurt via Montpellier, these are more than just events to us. They are where history is made, and where Liebherr belongs. This sport represents the values we live by: precision, reliability, and performance under pressure.”

“Liebherr is part of the DNA of this sport,” said Jonny Cowan, WTT Europe General Manager. “Their support has helped elevate generations of table tennis. With this renewed partnership, we’re writing the next chapter together. From iconic digital campaigns to a physical presence across three world-class events, Liebherr’s impact will be felt on every front.”

Since first stepping into the World Championships in Paris in 2003, Liebherr has become synonymous with elite-level table tennis. Its support has spanned cities, continents, and generations, helping shape the sport’s growth through innovation. In 2025, that story continues: bigger, bolder, and built for the big stage.

Verizon inks partnerships with ATP and WTA Tour events

The ATP and WTA have announced a multi-year partnership with leading telecommunications company Verizon. The regional sponsorship spans ATP Tour and Hologic WTA Tour events in the United States, with Verizon becoming the official telecommunications partner to each Tour and the first telecommunications partner of the ATP.

The partnership kicked off at the 2025 BNP Paribas Open in Indian Wells in March. Verizon’s event portolio will span the ATX Open (Austin), Delray Beach Open (Fla.), Miami Open presented by Itaú, Fayez Sarofim & Co. U.S. Men’s Clay Court Championship (Houston), Credit One Charleston Open, and future tournaments at the Mubadala Citi DC Open, Cincinnati Open, Tennis in the Land powered by Rocket (Cleveland) and the Winston-Salem Open presented by Truist Bank and Flow Automotive.

Brokered by Sinclair and its subsidiary Tennis Channel — the U.S. home of tennis — the agreement also grants Verizon integrated access to Tennis Channel’s distribution ecosystem. This includes exclusive content placements across Tennis Channel’s app, studio desk branding, TennisChannel 2 streaming (FAST) network, and Tennis.com, creating an unprecedented consolidated platform to engage with tennis audiences across the season.

Daniele Sano, ATP Chief Business Officer, said: “This partnership with Verizon is a big step for the ATP. It’s our first-ever telecommunications partner, which says a lot about the momentum behind tennis right now. It’s also a great example of how we’re shaping partnerships in new ways — built for brands looking for a single entry point into the sport. Verizon is a household name with deep credibility, and their investment in our sport will help bring tennis closer to fans across the U.S.”

Marina Storti, CEO of WTA Ventures, said: “This innovative partnership is a shining example of how we can work together across tennis to create value for partners. Just a few weeks after the launch of a bold new brand identity for the WTA, it is great to be taking yet another positive step for women’s tennis by welcoming Verizon to the WTA’s partner portfolio.”

Sinclair Chief Business Officer, Consumer Products, JR McCabe said: “Through a single sponsorship platform, Sinclair is redefining how brands engage with audiences and delivering a unified opportunity for advertisers to connect with fans throughout the season of tennis. This marks another step in Sinclair’s ongoing expansion beyond traditional broadcasting, reinforcing our commitment to providing customized, innovative solutions for partners.”

Sinclair Chief Sports and Digital Monetisation Officer, Eric Welles said: “We’ve spoken to many marketers and there was a consistent theme to the challenges of the fragmentation of the sport. This concept will revolutionise ways brands can access tennis, similar to the way other professional leagues operate with their rights partners. Verizon is an ideal partner, as they have led the way across many of the leagues in bringing together their brand with the respective sport and unlocking unprecedented experiences for the fans.”

ATPI Launches EventsHub Platform for Integrated Guest and Travel Management

Leading travel and events management company, ATPI Group has announced the global launch of ATPI EventsHub, the group’s end-to-end guest management platform designed to effortlessly handle every aspect of events management. 

The first platform of its kind to integrate a guest management tool with travel booking capabilities, ATPI EventsHub enhances its offering with 24/7 offline support from travel consultants, and a fully customisable, white-labelled experience for brands across all guest touchpoints. 

Whether planning a one-off event or a multi-event programme, ATPI’s new platform simplifies guest management by allowing organisers to effortlessly book and manage flights, hotels, transfers and inventories all within a single platform, eliminating the inefficiencies of juggling multiple tools and suppliers and streamlining operations.

From registrations and travel logistics to seamless communication and real-time tracking, users of ATPI EventsHub will benefit from:

  • Full control over a centralised dashboard with real-time data, ensuring smooth event execution with complete oversight 
  • Smart automation that eliminates manual tasks and reduces planning time by up to 30%
  • A fully customisable experience to suit business needs and brand identity 
  • Effortless guest management that streamlines the entire guest journey, from invitations and travel planning to onsite experience 
  • Integrated travel data to ensure a seamless attendee journey with built-in travel management 

Beyond its technological capabilities, ATPI developed the platform to work alongside its consultants, providing clients with hands-on guidance and local expertise from planning through to execution. Whether managing VIP travel, coordinating large-scale events, or fine-tuning last-minute details, ATPI’s team work behind the scenes to ensure a seamless event experience with real-time troubleshooting. 

Helen van Berkel, Global Head of Events at ATPI, said: “ATPI EventsHub offers the perfect blend of personalisation, innovation and human touch, setting a new standard for exceptional guest experiences. 

“We take pride in our deep understanding of the challenges our customers face when organising and managing events. Therefore, our goal is simple. We want to equip our customers with the tools that set them apart in their respective industries, helping them foster stronger brand loyalty and enhance guest satisfaction – all while maximising cost savings and operational efficiency. The essence of our work lies in creating unforgettable guest experiences, and we strive to empower our customers with innovative solutions that turn every event into a lasting success.”